The smartphone industry is full of jargon that is difficult for non-insiders to understand. Charles Arthur at The Guardian recently posted a comprehensive explanation of a few terms that are the most confusing to casual observers, including “market share,” “installed base,” and “shipments.”
It’s easy to get caught up in headlines that point to Android phones having a dominant 80% “market share” in the global smartphone market, and Arthur wants people to dig deeper into that number by understanding what it really means, rather than take it at face value.
His article is a great read but at BI Intelligence we thought it would be useful to summarize his main points, with our definitions in bold:
1. Market share numbers are usually only a snapshot of smartphones shipped by manufacturers in a given quarter. Quarterly market share updates are not very useful on their own.
An example is IDC’s announcement Nov. 12 that phones running the Android operating system account for an 81% share of the global smartphone market.
It’s wrong to extrapolate from these quarterly market share numbers and think that 81% of phones in people’s hands are Android phones. The number just means that 81% of phones shipped in the quarter were Android devices. As Arthur explains, it’s ultimately sales that impact the installed base of devices, but most research firms and press reports actually discuss shipments.
According to a new study from Edelman, brands are failing to perform in the areas consumers consider most important to building and maintaining connections with them. The researchers surveyed 11,000 online consumers, in 8 countries, who participated in a minimum of one brand engaging activity in the previous year. The study found that 90% of people want marketers to more effectively share their brands. Yet on average, only 10% of people think any given brand does it well.
Shared dialog is the first step toward brand sharing with people of all ages. On average, 40% of people want the selected brand to engage in more meaningful conversations with them. By age group, share preference is as follows:
- Age 18-29 33%
- 30-44 38%
- 45-64 44%
- 65+ 41%
Marketing Charts, in reporting on the study, says that the biggest gap between importance and performance came in the area of “communicating openly and transparently about how products are sourced and made.” While 54% of respondents considered that an important area (Top 2 of 5) for brands to build and maintain connections with them, just 12% believed that the statement applied to the brands in question.
White papers, webinars are leading SMB content pieces used for lead gen
Small and medium-sized businesses (SMBs) are always on the hunt for new leads, and increasingly, content marketing is how they are finding those prospective customers. According to a May 2013 survey from Business.com, three-quarters of US SMBs actively worked on lead generation tactics, with a variety of different types of content used for this purpose.
As to which content marketing tactics respondents from SMB companies deemed most effective, nearly all content approaches received fairly high marks. Among the most valuable types of lead gen-oriented content marketing were white papers, webinars and case studies. More than 60% cited both white papers and webinars as at least somewhat valuable, with white papers especially likely to be considered extremely valuable. Videos were seen as the least valuable type of content marketing tactic. However, a still considerable 56.4% of respondents thought it was at least reasonably valuable.
Average time spent with digital media per day will surpass TV viewing time for the first time this year, according to eMarketer’s latest estimate of media consumption among US adults.
The average adult will spend over 5 hours per day online, on nonvoice mobile activities or with other digital media this year, eMarketer estimates, compared to 4 hours and 31 minutes watching television. Daily TV time will actually be down slightly this year, while digital media consumption will be up 15.8%.
The most significant growth area is on mobile. Adults will spend an average of 2 hours and 21 minutes per day on nonvoice mobile activities, including mobile internet usage on phones and tablets—longer than they will spend online on desktop and laptop computers, and nearly an hour more than they spent on mobile last year.
For more charts and the complete article, click here
According to a new Marin Software study, conducted by Forrester Research, marketers are using online advertising to drive revenue outcomes, but face challenges without ample visibility into key performance metrics. The study suggests that advanced ad management programs can help advertisers scale ad programs, enable insight into data, offload operational headaches and improve program performance.
Key findings of the study show that advertisers value online advertising because it’s flexible, targetable and drives immediate revenue outcomes. 83% of respondents are already held accountable for revenue outcomes; 79% say that driving revenue is a primary objective for online initiatives. 74% look to technology to ameliorate problems.
View the charts
Mobile ad spending around the world more than doubled last year, eMarketer estimates, and though growth will moderate this year, double-digit increases in mobile ad spending will continue in coming years as outlays approach $37 billion by 2016.
In 2012, mobile spending was at $8.41 billion, according to eMarketer’s forecast—up from just over $4 billion the year before and $2.34 billion in 2010. eMarketer’s estimates of worldwide mobile ad spending include dollars going toward display and search advertising only, and exclude spending on messaging-based formats. Spending on tablets is also included.
Read more and view data charts…
Results from an Econsultancy survey released in February, conducted in partnership with the Email Experience Council of the DMA, and reported by Marketing Charts, show that 55% of client side marketers are using lead source to personalize/segment their mailings, while 53% are using demographic data. And, although only 49% currently personalize emails based on behavior, including recent purchase, time on site, and pages viewed, almost one-quarter plan to do so in the near future. By contrast, the proportion who already factor in business information is roughly equal to those who have no plans to do so (46% vs. 45%).