TREND WATCH: Twitter Introduces Keyword Targeting, Mobile Mind Shift, Retail Ecommerce Forecast
Twitter Introduces Keyword Targeting in Timelines
On Wednesday, April 17th, Twitter released keyword targeting for advertising, meaning you may see Promoted Tweets based on the stuff you have tweeted about. The new feature lets advertisers base their messaging on users’ stated interests rather than demographic and geographic information. The release will not result in users seeing more ads in their timelines.
- GoPro Trial saw close to two million impressions and engagement rates as high as 11% with keyword-based targeting.
- Everything Everywhere, Microsoft Japan and Walgreens were also successful with Promoted Tweets using keyword targeting – users were significantly more likely to engage with the Promoted Tweets.
Mobile Mind Shift Index
Josh Bernoff, Senior Vice President of Idea Development for Forrester Research, introduced the Mobile Mind Shift Index (MMSI), a measurement describing mobile connectivity. He claims mobile is not just a technology trend, but a complete shift in the psychology of consumers, who now expect mobile utility from companies they work with. “We can measure this mobile mind shift,” he said. “Although 78% of online U.S. consumers have not yet made the shift, based on our surveys, 22% have. They demand mobile utility and will dump companies that don’t give it to them.” From the MMSI, Bernoff created six customer categories on a scale of zero to 100.
Disconnected (MMSI below 20) – consumers who show no sign of shifting.
Dabblers (MMSI 20-30)
Roamers (MMSI 30-40)
Adapters (MMSI 40-50)
Immersers (MMSI 50-60)
Perpetuals (MMSI 60 and above) – consumers who have already shifted completely. 31% of Perpetuals are female. The average age range is 33 to 35 with an average annual income between $95,400 to $111,100.
Retail Ecommerce Forecast
According to eMarketer, US retail ecommerce sales are expected to total $259 billion, a 14.8% annual increase, for total retail sales this year. Several key trends related to ecommerce and digital shoppers and buyers will play a key role in this growth.
- US retail ecommerce sales, excluding travel, will nearly double in size, from $225.5 billion in 2012 to $434.2 billion in 2017.
- 9 out of 10 US internet users ages 14 and older will be digital shoppers, meaning they will browse, research or compare products online via PC, smartphone or tablet in 2013.
- 8 out of 10 digital shoppers will be digital buyers in 2013.
- 62% of people who watch TV on their own schedules have watched multiple TV shows in succession, so-called “binge-viewing.”
- 80% of U.S. Internet adults watch TV by Web-based subscription video on demand services like Hulu, Hulu Plus or Netflix.
- Younger viewers are more likely to binge-view – 78% of 18 – 29 year olds.
Who Uses Social Media – A Demographic Breakdown
Pew Research Center and Docstoc released a new study which analyzed just who uses social and on what platforms. Their data concluded that Facebook, LinkedIn and Twitter are the top social media sites for adults. 18-29 year olds have always maintained the highest percentage of social media usage, although their overall usage dropped for the first recorded time in December 2012, from 92% to 83%. The only age demographic to increase in December 2012 was 30-49 year olds, who increased from 73% to 77%.
Pinterest: Rural residents, women, whites, some level of college education or higher, middle to higher income.
Facebook: Women, 18-29 year olds.
Instagram: African-Americans, Hispanics, urban residents, 18-29 year olds, women.
Twitter: African-Americans, urban residents.