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Forrester report and insights on digital behaviour of young consumers.

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AdGoor0o and Hitwise have released a study that finds that a quarter of traffic to ten of the largest FMCG websites comes from search – and this has increased by 15% from a year earlier.

The sites receive more traffic from search than any other single other source..

Whilst this is a US based study – the analysis was of  Betty Crocker, Cover Girl, Enfamil, Kellogg’s Special K, Kraft Foods USA, L’Oréal Paris USA, M&Ms, Pampers, Pillsbury and Tylenol (Johnson & Johnson) – it still makes interesting reading and goes on to reveal that 80% of search is organic and not paid.

And traffic-wise, Tylenol.com and Enfamil.com were the smallest though search represented the highest percentage of traffic to these sites, at 43% and 31% respectively. Whilst the study goes on to reveal that paid search was also used – it confirms the requirement for retailers to continue on serving product related information and to continue to focus on this.

The full 31 page report can be downloaded at AdGooroo.

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Forrester have undertaken a survey on content creation with

“Consumers continue to join and engage with social networking sites, but the percentages of those who contribute new and fresh content to a broad array of social media fell or reached a plateau in 2010, compared with 2009.”

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Yahoo, TNS and Starcom Mediavest Group have undertaken a research project, asking women about their web usage.

The results highlight – interesting or not – that  that 96 percent of women say that they frequently feel positive emotions while online. So should brands be marketing to elicit positive emotional reactions, to maximise female opportunities?

Qualitative findings from a Just Ask a Woman Live listening session identified eight personality profiles for women when they are online.

Digital Cowgirl – the internet pioneer

• 51 percent of women say they love finding new and exciting websites on the internet
• 42 percent say they will go online even if they are not looking for anything in particular
• Where to find her: games websites

Digital Cassandra – the influential predictor of “what’s next”

• 43 percent of women say they tell all their friends about websites they like
• 22 percent claim they are usually the first of their friends to discover an interesting website
• Where to find her: news, finance, home & family and food & entertainment websites

Digital Diva – uses the “smartest” sites

• 16 percent of women say they use the Internet to buy luxury items.
• Where to find her: shopping, travel, health & beauty, entertainment & gossip and finance websites

Digital Debutante – new to the internet, but not a novice

• 20 percent of women state that although they are relatively new to the internet, they are constantly learning about new applications and websites.

Digital Detective – internet researcher

• 82 percent of women say the Internet is the first place they go if they need to conduct research
• 58 percent can spend hours on the Internet researching every aspect of an issue that they are interested in.
• Where to find her: news, weather, finance, home & family and food & entertaining websites

Digital Voyeur – uses the internet to anonymously observe

• More than 20 percent of respondents use the internet to look up old friends or boyfriends
• Where to find her: news, finance, games, home & family, food & entertainment and astrology websites

Digital Socialite

• 12 percent of women agree with the statement: “I use the Internet to help me plan my social life”
• 15 percent say they have used the Internet to meet new people
• Where to find her: travel, entertainment and gossip websites

Digital Shopkeeper

• Just over 10 percent of women say they have started an online business or have used the internet to generate income.
• Where to find her: news websites

The reoprt writers go on to say that some of the conventional wisdom about how and why women use the web may not be all correct. One thing though is that the digital conversation between marketers and female consumers  will never be the same. Reaching women on line will require greater insight, a better understanding of their attitudes and values, and the willingness to engage in an empowering dialogue.

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Newsweek has published this infographic … on where we all are now.

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The BBC has published new research data on the performance of selected (but main) social media networks and platforms.

And this is research that can be used as opposed to ‘so what’ when planning.

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Vision mobile has surveyed 400 developers and Android stands out as the top platform according to developer experience, with close to 60 percent of developers having recently developed on Android.

The iPhone

The full report is published free online.
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The Android vs iPhone debate rages on.

I’ve been researching app development with a client.

And part of this is looking at the Distimo  research just published showing the cast difference in the number of free apps between the two platforms. It seems highly ironic here – the Apple platform is positioned as the leading creative platform whilst Android engages and motivates developers to undertake work – for free.

True creativity.

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