Online advertising, Facebook, smartphones, tablets … The last four studies to discover
Reuters reveals the results of a Facebook advertising survey, ComScore publishes a study on purchases via smartphones, Mobile Mix presents a study on the explosion of mobile applications, while the ABI research firm underlines the leadership of the iPad in the tablet market. The details of these four new studies.
Advertising on Facebook would not influence its users
Reuters and Ipsos conducted an online survey between May 31 and June 4 with a panel of 1,032 American internet users. This study aimed to highlight Facebook’s difficulties in growing its 900M user base, especially in terms of advertising money.
As a result, four out of five Facebook users have never bought a product or paid for a service as a result of advertisements or comments posted on the social network. Indeed, Facebook, which seemed to be a privileged benchmark for advertisers who could have access to colossal and diversified targets for their campaign, is rather represented as complementary because of its business model based on standardized advertising. General Motors recently turned the knife in the wound by announcing that it would no longer pay for advertising on the site, deeming it ineffective for its communication.
Facebook did not comment in detail on the survey, but recalled that advertising on its site has allowed some brands to enjoy a significant increase in their sales.
The top 10 categories of purchases on smartphones
Comscore yesterday published a study on purchases made on smartphones. As a result, nearly 19M Americans (or 17.4% of smartphone users nationwide) have made at least one purchase on their smartphone in an average period of three months. A look at the purchasing categories reveals that almost 1 in 3 people have bought clothes or accessories with their phone. 23.5% bought tickets (concerts, cinema, etc.), 22.3% bought consumer electronics devices, while 21.2% use their smartphones to buy and have meals delivered.
The boom in smartphone applications
Smartphones have slowly and surely become one of the most important parts of mobile devices. According to a report by Mobile Mix on the mobile advertising platform and data provider Millennial Media, in Q1 2012, 73% of mobile impressions served by Millennial Media were delivered to smartphones.
The prevalence of the smartphone is contributing to the rapid growth of mobile video and mobile games. In 2011, Strategy Analytics cited 108 billion videos viewed on mobile devices worldwide, in 2012 this number has already climbed to 280 billion views.
The millennial Mobile Mix study also highlights the immense popularity of gaming applications. The number of games available is only partially responsible for the success of these applications. Consumers are not only consuming more games than before, they are also spending more time on content. Flurry Analytics looked at mobile gaming apps for iOS and Android devices. In Q1 2012, mobile gaming sessions around the world saw their growth multiply by 20.5 compared to the level observed in Q1 2010.
The iPad still dominates the tablet market
According to a study published yesterday by the ABI research firm, the iPad remains the undisputed leader on the world tablet market in the 1st quarter of 2012. Indeed, out of 18.2M devices sold over the period, 11.8M were iPads. Global tablet sales were up 185% sharply from last year but are down 33% from the previous quarter.
While Apple holds 65% of the market share, the study highlights the free fall of Amazon’s Kindle Fire, whose sales have fallen by 80% over the period studied. The precise number of sales of Amazon tablets, however, remains unknown. With 6% of the market share, Samsung has risen to the second market on the podium. The South Korean sold nearly 1.1M tablets in the first 3 months of the year.