Digital

Consumers have demonstrated a voracious appetite for online content that shows no signs of abating. In November 2011, research firm JZ Analytics conducted a survey of US internet users for semiconductor manufacturer Broadcom and found that nearly 87% of respondents consumed 11 hours or more of online content per week at their workplaces or homes, whether surfing the internet, watching online video or checking email.

The Chicken “wRap” video was creatively developed by Denny’s US Hispanic Agency, Casanova Pendrill, who has been concentrating its efforts on developing branded entertainment featuring promoted products for the digital environment.

Marketers seem to have an ever-growing number of ways to drive customer engagement on brand websites.

What people want most from their smartphones, tablets, home theater and home appliances is simplicity, according to the new Ketchum Digital Living Index, conducted by global communications firm Ketchum. The study showed that 76% of consumers said they are not very satisfied with technology’s ability to make their life simpler. Responses from 6,000 consumers in six countries revealed more prefer technology to be easy to use (54%) and simplify their life (46%) than entertain them (35%) or signal who they are to the world (11%).

Marketers are starting to use the second screen (smartphones, tablets, PCs) to complement the first screen (TV). While it’s still early days—with tactics so far ranging from basic to innovative—this report highlights the potential here for brands, with examples to illustrate.

In March, the number of blogs Tumblr hosted passed the 50-million mark. Last month, Google released search results forecasting that the search term “Tumblr” would overtake “blog” by the end of the year, meaning the platform could become the brand name stand-in for the generic web term. Needless to say, Tumblr is experiencing a healthy growth spurt—and now brands may be able to capitalize on it.

In a survey of 799 teens conducted by the Pew Research Center’s Internet & American Life Project between April 19 and July 14, 2011, the teens were asked about a number of online behaviors. The results for video-oriented activities are reported here.

Spending on online video in alignment with TV advertising is a promising trend for marketers as they seek to broaden reach and interact with consumers on multiple screens. The synergy can be complicated, though, given a lack of unified measurement and the nascence of the online video market.

Mobile, display, social, email, cross-channel linkage, consumer behaviors and lifestyle changes and so much more.

Telemundo Media, Chevrolet and Verizon Wireless announced “Mia Mundo,” a bilingual branded-entertainment crossover series, which will launch on Thursday, May 3, 2012 and will air on Telemundo.com and on mun2. Offering a complete 360° experience, the multiplatform series presents original dramatic webisodes that will organically integrate Chevrolet and Verizon Wireless products. Bravo Media stars Jenni Pulos from “Interior Therapy with Jeff Lewis” and Gretchen Rossi from “The Real Housewives of Orange County” will guest star.

comScore, Inc. released a report analyzing the use of digital media in the 2012 U.S. presidential election to date. Entitled The Digital Politico: 5 Ways Digital Media is Shaping the 2012 Presidential Election, the report examines key trends shaping the current election cycle in areas such as social media, digital advertising, and paid search.

Hispanics are early adopters of both tablets and smartphones, and also more likely than whites to go online using mobile devices. All of that activity will add up to a sizeable pile of cash for device retailers and app stores in 2012. According to December 2011 research by advisory firm Zpryme, adult US Hispanics will spend $17.6 billion on mobile tech devices in 2012, a 30% increase over the previous year. It also estimates that Hispanics will spend $501.1 million on mobile apps by the end of the year.

Online’s role in researching products and services has been well documented, but a study from Local Corporation conducted by the e-tailing group offered greater insight into the role of mobile devices—particularly tablets—in the purchase-decision process.

One-fifth of American adults (21%) report that they have read an e-book in the past year, and this number increased following a gift-giving season that saw a spike in the ownership of both tablet computers and e-book reading devices such as the original Kindles and Nooks.1 In mid-December 2011, 17% of American adults had reported they read an e-book in the previous year; by February, 2012, the share increased to 21%.