Tag Archives: market-research
Video for SEO: 90 percent of consumers watch video online, search drives discovery
A report from AYTM Market Research found that more than 90 percent of consumers access video content on the web. Among these respondents, 27.5 said they watch video every day, 23.3 percent do so “a few times per week” and 9.8 percent watch web videos at least once per week. As interest in web video grows, marketers can integrate this content into strategies to drive visibility and awareness for their brands. Just 9.3 percent of respondents do not watch video on the web, and 20.8 percent occasionally do. Based on data from market research firm comScore, it’s likely that the number of web-connected Americans who avoid video will dwindle moving forward. ComScore found more than 87 percent of consumers accessed video in August, compared with AYTM’s estimate of more than 90 percent. Continue reading
Consumers active on Facebook, not enthusiastic about social commerce
A report from AYTM Market Research found that ecommerce and social media are increasingly popular among consumers, but many are not interested in using these platforms to make direct purchases. More than 84 percent of respondents said they have made gift purchases on the web and a similar amount have Facebook accounts. However, just 34 percent said they would use Facebook to purchase and exchange a gift with a friend. Social commerce integration has already started on some companies’ Facebook Pages, but it still hasn’t taken off to the extent that some expected. Continue reading
Reviews build trust on the web
Whether in the form of user-generated posts or professional content marketing strategies, Americans respond well to product or services reviews when researching new purchases. AYTM Market Research found that nearly 80 percent of respondents trust reviews on the web, and the growth of user-generated content has made them a cornerstone of content marketing strategies, especially for B2C companies. Sixty-five percent of respondents said they trust online reviews “somewhat,” and 14.8 percent reported that they trust reviews “very much.” While 20.3 percent don’t have much faith in reviews on the web, the benefits of creating content related to products and services are widespread. Aside from increased trust apparent from the AYTM study, populating a site with high-quality reviews and other content helps companies build their presences in search and social media marketing. Continue reading
95 percent of consumers use Google search, YouTube to find relevant web content
A report from AYTM Market Research assessing consumer response to Google’s use of copyright removal requests also found that nearly all Americans turn first to Google to search the web or find video content. According to the study, marketers developing content marketing material, whether written or video, can improve traffic by ensuring their content is visible in search and YouTube. Ninety-five percent of Americans said they use Google search, and the same amount indicated that YouTube is part of their usual web browsing. Nearly 40 percent of respondents said they use Google search multiple times per day, and 46.8 percent reportedly access YouTube as frequently. Just 5 percent said they never use Google search or YouTube. While 5.5 percent said their use of search is rare (15.3 percent of YouTube), data shows it’s likely still their first choice for finding content on the web. Moreover, a growing number of Americans are using YouTube to find videos that satisfy informational as well as entertainment. Brafton recently highlighted a report from comScore that found Americans viewed more than 11 billion video ads on the web in June, which represented strong growth from the 10 billion they watched in May. Continue reading
Gold medal content marketing opportunities: Americans flock to social media for Olympic updates
A report from AYTM Market Research confirms what many suspected: Americans plan to use several different technologies to keep track of the ongoing London 2012 Summer Olympics. The games officially kicked off last Friday with the opening ceremonies at Olympic Stadium in East London. Brafton has previously reported that marketers can use the popularity of the international sporting event to drive relevant traffic to their website. Moreover, NBC Olympics and Twitter partnered with a hashtag page aimed at providing a hub for Tweets related to the event, giving added reach to brands that reference the event in content. Continue reading
