26 October 2017 October’s most useful new research, data and insights

Data Digest: October’s most useful new research, data and insights

October saw the release of a truck load of new data and insights relevant to the worlds of marketing, communications and digital.

In fact, there was so much that it was hard to keep up.

To make your life a little easier, we’ve compiled the best stuff in one easy-to-scan place.

16-24 year olds spend 50% of their online time on smartphone

We know we’re addicted to our smartphones. In fact, a study from March 2017 indicates that we spend five hours per day on our mobile devices.

A new study from Global Web Index has been able to shed some more light on this subject, specifically in relation to the mobile versus desktop splits by age group. 16 to 24 year olds spend 50% of online time on mobile devices, versus 26% among the 55 to 64 age group.

The regional differences are worth noting as well. In Europe, 64% of online time is spent on mobile devices while the Asia-Pacific number is 52%. Learn more about the study here.

Twitter’s new 280-character limit hits the spot 

Twitter recently conducted a closed trial of a function that enables selected users to double the number of characters permitted to 280. Research firm Morning Consult surveyed US internet users about the change and found that the response was mostly positive.

Key findings included:

  • Males were more supportive of the change than females (36% versus 25%)
  • 41% of 18 to 29 year olds had a positive reaction with only 14% expressing reservations
  • Overall, the older respondents were, the less supportive they were of the change

The full story is available here.

Online video has overtaken banners as the largest display format in the UK (up 46% year-on-year)

The Internet Advertising Bureau (IAB) UK has just released its H1 2017 Digital Adspend Results.

Key findings include:

  • Mobile is accounting for 57% of all digital display advertising
  • Video is the fastest-growing ad format, accounting for 35% of all spend
  • Overall, digital display grew by 18% over the previous year

The full survey results can be found here.

Facebook videos generate five times more engagement than YouTube

Facebook has not-so-quietly been morphing into YouTube over the last two years and appear to be doing a better job at it.

Social media analytics provider, quintly, recently analysed 187,000 Facebook profiles and found that Facebook native videos received 530% more comments on average than YouTube videos.

More information from the study can be found here

We’ll be back with another round-up of stats that caught our eye next month.