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Kids’ Content Offers Marketing Opportunities in Latin America


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.

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Thursday, September 19th, 2013 news No Comments

ROI Rankings: Facebook Deemed More Important Than Twitter and LinkedIn, Less Than Google



After Facebook, Twitter (average rating of 3.04) was deemed the next-most important for ROI, followed by LinkedIn (3.38), Yahoo (4.23), and AOL (5.6).

Respondents – a mix of marketers of clients (26%), ad agency employees (30%), and media company employees and consultants (44%) – appear to be satisfied with the support provided by Facebook for their advertising efforts. Almost half believe that Facebook’s support for advertisers has improved to some degree over the past 6 months, compared to only 1 in 10 who believe it has to some extent deteriorated. Additionally, roughly three-quarters are very (10.5%) or somewhat (65.2%) satisfied with the data and analytic tracking they receive from Facebook.

Given improving ROI and support, it’s not surprising that advertisers will be increasing their efforts: over the next year, a majority expect to significantly (11.2%) or moderately (44.5%) increase their Facebook advertising budget.

Interestingly, although Facebook is deriving an increasing share of ad revenues from mobile, advertisers don’t see much separation between the RO! I of mobi! le and desktop ads, with a plurality (38%) rating them about the same. Slightly more than one-third feel that mobile ROI is much (7.7%) or somewhat (27.4%) greater, while 26.9% feel the same way about desktop ROI.

There’s more consensus when it comes to Facebook Exchange, used by about 1 in 5 respondents. Of those, two-thirds said it has been somewhat effective for their campaigns, with another 1 in 5 calling it very effective.

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Tuesday, September 17th, 2013 news No Comments

4 in 10 Gmail Users: Tabs Interface Means Less Time Viewing Promo Emails



Asked how the Promotional Tab has affected their interaction with promotional emails from their favorite brands, about three-quarters of respondents said there has been no change. However, 19% said it has made them interact with those emails less, versus just 4% who believe their interactions have increased as a result. Among younger users (aged 18-24), the trend is more problematic: two-thirds say their interactions haven’t changed, but fully one-third believe they’re interacting with promotional emails less, and none indicate that their interactions have increased.

What’s more, respondents indicate that they’re spending less time viewing promotional emails as a result of the new Tabs inbox. 4 in 10 respondents said they spend less time with them overall, versus 7% spending more time. In this case, younger users were more divided – with 23% saying they spend less time, compared to 15% spending more. As a result, a minority 45.9% of younger respondents say they check the Promotional Tab more than once a week, as do roughly 49% of respondents overall.

Other Findings:

  • About one-third of respondents say they! primaril! y access their Gmail account from their smartphone.
  • 7 in 10 haven’t changed any of the default settings for Gmail Tabs.
  • None of the 18-24-year-olds said that Gmail Tabs has caused them to lose any emails from their favorite brands.
  • 3 in 4 respondents believe Gmail Tabs is accurately sorting their messages to the correct tabs.

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Monday, September 9th, 2013 news No Comments

Consumers, Complaining of Clutter, Say Sender Familiarity Spurs Mobile Email Opens


Campaigner-Email-Overload-Mobile-Opens-July2013Email overload is frustrating consumers, according to results released from a Campaigner survey conducted during last year’s holiday period that examined the use and influence of mobile emails. 1 in 10 respondents said they dealt with more than 300 emails a day, with close to one-third of those saying that marketing and promotional emails accounted for at least three-quarters of their emails, and almost 60% claiming they just deleted the messages without reading them. With clutter such a problem, what motivates consumers to open emails on their mobile devices?

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Tuesday, July 30th, 2013 news No Comments

What Data Are Marketers Analyzing


Survey data and third-party research watched by fewer marketers

The importance of cross-channel activity keeps rising, with nearly three-quarters of companies worldwide analyzing interactions between different online channels, according to a survey by research firm Econsultancy and data consulting company Lynchpin. More companies also paid attention to social data in 2013, at 63% of respondents, up from 56% the previous year.

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Tuesday, July 30th, 2013 news No Comments

Will Netflix Subscribers Keep Their Pay TV Services


One in five Netflix subscribers has canceled pay TV

Nearly three-quarters of Netflix subscribers in the US still kept their cable, satellite or telecom pay TV subscriptions, according to a June 2013 study from Cowen and Company. But another 20% reported having gotten rid of their pay TV subscription, raising questions about whether more Netflix subscribers could soon become cord-cutters.

Cord-cutting is typically associated with those in the youngest age bracket, and the survey found this to hold somewhat true. However, there was also a notable propensity to cut the cord among Netflix subscribers between 30 to 44 years old, with 41% having cut pay TV. Overall, this age group was more likely to subscribe to Netflix than 18- to 29-year-old respondents.

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Friday, July 19th, 2013 news No Comments

Tag Management Becomes a Key Component of Big Data Strategy – eMarketer


Improved analytics is cited as No. 1 benefit of tag management system

As tag management systems gain popularity, the platforms offer a streamlined approach to tagging, giving marketers more control over tags and fostering tags’ role in the collection and interpretation of digital data. On behalf of Tealium, a tag management system provider, Forrester Consulting surveyed US digital marketing decision-makers in May 2013 and found that more than nine in 10 said data integration was the next step in the evolution of tag management.

Among respondents who had actually implemented a tag management system, Forrester found that the greatest number, nearly three-quarters, said improved analytics implementations—making digital data more digestible—was a benefit of the system. Another 69% cited better marketing agility, pointing to marketers’ ability to assert more control over tagging, rather than needing to work through the IT department. Slightly fewer, 63%, cited better website performance, speaking to the potential to improve load times with streamlined tagging.

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Wednesday, July 17th, 2013 news No Comments

Digital Video Ads Beat TV by a Wide Margin


Targeting is a key advantage for digital video

Almost three-quarters of marketing professionals worldwide planned to increase their spending on branded video content or video ads in the next year, according to a survey conducted by AOL Networks in April 2013. More than 50% of that group said that the added investment would come from TV and display budgets. Only 4% of respondents planned to draw back spending on digital video ads.

In keeping with digital advertising’s frequent role as a direct-response vehicle, the study found that digital video ads beat out TV ads for achieving engagement goals: 58% of marketers thought digital video ads performed better than TV ads by this measure, compared with 15% who said engagement was worse for digital video ads.

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Friday, June 28th, 2013 news No Comments

SMB Digital Marketers Say Driving Sales is Their Top Priority


About half of SMBs engaged in digital marketing devote at least 50% of their marketing budgets to digital, according to [download page] a new study from and Vocus. And with more than 1 in 5 devoting at least three-quarters of their budgets to digital, it’s not surprising that they’re looking for tangible value out […]

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Tuesday, June 11th, 2013 news No Comments

Wealthy Shoppers Cautious About Data-Sharing


68% of consumers with minimum household income of $150,000 (“wealthy shoppers”) are willing to share their personal information with merchants online, but this tends to be a requirement-driven activity, with three-quarters of those saying they do so only to complete a transaction. That’s according to survey results from the Luxury Institute, which also found that […]

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Thursday, March 14th, 2013 news No Comments

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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