Marketers looking to get branded content shared via social by users in Asia-Pacific will need to strike a balance between informational value and humor. According to research, more than four in 10 users primarily share informative content, while 35% share humorous tidbits more. Why do they share? Keeping in touch with people is the most popular reason for doing so.
While clickthrough rates are popular for measuring online ads, recent research finds that they aren't as effective when it comes to mobile—the key reasons being the threat of accidental clicks on small screens and the inability to track post-click actions. Instead, secondary action rates are proving to be more useful at indicating mobile ad awareness, engagement or purchase intent.
Nearly 90% of marketers now use retargeting, and the majority who don't plan to do so in the next year. Display and search are the top two channels for the tactic, but marketers are most likely to increase social retargeting spending as they grow their—currently small—retargeting budgets.
In Germany, 37 million people—68% of connected consumers—now manage their accounts digitally, according to recent research. Mobile access is cementing these changes in consumers' financial habits. Almost all banks in Germany now offer a smartphone app for mobile banking.
Despite financial constraints, US millennials are increasingly a force as consumers; collectively, their expenditures are large and growing, expected to reach an annual $1.4 trillion by 2020. Millennials may prefer spending on experiences rather than "stuff," but they are not unique in that respect. Evidence is thin thus far for the theory that they shun ownership en masse in favor of mere access in a "sharing" economy.
YouTube has grown up, according David Schoonover, national manager of CRM and digital marketing at Kia Motors America. To reach brands that advertise on TV, the platform learned TV terminology and has won those big brands while appealing to baby boomers as well as millennials.
Spending on big data technology and services in Western Europe will rise from $2.3 billion to $2.9 billion between 2013 and 2014, according to recent estimates. And by 2018, expenditures will hit $6.8 billion.
Advertisers in Canada believe that PCs and TVs will become less important over the next three years. Meanwhile, mobile phones, tablets and digital place-based media are all expected to increase their profile. Connected TVs will be the real showstopper, though, with advertisers predicting a huge jump in importance in the coming years.
Most mobile phone users in Japan are either uninterested in the iPhone 6 or don't know if they have any desire to buy one. And while those who are interested say it's because of interest in the iPhone in general—not screen size—recent research finds that larger iPhone screens are, in fact, important for mobile users in Japan.
Numbering more than 100 million, Brazil's middle class makes up an enormous market with vast potential for online marketers and retailers. But according to a new eMarketer report, the percentage of middle-class consumers in the country who buy online is still very low—one reason being a lingering concern about exposing personal info and bank data online.
Despite a fragmented, constantly evolving landscape, proximity mobile payment transaction values and users are expected to grow aggressively in the US over the next five years, according to a new eMarketer report. While many US consumers remain skeptical about using mobile payments in the near term, most can envision a future where paying with a phone becomes as common as paying with a credit card.
More than three-quarters of internet users now sign in to websites and apps via social login, according to research. Web users say their main reasons for doing so are to skip filling out registration forms as well as avoid creating and remembering a new username and password. Facebook still reigns as the platform of choice for social logins.
As the percentage of hard copy book readers holds steady in Germany, the ebook audience is rising. Three in 10 ebook readers prefer reading on tablets, while 27% turn to ereaders. But despite competition from tablets and other digital devices, ereader unit sales and revenues are still increasing in Germany—and ereaders may manage to carve themselves a distinct niche.
Tablets account for nearly half of mobile ad revenues in Australia, and most mobile ad spending across all mobile devices goes to search. According to recent research, spending on mobile ads in the country has been skyrocketing.
As marketers up spending on mobile ads, they also need to measure the results. According to recent research, less than one-fifth of digital marketers are very confident in their ability to measure mobile ad return on investment, while 62% are somewhat confident. Marketers are also aiming to track the cross-channel consumer. Just 8% are able to connect mobile ad viewers across online and offline channels, while 43% can do so with limitations.
US adult web users will spend $77.52 on average on Halloween-related items this year, pushing total spending to $7.40 billion, according to recent research. While two-thirds of internet users will shop online or in-store for costumes, Pinterest has emerged as a source of Halloween inspiration—especially among millennials.
Desktops are near universal in UK doctors' offices, and smartphones have also become a part of most physicians' jobs. More than 80% of doctors in the country now use a smartphone regularly for profession-related reasons while at work. Physicians in the UK have also jumped on the social media bandwagon, with almost two-thirds accessing sites such as Wikipedia and YouTube for professional purposes.
Over 80% of female smartphone owners in Brazil go online via their phones daily. Smartphone uptake among women has paved the way to multiscreening, with social activities the most common smartphone activity while watching TV. Smartphone usage, while dominant in the social and entertainment realms, remains subdued in an ecommerce market still ruled by desktops and laptops.
Data has become a critical part of marketers' strategies, and they're adopting new technology to manage it all. Thanks to today's cross-channel consumer, integrating these tools is necessary. According to recent research, if marketers succeed at combining technologies to understand big data, they can transform their entire enterprise. If they can't, they risk extinction.
While teens beat out younger consumers in mobile phone ownership and use, the story is different with tablets. According to research, tablet use peaks among 6- to 9-year-olds—and even prekindergartners have a higher usage rate than teens. Ownership is highest among tweens, with teens trailing those ages 6 to 9 once again. When it comes time for schoolwork, too, elementary students are more likely to use tablets than those in middle and high school.
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