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2012년, 미국의 연령별 Smart Phone 이용률 18세~44세는 60%
2012년, 미국의 연령별 Smart Phone 이용율, 18세~44세는 60% 이상., Mobile Device는 Apple과 Android가 지속적으로 확대.
High smartphone penetration among 25- to 55-year-olds leaves room for growth at the opposite ends of the age spectrum
More than half of US mobile users will have a smartphone by the end of next year, and as users make the switch, their content consumption will grow to match the capabilities of their new phones. But as the audience grows, the group's demographic composition will change, and marketers will need to keep up with new touchpoints for reaching the expanding community of smartphone users.
When it comes to the adoption of mobile technology—especially smartphones—age is one of the most important factors influencing consumer behavior.
The highest smartphone penetration rate in the US is among adults ages 25 to 55, whereas for general mobile phone users the age bracket skews a bit younger, ages 18 to 44, because people under age 25 are less able to afford higher-priced phones. But eMarketer expects declining prices, along with increased integration of smartphone functionality into daily life, to drive smartphone ownership among teenagers up to 50% by 2014. Adults ages 45 to 64 will see similar uptake.
Hispanics, one of the youngest ethnic groups in the US and one of the fastest-growing populations of smartphone users, will have the highest penetration rate for smartphone users by 2014, at 55%, according to eMarketer predictions. Hispanics and other minorities also account for very high engagement rates when it comes to mobile content, and demonstrate high usage of non-voice data applications, in line with smartphone use among younger adults. Whites, though, are now the fastest growing segment of smartphone owners due to their late adoption habits. eMarketer expects the gap between whites and minorities to decrease over time.
The majority of the smartphone market is now shared between Android and Apple operating systems. Android quickly became the top smartphone operating system in 2011 and will continue to claim the largest market share. eMarketer forecasts that by 2014 more than 45% of smartphone users will be using Google’s Android system and that its growth and that of Apple’s iOS platform will come at the expense of Microsoft and RIM (BlackBerry).
In the case of BlackBerry, usage is particularly difficult to forecast. RIM has suffered through a tumultuous period that has seen a sharp sales decline in the latest quarter, a catastrophic service outage and the ouster of top executives. In announcing the company’s earnings in March 2012, new chief executive Thorsten Heins touted RIM’s prospects but acknowledged that the company faced significant challenges. RIM is considering its options, including a possible sale of the company. eMarketer will monitor the mobile phone market and update its projections regularly.
The full report, “US Mobile Usage Forecast,” also answers these key questions:
- How many mobile users, mobile connections and smartphone users are there in the US?
- How will that audience change over the coming years in terms of age, race/ethnicity and the type of phones they use?
- How many mobile internet users are turning to activities like mobile social networking, gaming and video viewing on their smartphones?
This report is available to eMarketer corporate subscription clients only. Total Access clients, log in and view the report now.
미국의 Web Site 이용 Categories 최근 1년동안의 변화, comScore Report.
미국의 Web Site 이용 Categories 최근 1년동안의 변화, Potal의 Share는 3.6 point 감소와 더불어 e-Mail과 News도 감소세. 반면 SNS는 2.2 point 증가.
Recently, at the Minority Corporate Counsel Association’s CLE Expo in Chicago, I had the opportunity to participate in a fascinating panel discussion on the growing use of social media and its implication for businesses. The session included representatives from AOL, Walmart and PRNewswire.
During the panel discussion, several audience members asked about data that shows increased user engagement with social media. As a global leader in measuring the digital world, comScore is well positioned to report on such trends in social networking. The average U.S. internet user now spends nearly 6 hours every month engaging with social networking sites, about 50% more time than a person would spend watching their favorite weekly one-hour primetime drama on TV. Currently, social networking is the second most engaging content category online in the U.S., trailing only web portals. It seems likely, however, that social networking will assume the top position in 2012, a milestone that was reached in Latin America earlier this year.
comScore’s insights into social networking trends specifically, and internet trends generally, is drawn in large part from our research panel. comScore’s 2 million global panelists have embraced our programs by giving us permission to measure their internet activity after they install our panel software and by completing an occasional survey. This participation provides significant value to the digital business community, since many companies use comScore’s anonymous, aggregated data to make decisions that shape the products and services that they offer.
The benefit of volunteering for comScore’s market research panels also extends far beyond the internet. For example, in return for participation by millions of people in our RelevantKnowledge, OpinionSquare, and PremierOpinion panels, comScore has planted approximately 3 million trees around the world as part of our “Trees for Knowledge” program that we use as an incentive to recruit panelists. We take participation in our research panels seriously and strive to provide value to participants, to businesses, and to the broader global community. We’re also proud that the Better Business Bureau has awarded us an “A+” grade for our attentiveness to panelists’ questions and other inquiries.
We believe that market research is a value-creating enterprise for all involved, and we look forward to continuing to provide unique research and insights that help business navigate the digital world.
via http://blog.comscore.com/2012/04/panel-participation-yields-digital-insights....
미국 Internet AD 매출, 과거 최고인 310억 달러, Mobile은 3자리 성장 - IAB
IAB의 발표, 2011년 Internet AD 매출이 310억 달러로 2010년의 260억 달러에 비해 22％ 증가. Mobile AD는 2010년의 6억 달러에서 16억 달러로 149％ 증가. Digital Video는 전년과 비교해 29％ 증가한 18억 달러. 검색연동광고는 27％ 늘러난 148억 달러. Display 연동광고는 15％ 늘어난 111억 달러.
Internet AD의 최대 광고주이기도한 소매업이 Internet AD 전체의 22％에 해당하는 71억 달러를 차지.
IAB는 Smart phone과 Tablet의 급격한 증가로 Mobile 광고비도 지속적으로 증가할 것으로 분석. 이러한 단말기를 어떻게 Marketing에 활용 할 것인지가 중요한 부분을 차지할 것이라고.
참고: Web Experience Management (WEM)에서 마케터에게 필요한 것은 고객을 매료시키는 Persona와 Scenario
Internet Ad Revenues Hit $31 Billion in 2011, Historic High Up 22% Over 2010 Record-Breaking Numbers
Q4 2011 Sees Best Quarterly Result Ever at $9 Billion, With 20% Uptick Over Q4 2010
Mobile Achieves Triple-Digit Growth Year-Over-Year
NEW YORK, NY (April 18, 2012) — The IAB Internet Advertising Revenue Report for the full-year 2011 reveals that revenues soared to a landmark high of $31 billion. That milestone represents a 22 percent increase over 2010’s full-year number, which itself had been a record-breaker at $26 billion. The report, released today by the Interactive Advertising Bureau (IAB) and prepared by PwC U.S., also unveils that fourth quarter revenues for 2011 hit a best-ever at $9 billion, marking a 15 percent increase over the third quarter 2011, which came in at $7.8 billion, and a 20 percent growth year-over-year in comparison to 2010’s $7.4 billion.
Other highlights of the report include:
- Mobile experienced the fastest growth of all categories – triple-digit growth year-over-year – up 149 percent to $1.6 billion in full-year 2011 from $0.6 billion in 2010.
- Digital video, a component of display-related advertising, saw a significant uptick of 29 percent year-over-year, bringing in $1.8 billion in revenue in 2011 compared to $1.4 billion in 2010.
- Search revenues in 2011 totaled $14.8 billion, up almost 27 percent from $11.7 billion in 2010.
- Display-related advertising revenues in 2011 totaled $11.1 billion or 35 percent of 2011 revenues, up 15 percent from $9.6 billion in 2010.
- Retail advertisers continue to represent the largest category of internet ad spending, accounting for 22 percent in 2011, or $7.1 billion, up from 21 percent ($5.5 billion) reported in 2010.
“This historic moment, with an especially impressive achievement in mobile, is indicative of an increased awareness from advertisers that they need to reach consumers where they are spending their time—in digital media,” said Randall Rothenberg, President and CEO, IAB. “Pushing past the $30 billion barrier, the interactive advertising industry confirms its central place in media. Across search, display, digital video, digital provides a wealth of opportunity for brands and consumers. With the proliferation of smartphones and tablets, it is likely that the tremendous growth in mobile will continue as these screens become even more crucial to the marketing mix.”
“The year 2011 saw mobile advertising become a meaningful category,” said David Silverman, Partner, PwC U.S. “By combining some of the best features of the internet, along with portability and location-based technology, mobile advertising is enabling marketers to deliver timely, targeted, relevant, and local advertisements in a manner that was not previously possible. It is for these reasons that we expect strong growth to continue with mobile advertising.”
“Digital advertising’s stellar performance in 2011 attests to the high value marketers put on the medium,” said Sherrill Mane, Senior Vice President, Research, Analytics, and Measurement, IAB. “In addition, with advancement in areas like mobile and digital video, it appears that there will be robust avenues for interactive’s growth in the future.”
Here are the results from the full year in comparison with last year’s numbers:
Revenue (Ad Formats)
| Full Year 2010 * |
Full Year 2011 |
|||
| % | $ | % | $ | |
| Search | 44.8% | $11,661 | 46.5% | $14,768 |
| Classifieds and Directories | 10.0% | $2,597 | 8.1% | $2,580 |
| Lead Generation | 5.1% | $1,323 | 4.8% | $1,522 |
| 0.7% | $195 | 0.7% | $213 | |
| Mobile* | 2.5% | $641 | 5.0% | $1,596 |
| Display-related | ||||
| -Digital Video Commercials | 5.4% | $1,404 | 5.7% | $1,809 |
| -Ad banners / display ads | 22.9% | $5,963 | 21.5% | $6,811 |
| -Sponsorships | 2.8% | $718 | 3.5% | $1,121 |
| -Rich media | 5.9% | $1,539 | 4.1% | $1,315 |
| Total display-related | 37.0% | $9,624 | 34.8% | $11,056 |
* Revised from prior year to include mobile as a discreet category
Revenue (Pricing Models)
| Full Year 2010 |
Full Year 2011 |
|||
| % | $ | % | $ | |
| Impression-based | 33.0% | $8,589 | 31.3% | $9,926 |
| Performance-based | 62.2% | $16,198 | 64.6% | $20,491 |
| Hybrid | 4.8% | $1,254 | 4.2% | $1,318 |
IAB sponsors the IAB Internet Advertising Revenue Report, which is conducted independently by the New Media Group of PwC. The results are considered the most accurate measurement of interactive advertising revenues because the data is compiled directly from information supplied by companies selling advertisements on the internet.
The survey includes data concerning online advertising revenues from Web sites, commercial online services, free email providers, and all other companies selling online advertising. The full report is issued twice yearly for full and half-year data, and top-line quarterly estimates are issued for the first and third quarters. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information.
A copy of the full report is available at: www.iab.net/AdRevenueReport.
About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.
About the PwC Network
PwC firms provide industry-focused assurance, tax and advisory services to enhance value for their clients. More than 161,000 people in 154 countries in firms across the PwC network share their thinking, experience and solutions to develop fresh perspectives and practical advice. See www.pwc.com for more information.
via http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/...
재미있는 광고, 지하철의 천정과 여성의 다리까지 광고 공간으로 활용을.
케나다의 모발, 가발의 제품을 제조하는 회사「Panorama Hair」가 광고 공간으로 선택한 곳은 다름아닌 지하철의 천정. 천정을 거울로 만듬으로서 아래에 서있는 남성의 반짝이는 머리가 그대로 비춰진다. 자신은 물론이고, 주위의 사람들에게도 자신의 모습이 보여지는 부끄러움을 통해 이식은 어때요? 라고 제안하는 광고. 좀 잔인한 부분도 없지않아 있네요...
이와 비슷한 것이 또 있다. 이전에 올렸던 것이기도 하지만 위 사례와 비슷하여 다시 한번 더.
뉴질란드의 패션스토어 「Superette」는 Shorts의 광고로 선택한 것은 여성의 허벅지.
광고가 새겨진 벤치를 버스 정류장, 쇼핑 센터, 공원 등에 설치. 그리고 여성들에서 잠시동안 앉게 하는 것 . 광고는 1시간 정도 새겨진다고 한다.
최근 「Superette」가 꽤 재미있다. Lookbook을 Contents로서 활용하는 EC Site가 부쩍 늘었다. 해외로 배송도 하고 있고..,
한국에서는 어렵겠지만, 이런 광고, 브랜드의 색깔은 누구보다 확실한 듯 하다.
NFC Research "Smartphone Real World Interactors"
