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Digital Marketing Research Publications for week 9 2014

2 March 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 8 and 9.

Digital Marketing General

Multitasking TV Viewers Primarily Focus on the Television

Devices such as smartphones, tablets, laptops, desktops and portable gaming systems have made it easy for consumers to multitask while watching television. However, a November 2013 study by TiVo found that three-quarters of US TV viewers were more focused on what was on the tube, even when using a second screen.

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Demographic Stats About US Millennials

Nielsen looked at the behaviour of US Millennials: from online to offline habits, structuring its analysis around some myth-busting findings.

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CMOs Aren’t Keeping Up With Their Own Social Media Spending Forecasts

Heady forecasts about social media spending are one thing (and they’re certainly an indicator of enthusiasm), but actual spending is another. And results from the latest edition of The CMO Survey from Duke’s Fuqua School of Business indicate a continued gap between plans and follow-through on the part of US CMOs.

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The State Of Consumers And Technology: Benchmark 2013, US

Forrester’s annual overview of US consumers’ behaviors and technology attitudes by generation, based on Forrester’s North American Technographics surveys and our ForecastView data.

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Branding

Men Open to New Brands; W-O-M and Ads Key for Awareness

More than 6 in 10 men aged 18-49 said they’re open to choosing new brands across several categories when shopping for the household, according to a new report from Defy Media. The study paints a picture of a more involved male shopper than some stereotypes would lead one to believe, with a majority of married men surveyed claiming to shop for groceries and household supplies more frequently than their spouses.

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What Happens After a Good or Bad Experience, 2014

Some 23% of consumers will give feedback directly to companies following a very good service experience, but 32% will do so following a very bad experience, finds the Temkin Group in newly-released survey results.

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Are Consumers “Falling Out of Love” With Brands?

A couple of new studies take a look at consumers’ relationships with brands, with one arguing that consumers are “falling out of love with brands” and that “brands are in crisis.” Indeed, Mindshare’s “Culture Vulture 2014” finds that only 47% of North American consumers last year agreed that they like to pass on interesting things they see or hear about brands, with that figure having steadily fallen over the past few years, from 66% in 2010.

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Social Media Marketing

The State of Social Marketing 2014

Socialbakers conducted a social media pulse check across 82 countries and 20 industries to discover what marketers are focusing on, and more importantly, what they’re not.

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Brands prefer Instagram 4x More than Vine for Twitter Posts

The blogosphere has recently been ablaze about Instagram and Vine’s destinies, after Instagram introduced its own video feature last June. Would users abandon Vine’s video service for Instagram? Or would the two be able to peacefully coexist?

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Consumers As Likely to Trust Foreign Secret Service Org.s As Social Networks With Their Data (PDF)

A new study released by the Global Research Business Network (GRBN) reveals that few consumers in the US and UK actively trust various types of organizations with their data.

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51% of Facebook Referrals Came From Mobile

Shareaholic, a content discovery and sharing platform, found in a recent report that 51 percent of Facebook referrals come from mobile.

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80% of UK users access Twitter via their mobile

Mobile is written into the DNA of Twitter. That’s underscored by new research from Nielsen that reports 80% of UK users access Twitter via their mobile device.

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77% of College Students Use Snapchat Daily

A new study found that more than three-quarters of college students — 77%, in fact — use Snapchat at least once per day.

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E-commerce

UK Online retail sales up 18% year over year

A surge in UK business-to-consumer (B2C) ecommerce sales in January 2014 reflected growing consumer and business confidence. According to data from Interactive Media in Retail Group (IMRG) and Capgemini, online retail sales increased 18% year over year.

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International

Internet and mobile platforms are driving growth in Sweden’s ad market

Digital expenditure is driving Sweden’s advertising market, and the internet will remain the largest single ad channel in 2014, according to the “Marknadschefsbarometer Q4 2013” issued by Dagens Media and Netigate – Sweden.

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What’s Next for Ecommerce in Spain?

Where is Spain’s retail ecommerce market headed in 2014? That’s what a December 2013 study by the Foro de Economía Digital and marketing agency Kanlli set out to learn.

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87% of American Adults Now Access the Internet (PDF)

Pew Research Center’s Internet & American Life Project has released the results of a new survey examining internet use in the US. The study finds that among adults, 87% use the internet, email, or access the internet via a mobile device

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Online Sharing Behaviors of Hispanic Consumers

A recent study released by ShareThis in partnership with Mindshare and Unilever contains some intriguing data regarding Hispanics’ propensity for social sharing, as well as the influence those sharers have.

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Advertising

Social Ads Proving to be Highly Effective

Social was a better bet than portals, networks, and exchanges last year for reaching users that can be consistently marketed to (“user quality index”), according to the latest quarterly “Global Media Intelligence Report” from Neustar Aggregate Knowledge.

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Mobile

UK Viewers Taking to TV on Tablets

eMarketer estimates that almost three-quarters of UK internet users—nearly 57% of the entire population—will watch video content via the internet at least monthly in 2014.

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More than Half of UK Smartphone Owners Use Their Phones in Stores

More and more UK consumers are reaching for smartphones while browsing in physical stores, according to a February 2014 report, “Agile Consumer 2013,” commissioned by Cheil Worldwide. Its research partner OnePoll conducted the study, which looked at a wide range of shopping behaviors involving smartphones, from general research to price-checking and purchasing, in Q4 2013.

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For Most Global Mobile Internet Users, Phones Are The Primary Device For Surfing the Web

6 in 10 mobile internet users from 14 key markets around the world say they typically go online to surf the web mostly (37%) or exclusively (23%) from their mobile phone, says InMobi in a new survey conducted by Decision Fuel and On Device Research.

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Tablet Web Browser Usage Patterns on a Typical Day

In a new report, Chitika has taken a look at how tablet usage – in this case web browsing only, not applications – fluctuates during a typical day. The analysis averaged out hourly ad impressions over a 2-week period from Chitika’s network for the iPad, Microsoft Surface, and Android tablets, reaching some fairly unsurprising but nonetheless interesting conclusions. Predictably, the iPad dominated in overall usage; each tablet sees very similar usage patterns.

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Analytics

CMOs: Most Projects Still Aren’t Using Marketing Analytics

Most projects fail to use available or requested marketing analytics, report American CMOs responding to the latest CMO Survey conducted by the Duke Fuqua School of Business. The study’s results indicate that on average, only 32.5% of projects use analytics – and that’s actually a slight improvement from the past couple of biannual studies, where usage has hovered around the 30% mark.

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See more research from other weeks here

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AUTHORED BY:
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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.
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