Do you know what is your employee doing during a day? Watching video

Yahoo! Inc., Interpret LLC, Havas Digital, Warner Bros. Media Research, and PHD has conducted a survey that studied how consumers interact with online video, and how marketers can use this information to drive greater engagement with their target audiences online. Interestingly, the research found the same level of activity in online video watching for people at work and at home. 70% of them were watching video during the day and at night.

“Unlike television consumption, which mostly happens during the primetime hours of 8 p.m. – 11 p.m., people across all demographics are watching online videos consistently throughout the day and night, with the exception of dinnertime,” said Jason Kramer, Chief Strategy Officer at Interpret LLC. “This fundamental shift in consumer behavior opens up opportunities for publishers, advertisers, agencies and marketers. For example, rather than advertisers only vying for spots on hot television shows that appear during primetime, they can leverage online video to reach target audiences more often than just once per week.” 

Thereby, the survey showed that video consumption among men, women, students and full-time employees was high during the hours of 12 p.m.- 3 p.m., and then again between 9 p.m.- 1 a.m. The lowest was around dinnertime from 6 p.m.- 9 p.m. Regardless of time of day, one third of people who watch a video share it with friends, family members and colleagues.

In addition the study found this:

• 27 percent of respondents who remembered seeing an ad searched for more information about the product featured after watching high engagement videos, versus only 13 percent for low engagement videos. 
• 28 percent visited an advertised brand or product’s website after viewing a high engagement video versus only 10 percent for low engagement videos. 
• High engagement videos account for nearly half (47 percent) of ad recall.