POWER MEDIA AND ASSOCIATES: July 2011

Friday, July 29, 2011

4 in 10 Use Facebook for Social Sign-in

About four in 10 (39%) users of the Janrain Engage social connection service used Facebook for social sign-in (SSI) during Q2 2011, according to data from Janrain. This was 30% more than the 30% of users who used number two SSI site Google.

Yahoo (12%) and Twitter (8%) remain well behind in third and fourth place, respectively. SSI allows users to sign into a restricted access site using existing sign-in data, rather than having to create a new account.

Facebook Ascends Since Mid-2010

Tracking quarterly SSI preferences since Q4 2009, Janrain finds Facebook, after losing popularity between Q4 2009 and Q1 2010, began a dramatic ascent in SSI usage during Q2 2010, hitting 30% in Q4 2010. In Q1 2011, previous number one Google sharply lost close to 10 percentage points of SSI usage as Facebook surged past it to claim the number one spot.

The other most interesting SSI trends in the past seven quarters have been slight but steady growth in Twitter use and a dramatic drop in use of combined “Other” social networks for SSI.

Facebook Jumps in Mobile SSI

There has been significant jump in the popularity of Facebook for social login on mobile apps in the last quarter, moving 60% from 35% in Q1 to 56% in Q2. Facebook’s growth in this segment came mostly at the expense of Google, which dropped 7%, and Twitter, which dropped 6%. Yahoo’s share dropped slightly, but it remained ahead of Twitter.

Google Passes Yahoo for Media Site SSI

On media and digital publisher sites, Facebook is the most popular choice. Yahoo’s share has declined 6% during the past year and half, but its popularity as a sign-in provider is still more pronounced in this space than in any other vertical. However, for the first time, Google has eclipsed Yahoo as the second-most- popular choice.

Other Findings

After a consistent quarterly growth rate of 5% since Q1 2010, Facebook’s share of social sign-ins on retail sites has stabilized at a shade under 50%.
On entertainment and gaming sites, Facebook’s leading share has declined a bit, with Google showing substantial growth and Windows Live having its best performance in any vertical with SSI share of almost 15%.
In Europe, Facebook remains atop the list at 43%, with Google maintaining its position as the second most popular option.
Facebook and Twitter are the leading destinations for socially shared content. 59% of users choose to share to their friends on Facebook, and 33% choose to share with their followers on Twitter.

ROI Research: Facebook Users Like Entertainment

Looking at the different kinds of companies/products Facebook users are fans of, an April 2011 study from ROI Research and Performics finds the highest percentage (46%) are fans of entertainment-related products. This category is followed by food (41%), restaurants (40%) and apparel (35%).

Service providers tend to be among the least popular categories, including categories such as educational institutions (22%), telecommunications (19%), and financial service companies (15%).

Source: http://www.marketingcharts.com/

4 in 10 Use Facebook for Social Sign-in

July 29, 2011

Facebook Ascends Since Mid-2010

The other most interesting SSI trends in the past seven quarters have been slight but steady growth in Twitter use and a dramatic drop in use of combined “Other” social networks for SSI.

Facebook Jumps in Mobile SSI

Google Passes Yahoo for Media Site SSI

Other Findings

After a consistent quarterly growth rate of 5% since Q1 2010, Facebook’s share of social sign-ins on retail sites has stabilized at a shade under 50%.
On entertainment and gaming sites, Facebook’s leading share has declined a bit, with Google showing substantial growth and Windows Live having its best performance in any vertical with SSI share of almost 15%.
In Europe, Facebook remains atop the list at 43%, with Google maintaining its position as the second most popular option.
Facebook and Twitter are the leading destinations for socially shared content. 59% of users choose to share to their friends on Facebook, and 33% choose to share with their followers on Twitter.

ROI Research: Facebook Users Like Entertainment

Service providers tend to be among the least popular categories, including categories such as educational institutions (22%), telecommunications (19%), and financial service companies (15%).

Wednesday, July 27, 2011

When Multicultural is the Culture

The 2010 Census confirmed something Nielsen has been noting for some time: multicultural consumers are rapidly becoming the majority in the United States and their buying power is significant. Understanding their purchasing and media habits is the next big challenge/opportunity facing marketers and brands today. Taking a deep dive into data and trends within the African American, Asian American and Hispanic communities, Nielsen’s Claudia Pardo laid out compelling statistics and a demographic framework shaping the future. It’s clear that marketers and brands will be forced to rethink their perspective — and their share of spend — when it comes to multicultural groups.

“Can anyone in the room honestly say they’re doing everything they can to satisfy the consumption needs of this population?” Pardo asked attendees. “The demographic growth of these groups is simply becoming too great to ignore.” The good news, noted Pardo, is that multicultural groups are actually more loyal to brands and there’s an opportunity to win a consumer for life.

In the past multiculturalism was talked about as a melting pot, but it’s really more like a salad bowl where each group stands out and is different in the way they value their culture and traditions. Pardo offered examples of notable distinctions in the way these diverse groups shop and consume media.

Pardo noted that understanding these and other details (such as understanding that multicultural consumers are actually ahead of the curve when it comes to mobile phone adoption, understanding their different TV viewing and online browsing habits, or ensuring that ethnicities are portrayed more often and more appropriately in ads) is key to seizing the massive market opportunity ahead.

“The story here is that within the next five years, multicultural clients will drive 86 percent of the total growth on spending in retail,” Pardo highlighted. “If you look at growth without these groups, you are only addressing 10 percent of the growth.”

Pardo suggested a number of key questions organizations should ask before embarking on an effective multi-cultural strategy:

What is your share of the multi-cultural market?
Do you know this consumer better than your peers?
Are you fishing where the fish are?
Do you have the depth of consumer insight to ensure you deploy the most effective marketing mix?
Is your advertising culturally relevant?
Is your organization ready?
Are you investing in the right structures and incentives to ensure multi-culturalism remains top of mind?

A panel discussion with Roberto Ruiz of Univision, Idaliz Chacon of Procter & Gamble, Angela Joyner of ConAgra Foods and Bill Imada of IW Group followed the presentation and generated the following guidance for organizations looking to engage in effective multicultural strategies:

Create Internal Champions: From creating a Center of Excellence for multicultural marketing, through tracking success via executive scorecards, all panelists agreed that a multi-cultural approach must be a top-down business imperative to avoid a transient, “flavor of the month” approach to engagement.
Scale Your Investment: Bill Imada advised participants to “start small, get some wings, build confidence and go from there.” He maintained that many companies do not exploit what they already know and have in their historic “corporate inventory.” He advised participants to find which current product lines make the most sense in multi-cultural markets, to pick just one of the population segments with the biggest opportunity and build as much cultural learning and competency as possible before roll-out to other populations as part of an organic growth strategy. Idaliz Chacon said it was important to understand the “size of the prize” to build product category and right-size the investment. To close share gaps faster, she indicated that companies should “invest to win,” even disproportionately if necessary. This view was shared by Angela Joyner who stated that trying to drive brand penetration into new markets would potentially require substantial investment as part of a five year strategy to build brand presence and advocacy.
Don’t over-segment: For an effective segmentation strategy, all panelists agreed that it was more important to look for similarities than differences among the focus population and that over-segmentation would decrease the opportunity. Roberto Ruiz stated that the key to effective segmentation is “actionability” and that the nuance of “bi-culturalism” of individuals, for instance being “dominant Hispanic,” while “fascinating,” was completely “worthless” as a segmentation consideration on the basis that people tend to be entirely immersed in both aspects of their culture.
Get out of the Office and Into the Street: “Consumer immersion” was considered the most powerful way to energize a company’s multi-cultural strategy and summarized as “the power of being there and seeing what’s going on.” Leveraging employee ethnic groups within organizations was viewed as a unique asset companies could deploy to generate proprietary insight and delight and win with diverse consumers.

Source: http://blog.nielsen.com

Bibi Gaytán estará en La Academia 2011

J. Fabián Arellano M. | El Universal

Ni Anette Michel, ni Ana Lasalvia, ni Aylín Mujica. Es Bibi Gaytán quien ganó la pasarela de bellezas para convertirse en laco-conductora de "La Academia 2011", al lado de Rafael Araneda.

Ante la imposibilidad de que Ingrid Coronadorepitiera al lado del comunicador chileno, como había ocurrido en las pasadas ediciones, pues está a semanas de dar a luz a su próximo bebé, la actriz y cantante debutará en la conducción dentro de TV Azteca.

Entre otras novedades que tendrá el reality show, que adelantó su comienzo de transmisiones para el domingo 28 de agosto, están el anuncio de Eduardo Capetillocomo director, en sustitución de Lolita Cortés, quien regresará al panel de críticos, junto a Chacho Gaytán y Arturo López Gavito.

En el equipo de profesores estarán Charly D, Jessy Cervantes, Sarah Bustani, la psicóloga Lizzy Rodríguez y el retorno del profesor Willi a las clases de canto, así como la participación de Miguel Manzo, llamado el Mago de la voz.

Tras bambalinas del programa estará Lilí Brillanti, quien también tendrá a su cargo la conducción del resumen diario de lo que pasa al interior de la casa de "La Academia".

La producción estará bajo las órdenes de Magda Rodríguez, asesorada por Alberto Santini y Roberto Romagnoli.

Entre los 30 aspirantes a conformar la lista de 30 finalistas de la emisión dominical podría estar Tayli, amiga de Diana, la chica que acusó de abuso sexual a Kalimba durante una actuación en Cancún, el año pasado.

Time #1 Reason for Shopping Online

July 27, 2011

A leading 73% of consumers who prefer shopping online do so because it is time saving, according to data from Invesp. This is one-third more than the 55% who say they prefer shopping online because of less prices (more than one answer permitted).

Other reasons to prefer shopping online that beat price include more variety (67%), easy to compare prices (59%) and no crowd (58%). Directly financial reasons, such as spending less on gas (40%) and less taxes (30%) were also among the less popular aspects of shopping online.

Global E-commerce Sales to Hit $1.4T by 2015

Invesp predicts global e-commerce sales, which will total $680.6 billion USD this year, will grow 106% to reach $1.4 trillion in 2015. On a year-over-year basis, global e-commerce sales will rise 20.5% to $820.5 billion in 2012, and 17% to $963 billion in 2013.
Meanwhile, e-commerce sales in the US, which are expected to total $197 billion this year, should grow roughly 10% a year for the next four years, hitting $297 billion in 2015 (51% increase compared to 2011).

Other Findings

More than 80% of the online population has used the internet to purchase something
More than 50% of the online population has shopped online more than once.
40% of online shoppers pay with credit cards and/or bank transfers. Thirty-five percent use each of the following methods: debit cards, COD, e-wallets, prepaid cards.
There will be 178 million online consumers in the US this year. That number will increase 13% to 201 million in 2015.
Residents of North Dakota spend the highest percentage of their income (16.7%) online among the US states. This is almost nine times the 1.83% of income spent by residents of Maine, the state which spends the least percentage of its income online. Interestingly, residents of neighboring South Dakota spend the second-lowest percentage of their income online (2.07%).

My Coupon Codes: Books Top Online Purchase

Global online consumers say that books and clothes are the items they most plan to purchase in the next six months, according to analysis of Nielsen Company global data by My Coupon Codes. Forty-four percent of global online consumers say they will buy books online in the next six months, while 36% plan to buy clothing.
Other top planned near-term online purchases include airline tickets (32%), electronic equipment (27%) and airline reservations (26%).

Tuesday, July 26, 2011

Hispanic Household Wealth Fell by 66% from 2005 to 2009

The Toll of the Great Recession

Median household wealth among Hispanics fell from $18,359 in 2005 to $6,325 in 2009. The percentage drop—66%—was the largest among all racial and ethnic groups, according to a new report by the Pew Research Center’s Social & Demographic Trends project. During the same period, median household wealth declined 53% among black households and 16% among white households.

The Pew Research report provides the first look at how the Great Recession impacted household wealth. It finds that plummeting house values were the principal cause of the erosion in wealth among all groups. However, because Hispanics derived nearly two-thirds of their net worth in 2005 from home equity and a disproportionate share reside in states that were in the vanguard of the housing meltdown, Hispanics were hit hardest by the housing market downturn.

The Pew Research analysis also finds that the median wealth of white households is 18 times that of Hispanic households and 20 times that of black households. These lopsided wealth ratios are the largest in the quarter century since the government first published such data, and roughly twice the size of the ratios that had prevailed between these three groups for the two decades prior to the Great Recession.

These findings are based on a Pew Research Center analysis of newly-available data from the Survey of Income and Program Participation (SIPP), an economic questionnaire distributed periodically to tens of thousands of households by the U.S. Census Bureau. It is considered the most comprehensive source of data about household wealth in the United States by race and ethnicity.

Among the report’s other key findings:

About a third of Hispanic (31%) and black (35%) households had zero or negative net worth in 2009, compared with 15% of white households. In 2005, the comparable shares had been 23% for Hispanics, 29% for blacks and 11% for whites.
About a quarter of all Hispanic (24%) and black (24%) households in 2009 had no assets other than a vehicle, compared with just 6% of white households. These percentages are little changed from 2005.
During the period under study, wealth disparities also increased within the Hispanic community. The top 10% of Hispanic households saw their share of all Hispanic household wealth rise from 56% in 2005 to 72% in 2009.

The report, “Twenty to One: Wealth Gaps Rise to Record Highs Between Whites, Blacks and Hispanics,” is available on the Pew Social & Demographic Trends website.

http://pewhispanic.org/

71% of online adults now use video-sharing sites

Fully 71% of online Americans use video-sharing sites such as YouTube and Vimeo, up from 66% a year earlier. The use of video-sharing sites on any given day also jumped five percentage points, from 23% of online Americans in May 2010 to 28% in May 2011.

Rural internet users are now just as likely as users in urban and suburban areas to have used these sites, and online African-Americans and Hispanics are more likely than internet-using whites to visit video-sharing sites.

“The rise of broadband and better mobile networks and devices has meant that video has become an increasingly popular part of users’ online experiences,” said Kathleen Moore, author of the report. “People use these sites for every imaginable reason – to laugh and learn, to watch the best and worst of popular culture and to check out news. And video-sharing sites are very social spaces as people vote on, comment on, and share these videos with others.”

About the Survey

These findings come from national survey findings from a poll conducted on landline and cell phones, in English and Spanish, between April 26 and May 22, 2011 among 2,277 adults (age 18 and older). The margin of error among the internet users is +/- 3.7 percentage points.

Source: http://pewinternet.org/Reports/2011/Video-sharing-sites.aspx?utm_source=Mailing+List&utm_campaign=4a1b272c79-Video_Sharing_Alert7_26_2011&utm_medium=email

Monday, July 25, 2011

Economic Pessimism Increases

Posted on July 25, 2011 by pmg2011

Looking at the economy in general, US adults are turning more pessimistic, according to results of a July 2011 Harris Poll. This month, 37% of poll respondents expect the economy to get worse in the coming year, up 12% from 33% last month.

In addition, compared to February 2011, when only 25% of respondents expected the economy to get worse, pessimism has grown 48%.

Optimism Dims

As would be expected based on growing numbers of consumers expecting the economy to worsen, fewer expect it to improve. Only 23% of consumers currently expect the economy to get better in the coming year, down 11.5% from 26% in June and down 32% from 34% in February. The percentage expecting things to stay the same has remained virtually flat since February.

Belief in Economic Growth Collapses

Drastically fewer consumers now believe the economy is growing compared to March 2011, when 21% gave this response. That figure dropped 48% to 11% in July. Concurrently, 47% of consumers now say it will take a year or longer for economic growth to commence, up 20.5% from 39% in March.

2 in 3 See Bad Job Market

In another clear sign of economic pessimism, about two in three (64%) adults say the job market in their region is currently bad, while only 12% say it is currently good and 24% say it is neither good nor bad.

A leading 16% of Easterners say their regional job market is good, compared to the lagging West (9%). However, the region with the lowest percentage of respondents saying their job market is bad is the South (60%), while a leading 69% of Westerners give their regional job market this assessment.

Job Market Expectations Worsen

In general, Americans’ expectations for their regional job markets have worsened since January 2011, when 31% said they expected their regional market to get better in the next six months. That figure has dropped 29% to 22%. Conversely, 25% now say their regional job market will get worse in the next six months, up 39% from 18% in January.

Gallup: US Worries about Economy, Jobs

Americans name the economy and unemployment/jobs as the most important problems facing the nation, as they have all year, according to July 2011 Gallup data. The deficit comes in third as the top problem, followed by dissatisfaction with government in general, healthcare, and concerns about wars.

While the percentages of Americans naming the economy (31%) and jobs (27%) as the top problem are similar, there is a steep dropoff in the percentage naming the deficit (16%), which is roughly half the percentage naming the economy and only about 60% as many as are naming the deficit.

About the Data: This Harris Poll was conducted online within the US between July 11 to 18, 2011 among 2,183 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.

Source: MarketingCharts.com

More than Half of Marketers Measure SocNet Traffic Volume

July 25, 2011

More than half (54%) of North American marketers measure the traffic volume generated by social media, according to the Q2 2011 Quarterly Digital Intelligence Briefing from Adobe and Econsultancy. A similar 53% also measure engagement with their Facebook brand page and Twitter accounts.

9 in 10 Say Value of Traffic Volume Important

While a low 31% of marketers currently measure the value of social media traffic volume, a high 91% say this metric is important. Interestingly, while brand sentiment was ranked second in perceived importance (81%), it only tied for fourth in terms of current practice with frequency of social media brand mentions (49%). Slightly fewer marketers think social media traffic volume is important (53%) than currently measure it.

Marketers See SocNet Trends as Valuable in 2015

Large percentages of marketers think a number of social media trends and tactics will be important in terms of their organizational impact by 2015. For example, a combined 94% say social media marketing will be “highly” or “quite” significant. Other social media trends/tactics with a high percentage predicting near-term importance include social media for user-generated ideas/content (86%), social media for customer service (84%) and use of Facebook as a direct commerce channel (64%).
It is also worth noting that 94% said the proliferation of devices such as tablets and smartphones will be highly or quite significant by 2015.

6 in 10 Measure Mobile Traffic Volume

About six in 10 marketers (58%) currently measure the volume of mobile traffic, while 70% say this is important. About four in 10 (43%) measure the type of mobile platforms visitors use, with six in 10 (60%) saying this is important. Although only 28% currently measure the value of mobile traffic and 27% currently measure the differences in behavior between mobile and other visitors, much larger percentages (79% and 67%, respectively) say these are important metrics.

Only 1 in 4 Say TV Crucial Tool for Masses

Only one in four (25%) marketers agree that you still must use TV to reach the masses, while 53% disagree and 21% are neutral. Meanwhile, 93% of marketers agree brands must participate in an ongoing conversation with customers and 84% agree B2C brands should participate in social media. A somewhat lower percentage (74%) say B2B brands must participate in social media. About half (49%) agree brands are defined by customers conversing online, with a large 34% neutral response.

Other Findings

55% of marketers agree measuring the impact of social media marketing is very difficult.
64% of marketers agree content marketing is more important than advertising.
62% of marketers agree customer service is a primary sales channel.
17% of marketers say social media is currently highly significant to customer service in terms of impact on their organization, but 46% say it will be highly significant by 2015.
Only 1% of marketers rate their organization excellent for using social media to improve customer service, while 60% rate it weak.

Compete: 2 in 3 Users Say Twitter Influences Purchases

In one example of how social media can influence consumer behavior, a combined two in three (66.1%) Twitter users say retailer feeds on the social network have influenced their decision to purchase products or buy from certain retailers, according to data collected by Compete in April and May 2011. Data from the spring 2011 Online Shopper Intelligence study indicates 28.6% of Twitter users consider retailer feeds influential, 25% consider them very influential and 12.5% consider them extremely influential.

About the Data: This Quarterly Digital Intelligence Briefing is based on an online survey of more than 900 client-side and agency respondents. Adobe and Econsultancy promoted the survey to their respective user bases. The sample included 247 respondents based in North America, out of which 108 were client-side (in-company) and 139 were supply-side (mainly agencies).