Performics Weekly Digital Research Recap


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

United States

Channel Insights

Social

-Pinterest is now the third most popular social network after Facebook & Twitter

  • According to a new Experian report, Pinterest’s traffic surged 50 percent between February and January of this year, which is growth that’s stunning in itself.  That surge has allowed the site to overtake services like Tumblr, LinkedIn, and Google+ for what Experian says is the third-highest number of visits in February.
  • Pinterest attracted 17.8 million unique visitors in February from the U.S. alone. In terms of engagement, Pinterest is winning as well, with users spending an average of 89 minutes per month on site. However, the social network still lags behind Facebook, which has users spending an average of 405 minutes per month on its site.
  • Read the full 2012 Digital Marketer: Benchmark and Trend Report here

-Now pinning: Vimeo videos on Pinterest (VentureBeat)

  • Pinterest has expanded the functionality of its popular “pin it” bookmarket to support “pinning” Vimeo videos
  • Users can click the “pin it” button to fetch Vimeo videos embedded anywhere on the web and add them to their boards
  • Vimeo pinning functionality will do more for the video service, which also appeals to connoisseurs of design, than for Pinterest. The inspiration focused social network has earned a reputation for driving tons of traffic (and purchases on e-commerce sites).
  • Read the full article here

-“The Facebook Factor”: The Impact of a Facebook Fan (Forrester)

  • Using statistical modeling to analyze the effect of being a Facebook fan on brands, Forrester shows how fans are more likely to interact with brands than non-fans and how engaging with the brand on Facebook affects the likelihood of three events: purchase, consideration, and recommendation of a brand.
  • Facebook fans are much more likely to purchase, consider, and recommend brands
  • Facebook “fandom” has the largest impact on purchase
  • The value in your Facebook fan base is in their willingness to recommend

Mobile

-Report: Google Tablet Coming In July (Google)

  • The 7-inch tablet is expected to run the forthcoming tablet-optimized version of Android, version 4.0 or “ice cream sandwich”
  • Google wants to open up a viable Android tablet market in its larger competition with Apple in the space
  • Market researchers ABI and IDC both have predicted that in the coming years, low-priced, Android-powered tablets will erode Apple’s share of the tablet terrain. ABI has predicted that the worldwide appeal of sub-$400 tablets will give the Android OS 60 percent of the market by 2016.
  • Read the full article here

-Facebook significantly expands mobile presence with $1B Instagram deal (Facebook)

  • Instagram reportedly has 25 million users worldwide, making it the largest mobile-based social network
  • Given its rapid growth, Instagram is one of the only recent startups that represented a credible threat to a core element of the Facebook experience: photo-sharing 
  • The acquisition not only removes a competitor but better positions the company for the expansion of social networking to mobile devices
  • Facebook said it will not get rid of the Instagram app but will instead continue to build Instagram independently
  • Read the full article here

Search

-The next shift at Google could have big impact on advertisers (Google)

  • Google is preparing to move a new beta initiative to the mainstream which creates market asymmetry to their benefit
  • The beta, Near Match, is designed to “enable you to safely extend the reach of your Exact and Phrase Match keywords to cover plural, misspelling, close rewrite, abbreviation and acronym variants only”
  • In early testing of the new Near Match type, an increase in impressions was found – but CPCs also increased by 13%
  • Read the full article here

-Search Investments Rise on Mobile, Voice, Gesture (MediaPost)

  • Marketers will spend nearly $33.8 billion in 2012 on search engine marketing–up from approximately $29.7 billion
  • Overall mobile at $12 billion of advertising revenue this year worldwide as a result of device penetration, the ability to always have it available, and its close-to-the-point-of-sale business model
  • Voice-activated search is still in its infancy, but the potential of voice and gesture cannot be understated. This is an area where marketers will monitor closely. 
  • Read the full article here

-Yahoo! Outlines Reorganization Plan to Revive Growth (Yahoo)

  • Yahoo! is reorganizing businesses around three areas: participants, geographic regions and technology.  The consumer division will focus on media, commerce and so-called connections, which include Web search and e-mail, Thompson said in a memo.
  • Yahoo! will bring together varying functions, such as media and advertising, under a given region, rather than having those tasks handled by different divisions within the same area.
  • Read the full article here

Videos

-Product Videos Prove Their Worth to Online Shoppers (eMarketer)

  • U.S. participants who encountered product videos on websites watched them 60 percent of the time.  36 percent of respondents said they had watched five or more product videos on brand or retail websites over the preceding three months.
  • 85 percent of those polled said they would watch a video that educated them about a product they were interested in for at least 1 minute.  87 percent said they would spend the same amount of time watching a video that included a demonstration.
  • Videos with useful content also led to repeat viewings, according to the survey.  Two-thirds of respondents said they would watch videos containing large amounts of information about a product several times before deciding whether to buy it.

-Adult Females Prime Audience for U.S. Online Video Advertisers (eMarketer)

  • Greater number of teens, young adults view pre-roll video ads in full
  • In 2011, online video ads were most often targeted at those ages 25 to 54: 39 percent of U.S. advertisers targeted females in this age range and 22 percent targeted males
  • eMarketer estimates U.S. online video ad spending will reach $3.12 billion this year, up 54.7 percent from 2011. By 2016, eMarketer predicts spending will triple to $9.3 billion, accounting for 15 percent of all U.S. online ad spending.

Demographics

Hispanics

-Report: Mobile Hispanics Shop Socially (ClickZ)

  • 68 percent of Hispanic smartphone shoppers prefer to shop with at least one companion when buying expensive items.  The top two responses were for helpful advice (47 percent for expensive items and 25 percent for everyday items) and shared purchase approval (19 percent and 16 percent).
  • Approximately half prefer to shop with others even when buying everyday items like toilet paper
  • Hispanic mobile shoppers were 50 percent less likely than the general population to search for reviews or recommendations
  • The report recommends that retailers design in-store mobile shopping experiences to suit gregarious Hispanic shoppers
  • Read the full article here

Global Insights

Channel Insights

Social

-Social Networks Capture Users and Engagement in Mexico (eMarketer)

  • According to eMarketer estimates, social networking in Mexico will increase by 17.9 percent in 2012, making it the fifth-fastest-growing market worldwide.  Much of this expansion will come from Facebook, which is expected to reach 25.6 million users in the country by the end of this year.
  • 48 percent of Facebook users and 34 percent of YouTube users in Mexico visited the respective websites several times a day.  “Online Video Consumption Study, Mexico 2012” found that 86 percent of online video viewers watched video on YouTube and 39 percent did so on Facebook.

Mobile

-Consumers in BRIC Countries Show Stronger Preference for SMS Promotions (eMarketer)

  • 75 percent of Internet users surveyed worldwide preferred receiving retail promotions via email over text.  Internet users in the UK and U.S. were even more inclined to prefer email than the average Internet user, at 87 percent and 86 percent, respectively.
  • 43 percent of Chinese Internet users prefer SMS promotions to email promotions
  • Marketers should consider localizing promotions for the hundreds of millions of people who are primarily on feature phones in India, China and similar markets

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