Digital Marketing Research Publications for week 6 2014
Estimated reading time: 8 minutes, 1 second
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 6.
Digital Marketing General
Multiscreening, or dividing attention between more than one screen, is an established phenomenon amongst consumers, and it’s often considered to be the use of a laptop or smart mobile device while watching TV. Switching between screens is already a distraction for TV watchers, but research from the Internet Advertising Bureau UK indicated that around one-third of multiscreening among UK smartphone owners did not involve the TV at all.
Millennials are significantly more likely than older generations to be influenced by their friends’ social media posts about products and services. According to January 2014 polling conducted by Harris Interactive for The Webby Awards.
92% of American internet users report worrying about their privacy online at least sometimes, a figure that has remained consistent over the past couple of years, per recent research from TRUSTe conducted by Harris Interactive.
Facebook is the preferred social network for job seekers, while recruiters still gravitate toward LinkedIn, according to the results of a recent survey by social recruiting platform Jobvite.
Facebook, Twitter, Tumblr, and other social sites topped themselves in delivering traffic to retailers in Q4 2013. Twitter’s share of referred visits to retail sites grew 125 percent year-over-year, and Pinterest sent 89 percent more shoppers this year than last, according to Adobe’s Q4 2013 Social Media Intelligence Report, which analyzes social media.
The study of about 500 Facebook users during the 2013 holiday shopping period, defined as Nov. 28 through Dec. 25, examined the role of mobile generally and Facebook specifically before, during, and after shopping.
Pew Research Center released a treasure trove of facts about the social network, including one that debunks the theory that Facebook has a teen problem: 73 percent of U.S. Internet users between the ages of 12 and 17 are on the social network. Pew also offered a detailed look at what Facebook users dislike about the social network.
The trend observed in 2012 continued throughout 2013: average website traffic in France declined, mobile Apps traffic, on the other hand, boomed.
When it comes to branded video starts, search is a far bigger referrer than social, according to Adobe’s Q4 2013 US Digital Video Benchmark.
SocialBakers tracked some of the biggest brands who advertised, and looked at the YouTube views of their advertisements, before and after the game. On average, the number of views on Super Bowl ad videos increased by 14.4% from Saturday the 1st to Monday the 3rd.
Display Internet advertising budgets saw a rapid growth in the first three quarters of 2013, but with a lion’s share of spend, TV remains the most liked media channel, according to Nielsen.
Global advertising spend continued its uptick in Q3 2013. Breaking it down into regions, advertising expenditure grew in Asia Pacific, while it contracted in Europe and slightly declined in North America, according to Nielsen.
Greater app choices may be a boon for consumers, but the massive inventory has made it harder for marketers to build a large base of active users. More so than ever, achieving this goal requires a multifaceted marketing plan, according to a new eMarketer report, “Mobile App Marketing: 10 Tactics Used by Successful App Marketers.”
Some 17% of Millennials (18-34) use Snapchat on a monthly basis, details comScore in a new study offering marketers some insights into the Millennial generation.
Smartphone penetration reached 65.2% of the US mobile subscriber market during the 3-month average ending in December (Q4), according to new figures from comScore, up 2.2% points from 63% on average during Q3 and more than 11% points from the same time frame a year earlier.
The share of payment transactions taking place on a smartphone or tablet grew to 19.5% in December 2013, rising from 17.5% in August, and up 55% year-over-year from 12.6% the prior December, says Adyen in its latest Global Mobile Payments Index.
The State of Search Marketing Report, produced by Econsultancy in association with SEMPO, looks in-depth at how companies are using various digital marketing channels, including paid search, search engine optimisation (natural search) and social media marketing.
Content marketing—including blogs, webinars, and white papers—is the heartbeat of successful digital marketing. It can make a boring product exciting, a confusing message clear, a soulless website come alive, and perhaps most exciting of all, the catalyst to growing your company—and your career.