Performics Weekly Digital Research Recap


Posted by Cristina Lucero & Christina Mannarino, Performics Research & Insights Team

United States

Channel Insights

Mobile

-The "Smartphone Class": Always On, Always Consuming Content (eMarketer)

  • The smartphone class is not defined by age, gender, income or race. Instead it is defined by its members’ shared behaviors: (1) Consuming content in frequent, small portions (2) Members turn to their phones for instant gratification. Depending on their mood in the moment, gratification might mean completing a quick task or finding a fun distraction. 
  • For marketers, this rising content consumption means an increasing number of touchpoints where they can reach participants. 
  • eMarketer forecasts double-digit growth in mobile gaming as well as music and video consumption among the smartphone class through 2015.
  • Performics recognizes similar smartphone behaviors and trends in the Performics Mobile Search Benchmarks & Trends (Q1 2012) report.

-Nielsen: How U.S. Smartphone and Tablet Owners Use Their Devices for Shopping

  • More than three quarters (79%) of U.S. smartphone and tablet owners have used their devices for shopping-related activities
  • Smartphones are used more often than tablets for activities on-the-go: “Locating a store” (73% vs. 42% for tablets)
  • Tablet owners are much more likely to use their device for online shopping: 42% of tablet owners have “used their device to purchase an item,” compared to just 29% of smartphone owners
  • Read about the survey on Nielsen’s blog

-Nielsen Cross-Platform Report: How We Watch From Screen to Screen

  • The average American watches nearly five hours of video each day, 98% of which they watch on a traditional TV set
  • 33.5 million mobile phone owners now watch video on their phones—an increase of 35.7% since last year. While mobile phones won’t replace other screens anytime soon, they're part of the ever-increasing number of ways in which participants consume content.
  • Read the full report here

Social

-For Brands, Social Media Shows Returns but Measurement Hurdles Remain (eMarketer)

  • The PulsePoint Group and the Economist Intelligence Unit found that the vast majority of companies who had invested in social media saw a positive shift in their bottom line as a result.  Fully 84% of executives polled said that social media campaigns had increased the effectiveness of marketing and sales efforts.  81% said a social media presence had helped their companies increase market share.
  • Almost 7 in 10 respondents said they had seen a spike in their sales by letting customers talk about their brands on social media platforms, even if some of that dialogue was negative. This kind of approach builds trust and credibility with participant, potentially transforming them into brand advocates whose value is immense, if difficult to measure.
  • Almost half of executives said that the major impediment to social media campaigns was the lack of a standardized metric that can measure a return on investment. While measuring followers and Facebook “Likes” provides marketers with a hard number, no one yet knows how those numbers translate into a quantifiable return for brands.

-Tweens' Secret Lives Online (WSJ)

  • Many parents limit their preteens' access to well-known sites like Facebook and monitor what their children do online. But with kids constantly seeking new places to connect.  If Facebook is taken away, Instagram is used in its place. 16% of kids 12 to 17 who are online used Twitter, double the number from two years earlier.
  • Kids are also flocking to newer sites like FashionPlaytes.com, a meeting place aimed at girls’ ages 5 to 12 who are interested in designing clothes, and Everloop, a social network for kids under the age of 13
  • Read the full article here

Gaming

-Half of Tween Girls Are Online Gamers (Mashable)

  • 50% of tween girls between the ages of 8 and 12 are turning to the Internet for entertainment and social gaming
  • The amount of time tween girls spend playing games each month has more than doubled over the last year, from 38 minutes a month to 1 hour and 18 minutes
  • Tweens are especially attracted to the social aspects of online gaming and drawn to games where they can interact, share content and create avatars for role play. They're also most interested in games that involve cooking, dressing up and quizzes, followed by make-up/makeover and animal games.
  • More tweens are also getting their own mobile devices, about 35% of girls ages 8 to 12 own a mobile phone.  Among these users, iOS devices are more popular (54%) than Android devices, as 24% own iPads, 19% have iPod Touches and 11% use iPhones.
  • Read the full article here

Search

-Yahoo!, Microsoft Promise to Support SMBs with New Services (MediaPost)

  • Yahoo! Small Business will introduce a Marketing Dashboard for SMBs, filled with free features and premium paid services to analyze metrics and competitive analysis, as well as monitor online reputations and site performance
  • BIA Kelsey estimates that 45.7% of SMBs will make similar budget investments in advertising this year compared with last, while 43% plan to increase the amount.  SMBs on average spent $3,100 in Q4 2011 on advertising, slightly down from $3,200 in the year-ago quarter, according to the research firm.
  • According to Microsoft, 98% of companies advertising on Bing are small businesses
  • Read the full article here

Demographics

Teens

-Pew Internet Report: Teens and Online Video

  • 37% of Internet users ages 12-17 participate in video chats with others using applications such as Skype, Googletalk or iChat. Girls are more likely than boys to have such chats.
  • 27% of Internet-using teens 12-17 record and upload video to the Internet. One major difference between now and 2006 is that online girls are just as likely these days to upload video as online boys.
  • 13% of Internet-using teens stream video live to the internet for other people to watch
  • Social media users are much more likely than those who do not use social media to engage in all three video behaviors studied
  • Read the full report here

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