Whether it’s been a dry January, or a decidedly wet one for you – we’ve got the last stats roundup of the month to well and truly round things off.

This week’s includes news about influencers, ad viewability, ecommerce experimentation and lots more. Don’t forget to check out the Internet Statistics Compendium for further facts and figures.

Influencer posts on Instagram doubled in 2017

According to new data from Klear, the number of influencer posts on Instagram doubled in 2017, reaching more than 1.5m in total.

Klear also found that nearly three-quarters of Instagram influencers fell into the 18 to 34 age range, with those aged 18 to 24 accounting for 42% of them.

Interestingly, Klear only took into consideration posts containing hashtags such as #ad or #sponsored, which are recommended by the FTC as a way to highlight brand-sponsored posts.

With influencers still appearing to flout the rules and neglecting to disclose brand partnerships, this is likely to mean that a number of influencer posts also slipped under the radar. Just last April, the FTC sent reminder letters to hundreds of brands and influencers, once again reiterating the need for transparency.

More on influencers:

Tablet sales decline for 11 consecutive quarters

A new report by DeviceAtlas has revealed that tablet sales have been declining for 11 quarters in a row. In Q2 2017, there were 37.9m tablets shipped compared to a staggering 341.6m smartphones in the same time period. 

The gap between tablets and smartphones is even more visible when taking into consideration usage statistics. Tablet usage ranges between 2% and 16.9% depending on the country, with the countries with the highest tablet usage being developed markets such as France and Germany.

The report also compares web traffic for two of the biggest smartphone manufacturers in the world – Samsung and Apple. According to data, Apple is ahead of Samsung in Australia, Canada, Sweden, UK, and the USA. Interestingly though, during the last four quarters, Apple has dropped 4% traffic in the UK and 11% in France. Meanwhile, Samsung usage dominates in countries including Argentina, Egypt, Germany, and Italy.

Publishers gained and lost search visibility in 2017

Searchmetrics has revealed which websites saw the biggest gains and losses in search visibility last year. The study is based on analysis of the change in organic search performance for each website during 2017.

57% of the sites that saw the biggest gains were publishers, including the Guardian and the Sun. However, it seems that category isn’t the biggest indicator of success, as 44% of sites that saw losses were also publishers. YouTube was the overall winner in search visibility, taking the number one spot ahead of dictionary website Merriam Webster.

Elsewhere, several social media sites including Reddit, Tumblr, and Pinterest saw losses, as did music-related sites like AZ Lyrics and Metro Lyrics.

Insight suggests that two major Google algorithm updates were the main cause. First, ‘Phantom V’ – which aimed to improve the quality of content appearing in search results, and ‘Fred’ - which punished sites with ad-heavy, low quality content.

More on Google:

59% of companies planning for conversational commerce

Econsultancy’s Ecommerce Performance report, which is based on a survey of more than 400 ecommerce professionals, suggests that 60% of companies will experiment with conversational commerce by 2020. This is likely to take the form of chatbots to help steer users towards a purchase.

Next up in terms of future priorities, 55% of companies rate artificial intelligence for personalisation as their next focus for experimentation, while 44% say the same for digital wallets. 

Rather surprisingly, just 18% of companies say that they are planning to experiment with voice technology, despite a huge surge in popularity of voice assistants including Google Home and Amazon Echo. Rather than a lack of interest in the technology and its potential, however, perhaps we can put this down to the technology’s scale, with many ecommerce companies instead choosing to focus on short-term and achievable goals to improve performance such as multiple payment options, mobile UX, and checkout.

You can read more insight from  the report here.

36% of internet users discover new brands from TV ads

According to Global Web Index’s latest report (which comes from a survey of over 350,000 internet users aged 16 to 64), traditional television remains the most effective form of advertising. Despite 30% of consumers saying they discover brands from online ads, 36% say they do so via TV adverts.  

Unsurprisingly, traditional forms of advertising are said to have the most impact on older generations, while younger consumers are more receptive to other forms. For example, 16 to 24-year olds are three times as likely as 55 to 64-year olds to discover brands via in-app advertising. 

Similarly, younger consumers are the most influenced by branded content on social media, which has resulted in influencers gaining even more marketing power. More than half of 16 to 24 year olds say they have watched a vlog in the last month, while about a fifth are actively following vloggers on social platforms. 

Relating reading:

Ask the experts: How to integrate your programmatic and TV ad strategy?

UK ad viewability hits three and a half year high

In the final quarter of 2017, the proportion of banner ads served that met minimum viewability guidelines rose from 52% to 56%. According to Meetrics, this means that UK ad viewability hit their highest level since Q2 2014.

This also means that the UK is starting to catch up with other countries, overtaking both Switzerland and Poland and falling just behind Germany. With 67% ad viewability, Austria leads the way in Europe, followed by Italy with 63% and France with 62%.

Emojis can boost completion of mobile surveys

A recent study by the Journal of Advertising Research (JAR) suggest that the use of emojis could increase engagement in smartphone surveys without hurting data quality.

As it stands, the number of people that abandon surveys on their smartphone are typically around twice as many that abandon surveys on a desktop or laptop. Completion times are also longer on smartphones, which is also likely to contribute to a higher abandonment rate.

In its research, JAR found that the use of emojis reduced drop-off rates, improved overall survey satisfaction, and provided comparable data. With emojis already infiltrating into other areas such as email marketing and brand communication, could it be too long before we see emoji-only surveys? We’ll leave you to ponder that one.

More on emoji:

Nikki Gilliland

Published 26 January, 2018 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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Comments (2)

Search My Websites

Search My Websites, Developer at Search My Websites

Hello Nikki,

Thanks for such a awesome resource you have shared in this post.
This is really helpful resource to me.

Thanks
Search My Websites
http://www.searchmywebsites.com

4 months ago

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Mohd Atif, Blogger at Blogger

Hi Nikki,

It's a great pleasure to read your knowledgeable post on Digital Marketing. I agreed with your points, actually I saw many posts from the reputed blogger that Google is focusing on voice search. So, as per my aspect people are moving on voice platform and it's impact on the whole digital marketing community. What you think about it?

Thanks
Mohd. Atif
http://guestpostblogging.com

3 months ago

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