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

Nearly one-third (32%) of the marketing professionals surveyed by Bloglovin’ and Marketing Dive said that influencer campaigns are essential to their strategies and 41% said they have seen more success in influencer campaigns than in more traditional advertising efforts.

A survey by Bynder found that the top priority for brand marketers in 2017 is new customer acquisition. 34% of those surveyed revealed that this new customer acquisition would take precedent, with 21% of them saying brand awareness closely followed. 65% said they would not invest in any technology at all. 

A study for Channel 4 by Cog Research and Dr. Amanda Ellison at Durham University found that the true cost of TV VOD is around 20% cheaper than YouTube and a third of the cost of Facebook. In 73% of minutes spent watching YouTube ads, videos were hidden from view.

According to a study by Cotton Incorporated, nearly seven in 10 consumers say they don’t feel an emotional connection to any apparel brand. 47 percent admit they’re less loyal to apparel brands than they were just a few years ago.

According to a study by  the Reputation Institute, Rolex is the company with the best reputation among consumers worldwide, followed by The Walt Disney Company was third, followed by Canon, Google, Bosch, Sony, Intel, Rolls-Royce, and Adidas. 

SaaS platform Podium released a study revealing that 93 percent of respondents said that online reviews have an impact on their purchase decisions; almost 60 percent of consumers look at local reviews on a weekly basis; and more than two-thirds of consumers (68 percent) are willing to pay up to 15 percent more for the same product or service if they’re assured they’ll have a better experience.

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

– A new Google study on Millennials done in partnership with Flamingo and Ipsos Connect revealed interesting insight for marketers: 40 per cent of Millennials are parents; on YouTube, more millennial dads watch parenting-related videos than mothers; and Millennial parents rely on guidance from multiple sources, and are fine accepting advice from companies through branded content.

– Burger King was named Marketer of the Year at the Cannes Lions International Festival of Creativity.

– The 2017 North American Camping Report, supported by Kampgrounds of America, Inc. (KOA), found that 45% of Hispanic campers overall and 46% of Hispanic millennials indicating they would increase their camping trips in 2017; and that Millennials comprise 31% of the adult population, yet account for 38% of campers.

– Starbucks released a letter refuting claims that brand perception dropped after the company vowed to hire 10,000 refugees in response to President Trump’s travel ban order.

– Branding firm Vivaldi and the consultancy CMB released a report called “The Power of Social Currency” with insight on quick service restaurants. Subway came out as the top brand, followed by Olive Garden, Wendy’s, Chili’s and Cinnabon. 

– In a study with Google’s Art, Copy & Code project, Lyft compared the effectiveness direct response ads to a brand ad using Shaq disguised as a driver. The Shaq ad had 2x the branding lift that the direct response ads did, an 8% higher click rate and a similar conversion rate.

– A new report by  The Partnership suggests that the global cost of advertising fraud may have been undervalued: previous estimates were $7.2bn globally each year, but the real cost of ad fraud may have been as high as $12.48bn in 2016.

– Hitwise has revealed that Michael Kors, Ralph Lauren and Coach are the most searched-for luxury brands, receiving 63.5% of the share of online visits to the luxury apparel industry as a whole. Versace, Tom Ford and Yves Saint Laurent are very popular with Millennials.

– Visual IQ announced the results of a Facebook pilot program for telecommunications company O2 and its agency partner Havas: VO2 and Havas’s conversion rates increased from 16% to as high as 123% when Facebook Custom Audience ad placements were used in combination with other digital channels.

– DMA’s Marketer email tracker 2017 revealed that marketers find it increasingly difficult to make their messages interesting or relevant.

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

Satisfaction is the emotion consumers most associate with positive brand experiences, according to recent research from InMoment.

Media agency UM’s Wave 9 social media tracker found that 85% of consumers globally use instant messaging to stay in touch with family and friends (compared with 69% in last year’s survey), and that instant responses are expected.

BBC StoryWorksstudy ‘Science of Engagement’ says no emotion is a bad emotion when it comes to creating content-led marketing campaigns. When you trigger serious emotions – puzzlement, fear and sadness – a deeper subconscious relationship with the brand occurs.

A study by Walker Sands has found that just 50% of US mobile users redeemed a coupon last year, despite the fact that 53% believe it would improve their in-store experience.

AT&T has overtaken Verizon as the world’s most valuable telecoms brand, and Nokia‘s brand value has reached $4.9bn on the back of newfound momentum following the revival of the 3310.

A satisfied customer is more than twice as likely to subscribe to a brand’s email marketing when compared to unhappy customer, according to the MarketingSherpa Customer Satisfaction Research Study.

Gartner released its periodic update to the Gartner Magic Quadrant for Application Security Testing, which analyzes vendors’ Static, Dynamic and Interactive Application Security Testing capabilities. IBM maintained its position in the “Leaders” Quadrant for Application Security Testing in a report that spanned 18 total vendors.

Research from Adgooroo revealed that Amazon came in at the top of the list of US paid search advertisers last year, generating 471.4m clicks in 2016, with Weather.com coming in second with 245.6m clicks. Macys was third with 167.6m clicks, followed by The Home Depot with 146.1 clicks.

PointSource’s latest study reveals that 48% of organizational leaders report that they aren’t sure they’re accurately addressing their audiences’ needs across platforms, while 84% say their organisation has outdated legacy systems that impact the ability to improve their digital experiences.

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

Video advertising marketplace Teads announced findings from a new study performed with neuroscience-based research group Neuro-InsightPremium editorial content was found to be 16% more personally relevant, or engaging, than social news feeds.

>Research from comScore showed that 49% of US smartphone owners downloaded zero apps in the last month caused concern in the app marketing ecosystem.

Digiday‘s recent Beat report found that 32 percent of agencies report a significant 2016 investment in in-house production, signaling that they are turning in-house for marketing needs.

Maru/Matchbox found that Millennials are much more likely to value features such as “GMO free” and “locally sourced” compared with their older counterparts. And more than three-fifths said they are willing to pay more for organic, natural, sustainably and locally sourced food.

L2’s Digital IQ Index Financial Services report claims that time spent on mobile has increased 62% in the last three years, but that most Financial Services brands have taken a reactive approach to integrating mobile payment methods.

According to a study by Rhythm One, brands that implemented an Influencer Marketing program in 2016 received $11.69 in Earned Media Value (“EMV”) for every $1.00 of spend on average, which is a 4.4% increase over the full year 2015 EMV average of $11.20.

International testing, inspection and certification organization TÜV Rheinland‘s market forecast claims that more than 75% of the brand representatives interviewed at the Spielwarenmesse International Toy Fair in Nuremberg were optimistic about the future growth of the market for toys and other children’s products.

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

SaaS firm Snaplytics released its quarterly metrics report for Q4 2016: 54.8% of followers will open brand stories and 87.5% will complete the full story after opening. Thirteen stories are posted monthly on average per brand with 11 snaps per story, of which 61% are videos.

Satisfaction is the emotion consumers most associate with positive brand experiences, according to recent research from InMoment.

 Nielsen released report A Fresh Look at Multicultural Consumers to help retailers understand the influence multicultural consumers wield across the meat, produce, seafood, deli, and bakery categories. Results: Multicultural households spend a higher share on Fresh as a percentage of their total food spend compared to non-Hispanic White households.

According to a new Accenture study, new “languages of loyalty” are driving customer relationships in the digital age, especially among millennials. The firm argued that marketers should provide digital-driven incentives through tokens of affection, personalization, exciting experiences, the use of influencers and brand partnerships.

Market-research agency MBLM released its 2017 Brand Intimacy Report. The report reveals that the top brands must build deep relationships with consumers through strong and personal engagement. Apple, The Walt Disney Company, Amazon, Harley-Davidson, Inc. and Netflix came in at the top.

Technavio has announced the top six leading vendors in their recent global personal luxury goods market report. This market research report also lists 14 other prominent vendors that are expected to impact the market during the forecast period. Estée Lauder, L’Oréal, LVMH, Richemont and Swatch Group came in at the top of the list.

According to a new report published by Allied Market Research, titled, “Confectionery Market by Type: Global Opportunity Analysis and Industry Forecast, 20142022 the global confectionery market was valued at $184,056 million in 2015, and is projected to reach $232,085 million by 2022. The chocolate confectionery segment dominated the market in 2015 with more than one-third revenue share.

Market research firm TrendForce reports annual tablet shipments worldwide dropped by 6.6% to 157.4 million units in 2016. However, total shipments from branded tablet vendors surpassed expectations because of the robust year-end holiday sales.

According to research firm Gartner, global smartphone sales to end-users hit 432 million units in the fourth quarter of 2016 — a seven per cent increase over the like period in 2015, and  smartphone sales to end-users totalled nearly 1.5 billion units in 2016, an increase of five per cent from 2015.

NPD Group reported that sales of prestige products climbed 6% last year for a total of $17 billion spent in the third year of consecutive growth. Color cosmetics sales climbed 12% and represented 82% of all growth, sales of skincare products gained by 2%, and luxury fragrances grew by 1%.

Danish toy manufacturer Lego was named the Most Powerful Brand in the World by consulting firm Brand Finance. Ferrari came in second.

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.

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HISPANIC CONTENT MARKETING: MARKET VOLUME PROJECTIONS AND KEY GROWTH DRIVERS
Portada expects the Hispanic content marketing sector to grow from US $1.75 billion in 2013 to US $3.51 billion in 2018 at a compounded annual rate of 14.9%. An in-depth report (40 plus pages) about this rapidly growing sector. The growth model’s underlying assumptions and the drivers for Hispanic content marketing expenditures are explained. Finally 15 Hispanic content marketing initiatives at major U.S. corporations are discussed in-depth. Individual price of report US$ 499.

HISPANIC SPORTS MARKETING SECTOR: MARKET VOLUME AND PROJECTIONS:
One of the main findings from a survey conducted with over 350 Sports Marketing Executives from the agency, client and media side is that Hispanic Sports Marketing Budgets are expected to grow by 8.2% annually until 2018.Individual Price of report US$ 149.

HISPANIC SOCCER MARKETING SURVEY
This report publishes and analyzes the results of a survey of 200 sports marketing practitioners who answered questions on different aspects of Hispanic soccer marketing. Individual Price of report: US$ 149.

ONLINE VIDEO ADVERTISING IN THE U.S. HISPANIC MARKET
Portada expects the U.S. Hispanic Online Video Advertising Market to grow at a compounded annual rate of 45.2% from US $70 million in 2015 to US$450 million by 2020. The report describes these forecasts underlying growth model for different types of online video advertising as well as the degree through which different media properties (publishers, MCN’s, Social Media etc) will benefit from the high online video growth rate. Price of individual report: US$ 149

2015-2016 PANREGIONAL ADVERTISING AND MEDIA REPORT
Portada’s unique in its kind Panregional Advertising and Media report covers panregional media buying as defined by purchases of media in two or more Latin American countries done from outside of those countries, often from the South Florida area. Portada expects the Panregional Advertising and Media sector to grow at an annual compounded rate of 4.2% until 2018 to an aggregate volume of U$ $611 million. For the first time, and due to its increasing significance, the report includes Content Marketing as a separate category. Individual price of report: US$ 899.

New Research Reports to be published in Q1 2017:
-Content Marketing Initiatives in the  U.S.: An update on more than 30 Content Marketing Initiatives in the U.S. Description of each project, contact info of decision makers at brand , agency and influencer level.
– Promoting Soccer Content: An Evaluation of Different Social Media Tools for Brands
– Social Advertising in Latin America Growth Projections and Key Drivers
-Online Video Advertising in Latin America: Growth Projections and Key Drivers
at least 7 more reports to be released during 2017.

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What: Mobile Ads & Social Media can trigger purchase interest and aid product discovery, according to IAB’S latest “Mobile Commerce: A Global Perspective,” a mobile users survey carried out in 19 Countries.
Why it matters: Three-quarters (75%) of smartphone and tablet users said they have purchased a product or service on their smartphone or tablet in the past six months. Brazil, Canada, Colombia, the U.K., and the U.S. reported the highest levels of clicking to purchase.

captura-de-pantalla-2016-09-29-a-las-11-19-57-a-m
Mobile shopping and purchasing have become the norm across the globe, according to“Mobile Commerce: A Global Perspective,” an in-depth survey of mobile users from 19 countries around the world, released by the Interactive Advertising Bureau (IAB) at the IAB MIXX Conference.

Three-quarters (75%) of smartphone and tablet users said they have purchased a product or service on their smartphone or tablet in the past six months. Among these recent mobile purchasers, nearly a quarter (23%) buy on mobile devices on a weekly basis.

Overall, 57 percent of the mobile purchasers surveyed say that they have been buying on mobile for over a year. More than a quarter (28%) made their first mobile purchase in the last six months.

Austria, Peru, and Colombia are key new adopter markets, with significantly more consumers making their first purchase on mobile within the past year, followed by Mexico, France, Turkey, and Chile.

The mobile shopping experience, enhanced by the combination of convenience, time saving, and price, won high marks from the majority (80%) of those polled. Sixty-two percent plan to purchase more products and services via their smartphone or tablet in the next six months. Mobile purchasers in the U.K., Brazil, France, Ireland, and Peru expressed the greatest propensity for increasing their mobile shopping activities.

Seventy-six percent of mobile purchasers said that they had engaged with a mobile ad in the last six months. On average, 33 percent clicked on the ad to find out more information, while 28 percent clicked to visit the advertisers’ websites, and 21 percent clicked to purchase. Brazil, Canada, Colombia, the U.K., and the U.S. reported the highest levels of clicking to purchase.

 

 

Mobile purchase

The leading destinations of mobile purchases include retailer sites/apps, auction sites/apps, and brand sites/apps.

Consumers purchase a wide range of products and services on mobile.

  • From mobile apps (43%)
  • fashion items (41%)
  • tickets (36%)
  • household items (25%)

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It should be noted that in South America, public service payments is also key product areas for the region. Cross-channel research and purchase is becoming the new norm. Mobile devices serve not only as a platform for direct purchase, but also aid consumers in their purchase journey, driving multiplatform purchase behavior. Both ‘showrooming’ and ‘multiscreening’ are taking place – 44% of mobile purchasers have purchased a product on their mobile device after checking it out in store, 38% have done the same after researching via laptop/PC. On the flip side, research conducted on mobile devices leads to purchase via other channels – both digital and non digital.

80% of mobile purchasers are satisfied with their purchase experience to date. Consumers indicate a positive momentum of their future purchases on mobile. 62% plan to purchase more products and services via their smartphone/tablet in the next six months. This appetite for future purchase is seen across all markets – although it should be noted some may require greater attention than others in order to capitalise upon this momentum.

  • Convenience (49%) and time saving (46%) are the key drivers of mobile purchases.
  • Price (34%) also plays an important role.
  • 44% of mobile purchasers cite ‘trust’ as a barrier for purchasing more via their smartphone/tablet
  • while 31% feel they have no need.

captura-de-pantalla-2016-09-29-a-las-11-21-41-a-m

In terms of trust, security and privacy are the key concerns. In order to win back the hearts of those who are dissatisfied with their experience, proving value, reducing cost of transaction and improving purchase experience is a must.

captura-de-pantalla-2016-09-29-a-las-11-20-53-a-m

Mobile & Social media

Social media plays an important role. Sixty percent of mobile purchasers from around the world saying they often discover products and services to buy on social platforms. More than one-third (36%) of mobile purchasers leverage social media to share their mobile purchase experience.

76% of mobile purchasers have engaged with a mobile ad in the past six months:

  • On average, 33% clicked on the ad to find out more information
  • 28% clicked to visit the advertisers websites
  • 21% clicked to purchase!

Social media plays a key role in product and service discovery. 60% of mobile purchasers often find new products and services to buy via this channel.

captura-de-pantalla-2016-09-29-a-las-11-24-28-a-m

The influence of social media in product discovery is most pronounced in South America. And it also offers consumers a channel to share their mobile purchases and experiences. 36% indicate they like to share mobile purchases and experiences online. Given the strong levels of satisfaction consumers display with their mobile purchase experience, there are opportunities for digital merchants and retailors to encourage and motivate consumers to share their positive sentiment via social media.

 

“Pressing the ‘buy’ button on mobile devices is now a regular occurrence the world over,” said Anna Bager, Senior Vice President, Mobile and Video, IAB. “Marketers and media agencies need to fully embrace smartphones and tablets as a critical pathway for all shopping activities and increase investment if they want to build meaningful relationships with mobile consumers, driving them from discovery to purchase.”

The report shows that credit/debit cards on mobile web and online payment services are the most popular payment methods (40% and 37%, respectively).

Mobile wallet users

Mobile wallet users are the most heavily engaged in mobile commerce, purchasing more frequently on mobile (36% weekly vs. 23%) than average mobile shoppers. In addition, they are more likely to engage with mobile ads (82% interacted vs. 76%). Driven by the ease of purchase, 18 percent have used a mobile wallet for mobile purchases in the past six months. At 47 percent, mobile wallet usage for purchases on smartphones and tablets is strongest in China, followed by Norway (42%), the U.K. (24%), and Japan (20%). Online and off, mobile wallet users have leveraged the technology to pay for a range of items, including:

  • Mobile app downloads or updates (43%)
  • Digital content, such as films and music (42%)
  • Physical products ordered from a website or app (41%)
  • Food or drink in a shop, cafe, or bar (40%)

 

Our monthly unique user rankings of the top properties visited by U.S. Hispanics and the  overall U.S. population provide interesting insights (besides the almost obvious fact that Google continues to lead, ha!) . 6 Things you need to know about how top destinations fared in October 2015.

1. Despite all the Talk, Yahoo is a Major Force

Yahoo’s board is currently assessing its future (options include to sell its core Internet business ), due to the company’s slow progress in increasing its profitability. Yet, as the below rankings show Yahoo is still a force to be reckoned with (ranked second overall and fourth in the U.S. Hispanic market), with more than 148 million uniques in the overall U.S. market (above Facebook, although time per visit and frequency are much higher on Facebook).

2. Mode Media’s High Ranking Reflects Popularity of Lifestyle and Fashion Vertical

Perhaps relatively surprising is the fact that fashion and lifestyle online media company Mode Media is among the top 10 properties both in the U.S. Hispanic and general market. The other 9 properties are mostly usual suspects (e.g Facebook, AOL, Wikipedia, Yahoo, Microsoft etc…). Mode Media, which used to be known as Glam Media, is a privately held digital lifestyle media company with more than 10,000 lifestyle creators. Mode’s success also highlights the popularity of the fashion and lifestyle verticals.

3. NBC/Telemundo Doesn’t Make the Top 10 Sites For U.S. Hispanics

While Comcast/NBC Universal sites (which include Telemundo) is the 10th largest destination in the overall market, they don’t make the top- ten list among the most visited properties by U.S. Hispanics.

4. Univision is not Among Top 10 Properties visited by U.S. Hispanics (Either)

Another interesting insight is that while Univision (and Telemundo, see above) are the leading media when it comes to Hispanic broadcast viewers, both companies are not among the 10 most popular for Hispanic online audiences.

5. Apple, Strong with U.S. Hispanics

Apple’s digital destinations are ranked number eight among the U.S. Hispanic users and can not be found among the top-ten of the overall market. This may be related to the fact that Hispanics over-index in music consumption services such as Apple’s iTunes.

6. Similarly to Yahoo, Microsoft Should Not Be Forgotten Either as a Major Online Destination

Microsoft recently outsourced most of its Advertising Sales business to AOL/Verizon. This is a part of their new CEO’s strategy to concentrate on the content (and not the ad-sales business.) Ranked number fourth with 144 million uniques in the overall U.S. market and second (!) among U.S. Hispanic users.

U.S. Ranking

Source: comScore, United States, and Work, PC/Laptop Only                               Total Unique Visitors (000) October 2015, Home Total Unique Visitors (000)
Total Internet: Persons: 6+ 232.179
1 Google Sites 203.570
2 Yahoo Sites 148.215
3 Facebook 145.344
4 Microsoft Sites 144.151
5 Amazon Sites 106.766
6 AOL, Inc. 100.461
7 Mode Media 71.813
8 CBS Interactive 64.362
9 Wikimedia Foundation Sites 58.731
10 Comcast NBCUniversal 55.140

 

U.S. Hispanic Ranking

Source: comScore, United States, and Work, PC/Laptop OnlyTotal Unique Visitors (000) October 2015, Home Total Unique Visitors (000)
  Hispanic All:  Persons: 6+ 30.245
1     Google Sites 26.604
2     Microsoft Sites 18.479
3 Facebook 18.413
4     Yahoo Sites 17.769
5 Amazon Sites 11.632
6     AOL, Inc. 10.922
7 Mode Media 8.050
8 Apple Inc. 6.948
9 Wikimedia Foundation Sites 6.431
10 CBS Interactive 6.251

Millennials, not surprisingly, play a dominant role on many of the top social media sites accounting for almost 70% of Instagram users and 61% on Twitter, according to the latest research from GfK MRILinkedIn has the highest median household income (approximately US$112,500) and the highest education levels among the top social media, photo, or video-sharing sites.

8539048913_3328e8545c_mMillennials play a dominant role on many of the top social media sites. This coveted consumer generation represents 70% of Instagram users and 61% on Twitter, according to the latest research from GfK MRI.

According to GfK MRI, LinkedIn has the highest median household income (approximately US$112,500) and the highest education levels among the top social media, photo, or video-sharing sites. Two-thirds (65%) of LinkedIn users fall into the “graduated college plus” category, compared to 29% of all adults. Pinterest users rank second in education level, with 41% registering as “graduated college plus.”

Users’ Age

The median age of Facebook users is 40 — up from 29 in 2009. The median ages of other social site users are 44 for LinkedIn, 42 for Google+, 38 for Pinterest, 38 for YouTube, 32 for Twitter, and 30 for Instagram.

Just adding social media sites to a plan without other sophisticated targeting no longer automatically increases your younger or savvy target groups.

Men VS Women

Across the seven major social and photo/video sharing sites, men outnumber women among users in just three:

  • LinkedIn (55% of users versus 45%)
  • Twitter (54% to 46%)
  • YouTube (51% to 49%)

Women are the majority of users of:

  • Facebook (57% versus 43%)
  • Google+ (53% to 47%)
  • Instagram (60% to 40%)
  • Pinterest (81% to 19%).

“These results clearly show that many of the social media applications are becoming mainstream, which bodes well for the long term viability of those companies,” said Florian Kahlert, Managing Director of GfK MRI. “At the same time, this growing acceptance raises the bar for media planners (and inventory sellers), because just adding social media sites to a plan without other sophisticated targeting no longer automatically increases your younger or savvy target groups.”

Political advertising is estimated to hit a record of  US$11.4 billion in 2016, 20% more than the last comparable Presidential Election year of 2012, according to a recent report from Borrell Associates. Interestingly, digital ad spendings ratio in terms of overall political ad spend still lies below 10%.

As the money-laden Presidential Election cycle begins its slow climb toward its peak − with all media on board for the ride − the upcoming twists, turns and inverted loops of 2016 are sure to thrill. Political advertising is estimated to hit a record of  US $11.4 billion in 2016, 20% more than the last comparable Presidential Election year of 2012, according to a recent report from Borrell Associates .

But, that’s just part of the story. In reality, the political marketing campaign has already begun. Adding what will be spent on next year’s contests in 2015, political advertising still holds a whopping US$16.5 billion.

Broadcast TV will have a share of 51.9%, followed by Cable with 8.9% and Newspapers with 8.2%. Radio has a predicted share of 7.2% and Digital/Online 6.6%.

Digital Media will break the US$1 billion level for the first time in 2016. At 9.5% of total spending, political still hasn’t caught up with other categories that earmark 30%-50% for digitals.

The presidential race has allowed 2016 election spend to bleed into 2015 at the National level, but nearly half of all 2016 political dollars will be spent on local (state and below) campaigns – in different media.

Borrell expects that Broadcast TV will have a share of 51.9%, followed by Cable with 8.9% and Newspapers with 8.2%. Radio has a predicted share of 7.2% and Digital/Online 6.6%.

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“While national elections will draw all the attention, almost half of that money will be spent at the local level, delivering messages about candidates and issues concerning governors, state legislative districts, ballot issues, and regional and city governments, ” says the report.

Summing up, Borrell writes, “It’s going to be an incredible year. There are a total of 30,000 contests next November, going down to the local level.”

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What: Digital ad spending increased by 16% in the U.S., up US$3 billion, with about US$1 billion in “organic” growth from October 2014 through June 2015 (compared to the October 2013-June 2014 period). According to the report by Standard Media Index,  US$1.1 billion of national TV ad dollars, in addition to US$400 million in local TV and syndication spending; US $350 million of print ad dollars and US$150 million of radio spending, flowed to the digital bucket  from October 2014 to June 2015.
Why it matters: The report, which is based on actual advertising expenditure data,  highlights how much digital advertising, particularly online video and social advertising, is growing at the expense of, traditional media. However, it has to be cautioned that the Winter Olympics and the 2014 Soccer World Cup took place in the comparison period. Both events are very TV centric for advertisers, therefore making TV’s loss to digital larger than it would have been had these major events not taken place.

Between October 2014 and June 2015, Digital ad spending increased by 16% in the U.S., while it continues to gain market share from traditional media, according to new data from Standard Media Index (SMI) . The report is based on actual advertising expenditure figures SMI gets from media buying agencies and includes Hispanic Media.

Digital ad spending, from October through June, was up US$3 billion, with about US$1 billion in “organic” growth, comparing to that same period a year ago. That organic growth means it wasn’t at the expense of any other media segment’s budget.
According to SMI, which tracks 80% of national U.S. agency spending, the rest of digital’s growth is being powered ad dollars’ flow away from traditional media, mainly TV.

US$1.1 billion of national TV ad dollars, in addition to US$400 million in local TV and syndication spending; US $350 million of print ad dollars and US$150 million of radio spending, flowed to the digital bucket from October 2014 to June 2015.

1

Digital Media’s Rapid growth

According to the report, around US$1.1 billion of national TV ad dollars,  US$400 million in local TV and syndication spending, us$350 million of print ad dollars and US$150 million of radio spending, flowed to the digital bucket from October 2014 to June 2015, compared with the year-earlier period.

In spite of this, television still accounts for the majority of marketers’ ad spending. According to SMI, from October through June, advertisers spent:

  • US$25.5 billion on national TV
  • us$6.4 billion on local and syndicated TV

While on digital they spent US$22 billion over those nine months.  Digital platforms offer more sophisticated and cost-efficient ways to target audiences. Still, were there better metrics to measure marketers return on investment, advertisers would invest even more  even more in digital ads, some observers claim.

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digital.latino1-285x188According to ComScore, as revealed by its traffic statistics for the month of May, among the most 20 visited sites by users from different countries in Latin America, there’s a clear leadership of Google. When analyzing the same month YoY, Google sites rank first in all cases as the most preferred by users. Even in 2015, there’s an increase in traffic, except in countries like Brazil and Mexico, where traffic has decreased (albeit slightly.) In most countries included in this article (Mexico, Brazil, Chile, Colombia, Peru, Uruguay, Venezuela, and Argentina) the giants Google, Facebook, Microsoft and Yahoo are in the top four positions. In some cases, local players are among  the top 5 ranked properties. (See the comments at the bottom of each chart.)

Overall Rating

Facebook ranked second immediately after Google in almost all the countries analyzed in this article (except from Chile).

For most observers, it will be no news that Google and Facebook are by far the main destinations for Latin American Internet users. However, in the comments below we are providing market share data for Google and the top 4 destinations in each of the countries. There are substantial differences between the 8 countries we analyzed.

Access to content that provides news, information and educational material is important for users of Latin American countries: Wikimedia, Terra and print and TV traditional media online sites are indicators of these habits. In addition, among users living in Latin American countries we can observe a strong interest in producing and sharing content. WordPress, Twitter and Taringa are examples of this.

México

Total Unique Visitors (000)
Source: comScore Media Metrix, MEXICO, Home and Work, Top 20 properties May-14 May-15 %
Cambio 
   Google Sites 27,096 26,483 -2
   Facebook 22,012 20,497 -7
   Microsoft Sites 21,492 20,445 -5
   Yahoo Sites 22,359 19,543 -13
   Wikimedia Foundation Sites 8,991 9,019 0
   Gobierno De La República De México 5,496 7,055 28
   Linkedin 6,858 6,440 -6
   Ask Network 8,683 6,153 -29
   Grupo Televisa 5,876 5,426 -8
   Terra – Telefonica 6,426 4,897 -24
   TARINGA.NET 6,941 4,848 -30
   Batanga Sites 2,823 4,588 63
   Softonic.com Sites 5,701 4,578 -20
   Linio Sites 6,47 4,571 606
   MercadoLibre 4,792 4,540 -5
   Grupo Expansion (w/ history) 3,269 4,527 38
   Schibsted Media Group 3,958 4,124 4
   Grupo Carso 3,921 4,081 4
   InventMX/Grupo Imagen 3,492 3,853 10
   El Universal De Mexico 4,394 3,716 -15

COMMENT: Google leads with over 15.6% of unique users of the total number of unique user in the top 20 properties in Mexico during May 2015. The first four properties, that is Google,Facebook, Microsoft and Yahoo, had a 51.3% share of market during May 2015. Among the most relevant local players are Gobierno de la República de México – with high growth level-; Grupo Televisa; Batanga Sites (regional and with a high growth); Mercado Libre (regional); Grupo Expansion and Schibsted Media Group that had just bought Anumex.com, a classifieds site, to complement its other site  Segundamano.com.mx. The e-tailer Linio, regional player, stands out for its increase in audience.

Brazil

Total Unique Visitors (000)
Source: comScore Media Metrix, BRAZIL, Home and Work, Top 20 properties May-14 May-15 %
Cambio
   Google Sites 77,770 75,109 -3
   Facebook 66,386 63,333 -5
   Microsoft Sites 56,213 53,440 -5
   UOL 54,975 51,690 -6
   R7 Portal 50,555 46,921 -7
   Globo 47,918 43,605 -9
   Yahoo Sites 48,886 38,545 -21
   Terra – Telefonica 40,793 36,275 -11
   Grupo NZN 30,436 34,166 12
   IG Portal 32,893 27,635 -16
   MercadoLibre 25,104 27,193 8
   Wikimedia Foundation Sites 29,224 23,785 -19
   Grupo Abril 25,932 20,881 -19
   B2W Digital 21,508 20,206 -6
   OLX Inc. 12,807 18,585 45
   GOL Linhas Aereas Inteligentes 6,604 17,438 164
   Baidu.com Inc. 4,234 16,472 289
   BitTorrent Network 13,239 15,557 18
   Nova Pontocom 14,313 14,827 4
   Buscape Company 14,625 13,571 -7

COMMENT: In Brazil, UOL ranks as the fourth most-visited digital property and Yahoo ranks seventh.The first four properties have a share of about 40% and Google, the leader, of 11%. In Brazil, the most relevant local players are R7 Portal, focused mainly at sports; Globo, Grupo NZN, IG Portal and regional player Mercado Libre. It is interesting to notice the decline in the number of visitors compared to May 2014. Only MercadoLibre, OLX, GOL, Baidu, BitTorrent Network and Nova Pontocom are the exception to this trend.

Chile

Total Unique Visitors (000)
Source: comScore Media Metrix, CHILE, Home and Work, Top 20 properties May-14 May-15 %
Cambio 
   Google Sites 5,989 6,274 5
   Microsoft Sites 5,141 5,120 0
   Facebook 4,926 4,711 -4
   Yahoo Sites 4,790 4,521 -6
   Grupo Copesa 3,144 2,894 -8
   Terra – Telefonica 3,410 2,438 -29
   Wikimedia Foundation Sites 2,167 2,290 6
   Linkedin 2,410 2,268 -6
   Empresa El Mercurio S.A.P. 1,995 1,904 -5
   Banco del Estado de Chile 1,599 1,891 18
   TARINGA.NET 2,579 1,886 -27
   Schibsted Media Group 1,546 1,704 10
   Television Nacional De Chile 1,463 1,678 15
   Ask Network 2,581 1,526 -41
   Canal 13 1,080 1,517 40
   Softonic.com Sites 1,843 1,517 -18
   Gobierno De Chile 1,638 1,486 -9
   Batanga Sites 7,06 1,448 105
   Bio-Bio Comunicaciones 1,666 1,417 -15
   Red Televisiva Megavision 6,95 1,380 98

COMMENT: The four giants (Google, Microsoft, Facebook and Yahoo) take the first four places, with a user share of at least 44% on May 15. Copesa, editor of several publications like La Tercera and El Mercurio, is outstandingly high as well as that of Banco del Estado de Chile, one of the few properties of the top 10 audience that has increased its audience significantly compared to May 2014. Google, which also leads in this country, accounts for at least 13 % of users with respect to May 15.

COLOMBIA

Total Unique Visitors (000)
Source: comScore Media Metrix, COLOMBIA, Home and Work, Top 20 properties May-14 May-15 %
Cambio 
   Google Sites 12,795 14,145 11
   Facebook 11,097 11,491 4
   Microsoft Sites 10,464 8,442 -19
   Wikimedia Foundation Sites 5,678 7,263 28
   Yahoo Sites 7,831 6,552 -16
   El Tiempo Casa Editorial 5,163 4,683 -9
   Linkedin 3,903 3,792 -3
   Linio Sites 6,93 3,570 415
   ICCK Net S.A. 4,463 3,430 -23
   MercadoLibre 2,598 3,282 26
   Ask Network 4,227 2,752 -35
   FRIV.COM 1,637 2,569 57
   WORDPRESS.COM 2,303 2,536 10
   Grupo Pera Digital 3,425 2,461 -28
   Orange Sites 2,686 2,373 -12
   Dropbox Sites 2,051 2,362 15
   Prisa 2,869 2,334 -19
   Batanga Sites 1,047 2,327 122
   MONOGRAFIAS.COM 1,406 2,223 58
   Softonic.com Sites 2,747 2,223 -19

COMMENT: In Colombia, Wikimedia, which is in the top 10 in most Latin American countries, takes the fourth position ahead of Yahoo, with a market share of 8% of unique users over May 15. Among the local players are the four giants (Google, Microsoft, Facebook, and in this case, Wikimedia) take the first four places, accounting for 45% of the Top 20 and Google continues to lead with almost 16%. El Tiempo Casa Editorial and Linio outstand among local and regional sites.

PERÚ

Total Unique Visitors (000)
Source: comScore Media Metrix, PERU, Home and Work, Top 20 properties May-14 May-15 %
Cambio
   Google Sites 5,718 6,492 14
   Facebook 5,155 5,347 4
   Microsoft Sites 5,482 5,079 -7
   Yahoo Sites 4,433 4,217 -5
   Grupo El Comercio 3,877 4,023 4
   Grupo RPP 1,971 2,714 38
   Linkedin 2,645 2,655 0
   Wikimedia Foundation Sites 2,325 2,437 5
   Grupo La Republica 2,128 1,972 -7
   Linio Sites 2,65 1,864 602
   Grupo Epensa 1,220 1,743 43
   Batanga Sites 6,72 1,719 156
   Softonic.com Sites 1,893 1,657 -12
   Terra – Telefonica 2,165 1,646 -24
   TARINGA.NET 2,130 1,637 -23
   AMERICATV.COM.PE 1,601 1,609 0
   Ask Network 2,326 1,510 -35
   Red Peru.com 1,433 1,171 -18
   LATINA.PE 1,131
   Orange Sites 1,375 1,114 -19

COMMENT: In Peru, just like in other countries, Google, Facebook, Microsoft and Yahoo prevail in the top 4 with a 42% share of users and Google alone in the first position with 12.5%. Also, like in other countries, two major publishers such as Grupo El Comercio, followed by Grupo RPP (Radio and TV) and Grupo la Republica also take relevant positions.

URUGUAY

Total Unique Visitors (000)
Source: comScore Media Metrix, URUGUAY, Home and Work, Top 20 properties May-14 May-15 %
Cambio
   Google Sites 1,618 1,758 9
   Facebook 1,330 1,446 9
   Microsoft Sites 1,283 1,213 -5
   MercadoLibre 8,52 8,32 -2
   EL PAIS S.A. 7,45 8,12 9
   Wikimedia Foundation Sites 7,78 7,86 1
   Yahoo Sites 8,01 7,00 -13
   TARINGA.NET 5,20 4,10 -21
   Grupo Clarin 4,41 4,08 -8
   El Observador 3,70 3,84 4
   Montevideo COM 3,56 3,82 7
   TWITTER.COM 4,06 3,78 -7
   Antel 2,82 3,67 30
   Grupo Fontaina – De Feo 2,63 3,55 35
   Batanga Sites 1,79 3,50 96
   Softonic.com Sites 4,04 3,37 -17
   Linkedin 3,66 3,23 -12
   OLX Inc. 6,0 2,92 385
   Terra – Telefonica 3,27 2,86 -12
   WORDPRESS.COM 3,46 2,59 -25

COMMENT: In Uruguay, the regional player Mercado Libre “sneaks” into the fourth position, followed by El País. The relevance of Argentinian Clarin Group is significant,taking position number nine of the ranking. Google, Facebook, Microsoft and Mercado Libre lead with nearly 16% and Google alone in the first place with 2.16% on May 15.

VENEZUELA

Total Unique Visitors (000)
Source: comScore Media Metrix, VENEZUELA, Home and Work, Top 20 properties May-14 May-15 % Cambio
   Google Sites 9,434 10,736 14
   Facebook 7,838 8,535 9
   Microsoft Sites 6,177 5,551 -10
   Yahoo Sites 4,139 4,697 13
   MercadoLibre 4,369 4,553 4
   Wikimedia Foundation Sites 4,300 4,463 4
   BANCODEVENEZUELA.COM 1,885 2,363 25
   Banesco Banco Universal 2,485 2,353 -5
   Ask Network 2,659 2,154 -19
   Grupo Santander 1,786 2,141 20
   Linkedin 1,969 2,082 6
   TWITTER.COM 3,304 2,026 -39
   Amazon Sites 2,443 1,904 -22
   Grupo BBVA 1,745 1,782 2
   OLX Inc. 1,311 1,776 36
   BANCOMERCANTIL.COM 1,969 1,745 -11
   MONOGRAFIAS.COM 1,583 1,719 9
   Softonic.com Sites 1,736 1,585 -9
   TARINGA.NET 1,760 1,532 -13
   WORDPRESS.COM 2,000 1,353 -32

COMMENT: Is particularly interesting to note how in Venezuela is the only country in this article that shows a clear trend towards finance or banking information consumption. In this case, out of 20 sites in the ranking, five are banks (Banco de Venezuela, Banco Mercantil, Banesco, BBVA Group and Grupo Santander) .With the 45.38%, Google, Facebook, Microsoft and Yahoo continue to lead; Google ranks first with 16.51%.

ARGENTINA

Total Unique Visitors (000)
Source: comScore Media Metrix, ARGENTINA, Home and Work, Top 20 properties May-14 May-15 %
Cambio
   Google Sites 17,611 17,554 0
   Facebook 16,137 14,786 -8
   Grupo Clarin 14,528 14,174 -2
   Microsoft Sites 14,117 13,418 -5
   Yahoo Sites 14,270 13,094 -8
   MercadoLibre 7,696 8,167 6
   Grupo La Nacion 8,272 7,987 -3
   TARINGA.NET 8,850 7,815 -12
   Wikimedia Foundation Sites 6,676 6,321 -5
   INFOBAE.COM 5,223 6,026 15
   CMI Digital 2,981 4,262 43
   Batanga Sites 1,877 4,078 117
   Linkedin 4,087 3,878 -5
   Ask Network 6,408 3,747 -42
   Terra – Telefonica 5,093 3,626 -29
   Grupo Uno Medios 3,429 3,469 1
   Softonic.com Sites 4,199 3,428 -18
   TWITTER.COM 4,253 3,170 -25
   MINUTOUNO.COM 2,287 2,537 11
   Spil Games 2,544 2,530 -1

COMMENT: Grupo Clarin ranks third with almost 10%, breaking the hegemony of Microsoft and Yahoo sites. CMI Digital, which also belongs to Grupo Clarin, takes position number eleven. Local and regional players like MercadoLibre, Grupo La Nacion, Clarin, Infobae.com and Taringa.net  stand out. Grupo Clarin joins Google, Facebook and Microsoft, as the Top 4 market leaders, accounting for 41.6%, while Google ranks first with 12%.

descarga (1)Havas’ Meaningful Brands 2015 study reveals  that brands do matter in LatAm, as the disconnection to brands is lower  than globally, which means the connection with brands is healthier than in other regions.

Latin America outperforms global results by 7 percentage points in “brand attachment”. In LatAm 47% of the people would care if the brands analysed disappeared, while worldwide it is just 40%. It is more equivalent to Apac, the second most attached region in the world.That’s because in LatAm people still “believe” in brands: the level of Trust is high, as 69% of brands are trusted (global, 50%), with 38% of brands notably improving our Quality of Life (28% global.)

In LatAm people still “believe” in brands: the level of Trust is high, as 69% of brands are trusted while Globally the level is 50%.

The widening polarization brings different challenges that require different approaches. Understanding the key drivers by category and market, a must for brands to reconnect:

Country Top Brand Per Country
Brazil Nestle
Mexico Nike
Argentina La Serenisima
Peru Gloria
Colombia Google

Inside LatAm, Colombians are the most attached people: 55% of the people would care if the brands analysed disappeared, while in Brazil that ratio goes down to 44% and in Peru it’s 50%.Food, Beverage, Consumer Goods and Automotive demonstrate to be more meaningful in Argentina than globally, while Technology (influenced basically by telcos brands) and Retail are less meaningful in that country.In Colombia, 41/62 of brands researched have a quality of life value of 50% or higher, which means that 50% of the population consider they are contributing to improve their quality of life.The level of interest in brands in Peru is higher than the global average:54% declare that they regularly seek out information about the behaviour of companies and brands, while worldwide it’s 37%.

Inside LatAm, Colombians are the most attached people: 55% of the people would care if the brands analysed disappeared.

New and actionable Insights on Brand Leadership in Latin America are going to be discussed by cutting-edge Brand Marketers at Portada’s Latin American Advertising and Media Summit in Miami on June 3 and 4. Thought leaders include Jon Suarez Davis, VP, Global Media & Digital Strategy, Kellogg Company, Ruben Leo, Marketing/Digital Marketing Director / Mexico & International, Genomma Lab, Denisse Guerra, Regional Marketing Director, Latin America, The Estée Lauder Companies, Manuel Medina Riveroll, Marketing Director Mexico, Bayer and Pedro Tabera, President/CEO, Mercedes-Benz Mexico.

Mexico results

Most of the brands are well established companies with a long history in Mexico. The rest are tech oriented companies (meaningful because they make life easier, and people feel proud of using them). Home care and Dairy are the sub-sectors with the highest average attachment, Lala and Cloralex are the  leading companies.These are the key findings:

  • Overall happiness in Mexico (7,81/10) is higher than the Global average: 6,85
  • And people also see relationships with brands in a more positive way: 66% believe brands can play a role in improving their quality of life and the wellbeing of their family (52% ww-worldwide)
  •  People in Mexico also like to be informed: 52% regularly seek out information about the behaviour of companies (37% ww)
  • 59% consider the impact of a brand on people’s wellbeing when they are deciding whether or not to buy it (43% ww)

Brazil results

The Brazilian economy has been struggling to grow, and this is reflected in the main drivers of Attachment and perceived Quality of Life.Interesting to see that the Top 5 Meaningful Sectors are those that are taken as a conquest or aspirational to Brazilians since the Economic Boom in 2008 (exclusion of Auto) and taken as conquests on Brazilian daily life.The same happens when we look to the brands – which have an avg. better performance on Quality of Life than Attachment – enhancing Brazilian daily life in many aspects.Key findings:

  • Nestle and Danone bring added value products to Brazilians tables, being leaders inspiring confidence.
  • Google is unquestionable making people’s lives easier and thus providing peace of mind.
  • Natura and O Boticario, the only two Brazilian brands and completely linked to Personal dimension, extremely important to Brazilian.
  • Visa and Mastercard: making life easier by being enablers of recent conquests.
  • And the tech brands that display status, bringing satisfaction and happiness.
  • 72% of Brazilians declare that, when they have a bad experience with a product/service, they often share it with a number of people.
  • But, on the other hand, Brazil is a high interesting market for brands that want to lead and be innovative, as there is an open-minded attitude towards state-of-the-art products: 65% would pay more for high-quality items, 42% could not live without being connected 24/7 and 71% often follow the latest news

Argentina results

The three most important things for Argentinians to be happy and satisfied with their quality of life are: to achieve a better standard of living, take notice of and enjoy the small things in life and have people in their life who really care about them. There are no significance differences between sex or ages.In terms of expectations:

  • 77% of Argentinians believe that companies and brands should play a role in improving their quality of life and wellbeing and 70% consider that companies and brands should be actively involved in solving social and environmental problems. These percentages are slightly lower than those recorded in the previous wave.
  • 56% believe that brands can play a role in improving their quality of life and the wellbeing of their family.
  • While Argentinians will recognize a brand’s role in the quality of life improvement, 66% believe that the change will come from people.
  • Only 27% consider that companies and brands communicate honestly about their commitments and promises.
  • Finally, 38% of Argentinians generally trust brands.

In Argentina meaningfulness varies across categories: Food and Consumer Goods are best valued. In contrast, Telcos, Finance & Insurance and Department Stores have the lower levels of meaningfulness. They have the greatest challenges in the future.

In terms of brands, comparing Argentina’s top ten brands with the Global top ten brands:Samsung, the first brand in terms of Global Meaningful Brand Index, has the second position in the Argentina Meaningful Brand Index. Consumer Electronics.La Serenisima continues to lead the ranking in Argentina.Dove, Gillette, Knorr and Philips have better position in Argentina than Global top ten.

Colombia results

In this country, expectations are really high, but those are not totally covered:

  • 87% believe brands should play a role in improving our quality of life and wellbeing.
  • And 72% think brands can actually play that role.
  • The risk is that just 47% feel brands are working hard at it (global average is 39%)
  • 65% declare they consider the impact of a brand on people’s wellbeing or the environment when they are deciding whether or not to buy it (globally this is just 43%)And even if this trust is not enough to be meaningful (as we saw just 47% of Colombians feel brands are working hard), it is a pre-requisite for brands to deepen connections and be allowed to play a meaningful role in people’s lives

In Colombia, meaningfulness varies across categories: Healthcare and Food are the most meaningful categories. Finance & Insurance scored lower on MBI. Healthcare is one of the worldwide “Star” categories.FMCG’s traditional brands remain amongst the top as they largely contribute to improve our daily lives.

  • Food is one of the most meaningful categories, attaining strong Attachment and Trust. This brands are especially meaningful for making our daily lives better prevailing the rational benefits of savings, convenience, health or better nutritional habits.
  • Technology is becoming increasingly meaningful worldwide. And in Colombia 1/5 declare they could not live without being connected 24/7; and 1/3 say they are always the first to try new products
  • The highest level of Advocacy is for Sony (92% of the people would recommend the brand to their acquaintances). This brand ranks 5th globally, enjoying the high meaningfulness and trust that the whole category shows.

 Peru results

  • In Peru, 50% of people would not care if the brands analyzed disappeared.
  •  52% of Peruvians think those brands notably improve their quality of life.

In Peru the most significant brands belong to the food and beverage industry (Gloria, Inca Kola and Nestlé), while globally the brands that stand at the top are those related to the tech industry (Google, Microsoft, Samsung and HP among others).

  • The level of interest in brands in Peru is higher than the global average:54% declare that they regularly seek out information about the behaviour of companies and brands, while worldwide it’s 37%.
  • 61% declare they consider the impact of a brand on people’s wellbeing when they are deciding whether or not to buy it (43% ww).
  • 62% declare they often buy from companies with a reputation for having a purpose other than just for profit (49% ww)

There is an opportunity for brands to offer a more holistic & meaningful approach, increasingly driven by personal wellbeing, delivering what really matters to people.So the widening polarization brings different challenges that require different approaches. More than ever, a “global approach” is key for global brands to adapt and respond to the context and expectations of each local market.

As 23% of all U.S. births are to Hispanic women and  marketers looking to reach moms need to understand Hispanic moms, and tailor their message accordingly, IAB and BabyCenter just published 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms, a look at U.S. millennial moms and the central role that mobile plays in the things they buy and the media they watch, specifically among U.S. moms in the millennial generation, aged 18-32 years old. Portada talked with Jule Michaelson, Head of Global Sales, Baby Center on the (Hispanic) Millennial Mom.

 

Julie Michaelson 12-14Through a written interview, Portada had the chance to talk with  Julie Michaelson, Head of Global Sales, BabyCenter, who shared her insights on the recently published 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms

Portada: “71 percent of Spanish-preferred Latina moms seek expert advice on parenting websites weekly or more often, as compared to 60% of English-preferred moms in that demo, and only 49% of  moms in general.” This seems to suggest that Spanish-language media works better for Hispanic moms, but isn’t the proportion of Spanish-dominant decreasing vs. bilingual and English-dominant moms?

Julie Michaelson: “I wouldn’t necessarily correlate this finding with the idea that Spanish-language media works better for Hispanic moms. What we’ve discovered is that a mix is often the most effective way to reach millennial Latina moms in the U.S. It’s one of the reasons that BabyCenter launched a special Spanglish blog on our Hispanic site — capturing the way that a growing set of moms really speak, fluidly moving from Spanish to English and back again to Spanish.”

Portada:Hispanic millennial moms do surprisingly little mobile shopping. Why do you think this is (cause when it comes to mobile adoption Hispanic moms lead)

Julie Michaelson: “BabyCenter has seen this audience embrace mobile content across the board — but obviously brands and e-commerce players need to adapt their mobile strategies to focus on Hispanic millennial moms. There are challenges though. For example, a recent Nielsen study showed that the Hispanic population in the U.S. is less inclined to use credit cards than the general population, and they shy away from mobile banking as well. So, transactions on smartphones might not be the norm for the demo. Still, this is clearly a tremendous opportunity for marketers and retailers — and with mobile shopping providing busy moms with easy access to buying what she needs anytime or anywhere, targeting Latina millennial moms might prove to be a strong entry point into the broader Hispanic community.”

Portada: You are responsible for Global Sales, How do Hispanic moms (Spanish-dominant/Bill/English-dominant) differ from the profile of Latin American moms?

Julie Michaelson:  “There are a myriad of differences. For example, earlier research from BabyCenter shows that Latin American moms are much more likely to work outside of the house than Hispanic moms in the U.S. This means that time is a vital commodity for Latin American mothers — so it’s imperative that brands respect the importance of giving these moms what they need exactly when they need it.

When it comes to resources though, Latin American moms are often living close to family, who can offer guidance and help. Hispanic American moms are typically living further from family members, so they may be more inclined to turn to different resources like online support from experts and other moms.

Needless to say, this is just scratching the surface.”

REPORT: 2015 State of Modern Motherhood: Mobile Media in the Lives of Moms

IAB and BabyCenter just published 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms

By Joe Laszlo, Senior Director, IAB Mobile Marketing Center of Excellence & Julie Michaelson, Head of Global Sales, BabyCenter.

7882614208_79076cf92e_qIn February 2015, IAB and BabyCenter published 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms, a look at U.S. millennial moms and the central role that mobile plays in the things they buy and the media they watch.  We decided to dive back into the data for another look, this time specifically at Hispanic millennial moms, to compare how their use of mobile and media stacks up against the average millennial mom.  Unless otherwise noted, references to “moms” and “mothers” throughout this post refer specifically to U.S. moms in the millennial generation, aged 18-32 years old.

23 percent of all U.S. births are to Hispanic women

The Hispanic population is one of the most important demographic groups in the United States today.  Among moms this is particularly true:  23 percent of all U.S. births are to Hispanic women.  So any marketer looking to reach moms needs to understand Hispanic moms, and tailor their message accordingly, or they risk missing almost one in four of their target audience.

The Digital Toolbox is Key for Hispanic Moms

The data clearly indicate just how important digital media are for Hispanic moms looking for advice or insights.  71 percent of Spanish-preferred Latina moms seek expert advice on parenting websites weekly or more often, as compared to 60% of English-preferred moms in that demo, and only 49% of  moms in general.  And this holds true for an array of other digital media.  Among Spanish-preferred Hispanic moms, 60% turn to mom blogs, 52% turn to other parents on parenting social media, and 45% look to parenting or baby apps.  While the digital world is important for all moms in the coveted millennial age group, it is particularly so for those who are Hispanic.

And more than PC/laptop-based digital, mobile is the key medium for Latina moms.  As the table below shows, PC ownership drops for Hispanic mothers relative to moms in general, and indeed, the Spanish-preferred segment is almost equally likely to own a tablet as a laptop/PC.  Moreover, 36 percent of Latina moms rely on a mobile device (smartphone or tablet) as their sole internet connection–more than 2.1 times the rate of moms overall.  Clearly, even more so than for the average millennial mom, Latina moms are already leading mobile-first, and sometimes even mobile-only, lives.

Smartphone Laptop / PC Tablet Smartphone or Tablet ONLY, no Laptop/ PC
US Millennial Moms 90% 83% 57% 17%
US Hispanic- MM 91% 73% 54% 27%
English Preferred US Hispanic MM- Spanich Preferred 75% 53% 49% 38%

Hispanic Mom Media Time Goes Very Mobile

As a mobile-first demographic, it’s unsurprising that Hispanic moms spend even more media time on their mobiles than the average mother does.  While millennial moms estimate they spend about 2.8 hours daily online via smartphone or tablet, English-preferred Latina moms of the same generation spend 3.2 hours, and those who prefer Spanish spend 4 hours that way.  In fact, the latter group spends 37% of their media time with mobile.

In addition, Spanish-preferred Hispanic moms are remarkably heavy users of both TV and mobile media, reporting about 11 hours of total daily media time, as compared to 8.9 hours for American moms in this age range overall.

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Of course, the only way a busy mom could possibly spend that much time with media is through significant multitasking, and Hispanic moms are true experts at that.  About 53 percent of this demo always or often use their smartphones while also watching TV, comparable with the average mother.  One area where Hispanic mothers are distinctive is in watching online video while watching TV.  While 33% of moms overall watch online video on their phones while watching TV, the number jumps to 42% with Latinas.

But Hispanic Moms Present Untapped Mobile Shopping Opportunity

While they have definitely embraced mobile media, Hispanic millennial moms do surprisingly little mobile shopping.  For example, 51% of moms overall say they use their mobiles to help them search for better prices, as compared to 40% of English-preferred Hispanic moms, and only 39% of those who prefer Spanish.

Similarly, although 62% of moms overall look for and download mobile coupons, only 31% of the Hispanic segment does, and while 44% of U.S. mothers search for and read product reviews, and 40% of English-preferred Latina moms do so, and only 27% of those that prefer Spanish use this mobile capability.

Hispanic millennial moms do surprisingly little mobile shopping

We think this is a big untapped opportunity for marketers to influence their shopping habits via mobile. This adoption gap would quickly close if Hispanic millennial mothers were more aware of such services and capabilities, and if they were more widely available in Spanish.  Marketers should not overlook this opportunity to influence this demographic’s shopping decisions.

Digital Advertising is a Great Way To Attract Hispanic Moms’ Attentions

In the State of Modern Motherhood report, we observed that millennial moms were much more likely than Gen X moms to say they frequently notice digital and mobile ads.  That’s even more true of Hispanic millennial moms.  Fifty-six percent of them say they frequently notice digital (laptop/pc, smartphone, or tablet) ads, as compared to 44% of millennial moms overall.  And over half (52%) of Latina Hispanic moms frequently notice mobile ads, as compared to only 37% of all moms .  That is on par with the percentage of Hispanic moms who said they notice TV ads (50%).  Clearly, for marketers reaching this important segment of U.S. moms, mobile is a key media channel.

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What: A new research study by the University of  Missouri-Columbia suggests that Facebook causes deppression, in light of the results after putting about 700 students through a series of  tests.
Why: Signs of depression appeared when users, specially those who “surveil” the net and feel envy towards their Facebook friends. In fact, the more someone uses Facebook, the more depressed he or she becomes.

imagesA recent survey of 700 students carried out by University of Missouri-Columbia researchers proves that Facebook causes depression. How? By being envious of your Facebook friends.And the more someone uses it, the more depressed he or she becomes. The study appeared in the journal Computers in Human Behavior.

People’s moods fluctuate depending on their Facebook usage. Users who engage in “surveillance use” – “brows[ing] the website to see how their friends are doing compared with their own lives” – versus those who simply use the social net to contact friends and family can experience symptoms of depression,  the study suggests.

On the surface, Facebook provides an invaluable resource for fulfilling needs by allowing people to instantly connect…Rather than enhancing well-being. Facebook photos of your friends on vacation or  high-price purchases can not only cause someone depression, but also social envy.

acebook can be a very positive resource for many people, but if it is used as a way to size up one’s own accomplishments against others, it can have a negative effect.

“We found that if Facebook users experience envy of the activities and lifestyles of their friends on Facebook, they are much more likely to report feelings of depression,” said Margaret Duffy, a professor at the MU School of Journalism. “Facebook can be a very positive resource for many people, but if it is used as a way to size up one’s own accomplishments against others, it can have a negative effect. It is important for Facebook users to be aware of these risks so they can avoid this kind of behavior when using Facebook.”

Usually, one of the causes of Facebook frustration comes from users comparing themselves socially to their peers, while for other is the dissatisfaction from having fewer comments, likes and general feedback compared to friends.

“We found that if Facebook users experience envy of the activities and lifestyles of their friends on Facebook, they are much more likely to report feelings of depression,” said Duffy.

it seems, however,  that still the positive effects of being socially connected surpass the negative consequences of feeling inferior ordeppressed.But this data, could help people who find themselves obsessed with social media to find the reason why they feel so awful. This could be it.

 

What: Five of the Top 10 Most Valuable Brands in LatAm are beer brands. Beer (+13%), Food (+21%) and Retail (+14%) brands show strongest growth, evolving to stay highly relevant as consumers become more prosperous.
Why it matters: Mexican brands raised from 29% to 33% in the last year, led by the strong market performance of beer brands, communication providers, retailers and financial institutions, accordig to the top 50 Most Valuable Latin American Brands 2014 ranking by Millward Brown. Mexican beer brand Corona resulted the most valuable brand in Latin America.

Photo: Amanda Graham, C.Commons
Photo: Amanda Graham, C.Commons

Mexican brands once again hold the greatest proportion of the top 50 Most Valuable Latin American Brands 2014 ranking, carried out by Millward Brown Vermeer and commissioned by WPP. The total brand value of the Top 50 declined 4.5% compared with 2013 – decreasing from US$135.3bn to US$129.2bn. Three sectors grew: Beer (+13%), Food (+21%) and Retail (+14%).

 

  • Mexican brands raised from 29% to 33% in the last year, led by the strong market performance of beer brands, communication providers, retailers and financial institutions.
  • Brazilian brands’ share of the Top 50 dropped from 28% to 24% after the country’s stock exchange experienced the second largest dip in the world.
  •  Chile, were well-positioned retail brands dominate, increased its contribution from 19% to 20%.
  • Colombia (16%) and Peru (4%) maintained their positions – financial institutions have the greatest representation in Colombia and beer in Peru.
  • Argentina (1%) is represented by oil brand YPF.

The Top 10 Most Valuable Latin American Brands 2014

beer.coronaFive of the Top 10 are beer brands, three of which grew in 2014, helping to bolster the ranking’s overall fall in value.For the second consecutive year Mexican beer brand Corona is the most valuable brand in Latin America, according to the BrandZ™. Now worth US$8 billion after a 21% increase in brand value, Corona’s continued strength reflects its solid brand positioning and the positive feelings consumers have towards it – both in Mexico and overseas.

There were six new entrants in 2014: Marinela (Mexican food brand), Ipiranga (Brazilian retail brand), Pilsen Callao (Peruvian beer brand), Tottus (Chilean retail brand), Banamex (Mexican financial institution) and Une (Colombian communication provider).

  • Modelo (+51%) has a deep understanding of its consumers, and builds on its differentiation.
  • The Liverpool department store (+30%) skilfully inserts itself into consumers’ lives (its slogan translates as ‘Liverpool is part of my life’) and makes its offer accessible to all.
  • Banorte (+59%) always seeks to deliver the best service through innovations in the customer experience – partnering with IBM to develop a more customer-oriented banking model, and launching an award-winning mobile app.
Rank 2014 Brand Category Brand Value 2014 ($M) Brand Value Change YoY Rank Change YoY Country
1 Corona Beer 8,025 21% 0 Mexico
2 Skol Beer 7,055 8% +1 Brazil
3 Falabella Retail 6,084 8% +2 Chile
4 Telcel Communication Providers 5,308 -19% -2 Mexico
5 Bradesco Financial Institution 4,177 -24% +1 Brazil
6 Sodimac Retail 4,107 16% +8 Chile
7 Televisa Communication Providers 3,625 11% +8 Mexico
8 Brahma Beer 3,585 -6% +3 Brazil
9 Aguila Beer 3,565 -9% +1 Colombia
10 Modelo Beer 3,477 51% +14 Mexico

Responding to middle class needs

shoppingcartConsumer and retail brands have excelled at this – including Brahma (No.8), which created Brahma Fresh to compete against low price beers in the affluent north-east region, and retailers Falabella (No.3) and Sodimac (No.6) which increased 14% in value after successfully meeting the needs of the growing middle class.

Powerful local brands including Skol, Águila, Sodimac and Inca Kola all remained relevant to existing customers while also attracting new ones, by improving their offer. Bradesco (No.5) in Brazil, traditionally a bank for middle class consumers, improved its offer for low-end consumers, while Mexican Telcel’s (No.4) clear cross-class positioning of ‘Telcel is the network’ enabled it to hold on to a 70% market share – even after deregulation.

Geographical expansion boosts brand value

Mexico’s Corona and Chile’s Falabella have built sustainable growth by positioning themselves as Latin American brands abroad, and successfully competing in different markets. They will soon be followed by Colombian brands such as Bancolombia, Avianca, Grupo Sura and Brazilian brands such as Itaú, Sadia, Natura and Vale.

Eduardo Tomiya, Managing Director of Millward Brown Vermeer, says: “2014 was a very good year for consumer goods brands (9% growth) and retail brands (14% growth), which kept themselves highly relevant as consumers’ needs evolved. Brands that have positioned themselves successfully for middle class consumers increased substantially in value in the Latam region. Meanwhile those that failed to profit fully from consumers’ increased purchasing power, such as telecom brands, or which have had to restrict their brand building activities, like financial institutions, have seen their brand value drop.”

Gonzalo Fuentes, CEO of Millward Brown Latin America, says: “Latin America’s iconic local brands have achieved huge success through engaging with and representing the motivations of consumers in their ‘home’ country. Huge growth opportunities exist for those that start looking at the whole region as their playground, and work to become true Latam brands.”

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