Performics Weekly Digital Research Recap


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

United States

Channel Insights

Mobile

-Over a Third of All U.S. Residents Use Mobile Payments (IDC Financial Insights)

  • Of those that had made a mobile payment, more than half used PayPal Mobile (56%), with Amazon Payments and Apple's iTunes service statistically tied at about 40%
  • Despite the popularity of digital downloads, such as apps and music, more respondents reported buying physical goods with their phones than online services, digital goods, or virtual currency
  • Read the full article here

-iPad Leads Tablets With Web Usage But Only Has A 1.02% CTR On Ads (Chitika)

  • 8-inch tablets such as Vizio and Pantech had the highest level of click through rates but the lowest level of web usage rates
  • Similarly, the 8.9 inch tablets such as Samsung Galaxy Tab 8.9 and the Archos 9 had the second highest click through rates with the second lowest rate of Web usage rates
  • The iPad leads the 9.7″ tablet category to a 1.02% click through rate
  • The iPad made up over 90% of Chitika’s tablet traffic data in their ad network, so they decided to break out the data with and without iPad
  • Read the report here

Social

-Facebook reportedly testing a “Want” button for retailers (Facebook)

  • The button will work on Open Graph objects called “Products”
  • Presumably, clicking “Want” will indicate you intend to buy something, or at least wish you could
  • Facebook will collect and collate this data in the same way it does with Like data, and then make the results available to third parties (read: advertisers)
  •  Companies will then be able to target brand messages based on Want preferences
  • With Want, advertisers will not only “target ads for Facebook users based on the users’ desires for similar products,” they will also have a valuable new input for models predicting purchase behavior
  • Read the full article here

-18% of U.S. Web users say "likes" encourage them to make purchases (eMarketer)

  • In March 2012, 22% of internet users worldwide said they would buy from a brand if they saw a friend “liked” or followed a certain brand on a social network
  • But in the US, that number dropped a bit, to 18% of all US Internet users
  • 23% of US Internet users under the age of 35 said they would buy a brand because of a friend’s social endorsement, and nearly as many Internet users between the ages 35 and 49 would do so
  •  Females and males were about even by this metric, at 18% vs. 17%
  • As consumers continue to interact with brands on social media, and as social media’s influence grows, a “like” or follow can influence the purchase decisions of fellow networkers

Search

-Google Tests New Shopping Results Placement, Tabbed Mega Sitelinks (Search Engine Watch)

  • Two search blogs reported seeing different Google SERPs tests late last week
  • In one, Google Shopping results appear not within the organic listings, but in the right sidebar 
  • The second test displays a new mega sitelinks format in which links are sorted and categorized into tabs
  • This arrangement puts the Shopping results in the sidebar, rather than having them bumping down organic listings
  • For queries that are informational in nature that space in the sidebar might be taken by Knowledge Graph results
  • Read the full article here

-comScore Releases June 2012 U.S. Search Engine Rankings

  • Google sites led the US explicit core search market in June with 66.8% market share (up 0.1 percentage points), followed by Microsoft sites with 15.6% (up 0.2 points) and Yahoo! Sites with 13.0%
  • 17.1 billion explicit core searches were conducted in June (down 2%), with Google Sites ranking first with 11.4 billion
  • In June, 69% of searches carried organic search results from Google (up 0.1 percentage points versus May), while 25.6% of searches were powered by Bing
  • Read the report here

eCommerce

-5 Hot Ecommerce Trends to Watch (Mashable)

  • This year, American online retail sales are projected to reach $224.2 billion
  • 1. Unusual or Commoditized Products – “Unusual” products compete on individuality and aesthetics more than price. “Commoditized” items, such as consumer electronics, mainstream tools and other equipment, generally will have less success selling commoditized items online.
  • 2. Third-Party Ecommerce Site Providers – Currently, the two most popular ecommerce site providers are Volusion and Shopify
  • 3. The “Mom and Pop” Effect – Smaller stores aren’t saddled with anachronistic organizational structures that segment a business by channel, such as store, catalog or digital
  • 4. Remarketing – Using multiple touches to generate continued interest in the product
  • 5. Mobile – Interestingly enough, a lot of customers have easier access to the Internet from their smartphones than from a computer.  Even more intriguing is that the average transaction price from mobile sales is 12% higher than on desktop computer-based sales.
  • Read the full article here

Demographic Insights

Men

-What Ads Do Men Notice and What Ads Annoy? (AdAge)

  • Men have the most praise for TV advertising, with more than half (54%) saying TV ads provide them with useful information about new products and services, useful information about bargains (46%) and meaningful information about the product use of other consumers (40%)
  • 63% of them also say TV ads are repeated too often. Half say ads come on at inconvenient times; 46% say the same about ads on the Internet.
  • Video is the medium of the young, and that shows up in how much they notice, and are influenced by, digital signage or videos in all the places they're showing up these days
  • When it comes to shopping, men are primarily looking to save money, but for the most part don't want to bother with coupons
  • Read more about the report here

Seasonal Insights

Back-to-School

-Back-to-School with Yahoo!

  • Nearly 1/3 of men’s time online in August 2011 was spent shopping for kids clothing (Women still dominant in the area)
  • 23% of Dads & 84% of Teens are getting involved in B2S shopping.  Even more impressive, 80% of those in charge of B2S purchases say their children heavily influence purchases  
  • Women primarily shop/purchase school supplies and apparel, whereas men shop/purchase media and entertainment items
  • 3 in 5 people shopped one month or further prior to the start of the school year, while 3 in 5 purchased within 3 weeks of school starting

-Planning Back-to-School Campaigns in Style (Hitwise)

  • $70 billion – Total projected spending for back to school merchandise including apparel, supplies and computers
  • August is the highest month for Back-to-School email campaigns to compliment search activity
  • The first half of August is a critical time period for marketing to parents and other Back-to-School purchasers. The proof is measured in both volume of mailings sent and the revenue those mailings received.
  • Students heading off to college are seeking assistance and content around the types of products that they should buy such as how to decorate their dorm rooms and what is the best laptop for college

Holidays

-Generation Gap: Holiday 2012 Spending Preview (Big Insight)

  • 10.2% are planning to spend more this year compared to last (up from 6.5% in Jul-11)
  • Though, keep in mind that the vast majority of shoppers plans to spend at (46.3%) or below (43.4%) their 2011 gifting budgets
  • Gen Y will be the most generous this year compared to last. Nearly one in five (17.9%) of these youngsters is planning to spend more on gifts this year.
  • Nearly three out of ten (29.4%) Gen Y-ers plan to pinch the pennies by making homemade gifts. Gen X indexed on average, while Boomers and Silents are less likely to do so.
  • Boomers (45.6%) and Silents (43.7%) are the most likely to scrimp on budgets by only buying on sale
  • Read the full article here

Global Insights

APAC

-China Leads Asia-Pacific in Mobile Social Media Use (eMarketer)

  • According to March 2012 research from Google, a majority of smartphone users in Australia, China and Japan were accessing mobile social media on at least a monthly basis
  • While smartphone penetration is lower in China than in more-developed countries around the world, the study showed that consumers who had splurged on smartphones seemed to be using them ravenously
  • eMarketer estimates smartphone penetration at 11.1% of the total population in 2011 in China, but that figure amounts to 148.3 million users. That’s compared to 93.1 million smartphone users in the US.

-The Key To Interactive Marketing In China (Forrester)

  • Urban Chinese online users earn 61% more than their offline peers, and they love to spend that money both online and offline. This means that digital channels should play a vital role in every layer of your Chinese brand ecosystem.
  • Online channels offer tremendous reach – Chinese online users spend 28 hours per week using the Internet — more time than they spend consuming TV, print, and radio combined.
  • Internet users trust brand sites to provide depth – Chinese online users trust marketers' websites twice as much as any other marketing channel, making it the ideal way to help customers explore your brands and products
  • Social media helps you engage existing customers – Nearly 100% of Chinese online consumers say they use social media least once a month
  • And marketers are following suit: 14 of the 23 Chinese interactive marketers we surveyed said they use social media marketing today – and another four plan to start in the next year

-Social Media Marketing In China (Forrester)

  • 97% of metropolitan Chinese online adults use social tools
  • This isn’t only driven by the younger-generations.  Forrester finds that on average 55-to-64 year old Chinese Internet users are more active than 25-to-34 year old US Internet users in most social behaviors.
  • Before marketers take the leap into social media in China, be sure to: Learn the Chinese social landscape; Use a solid strategic approach; Budget for the higher cost of social media in China   

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