65% of Viewers Watch More than Three-Quarters of a Video [REPORT]

65% of Viewers Watch More than Three Quarters of a Video [REPORT]

Invodo just released their E-Commerce Video Benchmarks Report Q2 & Q3 2013 which pulls together a list of insights they have gleaned from their clients between April and September of this year. That list includes over 100 retailers and brands who use the Invodo video platform.

Video has a major impact on purchasing decisions according to the report. They took a measure of "video influence," to determine that after watching a video a consumer is 1.81x more likely to buy a product. What is video influence?

Video influence measures the increase of purchase likelihood by comparing the number of viewers who purchased to the number of non-viewers who purchased.

They took a measure of "video influence," to determine that after watching a video a consumer is 1.81x more likely to buy a product. What is video influence?

Video influence measures the increase of purchase likelihood by comparing the number of viewers who purchased to the number of non-viewers who purchased.

65% of Viewers Watch More than Three Quarters of a Video [REPORT]

Now that seems an oversimplification of measuring to me. It doesn't seem to take into account a variety of other factors in purchasing decisions. Additionally, this is research by a company with a vested interest in online video being used for e-commerce, so it needs some grain of salt on the side.

Completion Rates are Big

Engagement is an important factor in video viewing. It shows that the content of the video being produced is seen as useful to the viewers. Invodo chose 80% as a good point to track because, "many e-commerce videos end with non-product content like a company logo or tagline, very few viewers watch 100% of the video." So in other words, they feel it's the point at which you've got your message across in the video.

65% of Viewers Watch More than Three Quarters of a Video [REPORT]

In terms of 80% completion, nearly two-thirds of viewers (65%) manage to get to that point in a video. That's a pretty big percentage of consumers who are seeing your message to a point where it's been put across to them. Does that affect their likelihood to purchase the product? Really, it's tough to say without more direct research, or you could go with the previous statistic.

Pieces of Eight

So how many e-commerce visitors are watching videos on pages with them? Just about one in eight according to Invodo, 12.1% That's the ratio of those who watch a video to those who visit a page with a video on it. One in eight is the number of people you are likely to reach with that video content. At 80,000 visitors a month, that's 10,000 visitors who see the video. If 1%, 800, buy the product without seeing the video, that would be that 1,448 people who saw the video that are buying. The problem with that math is that I don't have a baseline percentage of buyers to begin with so that's all hypothetical.

That's a Wrap

Invodo sums up the report with some unsupported facts that retailers are creating video for all aspects of the shopping experience, employing new video technologies to drive shoppers through the buying process in the video player and increasing video player size and content quality.

What I would have liked to see in the report is the percentage of consumers who watched a video to 80% that then converted to purchasers of that particular product. That would have given a better idea about how effectively the message is getting across and quantified that 1.81x more likely statistic a bit better in my mind.


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About the Author -
Christophor Rick is a freelance writer specializing in technology, new media, video games, IPTV, online video advertising and consumer electronics. His past work has included press releases, copy-writing, travel writing and journalism. He also writes novel-length and short fiction as part of Three-Faced Media . View All Posts By -

What do you think? ▼
  • Russ_Somers

    Thanks Christophor for the writeup! I agree, video influence does represent a simplistic (but directionally useful) answer to a complicated attribution problem. We also do A/B video/no-video testing on a client-by-client basis to determine true incrementality, and some of those results are documented in our case studies. For obvious reasons it's hard to extend an A/B test across the client base.

    Your question about how many viewers who watch to 80% convert is a good one. However, I always view conversion and engagement separately. Here's why: if a viewer watches to 50% and stops watching in order to purchase, that is a win for a retailer.

    You're right, BTW…we don't have quantitative data on the number of retailers covering the full customer journey or using technologies such as In-Video Shopping. Plenty of anecdotes and case studies, though, and those are hot topics among our client base. So we found them worth mentioning.

    • http://www.gamersdailynews.com Christophor Rick

      Hi Russ,

      Thanks for the greatly informative reply!

  • Teddy Lyngaas

    Are we talking about 15 and 30 second spots? It seems to me that to throw stats out like "65% of viewers watch to 80% completion" that you take video length into consideration. That sounds incredibly high for longer form marketing videos that audiences are choosing to watch.

    • Russ_Somers

      Thanks Teddy – for clarity, they're product videos. That's an important difference in context (viewers are considering a purchase and likely more engaged than ad viewers or cat video viewers). They're still mostly brief, but other research we'e done with the e-tailing group shows that many viewers will watch up to two minutes if the content is relevant.

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