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Research

STUDY: The Public Wants More Information from Food Brands

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It’s no secret that consumers are more concerned with the health benefits, purity, and environmental impacts of the food they buy than ever before.

But a recent Cone Communications survey polled more than 1,000 people to dig a bit deeper for specifics, finding that generational divides exist within these trends and that food brands have a fresh opportunity to define and differentiate themselves via consumer preferences. 74% of participants said that companies need to do a better job of explaining why they stand apart in terms of environmental concerns.

Some more key stats from the “2014 Food Issues Trend Tracker” after the jump.

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STUDY: Travel/Hospitality Customers Demand a More Digital Experience

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Earlier this month, MCD (Magnani Caruso Dutton) Partners published a white paper that should be of great interest to everyone with clients in the travel/hospitality industry.

The survey, conducted among 1,000 random consumers in the three major travel sectors (business, leisure and family), found that they overwhelmingly want a more digital experience in exchange for that elusive brand loyalty.

What does this mean? In the press release, MCD creative director John Caruso simplifies: “personalization and convenience.”

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STUDY: Readers Less Engaged with Content Found via Search or Social

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In one of the week’s most interesting studies, the invaluable Pew Research Center’s Journalism Project found that readers who visit news sites directly are more engaged with the content they encounter than those who come across the same stuff on social.

This finding applies to search engines, too:

  • The average direct visit to any given news site lasts 4 minutes, 36 seconds
  • The average visit to the same site via a link on social or a web search lasts only 100-102 seconds

Unsurprisingly, the regular reader is more dedicated. There’s more…

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STUDY: Which Social Networks Inspire the Greatest Brand Dependence?

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Given the unrelenting flood of new “next big thing” networks, you may be forgiven for answering the headline’s question with “none of ‘em.”

But a study presented at this year’s SXSW says otherwise.

The research, performed by United Talent Agency’s UTA Brand Studio and digital survey provider uSamp, includes some interestingly specific findings.

The first big surprise? Twitter didn’t score in the top five in any age group.

More after the jump.

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STUDY: Social Media Users Are Disproportionately Female

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In another study confirming and expanding upon something we already knew, the listicle specialists at FinancesOnline found that women are more active and interactive on social in nearly every category—and that they will have the greatest influence over what shape the networks take next.

Some of the findings, based on data taken from Nielsen and the Pew Research Center, are actually a little surprising:

Women are more likely than men to interact with brands on social across all categories. They are:

  • 10% more likely to state their support
  • 6% more likely to make efforts to stay up to date on brands’ activities
  • 3% more likely to leave comments

They also get more of their news from social and use mobile devices at far higher rates than their male counterparts.

On the whole, the study is less interesting for confirming an impression than for elaborating on the details behind that impression. Infographic after the jump, of course…

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STUDY: Brands Lose 15% of New Followers in Three Weeks Without Engagement

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It would seem that social media users are growing a bit more demanding when it comes to the brands they follow. Last week a study told us that 68% of them simply ignore posts by their favorite brands, and this week a new study finds that 15% of users will stop following a brand altogether after three weeks if there’s no engagement.

Other results of the study, conducted by social marketing company SocialBro as it prepares to release a “Follower Retention” tool, are noteworthy if a bit less revealing:

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‘Most Influential New Yorkers on Twitter’ List Is Slightly Surprising

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We don’t doubt the algorithms of social analytics company PeerIndex. We were, however, mildly surprised by the results of their most influential New York tweeters study featured today in New York magazine.

Some are obvious: mayors de Blasio and Bloomberg, Bill Clinton, Neil deGrass Tyson, Jimmy Fallon, and…French Montana? Is that Miley’s long-lost brother?

Just kidding. We know he’s a rapper because we do research. We also assume that Piers Morgan comes in at #4 due to the recent failure of his CNN show and the fact that he’s not afraid to call out his haters from his comfy spot beneath the bridge.

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STUDY: 68% of Social Media Users Ignore the Brands They Follow

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“Connect” is the key word here

Stack another study on the pile questioning Facebook’s promotional value. This one, from content management provider Kentico, reveals that even though users like and continue to follow their favorite brands on the ‘book and other social networks, they generally ignore these brands’ messages.

These findings aren’t particularly surprising—they’re more like the latest in a string of confirmations about measuring success on social as our strategies evolve.

More numbers from the survey of 300 random Americans 18 and older after the jump…

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STUDY: The ‘Honey-Do’ List is No More; Men Take Primary Responsibility for Household Shopping

man-in-grocery-storeThe reigning (and laughably antiquated) stereotype of a man in a grocery store looks something like this: a dude with a detailed, doomed-to-be-ignored list from his wife shoved unceremoniously in his pocket as he bypasses the vegetable isle to load up his cart with beer, condiments, and maybe a few slabs of meat to slap onto the grill, taking zero stock of labels, nutrition, food origin or even marketing.

Meanwhile, a new study by Defy Media, the Acumen Report: Brand New Man, paints an entirely different picture.

The survey, which took into account the responses of 2,000 men ages 18-49, revealed that 65% of men hold primary shopping responsibility for several household product categories, with 67% saying they actually enjoy shopping for the household.

This is particularly good news for marketers, as the results also showed that 63% of men are open to choosing new brands, and the way they go about doing so leaves plenty of room for companies to engage and impress them. As the report states, “When men are compelled to seek a new brand, they don’t just reach for the closest or cheapest one—they’re looking for the one.” To find it, they employ four identifiable steps that can be described as the four E’s. Read more

You Thought California Was Bad? Imagine Six of Them.

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Welcome to the Golden States?! 

The idea to slice and dice California is not a fleeting one. Instead, it’s more like the fart in the elevator — you know it stinks but you can’t detect the source. That’s this, except now, we have a face to the fart eh, idea.

Meet Tim Draper

He’s a Silicon Valley venture capitalist who invested in a few mediocre start-ups like Hotmail and Skype. So, if you need to bum a few bucks, he’s your huckleberry. While the idea to create six separate states out of California sounds asinine, to those living in the state, it may be an epiphany and a solution.

Here’s how…

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