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November 2015

One-Quarter of US E-Commerce Traffic Came From Smartphones in Q3

November 30, 2015

Monetate-Share-US-E-Commerce-Site-Visits-by-Device-Q32015-Nov2015Source: Monetate

    Notes: A growing share of US e-commerce traffic is coming from smartphones, reports Monetate in its latest quarterly study. During this past quarter, smartphones comprised 24.8% of traffic for the e-commerce sites analyzed, up from 17.9% during the year-earlier period. But the devices continue to lag in other metrics: traffic from computers (3.71%) and tablets (3.4%), for example, converts at a rate almost three times higher than smartphones (1.3%). Read more »

    Globally, TV Tops Search and Social as News Source

    November 30, 2015

    Nielsen-Consumers-Preferred-News-Sources-Nov2015Source: Nielsen [download page]

      Notes: Globally, more consumers turn to TV (53%) than search engine sites (38%) and social media sites (33%) to get the news, according to a Nielsen survey fielded among 30,000 online respondents in 60 countries. While TV is a much more popular source of news among older than younger generations, it's a preferred source for almost half of Gen Z (45%) and Millennial (48%) respondents, topping search (34% and 42%, respectively) in both instances. Read more »

      Mobile Accounted For Almost One-Sixth of Retail E-Commerce Spending in Q3

      November 25, 2015

      comScore-US-Digital-Retail-Spending-Q12012-Q32015-Nov2015Source: comScore

        Notes: US retail e-commerce spending grew by 15% year-over-year in Q3, marking the 20th consecutive quarter of double-digit growth, per comScore data. Mobile continued to grow at a much faster clip (70%) than desktop (8%), with the latter seeing growth below 10% for the third consecutive quarter. In sum, mobile accounted for slightly more than 16% of the total retail e-commerce sales of $69.7 billion, up from 14.7% share in Q1. Read more »

        How Many Segments Should B2B Marketers Target in Their Communications?

        November 25, 2015

        Iris-Optimal-Number-Segments-B2B-Communications-Nov2015Source: iris

          Notes: Some 56% of B2B marketers feel that using 3-4 target segments in their communications is manageable in order to see a return on both time and money, per results from an iris survey of 200 B2B marketers, the vast majority (83%) of whom are from companies with at least 1,000 employees. Separately, the study indicates that marketers feel communications should be: more serious/no-nonsense (42%) than humorous/fun (20%); more fact & figure-focused (49%) than benefit-focused (22%); more example-driven (70%) than advice-driven (10%); and more professional (66%) than friendly (15%). Read more »

          How Are Senior Marketers Acting on Data-Driven Audience Insights?

          November 24, 2015

          ForbesTurn-Acting-on-Data-Driven-Audience-Insights-Nov2015Almost two-thirds of senior marketers strongly agree that data-driven marketing is crucial to success within a hyper-competitive global economy, according to a study [download page] released by Forbes Insights in association with Turn. While senior marketers are most apt to believe that data-driven marketing drives profitability (60%) and sales (54%), they also see it having a strong impact on creative and messaging. Read more »

          What Benefits Do Advocates Receive From Employee Advocacy?

          November 23, 2015

          HingeSocialMediaToday-Benefits-Received-Employee-Advocates-Nov2015Source: Hinge Research Institute / Social Media Today [pdf]

            Notes: The primary benefits that firms receive from employee advocacy are increased visibility (79%) and brand recognition (65%), per results from a Hinge Research Institute and Social Media Today survey of 588 professionals (primarily B2B) who use social media for business purposes. But there are benefits for advocates, too, as more than two-thirds said that involvement on social media for professional purposes has helped their careers. The top-stated benefits advocates receive are an expanded professional network (87%) and keeping up with industry trends (76%), per respondents. Read more »

            Traditional Media Consumption Estimates, by Generation

            November 23, 2015

            TNS-Online-Adults-Traditional-Media-Consumption-Nov2015Source: TNS

              Notes: Among online US adults, Baby Boomers (46-65) spend almost twice as much time on a daily basis with TV, radio and print as do Millennials (16-3) per newly-released data from a TNS study. In fact, while Baby Boomers report spending more than double the time with TV (3.4 hours per day) as with TV and video online (1.3 hours), Millennial estimate spending more time with digital than offline TV (2.7 vs. 1.9 hours per day). Read more »

              Friday Research Wrap, 11/20/15

              November 20, 2015

              FreeWheel-Share-Digital-Video-Ad-Views-by-Device-in-Q3-Nov2015More than 1 in 8 digital video ad views for premium content in Q3 came via OTT devices (e.g. Roku, Apple TV, Chromecast), with this representing the fastest increase of the various devices tracked per FreeWheel's latest quarterly report [download page]. Overall, almost half (48%) of ad views came outside of desktop and laptop environments, per the study, up from about one-quarter during the year-earlier period. Read more »

              The Most Shared Video Ads of 2015

              November 20, 2015

              Unruly-Most-Shared-Video-Ads-of-2015-Nov2015Source: Unruly

                Notes: Google Android's "Friends Furever" campaign has been by far the most shared brand ad of 2015, reports Unruly, and has in fact taken over the mantle as most shared ad of all time. The ad is one of 4 animal-themed ones to make the top 20 this year. Another creative theme that crops up multiple times in the list of top 20 is support for good causes; 8 of the 20 most shared ads this year support good causes. Read more »

                B2B Marketers Turn to Buyer’s Journey Maps to Craft Better Content

                November 19, 2015

                Akoonu-B2B-Content-Marketing-Audience-Insights-Nov2015Almost 9 in 10 B2B marketers agree that a deep understanding of their buying audience is critical to creating content that engages buyers, according to results from an Akoonu survey of 100 senior B2B marketers from companies with at least $100 million in annual revenues. To better understand audiences' needs, many respondents are using buyer's journey maps, per the study. Read more »