Research Summaries

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• Social Breakups: Why Friends, Followers Leave Brands
  More than four in five consumers say they have "broken up" with at least one brand on Facebook, Twitter, or email because of irrelevant, too frequent, or boring marketing messages, ...
  Brand Loyalty, Customer Behavior, Research Summaries, Social Media
• Millennials Hooked on Social Networking
  Millennials depend on social networking sites more than any other age group for personal connections and self-expression—but Gen-X adults are most likely to value recommendations about products and services on ...
  Customer Behavior, Demographics, Research Summaries, Social Networking
• Loyalty Programs Boost Email Success
  Email campaigns that target loyalty program members are more successful at engaging their audiences, generating higher open rates, transaction levels, and revenue per email, according to a report by Experian ...
  Customer Engagement, Email Campaigns, Research Summaries, Targeting
• Smartphone Use Surges 60%, Android Gains Ground
  Some 63.2 million Americans owned smartphones in the three-month period ended December 2010, up 60% from a year earlier, according to data from comScore MobiLens. RIM led the smartphone platform ...
  Customer Behavior, Research Summaries, Smartphones
• Super Bowl Ads: Which Brands Created Social Buzz?
  Among 255,431 social media conversations focused on Super Bowl ads, Volkswagen, Doritos, Pepsi, Groupon, and Motorola were the top 5 advertisers, garnering the most social media mentions from December 1, ...
  Advertising, Research Summaries, Social Media, Word-of-Mouth
• Android Dethrones Blackberry in Mobile Entertainment Content
  Google's Android operating system (OS) accounted for 40% of smartphone visits to Myxer's mobile content site in December 2010, up from 12% a year earlier, toppling the once unshakable BlackBerry ...
  Google, Research Summaries, Smartphones
• Brands With Most Online Impact: Apple and Google
  The Apple and Google brands had the most significant impact online in the fourth quarter of 2010, generating "impact values" of $941.5 million and $875.8 million, respectively, based on high ...
  Branding, Community, Google, Research Summaries, Social Media
• Mobile App Users Click on Ads Mostly by Mistake
  Nearly one-half of mobile apps users (47%) say when using apps, they click or tap on ads more often by mistake than on purpose, suggesting that click rates may not ...
  Advertising, Customer Behavior, Measurement, Mobile Marketing, Research Summaries
• CMOs: Highest Social Media ROI From User-Generated Content
  Among popular social marketing channels, user-generated content stands out for driving return on investment: 73% of surveyed CMOs say their companies facilitate customer ratings and reviews; among those, 59% report ...
  Research Summaries, ROI, Social Media, User-Generated Content
• Web 2.0 Drives Effective Marketing, Market Share
  Companies reporting the heaviest use of Web 2.0 technologies—particularly those deploying them beyond their own corporate walls—are deriving the greatest value, including more-effective marketing, stronger collaboration, and increased market share, ...
  Management, Marketing Plans, Research Summaries, Social Media
• Web-based Email Use Declines as Mobile Soars
  More than 70 million US mobile users—roughly 30% of all mobile subscribers—accessed email via mobile device as of November 2010, up 36% from the 51.6 million who did so a ...
  Customer Behavior, Email, Research Summaries, Smartphones
• Americans Spending More Time on Twitter
  The amount of time online Americans spent tweeting and reading tweets on Twitter grew an estimated 18.9% in 2010, while the number of US online adults paying a monthly visit ...
  Customer Behavior, Demographics, Experian Hitwise Data, Research Summaries, Twitter
• Many Brands Don't Track Social Media Conversations
  Despite anticipated increases in 2011 digital and social marketing budgets, only 30.0% of marketers say they have a strong understanding of social media conversations happening around their brands, according to ...
  Brand Equity, Customer Relationships, Marketing Budgets, Research Summaries, Social Media
• Top 50 Websites by Ad Reach and Visits in December
  Yahoo Sites comprised the top-ranked Web property in December 2010 attracting 181.2 million unique visitors, followed by Google Sites with 179.3 million and Microsoft Sites with 177.0 million, according to ...
  Customer Behavior, E-Commerce, Research Summaries, Websites
• More Inc. 500 Companies Succeeding With Facebook
  More than seven in ten (71%) of the nation's fastest-growing private companies now use Facebook and, among them, 85% say their efforts are proving successful, up 36 percentage points from ...
  Facebook, Research Summaries, Social Media, Twitter
• iPhone Dominating Mobile Email Activity
  Some 13.36% of email message opens occur via mobile device with the iPhone comprising more than 65% of that activity on average, according to a study from Knotice, which also ...
  Consumer Electronics, Email, Research Summaries, Smartphones
• Digital Ad Spend to Climb 14%, Social Media 35%
  US direct and digital advertising expenditures are forecast to reach $163.9 billion in 2011, up 6.2% from 2010 levels, according to a report from the Winterberry Group. Of that total, ...
  Advertising, Digital Marketing, Direct Marketing, Forecasts, Research Summaries
• Direct and Digital Marketing Jobs Rebounding in 1Q11
  In anticipation of stronger business conditions, more than one-half (52%) of digital and direct marketing executives plan to increase hiring in the first quarter of 2011, up from the 41% ...
  Career Management, Forecasts, Research Summaries
• Brands Don't Use Social Media Effectively
  Though growing numbers of companies are using social channels to connect with their customers, only 12% of business executives say their companies are using social media effectively, according to a ...
  Branding, Customer Experience, Research Summaries, Social Media
• Google Captures 67% of Search in December
  Google Sites led the US explicit core search* market in December 2010, accounting for 66.6% of total searches conducted during the month, followed by Yahoo Sites with 16.0% and Microsoft ...
  Customer Behavior, Google, Research Summaries, Search Engines