Unboxing videos as a new marketing trump card?

There are also unboxing videos of Swiss products. What German, British and American consumers think about whether there is a direct correlation between unboxing video and buying a product, and what the ranking of the most popular YouTube unboxing channels looks like, was investigated by InstantlyTM in a survey of nearly 10,000 participants worldwide in June and July.Demographic comparison mobile and online panelMobile panel participants are younger than online panel participants: the average age of the mobile audience is 30, whereas the average age of online participants is 39.Awareness and reception:- Compared to the online audience (17%), more than twice as many mobile panel participants (36%) have heard of the unboxing video trend.- 42 percent of mobile participants would watch unboxing videos in the future. In contrast, only 36 percent of online participants plan to do so.- Only three percent of each of the two groups of participants think the videos are a marketing ploy that big companies are behind.- Among respondents who are familiar with the genre, willingness to watch such a video is high. Overall, 86 percent of respondents watch the videos occasionally to rarely, sometimes or even frequently because they find the videos informative (71% Mobile / 55 % Online) and entertaining (45% Mobile / 52 % Online).- The majority of both survey groups said they often found the videos by chance, for example when searching for product reviews (71% Mobile / 67% Online).- Both Mobile and Online panelists are convinced that unboxing videos are an independent genre with a future and not just a short-lived hype (74% Mobile / 66 % Online).Products:In terms of the products featured in the videos, the majority of respondents consider electrical goods and accessories to be the best (76% Mobile / 69% Online), closely followed by fashion and cosmetics (36% Mobile / 42% Online), food and beverages (16% Mobile / 30% Online), toys (20% Mobile / 29% Online) and surprise eggs (9% Mobile / 16% Online).Conversion - impact on buying behaviorA higher conversion rate can be seen among mobile survey participants, with 57 percent saying they were more likely to buy a product because they saw it in an unboxing video, compared to 41 percent of online participants.Awareness of unboxing channelsNone of the unboxing channels mentioned in the questionnaire stood out above average in terms of awareness: the YouTube channel "Unbox Therapy" leads the ranking of the most popular channels with 26% Mobile and 23% Online, respectively, closely followed by "Miss Glamorazzi" (21% Mobile / 20% Online) and the German channel "Sammlungswahn" (17% Mobile / 19% Online).About the studyThe study was conducted between June 22, 2015 and July 6, 2015 in Germany, the UK, and the U.S., with both an online and a mobile panel surveyed in each case. A total of 3,244 respondents took part in the study in Germany, 3,363 in the UK and 3,226 in the USA.