Stats, Facts & Future Trends: September 2017

Stats, Facts & Future Trends October 2nd, 2017

This month, we look at the latest IPA Touchpoints data, see what social trends marketers are interested in, and find out what the public are most excited about with the iPhone X

Daily media consumption at almost eight hours

Adults in in Great Britain are spending 7 hours and 56 minutes a day consuming media, new research shows, and almost all are engaged in multi-media consumption at some point during the course of a week. The new IPA Touchpoints 2017 report, which documents the evolving media landscape and how we spend our daily lives, also found that:

  • At almost eight hours a day, media consumption is up 9% from 2016 and 13% from 2005.
  • Twelve years ago, 79% of adults were consuming two or more media in the same half hour at some point during the week, a figure that now stands at 92%.
  • Over 26% of all adults are now consuming more than three different media in any half hour.
  • This means adults spend just over 2 hours a day media multi-tasking – or nearly a quarter of the time spent consuming media in total.

This combination of growth and fragmentation – driven by technology, new platforms and media channels making more content available – is having a profound impact.

“The knock-on effect on our lives – both personally and professionally – cannot be underestimated,” said Sarah Golding, IPA President and CEO of CHI & Partners. She urged the advertising industry to “recognise the most appropriate ways to approach consumers – one that improves lives rather than interrupts”.

Source: IPA

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UK consumers choosy over sharing data

A new report by Mindshare Futures has found that consumers are not only becoming more selective of which brands can access their data, but are also becoming more conscious of what brands are then doing with their information. Based on a survey of 1,000 UK smartphone users, the study found that:

  • 68% of consumers are beginning to be ‘very selective’ about the brands with which they share their data.
  • 56% of respondents said that once they have access to data, brands should be better at personalising the experience.

Regarding the introduction of the General Data Protection Regulation (GDPR) across the EU next May, the report notes that “Brands will need to provide consumers with much more control over their data, with the right to access their data at any point and remove anything inaccurate or outdated.”

Sophie Harding, Mindshare’s Trends and Insights Director, argued that the law should be seen as an opportunity “to get our data in a really good state. Brands have to think more thoroughly about what the acceptable data exchange for your brand is, and the incentive for [the consumer] to give consent.”

Source: Mindshare Futures

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Smartphones dominate online access

Smartphones are the most popular device for going online at every hour of the day, according to new research, a trend that savvy brands are exploiting in a variety of innovative ways. Analysis by research company Verto Analytics, tracked the devices 5,000 UK adults used to go online, and found that:

  • Smartphones account for 57% of people who go online, while traditional PCs account for 27% and tablets 16%.
  • Smartphones were found to be at their most dominant between 8am and 11am when they account for 63% of people online.
  • The highest share for PCs was 29% between 6pm and 11pm, while tablet’s share of the online audience was greatest between 10pm and midnight, when it accounts for 19% of people online.
  • The most popular time of day people go online is between 5pm and 10pm, while actual usage (how long people spend online) is heaviest between 7pm and 8pm.

Image result for smartphone online

“Daily behaviour is either rapidly shifting away from PCs or going straight to mobile, highlighted by services designed almost entirely for mobiles such as Uber and Snapchat,” said Dr Hannu Verkasalo, Verto Analytics CEO. “Businesses of any kind looking to appeal to consumers need to think of mobiles as mini-computers instead of mere phones, because people increasingly conduct more of their lives through them.”

Source: Verto Analytics

For more information, click here.

The social trends marketers are paying attention to

Social media is providing marketers with an increasing array of media options beyond display advertising, but which are the most important? A new study from The Creative Group polled 400 US advertising and marketing executives, asking them which social media trends they expected to have the greatest effect on their advertising and marketing efforts in 2018, and found that:

  • One-third of ad and marketing execs said social messaging would sway their efforts in 2018, making it the top choice among survey respondents.
  • Video was another trend that many respondents said would play a role in their marketing strategies next year, named by 28% of respondents.
  • Influencer marketing was expected to have a large effect by just 11% of respondents.
  • Paid content or amplification was cited by just 8% of respondents.

A separate study by gen.video and Geometry Global, conducted in March and April 2017, found that nine in 10 social network users are influenced to make a purchase after seeing content on social media., with video having the greatest influence of all content types.

Sources: The Creative Group, gen.video, Geometry Global

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Surge in engagement with Instagram videos

Savvy publishers are finding success on Instagram with video, a format the social media platform added to its app back in 2013. According to new data from social media analytics firm NewsWhip, photos are typically still generating higher engagement levels than videos among Instagram users, but engagement numbers for videos are up. The survey found that:

  • Engagement numbers for videos posted to top media publisher accounts worldwide increased by 53% year on year.
  • This is greater than the 46% growth rate seen for photos over the same period.
  • News and media organisations have been increasing their video content on Instagram. For example, Sports Illustrated posted just eight videos to its account in May 2016, but upped that figure to 325 this May.
  • Sports website Bleacher Report posted 479 videos on Instagram in May 2017 and logged more than 74.5 million content interactions – more than 10 times the second-place finisher, Fox News.
  • Worldwide ad spending on digital video is forecast to jump by 25% in 2018.

Image result for instagram video

Instagram has played its part to encourage spending on its video ads. In February 2016, the Facebook-owned property extended the maximum length of video ads to 60 seconds, up from 30 seconds, to give advertisers more space for their creative. And in January 2017, Instagram opened up its Stories sharing feature to full-screen, autoplaying video ads for the first time.

Source: NewsWhip, Dentsu Aegis Network

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Display ads to take over 50% of internet ad spend by 2019

Ad formats such as video, paid content, native and in-feed social media ads will drive a 14% annual growth in global display advertising between 2016 and 2019, according to research from Zenith. According to the report:

  • Display will encompass 50.4% of internet advertising expenditure by 2019, while social media will by rise 20% a year and video at 21%.
  • Paid search growth lags behind at a rate of 10% growth annually, reaching a value of $103bn by 2019.
  • TV and online video accounted for 48.5% of expenditure on brand advertising in 2016, up from 43.7% in 2010.
  • All in, global advertising expenditure is to grow 4% to $558bn by 2018 – lowered from the June 2016 prediction of 4.2%.

“Internet platforms are continually innovating to provide advertisers with new ways of communicating with consumers,” said Vittorio Bonori, Zenith’s Global Brand President. “But newer doesn’t always mean better, and agencies must use all the data and technology available to them to determine how to combine new and old media to tell brand stories most effectively.”

Source: Zenith

For more information, click here.

Best thing about the iPhone X is its battery life

Apple fans and the media spent the past few months speculating about what the company’s next smartphones would look like, but UK consumers are more interested in whether the iPhone X will have enough battery to last a day. A poll by maru/usurv, which asked UK smartphone users ages 18 and older what they wanted from the new iPhone X, found that:

  • 70% said the most appealing feature of the iPhone X was increased battery life.
  • That was followed by wireless charging (57%) and fast charging technology (52%).
  • Higher tech or design-lead features—such as a new facial recognition system, an edge-to-edge screen and augmented and virtual reality capabilities—failed to achieve interest from more than 35% of iPhone users surveyed.
  • Only 18% of respondents found AR and VR appealing – the lowest percentage of any feature.

More positively for Apple, half of UK iPhone users polled said they wanted to upgrade to the iPhone X, while only 12% said they didn’t. But nearly 40% were unsure. The study also found that price had deterred more than half (56%) of current iPhone users from purchasing an Apple phone in the past, so it’s a safe bet that the iPhone X’s nearly £1,000 ($1,350) price tag is likely to be a consideration for some this time around.

Samsung and other makers of Android-powered devices may benefit from potential users put off by the iPhone X’s price. Nearly two-thirds of Samsung Galaxy owners wanted to buy an iPhone, but were deterred by cost.

Source: maru/usurv

For more information, click here.

Commissioned by The CMA

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