More than 30 percent of American adults use their tablet devices daily to read news.
Over 15 percent read a book on their tablets every day, according to Pew’s Demographics Of Mobile News report. The Pew study excluded e-readers, which are sometimes lumped together with tablets in a single market.
Interestingly, despite being trumped as a much ballyhooed savior for magazines, it seems few Americans regularly use a tablet to browse their favorite magazines (10 percent or less across age groups).
Nonetheless, the findings point to a mobile future for reading.
As we discussed last week, books and magazines are the fastest growing mobile content category by audience growth. News is the fourth largest content category by audience size and continues to show significant audience growth.
Whether mobile growth in news and books will be able to make up for lost offline or desktop-based revenue is another question. E-books typically cost much less than their print counterparts, for example. However, for ad-supported content, the huge growth in tablets sales should be welcome news because tablets are a much more promising ad platform than smartphones.
Whether it’s because of regulation, a conservative outlook, or simply because they don’t see the benefit, some industries have been incredibly slow to embrace the digital age.
However, even in the industries where it’s not widely adopted, making significant investments in digital technology and integrating it into an organization has a significant positive impact on the bottom line. Capgemeni Consulting estimates that ‘digital beginners,’ those companies who have barely touched digital technology are 24 percent less profitable than average.
“‘Beginners’ have barely started, usually because they’re unaware of the opportunities, ‘Fashionistas’ adopt the newest or sexiest digital innovations, but without a cohesive strategy or eye to maximizing business value, ‘Digital Conservatives’ have a cohesive vision, but are slow to invest in new technology, and finally, the ‘Digirati,’ who both invest in digital and integrate it with their whole organization.”
Here’s where major industries fit on the spectrum of going digital, from high technology at the top, to the pharmaceutical industry way at the bottom:
Read the full report here
Marketers and advertisers using iOS applications can now monitor app downloads on Google’s AdWords This function has been available on Android phones since April.
Gap is no longer planning to work with just Ogilvy on its advertising campaigns. While the company told Ad Age that it is not doing an agency review, Gap has reached out to PNH and AKQA to do new campaigns.
Think you’ve seen enough political ads? Well get ready because one-third of all political spots will air between now and November 6.
The Martin Agency chose Joe Alexander, formerly an ECD at the shop, to be its new CCO. Alexander has worked on campaigns for UPS and Wal-Mart.
TED launched “Ads Worth Spreading” for the third time.
Months after retiring as chairman of Siegel & Gale, Alan Siegel opened a brand and corporate identity consulting firm called Siegelvision.
There’s! talk th at LG’s bottomless elevator stunt is actually fake.
Previously on Business Insider:
- Inside The Bizarre World Of Sexy Halloween Costumes … For Pets
- 10 Things You Didn’t Know About Facebook’s Carolyn Everson
- These Are The 13 Most Terrifying Ads Ever
- Watch The First iPad Mini Ad
- See The 29 Biggest Executive Perk Packages in Advertising, Ranked By Extravagance
They have 1 billion users, but that’s not Facebook’s only amazing statistic. There are a lot more, starting with a staggering 1.13 trillion likes. One point thirteen trillion likes, people. It’s crazy. Here are the rest of their stats, compiled since the first day of Facebook:
Over 1.13 trillion likes
since launch in February 2009. Wow.
140.3 billion friend connections
to one billion total users. Is everyone connected to everyone or what, Kevin Bacon?
219 billion photos.
These are photos actually in the system, not including the deleted ones. They believe they have had 265 billion photos in their servers since fall 2005. Flickr is weeping.
17 billion location-tagged posts,
including check-ins as of September 10, 2012—since August 2010.
210,000 years of music played so far.
62.6 million songs that have been played 22 billion times. The most staggering fact about this: their music-listening app only started in September 2011 and this data is from September 11, 2012.
More useless but neat facts:
• Facebook says that the median age of the user is about 22 years.
• The top five countries, in alphabetical order, where people connected from since the 1 billion user record was achieved: Brazil, India, Indonesia, Mexico and the United States.
• Of that 1 billion, there are 600 million mobile users. Not bad.
The Michael Kors brand has achieved unstoppable momentum even in the age of discount retailers.
The company recently raised its guidance again after blockbuster sales in the second quarter.
Meanwhile, other aspirational brands like Tiffany & Co. and Restoration Hardware are struggling.
Michael Kors succeeded because it was the first retailer to hit the market’s sweet spot: people with money to spend but who aren’t rich.
Luxury marketing expert Pam Danziger calls these people HENRYs, for “High Earners Not Rich Yet.” They are the people who make between $100,000 and $250,000, she says.
HENRYs are a growing segment, while the wealthiest people are making less than they used to.
Danziger explained the concept to us in a recent note:
Ultra-affluents (i.e. those at the top 2 percent of U.S. households with incomes starting at $250,000) cut their spending by nearly 30 percent from 2010, while the HENRYs (High Earners Not RichYet with incomes $100,000-$249,999) increased their spending on luxury by some 11 percent from 2009 levels. Even though HENRYs individually have a far lower spending threshold than ultra-affluents, there are nearly ten HENRY households for every ultra-affluent. That is why with a total of 21.3 million households, the HENRY segment is a critically important part of the consumer market.
With Michael Kors’ $450 handbags and $250 watches, HENRYs can show off their success without feeling like they’re going overboard.
Kors wisely chose the exact right audience, and now it’s pay! ing off.
Facebook got taken to task by Ad Age this weekend in a report that accuses the social network of being “purposefully vague” about how it targets users based on their likes and interests.
We told you yesterday that Facebook has more than 200 ways of tracking its users around the web.
Age says Facebook’s advertising tool applies a hashtag to terms such as “morning sickness,” “ultrasound” and “pregnancy test” and can then serve ads against them. But Facebook declined to come out and say that it uses posts made by users to identify pregnant women (or other consumers going through a life change that might require a large number of new purchases):
Facebook, for its part, said it rarely uses the content of status updates as a signal for ad targeting.
But Facebook is careful to note that it doesn’t use the content of status updates to target pregnant women.
Finally, a spokesperson told Age:
“Not all advertisers are created equally in terms of how they define privacy as opposed to how we define privacy,” he said.
Facebook’s clients, however, told Age that they can use the site to ID pregnant women.
Café Mom VP-Marketing Kristina Tipton said her team has identified a Facebook audience of more than a million women who are likely to be pregnant or may have recently been so by anonymously targeting specific keywords that show up in users’ conversations … Ms. Tipton has been told by her Facebook rep that this process includes people who have mentioned the terms in their posts as well as users who have added those terms to their profile.
T! he big s urprise in the article is when Age all but accuses Facebook of lying:
Certainly there’s a gap between what marketers say they are being told and Facebook tells a journalist on the record.
Meet the 20 most influential marketing spenders, per Ad Age.
Cravendale has launched its new “cats with thumbs” video (above). We told you it was coming earlier this month.
LIONSGATE HAS PUT ITS $400 MILLION MEDIA ACCOUNT IN REVIEW: The incumbents are Initiative and Mindshare; Horizon will also compete, Ad Age says. “Hunger Games” and “Twilight” are among the titles on the business.
LendingTree picked a new creative shop, Merkley + Partners, and will break its first campaign in the spring. The New York shop beat McK! inney in Durham, N.C., and Anthem Worldwide in San Francisco for the business. Spending is ~$22 million.
MDC Partners’ credit rating was lowered by Standard & Poor’s from B+ to B, with the ratings service saying it expects the holding company’s debt level to remain high over the next 12 to 18 months.
Previously on BI:
- Take Our Instagram Tour Inside The World’s Top Ad Agencies
- Peter Kim Leaves Dachis Group To Join R/GA
- Why Apple Wants To Kill The 2nd Biggest Mobile Ad Business On The Planet
- Here’s That Creepy Rape Fantasy Dress That J. Peterman Is Embarrassed About
- Here’s The Obama Promoted Tweet That Dropped The Second His Speech Ended
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.
Collaborators – Digital Profs
- Try On New Glasses in Warby Parker's Virtual Booth
- Netflix vs Blockbuster - Perfect example of an industry replaced by a more efficient version of itself
- Marketing Costs Normalized to CPM Basis for Comparison
- Coke vs Pepsi vs Dr Pepper
- Michael Kors is driving Macy's business into the ground
- The Grand Unified Theory of Marketing(tm) - Digital String Theory
- Facebook advertising metrics and benchmarks
- Did you Google Bing too?
- See The Difference Between Victoria's Secret And Dove Models
- Brand Advertisers: Escaping an Ecosystem of Digital Advertising Fraud
- #SESNY: Toward a Performance Mindset for All Advertising
- Tips for Marketers Selecting a Digital Agency
- Context Is Not King or Queen; It's Just Necessary
- 2013 New Year's Digital Marketing Resolutions
- The Good, Bad, and Ugly of Online Campaign Ratings and eGRPs
- Why You Should Banish the Net Promoter Score Immediately
- Digital Strategy To-MAY-to vs. To-MAH-to
- The Agency-Client Relationship is Forever Changed
- Targeting vs. Privacy - Who Will Win?
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