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From an article in ReelSeo by Christopher Rick
A recent consumer survey by DGTechNetwork showed that video plays a vital role in the purchasing decisions of today's electronics and technology consumers. But it's not just standard video advertising that we are talking about. They look for a variety of content that will help them make a better informed decision and then tend to act on the information that they've found. Here's a quick breakdown of the survey results.
Before I talk about the results I wanted to give you a run down of how the data was collected. It was an online survey aimed at 'better understanding the demographic profile of the IDGTechNetwork audience.' The research was done via online invitations to complete the survey by 'editorial stakeholders of sites within the IDGTechNetwork.' The responses were collected from April 30th to August 24th of this year.
IDG TechNetwork is a global network of 500+ niche and mainstream tech sites, comprised of 130 million monthly unique visitors and 1.2 billion monthly impressions—in short, we have a powerful audience that leads spending on consumer technology products. 2,354 readers participated in this survey across a broad cross-section of sites.
A recent consumer survey by DGTechNetwork showed that video plays a vital role in the purchasing decisions of today's electronics and technology consumers. But it's not just standard video advertising that we are talking about. They look for a variety of content that will help them make a better informed decision and then tend to act on the information that they've found. Here's a quick breakdown of the survey results.
Before I talk about the results I wanted to give you a run down of how the data was collected. It was an online survey aimed at 'better understanding the demographic profile of the IDGTechNetwork audience.' The research was done via online invitations to complete the survey by 'editorial stakeholders of sites within the IDGTechNetwork.' The responses were collected from April 30th to August 24th of this year.
IDG TechNetwork is a global network of 500+ niche and mainstream tech sites, comprised of 130 million monthly unique visitors and 1.2 billion monthly impressions—in short, we have a powerful audience that leads spending on consumer technology products. 2,354 readers participated in this survey across a broad cross-section of sites.
IDG's Results - Video DOES influence technology purchases
According to the IDGTechNetwork survey, 90% of the respondents watch video about tech products. In the report they say 9 out of 10 users, but I seriously doubt they polled the whole of their audience. 40% of respondents were classified as "frequent viewers" of consumer tech videos. Whether frequent is daily, weekly or monthly I'm not sure.
Twenty-three percent said they watch video on their mobile phone and 10% stated they prefer ads with video on that platform.
According to the IDGTechNetwork survey, 90% of the respondents watch video about tech products. In the report they say 9 out of 10 users, but I seriously doubt they polled the whole of their audience. 40% of respondents were classified as "frequent viewers" of consumer tech videos. Whether frequent is daily, weekly or monthly I'm not sure.
Twenty-three percent said they watch video on their mobile phone and 10% stated they prefer ads with video on that platform.
Combined with Video Ads, Original Custom Content Increases action quite dramatically!
The type of content that the respondents search for most is not only standard video advertising which should come as no surprise. When looking for information regarding a potential future purchase, 90% of the respondents stated they look for product demos, and reviews as they felt they are valuable. 80% stated the found thought leaderships pieces and expert interviews helpful, and 77% said they believed customer testimonials to be very valuable.
According to the report summary,
Advertisers looking to reach tech enthusiasts should consider original content such as product demos or video reviews to supplement the 30-second-spot.
Here's a look at recent purchases and planned purchases from this audience, taken from the survey. The magenta is purchased in the last 12 months, the orange planned purchases in the next 12 months.
Christopher rightfully points out in his article, the major takeaway from the IDGTechNetwork 2012 Consumer Audience Research survey is what kind of content you should be looking at making based on what you have to sell. Product demos, customer testimonials and thought leadership pieces all seem to have a good amount of value.
The type of content that the respondents search for most is not only standard video advertising which should come as no surprise. When looking for information regarding a potential future purchase, 90% of the respondents stated they look for product demos, and reviews as they felt they are valuable. 80% stated the found thought leaderships pieces and expert interviews helpful, and 77% said they believed customer testimonials to be very valuable.
According to the report summary,
Advertisers looking to reach tech enthusiasts should consider original content such as product demos or video reviews to supplement the 30-second-spot.
Here's a look at recent purchases and planned purchases from this audience, taken from the survey. The magenta is purchased in the last 12 months, the orange planned purchases in the next 12 months.
Christopher rightfully points out in his article, the major takeaway from the IDGTechNetwork 2012 Consumer Audience Research survey is what kind of content you should be looking at making based on what you have to sell. Product demos, customer testimonials and thought leadership pieces all seem to have a good amount of value.
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