Consumer purchasing behaviour influenced by social video | Social TV | News | Rapid TV News
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Three-quarters (74%) of consumers connect watching a video on social media, positively affecting their purchasing decision-making process – especially millennials  research has revealed.

millennialsAccording to a study from Brightcove, the 18-25-year-old generation is spending an average of nine hours a week watching social video – two hours more than the next generational average. And, though Facebook was the second most popular social network after YouTube for all generations, Facebook’s lowest viewing figures came from 18-25-year-olds – accounting for only 24% of their total viewing time versus the average of 36% for other generations.

Conversely, 18-25-year-olds reported the highest video viewing figures on both Snapchat and Instagram – accounting for 9% and 8% of their current views, respectively.

However, when asked about their trust in video sources, Brightcove’s report found that this group said they were more likely to trust video from influencers and vloggers (49% more likely to trust) than from brands (40%) or publishers (44%). And raising the stakes for brands, 18-25-year-olds are most likely of all generations (25%) to discourage others from engaging with a brand following a bad social video experience.

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