Ken Carr's » eMarketer Reports

Millennials Online: Marketing to a Moving Target

kencarr — Tue, 07 Sep 2010 09:40:04 +0000

Millennials are the first generation to be raised with online media. As young adults, ages 18 to 34, these digital natives quickly adopt new technologies, then adapt them to fit their lifestyles. If something that suits them better comes along, they are quick to move on. Indeed, 24% of respondents in this age group chose “technology use” as the trait that sets them apart from previous generations, according to the Pew Research Center. Millennials’ media usage is also different from preceding generations. They do not read newspapers or watch TV the same ways their parents do. Today, 78% of millennial internet users engage with social media, including blogs, microblogs, social networks, and photo- and video-sharing sites, according to a Harris Poll. By contrast, just 43% of their parents and grandparents do.

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Online Holiday Shopping Preview: What Retailers Need to Know

kencarr — Thu, 02 Sep 2010 21:40:05 +0000

Despite signs that the economic recovery is losing steam, the outlook for online holiday sales remains upbeat. Still, the uncertain economy does pose complex challenges for retailers’ holiday season preparations. How they manage inventory will be a critical success factor, so smart retailers are working more closely with supply-channel partners to deal with different consumer-demand scenarios.

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Mobile Content: Games, Music and Video Take to the Cloud

kencarr — Tue, 31 Aug 2010 15:40:03 +0000

Mobile phones have become a staple of daily life, so much so that most consumers can hardly imagine going through the day without one by their side. The reliance on mobile devices for just about everything makes mobile a platform that content publishers and marketers cannot afford to ignore.

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DTC Pharmaceutical Marketing Online: A Slow Shift to Digital

kencarr — Fri, 27 Aug 2010 03:40:05 +0000

The pharmaceutical industry is one of the largest US advertisers. In spite of shifting regulatory hurdles and economic malaise, direct-to-consumer (DTC) ad spending on prescription drugs increased in 2009, largely on the strength of blockbuster brand promotion in traditional mass-market media.

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Worldwide Social Network Ad Spending: A Rising Tide

kencarr — Mon, 23 Aug 2010 18:40:05 +0000

Social network advertising is getting renewed attention in 2010. Ad spending on social destinations in the US will reach $1.7 billion this year and cross the $2 billion mark in 2011, according to eMarketer’s most recent forecast. In addition, spending is growing quickly outside the US. Worldwide, $4.3 billion will be spent on social networks in 2011, a 29% boost from this year’s expected $3.3 billion.

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Marketing Online to Teens: Girls Shop with a Social Twist

kencarr — Thu, 05 Aug 2010 18:40:07 +0000

In 2009 nearly half of all teen internet users bought goods such as apparel, books and music online. An even higher percentage would have made such purchases had they more spending money and access to a credit card. Several payment alternatives like debit cards and student accounts not only enable teens to buy on the web but also let parents set spending limits and monitor payment activity. Yet rather than offer these options, many retailers seem content to drive online teenagers to their physical stores.

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UK B2C Ecommerce: Consolidating the Gains

kencarr — Fri, 30 Jul 2010 00:40:04 +0000

eMarketer estimates that over two-thirds of UK internet users ages 14 and older will buy something online at least once per month in 2010. Between 2011 and 2014, the number of monthly online buyers will rise from 27.2 million to 30.8 million.

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