Digital Marketing Research Publications for week 9 2014
Estimated reading time: 9 minutes, 37 seconds
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
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.
Nielsen looked at the behaviour of US Millennials: from online to offline habits, structuring its analysis around some myth-busting findings.
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.
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.
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.
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.
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.
Social Media Marketing
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.
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?
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.
Shareaholic, a content discovery and sharing platform, found in a recent report that 51 percent of Facebook referrals come from 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.
A new study found that more than three-quarters of college students — 77%, in fact — use Snapchat at least once per day.
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.
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.
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.
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
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.
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.
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.
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.
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.
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.
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.