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: The number of over-the-top (OTT) video service users in the US is expected to grow from 181 million this year to almost 200 (199.6) million in 2019, at which point some 72% of internet users will be video service users. The eMarketer forecast indicates that while YouTube boasts the largest number of OTT viewers, estimated at 170.7 million this year (or 94.3% of the OTT user total), its growth is expected to slow to a crawl over the next few years (due to almost fully penetrating the market).
Consumers' decision to use mobile applications or browsers may boil down in large part to the task at hand, with browsers preferred for research-intensive tasks and apps more commonly used in industries where regular engagement occurs. That's according to findings from a new Millward Brown Digital study
[download page] that looks into the rationale behind app and browser preferences.
: Roughly 18% of US adults report having visited Google Plus in the past 30 days, according to a GFK report, putting Google+ on par with Pinterest and only slightly behind Instagram (19%) in the survey's results. There is relatively little difference in usage across age groups, with 25-34-year-olds (22.6%) most likely to report visiting the platform. Women make up the majority (53%) share of users, per the study, and slightly more than 18% visited the platform during the prior 30 days.
: Apple and Google remain atop the list of most valuable brands for the third consecutive year, with their brand value growing by 43% and 12%, respectively. While the composition of the top 10 remains largely the same as last year
, Amazon cracked the top 10 list for the first time, replacing Mercedes-Benz, which fell to #12. In other moves among the top 10, Microsoft (#4) switched places with IBM (#5), as did Toyota (#6) and GE (#8). The fastest-mover for the second-consecutive years was Facebook, which has now moved from #52 in 2013 year to #23, with a 54% year-over-year increase in brand value.
The Content Marketing Institute (CMI) and MarketingProfs have released their latest annual report
[pdf] looking at the state of content marketing among B2B marketers in North America. As the sixth annual report covering this area, the study allows for comparisons to years past to identify shifts and trends. Even so, some findings, such as the perceived effectiveness of in-person events, appear to be quite consistent over time.
A majority (57%) of US adults would want to hear from a retailer via email or advertising when it is offering a sale or promotion, and almost half would want to hear from one when an item they've been looking at becomes cheaper, according to survey results
from Emarsys. In each case, women are significantly more likely than men to want to hear from a retailer or e-commerce company, per the results.