New analysis from next-generation video platform Idomoo examines how customers want to obtain communications from manufacturers. Among the many prime takeaways was the will for video, with 62 % of respondents saying they need extra video from manufacturers. Gen Z and excessive earners wished video much more (79 % and 78 % respectively) and had been extra more likely to need these movies to be personalised, interactive and customizable.
Extra findings from the survey, performed by Arlington Analysis:
- 52 % of respondents title electronic 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 electronic mail was their favourite channel in comparison with Gen Z.
- Video shines with regards to speaking sophisticated data. Respondents had been 3.5x extra more likely to want video when a model wants to clarify one thing complicated, corresponding to particulars of a brand new program or service they signed up for.
- In comparison with generic movies, personalised movies make prospects 4x extra more likely to keep prospects. This desire remained true even for respondents who most well-liked textual content over generic video. This group ranked personalised video as the most effective content material to make them really feel valued and more likely to advocate the model.
Rising demand for superior video tech amongst Gen Z and excessive earners
Maybe the examine’s most stunning discovering is the similarity in preferences between two of the best worth client segments—Gen Z and excessive earners.
For instance, whereas most individuals who responded mentioned they wished personalised video, zoomers and excessive earners wished it probably the most. In comparison with different demographics, they had been additionally extra more likely to need superior video performance like interactivity and consumer customization.
- Gen Z and excessive earners had been 40 % and 61 % (respectively) extra more likely to need personalised video.
- Gen Z and excessive earners had been 59 % and 47 % (respectively) extra more likely to need video interactivity.
- Gen Z and excessive earners had been 69 % and 33 % (respectively) extra more likely to need movies they might customise.
However regardless of client curiosity, video, significantly superior video, is severely underused as a communications software. Almost 75 % of respondents say they not often or by no means obtain video from manufacturers.
“Firms assume they’re utilizing video to its full potential, however most aren’t utilizing it to speak with present prospects, regardless of client 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 examine was commissioned by Idomoo and performed by Arlington Analysis in January 2022. The survey included 2,000 adults within the U.S. and U.Okay.
