When it comes to retail and commerce, mobile site visitors are three times more likely to watch a video than traditional visitors. That’s the result of a research study conducted by Invodo, which provides video commerce solutions for brands and retailers. In studying more than 100 retailer and brand clients and surveying consumers, Invodo found that only 5.5% of its traffic comes from mobile devices, but that mobile visitors account for 14.3% of all video views.
Mobile video viewers are also more likely to buy. Mobile site visitors who watched a video were three times more likely to purchase a product than a visitor who didn’t watch a video.
As a regular caveat, any study should be taken with a grain of salt. But these results are potentially useful for other brands, agencies and technologists too. Invodo is agnostic and focuses on the video solution, not the devices on which the video is played. So what can a brand or publisher divine from this information?
“This leads us to conclude that mobile users, even more than traditional users, view video as an exceptionally valuable piece of the shopping experience. This makes sense considering that browsing a mobile website requires significant effort in terms of zooming and panning when compared to the ease of clicking and viewing a video….Even more surprising was that of the clients we looked at there was not a single instance where the mobile view rate was less than that for traditional (laptop/desktop) devices,” Invodo said.
The study also found that mobile-optimized sites have the highest view rates. In addition, mobile shoppers have a higher conversion rate when they view video. Both of these data points underscore the importance of ensuring video plays well on small screens. The sites optimized for video usually have larger calls to action, which helps drive video views.