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As might be expected in a difficult economy, lead generation topped all digital budget categories with almost 27% followed by display/banner at just under 20% and search at almost 19%.   As to what is driving digital media investments in 2012, audience composition, ROI and measurement capabilities, audience reach, and data targeting were selected by more than three-quarters of the respondents.By a wide margin, click through rate is the most important factor in campaign success with cost-per-engagement and interaction rate almost equal in importance.

Content marketing, which includes white papers, case studies, videos, custom websites, video and white papers, is among tech marketers’ top five spending priorities for 2012.  Led by collateral at 71%, followed by webcasts/virtual events at 61%, videos at 59%, research at 55%, and articles/features at 54%, marketers are investing in a wide variety of content marketing or custom programs.  Agencies are much mo

s for social media, YouTube and Facebook lead all platforms with LinkedIn, Google+ and Twitter not as popular. Among BtoB respondents, 53% found social extremely/very valuable for finding relevant technology content on the Web, which is double the 2010 figure.  Not surprisingly, 18- to 34-year-olds are most active with social media.  According to all users in the IDG survey, 60% rely most on tech sites, 46% peers or colleagues, and 43% independent tech journalists/bloggers.

As you can see, Twitter usage according to Pew is almost even among men and women, with women edging slightly ahead. Just over one quarter (26%) of internet users ages 18-29 use Twitter. Most notably, those 18-29  represents nearly double the usage rate for those ages 30-49. Pew also found that among the youngest internet users, those ages 18-24, 31% are active Twitter users.

Pew discovered that Twitter use among those 18-24 year old increased dramatically between May 2011 and February 2012, both overall and on an everyday basis. Usage among slightly older adults, those between the age of25-34, also doubled—from 5% in May 2011 to 11% in February 2012.

One in five 18-24 year old cell owners (22%) use Twitter on their phones, and 15% do so on a typical day

30% of teens name Twitter as their most important social network, close behind the 33% who tab Facebook, per results [pdf] from Piper Jaffray’s 25th Semi-Annual teen research project, which surveyed more than 5,000 teens.

the proportion of teens naming Facebook as their most important has dropped 9% points, while those naming Twitter have grown by 3% points. Instagram is also gaining, up 5% points to 17% indicating it as their most important social network.

Facebook’s drop is a worrisome sign for the social network, as teens are often used as a leading indicator of future trends. According to data from Experian Hitwise, Facebook’s leading share of US visits to social networking sites and forums has dropped from 63.2% in March 2012 to 58.5% in March 2013.

Google launched Universal Analytics Tuesday to help marketers sync and analyze data from across multiple marketing channels. The cross-channel tool aims to help marketers discover relationships among devices--desktop to tablets to phones to entertainment consoles--driving conversions.

Cross-channel analytics supports cross-media attribution, such as search, display, video, retargeting and more.

Overall, the average viewer watched 21.7 hours of online video content in March 2012, according to comScore. On Google sites, people watched an average of 7.1 hours and on Hulu, 4.6 hours - the highest among the top 10 video content properties.

A comparison of comScore data for March 2011 versus March 2012 also showed that Yahoo's online video rankings had an 8 percent increase in unique viewers and a 72 percent increase in average minutes per viewer.

In a market economy, the focus is on transactions. In a gift economy, the focus is on relationships.

In a market economy, people use money as a medium of exchange — a financial currency. In a gift economy, people use social currencies.

Social media are fundamentally gift economies. People are there to cultivate relationships, not conduct transactions. They exchange social currencies, not financial currencies. And status is earned not bought.