Advertisers are increasing their video budgets this year, but are they missing out on one key element that could make a difference to audience engagement?
A survey from Verizon Media has found that 7 in 10 (69%) US consumers watch videos without sound in public spaces, making captioning not only important but expected by viewers.
The vast majority of people who use captions are not hearing impaired. Half of the more than 5,600 US consumers surveyed report that captions are important because they usually watch videos with the sound off.
Perhaps, more importantly, the majority (80%) of respondents said they are more likely to watch an entire video when captions are available.
So, what types of content do consumers most expect to be captioned? Tips/advice (55%), food (53%) and news (53%) were the content types with the highest percentage of respondents wanting captioning.
Movies/TV (49%) and entertainment (45%) also had higher captioning expectations among respondents.
Fashion was lower on the list, with only 35% of respondents expecting those videos to be captioned. Read the rest at Marketing Charts.