Video: how consumers consume

Shop.org describes itself as a community of online and multi-channel retailers. So it was with interest that I read their intro to a piece of research on how consumers use online video.

Highlights:

12% of online shoppers regularly use online video when making purchase decisions online
46% use it occasionally
Older consumers are actually more likely to turn to online video to understand product features
Younger consumers are more likely to trust user generated content about products than older consumers but everyone trusts manufacturer or retailed produced videos more.
Some evidence points towards online video influencing offline purchases too

Maybe this Mentos and Diet Coke video reflects that lack of trust in user generated content!