The Weekly Digital Digest

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May 22, 2013
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May 27, 2013

The Weekly Digital Digest


The Performics Weekly Digital Digest provides a recap of this week’s latest digital news. The news covered each week may vary, due to new trends and hot topics continuously emerging. United States Performics Authored

Channel Insights Mobile

  • comScore Report: Trends Shaping Local Search in 2013
    • Nearly 86 million Americans use their mobile phones to interact with local business content.
    • Tablets are being adopted at an unprecedented rate, reaching over 40 million Americans two years after their introduction.
    • Tablet searchers are more likely to continue to research; PC/Laptop users are not likely to continue research.
    • While fewer local business searchers actively use Social Networking Sites as a source of business information, these sites still have a high impact on brand perceptions.
    • Performics employees can access the report here.
  • xAd and Telmetrics: Forget ‘Showrooming’: 77% of Mobile Retail Shoppers Buy In-Store
    • Mobile now accounts for one third of all retail activity online with 98 million shoppers using a smartphone as their retail experience.
    • 77% of smartphone users who make a purchase after looking up retail-related information on their device buy in-store — compared to only 20% who do so online.
    • 54% of all retail-related activity on smartphones occurs at the beginning of the purchase cycle, well before the consumer walks into the store.
      • That’s compared to 11% of shoppers who said they use their device at the end of their research process.
    • The report found that 56% of all mobile retail users went on to make a purchase.
  • Forrester: Don’t Confuse Tablet And Mobile Marketing
    • Marketing leaders must create a differentiated tablet experience or risk dissatisfying their best customers and missing opportunities to engage when customers discover and explore their products.
    • Tablet Marketing Matters. Tablet marketing enables marketers to engage with influential customers who spend less time on PCs and print media.
    • Marketers Should Use Tablets To Enhance Discovery And Depth In The Digital Home. Marketers will see the benefits of designing immersive tablet experiences for people discovering and researching their brands and products.
    • Shift to Contextual Marketing. Most of us have only had mobile phones for, at most, twelve years.

Search

  • MediaPost: Mozilla Puts Cookie-Blocking On Hold
    • Firefox 22 browser has postponed the controversial cookie-barring plan in order “to collect and analyze data on the effect of blocking some third-party cookies.”
    • The cookie-blocking patch was designed to prevent companies from setting cookies on consumers’ computers, unless consumers previously visited those companies.
    • The patch doesn’t always accurately identify companies that have relationships with consumers.
    • All of the major browsers, including Mozilla, offer users a way to activate a “do-not-track” header, which tell publishers and ad networks that users don’t want to be tracked.
      •  But there is no consensus yet about how to respond to those signals.

Social

  • Pinterest: Pinterest Partners With Brands to Add Information to Pins
    • Pinterest introduced more useful pins, with pins from certain brands now displaying information such as recipes, movie reviews and price information. Features of these pins include:
    • Product pins for things like clothes and furniture with pricing, availability, and where to buy (updated every day!).
    • Recipe pins from your favorite bloggers and websites that include cook time, ingredients, and servings.
    • Movie pins with content ratings, cast members, and more.
  • Twitter: Twitter Captures user interest with the Lead Generation Card
    • A new kind of Tweet called the “Lead Generation Card,” is designed to allow marketers to easily collect personal information from Twitter users.
    • Users can easily and securely share their email address with a business without leaving Twitter or having to fill out a cumbersome form.
    • When someone expands your Tweet, they see a description of the offer and a call to action.
    • The Lead Generation Card will only be available to managed clients, but Twitter plans to launch this Card globally and to small- and medium-sized businesses soon.

Video

  • The Verge: YouTube users now upload 100 hours of video every minute
    • Over 100 hours of video are now uploaded to YouTube each and every minute. One year ago on this day, that figure stood at 72 hours per minute (it was 48 hours in 2011).
    • Over one billion people now visit YouTube monthly — more and more users are continuing to upload their own clips to the site in hopes of creating the next viral phenomenon.

Demographic Insights Teens

  • Pew Research Center Report: Teens, Social Media, and Privacy
    • Teen Twitter use has grown significantly: 24% of online teens use Twitter, up from 16% in 2011.
    • Focus group discussions with teens show that they have waning enthusiasm for Facebook, disliking the increasing adult presence, people sharing excessively, and stressful “drama,” but they keep using it because participation is an important part of overall teenage socializing.
    • Teen social media users do not express a high level of concern about third-party access to their data; just 9% say they are “very” concerned.

Global Insights APAC

  • eMarketer: In China, a Broad Affinity for Apps
    • In March 2013, three-quarters of the country’s smartphone users on the iOS or Android platforms had used six apps or more that month.
    • eMarketer estimates there will be 321.9 million smartphone users in China this year, or one-third of mobile phone users.
    • 46% of the country’s smartphone users reported making in-app purchases, compared with 37% of US smartphone users.
  • Nielsen: In China, Premium Sells. From Toothpaste to Cars to Banking
    • Consumers’ increased awareness of product quality and safety is the primary trigger behind the premium trend.
      • The strong premium momentum in infant milk formula, especially following the 2008 melamine scandal, is a good example.
    • In just five years, sales of luxury cars have tripled.
    • What are the best ways to sell a premium product in China?
      • Stretch your brand, instead of launching a new brand, to leverage existing credibility in the market.
      • Offer a unique benefit or a specific function – such as VIP perks with a premium service credit card, for instance.
      • Stand out with high-quality packaging.

Thanks for your time! Planning &Strategy Team


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