Advertisers in Western Europe were among the first worldwide to embrace digital options. As a result, digital advertising is a relatively mature marketplace in much of the region, such as Germany and France. In many areas of southern Europe, including Italy and Spain, advertisers have been slower to shift ad budgets to digital formats—leaving remarkable potential for growth.
Total media ad spending in Mexico reached MXN69.02 billion ($5.2 billion) in 2012, according to recent findings, and that figure was the latest indication of a robust advertising industry powering through a slowing economy in Mexico. And while 2013 GDP growth forecasts for Mexico have fallen below 2%, the consensus among research firms is that total media ad spending will expand by at least 7.5% this year.
The digital evolution has changed the purchase path from direct to complex. While retail marketers are adapting to shifting consumer buying trends, the broad model of the sales funnel is still useful—helping them navigate the mobile world.
Though news consumption is not the primary reason why users log in to Facebook, they passively read and interact with news stories on the site while performing other activities. Facebook has become an important news source, as users learn about news by accident while they browse.
Internet users in Brazil are tapping into mobile web in a wide range of locations outside of the home, even if the latter remains the most popular access point. Ultimately, greater out-of-home smartphone usage means more possible points of contact with consumers. Now, telecom and mobile tech companies are betting on near field communication to push ahead.
Android-based smartphone users will account for almost half of all UK smartphone users in 2013. And with the recent OS update, KitKat, Google hopes it will resolve some of the fragmentation issues with Android, meaning that it may see even greater gains in the future.
While screen time among children ages 8 or younger has decreased during the past two years, time spent with mobile devices has tripled during the same period. Children are largely playing games and consuming content on mobile devices.
The majority of pay TV subscribers still watch more than an hour of television a day. While baby boomers and Gen Xers tend to spend more time in front of the TV on a daily basis, millennials still watch significant amounts of television.
About four in 10 adults in Canada read newspapers on digital devices weekly, according to research, and a growing share of that group is eschewing the PC for mobile-only news consumption.
Western Europe’s travel market looks cohesive from a distance, but up close, general trends are built of nuanced consumer behaviors. Regionwide factors will dictate shifts in the space, as well as unique traveler behaviors and trends in France, Germany, Italy and Spain.
Restaurants are often subject to negative comments and photos spread via social media. However, social is the most-used marketing tactic employed by restaurants, with one-on-one connections and brand affinity among its key benefits.
US marketers are feeling good about their Big Data efforts, especially when it comes to gaining insight into consumer behavior. Marketers and agencies are largely on the same page about the main benefits of Big Data initiatives.
Social sites were rather slow to catch on in Germany, but things are changing. Social networking is increasingly popular with all age groups, and Facebook is the big winner, attracting nearly 83% of internet users in October 2013, according to research.
Latin America doesn’t have the world’s most mature mobile commerce market—far from it. Most mobile phone users still haven’t purchased on the devices, but a great many want to try.
This year, for the first time, the majority of US internet users will use a tablet, according to a new eMarketer report. Gaming will be the most popular content activity on the devices, with three-quarters of tablet users playing games regularly on their devices.
Perhaps despite expectations to the contrary, boomers are eager to head online, with those over the age of 50 spending an average of five hours on the internet daily. This group also shows a surprising level of comfort with online transactions, such as purchases and banking.
Small and medium-sized businesses in the UK have more than doubled their advertising and marketing spending in the past two years, and the marketing mix has changed as well, with increased emphasis on social media.
The role the internet plays in holiday shopping practices is now a large one, with almost half of US shoppers planning to make purchases online this year. Shoppers also expect that significant portions of their holiday shopping budgets will be spent online.
Macy’s Jennifer Kasper discusses the many ways the retailer is experimenting with advertising on social media—from Facebook and Twitter to Instagram and Pinterest.
Internet users in Brazil have become intense content consumers. Sports are taking up the time of over half of the country's internet users, which is possibly helping drive additional traffic to other high-penetration site categories such as news, blogs and—with the approaching World Cup and Olympics—even travel.
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