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Posts Tagged ‘Travel’

Which digital marketing techniques work best in each industry?

Tuesday, July 30th, 2013

email graphicWhich digital marketing tactics work best in the travel industry? For clothing retailers? For selling vehicles? In media and entertainment? A new survey by Lyris, Inc. (LYRI), conducted by the Economist Intelligence Unit (EIU), shows differences in digital marketing strategies and consumer preferences across industries. The survey also indicates what consumers want from brands in different industries and what is influencing their purchasing decisions.

The EIU industry survey executive summary can be viewed here

Key Findings:

Travel: Email Ranks Highest for Initial Product Introduction

  • For initial purchasing decision for travelers, email ranks the highest channel of influence (37%).
  • Cultivating influencers is a leading marketing objective (20%), likely due to personal referrals among travelers, which has the largest influence at final assessment (31%).
  • Strategies have shifted from disseminating messages across multiple touch points (reduced from 32.5% to 15%) toward conducting deep analysis of consumer data (from 17.5% to 30%); 87% deem data analysis very important or moderately important.
  • Marketing executives cite repeat purchases and value of the transaction as moderately or very important (85%). Not surprising, given 77% of consumers seek travel price comparisons.

Clothing Retailers: Consumers Want a More Tailored Shopping Experience

  • 66% of consumers say that many personalized messages are annoying because “attempts at personalization are superficial.”
  • 71% of consumers said they receive so many messages that use of their name no longer makes a difference. However, when they receive a message that includes details of previous transactions or other personal details, 25% say they take it more seriously.
  • 75% of consumers seek information about pricing/promotions through branded digital channels over third party sites; not surprising, considering the clothing retail market is very price driven.
  • Expanding/diversifying the customer base has grown in priority to 33% compared to 24% five years ago.

Banking: Big Focus on Customer Retention

  • As banks try to regain trust, customer retention is now cited as the top marketing goal (42%), a significant jump from 23% five years ago (and much higher than the all industry average of 28%).
  • 6% of consumers prefer to engage with banking brands using mobile apps, which is double the all-industry average, yet investment is less than in other industries.
  • Banking lags behind other industries in moving beyond personalization to individualized offers, with difficulty interpreting Big Data cited as the biggest obstacle (44%).

Automotive: Among Top Users of Consumer Data Analytics

  • hi-tech carAutomotive is the most advanced industry in integrating different sources of data and in predictive analytics.
  • Among automotive executives there is an increased emphasis on individualized offers (up from 13% five years ago to 50% today – 10% higher than all-industry average which is 40%), most likely as a result of the high value of the purchase.
  • Social media/blogs rank second highest after websites and personal referrals for purchase influence; automotive is also the most invested in branded social media, with 45% of respondents citing a 25% investment of their budget.

Entertainment: Trailing Other Industries in Digital Marketing Investment

  • Online channels are seen as the most important, yet surprisingly executives are investing very little in branded social media pages (56% invest only 1-10% of their budgets) and similarly for mobile (66% invest only 1-10% of their marketing budgets).
  • Marketing executives in entertainment have increased their focus on retaining customers and investing more in deep analysis of consumer data (from 20% five years ago to 27% today) and, subsequently, marketers are also presenting more individualized offers (cited by 46% of executives, up from 26% five years ago).

Media: Takes Shotgun Approach to Awareness with Reduced Investment in Consumer Analysis

  • 45% list the ability to use data analysis to extract predictive findings as a key marketing skill. However, the importance of conducting deep analysis of consumer data has fallen by 7% over the last five years.
  • Email (28%) is the second preferred method for consumers to engage with brands in the media industry, subsequently, 12% of marketing executives spend 76-100% of their budgets on email.
  • 74% of media marketing executives say online channels have gained importance for building brand awareness, which could explain why disseminating messages across multiple touch points is their most important marketing strategy (38% today, compared to 21% five years ago).

Local relevance is a key factor in mobile buying behavior

Tuesday, August 14th, 2012

infographicLocal relevance and decision timing are key influences in mobile purchase behavior, but a one-size-fits-all approach is not an effective strategy, according to a new Mobile Path-to-Purchase research study conducted by Nielsen for xAd, a mobile/local ad network.

Consumers utilize mobile devices differently depending on their specific product- or service-related needs and the various vertical markets they are searching within.

The study is the first to not only measure what consumers report they are doing via mobile devices, but also capture their actual preferences and behaviors, and will include three additional releases of specific market findings for the Travel, Restaurant and Auto categories.

The results are based on data from an online survey of 1,500 U.S. smartphone and tablet users and actual observed consumer behaviors from Nielsen’s Smartphone Analytics Panel of 6,000 Apple and Android users.

xAd-Telmetrics Mobile Path-to-Purchase Infographic

“The xAd/Telmetrics Mobile Path-to-Purchase study illustrates that successful mobile advertising campaigns can no longer take a ‘one size fits all’ approach,” said Monica Ho, vice president of marketing, xAd Inc.

“Advertisers must understand consumer motivations and intent related to each specific vertical market they are searching within before deciding how and where to best engage them in mobile.”

Mobile Purchase Intent Strong; Purchase Timing Unique to Each Vertical Market

While the study shows that overall purchase intent is strong, how much time passes before consumers take action is unique based on the particular vertical market they are searching.

Mobile Restaurant searchers showed immediate transaction intent as 87 percent said they were looking to make a purchase decision within the day.

In Travel, where 33 percent of mobile searchers are looking to complete their transaction within the day, most mobile web or app search activities are research based and don’t always result in immediate buying decisions.

Results for the Auto category were a mix of both quick conversions and researcher based activity, as 49 percent of searchers intend to complete the transaction the same day. Regardless of timing, however, mobile activity still has a significant effect on consumers’ path to purchase as 85 percent of mobile

Restaurant searchers, 51 percent of mobile Auto searchers and 46 percent of mobile Travel searchers ultimately make a purchase.

Local Relevance and Local Offers Key to Conversion

While consumers get a lot of business information on the go, according to the survey they show a strong preference for information related to local contact and purchases—such as looking up a business location, accessing map and driving directions and calling the business.

Depending on the category and device used, as many as 73 percent of the mobile users surveyed report looking for a business phone number and subsequently contacting the business. In addition, up to 84 percent of mobile searchers report looking up a business location and/or accessing map and driving directions.

“Calls are a key activity along the mobile path to purchase and the study confirms that mobile marketers should ensure their campaigns include phone numbers as most consumers want to connect with the business before making a final purchase decision,” said Bill Dinan, president of Telmetrics.

“If an ad or listing doesn’t have local relevance at the time of action, the consumer will move on to the next business so including local phone numbers rather than toll-free numbers is helpful.”

Local relevance a top reason for ad engagement

All reported mobile search activities show the growing usage of the mobile device as the “go-to” utility to find, contact and visit local businesses.

In fact, mobile users cited local relevance and local offers and promotions as the top reasons for engaging with mobile advertising—an important finding considering that 66 percent of mobile searchers noticed mobile ads and 33 percent clicked on an ad.

Additional highlights from the study include:

Smartphone vs. Tablet Usage

  • Across all vertical categories, tablet owners mostly use their device while they are in their home (72 percent), while smartphone users mostly use their device “on the go” (68 percent).
  • Among smartphone owners, local directory apps are most popular for Restaurant and Automotive users (53 percent and 34 percent, respectively) while brand websites are most popular for Travel users (47 percent)
  • For tablet users, brand websites are the most popular among all categories (with 51 percent Restaurant, 56 percent Travel, and 48 percent Automotive)
  • Users go to apps or mobile websites they are familiar with:
    • Smartphone owners in all categories go directly to the app or website (45 percent) rather than being directed by a browser
    • Tablet users looking for Restaurant information go directly to the website or app (42 percent), most Travel searchers learned of the site through previous experience (49 percent) and Automotive searchers are already familiar with the brand (44 percent)

Display ads work well early in retail conversion path, email a drag on travel sales

Tuesday, July 17th, 2012

IgnitionOneIgnitionOne, which sells digital marketing solutions and cross-channel attribution analysis, says its research shows  the effect of media types and exposure paths on the speed of conversion and on the average order value (AOV).

It found, among other things, that display advertising early in the conversion path is quite effective for retail, while paid search works best for travel, and email campaigns can be a drag on travel order values.

The research involved marketing data from US and European travel and retail firms over a two month period. IgnitionOne looked at the types and number of media exposures, latency (the amount of time between the first exposure and when the conversion occurred) and the exposure paths that led to conversions.

Key findings in the report:

  • For travel, paid search is the key driver in getting customers to spend more money. Outside of organic search, it drives a 71% higher average order value (AOV) than any other single-channel path. Within multi-channel paths, when paid search follows an organic search click, the AOV is 18% higher than the average multi-channel path.
  • Email campaigns are a drag on travel order values and increase the time to convert when part of conversion paths. Across single-channel conversion paths, email drives a 56% lower AOV and takes over 250% longer to convert a user than on average. Across multi-channel conversion paths, when email is the last exposure, it results in a 36% lower AOV and 100% more time to convert than on average.
  • When email is the first exposure, it results in a 39% lower AOV and takes a user almost 150% more time to convert than on average. This can be explained by email campaigns being traditionally very promotional in nature, which lowers the AOV.
  •  Email campaigns are also more heavily dominated by existing customers who may not be currently in the market for travel and/or are more discerning among promotional offers.
  • Display is an effective channel for retail, especially early in the conversion path, feeding the top of the funnel. Even on its own, display drives a 29% higher AOV than other single channel paths.
  •  Combined with search channels (both paid and organic), it drives a 16% higher AOV when it’s at the top of the path and converts users 43% faster than other multi-channel paths. At the end of the path, latency tends to be higher but AOV is 36% higher than other multi-channel paths.

“By better understanding how different media interact and assist along the path to making a purchase, marketers can more efficiently leverage advertising dollars,” said Roger Barnette, president of IgnitionOne.

“These types of insights are possible when marketers take advantage of advanced attribution models and move away from last-click models.”

This report is the latest in a series of reports from IgnitionOne reviewing trends across the online advertising landscape.

This and previous reports can be downloaded at

Online behavioral tracking pervasive, Google privacy practices often violated

Thursday, June 28th, 2012

KeynoteAn in depth analysis of the behavioral tracking of 269 websites across four industries found that 86 percent place one or more third-party tracking cookies on visitors and many violate Google’s privacy practices, says Keynote Systems (NASDAQ:KEYN),which sells Internet and mobile cloud testing and monitoring solutions.

What’s more, 60 percent of these third-parties had at least one tracker that didn’t promise to comply with at least one common tracking standard.

A third-party tracker in this context is simply defined as a business that has access to your computer, when you visit a particular Website, so that they can record your browsing history and other personal data, and is a completely separate organization from the owner of that site.

The presence and identity of third-party trackers is typically invisible to users browsing their favorite Web pages.

tracking graphic

The number of Websites that allow visitors to be tracked by third-parties may be surprising to some, but as consumers begin to understand that their online behavior can be recorded, enterprises will have to work even harder to ensure that consumers’ privacy expectations are met,” said Ray Everett, Keynote’s director of privacy services.

Keynote analysis showed that nearly all Travel & Hospitality and News & Media Websites have third-party tracking (95 percent and 96 percent respectively).

Three of four financial service sites use third-party tracking

Most surprising was the fact that nearly three out of four financial services sites examined expose visitors to third-party tracking.

And of the financial services companies with tracking, 52 percent of third-party trackers violate at least one of the industry’s most common privacy standards – such as participation in industry self-regulatory programs or offering consumer opt-out choices.

Keynote’s analysis also discovered that of the 211 third-party trackers identified during the study, only one committed to honor a visitor’s request not to be tracked via the new Do Not Track feature browser vendors are implementing. In addition, News & Media sites expose site visitors to an average of 14 unique third-party tracking companies during the course of a typical visit.

Behavioral advertising, a common use of third-party tracking data, is an increasingly common practice on the Web and one of the primary ways Websites fund their operations.

Third-party trackers place cookies on the browsers of site’s visitors to track a user’s clicks and path through the Web. They also can make note of things like what the visitor buys and where the visitor goes once they leave.

Working online at the TechJournal daily, we run various spyware removal software such as Superantispyware and delete more than 400 adware tracking cookies every few days. While most are not particularly harmful, they will clog your computer as they accumulate.

A “wild west mentality” prevails

“The Web advertising ecosystem is sprawling and complicated, with hundreds of ad networks all competing to gather as much targeting data on consumers as they possibly can,” Everett noted.

“It’s very much still a ‘wild west’ mentality and the activities of aggressive tracking companies can place Website publishers in a difficult position: how do you monetize your Website without alienating your visitors and exposing yourself to legal risk?”

Everett concluded, “Ultimately, the burden of policing third-party trackers falls on the shoulders of Website publishers. A publisher is responsible for the content of their Website, including the practices of the advertisers appearing on it. Monitoring the constantly changing advertising ecosystem is a daunting task, but the consequence of failure is the placing of your brand’s reputation at tremendous risk.”

Keynote performed its online behavioral tracking analysis on data collected from the company’s own global test and measurement network and leveraged the Keynote’s new Web Privacy Tracking service announced last month.

Big data use more important to most brand marketers than Facebook

Friday, May 18th, 2012

33 AcrossThree-quarters of the brand marketers and agency reps surveyed by  33Across, operators of the largest social and interest graph in the world, reaching over 1.25 billion users, say that the rest of the web is more important to them than Facebook advertising.

The survey also points out the increasing importance of big data – all that information about us that can be gleaned from digital sources – and how to access it, interpret and use it.

Key results of the 33Across Advertiser and Agency Survey include:

  • 75% of respondents said Facebook receives less than 40% of their attention versus the “rest-of-web” (ROW)
  • 71% describe their goals as more focused on fan engagement vs. fan acquisition
  • 70% said they were concerned about making sense of the data at their disposal
  • 91% are very concerned with being able to drive ROI from big data in 2012
  • 73% said the integration of cross-channel data continues to be a top area of concern

33Across found several examples where these issues are heightened in particular industries, as advertisers grapple with an increasingly broad and diverse online marketing landscape. For instance:

  • Over 90% of respondents within the Auto and Financial Services industries are concerned about being able to drive ROI from big data.
  • TravelFinancial Services, and Auto placed the most importance on successful integration of cross-channel data that is collected from a variety of online and offline sources, e.g., Facebook, ROW, and in-store purchases.
  • The majority of respondents (71%) are more focused on Facebook Fan engagement than Fan acquisition. The Financial Services industry, however, graded noticeably higher with its Fan engagement objectives (over 90%) compared to any other industry. Consumer Packaged Goods (CPG) ranked second in this category, with 89% of those surveyed prioritizing Fan engagement over Fan acquisition.

“These survey findings validate that Rest-of-Web is at the epicenter of this conversation, and big data will continue to be one of the largest issues that online marketers confront for the next few years,” said Eric Wheeler, CEO of 33Across.


Lotto & travel sites topped the charts in March

Wednesday, April 25th, 2012

Mega MillionsLotto sites witnessed a huge spike in traffic as the Mega Millions jackpot climbed towards its eventual $656 million total in March, according to comScore’s Media Metrix service.

Meanwhile, Travel sites were busy keeping up with spring break and summertime travel demand.

“Americans were ‘all-in’ for the Mega Millions jackpot in March as the prize climbed to its greatest payout in U.S. history at $656 million,” said Jeff Hackett, executive vice president of comScore. “Travel sites saw considerable pickup during the month as many looked to book last-minute spring break trips and summer travel.”

Big Prize Money Draws Players to Lotto Sites
The Mega Millions jackpot had American hopefuls visiting Lotto sites to buy tickets or check to see if they held the winning ticket. The category drew nearly 29 million visitors in March, up 25 percent to rank as the top-gaining category for the month. ranked #1 with 6.4 million visitors, up 590 percent versus February to reach an all-time high for the property. ranked second with 3.2 million visitors (up 101 percent), followed by with 2.6 million, with 2.6 million (up 10 percent), with 1.5 million (up 62 percent) and with 1.5 million.

Travel Tops the Charts in March
In March, Americans were seeking to book last-minute spring break travel or looking ahead to summertime getaways, which helped several travel subcategories rank among the top-gainers.

For those looking to book a few months out, Travel Information sites were particularly helpful, drawing 69.7 million visitors during the month (up 10 percent).

TripAdvisor Media Group led the pack with 18.1 million visitors (up 5 percent), followed by Travora Media with 15.5 million visitors (up 5 percent) and Yahoo! Travel with 11.1 million visitors (up 9 percent).

Airline sites grew 8 percent to 29.8 million visitors in March, with Southwest Airlines Co. ranking first in the category with 10.9 million visitors (up 17 percent).

Delta Airlines secured the #2 spot with 6.1 million visitors (up 9 percent), followed by United Airlines with 5.4 million (up 61 percent), American Airlines with 4.8 million (up 8 percent), JetBlue Airways with 3.3 million (up 1 percent) and US Airways Group, Inc. with 2.6 million (up 8 percent).

Top 50 Properties
Google Sites ranked as the #1 property in March with 189.7 million visitors, followed by Microsoft Sites with 178.9 million, Yahoo! Sites with 175.4 million and with 158.9 million. Ask Network climbed to the #7 position, while ESPN jumped 6 positions to rank #26.

Top 50 Ad Focus Ranking
Google Ad Network led the March Ad Focus ranking with a reach of 91.7 percent of Americans online, followed by AOL Advertising (83.1 percent), Google (81.7 percent), Yahoo! Network Plus (81.4 percent) and AT&T AdWorks (81.1 percent).

Table 1

comScore Top 10 Gaining Properties by Percentage Change in Unique Visitors* (U.S.)March 2012 vs. February 2012Total U.S. – Home, Work and University LocationsSource: comScore Media Metrix
Total Unique Visitors (000)
Feb-12 Mar-12 % Change Rank by Unique Visitors
Total Internet : Total Audience  219,988 224,020 2 N/A 3,660 9,225 152 186
Sun Microsystems, Inc. 5,986 8,410 40 201 6,383 8,824 38 196
CollegeHumor Media 5,690 7,549 33 218
TheStreet Sites 5,418 7,079 31 234
MLB 7,863 9,758 24 177 11,474 13,824 20 118
SB Nation 9,082 10,865 20 153 6,906 8,208 19 204
ESPN 31,744 37,721 19 26

*Ranking based on the top 250 properties in March 2012. Excludes entities whose growth was primarily due to tagging through unified digital audience measurement.


Table 2

comScore Top 10 Gaining Site Categories by Percentage Change in Unique Visitors (U.S.)March 2012 vs. February 2012Total U.S. – Home, Work and University LocationsSource: comScore Media Metrix
Total Unique Visitors (000)
Feb-12 Mar-12 % Change
Total Internet : Total Audience  219,988 224,020 2
Gambling – Lotto/Sweepstakes 23,158 28,970 25
Travel – Transactions 3,382 3,801 12
Travel – Information 63,312 69,705 10
News/Information – Politics 41,374 45,494 10
Retail – Tickets 26,793 29,193 9
Travel – Airlines 27,520 29,784 8
Entertainment – Humor 57,506 61,382 7
Travel – Car Rental 6,812 7,260 7
Travel – Hotels/Resorts 33,063 35,088 6
Career Resources & Development – Job Search 21,953 23,217 6


Table 3

comScore Top 50 Properties (U.S.)March 2012Total U.S. – Home, Work and University LocationsSource: comScore Media Metrix
Rank Property Unique Visitors(000) Rank Property Unique Visitors(000)
Total Internet : Total Audience  224,020
1 Google Sites 189,662 26 ESPN 37,721
2 Microsoft Sites 178,897 27 Technorati Media 37,455
3 Yahoo! Sites 175,356 28 37,414
4 158,926 29 AT&T Interactive Network 35,154
5 AOL, Inc. 109,921 30 Adobe Sites 35,078
6 Amazon Sites 106,305 31 NetShelter Technology Media 34,385
7 Ask Network 92,324 32 Disney Online 34,130
8 Wikimedia Foundation Sites 86,221 33 Tribune Interactive 33,825
9 CBS Interactive 82,530 34 Alloy Digital Network 32,160
10 Apple Inc. 81,157 35 32,089
11 Turner Digital 80,897 36 Fox News Digital Network 31,227
12 Glam Media 78,337 37 Break Media 29,942
13 Comcast NBCUniversal 78,317 38 Everyday Health 28,870
14 New York Times Digital 75,703 39 27,448
15 Viacom Digital 75,264 40 Internet Brands, Inc. 26,294
16 eBay 70,588 41 The Washington Post Company 26,121
17 Federated Media Publishing 65,949 42 Cox Enterprises Inc. 24,936
18 Demand Media 63,698 43 Myspace 24,720
19 VEVO 58,288 44 Discovery Digital Media Sites 24,543
20 Weather Channel, The 54,078 45 BitTorrent Network 24,199
21 craigslist, inc. 53,251 46 EA Online 24,084
22 Gannett Sites 50,258 47 Target Corporation 24,028
23 Sites 45,088 48 Scripps Networks Interactive Inc. 23,835
24 40,310 49 Yellowbook Network 23,734
25 Wal-Mart 39,050 50 WeatherBug Property 22,642


Table 4

comScore Ad Focus Ranking (U.S.)March 2012Total U.S. – Home, Work and University LocationsSource: comScore Media Metrix
Rank Property Unique Visitors (000) % Reach Rank Property Unique Visitors (000) % Reach
Total Internet : Total Audience  224,020 100.0
1 Google Ad Network** 205,443 91.7 26 Adconion Media Group** 124,611 55.6
2 AOL Advertising** 186,241 83.1 27 AdBlade Network** 122,353 54.6
3 Google 182,948 81.7 28 Undertone** 116,815 52.1
4 Yahoo! Network Plus** 182,319 81.4 29 AOL, Inc. 109,921 49.1
5 AT&T AdWorks** 181,602 81.1 30 CPX Interactive** 105,121 46.9
6 ShareThis 179,875 80.3 31 Smowtion Ad Network** 104,617 46.7
7 Yahoo! Sites 175,356 78.3 32 Meebo 93,614 41.8
8 24/7 Real Media Global Web Alliance** 174,856 78.1 33 Ask Network 92,324 41.2
9 ValueClick Networks** 174,168 77.7 34 Traffic Marketplace** 92,172 41.1
10 Specific Media** 173,422 77.4 35 AMAZON.COM* 89,850 40.1
11 Microsoft Media Network US** 171,328 76.5 36 Bing 89,731 40.1
12 Tribal Fusion** 166,927 74.5 37 WIKIPEDIA.ORG* 85,938 38.4
13 AdBrite** 161,068 71.9 38 Monster Career Ad Network (CAN)** 85,132 38.0
14 PulsePoint** 160,634 71.7 39 Rocket Fuel** 83,143 37.1
15 Casale Media – MediaNet** 159,040 71.0 40 Kontera** 82,938 37.0
16 FACEBOOK.COM 158,926 70.9 41 Glam Media 78,337 35.0
17 Collective Display** 156,507 69.9 42 Windows Live 72,194 32.2
18 Vibrant Media** 153,848 68.7 43 Technorati Media** 71,449 31.9
19 RadiumOne** 152,042 67.9 44 Federated Media Publishing 65,949 29.4
20 interclick** 148,022 66.1 45 Demand Media 63,698 28.4
21 Cox Digital Solutions – Network** 145,376 64.9 46 Dedicated Media** 62,182 27.8
22 AudienceScience** 142,824 63.8 47 Redux Media – Reach & Response Network** 59,599 26.6
23 Burst Media** 133,368 59.5 48 About 59,368 26.5
24 YOUTUBE.COM* 125,861 56.2 49 Network** 56,581 25.3
25 MSN 125,719 56.1 50 Weather Channel, The 54,078 24.1

Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in March. For instance, Yahoo! Sites was seen by 78.3 percent of the 224 million Internet users in March.
* Entity has assigned some portion of traffic to other syndicated entities.
** Denotes an advertising network. 

Apple iPhone users ripe for geo-targeted mobile ads

Tuesday, April 10th, 2012

While iPad3 crushed sales expectations, traffic levels were small compared to prior device versions, according to Jumptap, a targeted mobile advertising provider.

According to iPad traffic on the Jumptap network of over 107 million monthly mobile users, iPad3 use in the first six days after launch was heavy, but represented just a small percentage of overall iPad use that week.

iPad3 traffic represented .52 percent of total iPad network traffic on the day of launch, peaked at 2.28 percent by day three, and closed out the week at 1.92 percent. iPad and iPad2, on the other hand, each maintained 45 percent or more of the total iPad traffic throughout the week.

“A very early read of the data would suggest that iPad3 is stealing traffic from the iPad2,” said Paran Johar, Chief Marketing Officer, Jumptap.

“This trend suggests that iPad2 users may be more inclined to switch to the iPad3 than original iPad users.”

Additional March MobileSTAT Findings:

iPhone Users Love Wi-Fi: Data from the Jumptap network showed iPhone users as more likely to use Wi-Fi than Android and Blackberry device users.

Fifty-eight percent of iPhone users utilized Wi-Fi, compared to 35 percent of Android users and 41 percent of Blackberry users.

This could have been due to the fact that 4G iPhones didn’t exist, so iPhone owners needed a Wi-Fi connection more often than 4G Android and Blackberry owners.

Advertisers take note: iPhone users are ripe for geo-targeted campaigns because Wi-Fi offers strong location data.

Angry Birds

Angry Birds was one of many mobile apps that saw downloads peak during the holidays.

Two Popular Games, Two Very Different Players: Based on third-party data that Jumptap uses to gain insights about its network audience, the characteristics of Angry Birds players vs. Words with Friends players proved to be very different.

Angry Birds players were more likely to be Republican than their Words with Friends counterparts (45 percent vs. 23 percent). They were also twice as likely to be on a tablet as the average mobile user. Words with Friends players were more likely to have an income over $100K (40 percent).

In short, Angry Birds offers advertisers a way to reach a broad demographic and to leverage tablet adverting, while Words with Friends has a higher income, smartphone-centric fan base.

Mobile Travels South for Spring Break:

Data from the Jumptap network, sampled during a small window of spring break, revealed that mobile device owners from across the U.S. visited Mexico and Florida this March.

A look at the states of origin of these devices showed that North Dakota residents were 80 percent more likely than the average American device owner to be in Mexico, and Maine residents were 103 percent more likely to be in Florida.

New Jersey represented the state least likely to visit Mexico or Florida during the sample window.

MobileSTAT (Simple Targeting & Audience Trends) is a monthly view of the top targeting and audience trends in mobile advertising. Jumptap strives to better understand mobile audience and educate the entire mobile ecosystem through its insight reports. MobileSTAT contains analysis of hundreds of gigabytes of log data, run through Jumptap’s analytics technology. To download a full copy of the Jumptap MobileSTAT report, visit

Five industries are most vulnerable to cybercrime, study says

Monday, May 23rd, 2011

KnowBe4CLEARWATER, FL – The top five industries vulnerable to cybercrime include travel, education, financial services, government services and IT services, according to Clearwater, FL-based Internet Security Awareness Training firm KnowBe4.

KnowBe4 sent out a simulated phishing email to employees at more than 3,500 companies. Individuals who clicked the link were directed to a landing page that informed them they had just taken part in phishing research. The emails were successfully delivered to about 29,000 recipients at 3,037 businesses; and in nearly 500 of those companies, one or more employees clicked the link. Because of the potential for Internet security breaches among these businesses, KnowBe4 dubbed them the FAIL500.

“Any business that provides access to email or access to its networks via the Internet is only as safe from cybercrime to the degree that its employees are trained to avoid phishing emails and other cyberheist schemes. The more employees within an organization that use email or go online, the greater the risk of exposure to cybercrime,” said KnowBe4 founder and CEO Stu Sjouwerman (pronounced “shower-man”).

KnowBe4 conducted a comprehensive data analysis of its FAIL500 study results, which included categorizing the companies into 25 industry sectors. The findings revealed that some industries are particularly vulnerable to cybercrime. Based on the percentage of companies in each sector that responded to the phishing email, the most Phish-prone industries are:

  • Travel – 25%
  • Education – 22.92%
  • Financial Services – 22.69%
  • Government Services – 21.23%
  • IT Services – 20.44%

“Our cybercrime statistics should serve as a wake-up call to SMEs nationwide,” noted Sjouwerman. “Not only are these businesses at risk for financial loss through a cyberheist, but their susceptibility to phishing tactics could compromise sensitive customer data such as credit card, bank account and social security numbers.”

Sjouwerman cites a “false sense of security” as the primary reason companies are vulnerable to cybercrime. “Most people assume that antivirus software and an in-house IT team provide sufficient data security. But considering that IT is among the most Phish-prone industries, it’s clear that’s a very dangerous assumption to make.”

He adds, “Many of the top Phish-prone industries are regulated and subject to compliance rules, so well-meaning employees can be tricked into clicking a link if they believe an email was sent by a government or law enforcement agency, or by someone they know and trust. And with just one click, malware can be instantly uploaded to a system – bypassing both antivirus software and IT firewalls. A cyberheist can be underway within minutes.”

To help SMEs combat the growing threat of cybercrime, Sjouwerman recently published his fourth book,Cyberheist: The Biggest Financial Threat Facing American Businesses Since the Meltdown of 2008. In addition to highlighting the results of the FAIL500 project, Cyberheist explores the business of cybercrime, examines a number of cybercrime cases and empowers readers with effective strategies for countering cyber attacks.

For more details on the KnowBe4 phishing study – including the Phish-prone percentages for all 25 industry sectors – visit

Travel, online gaming sites surge during summer

Thursday, July 29th, 2010

ccomScoreRESTON, VA – Not much is surprising in comScore’s Media Matrix figures for online activity in June. Travel sites saw a surge in activity in June as travelers browsed hot summer deals and booked vacation getaways. Americans also turned to online gaming and teen sites to occupy themselves with online leisure pursuits as the school year ended.

Travel site categories experienced a gain in activity in June as Americans entered the heat of travel season. More than 100 million Americans visited the category during the month, affecting the following travel sub-categories: Transactions, Hotels/Resorts, Ground/Cruise, and Airplanes.

Travel sites grew 32 percent during June to 5.2 million visitors.

Hotels/Resorts sites also saw strong growth during the month with 36.6 million Americans turning to these sites for lodging options. Marriott ranked as the top property, growing 16 percent to 6.5 million visitors. Hilton Hotels attracted 6.0 million visitors (up 13 percent), followed by InterContinental Hotels Group with 5.1 million (up 14 percent), Wyndham Worldwide with 4.0 million (up 9 percent), and Disney Travel with 3.6 million (up 5 percent).

Activity flourished at Teen sites as students on summer vacation looked for ways to spend their free time. The category attracted more than 40 million Americans in June, representing a 21-percent increase.

Americans looked to online gaming for entertainment in June, attracting nearly 103 million visitors during the month. WildTangent Network took the top spot with 17.3 million visitors, up 6 percent versus May. GSN Games Network And CPMStar came next with 16.9 million, followed by Nickelodeon Casual games with 15.3 million (up 14 percent), EA Online with 15.1 million (up 2 percent), and Disney Games with 14.9 million (up 15 percent).