2011 role video_tv_purchase
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2011 role video_tv_purchase

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2011 role video_tv_purchase 2011 role video_tv_purchase Presentation Transcript

  • The Role of Video 
in the TV PurchaseProcess
  • 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 TV Purchase Process Study, Google/Compete, US, Dec 2011. 2
  • 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 •  ‘product videos’ are defined as product videos watched on yt.com, retailer sites, oem sites •  products analyzed: TVsSource: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 3 3
  • The consumerdecision journey
  • 42% of TV shoppers Video is effective used TV videos while throughout researching and the consumer shopping, of which journey 81% watch for more than 10 minutesCompete Survey: V4 - Thinking about the <Product> you recently researched or shopped for, approximately how much time did you spend, overall, watching videos online about<Product>.? Please select one answer only. (n=512)Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 5
  • THE CONSUMER JOURNEY TV Product feature videos and reviews help Active consumers narrow Evaluation choices. Initial Consideration L O YA LT Y Purchase Video helps consumers learn Video drives about TV products TV purchase activities. Post-Purchase Experience Most consumers will use TV video again 6
  • DEVICE DEMOCRACYTV shoppers conduct research on threescreens, generally opting for the bestscreen available Devices used to watch TV videos Locations shoppers use mobile to research tech products 89% 64% while at home 55% 40% while at work 47% while in a restaurant, coffee shop, 50% etc 33% 27% 43% 14% while shopping in a retail store 32% 5% during my commute to/from work 15% tablet mobile phone computer tablet (n=74) mobile phone (n=154) Compete Survey: M1 - Which of the following devices did you use to watch Compete Survey: M3 - From which of the following locations did you use your mobile videos about <Product> while researching and shopping for <Product>? Please phone / tablet while researching or shopping for <Product>? Please select all that select all that apply. (n=512) apply.(n=74-154)Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 7
  • INITIAL CONSIDERATIONVideo introduces TV products to shoppers withover 83% of TV buyers visiting YouTube in thetwo months leading up to purchase. After viewing TV videos… •  59% became interested in specific TV models •  61% introduced to TV brands not previously considered •  35% heard about the TV 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 oneresponse for each statement. (n=512); Rows do not add to 100% because there was also a “No opinion” option, Compete clickstream data- viewers of TV videosSource: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 8
  • ACTIVE EVALUATION Video helps TV buyers determine which products to buy. After viewing TV videos… •  70% learn more about specific TVs •  66% narrow down options of TVs •  45% talk to family/friends about TVsCompete 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 oneresponse for each statement. (n=512); Rows do not add to 100% because there was also a “No opinion” option V9 - As a result of watching videos about <Product> online, which of thefollowing actions did you perform, if any? Please select all that apply. (n=205) 9Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011.
  • ACTIVE EVALUATIONAfter viewing tech product videos on mobiledevices, shoppers are using mobile to researchfurther, making mobile a critical tool in evaluation. After viewing TV videos online… •  60% researched/shopped not while in store •  51% looked for promotions or coupons Compete Survey: V12 - Specifically, which of the following did you do on your mobile phone as a result of watching <Product> videos online? Please select all that apply. (n=86)Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 10
  • MOMENT OF PURCHASE TV shoppers take action toward purchase after viewing TV videos visited a store that sells TVs 61% visited a website that sells TVs 55%searched a stores inventory for a specific TV 39% visited a manfacturers website 36% 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) V10 – Specifically, which of the following types of websites did you visit as a result of watching videos about <Product> online? Please select all that apply. (n=282)Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 11
  • MOMENT OF PURCHASEMobile is a key tool in driving the purchaseprocess and tech shoppers turn to mobileafter viewing tech videos After watching tech product videos online… •  72% looked up a store’s location on their mobile phone •  57% researched and shopped on mobile device while in retail store Compete Survey: V12 - Specifically, which of the following did you do on your mobile phone as a result of watching <Product> videos online? Please select all that apply. (n=86)Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 12
  • POST-PURCHASE EXPERIENCE68% of TV shoppers are likelyto watch videos again the nexttime they are shopping for TVs Videos can lead consumers back for their next purchase. Compete 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 TV Purchase Process Study, Google/Compete, US, Dec 2011. 13
  • KEY TAKEAWAYS Video heightens every stage of the consumer journey Initial Consideration: Video helps consumers learn about TV products Active Evaluation: TV Product feature videos and reviews help consumers narrow choices. Purchase: Video drives TV purchase activities. Loyalty & Post Purchase: Most consumers will use TV product videos again .Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 14
  • Insights andRecommendations
  • RECOMMENDATIONS Empower consumers and drive more 1 sales Make videos discoverable where 2 consumers watch video Implement best screen available 3 strategySource: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 16
  • EMPOWER CONSUMERS AND DRIVE MORE SALES63% of viewers said videos were useful in thepurchase process and 61% visited a store as aresult of watching.Types of product videos being watched by TV shoppers % of viewers Initial Active Types of Videos watched Purchase Loyalty watching Consideration Evaluation 39% TV Ads through streaming video 26% Online advertisements 40% Professional reviews Consumer Reviews/ 34% Testimonials 54% Product feature videos 32% Consumer Generated videos 7% Repair footage 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) V10 – Specifically, which of the following types of websites did you visit as a result of watching videos about <Product> online? Please select all that apply. (n=282) 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)Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 17
  • EMPOWER CONSUMERS AND DRIVE MORE SALES Video is being under-utilized by brands. They should build video content to improve the customer experience. Many TV shoppers could not find what they needed… •  20% couldn’t find information about un-boxing a TV Only 49% found •  15% couldn’t find professional everything reviews •  14% couldn’t find pricing they were information looking for. •  11% couldn’t find customer testimonials •  8% couldn’t find product demonstrationsCompete Survey: V8 - What type of information, ifany, were you unable to find while researching video(s) online about <Product>? Please select all thatapply. (n=512) 18Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011.
  • MAKE VIDEOS DISCOVERABLEProduct videos lack discoverability: 49% of TV shoppersaren’t aware that TV product videos exist online, but wouldwatch if they come across them in the research process. websites used by TV buyers to watch product videos retailer websites 77% manufacturer websites 59% professional online <product> review 31% youtube.com 28% shopping comparison websites 25% social networking websites 17% newspaper/magazine websites 9% other video sharing websites 8%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 thatapply. (n=112-155) Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 19
  • MAKE VIDEOS DISCOVERABLEIncrease reach and discoverability by seeding product videoswhere consumers are already watching. 83% of TV buyers visitYouTube in the two months leading up to purchase. % of TV product video viewers who view YouTube non-endemic content 37% 29% 27% 18% 16% 13% 12% 11% 10% 10% 9% 9% 8% 5% 4% 2% 1%Compete Clickstream data Q2 2011Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 20
  • IMPLEMENT BEST SCREEN AVAILABLE STRATEGYTV shoppers use a variety of devices and onlineactivities to research TVs. Brands will be mosteffective by leveraging all of these opportunities. Consumers employ a variety of research activities and opt for the best screen available •  15% of TV shoppers turn to mobile devices to research after viewing videos. •  27% of TV video viewers are watching on mobile phones or tablets. •  32% of TV video viewers are conducting TV category searches on Google within a week of viewing video •  5% of TV video viewers are conducting TV category searches on YouTube within a week of viewing video 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 Q2 2011Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 21
  • 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.Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 22