Forbes, in association with Google, conducted this survey of over 300 c-level and senior executives back in 2010. While this is the most recent data we have on how c-level executives are engaging with video, I think it’s a safe bet to assume these number have only gone up since 2010.
They survey asks some relevant and some not-so-relevant questions for marketers and is lacking a certain specificity that we desire. For example, when talking about “business information,” the survey doesn’t distinguish between sales-focused video and other types of video, like training videos. This makes the some of the questions they ask (like, “when it comes to reviewing the business information you need, what format to you prefer most?”) somewhat hard to understand. In that case, 64% of executives preferred paper over video, but it’s unclear what they prefer reading as opposed to watching.
So while there is some frustrating aspects to the survey, there are also some really useful data points. My favorite is that 65% of executives admitted to visiting a vendors website after watching a video about their product. Possibly even more exciting is that 42% made a business-related purchase after watching a video.
How do these executives feel about watching in-stream ads? Well, pretty annoyed (over half are “bothered” by in-stream ads), but ultimately 68% agreed they were comfortable watching the ads—even when annoyed.
The final bit of information we thought was interesting related to the social aspects of video. Forbes found that 54% of senior executives shared videos with colleagues at least weekly. This might be one of the strongest aspects of video, that it’s easy to share without feeling like you’re burdening the other person.
Ultimately the Forbes study, though becoming outdated, is a very strong case for the opportunity video provides when trying to connect with senior executives.