Rather than resign themselves to a few social networks, consumers continue to branch out and divide their social time and energy in more nuanced ways. At present, 52% of the U.S. adult online population report using more than one social network, according to comScore. Among those 107 million U.S. adults, more than half say they use four or more social networks. In fact, 40% of multiplatform users report using five or more networks; 30% report using six or more; and 23% say they use more than seven social networks. For brands and agencies -- many of which can’t name more than seven social networks -- the findings come as a surprise. "We knew that people were using more than one social platform,” said Matt Rosenberg, senior vice president, marketing at social ad platform 140 Proof. “We didn't know how many people were using five or seven or more.” What are people doing on all those networks? According to new research from 140 Proof and the IPG Media Lab, they’re connecting with different types of people, engaging with different types of content and pursuing different interests. Further complicating matter, people appear to be using different social networks for very personal reasons. “People are very conscious of what each platform is good for, for them,” Rosenberg said. “Not everyone uses Twitter the same way, but people are very aware of what they use Twitter for and how that's different from what they use Facebook and the others for." Among multiplatform users, 72% agreed with the statement: “Certain platforms are better suited to different interests of mine.” Some 60% said: “I connect with different types of people, media and brands on different social platforms.” Put another way, people using multiple platforms to engage in “social hygiene,” which means that they are making a conscious decisions to expose different aspects of their identity on different platforms. Based on their findings, the research partners said it was more important than ever to take a holistic approach to analyzing social data. “This study’s findings show the value social data can have in bridging context, platform, and behavior to inform messaging and to aggregate audiences,” said Melvin Wilson, head of strategy at the IPG Media Lab. Across platforms, Wilson and his colleagues also found that consumers are more willing to cut their existing ties with a brand. In fact, 61% reported “unliking” or “unfollowing” brands on social media -- a share that increased to 69% among those ages 18-to-34. Reasons people cited for ending brand connections included loss of relevance to their lifestyle, the desire to switch to a new brand or a contest coming to an end. Along with one-on-one interviews with eight multiplatform users, the researchers conducted an online survey of 500 online and mobile multiplatform users ages 18-to-59.
Google has launched an online forum allowing European residents to request link removals from search results that contain their name and when content is considered outdated, inappropriate or irrelevant. The move was made after the May 13 ruling by the Court of Justice of the European Union that found users can ask search engines like Google, Bing, and Yahoo to remove results for queries under certain conditions when the information is about themselves. Those requesting takedowns need to submit the request on a Web page that Google introduced late Thursday. Reports also suggest that Google created an advisory committee headed by Google Chairman Eric Schmidt, and Google Chief Legal Officer and SVP David Drummond to review difficult requests and ethical issues. When evaluating requests, Google will look at whether the results include outdated information about the person, as well as whether there is a public interest like information about financial scams, professional malpractice, criminal convictions, or public conduct of government officials. Attempting to balance individual privacy rights with the public's right to know and distribute information will not come easy, especially with Google's focus on transparency. The Sacramento Bee, for instance, updates a database with information about all state workers. Why is it important that I know Angela Hicklin, administrative assistant for the California Transportation Commission, made nearly $64,000 in 2012, or that Douglas Remedies, Office Technician at the California Transportation Commission, brought home a little more than $26,000 in 2013? When evaluating requests, Google will look at whether the results include outdated information about the person, as well as whether there's a public interest like information about financial scams, professional malpractice, criminal convictions, or public conduct of government officials.
Over half (57%) of advertisers are buying mobile ads via programmatic, with the majority of those mobile buys (35%) coming from agencies. Demand-side platforms (DSPs) account for 26% of all mobile programmatic ad buys. Trading desks account for 19%. That’s according to an infographic released by Millennial Media earlier this week. The company surveyed an unspecified number of marketers and used data gathered from its own mobile ad exchange to create the infographic. The survey took place in April 2014. Much has been made of brands taking programmatic into their own hands, and the Millennial Media infographic found that 11% of all mobile programmatic ad buys have come straight from brands so far this year. That is in line with Casale Media’s Q1 2014 research that also found that 11% of all U.S. spend on programmatic came directly from brands. No matter who is doing the buying, spend is clearly on the rise. About 12% of campaigns cost between $1 and $5 million in 2013, but so far in 2014 about 22% of campaigns fall into that price range. Only 1% of campaigns cost between $5 and $15 million in 2103, but that number is up to 11% through four months this year. Similarly, 4% of campaigns have cost more than $15 million this year, up from 2% last year. About 85% of campaigns spent less than $1 million in 2013, and that figure has dropped to 63% so far in 2014. Of survey respondents, 46% were agencies, 17% were DSPs, 14% were brands, 13% were trading desks and 10% were “other.” You can see the full infographic here.