Research Summaries

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• Brand Campaigns Drive Most Facebook Likes
  Though search plays an important role in triggering a Facebook user to "like" a brand, fully three in four Facebook fans say they have joined a brand's Facebook page because ...
  Advertising, Customer Behavior, Facebook, Research Summaries
• Smartphone Election: Which States Own What?
  The "gadgetoral" votes are in: The great state of California has the highest per capita ownership of iPhones in the US—casting 83 gadgetoral votes in favor of the device—whereas New ...
  Consumer Electronics, Research Summaries, Smartphones
• Ownership of Untethered Gadgets Continues to Grow
  Far beyond the desktop, the digital world has expanded to an array of untethered devices: US consumers' adoption of laptop computers, cell phones, and other mobile gadgets continues to increase, ...
  Consumer Electronics, Customer Behavior, Demographics, Research Summaries
• Video-Based Email Marketing Growing, Despite Challenges
  Nearly three-quarters of marketers (73%) say integrating video with email marketing increases click-through rates (CTR), and fully one-half are now using video in their email marketing programs, according to a ...
  Customer Acquisition, Customer Evangelists, Email Marketing, Research Summaries, Videos
• Small Biz Report: Social Media Adoption Levels Off
  As small businesses continue to navigate the economic recession, their adoption of innovative marketing technologies such as social media has leveled off, while expectations among those who use social media ...
  Forecasts, Research Summaries, Small Business, Social Media
• Most Americans Conduct Online Product Research
  The commercial use of the Internet among Americans continues to grow: 58% of US adults say they conduct research online about products and services, up from the 49% who said ...
  Customer Behavior, Research Summaries, User-Generated Content
• Social Media Brand Passion Index: Butterfinger Rules for Trick-or-Treaters
  When trick-or-treaters head out for their favorite candy on Halloween night, they'll be most delighted by the sight of a Nestlé's Butterfinger: Consumers are more passionate about that brand than ...
  Brand Loyalty, Customer Engagement, Research Summaries
• Mobile Proximity Marketing Forecast: $6B by 2015
  Driven by increasing consumer adoption of mobile devices such as the smartphone and iPad, mobile proximity marketing is forecast to reach $760 million in 2011, and swell to nearly $6 ...
  Consumer Electronics, Forecasts, Mobile Marketing, Research Summaries, Smartphones
• US Ad Market Strengthens, Auto Sector Rebounds
  Though the path toward recovery has been slower in the US than in most regional ad markets, the trend is positive: US advertisers spent an estimated $54 billion during the ...
  Advertising, Research Summaries, Segmentation
• Most Americans Have Found TV Commercials Confusing
  Regardless of age, roughly three-quarters of Americans (75%) say they have found a commercial on television confusing and 21% say they often find TV commercials confusing, according to a Harris ...
  Advertising, Research Summaries, Television
• Social Buzz for "The Social Network"
  "The Social Network," from Sony Pictures Entertainment opened on October 1 to a strong $23 million in weekend ticket sales at US theaters, and prompted a 480% increase in weekend ...
  Customer Behavior, Research Summaries, Social Media
• Mobile Report: Browsing, Social Networking Up; Android Surges
  More than one-third of US mobile subscribers (34.5%) browsed the mobile Web as of August 2010, up 2.6 percentage points (PPs) from the previous three-month average, while 22.5% accessed social ...
  Customer Behavior, Research Summaries, Smartphones, Social Networking
• Online Searchers Swayed by Images, Multiple Brand Appearances
  When searching for products and services online, appearance matters: 48% of search engine users say they are more likely to click on a search result if it includes an image ...
  Branding, Customer Behavior, Research Summaries, Search Engines
• Seven Types of Smartphone Apps Driving Mobile Market
  Seven categories of mobile applications are expected to dominate the mobile market over the next four years: email, games, social networking, instant messaging, mapping and directions, music and radio, and ...
  Email Marketing, Mobile Marketing, Research Summaries, Social Networking
• Most Twitter Replies, Retweets Occur in First Hour
  Roughly 29% of tweets generate a reaction from other twitter users, such as a reply or retweet, and fully nine in 10 of those reactions occur in the first hour ...
  Customer Behavior, Research Summaries, Twitter
• Email and Facebook Dominate Sharing of Online Content
  Email is still a key component of digital marketing: 49% of consumers share content online at least once a week, with most of it shared via email (86%) and Facebook ...
  Digital Marketing, Email Marketing, Facebook, Research Summaries, User-Generated Content
• Content Quality (Not Quantity) Builds Social Media Influence
  Though most marketing executives (84%) agree there is a correlation between one's ability to drive action (influence) and one's reach, 90% draw a clear distinction between influence and popularity, and ...
  Content, Research Summaries, Social Media
• Forrester: Social Media Content Creation Waning
  Consumers continue to join and engage with social networking sites, but the percentages of those who contribute new and fresh content to a broad array of social media fell or ...
  Customer Behavior, Research Summaries, Social Networking, User-Generated Content
• Most Teen Brand Word-of-Mouth Occurs Offline
  Despite the image of teens being obsessed with digital communications, only 13% of teen word-of-mouth (WOM) about brands takes place online—via texting/instant messaging (7%), social networking (3%), and email (3%)—according ...
  Branding, Research Summaries, Segmentation, Writing
• Retailers Increasing Spending on Internet, Mobile Channels
  Most retailers say they are emerging from the recession better positioned for strong and sustainable revenue growth, with many planning to increase spending on Internet and mobile channels over the ...
  Advertising, Mobile Marketing, Research Summaries