While shoppers don’t want to think about holiday shopping in October, businesses had better get prepared. If your company sells products or services online, video advertising technology company Videology has some impressive stats for you to consider about the use of video in online sales.
In a recent survey of holiday shopping habits, Videoology asked shoppers what percentage of gifts they bought online (see the chart reproduced here) and noted that frequent online video viewers are a little more likely to shop online. Even for those not buying online, internet research is critical: two-thirds of all U.S. shoppers research gift purchases online before buying. Of those doing search, 55 percent do it on a desktop or laptop computer, 5 percent use a smartphone or tablet, and 4 percent use a connected TV.
One curious fact: online video fans are frequently last-minute holiday shoppers. Videology found that 39 percent bought their gifts one week before the holiday.
What influences holiday purchase decisions? The recipients’ preferences took the top spot, with 55 percent. But, after that shoppers said TV ads (8 percent) and internet ads (7 percent). Videology found that shoppers were likely to spend less for gifts this year, but that frequent online video viewers were more likely than the average shopper to increase their gift spending.
What all this shows is that video will play an important role in holiday shopping this year, helping to influence both online and offline purchases. If your site doesn’t have videos demonstrating and answering questions about your top products, now would be a good time to produce some videos.
Download Vidology’s holiday shopping stats for the U.S, Canada, and the U.K. for free (no registration required).