Performics Weekly Digital Research Recap


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

United States

Channel Insights

Social

-PriceGrabber survey: Pinterest Leads Participants From Pin to Purchase (MediaPost)

  • 21% of respondents have purchased a product after seeing a picture on Pinterest.  Respondents who purchased a product were asked to select all items purchased: 33% said food and cooking; 32%, fashion and clothing; 30%, home decorating; and 26%, crafts.
  • Searching for recipes remains the favorite interest, with about 70% of Pinterest account holders citing cooking and recipes as the top item pinned 
  • Nevertheless, Facebook and Twitter remain more popular than Pinterest. Of the survey respondents with a Pinterest account, 98% said they also have a Facebook and/or Twitter account.
  • Read the full article here

-Badoo launching in the US this month (Badoo)

  • Badoo already has six million members registered in the states; the London based company has never tackled this overseas market until now
  • Instead of hitting multiple cities with its launch, it has focused on New York as its first city to tackle. It is taking an integrated marketing approach with a campaign that kicked off last week in Soho with a 1000 person photo shoot to help people achieve their ultimate profile picture.
  • The three-day photo shoot will result in 24 photos chosen to grace billboards and print ads and an online competition for two of those to be selected by other Badoo users
  • Read the full article here

Mobile

-IgnitionOne Report: Mobile search ad budgets jump 221% in Q1 2012

  • Mobile search accounted for 12.3% of total search advertising spend during the first quarter
  • Tablet devices account for 67.4% of total mobile search advertising budgets for the quarter
  • The report also found that mobile clicks were up 246.1% year-over-year during the first quarter, growing at a faster rate than in the previous quarter.  The increase points to the growing use of mobile to help people find what they are looking for.
  • Read the full article here

-comScore Reports February 2012 U.S. Mobile Subscriber Market Share

  • Android has 50.1% of the market, up 3.2 points since November. Apple’s iOS also increased its share of the market, reaching 30.2%, up 1.5 points (or less than half the growth rate of its major rival).  Android and Apple now control more than 80% of the market.
  • 74.8% of all mobile users text
  • Using an app and browsing the Web is now done by almost half of mobile customers (49.5% and 49.2%, respectively)
  • Social networks now are used by 36.1% of mobile customers (+3.1 points), and 32.3% played a mobile game (+2.6 points). Finally, almost a quarter of users are playing music on their phones.
  • Read the full report here

Search

-Facebook Search Engine Overhaul in Works (Search Engine Watch)

  • A former Google engineer is leading a team of two dozen Facebook engineers dedicated to creating an improved Facebook search engine that will make it easier for users to more easily find shared or liked articles, videos, and status updates
  • It appears Facebook is trying to provide better search results within the social network’s walls based on its big data – relationships, locations, Likes, subscriptions, images, and so on
  • Google and Facebook both have different ad models, but data suggests that social ads work for both companies, improving ad recall and click-through rates
  • Read the full article here

-Google’s March Updates: Anchor Text, Image Search, Navigational Search & More (Search Engine Land)

  • Image search changes – There are more relevant image search results improvements to Image Search relevance. In one case, lower quality pages are rewarded; in the other, “reasonably sized” images on better quality pages are rewarded.
  • More accurate short answers – This improves accuracy and makes it easier to fix bugs
  • Better indexing of profile pages – This change improves the comprehensiveness of public profile pages in our index from more than two-hundred social sites
  • Read about all the changes on Google’s Inside Search Blog

-Google Really Wants Businesses To Mobilize, Offering Free Sites to Small Busineses (Google)

  • Google is now offering free mobile sites to small businesses for a year. The “DIY” offer is through a partnership with DudaMobile, which enables merchants to build a mobile site very quickly based on a series of templates.
  • DudaMobile has a basic program and premium and pro versions.  The major differences between the basic DudaMobile hosting plan (free) and the premium ($9 per month) plan is the use of your own domain and the presence of ads on the free version.
  • Google also has its own free mobile site builder, which the company is not using for this promotion
  • Read the full article here

Demographics

Hispanics

-Digital marketing to Hispanics in the United States (Econsultancy)

  • There are currently over 32 million U.S. Hispanics online; this number is expected to reach 42 million within the next 3 years. This is a big number but what does it really mean in terms of marketing?  U.S. Hispanics spend 10 minutes more daily on social networks, an average of 29 minutes per day, than non-Hispanic Whites.  40% of U.S. Hispanics publish blogs and websites, create and upload videos, and post articles and stories they’ve written, compared to only 12% of non-Hispanics.  Thirty-nine percent of Hispanics post ratings and reviews of products they’ve purchased and services they’ve received.  U.S. Hispanics are just as social online. Forty percent of them visit social networks and maintain profiles in these networks compared to 19% of non-Hispanics.
  • Read the full article here. Report findings on Hispanic Allocation Impact on Revenue, summary.

Dads

-New Dads Are Big-Time Social Media Users (eMarketer)

  • Marketers targeting dads should reach out to them as parents first, dads second
  • 42% of new U.S. dads who use social networks write family-related status updates on a daily basis.  (The study defined “new” dads as those whose oldest child was age 2 or younger).
  • Millennial dads have more online friends than millennial moms. These dads reported an average of 96 online friends, while moms averaged only 70.
  • How should marketers reach these new dads on social networks?  Marketers should communicate “the essence of the brand in a thoughtful way that demonstrates that it’s an enabler of a lifestyle.”

Global

Channel Insights

Mobile

-Report: Smartphones Concentrated Among the Wealthy in China (eMarketer)

  • China will overtake the United States as the largest market for smartphones in 2012, driven by demand among the affluent
  • China is expected to have a 20.7% share of worldwide smartphone shipments in 2012, compared to 20.6% for the U.S.
  • Smartphone owners self-reported an average income of RMB80,825 ($12,511.7) per year, compared to RMB67,551 ($10,456.8) for the total survey

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