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One in five search web for car video content

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By Ishbel Macleod, PR and social media consultant

October 11, 2011 | 3 min read

Research from motoring.co.uk has found that one in five UK consumers search the web for car video content, while one in six have searched YouTube for video car reviews before buying a car.

It was found that 18-44 year olds are most likely to do this, with 22% consuming video car reviews on YouTube when they are deciding what car to buy next and 20% visiting car manufacturer websites to watch video. Over 45s were less likely to search for videos, with only 10% using YouTube and 13% using car manufacturer websites.

Chris Green, co-Founder and sales director of Motoring.co.uk, said: “Our new research shows that manufacturers and dealers have much to gain by addressing the needs of the online car researcher and buyer with unique online video content.

“However, what is apparent is that many car manufacturers either bury their unique video content on their site making it difficult to find or simply don’t make it at all. There is growing consumer consumption of video on demand content, especially via mobile devices or iPads and it presents manufacturers a great opportunity to showcase their cars – old and new.

“Dealers are also missing out on web traffic and sales leads by not using video content effectively. Video content provides an excellent platform to inform and convert potential car buyers, via buyer’s guides, car reviews and video overviews, which can be broadcast on a dealer or manufacturer’s website and potentially on other portals like Motoring.co.uk.

“There is a huge amount of video content on the web, but much of it is poor quality. We intend to address this for consumers by using only high quality video content from manufacturers and dealers.

“We are currently researching our new Video on Demand platform with our agency partners and will develop and build it to launch in early 2012. Our new Video on Demand platform will be very clever in the way it captures data, producing qualified new car leads for our manufacturer and dealer partners.

“Consumers will be able to upload video reviews of their own cars, giving real life owner reviews and they will also be able to search for manufacturer and dealer video content on our site.

“Investing in unique content can boost natural search ranking and lead to an increase in targeted traffic to a website. Manufacturers and dealers who don’t commit to publishing quality, relevant video content risk falling page rankings and declining web traffic.”

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