> IN BRIEF
FACEBOOK TO DRIVE SOCIAL MEDIA ADSPEND TO NEARLY US$6BN IN 2011
Advertising on social networks will account for 10.8pc of the
total amount spent online in the US this year, according to new research from eMarketer. In total, US marketers will spend US$3.08bn on social net- working in 2011, it said. This is a 55pc increase over the US$1.99bn spent by advertisers on this medium in 2010. And further growth of 27.7pc in 2012 is expected, with adspend in this area to reach nearly US$4bn. Worldwide, social network ad spending is set to increase by
71.6pc to US$5.97bn, representing 8.7pc of total online spend.
eMarketer said its 2011 forecast for US social network ad spending is US$1bn higher than its last estimate, made in August 2010. It attributed most of the increase greater ad spending on Facebook. “2010 was the year that Facebook firmly established itself
as a major force not only in social network advertising, but all of online advertising,” said eMarketer principal analyst Debra Aho Williamson. “In 2011, its global presence is something multinational advertisers can’t ignore.” eMarketer predicts ad spending on Facebook will reach US$2.19bn in the US this year and just over US$4bn world- wide – both more than double last year’s figure. “If Facebook can continue to increase its global user base
and boost the amount of revenue it generates per user, it could even surpass these forecasts,” Williamson said. “Facebook must continue to innovate its user experience and its ad platform.”
ADVANCED MOBILE USERS KEEN FOR MOBILE COMMERCE OPTIONS
While 45pc of the most active and advanced mobile phone users would like to be able to pay for goods and services using their mobile phones, 73pc have significant privacy and identity theft concerns, according to new research by Accenture. The survey of ‘tech forward’ consumers – early adopters who
use at least four internet-connected devices and at least four internet services - from 11 countries found that consumers in Asia were the most enthusiastic about mobile commerce. Overall, 69pc of survey respondents in Asia indicated they favoured using mobile phones for most payments. However, in the US and Europe combined only 26pc of respondents favoured using mobile phones for most payments. Asked if they had used a mobile phone to make purchases in
the past six months, nearly half (47pc) of tech forward con- sumers in China indicated they had, followed by Korea (42pc) and Japan (33pc). Depending on the geographic region, tech forwards are also in the early stages of using barcode or near field communications (NFC) technology to interact with their shopping environment. Some 64pc of consumers surveyed indicated they would use
gift cards and coupons delivered directly to their mobile phones. Nearly three-quarters (73pc) of the global respondents indicat- ed that using a mobile phone for payments makes them worry about their privacy. Seventy percent said mobile phone pay- ments increase the risk of identity theft and fraud. “Mobile commerce – which encompasses mobile banking,
such as checking balances or paying bills over a mobile phone, plus coupons, promotions, redeemable gift cards, loyalty points, and more – is poised to drive huge changes in the way we shop and pay for goods and services,” said Andy Zimmerman, direc- tor, mobility services, Accenture. “We can expect a conver- gence of traditional and alternative currencies, and it has huge implications on the entire in-store retail experience.”
Over-50s are affluent and savvy – survey
Ireland's over-50s are generally tech-savvy and affluent, consider good health to be important, and are unlikely to havemuch brand loyalty for anything other than staples, according to new research from Amárach. The first National 50+ Consumer Survey, released to coincide
with the recent Business of Ageing conference in Dublin’s Royal Hospital Kilmainham revealed that while 71pc of people over the age of 50 reported a significant decrease in their income over the last 12 months, 67pc claimed the recession has not had a strong impact on their lives. In addition, six in 10 over-50s currently have
14 Marketing Age Volume 5 Issue 1 2011
a pension and 65pc have not made any drastic changes to their spending patterns. As regards technology, the research indicates that four in 10
over-50s use the internet, with 95pc of this group doing so from home. Google is the most popular website at 38pc, followed by Facebook at 19pc, and Ryanair with 13pc visiting the site. Amárach noted there is a distinct lack of any strong consistent
affinity or connectivity to brands fromthe over 50s generation and said this is not surprising as the majority of marketing is focused on the younger market.
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