How Consumer Consumption Is Shaping Marketing

Consumer Consumption Is Shaping Marketing

We all think we know where marketing is headed but we don’t always have the resources to prove it, that is where the Infinite Dial 2016 report comes in. Since 1998, the Infinite Dial report has been used throughout the marketing community for its studies on consumer adaptation of digital media from Edison Research and Triton Digital. In the months of January and February of 2016, Edison Research conducted a random telephone survey of people aged 12 and older using the “gold standard” of research asking them questions surrounding media and technology, online radio, audio brands, music discovery, podcasts, in-car media and social media. This research gives us some definite answers into how consumers can be reached and where our focuses should be for the rest of the year.

Below are the four most impactful findings we think marketers need to take from this report. See what we have to say and then take a look at the report!

1. Technology Is Changing The Way We Consume Content

Kid looking at a Gameboy
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Think back years ago when we just had the radio, the television, we’d go to the theater to watch movies, then came the desktop computer. Marketers could only reach consumers through one channel at a time and consumers only had one way to consume content. Now that we not only have tablets and smartphones but also easier access to the internet through these devices, marketers can do so much more. As you can see below, a majority of consumers have bought into this medium and can easily connect to nearly all content from one device.

  • 86% of the population 12 years and older has access to the internet
  • 76% of the population 12 years and older own a smartphone
  • 60% of the population 12 years and older own an internet-connected TV
  • 51% of the population 12 years and older own a tablet

Thanks to the advancements in our devices it is becoming less about the technology used to consume content and more about the content itself. The technology we use is becoming nearly invisible and consumers are able to choose how and when they want to connect with our content. Many people have confused these advancements with thinking we are consuming less or don’t have the same attention span to consume as much but what it actually means is we are consuming content in a different way than we used to.

  • 64% of people 12 years and older use a smartphone/tablet/portable device to listen to podcasts versus 55% in 2015
  • 51% of people 12 years and older have a subscription to an on-demand video service (Netflix, Amazon Prime, and Hulu)
  • 37% of the population 12 years and older say they have listened to Internet radio in the car by streaming it from a cell phone connected to a car audio system
  • 22% of the population 12-24-year-old now discover new music through YouTube versus the 9% who use AM/Radio
  • 21% of the population 12 years and older now listen to online radio in their car versus the 12% that listened to it in 2013

There is now multiple ways to enjoy the same types of content at the consumers convenience. One of the biggest impacts this new technology will have on marketers is through podcasts.

  • 36% of the population 12 years and older have listened to a podcast which is nearly 100 million people. In 2013 only 27% of the population 12 years and older had listened. That is almost a 10% increase in 3 years. 
  • Nearly 60 million people or 21% of the population 12 years and older have listened to a podcast in the last month. In 2013, only 12% of population 12 years and older had listened to a podcast in the last month. 
  • The younger demographics are continuing to listen to podcasts the most. 27% of the population 12-24-years-old are monthly podcast listeners while in 2013 only 11% of 12-24-year-olds listened monthly.
  • Weekly podcast listening has almost doubled in 3 years. 7% of the population 12 years and older listened in 2013 compared to 13% that listens now.

As more people are admitting that they would rather listen to information than read it, combined with the steady growth of podcasts in the last couple of years, podcasts could be the direction that your brand wants to take its content marketing. 

2. Leading Media Channels Are (Nearly) Ad-Free

Netflix
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When you dive into the Infinite Dial 2016 you start finding trends in all sorts of places. One of the things that should spark marketers interest is that people are investing more and more time into channels that make it harder for advertisers to reach them.

  • 54% of the population 12 years and older use Pandora most often as their audio brand
  • 43% of the population 12 years and older have an on-demand video service subscription to Netflix
  • 36% of the population 12 years and older have ever listened to a podcast
  • 23% of the population 12 years and older use Snapchat

As Americans are spending more time in these channels, marketers have to become more creative in how they are reaching their target market. With a paid subscription Pandora ads are eliminated, Netflix is AD free, podcasts have very few ads during air time (if anything they are more like sponsorships and feel like recommendations from a friend) and although brands are experimenting with Snapchat it is nothing like what you see on Facebook, Twitter and now Instagram- all who have either changed or announced changes to their “feeds” algorithm in an attempt to increase brand’s ad spend. As marketers, we have to find new ways to influence our consumer’s buying decisions through these channels. That is where you will see brands using endorsements and influencer marketing even more. 

3. Snapchat Is KEY To Social Media

DJ Khaled
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Hopefully, if your target market is between 12-24-years-old you are already aware of the impact that Snapchat has had on this demographic but I don’t think we had the statistics to prove just how big Snapchat has become until now. Snapchat is one of the only social platforms available strictly through a mobile app and while that may have raised concerns, in the beginning, it now makes total sense. With predictions that mobile will take over the desktop for good, people (only admitting to) spending over 8.5 hours with media in a 24 hour time frame, 78% of the population 12 years and older using social media and the fact that 93% of the population 12-24-years-old have a smartphone. This is everything needed to lead to the massive success of Snapchat in teens and young adults.

No other social platform’s brand awareness increase came close to Snapchat’s double-digit 11%.

  • Snapchat’s brand awareness grew from 60% in 2015 to 71% 2016
  • Facebook jumped 1%, going from 92% in 2015 to 93% in 2016
  • Twitter grew 3%, going from 84% in 2015 to 87% in 2016
  • Instagram increased 6%, going from 77% in 2015 to 83% in 2016

For the first time, a social media brand has beaten Facebook usage in the 12-24-year-old demographic.

  • Facebook had 68% of 12-24-year-olds currently using their brand
  • Snapchat had 72% of 12-24-year-olds currently using their brand

Snapchat gained 20% more users and became the fastest growing platform in the last 3 years.

  • 3% of the population 12 years and older used Snapchat in 2013 compared to 23% that use it today
  • 58% of the population 12 years and older used Facebook in 2013 compared to 64% that use it today
  • 15% of the population 12 years and older used Twitter in 2013 compared to 21% that use it today
  • 10%  of the population 12 years and older used Pinterest in 2013 compared to 25% that use it today
  • 12%  of the population 12 years and older used Instagram in 2013 compared to 29% that use it today

Snapchat has surpassed Twitter in brand usage this year. 

  • 23% of the population 12 years and older use Snapchat in 2016
  • 21% of the population 12 years and older use Twitter in 2016

Snapchat is tied for second in social media brands that are used “several times per day”.

  • 35% of the population 12 years and older use Facebook serval times per day
  • 12% of the population 12 years and older use Snapchat serval times per day
  • 12% of the population 12 years and older use Instagram serval times per day
  • 7% of the population 12 years and older use Twitter serval times per day

Now that there is no denying Snapchat’s success the real question is should brands go there? This is something that is being debated in nearly every circle but maybe one of Snapchats charms is it feels a lot like how social media should be. Brief updates that come and go, with little to no advertising, no focus around engagement: likes, comments, and shares, with the real focus on video and image content and relevance- it is also currently the one place your Mom has yet to take over. While we have seen brands run a number of successful campaigns it’s not easy for every brand. A good test of how your brand can use Snapchat comes with the introduction of their new on-demand Geofilters. This is the best way for brands to become a part of the social app without interrupting the users experience. 

4. Men And Women Are Using Different Social Media Platforms

women asking if there will be men around
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Historically, women have used social media more than men and although the Infinite Dial 2016 report did not break down men and women’s social media usage there are reports that currently find 72% of men and 76% of women who are online use social media. Now that you know that men and women are basically consuming the same amount of social media it’s important to know where to find them.

  • 57% of men 12 years and older use Facebook
  • 8% of men 12 years and older use LinkedIn
  • 1% of men 12 years and older use Pinterest
  • 7% of men 12 years and older use Twitter
  • 6% of men 12 years and older use Instagram
  • 67% of women 12 years and older use Facebook
  • 1% of women 12 years and older use LinkedIn
  • 7% of women 12 years and older use Pinterest
  • 2% of women 12 years and older use Twitter
  • 6% of women 12 years and older use Instagram

Just because 78% of Americans now use social media does mean that they are all in the same place. It truly is not about being on every social network, it is about being where your consumers are and when it comes to targeting men and women, you won’t always find them on the same platform.  

Wrap It Up

Is that where you thought marketing was headed? Go and check out the Infinite Dial 2016 report for yourself. It has so much more information than what I have shared, then come back and let us know what you think will impact marketing the most in 2016!

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