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Welcome to another edition of our US digital marketing stats round-up – arguably the most hotly anticipated thing on the internet. 

This week we’re covering digital adspend, generation Z, jazz fans, and people using their phones on the toilet. Yes, you read that right.

Here are some of the best US digital marketing stats we’ve seen in the past week or so. 

Two-fifths of Americans use their phone on the toilet

Almost two-fifths (38.7%) admit to checking their emails while sitting on the toilet, according to a new survey by Phrasee

How many americans use their mobile on the toilet

Naturally there’s a gender split, with 56.8% of males admitting to using their phones on the toilet vs. only 27.3% of females. 

The most likely age group to use their phones while ‘taking care of business’ are those aged 18-29, followed by those aged 30-44, although the over-sixties are more likely to do it than those aged 45-59.

Fewer followers yields higher engagement on social

Choosing the right influencers to approach on social media can be a daunting task, but according to research by Gnack, the influencers with the highest following are not always the most valuable.  

Its study found that influencers with fewer than 10,000 followers can have three to five times the engagement levels of somebody with more than 10,000.

Generation Z twice as likely to shop via mobile than millenials

The younger generation are not only digital natives but mobile first, according to figures reported by Forbes, quoted from Popsugar at SXSW. 

Other key findings include:

  • Gen Z is the most ethnically diverse generation in US history, comprising 47% ethnic minorities (Ziba Design).
  • They watch between two and four hours of YouTube and less than an hour of traditional television per day (Lucky Brand).
  • They’re also twice more likely to use YouTube than Millennials (Lucky Brand).
  • They find email an outdated communications method, and are three times likelier to open a chat message received through a push notification (Kik).

Facebook adds 1m advertisers in a year

The world’s biggest social network has added a staggering 1m advertisers to its platform in the past year, taking the total figure to 3m, according to figures quoted by Social Times

Just six months ago Facebook only had 2.5m advertisers on its network, while a year ago that figure was only 2m. 

More than 70% of Facebook’s advertisers are outside of the US, with Southeast Asia being the fastest-growing region.

Will Facebook succeed with Messenger Ads?

facebook messenger ads

87% of retailers will increase mobile advertising budget this year

The vast majority (87%) of retailers plan to increase their mobile adspend this year, according to a new survey by RetailMeNot.

Other key findings include:

  • 59% of retail executives spend less than half of their marketing budgets on digital.
  • Only one in four retail marketers believe they are getting the most out of mobile technology.
  • Almost half of retail decision-makers have not conducted marketing attribution studies

E-reader use to increase 3.5% this year

Despite the threat of tablets and many people predicting the demise of devices such as the Nook, it’s not all doom and gloom for e-readers.  

Research by eMarketer predicts that the number of people using e-readers in the US will increase by 3.5% in 2016, taking the total figure to 86.3m.

The tablet market remains much larger, and will grow 4.7% this year by comparison, meaning more than half (51.4%) of the US population will be using a tablet by the end of 2016. 

Jazz fans more likely to shop for luxury items

While Jazz only accounted for 1.3% of total music consumption last year, fans of the genre typically spend more on luxury brands and services, according to a new study by Nielsen

Jazz music Louis Armstrong

 Other key findings include: 

  • Jazz fans travel more and show a preference for high-end hotel chains.
  • They are more likely than other music listeners to buy designer jeans and shop at upmarket department stores.
  • Among female jazz fans, specialty cosmetics brands were preferred over the mainstream.
  • In two particular high-spending ad categories, cars and alcohol, jazz fans' choice veered towards imported brands.

Digital adspend will beat TV by 2017

More will be spent on digital ads than TV ones for the first time in 2017, hitting $77.4bn vs. TV’s $72bn, according to eMarketer’s quarterly forecast

Other key findings include: 

  • TV adspend will grow 2.5% this year, compared to 4.5% forecast in Q3 2015, and will continue to grow by around 2% a year.
  • By 2020, TV adspend’s share in the US will drop below one-third of total media adspend for the first time.
  • Total digital adspend will increase 15.4% this year, to $68.82bn.

For lots more up-to-date statistics…                                           

Download Econsultancy’s Internet Statistics Compendium, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.

It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.

Jack Simpson

Published 23 March, 2016 by Jack Simpson

Jack Simpson is a Writer at Econsultancy. You can follow him on Twitter or connect via LinkedIn.

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