Original Video Content Impacts Technology Purchasing (REPORT ANALYSIS)

Original Video Content Impacts Technology Purchasing (REPORT ANALYSIS)

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A recent consumer survey by IDGTechNetwork 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.

With an audience of 130 million unique visitors and 2,354 respondents we get a margin of error right around 2%. Of course, that’s about half of the US online audience. It’s hard to say what percentage of the online video viewing audience in the US it is though as we don’t know if all 130 million of them watch video online monthly. I haven’t seen IDG on any comScore or Nielsen report as either a publisher (10th place in May was 11.4M video viewers for Nielsen, comScore is much higher) or an online video ad network.

IDG’s Results – Video DOES influence technology purchases

Given the nature of the survey and the reporting of the results, this is another of those research reports that needs to be taken with a grain of salt. It seems mainly aimed at garnering more advertising on the site, mostly from consumer electronics companies which makes sense given their main thrust of content publishers.

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. It’s unclear what their other options for that last one are.

More Than Just Video Ads, Original Custom Content

The type of content that the respondents search for most is far from 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.

My Thoughts

Even as a snapshot of a single large publisher network the numbers are fairly interesting. We already know that content is definitely a good way to help drive purchasing and conversions but here we have a report that gives us a better breakdown of what kind of content we can use. There have been other reports in the past talking about customer testimonials and product demos but this is a finer grain look, specifically at those who are purchasing consumer electronics and gadgets.

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.

Looking at this, the IDGTechNetwork audience is very well connected, 50% recently bought a new tablet, 63% recently bought a new smartphone. That means they’re also connected on the go. Almost a third say they’ll buy one of those devices in the near future as well.

I guess 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. Now if someone would just do a report tying the cost of those videos to the amount of sales we’d have some good hard numbers to work with.


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