Following are findings from recent studies on marketing and advertising-related topics. For a more in-depth look at these subjects, visit our sister site, MarketingCharts.com.
Global Consumers Are Not Interested in Creating Content - Only Consuming It
Online content creation didn't experience any growth in the past year, despite the ongoing rise of social networking, a Forrester report found. The number of people who joined social networks increased by 11% in Europe, 18% in metro China, 11% in Australia and North America by 8%. On the other hand, between 2009 and 2010, no markets exhibited growth in the number of people who create social content. "One-third of online consumers in the US regularly watch user-generated videos on sites like YouTube. But, only 10% of US online consumers upload videos they've created to public sites. The traits required to create social content are unique, and at this moment, the consumer market interested in these behaviors has plateaued," says Forrester analyst Jacqueline Anderson.
Consumers Prefer Content-Based Offers Over Demos
Creating compelling offers to entice people to give you their contact information is a key way to facilitate lead generation, Hubspot points out. It gave a sneak preview of data it plans to present at the upcoming Science of Lead Generation webinar on October 12th, which looked at content most compelling to users for this particular purpose. "The results show that people prefer content-based offers rather than "demo" type offers which imply a more sales-oriented process. If you want leads, try offering a downloadable kit, or a free trial of your product," Hubspot says. In order of popularity the top types of content were downloadable kits, free trials, eBooks, live webinars, recorded video, white paper and, last, demo/consultation.
Mobile Content Revenues will Reach $10B in 2015
North American revenues from mobile content and applications will total $10 billion in 2015, according to Juniper Research. In 2015, Juniper forecasts games will be the largest North American mobile revenue category, followed closely by infotainment. Mobile TV will come in third, trailed by UGC and music, with solid growth in adult revenue and gambling showing slow improvement
