OK publishes survey findings on product videos before purchases

In an OK social network survey of Russian users aged over 35, 29% said they frequently watched product and service videos before buying, while 31% did so sometimes. The findings were published on October 9.

Another 20% reported watching rarely and 21% never. The published shares total 101%, so they cannot be treated as an exact distribution without clarification of rounding. The original announcement does not specify sample size, fieldwork dates or respondent selection methods.

Videos help 34% of participants see a product in use and 32% compare options. Another 18% value them for expensive or significant purchases, while 16% choose video when they lack time to read long descriptions.

By format, 37% selected customer video reviews, 17% explanations lasting 5–15 minutes and 15% clips under a minute. In a separate question about trusted speakers, 65% chose actual buyers, 16% experts and creators, and 14% a brand or shop.

Substantive reviews and comments were identified as a trust factor by 31%. Product demonstrations and honest descriptions of advantages and disadvantages each received 19%. Half preferred advertisements under 10 seconds, 18% favoured 10–20 seconds, and 19% would watch 1–3 minutes for a review or tutorial.

Pushy calls to buy put off 39%, exaggerated promises 21%, and excessively long videos 10%. The figures describe participants in OK's research and do not establish equivalent preferences across the entire age group in Russia.