Welcome to another exciting edition of the weekly Econsultancy US digital marketing stats round-up. 

This time we’re going to be delving into the rise of Instagram as a marketing tool, the increasing investment in data analytics, Bing’s surprising profitability and much more. 

Let’s take a look at some of the most exciting US digital marketing stats we’ve seen this week.  

71% of US companies to be using Instagram by 2017

According to research by eMarketer, 32% of US companies with 100 or more employees currently use Instagram as a marketing tool

This figure is set to increase to 49% by next year, and will reach an incredible 71% by the following year. 

According to the research, the photo-sharing app could be more popular with marketers than Twitter within two years. 

The study also found that 88% of US businesses will utilize at least one social network for marketing this year. 

89% of companies to increase investment in analytics

New research from WFA has shed light on the way US businesses will use and invest in data in future. 

Other key findings include:

  • 31% of respondents say investment will ‘increase greatly’.
  • 56% are still at the initial planning stage.
  • 85% regard data privacy as an integral component of customer trust.

Marketers shunning traditional TV for digital video ads

Marketers are reprioritizing traditional advertising budgets and increasing spend on digital video, according to the new AOL US State of the Video Industry report. 

Other key findings include:

  • Overall mobile video advertising spend increased 18% since 2014, but marketers say measurement remains a key pain point.
  • 91% of brands and agencies are buying video programmatically and continue to make larger investments into the technology year-over-year.
  • 88% of publishers claim they sell their video inventory programmatically, a noticeable 37% leap from 2014.
  • Over the next year, 41% of television buyers plan to rely on programmatic technology to make more strategic TV investments. This is a 3x increase since 2014.
  • Advertisers and agencies devote over 30% of their overall video budgets to branded video content. Brands intend to grow those investments 10% in the next year.

Back to the Future Day gives Pepsi and DeLorean a brand boost

Social media was awash with references to Back to the Future Day last week, but according to new data from Amobee Brand Intelligence some brands associated with the franchise benefited from the spike in publicity. 

delorean brand boost on back to the future day

The data looks at digital consumption of brands associated with Back to the Future, tracking how often an individual sees a term across the entire web, not just social.

Unsurprisingly, DeLorean came out on top, with 15% of all Back to the Future-related digital content engagement on the day being attributed to this (admittedly now defunct) car brand. 

Pepsi came in second place with 47% as much content associated with it as DeLorean had.  

Bing is profitable for the first time 

Microsoft’s search business has finally become profitable, generating $1bn in revenues during the company’s first quarter of fiscal 2016. 

Here are some key stats related to the surprise announcement:

  • Search revenue excluding traffic acquisition grew 29%, driven by higher revenue per search and search volume.
  • Nearly 20% of search revenue in September was driven by Windows 10 devices.

Average consumer aged 16-45 watches 204 minutes of video a day

According to a survey of more than 13,500 multiscreen viewers aged between 16 and 45, the average person in this age group watches 2014 minutes of video every day. 

The 204 minutes are split equally between TV and online, while 45 minutes are spent on a smartphone, 37 minutes on a desktop and 20 minutes on a tablet. 

Snapchat’s Sponsored Selfie Filters to reach 16m daily views 

Snapchat expects its news sponsored selfie filters to reach a staggering 16m views a day, according to a report by Buzzfeed.

The catch? Snapchat is asking advertisers to cough up $450,000 per day for sponsorship running Sunday through Thursday, $500,000 per day for Friday or Saturday, and up to a staggering $700,000 for holidays. 

For lots more up-to-date statistics…                                           

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