Ten Current Digital Trends

Have you used your smartphone in the shower?  What can your automatically generated store coupons tell about you?  Performics recently searched to find the 10 most interesting (and sometimes curious) digital trends from this year. 1.   Participants are rarely away from their smartphones, even using them in some unusual places.  First, 80% check their smartphones within 15 minutes of waking up.  12% have used them in the shower.  19% have used them in church.  And 9% have even used their smartphones during sex! (Harris Interactive, 2013; IDC Research, 2013) 2.   Participants don’t trust brands anymore.  Only 25% trust advertising, while 70% trust strangers with product experience and 90% trust friends who have used a product. (Kantar Research 2013) 3.   Internet shopping sprees are helping people get over two awkward times in life: Puberty and Mid-Life.  eMarketer estimates 14-17 year-old online buying to grow by 17% from 2012 to 2017, followed by 45-54 year-old by 13%, 55-64 year-old by 11%, and ages 64+ to grow by 7%. (eMarketer April 2013) 4.   Behavioral marketing: Last February, a father attacked Target for sending his daughter baby coupons, only to abashedly find that the store had figured out her pregnancy before he had.  But behavioral marketing still has quite a ways to go.  Only 17% of B2B marketers say they’ve been practicing long enough to call themselves “mature,” while 34% are in transition.  The numbers for B2C marketers are slightly better at 20% and 41%. (Forrester, 2013) 5.   Since January, marketers have been wondering if mobile CPCs will rise in Enhanced Campaigns. Well, with 100% migration, Performics U.S. clients are seeing a 14% increase in tablet CPCs, but a 26% decrease in smartphone CPCs.  The jury is still out, however.  Our advertisers have been utilizing conservative smartphone bid multipliers upon migration, resulting in lower CPCs; but as mobile competition heats up for holiday, we may have to increase bids. (Performics, July 2013) 6.   Big Data: the Friendly Giant? The response following the NSA leak was “Oh, we knew that all along – we just didn’t have proof.”  Participants are living in a world of personal data overflow and have found themselves willing to trade information in exchange for perceived value.  The older the browser, the tighter-lipped.  When polled on willingness to share personal information, 78% of carefree 18-29 year-olds volunteered, followed by 73% of 30-44 year-olds, and 68% of 45-59 year-olds.  For example, a coupon for free food would get the personal information of 66% of 18-29 year olds, 62% of 30-44 year olds, and 52% of 45-59 year olds. (PWC, 2013) 7.   Google vs. the World: For 30% of online buyers, Amazon is their first-stop destination for shopping, while Google takes home only 13% (Forrester, Dec. 2012).  Google is taking on Amazon with Google Shopping’s PLAs, possible Prime-like shipping options, and a series of apps to combat a million little niche engines – Citysearch, TripAdvisor, RetailMeNot (coupons), SkyScanner (flights), TinEye (images), Pipl (people), MixTurtle (songs) and SlideFinder (Powerpoint slides).  Just try searching for a flight on Google, for example, and a “flights app” pops up above the organic listings.  On the social front, Author Rank and other future additions to Search Plus Your World are looking to bump Google+ up in its faceoff against Facebook.  Facebook’s answer came in the form of Graph Search, recently publicly unveiled by Facebook to its 1.1 billion users. (Forrester 2012; Performics 2013) 8.   Multichannel shoppers are spending and shopping more.  Ebay found that 21% of their customers shopped cross-screen, and that 21% accounted for 45% of eBay purchasers (Internet Retailer, April 2013).  Omni-channel giant Walgreens found that their shoppers who spent time both in-store and on their website spent 3.5 times what store-only shoppers spent.  Walgreens shoppers who browse across all three channels – store, mobile, and web – on average spend six times that of store-only shoppers.  (Shop.org, Feb. 2013) 9.   Mobile click share reaches new heights.  Performics’ aggregate U.S. client base is now seeing 35.7% of all paid search clicks (desktop + mobile) coming from mobile.  (Performics, May 2013) 10.  TV Multitasking: Multitasking is now a fact of life.  This applies not just to college age kids who mainly plug in to social media while watching TV, but all of us.  Deloitte survey data shows that 81% of Americans multitask while watching TV, with 88% of 24-29 year olds doing so.  Mobile gaming and social networking peak during TV primetime hours for 90% of smartphone users (between 7-10pm). (Deloitte, March 2013)  

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