Friday Research Wrap, 7/17/2015

July 17, 2015

Nielsen-Music-in-TV-Ads-July2015TV ads that contain some form of music score better than those without across four key metrics: creativity; empathy; emotive power; and information power. That’s according to recently-released data from Nielsen, which measured the effectiveness of 600 TV ads, although the differences seem relatively slight. On a related note, Ace Metrix has issued its list of the top TV ads of Q2, noting that the leading spots touted product features and functionality.

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

  • Some 88% of US consumers report having used social log-ins – logging into a website or mobile application by using a digital identity from a social network such as Facebook, Twitter or Google+ – per a survey from Gigya [download page]. That figure is a bit hard to believe, given that only 84% of US adults are online. Nevertheless, the point is that the incidence of social logins is rising from surveys in years past, as consumers say they don’t want to spend the time filling in registration forms or creating another username and password. While apparently desiring more personalization, almost all respondents say they’re concerned about data privacy and how companies use customer data. Perhaps they’ve just given up on the idea of privacy online, as a recent survey [pdf] from the University of Pennsylvania reveals. That survey found that consumers feel that sharing data for rewards/services isn’t a great deal, but are simply resigned to not having control over the data collected about them, and
  • More Facebook and Twitter users are getting their news from those platforms, says the Pew Research Center. Some 63% of each group said the social networks are a platform for their news consumption, up from 52% (Twitter) and 47% (Facebook) in 2013. This rise appears to be across age and gender groups. While Facebook and Twitter users report comparable levels of engagement with most news types, Twitter users are more likely to say they see news about national government and politics, international affairs, business, and sports.
  • Mobile “addicts” have grown in number over the past year, per Flurry data. Compared to the 38% year-over-year growth in smart devices Flurry measures, Mobile Addicts – device owners who launch applications at least 60 times per day – have increased by 59%. They now account for about 15% of smart device users, up from roughly 1 in 8 at last count. Mobile Addicts over-index the most in the messaging and social (556%) and utilities and productivity (427%) app categories, according to the study. Mobile ad network StartApp has some new figures here on engagement rates with various app ad categories.
  • Global content marketing revenues are on the upswing (can you believe it?!), growing by 13.3% to $26.5 billion, according to PQ Media’s first content marketing forecast. The B2B sector generates the majority – 52.7% – share of the global market, says the report, although it’s the B2C side of the things that’s growing more quickly (14.3% vs. 12.5% in 2014).
  • Content marketing is growing, but culture is the primary driver of business relationships. So says the FORTUNE Knowledge Group and gyro based on a survey of 500 global executives (director level or above) who have influence over key business decisions. Among the highlights: 6 in 10 prefer to do business with companies intent on doing what’s right even if doesn’t maximize revenue. Respondents also said that knowing what a company stands for is much more important than the company’s innovativeness and market dominance.
  • Switching gears, Ovum forecasts that print will account for almost three-quarters of consumer publishing industry revenues in 2020, down from 86% this year as digital revenues grow by a compound annual rate of 13%.
  • Targeting the Hispanic market? Acosta Sales and Marketing has released its 4th annual Hispanic Shopper study, noting that Hispanic shoppers are much more likely to shop with another person than US shoppers in general (77% and 51%, respectively). As such, Hispanics are more likely to report equal influences from each head of household on selection of cereals, chips/snacks, fresh produce and other grocery products. In other insights, Hispanics are found to be more likely to try new flavors and products, and to over-index in their use of mobiles for shopping.
  • Finally, Epsilon notes in its latest quarterly email trends and benchmarks report (covering Q1 2015) that business-as-usual email open rates remain relatively steady, though click rates continue their gradual descent.

Have a great weekend!

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