Most Read Research Papers

Most read news stories 2012

  1. Social sites key for moms

    Brands seeking to reach moms in the US should consider utilising social networks, as members of this audience are becoming increasingly engaged with platforms like Facebook.

    Performics, a unit of Publicis Groupe, surveyed nearly 3,000 active social network users, and found mothers were 16% more likely to visit Facebook every day than women without children, standing at 46% for Google+.

  2. Tech firms target marketing

    Technology firms like Oracle, SAP and Adobe are seeking to enhance their presence in the social media and digital marketing sectors, indicating the growing integration between these fields.

    Oracle, the IT hardware and enterprise software giant, is currently in the process of buying Vitrue, a provider of cloud-based marketing tools for centrally planning and running campaigns of any size and scale on sites like Facebook, Twitter and YouTube.

  3. Mobile audience prioritises news

    News sites and apps are attracting greater numbers of European smartphone owners, with usage rates particularly high in the UK, comScore has said.

    According to new figures from the digital research firm, 11.8% of mobile internet users in the European Union's five largest economies – France, Germany, Italy, Spain and the UK – accessed news on their devices "almost every day" in January 2012. This represents year-on-year growth of 82%.

  4. AB InBev champions social media

    Anheuser-Busch InBev, the brewer, believes that social media now has a central role to play in helping to "sustainably grow" its business.

    Speaking on a conference call with analysts, Carlos Brito, AB InBev's CEO, emphasised the rising "importance" of this rapidly-developing medium to the organisation's efforts.

  5. IBM, Coke lead on LinkedIn

    IBM, Coca-Cola and Hewlett-Packard are among the brands currently making the most effective use of LinkedIn, the social network, in terms of driving engagement.

    DigiDay, the trade title, allied with TrackSocial, the analytics firm, and reported that IBM, the business services provider, generated 1.8m interactions on this platform last year.

  6. Service key to social media

    The quality of customer service offered by US brands on social media strongly influences buying habits, research from American Express has suggested.

    A new report from the company indicates that the average person using social media to get some kind of customer service is subsequently willing to spend +21% extra on a brand if the service is "excellent".

  7. UK users "bored" with social media

    Almost two-thirds of UK web users now regularly utilise Facebook, but more than 40% of the country's internet audience are becoming "bored" with social media.

    YouGov, the survey firm, conducted an online poll of 1,275 people, a 65% share of which used Facebook in the month before the study, rising to 95% for 16–20 year olds and 74% of 21–24 year olds.

  8. Brands face social test

    Many brand owners are struggling to coordinate their social media efforts, making them less able to present a unified message on these sites, a study has argued.

    The Altimeter Group, the consultancy, reported that "enterprise class corporations", with over 1,000 staff around the world, have an average of 178 social media accounts each, posing major organisational challenges.

  9. iPad tops tablet satisfaction charts

    Apple's iPad and Amazon's Kindle Fire are the tablets delivering the best customer satisfaction ratings among US buyers, according to new figures.

    JD Power & Associates, the insights group polled 1,985 people who already owned such devices. Using a 1,000-point scale, respondents awarded the gadget they used an average satisfaction score of 832 points.

  10. P&G to cut marketing costs

    Procter & Gamble, the consumer goods giant, is seeking to cut $1bn from its marketing budget during the next four years, at least partly by making greater use of big ideas and digital media.

    Marc Pritchard, the firm's global brand building and marketing officer, told analysts that the $13.7bn it invested in marketing last year constituted the third largest category of corporate expenditure, behind people and materials.