Q3 2016 video statistics are finally in.
Product demo videos stay to be the biggest ecommerce trend for the years to come. 11.6% of online consumers are clicking on ecommerce videos if they are available on the product page. Probably even more important product demonstration videos are increasing add to shopping cart rates by 88.6% for consumers that watch the videos. Furthermore the average percentage watched of ecommerce videos is 73.8%, much higher than any other type of online media, proving that average consumers like watching retail videos.
Popular Videos, Views by Device and View Rates
The average view rate in this term was 11.6%. A decrease to the previous three month’s 12.8%. Share of mobile views slightly increased from 16.6% to 17.0%. Tablet views surprisingly decreased from 11.0% to 10.7%. PC share of views were responsible for the remaining stake of 71.8%. Viewing rates are massively influenced by the clearness of the play button and its positioning on the product webpage.
Most viewed retail videos were:
1. Haibike Sduro Line
2. Samsung Galaxy S7 and S7Edge
3. Samsung Galaxy A 2016
4. Huawei P8 Lite
5. Huawei P9 Lite
Video Influence on Conversion
Video influence is a KPI showing the influence a product video has on profit, by opposing the add to carts of watchers to those of visitors that did not view a video. In this quarter, product video watchers were 88.6% more likely to convert than visitors that did not view a video. This is a gain from the 3 month’s prior result of 87.2%. In average product demo video watchers clicked the buy button 7.3% of the time, while non-viewers only clicked buy 3.9% of the time. The best performing web videos was the one for the Lenovo ideapad Y700, with an impressive 232.0% upsurge in add-to-cart.
Top 3 Conversion Increasing Web Videos:
1. Lenovo ideapad Y700
2. Asus ROG GL552
3. Trek Madone
Average Duration Watched and Drop-Off
Average attention span of videos is a good indicator if a demo video is really displaying what a video viewer likes to see. In Q3 2016 73.8% was the Average attention rate of all product videos. That is
a gain from previous quarter’s 72.1%. The best videos are 1-2 minutes long and focus on showcasing the product and its benefits.
This report is based on aggregated data from the DemoUp platform. Consisting of thousands of leading brands and online retailers across various industries such as consumer electronics, diy & tools, fashion, sporting goods, children appliances, office products, cosmetics and more. The data is consisting exclusively from live product videos integrated on product pages of medium and large online retailers during Q3 2016.