Nationwide Survey of Brides Reveals Value of
Videography
Professional wedding videography is rapidly becoming a
preferred medium for recording and preserving wedding
memories, according to a new nationwide survey of brides
who were married in 2002. The survey, commissioned by WEVA
International, was conducted between January 27-February
5, 2003 by Breakthrough Marketing, Inc. Many of the
results may seem intuitive to a dedicated professional
videographer. However, the new survey provides the results
in a quantifiable form.
The survey, conducted by telephone, revealed that
brides in the planning process of the wedding do not
immediately realize the impact of a
professionally-produced video. Before the wedding, while
brides are making plans, over half (54%) rank video as one
of the Top 10 most important bridal services. However,
that number increases to 79% AFTER the wedding, as brides
look back and assess the individual value of each service.
Before the wedding, 23% of brides view video as a Top 5
service. After the wedding, that number climbs to 42%. The
value of video becomes greater after the wedding.
The survey revealed the value of video is greater with
brides who use professional video services compared to
those who don't. Before the wedding, 41% of brides using a
professional videographer consider videography a Top 5
service. But after the wedding the number grows to 59% who
consider video a Top 5 service. And, after the wedding,
94% of these brides say they consider professional
videography at least a Top 10 service.
One of the most surprising findings of the survey is
the second thoughts, even regrets, among brides who
decided not to utilize the services of professional
videographers.
Among brides who used a friend or family member to
videotape their wedding instead of using a professional,
nearly half (49%) said they would hire a professional if
they had it all to do over again.
These second thoughts are even more pronounced with
brides who didn't have their weddings videotaped at all.
In hindsight, 60% say they wished they had had their
weddings videotaped.
As brides look back at their wedding, the survey showed
that 79% of brides agree that future brides should at
least consider using a professional to videotape their
wedding day. Those feelings are even more pronounced among
the brides who utilized the services of professional
videographers, 95% of whom think future brides should
consider using a professional videographer.
The survey results reveal professional videography has
become very important to today's brides. Its value is
comparable to wedding photography, and even more valuable
in some respects, according to brides surveyed. Most
importantly, the survey showed that brides feel more
emphasis needs to be placed on videography in the wedding
planning process.
WEVA International members will be able to find more
survey results along with an industry analysis in upcoming
issues of Wedding & Event Videography, the official
publication for association members.
Results of this national survey, conducted by
Breakthrough Marketing, Inc., are based on telephone
interviews with 453 brides who were married in 2002. For
results based on the total sample of brides, there is a
95% confidence factor that the margin of sampling error is
plus or minus 4.75 percentage points. Breakthrough
Marketing, Inc. (Des Moines, IA), are consultants to the
wedding industry who regularly research the attitudes and
buying patterns of brides, as well as industry trends
among specific wedding services.