Digital Data Download (February 2017 Edition)

Digital Data Download (February 2017 Edition)
March 8, 2017 Mia Bowyer
digital data download blog feb 2017

February saw the release of a truck load of new data and insights from the digital world.

In fact, there was so much that it was hard to keep up.

To make your life a little easier, we’ve compiled the best stuff in one easy-to-scan place.

You’re welcome!

The state of video marketing 2017 (new data) via

Video content as a marketing and communications tool continues to be a hot topic.

Brand new research released by Wyzowl has revealed some really interesting insights about consumer preferences when it comes to video.

The headlines included:

  • 79% say they’d rather watch a video to learn about a product than read text on a page – up 10% from last year
  • 91% had watched an explainer video in the last 12 months
  • 84% said they had been convinced to buy a product after watching a video


What does it mean?

It doesn’t mean the tail should wag the dog. It does mean that if the right stories are developed, video can play a role in telling them. Video for video’s sake isn’t good for anyone, especially the people you want to reach and influence.

How Americans encounter, recall and act upon digital news via

This is so great and big that it’s hard to know where to start.

Pew Research Centre worked with more than 2,000 U.S adults who get at least some of their news online.

The research spanned the course of one week and more than 25,000 total interviews were conducted with the group.

The study examined pathways to news, follow up actions and story recall.

The best of the best included:

  • Following consumption of a story, 30% said they would speak with someone about it, 16% would search for more information online and 10% would share via social media
  • Community and health news are the topics most acted upon (68% and 66% respectively)
  • The top three pathways to online news among this group were news sites / apps (36%), social media (35%) and search engines (20%)
  • 56% of respondents who followed news links during the week the research was conducted could name the source of the links they clicked on

What does it mean?

The value of PR and communications is often debated, especially when it comes to measurement, but this data reminds us that people often act after content consumption which is why word of mouth is so powerful. This can have both a positive and negative impact.

It is also worth noting the role search engines play in news discovery and consumption, especially from a long tail perspective. While news can be fleeting in social media environments, it lives on forever thanks to search.

Check out the full study at

Despite moves by Facebook, YouTube still rules streaming in Australia via

Facebook has invested heavily in video over the last 24 months in a variety of formats, including Facebook Live which is being used more and more frequently by brands and people alike.

However, the web’s original video streaming platform, YouTube, is still the king of the castle in Australia according to some new data via

The most interesting stats from this analysis include:

  • YouTube recorded four times as many streams as Facebook in December 2016
  • The average time spent on YouTube was nearly 10 minutes while the Facebook average was under three minutes
  • Other sources that made the top 10 digital video platforms in Australia ranked by unique viewers included Vevo,, ninemsn and Netflix.

What does it mean?

This data excludes mobile apps which makes it a little more difficult to be definitive, but the data reminds us that YouTube continues to be relevant despite the push from Facebook.

It also reinforces the long tail role YouTube plays as an ‘on demand’ platform versus Facebook’s ‘served up’ experience.

A bonus link courtesy of FiveThirtyEight

This isn’t a specific study, but it’s a nice place to get an idea of how the internet talks based on the activity of Reddit users.

FiveThirtyEight have developed a tool which enables you to search for a word or phrase to see how its popularity has changed over time.

Check it out at

Keep your eyes peeled for another edition of the Digital Data Download next month.