The Role of Video in the Tech Purchase Process

12.2011 | North America

We partnered with Compete to understand the role of video in today's tech research process and purchase journey. We studied across TV, smartphone, and tablet shoppers and found the following behavior surfaced as a direct result of viewing product videos:

  • Overall, 44% of technology shoppers used videos while researching and shopping, of which 81% watch for more than 10 minutes
  • Among those who viewed tech product videos, 64% became interested in specific technology product models and 55% were introduced to brands not previously considered
  • 72% looked up a store’s location on their mobile phone and 57% researched and shopped on mobile while in a retail store
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