This week in marketing statistics, consumers can’t stop looking at their phones, long-form video dominates all the screens and consumers reveal what annoys them the most about brands.
Sometimes it’s hard to imagine (or remember) a time when we didn’t have smartphones practically attached to our hands. Sixty-three percent of smartphone users operate their devices at least once every 30 minutes, and 22 percent of users now check their phones every five minutes. according to new data from the Interactive Advertising Bureau.
The fear of missing out (FOMO) is a major driver for checking our phones so often, especially on social media. A study by Qualtrics and venture capital firm Accel found that 42 percent of millennials in North America, the UK and Australia hadn’t lasted five hours without checking their feeds. (Time spent sleeping was excluded from the survey.) Compared to older generations, millennials were less able to refrain from social media. Just over one quarter (26 percent) of Gen X hadn’t gone five hours without social media, while 29 percent of baby boomers said the same.
Baby boomers may not be checking social media as often because they’re reading the news instead. Sixty-seven percent of US consumers ages 65 and older read the news on a mobile device, according to new findings from the Pew Research Center. Among respondents between the ages of 50 and 60, 79 percent get their news via mobile as of March 2017.
Ads And Annoyance
The first quarter of 2017 marked the highest ever first quarter earnings for digital advertising in the US, according to the IAB, reaching $19.6 billion. Things are looking up for digital advertising, with these earnings being the second-highest quarter of all time and the seventh consecutive first quarter to have double-digit, year-over-year growth.
Be careful where your ads appear, though. According to the newly released “How Brands Annoy Fans” survey from the CMO Council, 37 percent said ads that appear next to objectionable content change how they think about the brand when making a purchase decision. In response to such offensive ad placement, 10 percent said they would boycott the brand and nine percent said they would be vocal or complain, raising issue with the brand.
Ad placement is far from the only reason consumers will reject a brand altogether. According to “What Makes People Love the Brands They Love”—a new report by Rakuten Marketing Insights, the top reason once-loyal US digital consumers would not return to purchase is multiple, poor experiences with a brand’s staff.
Sometimes ads aren’t as clear as they should be. Mediakix found that 32 of the top 50 celebrities posted some kind of sponsored content in the month of May, and 93 percent failed to meet FTC rules.
Video Goes Long; Gamers Come Together
Over half—56.5 percent—of all video plays were on mobile devices in the first quarter of 2017, according to Ooyala’s 2017 Global Video Index. This figure illustrates an upward trend from 54.3 percent in the fourth quarter of 2016. So what are people watching? Long-form video—defined as content lasting longer than 20 minutes—surpassed short-form video in the first quarter to dominate all screens. Long-form video accounted for 98 percent of time spent watching on connected TVs, 81 percent on tablets, 63 percent on computers and 55 percent on smartphones.
Video game content is dominating on YouTube. According to Ipsos, 56 percent of YouTube gamers say YouTube is where they connect with their gaming community. In addition, 66 percent of female YouTube gamers watch gaming videos on the platform when they want to hear from people they can relate to.
Internet All The Things
IDC predicts IoT spending will grow 16.7 percent year-over-year in 2017, reaching just over $800 billion. By 2021, global IoT spending is expected to reach nearly $1.4 trillion. According to the firm’s updated spending estimates, this growth will be led by enterprise investments in IoT hardware, software, services and connectivity. In terms of industries, manufacturing and transportation remain the highest spenders, reaching $183 billion and $85 billion, respectively. Utilities comes in a close third with expected spending of $66 billion.