Video is becoming an increasing influential medium for online apparel shoppers, according to new research from Google in partnership with Compete.
In a new study “The Role of Mobile and Video In the Apparel Shopper Digital Path to Purchase”, Google and Compete looked at clothing shoppers path’s to purchase including mobile and video habits relating to the shopping process.
The retail experience has evolved way beyond a physical shop or Westfield centre. With Smartphone penetration in the UK well over 50% and continuing to rise, more and more consumers are connected 24/7 – making every waking moment a shopping opportunity.
Video’s growing influence on the online retail sector is staggering, highlighted in the following statistics and trends taken from the report:
- 4 in 10 shoppers visited a store online or in-person as a direct result of watching a video
- 1 in 3 shoppers use YouTube to shop for apparel
Mobile Devices Aid Brand Discovery
- 1 in 4 mobile researchers purchased apparel more than 6 times in the past 6 months (versus 16% of non-mobile researchers)
Digital shoppers are valuable customers
- 28% of video researchers spent more than $500 on apparel in the past 6 months, while only 2% of non-video researchers did
- Millennials (aged 18-34) are twice as likely than other age groups to rely on a video to decide which company to purchase from, and are regularly turning to YouTube for shopping advice
Better than traditional media
- 34% of apparel shoppers are more likely to purchase after viewing an online video ad, versus 16% after watching an ad on TV
“Haul” videos and “vloggers”
Currently a huge online trend is a new generation of individuals posting about their latest shopping purchase.
Some of the top vloggers, including Blaire Fowler (JuicyStar07), Kandee Johnson (Kandee Johnson), and Andrea Brookes (AndreasChoice) have thousands of subscribers, creating millions of views – all driving traffic and interest to the represented brands. In the past month alone, more than 35,000 “haul” videos have been uploaded to YouTube, noted Todd Pollak, industry director of retail at Google.
Pollak also emphasized in a recent blog how video has become the virtual fitting room – “Aspects such as fit and quality – easily apparent in person – become harder to grasp when shopping online. Video has now filled the role as the virtual fitting room, enabling shoppers to hear personal opinions and reviews, and see the product in motion.”
He also predicts that “In the next 5 years we’ll see a bigger change to shopping than we’ve seen in the past 50” – and online video will be the major driving force.