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Survey of “Business People” Substantiates Online Video

ByNalts

Well, he’s not crazy after all. Online video works even for the top brass it seems. A Forbest Insight study reported by eMarketer shows that online video actually has some business application… even in the coveted “C” suite (CEO, CMO, CFO and CIO). That last one stands for “career is over.” (Wait for laughter).

Rich, white executives like online video too!

Some important “take aways” based on the Forbes/Google survey of 300 c-level and executive leaders:

  • More than 80% said they were watching more online video today than last year
  • Nearly 60% of all respondents said they would watch video before reading text on the same webpage (but give them a choice please)
  • 22% said they generally liked watching video more than reading text for reviewing business information
  • Three-quarters of all executives said they watched work-related videos on business websites at least once a week, and more than half did the same on YouTube.
  • A stunning 65% have visited a vendor’s website after watching the video (but that doesn’t mean that they do so 65% of the time they see a video)
  • It is not clear how many of them have heard of “Annoying Orange” or “Fred.” The research wasn’t conclusive on that.

Before we get too excited, let’s recognize that they still prefer text for business information:

Text still leads, but offering them a choice appears "no brainer"

The biggest surprise to me? They’re surprisingly receptive to longer videos (about half said 3-5 minutes was cool)

47% of executives said 3 to 5 minutes is acceptable length according to Forbes/Google

Finally check out what they did after watching the video? Appears online video moved them down the purchase path.

This eMarketer graph shows that executives took action after watching videos.

So run along now and tell your boss, please. The online-video space needs more legitimization, and you can put this man to work.

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2 Comments

  2. Eww, I usually hate watching non-entertainment videos. It’s so much more efficient to scan text and read the relevant portions than to have a video explain it to me at a slow pace designed for business people. Unless there’s a compelling reason to use video instead of text and images, I’d skip the video. I guess options can’t hurt though (unless you count the time and resources invested in creating boring videos).

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