81% of YouTube Moms Watch How-​To Videos

Moms search on YouTube for how-​to videos more than the average viewer. In fact, 81% of YouTube-​watching moms watch how-​to videos, compared with 75% for the average viewer. YouTube research found that 83% of moms search for parenting questions online. Of those, three in five prefer online video to answer these questions.

"To get a better understanding of how Moms use YouTube, Google partnered with Ipsos and TNS to survey Moms on their video viewership behavior. And they found that the top three reasons Moms are watching videos on YouTube are: for ‰ÛÏMe Time‰Û (aka entertainment/​relaxation); to find out how to do something; and to get ideas for arts, crafts, DIY, recipes," Greg Jarboe wrote in ReelSEO.com's "Moms + YouTube: How Moms Use Video For Family Research."

"While many marketers assume that only the Millennial generation views content on YouTube, moms make up a major part of the audience," Laurie Sullivan wrote in SearchMarketingDaily's Moms Search For Answers On YouTube. "Moms turn to YouTube at all points during their purchase journey, including before and after making a purchase. Moms look for information, tutorials and how-​to content to help them make the right decision before making a purchase. The findings suggest that 58% of YouTube-​watching moms search for YouTube videos about products before making a purchase."

"Moms look for information on how to use or assemble products, or how to get the most out of their purchase after making a purchase. In fact, 69% of moms surveyed say they would rather watch a YouTube video than pick up the phone or read a user manual," Sullivan reported.

"Some 54% say they start by researching products on the Internet, 49% admit to purchasing products online with a laptop or desktop, and 45% check out the product online and then make a purchase in the store," according to Sullivan. "About 40% said they search website to help them shop, 40% use coupons from manufacturers or retailers, and 29% receive coupons in emails like Groupon."

Now that you know more about moms on YouTube, it wouldn't hurt to know more about YouTube Users in general. According to AudienceSCAN, 45.8% of adults have participated in (viewed, commented, posted to) YouTube in the past 30 days. And 23.2% viewed a television commercial on YouTube during the past 6 months. These are great supporting stats to get your advertisers on YouTube! Then combine the viewing power of their ads on YouTube with their ads on TV, and you've got a great campaign presentation! Be sure to nail it with this: 50% of YouTube Users took action after seeing a TV spot in the past month!

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.