Online video is becoming more important as a source of business information and as a driver of work-related buying decisions among today's senior executives: 83% are watching more online video today than they were a year earlier and 65% say they have visited a vendor's website after watching a work-related video, according to a survey from Forbes Insights.
Work-related video is driving other actions among surveyed senior execs, such as conducting online searches (53%) and making purchases (42%).
Younger executives (up to age 40) are more engaged with video, showing a higher likelihood to make a purchase (51%), call a vendor (45%), and respond to an ad viewed on YouTube (46%).
Senior execs are turning to video more frequently: 75% say they watch work-related videos on business-related websites at least weekly; more than one-half (52%) watch work-related videos on YouTube at least weekly.
Moreover, senior execs are open to video ads: 66% say they notice ads that run alongside videos and 68% say they are comfortable watching in-stream ads. Video-friendly younger execs are even more comfortable with such ad formats (79%).