The study by digital developers BroadView shows that despite recent warnings from the FT Bowen Craggs Index on the importance of web video, only 23 per cent of videos on FTSE 100 sites are for general corporate comms.
The majority - 59 per cent - are aimed solely at investors, with the vast majority simply standard webcasts of investor briefings. BroadView MD Stuart Maister called these videos 'box-ticking exercises', aimed at fulfilling regulations.
'Making the most of websites is a hot topic, but companies still need to do more,' he said. 'The web 2.0 generation expects much more than text-heavy pages.'
Maister added that research from TNS in the US shows that American companies are ahead of UK firms in embracing web 2.0 for corporate comms.