Tag Archives: content

Consumers Rely On Search

The web is a vast resource.  It’s the place most consumers start when looking
for data.  As a business, you need to make it a priority that consumers can easily find information about your company. With so many records available, making sure your business natively rises to the top of the heap can be a challenge.

• Over 60% of consumers use search
engines on a daily basis, another 21% use them fairly often

• Less than 5% of adults nationally rarely
or never use search engines

• Over 60% of consumers said they can easily find the information they need on search engines about half the time.

• Over 25% say they always easily find what they need

• Nearly 90% of consumers say that non-relevant sites show up when they
are searching

• Females are more likely than males to use search engines on a daily basis

• Men are slightly more likely than women to always easily find what they need on search engines

What Does This Mean To You

It’s very important that your organization be easily found on the web. Very few searchers look beyond the first page.  In fact, most contact the first listing.
When was the last time you reviewed at your search results?
Are you the first listing?
If consumers have a hard time finding your company, what is the likelihood they will visit your site?
How many different listings from competitive companies have they seen?
With so many searches being performed via mobile device, are you losing physical floor traffic because of your search strategy?

Among Metro Orlando adults:

• Roughly one million adults have visited a search engine in the past month

• Nearly 500,000 have visited a search engine via mobile device in the past
30 days

Search should be part of overall marketing strategy, robust search tactics will help ensure that your message is being seen.   For more information on how to effectively utilize search to grow your business, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; AYTM; The 2011 Scarborough Report, Release 1

Advertisements

Smart Phones Or Tablets, What Devices Do Consumers Use (Part 2)

In yesterday’s post, we examined research that showed the types of content that consumers are more likely to enjoy on their tablet vs. a smart phone.  Today, we’ll look at the activities that are done more often on smart phones.

Content Types Accessed More Often On Smart Phone Than Tablets:

• Reading The News – 62% of smart phone owners access news content

• Social Networking – Over half access social media

• Sports Content/Scores – One in four smart phone owners check their device for scores and results

• Streaming Audio Content – Nearly a quarter of smart phone owners access streaming audio

What Does This Mean To You?

Smart phones can almost be considered a frequency medium. Because consumers interact with their devices so often for varied reasons, your message needs to stand out.  You should make sure to maximize efficiencies through targeting.  You know who your targets are, position your message in content that is relevant to them,  For more information on maximizing mobile content to deliver results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Nielsen

Tablets or Smart Phones, What Devices Do Consumers Use (Part 1)

Mobile device has become the generic term for tablets, smart phones and pocket PCs (for the few people who still own pocket PCs), but the functionality and capabilities of these devices differ and so does the types of content most accessed on them.  A new research report looks at the type of device and the content consumers are most likely to use it for.  Knowing this information can help you create strategies that will maximize your mobile offerings.

• 46% of tablet owners access books on their device, that is 4 times more than the amount of smart phone users that access books on those devices

• Over one in four tablet owners watch movies on their device compared to just 9% of smart
phone owners

• 26% of those who have tablets use them to look at magazines, that over 4 times as many smart phone magazine readers

• A quarter of tablet owners watch TV shows on their tablets, just 10% of smart phone owners watch TV content on those devices

• Among iPad owners , users credit the device’s larger screen for its preference as a web and video viewing tool over the iPhone

• When it comes to social media and shopping functions, iPad owners are more likely to access this content via mobile web vs. app

What Does This Mean To You?

We’ve had several recent posts that point out how tablets are consumer’s preferred mobile device for mobile shopping. They are also the device consumers’ use most during second screen activities. Tablets are certainly the device of preference for long form information.  Consumers have long periods of engagement and tablets offer many benefits during the transactiontional phase of the sales process.  In tomorrow’s post, we’ll look at the activities that consumer do more of with their smart phones.  For more information on leveraging the right content to boost your mobile strategy, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Nielsen

What Mobile Content Do Consumers Access?

Mobile is a rapid changing environment.  It seems like on a daily basis that there are new devices available for consumers to purchase, apps for them to use and functionality for them to employ.  Staying up on how consumers are using mobile devices is essential to the success of your mobile strategy.  A new study is out the looks into the types of mobile content that smart phone users are engaging in at least once a day.

• Nearly six in 10 mobile users access the mobile web or their email from smart phones

• Nearly half engage with social networks or get weather information

• Approximately 45% either listen to music or play games

• Nearly 40% download and use apps

• Over 35% send instant messages

• Roughly 30% watch video or get local news

What Does This Mean To You?

Smart phone owners are usually never more than arms length from their device and that the only time they are not aware of their smart phone is when they are sleeping.  There are few devices, other than medically necessary ones, that have that level of interaction.  It’s this dependence that makes them so important to your business.
In Metro Orlando, the top types of content accessed by mobile users are:

• SMS Text/Instant messaging

• Email

• Maps/GPS

• News/Weather/Traffic

• Social networking

All of these types of content can be monetized and be a revenue stream for your business.  The first step is integrating mobile into your overall marketing strategy.  Mobile should work in concert with your other tactics to deliver the results you need to be successful.  For more information on developing a winning strategy, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Top Tablet Content

Over the past couple of days we’ve looked into the growth of tablets and who the device users are. The top reason people use tablets is to access information or content.  This year, nearly 70 million tablet owners will access content on via their device.  Year over year, the number of users has more than doubled. Many types of content that tablet owners access can help you connect device owners with your brand.

• Roughly two-thirds of consumers access the mobile web or check email via tablet

• Six in 10 play games and just over half engage with a social network

• Video is the top type of content accessed via tablet.  54% will watch a video at least once a week on their tablet

• Nearly half get weather information

• Approximately four in 10 get either local or national news on their tablet

• 36% get entertainment content

• One in three get sports information, read newspaper content or read magazines via tablet

• More than 9 in 10 have watched short videos on news, sports TV shows and weather forecasts

• Over six in 10 have accesses user generated content videos such as YouTube

What Does This Mean To You?

There are many ways to optimize and monetize tablet content and create awareness for your business.  Knowing the types of content people engage in is the first step. The strategy behind leveraging content is next.

• Mobile web: At their heart, tablets are still a mobile device.  The types of content consumers can access is nearly limitless.  Narrow your choices down to those that appeal to your target audience.  Also, be weary of sites with lots of animation.  These will have slower load times and will be harder to
read.  Examine the navigation on sites you might consider for advertising.  Make sure that they are user friendly

• Email: A large percentage of consumers open email on mobile devices before they look at them on desktop devices.  Do not use attachments in your marketing email.  When you use attachments you run the risk of having content that will not display or makes the recipient jump through hoops to open.  A frustrated recipient is not likely to have a favorable view of your products.  Do not link to flash content.  Over half of the tablets that are deployed are made by Apple – they cannot open flash.

• Video:  Video pre-roll can drive your message home.  It increases product recall by 52%.  Consumers are also searching out promotional video content.  Pairing your message with engaging video content drives engagement.

As tablets become more prevalent, your business should plan to capitalize on their use and functionality.
When was the last time you reviewed your marketing plans?
Are they tablet compatible?
For more information on tablet content that creates awareness, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Center For Media Research; OPA; Frank Magid Associates

Consumers Want Content

Across the country, consumer’s desire for digital content has not slowed down.  Whether it’s watching online video, surfing the internet or checking email, people are spending huge amounts of time engaged digitally.  A new study has been released that shows us just how much time U.S. consumers spend with online content on a weekly basis.

• Less than 10 hours – 12%

• 11-20 hours – 33%

• 21-30 hours – 23%

• 31-40 hours – 16%

• 40 hours + – 15%

What Does This Mean To You

The longer people stay online, the more chances they have to see your digital message.  But they will also see more digital messages in general.
To make sure your message gets the attention it disserves, there are several things you can do:

Put your message where it is likely to be seen by your target audience – Targeting is one of the most effective and efficient ways to get the awareness you need among the audience you want

Utilize site with engaging content – Consumers spend more time with great content, look for vehicles that provide the content readers want

Make your message more engaging – Rich media and online video are great features that get readers attention.  These types of ad units also have much
better recall

Look for premium positioning – Make your add stand out, premium positions will give you the awareness you want

Keeping your name top of mind with consumers is very important – remind them why your business is the best solution for their needs.  For more information on digitally turning consumers into customers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: JZ Analytics; Broadcom; Emarketer