|Chart of the week: Where do people spend more time on social media?
||On average global internet users spent 2 hours and 23 minutes on social media per day, though trends differed widely by country. In around half of the markets that Global Web Index surveyed, social media use had shrunk or plateaued in Q1 2019 when compared with 2018 figures.
Emerging markets continue to spend the most time on social networks during a typical day. This could be driven by the younger demographics of these markets, with the 16 to 24-year-old segment driving growth globally. The Philippines spent the most time connected to social networks, devoting just over four hours a day to the digital sphere. Nigeria, Mexico, and Turkey all typically spent over three hours a day on social media sites.
Some of the more developed markets show signs of plateau which, in part, could be driven by the older demographics of these countries. During a typical day in Japan, people spend less than an hour staying connected digitally. Consequently, Japan also has one of the lowest birth rates in the world. Germany posts only slightly higher numbers, with users going on social media for just over an hour every day, while the UK and the US both spent closer to two hours per day engaging with social media.
As digital habits evolve, marketers and advertisers need to stay abreast of industry and demographic trends as the social media markets mature and become saturated in certain regions and countries.
|Chart of the week: Halfway into 2019, news subscriptions continue to grow
||Halfway into 2019, news publishers continue to push their digital subscription numbers up with dynamic paywalls and targeted marketing to attract and retain subscribers, according to FIPP's July 2019 Global Digital Subscriptions Snapshot.
|Chart of the week: US ad spend is 2.5 times bigger than nearest competitor
||The ad market in the United States is two and a half times bigger than its nearest competitor, China, according to new analysis by Zenith. The combined advertising spending of the other nine markets in the top ten just pass the ad spend in the US, rounding out to around US$245 billion collectively.
The United States advertising market is huge, standing at roughly $229 billion dollars. Much of that size is now bolstered by digital ad spends. According to forecasts from PwC and IAB, digital ad spending surpassed traditional channels this year in the United States, hitting the $100 billion mark for the first time ever. Zenith predicts that growth in ad spending this year will move to 5 percent from their initial estimate of 2.9 per cent.
Overall global online ad spending is expected to expand at a robust clip, with forecasts placing growth at around 4.7 per cent. Much of that global development is estimated to come from online video and social media, which is set to grow by 19 and 14 per cent respectively by 2021.
|Chart of the week: Digital video tops TV
||Video is king with a growing crown. Nearly all US respondents in a recent Statista survey reported using video download or streaming within the past year, topping usage of traditional channels like TV and radio.
About eighty per cent of respondents reported watching TV in the form of broadcast, cable, or satellite, while around seventy per cent of users said they had used radio within the past year. On the other hand, digital video, in the form of streaming and downloading, had surpassed TV by about ten percentage points while video usage surpassed radio by about 20 percentage points.
These findings are backed by reports from Nielsen and MPAA out this year that confirms the continued fall of TV. According to Nielsen, young adults between the ages of 18 to 34 continued to drive video consumption, particularly on their smartphones. MPAA also found that streaming video subscriptions bypassed cable television for the first time last year, with over 613 million streaming subscriptions worldwide. While usage and subscriptions have bypassed cable television, that medium still brings in more money than streaming making US$118 billion worldwide in 2018.
|Chart of the week: Where do people learn about their smart speakers?
||Most users learned about new smart speaker skills through friends and family, receiving emails from smart speaker brands, and searching their smart speaker app, according to a new report released by NPR and Edison. Publishers can proactively take steps so that their content gets discovered via voice.
The best way of optimising for voice is to ensure webpages have speakable schema properties in their structured data. Speakable schema singles out pieces of information that would work best for audio. Webpages with these properties are easier to distribute on voice-enabled platforms. Optimising for voice in this way benefits organisations that already have skills on smart speakers and those that do not.
Additionally, creating specific content is essential for generating interest and engagement. Many publishers have started working towards this end. As of last week, The Atlantic became the most recent publisher to distribute content specifically for smart speakers, providing listeners access to the publication’s segment “The Daily Idea.” NPR created a shorter, smart speaker friendly version of its popular Planet Money podcast, called “The Indicator."
The goal of smart speaker's? Make relevant, content that is smart-speaker centred, easy to use and becomes habitual for listeners. Taking those steps will generate one of the tried and true ways of learning about something new: word of mouth. Despite the ever-changing technology, 45 per cent of smart speaker owners reported learning about new skills on their smart speakers this way.
|Chart of the week: Where people are sceptical of online news
||Less than half of people surveyed by Ipsos said that they trust online news websites and platforms, with a huge range in trust between countries.
India was the country that registered the highest trust in online news and websites, with about two-thirds of respondents saying the trusted online sources a great deal or a fair amount. India’s trust in newspapers and magazines more generally also rated the highest of any other country. Generally, respondents from India have a higher level of trust in their institutions, surpassing their counterparts at a time when trust in institutions in many parts of the world is slipping. People from China and Germany also registered high levels of trust in online news, with six in ten respondents falling on the trusting side of the spectrum.
Japan and Hungary registered the lowest level of trust in online news sources, with just under a quarter of people trusting online news sources. Reuters found that about 66 per cent of people use their smartphones on a weekly basis to get news. As online news increasingly makes up a larger part of consumers’ media diets, the correlation fall in trust is concerning for many countries.
|Chart of the week: Top 10 US magazines championing mobile
||ESPN drove over 50 million individual mobile visitors to its website, the most of any other brand studied by MPA and comScore last month, while People scored over 46 million unique visitors.
Both ESPN and People have been building a mobile strategy to round out their digital channels for a while. ESPN has followed users online and on mobile, repurposing cable content for those platforms. While People Magazine initially launched a mobile site back in 2012, an innovator and forward-thinker in the mobile space.
Each companies’ mobile success comes from two important parts of their strategies: keeping the screen size and format for mobile devices in mind when producing content, and centering what the mobile audience wants. Those two central issues inform how everything from its homepage to its stories and videos appears.
As the chart below shows, certain content areas, such as cooking and lifestyle, do particularly well on mobile, with Allrecipes, Taste of Home, Good Housekeeping, and Country Living scoring top ten spots in the MPA and comScore report.
People in the US spend over a quarter of their day with digital media, with 3.6 hours of that time spent on mobile devices. Advertisers and publishers need to follow and revamp content for those users, in order to fully benefit from how people are engaging with digital media.
|Chart of the week: Where do people find news on their smartphones?
||A little under half of the people in the United Kingdom and Finland said they first referred to news websites or apps when using a smartphone for news, according to Reuters most recent Digital News Report. While around half of people in the United States and Italy said they used social media and messaging apps when initially engaging with news on their smartphones.
Some of the country-by-country differences are related to the prominence of specific apps or media literacy programmes. The United Kingdom’s high news website usage can be partially explained by the prominence and popularity of the BBC news app. While Finland heads an extensive media literacy programme, which is run and funded by the Finnish government. The programme teaches people how to understand and identify questionable information online, which is much more likely to appear on social media sites and messaging apps. Finland recently came out on top of a media literacy ranking put together by the Open Society Foundation.
Overall, the study found that about two-thirds of respondents used smartphones for news on a weekly basis, with that number nearly doubling over the past seven years for all countries. How people access news impacts both the quality and types of stories they end up seeking out and engaging with.
|Chart of the week: News podcasts pull to the top of ad revenue in 2018
||The podcast industry brought in US$479 million ad dollars last year, a 53 per cent increase from 2017, a continuation of a strong, positive growth trend according to the latest report from PwC and IAB.
The booming industry has some fan favourites, with the top five podcast genres making up a little over 65 per cent of all advertising revenue this past year. Podcasts that fall under the news, politics, and current events category took home the biggest chunk of advertising revenue in 2018, an improvement over 2017 for the genre. Comedy and business podcasts came in second and third, making up 13.9 and 12.8 per cent of revenue respectively. According to the CEO of Authentic and Podtrac, the genres that attracted the most advertisers correlates closely with the areas that have the largest audiences, a good indication of how content is developing.
The push into an audio-first environment is driving the growth of podcasts and the advertising attached to the medium. The various players getting into the distribution game, most recently Spotify and Luminary, are setting the stage for even higher growth potential as consumers find new and easier ways for accessing content. Podcast audiences already show high levels of engagement and brand loyalty with advertisers on their shows, a promising sign for the growing industry.
|Chart of the week: What marketers are loosing sleep over
||Building a better understanding of customers and the effectiveness of marketing campaigns are the two areas that keep marketers up at night, according to Adobe’s 2019 Digital Trends report.