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US Asian Consumers: Examining a Growing and Varied Population
MAY 2012:
12
PAGES,
15
CHARTS
Asian residents of the US are quickly growing in number. But multiple ethnicities and languages mean the diversity of this population makes it a difficult one to address. The good news for digital marketers is that Asians in the US are highly engaged with the internet and mobile, making them reachable via those channels.
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US Online Travel Sales and Booking Forecast: Mobile Offers Opportunities to Shift Share in a Mature Market
MAY 2012:
6
PAGES,
9
CHARTS
eMarketer estimates that modest growth in US online travel research, booking and sales will continue through 2016. Though the market is reaching maturity, surging US smartphone usage is unlocking new potential for travel marketers.
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US Computing Products: Digital Ad Spending Forecast and Key Trends
MAY 2012:
9
PAGES,
12
CHARTS
Digital ad spending by the US computing products industry will rise modestly between 2011 and 2016. Growth will decelerate after 2013 as marketers focus on targeted engagement strategies and shift a larger portion of ad outlays to telecom providers and retailers.
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Mexico Online: Usage Grows as Access Obstacles Give Way
MAY 2012:
14
PAGES,
21
CHARTS
Mexico is the second-largest market in Latin America when ranked by internet users. Lower prices and widespread Wi-Fi hotspot networks will play a key role in further penetration growth this year. Fixed broadband is the primary method to access the web and is paving the way for mobile broadband in unique fashion in this market.
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US Digital Grocery Shopping: Meeting Demand at Home, In-Aisle and On the Go
MAY 2012:
9
PAGES,
9
CHARTS
Adoption of online grocery buying in the US has remained low, yet shoppers are using digital tools during all stages of the purchase process. Brands and retailers are innovating to meet demand and reach these connected consumers.
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Social Media in the Marketing Mix: Managing Global Expansion
MAY 2012:
16
PAGES,
8
CHARTS
Social media has become a worldwide phenomenon, and it requires companies to have a global strategy. Marketers including Ford, Intel, Coca-Cola and Microsoft provide a blueprint for others to follow.
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Western Europe Internet Usage: Variations on a Theme
MAY 2012:
14
PAGES,
26
CHARTS
The number of Western European web users will swell nearly 3% in 2012, as the online population passes 267 million. Penetration will approach 65% this year, and reach 69% in 2016. Usage in Italy and Spain will remain below this regional average, however.
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The Smartphone Class: Connected Consumers Transform US Commerce and Culture
APRIL 2012:
8
PAGES,
3
CHARTS
The widespread adoption of smartphones in the US has given rise to a powerful new group of consumers: the “smartphone class.” Its members are redefining media consumption, shopping and communication norms.
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The US Automotive Industry: Digital Ad Spending Forecast and Key Trends
APRIL 2012:
10
PAGES,
14
CHARTS
Between 2011 and 2016, digital ad spending by the US auto industry will grow from $3.52 billion to $7.44 billion at a compound rate of 16.1%. Automakers’ investments in online video and mobile and a shift to digital by dealers and aftermarket businesses will fuel this expansion.
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Online Travel Search: Attracting Lookers and Catching Bookers
APRIL 2012:
8
PAGES,
12
CHARTS
“Look-to-book” stats for online travel are off the charts, but the ratio of researchers to buyers is much tighter. Travel marketers are optimizing search marketing strategies to meet their target consumers as early as possible in the shopping cycle.
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China Social Networks: Tactics from the Marketing Trenches
APRIL 2012:
8
PAGES,
1
CHARTS
Social networks in China are consumers’ gateway to the world and can be marketers’ conduit to consumers. In the following interview excerpts, pioneers of digital marketing in China share their experiences and tactical advice on reaching and engaging the country’s consumers.
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US Mobile Usage Forecast
APRIL 2012:
7
PAGES,
8
CHARTS
Smartphone users are rapidly becoming the majority of mobile phone users. eMarketer forecasts that the number of smartphone users will top 100 million this year and that by 2015 more than half of the US population will regularly use one.
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Black Consumers and Mobile: Digital Lives Lived in Motion
APRIL 2012:
14
PAGES,
28
CHARTS
Black consumers no longer form a disproportionately large share of all mobile-device users in the US. But their reliance on smartphones to access the internet makes those devices especially important to them, and to marketers wishing to reach this demographic segment.
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The US Financial Services Industry: Digital Ad Spending Forecast and Key Trends
APRIL 2012:
11
PAGES,
18
CHARTS
Digital ad spending by the US financial services industry will increase from $3.84 billion in 2011 to $6.82 billion in 2016, for a compound annual growth rate of 12.2%. Investments in search, display and mobile formats will provide the propulsion.
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Top Picks: April 2012
APRIL 2012:
4
PAGES,
5
CHARTS
Top Picks summarizes some of the most noteworthy material eMarketer issued in the past month, including reports, articles, charts and interviews. Featured this month are reports on retail, with one forecasting ecommerce sales and another predicting how much retailers will spend advertising through digital means.
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UK Internet Usage: Top Trends in Europe’s Leading Digital Nation
APRIL 2012:
15
PAGES,
27
CHARTS
Some 47 million people in the UK—74% of all residents—will use the internet at least once per month in 2012. By 2016, over 50 million will be online. Increasing usage is fuelled chiefly by web access via smartphones and other portable devices.
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Google+: Influencing the Integration of Search and Social
APRIL 2012:
14
PAGES,
13
CHARTS
Google got social, and millions followed the search giant into the space. As Google+’s novelty has worn off, usage is flagging—but the service can still have important implications for marketers’ search and social media activities.
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The US Telecom Industry: Digital Ad Spending Forecast and Key Trends
APRIL 2012:
9
PAGES,
14
CHARTS
Between 2011 and 2016, digital ad spending by the US telecom industry will more than double, from $4.16 billion to $9.92 billion. Investments in search, display and sponsorships will remain strong, while video, social and mobile formats will drive growth.
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Cloud-Based Music Streaming: Emerging Opportunities for Brands
APRIL 2012:
17
PAGES,
17
CHARTS
As the recording industry experiments with cloud-based streaming services and new monetization approaches, marketers are finding novel and productive ways to tie their brands to popular music properties.
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Quantifying Digital Brand Ad Effectiveness: Finding the Right Mix of Meaningful Metrics
APRIL 2012:
17
PAGES,
11
CHARTS
Difficulties measuring the effectiveness of digital brand advertising are often attributed to marketers’ false reliance on a single metric like the gross rating point or clickthrough rate. Success requires a mix of traditional brand health and digital engagement metrics.
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The US Retail Industry: Digital Ad Spending Forecast and Key Trends
APRIL 2012:
10
PAGES,
16
CHARTS
Between 2011 and 2016, digital ad spending by the US retail industry will grow from $7.37 billion to $13.64 billion at a compound annual rate of 13.1%. Investments in targeted display, social media and mobile will drive this growth.
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The Lessons of Email: Using Digital Touchpoints for Customer Loyalty
MARCH 2012:
19
PAGES,
28
CHARTS
Brands can increase customer retention by taking lessons from email marketing and applying them to the other most important digital touchpoints: websites, social media and mobile. Permission-based communication is key to any digital touchpoint, as is the use of “reciprocal value” offers.
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US Retail Ecommerce Forecast: Entering the Age of Omnichannel Retailing
MARCH 2012:
16
PAGES,
30
CHARTS
US retail ecommerce sales (excluding travel) will reach $224.2 billion in 2012 on 15.4% annual growth. The advantages of online shopping—lower prices, greater convenience, broader selection and richer product information—are driving its growth.
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Canada's Social Scene: More Sophisticated Marketing Meets a Growing Audience
MARCH 2012:
10
PAGES,
12
CHARTS
Canada’s leading brands are embracing social media to increase brand equity and engage a socially connected public. 2012 will see marketers shift from experimenting with social tools to establishing examples of innovative practices.
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Time Spent with Media: Consumer Behavior in the Age of Multitasking
MARCH 2012:
25
PAGES,
50
CHARTS
As media choices increase but the hours in a day stay the same, consumers are squeezing more content into their lives by multitasking. While this trend exposes them to more marketing messages, it also yields an audience that’s both distracted and picky.
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