One of the most difficult decisions that any small business (SMB) has to make is how to reach its audience. Is a company best suited to reach its audience through marketing tactics that involve social media, online advertisements or mobile pop-ups? Unfortunately, there is not a “one size fits all” answer to this question because each SMB has different needs and wants to achieve different goals. However, just because there isn’t an exact answer to this question doesn’t mean that CEOs can’t follow certain trends that will help them identify what form of advertising is most appropriate.

In fact, SMB owners may be interested in knowing that a recent study conducted by Total Media Group entitled “What Women Watch” revealed that 87 percent of female participants have a predilection toward viewing visual media, like videos, on their desktop computers rather than on their laptops and mobile gadgets like a tablet or cell phone. The research furthermore concluded that females like watching video advertisements on larger screens and that they have a tendency to avoid using data-plan minutes.

However, women between the ages of 25 and 34 actually prefer watching video content from their smartphone, in contrast to older females and the overall result of the study. Yet, one trend that both these groups of women have in common is that they typically opt for free video content over premium packages that are available.

“If a website wants to charge me to watch a music video or show me how to tie a sarong, I’m out,” said a 35-year-old hotel manager who works in Chicago. “I’ll bounce around sites until I can find that stuff for free.”

If you’d like to know more about how video advertising can help your company, then consider working with internet advertising agencies that understand these needs. Visual content posted on your website can be a useful tool in expanding your client client base so that your SMB grows this year.