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If you are like me, you don’t think much about the time you spend watching online video. It sort of just happens—an article takes you to YouTube, a friend emails you about a video, a coworker shares an interview… Well, it is time to quantify these experiences.
The latest study from Arbitron and Edison Research, “The Infinite Dial 2010: Navigating Digital Platforms,” did exactly this type of quantification, revealing some promising trends about online video.
Conducted in early 2011, the report surveyed 2,020 Americans age 12 and older. 38% of the respondents said they have watched online video last week. That is a 26% increase from 2006 when only 12% of respondents indicated they recently viewed online video. We can only anticipate for this number to go up, showing people's readiness to embrace online video. This is a fortunate reality for businesses.
The survey respondents also said that they spent more time watching online video than they did in the past. While in 2008 online video consumed 2 hours and 20 minutes from people’s time per week, now it retains their attention for longer. In 2011, viewers reported they spent 3 hours and 26 minutes per week watching online video.
Marketing Takeaway
The growth in people’s consumption of online video is a sure sign you should get involved in video marketing. This doesn’t have to be a huge project that requires its separate team and expensive equipment. You can start small by hiring a video production intern and doing a few interviews with your customers, demoing your product in a more engaging way or even showcasing the quirks of your employees.
Your Website Is Your Harbor
No matter how fantastic your video content is, it won’t compensate for a poor website. When people see something of interest, their first instinct is to visit the author’s website. So make sure your videos are also embedded on your own web pages, optimized for the right keywords and giving enough context to people unfamiliar with your business.
What video projects are you going to start working on?
Free Download: How to Use Online Video for Inbound Marketing