Google wants you to do your holiday shopping on YouTube this year

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Holiday shopping is no longer the multi-hour slog to the high street or shopping mall — smartphones have transformed the way we shop for Christmas gifts.

Research published Tuesday by Google shows that shopping "moments" are beginning to replace shopping "marathons" this holiday season, as consumers quickly buy gifts on their phones in dozens of spare minutes in the build-up to Christmas.

And with mobile influencing more purchase decisions than before, this year Google is promoting YouTube as a shopping destination for holiday gifting.

Last year, Google found that there were fewer pronounced spikes in searches for gifts over traditional shopping days like Cyber Monday and Black Friday. Instead, there was a steady, building interest in gifts and present searches over the entire period.

Users are spending 7% less time in each shopping session, according to Google Analytics data, but mobile's share of purchases has gone up 64% over the past year. Some 30% of all online purchases are made using a smartphone, and shopping-related searches have grown more than 120% year-on-year, approaching desktop search numbers.

The most popular shopping day on mobile? Sunday.

Google is making a big push for holiday shopping on YouTube

Google also found, via an Ipsos MediaCT survey, that consumers are increasingly turning to YouTube to help them shop — watching video reviews and unboxing videos.

In the US so far this year, YouTube users have totaled 1.1 billion views of unboxing videos alone. The survey found that around a quarter of shoppers (26%) say video is their "go-to source for gift ideas," while almost a third (22%) said they plan to use online video more this year for holiday inspiration.

So it's with all this in mind that Google is really pushing YouTube as a holiday shopping destination this year.

Earlier this month, YouTube launched its first of many "Awesome Stuff Weeks" in which it invites popular YouTube stars to create videos showcasing products users can buy. They utilize YouTube's recently expanded "TrueView for shopping" ads, which allow viewers to click on product listings overlayed on YouTube videos to buy the item.

The first Awesome Stuff Week focused on fashion and included contributions from YouTube stars including Gigi Gorgeous, Brad Hall, Jim Chapman (below,) Notorious K.I.A., and SimplyNessa15.

YouTube says it is planning more Awesome Stuff Weeks, with the next set of videos themed around gadgets, then another specifically on holiday gifts.

Ultimately the aim is to get advertisers to think about YouTube when they are planning their holiday campaigns as much as they might think about Google Search marketing. It wants those search dollars too — hence the research on mobile searches — but Google is also encouraging marketers to think about YouTube as a place to advertise to shoppers looking to get inspiration for their next shop.

NOW WATCH: See if you can spot the subliminal messages hidden in these corporate logos

Related: Get more familiar with some notable YouTubers:

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Google wants you to do your holiday shopping on YouTube this year
LOS ANGELES, CA - SEPTEMBER 17: Internet personality Jenna Marbles attends the 5th Annual Streamy Awards at Hollywood Palladium on September 17, 2015 in Los Angeles, California. (Photo by Michael Tullberg/Getty Images)
ANAHEIM, CA - JULY 23: YouTuber iJustine delivers a keynote at #BrandsAtVidCon at Anaheim Convention Center on July 23, 2015 in Anaheim, California. (Photo by FilmMagic/FilmMagic)
Swedish video game commentator Felix Kjellberg, aka PewDiePie poses with his new book, 'This book loves you' at an event in central London, on October 18, 2015. AFP PHOTO / BEN STANSALL (Photo credit should read BEN STANSALL/AFP/Getty Images)
YouTube content creators Benny Fine, left, and Rafi Fine are seen at THR Talks panel presented by The Hollywood Reporter and YouTube at Park City Live on Friday, January 23, 2015, in Park City, Utah. (Photo by Todd Williamson/Invision for THR/AP Images)
FILE - In this Sept. 17, 2015 file photo, Anthony Padilla, left, and Ian Andrew Hecox arrive at the 5th Annual Streamy Awards at the Hollywood Palladium in Los Angeles. YouTube's top-earning celebrity is Felix Kjellberg, better known by his handle "PewDiePie," a 25-year-old video-game-playing jokester who took in $12 million in the year ending June 1, 2015. Kjellberg tops Forbes Magazine's first list of people who have spun short online videos into huge piles of cash. Two acts tied for second on Forbes' list, both earning $8.5 million: comedy prankster duo Smosh â Hecox and Padilla â and the Fine Brothers, Benny and Rafi Fine. (Photo by Rich Fury/Invision/AP, File)
AUSTIN, TX - MARCH 11: Harley Morenstein attends SXSW & The Alamo Drafthouse Present: Epic Meal Time Special Event during the 2012 SXSW Music, Film + Interactive Festival on March 11, 2012 in Austin, Texas. (Photo by Hutton Supancic/WireImage)
HOLLYWOOD, CA - SEPTEMBER 19: Director Evan Jackson Leong (L) and Ryan Higa arrives at 'Linsanity' - Los Angeles Premiere on September 19, 2013 at TCL Chinese Theatre in Hollywood, California. (Photo by Barry King/FilmMagic)
Hannah Hart arrives at the 25th Annual GLAAD Media Awards on Saturday, April 12, 2014. (Richard Shotwell/Invision/AP)
LOS ANGELES, CA - AUGUST 16: Internet personality Lilly Singh, aka Superwoman, poses for a portrait during the 2015 Teen Choice Awards FOX Portrait Studio at Galen Center on August 16, 2015 in Los Angeles, California. (Photo by Christopher Polk/FOX/Getty Images For FOX Teen Choice)
NBCUNIVERSAL EVENTS -- NBCUniversal Summer Press Day, April 2015 -- E! 'The Grace Helbig Show' -- Pictured: Grace Helbig -- (Photo by: Paul Drinkwater/NBC/NBCU Photo Bank via Getty Images)
RIDGEWOOD, NJ - OCTOBER 19: Tyler Oakley signs copies of his new book 'Binge' at Bookends Bookstore on October 19, 2015 in Ridgewood, New Jersey. (Photo by Dave Kotinsky/Getty Images)
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