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Oh March, a month so non-descript that pancakes are about the only source of excitement. Plus, the clocks went forward – that’s bound to have gotten you all aflutter.
It’s time to reward yourself, so sink your teeth into this week’s roundup, which includes news about mobile consumers, post-Brexit prices, and media regulation.
If that’s not enough, head on over to the Internet Statistics Compendium for more.
Video advertising outperforms desktop display
A report released by Integral Ad Science has revealed that video advertising outperformed desktop display for the first time.
Compared to the first half of 2016, video viewability showed significant improvement in the second half of the year, increasing from 40% to 58.2%. Meanwhile, the completion rate in view increased from 26.7% to 35.1%.
Video brand risk also improved, decreasing from 11.2% to 8.9%. That being said, with the advent of fake news, brand safety remains a critical issue for advertisers, highlighting the need for a solution to protect brand reputations.
One in nine online visits were made to news and media sites in 2016
Hitwise suggests that there’s been a shift in the British public’s media consumption, predicted to be due to the impact of today’s political landscape.
Data shows that, as well as consuming more news across broader sources, people are now beginning to question the validity of news providers and changing their preferences of media titles as a result. One in nine visits online were made to news and media sites in 2016 compared to 1 in 10 visits in 2015.
Articles focusing on Trump and Brexit accounted for five out of the top 10 read articles in January and February 2017. Meanwhile, in the month before and after Trump’s inauguration, left-leaning newspapers such as the Guardian and The Independent gained readers from traditional tabloids, such as The Sun, Express and Daily Mail.
Consumers increasingly favouring mobile loyalty programs
The 2017 Mobile Consumer Report from Vibes highlights a link between digital loyalty programs and greater consumer loyalty.
Research shows that 70% of consumers would have a more positive opinion of a brand if it allowed them to save a loyalty card in their smartphone. Over one-third of people are said to store information from brands in a mobile wallet such as Apple Wallet and Android Pay.
83% of smartphone users also say that receiving surprise rewards, exclusive content and special birthday or anniversary messaging would have a positive impact on their brand loyalty overall.
Mobile consumers in emerging markets are more intolerant of bad user experiences
A new report by Fetch suggests that brands should consider shifting their mobile advertising focus to emerging markets, as levels of engagement rapidly increase.
According to research, 31% of users in emerging markets define themselves as mobile-first, compared to 15% in Europe and 18% in North America.
Similarly, where 66% of European consumers claim to access social media every hour, this rises to 72% amongst emerging markets.
Lastly, mobile-first consumers in emerging markets are more intolerant of bad mobile web experiences, with 84% saying they would leave a mobile website if it loaded slowly, compared to 69% in Europe and 75% in North America.
62% of consumers will stick to premium if prices rise post-Brexit
New findings from Centre for Retail Research and Rakuten Marketing suggest that consumers have differing views of how the referendum result will affect prices in the UK.
A survey of 1000 consumers across the UK found that, over the next six months, 37% of people are sure they will be better off, while 40% think they will be worse off.
Regardless, the survey also found that shoppers will not stop purchasing premium products if prices have to rise as a result of Brexit. If faced with a price increase of up to 10%, only 6% of Brits claim they would refuse to buy the item, while 62% would buy the premium brand anyway.
There does seem to be a tipping point, however, with a 15% price increase expected to make 21% of shoppers switch to a cheaper brand.
UK companies unprepared for business pitching
Research from Buffalo7 has found that the majority of UK companies are not properly prepared to win new business pitches.
From a survey of industry professionals, 61% of respondents said their companies did not employ any staff with slide-deck design expertise. In contrast, 60% wished their companies did have such expertise in-house, with 62% believing it would help their companies to win more pitches.
Despite this recognition, a whopping 75% of respondents said that that their companies do not provide any formal training for delivering pitches.
Perhaps unsurprisingly, the survey also found that 76% of companies have pitched for business in the last 12 months, but that 54% are losing half or more of the pitches they contest.
YouTube is number one for consumer positivity
According to a new study from Trinity McQueen, YouTube tops the list of media brands that people feel the most positively about.
In a survey of ‘unbound consumers’ - people who reject scheduled media for on-demand services - 21% cited that they feel positively about YouTube, followed by 20% feeling positive towards the BBC and 16% about Netflix.
New content appears to be a key factor in a media brand’s popularity, with 46% of unbound audiences most likely to believe YouTube always has new content, while 35% saying the same about the BBC.
Lastly, 41% of unbound audiences feel that Facebook offers the most personalised experience, while 41% thinks YouTube offers the best overall online experience.
Car brands see Instagram follower growth of 20% in two months
A new study by Quintly has revealed that five out of the top ten most-liked UK brands on Instagram are car manufacturers.
What’s more, they all had a follower growth of at least 20% in the period of October to December 2016.
Other analysis shows that Jaguar had the most successful post in terms of the number of likes, with a post showing the model F-Type garnering over 110,000 likes.
This is just one example of the popularity of luxury brands on Instagram, which is also reflected by the success of other big brands like Burberry and Rolls Royce.
Mobile accounts for more than 60% of digital minutes in global markets
According comScore’s Mobile Hierarchy of Needs report, mobile devices now account for a majority of consumers' digital minutes, with most of that time spent in apps.
The growing share of consumer time claimed by mobile devices accounted for more than 60% of all digital minutes in nine major markets, rising to 91% in the case of Indonesia.
Apps represented more than 80% of mobile minutes in all markets studied, rising to 99% in the case of China.
The top apps are no surprise, with WhatsApp, Facebook Messenger, WeChat, QQ Instant Messenger and Line showing the popularity of messaging apps
63% of consumers believe the media needs more regulation
A new report by Network Research shows that public trust in the reliability of media information has declined significantly in the last 12 months, with 63% of people now believing that media outlets need more regulation.
In a survey of 1,000 UK adults, the study also found that 39.5% of people feel the government has significant influence on the media agenda, while 32% feel that businesses do.
Almost half of the public are suspicious they may have seen or read fake news recently, with 75% subsequently trusting publications to a lesser extent. 83% of people also believe there should be greater penalties for reporting fabricated news.