Women spend more time on smartphones, tablets
While the desktop PC may still have the greatest reach among US web users, time spent accessing the internet via mobile has surpassed time spent on the PC, according to research from mobile ad network Jumptap and comScore. This is in keeping with eMarketer’s findings, which estimate that this year, for the first time, time spent on nonvoice mobile activities will surpass time spent online on desktops and laptops.
comScore and Jumptap found that in April 2013, time spent accessing the web on smartphones and tablets surpassed time spent online on the PC by 2 percentage points. The amount of time women 25 to 49 years old spent on the smartphone and tablet was particularly notable, reaching above 60%, while for men in that age range, the PC remained the platform where they spent more than half their online time.
Plenty of online content areas were still firmly rooted in PC use, with the desktop accounting for more than 60% of time spent accessing auto, business, TV, news and sports content. Game playing and radio were predominantly mobile activities, while two-thirds of social activity went to the smartphone and tablet. And visual-focused content, including food, entertainment, lifestyle and retail, were beginning to tip toward mobile.
The study also looks at mobile views by day of the week and time of day, with some intriguing results (all data limited to the US):
- The highest share of weekly mobile video ad views in the US was reserved for Thursdays (17%), followed by Fridays (15.3%), Saturdays (16.7%), and Sundays (14.9%), such that about half of views took place between Thursday and Saturday;
- Saturday accounted for a leading 22.4% of weekly views on Apple devices;
- Completion rates averaged 52.2% on the weekend versus 44.4% on weekdays;
- About one-quarter of daily tablet video ad views occur between 8PM and midnight;
- Smartphone video ad views decline slightly during those hours, but that’s a function of the behavior of iPhone users, as Android phone users actually watch 33.9% of their daily video ads during that time period.
Facebook On Desktop In Serious Decline (BTIG Research)
Facebook page views from laptops and desktops in the U.S. are down 28% in April compared to April 2012. That’s a steeper year-over-year declne than in March when the decline in page views was 26% compared to March 2012, according to BTIG. As desktop usage declines more rapidly, the pressure will be on Facebook to drive mobile monetization. Read >
Facebook Rolling Out Video Ads To News Feeds (Ad Week)
The world’s largest social network is now going after TV revenues with its plan to roll out video ads, the Financial Timesis reporting. It’s believed Facebook will allow advertisers to select four demographics to target with 15-second video ads (that means advertisers will have to decide whether they want to produce entirely new 15-second spots for Facebook, or shorten existing 30-second spots). The videos will likely be autop lay and mute by default, and expand to cover the width of the News Feed and part of the right rail. Testing will begin in July, according to the FT. Read >
Search — the very cornerstone of the Web — has begun to show signs of decline on desktops and laptops.
Meanwhile, search is surging on smartphones and tablets. Mobile searches are quickly becoming the main way in which consumers find everything they need — whether it’s information, services, or physical and digital goods.
That means there’s a great opportunity, but also that search has more work to do. There are kinks to figure out in areas ranging from app discovery to tracking the effectiveness of local search ads.
If you’ve yet to lay your hands on a Chromebook or Chromebox, that could change shortly, as the computers may soon find a new life in libraries, hotels, retail stores and even the break room. Today, Google announced an update to its management console for Chrome OS that allows for Managed Public Sessions — in other words, a kiosk mode. Central to the idea, users will be able to login to the computer without supplying credentials, and their data will be automatically cleared at the end of the session. The setup has plenty of appeal for system administrators, too, as they’ll find the ability to set the default web page, block access to specific sites and apps, configure device I/O operation and manage timed logouts. Google has tested Managed Public Sessions with Dillards, The Hyatt in San Francisco and the Multnomah County Library in Oregon. If anything, it’s a good reason to keep a keen watch on your surroundings… you might just spot a Chromebook in the wild that’s begging for some attention.
Source: Google Enterprise Blog
In the West, web users have known for years that advertisers drop “cookies” onto their desktops (via their web browsers), and that these little pieces of code tell advertisers what they’re looking at.
In China, however, the state-run TV channel China Central Television just discovered this fact. It aired an investigative, undercover hidden-camera story on the web ad business as a purveyor of secret tracking information on innocent Chinese web users.
It’s a shocking expose. Or it would have been had it aired in the mid-1990s, when cookies first came into use.
Cookies help advertisers target people with ads. If you browse a web site for tennis rackets, you might start seeing ads for shoes on subsequent pages. Cookies don’t, however, identify individual web users. They simply aggregate them into blocks of targetable audiences.
The Star added that executives at Yoyi, Avazu and iPinYou Interactive were secretly filmed in CCTV’s report. One! was cau ght on camera saying:
“You will not be able to see the codes whenever you visit a website. If you can see them, who will be willing to go online?” she said.
Oh, that’s right. Everyone on the rest of the planet.
Researchers at IDC have had their ears to the ground keeping tabs on shipments for specific types of devices, and now they’ve painted a bigger picture of the hardware battlefield in 2012. “Smart connected devices” — a category which includes desktops, laptops, tablets and smartphones — saw a total of 367.7 million units shipped in Q4 2012, up 28.3 percent from the year before. In total, over 1.2 billion units were shipped last year, marking a 29.1 percent upswing from 2011. Naturally, tablets and smartphones drove the boost by carving out roughly 60 percent of the year’s combined marketshare, while PCs and notebook shipments sank by 4.1 and 3.4 percent, respectively.
While Samsung and Apple each claimed crowns in specific gadget divisions, Sammy came out on top with smart connected devices in 2012 as a whole (and in Q4) thanks to a 20.8 percent marketshare, beating Cupertino by 2.6 percent. Lenovo finished in third place with a 6.5 percent slice, while HP and Dell trailed behind with 4.8 and 3.2 percent, respectively. IDC notes that Cook. and Co. could have come in a more distant second, but the debut of the iPhone 5 and iPad Mini pulled it out of a slump from earlier in the year.
The decline in desktop PC sales is beginning to ripple throughout the industry, as Intel has revealed plans to wind down its desktop motherboard division over the next three years. According to AnandTech, the company will release boards that are based on the Haswell architecture before completely suspending development. Moving forward, Intel will instead focus its efforts on creating form factor reference designs for the Ultrabook, tablet and desktop markets. Curiously, one product that’s currently immune from the announcement is the Next Unit of Computing (NUC), a miniature barebones system that will see continual development from Intel. While custom PC builders will likely take a moment to reflect upon the news, it’s said that the transition is unlikely to affect the company’s workforce. Instead, current employees will be absorbed into other divisions within Intel. After all, there’s no point in showing talented engineers to the door, even in an age of market shifts.
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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