Marketing research and insights news and information. This issue's keywords: data privacy; mobile use; loyalty programs; consumer sales; social media
Consumers are most confident sharing personal data with banks (82 percent), supermarkets (64 percent) and mobile phone providers (56 percent) according to research from Aimia, the Montreal-based loyalty management specialist. Businesses deemed least trustworthy were online search engines and social networks. Dallas-based Research Now carried out the online survey between June and July, 2014, polling over 24,000 consumers in 10 international markets.
For the first time, the average American spends more time per day on a mobile device than watching television, says San Francisco mobile analytics company Flurry. Average television time has remained constant at 168 minutes, according to the U.S. Bureau of Labor Statistics, but time spent on mobile devices has increased from 109 minutes in January, 2012 to 162 minutes in January, 2014 and 177 minutes in September, 2014. Flurry traces the increase to the growth in mobile apps.
Only 16 percent of executives at companies with loyalty programs rated their own programs as highly effective, according to a survey completed by 325 executives, says the International Institute for Analytics, Portland, Ore. They cited challenges of offering rewards valued by customers; measuring program effectiveness, differentiating the program and coordinating the program across all points of customer contact. However, the respondents whose firm analyzed social media data and used social media to share its loyalty program information were more likely to rate their program as highly effective (37 percent).
Consumer conversations account for 13 percent of consumer sales, which translates into $6 trillion in economic value, found a study on the sales impact of word of mouth. Offline conversations were found to be responsible for two-thirds of the sales impact and were more powerful than a paid advertising impression, driving at least five times more sales. The study utilized offline word-of-mouth data from Keller Fay Group, a New Brunswick, N.J. researcher, and social media data from New York marketer Converseon, with analysis conducted by Analytic Partners, a New York management and analytic firm.
Millennials are ready to Like companies on Facebook to show support for the brand (84 percent) but also to receive updates (83 percent) and to receive coupons or discounts (66 percent). Twitter participants rate coupons higher as a motivator (95 percent) than simply supporting the brand (78 percent). In contrast, Pinterest participants who follow brands say they just want to share information about their interests with others (76 percent). The survey was completed by Nora Barnes and Ava Lescault at the Center for Marketing Research, University of Massachusetts, Dartmouth, Mass.
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