74% of consumers admit there is a connection between watching a video on social media and making purchase decisions while 46% said they bought a product as a result of watching a branded video on social media – according to the Science of Social Video, a survey of 5,500 consumers in the UK, France, Germany, US and Australia, published by Brightcove.
In a survey of more than 5 500 users, the Science of Social Video found that consumers were spending an average of 6 hours per week watching video content on social media. 67% of respondents calimed that this figure rose during the past year and 60% said they thought it was going to increase even more.
74% of consumers admit there is a connection between watching a video on social media and making purchase decisions. Almost half of consumers said they actually made a purchase as a result of a video watched on social media and 36% of respondents considered doing so.
Customers from the USA were most likely (53%) to see a connection between a purchase and viewing a social video, while respondents from France (39%) were least likely to link a purchase to viewing such content.
The survey also revealed that the 26-34 year olds were the age group most likely (84%) to relate watching video on social media to their purchase decisions while only 30% over the age of 55 claimed to see such a connection.