Consumers are spending much longer watching ‘store tour’ videos on YouTube than they were in 2015.
Watch time of such videos has, in fact, grown by more than ten times since then – and this, according to Think with Google, allows consumers to arrive at stores with “greater intent”.
Because they’ve already visited a store via their smartphone, they know exactly where to go to pick up the product they want.
During the same period, mobile searches for “where to buy x” increased by 85%, which suggests that shoppers are indeed trading in-store browsing time for research time.
Think with Google also found that smartphone shoppers aren’t necessarily loyal to individual brands. Over two-thirds (67%), in fact, go to the information that’s more relevant, disregarding which company provides it.
“When [shoppers have] made their decision and are ready to purchase, they want shopping assistance that is fast and frictionless – whether it’s online or in-store,” Think with Google said.