We’d heard about Facebook experimenting with auto-playing videos in its news feeds on mobile (see it in action after the break), but now the change is rolling out widely no matter where you’re wasting time from. TechCrunch confirmed the new feature (recently added to the changelog on iOS) is coming to all mobile users, and today learned it’s expanding on the desktop as well. Now, Facebook’s feeds are more like Vine and especially Instagram, particularly the latter since sound remains muted until the videos are actually clicked. Of course, this is about more than just adding a few extra views to the counter, as it could lead to autoplaying video ads in the feed, which have been rumored for quite some time and are expected to launch next year.
On the heels of its acquisition of Arbitron, Nielsen has added audio measurement to its mix, including some data on radio listening to its latest cross-platform report [download page]. According to Nielsen, more than 9 in 10 Americans listen to radio on a weekly basis, with those figures highest among Hispanics (94%) and African-Americans (92%). Interestingly, a comparison of user demographics reveals that radio’s adult audience has a very similar age profile as mobile’s audience.
Specifically, 12.8% of AM/FM radio’s adult audience is in the 18-24 demographic, exactly the same percentage as with mobile’s audience. Moreover, 34.8% of the AM/FM radio audience is aged 25-44, as is 34.5% of the mobile audience.
Radio’s audience looks far more similar to mobile’s audience than TV’s, which skews much older. Among TV viewers, a relatively small 21.6% are in the 18-34 bracket (compared to 30.2% for radio and 30.1% for mobile). By contrast, 43.5% of TV viewers are aged 55 and older, compared to 33.4% for radio and 33.9% for mobile.
The similarities between radio and mobile tend to dissipate when sorting by other demographic factors, though. While 31.6% of AM/FM radio listeners are college graduates, that figure rises to 41.5% among mobile users. And radio’s audience appears to be slightly more heavily skewed towards African-Americans than mobile (12.7% vs. 11.4%) with the opposite true for Hispanics (12.7% vs. 14.1%).
On average, Americans spend 60 hours and 42 minutes per month listening to AM/FM radio, per the report,! compared! to more than 150 hours for traditional TV. Radio’s audience continues to grow, according to a September study from Arbitron, which found that radio reaches 242.2 million listeners aged 12 and older on an average weekly basis, an increase of more than half-a-million listeners from the same period last year.
While social media may not be a significant direct referrer of traffic to e-commerce websites, it does have an influence on product discovery and purchase decisions, according to a pair of studies. Walker Sands’ “2014 Future of Retail Study” [download page] finds that almost 1 in 5 consumers claim to have discovered a product through Pinterest, while YouTube videos have influenced a purchase at least once for 53% of respondents. A survey from Social Media Link, meanwhile, indicates that about 2 in 3 social media users trust the product and service recommendations they find on Facebook.
That’s a slightly higher percentage than trust blogs (63%), retail websites (63%), Pinterest (56%) and YouTube (51%), though it’s unclear whether or not those results are confined to users of each channel.
Reports, such as this one, have shown that engagement with brands on social media is rising, and the Walker Sands study indicates that 3 in 5 respondents engage with brands on social media, with almost all of those (55% overall) doing so on Facebook. More claim to have engaged with brands on Twitter (21%) than on Pinterest (10%), a result which may reflect greater adoption of the former platform.
The study also demonstrates that the most common reason why consumers interact with brands on social media is for coupons and promotions (78%), ahead of discovering the latest news and products from bra! nds (65%)! , receiving customer support (24%) and to see what others are buying (19%). That’s not surprising given recent survey results indicating that for Facebook users, discounts and promotions are the most appealing brand posts.
4 in 10 respondents to a recent survey from GE Capital Retail Bank indicated that they would shop more at a retailer if it delivered them offers via mobile. But which types of offers would be most likely to trigger consumer action? That was one question posed by Responsys in a survey of consumers who have subscribed to mobile marketing from brands – of whom 64% claimed to have made a purchase based on having received a highly relevant mobile message.
According to data provided to MarketingCharts by Responsys, pricing-based offers are the most likely to sway the opt-in crowd, with 66% saying they would likely trigger an action. That indicates – once again – that deals have a powerful influence on consumer behavior. (Other research has found, for example, that consumers believe that deals and discounts are the largest influences on their online purchase decisions.)
After pricing-based offers, Responsys finds that consumers believe time-sensitive offers and location-based offers to be the next-most influential, with 52% and 50% of respondents, respectively, saying they’d be likely to act on them. Slightly fewer than half of the respondents said that product-based (47%) and similar product-based (45%) offers would do the trick. Respondents were most luke-warm about “a very general offer intended for the masses” – which would likely influence only 31% of respondents.
That spe! aks to the importance of offer relevance – which fails some respondents. Of the 28% of consumers who have subscribed to mobile marketing from brands, 35% say they messages they receive aren’t relevant.
- Consumers are 43% more likely to purchase when “mobile communications are part of an orchestrated marketing experience that unfolds over time across channels.” In other words, consumers respond to a seamless cross-channel experience.
- About half of respondents say that friend and family referrals are an effective trigger to get them to opt-in to mobile communications, with email (46%) the next-most effective.
While Americans continue to watch plenty of TV on the traditional TV set, non-traditional ways of viewing content are proliferating as consumers increasingly seek to watch programming on their own schedules. Accordingly, 7 in 10 TV households in the US have a DVR, subscribe to Netflix, or use Video-on-demand (VOD) from a cable or telco provider, per new data from Leichtman Research Group (LRG), with about 1 in 10 using all three services.
The study also finds that Netflix subscribers are watching an increasing number of TV shows on a monthly basis. This year, Netflix subscribers claim to watch an average of 19.6 TV shows per month, up from 12.7 last year and 9.9 the year before. That coincides with heavier streaming activity, as 29% of Netflix subscribers report streaming video on a daily basis, up from 10% doing so in 2010. Weekly video streaming has also grown from 43% of subscribers to 70% during that period.
DVR penetration also continues to mount, though the pace of growth appears to be leveling off. The latest survey results from LRG indicate that 47% of TV households have at least a single DVR, up from 40% in 2010 and 23% in 2007. Just-released data from Nielsen reveal that during Q3, consumers watched about 25 minutes of DVR playback per day, the highest for a third quarter going back at least to 2009.
Finally, 6 in 10 cable subscribers have used VOD, per LRG, up from 43% in 2008 and 10% in 2004.
- 58% of households with annual income of more than $50,000 have a DVR, versus 30% of those with annual income of less than that amount.
- The mean annual income of households using all 3 services (DVR, Netflix and VOD) is $96,900, 90% higher t! han the m! ean for those who use none of the services.
65% of mobile media users across 13 developing and developed markets have used their device to purchase goods or services, reveals MEF in its 3rd annual global consumers survey. The study indicates that while that proportion is down slightly from 70% last year, the types of goods and services that consumers are purchasing through their devices is evolving, as is the amount of money they’re prepared to spend on their purchases.
This year, 37% of all purchases made were classified as “low spend” (up to $15.99 or its equivalent), down from 43% share last year. The proportion of purchases in the “medium spend” category ($16-$150.99) also dropped by a couple of points, as 39% of purchases fell into the “high spend” category ($151 and up), a significant rise from last year’s 31%.
There’s an important caveat to the trend: this year, the MEF added 3 countries to its sample (Nigeria, Kenya and UAE), and 2 of those countries (Nigeria and Kenya) turned out to be in the top 3 by incidence of “high spenders.” In other words, the increasing share of “high spend” purchases could be in part the result of the addition of those 2 countries to the sample, although it’s not clear to what extent that might be the case.
Eccolo Media has released its latest “B2B Technology Content Survey Report” based on 503 respondents responsible for influencing or making technology buying decisions in the 6 months prior to the survey. The study covers a host of content marketing topics – including which collateral types are most frequently consumed and considered most influential – as well as the stages of the sales cycle in which they are perceived to be most persuasive.
Turning first to the most frequently consumed content types, the study finds that white papers top the list, with 49% of respondents claiming to have used them to evaluate a tech purchase in the prior 6 months. Close behind are product brochures and data sheets (46%), with those two types of assets clearly the most heavily consumed, ahead of case studies/success stories (36%), detailed tech guides/implementation scenarios (36%), and video/multimedia files (35%).
Interestingly, fewer purport to have consumed blog articles (29%), e-newsletters (29%), social content (27%), infographics (21%) and tweets (19%).
Overall, half of the respondents said they consume 2-5 assets before making a purchase; by comparison, IDG recently found that during the purchase process for major enterprise IT/security products and services, IT decision-makers download an average of 8 informational assets.
The social sharing landscape has changed dramatically during the previous two quarters, according to recent data tracked by Gigya.
More than 700 enterprises (including Pepsi, Verizon, and ABC) use Gigya’s technology, which allows brands to provide social features on their sites (like “Share This” buttons), and track their usage.
Gigya says these brand sites have an aggregate audience of 1.5 billion people, and tracked how these users are sharing brand content.
- At 41%, Facebook still channels the bulk of Web content being shared on social media, but its slice has shrunk from 50% in the second quarter.
- 30% of all Web content being shared in the third quarter went through Twitter, compared to just 24% that did so in the second quarter.
- Pinterest continues to grow as a popular destination for sharing. One-fifth of all Web content shared on social media in the third quarter went through Pinterest, compared to 16% in the previous quarter.
- We also find that the sharing habits of consumers are influenced by the type of content. For example, 44% of e-commerce related content was shared via Pinterest during the third quarter, which is more than the 37% shared via Facebook.
Furthermore, we suspect sharing habits are also influenced significantly by brand sentiment towards different social networks. For example, an e-commerce company might see more value in pushing its content to Pinterest rather than LinkedIn. Thus, its website might feature Pinterest’s share button more prominently than LinkedIn’s.
For context, here is the breakdown of the social sharing landscape in the second quarter: