Research news: Stats, facts and future trends

This month, we see who’s winning the social media war in Europe, discover why smartphones aren’t just for video clips, and hear how content marketing is set for more expansion in 2014. 

European content sharing on Twitter almost equal to Facebook
In Europe, content sharing via Twitter is almost as popular as via Facebook, which goes against the trend in all other regions in the world. According to research from Gigya, Facebook was the clear winner in every region of the world, but only in Europe did Twitter come so close to Facebook’s lead.

  • In Europe, 47% of those surveyed used Facebook as their primary social network to share content, with Twitter second with 45%.
  • Twitter is also relatively popular in Asia-Pacific and the Middle East & Africa, where more than three in 10 clients reported it was the primary social network used to share content.
  • South America showed the most popularity for Facebook, with 67% of respondents using it to share content, compared to 28% for Twitter.
  • LinkedIn showed relatively little popularity in all regions apart from the Middle East & Africa, where 11% used it for content sharing.
    Find out more on eMarketer

Long-form video content just as popular as short – even on smartphones
There’s an assumption that a small screen is used for viewing short, snackable video clips as opposed to long-form content. However, research from Digitalsmiths suggests that full-length movies and TV shows come close to news clips and previews in popularity among smartphones video viewers. 

  • 42% of internet users in North America watched news video content on their smartphones, while 36% watched previews for TV shows or movies.
  • That compares to 31% of respondents who said they watched full-length movies on their phones, and 27% who watched TV show reruns.
  • It’s estimated that in the US in 2013, 72m smartphone users watched video on their devices at least monthly.
  • That figure is estimated to rise to 86m by the end of 2014.
    Find out more on eMarketer

Cross-platform attribution the answer for multiplatform campaign analytics
A report by eMarketer has found that, as marketers tack on additional channels, formats and platforms, cross-platform attribution is now in great demand by companies keen to analyse their marketing.

However, the report, Cross-Platform Attribution: A Status Report on Overcoming Select Attribution Challenges, also states that there is great confusion as to how to best approach the analytics tool and access the data necessary to prove bottom-line effects. As such, few marketers are attempting to undertake cross-platform attribution modeling.

  • Cross-platform attribution is described as ‘a method of assigning credit to a particular marketing-driven interaction or other brand-impressed touchpoint’.
  • The top three analytics techniques used by companies worldwide are currently segmentation (65%), ‘Upsell, cross-sell, next best action’ (54%) and contact optimisation (50%).
  • Attribution modelling is currently fifth in the list, with 40% of respondents using it.

Traditional marketers often rely on marketing mix or econometrics methodologies to understand how to allocate their ad spending for maximum effect. This top-down model aims to provide a general understanding of the incremental revenues generated by introducing one or more channels.

However, more digital-focused marketers use path analysis attribution—a bottom-up approach that relies on cookies to provide user-level insight into each channel, format and ad creative prior to the point of conversion. Such an approach is perilous because it skews attribution heavily toward a particular channel or format, as well as negating the effects of offline channels.

Cross-platform attribution takes account of all channels, new and existing, and its popularity is set to rise.
Find out more on eMarketer

Norway, Denmark and Sweden lead the way for mobile web use
Western Europe is set to pass the halfway mark in mobile phone internet penetration, with Norway, Denmark and Sweden topping the list. In Norway, the leading country in the region, 63.5% of the population will use a mobile phone to access the internet at least once per month in 2014, with Denmark and Sweden a few points behind.

  • Western Europe will average 48% penetration this year.
  • While Norway are top, the UK comes in at fourth, with an estimated 55% mobile phone internet penetration in 2014.
  • France, Germany and Italy are lagging behind the rest of Western Europe, with penetration figures of 48%, 45% and 43% respectively.

Between 2013 and 2017, the penetration rate of mobile phone internet users among mobile phone users will rise from 49% to 77%.
Find out more on eMarketer

Business leaders see challenges in customer data and digital channels
According to a 2013 survey of business executives worldwide, the top challenges faced by businesses were closely related to the state of constant change that businesses now operate in. The Boston Consulting Group (BCG) found that some the top challenges for which firms were unprepared for related to customer data and digital channels.

  • 20% of executives said that large-scale transformation was a leading challenge for which their business was unprepared for, while open innovation was a close second, with 19%.
  • 18% regarded leveraging customer data as a chief challenge, with 17% worried about digital channels. These were quickly followed by distinctive business models, talent management, and growth in new markets (all on 14%).
  • While 70% of retail executives and 65% of technology leaders saw obstacles in leveraging consumer data, just 43% of senior professionals working in healthcare cited the same challenges.
    Find out more on eMarketer

Content marketing industry to expand in 2014
A study has found that almost three-quarters of companies are increasing their content marketing investment in 2014. However, the study by software provider Curata also found that over half of marketing organisations have no executive or lead in place for content marketing, with few companies having developed a formal process with supporting technology for their content supply chain.  

  • 71% of marketers are increasing their content marketing investment in 2014, while 39% are increasing spend on curation.
  • 85% of companies have experienced an increase in awareness building as a result of their content marketing initiatives.
  • 62% of companies indicate that content marketing has led to an increase in the quality and quantity of leads in their pipeline.
  • The two main challenges are to develop great content on a consistent basis and provide a variety of unbiased, independent perspectives.

One way that marketers will overcome these challenges in 2014 will be to change their content marketing mix to include more externally sourced content alongside of their own content through curation.
Find out more on PR Newswire

Related items:

>A month in content marketing
>7 themes content marketers should embrace in 2014
>CMA monthly digital breakfast events

14thJan 2014

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