Friday Research Wrap, 2/26/16

RealityMine-Distribution-Online-Video-Viewing-by-Channel-Feb2016Subscription video-on-demand (SVOD) services such as Netflix and Hulu account for almost two-thirds of all online video viewing, says RealityMine in reporting the results of USA TouchPoints eDiary data of 7,763 US panelists who watch video on a TV or other device. Notably, while computers are the most commonly used devices to watch video on sharing sites such as YouTube and Vine, TV sets are the most commonly used to watch SVOD content. (When it comes to streaming content on TV sets, smart TVs are preferred by OTT TV users, followed by game consoles and internet set-top boxes, according to research from TDG.)

Recent data from Nielsen, meanwhile, suggests that almost half of US households now have access to SVOD services.

Nevertheless, most Americans are watching live programming from their TV provider, per the RealityMine results, and this remains a more popular way to access content than recorded programming, video-on-demand or other sources. Indeed, among young (18-24) Millennials who watch TV, 89% watch live TV – a figure that rises to 96% among TV-watching 55-64-year-olds. (A more in depth analysis of TV viewing across age groups available here.)

The following is a brief list of intriguing data points sourced from recent research.

  • Music partnerships can have a strong effect on brand image, per a survey of 18,000 consumers aged 13+ across 17 markets. The Havas Sports & Entertainment study finds that among people who agree with music partnerships, 73% feel that it improves the brand’s image, though that figure is lower in the US (61%). Moreover, 7 in 10 (61% in the US) agree that a brand that associates with music stands out from its competitors, and 62% (56% in the US) that the association encourages testing of brands’ products and services. Previous research from Nielsen suggests that more than 4 in 10 music fans notice brand sponsorships.
  • Nordstrom is Americans’ favorite fashion retailer, reveals Market Force Information after surveying more than 5,700 consumers. (An e-tail group survey released this week also found Nordstrom to be tops among retailers for their digital customer experience.) Separate results from the Market Force Information survey suggest that 1 in 5 respondents have used digital technology (such as a blog, website, or mobile app) to share their personal styles or learn about fashion, with Pinterest easily the top social platform for sharing fashion inspiration.
  • Sticking with retail, a recent forecast from eMarketer suggests that by next year, a majority of digital shoppers will make a purchase via a smartphone, up from an estimated 45.6% last year. In 2017, smartphones will account for exactly half of retail mobile commerce sales, according to the forecast, edging up to 53.5% share of mobile commerce sales by the end of the forecast period in 2020.
  • Mobile devices are having a large effect on news consumption too, with phablets in particular becoming appealing devices for this activity. A Reynolds Journalism Institute (RJI) survey of smartphone-owning adults indicates that phablet owners were twice as likely to have frequently or very frequently consumed online news stories in the prior 7 days than standard smartphone owners (47% vs. 23%).
  • Shifting gears, a recent study from TrackMaven shows that social output of content per brand increased by 35% per channel over the course of 2015, but that engagement with that content declined by 17%. The volume of content being produced shows no signs of slowing down, though, according to recent research.
  • Finally, marketers from small and mid-size businesses are most likely to attribute their best leads to organic website traffic, with referrals and email marketing next on the list. That’s according to Formstack’s “State of Lead Capture in 2016” report, which also finds that on-page conversion on websites are considered the biggest generator of high-volume leads, with email marketing and paid search following.

Have a great weekend!