Performics Weekly Digital Research Recap


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

United States

Performics Authored

-Facebook’s New Mobile Targeting: Initial Results Show Performance Gains

  • At the beginning of June, Facebook began allowing advertisers to separately purchase News Feed desktop and mobile ads—much like how search engines enable advertisers to separately target desktop and mobile devices
  • The functionality is available for advertisers running Sponsored Story and Page Post campaigns; and Performics has been testing the feature for clients.
  • Facebook mobile targeting helps advertisers separately strategize, optimize and report by device
  • Read more on the Performics Blog

Channel Insight

Mobile

-7% of cell phone owners do most of their online browsing on their phone, rather than a computer or other device (Pew Research Center)

  • Most do so for convenience, but for some their phone is their only option for online access
  • Some 88% of U.S. adults own a cell phone of some kind as of April 2012, and more than half of these cell owners (55%) use their phone to go online
  • Moreover, 31% of these current cell Internet users say that they mostly go online using their cell phone, and not using some other device such as a desktop or laptop computer
  • That works out to 17% of all adult cell owners who are “cell-mostly Internet users”—that is, who use their phone for most of their online browsing
  • Read the full report here

-Deloitte Study: Smartphones will Influence $689 Billion in Retail Store Sales by 2016

  • Smartphones currently influence 5.1% of annual retail store sales, translating into $159 billion in forecasted sales for 2012
  • Nearly half (48%) of smartphone owners surveyed say their phones have influenced their decision to purchase an item in a store, and the study shows that participants’ smartphone use tends to be highest at or near the point of purchase
  • Nearly 7 out of 10 smartphone owners (67%) between 14 and 34 years old have used their devices to shop, and 55% indicate their smartphones have influenced their decision to make a purchase
  • Read the full report here

Social

-Getting the Most Out of Facebook Ads (eMarketer)

  • Because the clickthrough rates on these ads are minuscule and because their limited creative palette will never win them awards, Marketplace ads get little respect
  • Yet when Marketplace targeting and bidding are done correctly, advertisers can be highly successful
  • Click rate may be a standard metric across the web, but successful advertisers on Facebook are starting to focus less on driving clicks and more on understanding what happens after the click
  • Marketers’ narrow use of Facebook’s ad targeting capabilities may be due to the complexity of Facebook’s ad tool

-Microsoft confirms the acquisition of B2B social networking firm Yammer (Mashable)

  • Yammer provides a Facebook-like platform for businesses that lets employees post news and links and ask questions
  • Using a model of providing a basic version of its software to bait users into stepping up to premium, Yammer built a successful business, snagging 80% of the Fortune 500 by October 2010
  • Microsoft added that Yammer will bolster its growing portfolio of cloud services
  •  Read the full article here

-Pinterest Now Bigger Than Google+ And Tumblr For Brands (Business Insider)

  • Sharing to Pinterest is 6% greater than Tumblr and 7% greater than Google +1
  • Referral traffic from Pinterest was 30% higher than from Twitter across its 14 million site network in the month of May
  • People following brands increased 26% in the last month. The mobile platform breakdown for Pinterest usage, according to AddThis: 55% iPad, 17% iPhone, 28% Android
  • That means almost three-quarters of its mobile users are accessing Pinterest via an Apple product
  • Read the full article here

Search

-How Social Signals Could Potentially Influence Local Search Results (Search Engine Land)

  • With the use of mobile phones and checking in to locations becoming more prevalent, there’s a strong potential to use geo-social networks to signify the importance and relevance to a particular location that already has existing and consistent citations and links
  • Taking advantage of social media for organic search requires thinking a little outside of the box with regards to what’s working now, and considering how your usage and customer base could add influence to your rankings in the future
  • Some ideas: Direct Connect & Business Information, List Social Profile Info In Physical Location, Check-in Discounts
  • Merging Google+ and Places to create Google+ Local is definitely a step in the direction of utilizing geo-social signals as a more substantial factor
  • Read the full article here

Industry Insights

Auto Insurance

comScore's 2012 US Online Auto Insurance Shopping Report

  • The report provides a detailed analysis of overall industry trends in 2011 and the attitudes and intentions of participants shopping for auto insurance online
  • In addition, the study reports on the volume of online quote requests and highlights customer preferences on purchasing channels and key factors driving the decision-making process for shoppers
  • While online auto insurance channels continued to generate a high volume of insurance shopping activity in 2011, participants are no more likely to consider switching from their old auto insurance providers than two years ago
  • However, more than a third of respondents now say they are likely to purchase policies online in the future, up 2 percentage points from the previous year
  • Having discounts offered for purchasing online, guaranteed site security, and the ability to get a quote by providing only minimal personal information ranked as the top three features that would increase the likelihood of these respondents to purchase online
  • Read more about the report here

Holiday Insights

Back-to-School

-Shoppers looking to cut corners with their 2012 back-to-school budgets (BIG Insights)

  • Last year, the average person spent about $603 on everything from school supplies and apparel to electronics and footwear
  • 80.4 percent of people with school-aged children say the economy will impact their spending plans
  • College students and their families aren’t far off – 79.8 percent said the economy will impact their college-related spending plans
  • Overall, it looks like the Internet is where the back-to-school shopper will be
  • Offering convenience and cost-saving opportunities, 31.0 percent of shoppers with children in K-12 say they will do more comparative shopping online, up from 29.8 percent last year
  • Nearly 17 percent said they would shop online more, up from 15.3 percent last year and 12.3 percent the year prior
  • Read the full article here

Global Insights

Japan

Smartphones Help Spur Mobile Content Use in Japan (eMarketer)

  • eMarketer estimates that there will be 107 million mobile phone users in Japan at the end of 2012, accounting for 84% of the total population
  • Approx. 33% of mobile phone users will use a smartphone in 2012
  • Both smartphone and feature phone users in Japan were more likely to access emails via their device than send or receive text messages (SMS)
  • One reason is that service providers offered email services to feature phone users as early as 1999
  • Users presumably maintained the habit of checking email accounts on their mobile devices after they upgraded to smartphones
  • Smartphone applications and high-end cameras seem to have led to an increased likelihood of users chatting via instant and video messages

LATAM

Latin America has the most engaged social network users (Econsultancy)

  • Latin America’s users spend the most time on social networks with a total of 7.6 hours spent per month, ahead of Europe and North America with 7 and 6.4 hours respectively
  • comScore found that out of the top 25 most engaged countries in the world, 7 of these are in Latin America including Argentina, Chile, Colombia, Venezuela, Mexico, Peru, and of course Brazil
  • On Facebook alone, 5 out of the top 10 largest audiences are in Latin America but only 39% of companies have a presence on Facebook as opposed to 54% globally
  • On Twitter only 32% of companies have an account, much lower than the 65% global average
  • The numbers are even more disappointing when looking at You Tube and blogging presence
  • Read the full article here

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