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BizReport : Ecommerce : March 17, 2014

Online video fosters consumer trust

Consumers love video and believe that companies that produce videos are more trustworthy and engaged with their customers, according to new data released by online video firm Animoto.

by Helen Leggatt

Whether they're searching for a restaurant, a new gadget or somewhere to go on vacation, consumers love video and they want to see more.

In a recent survey, online video tool Animoto found that almost all respondents (96%) said video helped them make a purchase, with 93% using them to comparison shop. Not only that, more than half (58%) said companies that produce videos are more trustworthy and that the video content leaves them with a positive impression of the business (71%). Two-thirds (64%) say video is helpful to learn more about a company they intend to purchase from.

"The data shows that there's a real power in business videos to help people make confident shopping decisions," says Brad Jefferson, CEO of Animoto. "Further, consumers develop a more positive impression of companies that use video and even find such companies to be more trustworthy. Businesses that don't embrace video are overlooking a valuable way to reach their customers and will struggle to keep up with the competition."

Most (83%) respondents said shorter video is preferable with the ideal length needed to inform them of a purchase decision being five minutes or less. And they want more. Forty-two percent want more product descriptions or demonstrations. And they want more variety - 57% want more video content about electronics, 39% want more restaurant videos, 34% want more travel video and 33% want to see more videos about exercise and fitness.

Tags: brand marketing, ecommerce, video

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