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TOP COVERAGE TERMS FOR FEBRUARY 2015:
Pinterest is poised to become Madison Avenue’s newest darling, and this year will be a critical period to see if the website can turn the initial hype into a serious advertising business, according to a new report from eMarketer. EMarketer forecasts about 47.1 million U.S. users will log into the service at least once a month this year, up 11.3% from 2014.
The digital-image bookmarking site stands out from its social peers because its users show up to the site “raising their hand and saying, ‘I’m in the market to buy something,’” said Debra Aho Williamson, an analyst at eMarketer who authored the new report. “The big question is how quickly can they execute. I think that there’s a lot of potential but there’s a lot of work to be done.”
About 80 million people will pay for mobile apps at least once this year, according to a new forecast from eMarketer. That represents about one-third of all mobile users.
Yet these gloomy numbers might not be bad news for marketers. Nearly 93% of smartphone users and more than 90% of tablet users will download and install apps, according to eMarketer, signaling more in-app advertising opportunities.
"I think the whole market is shifting. What's happening now is people are testing the various business models," said Cathy Boyle, senior mobile analyst at eMarketer. "More app developers are pursuing monetizing, and marketers as well as consumers are embracing it."
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