The Friday Five: Apple to launch iPhone AI, de-influencing continues to influence, and Meta reports strong Q2
Hello everyone and welcome to another fantastic edition of The Friday Five. Like we do every Friday we're going to break down five of the biggest stories from the last week from the worlds of marketing, tech, and social media.
Today, we check out a study from King's College London which shows a strong link between problematic phone usage and poor mental health among teenagers in the UK. Then, we analyse the mixed response from marketers after Google's u-turn on the phase-out of third-party cookies as well as the continued influence of 'de-influencers'.
Finally, we check out Apple's new AI product, due to be released this year, and examine Meta's new Q2 report which shows increased growth in users and revenue.
As you can see, there is a lot to get through so let's get started!
1. Problematic smartphone usage linked to poor mental health among teens says new report
A new study from King's College London (KCL) has shone a light on the mental health risks associated with irregular and problematic smartphone usage among teenagers.
KCL defines problematic behaviours as phone users panicking when they can't access their phone or experiencing difficulty controlling their usage.
The study surveyed 657 teenagers between 16-18 and 69 children aged 13-16 and found that 44% of 13-16-year-olds with problematic use reported anxiety symptoms, compared to 26.4% without such use.
Depression was also more common, with 56% of the problematic users showing symptoms versus 35.8% of non-problematic users.
Interestingly, screen time itself wasn't linked to anxiety or depression in older teens but was associated with insomnia.
To combat these behaviours, the report suggests turning off notifications and using "do not disturb" modes, though more extreme measures like locking phones away were less effective.
The research indicates a need for effective strategies to manage smartphone use, as many teens express a desire to reduce their time spent on these devices.
Sky News has more on this story here.
2. Mixed reactions among marketers after Google's Cookie about-turn
Google's decision to continue supporting third-party cookies in Chrome has sparked mixed reactions from the advertising community, with some expressing relief, scepticism, and strategic concerns.
For instance, Niki Grant, a paid media specialist, was unsurprised, noting the practical limitations of cookie-less solutions and considering privacy concerns overstated.
Julie Bacchini, president of Neptune Moon felt similar, emphasising the ad ecosystem's reliance on cookie data. Gil Gildner of Discosloth likened Google's frequent reversals to "The Boy Who Cried Wolf," highlighting their strategy to encourage new tech adoption.
Conversely, some advertisers like Asher Mirza saw the decision as a positive development, easing the transition for those struggling with first-party data.
Brett Bodofsky welcomed the potential return of similar audience features in Google Ads. Whether it is relief or scepticism, many underscore the importance of privacy-first strategies and robust first-party data management.
Veronika H?ller of Tresorit stressed building user trust and data transparency, while Nicholas James highlighted the ongoing need for refined first-party data approaches.
Despite the reprieve, industry experts agree that preparation for a privacy-focused digital landscape remains essential, advising continuous adaptation and proactive data management strategies.
For more on this head over to Search Engine Land.
3. De-influencing continues to influence TikTok users
The de-influencing trend on TikTok, which rejects the rampant consumerism fostered by influencer culture, remains strong in 2024.
The movement encourages viewers to avoid products promoted on social media and instead opt for a more measured consumer lifestyle.
And, it appears that this movement is having a big effect, in the States at least. According to a Harris Poll conducted for Intuit Credit Karma, 69% of American social media users now avoid such purchases.
This shift highlights growing distrust in influencers, scepticism about product authenticity, and a reaction against overconsumption.
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Key reasons for de-influencing include distrust of influencers (32%), doubts about product quality (28%), and concerns over the unhealthy promotion of overconsumption (26%).
Influencers like Overcoming Overspending demystify the cycle of spending and promotion, while others critique product quality, resonating particularly with Generation Z.
This demographic shows a strong preference for sustainability, with 88% engaging in de-influencing and 38% citing overconsumption as their main concern.
This trend has given rise to "underconsumption core," where TikTokers showcase thrifted, repurposed items, and sustainable living practices, aligning with a global consciousness ethos.
Fast Company has more on this story.
4. iPhone AI launched by Apple with release expected later this year
Apple has launched the initial developer beta of Apple Intelligence, a suite of AI features designed to enhance Siri, automate email and image generation, and sort notifications.
This new software, available for iOS 18.1, iPad, and Mac, is currently open for developer testing. Users must join a waitlist via Apple’s settings app to access the service, which requires complex requests to be processed on Apple’s servers.
The public release is planned for later this year, although Apple Intelligence is not expected to coincide with the new iPhone hardware launch in the fall, which will run iOS 18.
The AI suite is exclusive to iPhone 15 Pro and iPhone 15 Pro Max and newer models, potentially driving a significant wave of upgrades.
Key features in the current preview include:
Additional features such as image generation, emoji generation, automated photo cleanup, further Siri improvements, and OpenAI ChatGPT integration will be introduced over the next year.
Want to learn more? Head to CNBC .
5. Meta enjoys a strong Q2 with growth in user base and financial performance
It's been a good 2024 so far for Meta, their Q2 earnings report highlights significant user growth and financial performance.
The company’s “Family Daily Active People” reached 3.27 billion, a 7% increase from last year, with an addition of 30 million new users.
However, Meta now reports aggregated user data across its apps—Facebook, Instagram, Messenger, and WhatsApp—without breaking down individual app performance.
Recent AI-driven content recommendations have boosted engagement, although some users are frustrated by seeing less content from their followed accounts.
Revenue rose by 22% to $39.07 billion, supported by a 10% increase in both ad impressions and prices. Despite this, Meta’s Reality Labs division posted a $4.5 billion loss due to ongoing investment in VR and AI.
The company is also exploring partnerships, like a potential $5 billion investment in EssilorLuxottica, to support its AR ambitions.
While Meta’s current results reflect substantial investment, the company remains focused on long-term growth and technological advancements.
For more on Meta's success head to Social Media Today, LLC .
Phew! That was a lot, wasn't it? We hope you enjoyed this week's edition of The Friday Five.
Please feel free to share this and future editions with your network and if you see a story that you think we should be covering then feel free to send it over.
In the meantime, enjoy your weekend and we'll see you next Friday!