Monthly Archives

February 2015

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DEFY Milestone – 50 Million Subscribers!

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DEFY has hit the incredible milestone of crossing 50 million YouTube subscribers across our owned and operated channels. This is such an incredible accomplishment and shows just how hard our teams work day in and day out to make sure our content is the best on the Web.

We now have 11 channels that have more than 1 million subscribers, with the newest additions of Clevver News and ClevverTeVe, both crossing the million milestone a few weeks back. SMOSH remains the number two most subscribed channel with close to 20 million subscribers while Screen Junkies (3.8M), AWEme (2.6M) and Break (2.5M) boast some significant subscribers on their own rights.

You can read more about our successful content strategy in a recent article on Tubefilter featuring Barry Blumberg, Head of Content here at DEFY.

Congratulations to all involved and don’t forget to subscribe!

Millennial Peer Pressure

By | Acumen Insights, Blog | No Comments

Mom Central Consulting studies 1,100 millennial women who have no children to understand their purchase process and how their deep connections with family and friends impact choices. They found millennial women use multiple points of differentiation on their purchase paths compared to the linear process exhibited by older generations.

 

Millennial women dive deeper to get the facts, searching traditional offline sources as well as online. They focus on product comparisons and have conversations with friends and family both online and offline (e.g. Do you prefer X or Y? Should I go with product A or B?). In the example of technology purchases, these women rely more on their friends’ advice (66 percent) than their spouses or significant others (59 percent) or parents (37 percent). But all these people influence actual purchases, with 93% saying they have purchased a product after hearing about it from a friend or family member. And it’s not just technology purchases that are influenced by word-of-mouth; women said recommendations strongly influence food/beverages (68 percent), vacations (67 percent), and household products (63 percent). Celebrity endorsement has low impact on purchase decisions, with just 32 percent saying they paid attention to this promotion technique.

 

Millennial women don’t have an innate distrust of brands and 66% follow brands on social media, but less than half (41 percent) enjoy brands reaching out to them. They prefer to learn about brands via reviews on ecommerce sites like Amazon or Target (97 percent), blogs (82 percent), third-party sites (71 percent) and brand websites (77 percent).

Digital Omnivores Eat Up the Web

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“Digital omnivores” — consumers who own a trio of tablet, smartphone and laptop — continue to grow according to Deloitte’s eighth edition of the Digital Democracy Survey. The study reveals 37 percent of U.S. consumers are now digital omnivores, a 42 percent growth over the previous year. This growth is primarily driven by tablet adoption (33 percent increase) and, to a lesser extent, smartphone ownership (18 percent increase).

 

Millennials and Gen X comprise the majority of digital omnivores. Women, who made up one-third (35 percent) of omnivores two years ago, now account for 45 percent of this group. Omnivores are a connected bunch with most using social media (90%) and nearly a quarter of users checking their feeds 4-20 times per day.

 

As ownership of media devices increases, they compete with television for U.S. consumers’ attention; 86 percent say they multitask with watching TV, up from 72 percent in 2011. Millennials are the most active multitaskers, engaging in an average four activities while watching TV; Gen-Xers and Boomers perform 1 -2 activities in addition to watching TV. However less than one-quarter (22 percent) of multitasking activities are directly related to the programs consumers are watching.

Fragmented Food Shopping

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The Food Marketing Institute found millennial consumers have a last-minute approach to grocery shopping. A study found more than 25 percent of meals consumed by the demographic include items they bought the same day. Millennials also are more last-minute when it comes to making grocery lists, with 37 percent saying they do so right before going to the store. Older generations say they work on their grocery lists throughout the week.

 

Broad changes in food culture have affected the way both Millennials and older generations buy groceries. Shoppers have become more focused on the healthiness of the foods they buy, with shoppers who seek locally grown or produced foods increasing from 13 percent in 2007 to 26 percent in 2013. In the same time period, consumers seeking products with the shortest list of ingredients more than doubled, from 11 percent to 25 percent.

 

The study shows the shopping experience has become highly fragmented. A consumer might make a large trip to a traditional supermarket every other week, but do fill-in trips in between to a drug store or a convenience store; or they might purchase produce at an organic food store but get packaged items at a warehouse club. Shoppers’ decreased loyalty to a single store is evident in the decline of shoppers who have a “primary store” where they do most of their shopping. In 2014, the number of people who did not have a primary store rose to 9 percent, up from 2 percent in 2011.

Page Loads and Profits

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A survey of consumers ages 18-54 that spend more than five hours a week online outside of work by Limelight Networks, Inc. found website performance is critical to attracting and retaining buyers.

 

A high-performing website (no buffering, pages load quickly, etc.) was the most important expectation for a digital experience according to 52 percent; 60 percent indicated they aren’t willing to wait more than five seconds for a page to load before leaving the site. Just over 20 percent aren’t willing to wait three seconds for the page to load before they leave, and 37 percent would leave and buy a product from a competitor if a website was slow.

 

As more mobile devices become a web access point, more than 40 percent said they expect websites to be equally fast whether on mobile or desktop. Over 50 percent indicated most of the time they use either a smartphone or a tablet to access websites, and over 85 percent use a mobile device at least some of the time to access the internet.

 

On the plus side, 82 percent of consumers would recommend a brand if they had a positive experience with the brand’s website.

Millennial Mobile Car Shop

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AutoTrader.com’s Automotive Buyer Influence Study demonstrates the car shopping process is rapidly evolving with Millennials heavy use of the Internet and smartphones. The study found increased smartphone usage among all car buyers, jumping nine percentage points from 2013 to 2014, but the highest use of smartphones was among Millennials; half of this cohort reported using a smartphone to shop for their vehicle in 2014, an increase from 34 percent in 2013.

 

Despite a strong focus on social media by dealers and OEMs, this resource is rarely used by Millennials in the car buying process. Only 5 percent of Millennials—and one percent of all buyers—report using social networks for car shopping. Millennials are agnostic regarding brands or dealers having a social presence; 78 percent say their opinions would not change based on whether the brand or dealer had a social media presence.

 

Contrary to popular belief, Millennials are just as undecided as other generations when they begin the car shopping process, with 70 percent undecided on which make/model they are interested in purchasing. But by the time Millennials reach the dealership, they are significantly less likely to switch the make/model they have decided on: 70 percent end up purchasing the same make/model they had in mind when they first visited the dealership, compared to 66 percent of all car buyers.