Performics Weekly Research Recap


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

Highlighted below are emerging trends and insights from the week of July 4, 2011:

United States
Channel Insights

Social       

-Facebook partners with Skype to launch new video calling feature (Facebook).

  • In addition to video calling, the social network also revealed its new design for chat as well as a new group chat feature.
  • Within Facebook, users can launch video calling through the chat feature, and with just two clicks, they’re connected
  • Read the full story here

-Small businesses now have a new way to buy advertising on Facebook: rewards points earned from their American Express accounts (MediaPost).

  • The social network naturally hopes the new rewards option encourages more small and medium-sized businesses to advertise on the site.
  • Each $6,750 spent with an AmEx card buys $50 worth of advertising on Facebook.
  • Cardmembers can redeem points for Facebook Ads through American Express OPEN’s Facebook Page or its Membership Rewards site.
  • Read the full story here.

– Comments on social sites about brands and products are encouraging users to take action offline (eMarketer).

  • Participants use social sites several times a day or week and are also commenting on posts from friends just as often.
  • Fans or followers of a brand are influenced by what they see from these company accounts, but they are also influenced by what their friends say about brands or companies that they don’t necessarily follow.

– Android Gets Dibs On New Foursquare “Notifications” (TechCrunch).

  • Foursquare’s new feature, Notifications, focus on other activities “beyond the check-in”. That means things like comments on check-ins and photos, alerts when friends sign up, alerts about tips, alerts when you’re ousted as mayor, swarming alerts, etc.
  • Foursquare reiterates that this feature is Android and web-only for now, but promises that iPhone and BlackBerry users will get the new feature “as quick as possible”.
  • Read the full story here.

Search

– Baidu has announced an agreement with Microsoft for powering searches on the top Chinese search engine (Search Engine Watch).

  • “When a Baidu customer enters certain English-language search queries, Baidu will return its normal results, including a section of Bing-powered results in English denoted by a small Bing logo.”
  • The Chinese Internet market has grown by double-digit percentages over the past five years and is expected to reach over half a billion users by the end of this calendar year. Bing’s Chinese share is currently less than 1%
  • Read the full story here.

– Search, Display Trends Push Online Ad Spend Past $31 Billion (eMarketer).

  • By 2015, total online ad spending will approach $50 billion.
  • Google, Yahoo!, Microsoft, AOL and Facebook, will bring small and medium-sized business’ 68% of 2011’s total online ad spending.

Topics

Back to School

– Back-to-School: Trends, Insights and Optimization Tips for Search Advertisers (MediaPost via Microsoft Advertising).

  • “We are seeing more shoppers engage with the new technologies that are changing the retail landscape by comparing prices online and watching for price drops.”
  • Moms are likely the ones doing the research online before doing the shopping in stores.
  • Survey data reveals that many money-savvy consumers are strategically planning to delay their shopping this year.
  • Read the full story here.

Industry Insights

Automotive

– The availability of auto information online is providing unprecedented levels of choice and transparency for consumers, making it easy to shop for vehicles. (eMarketer)

  • Auto shoppers are no longer satisfied with information pushed to them by retailers, but instead seek to consult a wide range of outlets before making a big-ticket purchase.
  • Many auto purchases start with a web search, conclude at a dealership and include visits to manufacturer and third-party sites along the way.
  • A 2010 global automotive study by Capgemini found that 41% of consumers said pricing was the most important feature on a manufacturer or dealer website.

Video Games

– 29 percent of gamers are over 50 years old – the average gamer is 37 (Entertainment Software Association).

  • Today, the average gamer is 37yrs old. In 1985, the average gamer was about 11 when the original Nintendo Entertainment System hit shelves.
  • 72 percent of American households play video games.
  • 42 percent of gamers are female (though of hardcore gamers, females make up 48 percent)
  • Read the full story here.

Global

Channel Insights

Mobile

– GSMA Mobile Media Metrics Report Issued on UK Mobile Applications Usage (comScore).

  • Google Maps ranked as the top mobile app with 6.4 million users, reaching 73.3 per cent of all UK app users.
  • Yahoo’s Weather app ranked second with 3.6 million followed by Facebook’s app with 3.5 million unique visitors.

– China continues to be the largest mobile market in the world (ClickZ).

  • Android phones and iPhones are the best sellers in China, taking market share away quickly from the perennial market leader Nokia.
  • Marketers should consider increasing their mobile ad spending… less than 1 percent of marketing spent globally is invested on mobile related media/projects, and closer to 0.5 percent in China.
  • Read the full story here.

Demographics

Women

– Nielsen releases a new study of women around the world that provides insight into how current and future generations of female consumers shop and use media differently (Nielsen).

  • TV is the preferred source to get information about new products and services.
  • Across 95% of countries, the number one driver of brand loyalty across 17 factors in 20 of 21 countries is quality.
  • Only 10% of women are highly influenced by web ads with social context.
  • Read the full story here.

Industry Focus

Consumer Goods

– Europe’s fast moving consumer goods (FMCG) Market Remains Sluggish (Nielsen).

  • Europeans continue to feel extremely tentative about the economies in their countries and are reluctant to spend their extra Euros, Kroners and Pounds.
  • Among the big five economies, France topped the group with 2.7 percent nominal growth, followed by Spain (+2.4%) and the UK (+2.3%). Italy recoded zero growth, while Germany declined four percent.
  • Read the full story here.

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