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â–¶ Public Trust in Paid Media Declines, While Earned Media’s Cred Grows: Researchfirm Nielsen polled 28,000 Web users in 56 countries and found that 92% had high levels of confidence in “earned media” such as word of mouth and recommendations, an 18% increase since 2007. However, confidence in paid media, or advertisements, were down. Study findings include:
• 70% of respondents were confident in online shopper reviews, a 15% leap in the last four years.
• 58% of respondents viewed owned media like brand Web sites as credible information sources, and 50% said the same about opt-in e-mails.
• Just 47% of participants held TV, press and magazine ads in the same esteem. Within this, scores for television dropped by 25%, newspapers were down by 20% and magazines slid 20%.
Source: Nielsen
â–¶ Advocacy Actions Online Grow: Americans want their voices heard in cyberspace when it comes to issues about which they are passionate. Online advocacy actions grew at a solid 17% clip from 2010 to 2011, according to the Convio Online Marketing Nonprofit Benchmark Index Study released in March 2012. A recent example of this advocacy in action online is the Trayvon Martin case, for which more than 2 million signatures have been collected in support of justice for Trayvon Martin via Change.org. Study highlights include:
• The verticals Animal Welfare (30.1%), Environment & Wildlife (29.2%) and Jewish (29.2%) grew the most from 2010 to 2011.
• Overall, 75% of the verticals studied experienced more than 10% growth in their number of advocates.
• Donor advocates increased by 24.6%, a nearly fourfold increase from 2010, when the median change was 6.4%.
Source: Convio
â–¶ Smartphones Make Waves in Online Radio Usage: The weekly audience of all forms of online radio is now at an estimated 76 million Americans age 12 and older, reaching 29% of the population and representing an increase of more than 30% from one year ago—the largest jump since tracking began in 1998—according to a study released in April from Arbitroand Edison Research. Highlights include:
• 44% of all Americans age 12 and over own a smartphone, representing half of all cell phone owners.
• Six in 10 own a portable digital media device such as a smartphone, portable MP3 player or tablet; 40% own an Apple device (iPod/iPhone/iPad).
• 17% of all cell phone owners have listened to online radio streamed in their cars by connecting their phones to their car stereo system; this is an increase of more than 50% in the past year when only 11% had ever done so.
Source: Arbitron/Edison Research