Millennials have made smartphones a totem of their generation. Even as smartphone penetration climbs among older consumers, millennials are the ones making the most of the device’s capabilities.
In important respects (like social networking), smartphones now surpass computers as the locus of millennials’ digital lives. But the phone’s degree of importance to them is not uniform across all digital activities, with transaction of purchases among the laggards, according to a new eMarketer report, “Millennials and Their Smartphones: How Many Have Them and What They Do with Them.”
It is increasingly common to see millennials with smartphone in hand as they navigate a store, or using it to conduct research before getting there. Learning! what su its them and what does not, they have integrated the phone into some aspects of their shopping while (so far) omitting it from others.
Adults in the US will spend an average of 5 hours, 31 minutes watching video each day this year, according to new figures from eMarketer, and digital video viewing across devices is driving growth. In 2011, time spent with video on digital devices—PCs, mobile devices and other connected devices including over-the-top (OTT) and game consoles—totaled 21 minutes daily. This year, US adults will spend an average of 1 hour, 16 minutes each day with video on digital devices.
Meanwhile, the average time US adults spent watching video programming on televisions totaled 4 hours, 35 minutes in 2011 and will decline to 4 hours, 15 minutes in 2015. In total, time spent with video on all devices is up from 4 hours, 56 minutes in 2011.
“The increas! e in ove rall screen time highlights the complexity of today’s media ecosystem,” said Paul Verna, senior analyst at eMarketer. “While so much debate has centered on a supposed tug-of-war between TV and digital video, the reality is that digital video is growing not at the expense of TV, but because video content is more popular than ever. We might spend less time watching on the main screen, but we’re no less interested in TV programming, and in fact, we seek out more of it every year.”
Shoppers want retailers to provide a personalized experience across channels, and November 2014 research by IPG Media Lab and Yahoo found that personalized ads boosted brand favorability and purchase intent among the more than 5,000 US internet users ages 16 and older polled.
Location-based ads were the most effective at improving brand favorability; 55% of respondents exposed to such placements were favorable to the brand. Across all ad types studied by IPG and Yahoo, including those based on social media sites accessed! , search activity and past purchases, at least half of respondents said personalization made them think more positively about a brand, vs. 46% who said the same about standard ads with no personalization.
Meanwhile, ads based on social media sites accessed had the biggest influence on purchase intent, with just under half of respondents saying so. Around four in 10 said the same about location, search and past purchase ads, compared with 36% who said standard placements lifted intent to buy.
Results from December 2014 polling by the e-tailing group for MyBuys support the idea that personalized ads boost intent to purchase. Fully 52% of US digital buyers said they were more likely to engage or purchase from a new brand when they saw online ads for products they were interested in based on browsing or buying behavior, and just under half (49%) said they bought more from retailers that personalized online ads promoting offers and products from websites they visited. One-third said they bought more from retailers that served such ads on social.
drag2share: Netflix is eating TV’s dinner: ‘The average Netflix user in the US streams for two hours per day’ (NFLX)
Linear TV has been on an amazing 50-year run. Internet TV is starting to grow. Clearly over the next 20 years Internet TV is going to replace linear TV. And so I think everyone is scrambling to figure out how do they do great apps, how do they things like “Noggin” which are fantastic. That will just keep getting built up and so it’s a transition into figuring out the Internet. And the way people do that is to get involved with us, with our competitors to try to start to learn what are the new patterns and modalities because Internet TV is the way that people will consume video in the future.
It’s this type of cord-cutting that is really hitting cable TV companies. You only need to look at this chart below from Business Insider Intelligence taken from data from top cable operators in the US, which compares the rise of broadband subscriptions versus the decline in TV subscriptions, to see which way the direction of travel is going.
The average Netflix user streams movies and programs for two hours a day, according to estimates from Rich Greenfield, an analyst at BTIG Research.
Not only is that mean average domestic number up around 18 minutes per subscriber per day on BTIG’s last estimates, but it is a major benchmark that suggests Netflix is really eating traditional TV’s dinner.
If you compare that number to traditional, live TV viewing, where the average American sits in front of the box for around 5 hours every day, according to Nielsen, that might not seem like a huge dent.
But as our CEO and editor-in-chief Henry Blodget put it:
In fact, BTIG says that were Netflix a domestic US broadcast network, it would sit somewhere between the number one and two most-watched network.
B2B vendor websites are often lacking the content elements buyers perceive as most important, according to a report [pdf] from KoMarketing, Huff Industrial Marketing and BuyerZone. As with last year’s survey, the results suggest that vendors sometimes miss the basic information that can help establish credibility and move a buyer to request a quote.
According to the study, thorough contact information is by far the most important asset on a vendor website to establish credibility with buyers. Research reports, about information/team bios, and case studies/white papers and! article s are also important, though not to the same extent.
Notes: Advertisers running video ads on social media are more interested in metrics such as engagement with interactive elements (47% choosing as a top-3) and shares (43%) than they are with views (34%), according to a Mixpo survey of 125 US agency, brand and publisher executives, almost all of whom had run a social advertising campaign. The survey also finds that while more advertisers ran video ad campaigns on YouTube (77.8%) than on Facebook (63%) last year, this year more plan to run a campaign on Facebook (87%) than on YouTube (81.5%).
Notes: Most US adults are comfortable with companies having information about them including their product interests (80%) and history with the company (79%) in order to better their service, but far fewer (as expected) are comfortable with companies knowing their location and time data (38%) or their personally identifiable information (PII; 37%). Notably, though, respondents were far more likely to be comfortable with trusted companies (limited in this case to retailers and travel/hospitality brands) having access to their location data (72%) and PII (61%).
Indeed, separate survey results indicate that, for respondents, the most important attribute of “the perfect company” is one that is very trustworthy with their data and information.
E-commerce share of total retail trade in the US is expected to grow to 12.7% this year, up from 11.6% last year and 10.6% a year earlier, according to a recent study [pdf] from RetailMeNot and the Centre for Retail Research. Among the 10 countries included in the analysis – covering Europe, the US and Canada – the US ranks near the top on this measure, behind only the UK.
Indeed, online’s share of total retail trade in the UK is predicted to reach 15.2% this year, up from 13.5% last year and 12.1% the year prior. That’s almost double the average market share across the European countries measured, predicted to be 8.4% this year, up from 7.2% last year. By comparison, online retail appears to be a lesser force in Canada, where it should account for just 4.8% of total retail sales this year.
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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