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.
Discussioncomments powered by Disqus
More from #DTTT
In June we present:Live: #DTTTCampus
#DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo