Tag Archives: mobile

Americans Spend More Time With Digital Media Than Watching TV

A new report by eMarketer reveals that by the end of 2013, American adults will spend more time using digital media than watching TV on a daily basis.

While time spent watching TV has largely stayed the same (it dropped slightly from 4 hrs 38 min in 2012, to 4 hrs and 31 min this year), time spent on digital media continues to rise at an impressive rate.  In the US, adults now average 5 hrs and 9 min daily with digital media; this is up from 4 hrs 31 min in 2012, and 3 hrs and 50 min in 2011.  Overall, digital media consumption is up 15.8%.

Time spent consuming media (in general) is on the rise, but numbers for radio and print are declining, while digital and TV are holding strong or growing (AdAge).

Americans Spending More Time on Digital Media than Watching TVWhat’s driving the growth in digital media consumption?  US adults are increasingly turning to their mobile devices; they now spend an average of 2 hours and 21 minutes per day on their mobile — for activities other than phone calls (“nonvoice mobile activities”). This number is up 46 minutes since last year.

Time spent on mobile now represents a little more than half of TV’s share of total media time, and more than half of digital media time as a whole. While the bulk of mobile time is spent on smartphones (1 hour and 7 minutes per day), tablets are not far behind.

Note: the numbers account for time spent with every unique medium, regardless of the overlap in consumption (so a user who spends one hour watching TV while also logged into Facebook will count as spending one hour on each type of media).

Are you surprised by these numbers?

Social Networking Stats: Mobile Accounts for 23% of Facebook Ad Revenue, #RLTM Scoreboard

The #RLTM Scoreboard:  Social Networking Stats for the Week

Facebook: 1 billion active users via Facebook
Twitter: over 500 million users via Twopcharts
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 400 million users via Yahoo
Renren: over 170 million users via iResearch iUser Tracker
VK: over 190 million users via VK
LinkedIn: 200 million active users via LinkedIn
Google Plus: 135 million monthly active users via Google
Tumblr: 92 million blogs via Tumblr
Instagram: 100 million users via TechCrunch
Tagged: 20 million unique monthly users via Tagged
Foursquare: nearly 30 million users via Adweek
Pinterest: over 25 million users via AdWeek
Posterous: 15 million monthly users via Posterous
Reddit: 56 million monthly unique visitors via Reddit

Please email marissa@modernmediapartners.com if you have additional updates, or a social network that you feel should be on the list.

Mobile Ads Account for 23% of All Facebook Ad Revenue in Q4 

Mobile Ads Account for 23% of Facebook Total Ad RevenueFacebook reported its Q4 results for 2012 on Wednesday, boasting a 40% fourth-quarter revenue jump.  The social networking giant also saw its strongest quarterly advertising growth for all of 2012, most likely a result of increased mobile business and new advertising tools to help target consumers effectively.

Mobile advertising delivered the biggest results: Facebook’s overall ad revenue rose 41% (year-over-year) in Q4, with mobile ads making up nearly one-quarter (23%) of the total.  This is a marked change from the prior quarter, when mobile ads only accounted for 14% of total advertising revenue.

The Wall Street Journal quotes Facebook CEO Mark Zuckerberg’s take on the results: “Today there is no argument Facebook is a mobile company.”  According to WSJ, Facebook has “been on a mad dash to improve its presence on mobile” since the social network’s initial public offering in May 2012.  As of late December 2012, Facebook saw 57% growth year-over-year on mobile, with 680 million users actively accessing the social app on smartphones every month.

Tech Buyers: 43% Research Products After Seeing Mobile Ads

How Mobile, Social Media Affects Tech Buyers' Likelihood To PurchaseA new study by IDG found that 44% of consumers said that “exposure to technology products in social media positively affects their likelihood of purchase.”  The study – based on the responses of 3,100 visitors to technology news sites – looked at the effects of both social media and mobile on consumers’ likelihood to research and buy a product (ClickZ).

How does social media affect consumers’ attitudes about technology products and brands?

  • 40% of respondents said they have a sense of “technology brand loyalty” to the brands they’ve positively dealt with through social media
  • 42% are willing to recommend a brand to others if they’ve been affected positively by the firm’s social media presence
  • 53% thought the best way to reach consumers was to answer their questions on platforms like Facebook

The study also looked at mobile usage among visitors to technology news sites:

  • 92% of tablet users seek out things like product reviews on their device; 72% do so on their smartphone
  • 75% of tablet users engage in purchase-related activity on their device; 70% of smartphone users do so

The study also revealed the efficacy of mobile ads. Seeing a mobile ad about a product inspired 43% of respondents to research that product, and 21% of those surveyed said they purchased a product because of a mobile ad.  Online video also had a marked effect on purchase behavior; the study revealed that 44% of respondents have purchased a tech device after watching an online video about it.

“Mobile and social are converging to become one of the most powerful ways for marketers to influence prospects when they’re shopping,” Matthew Yorke, president of IDG Global Solutions, told ClickZ.

The study by IDG – “The Echo Effect: Understanding the Value of Tech Buyers” – surveyed 3,100 visitors of technology news sites like PCWorld and MacWorld.

54% of Top 100 Brands Use Instagram

Instagram adoption growth is outpacing that of other social networks among the world’s top 100 brands, according to a new report by Simply Measured.  While Facebook and Twitter are already near 100% adoption, the use of smaller social networks is growing rapidly among these top brands, with Pinterest seeing a 24% increase in adoption and Instagram 35%.

Social Network Adoption Among Top 100 Brands via Simply Measured

The majority (54%) of the top 100 brands are now using Instagram, according to the study.  While Facebook, Twitter, Google+ and Pinterest all are currently more popular among these brands, Instagram’s high adoption rate indicates that this could change.  “Instagram’s ability to attract top brands as a mobile-only platform serves as a reminder of the network’s power, as well as a willingness among brands to adapt and move into new spaces.”

The study also examines – out of those using Instagram – brand activity on the mobile photo-sharing platform.  Between August and November 2012, brand engagement has increased significantly.  The percentage of brands with active Instagram accounts has increased from 37% to 49%, and the the percentage of brands posting one or more photos per week has increased from 26% to 34%.  One-fifth (20%) of top brands have 10,000+ followers, and 18% of top brands have 20,000+ followers.

MTV Brand Engagement on InstagramEight of these top brands continue to dominate the platform: MTV, Starbucks Coffee, Burberry, Nike, Gucci, Tiffany & Co, Audi and GE.  Each brand has over 100,000 followers and together, they control 92% of top brand engagement on Instagram.  MTV, Nike and Audi particularly stand out, with higher levels of engagement via likes and comments.

The top 100 brands have seen an average of 210 interactions on Facebook per photo posted to Instagram.  For some brands this number has jumped even higher; Nike has seen a big lift in engagement on Facebook, with 612 likes per Instagram photo posted.

Is your brand using Instagram?  If so, have your efforts on the mobile photo-sharing platform been carrying over into likes and shares on other platforms – especially Facebook?

Facebook Brand Engagement Grows 896% Year-Over-Year

Facebook brand post engagement via Adobe studyA new study by Adobe found that brand engagement (defined as likes, comments, and shares) on Facebook rose 896% year-over-year.  Mobile engagement is also way up; around one-quarter of Facebook engagement came from mobile users.

What led to the increase in brand engagement? Adobe’s 2012 Global Digital Advertising Update offers three reasons:

  • format changes made in the last three quarters (Facebook Timeline)
  • use of new acquisition and engagement metrics
  • more effective social marketing by brands

Mobile engagement on Facebook rose 4X since Facebook Timeline rolled out.

Facebook likes by mobile users via Adobe study

Mobile growth is also having a significant effect on paid search – as mobile traffic rises, one in five paid search clicks will originate from smartphones or tablets.

Adobe concludes that “Facebook is becoming a more valuable advertising marketing channel than in the past” and marketers should take advantage by including more social -and mobile – marketing in their mix.

The data (collected from Adobe AdLens and Adobe Social solutions) for this report comes from over 260 billion impressions for 338 companies in the automotive, CPG, financial services, media and entertainment, and retail industries and the activity of 70 million fans.

Social Networking Stats: Twitter’s US Mobile Ad Revenues Top Facebook’s, #RLTM Scoreboard

The #RLTM Scoreboard:  Social Networking Stats for the Week

Facebook: 955 million active users via CNET
Twitter: over 500 million users via Twopcharts
Qzone: 576 million active users via TechCrunch
Sina Weibo: over 300 million users via Bloomberg Businessweek
Renren: over 170 million users via iResearch iUser Tracker
LinkedIn: 174 million members via CNET
Google Plus: 170 million “people who have upgraded” via Google
Tumblr: 72 million blogs via Tumblr
Instagram: 80 million users via Instagram
Tagged: 20 million unique monthly users via Tagged
Foursquare: over 20 million users via Foursquare
Pinterest: over 11 million registered users via Search Engine Land
Posterous: 3.9 million members via SF Gate

Please email marissa@modernmediapartners.com if you have additional updates, or a social network that you feel should be on the list.

Twitter’s US Mobile Ad Revenues Top Facebook’s — But Facebook Will Win Next Year
Twitter's US Mobile Ad Revenues Top Facebook's - But It Won't LastTwitter takes the lead over Facebook in US mobile advertising revenues in 2012, according to the latest eMarketer forecast.  But by next year, Facebook will beat out Twitter “by a significant margin.” Both companies earn significantly less mobile revenue than those with more established mobile platforms, like Google and Pandora.

Twitter’s mobile advertising revenues in the US will total $129.7 million this year, while Facebook – in its first year of mobile ads – will bring in just $72.7 million in the US market. These numbers are just a drop in the bucket compared to eMarketer’s estimate of $2.61 billion in total revenue from the US mobile advertising market this year; a number that is predicted to reach $12 billion by 2016.

Why is Twitter seeing such success with mobile?  According to Twitter CEO Dick Costolo, on most days Twitter generates more ad revenue from users on mobile devices than those viewing Twitter.com (eMarketer).  In comparison, eMarketer estimates that Facebook earns over 60% of revenue largely from ads that appear on the right side of the site when viewed via desktop computer – these ads don’t appear on the social networking giant’s mobile platform.

Things can change quickly in the mobile space, however – by next year, eMarketer predicts that Facebook will easily beat Twitter, reaching $387 million in US mobile ad revenues.  By 2014 the gap will widen, with Facebook’s US mobile ad revenues reaching $629.4 million vs. just $444.1 million for Twitter.  At that point, Facebook will be the second-highest mobile ad earner, behind only Google.

These estimates are part of eMarketer’s first forecast for mobile advertising revenue at Twitter, Facebook and Pandora.


Social Networking Stats: 8% of Online Adults Use Twitter Daily, #RLTM Scoreboard

The #RLTM Scoreboard:  Social Networking Stats for the Week

Facebook: 901 million monthly active users via Facebook
Twitter: over 500 million users via Twopcharts
Qzone: 576 million active users via TechCrunch
Sina Weibo: over 300 million users via Bloomberg Businessweek
Renren: over 170 million users via iResearch iUser Tracker
LinkedIn: 160 million members via LinkedIn
Google Plus: 170 million “people who have upgraded” via Google
Tumblr: 58 million blogs via Tumblr
Instagram: 50 million users via CNET
Tagged: 20 million unique monthly users via Tagged
Foursquare: over 20 million users via Foursquare
Pinterest: over 11 million registered users via Search Engine Land
Posterous: 3.9 million members via SF Gate

Please email marissa@modernmediapartners.com if you have additional updates, or a social network that you feel should be on the list.

8% of Online Adults Use Twitter Daily

8% of Online Adults Use Twitter Daily15% of online adults in the U.S. use Twitter, according to new data from the Pew Internet & American Life Project. As of February 2012, 8% of American online adults were accessing Twitter daily. Comparing these numbers to May 2011, overall use of Twitter by online adults has increased only 2%, but the number of daily users has doubled, rising from 4% to 8% in less than one year.

Who are these Twitter users?

  • more than one quarter (28%) of online African-Americans use Twitter; 13% do so on a typical day
  • one quarter (26%) of internet users ages 18-29 use Twitter, nearly double the rate for those ages 30-49
  • 31% of the youngest internet users (ages 18-24) are Twitter users
  • urban and suburban residents are significantly more likely to use Twitter than their rural counterparts

Are these demographics anything new? While usage rates within most demographic groups changed little, nearly one-third of young adults (ages of 18-24) now use Twitter, up from 18% in May of 2011 and 16% in late 2010.

Change is most evident, however, in the daily use of Twitter. The number of young adult internet users accessing Twitter on a typical day more than doubled in the past year, rising to 20%, up from just 9% in May 2011.  Daily usage among slightly older adults (ages 25-34) also doubled—from 5% of such internet users in May 2011 to 11% in February 2012—despite overall usage levels within this group remaining stable over that time period.

20% of smartphone owners are Twitter users Another major finding from the Pew data: the growth of mobile as a key factor behind increasing daily usage on Twitter.  Young adults ages 18-24 saw the highest growth in Twitter adoption and also experienced the largest increase in smartphone ownership out of any demographic.  Fully one in five smartphone owners (20%) are Twitter users (vs. only 9% of basic mobile phone owners), and 13% use the service on a typical day (vs. just 3% of basic phone owners).

How many mobile users are using Twitter specifically on their mobile phones? Smartphone owners are much more likely than the average cell phone user to use Twitter on their phones (16% vs. 9%), and to do so on a typical day (10% vs. 5%).  The general demographic breakdown for Twitter use (listed above) holds steady in the mobile sector as well, with 18-24 year old cell owners the most likely age group to use Twitter on their phones (22%), and 15% doing so on a typical day.  African Americans and Latinos both have high rates of smartphone ownership and are heavy mobile Twitter users.

So despite all of Twitter’s media attention over the past year, the overall percentage of Twitter users has remained fairly steady.  But engagement is up among users – particularly the younger demographic and mobile users.  Will rising smartphone penetration lead to significant growth in Twitter users overall, or just an increase in daily use?

The report is based on data from telephone interviews conducted from January 20 to February 19, 2012, among a sample of 2,253 adults age 18 and older, and from March 15 to April 3, 2012, among a sample of 2,254 adults age 18 and older. To view the full report, click here.

Moms: 75% More Likely to Trust Info From Brands on Social Sites

Moms: 75% More Likely to Trust Info From Brands on Social SitesSure, everyone has heard of the “mommy blogger” phenomenon by now.  But how are these moms engaging with social media and mobile on a daily basis? Three-quarters of U.S. moms visited Facebook in March 2012, and moms make up more than one-third of Pinterest’s monthly audience, according to new data from Nielsen.  And moms are not only social – they’re also on-the-go: more than half of American moms are using social media via mobile device.

The study looked at how mom’s social and mobile use (in March 2012) compared to the average American:

  • moms are 61% more likely to visit Pinterest than the average American
  • 38% more likely to become a fan of or follow a brand online
  • 27% more likely to visit Blogger — about 1 in 3 bloggers are moms
  • 50% of moms access social media via mobile, vs. 37% of the overall population (NM Incite, Oct 2011)

However, Nielsen’s data for the “The Digital Lives of American Moms” only examined those accessing these social sites from home computers in March 2012.  It would be very interesting to see how the numbers (and comparisons to the general population) might change if mobile access was included.

So how do moms respond to brands on these social and mobile platforms? Moms are 75% more likely than other women to trust information from brands on social sites, according to an April 2012 study by performance marketing firm Performics.

In this study of nearly 3,000 active U.S. social networkers, mothers are approximately 61% more likely than other women to own a smartphone, 16% more likely to visit Facebook daily and 46% more likely to visit Google + daily.

Mom bloggers control more than two trillion dollars worth of purchase power, according to Performics, making their greater willingness to trust brands on social sites a very big deal.  In addition, moms are 45% more likely to make a purchase as a result of a recommendation on a social networking site than other women.

Finally, the study details how moms (or “mombassadors”) are more willing than other women to “champion” their favorite brand on social media:

  • Recommend companies/brands via social sites (34%)
  • Discuss companies/brands on social sites after seeing an ad elsewhere (48%)
  • Talk about companies/brands they follow on Facebook (24%)
  • Link to a company/brand ad (23%)
  • Post a company/brand ad (53%)
  • Post interesting or relevant content about a company/brand (50%)

These studies make it clear that 1) moms are highly engaged on social media, and that 2) there are significant opportunities for brands to get moms (many with potentially large followings on social sites or blogs) on their side.

78 Million Americans Access Facebook Via Mobile

78 Million Americans Access Facebook Via MobileOut of those Americans who use both Facebook mobile and traditional Facebook.com, the greater share of their time is now being spent on Facebook’s mobile site and apps (441 minutes per month) vs. time spent on the traditional website (391 minutes per month), according to a new report from comScore.

Out of the 78 million Americans ages 18 and over using Facebook via mobile, average engagement was more than 7 hours via mobile browser or app.  Yet average engagement for the total 160 million Americans using Facebook was only 6.5 hours per month.

According to TechCrunch, “that’s actually a big problem for the social network.”

While Facebook can show 4-7 ads per page on the classic website, only a few ads per day display in the mobile feed.  Users are resistant to traditional mobile ads, so Facebook has already incorporated mobile Sponsored Stories – companies pay to have them appear more often (than they regularly would) in a user’s Newsfeed.

To keep making money, Facebook has to find a way to inject more ads into the mobile newsfeed.  TechCrunch sums it up: “Can Facebook get away with showing more ads on mobile without turning us off?”

Other brands also showed high numbers for mobile engagement in the comScore report, most notably Twitter, with 25.6 million mobile users (excluding use via third-party apps) and an average engagement of nearly 2 hours each month, vs. only 20.4 minutes for those visiting Twitter.com from their computer. Pinterest had 7.5 million smartphone visitors who engaged for nearly an hour, Foursquare had 5.5 million mobile visitors with an average of 2.5 hours per month, and Tumblr’s mobile audience of nearly 4.5 million engaged for 68 minutes per month, on average.

How will Facebook incorporate more ads into its mobile offerings?  And how will each of these other platforms make money via mobile without turning away users?