two thirds

How Digital Time Spent Breaks Down by Device, Gender, Content Area

source: http://www.emarketer.com/Article/How-Digital-Time-Spent-Breaks-Down-by-Device-Gender-Content-Area/1010239

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.

Tags: , , , , , , , , , , , , , , , , ,

Tuesday, September 24th, 2013 news No Comments

Two-Thirds of Marketers and Agencies Likely to Invest in Native Ads and Content Creation

source: http://www.marketingcharts.com/wp/online/two-thirds-of-marketers-and-agencies-likely-to-invest-in-native-ads-and-content-creation-36794/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Advertisement

The definition of native advertising remains somewhat murky (the IAB has set up a task force to tackle this problem), but many forecasts see digital ad sponsorships as a growing area, depending of course, on their definition.

Meanwhile, other results from the Advertiser Perceptions study suggest that 60% share of respondents’ digital ad budgets will be spent on direct buying in the coming 6 months, with the remainder on programmatic buying. Interestingly, during that time frame, respondents expect to allocate 61% of their mobile advertising budgets to mobile phones, with only 39% going to tablets. Based purely on an analysis of consumers’ online time spent with these devices, phones may actually be underweighted, although tablet users may indeed present a more attractive demographic than smartphone users.

Tags: , , , , , , , , , , , , , , , ,

Thursday, September 19th, 2013 news No Comments

Smartphones and Tablets Account for Half of US Adults’ Time Online

source: http://www.marketingcharts.com/wp/television/smartphones-and-tablets-account-for-half-of-us-adults-time-online-36560/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Advertisement

Smartphones alone account for 50% of online time for the two above-mentioned groups. Interestingly, while smartphones only account for a relatively small 25% of online time for Americans aged 50 and older, tablets grab 16% share, the highest among the age groups.

The share of internet time represented by mobile devices differs greatly from one category to the next. For example, together they account for just 24% of time online with the automotive category and 32% of time spent with TV sites (an outsized 20% of which is on tablets). By contrast, two-thirds of social media time goes to smartphones and tablets, as does 82% of online gaming time and 92% of online radio time.

comScoreJumptap-Digital-Cross-Platform-Audience-Sept2013The US’ “digital universe,” referring to the number of adults going online, is 194 million strong per month, per the report. Of those, about 63% (122 million) use both a PC and a mobile device, while PC-only! users nu! mber 58 million (30% share) and mobile-only 14 million (7% share). Those figures are heavily influenced by older internet users. While 17-22% of internet users aged 18-49 are PC-only, that figure jumps to 48% of those aged 50 and older.

While only 17% of online women aged 25-49 are PC-only, a greater proportion of online males of that age are so-called “screen jumpers” (mobile and PC users), at 74% share. That’s because a significant 14% share of women aged 25-49 are mobile-only.

Tags: , , , , , , , , , , , , , , , ,

Wednesday, September 11th, 2013 news No Comments

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

source: http://www.marketingcharts.com/wp/topics/email/4-in-10-gmail-users-tabs-interface-means-less-time-viewing-promo-emails-36494/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Advertisement

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.

Tags: , , , , , , , , , ,

Monday, September 9th, 2013 news No Comments

Only 1 in 2 B2B Marketers Agree That Marketing’s Financial Value is Clear to Their Business

source: http://www.marketingcharts.com/wp/topics/business-to-business/only-1-in-2-b2b-marketers-agree-that-marketings-financial-value-is-clear-to-their-business-36369/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

ForresterResearch-B2B-Marketing-Impact-on-Biz-Sept20132 in 3 US CMOs are feeling pressure from the board to prove marketing’s value, according to recent research, and it seems that B2B marketing leaders may have some work to do in this regard. According to a Forrester Research survey [download page] of 174 B2B marketing leaders, while 72% agreed that it’s clear to their leadership how marketing impacts the business, just 51% agreed that marketing’s financial value is clear to the business. Respondents themselves may be to blame.

That’s because just 4 in 10 believe that measuring marketing’s value and contribution to the business is either very important or critical, per the researchers. What’s more, only 45% of respondents expressed confidence that they know which metrics or business outcomes their key stakeholders care about. A symptom of a larger problem: while roughly two-thirds publish a marketing dashboard, slightly fewer than half share it with an executive team.

Then again, perhaps providing key stakeholders with the relevant data wouldn’t matter. Separately in the study, when asked to what extent key stakeholders are using the data, metrics and/or analyses developed by marketing, respondents were twice as likely to say that the CEO does not use marketing data at all (16%) than to believe that the CEO relies on marketing data to make decisions (8%). The gap was even more pronounced when it came to their beliefs regardin! g how the! CFO or finance team uses marketing data (25% ignoring; 4% relying). Only the sales team is seen more likely to rely on marketing data (15%) than to not use it at all (10%).

Tags: , , , , , , , , , , , , ,

Tuesday, September 3rd, 2013 news No Comments

CMOs Using Marketing Analytics Sparingly; Most Forgo Formal Evaluation of Quality

source: http://www.marketingcharts.com/wp/topics/financial/cmos-using-marketing-analytics-sparingly-most-forgo-formal-evaluation-of-quality-36312/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Duke-CMO-Survey-Marketing-Analytics-Trends-Aug2013Worsening trends for marketing analytics in the US, according to the latest CMO Survey [pdf] from Duke University’s Fuqua School of Business. The percentage of projects estimated by CMOs to be using marketing analytics has dropped to 29% from 35% at this time last year, while two-thirds of CMOs now say their company doesn’t formally evaluate the quality of marketing analytics, up from 53.2% last year.

Another measure of marketing analytics’ influence is the degree to which its use contributes to company performance. And CMOs’ responses in this latest installment of the survey again show a declining trend: On a 7-point scale (with 7 being “very highly” and 1 “not at all”), CMOs gave analytics’ contribution a mean rating of 3.5, down from 3.7 in the February 2013 survey and 3.9 in the August 2012 survey.

Currently, analytics are most commonly being used to drive decision-making in the areas of customer acquisition (31.7%), digital marketing (28.5%) and customer retention (27.6%), per the study.

CMOs indicated that they infrequently leverage marketing analytics to answer their most challenging marketing questions. More than 1 in 8 said they weren’t leveraging analytics any of the time to answer such questions, compared to just 4.3% saying they do so all the time. (The mean rating was 3.7 on the 7-point scale, with 7 referring to use “all of the time.”)

Numerous studies (such as this one) have highlighted the difficulties marketers are facing when looking for the right talent for data analysis, and CMOs’ responses support those findings. On a 7-point scale (7=has the right talent), almost 4 in 10 respondents rated their company’s analytics talent as a 1 (12.9%) or 2 (25.4%).

Tags: , , , , , , , , , , , , , ,

Friday, August 30th, 2013 news No Comments

Social Media and Multitasking Go Hand in Hand – eMarketer

source: http://www.emarketer.com/Article/Social-Media-Multitasking-Go-Hand-Hand/1009792

Social network multitaskers on both Facebook and Twitter were most likely to log on to accounts when they were planted in front of the TV; more than eight in 10 Facebook users and about two-thirds of Twitter users used social networks while channel surfing. But the two networks were also extremely popular while traveling and among those who were supposed to be working.

Women were slightly more likely than men to turn to social media while watching TV, traveling and exercising, and significantly more likely to do so while shopping. Men, meanwhile, were less hesitant to check in with their networks while at work. They also admitted to a much greater propensity to use social media while drunk or on the toilet than women.

Tags: , , , , , , , ,

Thursday, August 22nd, 2013 news No Comments

Hesitant Parents Can’t Keep Kids Away From Smartphones – eMarketer

source: http://www.emarketer.com/Article/Hesitant-Parents-Cant-Keep-Kids-Away-Smartphones/1010075

Zact, a mobile phone services company, surveyed US parents in April 2013 on the smartphone habits of their children and found that for kids between 10 and 13 years old, having a smartphone was more common than not. In addition, two-thirds of those between ages 14 and 17 had their own smartphone.

Tags: , , ,

Thursday, July 25th, 2013 news No Comments

Mobile Games Have Surpassed Console Games Overall

source: http://www.emarketer.com/Article/Online-Gamers-Fly-Solo/1010063

Mobile games have emerged as the channel of choice for video game players, according to a 2013 survey from research and consulting firm Frank N. Magid Associates. In a survey of US internet users, the company found that over two-thirds of web users played video games, and of that group, 53% did so weekly on a smartphone, tablet or other mobile device. That was significantly more than the 42% who played weekly on a console, or the 29% who did so on a social network.

Tags: , , , , , , , , , , ,

Monday, July 22nd, 2013 news No Comments

Two-Thirds Web Users Play Video Games But Mostly Solo

source: http://www.emarketer.com/Article/Online-Gamers-Fly-Solo/1010063

Two-thirds of web users play video games

Although gamers now have a number of avenues through which to make their play social, they’re showing a preference for single-player games, according to a July 2013 survey of US internet users from AYTM Market Research. The poll found that 57.8% of those playing online games were on single-player games. That compared with 41.2% who played social networking games, 33.7% who played multiplayer games and 30.3% who played mobile games.

Although online play would seem to lend itself to increased interaction among gamers, not all of them display a great need to chat with others while playing. The majority of gamers shied away from communication—almost 60% of gamers rarely or never interacted with other players. Only 8.1% of respondents said they always interacted with other players while gaming, with 17.5% saying they did so most of the time.

Tags: , , , , , , , , , , , , , , , , ,

Monday, July 22nd, 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.

Augustine Fou portrait
http://twitter.com/acfou
Send Tips: tips@go-digital.net
Digital Strategy Consulting
Dr. Augustine Fou LinkedIn Bio
Digital Marketing Slideshares
The Grand Unified Theory of Marketing