60% of executives prioritise online video content over text

A new survey has underlined the growing importance of online video content in B2B communications.

In fact according to a Forbes Insights survey, featured in eMarketer this week, business executives not only prefer video to text on the same web page, they are more likely to engage with the vendors products and services, often leading to a purchase.

According to the study “nearly 60% of all respondents said they would watch video before reading text on the same webpage, and 22% said they generally liked watching video more than reading text for reviewing business information.”

The survey demonstrates that overall, a majority of business people watch more video than they did the previous year, with only the 50+ generation less likely to engage with video content. The findings suggest that marketers can depend on younger age groups to watch, pass along, and recommend online video content, although older age-groups should be reached by other means.

Popular video content amongst respondents included reviewing business information and work related videos on business websites or YouTube. Three-quarters of all executives said they watched work-related videos on business websites at least once a week, and more than half did the same on YouTube.

Of significance for vendors – the findings indicate that executives were likely to take a wide variety of actions after watching online video content. “Approximately two-thirds visited vendor websites subsequent to viewing and more than half to search for more information. Especially among younger executives, the likelihood of making a purchase was high.”