90% of Gen Z Want More Video From Brands, State of Video Technology Report Finds
March 28 2024 - 10:00AM
Business Wire
The data shows consumers want video
communications more than ever, including innovative formats that
are personalized, interactive, or AI-generated.
A new market study of 2,008 adults in the U.S. and U.K. reveals
83% of consumers want brands to use video more to
communicate with them, but 64% rarely or never get video
communications.
The State of Video Technology report released today also shows
rising interest in next generation video technology that includes
personalization, interactivity and AI. Continuing the trend from
the last two annual surveys, this preference for advanced video
tech is strongest among younger and more affluent consumers. These
cohorts also have a greater appetite for video content: 90%
of Gen Zers want more video from brands as do 89% of high
earners.
Data from the study indicates that brands need to use video,
including advanced video technology, more often and more
effectively to meet consumer expectations.
- The video gap: 83% of people want more video, but most
rarely or never get it. While brands appear to be increasing their
video output (70% of consumers in 2023 said they rarely or
never get video), the demand for video is growing as well (up from
81% last year).
- Personalized video driving loyalty: Similar to previous
years’ findings, personalized video is 4x more likely to
make someone feel valued by a brand and 3.5x more likely to
make them become or remain a customer.
- Gen Z and high earners: Younger and high-earning
consumers want next gen video the most. A staggering 93% of
Gen Z are interested in interactive video, as are 87% of
high earners (compared to 81% of all consumers). Both
demographics are also over 5x more likely to want to receive
a personalized video than a non-personalized video.
- Hungry for AI innovation: 65% of consumers are
interested in receiving AI videos from brands — this is even higher
for Gen Z (76%) and high earners (77%). This response
shows a surprisingly strong majority given how recently such
technology has been made widely available.
- Personalization in demand: 73% of consumers are willing
to share data for personalization. For Gen Z, that’s 81%.
And more consumers this year trust brands to keep their data
secure: from 68% in 2023 to 74% in 2024.
“The findings echo a lot of what we’ve seen in our previous
annual market studies,” said Yotam Ben Ami, Idomoo CMO. “People
want more video than ever. But they also want brands to push the
limits of video innovation, offering personalized, interactive and
now even AI-driven video. The data suggests that doing this will
help build brand loyalty and ultimately be reflected in the
company’s bottom line. This holds even more true for brands
marketing to Gen Z, who consistently reward video usage and
innovation by brands.”
The study also reinforced a point from last year that the U.K.
market lags somewhat behind the U.S. in adoption and interest in
video: 87% of Americans want more video from brands while
only 79% of U.K. consumers do. U.K. consumers are also
46% more likely to say they never or rarely receive video
content from brands they do business with. However, they do want
personalization: 71% expect brand comms to be personalized
to them (vs. 67% in the U.S.).
For more findings, download the full State of Video Technology
report. This market study was commissioned by Idomoo and conducted
by Atomik Research in January 2024 with a statistically
representative sample of the population.
About Idomoo
Idomoo's Next Generation Video Platform enables the real-time
creation and distribution of innovative video formats, such as
Personalized Video, Enterprise AI Video and Interactive Video, as
well as dynamic marketing collateral like infographics and GIFs.
Clients include USAA, JPMorgan Chase, Vodafone, Ubisoft, Oracle and
American Airlines. Learn more at www.idomoo.com.
About Atomik Research
Atomik Research, a division of 4media group, is a versatile
market research agency offering insightful qualitative and
quantitative findings that get people talking. Their dedicated team
includes experts with backgrounds in consumer research, behavioral
profiling, business intelligence, communications, performance
measurement and advanced data analytics.
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version on businesswire.com: https://www.businesswire.com/news/home/20240327219871/en/
Media: Cheryl Rodewig More information:
cheryl.rodewig@idomoo.com, 434-298-4410