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Influencing one another
Consumer reviews are significantly more trusted than manufacturers descriptions, according to a recent survey of internet savvy United States mum’s by US online video review site EXPO.
Online mums doing product research put their faith in descriptions from consumers nearly 12 times more. Most of these descriptions may be found online.
Traditional channels such as in-store promotions and newspaper inserts still have significant influence on the purchase decisions of online mums, yet word-of-mouth and consumer information websites and magazines also scored highly. About one-fifth of the 1725 mothers surveyed were influenced by text articles or internet video reviews. Over half of Australian shoppers currently go online before they go and purchase in a shop, according to the latest Australian Interactive Media Industry Association (AIMIA) statistics.
The power of internet video reviews was growing, with nearly one-quarter of mums saying video had an increasing influence on their purchase decisions.
Nearly 64% of respondents had watched a user-generated video review, and more than three-quarters of that group said it helped them make a purchase decision—either for or against a product or brand. Far and away consumers’ favorite thing about video reviews was the ability to see the product in action, cited by more 81.3%.
Respondents expressed a marked desire to see user-generated video reviews on a variety of sites, with 40% to 50% seeking them on shopping comparison sites, brand sites, e-commerce sites, Facebook and YouTube.
About one-half of respondents had ever uploaded user-generated videos, and 35.9% of those had uploaded videos about products or brands. Among those who hadn’t, nearly 90% said they would do so.
Video on internet sites in Australia still has a while to go before it’s widely implemented. Yet there is little doubt that the most graphic of all technologies will soon become a new boom industry here. Of course YouTube has been a popular favourite of Aussies young and old for quite a few years. We have seen companies and careers flourish and fall from online video viewing – a single clip can rack up fifty thousand hits in a day!
Informative video scripts shot creatively in an attractive style seems to command internet viewers attention. Many web design and marketing companies highly recommend the use of good creative scripts and video production. Sometimes home videos or action clips at random events, spread wildly across the internet and around Australia. So break out your camera and start shooting your business philosophy! Get christopher copywriter to write your script – scene by scene – for you!
This story is for my lovely mum.
Thank-you mum, for being my mum!
Best wishes,
Thank-you to eMarketer.com for the statistics diagrams and to my mum for the cats hugging photograph naughtily slipped from her facebook account.
