[eMarketer] Consumers trust YouTube most for finding, purchasing products

YouTube is the most trusted US platform for social commerce. Almost two-thirds of US consumers find YouTube somewhat or very trustworthy for finding and purchasing products. Facebook comes in second with a 51% share, followed by Instagram at 45%.

That trust goes farther on YouTube in terms of driving sales. Some 45% of consumers are at least somewhat likely to shell out for a product via the video platform, 2 percentage points higher than for Facebook.

eMarketer posits that with YouTube’s growing base of users, brands would be smart to invest in its ad and shopping tools. We forecast that YouTube will have 230.6 million monthly US users this year, well ahead of Facebook’s 178.3 million and Instagram’s 128.3 million.

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