Recently, Ofcom has released their annual report on adults’ media use and attitudes report. Bear with me, this isn’t going to be some dry analysis full of endless figures and meaningless statistics, I want to highlight the key points which will matter to you, particularly how you market your business online.
Rise of the Video
According to the report, around 4/5 (78%) of internet users have watched video clips online, with nearly half (48%) doing so at least weekly (that’s an increase from the previous year of 73% and 39% respectively). Unsurprisingly, those under 44 watch much more video than those over that age. As I show below, video platforms like Snapchat and YouTube have grown with this demand. It highlights our need for content to be as easy to consume as possible, there’s not even any reading required, as this is often done for you. Are you using videos? If not, you can still jump on the bandwagon.
Social Switch Up
95% of British adults have a Facebook account, but this is down from 97% in last year’s report. Interestingly, other, more visually media-focused social media platforms have seen growth in the last year, with the number of British adults on Snapchat rising from 9% to 12%, YouTube from 17% to 22% and Instagram 16% to 22%. The rise of these platforms indicates how your customers want to see content from you, more images and videos. Adapt your digital marketing to this, or stick your head in the sand and you’ll eventually see a drop in the business you pull in digitally.
Over 50’s Often a Forgotten (But Extremely Important) Market Segment
The over 50’s are extremely important to British businesses online, with over half of all online consumer spending in Britain coming from them. However, many digital marketing campaigns often neglect or write these people off, sticking to the old stereotype that they are all “stuck in the past” and “technophobes”. This couldn’t be further from the truth. In fact, in Britain around 2/3 65-74 year olds and 1/3 75+ year olds use the internet, that’s around 3,000,000 over 75s in Britain! This doesn’t only just impact B2C businesses – with the ageing workforce in the UK the current 27% of the British workforce over 50 is set to increase to around 33% by 2020. How often have you had someone in this age group test your website, or involved in a focus group for your digital marketing campaigns? If the answer to these questions is “never” or “not often”, you need to rethink your digital presence and marketing strategies.
Amount of British Users Set To Increase Further
Currently, around 9/10 (87%) of British adults use the internet. That’s 9/10 of everyone in the UK between the ages of 16 to 113 that use the internet, with a further 1/10 (9%) of those who do not use the internet saying that they will be going online within the next year.
Demise of Traditional Computers
Since last year’s report, the number of users using a computer has dropped from around 8/10 (81%) to around 7/10 (71%) of all British adults. That’s huge!
The amount of users that in that same period who only use a smartphone or tablet to go online has risen from 6% to 16%.
That’s not just people using them to supplement browsing from their computer, that’s people who never use a computer for their internet browsing. It’s not just one type of user that’s skewing this, it’s been seen across all ages, sexes and income groups. If you haven’t got a responsive website and a plan for how your digital marketing works on devices other than computers, you’re getting left behind more and more each day. It’s no wonder that a YouGov Poll found that smartphones and tablets were rated as the best inventions of this century.
It’s not just smartphones and tablet’s that are leading to the demise of the traditional computer, smart TV’s have also seen an increase of 75% since last year, going from 8% of British adults browsing on them to 14%. Have you ever tested your website on an 85” TV?
There You Have It
The information from this report makes for interesting reading. The key facts in here should, at the very least, prompt you to look at one aspect of your digital presence or digital marketing. If not, you’re either on the pinnacle of digital marketing on the levels of Apple, or I’ve failed you, as 99.9% of businesses who read this will be able to find some way to adapt to 2016.
If you fancy reading the full report, please find it on Ofcom’s website.