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Posts Tagged ‘engagement’

Who leads financial services in customer satisfaction?

Wednesday, May 29th, 2013

ForeSeeOverall, average customer satisfaction with financial websites is at 72 on ForeSee’s 100-point scale, according to its latest Financial Services Benchmark, which reports on online and mobile customer satisfaction trends for various industry segments, including banks, credit unions, investments and lending companies and miscellaneous financially-focused organizations.

With ForeSee’s methodology, scores of 80 and higher are classified as “highly satisfied,” while scores of 69 and lower are considered “dissatisfied.” While the industry average score of 72 indicates that many consumers are satisfied with their online banking experience, it leaves room for improvement across the industry.

Credit union sites score highest

Of the five financial segments measured, credit union sites scored the highest, with average satisfaction scores of 82. Investments and lending organizations scored much lower with average satisfaction scores of 69 and 70, respectively.

Banking and miscellaneous financially-focused organizations (such as financial media sites), fell in the middle of the range, with average satisfaction scores of 71 and 74.

Industry

Segment

Average

Satisfaction

Score

High

Satisfaction

Score

Low

Satisfaction

Score

Spread of

Satisfaction

Scores

Overall

Average

72 91 42 49
Credit Unions 82 86 74 12
Misc.

Financial

74 91 55 36
Banking 71 91 47 44
Lending 70 78 62 16
Investments 69 82 42 40

Critical factors in retaining satisfied customers

“Within the financial industry, keeping a pulse on consumers’ experiences is critical to retaining and growing a satisfied customer base while simultaneously claiming a greater share of wallet,” said Larry Freed , president and CEO of ForeSee.

“By measuring and improving satisfaction, a financial organization is better able to position themselves as a trusted partner, while encouraging customers to take a hands-on approach to their financial futures.”

A wide range of individual company scores within industry segments indicates that many financial organizations are placing a strong emphasis on creating a satisfactory customer experience, while others should make greater effort to improve.

For example, the low-scoring investment segment had a 40-point difference between the organization with the highest score (82) and that with the lowest score (42), an extremely large difference that emphasizes the importance of creating a positive customer engagement to remain competitive. Some companies are well-loved for the online experiences they provide, while others are strongly disliked.

Likelihood to Recommend and Return

As a pioneer in customer experience analytics, ForeSee’s technology is founded on a scientific methodology that has demonstrated a strong relationship between customer satisfaction and a company’s financial future. When customer satisfaction is scientifically measured, it can be used to predict key outcomes such as future purchase, recommendations and loyalty.

Based on likelihood scores, highly satisfied customers report being more likely to recommend the company to a friend, family member or colleague, which means more business and increased loyalty. Across all industry segments, highly satisfied customers are more likely to recommend than less-satisfied customers:

  • Banking customers are 120% more likely to recommend.
  • Credit Union customers are 92% more likely to recommend.
  • Investment customers are 139% more likely to recommend.
  • Lending customers are 126% more likely to recommend.
  • Customers of miscellaneous financial companies are 96% more likely to recommend.

Additionally, highly satisfied customers are much more likely than less-satisfied customers to use again, resulting in higher frequency of interaction, improved engagement and increased share of mind and wallet.

Broken down by the industry segments above, highly satisfied customers are more likely to use the website in the future:

  • Banking customers are 38% more likely to use again.
  • Credit Union customers are 29% more likely to use again.
  • Investment customers are 56% more likely to use again.
  • Lending customers are 52% more likely to use again.
  • Customers of miscellaneous financial companies are 56% more likely to use again.

Additionally, three financial industry segments were measured to calculate customers’ “likelihood to use more services,” which is a key marker for future growth and long-term satisfaction:

  • Banking customers are 68% more likely than less-satisfied customers to use more products/services in the future.
  • Credit Union customers are 75% more likely than less-satisfied customers to use more products/services in the future.
  • Investment customers are 67% more likely than less-satisfied customers to use more products/services in the future.

“We are committed to providing our members with the highest quality products and services, and the insights we receive from ForeSee’s measurement have been essential to this mission,” said Walter Cunningham , VP E-Services & Contact Center ofWashington State Employees Credit Union. “With ForeSee, we are able to pinpoint issues and identify opportunities to improve our members’ web experience, and we look forward to gaining similar insights from our mobile environment.”

Mobile

mobile devicesForeSee also benchmarked satisfaction with mobile financial sites and applications, which scored on the high end of the spectrum compared to customer satisfaction with websites. The average customer satisfaction with mobile financial websites and applications is at 82, a superior score that shows customers generally are highly satisfied with financial mobile sites.

Highly satisfied users increasingly mobile

Additionally, highly satisfied mobile users are 41% more likely than less-satisfied users to recommend to a friend, family member or colleague and are 78% more likely to use again.

“Today’s banking consumers are becoming increasingly mobile, and this shift brings higher expectations for more convenient and easily accessible mobile service offerings from their banks, credit unions and investment firms,” said Eric Feinberg , ForeSee’s senior director of mobile, media and entertainment.

“Leaders in the financial industry are getting a leg up by measuring their customers’ satisfaction on mobile platforms and making necessary changes, which is essential to serving as a valuable and trusted partner.”

Leaders with stronger emotional intelligence boost performance

Thursday, April 4th, 2013

Time coverBusiness leaders with stronger emotional capabilities create higher performance and boost a company’s bottom line, according to a new study from the Emotional Intelligence Network Six Seconds.

Key findings include:

  1. For individual managers, emotional intelligence scores predict 47% of the variation in manager’s performance scores.
  2. Emotional intelligence predicts 76% of the variation in organizational engagement.
  3. Plants with higher organizational engagement achieved higher bottom-line results.
  4. In addition, during the project, employee turnover also dropped by 63%.

One of the leaders of the project, Massimiliano Ghini , a professor of management at Alma Graduate School in Italy, says the study is important because it links three critical variables.

Emotional intelligence is a better predictor of life success in general than IQ, according to some researchers.

Here’s a quick overview of what emotional intelligence is and why it matters.

“This is one of the first studies,” Ghini says, “showing the link between the individual leader’s emotional intelligence, the impact on organizational climate, and how that drives performance.”

The study appeared this week on Six Seconds, The Emotional Intelligence Network: http://www.6seconds.org/?p=8929.  Six Seconds is a global organization supporting the development of emotional intelligence

According to the paper, emotional intelligence refers to a set of skills for understanding and using emotions effectively.  The new paper describes a process of increasing self-awareness, self-management, and self-direction.  These learnable skills appear to make managers more capable of building a workplace climate, or environment, where employees are effective.

According to Ghini, “The workplace climate is a driving force in how employees engage in their daily activities.  When factors such as trust and teamwork are present, the research shows that the company generates better results.  So the conclusion is simple:  If we want business success, we need to equip leaders with the skills to make an environment where employees can work effectively.”

Six Seconds is a global not-for-profit.  It is one of the first, and the largest organization dedicated to emotional intelligence.  Members include authors, scientists, coaches, trainers and educators in nearly 100 countries.  For information, seewww.6seconds.org.

Location powerful in reaching, engaging mobile users

Thursday, March 7th, 2013

mobile devicesNearly 95% of all national advertiser campaigns now leverage some form of location targeting in mobile, according to the quarterly Mobile-Local Performance stas report, which is derived from xAd’s network.

As a consumer’s exact location has shown to be a powerful factor in reaching and engaging desired mobile audiences, advertisers have started to shift from standard geo targeting, often seen in desktop or traditional marketing (based on standard geo boundaries such as zip, city or DMA areas), to geo-precise targeting, which leverages mobile’s unique ability to target users based on their specific location.

The report revealed that search behavioral targeting (targeting based on geo-precise mobile search behaviors), grew 212% from Q1 to Q4 2012 – more than any other mobile targeting technique.

Search behaviorial targeting saw most growth

Although search behavioral targeting saw the most growth, geo fencing (the ability to reach a consumer based on a set proximity or distance away from a specific place or point of interest) was the most popular targeting technique overall, ending the year with over 55% of campaigns utilizing this type of targeting. Standard geo targeting, on the other hand, declined from 64% of campaign targeting in Q1 to just 13% by Q4.

This rapid shift in targeting focus can be attributed to the increased performance and efficiency experienced through more precise mobile targeting techniques.

Across campaigns that leveraged more precise geo targeting, ad waste was reduced on average by 20-30%, while ad performance increased by double digits. Search behavioral targeting provided the highest lift on average, increasing performance 60% over the industry benchmark.

Place-based targeting second

Place-based targeting was a close second, delivering a 55% lift. Throughout the year, xAd’s display and search ads performed well above industry standard performance rates, with locally targeted display averaging a CTR of 0.8% and targeted search a CTR of 8%.

“Mobile users are in constant motion, so their circumstances and needs are continually changing,” said Dipanshu Sharma, CEO at xAd.

“As a result, mobile targeting technology that serves the most relevant information to users, based on their exact location, will deliver the highest conversion rates for advertisers.

As geo targeting techniques become more precise, advertisers can still achieve massive scale by working with partners that allow access to the billions of available mobile ad impressions nationally, enabling them to maximize ROI across a host of specific mobile audiences.”

Additional Highlights:

  • Likely because mobile users are typically on the go, the top businesses searched via mobile throughout the year continued to be local restaurants and/or businesses related to travel such as gas stations, transportation and hotels.
  • Top growth categories were Entertainment (including bars and clubs, theatres and sporting events/venues) which grew 184%, Health & Beauty (including beauty salons & spas, gyms, hospitals and other health services) which grew 50%.
  • In terms of advertising, only one of the top three search categories made it into the top advertising categories – showing a slight misalignment between mobile user demands and specific advertising penetration by vertical.
  • Regarding location of search, the South lead with four out of the top 10 cities for active mobile search activity throughout 2012.
  • The South also came in tops, tied with the Midwest, for most targeted cities for mobile advertising.

To download a copy of Mobile-Local Performance Stats visit www.xAd.com.

Interactive marketing fares much better for online video than pre-rolls

Wednesday, February 6th, 2013

videomobileDo you watch pre-roll ads that precede many videos online? Not many of us do, apparently.  Overall, marketers running simple pre-roll campaigns saw an average 1.21% Engagement rate and 69.59% Completion rate on average, according to Innovid’s Interactive Video Advertising Benchmarks for Q4 2012.

Interactive campaigns did much better.

Innovid says they saw a whopping 3.09% Engagement rate and 71.58% Completion rate. Furthermore, interactive campaigns delivered an additional 21.57 seconds in time spent, converting 30 second media buys into 51.57 slots and delivering a 70% increase in brand exposure with no additional media investment.

Innovid studied over 900 campaigns in Q4 2012, served utilizing its advanced video Ad Server on more than 1000 premium publishers and ad networks globally.  The first report of its kind, provides benchmarks for Awareness Rate, Engagement Rate, Time Earned, Completion Rate, Ad Viewability, and Click-Thru Rate. Online video

Innovid examined metrics from hundreds of advertisers across 15 different categories to produce the quarterly report, which is available for download at: http://www.innovid.com/insights/benchmarks/.

Overall key findings of the Innovid Interactive Video Advertising Benchmarks: Q4 2012 report include:

  • 15 second slots saw the highest completion rate at 74.41%, versus 30 second slots that delivered a 68.91%
  • Consumers however are more likely to engage with longer form content, clicking-in at 2.99% rate on 30-second units versus 2.01% on 15-second slots
  • Interactive campaigns recorded a 44.54% awareness rate, while pre-roll displayed only a 17.57%
  • iRoll Apps provided an average 1.01%, making it a great resource for advertisers with backend goals
  • iRoll Expand delivered an additional 27.37 seconds in time earned on average, providing marketers with brand goals an efficient vehicle to engage with consumers and maximize media budgets

If you’re at all new to this, Innovid offers this glossary of terms in the business:

Glossary

  • Awareness (rate): The number of times the video environment is moused over by the user while the pre-roll plays and then divided by all the impressions served. The event is counted once per impression.
  • Engagement (rate): The first click by the user to the iRoll unit and then divided by all the impressions served. This can either be an interactive slate open event, or click-thru depending on the format of the unit. The event is counted once per impression.
  • Time Earned: The average time in seconds a user spends interacting with the unit while the pre-roll video is automatically paused in the background. Note, iRoll Apps units do not consistently require the pausing of the pre-roll video in the background, and therefore may not generate the Time Earned metric.
  • Completion (rate): Impression logged immediately upon completion of the video play, divided by all impressions served.
  • Ad Viewed (percent): The average duration of the pre-roll video watched by users, calculated as a percentage.
  • CTR: A click directing users to a new web page and then divided by all impressions served.

 

Investor interactions with digital and social media driving investments (infographic)

Tuesday, January 29th, 2013

social mediaThe global investment community continues to look to companies as their primary source of information as they form their investment recommendations and decisions, but since Brunswick Group’s last survey in 2010, investor and analyst interaction with digital and social media has increased substantially and deeper online engagement is increasingly driving investment action.

“Usage and engagement of digital and social media among those in the investment community is increasing rapidly,” said Rachelle Spero , Partner at Brunswick. “More telling, however, is that its influence on investment decisions continues to grow too.

Now, a quarter of those surveyed said they have made an investment decision or recommendation after initially reading a blog.

For Twitter, that figure is one in eight, up considerably from our last survey two years ago. This suggests now is the time for companies to adopt digital and social media for investor-related content distribution and influencer engagement.”

Key findings of the survey include:

  • 57 percent of participants selected “information direct from companies” as the source with most influence, while 85 percent ranked it among the top three sources of influence. Within this category, face time with management is by far the most important factor.
  • 14 percent of participants included “digital and social media” among their top three most influential sources, up from 6 percent two years ago.
  • 86 percent of investors say digital and social media sources have become more important this year, with investors in Asia appearing to lead the charge.

“While investors and analysts are increasingly influenced by digital and social media as the basis for investment decisions, companies and managers should be encouraged that the vast majority look to information direct from companies as the main building blocks of their investment rationales. The centerpiece of the information mosaic continues to rest with companies’ own communications efforts,” concluded Spero.

* Digital media was defined as websites, video, and syndicated sources. Social media was defined as blogs, micro-blogging services like Twitter, social networking sites, such as Facebook and LinkedIn and message boards.

Marketers: how to tap into the buying power of PANKs

Monday, December 3rd, 2012

Marketers know that the 83 million moms in the United States often make many home purchasing decisions, but, says Weber Shandwick and KRC Research, which partnered to do a Digital Women Influencers survey, they’re not the only women with purchasing power.

There is, for instance, the “Professional Aunts No Kids” or PANK segment,  discovered and coined by Melanie Notkin, founder of Savvy Auntie, the lifestyle brand designed for this powerful segment of women.

PANKs are women who do not have children of their own but have special bonds with the children in their lives. PANKs may include: aunts, godmothers, cousins, neighbors, and moms’ and dads’ friends.

You probably know a few yourself. We certainly do. This study doesn’t make a point of it, but nearly half the country is made up of single households now.

Here’s an infographic detailing the study findings.

Move over soccer moms

Weber Shandwick teamed up with Savvy Auntie to survey North American PANKs and confirmed that they are a highly appealing demographic for marketers because of their dynamic influence and digitally-connected lifestyle.

“Move over soccer moms. There’s a new group of smart, powerful women spenders out there. PANKs have time, income and a passion for purchasing the best for the kids in their lives,” says Stephanie Agresta, executive vice president, managing director of social media for Weber Shandwick. “It’s a perfect marketing trifecta.”

Agresta notes that the marketing world has long and rightfully focused its resources on moms. “But,” she says, “Our deep dive into social networks has revealed vibrant communities of women who aren’t moms. They are groups – like PANKs – that are well worth a marketer’s attention.”

Principles of PANKs

Weber Shandwick identified 14 Principles of PANKs – compelling reasons why PANKs are integral to any consumer segment-driven marketing plan. Some key characteristics include:

  • PANKs are a sizable segment of the population. One in five women (19 percent) is a PANK, representing approximately 23 million Americans.
  • PANKs spend money on kids and assist kids’ parents financially. PANKs estimate that they spent an average of $387 on each child in their lives during the past year, with 76% having spent more than $500 per child. This translates to an annual PANK buying power estimate averaging roughly $9 billion. PANKs also offer economic assistance by providing kids with things kids’ parents sometimes cannot or will not offer them and many have given gifts to parents to help them provide for their kids.
  • PANKs are avid info-sharers. PANKs are sharing information on a wide range of products and services. They are exceptionally good sharers of information about clothing, vacation/travel, websites/social networks sites, and products for digital devices but also index higher on traditional “mom” categories such as groceries/food and beverages, home appliances and decorating goods.
  • PANKs are well-connected and ahead of the online media consumption curve. PANKs consistently consume more online media than the average woman does. While PANKs are no more likely to be on social media than the average woman, they do have more accounts and nearly 200 more connections – driven by Facebook friends and YouTube channel subscribers – and spend slightly more time per week using social networks (13.4 hours vs.12.1 hours, respectively).

Melanie Notkin, CEO of Savvy Auntie, says: “PANKs are an under-leveraged – and overlooked – segment. These modern and savvy aunts invest their discretionary time and income not only on themselves, but on the children in their lives. Brands have a new opportunity to capitalize on the valuable role PANKs play in the family – and gain their hearts, influence and spending power in the process.”

PANK Vital Statistics

23 million Approximate number of PANKs in North America
$9 billion Estimated annual PANK spend on kids
189 More social network connections than the average woman
64 Percent of PANKs who enjoy being a PANK
34 Percent of PANKs who will likely help pay for a child’s education

PANK Engagement Guide

To help facilitate a dialogue between brand marketers and PANKs, Weber Shandwick outlined rules of engagement for those looking to engage a new, viable segment of digital influencers.

  • Acknowledge PANKs. This is a sizable group of women who have spending power, interest in the happiness and well-being of kids in their lives, and considerable spending influence on their friends and large online communities.
  • Avoid stereotyping PANKs as non-domestic. Single women without kids are often characterized by the entertainment industry as solely focused on their careers and clumsy with children. Yet PANKs are neither, according to the study.
  • Develop online campaigns for PANKs. PANKs are highly savvy digitally. They are on social media, researching online reviews, connecting with friends, reading blogs and watching YouTube.
  • Message to their unique relationship with kids. Don’t be concerned that you will insult PANKs by referring to their special position as a non-mom in kids’ lives. They are proud of this relationship.
  • Promote traditional mom categories with a PANKs sensibility. Groceries are not the exclusive domain of moms. PANKs influence purchases of food and beverages, too. There are considerable cross-over opportunities between moms and PANKs.

For more detailed information, please go to our Digital Women Influencers site at: www.webershandwick.com/pankpower for an infographic and executive summary.
PR Newswire (http://s.tt/1vEBu)

 

 

Consumers who scan QR codes motivated to engage

Monday, November 12th, 2012

QR codes – those barcodes that link to a variety of optimized marketing pages – have not been the biggest thing coming down the digital marketing highway, but the consumers who use them may be particularly valuable to marketers.

ScanLife analyzed more than 200 QR Codes with thousands of scans that were generated from the ScanLife Mobile Engagement Platform. Each of the codes linked to unique, mobile optimized landing pages that marketers created on the ScanLife platform, offering a variety of relevant content such as videos, Facebook pages, retail locators, and even mobile commerce options.

ScanLife says this provided a detailed view across numerous verticals and geographies.  These included one of the world’s largest beverage companies, a leading regional gym, a large national retailer and a major international car manufacturer – from Europe, Latin America and North America.

Results were impressive. Significantly, 62 percent of the scans led to additional engagement and 95 percent of them drove at least some additional action.

“This new data from the ScanLife platform shows that QR Codes are actually reaching a marketer’s most important target because it allows them to convert interested consumers into customers,” said Mike Wehrs, Scanbuy CEO and president.

ScanLife sells a managed QR Code platform.

ScanLife’s new technologies include a mobile landing page builder that easily enables the actions, eliminating the need for a web page developer.   Scanning a QR Code directs consumers to a webpage experience that has been optimized for mobile devices. In addition, the improved platform provides click- tracking data from the landing pages, giving marketers valuable information about their audience to maximize results.

 

Tracking the mobile wild west: engagement is key

Monday, October 15th, 2012

By Allan Maurer

Vince Baskerville

Vince Baskerville

Mobile may be hot, says Vince Baskerville, co-founder and VP of production for Atlanta-based Trip Lingo, but “It’s like the wild west, or the old days of the Web in the 1990s when no one knew how to track anything. ”

Now, he notes, you can track everything on the web. But that is just not so with mobile.

With mobile, Baskerville says, “There are no click events, no below the fold.” Mobile is different. So, he suggests, “Mobile is a different and evolving market.”

One of 120 Internet Summit speakers

Baskerville is one of 120 thought-leaders who will participate in the upcoming Internet Summit in Raleigh, NC, Nov. 6-8. The event boasts the most outstanding lineup of digital gurus, marketing mavens and technology experts in its history.

So, what can you measure on mobile, we asked?

“Engagement is the biggest thing,” he says. “Are visitors using feature sets? Do they then drill down to actionable items? If you have a new address book feature, how long are they in that view?”

He preaches engagement

If you spend nine months developing a new feature for your mobile app and only 2 percent use it, you did something wrong. Engagement is what I preach,” Baskerville says.

You need to understand that collecting data from mobile is also different from collecting it from the web. “It’s impossible to get real time data from a phone that’s not always on or in range of a cell tower,” Baskervilles says.

“You have to understand the tricks: how to store that data and get it back to you.”

Another element of mobile that differs from the web is that a mobile app user has to drill down multiple levels to get to certain things. So funneling people down those levels to take an action is important.

Even with free apps that offer paid features, you have to figure out how to engage users so they drill down to the paid feature. Then, “How do you make them want it?” Baskerville adds.

Two measurement tools

At the Internet Summit, Baskerville plans to discuss two tools that help with measuring mobile. One, Mix Panel, is aimed at Enterprises, while the other, Flurry, is more “startup friendly.” Baskerville’s Trip Lingo uses Flurry.

Flurry, says Baskerville, “Offers a very good solid foundation and it’s reliable.”

Mix Panel does the same things, but it’s more aimed at larger firms.

Trip Lingo, which we profiled on the TechJournal, is revamping its mobile app and applying some of the things it learned from measuring use.

One new development for the traveler’s language companion, is a slide navigation system that’s rather unique. “I haven’t seen anything else like it,” Baskerville says.

It’s meant to make it much easier for people to navigate within the app, going forward or back as they choose.

They’re also adding a new voice feature that will provide translations for phrases user speak into the phone when it’s connected. Speed improvements are also planned.

 

Opt-in video report offers surprising findings on video engagement

Thursday, September 27th, 2012

video playerFindings from the Jun Group’s The State of Opt-In Video and Consumer Engagement report challenge some of the online ad industry’s conventional wisdom, while highlighting advertiser strategies for using opt-in video successfully.

Opt-in ads represent a shift away from the traditional interruption-based approach of online advertising, which typically appears as 15 or 30-second pre-roll spots in online video.

Instead of forcing consumers to sit through ads that are unwanted and often irrelevant, opt-in advertising gives viewers the choice of whether or not to watch an ad in exchange for reward.

These rewards can take many forms, though the most common are virtual currency on social gaming sites or ad-free music on streaming music sites.

The findings in The State of Opt-In Video and Consumer Engagement are based on a sample of 7.7 million user-initiated video ad views from campaigns from Fortune 500 brands that ran between May and August 2012.

Key insights include:

  • Facebook engagement is on the decline. While visiting a brand’s Facebook page is still the most popular post-view activity, it has declined 9% over the past year.
  • Finding the right consumers is critical. Using a pre-screening question to identify an individual’s interests or affinities makes them 13% more likely to engage in a post-view activity.
  • Made for the web isn’t always the way to go. The difference in engagement rates between repurposed TV commercials and ads specifically created for the web is negligible.
  • Shorter isn’t always better. Ad length doesn’t have as much of an impact on completion rates as is commonly thought. 70% of all views came from ads over a minute in length, while ads over two minutes were still completed 87% off the time.
  • Gen Y is the least likely to engage. 18-34-year-olds are the least likely to take an action after viewing.

“Opt-in video has long been associated with viral campaigns and flashy content, but this year’s data speaks to the fact that with the right approach, it can be used to drive real, tangible results,” explains Jun Group CEO, Mitchell Reichgut.

“Our hope is that by sharing this research we’re helping to educate advertisers and their agencies about the benefits of opt-in video and the best ways to derive tangible value from the online video ad dollars.”

Jun Group has been at the heart of the opt-in movement since 2005, and has delivered tens of millions of views for the world’s largest brands. At 98% and 3.5% percent respectively, Jun Group’s engagement and completion rates are among the highest in the industry.

 

Shift to smartphone shopping to large to ignore

Thursday, September 20th, 2012

smartphonesIt’s increasingly more important for retailers to have a mobile strategy. The number of people now shopping on their smartphones represents a shift to large to ignore, according to  the comScore Mobile Metrix 2.0 service.

It says a study found that 4 in every 5 smartphone users – 85.9 million in total – accessed retail content on their device in July.

Amazon Sites led as the top retailer with an audience of 49.6 million visitors, while multi-channel retailers including Apple (17.7 million visitors), Wal-Mart (16.3 million visitors), Target (10 million visitors) and Best Buy (7.2 million visitors) also attracted significant mobile audiences.

“With nearly 86 million Americans now shopping on their smartphones, this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment,” said Mark Donovan, comScore SVP of mobile.

Optimizing for multiple platforms not easy

“But adapting isn’t always easy, especially when considering the complexity of the mobile environment, which requires optimizing the experience across multiple platforms and for both mobile websites and apps.

The retailers who best understand how consumers are engaging in mobile shopping behaviors and design their strategies accordingly will be best positioned to capitalize on these shifting market dynamics.”

Amazon Sites Leads as the Top Retail Destination for Smartphone Owners

In July 2012, 85.9 million people age 18 and older visited a retail destination via a mobile browser or app on their smartphone, representing 4 in every 5 smartphone owners (accessing from a device running the iOS, Android or RIM operating systems).

Analysis of selected retailers found that Amazon Sites led as the top destination with an audience of 49.6 million unique visitors, representing 46.6 percent of smartphone owners, followed by eBay with 32.6 million visitors and Apple with 17.7 million visitors.

Wal-Mart had the largest reach among traditional brick-and-mortar retailers with 16.3 million visitors, followed by Target with 10 million visitors and Best Buy with 7.2 million smartphone visitors.

Ticketmaster attracted 5.7 million visitors as summer concerts and performances saw fans turn to their smartphones for tickets and information, while seasonal home improvements fueled visitation to the Home Depot (4.4 million visitors) and competitor Lowes (3.2 million visitors).

As mobile becomes an increasingly important channel for retailers to reach current and potential customers, other companies are recognizing the opportunity smartphones present throughout the shopping process.

Shopkick, a shopping rewards app that provides points for consumers who visit retail partners’ physical stores such as Target, Macy’s, Best Buy, etc., saw its mobile audience reach more than 4 million visitors in July, demonstrating one way consumers are turning to their mobile devices as part of their in-store shopping experience.

Selected Retail Properties by Unique Smartphone Visitors(000) (Mobile Browser and App Audience Combined)
July 2012
Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM Platforms
Source: comScore Mobile Metrix 2.0
All Smartphones
Total Unique Visitors (000) % Reach
Retail Category 85,905 80.6%
Amazon Sites 49,636 46.6%
eBay 32,583 30.6%
Apple 17,684 16.6%
Wal-Mart 16,295 15.3%
Target 10,041 9.4%
Best Buy 7,177 6.7%
Ticketmaster 5,699 5.3%
CVS 4,468 4.2%
The Home Depot 4,353 4.1%
Blockbuster 4,017 3.8%
Barnes & Noble 3,804 3.6%
Walgreen 3,707 3.5%
Limited Brands 3,261 3.1%
Lowes 3,246 3.0%
Etsy 3,160 3.0%

Retailer Penetration Differs Between iPhone and Android Audiences

Mobile Metrix 2.0 provides the ability to view audience activity across smartphone operating systems for more granular insights on platform performance. Among both iPhone and Android users, Amazon ranked as the top retailer attaining a reach of 43 percent among iPhone users and 55 percent among Android users, with visitation to the Amazon Appstore largely accounting for the higher reach among Android users.

In contrast, Apple commanded a much stronger and expected 33.5 percent reach among iPhone owners compared to 7.3 percent among Android users.

Among the majority of the selected retailers, iPhone had a higher penetration compared to Android, while in most cases Android devices delivered a larger audience due to the platform’s higher overall market penetration.

Selected Retail Properties by Unique Smartphone Visitors (000) on iOS and Android Devices (Mobile Browser and App Audience Combined)
July 2012 
Total U.S. Smartphone Subscribers Age 18+ on iOS and Android Platforms 
Source: comScore Mobile Metrix 2.0
iPhone Android
Total Unique Visitors (000) % Reach Total Unique Visitors (000) % Reach
Retail 34,857 90.6% 47,797 82.1%
Amazon Sites 16,540 43.0% 32,010 55.0%
eBay 13,098 34.1% 18,574 31.9%
Apple 12,880 33.5% 4,261 7.3%
Wal-Mart 7,012 18.2% 8,859 15.2%
Target 4,084 10.6% 5,620 9.7%
Best Buy 3,302 8.6% 3,816 6.6%
Ticketmaster 2,676 7.0% 2,930 5.0%
CVS 1,822 4.7% 2,641 4.5%
The Home Depot 2,050 5.3% 2,169 3.7%
Blockbuster 277 0.7% 3,729 6.4%
Barnes & Noble 1,256 3.3% 2,408 4.1%
Walgreen Co. 829 2.2% 2,787 4.8%
Limited Brands 1,575 4.1% 1,586 2.7%
Lowes 1,471 3.8% 1,730 3.0%
Etsy 1,887 4.9% 1,263 2.2%

Females Account for a Higher Share of Retail Minutes on Smartphones vs. Desktop Computers

Analysis of smartphone shoppers versus those visiting on desktop or laptop computers revealed new insights into audience demographics.

Across both smartphones and desktop computers, males and females represented nearly equal proportions of retail category visitors.

However, females accounted for a higher share of time spent on retail destinations at 53.4 percent of minutes on desktop computers and an even greater share of retail minutes on smartphones at 56.1 percent.

Smartphone shoppers were also more likely to be younger than their desktop counterparts with 70.7 percent of smartphone retail visitors under the age of 45 compared to 61.1 percent of desktop users.

Younger audiences more engaged on mobile

Engagement among these audiences showed even greater disparity with visitors under the age of 45 accounting for nearly 3 in every 4 minutes spent on retail content via smartphones, compared to 61.6 percent of retail minutes on desktop computers.

Smartphone retail audiences were more likely to reside in higher income households compared to desktop computer users, likely as a result of smartphone ownership skewing towards higher income segments compared to an average consumer.

Among smartphone audiences accessing retail destinations, nearly 1 in every 3 had a household income of $100k or greater, with this income segment driving a comparable 31.2 percent of minutes spent on retail sites and apps.

Retail Category Demographic Profile – PC and Smartphone Usage 
July 2012 
Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM Platforms, Total U.S. Online Audience Age 18+ – Home/Work Computer Access 
Source: comScore Mobile Metrix 2.0 and comScore Media Metrix
Desktop/Laptop Computer Visitors Smartphone Visitors
% Composition of Retail Unique Visitors % Composition of Retail Total Minutes % Composition of Retail Unique Visitors % Composition of Retail Total Minutes
Gender:
Males 48.6% 46.6% 51.0% 43.9%
Females 51.4% 53.4% 49.0% 56.1%
Age:
Persons: 18-24 15.0% 11.8% 19.3% 18.1%
Persons: 25-34 23.3% 23.3% 28.6% 33.6%
Persons: 35-44 22.8% 26.5% 22.8% 22.1%
Persons: 45-54 19.7% 19.8% 15.5% 16.3%
Persons: 55-64 12.1% 12.1% 10.3% 8.0%
Persons: 65+ 7.2% 6.5% 3.6% 1.9%
Household Income:
Less than $25K 15.4% 12.3% 12.1% 12.0%
$25k<$40k 14.1% 13.1% 9.4% 9.2%
$40k<$60k 22.2% 21.9% 10.8% 11.1%
$60k<$75k 10.1% 10.0% 19.5% 22.5%
$75k<$100k 14.5% 16.0% 15.5% 14.1%
$100k+ 23.8% 26.7% 32.6% 31.2%

Tablet users more engaged while watching TV

Tuesday, August 21st, 2012

tabletsApple’s iPad and other tablets could have a positive impact on the television industry because viewers who use tablets to watch TV are more engaged in TV shows, according to Strategy Analytics’ latest research into tablet owner behavior.

The report, “Users More Engaged with Video Consumption on Tablet than on TV”, found that how people choose shows and how they watch them on tablets is very different from how they behave with the traditional ‘big screen’ TV. Viewers are much less likely to be distracted when watching TV shows on the smaller tablet screen.

When they are ‘watching’ TV on the big screen, however, attention is often diverted towards second screen activities. The Strategy Analytics research also observed a clear distinction between the “alpha state” of TV viewers (deep relaxation) and the “beta state” of tablet viewers (conscious, alert).

Tablet behaviors good news for TV

“Contrary to fears often expressed, emerging tablet behaviors are potentially good news for TV producers, networks and operators,” says Caroline Park, who manages the Digital Home Observatory (DHO) at Strategy Analytics.

“Levels of engagement are significantly higher when people consume video content on their personal tablet compared to the TV screen, and if TV companies play their cards right they should be able to drive additional revenues from this increased viewer focus.”

“Connected multiscreen devices are bringing tremendous disruption to television viewing behavior and, as always, disruption brings both threats and opportunities,” says David Mercer, VP, Digital Consumer Practice (DCP).

“Technology innovators should work with the television industry and its advertising partners to ensure that the revenue potential of the emerging tablet TV phenomenon is maximized.”

Strategy Analytics conducted a multi-method data gathering exercise to gauge behaviors, attitudes and preferences of tablet owners in the UK and USA. The research methods included 12 ethnographic in-home observations and semi-structured interviews and focus groups with 31 participants.

 

Viralheat offers free social media management service

Tuesday, July 17th, 2012

ViralheatNeed help managing multiple social media accounts for your business? It can be a challenge to publish on multiple accounts and track engagement, and tools to do so can be expensive. Now there is a free tool you can try.

San Mateo, CA-based Viralheat, a social media management and intelligence company, has launched Viralheat Free, a comprehensive free social media service featuring all-in-one account management, publishing and engagement across Facebook, Twitter and LinkedIn.

Now, rather than having to pay for an enterprise solution or use a combination of free and/or paid solutions to perform these tasks, Viralheat customers can manage everything for free in one easy to use interface. The service is available now at www.viralheat.com.

Despite recent innovation in social media tools and technology, managing social continues to be a major challenge for most businesses, digital professionals and individuals alike. With dozens of products available, there is still a need for a single solution that is not only affordable, but comprehensive, combining the full spectrum of account management, publishing, engagement and analytics.

Unites all core tasks in a single platform

Until now, businesses have been forced to spend thousands of dollars per month for a comprehensive solution or use a mixture of cheaper offerings to manage these functions. Viralheat’s approach of unifying all core tasks within a single platform that’s free to users makes it easy for them to extract the most value from social media as their needs and budgets evolve.

Viralheat is used by more than 3,000 brands and social media experts that monitor more than 10,000 trends and competitors on a daily basis.

“Viralheat is a powerful, extremely efficient tool in the measurement and management of content across multiple social media channels. I have come to rely on its ability to go beyond the numbers, to gauge audience sentiment, which helps us make strategy shifts throughout a campaign,” said Marla Schulman, founder of Dvin/Ideas.

“We recently launched a small cable network’s television show, and I credit Viralheat with helping us drive 25,000 impressions on premiere night. I continue to use Viralheat and, whether you’re a brand or small business, highly recommend you try Viralheat Free; I don’t think you’ll want to use anything else.”

Manage up to seven accounts

social media“Despite the dozens of solutions available for social media management and intelligence, users are still forced to either pay a lot of money for an enterprise solution or cobble together a mix of cheaper options to meet their needs,” said Raj Kadam, CEO and co-founder of Viralheat.

“With today’s launch, any Viralheat user can now manage up to seven Facebook, Twitter and LinkedIn accounts in one, easy to use platform for free. You would literally need to spend up to thousands of dollars per month with other comprehensive solutions for the same breadth of capabilities offered in our free product.”

Viralheat Free is available for managing up to seven Facebook, Twitter and LinkedIn accounts and comprises the following features:

  • Simple online user interface - Access and manage all Facebook, Twitter and LinkedIn accounts from one easy-to-use online interface.
  • Account analytics - Mentions and engagement analytics can be analyzed in real-time and exported to Excel for easy sharing and customization. Users get the most comprehensive look at Facebook page performance with data categories such as Likes, Engagement, Impressions, Stories, Page Views and Page Reach. For Twitter, Viralheat goes beyond followers and favorites to surface influencers, reach and more.
  • Scheduled publishing with time zone support - Schedule unlimited tweets, Facebook and LinkedIn updates, with the ability to choose any date and specific time and time zone for publishing in advance.
  • URL shortening - Automatically generate bit.ly links directly from the Viralheat user interface.
  • Geotargeted publishing - Specify targeted updates for Facebook according to city, state, country or region.
  • Post Preview - Review and edit text before posting to Facebook with post preview feature. Image selection, descriptions and more can be updated from this view.
  • Rich media uploads - Users can preview and edit video and images with accompanying text prior to publishing.

All of the above features are also available in Viralheat’s premium options, which include Profiles, Viralheat’s comprehensive social media monitoring service that tracks customized search terms across Facebook, Twitter, blogs, video and websites. These searches also include sentiment analysis and Human Intent lead identification.

Social customer service: a competitive battleground (infographic)

Monday, July 9th, 2012

social mediaProviding customer service via Twitter, Facebook and other social media is one of the first steps savvy companies take. Studies show that about 84 percednt of company social media use is geared toward providing customer service.

That’s a good thing, too, because if your customers are talking about you on social media, you need to be there and interact with them.

Many leading companies now measure not only customer acquisition costs, but also customer loyalty and how much they engage with a brand. Firms that engage customers via social media realize a measurable boost in customer loyalty.

Here’s an informative infographic from Bluewolf on this new competitive battleground:

infographic

Ecommerce, social networks, sharing, it’s a lot about images (infographic)

Tuesday, June 19th, 2012

On the Internet, images rule. There is a reason Instagram sold to Facebook for $1 billion despite having no sales.

On social media, images engage users much more than text and/or links alone. Video is even more engaging.

We obviously love sexy graphics such as infographics and consume them in mass quantities.

Speaking of infographics, here’s one on our image addiction.

It’s All About the Images [infographic by MDG Advertising]
Infographic
by MDG Advertising

 

 

Report shows how to use Facebook to boost buying behavior

Tuesday, June 12th, 2012

FacebookExposure to earned and paid media on Facebook drives behavioral lifts in purchase behavior, according to the second white paper in The Power of Like series, The Power of Like 2: How Social Marketing Works, from digital measurement firm comScore.

“Social media continues to emerge as an important marketing channel and major brand marketers are devoting more time and attention to understanding its impact on consumers,” said Andrew Lipsman, comScore VP of Industry Analysis.

“While marketers understand the importance of a channel that now accounts for 1 in every 7 minutes spent online, many are challenged to quantify its effectiveness.

“The Power of Like research sheds new light on how brands are able to deliver earned and paid media at scale, amplify its effects from Fans to Friends of Fans, and understand how exposure to these media can drive the desired consumer behaviors, including online and in-store purchase.”

Key insights from The Power of Like 2: How Social Marketing Works include:

  • Brands can maximize the impact of their social marketing programs on Facebook by leveraging a framework that helps them move beyond Fan acquisition to delivering reach, impact, and measurable marketing ROI.
  • Using the Brand Page as a control panel for creating social marketing programs, brands should focus on benchmarking and optimizing on the following dimensions to deliver against their broader marketing objectives:
    • Fan Reach - Exposure in the News Feed
    • Engagement – Fans interacting with Brand Page marketing conten
    • Amplification – Viral delivery of marketing content from Fans to Friends of Fans
  • Most leading brands on Facebook achieve a monthly Amplification Ratio of between 0.5 and 2.0, meaning that they extend the reach of their earned media exposure of Fans to Friends of Fans by 50-200%. These ratios can be increased to improve brand reach by focusing on tactics to optimize Fan Reach and Engagement or by supplementing with paid advertising strategies.
  • Facebook represents a unique marketing channel that enables Paid, Earned and Owned Media to be leveraged to create a virtuous cycle of brand impact. Brands use display ads and other paid media (Paid) to attract Fans to the Brand Page (Owned), which serves as a platform for marketing communications that reach Fans and Friends of Fans (Earned) in the News Feed and other sections of the website. These communications can then be supplemented through paid display campaigns, such as Sponsored Stories and Promoted Page Posts (Paid), to maximize reach and brand resonance.
  • Concentrated social media campaigns, such as those performed during important marketing promotions, can significantly amplify the reach of earned media exposure. Such amplification may drive increased awareness and consideration that is manifested through higher brand purchase behavior among exposed Fans and Friends of Fans.
  • The causal effects of earned media exposure on Facebook Fans and Friends of Fans can be isolated using a test vs. control methodology. In the case of Starbucks, exposed Fans and Friends of Fans showed statistically significant lifts in in-store purchase incidence for each of the four weeks following earned media exposure.
  • The increasing cumulative lift in purchase behavior among exposed Starbucks Fans and Friends of Fans provides strong evidence of a latent branding impact of earned media exposure. This same latent effect was observed in the lift in purchase incidence among exposed Fans and Friends of Fans of retailer Target.
  • Exposure to Facebook Premium Ads also drove statistically significant lifts in both online and in-store purchase incidence for a major retailer over a four-week post-exposure period. This research highlights the importance of using view-through display ad effectiveness.

Multi-screen consumers are changing media dynamics

Monday, June 11th, 2012

mobile devicesConsumers who engage with media brands via both TV and online video are the most loyal brand customers and these multi-screen consumers correlate strongly with those the brand targets, according to a research white paper entitled How Multi-Screen Consumers Are Changing Media Dynamics, revealing several new findings about the viewing habits of consumers who engage with media brands across multiple touchpoints.

“While TV remains the leading media channel, once TV-centric media brands now engage with their consumers across a variety of digital touchpoints. While this enhances the quality of brand engagement, it also increases the complexity of media planning and analysis by orders of magnitude,” said Joan FitzGerald, comScore VP of TV & Cross-Media Solutions.

“By leveraging comScore’s unique single-source multi-screen measurement panel, we are radically reducing this complexity by providing media companies with actionable insights that can be used to determine how to effectively reach their target audiences and optimize cross-media planning.”

Key insights from the paper include:

  • Consumers are Engaging with Brands Across Platforms – A study of 10 broadcast network & cable brands covering a five-week period showed that an average of 90 percent of consumers engaging with a given brand did so on TV, while 25 percent did so online and 12 percent via online video.
  • Online Video & Multi-Screen Consumers are Most Engaged and Loyal Brand Consumers - Online video consumption proves to closely associate with consumer engagement with media brands overall. For most of the media brands, the multi-screen consumers who use the media brands via TV and online video spend more time with the content on any platform, and spend more time consuming the content on TV.
  • Multi-Screen Consumer are Demographically “On Target” – The study found that the segments of multi-screen consumers showing the highest propensity to engage tended to correlate strongly with those brands’ key demographic targets, suggesting that engagement on other platforms represents an important extension of the key demographic audiences’ use and enjoyment of the media brands.
  • Consumers are Using Digital Platform Concurrently with TV to Enrich Experience – During the five-week period of analysis, 60 percent of a media brand’s consumers accessed TV and Online during concurrent 30-minute increments. 29 percent of the media brand’s consumers accessed Facebook concurrently with their TV viewing, suggesting digital platforms may be used to supplement the viewing experience and drive multi-platform engagement.

“The media landscape is fragmenting at an ever-increasing rate, so having a measurement solution that traverses multiple screens is critical for everyone in the media ecosystem including brands, networks and advertisers,” said Jane Clarke, Managing Director, CIMM.

“This new research conducted by CIMM and comScore offered a significant breakthrough in the use of new methodologies to help tackle the challenges of cross-platform measurement, revealing important findings about the cumulative reach, exposure and engagement of media brands and advertisers in a multi-screen environment.”

Five tips for getting the most out of your social channels

Wednesday, June 6th, 2012

social mediaEstablishing an authentic and engaging voice in social media is critical for almost every organization these days.

However, with new social channels popping up all the time, it can be difficult for brands to understand what social platforms are relevant to its customers and the best way to approach them, according to QuestBack, an enterprise feedback management (EFM) and Social CRM company.

With so many new ways for customers to share their experiences, the Voice of the Customer is gaining momentum at the expense of the enterprise and will soon be more powerful than any single brand’s voice.

As a result, organizations need to spend more time engaging with customers on social channels and less time amplifying. To help brands get the most out of social channels, QuestBack has the following five tips:

Go where your customers go - identify and use social media platforms that are relevant to your customers. Whether it’s Twitter,FacebookPinterestInstagram or elsewhere, people want to interact in environments where they feel comfortable.

Strike the right balance - provide content that is relevant to your target audience on a consistent basis. Evaluate what social channels your brand is using and how often new content is posted – if you are posting less than three times a week consider the importance of this channel to your brand and whether your efforts would be better spent cultivating another channel.

Maintain regular engagement - the number of fans or followers a brand possesses is no longer the social media benchmark for success. Customers want to see more than the latest press release or company blog post. Engage with your communities and demonstrate genuine interest in their feedback.

Find your brand evangelists - enthusiastic and influential customers are among the most valuable and can become highly credible in not only promoting your brand, but understanding of how it is perceived by the public. Nourishing this community through engagement can lead to stronger customer relationships and lead to successful launches in the marketplace.

Around the world in 80 tweets - if you are targeting a global audience leverage your employee knowledge to provide localized content that will resonate with local audiences.

To help brands gain insight from customer experiences, QuestBack has developed a suite of leading feedback and dialogue solutions. QuestBack can also help brands build quantitative and qualitative insights to help understand customers and market segments, as well as activate consumers to help shape new products and marketing campaigns.

For additional information, check out this QuestBack webinar about Social CRM and how organizations can gain real insight into the audiences they are engaging with through social media channels.

Social signals more important than backlinks in Penguin update

Monday, June 4th, 2012

social media logosSavvy web marketers are turning to social media marketing to boost their social signals and spending less time on backlinking efforts due to the new search engine algorithms in determining the best websites.

In March of 2012 Google announced that backlinks are no longer the priority when searching for the sites that will ultimately rank the highest in its search engine.

Following suit to Google’s initiative, the other search engines, such as Bing, are following suit. Social signals are the new measure for how effective online marketing is going to be in order to rank highly in the search engines and gain the necessary exposure for businesses to compete effectively in today’s marketplace.

Backlinks used to be the holy grail of creating an effective online presence and were used by search engines to determine how valuable a website was.

Now its the social signals that count

The more high quality backlinks a website gained the more of a resource they were considered to be and the higher the search engines would rank them in their search pages.

With the onslaught of social media, that has all changed. For a website to become well known, it must gain social signals by way of Facebook “Likes”, Twitter shares, Google +1’s and other social media engagement.

This is because search engines realize that real people’s opinions count more than being able to beg, borrow or buy backlinks that have little reference to how much the public actually values a website.

Danny Sullivan of Search Engine Land says, “Both Google and Bing have added many social search features over the past year. There’s also been talk about using “social signals” to help rank regular search results.”

In order for websites to succeed with social signals, there must be a measurement and tracking systems in place that allows them to analyze and strategically plan their social media marketing efforts.

That is WordPress plugins such as Social Metrics Pro comes in. It allows web marketers who are serious about search engine optimization success to have an easy to use platform to track and monitor their social marketing and social signal results.

Here at the TechJournal, we track social via the JetPack WordPress plugin. We have also noticed that traffic from social media sites is increasing steadily and that do seem to have an effect on traffic.

Daniel Tan, the partner of Social Metrics Pro, who has also worked with several major companies and startups says that Social Signals are found to have correlation with ranking improvements, as high as 60% on many cases.

“We have been tracking social signals on the sites we manage and we do notice that the correlation of social signal with ranking improvements are now more obvious than the past, and this is an interesting observation”, Daniel commented.

“It’s not surprising to see backlinks get less weight and social signals get more weight, as social votes are often backed by a real person, much more reliable than an anonymous backlink”.

Here’s a video from Social Metrics pro on the topic:

Facebook tops engagement among smartphone users

Tuesday, May 8th, 2012

smartphonesFacebook engages more smartphone users than any other media property, most of it (80 percent) via apps. Twitter, which comes in at 11th on the number of unique visitors it reaches on smartphones, is even more app dependent (96.5 percent). So says comScore’s Mobile Metrix 2.0 service.

Google Sites ranked as the top property with nearly 94 million unique visitors, representing 96.9 percent of the mobile audience. Facebook ranked second with 78.0 million visitors (80.4 percent reach), followed by Yahoo! Sites with 66.2 million visitors (68.2 percent reach) and Amazon Sites 44.0 million visitors (45.4 percent reach).

Analysis of the share of time spent across apps and browsers revealed that even though these access methods had similar audience sizes, apps drove the lion’s share of engagement, representing 4 in every 5 mobile media minutes.

Analysis of the top properties also revealed widely varying degrees of time spent between app and browser access methods. On Facebook, the top ranked mobile media property by engagement, 80 percent of time spent was represented by app usage compared to 20 percent via browser.

Twitter saw an even higher percentage of time spent with apps at 96.5 percent of all minutes. In contrast, Microsoft Sites was among brands that saw browser access driving a majority of usage at 82.1 percent.

Top Smartphone Properties by Total Unique Visitors (Mobile Browser and App Audience Combined)
March 2012 
Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM Platforms

Source: comScore Mobile Metrix 2.0

Audience Engagement
Total Unique Visitors (000) % Reach Browser % Share of Total Time Spent App % Share of Total Time Spent
Total Audience (Browsing and Application combined) 97,007 100.0% 18.5% 81.5%
Google Sites 93,954 96.9% 18.9% 81.1%
Facebook 78,002 80.4% 20.0% 80.0%
Yahoo! Sites 66,185 68.2% 25.3% 74.7%
Amazon Sites 44,028 45.4% 14.3% 85.7%
Wikimedia Foundation Sites 39,073 40.3% 99.8% 0.2%
Apple Inc. 38,309 39.5% 0.3% 99.7%
Cooliris, Inc 28,543 29.4% 0.0% 100.0%
AOL, Inc. 28,021 28.9% 47.4% 52.6%
eBay 27,190 28.0% 17.6% 82.4%
Zynga 26,619 27.4% 0.4% 99.6%
Twitter 25,593 26.4% 3.5% 96.5%
Rovio (Angry Birds) 25,057 25.8% 3.7% 96.3%
Weather Channel, The 24,131 24.9% 47.1% 52.9%
Microsoft Sites 23,938 24.7% 82.1% 17.9%
ESPN 23,317 24.0% 56.8% 43.2%

Top Apps Vary by iOS and Android Users

Analysis of the top iPhone and Android apps by size of audience found differences in the top apps accessed by the two operating systems. System apps topped the list for both iOS and Android, with Apple iTunes reaching nearly the entire iPhone app audience in March while 93.2 percent of Android users visited the Android app market.

Google Search ranked as the second largest app by Android audience size reaching 44.9 million users (84.1 percent reach). Google Maps led as the top map app on both platforms reaching 91.2 percent of iPhone users and 74.5 percent of Android users. The Facebook mobile app ranked within the top five apps on both platforms, securing the #3 spot among iPhone users (80 percent reach) and the #5 position with Android users (68.9 percent reach).

Top Mobile Apps by Total Unique Visitors (000) for iOS and Android (App Audience Only)

March 2012 
Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM Platforms 
Source: comScore Mobile Metrix 2.0

Top iPhone Apps Total Unique Visitors (000) % Reach Top Android Apps Total Unique Visitors (000) % Reach
Total Audience:  (App Access only) 32,665 100.0% Total Audience: (App Access only) 53,360 100.0%
Apple iTunes (Mobile App) 32,644 99.9% Android Market (Mobile App) 49,717 93.2%
Google Maps (Mobile App) 29,803 91.2% Google Search (Mobile App) 44,883 84.1%
Facebook (Mobile App) 26,148 80.0% Google Maps (Mobile App) 39,775 74.5%
YouTube (Mobile App) 25,553 78.2% Gmail (Mobile App) 38,108 71.4%
Yahoo! Weather (Mobile App) 22,965 70.3% Facebook (Mobile App) 36,771 68.9%
Yahoo! Stocks (Mobile App) 20,765 63.6% Cooliris (Mobile App) 28,543 53.5%
Pandora Radio (Mobile App) 10,478 32.1% YouTube (Mobile App) 24,739 46.4%
The Weather Channel (Mobile App) 8,817 27.0% Google News & Weather (Mobile App) 24,134 45.2%
Temple Run (Mobile App) 7,415 22.7% Angry Birds (Mobile App) 16,171 30.3%
 Words With Friends Free (Mobile App) 6,979 21.4% Words With Friends (Mobile App) 12,511 23.4%

Smartphones Drive Significant Engagement for Leading Social Networking Brands

Social networking proved to be a particularly popular activity on smartphones with several brands demonstrating exceptionally high engagement, in some cases higher than the corresponding time spent by users via traditional web access.

Facebook once again led the pack among social networking brands, with the average Facebook mobile user engaging for more than 7 hours via browser or app in March. The 25.6 million Twitter mobile users (excluding usage via third-party apps) had an average engagement of nearly 2 hours during the month.

By comparison, people visiting on their computers spent just 20.4 minutes on Twitter.com, highlighting the importance of mobile engagement for mobile-centric brands. Pinterest, which has seen its adoption explode in recent months, reached 7.5 million smartphone visitors who engaged with the brand for nearly an hour.

Location-based social network Foursquare attracted 5.5 million mobile visitors at an average of nearly 2.5 hours, while Tumblr reached an audience of nearly 4.5 million who engaged for 68 minutes during the month.

Selected Social Networking Properties (Mobile Browser and App Audience Combined)

March 2012 
Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM Platforms 
Source: comScore Mobile Metrix 2.0

Total Unique Visitors (000) % Reach Average Minutes per Visitor
Facebook 78,002 80.4% 441.3
Twitter 25,593 26.4% 114.4
LinkedIn 7,624 7.9% 12.9
Pinterest 7,493 7.7% 52.9
Foursquare 5,495 5.7% 145.6
Tumblr 4,454 4.6% 68.4


7 tips on using Pinterest as a nonprofit fund-raising engine

Tuesday, May 1st, 2012

PinterestPinterest, now the third largest social media site and the 16th most popular site on the web, can be an nonprofit fund raising engine, says Social Raise, a Chicago-based firm that helps nonprofits use digital experiences to raise funds, awareness and impact.

It asked nonprofits how they can use Pinterest to help their organizations.

Here are 7 tips on how nonprofits can start using Pinterest to raise awareness, impact and fundraising.

1) Pinterest engages. 
One of the most important aspects of a digital fundraising campaign is intertwining storytelling throughout the technology. Pinterest is a fantastic resource for visual storytelling, which translates perfectly into the nonprofit space.

For example, if you’re running a capital campaign for a new building, “pin” different images of the project. Invite people to follow your Pinterest board, and start the engagement from the inception of the campaign.

One of the most common misperceptions in fundraising is that if the technology is there (the dreaded “Donate Now” button) then people will donate. People first need to be engaged. After that, they will contribute their time and resources. Pinterest helps engage. Engagement drives fundraising.

2) Make non-visual things… well, visual. 
We’re all inundated with facts and figures. Many nonprofits have been successful in turning data into a visual that people can easily consume (e.g. infographic). Post this on Pinterest to provide a visual gallery of data that many wouldn’t take the time to digest.

Also, nonprofits can take quotes and testimonials of the difference that they’re making, and create a visual out of this. The more people are familiar with your success, the more willing they will be to visit your site, learn about your organization, and give to your cause.

3) Brainstorming fundraising ideas. 
Most of us are visual creatures and seeing something is easier than reading about it. Pinterest takes advantage of the web information overload and makes it easier for us to consume information visually.

If you’re looking to have a successful fundraising campaign, it’s powerful to get buy-in from your constituency at an early start. Instead of having a top-down fundraising strategy where the nonprofit is telling constituents how to fundraise, ask your base to “pin” pictures of interesting fundraising ideas.

4) Social fundraising at its best. 
Pinterest gives organizations an opportunity to engage in an online visual conversation. If you’re raising funds for any cause, ask your volunteers to get a ‘photo of the day’ that represents your campaign. It goes back to engagement. The more they’re engaged, the more they’ll be willing to contribute to your fundraising campaign.

5) Highlight your volunteers: Your volunteers are working hard for your organization. They’re in the trenches and can vouch for why their funds make their respective nonprofit tick. Take a 30 second clip of a volunteer’s testimonial in a video, post it on YouTube, then put it on Pinterest. Your video is now part of your visual storytelling.

6) Highlight your success while pinning others.
The same application as highlighting your volunteers can work for the individuals that your nonprofit is helping. Create a Pinterest board for a very specific cause “Labrador Rescue in Chicago” and then “Like” other posts that may spark interest in your post. This will notify that user and start a conversation.

7) Increase your exposure. 
If you have a focused fundraising campaign, then tag your posts to be relevant to your cause. As people are looking for your organization, this will improve search engine optimization. When you’re thinking of your Pinterest board names and descriptions, this is something that should be at the forefront. The more people can find your organization; understand your cause, the better for your fundraising campaign.

In summary 
Pinterest should not be the fundraising tool, but only one tool in a myriad of fundraising tools to be used in the digital space. A solid digital strategy should also include other social media outlets, mobile, web alongside a carefully planned and executed marketing strategy to get the word out about your campaign.

Also, Pinterest should not be used to directly promote your organization. That will quickly turn off people. Instead, use it to extract the human stories from your organization and put that into digital form. That’s what engages. When people are engaged, they’re much more willing to take action.