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Demographics Of Geo- & Location-Based Services [TABLE]
Younger smartphone owners are more likely than older ones to use both location-based information services and geosocial check-in services:
80% of those age 18-29 use location-based services, compared with 75% of those age 30-49 and 64% of those age 50+.
23% of those age 18-29 use geosocial services, compared with 17% of those age 30-49 and 14% of those age 50+. Read the rest at MarketingProfs.
Growth Of Geo- & Location-Based Services, 2011-2012 [CHART]
Growing numbers of smartphone owners are using location-based information services: Nearly three-quarters (74%) say they use their smartphone to get real-time location-based information, up from the 55% who said so a year earlier, according to a study by Pew Research.
Moreover, 18% of surveyed smartphone owners say they use a geosocial service such as Foursquare to "check in" to certain locations or share their location with friends. That's up from a reported 12% in May 2011. Read the rest at MarketingProfs.
Location-Based Services Growth [CHART]
The proportion of smartphone owners who use their device to get directions, recommendations, or other information related to their present location (”location-based information services”) has jumped almost 35% in less than a year, from 55% in May 2011 to 74% in February 2012, according to a May 2012 report from the Pew Internet & American Life Project. During the same period, the proportion using a geosocial service such as Foursquare of Gowalla to check in to locations or share their location has risen 50%, from 12% to 18%. Overall, 75% of smartphone owners are now using at least one of these services.
These increases accompany a rise in overall smartphone ownership, meaning that 41% of US adults now get location-based information, and 10% of all adults use geosocial services. Among cell owners, 46% get location-based information, while 11% use a check-in service. This finding is supported by April 2012 survey results from TNS, which found that 40% of US mobile owners currently use location-based services (40%), while an additional 29% are interested in doing so. Read the rest at Marketing Charts.
Mobile Shopping Behavior, By Smart Phone vs. Standard Phone [CHART]
Meanwhile, data from the Placecast report indicates that 47% of mobile phone users believe that it is at least somewhat important for them to be able to make a purchase on their device, marking a 27% rise from 37% who felt that way in the 2010 survey.
Among smartphone and cell phone owners combined, 1 in 5 said they had made a purchase on their device in the past year, with smartphone owners three times more likely than standard cell phone owners to have done so (34% vs. 11%). Other activities performed by a higher proportion of smartphone owners than cell phone owners included accessing the website of a merchant where they typically shop (44% vs. 13%), downloading an application from a merchant where they typically shop (34% vs. 7%), using a barcode scanning app to comparison shop (24% vs. 6%), and purchasing something due to an email from a merchant they have signed up with (20% vs. 6%). Read the rest at Marketing Charts.
Commonly Used Social Media Tools [CHART]
Facebook remains the most common social media tool used by marketers, at 92% of respondents to the Social Media Examiner survey, unchanged from 2011 results. The second-most-popular social network among marketers, Twitter, has an 82% adoption rate, down slightly from 84% last year, meaning Facebook is about 12% more popular than its closest competitor as a marketing tool. LinkedIn comes in third with 73% marketer adoption, up from 71% last year, followed by blogs, at 61% usage, down from 67%. YouTube/other video sites are used by 57% of the respondents, though just 10% have no plans to utilize this channel in the future.
Some of the less popular tools saw a drop in adoption from 2011: social bookmarking sites dropped from 26% to 16%; forums fell from 24% to 19%; and geo-location services dipped from 17% to 14%. Read the rest at Marketing Charts.
Video Tops List Of Increased Use Of Social Media Marketing Tools [CHART]
YouTube (and/or other video sites) is the top area where marketers plan on increasing their social media efforts, finds Social Media Examiner in an April 2012 report. YouTube/video is slated for an increase in activity by 76% of respondents, ahead of Facebook (72%), Twitter (69%), blogs (68%), Google+ (67%), and LinkedIn (66%). Younger marketers (aged 20-49) are 13% more likely than their older counterparts (aged over 60) to tab video production as a key growth area (77% vs. 68%).
In fact, according to a March 2012 report [pdf] from the Web Video Marketing Council (WVMC) and Flimp Media, 81% of senior marketing executives are using online video content, with brand websites (67%), social media sites (61%), and email marketing (52%) the most popular avenues for sharing content. Indeed, video appears to be a key complement to email: almost three-quarters of marketers integrating video with email said they believe consumers are more likely to purchase or convert after viewing an email campaign that incorporated video. Read the rest at Marketing Charts.
Location-Based Services Still Lagging [CHART]
Small businesses are turning to certain social media tools in increasing numbers, finds AT&T in March 2012 survey results. Facebook was the most popular tool among small businesses in 2011, up 7.3% year-over-year to 44% of respondents, followed by LinkedIn, which was used by 31%, up 24% from 25% a year earlier. And while those using Twitter dropped marginally from 19% to 18%, the use of location-based services almost doubled from 5% to 9%. Indeed, one-quarter of those using location-based services said the application is important for sales generation, a dramatic rise from just 2% in 2010. Just 4% reported using daily deal sites.
A November 2011 report from Constant Contact found much more widespread usage of social media among small businesses: according to those survey results, 81% of the small business respondents were using social media, with Facebook and Twitter the most common tools of choice, at 96% and 76% of social media users, respectively. Read the rest at Marketing Charts.
Effective SMB Hyperlocal Marketing Channels [CHART]
A majority of respondents in “The Local Merchant: Inside the Minds and Motivations of the Business Owners Driving a $43 Billion Advertising Market” report indicated that hyperlocal publishing sites—like Street Fight’s—were the most effective platform for achieving their local advertising goals, while nearly a third cited daily deals as the best way to reach their objectives, suggesting that daily deals are not primarily aimed at repeat customers but new business. Read the rest at eMarketer.
Frequency Of US Hispanic Social Media Use, By Channel [TABLE]
Looking specifically at which sites social-savvy Hispanics were using, the survey found US Hispanics were willing to participate in some newer and smaller social sites, logging in more often to networks like Pinterest, foursquare and LinkedIn, for example, than the average US internet user.
In the case of LinkedIn, 15.5% of US Hispanic internet users logged in to that site at least once a day, compared to 10.9% of black internet users and 4.9% of white ones. And, while 85% of white and 82.7% of black internet users reported not having an account on Pinterest, that number dropped to 71.5% among Hispanic internet users. Read the rest at eMarketer.
Social & Local Business Search Use, 2008-2011 [CHART]
15% of local business searchers used social networks to find local business information in 2011, representing a 67% increase from 9% a year earlier, and up from just 4% in 2008, according to a February 2012 report from Localeze and 15miles, conducted by comScore. And those using social networks for local search appeared to conduct searches frequently: 35% did so daily, while an additional 34% did so on a weekly basis. Facebook was the site used by most (91%) to access local business information, ahead of Twitter (37%), MySpace (30%), LinkedIn (25%), and Foursquare (14%). Read the rest at Marketing Charts.
