Excerpt from this article:
With a world of information at our fingertips, moms are going online with questions big and small. To better understand what this looks like for moms, and how online video fits into their lives and decision-making process, we partnered with TNS and Ipsos and surveyed self-identifying moms, ages 18-54, who watch videos online. We found that 83% of moms search for answers to their questions online. And of those, three in five turn to online video in particular.
We know that two of the main reasons moms use YouTube are for how-to and DIY ideas. As moms turn to YouTube more and more, brands have a great opportunity: to be there and provide useful content when moms are looking for help, product know-how, or even ideas.
Excerpt from this article, which I can totally relate to, having recently searched for videos on repairing doorknobs, fixing a stove and resetting my wifi router:
The video site is 10 years old this week and now contains tricks and guides to pretty much every problem ever. Guardian writers reveal the lessons they’ve learned.
For several years running, I had to call out a plumber every autumn; the central heating pump would quit shortly after I turned on the system. One year, I had a magnetic filter installed to catch the gunk that kept jamming the pump, but the next year it quit right on schedule. I called the plumber. He cleaned out the magnetic filter, restarted the system, and sent me a bill.
The next year, the annual breakdown of the pump coincided with a warm spell, so I did nothing for a week. One day, while I was staring into space, it occurred to me that YouTube might hold the answer to my problem.