A new Forbes Insights report explores the ever-expanding role of data in the digital economy and features insight from Purch CEO, Greg Mason, on the unique way that we make sense of and utilize our engagement data. You can download the full report here.
By Christopher Heine
The past week has been filled with great data points. Here are 14 of the more intriguing numbers we came across:
1. Airbnb is on track to make $900 million this year, The Wall Street Journal reported. That’s more than triple what it made in 2013 ($250 million). Internally, the sharing-economy juggernaut expects revenue to skyrocket to $10 billion by 2020, according to The Journal, which also reported that Airbnb is about ready to close on $1 billion in new funding. That would make its $24 billion valuation higher than 88-year-old global hotel brand Marriott ($21 billion). The times, they are a-changing.
2. With Facebook so often tweaking its algorithms—much to the chagrin of some publishers—it’s interesting to see which sites are winning in the political-news space. According to Facebook, The Hill for the week ending June 9 had 994,300 combined likes, comments and shares, beating competitors The Post, Politico, Roll Call and National Journal.
3. Twitter claimed that tweets about the NBA Finals—during which the Golden State Warriors beat the Cleveland Cavaliers in six games—were seen 7.6 billion times across the Web from June 4 to June 17.
4. It seems like people nowadays share about every moment of their lives on Facebook, Instagram, Twitter, Pinterest, etc. But a Magisto-commissioned Nielsen survey of smartphone users revealed that more than two-thirds of digital photos and videos are never shared, with only 31 percent getting posted to social streams.
5. A small-but-still-facepalm-worthy chunk of people on the Internet are clamoring for Oprah Winfrey to be on the $10 bill, even though the Treasury has said the American heroine eventually chosen must be deceased. That hasn’t stopped Oprah from getting about 3 percent of consideration online (c’mon, folks—wake up) compared with Harriet Tubman, who appears to be the clear front-runner.
6. Alcohol brands are increasing their digital marketing budgets across the board thanks to the ability to target consumers 21 and over via Web and social sites. In fact, Pernod Ricard marketers told Adweek it has upped its interactive spend by more than 50 percent each year for the past few years.
7. Twitter was heralding its new autoplay ads last week and using data to do it. The microblogging site said its users were 2.5 times more likely to prefer autoplay videos over click-to-view or thumbnail previews on videos.
8 Additionally, Twitter said ad recall was 14 percent greater on autoplay-promoted videos than on other formats, and completion rates were seven times greater on autoplay.
9. Eight of the top 25 DoubleClick publishers sell 10 percent of their inventory programmatically, Google said last week.
10. Some of the chatter in digital marketing circles is making its way beyond the industry echo chamber and inside the walls of financial institutions. BackBay Communications, in partnership with Osney Buy-Side, said last week that its newest survey results show 89 percent of investment management execs said the category of content marketing/thought leadership was among their top three concerns when it comes to branding.
11. It looks like e-commerce could use a kick in the pants. Monetate, which helps retailers with marketing tech, pulled aggregated client data for the first quarter of 2015 and found that average order size was $122.65, down from $125.15 during Q1 last year.
12. Purch surveyed more than 1,000 active tech buyers about how fathers behave in e-commerce. The digital publisher found that 59 percent of dads purchased a mobile phone in the last six months.
13. Retale polled 500 fathers and mothers and found that 85 percent of millennial parents use smartphones to help them shop in-store, while moms are 12 percent more likely than dads to buy a product if a deal is pushed to them via mobile notification in or near a store.
14. June is LGBT Pride Month, which received a sign of acceptance in India, where the socially conservative country’s first ad featuring a lesbian couple went viral for clothing brand Anouk. Created by Ogilvy & Mather Bangalore, the three-minute, 21-second spot has garnered more than 1.8 million views in June.
With Father’s Day behind us and graduations now occurring throughout the U.S., June certainly is a key month for shoppers to spend on their dads and grads. Believe it or not, these two demographics have very similar tendencies when it comes to their shopping behaviors and preferences.
Both dads and grads are difficult to shop for, as neither demographic likes to ask for help. Only 13% of dads and 22% of students aged 18 to 24 say they ask for advice on what to buy, according to digital content provider Purch.
To conduct the study, Purch recently asked more than 1,000 active technology buyers to share insights around their purchasing habits.
Another key similarity between dads and grads is that they don’t care about the latest product trends. Just 22% of dads say they want the most popular best-selling products, while even fewer (13%) students feel the same. In fact, up to one third of dads and students simply want to purchase products that meet their needs — even if they aren’t necessarily popular.
Over the past six months, electronic devices were the most-purchased items among both consumer groups. Smartphones took the top spot, with 59% of dads and 67% of students purchasing them. However, the purchase rates of tablets, TVs and laptops were very similar:
37% of dads purchased a tablet vs. 40% of students;
41% of dads purchased a TV vs. 40% of students; and
41% of dads purchased a laptop vs. 37% of students.
Fathers and students conduct approximately seven different research activities before making a final purchase decision. More than half (54%) of students and slightly less than half (47%) of dads say they need to know a lot of information about product features and usability before they make a decision.
Specifically, 64% of dads read in-depth reviews of several products, as do 58% of students. Additionally, 60% of dads seek out special offers, deals or promotions, compared to 47% of students.