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: Millennial Media / Opinium Research
: Among mobile users (smartphone and/or tablet), Millennials (16-34) are far more likely than Gen Xers (35-54) to say they respond to mobile ads in a variety of ways, according to a survey of 4,018 mobile owners aged 16+ in the US, UK, France, and Germany. In fact, almost one-quarter (23%) of Millennials surveyed said that an ad had prompted them to make a purchase, compared to 14% of respondents overall and 13% of Gen Xers. Of note, the survey results indicated that tablets were more likely than smartphones to generate a response from Gen Xers, with the opposite true for Millennials.
The Pew Internet & American Life Project has released its latest report
on internet access in the US, detailing the substantial growth in adoption across various demographic groups over the past 15 years. The overall adoption rate among US adults stands at 84% this year as it has since 2013, and is up from 52% in 2000.
: Brand Keys
: Jeep is the most patriotic brand in the US for the third consecutive year, being the closely associated with the value of "patriotism," according to Brand Keys' latest analysis, which is based on a survey of 5,427 consumers aged 16-65. Among the top 50 brands, Jack Daniels had the biggest lift year-over-year (+18% points to 93%), with its patriotic resonance with consumers carrying it into the top 10. Other brands absent from last year's top 10 but cracking it this year are Coors, American Express, and Gatorade.
: Simply Measured
: All of the Interbrand Top 100 global brands have an account on YouTube and 92 posted content on the platform in April, according to a recent report from Simply Measured. Activity was highest on Twitter, however, which saw each of the 98 brands with an account also active during April. Of note, some 79% of the top brands were active on Instagram, and almost two-thirds were active on Google+. While two-thirds had an account on Pinterest, only 41% posted content on the platform in April.
China (71%) and Brazil (66%) are the two emerging markets clearly most favored as being "very attractive" to US marketers, per results
[download page] from a survey conducted by Charney Research and Research Now and commissioned by the NY American Marketing Association. Interestingly, the survey of 315 brand owners (61% of respondents) and agencies (39%) finds that small companies (sales under $100 million) are about twice as likely as large ones (62% vs. 32%) to be planning to enter one or more emerging markets this year.
: The Harris Poll
: Consumer experience with various types of mobile payment opportunities is rising, per findings from a recent Harris Poll, although interest in "tap-for-pay" among smartphone users remains unchanged from late 2013. Privacy concerns and the absence of a compelling motivation are the top reasons given for the lack of interest in using a smartphone to process in-person transactions. Asked at which of various points-of-purchase it might be useful to replace cash or a card with mobile payments, adults surveyed pointed first to public transit (61%), followed by movie theaters (59%), big box retailers (59%) and gas stations/convenience stores (59%).