Do that many people really have smartphones?

The pace in which smartphones are becoming a fixture for Americans is on the rise.

Smartphone operating systems have steadily grown in popularity and adoption in the United States. In June 2010, there was a 34% adoption rate. The rate has reached up to 45% in more recent months. With that, it leads media industry insiders to keep tabs on which mobile device has garnered the highest market share. According to MediaPost, this may be too close to determine at this point.

Both The Nielsen Company (Nielsen) and ReadWriteWeb have commented on the accruement of smartphones in the US. While Nielsen reports that Apple has the market share of 28.6%, RIM BlackBerry with 26.1%, and Android with 25.8%, ReadWriteWeb states that Apple and BlackBerry are tied.

An interesting insight is the amount of people who have recently acquired these smartphones within the last six months. Between June and November 2010, more people chose Android phones with 40.8% over BlackBerry with 19.2% and Apple with 26.9%. Some experts think that Android’s victory has to do with its lower cost.

The pace in which smartphones are becoming a fixture for Americans is on the rise. This means that advertisers will need to stay educated on which phones have the majority of audience. Also, mobile advertising may become a more solid and necessary investment.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

How does Generation Y navigate the media landscape?

While Generation Y does utilize traditional media like radio, print and television, it is the manner in which media is accessed that differs from older age brackets.

Digital media has situated itself firmly within the media landscape. It is the Generation Y that has most notably incorporated it into every aspect of his/her life. According to MediaPost, a new study conducted by L2 researched this media consumption.

Generation Y makes up about 75 million people between the ages of 12-29 in the United States. It is also the biggest generational cohort since the Baby Boomers. Like the earlier generation, this group is on trend to become the major consumers and decision makers.

Key facts on how Generation Y use media from the study are as follows:

• 81% of affluent consumers use Facebook everyday
• 71% still read print magazines
• 66% access newspaper content online
• 63% use social media to interact with brands
• 45% read blogs everyday
• 45% read traditional newspapers daily
• 44% watch traditional TV daily
• 42% watch TV shows online
• 27% watch movies online
• 25% access his/her mobile devices for social media
• 24% read magazine content online

While Generation Y does utilize traditional media like radio, print and television, it is the manner in which media is accessed that differs from older age brackets. From the responses of the survey, it shows that online and social media are dominant resources. Therefore, it is beneficial for advertisers to continue with a traditional media platform to reach this audience; however, skewing the budget more towards digital can help maximize awareness.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Can outdoor advertising help the media mix?

A recent report conducted by MarketShare Partners and Clear Channel Outdoor researched the effectiveness of outdoor advertising in conjunction with other media. The Center for Media Research highlighted the study in a research brief.

It showed that marketers spent approximately $5.9 billion on out of home advertising in 2009. Traditional outdoor billboards boasted nearly two-thirds of the budget. The remaining budget was spent on transit, cinema, street furniture, and alternative advertising.

Another topic broached in the study was digital outdoor. This form allows advertisers to more finitely target the advertisement to the audience. Meaning, marketers can geographically and quickly target messages like dinner specials to commuters stuck in rush hour traffic.

Out of home advertising is brief and visual. It only allows advertisers to garner an audience’s attention for a moment. However, those quick messages help build brand awareness. If the ad creative coordinates with other media platforms, it can help create a high recall rate, and in turn, solidify that brand message amongst the target audience.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Is anybody watching the Super Bowl for the commercials?

As Sunday approaches, marketers can take faith in the fact that while the audience may be slightly smaller than last year, the viewers remaining are seeking out TV advertisements.

The Super Bowl is Sunday. Along with football and a half time show, no game can be complete without the highly anticipated commercials.

According to a new poll conducted by Hanon McKendry and Harris Interactive, about 68% of US adults plan to tune into the game this year. MediaPost reports that the 2010 Super Bowl marked the largest viewing of any TV program with 106 million viewers. It is predicted that 2011 will see about a 3% drop in viewership.

However, there was a 6% rise to 54% in respondents that will watch TV commercials as much as the game. It is thought that this group of viewers will utilize social networks to talk about the commercials. In fact, the study reveals that more women plan on watching on Sunday than men. This remains true especially for those who tune in just to watch the commercials.

As Sunday approaches, marketers can take faith in the fact that while the audience may be slightly smaller than last year, the viewers remaining are seeking out TV advertisements. That engagement can lead to a successful branding campaign for advertisers.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...