Performics Weekly Research Recap


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

Hello Everyone!

Highlighted below are some emerging trends and insights that maybe of interest to you from October 21st. 

United States

Channel Insights

Search

 - Google To Begin Encrypting Searches & Outbound Clicks By Default With SSL Search. (Google)

  • The change to Secure Sockets Layer (SSL) search also means that sites people visit after clicking on results at Google will no longer receive “referrer” data that reveals what those people searched for, except in the case of ads.
  • Google analytics will only track SEO generally, not specifically. This means the search terms won’t be associated with a particular visit, because they aren’t being passed along.
  • Referrer blocking won’t be happening with ads. If someone clicks on an ad, the advertiser’s site will continue to receive all the same information it currently gets with unencrypted search.

Microsoft To Turn Bing Into Improved Search Service Via Apps. (MediaPost)

  • Search today provides a more programmed experience, but in the future on Bing, it will happen naturally.
  • The app would recommend things you likely want to see to provide a much more implicit search, rather than typing into a Web browser and typing 'restaurants near Belleview' and then going back to the map.
  • The Bing team will focus on connecting queries, a proxy for intent, with actions, not just information.

Paid search spending increases 7% in Q3. (Internet Retailer)

  • In the United States, 81.6% of paid search spending went to Google Inc., up slightly from the same period last year.
  • In Europe, spending on paid search ads increased 20% in the third quarter compared with the same period in 2010.
  • As the Yahoo/Bing alliance approaches its one-year anniversary, it shows little impact on the search engine landscape.

Mobile

Marketers: Mobile Social Networking Scores With Users. (Experian Simmons)

  • The study found voice calling applications (usually a native app on the phone) had the highest daily reach, at 62%, followed by messaging (51%), browser (47%), email (45%) and social networking apps (38%).
  • Social networking highest the frequency, with people checking social apps on average 17.7 times a day.
  • “…It can be appreciated how significant the role of social networking plays in mobile behavior, and marketers may be well advised to focus their attention in this area.”

Social

The State Of Social Media 2011: Social Is The New Normal. (FastCompany)

  • The state of social media is about how people are spending their time, interacting and connecting with one another, and what happens as a result.
  • Facebook is now the size of the entire Internet in 2004. And, as Nielsen shows us, at 53.5%, Facebook accounts for the majority of total time spent online.
  • Marketers must create an online experience for the social participant through multiple channels in order to engage and connect with them.

International Insights

Demographics

In Asia, Marketers Pay Heed to a Growing Older Population. (AdAge)

  • Companies are so caught up in wanting to be young and hip and they're ignoring this issue that the seniors are going to be a force to be reckoned with.
  • In Asia, home to large populations of older participants — in places such as Japan, South Korea, Taiwan, Singapore and Hong Kong — marketers have found unique ways of tweaking their products or marketing to appeal to golden lifestyles.
  • Marketers: don't underestimate the 50-plus set, a group that will have increasing importance as developed economies age.

 

Thanks for your time!

Research Team

Additional articles:

CHANNEL INSIGHTS

YouTube’s e-commerce push

Mobile Commerce Forum Report: Mobile drives big results for a small retailer

DEMOGRAPHICS

Targeting Millennials? You Have to Think Outside the Traditional Color Lines


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