Web video has been on the rise for some time now. Brands like it because it is a great way to cut through the clutter of online information. Consumers like it because it is a much easier way to digest content. In 2015, it was reported that adults in the United States watched over five hours of video per day. This stat is expected to be the same in 2019 with the exception that over an hour of that time will be spent watching web video on a mobile device. 

One particular area where video is extremely effective is online shopping. New data from Google reveals that more consumers are turning to video to research products before they buy them. Savvy shoppers have always looked for more information about the products they're shopping for and, these days, they're turning to web video to find it. Whether they're just browsing, looking for product reviews, or trying to learn how to use a product, video offers the content they need in an easy-to-digest format.

Here are three ways shoppers are using video:

1. Four in ten YouTubers use video to learn more about a product before purchasing

Video is an effective tool for showcasing products since they give consumers a much better visual than pages of text. With product demonstration videos, consumers can see the product in action and learn more about its features before they buy.

2. YouTube users are 3X more likely to watch a YouTube tutorial than read a product's instructions

We all know that person who refuses to read the instruction (maybe you ARE that person!). Regardless, we can all agree that video is a much easier way to understand how a product works and follow step-by-step than an instruction manual.

3. 80% of shoppers who watch YouTube videos watch product videos at the beginning of the shopping process

Many consumers turn to video at the very beginning of their shopping process — even before they've decided on which brand they want to purchase from. Companies should be aware that many of their viewers are using their videos as a form of window shopping. Video is an excellent way to build brand awareness among an undecided audience and help influence buying decisions right from the start.