It’s the end of October and spooky season is in full swing, but before you get stuck into tricks and treats, settle yourself down for some spectacular digital marketing stats…
Daylight savings has direct effect on consumer engagement
Many brands are in line to reap the rewards from the so-called ‘productivity pound’ that happens at the end of daylight savings. At least according to a recent data analysis by The Trade Desk, which compared the average consumer traffic between 7am and 9am on Sunday after the clocks went back, to the same time period the day before, in 2018. It found that the average consumer engagement actually increased by 12%.
Throughout that Sunday morning, consumers seemed to gravitate towards home and garden, personal finance and education brands. With engagement increasing by 62%, 27%, and 80% respectively. However, it’s not just brands in these categories who stand to benefit from daylight savings. As engagement increased by an average of 25% across all verticals, when compared to the previous week.
Influencers least effective at influencing buying decisions
Contrary to some digital marketing stats research that has generally linked influencer marketing with a higher ROI, it turns out that influencers may not be as impactful when it comes to steering consumer spending. This is at least according to the ‘Consumer Trends for 2020’ research, put together by Brandwatch.
The research looks at social data and survey responses, to reveal the growing consumer trends as we approach the new year. 8,000 respondents were asked what they consider to be the most important factors affecting their spending habits. Around a third (33%) of them voted that friends and family influenced them the most when spending money. Only 4% cited online influencers as the most impactful factor.
Social media has become 3rd biggest ad channel
The latest ‘Advertising Expenditure Forecasts’ report from Zenith has revealed the largest channels for global ad spend. The digital marketing stats from the report show that social media has come in as the 3rd largest, overtaking print for the very first time.
While overall global spend for print is set to decrease by 6% to $69bn, social media spend is on track to increase by a total of 20% in 2019, reaching $84bn. This will mean that social media will account for around 13% of all ad spend worldwide. At 17%, paid search came in at second place, while TV remained at the top, accounting for 29% of all ad spend.
Young people combating negative impact of social media
New findings from Mediacom’s 2019 ‘Connected Kids’ report has highlighted how young people are choosing to delete all social media apps, due to their negative impact. 1,200 8 to 19 year olds took part in the UK survey, and out of all of them:
• 18% stated they had removed certain social apps completely from their devices.
• 17% revealed that they now limit their screen time.
• 13% had cut down their time on social media significantly.
In spite of some of the negative connotations surrounding the use of social media, the survey found that young people still believe that there are more positives:
• 24% of respondents revealed that they have extra Instagram accounts, called ‘finstas’. These alternate accounts allow users to post different content without the fear of being judged.
• 49% of the teenage girls that took the survey revealed that they feel less lonely with social media.
•59% said that the use of social media apps helps them to avoid missing out.
Top spenders on Twitter include CPG brands
Ad tracking firm, Pathmatics revealed that Consumer Packaged Goods (CPG) brands are amongst the biggest ad spenders on Twitter. Amongst the top 5 spenders are Kraft Heinz, Nestlé and Coca-Cola. Highlighting how the social platform is a key point of interest for the world’s biggest CPG brands. Facebook on the other hand has just one CPG brand in its top 5 ad spenders.
Video is currently the primary ad format for leading Twitter advertisers, with 75% of media budgets going to video post ads this year. Approximately 42% of internet users around the world have an account on Twitter. The social platform’s revenue is forecast to grow by around 10% a year, through to 2021.
Social, paid search, and ecommerce ad spend increases year-on-year
Digital marketing stats from Kenshoo’s Q3 2019 Quarterly Trends Report show that spending has significantly increased year-on-year for social, paid search, and ecommerce advertising. According to the report, overall spending rose by 54% year-on-year for ecommerce. While social spend was up by 32% and paid search by 7%.
The findings also showed how ad spend on Pinterest increased by 30% over the last 6 months. While mobile ads still accounted for 88% of all social spending, and 54% of search spending in Q3 of this year.
Speaking of ecommerce; an Episerver survey revealed that by 2025 the majority of B2B revenue will come from ecommerce websites.
Travel customers bombarded with irrelevant brand emails
A recent report from Yes Marketing contained some key digital marketing stats regarding the priorities of travel consumers. Specifically their customer journeys with travel and hospitality brands. 44% of the 1,000 consumers in the survey stated that they prefer brand communication to be informed by their past behaviour.
However, 32% declared that they rarely or never receive relevant communications from travel or hospitality brands they have used before. Showing perhaps a distinct lack of understanding when it comes to customer preferences from these brands. The same percentage also said that travel and hospitality brands were emailing them far too frequently. Only 5% stated that they didn’t receive enough email communications.
Respondents also got asked what they would want to see more of from brand communications. Just over half (52%) wanted more information that was focused on their reservations or past travels. 43% said partner offers and 40% said customer reviews or testimonials.