Millennials are more susceptible to video than other forms of content, according to a study released on Tuesday by Brightcove, working with YouGov.
Of the millennials surveyed, 56% say video is more engaging than other forms of content, versus 45% of consumers overall. And 46% of millennials prefer video over alternative formats, compared with 36% of all respondents.
In addition, 66% of millennials have engaged with a brand after viewing a video on social media. In contrast, 53% of all consumers have done so. And 62% of millennials say it’s important for products and services to be shared through video.
The study also found that 29% of millennials find videos more memorable than other forms of content, versus 21 of all consumers.
In this regard, video also surpasses email marketing, which only 9% find memorable. In contrast, 13% feel the same way about display ads, and 4% feel that way about case studies.
But 57% millennials say it’s helpful to have a specific call to action, versus 45% overall.
Among consumers, the most common follow-up to videos is visiting the brand’s web site (20%) and conducting research (20%).
Although the report does not focus on it, videos can also distributed or linked to via email.
Brightcove and YouGov surveyed 4,446 consumers.