Online Video Draws More Female Viewers

Online video is attracting a growing audience, with 1 in 5 or more American adults watching a TV show online (28%), amateur content (31%), or original digital video (22%) on at least a monthly basis, per results from an IAB study conducted by GfK. The study indicates that the share of Americans aged 18-64 watching TV content online and original digital video on a monthly basis has grown from last year’s study; an analysis of the demographic profiles of these audiences also indicates that they skew less male.

(“TV Online” refers to network TV shows online; “Amateur” refers to amateur, user-generated video; and “Original Digital Video” refers to professionally produced video only for online distribution and viewing. All data presented refers to viewers watching each type of content on at least a monthly basis.)

This year:

• 48% of TV online viewers are female, up from 45% last year;
• 47% of amateur video viewers are female, up from 44% last year; and
• 46% of original digital video viewers are female, up from 40% last year.

While the average (mean) age of a TV online viewer has aged from 36.1 to 38.1, the comparable figures for amateur video viewers (38.6) and original digital video viewers (39) remain steady.

Also changing from last year: the percentage of viewers with kids in the household. This year, that figure ranges from 41-43% across the video types, up from 36-38% last year.

Not surprisingly, the percentage of video viewers who own smartphones and tablets has grown significantly. Concurrently, the share of original digital video viewers using mobile devices to view that content has jumped by a sizable amount. This year, while laptops and desktops remain the most-used devices for streaming original digital video, almost half are using smartphones (46%) and tablets (41%) to watch, up from 26% and 23%, respectively, last year.

That doesn’t mean they’re watching on-the-go, though: 87% of original digital video viewers typically watch at home, and 65% say they only ever watch at home.

Word-of-mouth is the top way by which the original digital video audience learns about new content, with 51% saying they discover content through friends, relatives, and word-of-mouth. Not far behind, though, 41% say they find new content through social media sites, a big jump from 24% last year.

About the Data: The data is based on a survey of 2,388 adults screened from a general population sample for being monthly+ viewers of online video and “ever” users of either TV Online, Amateur, or Original Digital Video. Full surveys were completed with 1,011 monthly+ viewers. Due to robust sample sizes, analysis was performed on monthly+ users of each video type.

The survey was conducted from March 27-April 2, 2014.

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Online Commerce Videos Rate High

Some 77% of online shoppers, when asked how helpful an online commerce video is, give it a 4- or 5-star rating, according to Invodo’s Q1 2014 Video Commerce Benchmarks Report. The distribution skew towards positive ratings remains consistent from year past, according to the report, which also reveals that online commerce video viewers are almost twice as likely to make a purchase as those who don’t watch videos.

That tallies with recent survey results from Animoto, which found almost three-quarters of respondents reporting being more likely to make a purchase after viewing an online video that explained a product or service.

The same survey indicated that 42% of respondents want to see more product description videos online, with respondents noting a particular interest in content related to electronics. The Invodo study provides some statistics related to engagement with video: the report indicates that almost 1 in every 8 visitors to a commerce web page watch at least some of a video if it’s available on the page. These view rates were higher for videos in the Manufacturing and Construction and Home and Houseware categories, which the analysts note often involve more considered purchases.

Meanwhile, almost two-thirds of video viewers watch to 80% completion, at which point they’re likely to have watched the portion of the video that’s most likely to motivate them to take action.

Finally, almost one-third (31.7%) of commerce videos were viewed on a smartphone during Q1, with an additional 5.6% share watched on tablets. Invodo notes that commerce videos tend to have more influence on mobile devices than on desktops.

About the Data
Video’s influence on purchase likelihood was determined by comparing the number of viewers who purchased to the number of non-viewers who purchased.

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Top Video SEO Techniques

Notes: The survey – fielded among 318 video production professionals – reveals that the most popular video SEO tactics are tagging videos with keyword terms (73%) and annotating videos (58%), although only 1 in 5 create video sitemaps for videos on their websites. Other results from the survey indicate that respondents are most commonly producing videos for company websites (81%) and social media sites (69%), and about 1 in 5 produce videos for email marketing (23%) and online video ads (17%).

Respondents are expecting significant budget increases in the year ahead – most funded by marketing departments – and about one-quarter indicate that keeping up with demand is a significant challenge.

About the Data: The 318 survey respondents largely consisted of video production professionals who have significant experience with shooting, editing, managing, or producing online video content. Roughly half of respondents indicated they have 10 or more years of video production experience. Over 70% of the survey respondents stated that they were involved with authorizing or making purchases for video initiatives, while over 60% stated that they were involved with video project management or coordination.-MarketingCharts

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