Stats, Facts & Future Trends: October 2016

Stats, Facts & Future Trends November 1st, 2016

This month, we discover the best times and days for posting brand messages on social media, the CMA’s latest research into effectiveness measurement, and the surprising amount of parents using Snapchat.

What time and day are best for social posts?

With all the different types of social platforms, it can be challenging for brand marketers to decide when the optimal time and day is to post. So TrackMaven decided to find out by tracking 17.5 million social media posts from 17,737 brands worldwide across various industries. They found that:

  • Social posts at the close of a work day at the end of the week performed the best on Twitter, Facebook and Instagram.
  • Pinterest took this trend a bit further with posts tending to get the best traction on Fridays at 1am.
  • LinkedIn posts had the advantage when made midweek at 9am.

The study also focused on particular industries, with retail brands having the most success when posting at 11am on Friday on Twitter and at 1am on Monday on Facebook. Meanwhile, for consumer goods marketers, posting at 11am on Wednesday on Twitter and at 11am Sunday on Facebook was optimal.

Source: TrackMaven
To read the full article, click here.

Internet use will be 75% mobile in 2017

Mobile devices are expected to account for 75% of global internet use in 2017, with Spain, Hong Kong and China in the vanguard, according to a new global study. Media agency Zenith examined 60 key markets for its Mobile Advertising Forecasts report and uncovered just how quickly mobile has grown as a proportion of internet usage over the past four years. The study also found that:

  • Mobile accounted for 40% of internet use in 2012, rising to 68% in 2016, and is forecast to reach 79% in 2018.
  • Spain is the country where mobile accounts for the highest proportion of total internet usage and Zenith estimates the proportion taken by mobile will reach 85% this year.
  • Hong Kong comes second, with 79% of internet use taking place on mobile, followed by China (76%), the US (74%), and Italy and India (both 73%).
  • Just 23% of consumers in the 60 markets covered in the report had a smartphone in 2012, but smartphone penetration has now reached 56% – an increase of 2.4 times over four years – and Zenith expects it to rise further to 63% by 2018.

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“Mobile devices are already the primary means of accessing the internet across the world,” said Jonathan Barnard, Head of Forecasting at Zenith. “Countries in Western Europe, Asia and North America are leading the transition, but mobile technology is spreading rapidly everywhere. Next year mobile devices will become the main vehicle for internet advertising as well.”

Source: Zenith
To read the full article, click here.

Content marketers look for metrics

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The CMA’s latest study has found that measurement is critical to content marketing, with dedicated spend set to grow over the next year. The Measuring Effectiveness Report was conducted with senior level marketers among the CMA membership, along with those at major brands such as Sainsbury’s Bank, Barclays UK and British Gas, as well as at agencies including Iris, Ogilvy and McCann. The study also found that:

  • 73% of respondents regarded measurement as very important to their content marketing strategy, with half of marketers currently spending 6-15% of their content marketing budget on this area.
  • 45% were planning to increase this in the coming year, with 56% already automatically offering measurement as part of their content marketing strategy
  • However, only half thought it possible to accurately measure content marketing’s ROI, while a similar proportion (52%) doubted whether a universal metric was achievable.
  • Important short-term measures included interaction (24%) and actions such as a purchase (23%)

“The overwhelming pattern that emerges from our survey of content marketers is that measurement is important, yet there is still a debate about what is worth measuring and how companies should go about doing this,” said Clare Hill, Managing Director of the CMA.

Source: CMA
To read the full article, click here.

How influential is social media in the UK?

One in three UK internet users are never influenced by social media, according to a report from digital performance marketing firm affilinet. The digital performance marketing firm also found that:

  • 18-24 year-olds are among the most likely to say they’re not affected by social media.
  • However, around a third note they are influenced by social platforms at least monthly.
  • Nearly 45% of those over 55 and nearly 42% of those under 25 said they were immune to the influence of social media, while about one-third said it influenced them on less than a monthly basis.
  • Frequent influence was relatively uncommon.

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As for the kind of influence they experience, both men and women listed money-saving social media accounts as those which they are most likely to follow. Men then prioritise holiday and travel accounts, and politics third. For women, pets and animals accounts are the second-most-likely account type to follow, while food and beverage are third.

Source: affilinet
To read the full article, click here.

Social media use more common among UK affluents than stereotype suggests

According to August 2016 research by digital agency, high earners are some of the UK’s biggest social media users, questioning some of the stereotypes about affluent UK consumers’ social media usage. The research also found that:

  • 87% of UK internet users earning £48,000 or more per year used Facebook, a larger proportion than in any other income bracket.
  • 64% of UK internet users in this income bracket unsurprisingly said they used LinkedIn, well ahead of all other groups.
  • However, the research also found that use of photo-sharing site Snapchat was more common among this group than any other—42% said they used this platform vs 22% of users from the next-closest income bracket.

May 2016 data from Ipsos MORI offered a more tempered view of social media use among higher earners in the UK. It found that such sharing was less common among the higher earners for all platforms except Twitter and, interestingly, Snapchat, with 21% of respondents in the AB/C1 grouping said they shared such content on Snapchat against 20% of those in the C2/DE group.

Sources: We Are Flint, Ipsos MORI
To read the full article, click here.

‘Limited interruption’ key for online ads

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Brands running ads in long-form online content may secure better results by using “limited-interruption” models rather than replicating the “cluttered” approach typically favoured on TV, according to a new study. In the Autumn issue of the Journal of Advertising Research (JAR), a group of authors studied the placement of streaming messages in online content from various broadcast and cable networks, and found that:

  • For spots of the same 30-second duration, the analysis found, “Limited-interruption advertising in digital video – with four mid-roll commercial breaks per hour – delivers greater advertising effectiveness than pre-roll advertising”.
  • But the JAR paper also proposes that the length of the commercial may be critical in determining its effectiveness among the watching audience.
  • “Shorter (15-second) pre-roll advertisements were just as effective as mid-roll ads,” it stated, “most likely because their short duration prevents disengagement and advertising avoidance similar to the way shorter limited-interruption breaks do compared to longer commercial breaks”.

The JAR work offers evidence that both 30- and 15-second spots in pre-roll and mid-roll placements were more engaging than the normal “clutter” advertising that is the legacy of traditional broadcast media.

“Limited-interruption and pre-roll advertising are more effective than normal ‘clutter’ advertising,” offerings that typically involve “six breaks, with five spots in each break.”

Source: Journal of Advertising Research
To read the full article, click here.

Almost half of adult British Snapchatters are parents

Speaking at IAB Engage 2016, Claire Valoti, the UK General Manager for Snapchat’s parent company Snap Inc, revealed a series of insights into the social Media platform, including:

  • More than three-quarters of Snapchat’s ten million daily active British users are older than 18.
  • 43% of adult users of Snapchat are parents.
  • Snapchat’s location-based overlays, Geofilters, are viewed 40 million times a day in the UK, while augmented reality Lenses are used in more than eight million Snaps daily.
  • Snapchat is estimated to make $1bn (£819m) in ad revenue globally by the end of the year.

Valoti used her maiden speech as Snap’s UK chief to further the company’s narrative that it is “a camera company” and not just a messaging app. “We start with the camera – sometimes people don’t realise why that’s so significant,” she said, adding that Snapchat allows people to tell stories in a “creative, playful way”.

Sources: Campaign, eMarketer
To read the full article, click here.

Commissioned by The CMA

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