jclupis | Marketing Charts | Fri, 15 May 2015 13:30:04 +0000

Shullman-Affluents-Travel-Plans-May2015Eight in 10 affluents (consumers with household income of at least $75,000) report planned to travel for pleasure in the following 12 months, according to [download page] a Shullman Research Center report based on a Q3 2014 survey. While travel plans were largely consistent across generation, Boomers were the most apt to plan for a domestic trip (74%), while Millennials (38%) were the most likely to see an international trip in their near future. Separately, an AARP survey indicates that almost half of consumers aged 45 and older plan to take a multi-generational trip in the next year.

Other important research news follows.

  • Only a slight majority (54%) of video ads are viewable on the web (not including mobile apps or YouTube), says Google [pdf], although 91% are viewable on YouTube (includes mobile app data), based on the viewability standards of 50% of an ad’s pixels being visible on screen for at least 2 consecutive seconds. Video ads on the web were found to be far more viewable on mobile devices (83% mobile; 81% tablet) than on desktops (53%). The top and center of the page was found to correlate to the highest viewability.
  • Some 82% of Twitter users watch video content on Twitter and 90% of Twitter video views are on mobile, according to a Twitter-commissioned survey conducted by Research Now. Native videos on Twitter were found to drive more engagement than third-party players, per internal Twitter data.
  • Animoto, an online video creation application, has released results from a survey of 1,051 US consumers finding that consumers are 4 times more likely to want to watch a video about a product than to read about it. Google itself notes a 70% increase in searches for “how-to” videos on YouTube.
  • Google remains the world’s largest media owner (by media-generated revenues), widening its lead over second-placed Disney and third-placed Comcast, and larger than both combined. That’s according to ZenithOptimedia’s latest report on the topic (the previous one can be found here.) Facebook was the fastest-growing of the top 30 media owners, with 63% growth over the past year, followed by Baidu (+43%).
  • Keeping with the subject of top brands, a Havas Media Group study found that most poeple would not care if 74% of brands disappeared. In fact, respondents in North America believe that just 3% of brands contribute positively to their quality of life. The top 10 “Meaningful Brands” this year are led by Samsung, Google, and Nestl√©.
  • Finally, a study from the Society of Digital Agencies conducted by Econsultancy has found that the top attribute that clients value in their agency relationships is the agencies’ expertise in emerging trends. Much more on agency trends and client relationships here.

Have a great weekend!