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Super Bowl Searches By Device [CHART]
How ingrained is multitasking using smartphones? In February, Google reported that 25% of searches done about this year's Super Bowl ads the day before the game were performed on mobile devices. During the game, 41% of such searches were made via mobile. Read the rest at eMarketer.
Cross-Channel Personalization [CHART]
By segmenting customers, brands can create the more personalized, relevant experience that consumers now demand—especially from retailers. April 2011 data from the e-tailing group and MyBuys showed 50% of US cross-channel shoppers expect to be offered promotions or merchandise that reflect their past online shopping behavior and purchases. More importantly, 46% of shoppers reportedly would buy more from retailers that personalized the shopping experience across channels. Read the rest at eMarketer.
Tracking & Segmenting Customers [CHART]
According to a November 2011 survey from Acxiom and DIGIDAY, though the majority of US advertisers and agencies were able to identify and segment their customer base, few were capable of doing so in a way that delivers a personalized experience in real time and across multiple channels.
More than half (58%) of advertisers and 39% of agencies said they were able to track and segment their best customers. However, agencies were more than twice as likely (12%) to be able to incorporate both online and offline data into the segmentation process, compared to just 5% of advertisers capable of this more advanced approach. Read the rest at eMarketer.
Most Indispensable Smart Phone Features [CHART]
Internet access tops the list of functions smartphone users could not live without, cited by 20.8% of respondents to a Prosper Mobile Insights survey [download page] released in February 2012. In fact, smartphone users said that internet access was more indispensable than calling (19.9%) and texting (18.2%). After those three leading functions, there was a large dropoff to the next most indispensable functions, email (8.2%), GPS/maps (5.5%), Facebook (3.1%), and apps (general - 2.7%). 1.3% of respondents said that games, Google, and music were their single most important smartphone functions.
Texting remains the most common activity among mobile users overall: data from comScore indicates that during the three-month average ending December 2011, 74.3% US mobile subscribers sent texts, compared to 47.5% who used browsers. Read the rest at Marketing Charts.
In-Store Research [CHART]
Price was, predictably, the top information about a product gathered in-store by showroomers, cited by 86.9%. Roughly 7 in 10 also researched information about a product’s features, while 51.2% looked at product availability and 44.7% at the variety of products on offer. And although more than half cited delivery costs as a reason for buying online instead, only about one-quarter of respondents said they gathered information about shipping and delivery costs while in-store.
According to an Oracle study released in December 2011, the leading reason US and Canadian consumers visit a store is to see a product before they buy it (75%). 44% said they visit a store when they need the product right away, while 41% said they will go to a store to avoid shipping charges. Read the rest at Marketing Charts.
Showrooming Motivations [CHART]
Although consumers who research and gather information in a retail store and then purchase online cite price (86.8%) as their most common reason for “showrooming”, other factors are also driving this behavior, according to results from a ClickIQ survey released in February 2012. In fact, a majority of showroomers also said that they had purchased an item online that they had researched in-store because it had no shipping/delivery cost (51.7%) and due to its availability (51.5%). Other reasons given included the variety of products found online (30.2%) and the absence of sales tax (28.3%).
Overall, 45.9% of the consumers surveyed, who were required to have shopped both retail stores and online within the past 6 months, said they had researched or gathered information about a product in a retail store (not online) first and then purchased the product online. Read the rest at Marketing Charts.
Amazon's Kindle Fire Claims 14% Of Tablet Market In Q4 2011
Amazon.com Inc., the world’s largest online retailer, surpassed Samsung Electronics Co. as the No. 2 seller of tablet computers last quarter, shipping 3.89 million units, according to research firm IHS Inc.
Amazon’s share rose to 14 percent in the period, up from zero in the third quarter, while Samsung slipped to 8 percent from 11 percent, according to Englewood, Colorado-based IHS. Apple Inc., meanwhile, maintained its lead in the market, accounting for more than half of shipments. Read the rest at Washington Post.
Annoyingness Of Political Ads [CHART]
Political candidate ads appearing in local newspapers are rated as annoying by just 18% of registered voters, while ads appearing on local TV are seen as annoying by 54%, according to results of a survey released in February 2012 by the Newspaper Association of America (NAA). Network TV (50%), cable TV (43%), and radio (39%) ads are also rated annoying by a significant proportion of registered voters, though political ads on the internet (27%) garner the frustration of far fewer. Read the rest at Marketing Charts.
90% Of Online Americans Worry About Their Privacy [CHART]
Consumer concern for online privacy is at a significantly high level, according to the Q1 2012 TRUSTe Privacy Index, which shows that 90% of US adults worry about their privacy online. Although a plurality (46%) of survey respondents indicate the frequency of their online privacy worries to be just occasional, 23% say they always worry about their privacy online, with a further 21% saying they frequently worry. Southerners, 45-54-year-olds, and divorcees are those most likely to frequently or always worry about their privacy.
Consumers may have reason to worry: according to a paper submitted by a team of mathematicians to an August 2011 cryptography conference, 4 of every 1,000 public keys protecting webmail, online banking, and other online services provide no cryptographic security, as reported by Ars Technica in February 2012. Ars Technica also reported that a separate group of researchers said they had been able to remotely compromise about 0.4% of the public keys used for SSL web site security. However, those researchers, at Freedom to Tinker, cautioned that the problem affected various embedded devices, rather than web servers, and should not result in a decrease in confidence regarding e-commerce security. Read the rest at Marketing Charts.
Mobile Search Ads Outperform Display On Click To Calls [CHART]
52% of mobile-local search ads on the xAd network yielded calls to local businesses following the initial click in Q4 2011, compared to 30% for display ads, according to a report released in February 2012 by xAd. The leading secondary action for display was accessing maps and/or driving directions (50%), compared to 42% for search ads. The biggest discrepancy between search and display was in the area of accessing more information and/or business reviews: 20% of display-ad users accessed that information, compared to just 5% of search-ad users. Read the rest at Marketing Charts.
