Meta publishes new study on changing consumer habits

‍

In a new report, Meta highlights changing consumer habits. The aim of the study: to raise marketers' awareness.

Meta explains:

"Companies today face a new reality: an uncertain macroeconomic landscape, increasing pressure on profitability, efficiency and business results, and changing media consumption habits. As a result of these changes marketing specialists are finding that their tried-and-tested marketing combinations aren't performing as well as they used to. Instead, brands are discovering that spending more on digital platforms can pay big dividends, including greater efficiency and return on ad spend."

True study or promotional tool?

It's ironic that Meta' s primary source of revenue is advertising, and that it should be investing in advertising. In our opinion, this 22-page report, interesting as it is, is just another lead magnet.

Online consumption

In addition to his unwavering support for the need to create ads, Meta takes stock of online consumption habits. These include the importance of messaging, but also the meteoric rise of short-form video. In other words, these are important points, but they don't represent innovation as such, since for the past year, the need for personalized support during the purchase process and short video content have reigned supreme in marketing strategies.

Consumption statistics

Meta takes stock of its platform statistics:

"The Kantar study revealed that, on average, Meta is 3.2 times more profitable than television in terms of equity impact. Despite representing the lowest average spend share (6%), Meta contributed the second highest reach (44%) after television."

Meta also reports that reels are viewed up to 190 billion times worldwide every day, with around 2 billion reels posted daily.

Meta adds:

"Campaigns using reels are 20% more effective than campaigns using other video formats."

It's a concise study, with few new elements apart from new statistical results, on the most consumed content worldwide.

To download the study, click here.

‍