Online recommendations might be as influential as in-person ones, but the vast majority of word-of-mouth (W-O-M) impressions about brands occur offline, at least among Millennials (18-34). That's according to new figures released by the Keller Fay Group, which show that some 84% of Millennials' word-of-mouth impressions about brands take place offline - with 71% the result of face-to-face conversations (versus just 3% over social media). So which media and marketing content are spurring these conversations? Read more »
Source: Nielsen [pdf]
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The latest TV viewing figures are in, and with more than 3 years' worth of data to examine, it's possible to see some real trends emerging in Americans' TV viewing habits. The short of it? Yes, youth as a whole are watching less TV - and they watch a lot less than older Americans. And, as the data in this latest cross-platform report [download page] from Nielsen attests, the drop-off in viewing by the 18-24 demo is intensifying again. Read more »
Source: Adap.tv [download page]
There's no substitute for relevance, as numerous studies attest, and new research from Epsilon and Wylei Research finds yet again that communications containing relevant information and offers are most likely to impact consumers' purchase decisions. The data indicates that communications including personal information are significantly influential; while discounts may fuel email-driven purchases, this new study shows that those promotions need to be relevant in order to have an impact. Read more »
Source: Community Marketing, Inc. [download page] Notes: LGBT websites and blogs are popular among respondents aged 18-34, with almost three-quarters having visited one during the 7 days prior to the survey. Interestingly, this age group is more likely to have recently streamed video on their computer (64%) than to have watched network or cable TV (50%), although the reverse is true for older age groups. Overall, interaction with LGBT websites and blogs is rising, while engagement with LGBT print media is steady. Read more »
Source: Ericsson ConsumerLab [pdf]
Source: Leichtman Research Group (LRG) Notes: Some 84% of US households subscribe to a form of pay-TV service, down from a peak of 89% in 2010, per LRG, with the penetration rate decline mostly attributed to an increase in occupied housing with no concurrent increase in the number of pay-TV subscribers, which has remained relatively flat. Notably, the percentage of non-subscribers citing the internet or Netflix as their main reason for not subscribing has grown from 3% in 2009 to 11% this year. Meanwhile, non-subscriber rates are higher than average among TV households with annual incomes less than $50,000 (22%) and among those who have moved in the past year (22%). Read more »
Note: The Experian Marketing Services data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 5 million US internet users. Hitwise measures more than 1 million unique websites on a daily basis, including sub-domains of larger websites. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage does not include traffic for all sub-domains of certain websites that could be reported on separately. Figures are for browser-based visits across personal computers, tablets and mobile phones, excluding in-application browser use.