THE INSIGHT SCOOP: DECEMBER
By Charlie Gill
In this December edition we will explore:
- Why a change in speed, culture and mindset are the key to more mobile conversions
- Will YouTube Stories catch on?
- What are the rules against harmful gender stereotyping in 2019?
- 5 insights into takeaway food delivery apps and services
- What will be the biggest trends in 2019 according to Pinterest?
- What is the future of banking?
People will give up a lot before letting go of their smartphones. Research reveals many would sooner forgo a holiday or even seeing friends, before giving up their phone.
While mobile usage is 4X higher than desktop, weaker UX means it only converts half as often. A hugely missed opportunity. In a recent survey, 46% of users cited slow load times as the thing they disliked most about mobile. Consumers aren’t loyal to brands. They’re loyal to things that make their life easier or more productive. A recent Google study found nearly two thirds of consumers say they’d switch from a poorly-designed mobile site.
Welcome to the world of VUCA – Volatility, Uncertainty, Complexity, Ambiguity.
Users globally spend an average of 112 minutes a day on mobile, so you’d be forgiven for thinking apps are the way to go. Most people only use around 3 apps – and trying to break into the repertoire is tough going. Apps rely on people hearing about them, finding them on the app store etc. That’s why Progressive Web Apps (PWAs) are becoming popular. New tech gives mobile users frictionless, app-like experiences – all via their browsers. PWAs can even be installed on a homescreen, receive notifications, and be used offline.
TAKEAWAY: To succeed, PWAs need to be FIRE (fast, installable, reliable, and engaging).
The latest social media app to experiment with Stories is YouTube. Despite the success of Instagram, YouTube doesn’t appear intent on making its own a carbon copy. There are marked differences between the two. First, not everyone can create YouTube Stories, as the feature is only available to creators that already have 10k subscribers.
Second, the videos last for 7 days rather than 24 hours, and there is also the option of creating multiple Stories, each with its own set of videos, to be live at one time. In terms of discovery, Stories will appear in the ‘Up Next’ list for non subscribers and in the ‘Subscriptions’ tab for subscribers.
There are elements that are similar e.g. ability to add music, filters and stickers to videos. Viewers can also comment on Stories as well as ‘heart’, ‘thumbs up’ or ‘thumbs down’ other comments. YouTube Stories take away the need for creators to head elsewhere (e.g. Instagram). Since the roll-out of YouTube Stories, there’s been scepticism as its (perceived to be) shunning small and start-up creators. This stems from YouTube recently cracking down on what is deemed to be ‘inappropriate’ content, with some creators arguing they are wrongly punishing videos that touch subjects like politics, sex & mental health.
TAKEAWAY: Will brands bother moving to YouTube when they’re already succeeding on Instagram? The fact that videos last for seven days could bring some to the platform, as it gives viewers more of an opportunity to find content.
Ads that portray men as hapless dads, or imply women can’t park cars will be banned by the UK ad watchdog in 2019 under a new rule to clamp down on gender stereotypes. The ASA stated, from June, ads must not include gender tropes that are likely to cause harm, or serious offence. Women can still be shown cleaning or men doing DIY, but contentious depictions will be spiked. Ads emphasising contrast between a boy’s stereotypical personality and a girl’s will also be deemed. Here are some scenarios the ASA deems “problematic”:
Ads that show a man or a woman failing to achieve a task specifically because of their gender.
Ads that feature a person with physique not typically associated with their gender, which imply that their physique is a ‘significant reason’ for them not being successful.
Ads aimed at new mums which suggest looking attractive or keeping a home pristine is a priority over other factors like their emotional well being.
Ads that belittle a man carrying out stereotypically ‘female’ roles or tasks.
When advertisers use gender stereotypes to challenge their negative impact, like Always’ ‘Like a Girl’ series does, the brand won’t be penalised. CAP will do a 12 month review to ensure it’s preventing harmful stereotypes.
TAKEAWAY: Since the ASA shone a spotlight on the issue last year, 57% of UK marketers have admitted that the impending clampdown has impacted on the imagery they use in their own campaigns.
The number of takeaway delivery services is rising, and it’s changing the way people in the UK and U.S. eat. This rapid growth is due to widespread access to the internet, prevalent smartphone ownership, increased urbanization and a surge in the number of takeaway food options. In a bespoke study, GWI surveyed over 1.5k UK & 1k U.S. takeaway lovers aged 16-64, and delved into their usage of takeaway food delivery apps/websites and takeaway food habits.
- Ordering food through delivery apps/services is part their lifestyle Top 3 takeaway providers in UK (JustEat 80%, UberEats 24% and Deliveroo 23%).
- Ordering and “eating in” is replacing “eating out” for younger audiences <65% those aged 16-34 said they’ve been eating out less in the past 12 months.
- Entertainment goes hand-in-hand with ordering via delivery apps or services Over half of stream online TV while eating, whereas 46% watch traditional TV.
- Takeaway lovers seek a treat above all else The reason for ordering takeaways is to treat themselves by not cooking (47%).
- Loyalty comes from quality of food and service The biggest discouragement of using a food/delivery app again is poor quality food (25%).
TAKEAWAY: From GWI data, we know that while over 25% of takeaway lovers trust the ratings of a delivery service, a significant amount remain undecided and just 3% say they don’t trust the ratings.
Travel: Out-of-the-way towns - People are seeking out small towns for their bucolic views, unique BnBs and low key R&R (+276%).
Health & wellness: The great indoors - Flexible brands that can strengthen your whole body? Sounds like an irresistible way to exercise indoors (+1913%).
Hobbies and interests: Do the hustle - People are tuning their passions into profits – from canning to DJing to online tutoring (+690%).
Celebrations: Garland ho! - Draped over the table or lined up together like a curtain, flower garlands are everywhere (+1154%).
Kids & Parenting: Messy no more - Stylish geometric patterns and shapes are making their way into the kid’s room (+1178%).
Food: Jam on it - A toast to homemade jam, from raspberry to blackberry to whatever-you-got-berry (+829%).
Home: Spinning yarns - People are wrapping up their walls – and them-selves – in fabric for a textured, artsy aesthetic (+1718%).
Men’s style: It's a sling thing - Carry the weight of just the essentials on one shoulder, sling-bag style (+1184%).
Women’s style: That bamboo you do - Stay connected to nature by carrying all the essentials in a striking, structured handbag (+2215%).
Beauty: Lilac locks - Prepare to see lots of lilac in 2019 – this pretty pastel hair colour trend is growing fast (+1077%).
TAKEAWAY: In a time when so much seems to divide us, these ideas are the things we share in common.
Banking is changing rapidly as the industry responds to consumers’ demands for an approach that mirrors their experiences elsewhere. Online-only banks capture 13% of new deposits in the US. Consumers, whose lives are already digital first, are willing to embrace new forms of financial services. For younger generations regularly using smartphones, the mobile experience that brands provide is crucial. Banking has been slower than other verticals to recognise this. Mobile-only banking options are expanding rapidly, backed by venture capital investment, forcing legacy banks to accelerate their digital progress to keep up.
Goldman Sachs has developed Marcus, an on online-only brand, while JPMorgan Chase is piloting Finn, a bank for digital natives. Both of these are intended to be separate brands under the Chase and Goldman Sachs corporate umbrellas. This is a deliberate attempt to make inroads with younger consumers. While youthful preferences are one reason for creating an online bank, this is also significantly less expensive from both an acquisition and a servicing standpoint. A physical presence may still be desirable, even if it’s not in the traditional form. A hybridised approach could signal a new direction for legacy banks.
TAKEAWAY: Gen Z habits and preferences could take banking in other directions.