It’s all about location, location, location! No wait a minute…
It’s all about statistics, statistics, statistics! At least as far as our monthly round up of digital marketing goes.
A strong focus on marketing facts and figures offers opportunities for businesses to make better decisions. Using stats to craft a digital marketing strategy can help boost business growth, while mitigating the investment risks.
The choosiest home hunters rely on facts and figures as well to help them select their ideal home. So why shouldn’t you make use of some stats to help you tailor your digital marketing strategies? We haven’t got a Kirstie Allsopp and Phil Spencer to hand. But we have got the key digital marketing stats for August for you right here…
Gen Z focused on smartphones for entertainment
Whistle conducted a survey of two demographics, consisting of 1,200 people aged between 13 to 34. It revealed that generation Z are far more likely to use their mobiles as a primary source of entertainment than millennials.
Gen Z are using mobiles more than ever before to watch both social and streaming content. 40% in fact, were using mobile to watch Netflix.
81% stated that they watched videos on their mobiles to keep themselves entertained while doing other tasks. Roughly 80% thought that watching short videos on their mobiles was an effective way of filling gaps in the day.
More UK adults watch TV using online video services
Ofcom’s second annual Media Nations report has highlighted how the UK’s media habits are continuing to change. The research points towards a steady rise in people using online video services as their main way of watching television and film.
Traditional broadcast television is still the main platform for the majority of people’s viewing habits. The average adult watched 3 hours and 12 minutes of broadcast television last year. However, this figure has decreased significantly since 2012, by 49 minutes. Younger viewers watched an average of 85 minutes of broadcast television per day last year. 15 minutes less than in 2017.
Viewing of subscription video on demand has increased by 7 minutes, and YouTube content by 6 minutes since 2017 as well. In 2019, 42% of UK adults say that online video services are their main way of watching television and film. There were 19.1 million for Netflix, Amazon Prime Video, NOW TV and Disney Life in Q1 2019. An increase of 3.7 million since Q1 2018.
Search specialists are struggling with lack of support
Around a third of SEOs and digital marketers have stated that they are struggling to accurately forecast SEO, due to a fundamental lack of support. According to a new industry survey by SEOmonitor; 1 in 3 felt that they don’t currently receive adequate support.
26% revealed that they struggle to forecast accurately. 22% admitted that they find it difficult to calculate the value of SEO activity. 37% blamed a lack of investment in specialist tools as the main cause of preventing accurate forecasts. 25% felt that they didn’t receive enough training on how to make accurate forecasts. While 17% admitted they didn’t receive any forecasting training at all.
The survey also revealed that a lack of support from the C-Suite is seen as the main barrier to accurate forecasts. In fact, the NTT 2019 ‘Digital Means Business’ Report, revealed that this was hampering organisations’ digital transformation plans entirely. Only 11% of the 1,150 executives from 15 countries found that they were satisfied with their teams spearheading digital transformation.
Carousel is most effective for organic interactions on Instagram
Carousel is a useful platform that allows users to share up to 10 photos or videos in a single post. It’s an effective way for companies to tell a visual story, by sharing more in-depth content that doesn’t overwhelm people’s feeds. Despite this, it’s only being used around 15% to 18% of the time on Instagram.
According to Socialbakers, it’s currently the most effective format for organic interactions on Instagram, surpassing standard video and image formats. Another example is Facebook Live, which is only used in 4% or all posts, but is the platform’s leader for interactions.
Despite suggestions that interactions have decreased on these platforms, the ‘Key Social Media Trends’ report shows otherwise. In fact, interactions on Instagram are largely the same as they have been since the start of the year. And Facebook’s are slightly below where they were in June last year.
Lowest ever July growth for online retail sales
It appears that the spike in UK online retail sales experienced in June was an anomaly, at least according to figures released from IMRG Capgemini. According to the sales index report, growth slowed to +4.4% year-on-year and fell by -5.7% month-on-month in July.
This was the lowest ever year-over-year growth in July, despite big online retail events such as Amazon Prime Day. Figures actually came in significantly below the 3 month, 6 month and 12 month rolling averages. One example was clothing sales, which had a positive growth of +4.5%, but this didn’t match June’s 2019 high of +15.7%.
A Record high for Lidl’s market share
Speaking of retail, it was revealed this month that the market share of Lidl has reached a record high of 5.9% over the past 3 months, according to a report by Kantar. Sales for the supermarket chain also increased by 7.7%.
Aldi benefited from a similarly strong period too, showing a 6.2% increase in sales. This contrasts with the likes of Tesco, Asda, Morrisons, and Sainsbury’s. As these big names all suffered a loss in market share. With Tesco dropping 0.4% from a year ago, and Asda showing a 0.3% decrease.
Majority of users will pay a subscription fee for top apps
A new survey conducted by McGuffin has highlighted the value consumers place on the most popular free apps available. 72% of the 2,004 consumers surveyed revealed they would pay a monthly subscription fee for YouTube, if no free alternative existed. In fact, 78% of people surveyed said they would pay a fee for Google Maps.
Users were least willing to pay for apps such as Facebook, Instagram and Twitter. However, when compared to baby boomers, millennials were willing to pay 78% and 42% more for Instagram and Google Maps respectively.
The study made a comparison between current earnings through advertising revenue, and hypothetically earnings through a change to a subscription model. Overall, it was found that all the companies involved in the study, including Facebook, would benefit more from a hypothetical paid future.
Over 50% of FMCG brands waste digital marketing spend
Fast-moving consumer goods (FMCG) brands are showing no signs of slowing down when it comes to investing in digital marketing. Despite this though, research from AlixPartners has revealed that much of this spend goes to waste.
The survey of over 1,100 consumer products executives showed that, out of $242 billion spent on global consumer products advertising last year, $60 billion went towards digital advertising. However, according to the survey, over half if this spend had either a negative return, or its return wasn’t even measured.
There were positives though, as those who were monitoring their digital ROI stated that they were 70% more efficient in driving positive returns, than those just starting out on their digital marketing efforts. Perhaps highlighting how more precise and targeted digital marketing methods, can lead to greater opportunities for consumer engagement.