Who Do You Trust? Survey Finds Online Video the Most Persuasive

For any brands not yet convinced that online video should be part of their marketing strategy, the results of a recent survey should be persuasive. London-based multichannel network BuzzMyVideos found that U.K. citizens trust online video product reviews more than those in other media.

BuzzMyVideos-LogoNearly half of those surveyed (42 percent) said that online video reviews were their most-trusted source for product information. Magazine reviews were preferred by 23 percent, TV reviews by 14 percent, and radio reviews by 2 percent.

Online video seems to put a halo around products and services: 93 percent of those surveyed had positive feelings about any products or services they saw featured in a video. Additionally, 89 percent said they were more likely to buy something after seeing it in an online video.

Online video is also an important source of information for do-it-yourselfers: All age groups said that online video was an important tool for learning how to do things, with over a quarter of all 16- to 45-year-olds saying that they turned to online video multiple times per week to learn new skills. Even more (41 percent) check in every week, and 10 percent do so daily. Brands need to create their own how-to videos, because shoppers are looking for them.

Viewers overwhelmingly watch those videos on YouTube: 87 percent said they turn to YouTube first. Facebook is gaining ground, with 45 percent viewing on the social network. All other video sources combined attracted only 17 percent of the respondents.

The survey was conducted by OnePoll, which questioned 500 U.K. consumers between the ages of 16 and 45 in April, 2015.

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