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90% of Gen Z Want More Video From Brands, State of Video Technology Report FindsA new market study of 2,008 adults in the U.S. and U.K. reveals 83% of consumers want brands to use video more to communicate with them, but 64% rarely or never get video communications. The State of Video Technology report released today also shows rising interest in next generation video technology that includes personalization, interactivity and AI. Continuing the trend from the last two annual surveys, this preference for advanced video tech is strongest among younger and more affluent consumers. These cohorts also have a greater appetite for video content: 90% of Gen Zers want more video from brands as do 89% of high earners. Data from the study indicates that brands need to use video, including advanced video technology, more often and more effectively to meet consumer expectations.
The study also reinforced a point from last year that the U.K. market lags somewhat behind the U.S. in adoption and interest in video: 87% of Americans want more video from brands while only 79% of U.K. consumers do. U.K. consumers are also 46% more likely to say they never or rarely receive video content from brands they do business with. However, they do want personalization: 71% expect brand comms to be personalized to them (vs. 67% in the U.S.). For more findings, download the full State of Video Technology report. This market study was commissioned by Idomoo and conducted by Atomik Research in January 2024 with a statistically representative sample of the population. About Idomoo Idomoo's Next Generation Video Platform enables the real-time creation and distribution of innovative video formats, such as Personalized Video, Enterprise AI Video and Interactive Video, as well as dynamic marketing collateral like infographics and GIFs. Clients include USAA, JPMorgan Chase, Vodafone, Ubisoft, Oracle and American Airlines. Learn more at www.idomoo.com. About Atomik Research Atomik Research, a division of 4media group, is a versatile market research agency offering insightful qualitative and quantitative findings that get people talking. Their dedicated team includes experts with backgrounds in consumer research, behavioral profiling, business intelligence, communications, performance measurement and advanced data analytics.
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