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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.

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

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

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.

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

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

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

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.

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

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