One in five men said they would shop via online video if possible, research carried out by Wesee has found.
The research from the advertising and visual classification company found that 56 per cent would consider using ‘shopable videos’ to make purchases directly from an online video.
The findings follow the success of video at London Fashion Week, with 29 shows from LFW broadcast live on the LFW YouTube channel.
Adrian Moxley, co-founder of Wesee, commented: “With this season’s London Fashion Week undoubtedly the most digital to date, retail brands and marketers must look toward new ways of reaching consumers through digital channels. Video is definitely an emerging channel that is increasingly impacting sales of consumer goods, including apparel.
“Our research indicates that there is consumer appetite for new ways of shopping – as content consumption and e-commerce become increasingly intertwined, consumers want to be able to buy the things they see online. This is particularly pertinent to online video as visual stimulation is a mood-enhancing medium and mood is a strong driver of e-commerce. This opens up a massive opportunity for marketers to target consumers alongside relevant visual content online.”
It was also discovered that 14 per cent of consumers said they had seen an item that inspired them to make a purchase while watching an online video unrelated directly to fashion; for example, while watching a video of celebrities on the red carpet.