November 21, 2017

Online Giants Face New Threats

Consumers’ Facebook Time Falls Sharply: Verto Index Report

Verto Analytics

It’s not your imagination: the online audience aggregators (Google, Facebook, Amazon, etc.) really are coming under unprecedented pressure. It’s not just lagging indicators like the New York Times finally noticing there’s a problem, Verto Analytics, which gathers behavior from measurement apps on consumer devices, found that Facebook time fell 32.7 hours per month in 2016 to 18.5 hours in 2017. Other social media services showed growth. Let's face it: attention spans are short and people are not as obsessed with Facebook as they used to be.

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Audiences Distrust News on Social Media: Kantar and Sharethrough Studies

Kantar, Sharethrough

Social media’s influence is a matter of trust as well as time. Separate studies by research agency Kantar and native ad content vendor Sharethrough found that social media is less far trusted than traditional publishers as a news source. Not surprising but you can’t take anything for granted these days.

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Consumers Feel Little Loyalty to Online Giants

Global Web Index, SmarterHQ, LivePerson

What about loyalty? It turns out relationships with the audience aggregators are based more on pragmatism than love. A Global Web Index survey found that search engines and social networks are the top purchase research channels but buyers’ main concern is convenience. SmarterHQ found that 84% of Amazon Prime members would cancel without free two-day shipping. A LivePerson survey of Gen Z and Millennials reported that 53% in the U.S. said they’d delete social applications from their phone before they’d delete practical apps such as banking, ride-sharing, and shopping.

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