Social Media

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
July 2, 2012

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 […]
June 26, 2012

Facebook Offers & Mobile Newsfeed: Retailer Case Study

Posted by Christine Hickey and Justin Sadowski, Performance Innovation One of Performics’ large retail clients sought to promote sales using multiple Facebook ad opportunities.  Through the […]
June 25, 2012

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

Posted by Christine Hickey and Justin Sadowski, Performance Innovation At the beginning of June, Facebook began allowing advertisers to separately purchase News Feed desktop and mobile […]
June 18, 2012

Performics Weekly Digital Research Recap

Posted by Cristina Lucero & Christina Mannarino, Performics Research & Insights Team United States Performics Authored -Mobile Paid Search Reaches New Heights in May In May, […]

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