Online shopping is a 24 hour experience, so it’s no surprise to learn that according to Google Shopping search data for July through September 2014, one third of all shopping searches on Google happen between the hours of 10 p.m. and 4 a.m.
While this may not surprise you, it’s important to understand what these searchers are doing, and how you can take advantage of their browsing habits to boost your online marketing results.
What Influences Them?
When it comes to purchasing decisions, the power of YouTube is often overlooked. According to studies, YouTube has actually influenced purchase decisions among more than half of consumers – and that number is only set to increase with the growth of online video.
If you want to get in front of potential customers – YouTube is essential.
What are they watching?
Lets take a look at some of the key types of videos that consumers regularly view as part of their research.
When it comes to purchases people love to read reviews. In fact 90% Of customers say buying decisions are influenced by online reviews – the same is true for YouTube.
While written reviews can be useful, they don’t provide anywhere near the amount of information that a well put together video review can.
Perform a search for “review” in Youtube and you’ll see over 88 million search results returned, giving you an idea of just how many review videos there are out there.
Videos of people unboxing a product are another extremely popular type of video.
These may seem bizarre to a lot of people, but they’re an increasingly popular format of video and extremely easy to produce. In fact since 2010, the number of YouTube clips with “unboxing” in the headline has increased 871%, and they are especially popular with tech products.
Here’s an example of an iPhone 6 unboxing:
When customers are considering a purchase, they often have more that one product in mind, and this is where comparison videos come in.
Comparison videos demonstrate the difference between competing products and help consumers determine which one will be right for them. Another angle to come at with comparison videos is comparing an old vs new model. Eg. xbox 360 vs xbox one.
The major benefits with these types of videos, is how simple and cost effective they are to produce. The equipment required to film these videos is minimal – and you’ll have all the products to hand.
So there’s no excuse to not give customers the information they need whenever they’re looking it.