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Marketing Data RoundUp: Firms use newer platforms to reach multicultural consumers | Smartphone owners have 27 apps on their devices

Newer Media Platforms Used to Reach Multicultural Consumers

To reach multicultural consumers, more than half (56%) of marketers are increasing their investments in newer media platforms, according to an Association of National Advertisers member survey. Another 35% are holding their spending at the same level, while only 9% are reducing their investments in newer media. The companies' own website was noted most often (92% ) as the media platform that enjoyed the highest usage in targeting multicultural consumers.

In addition the survey found that:

  • Online ads on third-party websites garnered (80%)
  • Search engine marketing, paid keyword (72%)
  • Email marketing (70%)
  • Search engine optimization, organic (64%)
  • Mobile (59%)
  • Social networks (59%)
  • Viral videos (55%)
  • Videos on demand (34%)

This report dovetails a finding from a survey conducted by comScore and commissioned by Terra: Hispanics are the ideal online consumers, willing to engage across multiple digital platforms and more receptive to new technology than non-Hispanics. That report found that while non-Hispanics may tend to look at interactive advertising as intrusive, Hispanics seem to be appreciative of the brands that are trying to reach out to them via culturally relevant messaging in English and Spanish.

US Smartphone Users Have 27 Apps on Their Devices

The average number of apps that US smartphone app downloaders have on their phones is 27 and the top 5 US mobile phone video channels are YouTube, Fox, Comedy Central, ESPN, and MTV, according to new data from The Nielsen Company. It also found, not surprisingly, that mobile phone users between the ages of 13 and 17 send more than double the number of texts than the next-highest age group, 18-to-24-year-olds. The 13-to-17-year-old age group send on average 3,705 texts per month compared with 1,707 by the 18-to-24-year olds.


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