Weekend Reading, 6/26/15

June 26, 2015

NYAMACharneyResearchNow-Attractive-Emerging-Markets-US-Marketers-Jun2015China (71%) and Brazil (66%) are the two emerging markets clearly most favored as being “very attractive” to US marketers, per results [download page] from a survey conducted by Charney Research and Research Now and commissioned by the NY American Marketing Association. Interestingly, the survey of 315 brand owners (61% of respondents) and agencies (39%) finds that small companies (sales under $100 million) are about twice as likely as large ones (62% vs. 32%) to be planning to enter one or more emerging markets this year.

That’s likely due to larger firms (sales greater than $10 billion) already having entered into an array of emerging markets. Indeed, 91% of large firms surveyed are already present in China, for example, compared to 53% of smaller firms. Nevertheless, China (7%) is a top-5 market in terms of entrance plans for large companies, behind only Colombia (11%), Brazil (9%), South Africa (9%) and Chile (9%). For small companies, Brazil and Mexico (22% each) are the top emerging market destinations.

The following is a brief list of other intriguing data points culled from recently-released research.

  • 7 in 10 Millennials (born 1980-2000) who have watched product videos are likely to watch a company video when shopping online, and almost 3 in 4 find video helpful when comparison shopping, according to a survey of 1,051 US adults from Animoto, a provider of online video production and editing software. The survey found 36.5% of Millennial respondents strongly agreeing that they are more likely to buy a product or service if they can watch a video explaining it beforehand.
  • A survey of 242 marketers conducted by Researchscape on behalf of Evergage [download page] finds that 58% are using real-time personalization in at least one digital channel, with respondents most likely to ascribe benefits such as increased visitor engagement (73%), improved customer experience (53%) and increased conversion rates (53%). The most common personalized experiences used are pop-ups and inline content (53% each).
  • New data from Quettra reported by Andrew Chen shows that for the average Android app, fewer than one-quarter (23.4%) of those who installed are using it 3 days later. Retention rates (based on users active that day) are significantly higher for the top 10 apps on Google Play (71.5% using on Day 3), though the retention fall-off curve is similar to other apps further down the rankings list. Recent figures from Localytics, meanwhile, suggest that app user retention rates (measured as the percentage of users who return to an app at least 11 times) in the US are improving, but declining globally. Overall, 1 in 4 app users globally were found to abandon an app after using it a single time.
  • Mobile has grown to account for more than 20% of programmatic advertising in Q1 2015 on the Rubicon Project platform, up from just 3% a couple of years earlier.
  • Finally, turning to email, a recently-released study [pdf] from Radicati predicts an increase in the global number of worldwide email accounts from 4.4 billion this year to 5.6 billion in 2019, with a concurrent increase in worldwide email users from 2.6 billion (1.7 accounts per user) to 2.9 billion (1.9 accounts per user). The number of business emails sent and received per day is expected to grow from 112.5 to 128.8 during the forecast period, representing 3% annual growth. The number of emails sent and received by consumers, meanwhile, is expected to grow by 6% annually from 93.1 to 117.7.
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