Posts Tagged ‘BV’

Mobile Advertising Influences 18-24-Year-Olds Most

July 3, 2008

Marketing VOX

Use* of picture/video phones is up 17 percent for all adults according to an analysis of BIGresearch’s most recent Simultaneous Media Survey (SIMM 11, Dec. 07) of 15,727 participants (v. Dec. 06), MarketingCharts reports.

That level of use, along with the finding that 90 percent of adults say they regularly or occasionally use a cell phone, makes a case for mobile advertising as a viable option for advertisers, BIGresearch said.

However, cell phones rank low in the list of media that compel consumers to purchase: 6.9 percent of adults say video on cell phone influences them to purchase electronics; 6.4 percent say text messaging does so. (Word of mouth is the top medium, with 42.6 percent).

bigresearch-mobile-advertising-text-influence-to-purchase-by-category.jpgNevertheless, a mobile bright spot is that the elusive 18-24-year-old segment is influenced more than any other: More than double the proportion say they are influenced – for both forms of cell phone media (14.2 percent for video and 15.9 percent for text messaging):

bigresearch-mobile-advertising-video-influence-to-purchase-by-category.jpg“Given the state of our economy, mobile advertisers have a unique environment in which to build strategies that influence consumers to buy via their cell phones, especially the media-elusive 18-24-year-old segment,” said Gary Drenik, president of BIGresearch.

“More robust cell phone technology allows consumers to receive promotional offers and connect to their favorite internet shopping site all within minutes and without having to fuel up on gas.”

Understanding how consumers use cell phones is also critical in developing mobile marketing plans, BIGresearch said: Cell phones are much more likely to trigger an online search for young consumers than all adults (21.8 percent vs. 8.3 percent) as is text messaging (15.3 percent vs. 4.8 percent).

Other findings:

  • The 18-24 year old set is also more likely to download to a cell phone than the general market (31.6 percent vs. 15.9 percent).
  • More than half (50.5 percent) of 18-24-year-olds communicate with others about a service, product or brand via cell phone (compared with 29.6 percent of all adults), second only to face-to-face communication (66.9 percent).
  • 18-24-year-olds are also almost three times as likely to communicate through text messaging than all adults (30.7 percent v. 10.8 percent).

*Regular/occasional use of picture/video phones


Kids, Teens Consume More Online Video than Adults (at Home)

July 2, 2008

Marketing VOX

Per person, kids consumed more video streams than those over 18 and spent more time watching online video from home in April, according to (pdf) Nielsen Online: Kids 2-11 viewed 51 streams and 118 minutes per person; teens 12-17 viewed 74 streams and 132 minute, MarketingCharts writes.


Those over 18 viewed, on average, 44 streams and 99 minutes of online video, Nielsen Online said.

Below, additional findings issued by Nielsen.

Kids’ Top 10 Online Video Destinations – by Composition

Kids’ online-video interests mirror their offline interests. Younger children gravitate toward sites associated with well-known children’s toys and TV programming, while teens go online to watch music videos, movie trailers and clips of other visitors.

Disney Records led online video destinations among kids 2-11 when ranked by unique viewer composition percentage, with 50 percent (i.e., half of the site’s unique viewers were age 2-11); and MyePets followed with 48 percent each:


Stickam was the top online video destination among teens 12-17, with 44 percent, followed by and Atlantic Records, with 43 percent each.

“Today’s youth don’t know – or don’t remember – a time when they weren’t going online, so their adoption of online video has been seamless,” said Michael Pond, senior media analyst, Nielsen Online.

“The Web provides another platform for their interest in TV shows, toys, movies and music, and offers an interactive element that children especially enjoy. Among the top sites for the younger demographic we see publishers that are integrating video into games, music and other content to drive engagement with this multi-media generation,” Pond added.

Kids’ Top 10 Online Video Destinations – by Audience Size

YouTube was by far the most-popular video side among kids 2-11 as well as teens-12-17 in April, but there little overlap otherwise among the two age groups’ preferred sites:


The Disney Channel and Google Video sites were the only other ones to make both top 10 lists.

Overall Video Consumption (All Ages, at Home Work)

Nielsen Online also released April 2008 US topline VideoCensus Results, including overall video usage (i.e., all ages).

Both unique viewers and total streams increased in April from the previous month (3.7 percent and 9.3 percent, respectively), as did streams per viewer and time per viewer (5.3 percent and 4.0 percent):


The top video-stream brand was YouTube in April, followed by Fox Interactive Media and Yahoo:


Ranks of ‘Hyperconnected’ Poised to Boom

July 2, 2008

Marketing VOX

Some 16 percent of the global information workforce is “Hyperconnected” — and the 36 percent who are “Increasingly Connected” will likely be joining them soon — according to a recent study that examined device and application use and used cluster analysis to identify various groupings, MarketingCharts reports.

The global IDC study sponsored by Nortel, titled “The Hyperconnected – Here They Come!” (May 2008), also identified lesser-connected groups – the “Passive Online,” and “Barebones Users” (via Micro Persuasion and Church of the Customer):


On average, the Hyperconnected use at least seven electronic devices and nine connectivity applications to access the online network, for both personal and business use..

In general, the Hyperconnected make heavy use of the internet, broadband access, camera phones, voice over IP, instant messaging, social networking and video uploading.

Other findings about the Hyperconnected:

  • The boundary between work and personal connectivity for the Hyperconnected is almost nonexistent. Two-thirds use text or instant messaging for both work and personal use. More than a third use social networking for both.


  • They depend on the devices and applications that make them Hyperconnected – 47 percent said a network outage at work would have an extreme impact on them.
  • They are found in all industries, but have above-average representation in banking and high tech:


  • They can be any age, although 60 percent are under 35 and only 7 percent over 55.
  • They are found in all countries, although higher than average in the US and China:


  • They come from all job functions and occupations, but are above the average in IT and research and development functions, lower than average in sales.
  • They come from all levels of the corporate ladder, but are above the average in management positions.
  • They can be male or female; 60 percent are male.
  • They have wired homes – 63 percent have home Wi-Fi vs. the average of 40 percent.
  • They tend to live in urban areas more than the other clusters.
  • They listen to more MP3s and play more networked games than the other clusters.
  • They lead the clusters in adoption of the Amazon Kindle, Apple iPhone, and Slingbox video transmitter.
  • They’d take their laptop out before their wallet or even mobile phone if they had to leave their house for 24 hours.
  • They see Hyperconnectivity as normal: Less than one-third think of themselves as early adopt¬ers of technology.
  • They work for early-adopter companies, which enable their employees to use advanced tools and solutions.

About the survey: The global survey was fielded in March 2008. IDC surveyed 2,367 men and women across 17 countries in various industries, company-size classes, and age segments. To qualify for this internet survey, respondents had to be fully employed, over 17 years old, use a PC at work, and own or use a PDA or mobile phone for either business or personal activities, and have access to the internet. Respondents were randomly recruited and screened from international panels in the markets represented. Questions ranged from device and application adoption of technology to location of use, attitudes about connectivity, and assessment of their companies’ effectiveness deploying these new technologies.

How Much Use does Wii Get?

July 2, 2008

Recent data reveals how much time gamers spend playing each console.

showUSloc=(checkLocale(‘uk’)||checkLocale(‘au’));document.writeln(showUSloc ? ‘<strong>US, </strong>’ : ”); June 4, 2008 – Data recently gathered by consumer research group Nielsen found that younger gamers spend most of their time playing the Xbox 360, and older gamers while away the hours with the PlayStation 3. In both age groups, the Wii came in a distant second in total amount of play time received.

Between April 2007 to February 2008, gamers ages 10 to 26 spent almost 63 percent of their gaming time playing the Xbox 360. The same age group spent a quarter of their time playing the Wii and only 12 percent playing the PlayStation 3. The average number of play sessions per day were about equal for each console: 2.20 for the 360, 2.12 for the PS3, and 2.07 for the Wii. On the 360 and PS3, each play session lasted about 73 minutes. The reason for the discrepancy in total play times for these systems is because gamers played their 360 almost 28 days a month while the PS3 was only turned on 21 days a month. The Wii was played 19.66 days a month and each play session lasted about 53 minutes.

Looking at gamers over 26 years old, the 360 and PS3 switch places and leave the Wii in the middle ground. The PS3 took up almost 52 percent of gamers’ time; the Wii 28 percent; the 360 almost 20 percent. Older Wii gamers played fewer sessions in a day: 1.80. Even though this age range spent much less time playing the 360 than the PS3, they played more 360 sessions each day — 2.57, as compared to 2.20 on the PS3. The length of an average play session was shorter for each console in this age group: 55 minutes on PS3, 52 on 360, and 47 on Wii. These gamers also only turned their Wiis on 12 days a month, as compared to almost 22 days for the 360 and 19 for the PS3.

Update: Nielsen contacted IGN to let us know some of this data is incorrect. The Wii numbers remain unchanged, but in the 27+ demographic the 360 and PS3 numbers should be switched. This drastically changes the meaning of the data, revealing that the 360 receives the most use from all ages. Check out the updated story here.

College Students Addicted to College Newspapers

July 2, 2008

Marketing VOX

Despite declines in mainstream newspaper readership, college newspapers are an integral part of students’ lives, with over three-quarters (76 percent) of them saying they have read their college newspaper in the past month, according to a recent Alloy Media + Marketing study, MarketingCharts reports.

That figure is an impressive 92 percent for those campus papers that publish on a daily basis, the College Newspaper Audience study, conducted in partnership with MORI Research, found.

More findings, below, from the study.

A Must-Read

  • A considerable 82 percent report reading their campus newspaper in the last three months.
  • Some 55 percent report that they’ve read their paper in the last week.
  • Though internet usage among college students continues to gain strength, the print edition still garners the most eyeballs, with just less than 20 percent saying they have accessed their campus newspaper online in the past 30 days.
  • Though just over one-third of students say they read their local, daily newspaper on a weekly basis, the figure pales in comparison to the 79 percent of students who reported engaging with their daily campus newspaper in the past 7 days.
  • Some 53 percent of students say they read the college paper while on campus, and another 29 percent say they do so at home.
  • Pass-along rates are strong as well, with an average of 3.2 students sharing an issue.

Range of Information

  • The college newspaper provides students a wide range of information, including where they seek out advertising information: Close to three-quarters (73 percent) of readers say they look at the advertisements in their college paper.
  • Campus news is top of mind, with 90 percent of those surveyed saying it’s important to find out what’s happening within the campus environs.
  • Some 44 percent state that campus newspaper advertising is also information they read and seek out.
  • Entertainment-related news, sports and current affairs rank as top areas of interest for students.

Make Me an Offer

  • More than three-quarters of students (78 percent), in particular female students, report using coupons or promotional codes.
  • The most popular coupon categories and reported redemption are for food, including restaurants, and clothing categories; big box store coupons were close behind.
  • Advertising and editorial content in the campus paper have significant impact on students’ actions. Asked what they have done as result of reading an ad or article in the paper, almost 80 percent reported reacting in some way:
    • Word of mouth, consistently a strong driver of message sharing within this group, comes out with 61 percent “telling a friend” about something they saw.
    • Over half (55 percent) attended an event as a result of something they read.
    • Over 40 percent saved an article or ad for future reference.
    • 36 percent continued to research products or services online after reading it in print.
    • Also significant, 1 in 5 decided to call or visit a retail store in response to an offer.

Faculty and other Staff

The survey also found that faculty and staff members are avid readers of the campus paper.

  • Over three-quarters (76 percent) of faculty members have read their publication in the last month, and over half (51 percent) have read it in the last week.
  • As with students, campus news ranks high in importance (92 percent) for what they look for from their paper.
  • Some 63 percent say they look at the paper’s advertising content, and almost half (47 percent) rate advertising important to the paper’s content.
  • Some 79 percent report that they have taken some type of action following reading an ad or article in the paper:
    • 61 percent say they attended an event that they read about.
    • 56 percent passed information along to a friend.
    • 44 percent saved information for future use.
    • 28 percent followed up with a call or visit to a retail store.
    • 25 percent continued to research a product or service online.
    • Nearly one in 5 purchased a product or service they read about.
  • Nine of 10 faculty members surveyed report using coupons, and 88 percent state that they have redeemed one across a variety of retail locations.

About the study: The study surveyed over 1,200 college students from 550 universities across 50 states capturing students’ reading habits and preferences as well as data on students’ behaviors and attitudes toward advertising in the campus paper. The study also surveyed faculty and staff members from over 200 universities.