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воскресенье, 25 августа 2024 г.

Do Google Searches Still Lead to Clicks in 2024?

 What share of Google searches deliver clicks to the open Web (organic results that aren't paid ads or that aren't owned by Google)? Does that proportion vary by region?

To find out, SparkToro analyzed Datos 2024 clickstream panel data from the United States and Europe (see the full research methodology and limitations here).

The researchers found that out of every 1,000 US Google searches, only 360 lead to clicks to the open Web, on average.

Some 58.5% of the US Google searches analyzed did not lead to a click, and 41.5% led to a click. Among searches that led to a click, 70.5% led to open Web (unpaid, organic) results, 28.5% to Google-owned properties, such as YouTube, and 1% to paid results.


The researchers found that out of every 1,000 European Google searches, 374 lead to clicks to the open Web, on average.

Some 59.7% of the European Google searches analyzed did not lead to a click, and 40.3% led to a click. Among searches that led to a click, 74.6% led to open Web results, 24% to Google-owned properties, and 1.4% to paid results.


The researchers found that over time a steadily smaller share of Google desktop searches has been leading out to the open Web in both the US and Europe.


The researchers also found that the share of Google desktop searches leading to Google properties has increased over time in the United States.


About the research: The report was based on SparkToro's analysis of Datos clickstream panel data from the United States and Europe.


https://tinyurl.com/2cesz4h6

суббота, 4 мая 2024 г.

Global social media statistics research summary May 2024

 


By Dave Chaffey 


Our compilation of the latest social media statistics of consumer adoption and usage of social networking platforms

Social networks have transformed marketing and, as this post shows, their popularity is still growing in our latest global social media statistics research summary for 2024.

Networks vary in popularity with different demographics and they're still evolving. Research by Global WebIndex that we reference in this article shows that globally,

62.3% of the world's population uses social media. The average daily usage is 2 hours and 23 minutes (April 2024).

We'll keep this post updated during 2024 as the latest statistics are published drawing on our recommended top 10 digital marketing statistics sources. We'll be pointing to new data on the popularity of social media from Global Web Index (worldwide), Pew Internet Surveys (US) and OfCom (UK), and, most recently, the Datareportal January 2024 global overview, with the January review expected in the next few weeks.

This post will apply the latest reports to our answers in 7 key areas crucial to understanding consumer use of social networks:

  • Q1. What is the overall popularity of social media compared to internet use globally?
  • Q2. Which are the most popular social networks by demographics (age and gender)?
  • Q3. Which are the fastest-growing social networks?
  • Q4. How do social users interact with brands when selecting products and services?
  • Q5. What are the different engagement metrics based on consumer behavior when using social media?
  • Q6. How do consumers interact with different post formats in social media?
  • Q7. What are the most popular times for consumers to use social media suggesting the best times to post?

Now more than ever, marketers need to make smart decisions when planning their digital distribution channels. So reviewing the latest social media diffusion and usage stats is a crucial part of any company's digital marketing strategy.

Q1. What is the overall popularity of social media compared to internet use globally?

Datareportal regularly updates its global compendium of social media statistics, which we recommend as it gives some great insights into the world of social media. It's a great download for including slides for your presentations. Note that their data is compiled from other sources of which the Global Web Index panel is the best source, although only available to paid subscribers. If you're researching social network adoption, it's worth checking out GWI's top 10 2023 social media statistics and their free annual report of social media trends.

How many people use social media?

According to the Datareportal January April global overview, we can see that social media growth has continued to increase:

  • More than half of the world now uses social media (62.6%)
  • 5.07 billion people around the world now use social media, 259 million new users have come online within the last year.
  • The average daily time spent using social media is 2h 20m.

The full report from Datareportal contains insights collated from different data providers across 200+ slides. It provides country-specific data for the vast majority of the world, so you might want to check out the slides of the countries in your core markets to get a better idea of the current state of social in the areas you operate. In this post, we focus on the social media data which starts at slide 205 in the report.

This chart, by Datareportal, summarises the importance and growth of social media today.

Although the average daily time spent on social has slightly decreased (4 minutes), the growth of adoption remains high. Currently, 93.3% of internet users are using social media, and the gender split is fairly balanced, with slightly more male identities than female identities.


Q2. Which are the most popular social networks by demographics (age and gender)?

The best source for getting stats on the biggest social media platforms is direct from company statements and earning announcements.

Notably, of the top 4 social media platforms, 3 are owned by Meta. Facebook is the most-used platform in total - but as marketers, we know it's crucial to consider different trends of usage for different demographics, as we'll see below.


So, what does this mean for your social media marketing strategy?

Clearly, there are lots of opportunities to reach, interact with, convert, and engage social media users. Savvy marketers use social media across their marketing funnel, to influence journeys from product discovery, through to first purchases, loyalty, and advocacy.

Our RACE Framework has a data-driven structure that marketers can use to plan their own strategies.

Popularity of social networks and instant messengers in the UK for different demographics

This recent data from Comscore focused on the UK for Gen Z, Milennial and Gen X groups shows the wide variation in usage of social apps in the UK. In the younger age group Reddit and Discord are surprisingly important, in part because of Gaming. Facebook remains dominant in older age groups.


United States Social network popularity

The Pew Research Center news usage research is a very strong recent source showing US social media statistics trends in usage for news. Interestingly, nearly half of those surveyed used social media to get news often or sometimes.


More interestingly, the stats breakdown below shows which social media channels are used by which genders, ages, education level, race, and political affiliations. For example, Facebook is a regular source of news to nearly double the amount of women to men. Nearly two thirds of Snapchat's regular news consumers are aged 18-29.

Q3. Which are the fast-growing social networks?

Every marketer has limited time for social media marketing, so which fastest-growing social network should you focus your efforts on?

HubSpot has a good summary of these based on its own consumer survey - see Fastest growing US social platforms 2023 which features less well known, but growing social networks such as BeReal and Twitch.


A summary of global social media growth

The number of social media users globally grew from 4.72 billion in January 2023 to 5.04 billion in January 2024. This accounts for a 8% growth of +320 million users YOY. With more growth predicted over the rest of the year...

Social media vs internet users: opportunities for growth

94.2% of internet users have social media identities today.

Social media platforms today are evolving and developing to meet an ever-wider variety of consumer wants and needs. Surely the value that social media usage can add to consumers' lives is more evident than ever before - social media marketers can tap into that.

2024 analysis of regional use of social media shows the wide variation of social media penetration:

  •  75% in Eastern Asia
  • 71% in North America
  • 68% in Southern America
  • 79-80% in both Northern and Western Europe.
  • This falls to 16% in Western Africa, and 10% in Middle and Eastern Africa.

As you can see, the makeup of our international social media users is varied. This useful infographic demonstrates the share of global social media users - with Eastern Asia representing 30.1% of global social media users.


Q4. How do social users interact with brands when selecting products and services?

One of the challenges of social media marketing is that by its nature, social media are peer-to-peer, involving conversations between friends, families and colleagues. Given this, brands must be sensitive to how they use social media.

Insight from GWI shows the important role that social media plays in influencing brand discovery and in encouraging purchase. This insight shows the relative importance of ads, recommendations and updates to business social media pages in brand discovery.


The research from GlobalWebIndex also shows how/why visitors use different social media services. Instagram, Pinterest, Linkedin, Reddit and Twitter users all report 'follow/find information about products/brands' in their top 3 motivations.


Platform-specific social media marketing planning

Our new Organic Social Media Learning Path modules are dedicated to helping marketers optimize their organic Instagram marketing with a strategic approach, integrated across the marketing funnel.

Our bite-sized modules contain tools and templates designed to help you address the systematic issue of businesses using social media platforms to create standalone posts rather than planning a strategy.

Our Social Media Learning Path has modules with dedicated help for:

  • LinkedIn organic marketing
  • Instagram organic marketing
  • Facebook organic marketing
  • Tiktok organic marketing

This example plan, taken from our Facebook module, demonstrates how a joined-up approach can strengthen each stage of the funnel, across the RACE Framework of reach, act, convert, and engage.

Q5. What are the best benchmarks for different platforms' engagement rates?

Social media statistics benchmarking tool Rival IQ produces these useful sector-by-sector benchmarks of social media engagement metrics including:

  • Posts per day
  • Posts per week
  • Engagement rate
  • Top hashtags by engagement rate

These include useful sector benchmarks for Facebook, Instagram, and Twitter you can compare against. Here is a sample of the insights from their 2022 report.

Facebook engagement rates

The 2021 median average engagement rate per post (by follower) on Facebook is 0.064%, across all industries. Sports Teams see the highest engagement, achieving an average of 0.27%, followed by Influencers with 0.23% and Higher Education with 0.15%.

At the lower end of the spectrum, Health & Beauty, and Tech & Software receive an average 0.02% engagement rate.



Instagram engagement rates

Engagement rates are significantly higher on Instagram compared to Facebook. As you can see the 2021 average median engagement rate per post (by follower) is more than 10x higher, despite engagement on Instagram dropping approx 30% between 2020-21.


Q6. How do consumers interact with different post formats in social media?

Marketers know intuitively that the right type of visuals and videos are more effective in gaining engagement.

This is supported by observed interaction rates. According to LinkedIn, Images typically result in a 2x higher comment rate and Video gets 5x more engagement on LinkedIn, Live Video gets 24x more.

This is also supported by this data from this Social Bakers social media trends report:


Videos longer than a minute achieved the highest median interactions and median reach on Facebook, according to Socialbakers data.

In fact, for both reach and interactions, there was a correlation that showed the longer a video was, the further it reached and the more interactions it received.

Socialbakers’ metrics for video length are very short (less than 11.882 seconds), short (more than 11.882 and less than 24.362 seconds), medium (more than 24.362 and less than 61.248 seconds), long (more than 61.248 seconds and less than five minutes), and very long (more than five minutes).


As you can see, different platforms offer different opportunities for capturing different audiences. The trick is finding the right techniques to that to your channel goals.

If you're looking for one simple reference guide which contains all the social media channel updates in an easy-to-track format, look no further than our digital media updates tracker, which is updated quarterly, to make sure our Business Members never miss a trick.

Q7. What are the most popular times for consumers to use social media suggesting the best times to post?

Testing different frequencies of updates and timing is another aspect of social media optimization based on consumer behaviour.

Each network tends to have a ‘sweet spot’ for frequency based on its algorithms. It used to be beneficial to post several times a day on Facebook for many brands, but with decreased organic reach, a single update tends to be more effective. We find a higher frequency on LinkedIn or Twitter tends to be more effective.

Sprout Social's 2022 social media strategy builder compares the best times to post on social media. Compare these to your patterns of posting and consider how you could post differently.

Each network tends to have a ‘sweet spot’ for frequency based on their algorithm and the most common times for consumer usage. It used to be beneficial to post several times a day on Facebook for many brands, but with decreased organic reach, a single update tends to be more effective.

We find a higher frequency on LinkedIn or Twitter tends to be more effective. The results from Instagram and Facebook show a clear preference for around midweek at midday, so you should consider this when scheduling your post updates.


https://tinyurl.com/mpm4jsh4

вторник, 30 января 2024 г.

Product-Led Organisations Redefine Research

 


By ANDI MASTROSAVAS

Customer research, performed continuously in product-led organisations, is used to identify pain points, uncover problems worth solving, and validate assumptions.

Undertaken proactively, rather than as a result of an unforeseen consequence arising, mixed methods research has emerged as a dominant practice.

No longer esoteric, product-led organisations have been integrating quantitative and qualitative research methods for some time now, and the benefits of combining both types of data are increasingly understood.

Example - Subscription Video On Demand (SVOD)

During the R&D phase of a new SVOD service, quantitative data of video usage metrics and surveys were analysed to help define the target customer at launch. The analysis uncovered an underserved segment of voracious viewers; teenage Hispanic males.It showed they watched significantly more hours of video content per day than their female counterparts.

If the research had ended there, with purely quantitative data driving decisions,an expensive phase of content creation and acquisition would have centred around this demographic. However, combining this data with rounds of focus groups helped to explain why this disparity in viewership existed.

What emerged from the candid discussions were persistent, familial gender roles that meant teenage Hispanic females attended to more domestic duties, such as caring for younger siblings, cooking family meals, and tackling an uneven share of housework. They weren’t inherently less interested in watching videos, they just didn’t have as much time.

This qualitative understanding forced a re-examination of the quant data which found that teenage Hispanic females, despite their time constraints, were actually more highly engaged viewers. They were more likely to obsess over certain shows and stars, consider themselves fans, and watch an entire series over a random collection of user-generated videos online, as their male counterparts were primarily doing.

Had the service been ad-supported, targeting teenage Hispanic males would have made economic sense; the more time a viewer has to watch, the more ads they can be served. But SVOD has different audience dynamics. Retention is more important than watch time, and part of churn prevention is exclusive content that attracts highly engaged viewers. These findings redirected the content strategy towards a different target customer.

As barriers to entry for building software products continue to decrease, the need for continuous customer discovery increases.

What Is Mixed Methods Research?

The simplest definition of mixed methods is that quantitative data is used to describe what is happening and qualitative data describes why. But this simplification betrays the nuance of its benefits. The combination of data enables the translation of these findings into sophisticated solutions.

Quantitative data can be useful for testing objective theories and quantifying defined variables, such as behaviour. As such, it remains the main currency for analysing and optimising product features and use. Whereas qualitative data exposes subjective meanings, uncovers the underlying relationships between variables, and can strengthen or refute observed patterns.

But the benefits don’t end there. Utilising a single research method or type of data when seeking to influence change can be limiting. This holds true for research aimed at promoting policy reform or used to persuade key decision-makers in organisations. Mixed methods research allows the type of data most highly regarded by the intended audience to resonate more strongly, and enhances the validity of the findings to get buy-in for strategic decisions.

There are three main mixed methods approaches, outlined below. The SVOD example from earlier utilised a sequential explanatory approach, where the qualitative data helped to explain and build upon initial quantitative results.

Mixed methods research allows the type of data most highly regarded by the intended audience to resonate more strongly.

There are three main mixed methods approaches, outlined below. The SVOD example from earlier utilised a sequential explanatory approach, where the qualitative data helped to explain and build upon initial quantitative results.

Type

Characteristic

Purpose

Sequential Explanatory

Quantitative data analysis followed by the collection and analysis of qualitative data.

Qualitative data used to help explain the findings of a quantitative study.

Sequential Exploratory

Qualitative data followed by quantitative data collection and analysis.

To explore a phenomenon, develop and test a new instrument, or identify variables.

Convergent

Quantitative and qualitative data collection and analysis is concurrent and complementary.

To confirm, cross-validate, or corroborate findings, to overcome a weakness in using one method.

As barriers to entry for building software products continue to decrease, the need for continuous customer discovery increases. Mixed methods research provides flexibility, ensures all points of view are considered, and collects comprehensive data to tell a more holistic story.

In product-led organisations, where understanding and serving unmet needs creates more value than other approaches, mixed methods will continue to evolve and be deployed to persuade important product decisions and direct strategic vision.

My two favorite resources on the topic are:

 


Research Methods in Human-Computer Interaction

by Jonathan Lazar, Jinjuan Heidi Feng, & Harry Hochheiser.


 


Research Design: Qualitative, Quantitative, and Mixed Methods Approaches

by Creswell & Creswell.


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