2011 role video_smartphone_purchase

The Role of Video in the Smartphone Purchase Process

E X E C U T I V E S U M M A R Y

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 Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 2

M E T H O D O L O G Y

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

•  Smartphone videos are defined as product videos watched on youtube.com, retailer sites, oem sites

•  Analyzed smartphones

3 Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011.

Videoʼs role in the consumer journey

Video is effective throughout the consumer journey.

39% of smartphone shoppers used videos while researching and shopping, of which 77% watch for more than 10 minutes. Compete 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)


T H E C O N S U M E R J O U R N E Y

Initial Consideration

Active Evaluation

Purchase L O YA LT Y

Post-Purchase Experience

Video helps consumers learn about smartphone products

Smartphone Product feature videos and reviews help consumers narrow choices.

Video drives smartphone purchase activities.

Most consumers will use smartphone video again


Smartphone shoppers conduct research on three screens, generally opting for the best screen available.

D E V I C E D E M O C R A C Y

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)

15%

22%

32%

33%

47%

55%

5%

16%

43%

50%

40%

64%

during my commute to/from work

while traveling out of town

while shopping in a retail store

while in a restaurant, coffee shop, etc

while at work

while at home

tablet (n=74) mobile phone (n=154)

Compete Survey: M3 - From which of the following locations did you use your mobile phone / tablet while researching or shopping for <Product>? Please select all that apply.(n=74-154)

5%

33%

97%

tablet mobile phone computer

Devices used to watch smartphone product videos

Locations shoppers use mobile to research tech products


I N I T I A L C O N S I D E R A T I O N

Compete 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

Video introduces smartphones to shoppers with over 88% of smartphone buyers visiting YouTube in the two months leading up to purchase.

After viewing smartphone product videos…

•  64% became interested in specific smartphone models

•  44% were introduced to smartphone brands not previously considered

•  36% heard about the smartphone product for the first time


A C T I V E E V A L U A T I O N

Compete 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 watching videos about <Product> online, which of the following actions did you perform, if any? Please select all that apply. (n=205)

After viewing smartphone product videos…

•  76% learned more specific smartphones

•  79% narrowed down options of smartphones

•  61% talked to family, friends, or colleagues about smartphones

Video helps smartphone buyers determine which products to buy.


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)

After viewing tech 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 mobile

A C T I V E E V A L U A T I O N


M O M E N T O F P U R C H A S E

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)

Smartphone shoppers take action toward purchase after viewing videos

37%

37%

53%

61%

visited a manfacturer's website

searched a store's inventory for a specific smartphone

visited a website that sells smartphones

visited a store that sells smartphones


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)

Mobile is a key tool in driving the purchase process and tech product shoppers turn to mobile after viewing videos

After viewing tech product videos online…

•  72% looked up a store’s location on their mobile phone

•  57% researched and shopped on mobile while in a retail store

M O M E N T O F P U R C H A S E


P O S T - P U R C H A S E E X P E R I E N C E

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)

86% of smartphone shoppers are likely to watch videos again the next time they are shopping for smartphones

Videos can lead consumers back for their next purchase.


Video heightens every stage of the consumer journey

Initial Consideration: Video helps consumers learn about smartphone products Active Evaluation: Smartphone product feature videos and reviews help consumers narrow choices. Purchase: Video drives smartphone purchase activities.

Loyalty & Post Purchase: Most consumers will use smartphone video again

K E Y T A K E A W A Y S


Insights and Recommendations

R E C O M M E N D A T I O N S

1 Empower consumers and drive more sales

2 Make videos discoverable where consumers watch video

3 Implement best screen available strategy


E M P O W E R C O N S U M E R S A N D D R I V E M O R E S A L E S 71% of viewers said videos were useful in the purchase process and 61% visited a store as a result of watching.

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)

Types of product videos being watched by smartphone shoppers

% of viewers watching Types of Videos watched Initial

Consideration Active

Evaluation Purchase Loyalty

34% TV Ads through streaming video

16% Online advertisements

55% Professional reviews

46% Consumer Reviews/Testimonials

51% Product feature videos

34% Consumer Generated videos

11% 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)


E M P O W E R C O N S U M E R S A N D D R I V E M O R E S A L E S

Many smartphone shoppers could not find what they needed…

•  11% couldn’t find pricing information

•  10% couldn’t find professional reviews

•  10% couldn’t find customer testimonials

•  8% couldn’t find product dimensions

•  5% couldn’t find product demonstrations

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)

Video is being under-utilized by brands. They should build video content to improve the customer experience.

Only 52% found everything they were

looking for.


M A K E V I D E O S D I S C O V E R A B L E

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)

7% 12%

17% 18%

32% 41% 43%

52%

shopping comparison websites

newspaper or magazine websites

other video sharing websites

social networking websites

manufacturer websites

retailer websites

youtube.com

professional online review websites

websites used by smartphone buyers to watch product videos

Product videos lack discoverability: 32% of smartphone shoppers aren’t aware that smartphone product videos exist online, but would watch if they come across them in the research process.

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?


M A K E V I D E O S D I S C O V E R A B L E

Reach your audience where they consume content

Increase reach and discoverability by seeding product videos where consumers are already watching. 88% of smartphone buyers visit YouTube in the two months leading up to purchase.

46%

35% 33%

20% 19% 16% 16%

13% 12% 11% 10% 10% 8% 5% 4% 2% 1%

% of smartphone product video viewers who view YouTube non-endemic content…

Source: Compete Clickstream Data 20 Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011.

I M P L E M E N T B E S T S C R E E N A V A I L A B L E S T R A T E G Y Smartphone shoppers use a variety of devices and online activities to research smartphones. Brands will be most effective by leveraging all of these opportunities.

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

Consumers opt for the best screen available

•  17% of shoppers turn to mobile devices to research after viewing videos.

•  33% of smartphone video viewers are watching on mobile phones or tablets.

•  37% of smartphone video viewers are conducting branded searches on Google within a week of viewing video

•  19% of smartphone video viewers are conducting branded searches on YouTube within a week of viewing video


source: Nielsen Multi-Screen Lab Study, Sept ‘11; Google Incremental Reach Preliminary Results from 6 US studies for total YT/GDN campaigns.

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 Y In multiple case studies of mobile and desktop campaigns, advertisers have seen better results when integrating across all screens

+48% recall +4 reach pts 2x frequency


2011 role video_smartphone_purchase

Technology

Transcript of 2011 role video_smartphone_purchase