Consumers are moving beyond the trial stage of watching online video, according to IBM's second global survey of consumer digital media and entertainment habits. Released this week, the survey shows a striking 76 percent of people have watched video on their PC, up 27 percent from last year.
Most significantly, the survey found that of those who have watched videos on their PC, 45 percent are doing so regularly -- at least a few times per month.
The survey was conducted with 2,800 people in six countries and the findings support efforts by more than two dozen elite corporations that have posted video to the recently launched eCorpTV, a video-sharing channel dedicated exclusively to corporate videos.
This list includes household names such as Invisible Fence and QVC, as well as technology powerhouses such as Vishay, one of the world's largest manufacturers of discrete semiconductors and passive components, and the world's largest steel company, ArcelorMittal.
Breaking Through the Clutter of YouTube
"These companies realized early on that consumer demand for online video was exploding and the new survey confirms they were right," said Rob Lail, president and co-founder of eCorpTV. "They also know that the amount of video clutter online is growing just as fast as consumer demand, if not faster. With eCorpTV, these companies are standing out from the clutter on common sites like YouTube in a place that's dedicated exclusively to corporate video content," Lail said.
As online video clutter grows on the Web, consumer patience for finding relevant content may decrease, the IBM study suggests. The survey found increasing interest in mobile video content. It says 32 percent of people indicated they have viewed video on mobile phones or devices, which is challenging when scrolling through irrelevant results.
eCorpTV has more targeted user generated content and all the functionality of the leading video-sharing sites. Companies are invited to post footage of their products, services, public service announcements, press releases, presentations, and recruitment videos.
All submissions are reviewed and approved by eCorpTV staff, which includes professional marketers and videographers, to ensure quality of content and integrity of the community. The site is free for corporations to use, and free for viewers to access. As its user community grows exponentially, new channels will be launched when vertical specialties reach critical mass.
Facts About Online Video
Businesses everywhere are adopting online video and need a channel where their target audiences are guaranteed to see it.
Online video is the future: Key indicators point to corporations embracing online video as an essential marketing tool. In a 2008 Interactive Marketing study, Forrester Research predicted a compound annual growth rate of 72% through the year 2012 -- the most robust of all interactive investments. Online video is expected to grow significantly more than search engine marketing, display ads, and email marketing.
Millions more expected to watch: A recent study by eMarketer indicated that 152 million people are watching in 2008. By 2012 that number, per the study, is expected to soar to 190 million.
Non-business sites are often blocked: Entertaining sites like YouTube are blocked at most major corporations -- and even some countries. That leaves corporations with business-to-business marketing goals in the dark -- literally -- as they are unable to reach that target market.
eCorpTV (ecorptv.com) is a dedicated channel that contains only professionally produced business content. Its scalable model is ready to accommodate the robust growth expected in the interactive marketplace. And its quality-controlled content eliminates the risk of videos being blocked.
eCorpTV.com is the first channel dedicated exclusively to professional corporate videos. It's free to post and view eCorpTV's video content. The company is privately held. Its headquarters are in Wayne, PA, a suburb of Philadelphia.
For more information, or to open a free account and begin posting videos, please visit eCorpTV.