BMInsights

SNAP – Changing The Stories

With SNAP starting off 2019 still trading near 52 week lows, we wanted to highlight some (potentially) underappreciated positives. We include a couple charts beneath key takeaways below from a recent special audiences survey we ran on different segments of younger respondents, starting with teens under 17.

  1. Among younger audiences, user engagement is stronger with SNAP stories compared to FB or Instagram Stories. This is significant because across all platforms, sentiment toward the stories experience and engagement with stories has been improving.
  2. SNAP still performs extremely well among teens. Despite the fact that Instagram has pulled ahead of Snapchat with older audiences, the two platforms are much closer to each other among teens.
  3. FB users have been pulling back in engagement and younger users see it as a significant popularity loser. Though a lot of the usage is heading over to Instagram, the pull back in FB usage provides an opportunity for SNAP to pick up some of those eyeballs.

Please let us know if you would have interest in this special teens report or in our social media coverage in general.

SNAP Stories

 

Popularity Changes

(FB, SNAP) Teens and Social Media Platforms

Everyone understands the importance of younger consumers to the social media landscape. We found that there is much more to the story in our special audiences survey of teens and younger respondents. Below you will find one chart from our 58 page report (we also have color on AAPL, SPOT, NFLX, P, etc).

Please let us know if you would have any interest in learning more about this special report (research@bespokeintel.com).

 

Teens Favorite

(AAPL) Getting The Install Base To Refresh

Consumers are holding on to their smartphones for longer than ever in part due to pricier devices. Our internal surveys have shown that Apple iPhone owners in particular are sticking with their smartphones for longer (compared to smartphone owners overall). This trend, combined with the fact that Apple has been relying more and more on the existing install base for unit sales, has been a growing headwind.

Will Apple’s new trade-in programs drive customers to upgrade to a new device?

Our monthly trackers are a great resource to track the ultimate success of Apple’s push to reinvigorate sales at a time when replacements are the main driver of business. Please let us know if you would like to learn more about our ongoing AAPL work or if you would be interested in a trial to our platform.

AAPL Post

 

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FB Is On A Diet, But Still Phat

Facebook has been shedding pounds (ie, in the form of user engagement), but both Instagram and WhatsApp have been making serious gains during the same period of time. Our consumer trackers on the Facebook flagship platform look bad and have continued to worsen, but we thought it was important to emphasize just how well the Instagram property has been doing.

We have much much more data on this story and will have updates to our consumer deep-dives in the US and internationally and to our ad execs work (all with historical data included) in early January. Please let us know if you would be interested in learning/seeing more.

Below you will find a couple charts showing Instagram picking up some of the slack in the wake of Facebook declines.

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MCD | It’s Easy As 1, 2, 3…

Our work on McDonald’s is a great tool to monitor not only underlying dynamics but also the relative strength or weakness of new initiatives (such as the $1, $2, or $3 Menu). Below is the feedback we received from respondents. We also have great feedback on perceptions toward the incorporation of fresh beef, the McCafe line, and technological improvements in restaurants.

Please let us know if you would like to learn more or would like access to our historical data on McDonald’s.

MCD1

 

MCD2

Bespoke – Looking Back at SNAP

Snapchat has had a rough year (down 71% since February 16 of 2018). Even during that peak of optimism, our consumer insights backed by historical data underscored structural headwinds working against SNAP.

First, the history in our trackers of platform cross-over suggested that SNAP’s growth into Instagram’s user base slowed materially following Instagram’s launch of “stories”. 

IG Account Flows

 

IG DAU                             

We also found that SNAP has a decidedly negative NPS among users who are over 45 years old (the most negative of any platform we test).

 

SNAP NPS New

We have quite a bit more feedback on Snapchat from users and non-users, but these are two examples of headwinds among younger audiences (Instagram’s addition of “stories”) and older audiences (simply not liking the experience) that have been a factor in user growth.

If you are curious about the full array of insights we have on SNAP, FB, and TWTR, please give us a call 914-630-0512 or shoot us an email (research@bespokeintel.com).

Paying Up For Spotify and Apple Music

Willingness to pay for streaming music has been driving higher over the past two years in our survey. This rising tide has lifted a handful of entities, but our latest iteration pegs Spotify and Apple Music as the fastest runners in the race.

Below you will see three important trends highlighted by historical comparisons in our survey report.

1). Consumers are more likely to think only one streaming music option is appropriate to pay for. In other words, in streaming music a jump ball is more of a true jump ball with only one winner. In streaming video, consumers are more likely to have appetite for multiple services.

2). More and more consumers have been entering the realm of paying for streaming music.

3). Spotify and Apple Music have been gobbling up the jump balls most effectively over the past two years.

Please let us know if you would like to learn more about our work on streaming music platforms. Our creative questions with historical comparisons make for helpful insights. 

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number of streams

AAPL – No iPhone Unit Reporting, No Problem

With the announcement that Apple will no longer provide iPhone unit sales, we wanted to flag our survey work as a potential tool to help fill the coming knowledge gap. We have been consistently tracking market share, retention rates, recent purchases, model mix, loyalty, refresh cycle length, etc (in the US, China, and other countries) for 6+ years. Comparing our upcoming measurements with historical readings will yield really helpful insight into what is actually going on with AAPL (even if they aren’t telling us quite as much going forward).

Please let us know if you would like to learn more about what we ask about in our surveys on AAPL. Just a few examples of metrics we track below (we have the raw data available in excel).

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Smartphone market share

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

iPhone Mix

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Purchased past six months

 

 

 

 

 

 

 

 

 

 

 

 

Refresh cycles

Video Game Engagement Softens, Fortnite Worsens, Blackout Better

Our latest video games deep dive has produced some noteworthy insights which we wanted to share.

Video Game Playing Frequency Worsens, Again
We wanted to flag a deceleration in engagement across users.

Fortnite Data Worsening
Drilling down further, we have picked up on a notable decline in user engagement with Fortnite.

Call of Duty Black Ops 4 Blackout Better Than Fortnite
We gathered a stronger preference for Call of Duty over Fortnite in our head to head.

Please let us know (research@bespokeintel.com) if you have any interest in our video games coverage / this new report.

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PYPL – Zelle Bears Watching

With EBAY shifting away from PYPL, the growth prospects of Venmo are becoming all the more important to track. The competitive landscape is heating up, and no one really knows how it will all turn out when the dust settles. Our survey work provides a great window of insight into what is going on with users of mobile payments platforms. Below we show a couple of key data points from the full report that we recently published for clients (which we will continue tracking regularly going forward).

Please let us know (research@bespokeintel.com) if you have any interest in our mobile payments coverage / this new report.

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