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Millennials Use of Social Media During The Super Bowl [TABLE]
For millennials—multitasking masters—the most popular way to socialize with friends during game time was with a smartphone, according to a February survey by Mr Youth. It found that 62% of millennials used their phones to text, while 57% trawled Facebook from their smartphones as they watched the game. Visiting Twitter was the third most popular smartphone activity, at 22%. Read the rest at eMarketer.
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.
Super Bowl Mobile Behavior [CHART]
22% of mobile owners used their device during the Super Bowl to watch a TV ad again, while 17% searched for more information about a product they saw advertised, according to a February 2012 survey from InMobi. Users performed a number of other activities directly related to the game or commercials, including downloading a Super Bowl application (27%), discussing the game (23%), and discussing commercials (16%).
The most popular activity among users, though, was to play games, check email, or surf the internet (61%). Read the rest at Marketing Charts.
Mobile Searches For Super Bowl Ads [CHART]
According to Google, “Super Bowl ad related searches in the US rose 200% on desktop, 970% on tablets and a whopping 2700% on smartphones.” Read the rest at Search Engine Land.
Super Bowl Multitainment [CHART]
Several companies ran ads during the Super Bowl with another screen in mind—the mobile device–besides the television set. The prime indicator? The number of Tweets that ran during the game, indicating that people had their eyes on both screens. Read the rest at Marketing Vox.
Social Super Bowl [INFOGRAPHIC]
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73% Say Super Bowl Ads Are Entertainment [CHART]
73% of Super Bowl viewers say they look at Super Bowl TV commercials as entertainment, by far the leading opinion cited by respondents to an NRF survey conducted by BIGinsight, released in January 2012. The proportion of viewers who say that advertisers should save their money and pass the savings on to them (18.5%) is roughly matched by those who say the ads make them aware of advertiser brands (16.9%). Similarly, although 8.9% complain that the commercials make the game last too long, a similar proportion report that they influence them to buy products from the advertisers (8.4%).
Young adults appear more likely to be influenced by commercials, with 14.3% of 18-24 year-old viewers agreeing that the commercials influence them to buy products from the advertisers. Among other age groups, the numbers drop, with 10.4% of 25-34 year-olds, 10% of 35-44 year-olds, 7.2% of 45-54 year-olds, and 6% of 55-64 year-olds saying they are influenced by the ads.
Overall, 19% of respondents say that the commercials are the most important part of the Super Bowl, compared to 34.8% who say the game is most important. Read the rest at Marketing Charts.
Up To A Third Of Super Bowl Ads Will Be Shazamed
hazam, the novel app iPhone once used as a selling point for its App Store, is in monetization mode.
And with 175 million downloads and $32 million in venture backing, the company’s going beyond its simple, original mission of “name that tune.” With that kind of scale, Shazam has its sights set above mobile ads (the standard money maker for apps, which is still a relatively small slice of an ad budget) and into the big money: television. Read the rest at AdAge.
Weekly Numbers - Social Budgets. Kinect. Photo Sharing. Football. Super Bowl.
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2/4/11
SUPER SPENDING
BIGresearch [CHART]:
The average US consumer is expected to spend $59.33 on game-related Super Bowl purchases in 2011.
That's up almost 13% from $52.63 last year
Total Super Bowl spending is expected to reach $10.1 billion.
65.9% of Super Bowl fans will buy food and beverages.
7% will buy team apparel or accessories.
6% will buy decorations.
And 2% will buy furniture or a new entertainment center.
171 million people are expected to watch the game.
15% of them will throw their own party, up about 10% from last year.
26% plan to attend a Super Bowl party, up roughly 4% from last year.
47% of Super Bowl viewers say the game is the most important part.
26% watch for the commercials.
19% enjoy getting together with friends.
And 8% watch for the halftime show.
Roughly 75% see the commercials as entertainment.
9.5% say they make the game too long.
THOUGHT: So much of the Super Bowl experience is a shared one, as the numbers above indicate. The game has turned into a national party. And parties are by definition shared experiences. But that experience is no longer confined to the party you happen to attend personally.
Now people are sharing their experiences during the game on Twitter (follow hashtags: #SuperBowl #Packers #Steelers) and on Facebook.
They'll comment on the game action and they'll critique the broadcasters, the halftime show, and the commercials. It'sMystery Science Theater 3000 writ large and for the social age.
They'll update statuses and text message from the bar on their mobile phones. They'll upload photos and video to Facebook and Flickr and YouTube.
With the popularity of the Kinect, the 2012 Super Bowl may see the first-ever video conferenced Super Bowl parties.
FOLLOW FRIDAY: The Daily Numbers subscriber and mobile maven Lisa Foote (LinkedIn | Twitter | Web) recommends another mobile maven, Phil Wilson (LinkedIn | Twitter | Web), as the one person everyone should know from her LinkedIn network.
2/3/11
AMERICA'S PASTIME
Harris Interactive [CHART]:
31% of Americans who follow at least one sport say pro football is their favorite sport.
17% say baseball is.
12% of sports fans say college football is their favorite sport
7% love auto racing.
6% say men's pro basketball.
5% prefer hockey.
4% each say men's soccer and men's college basketball.
Pro football has gone up 7 points from 24% of sports fans saying it was their favorite sport in 1985 to 31% saying sonow.
Baseball has gone down 6 points from 23% in 1985 to 17% today.
THROWBACK THURSDAY: 2006 was the first year consumers could easily find Super Bowl ads online and they did, as evidenced through their search queries. I take a look at 2008 Super Bowl search activity before, during, and after gameday.
2/2/11
PHOTO SHARING
Unique visitors to Flickr in the US fell 16%, to 21.3 million, in December compared to last year.
Use of Facebook’s photo feature grew 92%, to 123.9 million users, during the same period.
THOUGHT: The reason Facebook is getting all the love is two-fold: People are spending more and more time at Facebook, so it makes sense part of that time is spent uploading and sharing photos but more importantly, Facebook is where most people keep their most extensive and close-knit social networks, particuarly the family and friends networks.
Because of this, the impetus to uploaded photos is more expressly for actively sharing them with friends and family as opposed to Flickr, which is more of a storage locker.
Keep this in mind when thinking of communications strategies involving photography but also remember that Facebook is more of a closed system than Flickr, which, by default is public and therefore accessible to search engines.
WHAT'S UP WEDNESDAY: In case you hadn't heard: The Super Bowl is on Sunday.
2/1/11
KINECT IS CONNECTING
8 million Kinect controllers have been sold since November's launch
That's well above Microsoft's original goal to sell 5 million units in 2010.
THOUGHT: As video game technology goes, the Kinect is awesome. As marketing potential goes, the Kinect is even awesomer.
It should be no surprise that few brands are using the platform. It is a new and profoundly different form of communication--virtual physical interaction has never been part of the communication equation.
For some brands, all it should really require is a back-to-basics approach. I can imagine a clothing brand offering virtual fitting rooms where customers can "try on" clothes in the comfort of their own homes and model them in their own living room. Tie those individual items into an ecommce engine and presto, you've got the next generation online store.
I can imagine a tourism board investing in a Kinect game that lets you sample a state's attractions and make travel arrangements all in one session.
SUPER COOL TOOL TUESDAY: LinkedIn Maps - Visualize your LinkedIn network.
1/31/11
DIGITAL BYTING THE PIE
Alterian [CHART]:
Three-fourths of global marketing professionals expect their social/digital marketing spending to increase this year.
A quarter think it will increase greatly.
THOUGHT: I am entirely, unreservedly in favor of this.
MINNESOTA MONDAY: We're number 5! We're number 5! Minneapolis is the fifth frugalist city as measured by the savings residents of our fair metropolis incurred from printing coupons from the coupons.com network. Atlanta, in case you're wondering, is number one.
By a long shot.
That's one frugal city, Atlanta.
They sure do like their coupons.
It's the second year in a row they've been numero uno.
I wonder if it's a matter of civic pride.
Or something.
Steelers, By The Numbers
(Thanks to Stephanie Trow for compiling this research:
Unless otherwise indicated, the data come from the 2009 American Community Survey.
61st
Where Pittsburgh ranked on the list of the nation’s most populous cities.
The estimated population of Pittsburgh on July 1, 2009, was 311,647. Pittsburgh lost 472 people from July 1, 2008, to July 1, 2009.
Source: Population estimates
33%
Percentage of Pittsburgh residents 25 and older who had a bachelor's degree or higher in 2009; 89 percent had at least graduated from high school. The respective national figures were 28 percent and 85 percent.
22 minutes
Average amount of time it took Pittsburgh residents to get to work.
Fifty-four percent of the city's workers drove to work alone, 10 percent carpooled and 19 percent took public transportation. Nationally, it took workers an average of 25 minutes to get to work. The percentage of Pittsburgh residents who carpooled did not differ statistically from the percentage for either Arlington or Green Bay.
10%
Percentage of Pittsburgh residents 5 and older who spoke a language other than English at home. The national average was 20 percent.
$37,461
Median household income for Pittsburgh. The national median was $50,221.
The figure for Pittsburgh did not differ statistically from Green Bay.
$92,500
Median home value of owner-occupied homes in Pittsburgh. The national median was $185,200.
