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Nearly three-quarters of consumers (73%) say they are more likely to purchase after watching videos explaining a product or service, according to a recent report from Animoto.

The survey of 1,014 US consumers also found that nearly all respondents (96%) say they find videos "helpful" when making purchase decisions online.

In particular, 93% find online videos useful when comparison-shopping, 87% find them helpful for researching additional items from the same brand, and 93% find them valuable for instructions post-purchase.

Below, additional key findings from the report.

Brand Engagement 

  • 71% of respondents say watching video content produced by businesses leaves them with a positive impression of those brands.
  • 64% find it helpful to watch videos to learn more about a company they may purchase from.
  • 58% consider companies that produce video content to be more trustworthy.

Video Preferences

  • 83% respondents say the ideal length of a video to inform a purchase decision is five minutes or less.
  • 42% would like to see more product description or service demonstration videos, such as 360 degree views of products.

For more results from the survey, check out the following infographic:

About the research: The report was based on data from an online survey of 1,014 US adults conducted between December 26-30, 2013.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji