April 16, 2014 § Leave a comment
I just returned from the LA Festival of Books and on my plane trip home, as I juggled between my iPad and a paperback, I wondered about the future of reading. Some think we are in a transition as disruptive as Gutenberg’s printing presses more than 500 years ago. In fact, some in Silicon Valley think Gutenberg was the first technology geek and call him their patron saint.
The Facts, Please!
Women contributed to 58% of book purchases in 2012, up from 55% in 2011.
According to Pew Research, more than 50% of Americans now have some type of handheld device–either a tablet computer like an iPad, or an e-reader such as a Kindle– for reading e-content. That number is up from 43% of adults who had either of those devices in September 2013, so adoption is growing.
Some 76% of all adults have read a book in the past year, but 82% of women have read a book in the past year. The typical adult read or listened to five books during the year but the median number of books read by women was 14 books. Those who read books on an e-reader tend to be more female, while gender is fairly evenly split on iPad book readership. The amount we read has stayed fairly level the past few years.
But here’s an interesting statistic. The majority of those reading e-readers still read print books as well. Among adults who read at least one book in the past year, just 5% said they read an e-book in the last year without also reading a print book.
Sure, publishing is changing. Bookstores have become curated collections, not mass marketers, and writers are unchained and able to post their own books to Amazon. But as I walked through the LA Festival of Books and saw and heard people lovingly hold and share their books and heard authors speak of their inspirations, I realized that story is still alive and well. And that is the future of reading.
July 17, 2013 § Leave a comment
How is this for a fact! The $32.2 billion Google made from Google Ads last year is more valuable than the country of Panama and the 31 poorest countries in the world combined!
Some more fun facts are included in this infographic about Google – like the most expensive keywords.
April 2, 2013 § Leave a comment
Considering an app to market to moms? A recent study found that 97% of moms made a purchase on their tablet in the last month and they’re spending significantly more time on their tablets than laptops. There’s a huge opportunity for brands to provide value for moms on their tablets.
One way to make the most of moms on tablets is by developing an app for your brand. However, developing an app, especially for the first time, is not an easy task. It requires a big budget, skilled engineers, and dedicated marketers to build a useful, powerful app.
So before you begin, there are 4 key things to keep in mind when planning to develop a new app:
App functionality – In order to be truly effective, apps must be smart, innovative, and provide value to the customer. Know when your customers will be downloading the app and why they need it at that moment. Determine the use case scenario and keep it top of mind throughout all stages of development. Also know that you don’t have to include all potential features in the first release of the app. Prioritize the essential elements and add additional functionality in future releases.
Operating systems – You don’t need to develop an app for all platforms to be successful. Rather, understand the devices before choosing one or a few. First, narrow down your options by knowing which device your target audience uses. For example, about 51% of moms own an iPhone, iPad, or iPod, compared to 52% of teenagers owning an Android. Second, understand the pros and cons of the various platforms. Windows is known for its flexibility and provides a great user experience. Apple has fewer models and screen sizes so testing is easier. However, a rejection from Apple’s App Store means more time and money to make improvements. With Android, though, it’s easier to get apps into the Google Play store. On the down side, there are many Android models and testing on all of them is nearly impossible. Finally, testing on various devices requires lots of Quality Assurance (QA), not only for the first release but also to maintain the app as devices update their operating systems. Don’t forget to budget for ongoing QA as you develop your plan.
Pricing model – Will the app support your core business or will it be the sole revenue stream? If your business has other revenue sources, you may offer the app for free because it builds mobile presence and authority for your brand. If this will be your main revenue source, the app itself might be free but perhaps it will generate revenue through an eCommerce engine or paid membership. While some paid apps are very successful, tablet users have been shown to prefer free apps with ads to paid apps. Paid apps accounted for only 23% of all tablet app downloads in 2012. Does your app offer something that customers will pay for or does it offer another value to your business?
Download strategies – Marketing your app and getting customers to download it provides a huge challenge. Make sure your app is searchable within the app store. You can do this by choosing the most relevant keywords. What will customers be looking for when you want them to find your app? Find out and use those keywords. Note, you are limited a specific number of characters for keywords. For Apple, keywords must be less than 100 characters. Another download strategy is through email marketing. Email your existing customers and include a direct link to the app store so they can download the app immediately. Make it easy for them to find and download. Also consider integrating a social sharing element into your app so users market the app for you.
Creating an app may or may not be worth it for your business, but after thinking through each of these topics you should have a better idea of your approach and strategy. For more insights on the habits of moms on tablets and how to build the best app strategy for your brand, download the white paper, “Tablets 101: A Primer for Mom-Focused Brands.”
This guest post is by Katie Petrillo. She is the B2B Marketing Manager at Punchbowl, where she writes about marketing to moms for the Punchbowl Trends blog. Follow her on Twitter @PunchbowlTrends and find her on Google+.
March 26, 2013 § Leave a comment
Here are some of the results important for marketing to moms – and dads:
Men shop around too. An equal amount of Moms and Dads, 78% and 76% respectively, shop at more than one grocery store weekly. Most make the extra trip for the best sale prices.
Smartphones are the tool of choice. Almost 60% of moms have a smartphone, compared to 44% in 2011. It is certainly the primary organizer of life. The report shows Moms are playing games (64%), looking up stores/locations (58%) and finding nearby restaurants (50%).
Baby wants a smartphone and a laptop too! Of course, you know children won’t even know how to turn pages in a magazine or a book. 43% of Moms report their children start using a laptop or desktop at 3 – 6 years, and 25% of Moms say that’s when they start using a phone or tablet.
What are the trends behind these facts?
Multichannel Shopping. Consumers are challenging retailers and brands to keep up with their multichannel shopping behaviors. Two-thirds of all shoppers regularly use more than one channel to make purchases. While the Mom report is talking about physical grocery stores, many are shopping online, warehouse stores, farmers markets, specialty stores and grocery stores to fill their pantries. Some 70% still use bricks and mortar stores, but 47% are online. And all research begins online before those “reality” shopping trips.
Life on a Smartphone. We just feel smarter with a smartphone. Nielsen says in their 2013 Mobile Consumer Report that 61% of all adults have a smartphone and 94% have some type of mobile phone. Of course, we don’t actually talk on our phones. We send and receive an average of 764 text messages versus 164 calls sent/received on our phones. We use our phones for a variety of activities – email, music, shopping, location services and internet browsing.
Digital Children. Hilary DeCesare, a cyberbullying expert and CEO of kids’ social networking site Everloop, thinks in an increasingly digital world, it’s important to expose children to different technologies early so that they are prepared to adapt and thrive in more advanced professional settings. The digital expert thinks kids as young as 2 can benefit from tablet use, as long as the parent “is monitoring what [the] child is watching.”