Top 12 marketing insights from 2017 to carry you into 2018

Top 12 marketing insights from 2017 to carry you into 2018

Welcome to our year-end data wrap-up, a collection of our favorite industry, consumer, and video insights from 2017 that will continue to shape the marketing industry in 2018.

Micro-moments on the move

This past year, people have increasingly been turning to their phones with the expectation of finding what they need right here and right now.

Search interest in "open now" has tripled in the past two years.

June 2017 Google Trends

Nearly 2/3 of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.

December 2016 Google/Ipsos Connect

smartphone owners turn to search first to address their immediate needs.

May 2016 Google/Purchased Digital Diary

Industries going digital

Whether it’s booking travel through digital assistants, car shopping online, or beauty vloggers dethroning professionals, this year’s data shows how the game has changed across all kinds of industries.

of vehicle buyers use digital as a source of information. In fact, twice as many start their research online versus at a dealer.

January 2017 Google/comScore

international travelers are interested in using digital assistants to research or book travel.

December 2017 Google/Phocuswright

of the top 200 beauty videos on YouTube were made by creators (vs. branded or professional content).

May 2017 Nielsen/Carat/YouTube

Viewers are sitting up and paying attention

Contrary to popular belief, people do still pay attention to ads, as some of our favorite YouTube stats and insights from 2017 show.

people visit YouTube each month.

May 2017 YouTube Internal Data

of video-viewing occasions get all or most of people’s attention.

December 2017 Google/Ipsos

Paid YouTube mobile advertising is 84% more likely to receive viewers' attention than TV advertising.

December 2016 Google/Ipsos

Wild cards

These three insights were too interesting for us not to share again. Fun fact: the last insight is one of our most popular of the year.

of millennials say they’ve watched YouTube videos to improve their health or feel better after feeling down.

May 2017 Google/Ipsos Connect

Influencers are just as likely as celebrities to drive buying decisions.

May 2017 Nielsen/Carat/YouTube

of visits are abandoned if a mobile site takes longer than 3 seconds to load.

March 2016 Google Data