Nielsen Online released their latest findings in December about online video viewership.
According to the report, 65 percent of online video viewers stream content between 9am – 5pm Monday through Friday, compared to 51 percent of online video viewers who log on between 6am – 8pm on weekends. Nielsen finds that with a 96 percent broadband penetration among at work Web visitors in October and with many employees spending nearly eight hours a day at their computers, workdays are prime time for online video viewing.
This latest data confirms what myself and fellow MARCOMM pros have been telling clients for the last 24 months: if you want to engage, educate and reach your target audiences, spend the time to create meaningful content.
For B2B, the increasing online video viewership trend means an opportunity to create videos to target and capture core audiences and keep them engaged throughout the longer sales cycle. If done properly, it means there is a greater chance to learn and address customers needs that shows (not just "tells") why a particular company's product or service is better than the competitors. It also can help further a company's brand and create links across products and services to help organically grow client accounts for other services.
While not new, video viewership in relation to B2B purchases will continue to play a critical role. The data indicates the behavior/demand for online video content is there - why not participate?