Stats, Facts & Future Trends: June 2017

Stats, Facts & Future Trends July 3rd, 2017

This month, we discover which digital platforms drive specific publisher content, why content marketing is good for growing email lists, and the lack of trust Brits have in social media news.

Facebook drives publishers’ content

The topic of an article has significant impact on where readers find it, as new research shows lifestyle and entertainment stories see the majority of traffic coming from Facebook, while Google searches drive the majority of tech, sports, and business stories. This is according to findings from, the digital audience engagement firm, which found that:

  • Lifestyle articles got more than 87% of external traffic through Facebook and just 7% from Google searches.
  • Entertainment articles received 60% of external traffic through Facebook.
  • Conversely, job postings were extremely reliant on Google, with 84.4% of external referrals going through the search engine.
  • Elsewhere, technology stories received 61% of traffic from Google searches, slightly more than sports (50%) and business/finance stories (47%).
  • Twitter has a notable presence when it comes to sports stories, accounting for 10.6% of referrals.

“Understanding differences in referral data per topic has practical implications,” stated the report. “Knowing ahead of time how an audience is likely to find your story can help you shape everything from editorial calendars to design.”

The report concluded: “Having these references can help publishers make informed decisions about where to promote specific articles and increase the diversity of traffic sources to their content.”


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More spending on video ads is planned

More marketers currently invest in video advertising on Facebook and YouTube than on Twitter and Instagram, but they’re increasing how much they spend on all four social media platforms. An April 2017 survey from cloud-based video creation company Animoto, found that:

  • More than two-thirds (67%) of US marketers run video ads on Facebook, while more than half (51%) do so on YouTube.
  • Only 25% of marketers surveyed are spending on video for Twitter, with the same percentage buying video ads for Instagram.
  • However, half of marketers said they plan to increase their investment in social video advertising on Instagram in the next 12 months, and 52% plan to do the same on Twitter.
  • Marketers are more confident in video content on Facebook and YouTube when it comes to driving views, engagements and purchases.

Image result for social video ads

Investment in social video advertising will likely grow if platforms can prove their units are effective. A report by Twitter found that Twitter’s ‘First View’ video ads, which appear at the top of users’ feeds, were on screen for significantly longer periods of time than standard, in-feed video ads.

Sources: Animoto, Twitter

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EMEA marketers bet on mobile but neglect measurement

Mobile is gaining top level support, with budgets increasing across EMEA, but measurement remains a problem for many marketers, according to a new survey by the MMA in collaboration with WARC. Titled The State of the Industry: Mobile Marketing in EMEA, the report revealed that:

  • 62% of marketers have found mobile ‘quite effective’, while around a third believe it will be ‘very important’ over the next year.
  • However, only 11% feel ‘ready’ to implement sophisticated mobile marketing, with 16% reporting a learning agenda for the future.
  • 83% reported that their mobile budgets are expected to increase in the next year.
  • The bigger problem for marketers is their grasp of measurement, with many continuing to rely on behavioural metrics rather than ROI, and just under a third (32%) said this is the biggest barrier to the growth of mobile.
  • Mobile payment (44%) and m-commerce (38%) emerged as the factors likely to have the most effect on marketing.

“The findings reveal a market that sees the potential of mobile and is investing in it accordingly,” said Amy Rodgers, WARC’s Research Editor. “The significance of mobile payments and m-commerce to the region is evident in the results, and it will be interesting to see whether intended investment in mobile technologies results in increased maturity in mobile strategies and integration over the coming year.”

Sources: MMA, WARC

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Content marketing the most effective email list growth tactic

Email is among the most powerful marketing channels available, but brands are finding that the most effective tactics can also be some of the most difficult to rely on. A recent survey of marketing professionals worldwide from digital marketing research firm Ascend2 showed that:

  • 42% of respondents said content marketing is the most effective email list growth tactic.
  • However, 50% said content marketing is the toughest email list growth tactic to execute.
  • SEO ranked just below content marketing, with 38% of respondents saying it was the most effective and 45% the most difficult.
  • Social media advertising came out top for effectiveness, with 45% saying it was the most effective email list growth tactic.

According to separate data from digital asset management company Widen Enterprises, 43% of US creative and marketing professionals said that having enough bandwidth to create content is the top content marketing challenge. That’s likely why less time-demanding efforts, such as social media advertising and social log-in, were considered to be more effective than challenging by marketers in the Ascend2 survey.

And despite the obstacles associated with content marketing, marketers are not shying away from it or other difficult tactics. Instead, they simply outsource them to agencies that specialise in these areas.

Sources: Ascend 2, Widen Enterprises

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Bad content eroding trust in the internet

A new survey has revealed the extent to which poor content and fake news is decreasing consumer trust in the internet. The survey of more than 1,200 US consumers by advocacy group Digital Citizens Alliance (DCA) found that:

  • Three-quarters (75%) of Americans expect digital platforms, such as Google, Facebook and Twitter, to do more to keep the internet safe and trustworthy.
  • The same proportion regard the pairing of brand advertising with offensive online content as a threat to the continued integrity of the internet.
  • 64%) of Americans say their trust in the internet as a source of information has fallen after reports of “fake news” on sites.
  • 59% say digital companies should monitor the digital platforms of those trying to deceive, scam or trick consumers and remove these activities when they find them.

“Digital platforms deserve credit for the steps they have taken to deal with issues such as ‘fake news’ and objectionable content, but clearly Americans are looking for more,” said Tom Galvin, Executive Director of the DCA. “Americans want a more hands-on approach that includes monitoring these platforms and taking action to keep consumers safe.”

Source: DCA

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Millennials hooked on social media

A new study from private software research company Qualtrics and venture capital firm Accel looked at how plugged in to social media internet users in North America, the UK and Australia really are. It found that many millennials haven’t gone more than five hours without checking their social media accounts, while their older counterparts can go a lot longer. The report also found that:

Image result for Millennials hooked on social media

  • 42% of millennial respondents said they hadn’t lasted five hours without checking their feeds (time spent sleeping was excluded from the survey).
  • Just over one-quarter (26%) of Gen Xers hadn’t gone five hours without social media.
    • 29% of baby boomers hadn’t gone five hours without social media.
  • However, nearly half of millennials were worried about the ways social media might affect their physical and mental health.

“In looking at data on how much time millennials spend looking at screens, it’s worth bearing in mind that this cohort has tended to delay things like getting married and having kids,” said eMarketer analyst Mark Dolliver. “Obviously they won’t stop using technology, but they simply won’t have as much time for the recreational use of it.”

Sources: QualtricsAccel, APA

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Brits strongly mistrust social media news

A survey of 1,000 UK consumers carried out by Populus Data Solutions on behalf of the7stars media agency has found that consumers in the UK have little or no trust in news distributed via social media. The research led the7stars to conclude that “UK news readers are both confused and resigned to the fact that they need to be able to establish the veracity of news themselves”. The report found that:

  • Just a fifth (20%) of news readers in the UK are confident that the news they consume is real.
  • 70% want social media companies to take more responsibility about the growing fake news phenomenon.
  • Only 10% say they trust news shared by friends on social media, while another 45% say they would not trust a shared news article.
  • 41% of respondents trust print newspapers and TV over online content.

“Fake news has been a lead story for a while now and our findings demonstrate that UK consumers are concerned and feel that social media brands must do more to help them navigate the difference between trust and alternative facts,” said Frances Revel, Associate Director of Insight at the7stars. “While some readers are clearly confident about finding reliable news information, others, particularly older readers are less so. The study clearly shows that confidence in real news could be damaged unless action is taken to help consumers.”

Source: the7stars

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Traditional media retains global dominance

Despite the rapid rise of the internet, traditional media will still account for more than two-thirds (69%) of global media consumption in 2017, according to the latest Zenith Media Consumption forecast. The forecast also stated that:

  • People around the world are expected to spend an average of 316 minutes a day consuming traditional media in 2017.
  • This represents a substantially higher proportion than the average 122 minutes a day that consumers spend on the mobile internet.
  • Traditional broadcast TV remains dominant among all media, averaging 170 minutes of daily viewing this year, compared to 140 minutes for the internet.
  • Mobile internet use grew 25% in 2016, down from 43% growth in 2015, and Zenith expects its growth rate to slow further to 17% in 2017.

“Mobile technology has thoroughly disrupted consumers’ media habits in less than a decade,” said Jonathan Barnard, Head of Forecasting at Zenith. “The pace of change is now slowing – at least until the next disruptive technology takes off.”

Source: Zenith Media Consumption

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Commissioned by The CMA

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