Games are popular on PCs, and videos gain steam on mobile devices
The term “digital native” gains more meaning as more and more digital content is targeted toward children learning to use computers and mobile devices at a young age. A study from KidBox, a Spanish- and Portuguese-language family-oriented web service, monitored usage of its child-safe internet platform among 60,000 families with children up to 8 years old in Argentina, Chile, Colombia, Ecuador, Mexico, Peru, Uruguay and Venezuela in May 2013. The study found that 42% of children used internet-connected devices, spending an average of 40 minutes online per day.
Though the report refers to survey respondents as “child internet users” it may be more illustrative to describe the study’s results as “usage of child-focused content” in households with children up to the age of 8. In other words, the report tracked usage of content from KidBox targeted to children, but whether the user was parent, child or both is unclear. Nonetheless, for marketers looking for branding and direct-response opportunities that eventually would reach parents or children, the difference may be immaterial.
The KidBox study found considerable variation in usage between online and mobile, and among different countries as well. On computers, digital media usage was highly focused on game play across the board, with about three-quarters of all PC usage dedicated to gaming, as opposed to videos and general website content.
On mobile, g! eneral site visits were particularly uncommon in Latin America as a whole. There was also less disparity between video viewing and gaming on mobile, compared with the PC. With that said, there were distinct variances breaking out Argentina and Mexico individually. In Argentina, 56% of media usage was devoted to mobile videos and 38% went to games, and the percentages were nearly flipped for Latin America at large—about one-third of mobile web time in Latin America went to videos, while nearly two-thirds went to games. Mexico found itself in the middle, as time was split nearly equally between mobile digital video and games.
The two media types combined, however, still hold nearly a 30 percent media share, validating that print is still a power player in the media mix for marketers.
Display Internet advertising, though measured in a smaller subset of countries, grew a significant 26.3 percent for the first quarter. Display internet ad growth was particularly impressive in the Asia-Pacific (33.2%) and Latin America (48.2%) Internet even bucked the trend in Europe, boasting growth of 10.4 percent.
“We see trends continuing in media, with less-steep ad spend increases in TV and very slight declines in print, making way for growth in the digital space. Although these changes in traditional media are slight, it’s worth noting how the placement of ad dollars is shifting over time,” said Randall Beard, global head, Advertiser Solutions for Nielsen. “We’ll continue to monitor these shifts in media spending and the impact for marketers in the short and long term.”
Ad spending on major media worldwide will be up 2.8% this year, new figures from eMarketer suggest, after a 4.4% climb in 2012 that was boosted in part by spending on the Olympics.
Slower growth this year will bring the total spent to $516.95 billion, which includes spending on digital (including mobile), directories, magazines, newspapers, outdoor ads, radio and TV.
2014 will once again see a jump in growth closer to 5%, due in part to expected outlays around the FIFA World Cup that year in Brazil. By 2017, spending will reach $616.65 billion.
The fastest growth in spending will come from emerging markets in Central and Eastern Europe, and Latin America, where regional growth this year will reach 8% and 7.5%, respectively—significantly higher than the worldwide average. Spending growth is also projected to come in above average this year in the Middle East and Africa, at 6.9%, and North America, including the US, at 3.4%.
No matter how thin your wallet is, you’re probably not willing to sacrifice beauty to save.
Less than one-fifth of 25,000 respondents from 51 countries say they’d buy cheaper health and beauty products for the price, according to a survey by Nielsen, a global information company.
Meanwhile, 61% chose “good value” over “low price” for any retail products their families may need, meaning a generic brand of bread may get passed over for a loaf of tastier (and possibly healthier) Pepperidge Farm bread.
“Value is not about price alone,” James Russo, vice president of Nielsen’s Global Consumer Insights, said in a statement. “Retailers and manufacturers who offer good values tailored around benefits of the product beyond price will resonate with consumers who continue to look for ways to stretch their money in a tough economy.”
The study found product preference also depends on where the respondents live, with those in Asia Pacific, Europe, Latin America, and North America preferring good value over lower prices, and those living in Africa and the Middle East choosing price over value.
But just because North Americans prefer value over lower prices doesn’t mean that they’re willing to pay full price. In fact, Americans are among the world’s leading coupon-users, followed closely by China and Hong Kong.
We also buy in bulk more than anyone else in the world. According to Nielsen’s chart below, the main reason Americans visit the grocery store is to stock up, whereas a quick trip to replenish products is more popular in other parts of the world.
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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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