New analysis from next-generation video platform Idomoo examines how customers desire to obtain communications from manufacturers. Among the many high takeaways was the will for video, with 62 p.c of respondents saying they need extra video from manufacturers. Gen Z and excessive earners wished video much more (79 p.c and 78 p.c respectively) and have been extra prone to need these movies to be personalised, interactive and customizable.
Extra findings from the survey, performed by Arlington Analysis:
- 52 p.c of respondents title e-mail as their most well-liked communications channel. Nonetheless, that is pushed primarily by older customers and trending downward. Twice as many Gen Xers mentioned e-mail was their favourite channel in comparison with Gen Z.
- Video shines in relation to speaking difficult info. Respondents have been 3.5x extra prone to desire video when a model wants to clarify one thing complicated, akin to particulars of a brand new program or service they signed up for.
- In comparison with generic movies, personalised movies make clients 4x extra prone to keep clients. This choice remained true even for respondents who most well-liked textual content over generic video. This group ranked personalised video as the perfect content material to make them really feel valued and prone to advocate the model.
Rising demand for superior video tech amongst Gen Z and excessive earners
Maybe the research’s most stunning discovering is the similarity in preferences between two of the very best worth shopper segments—Gen Z and excessive earners.
For instance, whereas most individuals who responded mentioned they wished personalised video, zoomers and excessive earners wished it essentially the most. In comparison with different demographics, they have been additionally extra prone to need superior video performance like interactivity and consumer customization.
- Gen Z and excessive earners have been 40 p.c and 61 p.c (respectively) extra prone to need personalised video.
- Gen Z and excessive earners have been 59 p.c and 47 p.c (respectively) extra prone to need video interactivity.
- Gen Z and excessive earners have been 69 p.c and 33 p.c (respectively) extra prone to need movies they might customise.
However regardless of shopper curiosity, video, notably superior video, is severely underused as a communications device. Almost 75 p.c of respondents say they not often or by no means obtain video from manufacturers.
“Corporations assume they’re utilizing video to its full potential, however most aren’t utilizing it to speak with present clients, regardless of shopper demand for it,” mentioned Yotam Benami, Idomoo CMO, in a information launch. “That untapped demand—particularly for superior video performance amongst high-value demographics—is a chance for manufacturers to seize consideration and enhance their CX.”
This market research was commissioned by Idomoo and performed by Arlington Analysis in January 2022. The survey included 2,000 adults within the U.S. and U.Ok.
