The best digital marketing stats we’ve seen this week Nearly 90% of consumers willing to give up personal data
An Episerver survey was conducted to have an insight into what people think of giving their personal data. The survey showed that among more than 4000 population, 87% of people are ready to give their data so that they would get a better online experience. It is noteworthy that a gap still exists between the expectations of customers and capabilities of brands. Over a third of respondents were of the opinion that brands do not care about personalizing their online shopping experience; they provide with incomplete or inaccurate information. This survey also found that customers are more open to new technologies.
A disparity of digital marketing on YouTube looms large
There is inequality in YouTube according to a new study for Bloomberg News. It revealed that it is not an easy task to make a living on YouTube; hence most of the creators will fail to do so. Additionally, an analysis was conducted by Mathias Bartl which showed that only 1% of creators generate between 2.2m and 42.2m views a month in 2016.
However, it is also said that the top 3% consumers which generate 1.4m views a month can also earn an income of around 16, 8000 dollars to support themselves. With social media and the role of ‘influencers’ becoming necessary career options for youngsters, the study throws an exciting light on the reality of YouTube.
Time spent with ad-supported media declines in the US
The time spent with ad-supported media have been declined, while on the other hand, time spent with US consumer media has been risen in 2017, as has been shown by PQ Media’s Global Consumer Media Usage Forecast. Similarly, it has been revealed that the exposure and usage of digital media of all consumer time spent with media is 37.4% and that mobile audio is becoming the rapidly growing digital media. It also revealed that there is a 30% increase in the time spent with mobile audio. Despite such a rise, the time spent with ad-supported media fell, and it is estimated that it will decline even further by 2021.
Social is the most popular method of paid advertising for digital marketing in the UK travel sector
The most popular method of paid advertising has become social, unlike the previous search as revealed by the latest benchmark report from Marlin. It also found that UK travel advertisers expect expenditure 42% of their paid social budget on Facebook in 2018. Moreover, the performance of social media is a great challenge according to 53% of UK respondents. Lastly, Amazon’s digital adoptions are not a threat to travel advertisers, since they consider it as a channel that won’t impact their business in 2018.
Open Banking expected to contribute over £1 billion annually to UK economy
Nearly 17, 000 new jobs are anticipated for the economy in the UK because a new study has suggested that Open Banking could unlock over 1 billion on an annual basis. The fintech companies are able to access the data necessary to provide new services, hence an increased competition.
Furthermore, it is also been revealed from a research conducted by Accenture that 69% of people are not ready to give their banking data to third parties, which on the other hand suggests that it all depends on consumer trust. Therefore, to win the trust of consumers values such as transparency become more vital.
Marketers are failing to recognize the impact of dark social
It is suggested by the report of Econsultancy’s Marketing in the Dark that considers dark social as one of the top three challenges for 2018, the majority of them fail to take it seriously. Additionally, 39% of the top companies have agreed that they can attribute value to dark social, which means that there is a risk of lagging behind if marketers do not recognize the impact of dark social.