2011 role video_tv_purchase

The Role of Video in the TV 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 TV 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

•  ‘product videos’ are defined as product videos watched on yt.com, retailer sites, oem sites

•  products analyzed: TVs

3 3

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

The consumer decision journey

42% of TV shoppers used TV videos while researching and shopping, of which 81% watch for more than 10 minutes

Video is effective throughout the consumer journey

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)

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

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 TV products

TV Product feature videos and reviews help consumers narrow choices.

Video drives TV purchase activities.

Most consumers will use TV video again

6

TV 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%

32%

33%

47%

55%

5%

43%

50%

40%

64%

during my commute to/from work

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)

14% 27%

89%

tablet mobile phone computer

Devices used to watch TV 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, Compete clickstream data- viewers of TV videos

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 time

Video introduces TV products to shoppers with over 83% of TV buyers visiting YouTube in the two months leading up to purchase.


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 TV videos…

•  70% learn more about specific TVs

•  66% narrow down options of TVs

•  45% talk to family/friends about TVs

Video helps TV buyers determine which products to buy.


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

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)

After viewing tech product videos on mobile devices, shoppers are using mobile to research further, making mobile a critical tool in evaluation.


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)

TV shoppers take action toward purchase after viewing TV videos

36%

39%

55%

61%

visited a manfacturer's website

searched a store's inventory for a specific TV

visited a website that sells TVs

visited a store that sells TVs


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

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 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

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


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

Videos can lead consumers back for their next purchase.

68% of TV shoppers are likely to watch videos again the next time they are shopping for TVs

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)


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

.

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 63% 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 TV shoppers

% of viewers watching Types of Videos watched Initial

Consideration Active

Evaluation Purchase Loyalty

39% TV Ads through streaming video

26% Online advertisements

40% Professional reviews

34% Consumer Reviews/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)


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 TV shoppers could not find what they needed…

•  20% couldn’t find information about un-boxing a TV

•  15% couldn’t find professional reviews

•  14% couldn’t find pricing information

•  11% couldn’t find customer testimonials

•  8% 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 49% 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)

Product videos lack discoverability: 49% of TV shoppers aren’t aware that TV 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?

8% 9%

17% 25% 28% 31%

59% 77%

other video sharing websites

newspaper/magazine websites

social networking websites

shopping comparison websites

youtube.com

professional online <product> review

manufacturer websites

retailer websites

websites used by TV buyers to watch product videos


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

Increase reach and discoverability by seeding product videos where consumers are already watching. 83% of TV buyers visit YouTube in the two months leading up to purchase.

Compete Clickstream data Q2 2011

37%

29% 27%

18% 16% 13% 12% 11% 10% 10% 9% 9% 8%

5% 4% 2% 1%

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


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 TV shoppers use a variety of devices and online activities to research TVs. 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 Q2 2011

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


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_tv_purchase

Business

Transcript of 2011 role video_tv_purchase