IT’S A VIDEO-FIRST WORLD

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In Focus: The Pet Care Shopper

Thu, Nov. 12, 2015 | By: Tremor Video
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Winning in the pet care aisle relies on actionable consumer insight. And actionable insight comes from seeing things from different sides.  We set out on a mission to unearth kernels of truth about pet owners to help you drive your investment strategies. Our research combines the passive observation of behaviors with the active listening to opinions and attitudes.
 
  • Pet care shoppers are more likely to watch video on connected devices than the general population
  • Over 80% of pet care consumers use digital devices to help make a decision on which product to purchase

 

Capture Q: About how often would you say you watch any type of video content on the following devices? Q: In a typical week, about how much time do you spend watching short form online video (like music videos, YouTube clips, and movie trailers) on each of the devices below? Q: In a typical week, about how much time do you spend watching long form online video (like full-length movies and TV shows) on each of the devices below?

 

  • Pet care shoppers consume 2.4x more video content vs. the average consumer
  • These heavy video viewers watch almost 3.4x more ad-supported content through our vast supply pool vs. the average consumer

 

Capture2 Millward Brown Compete Inc. Clickstream, June 2014 – July 2015

 

Pet care consumers take actions after viewing a video ad

  • Over 2/3 of pet care shoppers said a video ad influenced their brand choice for a pet related product
  • 1/4 of consumers who are influenced by an online video ad for pet related products purchased the brand advertised

 

Source: Tremor Video & Millward Brown online survey among 1,000 adult pet-owners. November 2015; Millward Brown Compete Inc. Clickstream, June 2014 - July 2015

Topics: Consumer Insights, Vertical Research

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