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Digital Marketing Research Publications for week 5 2014

31 January 2014 BY

State of Digital wants to provide you with the best information out there. And in Digital things keep changing all the time, so it’s difficult to keep up-to-date. But we are here to help you!

Every Friday we will be giving you an overview of research done around the world, published on the web somewhere. Research you can then use in your marketing efforts, whether it’s optimising a campaign or making sure your superiors will walk the route you plan to walk.

Here’s the overview of research in week 5.

Digital Marketing General

E-Reading Rises as Device Ownership Jumps

The proportion of Americans who read e-books is growing, but few have completely replaced print books for electronic versions says PweInternet. The percentage of adults who read an e-book in the past year has risen to 28%, up from 23% at the end of 2012. At the same time, about seven in ten Americans reported reading a book in print, up four percentage points after a slight dip in 2012, and 14% of adults listened to an audiobook.

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Consumers Turn to Digital for Home Improvement Inspiration and Research

For brands and retailers in the home improvement sector, ecommerce was not an option in the initial phase of digital commerce, but improving technology and shifting consumer behaviors are changing that, according to a new eMarketer report, “Home Improvement: The Digital Tool Kit Inspires Do-It-Yourselfers.”

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[inlinetweet prefix="" tweeter="" suffix=""]UK Males Are Far More Likely to Scan QR Codes[/inlinetweet]

The question of whether or not QR codes are effective may be on many marketers’ minds, but those using them in the UK are far more likely to see males taking out their phones to scan such codes compared with females. A September 2013 study by comScore MobiLens in collaboration with the Mobile Marketing Association found that among 3 million UK mobile phone users who scanned QR codes, 63.0% were men. Women made up the remaining share, at just 37.0%.

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Social Media

[inlinetweet prefix="" tweeter="" suffix=""]The Sky is Not Falling: Teens Still Active on Facebook[/inlinetweet]

Social Bakers looked at their client data, and it shows that teen interactions on Facebook Pages actually grew in 2013. They saw a growth of 29.12% in terms of reach across 2013, showing that teens are definitely not leaving en masse as.

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Social Media Response Rates, Times Dip as User Engagement Explodes

Social media has become a critical channel for brands looking to connect with consumers, but it looks like many followers aren’t getting the attention they expect, according to data released in December 2013 by Sprout Social.

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[inlinetweet prefix="" tweeter="" suffix=""]The Top 5 Socially Devoted Brands in the World, 2013[/inlinetweet]

Social Bakers took a look at the top brands in the world for the year, both honoring them for their achievement, and seeing what makes them so extraordinary in their ability and commitment to provide stellar social care.

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[inlinetweet prefix="" tweeter="" suffix=""]In Q4, Facebook, Pinterest and StumbleUpon saw 30%+ gains in referrals[/inlinetweet]

Shareaholic has released its latest set of data concerning social referral traffic to publishers, and while Facebook’s share of site visits retreated a little after a surge in November, it remains the comfortable leader, ending 2013 far ahead of its competitors. During the latter third of the year, Facebook and Pinterest showed strong growth in referral traffic, but StumbleUpon had the biggest relative bump.

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The EU Still Beats the US in Social Customer Care

The European Union offers better social customer care on Facebook and Twitter than the United States says Socialbakers based on their data. There is a significant 20% gap in response rate between the US and the EU on Facebook alone.

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International

[inlinetweet prefix="" tweeter="" suffix=""]Asian Consumers Spend Up to 3.5 Times More on Brands They Follow Online[/inlinetweet]

Waggener Edstrom (WE) this week released a new, proprietary research study about the impact of digital content and brand storytelling online for brands across Asia-Pacific.

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E-mail

Personalization Sees Payoffs in Marketing Emails

A December 2013 survey of US digital shoppers conducted by Harris Interactive found that the majority of recipients of emails containing personalization drawing from previous shopping behaviors and preferences would be more likely to increase their purchases as a result.

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Advertising

[inlinetweet prefix="" tweeter="" suffix=""]Paid Search Clicks Climb at the End of 2013, as Do CPCs[/inlinetweet]

Advertisers must be seeing a good return on investment from paid search advertising, because Q4 2013 ended up as the biggest quarter for paid search ever worldwide, according to a January 2014 study of ad spending conducted by digital marketing technology company Kenshoo.

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[inlinetweet prefix="" tweeter="" suffix=""]Super Bowl 2014 Ads: Facts and Figures[/inlinetweet]

The average cost of a 30-second Super Bowl spot has exceeded $3 million in the past couple of years, and is expected to hit $4 million this year.

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Mobile

Mobile Gaming in the UK Grabs the Controller

Legions of UK consumers are never more than a short reach away from a bout of game playing, according to a new eMarketer report, “UK Mobile Gaming: Rising Participation and Purchasing Rates Show Play Can Pay.”

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[inlinetweet prefix="" tweeter="" suffix=""]Mobile Now A Majority of Facebook’s Ad Revenues[/inlinetweet]

Facebook has crossed a threshold of sorts, with mobile now comprising a majority 53% share of its growing ad revenues, according to the company’s latest earnings release.

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[inlinetweet prefix="" tweeter="" suffix=""]65% of Marketing Emails Opened on Mobile Devices in the US[/inlinetweet]

Americans are ditching desktops, viewing marketing emails on their smartphones and tablets more than ever, according to a new report from Agile Email Marketing technology provider, Movable Ink. The data reveals that 65% of marketing emails were opened on a smartphone or tablet in the fourth quarter, up four percentage points from the previous quarter, while desktop opens slowed to a new low of 35%, down from 39% in the previous quarter.

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Content Marketing

Tablet Owners’ Content and Experience Preferences When Browsing the Web

A new study [download page] from Usablenet finds that the majority of tablet users surveyed in the US and UK generally want the websites they visit on tablets to have the same content they see on desktops, but with the experience adapted for the tablet screen.

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E-Commerce

Ecommerce Growth Tapers Off in France

Recent figures from JDN pointed to increasing maturity in this key European marketplace, but digital sales last year were disappointing.

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[inlinetweet prefix="" tweeter="" suffix=""]1 in 5 Social Network Users Likely to Make A Purchase Directly On A Social Network This Year[/inlinetweet]

While there is plenty of research out there looking at social’s role (or lack thereof) as an e-commerce traffic driver (with the focus on the last click likely undervaluing social’s role in the purchase journey), there has been less analysis of late on purchases made directly on social networks. The social commerce space was projected to be a burgeoning one; new data from Javelin Strategy & Research suggests that almost 1 in 5 social network users will make a purchase directly through a social platform this year.

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Video Marketing

Marketers Must Combine Metrics to Measure Digital Video Ad Success

Metrics for measuring digital video advertising can be as simple as tallying impressions or as complex as tracking the reactions of audiences viewing ads across multiple screens, according to a new eMarketer report, “Digital Video Ad Metrics: Making the Most of the Measurement Toolbox.”

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[inlinetweet prefix="" tweeter="" suffix=""]Social Networks Play A Leading Role in Online Video Discovery[/inlinetweet]

How do frequent online video viewers find the content they watch? Yahoo posed the question to 1,775 consumers aged 16-44 who watch online video at least several times a week, finding that almost 8 in 10 find videos through social means, with 50% finding them through their social network and 45% from word-of-mouth.

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See more research from other weeks here

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AUTHORED BY:
h

Bas van den Beld is a speaker, trainer and online marketing strategist. Bas is the founder of Stateofdigital.com. -- You can hire Bas to speak, train or consult.