JC Lupis | Marketing Charts | Fri, 03 Apr 2015 13:30:18 +0000

Two-thirds of affluent adults aged 18-68 (living in households with income of at least $75,000) report having shopped at Amazon during the past year, with this figure higher among affluent Boomers (50-68; 76%) than Millennials (18-34; 56%), according to a new study [download page] from the Shullman Research Center. Amazon leads Walmart (55%) and Target (51%) as the top shopping destination for affluents, although The Home Depot is in the third spot for Boomers. Meanwhile, among those who have shopped at Amazon, 40% are enrolled in Amazon Prime, and 71% find Amazon to be better than other stores.Shullman-Affluents-Top-Shopping-Destinations-Apr2015

The following list highlights several other intriguing data points from recently-released research.

  • More than 7 in 10 Pinterest pins occur on a smartphone, with 23% taking place on a desktop and 5% on a tablet, according to a recent study from ShareThis, which also demonstrates that Pinterest is a particularly dominant platform for sharing Home & Garden, Beauty & Fitness and Food & Drink content.
  • Sticking with those categories, a recent survey of Latina bloggers from Dime Media, iBlog Magazine and BodenPR finds that the most popular topic covered by these bloggers has migrated from parenting tips to lifestyle themes such as beauty, travel and food. While Facebook is still their preferred social platform, they are beginning to focus more on visual platforms such as Instagram and Pinterest.
  • What about Twitter? A SimplyMeasured study [download page] of the top 10 brands on Twitter (by audience size, and based on the Interbrand 100) reveals that of their most recent 100,000 followers, 14% followed more than one of the brands.
  • In an effort to predict the future lifetime value of mobile games, Tapjoy finds that “reaching a critical point of 1,000 users who make three or more purchases is a good indication that an app will ultimately top $1MM in revenue.” The report also identifies a 35% conversion rate from 1st to 3rd purchase as a strong signal of future $1MM revenue potential. In other words, the vast majority of mobile gaming apps in which at least 35% of 1st time purchasers ended up completing a third purchase went on to reach at least $1MM in revenues. The study focused on 479 applications with more than 1,000 session counts over a 14-month period (covering 149 million users), and was limited to app developers in Japan, Korea and China.
  • Roughly two-thirds of 5,000 consumers surveyed by Oracle across 10 countries say that they use smartphones to enhance their shopping experiences. More than 8 in 10 respondents are looking for retailers to invest in technology, in particular seeking a converged commerce experience (57%) and in-store apps that enable product search (50%).
  • A need to better understand customers’ paths to purchase is driving retailers’ investments in data analytics, according to an RSR Research study [download page]. Almost 6 in 10 retailers surveyed identified this as a top-3 business challenge driving interest in expanding the use of business intelligence and analytics. Gaining a better understanding of who customers are, their buying habits and their preferences was also the top opportunity to be had from greater use of BI and analytics, according to those surveyed. The percentage of retailers citing this as a top-3 opportunity grew from 40% last year to 57% this year, overtaking last year’s top opportunity, “more intelligent allocation and optimization of products based on customer insights.”
  • It’s not just retailers that are looking to analytics: a global study [pdf] from Capgemini indicates that 65% of enterprise organizations feel that they’re at risk of becoming uncompetitive if they don’t “embrace” new data analytics solutions. As such, 54% are planning investment hikes in big data.
  • Switching gears, the IAB’s new viewability standards – 70% of campaign impressions being at least 50% in-view for at least one second – is a “reliable indicator of performance,” according to a global Sizmek study [download page] of 240 billion measured impressions. Not surprisingly, those with that threshold performed much better in click-through and interaction rates. Separately, the report finds that viewability is higher for interactive than standard Flash formats, and that mobile-specific unit-sized ads performed better than those on desktops.
  • A new ad spending forecast from ZenithOptimedia modestly cuts this year’s growth forecast from 4.9% to 4.4%. Online video is predicted to be the fastest-growing advertising format, predicted to grow by 29% each year to 2017.
  • As for online video, a Conviva survey [download page] of 25-34-year-old OTT viewers finds that only one-quarter will endure longer than 4 minutes of a sub-par experience. When encountering a poor video experience, users are most apt to immediately close the video and try again, although some will stop watching video online altogether. The survey also found that a single negative experience would impact almost half of viewers’ impressions of the online video service in use. Even more said it would impact their willingness to use the same service on a different device.
  • Finally, Adobe Digital Index report [pdf] predicts that mobiles will overtake desktops in video starts by the end of Q4 2016, having already grown to 27% share of starts in Q4 2014. Still, the average video viewing time per view on a smartphone in Q4 was just 22 seconds. While it was twice that on tablets, both devices trailed desktops (5 minutes and 49 seconds per view) by a significant amount.

Have a great weekend!

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