New research from Experian has found that the UK is an online video hotspot with Internet users making over a billion visits a month to video sites, a 16% year-on-year increase.
The survey by the global information services company also revealed that in February 2013, there were 1.064 billion visits to video site form the UK. For the same month in 2011 and 2102, there were 623 million and 868 million respectively. In addition the UK Internet population spent 323 million hours watching online video content, accounting for 100 million more hours compared with the same period in 2012. Insights taken from the Experian Hitwise online competitive intelligence tool also found that visits to online video sites now account for 5% of all online usage compared with 4% in 2011.
Experian identified the majority of growth in this space as being driven by YouTube, now the third most popular website in the UK after Google UK and Facebook, which accounts for 70% of all visits to online video sites. Every month, UK Internet users spend 203 million hours watching YouTube content, with an average session time of 20 minutes. Visits via mobile have increased significantly over the last two years with a fifth of YouTube visits now originating from a mobile device via Wi-Fi compared with one-twentieth only two years ago, one in 20 in 2011.
There appears to be significant business ramifications from these trends, with the survey also finding that e-commerce is benefiting most from the growth of online video. Out of all current visits, 16% end up on a transactional site, up from 12.5% in February 2012. This represents a 30% relative increase in visits to transactional websites from video sites.
Commenting on the survey, and in particular what it could mean for future online video monetisation, James Murray, digital insight manager, Experian Marketing Services, said: "Although the primary source of video is still entertainment, more brands are taking advantage of this medium and using it to drive traffic to their Web pages. Our data shows that 9% of video downstream traffic is going directly to retail sites. As online video continues to evolve as a marketing channel, it is starting to have a greater impact on online traffic in the retail, travel and finance industries. Brands would benefit from incorporating video as a core part of their digital strategy, driving awareness traffic to their sites and helping to generate further sales."
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