Research Summaries

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• Reaching Today's Digital-Savvy Chinese Consumers
  With a population of over 1.3 billion, not only does China have more Internet users than any other country, but 81.4% of Chinese consumers age 18-54 say surfing the Internet ...
  Customer Behavior, Demographics, Research Summaries
• Social-Media Publishers Eager for Paid Sponsorships
  Over one-half (56%) of social-media content publishers, including Twitter users and bloggers, say they have monetized their social-media activities via advertising, sponsorships, or affiliate programs, and another one-third (32.1%) say ...
  Advertising, Research Summaries, Social Media, Sponsorship, Twitter
• Social Media Use Growing Among Microbusinesses
  Nearly eight in 10 of the nation's smallest companies (79%) say marketing is a major success factor for their business and nearly one-half (46%) of such firms, or microbusinesses, say ...
  Research Summaries, Small Business, Social Media
• B2B Marketers Using Social Media to Boost Search
  As B2B marketers shift resources and marketing budgets to social media, many have begun to align their social-media efforts with search-engine marketing, using the social channel to drive search referrals ...
  B2B Marketing, Referrals, Research Summaries, Search Engine Marketing, Social Media
• Signs of Recovery in Industrial, Tech Marketing
  Despite dismal economic news overall, some business sectors are showing signs of improvement: Fully one-half of industrial-sector companies are expecting annual revenues in 2010 to be higher than they were ...
  Forecasts, Recession, Research Summaries
• Google Leads in Explicit Core Search in August
  Google Sites led the US explicit core search* market in August 2010, accounting for 65.4% of total searches conducted during the month, down 0.4 percentage points from July, according to ...
  Google, Research Summaries, Search Engines
• B2B Marketers to Boost Spending on Social Media, Digital
  B2B marketers continue to shift their marketing mix away from traditional marketing vehicles toward social media and digital channels: 67% plan to increase spending on social media over the next ...
  B2B Marketing, Digital Marketing, Forecasts, Research Summaries, Social Media
• Content Marketing Vital to B2B Marketers
  Content marketing is now a well-established, core marketing strategy in the B2B marketplace, with B2B marketers considering content integral to their marketing mix: fully 9 in 10 organizations say they ...
  B2B Marketing, Content Marketing, Marketing Strategy, Research Summaries
• Marketers to Double Spending on Digital Data by 2012
  US marketers are expected to more than double their investments in online-derived data sources by 2012, allocating a projected $840 million to information about digital audiences, transactions, and clickstream behaviors, ...
  Digital Marketing, Forecasts, Marketing Budgets, Research Summaries
• US Ad Spend Increases 5.7% in 1H10
  Led by television media spending, total measured advertising expenditures reached $63.6 billion in the first half of 2010, up 5.7% from the same period a year earlier, according to data ...
  Advertising, Research Summaries, Television
• Brand Marketers Not (Yet) Sold on Social Media
  With brand awareness cited as their primary brand-management goal in 2010, most corporate brand executives say online communications and traditional public relations—not social media—are still the most effective channels to ...
  Brand Awareness, Public Relations, Research Summaries, Social Media
• Men More Likely to Act on Ads, Women More Likely to Click
  Businesswomen deliver a 23% higher click-through rate for online ads than businessmen, who are 53% more likely, however, to take action—such as download a whitepaper, start a free trial, or ...
  Customer Behavior, PPC Campaigns, Research Summaries, Women
• Adults Texting More, but Teens Still Rule
  Texting among US adults has increased substantially over the past year, but still does not approach the magnitude of texting activity among teens: 72% of adult cell-phone owners send and ...
  Customer Behavior, Research Summaries, Segmented Research Data, SMS
• E-reader Owners Prefer Kindle Over iPad
  Though consumers say the Apple iPad is "more compelling" than the Amazon Kindle, 64% of e-reader owners say they prefer the Kindle to the iPad, according to a new survey ...
  Consumer Electronics, Customer Behavior, Research Summaries
• Social Networking Among Older Adults Nearly Doubles
  Though young adults remain the heaviest users of social networking sites, older users are fueling much of the growth: 42% of online adults age 50+ now use social networking sites, ...
  Demographics, Research Summaries, Social Networking
• Ad Spend Forecast Again Revised Upward
  Driven by a faster than expected rebound in the US advertising market and continued robust growth in Asia-Pacific and Latin America, worldwide ad expenditure is forecast to grow 3.9% in ...
  Advertising, Forecasts, Research Summaries
• Brands Caught Astroturfing Risk Losing Customers
  Most marketers say online "astroturfing"—the practice of generating fake online product reviews and testimonials—is unethical, and many would consider not buying from a brand if they discovered the brand was ...
  Brand Equity, Customer Behavior, Research Summaries, Testimonials
• Facebook Users Like Brands for Discounts, Social Badging
  Though consumers turn to Facebook primarily to connect with friends and fill downtime, product discounts and "social badging" are the most commonly cited motivations for "liking" brands on Facebook, according ...
  Branding, Facebook, Research Summaries
• Brands Undervalue Social Media for Customer Service
  Though many companies are now using social media to acquire new customers and increase brand awareness, few are using social media channels for customer-service objectives, according to a survey from ...
  Brand Awareness, Customer Acquisition, Customer Service, Research Summaries, Social Media
• Top 50 Online Properties by Ad Reach and Visits in July
  Google Sites comprised the top-ranked online property in July with 178.4 million unique visitors, followed by Yahoo Sites with 174.2 million, while BrightRoll Video Network led in comScore's July Ad ...
  Customer Behavior, Google, Research Summaries