- Posts tagged Online Behavior
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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.
Brand Cannibalization [CHART]
Just 1.5% or 1 in 67 shoppers, accounted for 80% of volume during a 12-month window following their introduction, according to [pdf] a new report published by Catalina, the Florida-based consumer-driven marketing firm. The report explores the purchasing behavior of more than 41 million US consumers and shows that a tiny fraction of shoppers determines the success of new consumer packaged goods (CPG) product launches.The study examined 25 of the top product launches of 2010, and found that for line extensions, 63% of sales came from existing brand buyers, of which almost half of those sales cannibalized existing brand purchases.
“This report shows just how few consumers make or break even the most successful new CPG product launches,” said Todd Morris, executive vice president of brand development for Catalina. “With such small shopper concentrations (1.5%) driving the success of product launches, it’s critical for a brand’s advertising and promotions to reach the consumers who are most likely to try and repeat.”
This tiny percentage of shoppers that accounted for most sales was worth 64% more per capita than the average new brand trier. Even the biggest selling new products in the study depended on extremely small percentages of shoppers for sales. The two top selling products tracked in the study, an enhanced water beverage and a Greek yogurt, depended on just 1.4% and 2.7% of consumers, respectively, to drive 80% of their sales. Read the rest at Marketing Charts.
How Multiscreen Consumers Learn Of New Products & Services [CHART]
Not surprisingly, the more screens a consumer uses, the more likely he or she is to discover and research products online, versus offline. While 75% of two-screen (2SCRN) consumers list offline sources like word-of-mouth, catalogs and television as their primary way of discovering new products, that percentage drops to 63% for 4SCRN consumers. And, the more screens consumers use, the more likely they are to welcome digital engagement by marketers post-purchase, according to [pdf] a May 2012 report called “The Multiscreen Marketer,” conducted by eConsultancy on behalf of the the Internet Advertising Bureau (IAB).
In an attempt to explore how the multi-screen affects shopping, if at all, consumers were asked to list their top three sources (both online or offline) for becoming aware of new products, researching products and finally, for being kept in touch with by brands. Read the rest at Marketing Charts.
Facebook Ad Click Frequency [CHART]
Facebook users are disinclined to spend much time with Facebook ads. According to a May 2012 poll by the Associated Press (AP) and CNBC, 83% of Facebook users in the US hardly ever or never clicked on online ads or sponsored content when using Facebook. Read the rest at eMarketer.
Eye-Tracking Heatmaps [GALLERY]
Thanks to eye-tracking technology, we can tell where people focus their attention. The results point to fascinating differences between men and women and useful insights into advertising and design. See the rest at Business Insider.
Multitainment Attention By Device [CHART]
TV viewers might be busy playing games on their smartphones or using social networks on their tablets, but it looks like they still give most of their attention to TV, according to a May 2012 study from the Internet Advertising Bureau (IAB). In fact, while simultaneously engaging in TV-related activities on their devices, smartphone and tablet users both give an average of 63% of their attention to TV. The average attention level drops when these multitaskers engage in unrelated activities, but still remains above 50%, at 55% for smartphone users and 61% for tablet users.
Multitaskers using a computer pay the least amount of attention to TV when performing related (55%) and unrelated (50%) activities. Read the rest at Marketing Charts.
QR Code Scanner Demographics & OS [CHART]
Mobile barcode (or QR Code) scans by consumers were up 157% in Q1 2012 over Q1 2011, according to a report by Scanlife, the mobile barcode solution solution provider. ScanLife conducts its “Mobile Barcode Trend Report” annually to provide an analysis of consumer scanning traffic and marketer adoption of both two dimensional barcodes (QR Codes) and UPC barcodes (the traditional kind common to packaged goods). It analyzes data and processes traffic from over 5 million ScanLife users and thousands of unique QR Code campaigns from around the world.
ScanLife did not break down its data by industry, but Nielsen earlier this month revealed that among US smartphone owners who used their devices while shopping in-store, 57% have scanned a QR code for product details while in an electronics store, compared to 36% who have done so in a department store, the next most-popular location for this activity. Other stores where smartphone shoppers have scanned QR codes are mass merchandisers (31%), grocery stores (26%), office supply stores (20%), clothing stores (16%), and convenience stores (8%). Just 5% have done so in a furniture store, and only 2% in a dollar store. Read the rest at Marketing Charts.
Argentinian Mobile Phone Users, 2010-2016 [CHART]
With nearly 1.4 mobile phone subscriptions per person, or 57.7 million total connections in 2011, mobile phones have become very common in the country. Mobile phone user penetration is behind subscriptions, but the market is still reasonably mature. As a result, mobile phone user penetration will grow relatively slowly from 77% of the population in 2011 to 84% by 2016. Read the rest at eMarketer.
Media Consumption Habits Of Senior Execs, by Channel & Daypart [TABLE]
Business executives in particular see these devices as near constant companions and are often outfitted with tablets and smartphones in higher concentrations than the general population. In October 2011, Doremus and the Financial Times found tablets and smartphones together constituted the second-most popular media that senior executives worldwide consumed during lunch breaks and commuting hours. In addition, more than a quarter of respondents used these devices after work hours (29%) and on weekends (27%). Read the rest at eMarketer.
Vacationing Smart Phone/Tablet Owners [CHART]
March findings from mobile research firm Prosper Mobile Insights showed US smartphone and tablet owners were very much tethered to these devices even while on vacation—a time once thought to be a screen-free period of relaxation. Just 2.2% of this audience left these devices behind; 78.8% not only took their devices with them but used them “all the time” while on vacation. Read the rest at eMarketer.
