Internet trends: marketing research & predictions

American Brands Continue to Dominate in Times of Global Recession: 2006-2009 Global Brands Equity

September 22nd, 2009 by

Interbrand recently published “Best Global Brands 2009“, their annual brand equity report.
TrendsSpotting examined the data and totaled the top American brands for the years 2006-2009.
It seems that neither the recession, nor other economic forces, are affecting American brands’ global influence. As can be seen in the following table, American brands have reached the top 10, 50, and 100 among global brands, in a stable pattern over the years (in fact, in the last two years, eight out of ten global brands were American (up from seven out of ten for the years 2007 and 2006).

American_brands_recession

Interviewed on the effect of the recession, Andy Bateman, CEO of Interbrand, said “Stock market declines and earnings declines have contributed 10% and 30% to overall decline in brand value among all brands, but for the top 100 brands the overall decline was only 4%”.

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What makes Cuil to buzz? Case study for launching brands in a highly competitive environment

July 30th, 2008 by

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What stands behind Cuil buzz?

The answer is quite simple – can one ignore such provocative statements?
But what makes it so credible?

Is it the fact that someone “dares” to challenge Google with no fear? (a great tactic whether you have it or you don’t..)
Is it the fact that Cuil involves Googles’ former leading employees who are perceived credible enough to challenge Larry and Sergy. (Can they really?)
This or that, fact is so much has already been said, and still we all want to present our own opinion on the matter. Thats the real buzz source. We make it a buzz because its too strong to ignore.

Read Write Web points to the language Cuil uses to present their new product

” When you throw around terms like “pioneering”, “significant breakthroughs”, “ideal search engine”, “complete user privacy”, “next generation approach to search”, … well you better have a good product to back that up. “

Buzz Tracking post launch:
Search Trends:

Searching for Cuil – July 27:
Cuil gets to # 15 (Cuill)

Searching for Cuil – July 28:
Cuil gets to # 8 (cuil stock)

Searching for Cuil – July 29-30
Masked by the California earth-quake, Cuil does not make it to the top searches in Google.
At the same time, Cuil is is still starring at Yahoo Buzz..

Buzz in blogs:

One day only – to get to the peak (0.35% out of all blog citations), currently a steady drop down.

What will happen next?
My guess – the buzz will continue few days more over the blogs (until all web oriented bloggers will have their say on this issue: consider some gossip, tech reviewers, marketing opinions, and financial bloggers following Google stock).
The Buzz will slow down in few more days, probably until Cuil will try to throw another bomb (and i have a strong feeling they will).
For Cuil to attract early adopters – it will need a strong positive approach among professionals in search engines.
Following the Web Influencer reviews – its not.

In the battle between Google and Cuil – Cuil makes the right PR, but Google wins the first act!

anecdote:
no cuil search results for cuil in cuil..

(another lesson from changing the brand name (which was planned to be Cuill) prior to launch…)

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Global youth survey: Teens are hooked on instant messaging and on yesterday’s global brands

April 15th, 2008 by

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image source: Interband

Habbo, a leading virtual world youth website, reports its second Global Habbo Youth Survey, examining the interests, values, attitudes, and online habits of their global audiences.

For the study, Habbo surveyed 58,486 teens between the ages 11 and 18 from 31 countries.
While the stats are interesting to follow, we have to notice that they do not represent mobile youth behavior nor online behavior, but only those who are among Habbo users. As I see it, it does provide some interesting indications for what we may consider next to come.

Communication tools:
Instant messaging was found as the most popular communication tool:

• 88% regularly communicate via SMS
• 76% use the internet to Instant Message friends;
• 72% report having active email accounts (probably as a secondary communication tool, for non-personal needs)
• 71% use their mobiles as a portable mp3 player (up from 38% in the 2006 Habbo survey!)
• 70% take photos and videos (up from 11% in 2006).
• 64% play games (up from 51% in 2006)

Online preferences and behavior:

• YouTube and MySpace were reortd as the most popular global Web sites
• 50% reported that they forward humorous links and videos to their friends
• 30% regularly upload content.

(Among U.S. users, the most popular web sites were MySpace and YouTube, followed by AddictingGames, RuneScape and Facebook).

Consumer brands:
According to the survey – brand familiarity clearly affects teens’ choices as consumers. Moreover – yesterday’s leading brands are still hot today:

• 74% reported that familiar brands guide their purchasing decisions.
• Global well-known brands, such as McDonald’s, Coca-Cola and Nokia ranked high for both boys and girls.
• Gender differences were found in clothing brands: boys favor Nike, Adidas and Billabong as their top clothing brands, where as girls preferred Hennes and Mauritz, Nike and Roxy.

Methodology:
58,486 teenagers were surveyed in October and November 2007. Habbo states that statistical weighting was employed to give all participating countries an equal weight in the global results. Habbo claims 8.6 million unique users on a monthly basis.

More on youth in TrendsSpotting? see previous reviews.

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Brands on UGC websites: The Coca-Cola case study

January 25th, 2008 by

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We all follow the growing success of Users Generated Content (UGC) sites. As the top websites still struggle to allow marketers inside, users keep rejecting those efforts and are strongly organizing not to allow marketing campaigns on their behalves.
While marketers realize its time to transfer their focus online, let us follow the top brands activity in the hubs global users spend their time in.

case study: Coca-Cola (no. 4 brand according to BrandZ, no. 1 brand according to Interbrand).

Coca-Cola on Youtube:
Starring on YouTube, the closest to resemble the TV online, Coca-Cola’s biggest success was due to the known series of Diet Coke experiments with Mentos (nostalgia: not too long ago, marketers were carefully picking other brands only if their values found to match- well see how Coke and Mentos nicely match today!). The most viewed from these take offs brought about 8 million views (Comments: 12,500, Favorited: 9704 times), while other videos with this concept brought few million more.
Coca-Cola’s original video (GTA Coke, Coca-Cola video game) brought together about 5 million views (aggregated results: Comments: 5,140, Favorited: 18,575 times), when Coca-Cola presented a car theft video performed by second world avatars.

Coca-Cola on MySpace:
Many MySpace groups were established in connection with Coca-Cola, but all hold very small number of members.
The largest group I could find was Coca-Cola’s Fan club – with 6319 friends.

Coca-Cola on Facebook:
Coca-Cola fans on Facebook count no more than 625.
Coca Cola’s events using Facebook application (Coca-Cola my summer application) involves no more than 17 daily active users.
Largest Facebook’s group for Coca-Cola – counts about 13,000 members (calls to bring the old Xmas advert).

Coca-Cola on Second worlds:
After few innovative experiments – Coca-Cola leaves Second Life to try another second world platform.

Coca-Cola on blogs, forums, Coca-Cola website:
While Coca-Cola generates higher volume in blogs and forums than its direct competitor (Pepsi), it can hardly confront other leading brands on the top brands list (having technology or online advantage).

According to US traffic data provided by Compete, over the last year Coca-Cola lost more than 40% of its visitors (currently = 290k uniques). Alexa, on the other hand presents an opposite trend of world wide traffic (is it that Coca-Cola is losing its power in the USA?)

Results:
Over the top social networking sites – Coca-Cola fails to create fans, members and friends.
The YouTube findings, can serve as the best model for Coca-Cola. The most successful Coca- Cola related activity observed, was due to users experimenting in splashing Diet Coke on the ground…

********************************************************

Conclusions:

1. Coca Cola – needs to step aside, contribute underground innovative concepts for users to create their own Coke experience. Coca-Cola must understand that “Coke jokes” might be the best brand experience it can empower.

2. If the name of the game is online presence – Coca-Cola as a global leading brand needs to re-think its business assets. For years Coca-Cola met its audiences through mass media, constantly engaging with its targets. Today, when online media is the mass media – Coca-Cola must improve the channels needed to make an optimal reach over. If Coca-Cola wishes to stay on the top brands list – side by side with technology monsters – it should create its own “technology” solution.

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US students hold misbelieves concerning brands origin country: online survey

May 26th, 2007 by

College students are known to be heavily influenced by brands, but a recent online survey conducted by Andersonanalytics showed that they know only little where their favorite brands originate.

  • 53% percent of students thought Finnish cell phone company Nokia to be Japanese
  • 58% thought Korean electronics company Samsung was Japanese.
  • 48.5% mistakenly thought Adidas clothing came from the United States, not Germany.

“For the most part, this next generation of educated American consumers either have no clue where the brands they use come from or simply assume everything comes from the United States, Japan or Germany,” said Tom H. C. Anderson, Managing Partner, Anderson Analytics (see table 1).

In this study, brands originates from the Finland, Denmark, Netherlands, Korea, Sweden and the UK – were the most misidentified brands (see table 2). When respondents were asked to rate countries by pereceived quality (table 3)- Japan, US and Germany received the highest score (they do know something about quality..)

Observing the brands by categories (see table 4) reveals that cell phones were the top category origin was misidentified. Although Nokia has dominated the cell phone market, just 4.4% of students knew that Nokia was made in Finland; and just 8.9% knew LG cell phones came from Korea. It turns out that even strong American brands like Motorola are falsely believed to be Japanese (42% of students surveyed thought Motorola was Japanese compared to 38% who said it was American).

While students’ ignorance hurts some marketers, according to Anderson, for cell phone manufacturers ignorance truly is bliss. “We found for cell phones, country of origin didn’t seem to affect students’ perception of the brand, since Motorola was ranked equally well whether students thought it was from America or Japan,” said Anderson. “This has allowed Korean brands, like LG and Samsung, to compete on a par with companies like Nokia and Motorola.”
Country of origin does play an important part in making luxury goods and automobiles more exclusive and exotic: French Hermes scored higher with students who correctly identified it as a French rather than a UK brand with 23% more giving it high ratings. Similarly, fewer students (a 13.3% difference) gave Japanese Lexus top ratings when they mistakenly thought it was a US-made car. Even brands like IKEA which compete on cost may benefit from their ties to an exotic country of origin, said Anderson. In IKEA’s case, among the 31.2% of respondents who knew IKEA was a Swedish brand, the brand rating was 12% percent higher than among the 23.6% of respondents who though IKEA was a US brand.

Methodology:
A representative sample of 1,000 US college students at over 375 US universities and colleges were interviewed. In addition to matching brands with their home countries, students were asked which countries were best at producing certain products, as well as producing quality products overall. Students were also asked to rate the quality of individual brands. The total sample size represents a confidence interval of +/-3.1% at the 95% confidence level. The survey was fielded online in late 2006.

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table 1: misidentified brands

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table 2: misidentified countries

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table 3: most preferred origin by country

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table 4: most prefered origin by category

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“Trends and Innovations in Mobile Accessories” Research Report

February 1st, 2012 by

We are happy to announce the release of a new TrendsSpotting research report  uncovering  major  trends  in  Mobile  Accessories.
Based  on  exploration  of  over  2000  new  accessories  released  since  2011  +   CES  2012  and  a  market  analysis  of  major  market  trends  characterizing  this   growing  market, TrendsSpotting  has  identified  about  150  recently  released   products  that  reflect  new  emerging  trends  in  mobile  accessories.
The  innovations  analyzed  in  this  report  are  profiled  according  to  Product   Categories  (Protection,  Power,  Entertainment,  Smart  Solutions),  User   Experience  Categories,  Marketing  and  Consumer  Trends.

Major findings:

1. The  largest  shift  in  the  mobile  accessories  market  identified  by   TrendsSpotting   is   no   doubtfully   marked   by   intelligent   capabilities  made  available  with  mobile  apps.

The  mobile  accessories  market  has  changed  dramatically  during  the  last  12   months,  since  consumers  have  largely  adopted  smartphones,  and  apps  download  has  become  a  popular  behavior.  It  is  no  longer  a  market  of  cases   and  skins  but  of  smart  devices  supported  by  intelligent  apps.     With  the  increased  use  of  mobile  apps , new  opportunities  lie  for   hardware  accessories  that  complement  the  mobile  device.  Mobile  accessories   can  now  provide  smart  solutions  that  were  not  available  before:  location   tracking,  sensors  and  monitoring  devices  are  put  together  to  allow  smarter   management  systems  for  homes,  transportation,  fitness  and  health  care.

2. Protection:  The  high  value  of  the  smartphone  device  (compared  to  feature   phones)  makes  it  rational  for  consumers  to  invest  in  its  protection.   As  competition  in  this  market  strengthens,  case  makers  understand  they  need   to  provide  more  advanced  solutions  (such  as  charging  capabilities  and   storage),  as  part  of  the  case.

3. Charging:  With  phones  following  the  consumer  everywhere,  we  see  a  large   variety  of  charging  solutions:  from  simultaneous  charging  and  battery  boosts  to  wireless  charging  and  alternative  power  sources, consumers  can  now  make  sure  they  will  never  be  disconnected.

4. Entertainment:  In the last year we have witnessed  a  growing  trend  of  mobile   accessories  that  enhances  the  capabilities  of  smartphones: its  visual  and   audio  features  are  upgraded  to  provide  a  more  developed  entertainment   device,  used  mostly  for  games  and  music.  With  upgrading  such  capabilities, the  smartphone  becomes  the  center  of  entertainment  in  homes  and  on  the  go.

The report “Trends  and  Innovations  in  Mobile  Accessories” can assist mobile  companies  in  their  search  for  emerging  trends,  competitive advantages, market opportunities, inspirations for new  product  development,  partnerships,  design  requirements,   and  can  provide  updated  comprehensive  market  knowledge.

The  report  is  presented  in  100-­designed  PPT   slides,  which  include  product   images,  names  of  brands  and  companies,  and  current  consumer  prices. At  the  end  of  the  report  you  can  find  the  latest  market  trends  analysis.  This   includes:

Market  Trends  Review -­  solutions  and  major  players

Mobile  Accessories -­  market  statistics

Mobile  Market  Statistics -­  smartphone  handsets,  wireless  charging,   application  download,  mobile  health.

Major trends analyzed  in this report:

Consumer and design trends
: Traditionalism, Hands free, Wearable devices, Storage, Soft and stiff materials, Fashion, Universal solutions, “On the go”, Wireless, multifunctional, daily tasks and activities monitoring, and more.

User experience trends: Upgrade, Self expression, Effortlessness, Optimization, Lifestyle.

Products and Markets
: Batteries, Cables, Cases, Games and toys, Stands, Mobile Apps, Mobile health and fitness, Monitoring devices, Music,  Photography and cameras.

Some of the companies / brands reviewed: AppToyz, AstroGaming, Asus, Bling my Thing, Blue Lounge, Braven, CaseInity, Case-Mate, Cobra, Dolce & Gabbana, Energizer, Gotality, Griffin Technology, Hasbro, HTC, ID America, Idapt, Incase, Incipio, Innergie, Innovez, Iwave, Jawbone, Just Mobile, Kensington, Kingston, Logitech, Louis Vuitton , Martin Margiela, Miniwiz, Mizco, Mophie, Motorola, myFC, Nokia, Onlive, Orbotix, Oregon Scientific, Otterbox, Parrot, Panasonic, Philips ,Polar, Powermat, PowerSkin, Quirky, Sanyo, Skunk Juice, Sol, Sony, Speck, Technocel, Third Rail Mobility, Twelve South, Uncommon, WowWee, Zagg.

Click here for more information on the report + purchase details.

Enjoy this sample slides report:

Trends and Innovations in Mobile Accessories by TrendsSpotting from Taly Weiss

 

View more presentations from TrendsSpotting

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Trends and Innovations in Mobile Accessories

January 11th, 2012 by

Buy now!

Based on exploration of over 2000 new accessories released since 2011 (+CES 2012) and a market analysis of major market trends characterizing this growing market of mobile accessories– TrendsSpotting Trends Research company has identified about 150 recent released products that can reflect new emerging trends in mobile accessories.
The report analyzes the major consumer trends and design characteristics represented by the product innovations.
TrendsSpotting has profiled the market according to 4 categories: Protective solutions, Charging solutions, Entertainment and Smart solutions integrating apps with hardware.
The innovations explored in this new report “Trends and Innovations in Mobile Accessories” are each profiled according to Product Categories and their subcategories, Consumer Trends Classification and User Experience Classifications.
At the end of the report you can find Market Research Review (major players, market statistics), Consumer & Design Trend review.

The report is presented in 100-designed PPT slides illustrating the major trends. Each trend’s slide includes product images, names of brands and companies, and current consumer prices.

Major trends analyzed  in this report:

Consumer and design trends
: Traditionalism, Hands free, Wearable devices, Storage, Soft and stiff materials, Fashion, Universal solutions, “On the go”, Wireless, multifunctional, daily tasks and activities monitoring, and more.

User experience trends: Upgrade, Self expression, Effortlessness, Optimization, Lifestyle.

Some of the companies / brands reviewed: AppToyz, AstroGaming, Asus, Bling my Thing, Blue Lounge, Braven, CaseInity, Case-Mate, Cobra, Dolce & Gabbana, Energizer, Griffin Technology, HTC, ID America, Idapt, Incase, Incipio, Innergie, Innovez, Iwave, Jawbone, Just Mobile, Kensington, Kingston, Logitech, Louis Vuitton , Martin Margiela, Miniwiz, Mizco, Mophie, Motorola, myFC, Nokia, Onlive, Orbotix, Oregon Scientific, Otterbox, Parrot, Panasonic, Philips ,Powermat, PowerSkin, Quirky, Sanyo, Skunk Juice, Sol, Sony, Speck, Technocel, Third Rail Mobility, Twelve South, Uncommon, WowWee, Zagg.

The report “Trends and Innovation in Mobile Accessories” can assist mobile companies in their search for emerging trends, competitive advantages, new product developments, partnerships, design requirements, and can provide an updated comprehensive market knowledge.

You are welcome to contact us here for more information on this report.

 

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5 points marketers should remember about Twitter’s effectiveness

December 16th, 2010 by

Recent Twitter statistics presented by Pew Internet came with some surprise in the new media. The survey revealed that only 8 percent of American internet users are using Twitter. Pew’s findings are actually in one hand with other research findings as Edison Research survey (1,753 respondents) which reported that while 87% of the American know about the service, just 7% of Americans actually use Twitter.

Though the low penetration rate may lead to some disappointment – here are five points marketers must not forget about Twitter:

1. Twitter attracts most relevant target groups:

In the same Pew survey (November 2010) usage of Twitter among sought after groups are significantly higher than the average statistics: Twitter is used by 14% of internet users aged 18 to 29 and 11% of urban internet users.

2. Twitter is a strong sales promotional tool

Survey by Chadwick Martin Bailey and iModerate Research Technologies (March 2010) found that 79% of Twitter followers (versus 60% of Facebook fans) are more likely to recommend brands since becoming a fan or follower. Moreover, 67% of Twitter followers (versus 51% of Facebook fans) are more likely to buy the brands they follow or are a fan of. Similarly, in a research conducted by Comscore (Q2 2010) 36% of Twitter users reported that they use the service mainly to find sales and product reviews.

3. Twitter generates more click-throughs and leads

Marketing firm SocialTwist analyzed more than one million links on Facebook and Twiiter  platforms. The researchers found that Facebook’s shared links average only 3 clicks, while Twitter’s embedded tweets generate 19 clicks.

In another study among business-to-consumer small and medium-sized companies, more than one-half of those using Twitter generated double the median monthly leads of non-Twitter users. That result held across company size.

4. Twitter users are most active in spreading information:

According to ExactTarget’s survey, daily Twitter users are about three times as likely as internet users on average to upload photos, four times as likely to blog, three times as likely to post ratings and reviews, and nearly six times as likely to upload articles. If you need effective marketing – Twitter users will help you do your job.

5. Twitter as a crisis management tool:

In a recent report by Cisco, the company (who is not only a service user but has also initiated its own social media monitoring platform) concludes that
“Twitter provides a means of communication between our employees and their peers, clients, customers and potential customers. We have learned in the broader landscape how Twitter is effective in crisis, able to reach many people in a short amount of time. It is also effective for information gathering, polling and for vetting information”

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5 predictions for socio-location recommendation behavior

September 10th, 2010 by

Google (and Yahoo) brought opportunities to the online retail. Location Based Services will bring promising opportunities to offline shopping.

Much has been said about recommendation sites and smart engines as Pandora, Netflix, Amazon and Google.
Looking back at the last ten years – recommendation engines started with item comparison. Personalized engines were then developed and offered suggestions (predictions) based on users past behavior, claimed preferences, or computer pre-defined identification systems.

When social parameters were added – users were exposed to other decisions made by anonymous shoppers (or popular search results).

Today, when social interactions are mainstream, and technology (smartphones adoption continue to rise ) enables location based services, we get new dimensions added to the equation.

According to the Social Comparison Theory people are especially prone to compare themselves to people they view as similar to them. Research has also shown a strong link between social comparison and peer communication about consumption.
Given a location system added to the social knowledge – users are exposed to practical and immediate choices.
Having a direct knowledge on friends buying decisions in times relevant to decision making will certainly influence decision making process. Acknowledging that, Facebook has established Places.

What will social networks and location based recommendations add to this eco-system of recommendation sites?

Following the entrance of location based networks as Foursquare and Gowalla, we have prepared a list of predictions and highlights for future research:

Prediction 1.
Multiple based recommendations might bring to consumer confusion:
Issues to be tested:
1. Will people be able to differentiate between location based recommendation (just because you are here) to a different recommendation type (their pass behavior for instance)?
2. Will people want to learn how to differentiate between parameters which influence their decision?
3. Assuming this given choice – will people really put efforts to chose their preferred recommendation parameter in real time?

Prediction 2:
Location will improve personal voting behavior if it will be connected to real benefits.
Issues to be tested:
What benefits will influence personal voting behavior? (checkout discounts, product giveaways etc) and what will be the preferred form of benefits (first to come, coupons, accumulate loyalty ..)

Prediction 3:
Social presence (quantity: amount of friends / people) will count as quality.
To be tested:

1. Assuming many of ones friends visited a place or purchased a product – would this replace reading their reviews?
2. Are all friends come equal? Will people differentiate between friends (work friends. network friends) as the reliable source of influence?

Prediction 4:
Offline offerings will be more dominant than online offerings with LBS entering the decision making process:

Entertainment (restaurants and bars, events) and offerings made by physical stores will lead the local revolution.
Issues to be tested:
What offline industry sectors will better fit the local recommendation behavior (entertainment? fashion? electronics?)

Prediction 5:
With LBS, local cultures will define consumer behavior.

Consumer learning will shift from demographics (traditional behavior) and digital networking (global influence) to local communities.

To learn more on experimental marketing activities of brands using socio-location  incentives- follow the reviews made by Click, Read Write Web and ABI Research.

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Indian Online Women and Moms: Research Review by TrendsSpotting

July 19th, 2010 by

Indian Online Women and Moms: Research Review by TrendsSpotting from Trendsspotting

In this presentation we review online Indian women as they  become a major player in the Indian Online arena.

Recent research indicate that a third of young online women in India are active users. Moreover, Indian mothers can be considered a worthy target online:
1- Indian Online moms see the internet as a vital communication and information tool.
2- They spend more time on the web compared to all other media
3- They are highly engaged in all internet related behaviors (search, read newspapers, listen to music, watch TV)
4- Many of them share experiences on brands and purchases online.

Previous report on Online India: TrendsSpotting’s Handbook of Online India.

Previous presentation on Digital Women:”What it takes to be a digital women

Enjoy!

View more presentations from TrendsSpotting.

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