Product Videos Boost Purchase Confidence for Online Shoppers

57% of online shoppers agree that they are more confident when they watch a product video in advance of making a purchase online, and therefore less likely to return the product, details Invodo in a study conducted by the e-tailing group. That 57% represents an almost 10% rise from 52% who responded that way in the previous year’s survey. Also rising was the proportion who say they have more confidence in the purchases they make after they watch related onsite videos, from 51% to 55%.

Some of that increase may be related to an overall rise in the percentage of shoppers who are watching product videos. In this latest survey, conducted in late 2012, 35% of respondents said that they watch product videos “most of the time” (21%) or “all of the time” (14%) when they encounter them on retail or brand manufacturer sites. That’s up from 27% in the 2011 study.

Notably, though, video doesn’t count as one of the top image-related factors online shoppers consider important when selecting and ultimately purchasing a product. Instead, attributes such as quality of the image (80%), alternative views of the selected item (64%) and the ability to see selected product in the color of choice (61%) count as critical or very important to more online shoppers than professionally-produced video, although video is very important to half of the shoppers.

While video may not be quite as important to them, respondents are more likely to share product videos than static text, per the study findings. 41% said they would be somewhat (29%) or much more (12%) more likely to share video (versus photos or written text) that they might find on the product page of a retailer’s website.

About the Data: The data is based on an online survey of 1,073 consumers conducted in December 2012, 52% of whom are female. Respondents were required to have shopped online at least 4 times in the past year and spent at least $250. 100% own a smartphone and 56% own a tablet.-MarketingCharts

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