Weekend Reading, 11/14/2014

November 14, 2014

Razorfish-Brands-and-Loyalty-Rewards-Nov2014More than 7 in 10 online consumers in the US believe that it’s important for brands to reward them for being loyal customers, a sentiment shared by 65% in the UK, 92% in Brazil and 71% in China. That’s according to a recent study [download page] from Razorfish, which also found at least half of consumers in each country feeling that it’s important that brands have loyalty programs.

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

  • Social media users expect brands to have a presence on at least 3 platforms but only follow them on half as many, details HubSpot in a recent study. Of note, 61% of respondents feel that when a brand doesn’t reply to their questions or concerns on social media, it’s not as bad as a non-response via email.
  • Keeping with the social media theme, Facebook notes that newlyweds tend to like pages related to love and relationships after their wedding (surprise!). A few months on, they’re apt to follow pages related to domestic topics such as cooking and home improvement. Life stages!
  • CivicScience has released a report on Ello joiners (those who have received an invitation and have either joined or plan to) which shows that – counterintuitively – these individuals are significantly less likely than the general US population to believe that companies should never sell the personal information from their customers to other companies. They’re also less likely to believe that companies seeking personal information online should disclose all the ways the data is collected and used.
  • Tumblr partnered with Millward Brown Digital and Added Value to examine itself. OK, its users. The survey of 1,600 individuals aged 14-45 across 7 verticals (automotive, CPG, entertainment, QSR, retail, tech and telecom, and travel) found that Tumblr users are very engaged with content on the site. More specifics here.
  • Switching gears: among enterprise marketers surveyed by Kapost (note: sample size <100), respondents were more likely to agree they share news that is playful, visual or interactive (67.6%) than news that is factual, data-heavy or text-heavy (63.5%). Might not want to project that approach onto B2B buyers if that's their target market, though: an Economist survey finds that buyers want their information in text format rather than video or audio. Not surprisingly, the Kapost survey also finds that LinkedIn is the social platform that marketers are most likely to visit for marketing news.
  • As many as 55% of US consumers aged 13-64 are unable to tell the difference between native advertising and editorial, says Vibrant Media, noting that 31% of US consumers say they’ve confused the two in the past and another 24% are unsure. Some 54% of these “confused consumers” felt they had been misled. Note: Vibrant Media released the research alongside its launch of new native ad units. Interpret at will.
  • Sticking with native ads, a Cxense study [download page] finds that 1 in 5 publishers surveyed are running them on their sites (about 1 in 7 don’t know), and about one-quarter who aren’t running them plan to introduce them in the next year. Asked to choose from 3 options about their feelings of native ads, 45% selected the statement that they’re a “great new way to bring value to publishers, advertisers and consumers,” while 30% selected the statement that they’re evil and “cheapen journalism by blurring the lines between advertising and editorial.”
  • More than one-third of Google search results differ depending on the platform (mobile or desktop) used for the query, reports Searchmetrics. The research was based on an analysis of Google.com search results for 10,000 relevant informational and transactional keywords and focused on the first 30 results.

Have a great weekend!

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