What kind of impact does YouTube have on purchase decisions and how does it compare with other mediums? This survey concentrates on the 15-35 year-old Swedes! The results on this presentation summarize our findings. Interested in hearing more? Contact us! www.troot.network

1. YouTube video trends and impact of commercial
co-operations on consumer behavior in 2018

2. HOW EFFECTIVE IS YOUTUBE IN AFFECTING CONSUMER’S
PURCHASE BEHAVIOR?
In order to get an answer to this question, we conducted a
comprehensive quantitative online survey (n=1000) among
15-35 year old Swedish consumers.

3. x
1. HOW EFFECTIVE IS YOUTUBE IN REACHING AND INFLUENCING
CONSUMERS?
2. WHAT TYPE OF YOUTUBE CONTENT IS MOST POPULAR?
3. HOW DO CONSUMERS FEEL ABOUT COMMERCIAL CO-
OPERATIONS ON YOUTUBE?
4. WHAT IS THE IMPACT OF COMMERCIAL CO-OPERATIONS ON
CONSUMER BEHAVIOR?
5. HOW WELL DO COMMERCIAL CO-OPERATIONS WORK VS.
OTHER MEDIA CHANNELS?

4. 90%Of all 15-35 year old's watch
YouTube videos every week

5. THE DAILY REACH OF CONTENT CREATED BY YOUTUBERS IS
TWO TIMES HIGHER THAN COMMERCIAL TV AMONG
15-35-YEAR OLD CONSUMERS
64%
83%
76%
67%
56%
48%
33%
18% 20%
31%
38%
46%
Total 15-17 years 18-21 years 22-25 years 26-30 years 31-35 years
YouTube/ Daily reach Commercial TV/ Daily Reach
Source of Commercial TV figures: OMD Sweden, AdvantEdge –TechEdge, January 2018 figures.

6. YEAR OLDS CONSIDER
WATCHING YOUTUBE VIDEOS
MORE IMPORTANT THAN
OTHER MEDIA CHANNELS
15-35
Very important Somewhat important Not so important Not important at all
9%
31%
25%
22%
17%
17%
15%
13%
12%
11%
11%
11%
10%
8%
37%
25%
35%
34%
38%
34%
27%
32%
29%
16%
24%
30%
20%
23%
20%
21%
34%
27%
36%
32%
37%
35%
22%
37%
35%
33%
10%
30%
22%
15%
19%
15%
28%
19%
25%
51%
29%
25%
38%
Watch YouTube videos
Use Snapchat
Use Instagram
Watch Web-TV
Use Facebook
Watch TV
Listen to podcasts
Go to the cinemas
Read magazines
Use Twitter
Watch Facebook videos
Listen to the radio
Reading blog posts

7. 2. WHAT IS THE MOST POPULAR CONTENT?
The most popular categories on
YouTube are comedy and music
videos.

8. 2. WHAT IS THE MOST POPULAR CONTENT?
The most popular video content
are DIY/How to, ”Follow me
around” and test/review videos

9. PEOPLE WOULD LIKE TO SEE MORE OF DIY/HOW TO,
TEST/REVIEW AND FOLLOW ME AROUND VIDEOS
Videos related to veganism, studies
and production of products have
untapped potential.

10. 87%
3. HOW DO CONSUMERS FEEL ABOUT COMMERCIAL CO-OPERATIONS ON YOUTUBE?
Of all 15-35 year-olds have a positive or neutral
attitude towards commercial co-operations on
YouTube.

11. COMMERCIAL CO-OPERATIONS
ARE EXPERIENCED MORE POSITIVE THAN ANY OTHER
FORMS OF ADVERTISING!

12. YEAR OLDS CONSIDER
COLLABORATIONS ON
YOUTUBE MORE POSITIVE
THAN OTHER FORMS OF
ADVERTISING
15-35
Very positive Somewhat positive Somewhat negative Very negative
9%
13%
10%
9%
9%
7%
7%
6%
6%
5%
5%
5%
4%
26%
26%
22%
23%
13%
13%
16%
12%
15%
14%
14%
13%
48%
42%
48%
47%
35%
40%
39%
37%
38%
43%
36%
31%
10%
12%
12%
12%
20%
23%
23%
23%
24%
21%
25%
28%
11%
9%
10%
24%
18%
16%
22%
19%
18%
20%
24%
Commercial collaborations on YouTube
Cinema advertising
Print advertising
Outdor advertising
YouTube pre-roll advertising
Radio advertising
TV-advertising
Advertising on Instagram
Advertising on Facebook
Instagram influencers own channels
Banner advertising on the Internet
Advertisng on Web-TV
Neutral

13. ToinenPHD@
In order to ensure a positive
attitude towards commercial
co-operations it is important
that:
The YouTuber tells clearly
about the co-operation
The YouTuber is genuinely
interested in the promoted
product or service Feel that commercial co-operations are
acceptable if the YouTuber is genuinely
interested in the advertised product or
service
Think that commercial co-operations
are acceptable if the YouTuber is open
about it
68%

14. ToinenPHD@
Of the respondents were aware
of the fact that YouTubers are
doing commercial co-operations.
77%
MOST PEOPLE ARE
AWARE THAT
YOUTUBERS ENGAGE IN
COMMERCIAL CO-
OPERATIONS WITH
COMPANIES

15. Pay attention to products and services
YouTubers use
66%

16. CO-OPERATION VIDEOS INSPIRE
CONSUMERS TO TALK ABOUT, RECOMMEND AND TRY
OUT NEW PRODUCTS

17. 4. WHAT IS THE IMPACT OF COMMERCIAL CO-OPERATIONS ON CONSUMER BEHAVIOR?
Of all 15-35 year olds have considered buying
something after seeing it on a YouTube video
65%

18. @
THE EFFECT OF COMMERCIAL CO-
OPERATIONS ON CONSUMER BEHAVIOR
Have become more interested in a
product or service shown in a video
Have been seeking for more information
regarding a product or service presented
in a video
Have changed their opinion to more
positive regarding a presented product
or service
Have bought a product or service
presented in a video
Have recommended the presented
products or services for their friends70%
70%
51%
49%
57%

19. @
COMMERCIAL CO-
OPERATIONS ON
YOUTUBE AFFECT
PURCHASE DECISIONS
MORE THAN
ADVERTISING IN ANY
OTHER MEDIA
CHANNEL
To what extent does advertising in the following media
affect your purchase decisions?
Often Sometimes More seldom Never
8%
6%
6%
7%
6%
7%
7%
6%
8%
7%
8%
8%
7%
8%
37%
25%
21%
23%
22%
23%
23%
21%
20%
26%
25%
23%
18%
23%
35%
40%
38%
35%
36%
34%
31%
29%
30%
36%
35%
35%
33%
32%
21%
29%
35%
34%
36%
37%
39%
44%
43%
31%
33%
34%
43%
37%
Commercial co-operations on Youtube
TV advertising
WebTV advertising
Product placements in TV series
Banner advertising /Internet
Instagram influencers' own channels
Advertising on Facebook
Video advertising on Facebook
Commercial podcasts
Outdoor advertising
Print advertising
Cinema advertising
Radio advertising
YooTube pre-roll ads

20. KEY THINGS TO REMEMBER
1
The most popular content are DIY/How to, Follow me around and
test/review videos
YouTube videos reach twice as many 15-35 year old consumers
daily as commercial TV.
Commercial co-operations on YouTube affect consumers’ purchase
decisions, but are also effective in building brand image and
encouraging recommendation to others.
Commercial co-operations on YouTube outperform all other media
channels both with regard to importance and impact on consumer
behavior.
87 % of consumers have a positive attitude toward commercial co-
operations on YouTube
2
3
4
5