Digital American Newsletter

Consumers want to shop on social networks. According to a recent study in the UK*, over 30% would like to make purchases directly on Facebook, Twitter, or another social site. Families with kids and people under 45 are more likely to buy than other demographics. Men anticipate spending more per occasion than women.

Globally, Tumblr and Instagram are consumers’ top choices for social shopping. Surprisingly, Facebook is near the bottom of the list. Books, music, clothing, and entertainment are the items shoppers are most interested in buying.

Experts claim social commerce has been growing more rapidly than other online sales channels in 2015, and merchants agree. Almost half of American retailers have already activated some type of social buying. They report that Facebook has driven the best conversion rates, followed by Twitter and then Instagram.

Social networks including Pinterest, YouTube, and Instagram have rolled out various types of social buying options this year. Some are still in the testing phase, others are more advanced. If social sales are as strong as predicted this holiday season, look for social shopping to evolve rapidly in 2016.

Consumers are interacting less and lurking more on Facebook, according to the latest statistics from GlobalWebindex. During the third quarter of 2015, 34% of users updated their status and 37% shared a photo at least once. Both those metrics were over 50% a year ago.

Americans’ involvement with brands and businesses on Facebook is also drifting downward. Post reach and post engagement hit six month lows in October, with more popular pages experiencing larger declines.

Surprisingly, consumers are visiting Facebook just as frequently as ever. Roughly two thirds of monthly users check the network at least daily. But, they often spend that time observing, rather than interacting.

This is not a brand new trend. Back in 2013 Pew Research first highlighted that Facebook users were gradually becoming more passive.

Facebook doesn’t particularly like to discuss this topic. But, they are working to increase user engagement with personalized prompts to post, trending news to share, and On This Day reminders to re-post. Time will tell if these tactics are successful.

What are the implications for your business?

• Should you modify your social media strategy in response to declining consumer activity on Facebook?
• Should you rebalance your marketing plan to include a broader array of tactics, above and beyond social media?

For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.

Sources: GlobalWebinex 2015, Locowise 2015, Marketingland 2015, Wall Street Journal 2015

When 18-34 year olds want to reach a business, they prefer calling. 66% opt to pick up their smartphones while only 22% use social media. Filling out an online contact form is not a popular option.

Americans over 35 years old are even more inclined to call rather than connect digitally.

Why do consumers prefer to phone businesses? Their #1 reason is to get a quick answer. Second, they want to share their needs with a live, responsive person, not try to explain them in writing. Finally, Americans are looking for expert advice.

If consumers have a bad experience calling a business, 30% write a negative review and 24% complain on social media. However, if they are pleased, shoppers are equally likely to share their positive stories with friends and family.

Millennials’ preference for voice over digital communication impacts more than just their interactions with business. When asked to choose the single smartphone function that is most important to them, 18-34 year olds vote for voice calls. Ahead of texting. Ahead of social media. They have backed up that choice with action. Young people’s cellphone minutes spent talking have increased this year versus last.

What are the implications for your business?

• Do you make it easy for consumers to find your phone number via mobile search?
• Have you put as much thought into your phone-based consumer communications as your social and digital media?

For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.

Sources: Invoca 2015, Luxury Daily 2015, Marketing Charts 2015, Mobile Marketer 2015

Within 10 years, less than 50% of adults under 32 years old will have a cable or satellite TV subscription.

The majority of these “uncabled” consumers will not be giving up a service; they never had one. They will have always relied on a variety of digital sources—from Amazon Prime to Netflix to Redbox—for video entertainment.

The trend away from cable is already in motion. This year‚ almost a quarter of Americans do not have subscriptions. Younger consumers are more likely than older ones to go without cable. It is equally common among men and women.

Consumers choose to be uncabled for a variety of reasons. Top drivers—in order of priority—are convenience‚ the ability to watch TV shows on demand‚ and cost. A broader selection of content and the option to watch on mobile devices also play a role.

Those who have never had a cable subscription watch an average of 8 hours of streaming video per week. Cable cutters watch over 10 hours‚ while people who still subscribe clock in at 5 hours. Viewing time is likely to increase as the variety of content offered by streaming services continues to grow.

What are the implications for your business?

• What groundwork should you do now to be prepared for the uncabling trend?
• How can you best reach uncabled consumers with your marketing messages?

For help developing powerful digital strategies that work, compelling marketing strategies that drive results‚ strategic plans that deliver growth‚ or new products that consumers love‚ contact Brandology at 925-417-2253 or Maura@Brandology.com.

Sources: Digitalsmiths 2015‚ Forrester 2015

The number of online ads blocked this year was up almost 50% versus year ago. That trend is likely to accelerate now that Apple has introduced a new operating system that supports ad blocking.

Currently, 15% of US adults have ad blocking software on their computer. 41% of smartphone owners say they are very likely to install an ad blocker on their mobile, now that one is readily available.

Technologically sophisticated, younger Americans who consume lots of content are the most likely to block online advertising. Those with above average incomes and men tend to block ads more than other demographics.

The #1 reason why consumers block ads is because they fear their personal data is being misused in marketing. Mobile blocking is also driven by concerns that ads slow load times and consume precious data.

Globally, gaming and social media sites lose the most ads to blocking. In the US, lifestyle and news sites are also being impacted.

Entrepreneurs’ reaction to this trend is to happily start more ad blocking companies. Marketers who rely on digital advertising and publishers who survive via online ad revenue are quite a bit less thrilled.

What are the implications for your business?

• How should you evolve your marketing as ad blocking inevitably grows?
• Should content marketing — which tends to be less blockable — play a bigger role in your marketing plans?

For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.

Sources: Adobe 2015, Comscore 2015,Marketing Charts 2015, Research Industry Voices 2015