Video usage drives automotive retail

Video production in automotive retailing reached record levels in 2021. More than 12.1 million CitNOW videos were created in the year, which represents a 120% growth in the past five years.

In total, more than 60 million CitNOW videos have now been produced, and while video production levels have soared 4,294% since 2013, customer approval ratings remained steady in 2021 with an average rating of 4.8 out of five from over 745,000 videos.

In terms of videos produced within workshops, CitNOW has seen a 66% increase in the last four years.

Carol Fairchild, chief customer officer, said: “The latest video usage data suggests that digital communications as part of the car buying and ownership journey is continuing to grow in popularity with both motor retailers and customers alike. Last year, we passed the landmark total of 60 million videos produced using our technology whilst customer satisfaction levels have remained high with the average video rating 4.8 out of 5.

“In a survey conducted for our latest report assessing the ultimate digital customer journey, we found that 84% of car buyers said video was a valuable part of their car buying experience and 70% of car buyers valued the transparency that video provides in the workshop. The rate of digital transformation in the automotive industry has accelerated in recent months, and the use of video to bridge the online to offline customer experience is most definitely growing.”