What marketers can expect in 2019: Media consumption.

Media consumption in 2019

As we near the end of the year, we begin to question the year to come. What is next? What can we do to prepare? Specifically, where is media going in 2019?

For a while there, users were engaging in shared experiences, and while that is still very accurate, media consumption is shifting into more curated and connected content for consumers. Ever notice the "Recommended For You" feature on Instagram...their algorithms understand our every move, like, share, view and want to provide more carefully selected content like that to us.

So, what is next for media consumption in 2019? Let's take a look:

  • Digital technology utilization has reached its expected plateau. According to Pew Research Center, there was little to no growth from 2016 to 2018 in terms of U.S. consumers using their smart devices: cellphones, tablets, etc. The slowdown in growth correlates to the fact that almost everyone has some sort of smart device. This isn't indicative of media usage, however. Users are now more aware of their time spent on device and in app...
  • Time spent on device and in-app makes consumers highly aware of their consumption. Smartphones now allow you to receive a weekly update of your device usage. Even Facebook and Instagram are offering a tracking tool to users. You can set the amount of time per day you would prefer to spend on social platforms and receive notifications when you have reached that threshold.
  • Audio and video streaming services are still rising. While video killed the radio star, streaming services are killing both their predecessors. According to Gartner Iconoculture, 55 percent of U.S. households now subscribe to at least one video-streaming service (up from 10 percent in 2009). In addition, the average subscriber pays for three different services, bringing the industry nearly $2.1 billion in revenue per month. Tired of ads? Try Spotify, Apple Music, YouTube Music or even Amazon Music Unlimited. While the latter options are still figuring out their audiences, Spotify and Apple Music are leading the streaming ship.
  • Twitter and Snapchat are on their way out. (Well sort of.) The two social platforms have seen a steady decline in users in 2018 and we anticipate that will continue in 2019. In efforts to redesign the user interface, Snapchat appeared to fail quite miserably, leading to several unhappy users. So much so, the platform saw a 15 percent stock price drop within the first quarter (yikes!). And according to Bloomberg, Twitter lost nearly one million users in the second quarter of this year.
  • YouTube's recommended content causes users to stay in platform longer. Ever watch a YouTube video and then realize it's a half hour later and you've watched too many cooking recipes, makeup tutorials, reaction videos or fail compilations? (Cue nervous laughter. Yeah, me neither.) Today, users are engaging in YouTube videos for more than just entertainment purposes. According to Pew Research Center, nearly 50 percent of users watch YouTube videos for how-to related content, while 13 percent find the platform informative in understanding world events. In addition, due to YouTube's algorithm, users are staying on the platform even longer than anticipated. The algorithm encourages users to watch "Recommended Content" based on videos they have watched previously, with nearly 81 percent of YouTube viewers clicking on the recommended content. (Okay, one more "animals doing cute things" video and then we will do something else.)

What else can marketers expect from 2019? Read up on the latest in:

Weekly Recap - August 3, 2018

Mini-Me says one billion dollars, and Apple says 1 trillion. Technology could save your life, doctors are 3-D printing organs to give a hand in the operating room. Nobody really knows the extent of the impact that technology has on kids, but we're about to find out. 7 ways to utilize Instagram stories to get the most attention on your page. How giving back can build your business.

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4 things retailers should learn from Apple as it nears $1 trillion market cap. Apple Inc. stock jumped to another record high Wednesday, bringing its market cap ever closer to the $1 trillion market cap that no other U.S. company has ever achieved. All this after the release of strong iPhone sales and better-than-expected fiscal Q3 results and outlook. In addition, CEO Tim Cook who is easing investor concerns about a potential impact on demand in Apple's key growth market, said he's "optimistic" that the U.S.-China trade war will "get sorted out."

Hospital turns to 3-D printing technology. Replica organ models, however, like those printed by biomedical engineer Greg Gagnon in an office in Baystate's intensive care unit, can get him as close to reality as possible without actually cutting a patient open. With support from the hospital's administration, self-taught Gagnon is singlehandedly changing the way Baystate surgeons plan their work.

Tech's impact on kids: Lawmakers push for research. The studies will explore a handful of mediums, from social media, apps and games to movies, mobile devices and virtual reality, and their effects on infant, child and teen cognitive and physical health. The research would also inform parents and policymakers about issues today's youth face in the digital age, including bullying and depression, according to Senator Ed Markey of Massachusetts who introduced the bill.

Meanwhile, back at the RANCH

7 Instagram story features you should be using. Instagram Stories was the platform enhancer we (and brands) never knew we needed. It has become a powerful way for brands to inspire and engage with users. Since launching in 2016, it has increased in popularity with nearly 400 million Instagram accounts using Instagram Stories every day.

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Healthcare Checkup - June 2018

Featuring a nurse in your new ad campaign may just break through. As would sponsoring a wellness festival. Baking and board games resonate creatively with Gen We. And from Gen We to Matures, people are dropping mobile e-shopping. Check up on this and more.

VITAMIN B & P

Nurses: vital in the hospital, invisible in the media. Gallop polls indicate nurses are the most trusted profession. So why are they so under-represented in the media?

Wellness festivals: It's what health junkies rave. Multi-day yoga, hiking, massages, and other well-being experiences beat out music festivals for the growing number of health junkies.

MARKETING SUPPLEMENTS

Gen We and the redefinition of creativity. When you hear the word, 'creativity', what do you think? Art, drama, music, creative writing? Gen We says there's much more.

Everything's mobile, so why are more shoppers using computers? Mobile e-purchasing dropped from 43% to 36% over the past 2 years and not just among Boomers and Matures. Learn why keeping cross-screen in the forefront is key to the consumer experience.

INDUSTRY PULSE

Answers to 3 frequently asked telehealth questions. Get ready-to-use Advisory Board slides on the latest telehealth trends for 2018.

3 affordable types of videos to boost your marketing. 85% of consumers say they'd like to see even more brand-centric videos. Carve out some space in your budget for livestreams, interview pieces and helpful how-tos.

MONTHLY DOSE

For more inspiration, read our Key takeaways from the Marketing & Physician Strategies Summit.

Weekly Recap - June 8, 2018

As the rumblings around digital addiction escalate, other trends are emerging as well – like digital wellbeing. Mistakes happen at every business. It's how the business responds to mistakes that makes all the difference to the customer. The remote working movement is hotter than ever. Now, Vermont wants a piece of the action. Yes, Vermont. Online shopping is on the rise, but more consumers are opting to shop from a computer than a phone. And no, it's not an age thing.

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Apple unveils a new set of ‘digital wellness' features. The Fruit is setting a new tone for the tech industry with its upcoming version of iOS software. Check out the features that could help you better manage screen time.

How to create a remarkable experience without pulling teeth. In any industry, businesses must understand their customers' expectations before designing a customer experience. It doesn't take much to keep customers happy. Here's what your business can do to keep your customers smiling.

Vermont wants to pay you $10,000 to move there and work. The state is trying to attract new residents with a clever campaign aimed at the remote-working movement. Here's what you need to know about the new program.

Meanwhile, back at the RANCH

Everything's mobile, so why are more shoppers using computers? The trend crosses generational cohorts, with even the youngest generations using computers to buy. These studies emphasize the importance of always thinking cross-screen to ensure the optimum consumer experience.

THE Topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper "3 Rules to Creating an Authentic Brand."

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Everything's mobile, so why are more shoppers using computers?

Picture of a consumer shopping online by Pixnio.com.

More people are shopping online. And people who shop online are shifting more purchases online. This surprises no one.

What was once clandestine consumption, is now smiling at us from the Amazon Prime boxes that pepper every other porch on the block. It's piled high in apartment complex mailrooms, demanding more square footage. It's the personal shoppers bullying their wide-load grocery carts through the store to fill your order before you arrive at curb side pickup.

According to an NPR/Marist poll, nearly two-thirds of U.S. consumers and 92 percent of online shoppers say they've purchased something on Amazon. They shop online for the convenience ("You can shop anytime day or night"), for the ease ("It's easier to find the item you are looking for"), for the selection, for the solitude ("You can avoid lines and people") and for other reasons big ("It's cheaper") and small ("Recommendations by the online retailer are available").

Again, not terribly surprising. But what is surprising is how consumers are opting to shop online. Retailers take note. That oft-featured money shot of a busy-yet-perfectly coifed and lipsticked businesswoman/wife/mom reaching for her phone to place an online order that will heroically save her from traffic/lines/people, is trending weary. Cue the desktop and tablets.

A growing number of North Americans are using a computer rather than phone to shop online. According to a recent Forrester study, e-commerce sales grew 14 percent between 2016 and 2018. But during the same period, the volume of e-purchases made with a mobile device, as a percentage of all e-commerce sales, dropped from 43 percent to 36 percent. The percentage using their phone to make a purchase at least weekly fell from 21 percent to 16 percent.

Participants who preferred to use a computer to shop online cited ease of shopping (51 percent), being "more used to their computer" (46 percent) and mobile screens being too small (30 percent), according to research by Gartner Iconoculture.

It's not an age thing. Yes, Boomers and Matures appreciate larger screens but so does Gen We. At least a third of Gen We students studied typically use computers, often tablets, to shop online.

Said Forrester vice president and principal analyst Sucharita Kodali, "There are few ‘no PC' households in the U.S. And we don't anticipate that changing as young children are becoming accustomed to larger — not smaller! — screens."

These studies emphasize the importance of always thinking cross-screen to ensure the optimum consumer experience. This is especially true in the retail space where retargeting can be used to follow consumers across devices and compel purchase.

Weekly Recap - June 1, 2018

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Uber adds a panic button to its app in the U.S. Uber has experienced its fair share of bad press over the last couple years from workplace discrimination to unsafe drivers. The company is looking to score some points today and make riders feel more secure.

7 reasons to start a YouTube channel now (and first steps to take). Generation Z, millennials, gen Xers and baby boomers are all in on the YouTube action. There are many possible motivations to start a YouTube channel, but here are seven of the most important to consider.

Users are souring on ad tracking. People are fed up with cavalier approaches to data security. Companies that rely on unfettered access to user data would be wise to listen to people's complaints.

Meanwhile, back at the RANCH

Healthcare Checkup – May 2018. Get our key takeaways from three healthcare and marketing conferences we attended this month, and highlights from the AHA Annual Meeting.

THE Topic of conversation

Millennials. Discover who Millennials are, why it's important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper "8 Rules of Marketing to Millennials."

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Weekly Recap - April 13, 2018

Plans for Earth Day? Adidas does and it's sure to be a win for the oceans. Another win – Uber is no longer just a ride-hailing company, they're expanding their business. Looking to expand yours? Perhaps, it's time to answer this: Is youth or experience the key to a successful decision-making team? Turns out, it's a trick question. However, one thing's for certain, women use their phones for far more than just communicating.

DETAILS, Please

Adidas is gearing up for Earth Day. The brand partnered with Major League Soccer and Parley for the Oceans to create Earth Day soccer jerseys from upcycled plastic ocean waste. See why this partnership represents everything that is beneficial in cause-based collaborations.

The future of work. The biggest barriers blocking multi-generational teams aren't differences but biases. Research shows Millennials, Gen Xers and Baby Boomers make better decisions together.

It's getting harder to label Uber just a ride-hailing company. Uber launches its own car-sharing service, Uber Rent. But that's not all. Check out the rest of the new partnerships the company announced this week.

Smartphones are a millennial woman's constant companion. Alarm clock, news, budgeting, you name it; women use their phone for it. Take a look at the stats that show why you should lean into the disruption these devices can wield.

Meanwhile, back at the RANCH

Should Weight Watchers market to teens? It's no secret that America has a weight problem. Is it ethical to market diets to kids? Why public health efforts fall short.

THE Topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper "3 Rules to Creating an Authentic Brand."

SHARING is CARING

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Weekly Recap - April 6, 2018

What do the Girl Scouts of the USA and North Face have in common? Both have teamed up for equal representation of women. Speaking of teams, are you team Dunkin' Donuts or Starbucks? One of these brands has better social engagement. Another defining characteristic of a successful brand – mobile. And according to Gen Z, a filter isn't just for Instagram.

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The North Face aims to "Move Mountains." More adventurous, brave, boundary-breaking women need to be featured in advertising and social media campaigns. Check out the ways the brand is taking its new campaign to heart.

What Dunkin' Donuts can learn from Starbucks' social strategy. Some coffee lovers adore Dunkin' Donuts, others prefer Starbucks. On the social engagement side, however, a clear winner emerges.

2018 State of Digital Advertising. Adobe's analysis of 183 billion website visits, 12 billion video views, 150 billion emails, and 1,000 consumers says that most marketers think their ads are relevant. Most consumers disagree.

Marketing to Gen Z: What everyone over the age of 30 ought to know. If you want to reach Gen Z, you're going to have to rethink some of your marketing strategies.

Meanwhile, back at the RANCH

First ad agency to test "AdBot" automated marketing tool, will scale back to a 2-day work week. Brogan has been chosen as the first U.S. test agency for AdBot, an automated marketing service that utilizes artificial intelligence to essentially clone a creative team.

Cryptocurrency: what marketers should know. Bitcoin. Ethereum. Ripple. No, these aren't random words, they're cryptocurrencies. And here are six brands that are already engaging with them.

THE Topic of conversation

Instagram. Learn how your business can use Instagram to build brand awareness and increase engagement. Download our free whitepaper "Why your business should be marketing on Instagram."

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Weekly Recap - March 30, 2018

Brand loyalty would be a simple feat were it not for fickle consumers and evolving tastes. Just ask a restaurant chain. AR will be the death of brick and mortar retail. Or its resurrection? Handy search hacks to help you get all the answers. Patients missing appointments? Cue Uber Health.

DETAILS, Please

Four critical factors that drive brand loyalty for casual dining restaurants. Brand loyalty is coveted by all marketers, and even more challenging to attain in the restaurant space that's often subject to wavering consumer tastes. The time is now for brands to re-evaluate retention strategies for today's consumers.

How to ride the mobile AR wave in 2018. The time is ripe for app developers to jump into AR with both feet. Take a look at the ways you could get the most out of AR, and how it could transform everyday experiences.

How to search on Google: 31 Google advanced search tips. Looking for answers fast? Look no further. Here's an overview of some of the most useful Google search tricks.

Meanwhile, back at the RANCH

Healthcare Checkup – March 2018. Touchpoint Analysis, virtual hospitals, and at-home testing keep healthcare accessibility at the forefront. March Madness and influencer marketing insight. Topped off by endearing children hospital videos – led by their biggest stars.

Docs help patients keep appointments with Uber Health. Physicians lose billions annually because of missed appointments. Patients miss out on much more. Check out how Uber Health is bridging the gap to improve healthcare access.

THE Topic of conversation

Communicating with Visuals. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

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Weekly Recap - March 23, 2018

A supermodel with coding ability? Check. Making coding lessons more accessible to young girls? Double check. Diversity is a competitive weapon in the tech industry. Move over "smart homes," smart cities are coming to town. How to survive a brand crisis? Plan before it hits.

DETAILS, Please

Karlie Kloss and Teach for America team up to help 1,000 girls learn to code. Check out how the supermodel is inspiring young girls to pursue careers in the tech industry.

The tech talent gap is real. Increased diversity is the solution. When we're surrounded by people with different experiences, our brains do something incredible.

The 'fourth industrial revolution' is upon us. Get ready for a next-generation wireless network. Take a look at some of the ways 5G might transform cities over the next few years.

4 steps for effectively managing a PR crisis. Each crisis may come as a surprise, but your response should not be. Get prepared by following these steps.

Meanwhile, back at the RANCH

At-home healthcare testing: fad or future? Patients no longer have to expose themselves and others to germs as they wait to receive test results and prescription refills. See how far at-home testing might go.

AR in the OR. Innovation's on the rise. So is Augmented Reality. Check out how companies are stitching AR into the healthcare industry.

THE Topic of conversation

Millennials. Discover who Millennials are, why it's important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper "8 Rules of Marketing to Millennials."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Weekly Recap - March 16, 2018

Let's talk tech. Google takes assistance to the next level with a fun home. Fast-food brands vs. fast-casual restaurants. Ever dream about being the star of your own Super Mario game? Well, now you can with a new stunt from Nike. Starting your spring cleaning? Don't forget to spruce up your digital space.

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Google gets creative for the 2018 SXSW Conference. Check out how they turned an Austin house into a giant, connected fun home to promote Google Assistant.

5 simple steps for smart sharing and enhancing cybersecurity. See how some digital spring cleaning could protect you from cyber-attacks.

Fast-food chains are ramping up their digital game. But not all apps are created equal. One big burger chain has even bigger plans for its mobile app.

Break a sweat, or beat your high score? No need to choose, thanks to Nike. Shoppers can now test-run sneakers on a treadmill hooked up to a video game.

Meanwhile, back at the RANCH

Marketing Madness by the Numbers. Sorry, we can't help you out with your NCAA basketball bracket. But we do have some data on who's spending the big bucks on marketing for the tournament.

THE Topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper "3 Rules to Creating an Authentic Brand."

SHARING is CARING

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Weekly Recap - March 9, 2018

The Brogan crew is preparing to depart on our annual Mystery Trip. And Delta's "Runways" ad has us excited for takeoff. With International Women's Day this week, this video about the gender pay gap is getting a lot of attention. Marketing makes a difference. This industry drives the campaigns, hashtags and images that force conversation and shape culture.

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Clever camerawork makes everything a runway in this new Delta ad. Good things come to those who go. The Brogan team can attest to that.

Here's how kids respond when introduced to the gender pay gap. Spoiler alert: They aren't too happy.

Why marketing will show the world gender equality. When women are represented as equals, the world learns to treat them as equals.

Meanwhile, back at the RANCH

Are you in touch with Healthcare Touchpoint Analysis? Some Touchpoints are within your control. Unfortunately, many are outside of your control. Check out this Touchpoint Optimization Strategy to increase the quality of the total patient experience.

Does influencer marketing still work? If so, what makes for a powerful influencer? And which cohort is most influence-able? Check out these tips on approaching influencer marketing in 2018.

THE Topic of conversation

Communicating with Visuals. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

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