Videos are very important in digital, establishing a certain transparency that is very much needed in tourism marketing. Over the last few years, user-generated content videos in particular have become increasingly important, as consumers trust other consumers more than they do organisations. This makes video a very important tool for any business’ digital strategy, with destinations worldwide needing not only to integrate both UGC and destination videos into their websites, but also to be present on different video-sharing platforms. Additionally, having videos alone is not enough for destinations – following and analysing their consumption is absolutely crucial in defining strategies.
Video Consumption Patterns
Consumers today continue to increasingly watch videos on their mobile devices, and patterns have emerged establishing how the content viewed differs between smartphones and tablets. User-generated content tends to be viewed significantly more on mobile phones than on tablets (approx 34% versus 24%), as is the case for news, music videos, personal videos (such as from vacations and family gatherings) and web shows, although at a smaller margin. When it comes to longer video content such as movies and TV shows, however, tablets are the clear device of choice for the majority of viewers. (eMarketer)
Smartphone Video Formats
Looking into the specifics of smartphone video consumption, eMarketer also reported distinctions between consumers' choice of viewing methods across countries. Typically, the mobile web is the most used form of viewing videos on smartphones, while apps are also popular. The proportion of consumers downloading videos to their phones is generally much lower.
Consumers in the USA were found to equally watch videos on their mobile phones via apps or the web, with 72% use of both; the highest rate of consumption across the countries studied. Chinese consumers surveyed reported the highest proportion of users watching videos on mobile web (74%), while India was the only country where the majority of consumers enjoy downloadable clips (57%), even more so than they do video apps (33%).
Implications for Tourism
Tourism organisations and destinations need to ensure that their videos are compatible with all the different devices consumers use, with both mobile phones and tablets key devices in video viewing.
The questions every tourism organisation needs to ask themselves are: do you know how your customers are watching your videos, and are you considering the importance of different devices when watching videos? If you have the answer to these questions, you are ready for 2013, but keep on monitoring what is happening – if not, you should make sure to consider these points in your digital strategy going forward.
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