Most Online Shoppers Use Video, TV Capabilities, Study Says

SAN JOSE, Calif. — Eighty-six percent of online shoppers use some form of video or TV during the shopping experience, up from 52% last year, according to the second annual e-commerce study from Cisco Systems here. Cisco’s Internet Business Solutions Group conducted the study. “As retailers look to provide a more interactive, engaging experience and as video becomes more ubiquitous, retailers will start to use a YouTube-type approach to connect with and get closer to customers,” said Mohsen Moazami, vice president of Cisco retail and consumer products. “We believe video is driving an increase in customer loyalty and profitability.” The study also indicated that 70% of retailer sites studied enable price comparisons via use or site-defined criteria, up from 48% last year, but only 26% provide music — primarily clips of downloadable songs. Most retailers are not convinced of the value of customer interaction tools, with 45% offering Click to Chat, 37% providing Consult an Expert and 22% offering Click to Talk.