Why overwhelmed shoppers are turning to online video for help

Why overwhelmed shoppers are turning to online video for help

In a world full of choices, consumers want guidance on what to buy. Increasingly, they’re turning to online video for help. In our latest research, we set out to better understand this new consumer behavior — what types of videos shoppers are watching, what needs they’re looking to satisfy, and what it means for brands.

Video Consumer Insights

Watch time for YouTube videos on “which product to buy” has doubled YOY.

Google
Video Consumer Insights

Watch time for shopping-related videos on YouTube grew in U.S. by more than 5X over the past two years.

Google
Video Consumer Insights

Watch time for “when to buy” YouTube videos — for example, “when to buy a house” or “when to buy a car” — has increased over 100% in the past year.

Google
Video Consumer Insights

of shoppers say they’ve discovered new products and brands on YouTube.

Google/Magid Advisors
Video Consumer Insights

of shoppers say online video has given them ideas or inspiration for their purchase.

Google/Ipsos
Video Consumer Insights

of shoppers say online video has helped them decide which specific brand or product to buy.

Google/Ipsos
Video Consumer Insights

of shoppers say they are more likely to visit a store and to consider or buy a specific product if it is mentioned in an online video.

Google/Ipsos
Video Consumer Insights

of shoppers say they are open to learning about products on YouTube from brands.

Google/Magid Advisors
Video Consumer Insights

of shoppers say they used online video while actually shopping in store.

Google/Ipsos