1. Second screening becomes the norm
Research by eDigitalResearch and IMRG reveals that 81% of tablet owners use their device while watching television, while 80% of smartphone owners do the same. Owners of laptops were slightly lower, with 73% second screening.
The results strongly indicate that the majority of second screeners use their mobile devices to browse the internet. Retail websites were amongst the most popular sites to visit and browse, as were social media sites and search engines. As the consumer uptake of mobile devices continues to increase, it is essential that retailers integrate all of their channels, including their marketing messages and ensure that customers are getting the same experience no matter how they choose to interact with brands.
The survey also found that 41% of smartphone and tablet owners have been directly encouraged to browse for products on the Internet after seeing something on a television programme or advert, with 30% having made a purchase afterward.
2. 78% of children now belong to a social networking site
Facebook penetration was the highest at 49% (statistically identical to last year's 50%). Moshi Monsters gained from 22% to 25%, moving into second place at the expense of Club Penguin.
Social networking penetration is higher among girls and older kids. 94% of girls aged 12-15 belong to at least one social networking site; 88% of boys 12-15; 71% of girls 7-11; 56% of boys 7-11.
80% of 12-15 years olds use Facebook. The social networking site has become embedded in the older children's lives, with over 70% in this age group claiming to login most days of the week.
Sharing links via social media is becoming even more popular among older kids. 69% of 12-15 year olds now share links on a social networking site (up from 63% last year). And the majority (64%) usually do click on the links their friends share.
A significant minority of this age group also engage with brands via social media with 41% agreeing that "I keep up with a brand, product or company via a social networking site (e.g. by becoming a 'follower' or 'liking' it on Facebook)". This is slightly more popular among girls (44%).
The trend of 'smart networking' - individuals becoming more conscious of their online footprint, more aware of the potential dangers thereof and savvier about how to manage their online identity and presence - is also very strong among kids. 73% of boys and 85% of girls aged 12-15 have utilised restrictions to limit who can view their profile page. Find out more here.
3. Tablet market grows 50%, Apple share declines...and Samsung holds 26% of global smartphone market
The worldwide tablet market grew 50% over the past twelve months, according to a report from IDC. Shipments of Apple's iPad tablets grew 26%, but the company's market share declined from 60% to 50%.
While Apple continued to dominate the market, Samsung placed second with an 18% market share. Shipments of Samsung tablets grew 325% over the period. ASUS saw a 253% growth in shipments over the period, largely due to the success of the Google Nexus 7 tablet.
Samsung held 26% of the global smartphone market in September 2012, according to a report from comScore. LG's market share fell 1% over the period to 18%, placing second. Apple placed third, increased its market share 2% to 18%. Motorola placed fourth with 11%, followed by HTC with 6%. Overall, Google's Android held 55% of the smartphone market in September 2012, up 0.9%. Apple's iOS placed second with 34% of the market, up 2%. RIM's Blackberry held 8% and Microsoft's Windows Phone held a 4% market share.
4. Data transparency builds trust
According to a Toluna study, three in every five UK respondents (61%) agree that it is important to them that companies they deal with online disclose how they are collecting and/or using information about them.
And more than half (54%) of UK consumers feel more positively towards a brand or company if they believe that their personal data is being treated in the right way.
The data supports the notion that most people now have high expectations for transparency. The majority also stands by, ready to reward transparent brands with greater trust.
48% feel that if companies are honest about how they collect and use personal information online, then they would be more likely to purchase goods or services from that brand. In Ireland and the UK, more than 91% of consumers decline to opt-out.
5. How truthfulness influences purchase decisions
Almost 50% of global consumers say that brands are less truthful than they were 20 years ago, according to McCann Truth Central.
The research looked at the connection between truth and politics and what brands can learn from this. When asked about truth in brands, nearly 50% of global consumers observed that brands were less truthful than 20 years ago. Yet almost 90% of consumers say that the truthfulness of a brand or company plays a part in their decision to buy, or not buy, a product or service.
Consumers are looking for brands to have a point of view on the world. In the UK, three out of four respondents agreed with the statement that, "Brands must stand up for what they believe in."