Bringing Context to This Week’s Methbot News
When news about Methbot broke this week, it understandably sent waves of concern and confusion through the industry. However, while headlines suggest this is a major new phenomenon that has gone unnoticed by third-party measurement providers, that is not the case. To help contextualize this news, I offer three points to keep in mind when thinking about Methbot:
comScore in Journal of Advertising Research on How Mobile Marketing Dynamics Are Shaping the Future of Retail
In the following article entitled “The Future of Retail is Mobile,” comScore Co-Founder and CEO Gian Fulgoni is joined by comScore VP of Marketing and Insights Andrew Lipsman in describing why mobile—more than any other platform—is destined to shape retail in 2017 and beyond. The article was recently published in the December 2016 issue of the Journal of Advertising Research and is reprinted with permission.
Cyber Five Critical to Fighting Back from Slow Start to Holiday Season
This effect was short-lived, as spending growth during the “Cyber Five” – the five key shopping days from Thanksgiving to Cyber Monday – far outpaced the season average and brought the season-to-date growth rate back into the expected 12-13% range. The 7-day trailing average peaked on Cyber Monday, but the period of high growth continued through Cyber Week. Even though it has since reverted somewhat, the 7-day trailing average has been able to maintain a consistent growth rate in the low double-digits since Cyber Week ended.
Presidential Election Coverage Causes Huge Gains for Newspaper and Political News Websites
Data from comScore Media Metrix® Multi-Platform shows that the total time spent on Newspaper sites was up 39% from two years ago, while Political News sites saw their audience engagement increase by nearly 4x over that same period. Driving this surge in total time spent was an uptick in the number of online visitors at these sites (+5% vs. Oct. 2014 for Newspapers, +57% for Political News) and their spending of more time per visitor engaging with the content than they previously had (+32% for Newspapers, +146% for Political News). The U.S. Presidential Election and the countless stories reporting on it are responsible for much of these increases. In the Political News category, we saw peaks in audience engagement in the month leading up to the general election (October 2016) and the month where the presidential primary elections were in full swing (March 2016).
Cyber Monday Becomes First Ever $1 Billion Shopping Day on Mobile
For the first time ever this holiday season, $1 billion was spent in a single day on mobile devices alone. Cyber Monday was the day to achieve this feat, as it turned out to once again be the biggest online shopping day of all-time for the seventh straight year, reaching nearly $3.7 billion in total digital sales for an annual growth rate of 20 percent. Both desktop and mobile saw healthy growth rates, with mobile at 29 percent vs. desktop at 17 percent. Thanksgiving and Black Friday also had a strong showing this year, combining for approximately $4.7 billion, up 23 percent year-over-year.