Online Media

Consumers Split Over Prospects for Facebook’s Long-Term Success

May 16, 2012

Facebook may have 900 million monthly active users and be the darling of social media marketers as it nears its IPO, but that doesn’t mean that the public is convinced the social network is here for the long-term, according to an AP and CNBC poll conducted in May 2012. 46% of respondents said they think the social networking giant will fade away over time as new things come along, compared to 43% who believe it will be successful over the long term. The remaining 11% may be the wisest: they simply don’t know. Interestingly, younger adults are slightly higher than the average to think that Facebook will fade away (51% vs. 46%), although users of the site are far more likely than non-users to believe in its staying power (51% vs. 35%). Continue reading »

Traditional Media

TV No Longer Most Popular Video Content Device for Online Consumers

May 16, 2012

TV is the most popular viewing medium among Americans, but for online consumers globally, computers appear to have edged into the lead in terms of monthly viewership, according to [download page] a May 2012 report from Nielsen. Polling more than 28,000 online consumers in 56 countries during August and September 2011, Nielsen found that 84% watched video content at least once a month on their computer at home, just ahead of the 83% who watched TV at home at least that often. Not far behind, 74% watched online video content (on any device), while 56% watched video on a mobile phone. Continue reading »

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58% of Mobile-Local Search Click Actions Were Calls in Q1

May 16, 2012

Placing a call to a local business was the leading secondary action after a mobile-local search ad click on the xAd network in Q1 2012, according to a report released by xAd in May 2012. 58% of secondary actions post-search click led to calls, ahead of maps and directions (36%), description (5%), and more info (1%). Overall, the secondary action rate (SAR - the percentage of users who took action after the initial ad click) stood at a healthy 36%, while the click-through rate (CTR) on search campaigns rose from 7% in Q4 2011 to 8.13% in Q1. Once again, search CTR far outpaced display ad CTR, which was 0.72%. Continue reading »

Magazine Advertisers Adopting Mobile Action Codes at Greater Rate

May 16, 2012

Magazine advertisers’ use of mobile action codes, including all 2D barcodes, QR codes, Microsoft Tags, and watermarks, continued to be solid in Q1 2012, according to a May 2012 study from Nellymoser. The percentage of advertising pages with an action code, perhaps the most accurate measurement of mobile action code adoption, remained above 8% each month during Q1 2012, for the first quarter since Nellymoser began tracking this metric in March 2011. The percentage of advertising pages with an action code reached a peak of 8.9% in January, before falling to 8.3% in February and 8.05% in March. Continue reading »

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US Social Media Ad Spend to More Than Double by 2016 May 15, 2012 US social media advertising revenues will increase from $3.8 billion in 2011 to $4.8 billion this year, and then more than double to $9.8 billion in 2016, details BIA/Kelsey in a May 2012 forecast. Defining social media advertising as money spent on advertising formats across social networks, the company predicts that display, which makes up the lion’s share of spending, will grow from $3.6 billion in 2011 to $4.6 billion this year and $9.2 billion in 2016. The social non-display segment is expected to grow from $140 million in 2011 to $630 million in 2016. Continue reading »
QR Code Scanning Most Popular in Electronics Stores May 15, 2012 For US smartphone owners who report using their devices while shopping in-store (”smartphone shoppers”), the degree to which they engage in various activities differs by the type of store they are in, says Nielsen in May 2012 survey results. For example, 57% have scanned a QR code for product details while in an electronics store, compared to 36% who have done so in a department store, the next most-popular location for this activity. Other stores where smartphone shoppers have scanned QR codes are mass merchandisers (31%), grocery stores (26%), office supply stores (20%), clothing stores (16%), and convenience stores (8%). Just 5% have done so in a furniture store, and only 2% in a dollar store. Continue reading »
3 in 4 Grocery Purchase Decisions Being Made In-Store May 15, 2012 Grocery shoppers are making an increasingly large number of their purchase decisions in-store, according to research findings released in May 2012 by The Point of Purchase Advertising International (POPAI). Breaking down purchases into 4 categories - Specifically Planned, Generally Planned, Substitutes, and Unplanned - the trade association calculated the in-store decision rate by taking the sum of the Generally Planned, Substitutes, and Unplanned category rates. This year, that rate stands at 76% (55% Unplanned; 6% Substitutes; and 15% Generally Planned). Continue reading »
High Proportion of Tablet Users Purchasing From Home May 15, 2012 The proportions of tablet and laptop owners using their devices at home at different stages in the purchase path are almost on par, according to a report released in May 2012 by InMobi and Mobext. Basing their findings on research conducted from January to April 2012 across 8,400 panelists in 5 markets (India, South Korea, the UK, the US, and France), the companies found that 69% of laptop users make purchases in the home, compared to 63% of tablet users. Laptop users and tablet users also show similar levels of device usage at home for product awareness (64% and 61%, respectively) and active evaluation (62% and 58%, respectively). Continue reading »