Pornhub, a streaming portal for porn has just recently publicised its 2014 site statistics. Despite the fact, that almost nobody on this planet would openly admit watching porn; almost 80 billion viewed clips (which statistically sums up to roughly 11 clips per human being on this planet) suggest something quite different. Before you run off now to delete your browser history, I am more amazed about what these statistics reveal about user behaviour overall and on a country level. On a side note, one has to give the Pornhub team credit for not only having established a major site in global porn consumption but for running the site and all its adjacent media on a high level of professionalism, e.g. the usage of social media, blogs and other features, that deliver funny, relevant and actually interesting content.
Here my key learnings:
1. Behaviour reveals the truth: when it comes to defining customer centric messaging, positioning strategies or product placements, observing displayed customer preferences through hard actions (no pun intended) allows marketers to not only assure high relevancy of marketing actions for the assumed target group but also an increase marketing effectiveness. Surveys, no matter how great, expensive and professional, do never reveal real underlying drivers. Digital data is thus of great help to penetrate the customers mind, understand root causes and determine action triggers. #Pornhub relevant fact: despite the steady global increase in online porn access, it is noteworthy to have a closer look at national key search terms. Despite the US, almost every country revealed a high national focus in search terms.
2. Mobile is the king, yet privacy demands tablets: globally, particularly in less developed countries with holes in its telecommunication infrastructure, the spike in mobile usage demands an undeniable rethinking of media channels to target customers. Whilst the desktop driven Internet access was the preferred 24/7 channel a few years ago, it`s important to note how consumers change channels, screens and devices throughout the day. To reach consumers effectively, a continuous channel switch might be necessary to stay in the consumer`s mind and assure high message relevancy at the point of purchase. #Pornhub relevant fact: both mobile and tablets see an increase, which is inline with the overall global rise of mobile / tablet driven computing or media consumption. Yet, I hypothesis, that due to the nature of the consumed media (porn), tablets show a higher increase which is probably in line with their location of use (in-house), vs. on the go mobile media consumption. I am contrasting these statistics with the latest Comscore data on mobile marketing statistics.
3. Relevant content is king: Pornsites have probably the highest relevancy to its access groups, if one excludes personal preferences within the broader definition of porn, in the WWW. Why you ask? Well, they promise porn, deliver porn and people accessing them, are probably looking for… right: porn! The level of surprise is fairly low, the promise to the consumer is most likely kept and to top it off, most user probably leave the site with a positive experience. Marketers need to ask themselves, if broad content spanning sites which are created for multiple target groups can still be relevant in a generalist way. Investing in SEO and thus reducing bounce rates by increasing relevancy of the first point of contact might be one amongst many solutions. After all, one of the major access point to the web, particularly in the B2B environment are search engines. Instead of shoving traffic to your “about me” page or an index error message, linking to relevant content site on a search pattern basis is highly recommended. This becomes particularly interesting when investigating large B2B web profiles. #Pornhub relevant fact: user expectancy = site delivery = porn
4. Statistics are cool: Most companies I have yet had the chance to interact with base a lot of their actions on assumptions or the fallacy of experience. B2B, particularly industrials, are prone to assume that 20 years of industry experience make up for not having or not understanding the use of data. If it weren’t for privacy reasons, pornhub could probably go down on an IP basis to reveal all sorts of data. Thus recurring visits, duration between visits and average site duration, correlations with search terms and and and… which B2B business has access to that sort of data? Well, almost all, but data collection is still not seen as a top priority in many firms, particularly not if business practices involve a high percentage of relationship building tactics. Just ask about your web demographics and or connecting the dots from the web to your CRM… #Pornhub relevant fact: Pornhub serves not as a silo platform but links to full scale porn content on other pages, thus the more pornhub can learn about visitors, the more relevant the site can become, the higher its conversion rate for partners, the more $ it makes.
5. Glocalisation rules: We live in a globalised world, yet national interest, cultural heritage and other factors do still play a role in purchasing decision making. It is for a reason that supermarkets increasingly advertise local produce to consumers. B2B`s do yet again mostly discount this fact. Thus a costumer in China has to view the same or similar content to a customer in Europe or even North America. Although one can assume a more professional purchasing decision making process, underlying drivers, particularly non-rationals to make up for missing data in the decision making process, are being subconsciously influenced by cultural factors. #Pornhub relevant fact: Despite the US, all major countries by access numbers reveal a high level of national search terms.
6. Don`t scare customers with insights but be brave enough to make use of them: if you have continued to read this article after your cache cleanup, you will have probably noticed or thought about that Pornhub could have gone in much further detail on a country level, probably down to individual IP`s. Don`t worry, it would be a fatal error for Pornhub to go that far, as the key point of their statistical review is not to scare users away but to provide them and the general public with the confidence to access a highly professional site while having social affirmation. As the saying goes “a million flies can`t be wrong – eat shit”, social affirmation works in porn as well as in other business. Thus the key is not to tell your customer that you were surprised about his Sunday night reading habits of your email but to build necessary conclusions and work with statistical data to your advantage. Did you know, that 75% readers of this blog seem to have a very high level of education? Charming, ha? #Pornhub relevant fact: the use of both movie ranking and viewer statistics is a smart move to give other users an easy selection of good content based on social rating schemes. Every B2B should have enough data to highlight its no 1 product in 2014, Q1 or of all times – the only difference to Pornhub however is, that Pornhub is already working in porn, it has crossed the boundary of society, which I assume does also lead to quite some freedom for its marketing team in the content creation space. You won’t have that freedom in your company as product managers, sales mangers, general managers and the rest of your team will state their biased opinion, which are most likely entered around reducing risk.