This is a preview of the new US Social Trends for 2020 market research report from our partners at eMarketer. eMarketer PRO analyzes the social media industry and provides in-depth analyst reports, proprietary forecasts, customizable charts, and more. Check if your company subscribes to eMarketer PRO, or learn more about access here.
eMarketer projected that 788.4 million people worldwide would use Instagram at least once per month in 2019, and more than one-fifth (20.6%) of internet users worldwide would use Instagram. However, since its parent-company Facebook got the brunt of 2019 privacy criticism, there were questions about whether Instagram would experience similar challenges in 2020. Despite concerns, Instagram is expected to remain the fastest growing network by total number of users in the U.S. market. As users flock to this platform for its mobile compatibility and ability to produce, locate, and share exceptional photos, advertisers will use it for its superior commerce, branding, and content discovery capabilities. How have our 2019 Instagram predictions held up, and what social media trends should you be aware of in 2020? eMarketer has put together an updated US Social Trends for 2020 report to answer these questions and uncover how you can best leverage this platform. Some valuable insights include: 1. Instagram Will Pass Facebook Among Young Adults Time spent on Facebook is projected to reach an all time low of 33 minutes per day among US adult users in 2020, which would have been worrisome for Mark Zuckerberg had he not made the crucial decision to acquire Instagram back in 2012. This was mutually beneficial to Instagram, which could leverage Facebook's experience and more diverse audience, as well as Facebook, which could adopt Instagram as a unique entity to retain its loyal followers.
It was clear early on that Instagram would be a hit amongst younger users, and this trend materialized as 85% of teens shared that Instagram was their preferred social network in 2019. Time spent on Instagram is expected to surpass Facebook amongst 18 to 24 year olds as well in 2020. While Instagram has been more slowly adopted by older internet users, 23% of the 50 to 64 year old demographic now say they're using Instagram, up from 18% in 2016. Some expected Instagram to face the same scrutiny as Facebook or lose relevance upon the emergence of new apps, but these challenges have not yet emerged, and Instagram's outlook remains bright. While its success could mean competition for Facebook, most of these users conveniently migrated over to its younger, more trendy entity, which is good news for the overall brand. 2. Despite the Growth of Instagram Stories, The Feed is Still The More Popular UI While News Feed ads have been effective in the past, they have started to lose their novelty among some users, causing advertisers to pivot their strategies. When Instagram announced the release of full-screen, vertical Story ads, advertisers were eager to leverage this medium to encourage brand awareness, video views, conversions, app installs, and lead generation. Stories have had a slower adoption rate on Facebook, but Story ads continue to be effective for organic Instagram advertising and as well as marketing via Instagram influencers. Since 66% of US creative and digital decision-makers planning to invest in Instagram Stories in 2020, and only 62% expect to channel their dollars into News Feed advertising, the effectiveness of Stories will be an important 2020 consideration. It seems that neither Stories nor the News Feed are going anywhere, as both of these UI's offer their own respective benefits. In fact, we may see them used in tandem, as the News Feed can serve as a jumping off point to market other elements of the app. 3. Video Advertisers Will Funnel More Dollars Into Social U.S. social network ad spending growth will continue in 2020 as marketers remain seemingly unphased by data privacy and antitrust investigations surrounding Facebook. However, as other activities such as digital video viewing take a larger share of consumers' time and attention, we may start to see a slowdown in social network usage. Due in part to the adoption of subscription over-the-top (OTT) services and the growth of video viewing on mobile and connected devices, US adults will spend nearly twice as much time watching video on a computer, mobile device, or connected device in 2020 as they will on social networks. It will be essential that marketers keep close tabs on where and how their audiences are spending their time, and the ascent of digital video outside of social networks should be factored into their ad-buying decisions. Interested in the full US Social Trends for 2020 report and getting more content like this each day? eMarketer PRO features in-depth analyst reports, proprietary forecasts, customizable charts, and more.Click here to inquire about access, or check to see if your company already subscribes to eMarketer PRO.Join the conversation about this story »
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This is a preview of the new Future of Retail 2020 market research report from our...This is a preview of the new Future of Retail 2020 market research report from our partners at eMarketer. eMarketer PRO analyzes the social media industry and provides in-depth analyst reports, proprietary forecasts, customizable charts, and more. Check if your company subscribes to eMarketer PRO, or learn more about access here. Retail sales volume was higher in 2019 than ever before — and it will only continue trending upward as the entire experience becomes more streamlined and frictionless for customers. However, the face of the industry is changing rapidly; Business Insider Intelligence recently reported that in 2019 ecommerce sales surpassed 10% of total retail sales for the first time ever. The growing online trend impacts both e-tailers and brick-and-mortar sellers. Because merchants must embrace ecommerce to boost their own growth, the roles of solutions providers like BigCommerce and Shopify, as well as marketplaces like Amazon, could expand further in the coming years, due to their ability to help merchants without the resources to develop their own ecommerce platforms to begin selling online. Between the growth of ecommerce and new digital technologies and the rise of alternative models like direct-to-consumer and brandless brands, there's been a shift in focus toward the overall shopper experience. Despite the growing ease of the shopping experience, however, there are still larger social, political, and economic factors at play with fears of a potential recession looming. In fact, eMarketer estimates total US retail sales are expected to grow 2.0% to $5.574 trillion in 2020, representing a deceleration of the retail market amid rising economic uncertainty. All of these factors are forcing brick-and-mortar businesses to innovate like never before — or risk losing their customers. eMarketer has been tracking trends in the retail market, analyzing data and interviewing industry experts, to put together its annual Future of Retail 2020 research report. Below is a preview of the top retail trends to know in 2020. Retail Trends in 2020 & The Future of Retail Direct-to-Consumer Brands Will Go Mainstream Frictionless Commerce Will Speed Up Traditional Retail Transactions Brandless Brands Will Begin to Surge Social Commerce Will Shine Mid-Funnel Shoppable Video & Voice Technology Will Grow The Battle for Faster Delivery Will Accelerate Ecommerce The Rise of 'Retail as a Service' for Both Ecommerce and Brick-and-Mortar Increased Subscription Commerce & Building Customer Loyalty for Growth The Rise of Recommerce (Resale of Secondhand Goods) Digital Installment Payment Plans Will Become More Popular in a Tight Economy More to Learn With a presently strong economy – but potential recession looming – understanding not merely the top retail trends, but also the underlying reasons for each of them is crucial to gaining an advantage in a fiercely competitive industry. Read the full report to learn more about how major retail industry trends will affect your business. Interested in the full Future of Retail 2020 report and getting more content like this each day? eMarketer PRO features in-depth analyst reports, proprietary forecasts, customizable charts, and more.Click here to inquire about access, or check to see if your company already subscribes to eMarketer PRO.Join the conversation about this story »
This is a preview of the new 2020 TV and Video Trends market research report from...This is a preview of the new 2020 TV and Video Trends market research report from our partners at eMarketer. eMarketer PRO analyzes the TV and video industry and provides in-depth analyst reports, proprietary forecasts, customizable charts, and more. Check if your company subscribes to eMarketer PRO, or learn more about access here. This year, several streaming services will enter an already crowded market, at a time when the traditional TV industry is trying to limit its losses. In other words, the TV and digital video landscape will be noisy, and understanding the video viewing trends for cable TV, connected TV, over-the-top, social media video platforms, and programmatic ads is crucial for marketers deciding where to invest their video marketing efforts. Connected TV and social video are two growing areas within digital video advertising. US marketers will increase their 2020 connected TV ad budgets 28.0% to $8.88 billion. Social network video ad spending by US marketers will grow 23.2% in 2020 to $13.44 billion. An increasing share of video ad dollars will transact programmatically. In 2020, US marketers will spend $27.23 billion on programmatic video, which will account for 47.5% of all US programmatic digital display ad spending. The TV industry analysts at eMarketer have put together the 2020 TV and Video Trends report, which lists out eight bold predictions for the year ahead. TV & Digital Video Trends in 2020 1. More Fractured Viewership Will Make It Harder to More Reach Viewers 2. 'Bundled' Cable Packages User Growth Will Slow 3. TV Advertising Will Continue to Decline... After 2020 4. Connected TV Viewership Will Ad Buyers to Scale 5. Video Ads Will Account For Almost 50% of US Programmatic Spending 6. Facebook's Social Video Ad Market Share Will Decrease 7. Ad-Free Viewing Will Give Rise to Product Placement 8. Tracking Universal Video Metrics will Remain Difficult Learn More with eMarketer PRO As video continues to grow as a medium and the marketplace gets more fragmented, understanding the reasons for these trends will help any marketer make better decisions on where to spend their video ad dollars in 2020. And we explore the how and why of each of these eight trends in the full 2020 TV and Video Trends report from eMarketer, where you will learn more about where viewers are going to be spending their time. To get this report and hundreds of others through an eMarketer PRO membership, enter your information below to have a member of our team contact you. MktoForms2.loadForm("https://app-sj05.marketo.com", "867-SLG-901", 5037); Join the conversation about this story »
Instagram habits have dramatically changed in recent weeks. Here are the key takeaways from a 23-page report for influencers and marketers.
Instagram influencers have been leaning into the app's "Live" and "Stories" features in recent weeks as...Instagram influencers have been leaning into the app's "Live" and "Stories" features in recent weeks as many of their followers spend more time on social media during the coronavirus pandemic. Daily views on Instagram Stories jumped 21% in the middle of March, according to a new survey of 1,021 Instagram creators by the influencer-marketing platform Klear. Between March 15 and April 14, use of the word "live" in Stories jumped 288% from the previous month, an increase that coincided with an 80% spike in Live views on the app during the month of March. Click here for more BI Prime stories. As at-home consumers spend more time on social media, the number of Instagram users posting "Stories" and going live for their followers has spiked. Views on Instagram Stories — a feature of the app in which a user can post a photo or video update that disappears in 24 hours — jumped 21% week-over-week in the middle of March, according to a new report from the influencer-marketing platform Klear. This increase coincided with Instagram users posting more Stories to meet growing demand for content from their audiences. "I'm definitely using Stories a lot more," said Erica Chan Coffman, an Instagram influencer who runs the DIY website Honestly WTF. "There's been an exponentially higher amount of Story views and likes. People are tagging me in Stories, saying 'Look at the thing I created using the HonestlyWTF tutorial,' and I'll repost it." Adoption of Instagram Live — the platform's livestreaming feature — also rose in March. A spokesperson for Instagram told BuzzFeed News that Live views in the US increased 80% during the month. In its report, Klear noted that the number of Instagram users who mentioned the word "live" in Stories jumped 288% between March 15 and April 14. Instagram was not the only platform that saw a big jump in livestreaming last month. The number of minutes that consumers spent watching live video on YouTube rose 19% between March 12 and 25, according to a report from the social-video analytics firm Tubular Labs. Views of livestreams on Facebook also spiked during the same two-week window in March, with the number of people watching a video in real time (or replaying a livestream after it ended) increasing by 37%. And watch time for livestreams on Twitch rose 16% during the same period. "A ton of people are going live right now," said Elena Taber, a lifestyle influencer with 108,000 Instagram followers. "Every time I open up Instagram, the Live feed is being used by four or five different influencers." "We've seen live content really skyrocket, and specifically on Instagram," said Ellie Jenkins, an influencer-innovation manager at the marketing firm Mavrck. "There are far more Live bubbles at the top than ever before with everyone's desire and need to feel connected to their friends, their families, and their audiences." As part of its study of influencer behavior on Instagram during the coronavirus outbreak, Klear's research team surveyed 1,021 Instagram creators who had an average of 51,400 followers. The company focused on changes that occurred after March 15, when many countries, states, counties, and cities began implementing shelter-in-place measures. Here are four key takeaways for influencers and marketers from Klear's report: The average number of Stories that surveyed creators uploaded to Instagram increased 15% in the middle of March. During the weeks between March 15 and March 21, Instagram users surveyed by Klear posted an average of 6.1 Stories per day. That number reflected a 15% increase (about seven more Stories per week) from the previous week's average of 5.3 Stories per day. As Instagram creators began adding more Stories during quarantine, their total daily impressions on Stories jumped 21%. Instagram creators surveyed by Klear reported a 21% jump in the number of views on Stories per day starting on March 15 when many regions began implementing shelter-in-place policies. This increase coincided with more content from influencers who began posting about one more Story per day, on average. "I'm using my Instagram Stories more frequently on a personal level," Taber told Business Insider. "Engaging and talking on camera about day-to-day life. I didn't see massive growth in actual followers, and not necessarily likes and comments, but I definitely saw an increase in Story views." During the first month of quarantine, the number of Instagram creators who used the word "live" in their Stories jumped 288% when compared to the previous month. Instagram influencers use Stories and posts to promote that they are "going live" to their followers. Between March 15 and April 14, mentions of the word "live" in Instagram Stories jumped 288% when compared to the previous month. "I had never done an Instagram Live," said Keiko Lynn, a personal style and lifestyle influencer with 141,000 followers on Instagram. "I've done two now. I had a pretty close relationship with my audience already, but it's even stronger now." Lynn promoted her most recent Instagram Live — a "virtual tea party" with a friend — in Stories and posts. A jump in mentions of the word "live" in Stories coincided with an 80% increase in the number of views on Instagram livestreams during the month of March. Talk shows, fitness sessions, cooking lessons, and virtual parties have become popular Instagram Live formats in recent weeks. In its study of Instagram livestreaming, Klear observed that "talk shows," "fitness sessions," "cooking lessons," and "virtual parties" have been trending on the app in recent weeks. The company noted that users are utilizing Instagram Live's "add friend to join broadcast" feature to go live with other users as co-hosts and interviewees. "People are more apt to spend 30, 60, or 90 minutes on an influencer's or branded livestream, whereas they're typically only engaging with a static photo on a feed for a couple seconds," Jenkins said. For more information on how social-media behaviors have shifted during the coronavirus pandemic, read these Business Insider Prime posts: A new 22-page report breaks down how livestream video has surged in the last month on YouTube, Twitch, and other platforms. Here are the 4 key takeaways: Livestreaming on social-video platforms jumped in March, with real-time news, music, gaming, and animal content drawing audiences. A survey of 389 influencers reveals how viewer habits on Instagram, YouTube, and TikTok have changed in recent weeks: Creators are seeing dramatic increases in engagement across social-media platforms, according to a new survey from Influence Central. A top social-video data firm made a 22-page report on how the coronavirus has changed viewer habits on YouTube and other platforms. Here are the 5 takeaways: Tubular Labs put together a 22-page report on YouTube and Facebook video consumption during the coronavirus outbreak.