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John Danenbarger
Video Takes Over
There is also evidence that use of video correlates with customer satisfaction. According to recent research by ForeSee Results, etailers making extensive use of video were among the top-rated in customer satisfaction during the 2010 holiday shopping season. Ranked one, two, and three, Amazon, Netflix, and QVC all rely heavily on video to market and sell their wares.
An independent survey commissioned by Limelight Networks supports the idea that video is important to online shoppers. According to survey results, video product demonstrations and video reviews from customers were listed as extremely or very important features by 46% of survey respondents who reported making personal online purchases more than once a month. And of those listing video as important, a significant percentage said they spent more than $300, and up to $1,000 annually in select online shopping categories, with travel, clothing, and electronics generating the highest correlation between video importance and higher annual spend.
Put briefly, video is an important feature to many of the consumers who spend a larger amount of money online. This makes video a useful tool in wooing top shoppers.
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