Social media, online advertising, m-commerce … The last 3 studies to discover
Internet users want more transparency of brands on social media, Recruitment in online advertising slightly up, M-commerce: who are the consumers? … Focus on three new studies.
More transparency of brands on social media
This one, listed on the site the workshop, reveals that “60% of Internet users surveyed recognize that social media has made it easier for them to find product information, but believe that the efforts of brands on social networks have no other goal than advertising.” 69% of them even think that most companies would present and active on social media only for the purpose of advertising communication and collecting information on their customers.
Thus, the Americans surveyed have more confidence in the traditional media (75% for television and radio and 71% for the press) than in social media (30%). 49% of them consider that brands should be more accessible and transparent through their communication, despite the fact that they still value information from brands from networks.
Finally, 64% of Americans would like to see the emergence of online customer service that would allow them to communicate more directly with brands, and thus direct them to their needs and desires.
Recruitment in online advertising slightly up
Viadeo just published, in partnership with Satellinet, the results of the sixth edition of its quarterly barometer of online advertising professionals, which announces their forecasts in terms of turnover, investments on the Web, recruitment prospects and, more generally, their degree of confidence in the future.
This report firstly indicates that the morale of online advertising professionals is declining, since only 53.8% of respondents say they are optimistic about their future (12% less than the previous year and 1.6% of less than last month). Client portfolios are no longer declining but remain stable because each loss goes to the benefit of another portfolio.
Regarding investments in online advertising, 9.2% of professionals think they will invest heavily in the next 3 months, against 5.9% in the previous quarter. Conversely, the forecasts for a decrease in online investments are 8.4% higher than in the previous quarter. Finally, 18.5% of bosses plan to recruit in the next three months. A slightly higher figure compared to last month (17.6%) but which does not yet approach the 41.8% of 9 months ago.
Above, the first pie chart represents investments in online advertising, and the second represents recruitment forecasts in the sector.
M-commerce: who are the consumers?
Tradedoubler, leader in performance-based marketing, published a study on the diversity of m-commerce consumer profiles and journeys in Europe. This was done by Forrester Consulting, with more than 2,000 smartphone users in Germany, France, the United Kingdom and Sweden.
It turns out that all the consumption data (product reviews, promotional codes, price comparators, etc.) that consumers have access to on their mobile phones completely go out of style with traditional in-store purchasing. Thus, more than 71% of the people questioned use their smartphones to carry out research on a product and 53% for the act of purchase directly.
As for tablets, 40% of users use them to search for a purchase and 33% to buy. This is less than for smartphones, but conversely the expenses are higher via tablets (230 € on average, against 140 € on mobile phones).
Regarding the use of a mobile device in store, the result is that 42% of users compare prices before buying and that 13% leave if they spot a more attractive offer elsewhere. Overall, 25% of mobile search sessions end with a purchase on the phone itself.
In the UK there are many mobile shoppers, but 50% of them are frustrated with the lack of usability of mobile websites. In France, 38% of users believe that they save time by purchasing on a mobile device, while 44% of German consumers believe that purchasing on a mobile device is no different from buying on a computer. These differences in use between countries are very important for advertisers who are trying to develop offers dedicated to international trade.
Finally, nearly 450% of respondents are worried about the security of the mobile device as a payment platform, while 42% of smartphone users are ready to use them as mobile wallets.