๐ค British & American kids would much rather be YouTubers than astronauts!
Last week, we had the 50th Apollo 11 anniversary, which landed Neil Armstrong and Buzz Aldrin on the surface of the Moon. On the eve of that, LEGO asked The Harris Poll to survey a total of 3,000 children in ๐บ๐ธ๐ฌ๐ง๐จ๐ณ about their attitudes toward and knowledge of space.
Asked what they would like to be when they grow up, about 3 in 10 American and British children replied that they wanted to be YouTubers or Vloggers. In fact, becoming an astronaut ranked last among five professions! Only in China did children have a clear preference for being an astronaut!
#๏ธโฃ #SocialMedia #Influencers #YouTube #NASA
๐ก from arsTechnica via Pulse.
๐ฆ @PerspectiveIX
โ How will this affect the West in 50 years?
Last week, we had the 50th Apollo 11 anniversary, which landed Neil Armstrong and Buzz Aldrin on the surface of the Moon. On the eve of that, LEGO asked The Harris Poll to survey a total of 3,000 children in ๐บ๐ธ๐ฌ๐ง๐จ๐ณ about their attitudes toward and knowledge of space.
Asked what they would like to be when they grow up, about 3 in 10 American and British children replied that they wanted to be YouTubers or Vloggers. In fact, becoming an astronaut ranked last among five professions! Only in China did children have a clear preference for being an astronaut!
#๏ธโฃ #SocialMedia #Influencers #YouTube #NASA
๐ก from arsTechnica via Pulse.
๐ฆ @PerspectiveIX
โ How will this affect the West in 50 years?
๐ผ The Ultimate Social Media Image Size Guide for 2019
#๏ธโฃ #SocialMedia #Facebook #Instagram #Twitter #Pinterest #LinkedIn #YouTube
๐ More on Instagram.
๐ฆ @PerspectiveIX
#๏ธโฃ #SocialMedia #Facebook #Instagram #Twitter #Pinterest #LinkedIn #YouTube
๐ More on Instagram.
๐ฆ @PerspectiveIX
๐ฐ News Consumption in the UK (2019)
Key findings:
- While TV remains the most-used platform for #news nowadays by UK adults, usage has decreased since last year (75% vs. 79% in 2018). At the same time, use of social media for news use has gone up (49% vs. 44%).
- Use of TV for news is much more likely among the 65+ age group (94%), while the #internet is the most-used platform for news consumption among 16-24s and those from a minority ethnic background.
- Fewer UK adults use BBC TV channels for news compared to last year, while more are using #SocialMedia platforms.
- When rated by their users on measures such as quality, accuracy, trustworthiness and impartiality, magazines continue to perform better than other news platforms, followed by #TV.
๐ฆ @PerspectiveIX via Ofcom.
Key findings:
- While TV remains the most-used platform for #news nowadays by UK adults, usage has decreased since last year (75% vs. 79% in 2018). At the same time, use of social media for news use has gone up (49% vs. 44%).
- Use of TV for news is much more likely among the 65+ age group (94%), while the #internet is the most-used platform for news consumption among 16-24s and those from a minority ethnic background.
- Fewer UK adults use BBC TV channels for news compared to last year, while more are using #SocialMedia platforms.
- When rated by their users on measures such as quality, accuracy, trustworthiness and impartiality, magazines continue to perform better than other news platforms, followed by #TV.
๐ฆ @PerspectiveIX via Ofcom.
๐ Facebook losing the battle for Customer Satisfaction
Pinterest keeps its top place for another year with 80% customer satisfaction rate in 2019, with no changes from 2018.
Snapchat's customer satisfaction rate was measured for the first time (by ASCI) in 2019 at 71%, just below the #SocialMedia average at 72%.
After the #CambridgeAnalytica scandal, it comes as no surprise that #Facebook is still struggling to revive its plummeting reputation, scoring the worst out of all platforms. They were also accused of dispersing disinformation, censoring political speeches and allowing foreign interference in the US 2016 election and Brexit.
#๏ธโฃ #Pinterest #Snapchat #Twitter #YouTube #Wikipedia #Instagram #LinkedIn #Tumblr
๐ฆ @PerspectiveIX
Pinterest keeps its top place for another year with 80% customer satisfaction rate in 2019, with no changes from 2018.
Snapchat's customer satisfaction rate was measured for the first time (by ASCI) in 2019 at 71%, just below the #SocialMedia average at 72%.
After the #CambridgeAnalytica scandal, it comes as no surprise that #Facebook is still struggling to revive its plummeting reputation, scoring the worst out of all platforms. They were also accused of dispersing disinformation, censoring political speeches and allowing foreign interference in the US 2016 election and Brexit.
#๏ธโฃ #Pinterest #Snapchat #Twitter #YouTube #Wikipedia #Instagram #LinkedIn #Tumblr
๐ฆ @PerspectiveIX
โโ๐ Time Spent on Social Media
On average global internet users spent 2 hours and 23 minutes on social media per day, though trends differed widely by country. In around half of the markets that Global Web Index surveyed, #SocialMedia use had shrunk or plateaued in Q1 2019 when compared with 2018 figures.
Emerging markets continue to spend the most time on social networks during a typical day. This could be driven by the younger demographics of these markets, with the 16 to 24-year-old segment driving growth globally. The Philippines spent the most time connected to social networks, devoting just over four hours a day to the digital sphere. Nigeria, Mexico, and Turkey all typically spent over three hours a day on social media sites.
Some of the more developed markets show signs of plateau which, in part, could be driven by the older demographics of these countries. During a typical day in Japan, people spend less than an hour staying connected digitally. Consequently, Japan also has one of the lowest birth rates in the world. Germany posts only slightly higher numbers, with users going on social media for just over an hour every day, while the UK and the US both spent closer to two hours per day engaging with social media.
As digital habits evolve, marketers and advertisers need to stay abreast of industry and demographic trends as the social media markets mature and become saturated in certain regions and countries.
๐ฆ @PerspectiveIX via Statista.
On average global internet users spent 2 hours and 23 minutes on social media per day, though trends differed widely by country. In around half of the markets that Global Web Index surveyed, #SocialMedia use had shrunk or plateaued in Q1 2019 when compared with 2018 figures.
Emerging markets continue to spend the most time on social networks during a typical day. This could be driven by the younger demographics of these markets, with the 16 to 24-year-old segment driving growth globally. The Philippines spent the most time connected to social networks, devoting just over four hours a day to the digital sphere. Nigeria, Mexico, and Turkey all typically spent over three hours a day on social media sites.
Some of the more developed markets show signs of plateau which, in part, could be driven by the older demographics of these countries. During a typical day in Japan, people spend less than an hour staying connected digitally. Consequently, Japan also has one of the lowest birth rates in the world. Germany posts only slightly higher numbers, with users going on social media for just over an hour every day, while the UK and the US both spent closer to two hours per day engaging with social media.
As digital habits evolve, marketers and advertisers need to stay abreast of industry and demographic trends as the social media markets mature and become saturated in certain regions and countries.
๐ฆ @PerspectiveIX via Statista.
๐ The Real Story is Stories!
And #Facebook is dominating it using the Stories feature in its acqusitions, #Instagram and #WhatsApp, to keep #Snapchat at a pretty safe distance.
๐ฆ @PerspectiveIX via Socialbakers.
PS. ๐ @iXRadio is back with a must-listen episode of Hidden Brain about #SocialMedia & how it can cause regrets. Listen here on Telegram.
And #Facebook is dominating it using the Stories feature in its acqusitions, #Instagram and #WhatsApp, to keep #Snapchat at a pretty safe distance.
๐ฆ @PerspectiveIX via Socialbakers.
PS. ๐ @iXRadio is back with a must-listen episode of Hidden Brain about #SocialMedia & how it can cause regrets. Listen here on Telegram.
๐ฐ Social media as a Source of News
The world of news media โ whose very purpose is to bring truth to the masses โ has been plagued by distrust for a number of years.
Terms like โfake newsโ are now part of our lexicon, and for a while now, #SocialMedia has been firmly under the spotlight for its distribution of inaccurate information.
We saw consumers lose some of their trust in social media in the aftermath of data privacy scandals and Russian bots. But with the growing public health crisis, social media as a news source has made a resurgence.
Nearly half of internet users in the U.S. and UK are now reading more news stories on social media.
This is more than the number who are increasingly keeping in touch with family and friends, watching entertainment content, and sharing photos and videos โ making news consumption the fastest growing behavior on social platforms.
๐ฆ @PerspectiveIX via GWI.
The world of news media โ whose very purpose is to bring truth to the masses โ has been plagued by distrust for a number of years.
Terms like โfake newsโ are now part of our lexicon, and for a while now, #SocialMedia has been firmly under the spotlight for its distribution of inaccurate information.
We saw consumers lose some of their trust in social media in the aftermath of data privacy scandals and Russian bots. But with the growing public health crisis, social media as a news source has made a resurgence.
Nearly half of internet users in the U.S. and UK are now reading more news stories on social media.
This is more than the number who are increasingly keeping in touch with family and friends, watching entertainment content, and sharing photos and videos โ making news consumption the fastest growing behavior on social platforms.
๐ฆ @PerspectiveIX via GWI.
๐ Top Social Media Apps Worldwide for February 2020 by Downloads
#TikTok was the most downloaded social media app worldwide for February 2020 with 112.8 million installs, which represented a 96.2% YoY increase.
The countries with the most downloads of the app during this period were India ๐ฎ๐ณ at 41.3% of its total installs and Brazil ๐ง๐ท at 8.6%.
#Facebook was the second most installed #SocialMedia app worldwide last month with 57 million downloads, which represented a nearly 8% increase from February 2019.
The countries with the largest number of Facebook installs were India ๐ฎ๐ณ at 23.8%, followed by Brazil ๐ง๐ท at 9%.
#Instagram, #Likee, and #Snapchat rounded out the top five most downloaded social media apps worldwide for the month.
๐ฆ @PerspectiveIX via SensorTower.
#TikTok was the most downloaded social media app worldwide for February 2020 with 112.8 million installs, which represented a 96.2% YoY increase.
The countries with the most downloads of the app during this period were India ๐ฎ๐ณ at 41.3% of its total installs and Brazil ๐ง๐ท at 8.6%.
#Facebook was the second most installed #SocialMedia app worldwide last month with 57 million downloads, which represented a nearly 8% increase from February 2019.
The countries with the largest number of Facebook installs were India ๐ฎ๐ณ at 23.8%, followed by Brazil ๐ง๐ท at 9%.
#Instagram, #Likee, and #Snapchat rounded out the top five most downloaded social media apps worldwide for the month.
๐ฆ @PerspectiveIX via SensorTower.
๐ฑ TikTok is the 3rd Favourite Social Platform Among US Teens
When it comes to which #SocialMedia platforms resonate most with US teens, the battle between #Snapchat and #Instagram continues. But the latest report on #teens from Piper Sandler shows that a new player โ #TikTok โ has made its way onto the scene and is quickly becoming a favourite with teens.
Snapchat has remained the favourite among teens since 2016. However, Instagram, which is currently the favourite social platform for almost one-third (31%) of the 5,200 US teens surveyed.
#Facebook #Twitter
๐ฆ @perspectiveix via MarketingCharts.
๐ป add me on snapchat and also
๐บ watch the best of TikTok on Instagram!
When it comes to which #SocialMedia platforms resonate most with US teens, the battle between #Snapchat and #Instagram continues. But the latest report on #teens from Piper Sandler shows that a new player โ #TikTok โ has made its way onto the scene and is quickly becoming a favourite with teens.
Snapchat has remained the favourite among teens since 2016. However, Instagram, which is currently the favourite social platform for almost one-third (31%) of the 5,200 US teens surveyed.
#Facebook #Twitter
๐ฆ @perspectiveix via MarketingCharts.
๐ป add me on snapchat and also
๐บ watch the best of TikTok on Instagram!
๐ TikTokโs US Adult Users Double Year-Over-Year
Here are Age & Income Breakdowns
#TikTok has already made its way into the heart of teens, with more than 1 in 10 (13%) declaring it their favourite #SocialMedia platform, behind only #Snapchat & #Instagram.
But what about adults? As it turns out, the number of unique US adults visitors to the app has more than doubled in a year, per data provided by Comscore. In March 2020, more than 28.8 million US adults (ages 18+) used the video-sharing app. This is compared to roughly 14.2 million who used the app in March 2019.
Read more on MarketingCharts.
๐ฆ @perspectiveix
Here are Age & Income Breakdowns
#TikTok has already made its way into the heart of teens, with more than 1 in 10 (13%) declaring it their favourite #SocialMedia platform, behind only #Snapchat & #Instagram.
But what about adults? As it turns out, the number of unique US adults visitors to the app has more than doubled in a year, per data provided by Comscore. In March 2020, more than 28.8 million US adults (ages 18+) used the video-sharing app. This is compared to roughly 14.2 million who used the app in March 2019.
Read more on MarketingCharts.
๐ฆ @perspectiveix
โโ๐ฆ Twitter's Record-breaking Week
Back in 2016, Twitter switched categories, from "Social Networking" to "News" on the App Store and Google Play, hoping to boost its visibility. It did take it to the top of the chart in more than one occasion.
Fours years later, #Twitter is having a record-breaking week, according to two well-respected app store intelligence companies, Apptopia and SensorTower. Although their numbers are not precisely the same, they both show the same overall picture: flocks of new and returning Twitter users โ almost 1 million new users in a day!
And why that is?
The world is amid civil unrest and protests for the death of #GeorgeFloyd and racial inequality. At the same time, #coronavirus has disrupted the life around the globe in its first wave and threatening with a second one. Twitter itself is in the news for standing up to Donald #Trump for sharing misleading information and/or promoting violence. While many people are outside protesting, many are stuck at home from the coronavirus threat. These all cause the need for immediacy in the news to be more than ever. And Twitter is serving that need.
Since the beginning of online social networking โ web 2.0 phenomena before that โ many of the "social" platforms have evolved to become more. Twitter has become a social news platform feeding the need for immediacy in the news; #Pinterest has become a social/visual search engine, etc.
These changes in the platforms, which many of us use daily, need to be reflected in the way we use them โ personally or professionally โ the same way it was considered in Twitter's change of categories.
#SocialMedia
ยฉ๏ธ Image Credit: Apptopia via TechCrunch.
๐ฆ @perspectiveix
Back in 2016, Twitter switched categories, from "Social Networking" to "News" on the App Store and Google Play, hoping to boost its visibility. It did take it to the top of the chart in more than one occasion.
Fours years later, #Twitter is having a record-breaking week, according to two well-respected app store intelligence companies, Apptopia and SensorTower. Although their numbers are not precisely the same, they both show the same overall picture: flocks of new and returning Twitter users โ almost 1 million new users in a day!
And why that is?
The world is amid civil unrest and protests for the death of #GeorgeFloyd and racial inequality. At the same time, #coronavirus has disrupted the life around the globe in its first wave and threatening with a second one. Twitter itself is in the news for standing up to Donald #Trump for sharing misleading information and/or promoting violence. While many people are outside protesting, many are stuck at home from the coronavirus threat. These all cause the need for immediacy in the news to be more than ever. And Twitter is serving that need.
Since the beginning of online social networking โ web 2.0 phenomena before that โ many of the "social" platforms have evolved to become more. Twitter has become a social news platform feeding the need for immediacy in the news; #Pinterest has become a social/visual search engine, etc.
These changes in the platforms, which many of us use daily, need to be reflected in the way we use them โ personally or professionally โ the same way it was considered in Twitter's change of categories.
#SocialMedia
ยฉ๏ธ Image Credit: Apptopia via TechCrunch.
๐ฆ @perspectiveix
๐คณ Too Much Branded Influencer Content on Social Media
Influencer marketing and branded content on #SocialMedia is quickly catching up to traditional advertising โ but how do consumers feel about this development?
According to new data from Kantar, a third of consumers like branded content less than ads. The number is almost 60% in @perspectiveix Telegram community, according to the poll in the previous post [after 169 votes].
The amount of these branded and promotional content is another attitude determining factor. Kantar data shows 42% of the respondents say that they see too much branded content on social media, while 22% claimed that they don't notice it.
โ How do you feel about that? Do you think you're seeing too much of them? Or you don't even notice them? Or they don't bother you?
๐ฆ @perspectiveix via MarketingCharts.
Influencer marketing and branded content on #SocialMedia is quickly catching up to traditional advertising โ but how do consumers feel about this development?
According to new data from Kantar, a third of consumers like branded content less than ads. The number is almost 60% in @perspectiveix Telegram community, according to the poll in the previous post [after 169 votes].
The amount of these branded and promotional content is another attitude determining factor. Kantar data shows 42% of the respondents say that they see too much branded content on social media, while 22% claimed that they don't notice it.
โ How do you feel about that? Do you think you're seeing too much of them? Or you don't even notice them? Or they don't bother you?
๐ฆ @perspectiveix via MarketingCharts.
Shopping via Social Media on the Rise
Consumers are gaining confidence in the idea that they could do nearly all of their shopping online. In a new report, GfK found that more than half (52%) of US consumers believe they can shop online for almost 100% of the products or services they need, up from 48% feeling that way last year.
As online shopping continues to grow, particularly during the current pandemic, shopping via #SocialMedia appears to be picking up steam. GfKโs survey shows that close to one-fifth of US consumers have shopped online either by using the โbuyโ button on social media (18%) or by clicking a shoppable post or story on a social network (16%). This is up from 13% and 12% of shoppers, respectively, who said the same in 2019.
๐ฆ @perspectiveix via MarketingCharts.
Consumers are gaining confidence in the idea that they could do nearly all of their shopping online. In a new report, GfK found that more than half (52%) of US consumers believe they can shop online for almost 100% of the products or services they need, up from 48% feeling that way last year.
As online shopping continues to grow, particularly during the current pandemic, shopping via #SocialMedia appears to be picking up steam. GfKโs survey shows that close to one-fifth of US consumers have shopped online either by using the โbuyโ button on social media (18%) or by clicking a shoppable post or story on a social network (16%). This is up from 13% and 12% of shoppers, respectively, who said the same in 2019.
๐ฆ @perspectiveix via MarketingCharts.
โโ๐ News Use Across Social Media Platforms in 2020
As #SocialMedia companies struggle to deal with misleading information on their platforms about the #USElection, the #COVID19 pandemic and more, a large portion of Americans continue to rely on these sites for news. About half of US adults (53%) say they get news from social media โoftenโ or โsometimes,โ and this use is spread out across a number of different sites, according to a Pew Research Center survey.
Among 11 social media sites asked about as a regular source of news, #Facebook sits at the top, with about a third (36%) of Americans getting news there regularly. #YouTube comes next, with 23% of US adults regularly getting news there. #Twitter serves as a regular news source for 15% of US adults.
Other social media sites are less likely to be regular news sources. About one-in-ten Americans or fewer report regularly getting news on #Instagram (11%), #Reddit (6%), #Snapchat (4%), #LinkedIn (4%), #TikTok (3%), #WhatsApp (3%), #Tumblr (1%) and #Twitch (1%).
These lower percentages for news use are in some cases related to the fact that fewer Americans report using them at all, compared with the shares who use Facebook and YouTube.
Read more on Pew Research Center.
๐ฆ @perspectiveix
As #SocialMedia companies struggle to deal with misleading information on their platforms about the #USElection, the #COVID19 pandemic and more, a large portion of Americans continue to rely on these sites for news. About half of US adults (53%) say they get news from social media โoftenโ or โsometimes,โ and this use is spread out across a number of different sites, according to a Pew Research Center survey.
Among 11 social media sites asked about as a regular source of news, #Facebook sits at the top, with about a third (36%) of Americans getting news there regularly. #YouTube comes next, with 23% of US adults regularly getting news there. #Twitter serves as a regular news source for 15% of US adults.
Other social media sites are less likely to be regular news sources. About one-in-ten Americans or fewer report regularly getting news on #Instagram (11%), #Reddit (6%), #Snapchat (4%), #LinkedIn (4%), #TikTok (3%), #WhatsApp (3%), #Tumblr (1%) and #Twitch (1%).
These lower percentages for news use are in some cases related to the fact that fewer Americans report using them at all, compared with the shares who use Facebook and YouTube.
Read more on Pew Research Center.
๐ฆ @perspectiveix
๐ก The ex-influencer/president of the US
There are things in a week you cannot ignore โ or avoid seeing โ in the world, like Bernie Sanders at Bidenโs inauguration, or Bidenโs inauguration itself, or DJ Trumpโs last song, of course [at least for now]!
In this week's newsletter, I talk about #Trump, #SocialMedia, and the #AttentionEconomy in the least political way possible.
Read it here: https://prs.pctvix.co/3c5w6ap
๐ฆ @perspectiveix
There are things in a week you cannot ignore โ or avoid seeing โ in the world, like Bernie Sanders at Bidenโs inauguration, or Bidenโs inauguration itself, or DJ Trumpโs last song, of course [at least for now]!
In this week's newsletter, I talk about #Trump, #SocialMedia, and the #AttentionEconomy in the least political way possible.
Read it here: https://prs.pctvix.co/3c5w6ap
๐ฆ @perspectiveix
๐ฅฃ Weetabix UK on Twitter
Yesterday, #Weetabix, a British cereal brand, pulled a pretty ๐คข marketing stunt on #Twitter, and after over 24 hours, it's still being retweeted and replied to.
Regardless of how you feel about beans on cereal, this is how creativity can create success on #SocialMedia.
I'll post some of my favourite replies from brands and organisations to the tweet, but you can read them all here. https://prs.pctvix.co/3tItju7
Big thanks to PikasoMe for the screenshots.
๐ฆ @PerspectiveIX
Yesterday, #Weetabix, a British cereal brand, pulled a pretty ๐คข marketing stunt on #Twitter, and after over 24 hours, it's still being retweeted and replied to.
Regardless of how you feel about beans on cereal, this is how creativity can create success on #SocialMedia.
I'll post some of my favourite replies from brands and organisations to the tweet, but you can read them all here. https://prs.pctvix.co/3tItju7
Big thanks to PikasoMe for the screenshots.
๐ฆ @PerspectiveIX
๐ค Social Media: What/Who is the Problem?
Intersection 1 โ the intersection of social media & [mental] health
There is a widespread belief that #SocialMedia is unhealthy and can have adverse side effects on our mental health, which I totally understand and sometimes agree with.
However, thereโs another argument against that, which can be pretty difficult to ignore: what if the problem isnโt social media? What if we are the problem, and social media is merely a tool or a reflection of our reality?
Here, I wrote about both sides of the argument: https://perspectiveix.substack.com/p/social-media-mental-health
Let me know what you think please.
Thanks for reading,
๐ฆ @perspectiveix
Intersection 1 โ the intersection of social media & [mental] health
There is a widespread belief that #SocialMedia is unhealthy and can have adverse side effects on our mental health, which I totally understand and sometimes agree with.
However, thereโs another argument against that, which can be pretty difficult to ignore: what if the problem isnโt social media? What if we are the problem, and social media is merely a tool or a reflection of our reality?
Here, I wrote about both sides of the argument: https://perspectiveix.substack.com/p/social-media-mental-health
Let me know what you think please.
Thanks for reading,
๐ฆ @perspectiveix
Social Platforms: they all look the same now
The fact that all #SocialMedia platforms are starting to look the same points at the idea of some platforms are just features unless they evolve.
For example, #Snapchat had to evolve from being a platform for โStoriesโ to a camera/AR platform, otherwise, it had no chance against #Facebook & #Instagram Stories attack.
Now, #Clubhouse has the same problem. It has turned into a feature that other platforms are just adding to their products โ yes, you can call it copying too.
๐ฆ @perspectiveix via Kaya Yurieff/The Information.
๐ https://bio.link/perspectiveix
The fact that all #SocialMedia platforms are starting to look the same points at the idea of some platforms are just features unless they evolve.
For example, #Snapchat had to evolve from being a platform for โStoriesโ to a camera/AR platform, otherwise, it had no chance against #Facebook & #Instagram Stories attack.
Now, #Clubhouse has the same problem. It has turned into a feature that other platforms are just adding to their products โ yes, you can call it copying too.
๐ฆ @perspectiveix via Kaya Yurieff/The Information.
๐ https://bio.link/perspectiveix
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๐ค Meet Ameca
#Ameca is the most recent robot to go viral on #SocialMedia. It is a robot designed by the British company #EngineeredArts.
On the Engineered Arts website, it says that Ameca โcontains some software which can be described as โartificially intelligent,โโ but that its main purpose is to โbe a platform for developing AI.โ
All Credits: Engineered Arts.
๐ฆ @iXDaily x @perspectiveix
#Ameca is the most recent robot to go viral on #SocialMedia. It is a robot designed by the British company #EngineeredArts.
On the Engineered Arts website, it says that Ameca โcontains some software which can be described as โartificially intelligent,โโ but that its main purpose is to โbe a platform for developing AI.โ
All Credits: Engineered Arts.
๐ฆ @iXDaily x @perspectiveix