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Online Mobile Use By Ethnicity [CHART]
Black Americans are consistently the second-highest US consumers of mobile data services by ethnic demographic. And, they are highly active on the Internet and on their mobile devices, watching video, networking with their social connections, and making purchases, according to [pdf] Nielsen’s latest Cross-Platform Report.
Nielsen examined the media habits of the digital black consumer in the US, a segment with significant buying power which presents key opportunities for marketers, and illustrated their activities across online, mobile, social and TV.
In some key online activities, black Americans track far higher than the average. For example, black American men are 19% more likely than the average US adult to monitor investments and stocks online, and 16% more likely to read technology news online. As a demographic, black adults are 16% more likely than the average US adult to buy children’s clothes, shoes or accessories online. Read the rest at Marketing Charts.
Mobile Content Use [CHART]
During the three-month average ending March 2012, 50% of US mobile subscribers used downloaded applications on their mobile device, up about 5% from 47.6% during the three-month average ending December 2011, according to comScore Mobile Metrix data. For the period, downloaded applications extended their lead in penetration over browsers, which were used by 49.3% of subscribers (up close to 5% from 47.5%). Texting remained the most common activity, used by 74.3% of US mobile subscribers, unchanged from the previous 3-month period.
According to an April 2012 report from Flurry, daily smartphone app consumption rose from an average of 68 minutes in Q1 2011 to 77 minutes in Q1 2012. Read the rest at Marketing Charts.
US Smart Phone Gamers, Video Viewers & Music Fans [CHART]
The smartphone class is not defined by age, gender, income or race. Instead it is defined by its members’ shared behaviors. Understanding the common behavioral traits that unite the class makes members easy to recognize and underscores the influence this class of consumers is having on how Americans communicate, consume media and shop.
One of those behaviors is to always be “snacking.” The smartphone class doesn’t tolerate dull moments; members turn to their phones for instant gratification. Depending on their mood in the moment, gratification might mean completing a quick task or finding a fun distraction. Read the rest at eMarketer.
Tablet Use Frequency By Activity [CHART]
Tablets are also likely contributors to online movie growth. According to comScore, almost half of US tablet owners viewed full-length movies or on-demand video or TV episodes on the tablet on at least a monthly basis. Read the rest at eMarketer.
Mobile Content Use Continues Apace [CHART]
During the three-month average ending January 2012, 35.7% of US mobile subscribers used accessed a social networking site or blog on their mobile device, up 10.5% from the three-month average ending October 2011, and representing 41.1% year-over-year growth, according to comScore Mobile Metrix data. Texting remained the most common activity, used by 74.6% of US mobile subscribers, up 3.9% from 71.1% for the three-month average ending in October. According to a February report from Nielsen and NM Incite, social networking applications accounted for 5.5% of time spent on mobile phones in October 2011, compared to 13.3% for text messaging.
Meanwhile, comScore data shows application downloading (48.6%) and browser use (48.5%) both growing in engagement and continuing to run neck and neck, as they were for the 3-month average ending in December 2011. Read the rest at Marketing Charts.
Daily Mobile Phone Use [TABLE]
2011 research from McKinsey & Co. showed that video viewing time (including watching videos recorded on the mobile device itself) reached just 5 minutes per day for the average US internet user, while talk time was 33 minutes. Read the rest at eMarketer.
Online Channel Influence [INFOGRAPHIC]
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Toyota Corolla/Hatsune Miku Augmented Reality Campaign Metrics [TABLE]
On the night of the Hatsune Miku event and the augmented reality launch, Toyota saw a 600% percent increase in Toyota Shopping Tool app downloads. After the first night's spike, app downloads continued to outperform normal download rates throughout the week. Additionally, Corolla leads jumped by 30% that week, and time spent on the one Corolla/Miku web page outpaced time spent on the entire Corolla section of Toyota.com (including customization tools, pricing pages and demo videos).
Week-over-week traffic for Corolla/Miku from September 4 to 11 increased 167%. After seven full weeks, it returned to pre-Hatsune Miku campaign levels. Read the rest at eMarketer.
Music Streaming [CHART]
As an indication of how streaming fits into the consumption spectrum, in September 2011 roughly equal percentages of US music consumers purchased music online, bought physical copies and streamed for free, according to a survey by music retailer eMusic. Read the rest at eMarketer.
