{"id":301122,"date":"2025-07-10T11:53:11","date_gmt":"2025-07-10T15:53:11","guid":{"rendered":"https:\/\/digitalmainstreet.ca\/?p=301122"},"modified":"2025-07-10T11:53:11","modified_gmt":"2025-07-10T15:53:11","slug":"new-research-shows-videos-vital-role-in-the-shopping-journey-heres-how-to-keep-up","status":"publish","type":"post","link":"https:\/\/digitalmainstreet.ca\/fr\/new-research-shows-videos-vital-role-in-the-shopping-journey-heres-how-to-keep-up\/","title":{"rendered":"New research shows video\u2019s vital role in the shopping journey. Here\u2019s how to keep up"},"content":{"rendered":"

Getting customers to notice your brand is a lot harder today than it used to be. Consumers are inundated with options as they scroll through endless feeds. Breaking through that noise is hard enough. For brands, the ultimate challenge isn\u2019t just being seen. It\u2019s being chosen<\/i>. Moving shoppers from awareness to action requires trust, depth, and genuine connection \u2014 especially when the potential purchase is planned.<\/p>\n

This is how YouTube sets itself apart. It\u2019s where shoppers turn to learn, compare, and take action at incredible scale and across surfaces. In the last year, people watched over 35 billion hours of shopping-related video content on YouTube,1<\/sup> and YouTube ads viewed on connected TV screens alone drove over 1 billion conversions.2<\/sup><\/p>\n

This active engagement makes YouTube a powerful discovery and decision-making engine that creates opportunities for brands. Its effectiveness comes from the two unique ways in which it serves modern shoppers: by providing the crucial information they need to research and validate purchases, and by providing a home to trusted creators who accelerate decision-making.<\/p>\n

This piece explores these elements and how they create opportunities for brands to more quickly move shoppers from discovery to purchase. But first, it\u2019s helpful to get to know today\u2019s online shoppers.<\/p>\n

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There\u2019s no one way to shop online. New research decodes multifaceted shopping journeys<\/h1>\n

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To propel people from awareness to action, you need to understand the new ways they shop. We partnered with Material, which conducted qualitative and quantitative research through a large-scale diary study, in-depth interviews, and a 20-minute survey of 2,000 people in the U.S. who shopped online in the three months leading up to the study.3<\/sup> The results allowed us to explore modern online shopping behavior and revealed seven journeys based on distinct motivations and needs.<\/p>\n

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