Marketing Forecast from Ad-ology

A new report from barcode technology provider ScanBuy offers new insight into barcodes usage based on its own platform data. By downloading barcode scanning apps, users with a camera phone can get product information, coupons or other content via tags placed on product packaging, print ads or outdoor signs. Looking at user demographics, the study found that half of barcode users are ages 35 to 45 and skew male, reflecting the smartphone and early-adopter populations. Industry analyst note that barcodes have given retailers, packaged goods companies and brands the tools to deliver content and promotions on mobile devices. That ease of navigation, along with the explosive growth of SmartPhones is currently driving exponential adoption.

A recent survey by Gomez, the Web performance division of Compuware, shows a significant portion of U.S. consumers will quickly abandon websites that perform slowly. With nearly a third of consumers stating they would start abandoning slow sites between one and five seconds, the survey findings offer an end-user perspective of the potential impact of Net Neutrality regulations and the importance of speed for all web businesses. Other key points from the survey: 84% are only willing to try a slow performing website a few times before giving up; 39% say speed is more important than functionality for most websites; and more than a third (37%) said they would not return to a slow site, and 27% would likely jump to a competitor’s site.

According to a new report by The NPD Group, there is a large and untapped market for devices that offer connected capabilities and the digital content played on those devices. NPD’s “The Connected Experience: Building a Bridge Between Devices & Content” report reveals how U.S. consumers are adopting connected devices and using digital content, as well as what motivates specific consumer groups to use connected devices and connect to, and purchase, content. According to NPD’s report, as the industry grows consumers are beginning to access a broader array of content and services, and they are doing so from more devices.

Toys”R”Us recently announced the top four toy trends expected to influence kids’ wish lists and gift-givers’ purchasing decisions for the 2010 holiday shopping season. Representative of the trends are toys that epitomize collectible cuteness, some of the best international playthings making their U.S. debut, the ascent to 18-inch dolls and a resurgence in the popularity of trains. This year’s toy trends were identified after year-long observations of the latest innovative toy introductions at the company’s stores in 34 countries and jurisdictions and an extensive review of data gathered by the Toys”R”Us team of global merchants. Toys”R”Us has identified four toy-buying trends for the 2010 holiday season that are capturing kids’ and parents’ imaginations alike.

Industry analysts expect holiday retail sales to increase a moderate 2.3% this year to $447.1 billion, according to the National Retail Federation. While that growth remains slightly lower than the ten-year average holiday sales increase of 2.5%, it would be a marked improvement from both last year’s 0.4% uptick and the dismal 3.9% holiday sales decline retailers experienced in 2008. Much like they have in previous years, retailers are expected to focus on supply chain efficiencies and inventory control this holiday season to limit their exposure to excess merchandise and unplanned markdowns. Companies are also expected to leverage new channels – like mobile – to drive sales and provide added service to customers who want to shop anytime, anywhere. According to NRF Chief Economist Jack Kleinhenz, Ph.D., retailers are expected to compensate for the “fundamental shift in shopper mentality by offering significant promotions throughout the holiday season and emphasizing value throughout their marketing efforts.”

According to a new report by The NPD Group, there is a large and untapped market for devices that offer connected capabilities and the digital content played on those devices. NPD’s “The Connected Experience: Building a Bridge Between Devices & Content” report reveals how U.S. consumers are adopting connected devices and using digital content, as well as what motivates specific consumer groups to use connected devices and connect to, and purchase, content. According to NPD’s report, as the industry grows consumers are beginning to access a broader array of content and services, and they are doing so from more devices.