RESEARCH: Super Bowl Stats, VR Adoption Slow, Social and Digital ‘Experiencing Maturation’

Check out our new round up for brand marketers, where you'll find the week's most relevant insight and research.  If you're trying to keep up, consider this your one-stop shop.

A report released Wednesday by Forrester Research said 42% of U.S. online adults have never heard about VR headsets and that an additional 46% said they don't see a use for VR in their lives.

A marketing services outfit Yes Lifecycle Marketing report says only 8% of marketers are currently using VR in their advertising. Thirty-five percent of those surveyed said they either have no intentions or have reservations about using the tech, while 57% said it does not apply to them.

A report by L2 research claims that while more and more advertising dollars are being dedicated to social and digital, the segment is experiencing maturation.

Demandwave’s 2017 State of B2B Digital Marketing revealed that in terms of priorities, most firms are shifting from quantity of leads to quality of leads. Whitepapers drive the most leads and revenue and email is the most effective channel for driving leads.

digitalAccording to a new report by Nielsen Social, the heavy social media user group isn’t Millennials: Generation X (ages 35-49) spends the most time on social media: almost 7 hours per week versus Millennials, who come in second, spend just over 6 hours per week. Females spend 25% of their time online on social media vs.19% of males.

A report by brand strategy consultancy Spencer Brenneman claims that over the next five years, 81.3% of business-to-business (B2B) companies expect to invest more in their brand strategies. 86.7% cited an increase in spending over the past five years.

According to Brand Keys, Inc. 22nd annual 2017 Customer Loyalty Engagement Index® (CLEI), soaring customer expectations are a constant challenge in the retail category, where expectations have increased 24% over 2016.

A recent study conducted by Persistence Market Research projects that the global data management platform market, which is presently worth over US$ 1.2 billion, will grow at 14.5% CAGR to generate an estimated US$ 3.7 billion revenues by the end of 2024.

Merkle's fourth edition of its Digital Bowl Report looked at

The 2009 US Air Force Thunderbirds fly over Superbowl XLIII in Tampa, Fla., Feb. 2. (RELEASED)

Superbowl XLIII in Tampa, Fla., Feb. 2. (RELEASED)

how well Super Bowl television advertisers did on digital marketing channels such as search, social and video. Buick, Google, KFC, Mercedes-Benz, and National Geographic tied for No. 10 in Merkle's list for paid search rankings. Kia came in at No. 12 for SEO, followed by WeatherTech at No. 11, H&R Block and Tide tied for No. 10. Bai scored well in paid search -- tying at No. 4 along with Bud Light, T-Mobile Lexus, Mr. Clean, and Wendy's.

EyeforTravel's Understanding the Travel Consumer's Path to Purchase white paper tracked consumers who made a purchase on an airline, hotel or Online Travel Agency (OTA) brand in Brazil, Germany, India, the UK and US, finding that social media sites were visited in at least 15% of the cases, rising to just under a quarter of those booking on OTAs in the UK and US. 6% to 12% of consumers visited YouTube in their pre-purchase path, pushing the usage of social media up further.

A report by Deutsche Post unit DHL Express claims that the gross merchandise value (GMV) of cross-border ecommerce is expected to continue growing at a healthy 25% per year through 2020, about twice the rate of the domestic market, and hit $300 million in 2015.


Gretchen Gardner @gardnergretchen

Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.
Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.

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