Chart: How Online Video Influences Path to Purchase

Roughly 300 hours of video are uploaded every minute to YouTube and data from a recent LSA study suggests that this kind of content is in high demand among consumers conducting local searches on their way to making buying decisions.

According to an LSA survey of over 2,000 consumers, 44% have utilized online video while searching for local products and services within the past month. Over half (53%) of these viewers have contacted a store, by phone calls (40%) and store visits (33%), based on the content of the online video.

Of those that do use online video during the search process, 71% end up making a purchase with 51% doing so within the same day. These key actions taken after viewing online video are pushing video usage deeper into local, influencing consumers on the path to purchase.

The data comes from a survey of 2,000 U.S. adults and was featured in LSA’s recent report titled, “Local: Online Video’s Next Frontier.” The report is available to LSA research subscribers and to see if you receive access, email us. For the full size version of the chart above, click here.

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