It’s time to regale you with the best digital marketing stats we’ve seen this week.
The roundup includes news about AI roles, retail strategy, mobile data, and lots more to boot. Before we dive in, don’t forget to check out the Internet Statistics Database for even more insight.
Motherhood leads to increased social media usage
A new report by GlobalWebIndex suggests that brands should be doing more to engage mothers across key markets. In a survey of over 2,000 mothers across China and the U.S. – two two priority markets for CPG brands – it was found that motherhood now leads to increased social media usage. Millennial mothers are the most active social media users among mums of all ages.
Nearly two in three Chinese mums are said to use social media to look for product recommendations from other mums. Close to half of all American mums also consider social recommendations to be an influential channel.
Similarly, the report states that we are seeing more dedicated online communities for mums playing increasingly important roles in the discovery phase. Parenting blogs and forums are influential sources of information for 58% of Chinese mums and 43% of US mums.
Microsoft recruiting the highest percentage of AI-related roles
Over the last three years, demand for employees with skills relating to artificial intelligence has increased by 119%, while AI related-jobs have nearly doubled. As a result of this, RS Components has analysed job posts from the biggest tech companies to discover who has the highest percentage of AI-related job openings.
It found that Microsoft has the highest number, with 1,964 AI job openings (which is 36% of total jobs on offer). In second place is Nvidia with 837 AI job openings (33% of total jobs). Finally, Facebook and Netflix make 9th and 10th place, offering 191 and 35 AI jobs respectively.
People in UK using 10x more mobile data than six years ago
New Ofcom research has revealed that the amount of time we spend using house telephone landlines has halved. Unsurprisingly, people in the UK are now also using 10 times the mobile data they did six years ago.
From 2012 to 2017, the average mobile data use rose from 0.2 gigabytes to 1.0 gigabytes per person. Meanwhile, calls made on mobiles went up from 132.1 billion minutes to 148.6 billion minutes.
Debenhams named the UK brand with the biggest share of voice
PI Datametrics has revealed the UK brands with the biggest share of voice in Q4 2018.
In the fashion sector, Debenhams came out on top with a share of voice (SoV) of 12%. Second to this was Next, with a SoV of 10%, followed by Boohoo with a SoV of 6%.
In the Electricals category, Currys dominated last quarter with a share of voice of 9%, followed by Argos and amazon.co.uk with a SoV of 8% and 6% respectively. Interestingly, Argos won for the Homeware category, generating a SoV of 9%. This was followed by Dunelm with a SoV of 8%.
People over 65 are more likely to share fake news on Facebook
A recent study published by Science Advances has revealed that users over 65 are far more likely to share fake news on Facebook. In fact, this age group was found to share almost seven times as many fake news articles on Facebook than users aged 30 to 44, and more than twice as many as users aged 45 to 65.
So, why is this the case? The research doesn’t delve into the reasons exactly. However, it does reveal that users who shared the most content on Facebook were actually less likely to share fake news.
This suggests that the problem is down to (a lack of ) tech and media literacy, with older users less able to distinguish what is trustworthy and what is not.
UK retailers wasting two million hours per week on competitor price checking
A new study by Omnia Retail suggests that UK retailers are wasting time due to ineffective competitor price-checking processes.
In a survey of 150 retailers, it found that many are needlessly spending an average of 10 hours per week on manually checking and benchmarking their competitor’s prices. This amounts to almost 1.97million hours per week or 246,000 lost working days across the sector.
55% of retailers said they dedicate at least one to 10 hours per week to monitoring market pricing, with 24% of retailers saying they commit 11 to 25 hours to the practice on a weekly basis. Despite this, just 17% feel that this has helped them achieve their goals.
One in 10 brands surveyed said that they spend around 26 to 50 hours per working week on the practice, which is the equivalent of one full-time salary. Despite this, 13% of retailers still insist they don’t spend enough time price-checking competitors.