Latest Articles
Wednesday, March 27, 2013
Teenage girls in the US are significantly more likely than boys to access the internet primarily through a mobile device, a study has found. Teens from low-income backgrounds are also more likely to say they accessed the internet primarily via mobile.
The UK retail ecommerce market is already among the largest worldwide. Research finds that this year, ecommerce sales will account for nearly 12% of total retail sales in the country, and more than half of music, video and book sales will happen online.
Tuesday, March 26, 2013
B2Bs and B2Cs worldwide are putting a premium on content such as article posts, whitepapers, video and audio as among the most effective social media marketing tactics, but these efforts are also the most difficult to execute. To evaluate performance, favored metrics include web traffic and search engine rankings.
A new eMarketer report finds that while over half of US seniors are now online, they nonetheless trail other age groups by every internet metric. Still, for activities like ecommerce, which have an obvious benefit for older, less mobile consumers, more are participating.
In 2012, smartphones were in the hands of more than 60% of mobile users in Canada, according to research, marking the first time smartphones beat out feature phones as the mobile device of choice. As more consumers move to smartphones, their web habits will be increasingly shaped by the internet-enabled mobile devices.
The nascent UK peer-to-peer payments market will triple to 77.4 million transactions over the coming three years, on the back of apps like Barclays Pingit and new legislation to make such payments easier.
Monday, March 25, 2013
In the US, total marketing budgets account for an average 10.4% of revenues, a study has found, of which an average of 2.5% of revenues are spent on digital marketing. Forty-one percent of marketers say that spending on digital saves them money, causing them to up their investment. Twenty-eight percent have reduced their traditional advertising budgets to free up room for digital.
Hispanics are at the forefront of a variety of digital behaviors, including mobile internet use and social networking. While native-born and English-dominant Hispanics have higher penetration rates overall for most digital activities, more foreign-born and Spanish-dominant Hispanics are coming online, helping to drive penetration rates up further.
Consumers in France, like those in other digitally advanced markets, are surrounding themselves with a growing number of electronic devices. In many households, mobile phones and tablets have joined TVs, PCs and game consoles to create a complex multiscreen environment.
Friday, March 22, 2013
A study of pay TV customers has found a marked increase in tablet ownership in Q1 2013—a third of respondents in North America now say they own a tablet. But tablet owners have been somewhat slow to check out the tablet offerings of their pay TV plans. Can more robust “TV Anywhere” functionality avert the cord-cutting impulse?
Eric Gruen, who oversees digital strategies for Procter & Gamble’s fabric care brands, spoke with eMarketer about how Tide used mobile video advertising as part of a larger ad campaign for the NFL “Show Us Your Colors” sweepstakes.
Banks in the UK have been conservative in their mobile efforts thus far, lagging behind the US and countries in Asia in their mobile app offerings. But with high smartphone and tablet adoption rates in the UK, a new eMarketer report finds that many banks are beginning to think more creatively about mobile.
Thursday, March 21, 2013
Internet usage, and many online activities, have reached or are close to a saturation point in the mature US market—and that goes for usage among the young as well as older groups. There is more movement in mobile, as users take up smartphones and the mobile internet at a fast clip.
Moms are a highly connected demographic in the US, with rates of internet use nearly 20 percentage points above that of the overall population. They are also highly likely to be on social networks and blogs, posting higher penetration rates than Gen X on both Facebook and Twitter.
While there has been a substantial increase in the use of corporate social media pages since 2010, Latin America is still nearly 20 percentage points behind the worldwide average in adoption of this outreach, according to research. Twitter leads as the social network of choice for the greatest number of companies in the region.
Trouble with logistics and delivery costs remain the primary reasons why consumers in the country fail to complete sales online, despite virtual saturation of consumers shopping via digital channels.
Wednesday, March 20, 2013
This year, companies worldwide will grow their digital and traditional marketing budgets, buoyed by a stronger economy and increased consumer confidence. Measuring return on investment (ROI) remains a priority, and companies are becoming increasingly confident in their ability to measure the ROI from traditional channels and less confident about their ability to measure digital channels.
The US CPG category already sees a good deal of shopper research happening online. However, converting these shoppers into buyers has proved trickier. A new eMarketer report finds that online sales in the CPG category will explode in coming years, and brands will have to resolve logistical difficulties if they hope to get a share of that increased digital purchasing.
Internet users in Asia-Pacific countries are significantly more likely than their counterparts in North America to shop and purchase via a mobile device. Twenty percent of US internet users have done so, compared with 37% of internet users in South Korea and 55% of internet users in China.
Fewer than half of small businesses in Canada have a website at all—let alone more sophisticated offerings like ecommerce. But businesses that do offer online sales are making money doing so.