The format of short videos has quietly become one of the most popular types of content in the media and took second place right after social networks. People spend an average of 84 minutes per day watching short videos, and share them 52% more often than social media posts.
The Avito analytical center surveyed 10 thousand people across the country and found out whether videos can influence purchasing decisions. Judging by the survey results, almost half of respondents (45%) watch video reviews, 63% read manufacturer specifications, and 76% read reviews from other users. Videos are more often watched by men, but women are more likely to make decisions thanks to them. The most useful video format is for purchases in the areas of electronics (86%), cars (85%) and real estate (82%).
The video format is most popular in Moscow, St. Petersburg and the cities of million-plus cities: more than half of respondents from these cities noted that they often watch videos to make the final purchasing decision.
Mostly Russians turn to video reviews to learn how to use a product, evaluate its quality, clarify key characteristics and find out customer opinions about the product.
How to buy Russians and Russian women
According to the survey results, men watch video reviews more often, however, for women they are 11% more useful.
When buying clothes, shoes and accessories, women tend to turn to video reviews from users, and men – to video reviews from sellers (24% versus 22%). The situation is similar with accessories and jewelry (13% to 11%), as well as with beauty and health products: 13% of men watch videos from sellers, among women there were only 9%.
“Watching a video before purchasing is a familiar and understandable way to become more thoroughly familiar with the product you want. Over the past year, there have been about 90 million advertisements with video on Avito; this tool is most in demand in the categories of goods, real estate and cars. The video plays directly in the search results and ranks first in the gallery. Sellers with a video cover receive 10% more calls and messages, as well as 15% more orders with delivery, which means the percentage of successful transactions and the speed of sales increase,” adds Vitaly Tumanov, Product Director for private Avito users.
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