EXPO reports 281% rise in user-generated video product review views

EXPO's online survey of 407 U.S. adults reveals what most marketers already know - consumers love to hear the opinions of others just like them when it comes to products they are considering buying.

Today's connected consumer uses a variety of channels including forums, review sites, social media to seek out reviews by family, friends or complete strangers. EXPO's survey revealed a whopping 98% of consumers found user-generated reviews helpful when researching holiday shopping.

EXPO's retail partners have experienced a particularly high level of video viewership this festive season. While overall video views doubled on Black Friday compared the weeks before, it was user-generated video that showed the largest increase (281%), 55% higher than the increase in views of professionally-produced videos.

Using both professional and user-generated videos together can bolster the overall brand message. While consumers find user-generated video more believable in terms of product claims, professionally-produced videos are more efficient at communicating product benefits.

"This research confirms that consumers are more receptive to the opinions of people who appear to be just like them than to more traditional marketing strategies, therefore it's a growing imperative for brands and manufacturers to leverage their customers' stories to tell their messages effectively," says Jessica Thorpe, Vice President of Marketing at EXPO.

Tags: holiday 2012 trends, online shopping, online video, product reviews, review sites, user-generated content