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G l o b al R e sear c h
18
May
2020
U S
I nte rne t
&
I nte r ac ti v e
Ente r tai nme nt A sse ssin g
Th e
C o nsumer
U sa g e
&
A d
En g a g e me nt L an d s ca pe
( 1 2th
E d. )
US
D i g i t al M ed i a
U s ag e
R e m ai ns
H ealt hy ;
Tr en ds
A mp li f i ed B y
Sh el t er
I n
Pl ace W i th
th e
12 th
UB S
Ev i d en ce
L ab
s u rv ey ,
w e
l ook
at
s o c i al
medi a,
d i g i t al
v i d eo
& mes s ag i ng
h ab i ts
o f
~2,000
US
I n ternet
u s ers
to
ex ami n e
u s ag e
tren d s
on
d i g i t a l p l atfo rms .
O v eral l ,
s o c i a l
medi a
c on ti nu ed
to
b e
a
n et
s h are
taker
w i t h i n
u s er s " c on s ump ti on mi x
an d ti me
s p en t
fi gu res , refl ec ti ng COV I D -19 s tay - at -ho me
meas u res , s how s t rong gro w th
ac ro ss
al l
prop erti e s
( bu c ki ng rec en t
s u rv ey
s i gn s
o f
m aturati on ) . M o s t
no ta b l y , s tro ng gro w th
i n ti me
s p en t
c an
b e
s een
ac ro ss
c o re
F ac eb ook ( b reaki ng th e
tren d li n e
o f
mu l ti p l e
s u rv ey s )
& Y ou Tu b e
( th e
latter
d ri v en
b y
v i d eo ) . A d
E n g a g e m e n t
Mi x e d
To
S t ab l e;
Pl at f o r m
I nn o vat i o n
K ey To
LT
Pri c i n g
W i th
res p ec t
to
ad
en g agemen t,
th e
l ates t
s ur vey
i nd i c ates
fairl y
mi x ed
tren d s
ac ro ss
al l p l atfo rms
fo r
Y o Y
ad
en g agemen t
d es p ite
c on ti nu ed
ad
i nno v ati on
fro m
th e
v ari ou s pl a tf orm s .
Ba s e d
on
our
a d
i ndu s t r y
w ork,
w e
b el i eve
th at
th i s
c o ll ec ti on
o f
d i g ital p l atfo rms
pro v i d e
ad v erti s ers
w i th
an
R O I
t h at
s ti ll
ou tp er fo rms
tradi ti on al
medi a prop erti e s . Si mil ar
to
a
th eme
th at
w e
h eard
fro m c omp an i e s
du ri ng earn i ng s
s eas on, w e
s ee
ad
un i ts
mo re
al i gn e d
w i th
d i rec t
r e s po nse
bud ge t s
( i nc l ud i ng
q ua nt i t a t i ve meas u remen t) as
c u rren tl y
taki ng d emo n s trabl e
ad
budg et
s h are.
R e ce n t
Ma r / A p r
Tr e nds
B e tt e r
T han
F e a r e d ;
S i g ns
O f
P r o g r e ss
I n
Ma y
O ff
L o w s Ba s e d
on
c om pany
di s c l os ur e s
dur i ng
Q 1" 20
ea r ni n gs
s ea s on
&
r ece nt
a dv e r t i s i ng i ndu s try
c on v ers ati on s , w e
th i nk a
fe w
ke y
th e mes
h ave
emer g ed : a
)
mo s t
ev ery
d i g ital ad v erti s i ng p lat fo rm s aw
rap i d an d pronoun ce d d ec el erati on f rom l ate
F eb
to
earl y
Ap ril ( ~2500-5000 bp s
d ec el
i n gro w th
rates ) ; b )
Ap ril
h as
s ho w n rel ati ve
s tability
i n terms
o f ad
budg et s
( al b ei t
at
l ev el s
v er y
d epen d en t
on p l atform/produ c t); c )
d i rec t
res pon s e
a d budg ets
h ave
b een
mo re
tac ti c al
i n c ap itali z i ng i n l o w er
ad
un i t
p ri c es
w h il e
b ran d ad bud ge t s
c ont i n ue
t o
t r e nd
a t
-30- 35%
Y oY ;
d)
w i de
di s p e r s i on
ex i s t s
a mong
e nd i ndu s try
v erti ca l s
( eCo mmerc e
v er y
s tro ng
~+50 %
Y o Y
v s
on li n e
trav el
s p en d
do w n ~80 %
Y o Y ) .
I n
ad d i ti on
to
th es e
th emes ,
w e
w ou l d
s h are
th at
man y
a d
i ndu s try pro fes s i on al s
s t ill
h ave
li ttl e
to
no
v i s i b ility
on
ei th er
th e
s h a p e/ s l op e
o f
th e
rec o v er y (es p ec i al l y
w i th
res p ec t
to
l o c al / SM B
ad v erti s i ng )
an d
th at
b ran d
a d v erti s i ng
budg e t mi gh t
b e
v ery
s l o w
to
retu rn ( a s
w e
i n creas i ng l y
h ear
l es s
qu an tifi ab l e
b ran d c amp ai gn s mi gh t
b e
s h i fte d i n to
mo re
me as u rab l e
d i rec t
res pon s e
c h an n el s ) .
Er i c
J .
Sh eri dan
A na l ys t e ri c.s he ri da n@ ub s .com
+1 -212-713
9310
A l exan d r a
St ei g er
A na l ys t a l exa ndr a .s t e i ge r @ ubs .com
+1 -212-713
2968
B e n ja m in M ille r
Assoc i a t e
An a l y st be nj a min-h.mill e r @ ubs .com
+1 -212-713
3629
Lan e
C z u r a Assoc i a t e
An a l y st l a ne.czur a @ ubs.c om
+1 -212-713
6206
A l ex
V e g li an t e,
CFA Assoc i a t e
An a l y st a l e x.ve gli a nt e @ ubs .com
+1 -212-713
4793
Ca r m e n
L in,
CF A Assoc i a t e
An a l y st ca rm e n.li n@ ubs.c om
+1 -212-713
2256
Mar y
McK e nn o n Assoc i a t e
An a l y st m a r y.mck e nnon @ ubs .com
+1 -212-713-2000
www .u b s.co m / i nvestm ent r esea r ch
Th i s
rep o rt
h as
b een
p repared
b y
UB S
Se c u ri ti es
LLC .
ANALYS T
C E R T I F IC AT I O N
AND
R E Q UI R E D
DIS C L O S UR E S
B E G I N
O N PA G E
43 .
UB S
do es
an d s eeks
to
do
bu s i n es s
w i th
c omp an i es
c o v ered
i n i ts
res earc h r ep o rts .
As
a
re s u l t , i n v es t o rs
s hou l d b e aw are
th at
th e
fi rm may
h ave
a
c on fl i c t
o f
i n teres t
th at
c ou l d affec t
th e
ob j ec ti v ity
o f
t h i s
rep o rt.
I n ve s to rs
s hou l d c on s i d er
th i s rep o rt
as
on l y
a
s i ng l e
fac to r i n maki ng th ei r i n v es tmen t
d ec i s i on. I nt er net Ser vi c es
Am er i cas
Equit ies
Sli
Tab l e
o f
C o n ten ts Exec ut ive
Summ ar y
of
Rec ent
A d
I ndus t r y
Ch ec ks
.................. 4
Pivotal Q ues t ion 1:
H ow
ar e
Soc ial
Media
U s age
Tr ends in
t he
U S Evolving?
................................................................... 9
Ho w
I s
CO V I D -19 I mp a c t i ng E ng a g e m e nt
T r e nd s ?
................................... 10 G ro w t h i n T i m e
S pe nt
on S oc i a l
M e di a
..................................................... 12 F a c e book
.............................................................................................. 17
W ha t s App
&
I ns t a gr a m
......................................................................... 19
Sn ap c hat
.............................................................................................. 21
Pi n t er es t
................................................................................................ 23
P r i v a cy
C on c e rn s
...................................................................................... 24 Pivotal
Q ues t ion
2:
Is
A dver t is i ng
on
Soc ial
Media
B ec om in g Mor e
Ef f ec t ive?
.......................................................... 27
Ad En g agemen t
Tr en d s
............................................................................ 28 S o cia l
C o mme r ce / P rodu c t
D i s co ve r y
.......................................................... 35 V is u a l
S ea r ch
............................................................................................ 36 Pivotal
Q u es t ion
3:
A r e
Ef f or t s
t o
D r ive
V ideo
V ie w er ship
& Engagem ent
W or king?
................................................. 37
V ide o C o ns um pt i on on S o c i a l
M e di a
P l a tf orm s
......................................... 38 Y ouT ube
............................................................................................... 39
Li ve
V id e o
................................................................................................. 40 F a c eb ook Wat c h T ab
................................................................................ 41
Er i c
J .
Sh eri dan
A na l ys t e ri c.s he ri da n@ ub s .com
+1 -212-713
9310
A l exan d r a
St ei g er
A na l ys t a l exa ndr a .s t e i ge r @ ubs .com
+1 -212-713
2968
B e n ja m in M ille r
Assoc i a t e
An a l y st be nj a min-h.mill e r @ ubs .com
+1 -212-713
3629
Lan e
C z u r a Assoc i a t e
An a l y st l a ne.czur a @ ubs.c om
+1 -212-713
6206
A l ex
V e g li an t e,
CFA Assoc i a t e
An a l y st a l e x.ve gli a nt e @ ubs .com
+1 -212-713
4793
Ca r m e n
L in,
CF A Assoc i a t e
An a l y st ca rm e n.li n@ ubs.c om
+1 -212-713
2256
Mar y
McK e nn o n Assoc i a t e
An a l y st m a r y.mck e nnon @ ubs .com
+1 -212-713-2000
.
US
I n te rn e t
& I n te ra c ti v e
E n te r ta i n me n t
18 M ay
2020
2
U S
I nt er net
& I nt er ac t i ve Ent er t ai nm ent
I n dus t ry
U BS
R es earc h THESI S
M AP
M O ST
F AV O R ED
A l phab e t ,
F a c e b oo k
PI VO TAL
Q UESTI O NS
Q:
H o w
ar e
s o c i al m ed i a
us ag e
t r en ds
i n
t h e
US
evo l vi n g ?
Si mil ar
to
p rev i ou s
s u rv ey s ,
s o c i al
medi a
c on ti nu es
to
b e
a
n et
s h are
taker
w i th i n
u s e rs "
medi a c on s ump ti on mi x . Sp ec i fi c al l y , ( an d c on s i s ten t
w i th
p ri or s u rv ey s )
F ac eb ook remai n s
th e
mo s t
w i d el y use d ne t w ork i n t he
U S
w i t h 80%
of
r e s pond e nt s
us i ng t he
pl a tf orm on a
mont hl y
ba s i s
a nd 54%
on a
d ai l y
b as i s
( bo th
i n creas es
Y o Y ) .
I n
ad d i ti on,
en g a g emen t
tren d s
re mai n
s o li d
w i t h
n earl y
al l pl a tf orm s
s how i ng
a
r e bound
i n
e ngage m e nt
Y oY
a m i ds t
s t ay
a t
hom e
meas u res
( c o re
F ac eb ook, I n s tag ram
an d Y ou Tu b e
are
t h e
to p 3 p l atf o rms
i n terms
o f
d ai l y
u s ers
as
a
%
o f
mon th l y
u s ers
at 68 % ,
54 %
&
47 % ,
res p ec ti v el y ) .
O v eral l
ti me
s p en t
tren d s
h ave
al s o
reb ound e d
-
not a bl y
c or e F ace book i s
s ho w i ng c on" t
s i gn s
of
r ec ov ery
fo r th e
s ec ond s u rv ey
i n a
ro w .
Q:
I s
adv e r t i si n g
o n
so c i a l
m e d i a
& d i g i t a l
v i d e o
p l a t f o r ms
b eco m i n g
m o r e
e ff e ct i v e ?
The
UB S
Ev i d en ce
L ab
s u rv ey
i nd i c ates
th at
ad
en g ageme n t
on al l
s i tes
s u rv ey ed
i s
mi x ed
d es p ite
c on " t i nn ov a t i on.
O n
a n
abs ol ut e
l ev el ,
I n s ta g ram
an d
F ac eb ook
s ee
th e
h i ...