“YouTube reaches not only more 18-34 and but also 25-44 year-old females than any cable network in the U.S. on both desktop and mobile” according to an analysis Google had commissioned from Nielsen in February 2015. This finding added to our ongoing hunch that YouTube has become a destination for females out beyond just Millennials. As such, we had thought, “YouTube is becoming a core part of many moms’ daily routines and is positively impacting their lives.” So we decided to dig a little deeper and set out on a year-long research program to understand the role YouTube plays in the ever-evolving life of the modern mom. In this post, I will try to give you the topline.
So how exactly does YouTube, and online video in general, fit into their lives and decision-making process? To find out, we partnered with TNS and IPSOS and surveyed self-identifying moms ages 18-54 who watch videos online. We learned that 83% of moms are going online to find answers, and of those, three in five are watching online videos to get show-not-tell answers right in the moment.
Today’s mom regularly tackles a seemingly endless number of new questions and adventures. By showing empathy, entertaining, inspiring, and starting a conversation with moms, brands can become her helping hand.
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