Alphabet Inc has access to huge amounts of data via Google search and Youtube in this age of big data and the firm uses the data to its benefit when the need arises. One of such smart use of big data is evident in a research report that Alphabet’s Google released on Tuesday. The report holds that people are now engaging in holiday shopping activities in “Moments” that extend over a period as opposed to “Marathon” shopping moves during traditional shopping days such as Black Friday and Cyber Monday.
In the research, Alphabet Inc found out that its online video streaming unit, YouTube plays a huge role in “buy” decisions and the firm wants to leverage YouTube for more ad dollars during the holiday season. The move confirms’sAlphabet Inc interest in the retail space as the firm pushes its Google delivery service in the short term. For the long-term, Google is hard at work to beat Amazon.com Inc in getting its drones to the skies for delivery of products.
Here’s what Google knows about how you shop
Based on 2014 shopping data patterns, Google was able to make notes about how people shop.
People were not concentrating their shopping actions on traditional shopping days such as Cyber Monday and Black Friday. In contrast, people were shopping steadily during the period leading to the holiday season. The data also confirmed that the most popular shopping day on mobile devices is Sunday – probably the day when most people have free time on their hands.
Users seem to spend 7% less time when they shop now compared to previous years. The volume of purchases made on mobile has increased by 64% in the last one year. About 30% of all stuff bought online were bought on a smartphone. The volume of search items related to shopping has increased by 120% on a year-over-year basis.
YouTube has become an important shopping ally for buyers – it provides more than enough videos on hands-on reviews and unboxings. In the year-to-date period, U.S. shoppers have totaled 1.1B views of unboxing videos. An Ipsos MediaCT survey revealed that 26% consider videos the “go-to source for gift ideas” and 22% say online videos will be source of holiday inspiration this year.
Google cashes in on YouTube
Alphabet Inc is already working hard to milk ad revenues from YouTube now that it is obvious that YouTube plays a crucial role in shopping decisions. To start with, the firm has launched its Awesome Stuff Weeks earlier this month – a program that has high profile content creators making and sharing videos about their favorite stuff. And then, there’s YouTube’s recently expanded “TrueView for shopping” ads that allows ad agencies overlay clickable ad listing on videos.
Google hopes to make YouTube synonymous with shopping in this holiday season – a move that should push vendors to spend more ad dollars on YouTube. In other news, Google has confirmed that its overnight delivery service for online purchases will be expanded to the Detroit region. The service was started in San Francisco in 2013 and it is now available in Boston, Chicago, San Jose and New York.