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We pride ourselves with strong, flexible and top notch skills.


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We help our clients integrate, analyze, and use their data to improve their business.










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We pride ourselves on bringing a fresh perspective and effective marketing to each project.

  • Mobile Advertising Goes Mainstream

    Mobile Advertising Goes Mainstream

    US mobile ad spending will grow 47% in 2012, reaching $1.8 billion, as marketers seek to capitalize on rising smart device and mobile web adoption. As on the desktop, search and display (banners, rich media and video) are emerging as the dominant mobile ad formats.
    “Mobile advertising is no longer a question of ‘if’ but of ‘when,’” said Noah Elkin, principal analyst at eMarketer and author of the new report, “Mobile Advertising and Marketing: Moving to the Mainstream.” “A key factor pushing mobile advertising toward the mainstream is that mobile web access is fast becoming more the norm than the exception. This makes mobile a greater imperative than ever for marketers.”
    Reflecting the continued advance of smartphones and rising tablet acquisition among US consumers, eMarketer’s latest forecast is sharply higher. Relative to the September 2010 forecast, mobile ad spending projections for 2011 through 2014 have been revised upward anywhere from 11% to 33% per year. Overseas markets are experiencing comparable momentum, driven by similar trends in device and mobile web adoption.

    US Mobile Ad Spending, 2010-2015 (millions and % change)

    All mobile ad formats will see sizeable spending increases through 2015, but similar to the dynamics of online advertising, search and display are emerging as the dominant mobile ad formats. Mobile display ad spending (banners, rich media and video) will overtake messaging to become the largest overall format in 2012. Within the display category, rich media and video are growing the fastest as marketers seek to translate the desktop’s engaging brand experiences to smartphones and tablets.

    US Mobile Ad Spending, by Format, 2010-2015 (millions and CAGR)

    Marketers are approaching mobile from a perspective of both less and more: less experimentation and more commitment, fewer test budgets and more real dollars, fewer one-off campaigns and more repeat buys. Most importantly, there is a growing sophistication in marketers’ efforts to integrate mobile into their broader digital campaigns to engage consumers. Mobile will continue to emerge as less of an afterthought and more of a permanent fixture in marketers’ digital strategies, the report finds.
    “Consumers increasingly expect to communicate, network, browse and shop from a range of devices, and the growing sophistication of smart devices will only accelerate this trend,” said Elkin. “But whether consumers access the web from a PC or a mobile device will ultimately take a back seat to marketers’ ability to build campaigns that reach across channels and devices and focus on targeting specific actions.”
  • India E-commerce Overview [Infographic]

    India E-commerce Overview [Infographic]

    Given that the e-commerce market in India has been getting a lot of attention from VCs, referralcandy wanted to see what the hype was all about. Here’s what they found. Enjoy!

    India E-commerce Overview - Infographic
    ReferralCandy - Customer Referral Programs for Online Stores
  • Froomerce gives affiliates love through Facebook storefronts

    Froomerce gives affiliates love through Facebook storefronts

    Froomerce, a startup that lets you take full advantage of marketing products through a Facebook storefront, launched at the DEMO conference today.
    Froomerce is fairly simple to set up. The company has created a dashboard from which people can create a theme for their storefront, upload a logo, and choose a product topic as well as products to sell on their storefront. The products come from numerous affiliate networks Froomerce has partnered with. An affiliate network allows anyone to sell a product that isn’t theirs. For example, you can become an affiliate of Amazon and sell Kindles for a commission. When customers click a product in your Froomerce page to buy it, they are directed back to Amazon, with your affiliate code connected.
    On the backend, Froomerce also provides widgets to help you place a storefront on your blog or social network, as well as widgets to place tag clouds on your page. Froomerce also provides an API so that developers can create new applications on top of its existing ones.
    The product is not well suited to small retailers who don’t already have an online presence. Froomerce does not provide its own check out process, for example. Instead, it aims to help those with an e-commerce website to reach Facebook and mobile users as well as upsell.
    “We went after the existing player that wanted to experiment with the new channels like Facebook,” Ali Naqi Shaheen, cheif executive of Froomerce parent company Coeus Solutions GmbH, told VentureBeat.
    Existing online retailers often “want to know what their conversion rate is before we invest in something,” he said. Shaheen explained that Froomerce already has many affiliate networks signed up, so it can often provide a retailer with a numerical reason to engage and create a storefront.
    Still Froomerce’s number one target isn’t retailers but publishers. Online publishers, such as the very blog you are reading, sell content directly from their site in addition to advertising. Many times in order to sell this content, you must manually discuss terms, prices, and expectations. Publications using Froomerce, however, can seek out a product they wish to promote, write a review and add a Froomerce link to the post. The publication then makes money off of the sales on that product.
    Froomerce has partnered with affiliate program aggregators such as Linkshare, Commission Junction and others. Those using Froomerce are automatically approved to sell items from these networks and do not have to be approved by the individual affiliate networks. There are few cases where this isn’t true, such as eBay, which only allows you to sell through Froomerce if you’ve been pre-approved by them.
    Froomerce is not alone, however. Companies such as Popshops allow those selling through affiliate networks to create online storefronts. Skimlinks allows you to link to products sold through affiliate networks as well.
    Froomerce is owned by German parent company Coeus Solutions GmbH, headquartered in Berlin. Currently, Froomerce has been self funded and has raised $50,000.
    Froomerce is one of 80 companies chosen by VentureBeat to launch at the DEMO Fall 2011 event taking place this week in Silicon Valley. After our selection, the companies pay a fee to present. Our coverage of them remains objective.
  • New Blue Jays logo

    New Blue Jays logo

    Look above. You’ll see the new Toronto Blue Jays logo for 2012. As you’ll see below it pays homage to the Blue Jays logo of yesteryear.  An updated version of their original logo from the 1970s, with a lettering font appropriated from the city of Toronto’s flag.
    They also brought the Canadian flag to re-incorporate theirCanadian roots.

    I really like this new look, I think it’s a great move away from the “Angry Birds” style of logo they’ve had in recent years.
    Another Canadian team has updated/augmented their logo. Check out the Winnipeg Jets new look here

  • Mobile Ad Effectiveness Helps Drive Investment

    Mobile Ad Effectiveness Helps Drive Investment

    Whether or not the “year of mobile” ever comes—or has already passed—mobile ad spending is on the rise, largely due to the increasing smartphone and mobile web populations.
    Mobile display ad effectiveness is another factor driving marketer investment. Studies from InsightExpressMediaMind (formerly Eyeblaster), and, as of Q3 2011, Dynamic Logic, have all demonstrated mobile display advertising to be more effective than online display advertising.

    In a press release, Dynamic Logic noted that mobile advertising’s effectiveness is driven in large part by its relative novelty. However, the digital insights and solutions firm pointed to three additional key factors:
    • The larger proportion of the mobile screen that is devoted to ads relative to online
    • Generally more focused messaging and content due to screen size and overall technology constraints
    • Better targeting than most other media
    Still, with the wide discrepancy between the best- and worst-performing campaigns sampled, Dynamic Logic concluded that as the novelty of mobile display ads wears off, compelling creative and relevant messaging will become more important for continued ad effectiveness.
    eMarketer expects mobile ad spending in the US to reach $1.23 billion this year, 65% more than in 2010. Growth rates will moderate as the medium matures.

    US Mobile Ad Spending, 2010-2015 (millions and % change)

  • Oracle Buys Cloud-based Customer Service Company RightNow For $1.5 Billion

    Oracle Buys Cloud-based Customer Service Company RightNow For $1.5 Billion

    Oracle this morning announced that it has acquired RightNow – both companies are listed on NASDAQ – for $43 per share or roughly $1.5 billion net of RightNow’s cash and debt. With the acquisition, Oracle is adding a robust cloud-based customer service offering (see graph below) to its own Public Cloud solution – more info on that here. RightNow’s share price closed at $35.96 last week, so the deal represents a premium of roughly 20 percent on its closing price on Friday the 21st of October.
    RightNow’s solutions help companies handle customer interactions across a multitude of channels, including call and contact centers, the Web and social networks.
    Its products are used by nearly 2,000 organizations across the globe, the company says.
    Founded in 1997, RightNow went public in 2004. The company boasted a market cap of $1.2 billion at market close last week.
    The acquisition by Oracle is expected to close later this year or in early 2012. As usual, the transaction is subject to a number of things, including RightNow stockholder approval, regulatory approvals and other customary closing conditions.
    Oracle has closed 6 acquisitions this year. While its takeovers of RightNow and Endeca are pending, the company has completed the purchases of Datanomic, FatWire, Inquira, Ndevr, Ksplice and Pillar Data Systems in 2011 alone.

  • Android Market now has half a million genuine, bona fide, non-malware apps

    Android Market now has half a million genuine, bona fide, non-malware apps

    The Android Market now contains more than 500,000 apps — and that’s after the powers that be removed around 37 percent of published apps.
    By contrast, Apple’s App Store for its iOS devices contains 600,000 apps; around 24 percent of applications don’t make it through the company’s rigorous submission process.
    These stats are current as of the end of September; the actual number of apps in the Android Market is likely slightly higher by now.
    According to data from mobile analysis firm research2guidance, more than 78 percent of the apps that were removed from the Android Market were free. Research2guidance speculates, “Publishers [may] put more effort into the applications they place with the pay-per-download business model, thus ensuring that it is kept longer in store.”
    According to data published earlier this year, the Android Market is actually set to contain more apps than the App Store by mid-2012. Between August 2010 and February 2011, the Android Market grew 127 percent (in number of apps alone); for the same period of time, the Apple App Store grew around 44 percent.
    Also, by next summer, Android users are expected to be downloading more apps collectively than do their Apple-lovin’ counterparts by summer 2012. Both should reach a monthly figure of 3.2 billion downloads per month by next June, and after that, Android Market downloads are expected to quickly eclipse App Store downloads.
    But let’s not turn this into an app-measuring contest between Apple and Android. There’s more to a mobile ecosystem than apps, and both companies are releasing exciting innovations with their latest operating systems and hardware.
    In the end, do a few thousand more stupid games involving avian projectiles really make that much of a difference in ecosystem quality?
  • Which ISPs Are the Biggest BitTorrent Throttlers ?

    Which ISPs Are the Biggest BitTorrent Throttlers ?

    Suspicious your Internet Service Provider is throttling your BitTorrent download of the latest Ubuntu release or some other free and legal bits? File-sharing blog TorrentFreak dug into the data to see the best and worst ISPs when it comes to BitTorrent throttling.
    Data published by the Google-backed Measurement Lab gives a unique insight into the BitTorrent throttling practices of Internet Service Providers (ISPs) all over the world. It reveals, for example, that Comcast was slowing down nearly half of all BitTorrent traffic in the U.S. early 2008, but only 3% last year. In Canada, Rogers has the worst track record as it systematically throttles more than three-quarters of all BitTorrent traffic.
    Hundreds of ISPs all over the world limit and restrict BitTorrent traffic on their networks. Unfortunately, most companies are not very open about their network management solutions.
    Thanks to data collected by Measurement Lab (M-Lab) the public is now able to take a look at the frequency of these BitTorrent throttling practices. Among other tools, M-Lab runs theGlasnost application developed by the Max Planck Institute.
    The interactive data set published yesterday spans a two-year period and this initial release covers the period between April 2008 and May 2010. It includes BitTorrent throttling percentages of ISPs in dozens of countries, divided into three-month periods. Below we discuss a few trends and notable findings.

    United States

    The BitTorrent throttling practices of Comcast, exposed by Robb Topolski and TorrentFreak in 2007, were in part what led to the Measurement Lab research. After an FCC investigation Comcast was ordered to stop slowing down BitTorrent on a large-scale, and the data shows that the company has kept its word.
    Early 2008 Comcast limited nearly half (49%) of all BitTorrent traffic but this was reduced to 3 percent by the first quarter of last year. Cox, another heavy throttler, went from 51 percent to 3 percent in the same time period. The data further shows that in 2010, Clearwire was the only U.S. Internet provider that limited more than 10 percent of all BitTorrent traffic, 17 percent to be precise.
    • Worst: Clearwire (17%)
    • Best: Comcast and others (3%)


    In Canada, all large ISPs have admitted to slowing down BitTorrent traffic, and some do so to a great extent. Since the start of the measurements Rogers has continuously throttled more than three-quarter of all BitTorrent traffic, and there are no signs that this will stop.
    During the first quarter of 2010 the two other large Canadian ISPs, Bell and Shaw, were throttling 16 and 14 percent respectively. Videotron on the other hand has never slowed down more than 7 percent, and only 3 percent during the last measurement year.
    • Worst: Rogers (78%)
    • Best: Videotron (3%)

    Great Britain

    In Great Britain, TalkTalk used to limit a third of all BitTorrent traffic, but this was reduced significantly by the end of 2009. They now only slow down BitTorrent during peak hours which resulted in a 12 percent throttling rate early 2010. Tiscali and BT Group are exposed as the most heavy throttlers while Virgin Media, O2 and BSkyB have had relatively low percentages throughout the measurement period.
    • Worst: Tiscali and BT Group (27%)
    • Best: BSkyB (5%)


    A quick look at some other countries shows that in Australia none of the large ISPs were throttling BitTorrent traffic heavily in 2010, and the same can be said for Sweden and France. In The Netherlands UPC used to throttle heavily, but this was no longer the case early 2010.
    In Germany, Kabel Deutschland seems to be the poorest choice for BitTorrent users (36%), and in Poland UPC has to be avoided as they limit 87 percent of all BitTorrent traffic.
    Those who are interested in seeing how their own ISP performs can take a look at the full dataset at deeppacket.info. The researchers promise to release more recent data in the future, and it will be interesting to see how the various throttling habits of ISPs develop.
    For those who have a choice, which us unfortunately not always the case, the data can definitely help to make an informed decision when signing up at a new Internet Provider. Photo byFeliciano GuimarĂ£es.
    Founder and Editor-in-Chief of TorrentFreak, Ernesto, started TorrentFreak because he'd like to share news and knowledge about filesharing, peer to peer technology, piracy, and BitTorrent.
  • Google Music Store coming soon and will “have a little twist”

    Google Music Store coming soon and will “have a little twist”

    Google-Music-BetaGoogle is “close” to launching its own MP3 music store, Android head Andy Rubin said today. The company has been in talks to offer a music store for some time, but Rubin shed a little more light on the upcoming service today at the AsiaD conference.
    Google couldn’t launch a full-service music offering earlier, so it launched a music locker that lets users listen to their music from the cloud. The record labels weren’t happy with that move, but Google has been persistent in wanting its own MP3 music offering to challenge established players like Apple and Amazon and has been willing to do whatever it takes.
    Rubin didn’t reveal much about the upcoming service, but he did indicate it would be a little different from Apple and Amazon by offering “a little twist – it will have a little Google in it. It won’t just be selling 99 cent tracks.”
    Google is in an increasingly challenging position now that Apple has iCloud for music storage and will soon have iTunes Match, a $25-a-year service that lets people legally access almost any song in their iTunes library. And then there’s Amazon, which already has a strong MP3 sales catalog, its Amazon Cloud Drive for music storage and the upcoming Amazon Kindle Fire tablet that will emphasize media consumption.
    While Google launched Android 4.0 Ice Cream Sandwich last night, we’re not sure at this point if the major software update will help the music experience. And until the company completes deals with the major music labels, all we can do is wait and see.
    Would you like to use a native Google MP3 store on your Android phone or tablet?
  • Are Music Listeners Ready to Move to the Cloud?

    Are Music Listeners Ready to Move to the Cloud?

    New options for media consumption on the web as well as mobile and smart devices are continually emerging, and Spotify’s launch in the US is just one of the latest changes to shake things up. With Apple’s iCloud debuting in iOS 5, what do consumers think of storing and streaming their music from the cloud—and the concept of renting vs. owning it?
    A September 2011 survey of US online music consumers conducted byInsight Research Group for digital music subscription service eMusicfound that more than half of respondents preferred to purchase music files online, the top way of consuming music. Even buying physical copies of CDs or vinyl edged out free online streaming options, though the three choices were grouped closely together. Only 13% of online music consumers preferred to pay for online streaming.

    Method of Purchasing or Listening to Music According to US Online Music Consumers, Sep 2011 (% of respondents)

    Overall, the survey found that ownership of music had strong positive connotations for music listeners: 91% said they preferred to own music so they could listen to it as they pleased, and nearly as many considered it more secure.
    Many saw streaming, instead, as a “try before you buy” option—76% said they use online streaming to find new music before deciding to purchase.
    This finding is supported by results of a December 2010 TargetSpotsurvey conducted by Parks Associates. Nearly seven in 10 US internet radio listeners said they preferred to purchase music after hearing a song on an online radio station.

    Preferred Method of Purchasing Music According to US Internet Radio Listeners, Dec 2010 (% of respondents)

    The research suggests a mix of behaviors will continue. eMusic asked about future plans to listen to and purchase music, and most respondents believed they would continue to stream music for free but never give up on also owning it outright. About 40% would want to store their owned files in the cloud for convenience, but just 14% said they thought they would pay for streaming in the future.
    For music listeners, streaming options have become key to discovering new artists or songs, but those options must be free of charge to the consumer to facilitate the music purchase process they prefer—a process marketers will be critical to enabling.
  • Mobile Coupons Pit Convenience Against Privacy for Some Consumers

    Mobile Coupons Pit Convenience Against Privacy for Some Consumers

    Mobile coupons are still a niche activity among mobile users, but usage is growing at a fast pace. eMarketer estimates 9.5% of US adult mobile users, or 19.8 million people, will use mobile coupons by the end of this year. By 2013, 35.6 million mobile owners will have redeemed a mobile coupon or code for either online or offline shopping. Among smartphone users, penetration is even higher, at 19% this year.
    A September survey by Prosper Mobile Insights found an even higher rate of usage, at 42.2%, when it asked whether smartphone and tablet users had ever scanned a barcode from their screen or shown a promo code to a cashier.

    US Smartphone/Tablet Users Who Have Used Their Device as a Coupon*, Sep 2011 (% of respondents)

    But respondents were conflicted in their attitude toward mobile coupons with a location-based element. More than two-thirds of respondents said they at least somewhat agreed that they were very convenient and useful. But nearly half also worried about security issues and location tracking.

    Attitudes of US Smartphone/Tablet Users Toward Location-Based Mobile Coupons, Sep 2011 (% of respondents)

    Mobile privacy and security are hot-button issues for consumers, who realize they carry a significant amount of sensitive information on their mobile devices. The value proposition for mobile location-based coupons is clear to them already: Such coupons would be a very helpful way to push money-saving offers when they’re relevant and useful. But marketers and carriers must work to assuage fears that location tracking is too much to trade off for such convenience.
    So far, that trade-off is not too popular. Among survey respondents, just over one-quarter said they preferred to receive mobile coupons automatically when they were near a store. More than 51% would rather get them via email
  • The State of Product Feed Management

    The State of Product Feed Management

    The savviest Web merchants, those looking to expose more consumers to more of their products more often, rely heavily on a broad distribution of their product feeds.

    So what is a data feed? Think of it as a virtual catalog of products. This compilation of product inventory information includes important details including product identifiers such as name, description, price, availability, paths to product images and pages, and comes in the form of files such as XML or CSV.

    While certainly not a new promotional technique in any sense of the word, product feeds have become a mainstay of e-commerce marketing (and for affiliate marketers as well) and it looks to stay that way for the foreseeable future.

    Distributing Product Feeds

    For Internet retailers, the vendor landscape of comparison shopping engines (CSEs), those destinations where product feeds are distributed and managed, is by all accounts full but continues to grow, keeping pace with the ’Net’s evolution itself. Most merchants are likely familiar with the leading comparison shopping destinations including Google Product Search, NexTag, PriceGrabber, Bing Shopping, Shopping.com, Amazon Product Ads, Shopzilla, Become, Pronto and TheFind, but there are others. Many others, in fact.

    For example, savvy merchants are utilizing some relatively obscure networks for added exposure including Buy.com, Sears.com, NewEgg Marketplace and Underbid, which all work on a cost-per-acquisition basis. Merchants with product feed management experience are also venturing into affiliate networks. Providers such as LinkShare, Commission Junction, ShareaSale, LinkConnecter, AffiliateFuture, AvantLink and ClixGalore, among others, all provide merchants with a way to distribute their feeds to qualified website affiliates and publishers who in turn promote products to consumers visiting their own sites.

    The Demand for Better Feeds

    With so many options for merchants, however, and with the many complexities surrounding the actual process of working with data feeds, venturing into this promotional type can be overwhelming in both cost and time spent on management — which can be immense. When coupled with continuing technological and industry advancements and improvements, it has kept many merchants at arm’s length. For many, it remains something that can not be ventured into casually.

    For example, late August 2011 saw NexTag release brandlevel bidding functionality within its Merchant Dashboard bidding tool. Merchants cannot only manage their bids by category now but target specific brands as well. Perennial CSE leader Shopzilla added several new biddable categories in the past quarter, and Bing Shopping added several new search refinements, including vastly improved “sale” filters and shopping list functionality.

    Google also announced several important changes to its product search feed specification which went into effect in late September 2011. If you’re an Internet retailer and use Google Product Search as a channel to promote products, these developments should be top of mind — primarily because of the sheer volume of the Google Product Search. The changes relate primarily to providing shoppers with more accurate and “fresher” information. Google is now requiring merchants to show the availability of products, include the appropriate Google product category, and is also making the image link mandatory as well. For retailers selling apparel, merchants will need to include information such as size and color as well as for whom the product is designed (age and gender).

    As consumers look for the very best deals on the products they want, comparison shopping engines are retooling their interfaces and their services to provide users with an experience that aims toward and supports conversion.

    Just Outsource It

    When you bundle the many options merchants have at their disposal to promote feeds, with the constant rate of change of these services and the Web as a whole, it’s no wonder the most sophisticated and savvy merchants outsource their data feed management.

    Merchants interested in distributing their product feeds must face a harsh reality — the work that goes into it can be cumbersome if not downright tedious. Merchants going it alone must be registered with each and every shopping engine they want their products to appear on, they must maintain their data feeds, reloading data daily or as necessary. They must also understand the various formats each shopping engine requires such as naming conventions and data-feed specifications. Keeping track of performance is another obligation most merchants don’t think about and likely where many fail.

    Fortunately, there are many vendors which support merchants’ interest in distributing their product feeds. ChannelAdvisor and Mercent are used by many of the Web’s most successful merchants, but there are many others including GoDataFeed, FeedPerfect, FusePump and Channel Intelligence.

    What these solutions providers offer to merchants is a simpler way to manage their product feed distribution. So what is it that they actually do? On the whole, the process includes feed normalization for different CSEs and affiliate networks, appropriate and optimal category selection, and support for the maintenance of other mandatory feed elements including SKU’s product descriptions, a variety of image sizes, stock availability, price, search terms and even currency, industry-specific product identifiers such as UPC or ISBN and the last time the feed was updated.

    In the End, There Was Data

    Internet retailers avoiding distribution of their product feeds are missing out on more website traffic, as well as more sales and revenue. With a solid understanding of the e-commerce market landscape, however, Web-based merchants can be on the fast track to greater exposure and profits.

     Author: Peter Prestipino 
  • Microsoft report finds large drop in spam emails

    Microsoft report finds large drop in spam emails

    There has been a sharp drop in the number of spam emails detected and blocked by Microsoft. (Microsoft image)
    The number of spam emails blocked before reaching inboxes has dropped by two-thirds, according to Microsoft’s Security Intelligence Report.
    The report (PDF, 168 pages), released today, finds that around 21.9 billion spam emails were blocked in May 2011 using Microsoft Online Protection for Exchange, down from 89.2 billion messages in July 2010.
    The report credits the takedown of the Cutwail and Rustock botnets as having “a positive effect on improving the health of the email ecosystem.” In late September, Microsoft announced the Kelihos botnet was dismantled.
    What’s the most popular type of blocked spam? That would be a category called “Pharmacy–Non-sexual” with 28 percent of emails. The next most prevalent forms of spam were non-pharmacy product ads, 419 (Nigerian) scams and financial services. Combined, these categories accounted for two-thirds of blocked emails.
  • Mobiles and tablets - the opportunities by Digital2Disc

    Mobiles and tablets - the opportunities by Digital2Disc

    “There are more mobile devices in the world now than toothbrushes,” was the attention-grabbing opening remark from Matthew Schwartz of SAP in his introduction to the mobiles and tablets panel discussion at DCM (Digital Content Monetization) East in New York. A series of workshops discussions the day before the main conference opened focused on how to engage consumers and - ideally - monetize content through mobile delivery.
    “Tablets are one of the fastest ever growing CE devices,” said David Sidebottom of Futuresource Consulting. “There have been 50 million shipped this year and we expect to see that grow to 400 million by 2015.” In addition, next year is set to see one billion smartphones shipped worldwide. These figures, Sidebottom stressed, point to a fantastic opportunity for those in the mobile delivery chain, particularly the content owners.
    Engagement was a key word during the panel discussion and, panellists agreed,  that was the key to monetization of content. Interestingly, it would seem that many forms of content delivery are still not, in themselves, generating revenue - rather, it is often the engagement of consumers and building on brands and customer loyalty that are key to enhanced revenue generation in more traditional means.
  • Smartphones and Tablets Drive Nearly 7 Percent of Total U.S. Digital Traffic

    Smartphones and Tablets Drive Nearly 7 Percent of Total U.S. Digital Traffic

    RESTON, VA, October 10, 2011 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the report Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits. The report analyzes how cross-platform consumption has created a vastly different landscape as consumers utilize a growing number of devices to consume digital content. The report also analyzes the impact these shifting consumption habits have on online visitation and engagement across the Internet. To download a complimentary copy of the report, Digital Omnivores, please visit: http://www.comScore.com/DigitalOmnivores.
    “The popularization of smartphones and the introduction of tablets and other web-enabled devices – collectively termed ‘connected devices’ – have contributed to an explosion in digital media consumption. As these devices gain adoption, we have also seen the rise of the ‘digital omnivores’ – consumers who access content through several touchpoints during the course of their daily digital lives.” said Mark Donovan, comScore senior vice president of mobile. “In order to meet the needs of these consumers, advertisers and publishers must learn to navigate this new landscape so they develop cross-platform strategies to effectively engage their audiences.”
    Key findings highlighted in the report include:
    • Mobile phones drive digital traffic around the world, while tablets are gaining steam. The share of non-computer traffic for the U.S. stood at 6.8 percent in August 2011, with approximately two-thirds of that traffic coming from mobile phones, and tablets accounting for much of the remainder.
    • Increased WiFi availability and mobile broadband adoption in the U.S. are helping drive connectivity. In August 2011, more than one third (37.2 percent) of U.S. digital traffic coming from mobile phones occurred via a WiFi connection. This percentage grew nearly 3 points in just the past three months. On the other hand, tablets, which traditionally required a WiFi connection to access the Internet, are increasingly driving traffic using mobile broadband access. In August, nearly 10 percent of traffic from tablets occurred via a mobile network connection.
    • Today, half of the total U.S. mobile population uses mobile media. The mobile media user population (those who browse the mobile web, access applications, or download content) grew 19 percent in the past year to more than 116 million people at the end of August 2011.
    • iPads dominate among tablets in driving digital traffic. In August 2011, iPads delivered 97.2 percent of all tablet traffic in the U.S. iPads have also begun to account for a higher share of Internet traffic than iPhones (46.8 percent vs. 42.6 percent of all iOS device traffic).
    • In the U.S., tablet users display the characteristics of early technology adopters: young males in upper income brackets. In August, 54.7 percent of all tablet owners were male and nearly 30 percent were age 25-34. Nearly half (45.9 percent) of tablet owners belonged to households earning $100K and more.
    • Nearly half of tablet owners made or completed a purchase on their tablet. Tablet owners exhibited significant use of their devices throughout the entire online shopping process – from doing the initial planning, conducting product and store research, making price comparisons, to finally transacting. In the past month, more than half of tablet owners looked up product or price information for a specific store (56 percent) and read customer ratings and reviews while on a tablet (54 percent).
    • Nearly 3 out of 5 tablet owners consume news on their tablets. 58 percent of tablet owners consumed world, national or local news on their devices, with 1 in 4 consuming this content on a near-daily basis on their tablets.
    • Tablets facilitate real-time social networking. Nearly 3 in 5 tablet owners updated their social networking status or commented on others’ status on their device during September, while slightly less than half shared their location using a location-sharing site during.
    • The incremental reach through mobile and connected devices should not be underestimated. In the case of a publisher such as Pandora, the incremental reach of additional channels, such as connected devices, is significant. In August 2011, the additional mobile and connected device audience for Pandora accounted for more than half of their total cross-platform audience.
    iOS is Leading Connected Device Platform by Device Share and Traffic Share
    Although the Android platform accounts for the highest share of the smartphone market (43.7 percent in August), its total audience among mobile and connected devices in current use is eclipsed by the Apple iOS audience. The iOS platform had the highest share of connected devices and smartphones in use at 43.1 percent, fueled by the iPad’s dominance in the tablet market, while Android accounted for 34.1 percent of the total mobile and connected device universe.
    OS Market Share by Audience Installed Base
    3 Month Average Ending August 2011
    Total Mobile Audience, U.S., Age 13+
    Source: comScore MobiLens
    Device PlatformsShare (%) of Devices in Use
    Apple iOS43.1%
    Google Android34.1%
    Other Platforms7.8
    The iOS platform also accounts for the largest share of Internet traffic, measured in terms of browser-based page views, in the U.S. at present. When measuring market share of Internet traffic by platform, iOS accounted for more than half (58.5 percent) of the share of total non-computer traffic in the U.S. Android OS ranked second, delivering 31.9 percent of overall non-computer traffic in August. With iOS having a significantly higher share of traffic (58.5 percent) compared to its share of devices (43.1 percent), it suggests that iOS users are heavier-than-average consumers of Internet content.
    OS Market Share by Digital Traffic (Browser-Based Page Views)
    August 2011
    Total U.S. - Home and Work Locations
    Source: comScore Device Essentials
    Device PlatformsShare (%) of Non-Computer Traffic
    Apple iOS58.5%
    Google Android31.9%
    Other Platforms4.6%
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