Research Summaries

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• Brands to Focus on Localized Content Marketing
  Engaging local target audiences is a strategic focus for many brands: 49% of national marketers surveyed say localized marketing is essential to business growth and profitability, particularly as it relates ...
  Content Marketing, Customer Engagement, Local Marketing, Research Summaries
• Social Conversations Becoming More Positive and Global
  Conversations taking place on blogs, forums, and major news platforms have grown more positive in sentiment over the past two years, and the rise in social media adoption worldwide has ...
  Blogging, Research Summaries, Social Media
• Fortune 500 Adoption of Social Media Slowing
  The use of blogging, Twitter, and Facebook among the nation's largest companies has leveled off in 2011, according to a new study by the University of Massachusetts at Dartmouth.
  Corporate Blogging, Facebook, Research Summaries, Social Media, Twitter
• It Is Written on the Tablets: News Consumption Going Mobile
  Some 18 months after the introduction of the iPad, 11% of US adults now own a tablet computer of some kind, and among them 53% access news via tablet every ...
  Consumer Electronics, Customer Behavior, Mobile Marketing, Research Summaries
• Top Brands on Facebook: Coca-Cola, Hyundai, MTV
  With a Facebook follower base of more than 34 million fans, and growing some 2.6% each month, Coca-Cola is ranked as the top brand on Facebook among the nation's top ...
  Brand Positioning, Facebook, Research Summaries
• Social, Interactive Options Boost Influence of B2B Content
  Prospective technology buyers who consume whitepapers and other types of tech content say they perceive marketing collateral to be more influential when it displays a social sharing option, or when ...
  B2B Marketing, Content, Research Summaries, Social Media, White Papers, Word-of-Mouth
• Social Media Engagement Drives Customer Loyalty, Higher Spending
  People who engage with brands via social media demonstrate a deeper emotional commitment to those brands, and they spend between 20% and 40% more than other customers on the products ...
  Brand Loyalty, Customer Engagement, Customer Loyalty, Research Summaries, Social Media
• Social Networking via Mobile Devices Surging
  Mobile social networking is on the rise: As of August 2011, the number of people who accessed Facebook, LinkedIn, and Twitter via mobile devices grew 50%, 69%, and 75%, respectively, ...
  Mobile Marketing, Research Summaries
• Which Celebs Would You Cozy Up With on a Trans-Atlantic Flight?
  When thinking about the celebrity they'd like most to cozy up with on a flight across the Atlantic, surveyed women chose Johnny Depp and George Clooney as their top choices, ...
  Creativity, Customer Behavior, Demographics, Humor, Research Summaries
• Twitter Brand Followers More Likely to Recommend, Buy Products
  People who follow brands on Twitter say they are more likely to buy products from the brands they follow and more likely to recommend those brands to friends, according to ...
  Research Summaries, Twitter, Word-of-Mouth
• Customers Demanding Corporate Responsibility
  Consumers worldwide are demanding a higher level of social responsibility from the companies they engage with, and most are using the power of the purse to press those demands, according ...
  Branding, Customer Behavior, Research Summaries
• Booz: Adaptability Is Key for Social Media Success
  Among a list of 12 social media success enablers, the ability to react and adapt quickly to change is ranked as the most important factor for succeeding in today's social ...
  Marketing Smarter, Research Summaries, Social Media, Social Networking
• Half of Tablet Owners Made a Purchase via Device in September
  Tablet devices are becoming an increasingly important channel for e-commerce: Nearly one-half of tablet owners (48%) completed a purchase via their device in September 2011, according to a report by ...
  Consumer Electronics, Customer Behavior, E-Commerce, Research Summaries
• Is Brand Marketing in a Revolution or Evolution?
  Marketing professionals have mixed opinions on the state of branding today: 58% of those surveyed say "we're in a time of revolutionary change when it comes to how powerful brands ...
  Branding, Research Summaries, User-Generated Content
• IBM: CMOs Struggle to Keep Up With Digital, Social Marketing
  Most of the world's top marketing executives understand the dramatic shifts occurring in the way they engage with customers, but still struggle to manage the change, according to a new ...
  Chief Marketing Officer, Digital Marketing, Research Summaries, Social Media
• Half of Tweets About Steve Jobs's Death Sent via Apple Devices
  With the news of Steve Jobs's death on October 5, 2011, the Twitter universe exploded with tributes to the visionary co-founder and former chief executive of Apple. More than half ...
  Consumer Electronics, Research Summaries, Smartphones, Social Media, Twitter
• Location-Based Coupon Users Concerned About Privacy
  Though more than two-thirds of mobile consumers (67.0%) say location-based coupons are convenient and useful, nearly one-half (44.8%) say they have security concerns about their locations being tracked, according to ...
  Location-Based Marketing, Mobile Marketing, Promotions, Research Summaries, Smartphones
• Android Widens Smartphone Lead in August, RIM Slips
  Google Android strengthened its lead in the US smartphone market in August 2011, accounting for 43.7% of smartphone subscribers, up 5.6 percentage points (PPs) from the previous three-month period, according ...
  Google, Research Summaries, Smartphones
• Pew: Americans Rely on Multiple Media for Local Info
  Though one-half (50%) of Americans read print or Web editions of newspapers for local information at least weekly, more than two-thirds (69%) say the death of their local newspaper would ...
  Customer Behavior, Local Marketing, Research Summaries
• Twitter Users Want Brands to Respond to Their Complaints
  Twitter users who use the microblogging platform to lodge complaints about bad customer experiences say they expect companies to read and respond to their complaints, according to a poll from ...
  Customer Relationships, Demographics, Research Summaries, Twitter