B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
75%
75% -- share of customers finding video content aligned with buying process for online customers (2025)
75% of customers find that video content aligns with their buying process, according to IAB survey results published via eMarketer.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
75%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
60
Freshness
95
Source
Interactive Advertising Bureau (IAB)
Primary
Tier C
https://ylt-translations.com/video-commerce/ ↗
Source Article
How Video Commerce Can Boost Your eCommerce Performance -
I. Understanding Video Commerce
eMarketer published the results from the Interactive Advertising Bureau (IAB): 75% of customers find that video content aligns with their buying process. The video content, now known as video commerce, gives customers the chance to discover products and make a purchas…
Original Research
Interactive Advertising Bureau (IAB)
· Original study ↗
Methodology
IAB survey results published via eMarketer
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
online customers: 75% share of customers finding video content aligned with buying process. Source: Interactive Advertising Bureau (IAB) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/video-content-buying-process-alignment
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<blockquote cite="https://lighthousedata.io/data/video-content-buying-process-alignment" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>75%</strong> -- share of customers finding video content aligned with buying process for online customers<br><small>Source: Interactive Advertising Bureau (IAB) (2025) · <a href="https://lighthousedata.io/data/video-content-buying-process-alignment" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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