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 June 20, 2011: United States Channel Insights Mobile Mobile commerce is expected to reach $31 billion by 2016 and be 7% of overall ecommerce sales (Forrester).

  • Forrester expects that mobile commerce will top $6 billion by the end of this year (2011) and grow at a compounded annual growth rate of 39% through 2016.
  • Retailers can expect 2% of their online web sales to be transacted through mobile devices in 2011.
  • One of the biggest opportunities for mobile shopping rests with store associates who can use handheld devices to educate themselves and consumers, as well as save sales when products are out of stock.

Time spent on mobile apps has surpassed web browsing (Flurry).

  • The average user now spends 9% more time using mobile apps than the Internet.
  • Facebook has increasingly taken its share of time spent on the Internet, now making up 14 of the 74 minutes spent per day by consumers, or about one sixth of all Internet minutes.
  • Consumers spend nearly half their time using games, and a third in social networking apps.  Combined, these two categories control a whopping 79% of consumers’ total app time.
  • Read the full story here.

Nearly a quarter of online adults (24%) have used the Internet to make a phone call (Pew Internet).

  • In 2007, online calling from Internet users was only about 8% (6% of all adults). Skype, one of the more popular online calling services, is considered to be a large contributor to the increase.
  • Demographically, Internet users with higher levels of education and household income, as well as younger online adults, were more likely than others to use the Internet for phone calls.
  • Read the full story here.

Video May 2011 U.S. online video rankings show that 176 million U.S. Internet users watched online video content in May for an average of 15.9 hours per viewer (comScore).

  • Time spent watching videos ads totaled more than 2.0 billion minutes during the month and video ads reached 45 percent of the total U.S. population for an average of 34 times during the month.
  • Google ranked as the top online video content (driven by in May with 147.2 million unique viewers.
  • 83.3 percent of the U.S. Internet audience viewed online video.

Online Media & Entertainment Dads spend more time and money entertaining kids online (eMarketer).

  • Dads may be more likely to pay more because they want to enjoy fun online activities along with their kids.
  • Among parents who own any online device, dads spent 4.5 hours on the Internet with their children, compared with 2.9 hours for moms.
  • This behavior indicates that dads are a willing target for messaging related to their kids. Or at least they could be but advertising has not kept pace with their involvement.

Social Three kinds of impressions drive reach and brand impact: standard paid impressions, paid impressions that contain social information, and “earned” impressions that happen as a result of a Facebook user engaging with an ad (Nielsen).

  • The key to success for marketers is creating a mix of social impressions that incorporate both paid and earned media.
  • Social advocacy and earned impressions can impact consumers in three important ways: ad recall, awareness, and purchase intent.
  • Read the full story here.

Ad Spending Top Brand Ad Spending by Category and Social-Media Ranking of 2010 is released (AdAge).

  • Technology brands, like Apple, have the highest sentiment of online conversations out of the top 200 megabrands ranked.
  • Cosmetic and personal-care brands, like L’Oreal and Dish Network, dominate the top 10 brands people speak highly of.
  • Read te full story here.

Industry Focus General comScore recently released a webinar, “State of the Internet in the U.S. in Q2 2011.” A couple key takeaways are listed below (comScore).

  • Approx. 215 million Americans used the Internet in April 2011 and 93% of Internet visitors conducted at least one search.
  • Top fastest growing categories in mobile are: Personal mail, weather, and social networking.
  • In May 2010, people were seeing more ads than the number of minutes they were online.

Marketing A recent report from Forbes Insights, “Bringing 20/20 Foresight to Marketing,” outlines the priorities, concerns, and actions of major marketers (Forbes Insight).

  • 52% of a group of marketing and corporate managers cited customer retention as their top current priority, followed by customer acquisition (38%), and customer profitability (29%).
  • 56% will increase their online marketing spending and 54% will increase their social media spending.
  • Read the full story here.

Travel Over 40% of passengers are not satisfied with the level of comfort aboard planes nor with ticket prices and fees (MediaPost).

  • “Despite the fact that dissatisfaction with key elements of airline travel remains high… only 30% of travelers had ever been asked to provide feedback to an airline via a customer survey or other means… and… 75% (of those) did not receive any type of follow-up from the airline… “
  • Those surveyed ranked Southwest Airlines the highest in customer service at 34%.
  • Read the full story here.

Economy Americans are not expecting a pay raise to compensate for the rising cost of goods (MediaPost).

  • 89.9% of those who currently have a job say they are not counting on a salary increase next year, according to the latest American Pulse™ Survey of 5,242 respondents.
  • In order to prepare for higher prices and stagnant incomes, 70.5% of Americans are planning to buy just the necessities. Driving less and spending less on clothing are also popular penny-pinching activities.
  • The significant majority of Americans consistently report that they are cutting back on the amount they are spending each week.
  • Read the full story here.

Demographics Hispanics Identifying and targeting Latinos online can be difficult or misleading (ClickZ).

  • Broaden the conversation to include specific terms that are Latino-relevant and/or part of your Hispanic advertising campaign can help better understand which part of that social conversation comes from Latino consumers.
  • Targeting Latinos based on interests (i.e. soccer, Latino music, novellas) could add another important layer to the approaches cited before.
  • Read the full story here.

Global Channel Web Usage More women than men in Singapore are using the Web (comScore).

  • The average 15+ female spends 3% more time online than her male counterpart.
  • Women are more social online: spend a greater share of time on social networking, email, and IM than men do.
  • Women in Singapore more likely to visit than men: 17% of women visited in April, compared to only 13% of men.

Search The market is now ripe for a mobile SEO strategy using social engagement as its basis, as over 90% of mobile use is for socialization (Search Engine Land).

  • People around the world know you can use a phone for search, but might not have the full capability to get the information.
  • In the UK, nearly half of mobile phones are now smartphones and the number is growing fast and the browsing capabilities are nearly that of a desktop machine.
  • Read the full story here.

Bookmark and Share

Comments are closed.

Performics Newsletter