Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

YOUTUBE VIDEO TRENDS AND IMPACT OF COMMERCIAL CO-OPERATIONS ON CONSUMER BEHAVIOR

3,820 views

Published on

What kind of impact does YouTube have on purchase decisions and how does it compare with other mediums? This survey concentrates on the 15-35 year-old Swedes!

The results on this presentation summarize our findings. Interested in hearing more? Contact us! www.troot.network

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

YOUTUBE VIDEO TRENDS AND IMPACT OF COMMERCIAL CO-OPERATIONS ON CONSUMER BEHAVIOR

  1. 1. YouTube video trends and impact of commercial co-operations on consumer behavior in 2018
  2. 2. HOW EFFECTIVE IS YOUTUBE IN AFFECTING CONSUMER’S PURCHASE BEHAVIOR? In order to get an answer to this question, we conducted a comprehensive quantitative online survey (n=1000) among 15-35 year old Swedish consumers.
  3. 3. x 1. HOW EFFECTIVE IS YOUTUBE IN REACHING AND INFLUENCING CONSUMERS? 2. WHAT TYPE OF YOUTUBE CONTENT IS MOST POPULAR? 3. HOW DO CONSUMERS FEEL ABOUT COMMERCIAL CO- OPERATIONS ON YOUTUBE? 4. WHAT IS THE IMPACT OF COMMERCIAL CO-OPERATIONS ON CONSUMER BEHAVIOR? 5. HOW WELL DO COMMERCIAL CO-OPERATIONS WORK VS. OTHER MEDIA CHANNELS?
  4. 4. 90%Of all 15-35 year old's watch YouTube videos every week
  5. 5. THE DAILY REACH OF CONTENT CREATED BY YOUTUBERS IS TWO TIMES HIGHER THAN COMMERCIAL TV AMONG 15-35-YEAR OLD CONSUMERS 64% 83% 76% 67% 56% 48% 33% 18% 20% 31% 38% 46% Total 15-17 years 18-21 years 22-25 years 26-30 years 31-35 years YouTube/ Daily reach Commercial TV/ Daily Reach Source of Commercial TV figures: OMD Sweden, AdvantEdge –TechEdge, January 2018 figures.
  6. 6. YEAR OLDS CONSIDER WATCHING YOUTUBE VIDEOS MORE IMPORTANT THAN OTHER MEDIA CHANNELS 15-35 Very important Somewhat important Not so important Not important at all 9% 31% 25% 22% 17% 17% 15% 13% 12% 11% 11% 11% 10% 8% 37% 25% 35% 34% 38% 34% 27% 32% 29% 16% 24% 30% 20% 23% 20% 21% 34% 27% 36% 32% 37% 35% 22% 37% 35% 33% 10% 30% 22% 15% 19% 15% 28% 19% 25% 51% 29% 25% 38% Watch YouTube videos Use Snapchat Use Instagram Watch Web-TV Use Facebook Watch TV Listen to podcasts Go to the cinemas Read magazines Use Twitter Watch Facebook videos Listen to the radio Reading blog posts
  7. 7. 2. WHAT IS THE MOST POPULAR CONTENT? The most popular categories on YouTube are comedy and music videos.
  8. 8. 2. WHAT IS THE MOST POPULAR CONTENT? The most popular video content are DIY/How to, ”Follow me around” and test/review videos
  9. 9. PEOPLE WOULD LIKE TO SEE MORE OF DIY/HOW TO, TEST/REVIEW AND FOLLOW ME AROUND VIDEOS Videos related to veganism, studies and production of products have untapped potential.
  10. 10. 87% 3. HOW DO CONSUMERS FEEL ABOUT COMMERCIAL CO-OPERATIONS ON YOUTUBE? Of all 15-35 year-olds have a positive or neutral attitude towards commercial co-operations on YouTube.
  11. 11. COMMERCIAL CO-OPERATIONS ARE EXPERIENCED MORE POSITIVE THAN ANY OTHER FORMS OF ADVERTISING!
  12. 12. YEAR OLDS CONSIDER COLLABORATIONS ON YOUTUBE MORE POSITIVE THAN OTHER FORMS OF ADVERTISING 15-35 Very positive Somewhat positive Somewhat negative Very negative 9% 13% 10% 9% 9% 7% 7% 6% 6% 5% 5% 5% 4% 26% 26% 22% 23% 13% 13% 16% 12% 15% 14% 14% 13% 48% 42% 48% 47% 35% 40% 39% 37% 38% 43% 36% 31% 10% 12% 12% 12% 20% 23% 23% 23% 24% 21% 25% 28% 11% 9% 10% 24% 18% 16% 22% 19% 18% 20% 24% Commercial collaborations on YouTube Cinema advertising Print advertising Outdor advertising YouTube pre-roll advertising Radio advertising TV-advertising Advertising on Instagram Advertising on Facebook Instagram influencers own channels Banner advertising on the Internet Advertisng on Web-TV Neutral
  13. 13. ToinenPHD@ In order to ensure a positive attitude towards commercial co-operations it is important that: The YouTuber tells clearly about the co-operation The YouTuber is genuinely interested in the promoted product or service Feel that commercial co-operations are acceptable if the YouTuber is genuinely interested in the advertised product or service Think that commercial co-operations are acceptable if the YouTuber is open about it 68%
  14. 14. ToinenPHD@ Of the respondents were aware of the fact that YouTubers are doing commercial co-operations. 77% MOST PEOPLE ARE AWARE THAT YOUTUBERS ENGAGE IN COMMERCIAL CO- OPERATIONS WITH COMPANIES
  15. 15. Pay attention to products and services YouTubers use 66%
  16. 16. CO-OPERATION VIDEOS INSPIRE CONSUMERS TO TALK ABOUT, RECOMMEND AND TRY OUT NEW PRODUCTS
  17. 17. 4. WHAT IS THE IMPACT OF COMMERCIAL CO-OPERATIONS ON CONSUMER BEHAVIOR? Of all 15-35 year olds have considered buying something after seeing it on a YouTube video 65%
  18. 18. @ THE EFFECT OF COMMERCIAL CO- OPERATIONS ON CONSUMER BEHAVIOR Have become more interested in a product or service shown in a video Have been seeking for more information regarding a product or service presented in a video Have changed their opinion to more positive regarding a presented product or service Have bought a product or service presented in a video Have recommended the presented products or services for their friends70% 70% 51% 49% 57%
  19. 19. @ COMMERCIAL CO- OPERATIONS ON YOUTUBE AFFECT PURCHASE DECISIONS MORE THAN ADVERTISING IN ANY OTHER MEDIA CHANNEL To what extent does advertising in the following media affect your purchase decisions? Often Sometimes More seldom Never 8% 6% 6% 7% 6% 7% 7% 6% 8% 7% 8% 8% 7% 8% 37% 25% 21% 23% 22% 23% 23% 21% 20% 26% 25% 23% 18% 23% 35% 40% 38% 35% 36% 34% 31% 29% 30% 36% 35% 35% 33% 32% 21% 29% 35% 34% 36% 37% 39% 44% 43% 31% 33% 34% 43% 37% Commercial co-operations on Youtube TV advertising WebTV advertising Product placements in TV series Banner advertising /Internet Instagram influencers' own channels Advertising on Facebook Video advertising on Facebook Commercial podcasts Outdoor advertising Print advertising Cinema advertising Radio advertising YooTube pre-roll ads
  20. 20. KEY THINGS TO REMEMBER 1 The most popular content are DIY/How to, Follow me around and test/review videos YouTube videos reach twice as many 15-35 year old consumers daily as commercial TV. Commercial co-operations on YouTube affect consumers’ purchase decisions, but are also effective in building brand image and encouraging recommendation to others. Commercial co-operations on YouTube outperform all other media channels both with regard to importance and impact on consumer behavior. 87 % of consumers have a positive attitude toward commercial co- operations on YouTube 2 3 4 5

×