Commentary
Mobile Viewers Three Times More Likely To Watch Product Videos, Buy Products
- by Daisy Whitney , Op-Ed Contributor, September 14, 2012
When it comes to retail and commerce, mobile site visitors are three times more likely to watch a video than traditional visitors. That’s the result of a research study conducted by Invodo, which provides video commerce solutions for brands and retailers. In studying more than 100 retailer and brand clients and surveying consumers, Invodo found that only 5.5% of its traffic comes from mobile devices, but that mobile visitors account for 14.3% of all video views.
Mobile video viewers are also more likely to buy. Mobile site visitors who watched a video were three times more likely to purchase a product than a visitor who didn’t watch a video.
As a regular caveat, any study should be taken with a grain of salt. But these results are potentially useful for other brands, agencies and technologists too. Invodo is agnostic and focuses on the video solution, not the devices on which the video is played. So what can a brand or publisher divine from this information?
“This leads us to conclude that mobile users, even more than traditional users, view video as an exceptionally valuable piece of the shopping experience. This makes sense considering that browsing a mobile website requires significant effort in terms of zooming and panning when compared to the ease of clicking and viewing a video….Even more surprising was that of the clients we looked at there was not a single instance where the mobile view rate was less than that for traditional (laptop/desktop) devices,” Invodo said.
The study also found that mobile-optimized sites have the highest view rates. In addition, mobile shoppers have a higher conversion rate when they view video. Both of these data points underscore the importance of ensuring video plays well on small screens. The sites optimized for video usually have larger calls to action, which helps drive video views.
For 22 years I worked as a Quality Assurance Chief, for the Department of Defense. Research was name of my business. Independent Research-meaning I had no vested interest in the outcome of results of the data I was reporting on as it pertained to the quality performance of an organization. What just is served by reports done by the creators or developers of technology or business on their own product. Write about the ROI of the businesses that use the mobile tech. Many of these blogs are based on falicy and padded percentages.
Just my 2 or 3.
I think Royce's comment is as disingenuous as it gets while at the same time being wrapped in a kernel of truth.
Sure, the drug companies are the best example of bogus studies with vested interest in their outcome. They even hire so-called independent companies to conduct these studies.
However, in the case of mobile marketing (video) plenty of truly independent studies have been done that back up this particular article. Royce leaves that fact out.
What really bothered me about Royce's comment was his SELLING the idea that 'his' non vested interest in the outcome of research = government has NO vested interest in research outcome. This idea is the mother of all BS.
I worked on government research projects for both state and federal interests and both are just as bad if NOT WORSE than corporate interests in research outcome no matter what Royce tries to tell you. The DOD the worst of the worst.