We are always reading articles that quote statistics from various studies conducted by well-known research companies. For those of who have ever taken an introduction to market research course, it’s obvious that you should exercise caution when you are reading research studies and reports.
The gist? Garbage in, garbage out. A lot of the studies either lack a proper set of controls, or just choose research candidates who aren’t representative of the “population” that they are trying to extrapolate to, or worse yet, they simply selectively report statistics that make their article look favourable.
This brings me to the article that inspired this post. A VentureBeat article says that Tumblr’s value to advertisers [is] undervalued by as much as 450%. This is definitely an interesting statistic, since there were a few behaviors I noticed in my own social media engagement (and in the report charts) that made me question that statistic.
- I have made the switch from Tumblr to Pinterest. I strongly believe that Pinterest is an improved version of Tumblr on steroids, allowing a user to consume 8 visually appealing “posts” on one page (not to mention the infinite scrolling which keeps me stuck to my laptop for hours on end).
- They say Tumblr is a HUGE influence on eventual purchases. From the chart provided, it seems like the current statistics show otherwise, where Tumblr’s first and last click (meaning the first time a user is aware of the product and the last click is the one that leads to the purchase of the product) trails behind those of Facebook, Twitter, and Pinterest. So is this report merely speculation?
Do any of you use Tumblr (or have used it)? Do you still use it or have you switched? Do you think it is being as drastically undervalued as the research claims?