2. EXECUTIVE SUMMARY
Video’s Role in the Consumer Journey
Video is effective throughout the consumer journey by
introducing new products, functioning as an effective
research tool, and spurring shoppers to make in-store and
online purchases.
Insights and Recommendations
• Use video to empower consumers and drive sales.
• Discoverability is key; distribute videos wherever
consumers watch video and research/shop.
• Run best screen available campaigns to reach
consumers on all devices and increase impact.
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 2
3. METHODOLOGY
Goal is to better understand how consumers use video to
research and buy tech products (TVs, Smartphones, tablets)
Using Compete’s panel of 2MM U.S. consumers, Compete
measured consumer behavior within the industry
Compete conducted an online survey using panelists who
researched or shopped for tech products online within the past 6
months.
• Surveys were fielded between Sept 6th to Oct 13th
• 1186 respondents who qualified for the survey after
indicating they had both a) shopped / purchased a
tablet/TV/smartphone and b) watched some form of
online video in the past 6 months
Compete observed clickstream behavior from its panel
• ‘product videos’ are defined as product videos watched
on yt.com, retailer sites, oem sites
• products analyzed: TVs
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 3
3
5. 42% of TV shoppers Video is effective
used TV videos while throughout
researching and the consumer
shopping, of which journey
81% watch for more
than 10 minutes
Compete Survey: V4 - Thinking about the <Product> you recently researched or shopped for, approximately how much time did you spend, overall, watching videos online about
<Product>.? Please select one answer only. (n=512)
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 5
6. THE CONSUMER JOURNEY
TV Product feature videos
and reviews help
Active consumers narrow
Evaluation choices.
Initial
Consideration L O YA LT Y Purchase
Video helps
consumers learn Video drives
about TV products TV purchase
activities.
Post-Purchase
Experience Most consumers
will use TV video
again
6
7. DEVICE DEMOCRACY
TV shoppers conduct research on three
screens, generally opting for the best
screen available
Devices used to watch TV videos Locations shoppers use mobile to
research tech products
89% 64%
while at home
55%
40%
while at work
47%
while in a restaurant, coffee shop, 50%
etc 33%
27% 43%
14% while shopping in a retail store
32%
5%
during my commute to/from work
15%
tablet mobile phone computer
tablet (n=74) mobile phone (n=154)
Compete Survey: M1 - Which of the following devices did you use to watch Compete Survey: M3 - From which of the following locations did you use your mobile
videos about <Product> while researching and shopping for <Product>? Please phone / tablet while researching or shopping for <Product>? Please select all that
select all that apply. (n=512) apply.(n=74-154)
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 7
8. INITIAL CONSIDERATION
Video introduces TV products to shoppers with
over 83% of TV buyers visiting YouTube in the
two months leading up to purchase.
After viewing TV videos…
• 59% became interested in specific
TV models
• 61% introduced to TV brands not
previously considered
• 35% heard about the TV product
for the first time
Compete Survey: V5 - Please state how much you agree with each of the following statements about the online videos you watched to learn about <Product>. Please select only one
response for each statement. (n=512); Rows do not add to 100% because there was also a “No opinion” option, Compete clickstream data- viewers of TV videos
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 8
9. ACTIVE EVALUATION
Video helps TV buyers determine which
products to buy.
After viewing TV videos…
• 70% learn more about specific TVs
• 66% narrow down options of TVs
• 45% talk to family/friends about
TVs
Compete Survey: V5 - Please state how much you agree with each of the following statements about the online videos you watched to learn about <Product>. Please select only one
response for each statement. (n=512); Rows do not add to 100% because there was also a “No opinion” option V9 - As a result of watching videos about <Product> online, which of the
following actions did you perform, if any? Please select all that apply. (n=205)
9
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011.
10. ACTIVE EVALUATION
After viewing tech product videos on mobile
devices, shoppers are using mobile to research
further, making mobile a critical tool in evaluation.
After viewing TV videos
online…
• 60% researched/shopped
not while in store
• 51% looked for
promotions or coupons
Compete Survey: V12 - Specifically, which of the following did you do on your
mobile phone as a result of watching <Product> videos online? Please select all
that apply. (n=86)
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 10
11. MOMENT OF PURCHASE
TV shoppers take action toward
purchase after viewing TV videos
visited a store that sells TVs 61%
visited a website that sells TVs 55%
searched a store's inventory for a
specific TV 39%
visited a manfacturer's website 36%
Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following actions did you perform, if any? Please select all that apply. (n=205) V10 –
Specifically, which of the following types of websites did you visit as a result of watching videos about <Product> online? Please select all that apply. (n=282)
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 11
12. MOMENT OF PURCHASE
Mobile is a key tool in driving the purchase
process and tech shoppers turn to mobile
after viewing tech videos
After watching tech product videos
online…
• 72% looked up a store’s location on
their mobile phone
• 57% researched and shopped on
mobile device while in retail store
Compete Survey: V12 - Specifically, which of the following did you do on your mobile
phone as a result of watching <Product> videos online? Please select all that apply.
(n=86)
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 12
13. POST-PURCHASE EXPERIENCE
68% of TV shoppers are likely
to watch videos again the next
time they are shopping for TVs
Videos can lead
consumers back for
their next purchase.
Compete Survey: V15 - Using the scale below, how likely would you be to watch videos
about Product> online the next time you are shopping for a <Product>?(n=512)
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 13
14. KEY TAKEAWAYS
Video heightens every stage of the consumer
journey
Initial Consideration: Video helps consumers learn
about TV products
Active Evaluation: TV Product feature videos and
reviews help consumers narrow choices.
Purchase: Video drives TV purchase activities.
Loyalty & Post Purchase: Most consumers will use
TV product videos again
.
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 14
16. RECOMMENDATIONS
Empower consumers and drive more
1 sales
Make videos discoverable where
2 consumers watch video
Implement best screen available
3 strategy
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 16
17. EMPOWER CONSUMERS AND DRIVE MORE SALES
63% of viewers said videos were useful in the
purchase process and 61% visited a store as a
result of watching.
Types of product videos being watched by TV shoppers
% of viewers Initial Active
Types of Videos watched Purchase Loyalty
watching Consideration Evaluation
39% TV Ads through streaming video
26% Online advertisements
40% Professional reviews
Consumer Reviews/
34%
Testimonials
54% Product feature videos
32% Consumer Generated videos
7% Repair footage
Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following actions did you perform, if any? Please select all that apply. (n=205) V10 –
Specifically, which of the following types of websites did you visit as a result of watching videos about <Product> online? Please select all that apply. (n=282)
Compete Survey: V6 - Which of the following types of videos about <Product> did you watch online while researching or shopping for <Product>? Please select
all that apply. (n=512)
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 17
18. EMPOWER CONSUMERS AND DRIVE MORE SALES
Video is being under-utilized by brands.
They should build video content to improve
the customer experience.
Many TV shoppers could not find
what they needed…
• 20% couldn’t find information
about un-boxing a TV
Only 49% found
• 15% couldn’t find professional everything
reviews
• 14% couldn’t find pricing
they were
information looking for.
• 11% couldn’t find customer
testimonials
• 8% couldn’t find product
demonstrations
Compete Survey: V8 - What type of information, if
any, were you unable to find while researching video
(s) online about <Product>? Please select all that
apply. (n=512) 18
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011.
19. MAKE VIDEOS DISCOVERABLE
Product videos lack discoverability: 49% of TV shoppers
aren’t aware that TV product videos exist online, but would
watch if they come across them in the research process.
websites used by TV buyers to watch
product videos
retailer websites 77%
manufacturer websites 59%
professional online <product> review 31%
youtube.com 28%
shopping comparison websites 25%
social networking websites 17%
newspaper/magazine websites 9%
other video sharing websites 8%
Compete Survey: S7 Why is it that you did not view a video about <Product> while researching or shopping for <Product > in the past 6 months?
Compete Survey: V1 - Which of the following types of websites did you visit to watch videos about <Product> while researching or shopping for <Product>? Please select all that
apply. (n=112-155)
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 19
20. MAKE VIDEOS DISCOVERABLE
Increase reach and discoverability by seeding product videos
where consumers are already watching. 83% of TV buyers visit
YouTube in the two months leading up to purchase.
% of TV product video viewers who view YouTube
non-endemic content
37%
29%
27%
18%
16%
13% 12%
11% 10% 10%
9% 9% 8%
5% 4%
2% 1%
Compete Clickstream data Q2 2011
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 20
21. IMPLEMENT BEST SCREEN AVAILABLE STRATEGY
TV shoppers use a variety of devices and online
activities to research TVs. Brands will be most
effective by leveraging all of these opportunities.
Consumers employ a variety of research
activities and opt for the best screen available
• 15% of TV shoppers turn to mobile devices to
research after viewing videos.
• 27% of TV video viewers are watching on mobile
phones or tablets.
• 32% of TV video viewers are conducting TV
category searches on Google within a week of
viewing video
• 5% of TV video viewers are conducting TV
category searches on YouTube within a week of
viewing video
Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following actions did you
perform, if any? Please select all that apply. (n=512)
Compete Survey: M1 - Which of the following devices did you use to watch videos about <Product> while
researching and shopping for <Product>? Please select all that apply. (n=512)
Compete clickstream data Q2 2011
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 21
22. I M P L E M E N T B E S T S C R E E N AVA I L A B L E S T R AT E G Y
In multiple case studies of mobile and desktop
campaigns, advertisers have seen better results
when integrating across all screens
+48% recall
+4 reach pts
2x frequency
source: Nielsen Multi-Screen Lab Study, Sept ‘11; Google Incremental Reach
Preliminary Results from 6 US studies for total YT/GDN campaigns.
Source: The Role of Video in the TV Purchase Process Study, Google/Compete, US, Dec 2011. 22
