More in-depth Content Graph data from Tubular Labs has unveiled new granular details around the social video viewing habits of shoppers, creating better understanding of the customer journey. For instance, Gucci shoppers aren’t watching videos about luxury goods before looking to buy.

As the chart below shows, they’re actually tuning into content around economic policy (13.5x more than the average viewer), coupe vehicles (11.4x) and child safety (10.9x).

Tubular’s Consumer Insights data also reveals even more around the Gucci shopper profile:

• Gucci.com visitors are actually more likely to shop for competitor Louis Vuitton on Amazon than they are Gucci (117.6x more likely than the norm vs. 102.1x more likely for Gucci).

• Customers looking for Gucci on search engines most likely to shop Amazon for clothing (32.3x more likely than the norm) and purse-making (27.3x) products, but are also very likely to search for Sonic toothbrushes (27.1x more likely than the norm).

• Gucci product searches were most likely to watch beauty and fashion creator Sergio’s Secret, at 149.1x more than the norm.