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 August 14, 2011:

United States

Channel Insights

Mobile & Tablet

– 14 Million Americans (6.2% of the U.S. mobile audience) Scanned QR or Bar Codes on their Mobile Phones in June 2011 (comScore).

  • Mobile QR code activity is mostly the province of young, affluent males.
  • Among QR code users, print magazines and newspapers are by far the mostly likely places users will scan a code.
  • “For marketers, understanding which participant segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement.”

– Integration Challenges for Mobile Commerce (Forrester).

  • Many retailers (22%) have chosen to bootstrap, building their own m-commerce platform internally, but the downside is that creating and retaining an internal mobile organization can be expensive and requires a long-term vision.
  • Retailers must support an increasingly diverse set of participant-enabled touchpoints while providing both a consistent user experience and a structured back-end commerce platform that enables the eCommerce operations team to focus on merchandising and revenue growth.

– The 2011 Mobile [Participant] Report (Experian Simmons).

  • There are 5 distinct segments to mobile participants ranging from Mobiratis (grew up with cell phones) to Basic Planners (only use cell phones for basic/necessity).
  • Beyond using their phones in the aisles of a store, participants want to use their phones all the way through the checkout process.
  • Mobile offers marketers a new avenue for connecting with those who are less receptive to advertising via other media.
    • One way to connect is socially – Expanding mobile access to social networks means participants can share their feelings towards a brand and influence their social network within minutes of a good (or bad) experience.
  • Read the full report here.

– Pew Internet Survey: How Americans Use Their Cell Phones.

  • Cell owners value their phones for quick information retrieval, for entertainment, and for assistance in emergency situations.
  • Despite their advantages, some cell phone owners just need an occasional break – 29% of cell owners turned their phone off for a period of time just to get a break from using it.
  • African Americans and Latinos – These groups have high rates of usage, compared with white cell owners, across a wide range of mobile applications.

– The Mobile Insider Summit was held this week. Most of the presentation are available here; scroll down the agenda for each individual video.


– Google Plus – Innovators and Early Adopters through Mosaic types (Hitwise).

  • Careful analysis of the Mosaic segments since launch; reveal that in just over six weeks, Google + has moved from innovators to early adopters to early mainstream users visiting the new social network.
  • Colleges and Cafés have dropped to an index of 73 and now make-up only 0.3% of visits to Google+; however, several early adopter segments are taking their place. Such as, “Prosperous, middle-aged married couples living child-focused lives in affluent suburbs.”
  • As Google+ matures, watching the migration of these segments will provide an indication of whether Google+ will grow into a Facebook competitor or find its place as a niche social network for specific demographics.


– Google Buys Motorola Mobility For $12.5B, Revs Up Patent Portfolio (Google).

  • Google plans to continue running Motorola as a standalone business. In addition to Android smartphones, Motorola Mobility produces tablets, Bluetooth accessories, set tops, digital video recorders, and other products.
  • The deal is a major leap forward in Google’s mobile ambitions, bringing it into closer competition with Apple.
  • Read the full story here.

– New McKinsey research estimates the impact of Internet search in the global economy, pinpointing the sources of value and the beneficiaries (McKinsey & Company).

  • The report suggests that the return on investment (ROI) for deploying search excels far beyond other media. Here, advertisers typically earn an average ROI of 7:1.
  • The report points to nine sources of value: better matching, time saved, raising awareness, price transparency, long-tail offering, people matching, problem solving, new business models, and entertainment.
  • The more powerful search becomes, the more value can be distilled from a mountain of data.

Participant Segmentation

Personas & Social Behaviors

– Personas Require Regular Updates (Forrester)

  • Personas are living documents that require updating as frequently as participants’ behaviors and technology use changes, therefore, participant experience professionals should maintain a central repository for all persona assets and insights.
  • Personas should incorporate timely insights into participants’ mobile device ownership and level of experience as well as their aspirations, needs, and desires.
  • Personas should present accurate insights into target participants’ social media preferences and behaviors.

Seasonal Topics & Trends

Back to School

– Retailers could see slow back-to-school season (CNBC).

  • A new study from Britt Beemer of America’s Research Group finds that Americans continue to pinch pennies, even when it comes to getting clothes for their kids to wear in the new school year.
  • Beemer found that 55 percent of parents are trying to get their kids to wear last year’s clothes, an increase from last year’s 51 percent.
  • Nearly 20% say they’ll try to delay their back-to-school shopping all the way to the Christmas season. That’s also up slightly from last year.
  • Read the full story here.

Economic Factors

– High gas prices boost online sales (MSNBC).

  • Online sales are up 17.6 percent over last year – The gains come as gasoline prices have nearly doubled in the past two years.
  • To better capture a bigger share of online sales, retailers like Wal-Mart recently reshuffled their online operations to better integrate Web traffic with store traffic.
    • Roughly 60 percent of the retailer’s online sales involve merchandise that participants  pick up at local Wal-Mart outlets.
  • Read the full story here.



– Health Insurers Still Struggle To Deliver Positive Multichannel Participant Experiences (Forrester).

  • Despite all of the fervor around mobile, less than one-third of participants who engage with their health plan via a mobile site or app are satisfied with the experience.
  • This evidence suggests that there’s a deeper problem than channel-level experience design that underlies poor participant experience at health insurance firms, such as underwriting, product development, and legal — and IT systems that are not built for participant experience optimization.
  • To identify and address these core business issues, health insurance participant experience professionals must map the participant experience ecosystem.


Channel Insights

Mobile & Tablet

– Western European Ecommerce Market Continues Strong Growth (eMarketer).

  • The UK will no longer account for half of region’s spending as France, Germany, Italy and Spain are increasingly vital markets in their own right.
  • eMarketer estimates that in 2013, combined online sales in these countries will reach $121.5 billion and overtake the UK total for the first time.
  • “As ecommerce grows across the region, each country seems to foster a unique blend of ecommerce habits. For example, mobile phone owners polled in France in 2011 appeared far more likely than those in other EU-5 countries to use their handsets while shopping in stores.”


Deals & Coupons

– Promotion-Seeking Asia Pacific Shoppers Present Opportunities (Nielsen Wire).

  • Shoppers in Vietnam and Malaysia are particularly motivated by promotions, followed by shoppers in China.
  • Male shoppers are a bigger force to reckon with – As the number of male main shoppers grows steadily across the region, marketers will increasingly need to tailor their strategies to the needs and wants of this group.
  • Who are the most “impulsive” shoppers? – Retailers can re-evaluate their store layouts to encourage more ‘grab-and-go’ shopping, and devise strategies that suit the needs of the ‘impulsive’.
  • The key is always knowing how to best leverage these trends via marketing, promotions and even store layout and understanding the needs and desires of today’s participants.
  • Read the full story here.

Bookmark and Share

Comments are closed.

Performics Newsletter