Posts Tagged "Mobile"
Smartphone owners a ‘threat’ to retailers
US consumers are using their iPhones, BlackBerrys and Android phones for in-store research, according to new data from Compete.
A survey from the researchers, covering the third quarter of 2009, suggested that 52% of smartphone owners use their handsets to check product descriptions, that 36% check rival retailers’ prices when deciding whether or not to buy a product, and that 34% used “m-commerce” channels to make purchases.
Commenting on the Compete report, Jeffrey Grau, senior analyst at eMarketer, said rising use of phones to check rivals’ prices represented “both a threat and an opportunity” for retailers.
Users of Google’s Android smartphone are thought to be spending the most via m-commerce, with 11% telling Compete they would consider making purchases of $500 or more with their phones, compared to 9% of iPhone owners and 2% of BlackBerry owners.
Meanwhile, 51% of BlackBerry owners, 40% of Android owners and 28% of iPhone owners are open to making purchases of $10 or less.
Recent figures from Deloitte also indicated that around one in six (15%) of all US mobile users purchased goods and services through their phones from time to time during 2009.
This year, US m-commerce is likely to grow further as consumers continue to migrate from in-store to online shopping.
Grau added: “A retailer’s best defense for maintaining customer loyalty is to develop a mobile offering that allows in-store shoppers access to customer reviews and other product information on its website.
“By providing mobile access to their extensive online product information, they help customers feel more comfortable about making a purchase.”
Data sourced from eMarketer; additional content by Warc staff, 13 January 2010
Read MoreIs social media a fad? Or is it the biggest shift since the Industrial Revolution?
Welcome to the World of Socialnomics
Socialnomics: How social media transforms our lives and the way we do business.
Key Stats from the Video:
By 2010 Gen Y will outnumber Baby Boomers… 96% of them have joined a social network.
Social Media has overtaken porn as the #1 activity on the Web
1 out of 8 couples married in the U.S. last year met via social media
Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)… Facebook added 100 million users in less than 9 months… iPhone applications hit 1 billion in 9 months.
If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia. Yet, some sources say China’s QZone is larger with over 300 million using their services (Facebook’s ban in China plays into this)
comScore indicates that Russia has the most engage social media audience with visitors spending 6.6 hours and viewing 1,307 pages per visitor per month – Vkontakte.ru is the #1 social network
2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction — 1 in 6 higher education students are enrolled in online curriculum
80% of companies using LinkedIn as a primary tool to find employees.
The fastest growing segment on Facebook is 55-65 year-old females
Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama
80% of Twitter usage is on mobile devices… people update anywhere, anytime… imagine what that means for bad customer experiences?
Generation Y and Z consider e-mail passé… In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen.
What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…
The #2 largest search engine in the world is YouTube
Wikipedia has over 13 million articles… some studies show it’s more accurate than Encyclopedia Britannica… 78% of these articles are non-English
There are over 200,000,000 Blogs — 54% of bloggers post content or tweet daily
If you were paid a $1 for every time an article was posted on Wikipedia you would earn $156.23 per hour
Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0
25% of search results for the World’s Top 20 largest brands are links to user-generated content
34% of bloggers post opinions about products & brands
People care more about how their social graph ranks products and services than how Google ranks them
78% of consumers trust peer recommendations. Only 14% trust advertisements
Only 18% of traditional TV campaigns generate a positive ROI
90% of people with DVRs skip ads
Hulu has grown from 63 million total streams in April 2008 to 373 million in April 2009
25% of Americans in the past month said they watched a short video… on their phone
According to Jeff Bezos 35% of book sales on Amazon are for the Kindle
24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news, the news finds us.
In the near future we will no longer search for products and services they will find us via social media
More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook…daily.
Successful companies in social media act more like Dale Carnegie and less like David Ogilvy — Listening first, selling second.
Successful companies in social media act more like party planners, aggregators, and content providers than traditional advertisers.
Read MoreFeels like free!
It’s my favorite Marketing strategy! I believe that everything which is free attracts people. Many of today’s corporations have based their entire way of doing business on this strategy.
The strategy is simple; giving something valuable for free creates a motion. It’s like induction, I give you something and your instinct is to give me something back. But now, when everything is for free the second step disappeared and people are confused. This will lead to another strategy, the viral marketing, which is like a virus: “Go there; they give us something for free!”. And the viral marketing comes with another strategy, mass marketing (mass media will speculate this moment for creating a new story). People will speak about your business on their blogs, at their workplaces and everywhere else.
But where is the business?? The business is in guiding this motion into something more valuable. The most important thing is to have the people on your side. This simple strategy made from Google the most important Internet Corporation. Google starts and continues to offer free internet services but at the same time sells billions of dollars through advertising to us. Many other leading websites use the same strategy: Skype offers free internet video and voice calls, Facebook gives access to free social networking, Flicker and Trillian are other examples and the list can continue.
I smile when I see this strategy applied at the workplace, where the company offers us a training session in Japan or gives us a car to drive, a mobile phone or a laptop to use. This makes the employees to feel very happy and determines them to consider that they go on vacation or drive their car on the company’s expenses. This is totally wrong, because they are just victims of “feels like free” Marketing strategy. The employees will “pay” for all these 40 hours of work per week.
So, through “feels like free” strategy you can use the customers as a bridge for reaching your vision. All you have to do is find out what the customer really needs and then you have to give him what he desires. Besides that, you can also offer things that “guide” him in making your vision come true.
Read MoreGeneration X glued to video media 9.5 hours a day
By Vigyan Arya on Sunday, March 29, 2009
Adults between the ages of 18 and 35 are exposed to as much as 8.5 hours of digital broadcast daily, according to a recently-concluded study by the Council for Research Excellence, a group funded by Nielsen.
The survey conducted by Ball State University’s Centre for Media Design (CMD) and Sequent Partners dispels several popular notions about video media use.
The sweeping study on media habits of people found that Gen-Xers use digital platforms more than previously thought and that consumers under the age of 35 watch more live TV than expected. At the same time, evidence is mounting that traditional TV use is in decline among consumers in advertisers’ favourite age demographic, between 18 and 34.
These figures were a result of $3.5 million (Dh12.8m) year-long video consumer mapping study, in which participants were directly observed throughout the day by CMD researchers.
The recorded consumer exposure to visual content presented on any of four categories of screens: traditional TV, computer, mobile devices and out of home, which include cinema, in-store and even GPS devices.
The study covered more than three-quarters of a million minutes or a total of 952 observed days. The study relied on a core group of 350 participants, but that was supplemented by other groups of candidates.
Overall, live TV usage led all video time by a large margin, followed by consumption of DVDs and then digital-video-recorder usage.
The study emphasised that that younger baby boomers between the ages of 45 and 54 consume the most video media, taking in an average of just above 9.5 hours a day. Of that time, 336 minutes per day, more than five-and-a-half hours, was devoted to live TV. The young boomers also use the web an average of 46 minutes, DVR playback 17 minutes, and e-mail 51 minutes.
Meanwhile, consumers between the ages of 18 and 34 take in an average of eight-and-a-half hours of media overall, with 210 minutes – about three-and-a-half hours – devoted to live TV. The youngest consumers devote an average of 67 minutes to the web, 34 minutes to DVR playback and 20 minutes to email. The findings also established the fact that younger baby boomers (age 45-54) consume the most video media.
The young boomers “adopted the behaviour of two different groups of people – one group that is younger when it comes to digital media and one group that is older when it comes to TV,” Bill Moult, founding partner of Sequent Partners, said during a presentation of the research.
“This landmark research study makes a significant contribution to our understanding of how consumers go about accessing content across all platforms within the context of their daily lives,” said CRE Media Consumption and Engagement Committee Chair, Shari Anne Brill. “It also considerably advances the Council’s thinking regarding audience measurement priorities. Nothing of this magnitude has ever been attempted before and we expect that our entire industry will benefit from this game-changing work for years to come.”
Mike Hess, CRE Chair, added, “The scope of the study was too big and the cost too prohibitive for any one company to undertake on its own. A project of this magnitude clearly required a group effort.”
“Among the things we learned from those experiences is that people generally cannot report accurately how much time they spend with media,” said Mike Bloxham, Director of Insight and Research for Ball State’s CMD. “Some media tend to be over-reported whereas others tend to be under-
reported – sometimes to an alarming extent. Clearly, that kind of variance puts in question one’s ability to draw meaningful conclusions, and it convinced us that the observational method is the only real way to achieve accurate and reliable results.”
Added Paul Donato, Nielsen’s Chief Research Officer, “These new results are consistent with previous Nielsen studies that have found that video consumption has never been higher.”
The study formula
For mapping an accurate survey, observers used handheld smart keyboards equipped with a custom media collector program developed by Ball State.
The observers recorded – in 10-second increments – consumer exposure to visual content presented on any of four categories of screens. They are traditional television (including live TV as well as DVD/VCR and DVR playback); computer (including web use, e-mail, instant messaging and stored or streaming video); mobile devices such as a BlackBerry or iPhone (including web use, text messaging and mobile video); and “all other screens” (including display screens in out-of-home environments, in-cinema movies and other messaging and even GPS navigation units).
The study generated data covering more than three-quarters of a million minutes or a total of 952 observed days. This is the largest and most extensive observational study of media usage ever conducted.
Other findings
The research also found that:
*Contrary to some recent popular media coverage suggesting that more people are rediscovering “free TV” via the internet, computer video tends to be quite small with an average time of just two minutes (a little more than 0.5 per cent) a day.
*Despite the proliferation of computers, video-capable mobile phones and similar devices, TV in the home still commands the greatest amount of viewing, even among those ages 18-24. Thus, in the eyes of the researchers, this appears to dispute a common belief that internet video and mobile phone video exposure among that group were significant in 2008.
*TV users were exposed to 72 minutes per day of TV ads and promos – again dispelling a commonly held belief that modern consumers are channel-hopping or otherwise avoiding most of the advertising in the programming they view.
* Early DVR owners spent much more time with DVR playback than newer DVR owners. At the same time, DVR playback was even more likely than live TV to be the sole medium.
Read MoreIBM Media Study Emphasizes Consumer-Centric Marketing
Digital Savvy Consumer Emerging Quicker Than Expected; Media Companies Struggle to Keep Pace With New Demands
ARMONK, NY, Mar 23, 2009 (MARKET WIRE via COMTEX) —-According to a major new global IBM (NYSE: IBM: 98.66, 0, 0%) study released today, media companies are falling behind in meeting the growing expectations of digital savvy consumers and the advertisers looking to reach them. Based on surveys of 2,800 consumers across six countries and extensive one-on-one interviews with advertising industry professionals around the globe, the study indicates a growing rift between advertisers and content owners, media distributors and agencies.
Advertisers are aggressively shifting their spend to even more interactive, measurable formats, as providers struggle to move “beyond advertising” to new forms of communication that combine the ROI characteristics of direct marketing with the brand characteristics of traditional advertising.
To compete in this new era of advertising, media companies and content suppliers will have to fundamentally change the way they deliver information to their audiences. Given the explosive growth in online and digital media formats, and the decline in traditional advertising (such as print, TV and radio), the study suggests that companies are placing their growth strategies at risk if they cannot evolve into more of a marketing services model as they identify and adopt the next generation of digital formats.
“To succeed — especially in the current economic environment — media companies will need to develop a new set of capabilities to support the industry’s evolving demands which include micro targeting, real-time ROI measurement and cross-platform integration,” said Saul Berman, IBM Global Leader for Strategy and Change Consulting Services, and co-author of the new study. “Now is the time for companies to move quickly to become more effective with their assets and build for the future.”
The study titled “Beyond Advertising: Choosing a Strategic Path to the Digital Consumer” was developed by IBM Global Business Services’ Media and Entertainment practice and the IBM Institute for Business Value (IBV: undefined, undefined, undefined%). The results indicate that four important trends are emerging: consumer adoption of new distribution formats, a shift in advertising spend, digital migration of platforms and the emergence of new capabilities due to moves by new entrants and existing players.
Influence of the Digital Savvy Consumer
Consumers are accelerating their adoption of digital content services such as Twitter, YouTube, and Facebook with varying levels of engagement. Between 2007 and 2008, the adoption of social networking tools soared to 60 percent from 33 percent; online/portable music services more than doubled to 46 percent from 22 percent; mobile internet data plans nearly tripled to 41 percent from 15 percent; and access to mobile music and video quadrupled to 35 percent from seven percent.
The study indicates that mass marketing faces many challenges as the audience becomes increasingly harder to target and fund from an integrated marketing perspective. Reaching diverse segments will require niche offerings and contextual search capabilities that are tailored for new platforms, new offerings and by geographic market.
“Media, entertainment and advertising agencies must realize consumers are open to sharing information under the right conditions,” said Bill Battino, Managing Partner, Global Communications Sector, IBM Global Business Services, and co-author of the study. “Our research shows consumers are willing to trade knowledge about their usage and preferences for content and associated targeted marketing offers. Companies that excel in permission-based advertising will take share of marketing dollars.”
Shift in Advertising Spending
Over the last decade, advertisers followed their audience and shifted to more interactive, measurable formats such as the Internet and mobile — which are expected to gain 20 percent share of overall spend, even in this economy. The study indicates that 63 percent of global Chief Marketing Officers expect to increase interactive/online marketing spend while 65 percent expect to decrease traditional advertising.
This shift will come at the expense of traditional marketing as advertisers follow their audience’s migration to new channels. Digital online formats will enable advertisers the ability to more effectively measure and analyze campaign results to prove the value of their spend.
Shift to “Brands-Actional” Advertising
The continued migration to digital platforms blurs the distinction between advertising and marketing and allows advertisers to pursue two format objectives simultaneously. In the past, platforms were aligned with either transaction or brand objectives. For example, phone, direct mail and promotions could address transaction objectives like targeting, ROI, measurement and response. In contrast, platforms like TV, print, outdoor and radio made it easier to address brand objectives. New digital formats — such as social media, online video, mobile, gaming, branded entertainment and advanced TV — can be used to simultaneously address both transaction and brand requirements: a move to what the study calls “brands-actional” advertising. As a result, advertisers that previously focused on delivering either ROI-driven marketing or brand-oriented advertising to the market can now cater to both sets of objectives.
Suppliers Can’t Meet Demand
According to the study, today’s suppliers (agencies, content networks and distributors) are not ready to meet the demands of the digital consumer and advertiser. Eighty percent of advertising industry participants interviewed for the study expect the industry to be at least five years away from being able to deliver true cross-platform advertising (including sales, delivery, measurement and analysis).
The study emphasizes that advertisers must deliver consumer-centric marketing — which involves combining more granular targeting and measurement with cross-platform integration — in order to be successful and meet the growing digital demands of consumers. Granularity is the basis for ROI driven advertising — which implies the ability to micro-target and interact with desired consumers while measuring response and impact. Integration enables the delivery of messaging to consumers in compelling, innovative ways across platforms, and tightly coupled with the emotionality, sensitivity, pace and genre of the content within which it is placed.
IBM Survey Methodology
To continue tracking both end-user consumer behavior and leading industry expert opinions about advertising, the IBM Institute for Business Value used two primary forms of research: an online consumer survey and one-on-one interviews with industry professionals. The online survey was conducted during the third quarter of 2008, generating 2,800 responses from six countries: Australia, Germany, India, Japan, the UK and the U.S. The respondent group was split 50/50 male/female, proportionately reaching demographic and economic groups age 13 years and over.
To assess industry strategies, over 70 one-on-one sessions were conducted with global participants across the advertising value chain, representing the following types of organizations: Content owners, Media distributors, Agencies, Advertisers, Research organizations/analysts, Advertising enablers, Information providers, media networks and advertising.
Read MoreAbout Me
Proud father, devoted husband, Founder and Chief Creative Officer of Big Fuel, a full-service marketing and communications company based in New York that takes brands from Content To Commerce.
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