Executives are using & sharing online video

KIT digital (NASDAQ: KITD)

“More Senior Executives Are Using & Sharing Online Video”: Forbes

Source: Reelseo Dec/2010

The Study

• In June of last year, Forbes Insights partnered with Google to conduct a study on how C-Level Executives were using video for business purposes. The results, which we wrote about at the time, showed that their use of video was on the rise, particularly with executives under 50 years of age.

• Now Forbes+Google are back with a follow-up study and the results are every bit as interesting.

The results

• The report is titled Video In The C-Suite: Executives Embrace The Non-Text Web

• The findings suggest that video, as a business tool, is continuing to gain ground in corporate America.

Senior executives are turning to video more frequently

• Study participants, all senior-level executives, are almost unanimous in saying they’re watching more video online today than they were last year.  A whopping 83% of them either agreed or strongly agreed.

Senior executives are turning to video more frequently

• They all still prefer text to video in most situations, though there are some differences in those opinions based on age. Younger executives are more receptive to video than older executives.

Work-Related video can drive senior executives to take action

• Video content that is related to work can be a powerful motivator for executives and can spur action on their part.

• It’s interesting that the executives tend to watch work-related video on business-related websites (75%)

Work-Related video can drive senior executives to take action

• There’s also some great data on what actions executives are likely to take after watching a work-related video everything from visiting the vendor’s site, calling the vendor, or making a purchase

Executives are receptive to video advertising

• It will surely be great news to advertisers to learn that senior executives are pretty open to video ads, with 68% of them saying they’re comfortable watching in-stream ads, and 48% saying they’re not bothered by “must-watch” in-stream ads that play before or after a particular video.

Social elements of online video are strong with executives

• Perhaps most importantly, there is clear social behavior being performed by these executives around the videos they watch, with 54% saying they share videos with colleagues on at least a weekly basis.

Social elements of online video are strong with executives

• That’s huge, primarily because social behavior is really the only way anything ever spreads online. Regardless of what audience your video content targets, you want them to share it with friends.

Online video is clearly catching more hearings, studies like this make it clear that we are moving forward and we must commit to providing better solutions every day, the winners are always users who are strongly

linked with companies that are part of this story.

kitd.com