Your SlideShare is downloading. ×
2011 role video_tablet_purchase
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

2011 role video_tablet_purchase

271
views

Published on

Google research on TV / Tablet relationship

Google research on TV / Tablet relationship

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
271
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The Role of Video 
in the Tablet "Purchase Process""Google/Compete, U.S."Dec 2011
  • 2. EXECUTIVE SUMMARY Video’s Role in the Consumer Journey Video is effective throughout the consumer journey by introducing new products, functioning as an effective research tool, and spurring shoppers to make in-store and online purchases. Insights and Recommendations •  Use video to empower consumers and drive sales. •  Discoverability is key; distribute videos wherever consumers watch video and research/shop. •  Run best screen available campaigns to reach consumers on all devices and increase impact.Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 2
  • 3. METHODOLOGY Goal is to better understand how consumers use video to research and buy tech products (TVs, Smartphones, tablets) Using Compete’s panel of 2MM U.S. consumers, Compete measured consumer behavior within the industry Compete conducted an online survey using panelists who researched or shopped for tech products online within the past 6 months. •  Surveys were fielded between Sept. 6th to Oct. 13th •  1186 respondents who qualified for the survey after indicating they had both a) shopped / purchased a tablet/TV/smartphone and b) watched some form of online video in the past 6 months Compete observed clickstream behavior from its panel •  Tablet videos are defined as product videos watched on youtube.com, retailer sites, oem sites •  Analyzed tabletsSource: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 3
  • 4. Videoʼs role in theconsumer journey
  • 5. 53% of tabletshoppers usedvideos whileresearching andshopping, of which Video is effective82% watch for more throughoutthan 10 minutes. the consumer journey.Compete Survey: V4 - Thinking about the <Product> you recently researched orshopped for, approximately how much time did you spend, overall, watching videosonline about <Product>.? Please select one answer only. (n=512)Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 5
  • 6. THE CONSUMER JOURNEY Tablet product feature Active videos and reviews help Evaluation consumers narrow choices. Initial Consideration L O YA LT Y Purchase Video helps consumers learn Video drives about tablet products tablet purchase activities. Post-Purchase Experience Most consumers will use tablet videos againSource: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 6
  • 7. DEVICE DEMOCRACYTablet shoppers conduct research on three screens,generally opting for the best screen available. Devices used to watch tablet product Locations shoppers use mobile to videos research tech products 86% 64% while at home 55% while at work 40% 47% while in a restaurant, coffee shop, 50% etc 33% 31% while shopping in a retail store 43% 24% 32% while traveling out of town 16% 22% during my commute to/from work 5% 15% tablet mobile phone computer tablet (n=74) mobile phone (n=154) Compete Survey: M1 - Which of the following devices did you use to Compete Survey: M3 - From which of the following locations did you use your watch videos about <Product> while researching and shopping for mobile phone / tablet while researching or shopping for <Product>? Please <Product>? Please select all that apply. (n=512) select all that apply.(n=74-154)Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 7
  • 8. INITIAL CONSIDERATIONVideo introduces tablet products to shoppers withover 79% of tablet buyers visiting YouTube in thetwo months leading up to purchase. After viewing tablet product videos… •  71% became interested in specific tablet models •  56% were introduced to tablet brands not previously considered •  36% heard about the tablet product for the first timeCompete Survey: V5 - Please state how much you agree with each of the following statements about the online videos you watched to learn about <Product>.Please select only one response for each statement. (n=512); Rows do not add to 100% because there was also a “No opinion” optionSource: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 8
  • 9. ACTIVE EVALUATION Video helps tablet buyers determine which products to buy. After viewing tablet videos… •  80% learned more about specific tablets •  68% narrowed down options of tablets •  54% talked to family, friends, or colleagues about tabletsCompete Survey: V5 - Please state how much you agree with each of the following statements about the online videos you watched to learn about <Product>.Please select only one response for each statement. (n=512); Rows do not add to 100% because there was also a “No opinion” option V9 - As a result of watchingvideos about <Product> online, which of the following actions did you perform, if any? Please select all that apply. (n=205)Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 9
  • 10. ACTIVE EVALUATION After viewing technology product videos on mobile devices, shoppers are using mobile to research further, making mobile a critical tool in evaluation. After viewing tech product videos online… •  60% researched or shopped on mobile while not in-store •  51% looked for promotions or coupons on mobileCompete Survey: V12 - Specifically, which of the following did you do on yourmobile phone as a result of watching <Product> videos online? Please selectall that apply. (n=86)Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 10
  • 11. MOMENT OF PURCHASETablet product shoppers take actiontoward purchase after viewing videos visited a website that sells tablets 57% visited a store that sells tablets 44%visited a manufacturers website 35% searched a stores inventory or availability of a specific tablet 33%Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following actions did you perform, if any? Please select all thatapply. (n=205) V10 – Specifically, which of the following types of websites did you visit as a result of watching videos about <Product> online? Pleaseselect all that apply. (n=282)Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 11
  • 12. MOMENT OF PURCHASEMobile is a key tool in driving the purchaseprocess and technology product shoppersturn to mobile after viewing videosAfter viewing technologyproduct videos online…•  72% looked up a store’s location on their mobile phone•  57% researched and shopped on mobile while in a retail storeCompete Survey: V12 - Specifically, which of the following did you do on yourmobile phone as a result of watching <Product> videos online? Please selectall that apply. (n=86)Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 12
  • 13. POST-PURCHASE EXPERIENCE 80% of tablet shoppers are Video likely to watch can le s videos again the consuad back mers f next time they their n or are shopping purch ext ase. for tabletsCompete Survey: V15 - Using the scale below, how likely would you be to watch videos about Product> online the next time you are shopping for a<Product>?(n=512)Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 13
  • 14. KEY TAKEAWAYS Video heightens every stage of the consumer journey Initial Consideration: Video helps consumers learn about tablets Active Evaluation: Tablet product feature videos and reviews help consumers narrow choices. Purchase: Video drives tablet product purchase activities. Loyalty & Post Purchase: Most consumers will use tablet product videos again 14
  • 15. Insights andRecommendations
  • 16. RECOMMENDATIONS Empower consumers and drive more 1 sales Make videos discoverable where 2 consumers watch video Implement best screen available 3 strategy 16
  • 17. EMPOWER CONSUMERS AND DRIVE MORE SALES72% of viewers said tablet videos were useful inthe purchase process and 44% visited a store asa result of watching.Types of product videos being watched by tablet shoppers % of viewers Initial Active Types of Videos watched Purchase Loyalty watching Consideration Evaluation 32% TV Ads through streaming video 24% Online advertisements 63% Professional reviews Consumer Reviews/ 52% Testimonials 62% Product feature videos 37% Consumer Generated videos 2% Repair footage Compete Survey: V6 - Which of the following types of videos about <Product> did you watch online while researching or shopping for <Product>? Please select all that apply. (n=512) Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following actions did you perform, if any? Please select all that apply. (n=205) 17 Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011.
  • 18. EMPOWER CONSUMERS AND DRIVE MORE SALES Video is being under-utilized by brands. They should build video content to improve the customer experience. Many Tablet shoppers could not find what they needed… •  8% couldn’t find information product dimensions Only 59% found •  7% couldn’t find pricing information everything •  7% couldn’t find professional they were reviews •  7% couldn’t find customer looking for. testimonials •  6% couldn’t find information about applications and content loaded on the tablet Compete Survey: V8 - What type of information, if any, were you unable to find while researching video(s) online about <Product>? Please select all that apply. (n=512)Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011.
  • 19. MAKE VIDEOS DISCOVERABLETablet videos lack discoverability: 31% of tablet product shoppersaren’t aware that tablet product videos exist online, but wouldwatch if they come across them in the research process. websites used by tablet buyers to watch product videos manufacturer websites 72%professional online review websites 53% youtube.com 48% retailer websites 47% social networking websites 39% shopping comparison websites 27% other video sharing websites 12% newspaper or magazine websites 7% Compete Survey: S7 Why is it that you did not view a video about <Product> while researching or shopping for <Product > in the past 6 months? Compete Survey: V1 - Which of the following types of websites did you visit to watch videos about <Product> while researching or shopping for <Product>? Please select all that apply. (n=112-155) Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 19
  • 20. MAKE VIDEOS DISCOVERABLEIncrease reach and discoverability by seeding product videoswhere consumers are already watching. 79% of tablet buyersvisit YouTube in the two months leading up to purchase. % of tablet product video viewers who view YouTube non-endemic content…32% 26% 24% 15% 14% 12% 11% 9% 9% 9% 8% 8% 6% 4% 4% Reach your audience where they consume contentCompete Clickstream DataSource: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 20
  • 21. IMPLEMENT BEST SCREEN AVAILABLE STRATEGYTablet shoppers use a variety of devices and onlineactivities to research tablets. Brands will be mosteffective by leveraging all of these opportunities. Consumers opt for the best screen available •  17% of shoppers turn to mobile devices to research after viewing videos. •  30% of technology product video viewers are watching on mobile phones or tablets. •  11% of Tablet video viewers are conducting Tablet category searches on Google within a week of viewing video Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following actions did you perform, if any? Please select all that apply. (n=512) Compete Survey: M1 - Which of the following devices did you use to watch videos about <Product> while researching and shopping for <Product>? Please select all that apply. (n=512) Compete Clickstream data 21
  • 22. I M P L E M E N T B E S T S C R E E N AVA I L A B L E S T R AT E G YIn multiple case studies of mobile and desktopcampaigns, advertisers have seen better resultswhen integrating across all screens +48% recall +4 reach pts 2x frequency source: Nielsen Multi-Screen Lab Study, Sept ‘11; Google Incremental Reach Preliminary Results from 6 US studies for total YT/GDN campaigns. 22
  • 23. EXECUTIVE SUMMARY Video’s Role in the Consumer Journey Video is effective throughout the consumer journey by introducing new products, functioning as an effective research tool, and spurring shoppers to make in-store and online purchases. Insights and Recommendations •  Use video to empower consumers and drive sales. •  Discoverability is key; distribute videos wherever consumers watch video and research/shop. •  Run best screen available campaigns to reach consumers on all devices and increase impact.Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 23