Marketing research and insights news and information. This issue's keywords: online video ads; data privacy; vacation; Canadian cross-border shopping; road rage
Seventy-five percent of viewers need at least three seconds to identify the brand or product in an online video ad, according to a recent survey by Chicago media information firm STRATA reveals that but the Media Rating Council states that an ad is "viewable" if 50 percent of the video pixels are in view for at least two seconds. Only 25 percent of viewers said they could identify the brand or product in the one-to-two-second mark and 44 percent needed at least four seconds. Additionally, 41 percent of viewers hit the "skip this ad" button before they recognized the product or brand being sold. Forty percent of respondents skipped an ad because they were in a hurry, while 20 percent said the ad has run repeatedly, 15 percent say it was too long and 12 percent say they were not the targeted audience for the ad.
Only 6 percent of adults say they are "very confident" that government agencies can keep their records private and secure, while 25 percent are "somewhat confident," according to a Pew survey. Ninety-three percent of Americans say being in control of who can get information about them is important but very few have confidence that their data will be private and secure. Sixty-nine percent say they are not confident that records of their activity maintained by social media sites they use will remain private and secure and 76 percent say the same about online advertisers.
Seventy-seven percent of employed Americans said they worked on vacation over the past year, as reported by Forbes, a study conducted by TripAdvisor shows, compared to 40 percent in other countries including Australia, Japan, France and the U.K. Sixty-five percent of respondents cited urgent situations that required their attention for being the primary reason for working while on vacation. A majority (91 percent) of respondents said they check their e-mail while 45 percent check their voicemail. Forty-two percent said they create or edit documents on their time off.
Canadians are not flocking over the border as much as last year, according to a recent cross-border shopping survey by research firm GfK. Deterred by higher U.S. exchange rates, Canadians are less willing to make the drive, despite the wider product selections available in the U.S. Only one in four Canadians went cross-border shopping in the past 12 months, with the majority (64 percent) citing the higher exchange rate as the top reason for not making the trip this year. A distant second reason for the cross-border decline is Canadians being tighter on their budgets (16 percent). Among those who did not cross-border shop in the past 12 months, 21 percent said they live too far from border, 16 percent prefer to support local retailers, 15 percent said the cost savings was not as great when you factor in the cost of travel and 14 percent said the cost savings was not great when factoring in the exchange rate.
The Expedia 2015 Road Rage Report found that 26 percent of Americans say The Texter gave them the most road rage. This yearly analysis of driving etiquette conducted by GfK also found the Tailgater (13 percent) ranked second, narrowly edging out The Left Lane Hog (12 percent), The Crawler (10 percent) and The Multitasker (7 percent). Additionally, the least popular in-car behavior is back-seat driving, cited as the top peeve by 52 percent of Americans. The Reluctant Co-Pilot – the co-pilot who won't help navigate – ranked second, by 12 percent of Americans, followed by the Radio Hog (10 percent), the Snoozer (8 percent), the Shoe Remover (7 percent) and the Snacker (6 percent).
These reports were compiled from recent issues of the Daily News Queue, a free e-newsletter digest of marketing research and insights news and information delivered each business morning. Not already in the Queue? Sign up here!