Archive for the ‘News’ Category:
A majority of adults under 65 in the US, several major European countries, and China are concerned about online security, according to a new Financial Times/Harris Poll.
Search Engines, ISPs Raise Concerns
Three in five Americans (61%), majorities of French adults (56%), Spaniards (55%), Chinese (54%) and Britons (52%) as well as 46% of Germans and 40% of Italians are concerned about the amount and security of personal online data that can be accessed by search engines people use, such as Google or Bing. There is slightly more concern over the amount and security of personal online data that can be accessed by people’s Internet Service Provider (between 45% in Italy and 64% in the US).
Hackers Pose Threat
The greatest amount of concern among global respondents regards being hacked. Four in five Americans (81%), Chinese (81%) and Spaniards (79%), three-quarters of French adults (75%) and Britons (73%), and two-thirds of Italians (67%) and Germans (65%) all say they are concerned about the amount and security of personal online data that can be accessed by cybercriminals and hackers. More than half of Spaniards (56%), Americans (55%) and Chinese (53%) say they are very concerned. When it comes to hackers and cybercriminals using online personal data/details, majorities in all seven countries (between 56% and 80%) are worried.
Hackers Pose Threat
The greatest amount of concern among global respondents regards being hacked. Four in five Americans (81%), Chinese (81%) and Spaniards (79%), three-quarters of French adults (75%) and Britons (73%), and two-thirds of Italians (67%) and Germans (65%) all say they are concerned about the amount and security of personal online data that can be accessed by cybercriminals and hackers. More than half of Spaniards (56%), Americans (55%) and Chinese (53%) say they are very concerned. When it comes to hackers and cybercriminals using online personal data/details, majorities in all seven countries (between 56% and 80%) are worried.
Concern amongst social network users on security
US, China More Sensitive about Privacy
When it comes to sharing personal details with a website even if the site makes clear it’s secure, there is a difference by country and a clear divide among some of these countries. Three in five Italians (59%) and half of Spaniards (51%) and Britons (50%) are happy to have some of these personal details shared, while 57% of both Americans and Chinese are not happy to have these details shared.
Germans are split, with 46% saying they would be happy to have these details shared and the same number saying they would be unhappy. French are also divided, but lean slightly toward higher privacy consciousness as 49% would be unhappy and 47% would be happy to have these details shared.
Mixed Cyberattack Expectations
There is a sense of uncertainty regarding cyberattacks. Almost half of Italians (47%), 45% of French adults and 40% of Spaniards are all not sure if they will be the victim of a cyber attack in the next five years. Britons are divided 35% not expecting to be a victim of a cyber attack and 36% unsure. Two in five Germans (38%) and Americans (38%) say they do not expect to be a victim of a cyber attack and Chinese adults are split, with 34% each saying they expect to be a victim and expect to not be a victim.
Cybercrooks Target SocNets
Respondent fears about possible security weaknesses of online social networks may be justified, as cybercriminals are turning their attention to users of social networks such as Facebook and Twitter, according to a new report from IT security and data protection firm Sophos.
Sophos’ “Security Threat Report: 2010” indicates criminals have increasingly focused attacks on social networking users in the past 12 months, with a dramatic rise in the use of spam and malware. Fifty-seven percent of social networking users reported being spammed in December 2009, a 70.6% jump from 33.4% reporting spam attacks in April 2009. Similarly, 36% reported social network-based malware attacks in December 2009, a 69.8% rise from 21.2% in April 2009.
Nearly one-fifth of marketing dollars will go to social in five years
Social marketing budgets are constantly going up, according to “The CMO Survey” from Duke University’s Fuqua School of Business and the American Marketing Association (AMA).
Marketers were already planning on upping spend in August 2009. They have continued to increase outlays since then, with respondents in February 2010 claiming they will devote nearly one-fifth of their marketing budgets to social media in the next five years.
Percentage of marketing budgets spent on social media
Looking across sectors, business-to-business (B2B) spending is nearly in line with business-to-consumer (B2C), except in the lagging B2B products category. While B2C services were behind the game in August 2009, spending in that area has caught up and will remain in line with other outlays for the next several years. B2B product marketers will remain behind the curve over the next five years.
Social media marketing spending by B2B and B2C marketers
Notably, spending plans for every sector were higher in February 2010 than they had been just six months earlier.
Growing B2B spending on social media lines up with the general goals of B2B marketers: customer relationship management and brand-building, which respondents claim will be the highest growth areas in the next year. Social marketing, with its strength in boosting brand engagement and loyalty, is an effective medium for both purposes.
Baby Boomers slowly adopting mobile web
Baby boomers are on the verge of adopting smartphones and the mobile Internet, and in the vanguard of this movement are younger boomers. But boomers’ mobile Internet adoption rates will be similar to their social media uptake—that is, slow. They must see the benefits before they sign on.
Back in 1995, boomers were the pioneers of mobile phone usage, exceeding or equaling other age groups’ uptake of the devices, according to the Pew Research Center. Ownership rates have now grown to more than 85% among boomers, the majority using feature phones. But only 55% consider their mobile phone a necessity.
US Baby Boomers who have a mobile phone
“Internet use will be the driving force behind boomers’ adoption of smartphones and the mobile Internet,” said Lisa E. Phillips, eMarketer senior analyst and author of the new report, “Boomers and Mobile Usage.” “They are avid Web users but no longer such early adopters.”
Boomers made up 30.6% of all mobile phone users in August 2009, according to comScore’s age breakout. However, they made up only 19.6% of all touch-screen users and 21.1% of smartphone users. Younger boomers (ages 45 to 54) were more likely than older boomers to use touch-screens, smartphones and any mobile phone.
Total US smart phone users
“Boomers are underrepresented among smartphone users but are becoming more interested in the devices,” said Ms. Phillips. “Smartphones are now well established in the marketplace, which should help to convince the portions of the boomer cohort that are not early adopters.
“The business aspect of smartphones should appeal to the many boomers who say they plan to continue working after retirement age,” Ms. Phillips said.
But price is a factor for many. As carriers reduce prices for phones as well as monthly data plans, more boomers will come on board.
A difficult economy has helped spur small businesses to adopt social media marketing in greater numbers, according to “The State of Small Business Report” from Network Solutions and the Center for Excellence in Service at the University of Maryland Robert H. Smith School of Business. Social media usage increased to 24%, from 12% the year before.
The most common usage of social media among small business was a company page on a social networking site, followed by posting status updates.
Social Media Tactics used by US Small Business
Small businesses’ expectations of social media seem roughly to be in line with their experiences, although they are not quite as successful as they had hoped. Respondents’ top accomplishments were customer acquisition and placing their own businesses within the market, but did not meet expectations fully. Social media’s capabilities for staying engaged with consumers and collaborating with other businesses, however, were more in line with businesses’ expectations.
Performance of social media tactics by small business
Most small businesses say they are just breaking even with their current usage of social media, but a solid one-fifth find it profitable already. Businesses are positive about the potential as well: Nearly one-half believe it will make them money in the next 12 months, and another 39% think they will break even on it. Just 9% think social marketing will continue to be a losing proposition.
Impact of social media marketing on small business
Overall, 58% of respondents felt social media lived up to their expectations. One-half felt it took up more time than they realized, but only 6% claimed negative comments on social media had hurt their business.
“Social media levels the playing field for small businesses by helping them deliver customer service,” said Janet Wagner, director of the Center for Excellence in Service, in a statement. “Time spent on Twitter, Facebook and blogs is an investment in making it easier for small businesses to compete.”
Previous research on small businesses and social media use revealed a somewhat rocky relationship. A Citibank study indicated social media was not working well for small businesses’ lead gen efforts, but other data showed small companies would be upping spending in the channel.
Oscar Buzz
The hit 3-D science fiction film “Avatar” is dominating online buzz surrounding Oscar-nominated films, according to data collected by The Nielsen Company January 25- February 26, 2010.
Smaller Films Do Well in Online Buzz
“Avatar,” which is the most successful film of all time as measured by box office receipts, captured roughly 27% of the online buzz surrounding the 10 Oscar-nominated films this year. This was significantly more buzz than generated by its next-closest competitor, Iraq War drama “The Hurt Locker,” which represented about 17% of online buzz.
Oscar Buzz by Film
However, “The Hurt Locker” is not a blockbuster film in terms of box office, suggesting that online Oscar buzz in not only dominated by financially successful films. The number three film in terms of online buzz, “Up in the Air,” is another large moneymaker, but British art film “An Education” came in fourth place, beating out more commercially successful Hollywood productions such as “The Blind Side,” “Up” and “Inglorious Basterds.”
Golden Globe Winners Dominate Buzz
In terms of online buzz surrounding Best Actor and Best Actress nominees, clearly winning the Golden Globe award in that category is a major boost. Golden Globe winners Jeff Daniels and Sandra Bullock each dominated the buzz in their respective Oscar award category with more than a 25% share. Bullock’s film “The Blind Side” was a mainstream blockbuster hit while Daniels’ film “Crazy Heart” has been in limited release, further suggesting their Golden Globe victories had more to do with their heavy buzz than the films they starred in.
Sandra Bullock’s Reign Continues
Sandra Bullock continues to prove herself as popular with the film-viewing public. Sondra Bullock was the fourth-most popular movie star in the US in 2009, according to The Harris Poll. Bullock was the most popular movie star among Generation X ages 33-44 and the South.
Marketers seeking to promote products and services to the “Baby Boom” generation would do well to remember that Boomers are still vital and evolving even as they approach retirement age, according to Dr. Bob Deutsch of marketing firm Brain Sells.
Three Basic Life Structures of Boomers
Deutsch recently released a list of suggestions for how to best target the Boomer marketplace. The Baby Boom generation is classified as people born between 1946 and 1964, meaning the oldest Baby Boomers turn 65 this year. Deutsch says understanding the following three basic life structures is critical to capturing the Boomer market:
Identity – Optimism and Adaptation to Power Diminished
The developmental history of Boomers casts them as characters that possess a self-expansive nature primarily devoid of cynicism. For the most part, the Baby Boom generation embodies a vitality that makes them survivors, even if they can’t always be thrivers.
Territoriality – Space Contracts and is Re-Articulated
As Boomers age, home range will become more important, and getting settled in new spaces, such as a smaller, closer-to-town abode or a move to a warmer climate, will require adaptation to new interpersonal and larger social arrangements.
How they will develop new networks, digital and face-to-face, will provide new opportunities for marketers. The same is true for how Boomers will develop requirements for new types of mundane services, particularly in the domains of finance, healthcare, and personal care.
Time – Perceptions of Past, Present and Future
A people age their nostalgic yearnings grow, making them more receptive to advertisers and marketers use of what researchers call a “longing for positive memories of the past.” Moreover, nostalgia can make Boomers feel that not so much time has passed between then and now, making them feel young again. Nostalgia should be considered as one marketing aesthetic to attract Boomers because it telescopes time and brings it more under each individual’s own emotional orchestration.
Points to Remember When Marketing to Boomers
- Boomers are at a time in life when they really don’t want to compromise their authenticity.
- For Boomers, process is at least as important as the end result. They want “the ride.”
- Boomers like to inspire others. Help them feel helpful.
- Boomers have been around long enough to know there are few absolutes, little is black or white.
- Accentuate personal style over rote action or blind ritual.
- Boomers are oriented to the human dimension, that’s the only real thing. They can see the humor in most situations.
- What Boomers really dislike is felling put upon by arbitrary power, feeling trapped, conned, boxed-in, and being thought of as one of the masses.
- Boomers are both creative and conservative (”A beautiful garden is wild and tended”).
- Boomers go for what gives voice to things they are thinking and feeling, but haven’t fully worked out yet.
- Boomers respond to what stands out by its presence, not its loudness; and what shows them it really listens and, therefore, understands.
Boomer Preferences Reflect Broader Cultural Trends
Several Boomer preferences Deutsch refers to are also emblematic of the desires of the general population, according to consumer insights firm trendwatching.com.
In its recent list of Top 10 Consumer Trends for 2010, trendwatching.com identified several trends that closely match with Boomer trends. These include a need for companies to be transparent and honest about their efforts to conduct environmentally sustainable business practices and genuinely collaborate with their customers rather than try to dictate to them. In addition, consumers are increasingly using social networks as part of everyday life and respond well to products and services which have a charitable component.
Moms are empowered consumers who head to the Web to meet their many product needs. With mothers controlling an estimated 80% of household spending, or $1.7 trillion a year, retailers must understand how women’s shopping behavior changes when they have children.
“Moms want to do business with retailers that are respectful and responsive to their needs and concerns,” said Jeffrey Grau, eMarketer senior analyst and author of the new report, “How Moms and Retailers Interact Online.”
About 85% of online moms said having a baby changed their purchasing habits, according to “21st Century Mom,” a 2009 study published by BabyCenter, an online community for expectant and new moms. The report also found widespread changes in media usage among moms—many of whom used both mom-centric and mainstream social media sites more than before.
Change in media usage
“Moms band together on social networks to share coupon codes and information about special product deals,” said Mr. Grau. “And a disgruntled mom can exploit the viral effects of the Internet to pressure a business to fix a problem.”
Retailers that want to reach moms can take many steps to appeal to this time-crunched demographic concerned with the health and well-being of their families. Moms appreciate brands that use Twitter to put on a human face to respond to their complaints. They also like easy-to-use Websites with helpful features such as live chat, visualization tools, product reviews, easy returns and curbside pickup.
Research on social media lead generation
Social media, blogs and search engine optimization more cost-effective for lead gen
Pull marketing tactics such as search, blog and social media generate cheaper leads than more traditional outbound efforts, according to data from inbound online marketing platform HubSpot.
The “2010 State of Inbound Marketing” report indicates that spending on lead generation is 60% less among companies that devote at least one-half of their budget to inbound marketing, compared with companies spending at least one-half of lead generation dollars on outbound tactics.
The average cost per lead from inbound marketing was also significantly less.
Average Cost Per Lead
In both 2009 and 2010, companies in North America tended to rate all the inbound tactics studied as below average in cost per lead. Respondents rated direct mail most cost-effective among outbound strategies. Still, only 37% said it generated leads for less than average.
Cost per Lead rating
The gap in cost-effectiveness is leading to a gap in spending, the report said. Inbound tactics are seeing a slight increase in share of lead generation budgets, while outbound tactics are decreasing. Usage of mixed tactics such as e-mail—which can be used for both push and pull marketing—is also on the rise. And businesses rated every inbound channel more important than any outbound channel for their lead generation efforts.
HubSpot also noted that more than two-fifths of companies using various social media marketing channels had acquired a customer from those channels.
Companies in the US who have aquired a customer through Social Media
Unsurprisingly, for business-to-business firms, LinkedIn was most effective for customer acquisition. Business-to-consumer companies did better on each of the other sites, with the best results coming from Facebook, where nearly seven in 10 had found a new customer.
While Q3 2009 data showed e-mail on top for content-sharing, February 2010 information from social optimization platform Gigya points to Facebook as the Web’s top social sharing hub.
Almost one-half of article links, videos, photos and other content shared via Gigya’s widgets are posted to Facebook, with another 29% broadcast through tweets.
Social Media sites used by US Internet users to share online content
Social sharing widget AddThis also distributed the most content on Facebook (33%), followed by a long tail of other options. Similar results were posted in summer 2009 by the AddToAny sharing widget; Facebook, with 24% of shares, took the top spot.
In addition to sharing content with contacts, social site logins are often chosen as a method of user authentication on third-party sites. Facebook was No. 1 for this purpose as well, but usage was dependent on content type, indicating that Facebook users may be most concerned with sharing fun, entertaining content on the network.
Breakdown of sites used to share information and content
The social giant’s 52% share of authentications on entertainment sites dropped to just 31% on news sites, where Google made a close second place showing with 30% of logins. Yahoo! also boosted its share to one-quarter of news site authentications.
Facebook and Social Media
Eight in ten (77%) parents with children between the ages of 12 and 17, inclusive, are concerned that their child could encounter sexual predators online, with a majority (51%) indicating that they are “very concerned” and a quarter (26%) saying they are “somewhat concerned,” according to an Ipsos Reid poll of Canadian parents.
According to the results of the Ipsos survey:
- Parents are also concerned with their child potentially encountering pornographic websites (74%), fraudulent scams (70%), inappropriate language (68%), and cyber-bullying (60%).
- In an attempt to monitor the content of websites that their children are visiting, almost two thirds (62%) of Canadian parents say that they have visited the websites that their child has visited.
- Similarly, two thirds (65%) use their internet browser’s history function on an ongoing basis to see what sites their child has been visiting.
- Furthermore, two thirds (66%) of parents monitor the online activities of their child while on the computer at home.
- Women (65%) are more likely than men (56%) to say they have visited the websites that their children visit in order to monitor content. Women (67%) are also more likely than men (61%) to use their browser’s history function for this purpose.
- Most Canadian parents (92%) have discussed the possible dangers of the internet with their children.
- Three quarters (74%) have sat down and clearly communicated what are acceptable and not acceptable online activities.
- Equally, 74% have instructed their child on what to do if they are contacted by a stranger online.
- A similar proportion asks children about who they are chatting to online (77%), and explicitly asks their children about which websites they are visiting (74%).
- However, only half (49%) of Canadian parents with children aged 12-17 are familiar with their child’s online aliases.
- Also, when asked about their familiarity with some common online products that their children might be using, many Canadians claimed that they were not familiar with some of these products:
- Just 11% were unfamiliar with instant-messaging products.
- One quarter (26%) of parents were unfamiliar with YouTube, despite its increased coverage in the media.
- One third of parents with at least one child aged 12-17 were unfamiliar with blogs (31%) and MySpace (32%).
- Despite its popularity among young people, four in ten (41%) Canadian parents were unfamiliar with Facebook
- If their child were a victim of any sort of negative experience online, only half (53%) of Canadian parents say they know whom to contact.
- Also, only six in ten (58%) know where to download parental control software, and just 54% know where do find materials to help them or their children become informed about internet safety.
- One quarter (22%) of Canadian parents do not know where to find any of these materials.
- Just over one third (36%) of parents are initiating parental controls on their internet browser; even fewer (31%) are posting rules for their children to follow by the computer.
Older Posts »
