Is Your Online Presence Helping You, or Hurting You?

By Amy Neumann

There’s no denying the power and sheer numbers of the Internet, and the real-time reach it provides.  According to Scarborough 2013 research, 79% of adults in the Cleveland Designated Market Area have gone online in the past 30 days. Over half of Americans have smartphones, which means they have the Internet at their fingertips, rarely more than an arm’s length away.  And more than 9 out of 10 online adults in the Cleveland DMA use search engines, like Google and Bing. Read more

Who Uses Search?

Q. How many Internet users in Northeast Ohio do searches?

A. Almost everyone.

According to comScore MyMetrix, in June 2013, 94% of Internet users in the Cleveland DMA visited a search site. The leading site was Google, with a 74% market share; Bing was in second place with 43%, edging out Yahoo! Search by three tenths of a percent. The Ask network was visited by 35% of users, and a whole slew of websites had less than 10%. (Note that these will sum to more than 100% since users can use more than one site.)

Contact one of our digital media specialists to find out how you can get your business in front of this search audience.

How Much Does Northeast Ohio Use Social Media?

How much do the people of Northeast Ohio use social media? According to comScore MyMetrix in June, here is the percentage of Internet users in the Cleveland DMA that visited a given social media network at least once in the month:

  • Facebook : 73%
  • LinkedIn: 28%
  • Twitter: 22%
  • Pinterest: 16%
  • Google+: 14%

This doesn’t measure how active they are, just that they’ve been to the site. Also, the comScore local panel only measures desktop usage, not mobile usage, so these numbers would be a little bit higher if mobile was also measured.

There’s cable cutters and there’s cable clutter

While cable companies are worrying about subscribers cutting the cord and unsubscribing from cable, advertisers may be looking at cable clutter instead. Jon Swallen Chief Research Officer at Kantar Media, writes on the Kantar Insights blog about the continuing trend of more commercial time per hour on cable channels.

“The underappreciated fact is that cable has been padding its ad revenue by steadily inserting more paid commercial time into its programming. (“Paid” time excludes pro bono PSAs and network promos.) The volume of paid ads on cable has been rising between 2-3% each year; this basically translates into the annual addition of one more 20-second spot per hour.”
Read more about the increasing cable clutter here.

Almost Three Quarters of Online Adults Use Social Media

According to the latest survey from the Pew Research Center’s Internet & American Life Project, 72% of online adults used social media sites in May 2013. That’s up 5% from the last time they checked, in late 2012. Also, social media usage is expanding in older age groups. While it is no surprise that 89% of Internet users between the ages of 18-29 use social media, 60% of those in the 50-64 age bracked use it, and 43% of those age 65 and up use it.

While they do not have a detailed breakdown of all the social media sites being used, they did specifically ask about Twitter. 18% of the online adults use Twitter, which is up from 8% in November 2010, when they first asked.


Online Banking

Here’s another way to see how mobile e-commerce is taking hold – according to the Pew Internet & American Life Project, 51% of U.S. adults (and 61% if you only look at Internet users) bank online. 35% of smartphone owners use it for some banking tasks.

You can find out more about how Americans use online banking here.

Apple Researching TV Ad-skipping Technology

Apple is working on some new TV technology  “that would let owners of its Apple TV set-top box and future television devices watch shows without commercials, people with knowledge of the matter said.”

They are talking with some TV networks about the possibility of reimbursing them for the skipped ads. Not sure if that revenue would then be shared with TV advertisers who would have less effective TV advertising due to the smaller audience. There is more from Bloomberg and Advertising Age.