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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.

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

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

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.

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


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

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.


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

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

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.

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


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