Tag Archive for: User

Mobile Advertising: Performance gets better, and Google takes 50% of revenue

mobile-webThere are different views on why mobile advertising is performing. However, some new studies might spread some light: one form TNS and one from SessionM which did their study in cooperation with Millward Brown. The study SessionM published today shows that consumers react positively twice as often to mobile ads… but only as long as they get some value out of it.

Mobile banners are most used from smartphone owners when they get a gift card, coupon, events tickets or loyalty points. Although this gives some good insight in the ranking of the preferred mobile engagement options, consumers want to know what benefit they get out of the digital experience. It means that marketers need to be clever and having some good approach. The surveyed consumers replied that the way mobile ads are presented was crucial to their feedback.

The study makes clear that the mobile strategies need to be clear to the consumer, said Lars Albright, CEO of SessionM: “The questions are, ‘What value am I bringing to the consumer?’ And, ‘How am I doing it?'” It asked 1,000 consumers in a digital survey, as well as a dozen participants in each four hour interviews. 93% of respondents said they had the opportunity to choose a reward in exchange for their smartphone time was “important”. This comes as no surprise after the latest Adobe study telling us that often digital advertising is found “annoying”.

The difference between rewards-based mobile ads and different types of on-the-go promos was that rewards-based mobile ads performed better for purchase consideration (+65), the brand in brand interaction (+14%), branded website traffic (+13%), web searches (+8%), in-store shopping for the brand (+6%), and approaching the brand’s social media pages (+5%). Obviously, the user can be handled and does not always see banners as “annoying and invasive”.

Finally, while a lot of industry players see location-based services as the key to mobile’s future, Joline McGoldrick, research director at Dynamic Logic, Millward Brown’s digital practice, spoke about how interest-level marketing can be a huge help to the space. “Targeting is getting better in mobile,” Joline McGoldrick, Research Director at Dynamic Logicsaid, “but it is still not perfect.”

eMarketer 2013Now, although mobile ad revenue is far from reaching big amounts of ad spendings, many marketers see it as a growth area. Whatever the number that is attached to total mobile ad revenue worldwide is, Google is the leader with over half of surveyed people according to eMarketer. And if you see the numbers it seems that Gogle is still not happy with the budget chunk they do get, reaching out for more it seems. But also Facebook investors will see some light at the end of the tunnel with mobile ads on the rise. However, Google might like the competition but all that market dominance simply making way for some more challenging competition.

It will be interesting to see who will come up as the leader in this cmpetition, who can compete with Google in general, and will Google continue to grow their business? You tell us your views….

PayPal Global Study: Will we have a wallet-free future soon?

Credits: © Piotr Marcinski - Fotolia.com

Credits: © Piotr Marcinski – Fotolia.com

Are you still keen carrying a wallet with you for paying your stuff? I am not. I actually hate it. And I have got my money loose in my trousers very often (not seldomly ending up staright in the washing machine). Now, Paypal might have a solution for me in the future. They recently announced their findings of a new study conducted by Wakefield Research which gives some insights on the end of the wallet: 83% of respondents across five countries (Germany 90%, Canada 87%, U.S. 86%, Australia 80% and UK 76%) would love not to carry a wallet with them. Now, Paypal is reacting to this answer and will be launching Cash for Registers. It will allow merchants to accept Paypal payment as well.

The study made clear that the UK (32%) is most open to choose a smartphone over a wallet when going out if they could only bring one item. Canadians might be struggle the most in the old world: 75% of them don’t carry cash around. Obviously, the beach and the gym (but also restaurants and grocery stores) are places where people would love to leave their purse away in all countries. However, Germans and Americans don’t like it at concerts and sports events, whereas Canadians don’t want it in the bar. And parking mobile apps are very much appreciated today in all countries.

“It’s not about replacing cash or your credit card with a new payment method, it’s about using technology to solve real shopping pain points. PayPal is at the forefront of developing products that make life easier, help shoppers be more efficient, and untether consumers from their wallets forever.” David Marcus, President, PayPal

The question is whether the development we see in terms of getting rid of the penny is increasing. Countires like Canada are trying to reduce the distribution of pennies, following Australia, New Zealand and other countries. Increased metal costs and a questionable need for 1-cent coins might be valid reasons. In the U.S. it costs more to produce a penny than to there is need for it. And while Germans still would bow to pick up change and carry it in general, Americans and Britains are most likely to lose it.

Spot On!
Although I would also call for a wallet-free future, I sometimes think about the problems it might cause for i.e. charity. How often do donate change to charity in a week? And how often are kids proud when you give them some money for their saving-box? Or when we hand over the jar where we collected the money for them? Would we also give and save them money when it is digital? How do you see it? And would you be open for the wallet-free future?

Digital Content, and some stats how we use it in 2013… (Infographic)

Digital content readership is changing massively. And the guys at Uberflip have done some research around how data was used between February 2010 and February 2013 via Google Analytics and Uberflip Metrics. The infographic that highlights their findings shows how much mobile content usage and consumption is evolving, as well as how much content is shareable.


From a global perspective, mobile content consumtion in terms of visits makes up 21% (from 1,6% in 2010) while desktop traffic is decreasing continously. But mobile is not the only winner in this field. Video is increasing massively as well since 2010: 22% (from 6% in 2010) of internet users are putting video into their content portfolio.

People also change their way of sharing content these days. While in 2010, users were used to sharing their content via email, in 2013 the figure of sharing content via email went down to 53.3% in February 2013 (from 93.3% in 2010). Facebook and Twitter seem to be the big winner here: 27,4% of people are sharing content via Facebook (compared to 3,4% in 2010), and 9,7% via Twitter (compared to 0,5% in 2010).

uberflip-DigitalContent-Consumption

Study: "Online Privacy is Dead", do Millennials really not care…?

The main concern with new inventions on the web is alway privacy for most users. However, a new study finds that Millenials are less concerned about their privacy as elder people might be. The survey conducted by the USC Annenberg Center for the Digital Future and Bovitz Inc. states that 70% of Millenilas (18-34) agreed with the statement, “No one should ever be allowed to have access to my personal data or web behavior”, compared with 77% of users 35 and older.

“Online privacy is dead — Millennials understand that, while older users have not adapted. Millennials recognize that giving up some of their privacy online can provide benefits to them. This demonstrates a major shift in online behavior — there’s no going back.” Jeffrey I. Cole, Director USC Annenberg Center for the Digital Future.

Millenials Data Privacy
The question is whether, the discrepancy of 7% between the two figures shows some significant change in the adoption of online privacy. Getting the data from the Millenials is not much of a challenge. 51% of Millennials are open to exchange their contact details for a coupon or deal, and even more 56% would share their location for a coupon for a local business. Even in targeted adverting, 25% of Millenials evaluate trading personal information for more relevant ads.

“Millennials think differently when it comes to online privacy. It’s not that they don’t care about it — rather they perceive social media as an exchange or an economy of ideas, where sharing involves participating in smart ways. Millennials say, ‘I’ll give up some personal information if I get something in return.  For older users, sharing is a function of trust — ‘the more I trust, the more I am willing to share.’” Elaine B. Coleman, Managing Director of Media and Emerging Technologies, Bovitz.

For me the study shows that there is some kind of change happening in terms of data privacy. The question is how concerned are people really about their data privacy? Is it just the Millenials that don’t care too much? Or are they not mature enough to understand the potential of data fraud?

How the Edgerank drives your Facebook marketing (Infographic)

Many people might have heard about the EdgeRank that drives the Facebook algorithm. It is the basis for the relevance of accounts and status updates, and yes obviously the users. However, how does it work is still an unchallenged question…

The aim of the Facebook Edgerank is to detect the updates people are most likely to engage with. One of the reasons why we sometimes don’t see our friends but those who are sharing updates that other people might like a bit more than others.

Some social experts suggest different types of posts that generate most traffic and engagement. Some believe in video, some in photo, and again others think that pure text is driving the algorythm most. Or is it the color that drives the customer? So, what is right? The answer is, only some people inside Facebook probably know that. It appears to be one of the well-protected next “Coca-Cola-like” secrets…

In the end, the only answer that we see is the quality of posts. They might be short or long, with or without audio-video content, and also might have a picture, or not. Not the type of post makes the difference. It’s the understanding of your audience, and there social media monitoring is the key to all social business strategy as these will lead to your success.

PostRocket just recently published a detailed infographic on the Edgerank topic. It is nicely explaining how this algorithm drives your Facebook marketing.

PostRocket 102

Study: TV users are multitasking

choosing from images streamConsumers are multitasking and using other electronic devices like phones or tablets when watching television. This is the conclusion of a recent third annual Video Over Internet survey of 3,501 consumers in Brazil, France, Italy, Spain, the United Kingdom and the United States. It states that the majority watched video content over the Internet. Obviously the tablet is showing the biggest increase in multitasking use.

“Consumers can’t just watch TV anymore. The rise in multitasking while watching TV suggests that scheduled programming, also known as Linear TV, may be losing its appeal for sophisticated users, presenting both challenges and opportunities for broadcasters and content providers”. Francesco Venturini, Accenture’s Media & Entertainment industry group.

The key findings in a brief overview: 77% regularly use their computer while watching television (16% increase to 2012). Just 17% of people using tablets while watching TV said their activity was unrelated to the TV content they were viewing. The use of tablets is different though as it correlated more closely with what respondents were watching compared to laptops or smartphones.

The study indicates that TVs connected directly to the Internet might still remain the ideal method for buying and watching online video on a TV. However, the use of connected TV is on a decrease in the last year (36% to 31%). The study shows that consumers are still not sure about the available options for accessing online video. Just 16% indicated a preference for an online connection through a set-top box, whereas 30% responded to watch daily online content the other way.

The use of tablets during television viewing is said to have the biggest increase in the past year (from 11% to 44%). The use of local online video service providers is increasing from 37% to 40% iwth almost the similar amount of a decrease in use by global providers like Netflix and YouTube.
Still, the majority of respondents identified traditional TV broadcasters as the providers they trusted most to present video over the Internet on their TV screen.

Facebook/IDC study finds, email top activity on smartphones

Some say, email is a dead media, some know it is not. At least not on smartphones in the U.S… For American adults email is still the most common activity on smartphones. In the second place comes Web browsing, closely followed by using Facebook. This is the result of the “Always Connected” study from IDC. The study is based on feedback from more than 7,400 iPhone and Android users between 18 and 44 years old.

IDC Facebook Email top 2013These are the main findings of the study….
– 78% check email on smartphones
– 73% browse websites
– 70% using Facebook in some way
– 131 minutes per day communicating on their smartphones
– about 33 minutes of the above are spend on Facebook.

Now, it has to be mentioned that the study was sponsored by Facebook. The study supports the fact how important Facebook is for the communication via smartphones. It also makes clear how much time users of social networks spend their daily time when they are out on the streets, at work, at shopping or following sports activities. Obviously, most of the time is spend on Facebook – in eight different activities, people responded that they are almost 4-5 times more likely to be on Facebook than using Twitter or LinkedIn.

IDC Facebook Facebook Twitter LinkedIn comparison 2013

Spot On!
The value of the study can in some way put into question, although we have seen many studies in the last years that demonstrate the importance of direct one-to-one communication on Facebook and the mobile use of Facebook. Another study by Localeze/15miles/comScore Local Search found that not email but search is the main activity of the mobile users. However, the approach of the study was different. It looked at people not only in the 18-44 years range and it proved the use of smartphones and tablets. there must be a reason why Facebook sponsored this study. I would not be surprised if they will publish some new mobile advertising opportunities soon.

Study Mobile Search: How it drives activities and conversions online and offline

We all experience on a daily business how mobile devices are changing our world. Mobiles become more and more our shopping companion, and with it mobile search becomes more and more popular to satisfy our needs. Google and Nielsen cooperated in a recent report to illustrate where and how people use mobile search, and what purchasing behaviour results from it.

Most mobile search activities happen in the afternoon and evening. However, the activities happen at home (68%) and not from “on-the-go” (17%). The driver for the activity is 81% the need for “speed and convenience”. Funnily enough people believe that doing a mobile search at home is easier than opening the computer (83%).

Google mobile search drives on and off

Concerning the types of mobile search, it varies still. People tend to do food and shopping “in-stores” versus finding travel information which is done from their office or while on-the-go. The interesting finding for marketers is that these searches drive users to do additional activities. 73% trigger additional actions after doing their mobile search.

Google mobile search triggers

The study makes clear that mobile searches are pushing fast online and offline activities. More than half of all mobile users do call a business, make a purchase and visit a store in the short time-period of only one hour. Furthermore, mobile searches becomes more and more impactful for businesses. Mobile searches trigger consumers for additional actions and conversions (73%). The respondents of the study also visited a retailer’s website (25%), shared information (18%) and visited a store (17%).

Google follow-up activities mobile search

Spot On!
Although this study might have some Google touch, the reports offers some good insight into the offline and online world and how it gets driven by mobile search. We should not be surprised to get further new mobile products from Google for users (mobile value-add) as well as for marketers (mobile ad products).

Which products would you like to see from Google for mobile search that don’t exist yet?

Study: Consumers prefer mobile apps to mobile websites

After yesterdays moderation of the dmexco Night Talks in Hamburg on “Mobile – The new first screen”, a recent study grabbed my attention this morning. It makes clear that users really are more into apps rather than mobile websites. According to the findings of the global study from Compuware Corporation, a technology performance company, 85% of consumers responded that they prefer mobile apps over mobile websites.

Although the latest InMobi study gives insights how people react to mobile advertising and why apps get into the centre of attention of the mobile user, the study from Compuware states that the reason why apps become so popular these days. The respondents said that they are “more convenient, faster and easier to navigate.” Furthermore, it adds some more findings…

“Mobile applications are thought to make life easier by streamlining calendars and grocery lists (…) offering entertainment while in line and making it easy to collaborate with co-workers. Consumers now associate apps with banking, paying bills, shopping, booking hotels and travel, as well as with staying productive and connected with both home and office tasks.”

The 3Rs of the social customer also become apparent in the choice of which apps will be downloaded to their mobiles. 84% of users say app store ratings are important in their decisions to download and install a mobile app. And there are some obvious reasons how apps need to deliver in order to be be benefitial…
– Easy access to product and store information
– Help planning and navigating trips
– The ability to communicate in real time

However, the benefits seem quite clear, there are also some complaints about mobile apps. The mobile users mentioned that they had…
– 62% a crash, freeze or error.
– 47% slow launch times.
– 40% an app which just would not launch.

Still tolerance is high when the app does not work immediately. 79% said, they would retry a mobile app only once or twice if it failed to work the first time. Still, companies and brands should be aware that the competitor is not too far away with their mobile app offering.

Compuware - Consumer reaction to bad apps

“With consumers expecting greater experiences with mobile apps now more than ever, fulfilling those expectations doesn’t just happen — it takes a conscious effort throughout every stage of the design and development process to get it right. Performance is a crucial contributor to providing a dependable mobile app user experience, so performance should be considered a key driver in the design process. Mobile applications need to focus on a core utility, and they need to be fast and reliable in order to be valuable.” Stephen Pierzchala, Technology Strategist, Compuware APM Center of Excellence.

It would be interesting to get your expectation on a good mobile app or website? What is your normal reaction when mobile apps don’t deliver to your expectation?

InMobi Global Study: Mobile media consumption outpacing TV, mobile ads drive sales

In prepapration of the first dmexco Night Talks moderation in Hamburg on “Mobile: The new first screen: reach, engage, measure, monetize”, sometimes studies fly into my mailbox which are reaching me just at the right time.

InMobi released their second wave research report on Mobile Media Consumption at Mobile World Congress. It covers some on-going overview on 14 countries on how we consume mobile content these days, and it obviously underlines the rapid growth of mobile media and the benefits of mobile advertising around the globe.

From a global perspective, mobile has reached the sweet spot in media consumption. It will generate its growth in the coming year predominantly via social media, search/download apps and search activities. In the 14 countries, humans spent from 7 hour media consumption (apart from other channels)…
1. Mobile 1,8 hours
2. PC 1,6 hours
3. TV 1,5 hours

The research piece shows that 50% of the average global mobile web users primarily use their mobiles now to go online. The average mobile web person uses 6.5 apps throughout a 30-day period.

But what does this mean for marketers?

The study states that globally, 54% of users discover mobile ads via apps, 40% on a search engine, 27% on a retailer website and 23% on a video website. It also makes clear that mobile is the touchpoint for finding new products and services. 3 out of 4 say mobile advertising has opened doors to something new. Almost every second say mobile ads have influenced them to buy mobile (46%) and almost the same amout (45%) say that mobile has mobile ads have influenced their purchase decision.

When seeing mobile ads, it is not that users don’t take any actions. It is actually the other way round. Mobile ads let users downloaded an app (80%), visit the advertiser’s website (67%), visit the store/retailer/business for additional information (52%), locate an advertiser on map (45%), or even take an immediate phone call (37%).

Mobile Media Consumption InMobi 2013

Spot On!
While I still have some marketers from media houses and brands in my ears, saying that apps and mobile ads don’t seem to be the right marketing approach, it seems they just did not find the right content approach to their users. The mobile commerce world is growing at speed of light and innovative retailers and brands should be well-prepared for it – and ideally have at least a click-to-call solution on their mobile website. It is not surprising that in these 14 countries 80% retailers say they plan to get the right approach to mobile in 2013.

How about you? Are you prepared for the mobile sales and marketing development? What experiences do you have so far with mobile ads?

PS: If you are interested in attending the dmexco discussion in Hamburg, please book your seat here.