L2 and Demandware’s Intelligence Report: Content & Commerce shows how global consumers are increasingly looking at video as a source of recommendation for purchase decisions. In 2010, 34% of US consumers used video as a recommendation source. And by 2013, that percentage had increased to 41%. In countries such as China, digital video has been popular since 2010. The percentage of Chinese consumers who use video as a recommendation source increased just 2% between 2010 and 2013 to 44%.
Despite the high demand for video as a purchase influencer in emerging markets, brands have yet to match their video production efforts in Asia to the rest of the world. The US still leads in product page videos; 47% of US sites have video on product pages vs. just 18% in Asia and 35% in Europe.