In August 2014, 196.5 million Americans watched videos online—62% of the total population. On average, each American views more than 19 hours of internet video every month. According to Cisco, video streams were responsible for 66% of worldwide data volume on the internet; this is expected to increase to 79% by 2018.Comscore, 2014; Cisco, 2013
In September 2013, 15% of all online videos were viewed on mobile devices such as smartphones and tablets. This is nearly double the previous year’s figure of 8%. These video streams in turn accounted for 50% of total mobile data volume. Mobile users view videos in online shops 3x as frequently as desktop users.
If a video is available, 60% of internet users opt to play the video before reading the text.
Diode Digital, 2013
A minute of video is worth 1.8 million words.Dr. James McQuivey, Forrester Research
71% of consumers consider product videos the best option for explaining product features. 65% of consumers say they can better imagine using a product if they have viewed a product video.
Multichannel Merchant, 2013
50% of those who showroom do so only because they are left with inadequate visual impressions of products online. According to eMarketer, 45.9% of online shoppers look at products in a shop before purchasing them online.
Comscore, 2014; eMarketer, 2012
57% of consumers say that product videos reduce ambiguity and as a result lower the probability of return shipment of the merchandise. Online jeweler Ice.com reports a 25% reduction in returns through videos. The Simply Group, operators of several online shops (among others, for backpacks and fashion), was able to significantly reduce their return rates to be comparable to that of local retailers through the use of videos.
MediaPost, 2013; Ice.com, 2009, Simply Group, 2014
Videos on our product pages have not only increased purchases, but have also lowered product churn and returns. Therefore, we decided to step-up our use of video even further by adding more videos.Laurie Williams, Sr. Manager Photo & Video Zappos