YouTube “How To” Video Searches Up 70%, With Over 100 Million Hours Watched In 2015
Google says most popular "how-to" searches include home-improvement, beauty and cooking related videos.
People trying to figure out how to accomplish a home improvement project, fix their hair or prepare a recipe have helped grow YouTube’s “how-to” searches by 70 percent year-over-year.
According to new data released by Google today, not only are searches for how-to videos up, but the amount of how-to content viewed has grown as well, with more than 100 million hours of how-to videos viewed by North American users since January.
[pullquote]Searches related to “how-to” on YouTube are growing 70% year over year, with more than 100M hours of how-to content watched in North America so far this year.[/pullquote]
YouTube found its most popular “how-to” searches are related to home-improvement, beauty and cooking videos.
The top how-to home improvement video searches include “how to unclog a toilet,” “how to remove wallpaper” and “how to decorate your bedroom.” For beauty, users are most often searching for how-to videos related to “prom hair,” “balayage” (a hair coloring technique) and “man bun.”
YouTube accounts much of its search growth to mobile, noting 91 percent of smartphone owners turn to their phones to complete a given task.
“Being constantly connected has trained us to expect immediacy and relevance in moments of intent – the I-want-to-know, I-want-to-go, I-want-to-do and I-want-to-buy moments,” reports Google, “These micro-moments are the new battlegrounds for people’s hearts, minds, and dollars.”
Google says Millennials have also played an integral role in driving YouTube’s search numbers. Citing its consumer study from last month, Google reports 67 percent of Millennials agreed they can find a YouTube video on anything they want to learn.
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