Online shopping is rapidly changing with Web videos being one of the main elements of this change. “Videos have further closed the experience gap between the “touch and feel” store experience and the web. Videos can be used to even surpass the in-store experience by providing more detailed product information both visually and narratively than the typical sales associate. Videos are exceptionally suited for product demonstrations, showcasing products in use along with the related actual results, and for showing complex specific product details.”
Froma a retailer point of view video has an exceptional value as a user engaging tool, ranked second only to tracking technologies. Issues in video adoption in e-commerce frameworks are production and delivery costs, creativity , availability of a wide broadband network.
In USA video viewers have grown from 74% in 2007 to 88% of the Internet population in 2009. As it often happens, it makes sense to consider that the same trend will show up in the next month (it’s already visible indeed) in Italy too, even if broadband penetration is not comparable to USA or UK.
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