Research

What Are Teens Spending Most of Their Money On? Surprise, It’s Not Games

posted on April 12, 2013

The folks at Piper Jaffray are a very brave lot. They put themselves in close proximity with 5,200 teens (average age of 16.3 years) in order to quantify their spending habits. They did this, so marketers like you could have a better understanding of how teenagers think without having to actually get close to one. You can thank them later. But right now, let’s take a look at what they got.

The survey is called the 25th semi-annual “Taking Stock With Teens” project and it begins with an overview of teen spending by category.

Incredibly, most of their money goes to fashion. Upper-income teens said they’re spending a little less but plan to spend more in the near future. Maybe they’re waiting for the new spring fashions to land in stores. Average-income teens are spending a little more than usual and I don’t even have a guess as to why.

by Cynthia Boris

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Why Monday, Thursday and Sunday Are Important and Other Digital Video Facts

posted on April 10, 2013

Which mobile device is popular with “content snackers?” Which social media site has the most video referrals? And what is the significance of Monday, Thursday and Sunday in regard to video viewing?

Lucky you, I have the answers to all these questions. Even more lucky for you, I didn’t come up with myself. I dug them out of a new report from the Adobe Digital Index. It’s called The U.S. Digital Video Benchmark 2012 Review and though it sounds like a heavy read, it’s actually an informative quickie.

Let’s start at the top with the big numbers – video consumption in Q4 2012 was up 30% year-over-year.

That’s a 13% increase from Q3 to Q4. Video viewing isn’t just growing, it’s growing at an insane pace.

by Cynthia Boris

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70 Percent of Mobile Searches Lead to Online Action Within an Hour

posted on April 8, 2013

If you received traffic from a search engine today, send a thank you card to Alan Emtage. He built the very first computer search engine back in 1989. But sadly, he was so far ahead of his time, he didn’t see the future value in what he created so he didn’t file a patent or lay any claim to the technology.

Enter Google, who turned search into a multi-billion dollar industry then started to do it again with mobile. In the last year, Google’s mobile ad revenue went from 2.5 billion to 8 billion and that’s in a sector that’s barely begun to take hold.

There’s money in search because search is working. iAcquire and SurveyMonkey conducted a study and found that 70% of mobile searches lead to an online action within an hour.

by Cynthia Boris

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Would You Give Up Your Personal Data for $25 Dollars?

posted on April 8, 2013

“Every consumer has a price, which is good news for marketers.”

And according to Rodney Mason, CMO of Parago, that price is $25 dollars.

Parago just released a report called “Time is Money“. It’s all about a person’s willingness to participate in a marketing activity and at what price.

Fork over $25 bucks (or a product worth more than $25) and most people will be happy to try your product and even respond to a smartphone survey. But the further you get into “sales” territory, the quicker the percentages begin to drop.

I am surprised to see how many people were willing to participate in a presentation or get an in-home quote. In both cases, it’s not just a matter of giving up an hour of your life, you also have to deal with the stress of being pressured to buy something you probably don’t want.

by Cynthia Boris

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Melcher’s Latest Tablet Study is Now Available for the Tablet

posted on April 4, 2013

In an average week, I skim a dozen marketing related studies, review a handful of new infographs and “check out” more than 50 articles on the subject in order to stay informed and write these posts.

What I’ve never done, was download a marketing study to my tablet – until now.

Melcher Media just released the latest finding from VivaKi’s The Pool, “an ongoing initiative to uncover advertising solutions of the future, in conjunction with advertisers and publishers.” This installment is called “The Tablet Lane” and it’s available for download through Google Play and iTunes.

I downloaded and man, this is how you deliver a presentation. The app is loaded with information but it’s organized on two levels so you can swipe through an overview, or click to get more depth.

by Cynthia Boris

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