High-value consumers now expect advanced video communications, new research finds

NEW YORK–(BUSINESS WIRE)–If you talk to customers and want them to listen, say so on video.

A new survey of 2,000 adults in the US and UK examined how consumers prefer to receive communications from brands. Among the top takeaways is the desire for video, with 62% of respondents saying they want more video from brands. Gen Z and high earners wanted even more video (79% and 78% respectively) and were more likely to want these videos to be personalized, interactive and customizable.

Other key findings include:

  • 52% of respondents identify email as their preferred communication channel. However, this is mainly due to older consumers and has a downward trend. Twice as many Gen Xers said email was their preferred channel compared to Gen Z.
  • Video shines when it comes to communicating complicated information. Respondents were 3.5 times more likely to prefer video when a brand needs to explain something complex, like the details of a new program or service they signed up for.
  • Compared to generic videos, personalized videos make customers 4x more likely to stay. This preference held true even for respondents who preferred text over generic video. This group ranked personalized video as the best content to make them feel valued and likely to recommend the brand.

Growing demand for advanced video technology among Gen Z and high earners

Perhaps the most surprising finding of the study is the similarity in preferences between two of the most valued consumer segments – Gen Z and high earners.

For example, while most respondents said they wanted a personalized video, zoomers and high earners wanted it the most. Compared to other demographics, they were also more likely to want advanced video features like user interactivity and personalization.

  • Gen Z and high earners were 40% and 61% (respectively) more likely to want a personalized video.

  • Gen Z and high earners were 59% and 47% (respectively) more likely to want video interactivity.

  • Gen Z and high earners were 69% and 33% (respectively) more likely to want videos they could personalize.

But despite consumer interest, video, especially advanced video, is severely underutilized as a communication tool. Nearly 75% of respondents say they rarely or never receive videos from brands.

“Companies believe they are using video to its full potential, but most are not using it to communicate with current customers, despite consumer demand,” said Yotam Benami, Idomoo CMO. “This untapped demand — especially for advanced video features among high-value demographics — is an opportunity for brands to drive attention and improve their CX.”

This market study was commissioned by Idomoo and conducted by Arlington Research in January 2022.

For an exclusive copy of the full study, please contact cheryl.rodewig@idomoo.com.

About Idomoo

Idomoo’s fully open next-generation video platform combines data with video to deliver an unparalleled customer experience. Businesses can create millions of interactive and personalized videos in cinematic quality and up to 100 times in real time. This 1:1 digital communication has proven effective, driving 5x engagement and 8x conversions. Clients include world leaders such as JP Morgan Chase, Google, Vodafone, Ubisoft, Oracle and more. For more information, visit www.idomoo.com.

About Arlington

Arlington Research is an independent, full-service market research agency. They provide clients around the world with solid data through quantitative research, in-depth exploration through qualitative research, and audits of what already exists through desk research. The director-level team focuses on intelligent analysis and creative insight to help clients bring their story to life. Every piece of research is reliable, robust, and analyzed to ensure it creates maximum impact. For more information, visit www.arlingtonresearch.global.

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