jclupis | Marketing Charts | Fri, 16 Jan 2015 15:05:37 +0000

Gallup-Americans-Changing-Personal-Financial-Situation-Jan2015American adults are feeling better about their personal financial situations this year, according to newly-released survey results from Gallup. While adults last January were more likely to rate their situation as worse off (42%) than better off (35%), that sentiment has switched to the positive this year, with respondents significantly more likely to see themselves as better (47%) rather than worse (28%) off. The most dramatic swings have ben for 18-34-year-olds (61% seeing themselves as better off, compared to 41% last year) and middle-income households.

Here are some other pieces of research data to get you through the weekend:

  • Be careful of cross-industry ROI averages, says AOL Platforms, noting in a study covering 2 years’ worth of data that cross-channel advertising ROI can vary significantly by industry. Not only that, but given that the ideal media mix is different for each industry and even each brand, “there are significant opportunities to outperform industry averages and rankings by looking deeper than channel-level ROI and optimizing across publishers, placements, creative and keywords – a unique capability that only multi-touch attribution affords.”
  • AOL’s recommendations aside, a Liveclicker analysis of 44 video programs and more than 12.5 million quarterly video plays from its VideoCommerce client base of large retailers reveals that the more videos shoppers watched, the more they spent on those sites.
  • Keeping with the retail theme, the NRF reports that holiday retail sales increased by 4%, the best growth rate since 2011.
  • While e-commerce was the story of the holidays, with a IBM study finds a disconnect between what shoppers say they want and what they do (surprise!): based on 4 years’ of survey data from more than 100,000 consumers in 19 countries, 43% of consumers prefer to shop online, but only 29% actually made their most recent purchase online.
  • E-commerce merchants can expect more sales if they have more reviews, says Bazaarvoice [pdf]. Its study modeled transactional data from numerous product categories to determine that “review volume shows a positive correlation with number of orders – even at very high volume levels.”
  • Switching gears, media and entertainment apps were the “stickiest” in Q4, per a Localytics study that defines “app stickiness as the average of an app’s engagement and retention.” Overall, 30% of app users counted as “engaged” in December, meaning that they used the same app 10+ times during the month. That figure represented a new peak.
  • Finally, survey results from TRUSTe indicate that 35% of American adults own a smart device other than a smartphone, though the list of other devices owned makes no mention of tablets. Privacy remains a big concern for consumers, 8 in 10 of whom are worried about the idea of their data being collected by smart devices.