Another week has passed and it’s time to show you some of the most exciting US digital marketing stats we’ve seen in the past week.
This time we’re covering everything from the Pope’s recent social media buzz to the rise of ad blocking among millennials.
63% of millennials use ad blockers
According to a joint study by Fractl and Moz, almost two thirds of millennials use ad blocking software when browsing the web.
The number dwarfs GlobalWebIndex’s recent claim of 34% for the same issue, and is likely to further ignite the debate around how to solve the problem of ad blockers.
Mobile best channel for targeting students
Mobile is the most effective medium for advertisers when it comes to reaching American college students aged 17 to 25, according to new research by the Interactive Advertising Bureau (IAB).
The study compared two surveys of more than 1,000 smartphone users in this demographic and more than 1,000 people whose age reflected the general US population.
Older smartphone users said they tended to view ads on TV (28.4%) over mobile (22.2%), but the younger respondents favoured mobile (27.9%) over TV ads (21.9%).
This was especially prominent among male college students, 32.5% of whom said they saw mobile as having the most relevant ads and only 19% of whom said the same about TV.
75% of Buzzfeed views come from third-party networks
In a recent podcast, Buzzfeed founder and CEO Jonah Peretti revealed that three quarter’s of his site’s total content views come from non-Buzzfeed networks.
The top-three non-Buzzfeed networks driving content views to the site are Facebook with 27% of the total views, Snapchat with 21% and YouTube with 14%.
Direct traffic accounts for 23% of content views while Google search only makes up 2%.
Pope visit generated 1.8m tweets in one day
The Pope’s official visit to the States has been widely talked about in the media, so it is not surprising that the event sparked a huge number of mentions on social media.
— Brook Bufa (@jupiter896) September 25, 2015
— Shit Mexicans Do (@SOMEXlCAN) September 26, 2015
Of the 1.8m tweets Pope Francis generated on the first day of his visit, 21% were positive while 12% were negative. 67% were neutral.
Some key stats:
- ‘Pope Francis’ mentioned in 177,633 tweets.
- Hashtag #PopeInDC appeared 117,765 times.
Google beats Disney to become advertisers’ favourite
In its latest Media Company Report, Advertiser Perceptions Inc ranked 400 media brands on 15 criteria based on the opinions of thousands of marketers and agencies.
With an index score of 138, Google came out as the clear favourite.
To put it into perspective, second-place Disney trailed behind by 21 points (117) and Discovery Communications was in third place with 111.
Google’s closest digital rival Facebook was 30 points behind in fifth place.
Volkswagen emissions scandal prompts 760% increase in social media mentions
Following the recent admission that it has released 11m cars into the market fitted with equipment to rig emissions tests, Volkswagen (VW) has seen a massive surge in the number of social conversations around its brand.
If VW wanted to soften the blow by believing the old adage that all publicity is good publicity, it would be sadly disappointed. Negative brand awareness increased by 273% in the space of five days according to research by LeadSift.
— Pedro da Costa (@pdacosta) September 28, 2015
Facebook and Instagram will control nearly 65% of brands’ social media budget this year
According to a new report from eMarketer, Facebook and Instagram will account for $16.3bn worth of social media spend this year while Twitter’s share of the market will fall.
The report also claims that Instagram will bring in $600m this year, which will equate to around 5% of Facebook’s total ad revenue. By 2016 it predicts this figure will be %1.5bn.
Fall TV viewing figures down 20%
For marketers wondering where to allocate their spend, it seems TV advertising is becoming less valuable than it once was.
According to research by Nielsen, the first two nights of the fall TV season showed viewing figures were down by up to 20% in a key demographic.
Among 18-49-year-olds the viewing figures were down 10% on the same period last year, but in 18-24-year-olds the figure was 20%. For men in the latter group the figure rose again to 24%.
For lots more up-to-date statistics…
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