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YouTube For Relevance

Google and YouTube are busier than Santa’s elves on the night before Christmas this morning. Not only are they revealing their annual digital holiday shopping research, they’ve also kicked off Awesome Stuff Week on YouTube. Hey, it’s just another example of “Christmas creep.”

26% of Consumers Turn to YouTube for Shopping Inspiration

People are also increasingly turning to YouTube to help them shop, looking for advice, inspiration, or product reviews. Twenty six percent of shoppers say online videos are their go-to source for gift ideas, and 32% of shoppers say they plan to use online video more this year for holiday purchases, according to Google/Ipsos MediaCT’s 2015 Consumer Holiday Intentions Study.

As people turn to YouTube to inform their purchase decisions, unboxing videos have become a growing phenomenon. In 2015 alone, people in the U.S. have watched 60 million hours of unboxing videos on YouTube, totaling 1.1 billion views, according to YouTube data.

A surprising 64% of consumer electronics shoppers watch consumer electronics videos on YouTube one week before they purchase and 65% do so the week after they purchase, according to a Google Millward Brown CE Study in December 2014.

Source: 64% of Consumers Use YouTube to Review Electronics Before Purchase

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