Research Summaries

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• CMOs Tapping Into Social Data for Consumer Insights
  Most CMOs (89.4%) say social data has affected at least some of their business decisions, and 21.3% say social data affects at least 1 in 5 decisions they make, according ...
  Customer Behavior, Customer Relationships, Customer Service, Forecasts, Research Summaries, Social Media, Social Networking, User-Generated Content, Website Design
• Email Open and Click Rates: Benchmarks and Trends
  Average email open rates continued on their downward path during 2011 and the first quarter of 2012, though click-through rates increased slightly during the same period, according to Silverpop's Email ...
  Content, Email Campaigns, Email Deliverability, Research Summaries
• Above-the-Fold Placement on SERPs Drives Brand Value
  The relative position of a brand on an organic search engine results page (SERP) appears to influence key brand measures among target consumers, such as brand awareness, brand quality, and ...
  Brand Awareness, Brand Equity, PPC Campaigns, Research Summaries, Search Engine Marketing, SEO
• Americans Watching TV With Mobile Phone in Hand
  Most cell phone owners in the US use their devices while watching TV, often to get more information about televised content: Some 52% of all adult cell phone owners and ...
  Advertising, Mobile Marketing, Research Summaries, TV
• B2B Email Marketing Best-Practices and Trends
  Email is still an invaluable asset to marketers, but only 30% of B2B marketers are using email marketing as their primary lead generation tactic; instead, email appears to be more ...
  B2B Marketing, Email Marketing, Lead Generation, Lead Nurturing, Marketing Budgets, Research Summaries
• Viral Video Adoption Climbs as Social Levels Off
  Marketers' use of social media and mobile marketing has steadied over the past year, whereas the use of viral online video (e.g., use of YouTube) has continued to grow, according ...
  Content, Facebook, LinkedIn, Pinterest, Research Summaries, Social Media, Twitter, YouTube
• Twitter Driving Most Online Conversations About Fortune Global 100 Brands
  On average, the companies listed on the Fortune Global 100, an index of the largest corporations in the US, Europe, Asia-Pacific, and Latin America, generate a total of 10,400,132 online ...
  Blogging, Customer Engagement, Facebook, Google, Google+, Pinterest, Research Summaries, Social Media, Twitter, Word-of-Mouth, YouTube
• Mobile Subscriptions to Surpass World Population by 2013
  As of early 2012, more than six billion mobile subscriptions were in use around the world (pre-paid and post-paid), providing mobile access for more than three-quarters (75%) of the world's ...
  Mobile Marketing, Research Summaries
• What Types of News Go Viral on YouTube?
  Though professional news organizations contributed more than one-half (51.2%) of the most popular news footage posted on YouTube during the 15 months ended March 2012, over one-third (39.2%) of such ...
  Advertising, Content, Humor, Research Summaries, TV, Videos, YouTube
• Social Is Shifting Beyond Marketing
  Large US companies are reframing their approach to social media, shifting from social marketing to social business, and that shift is affecting the ownership of social media responsibilities within the ...
  Brand Management, Community Management, Customer Loyalty, Customer Relationships, Customer Retention, Digital Theory, Research Summaries, Social Business, Social Media
• Paid Video Viewing on Tablets, Phones Up; Viewing via Computers Down
  As paid video content becomes more available via different channels, tablet and wireless phone viewing of paid video has increased from 2011 levels, while viewing via PC/Mac has decreased, according ...
  Advertising, Content Marketing, Mobile Marketing, Research Summaries, TV, Videos
• Fortune 500 CEOs Shun Social Media
  Few CEOs at Fortune 500 companies are participating in social media channels: 70% have no social media presence on Facebook, Twitter, LinkedIn, Pinterest, or Google+, according to a new study ...
  Blogging, Corporate Blogging, Customer Behavior, Facebook, Google, Google+, Management, Research Summaries, Social Media, Twitter
• Kids Age 6-12, Parents, and Social Media
  No surprise: kids age 6-12, who are in the process of expanding their social circles outside of their families, are interested in (and often active on) online social media, according ...
  Consumer Electronics, Customer Behavior, Facebook, Google, Google+, MySpace, Research Summaries, Social Media
• Pinterest's Traffic, Influence Continue to Grow
  Pinterest is beginning to disrupt the social media landscape: Nearly one in four Pinterest users report spending less time on other social media sites in favor of Pinterest, according to ...
  Facebook, Pinterest, Research Summaries, Social Media
• When a Brand Tweets, Does Anybody Hear?
  Tweets that contain fewer than 100 characters receive 17% higher engagement than longer tweets, according to a Buddy Media study titled Strategies for Effective Tweeting: A Statistical Review.
  Marketing Tips, Research Summaries, Social Media, Twitter
• Apple's Smartphone Subscriber Share 1 in 3; Google Android's, 1 in 2
  Both Google Android and Apple continued to increase their share of US smartphone subscribers in the US: Android reached nearly 51%, while Apple captured 32%, according to data from the ...
  Customer Behavior, Google, Mobile Marketing, Research Summaries, Smartphones
• 7 in 10 Use Only Mobile for at Least One Web-Based Activity
  Mobile devices have a strong hold on today's consumers, so much so that some users are becoming totally mobile dependent, whether at home or on the go: Half of smartphone ...
  Customer Behavior, Mobile Marketing, Research Summaries, Smartphones
• What Are the Top Nonprofit US Brands?
  The Girl Scouts of the USA, Best Friends Animal Society, Stand Up to Cancer, American Red Cross, and Goodwill are among the top nonprofit brands within their respective categories, according ...
  Brand Awareness, Brand Equity, Nonprofits, Research Summaries
• Google Search Share 65%, Bing-Powered Search Share Up 5%
  Google accounted for 65.02% of all US searches conducted in the four weeks ended June 2, 2012, according to Experian Marketing Services' Hitwise. Bing-powered search accounted for 28.12% of searches
  Google, Keywords, Research Summaries, Search Engine Marketing
• At least 8 in 10 Online Users Engage in Social Media Globally: Forrester
  Social media is now a global phenomenon, with most online adults in North America, Europe, metro Asia, and Latin America regular users, according to a new update of Forrester's Global ...
  Customer Behavior, Customer Engagement, Demographics, International Marketing, Research Summaries, Social Media