Report debunks myths about consumers and marketing videos

The first-ever comprehensive study on how consumers embrace video in a retail context, reveals that many of the common perceptions about how video is used in shopping are actually incorrect.
Conducted by Invodo, a full-service video partner for businesses, in partnership with the e-tailing group led by President Lauren Freedman, the research shows consumers care more about the quality and content of the video than the actual length of the clip – a departure from the widely accepted notion that retail-related videos should stick to approximately 30 seconds in length.
The results demonstrate consumers expect video as part of their shopping experience, and rely on it when making purchase decisions.“Up until now, retailers have had to make decisions about video without getting information from the most important stakeholder – their customers”

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