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.
Mobile Search Consumer Insights

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

Google Trends
Apps Mobile Search

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

Google/Ipsos Connect
Mobile Search Consumer Insights

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

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.
Search Consumer Insights Automotive
95%

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

Google/comScore
Search Consumer Insights Travel

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

Google/Phocuswright
Video Consumer Insights Consumer Goods
86%

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

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.
Video

people visit YouTube each month.

YouTube Internal Data
Mobile Video
81%

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

Google/Ipsos
Mobile Video Television & Film

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

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.
Video Consumer Insights Food & Drink
47%

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

Google/Ipsos Connect
Video Entertainment

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

Nielsen/Carat/YouTube
Mobile Micro-Moments
53%

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

Google Data