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Marketing Charts the Marketing Data Box

Marketing Charts the Marketing Data Box

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The Marketing Data Box

A Q U A R T E R LY C O L L E C T I O N O F P R AC T I C A L M A R K E T I N G TO O L S R E A DY F O R PROFESSIONAL USE
trends • insights • analysis • charts • ready to use • easy to share

SPONSORED BY:

D ATA I N S I G H T S

The Marketing Data Box
“The Marketing Data Box” is part of Watershed Publishing’s Data Insights series featuring news, data and research. The quarterly collection supplies the busy marketing professional with a time-saving collection of research and facts, in the form of charts and Excel documents, in order to make the knowledge demands of daily marketing an easier task. Our data comes from major data partners and captures essential marketing data over the short term for a fast, easy glance at trends. The charts in this collection are ready to use, download, format, and otherwise support your marketing goals. Feel free to share the whole presentation or any slide, with your colleagues and business partners, but please preserve credits to our sponsor, HubSpot, our research partners who provide the source data, and our links to MarketingCharts.com.

D ATA I N S I G H T S
2

By many accounts, the economy is on an upswing: Major advertisers increased spending by about 6%, but perhaps more importantly, roughly 40% of Americans indicated that the economy is “getting better.” This is important news for marketers of all stripes, since it impacts the way they will approach their marketing efforts. But that’s just one of many practical marketing facts that have been collected in “The Marketing Data Box.” In this issue here are just a few facts you’ll discover: •The benefits and consequences of social media to US Adults •Whether Americans are willing or not to pay for online news •The average cost per lead for outbound vs. inbound marketing •The percentage of mobile users that own smartphones •What activity dominates mobile internet time (and it’s not social networking) •Ecommerce growth rates •What percent of US population search online for health information, and where they are most likely to go •The TV programming that will make your ads more likely to be thought of as trustworthy There are 65 charts on 54 data slides in this issue – as well as insightful analysis you can share with your blog or newsletter subscribers, and fellow marketing and sales team members. As a marketer, how can you resist? Enjoy, The HubSpot Team http://www.hubspot.com
3

Charts inside…
Media & Advertising Top 10 Advertisers Spend Trend Ad Spend for Television Media Ad Spend for Radio Media Ad Spend for Newspaper Media Ad Spend for Magazine Media News Sources, 2001-2010 News Audience Revenue by News Source Top 10 Print Media Websites Spending & Channels Marketing Media, B2B v. B2C Marketing Metrics, B2B v. B2C Types of Email Sent, B2B v. B2C Average Cost per Lead Above Average Cost per Lead Below Average Cost per Lead Cost per Click: Yahoo-Bing, Google Top 10 Ad Focus Properties Retail & Consumer Goods Economic Confidence Index Outlook for Economy in 2011 Top Investment/Finance Sites Online Retail Spending Online Video & Mobile Top 10 Video Multimedia Sites Top 10 Video Sites by Ads Viewed Smartphone Penetration SMS Sent/Received per Month Mobile Internet Time by Category Top 10 Mobile Phone Sites Top 10 Television Sites TV Programs for Ad-based Purchases Google & Facebook Use Benefits of Social Media Consequences of Social Media Top 10 Social Network Sites Lifestyle & Community Health Research by Age Health Information Sites Top 10 Politics Sites Perception of Year Ahead Top 10 Real Estate Sites Community-based Organizations About HubSpot Our Data Partners Sponsorship Information Department Store Advertisers Youth Influence and Purchases Number of Online Content Buys

Media & Advertising
Top 10 Advertisers Spend Trend Ad Spend for Television Media Ad Spend for Radio Media Ad Spend for Newspaper Media Ad Spend for Magazine Media News Sources, 2001-2010 News Audience Revenue by News Source Top 10 Print Media Websites

2011: $173 Billion in Revenues
Top 10 Advertisers Spend Trend 2009 v. 2010, US$ Millions Source: Kantar Media

Large advertisers back to spending in 2010
Spending among the 10 largest advertisers increased 5.9% to $11.91 billion in the first nine months of 2010. However, total advertising levels remain below those observed in the recent peak (pre-recession) year of 2006, with researchers projecting the industry’s size likely to equate to $173 billion in revenues this year.
$1,823.2

$3,123.9

$2,130.7

$2,092.8

$1,368.4 $1,228.7 $1,193.6 $1,139.7 $1,132.2 $1,112.4

$2,653.8

$2,157.9

$1,867.0

$2,149.7

$1,238.8

$1,391.5

$1,200.0

$1,232.6

$1,019.0

$852.0

Procter & Gamble

General Motors

AT&T

Verizon

News Corp

Pfizer Inc

Time Warner

Johnson & Johnson

Ford Motor Co.

L'Oreal

2009 The Marketing Data Box

2010

6

TV Media Best Y-o-Y Growth
Ad Spend for Television Media 2009 v. 2010, % change Source: Kantar Media

Strong growth in television media
How did the spending flow? According to Kantar
24.2%

Media reports, of the major media channels, the TV sector reported the best year-over-year ad expenditure growth rate in 2010 (10.3%). Within the sector, extremely strong spot TV growth (24.2%) and impressive growth in Spanish
10.7%

10.3%

9.8% 5.3%

language cushioned enough for the 2.8% contraction in large-scale national syndicated campaigns.
-2.8%

Television media total

Network TV

Cable TV

Spot TV

Spanish Syndication – Language TV National

The Marketing Data Box

7

Ad Spend for Radio Up 7%
Ad Spend for Radio Media 2009 v. 2010, % change Source: Kantar Media

Strong showing for radio
18.6%

Radio has been hanging tough in these years, holding audience, and attracting advertising. Radio media spending increased 7.6% led by national spot radio, with an 18.6% increase. Radio has fared well overall in terms of listenership, too. Network radio maintained its reach to about 189.7 million listeners, or nearly 74% of Americans age 12 and up, according to

7.6% 4.9% 2.2% Radio media total Local radio National spot radio Network radio

Arbitron RADAR 107.

The Marketing Data Box

8

Newspapers: Negative and Slow
Ad Spend for Newspaper Media 2009 v. 2010, % change Source: Kantar Media

Newspapers lose audience, revenue
There is not much good news for print

Newspaper media total

-3.5%

advertising revenue stream. MagnaGlobal analysis indicates reported totals are held back by deep structural weakness in printed media, which weakens with every passing quarter.

Local newspapers

-4.6%

National newspapers

2.7%

MagnaGlobal predicts newspapers, magazines, directories and direct mail will likely decline by 2.9% during 2011.

Spanish-language newspapers

2.0%

The Marketing Data Box

9

Sunday Mags are Bright Spot
Ad Spend for Magazine Media 2009 v. 2010, % change Source: Kantar Media

Sunday magazines show some growth
Data from The Nielsen Company, also found

0.90%

that in terms of ad spending, print media overall (national and local magazines, newspapers, Sunday supplements and B2B)
4.60%

Sunday Magazines

was flat, not picking up on the energy of other media. However, national Sunday supplements received a significant uptick with 20.5% growth from last year. (Local Sunday supplements fell about 13%.) National magazines were also up 7.4%.

B-to-B Magazines

-1.20%

Consumer Magazines

3.30%

Magazine media total

2.90%

The Marketing Data Box

10

Online News Audience Up 17%
Consumer News Sources, 2001-2010 Percent (%) of adults Source: Pew Research

News audience moves online
An increasing share of the US news audience turned to the internet in 2010, according to a new report from the Pew Project for Excellence in Journalism. Data from “State of the News Media 2011″ indicates in 2010, every news platform except for the internet saw audiences either stall or decline. Internet News Platform Grows 17% Pew data indicates the US audience for the internet news platform grew 17.1% between 2009 and 2010. Every other major news platform declined during that year. For example, the local TV audience declined the least among the other platforms at 1.5%, while the cable TV audience declined the most at 13.7%.

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 45% 74%

82%

80% 74% 73% 73% 74% 70% 70%

66%

50% 42%

46% 36% 36% 34% 40% 41% 35%

18%

21%

18%

24% 21%

20%

24% 24%

35%

32% 31%

20% 13% 14%

16%

14%

12%

18% 17% 16%

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Television

Newspaper

Internet

Radio

The Marketing Data Box

11

Online Tops Print as News Source
News Audience Shift 2009 v. 2010, % change Source: Pew Research

More people choose online news
For the first time, according to Pew research, more people said they got news from the web than newspapers. The internet now trails only television among American adults as a destination for news, and the trend line shows the gap closing.

17.1%

Local TV Online

Network

Newspaper

Audio

Magazine

Cable

-1.5% -3.4% -5.0% -6.0% -8.9% -13.7%

The Marketing Data Box

12

Online Ad Revenue on Top, Too
Revenue Growth by News Source 2009 v. 2010, % change Source: Pew Research

More online ad revenue than print
Financially, the tipping point also has come. When the

17.0% 13.9%

final tally is in, online ad revenue in 2010 is projected to surpass print newspaper ad revenue for the first time.

8.4% 6.6% 6.0%

1.4%

Local TV

Online

Cable

Network

Audio

Magazine

Newspaper

-6.4%

The Marketing Data Box

13

23% Would Pay for Online News
Top 10 Print Media Websites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise

Online newspapers examine paid content
4.3%

The New York Times USA Today People Magazine The Washington Post TV Guide.com Daily Mail Sports Illustrated NY Daily News The Wall Street Journal Examiner 1.6% 1.4% 1.4% 1.3% 1.2% 1.2% 0.9% 2.4% 2.3%

Frankly, we don’t hear the shouts of “told you so.” Newspapers are implementing paid content models, and consumers, influenced by mobile devices, are more prepared for the leap. 23% of Americans said they would pay $5 a month for an online version if their local newspaper would otherwise perish. 47% of Americans used a mobile device to obtain news content, but 10% of those who have downloaded local news apps have paid for them to date.

The Marketing Data Box

14

Top News Brands Lead Web, Too
Top 10 Print Media Websites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise

The New York Times People Magazine USA Today The Washington Post NY Daily News TV Guide.com Sports Illustrated The Wall Street Journal Examiner Daily Mail
1.7 1.5 1.4 1.4 1.3 1.1 1.0 2.4 2.8

3.9

The New York Times People Magazine USA Today The Washington Post Sports Illustrated TV Guide.com NY Daily News The Wall Street Journal Examiner Daily Mail
1.6 1.4 1.4 1.3 1.2 1.2 1.0 2.7 2.3

3.9

January 2011

February 2011

The Marketing Data Box

15

Spending & Channels
Marketing Media, B2B v. B2C Marketing Metrics, B2B v. B2C Types of Email Sent, B2B v. B2C Average Cost per Lead Above Average Cost per Lead Below Average Cost per Lead Cost per Click: Yahoo-Bing, Google Top 10 Ad Focus Properties Google & Facebook Use Benefits of Social Media Consequences of Social Media Top 10 Social Network Sites Internet Usage by Youth

Web, Email Lead Day-to-Day Ops
Marketing Media, B2B v. B2C February 2011, % of respondents Source: Multichannel Merchant

Outlook: 2011 marketing is new media
In terms of day-to-day business, “Outlook: 2011 Marketing,” a survey of B2B and B2C marketers from Multichannel Merchant,

93% 84% 88% 84% 69% 66% 61% 54% 47% 50% 84% 84%

found, fundamentally, that new media have superseded the old.

54% 47% 37% 41% 34% 18% 31% 16% 44%

Website

Email

Social media Total

Paid search B2C

Banner ads B2B

Consumer publications

B2B publications

The Marketing Data Box

17

67% Say Email More Important
Marketing Metrics, B2B v. B2C February 2011, % of respondents Source: Multichannel Merchant

Email, website metrics important tools
Also looking for cost-effective marketing tools, many respondents
79%

from the Multichannel Merchant
84%

survey use email as a marketing tool and wished they could improve their campaigns; 67.3% said that

67% 66% 47% 35% 33% 13% 14% 13% 53%

email-related metrics became more important to their business in the past year, This is up from 56.1% in the previous year's survey.

19%

Affiliate related Catalog related

Email related B2C

Mobile related B2B

Search related Website related

The Marketing Data Box

18

More Use of Practical Email Tools
Types of Email Sent, B2B v. B2C February 2011, % of respondents Source: Multichannel Merchant

Trigger emails on the rise
Of the respondents that conducted email marketing, 9 of

90% 90% 72%

10 sent promotional messages, and 7 in 10 sent transactional emails (e.g., order confirmations). A growing percentage are using trigger emails such as birthday
67%

messages or cart abandonment follow-ups, with just more
41% 32% 33% 33% 32% 30%

than 20% indicating that this was a practice they've done more frequently in the past year.

7% 2%

4%

5%

Promotional/ Transactional Prospecting Marketing B2C

Reactivation

Trigger

Other

None

B2B

The Marketing Data Box

19

54% Increase Inbound Budget
Average Cost per Lead, Inbound vs. Outbound 2010 v. 2011, % of respondents’ costs by lead channel Source: HubSpot

Businesses review cost-effective tools
In 2011, the average cost per lead for outbounddominated businesses was $373, while inbound businesses reported their leads cost on average $143. 54% of those businesses surveyed for HubSpot’s “2011: The State of Inbound Marketing” are increasing their inbound marketing budgets.

$373 $332

$134

$143

2010 Outbound marketing dominated

2011 Inbound marketing dominated

The Marketing Data Box

20

29% Think Paid Search is Costly
Above Average Cost per Lead, Inbound vs. Outbound 2010 v. 2011, % of respondents’ costs by lead channel Source: HubSpot

Paid search priciest inbound channel
When classifying each lead generation

47% 41%

category as ― below average cost, near average cost, or above average cost ― businesses consistently ranked inbound
29%

marketing channels as having costs lower than outbound channels. PPC was the only inbound channel that was ranked among the outbound
13% 13% 9%

27%

channels in terms of costs. Trade shows, PPC, direct mail and telemarketing were most frequently ranked as more expensive.

Inbound

Outbound

The Marketing Data Box

21

Blogs Tops at Lower Cost Leads
Below Average Cost per Lead, Inbound vs. Outbound 2010 v. 2011, % of respondents’ costs by lead channel Source: HubSpot

Blogs, social media gain budget share
Blogs had the highest instance of being reported

55% 47% 39% 27% 19% 36%

as a below average cost, with 55% of companies reporting this. The average budget spent on
33%

company blogs and social media increased from 9% in 2009 to 17% in 2011. Marketers, the survey found, are decreasing the portion spent on PPC, direct mail and telemarketing.

Inbound

Outbound

The Marketing Data Box

22

20¢ Separate Google, YaBing CPC
Cost per Click: Yahoo-Bing, Google Aug-Dec. 2010, Trend since Launch Source: Marin Software / Razorfish

Yahoo-Bing CPC trends down
More on what is cost-effective for
$0.91

marketers, Marin Software and Razorfish studied paid-search performance before, during and after the transition that brought

$0.84 $0.84

$0.84 $0.82

$0.82 $0.82

$0.81

$0.74

$0.73

together Yahoo-Bing (i.e. August 15th to December 15th 2010). Pre-transition, Yahoo-Bing’s CPC was more or less identical to Google. However after the transition, Google’s CPC trended significantly higher than Yahoo-Bing.

August

September

October Google Yahoo-Bing

November

December

The Marketing Data Box

23

16 Million More Visitors at Google
Top 10 Ad Focus Properties by Unique Visitors (000) and % Reach, Jan. 2011 Source: comScore

GoogleAd Network reach is 93%
93.1% 85.5% 85.0% 84.5% 80.5% 79.7% 79.6%

Google Ad Network Yahoo! Network Plus AOL Advertising Yahoo! Sites Google Turn Media Platform ValueClick Networks 24/7 Real Media AdBrite Facebook.com

197,076 180,843 179,956 178,864 170,325 168,577 168,499 165,127 156,061 153,020

In terms of online advertising, the Google Ad Network led the January 2011 Ad Focus ranking with an impressive reach of 93.1% of Americans online, followed by Yahoo Network Plus with an 85.5% reach, AOL Advertising with 85% and Yahoo Sites with 84.5%. Facebook.com crossed into the top 10

78.0% 73.7% 72.3%

for the first time in January 2011 with a 72.3% reach.

The Marketing Data Box

24

Google Use Tops Facebook by 40%
Google & Facebook Use Base: US youth ages 8-21, Online more than 1 hr "yesterday,” Feb. 2011 Source: Gallup / USA Today

Google used more than Facebook
Gallup data indicates men (42%) are about as likely as women (45%) to have a Facebook page. However, men (63%)

83 73 69 55 54

85

87

85

are 12.5% more likely than women (56%)
66 58 51 42 35 28 63 56 45

to say they visit Google in a given week.
60 43

55

56 41

53

Overall, 40% more US adults say they use Google in a typical week (60%) than have a Facebook page (43%).

33

34 17

Use Google in a typical week

Have a Facebook page

The Marketing Data Box

25

65% See Pros of Social Media
Benefits of Social Media January 2011, US adults, answered "yes, frequently" or "yes, occasionally“ Source: Harris Interactive

Users assess benefits of social media

No doubt, the social media is booming, and of
Received a good suggestion for something to try
40% 59%
44%

34%

19%

yet, there is very little negative backlash. A majority of US adults are using social media (65%), and a similar number say they have received a positive benefit from its use, a poll from Harris Interactive found. Example, onequarter of Echo Boomers have found a job opportunity through social media (24%).

Made a connection regarding a job opportunity

15%

34%

19%

11%

4%

Found a new apartment or house

9%

17%

9%

5%

2%

Total Gen X (34-45) Mature (65+)

Echo Boomers (18-33) Baby Boomers (46-64)

The Marketing Data Box

26

43% Encounter SocNet “Cons”
Benefits of Social Media January 2011, US adults, answered "yes, frequently" or "yes, occasionally“ Source: Harris Interactive

Social networks cause problems for some
43% of social media users say they have been offended by posts, comments or pictures they’ve seen, and the

51% 48% 43% 43% 39% 30% 38% 37%

quarter who say that unintended persons have viewed links or comments they’ve posted (26%). Some reported more serious consequences of getting in trouble with school or work, or losing a job opportunity. (7% for both).
29% 22%

28%

26%

17%

13%
7%

12%

10% 7% 9% 3% 4%

11%

10% 8% 3% 3%

Been offended by posts, comments or pictures
Total Mature (65+)

Unintended persons viewed my links or comments

Got introuble woth school or work because of my posts
Gen X (34-45) Female

Lost a job opportunity because of my posts
Baby Boomers (46-64)

Echo Boomers (18-33) Male

The Marketing Data Box

27

Facebook Ad Recall 10% Higher
Top 10 Social Network Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise

Ad recall higher than standard homepage ad
Nielsen analyzed fourteen Facebook ad campaigns, and
64.2%

Facebook YouTube MySpace Yahoo! Answers Twitter Tagged myYearbook Linkedin Mylife Club Penguin 19.6% 1.4% 1.2% 1.1% 0.8% 0.4% 0.4% 0.4% 0.3%

found that consumers who were exposed to a standard homepage ad on Facebook had 10% higher ad recall, 4% higher brand awareness and 2% higher purchase intent than consumers who were not exposed. When a Facebook homepage ad features social context (i.e., the ad includes a list of people on the viewer’s “friend list” who are registered fans of the brand or product), the increase in recall, awareness and purchase intent compared to non-exposed consumers is substantially higher than that caused by standard Facebook homepage ads.

The Marketing Data Box

28

Users Average 5.5 Hours Monthly
Top 10 Social Network Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise

Users Spend More Time  with SocNets On average, global web  users across 10  countries spent roughly  five and a half hours on  social networks in  February 2010, up more  than two hours from  February 2009.

Facebook YouTube MySpace Yahoo! Answers Twitter Tagged myYearbook Mylife Linkedin Club Penguin
2.2 1.1 1.0 0.9 0.5 0.4 0.4 0.3 18.9

63.6

Facebook YouTube MySpace Yahoo! Answers Twitter Tagged myYearbook Linkedin Mylife Club Penguin
1.7 1.1 1.0 0.8 0.4 0.4 0.4 0.3 19.2

64.3

January 2011

The Marketing Data Box

29

9 in 10 Youth Online 1+ Hours
Internet Usage by Youth 2006-2010, Base: US youth ages 8-21, Online more than 1 hr "yesterday" 2006-2010 Source: Harris Interactive

Every day, youth spend an hour-plus online
59%

8-9 year olds

61% 76% 76% 68%

A Harris Interactive study on the internet habits of youth found that eight in 10 8-to-12-year-olds (79%) and nine in 10 13-to-24-year-olds (88% of 13-to-17-year-olds, 90% of 18-to-24-year-olds) spend an hour or more online
82%

10-12 year olds

69% 75%

13-15 year olds

81% 83% 82% 88% 89%

on a typical day. The average number of hours spent online daily increases with age, rising from 1.9 hours among 8-to-12year-olds to 3.5 hours among 13-to-17-year-olds,

16-17 year olds

81% 79% 87% 88%

topping at 4.5 hours among 18-to-24-year-olds.

18-21 year olds

90% 88% 89%

2006

2007

2009

2010

The Marketing Data Box

30

Online Video & Mobile
Top 10 Video Multimedia Sites Top 10 Video Sites by Ads Viewed Smartphone Penetration SMS Sent/Received per Month Mobile Internet Time by Category Top 10 Mobile Phone Sites Top 10 Television Sites TV Programs for Ad-based Purchases

179 Million Watch Video Online
Top 10 Video Multimedia Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise

American watch 14 hours of online video
Gaining its share of some of this increased internet audience, the online video market continued to gain momentum in 2010, with an average of 179 million Americans watching video each month, according to a new white paper from comScore. Engagement levels also rose during the year, with viewers watching online videos more frequently. Americans also spent about 12% more hours viewing online video in 2010 (14.2) compared the prior year (12.7) due to increased content consumption and more video ad streams. The average American streamed a record 201 videos in December 2010, up 8% from 187 a year earlier.

YouTube Hulu bing Videos Yahoo! Video Fancast Apple iPod & iTunes Google Video Daily Motion MetaCafe Mega Video 3.1% 2.1% 1.2% 1.0% 1.0% 0.8% 0.7% 0.6% 0.5%

77.0%

The Marketing Data Box

32

Top 10 Video Multimedia Sites
Top 10 Video Multimedia Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise Three of the top  10 most‐shared  videos in February  2011 began as ads  aired during the  2011 Super Bowl  (Feb. 6, 2011).  These include the  top two videos,  “Volkswagen  Commercial: The  Force” and  “Chrysler Eminem  Super Bowl  Commercial:  Imported from  Detroit.”

YouTube Hulu bing Videos Fancast Yahoo! Video Apple iPod & iTunes Google Video Mega Video Daily Motion MetaCafe
3.5

75.5

YouTube Hulu bing Videos Yahoo! Video Fancast Apple iPod & iTunes Google Video Daily Motion Mega Video MetaCafe
3.4 2.4 1.2 1.1 1.0 0.8 0.6 0.6 0.6

76.6

2.3

1.2

1.1

1.1

0.8

0.7

0.6

0.6

January 2011

February 2011

The Marketing Data Box

33

45% of Americans See Video Ads
Top 10 Video Sites by Ads Viewed January 2011, Ads viewed (000) Source: comScore

Online video ads reach 45% of population
As an ad market, online video is maturing as well, Americans viewed more than 4.3 billion video ads in January, according to comScore data. Hulu generated the highest number of video ad impressions at nearly 1.1 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 503.7 million ad views. Time spent watching videos ads totaled 1.7 billion minutes during the month, with Hulu streaming the largest duration at 434 million minutes. Video ads reached 45% of the total US population an average of 32 times during the month.

Hulu Tremor Media ADAP.TV BrightRoll CBS Interactive Microsoft Sites CWTV.com SpotXchange AOL, Inc. Google Sites

1,080,902 503,683 431,908 414,644 348,381 318,832 211,593 193,685 185,127 154,716

The Marketing Data Box

34

In U.S., 31% Own Smartphones
Smartphone Penetration Base: % of population, 2009-2010 demographic trend Source: The Nielsen Company

One-third of consumers have smartphones

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Q4 2009 Q1 2010 Q2 2010
31% 25% 18% 26% 20% 21% 34% 34% 30% 37% 40% 40%

45% 45%

45% 45%

As of December 2010, nearly a third (31%) of all mobile consumers in the US owned smartphones. But smartphone penetration is even higher among mobile users who are part of ethnic and racial minorities in the US; namely Asian/Pacific Islanders (45%), Hispanics (45%) and AfricanAmericans (33%), populations that also tend to skew younger. Meanwhile, only 27% of white mobile users reported owning a smartphone.

32%

33% 27%

24%

Q3 2010

Q4 2010

Hispanic

White

African American

Asian

The Marketing Data Box

35

Teens Power-Text, Seniors Don’t!
SMS Sent/Received per Month Base: Mobile phone users, Total by age Source: The Nielsen Company

Younger phone owners like text feature

3,705

Younger mobile phone users definitely text far more often than older users, as the only other age group to average more than 1,000 texts per month is 0-12-year-olds (1,178). Text usage starts rapidly dropping among older age brackets, with 25-to-34-year-old mobile phone users
1,707

sending and receiving an average of 758 per month. This number drops sequentially with each succeeding age
758

1,178 583 349 126 0-12 13-17 18-24 25-34 35-44 45-54 55-64 41 65+

bracket, hitting a low of 41 among mobile phone users 65 and older.

The Marketing Data Box

36

Email Leads Mobile Internet Time
Mobile Internet Time by Category January 2011, % share of total mobile internet time Source: The Nielsen Company

Email tops for mobile internet time
A look overall at how US consumers with mobile internet access spend their mobile online time, the study finds email represents a leading 38.5% of time spent. No other activity comes close,

38.5%

10.7% 7.2% 6.3% 4.6% 4.3% 4.1% 4.0% 3.0%

with social networking coming in a
2.8%

distant second (10.7%). This data comes from The Nielsen Company’s “State of the Media 2010.″

The Marketing Data Box

37

25% are “Avid” Phone Gamers
Top 10 Mobile Phone Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise
MocoSpace Myxer WeeWorld Your Pure Crush Cricket MySpace Mobile PhoneZoo Yahoo! Mobile Musica.com Boost Mobile Media Mail 7.0% 5.4% 4.4% 3.8% 3.1% 2.4% 2.3% 2.1% 10.5%

44% have tried a mobile phone game
22.8%

More than half (52%) of 2,425 US and UK mobile phone owners surveyed have played a game on a mobile phone at some time in the past, according to a survey PopCap Games/Information Solutions Group (ISG). 44% of US respondents have played a mobile game at least once. In addition, about 33% of respondents have played a game on their mobile phone handset in the past month, and nearly a quarter (24.6%) have played in the past week, qualifying them as “avid mobile phone gamers.” .

The Marketing Data Box

38

2011: Mobile Ads to Increase 60%
Top 10 Mobile Phone Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise

MocoSpace Myxer WeeWorld MySpace Mobile MyTrafficMaps.net Your Pure Crush Cricket PhoneZoo Musica.com Sprint - Pictures
6.4 5.0 4.9 4.6 4.5 9.8

23.9

MocoSpace Myxer WeeWorld Cricket MySpace Mobile Your Pure Crush PhoneZoo Musica.com Yahoo! Mobile Fun For Mobile
7.11 5.30 4.30 3.52 3.19 11.35

23.12

Interest in mobile  advertising has  been catalyzed  among large  advertisers during  the past year, and  MagnaGlobal  expects growth of  60.1% during 2011.

2.9 2.1 2.0

2.37 2.22 2.07

January 2011

February 2011

The Marketing Data Box

39

TV Will Hold 41% of All Ad Revenue
Top 10 Television Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise

Television to stay on top ad revenue heap
7.5% 7.2%

MSNBC The Weather Channel - US CNN.com ESPN Hulu Fox News Yahoo! TV FOX Sports on MSN Nick (Nickelodeon) QVC.com 2.8% 2.6% 2.3% 2.1% 1.9% 4.7% 4.7% 4.6%

Worth noting, for now, that despite some pressure from the other “2 Screens” – a.k.a., competition from online and mobile, in 2011, TV will retain its global leadership of all media forms in terms of total revenues, including ad revenues, subscriptions, pay-per-view and license fees, according to Deloitte research. TV will account for about 41% of all ad revenues, and grow its share to 42% by 2012. TV ad revenue share grew close to 10% between 2007 and 2010, from 37% to more than 40%. Even playback does not make a dent. Data from a Nielsen Company study indicates that DVRs actually contribute significantly to commercial viewing. On a total US basis, DVR playback added a 16% lift to the average minute of primetime commercials.

The Marketing Data Box

40

Top 10 Television Sites
Top 10 Television Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise

The Weather Channel - US MSNBC Hulu ESPN CNN.com Fox News Yahoo! TV FOX Sports on MSN Home & Garden Television Foxsports NFL
2.27 5.03 6.71

8.74

The Weather Channel - US MSNBC Hulu CNN.com ESPN Fox News Yahoo! TV FOX Sports on MSN Nick (Nickelodeon) QVC.com
2.48 6.12

8.52

5.13

4.24

3.95

3.99

3.87

1.94

2.08

1.94

1.84

1.78

1.75

1.73

1.72

January 2011

February 2011

The Marketing Data Box

41

Trust Meter: Local TV News is Third
TV Programs for Ad-based Purchases December 2010, Viewers of genre 2x a week or more Source: Hearst/Frank N. Magid Associates

Local TV news trusted, ads reliable
19%

Informational talk shows Entertainment talk shows Local TV news Cable prime time… Broadcast prime… Broadcast prime time… Cable news Court shows Sitcom reruns Broadcast news Entertainment news Game shows 14% 12% 11% 10% 8% 7% 7% 6% 6% 5% 4%

In terms of consumers, local TV news was found to be an effective medium for advertisers, according to a study from Frank M. Magid Associates, Inc. and Hearst Television. Viewers indicated that they find local news advertising to be trustworthy and relatable at higher rates than most other TV genres. Products and services advertised during local TV news programs were ranked trustworthy by the third-highest percentage of respondents (16%), trailing entertainment talk shows (23%) and informational talk shows (27%). .

The Marketing Data Box

42

Retail & Consumer Goods
Economic Confidence Index Outlook for Economy in 2011 Top Investment/Finance Sites Online Retail Spending Department Store Advertisers Youth Influence and Purchases Number of Online Content Buys

Economic Mood … Improving
Economic Confidence Index 2009-2010, Full-year Trend, Base: US Consumers, Monthly Averages Source: Gallup

Economy mood swings
Perhaps testament to the realities of the country’s financial growth economic confidence indices are still reflecting a shift in consumer perspective according to Gallup data. Gallup’s Economic Confidence Index averaged -31 over the first two weeks of December, fully offsetting November’s improvement to -24, and essentially matching the monthly readings of -29 in October and -33 in September.

0 ‐10 ‐20 ‐30 ‐40 ‐50 ‐60 -54
Jan

-22 -26 -29 -30

-24 -27

-27 -33 -30 -33

-25

-23 -28 -29 -33

-24

-27

-34

-32

-30

-31

-49
Feb

-58

March

April

May

June

July

Aug

Sept

Oct

Nov

Dec

2009

2010

The Marketing Data Box

44

58% Say 2011 Will be Better
Outlook for Economy in 2011 Base: % of adults, January 2011 Source: Gallup

Economy mood swings
62

55 52

56 51 48

55 52 51 46 50

32 25 21 24 21 25 18 20 17 27 22 23 21 23 20 25 27

31 26

23 19

16

With the turn of the year, perhaps buoyed by the holidays and new year cheer, Americans report considerably more optimism than pessimism about what it may bring. Fifty-eight percent of respondents say 2011 will be better than 2010, 20% say 2011 will be worse, and 21% say it will be the same.

Better

Same

Worse

The Marketing Data Box

45

41% Say Economy is “Better”
Top 10 Investment/Finance Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise

Economy mood swings, optimism grows
Yahoo! Finance msn money Fidelity Investments Scottrade TD AMERITRADE CNN Money.com Charles Schwab The Wall Street Journal E*Financial CNBC 6.2% 4.7% 4.6% 3.9% 3.4% 2.8% 2.3% 2.2% 2.2% 29.8%

By January, another Gallup poll revealed that forty-one percent of Americans said the economy is “getting better,” up 17% from 35% in December 2010 and about 8% from 38% a year ago. This level of optimism ties for the highest since Gallup daily tracking began in January 2008.

The Marketing Data Box

46

Top Investment/Finance Sites
Top 10 Investment/Finance Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise

Yahoo! Finance msn money Fidelity Investments Scottrade TD AMERITRADE CNN Money.com Charles Schwab The Wall Street Journal Yahoo! Message Boards E*Financial
7.0 4.7 4.5 3.7 3.0 2.8 2.4 2.1 2.1

32.6

Yahoo! Finance msn money Fidelity Investments Scottrade TD AMERITRADE CNN Money.com Charles Schwab E*Financial Yahoo! Message Boards The Wall Street Journal
6.2 4.9 4.9 3.9 3.3 3.0 2.3 2.2 2.2

29.3

January 2011

February 2011

The Marketing Data Box

47

Online Retail Hits Record $43.4B
Online Retail Spending 2007-2010, Base: All U.S. adults, % change Source: Pew Research
$50,000 $45,000 $40,000 $35,000
17% $43,432 23% 23% $39,132 19% $38,071 $39,045

Record online retail spending
25%

As the mood picks up, so does consumer spending: US online retail spending reached a record $43.4 billion during Q4 2010, according to comScore. This figure is up 11% from $39 billion in Q4 2009 and 35% from $32.1 billion in Q3 2010. This marks the fifth consecutive quarter of positive year-over-year growth and second quarter of double-digit growth rates in the past year.

20%
$32,942

$31,178 $30,581 13% 11% $30,274

$31,031

15%
$33,984 $32,133

$30,000 $27,970 $25,000 $20,000 $15,000 $10,000 $5,000 $0
$28,441 $27,176

$30,169$29,552 10%

11% 9% 9%

10%

6% 3%

5%

0%
0% -3% -1% -2%

-5%

E-Commerce Spending ($ Millions)

Y/Y Percent Change

The Marketing Data Box

48

Double-digit Growth for “eTail”
Top 10 Department Store Advertisers By No. of Ad Plays, March 2011 Source: Mediaguide

E-commerce growth below pre-recession level
Though this is an improvement, retail e-commerce

Macy's Kohl's JCPenney's Wal-Mart Meijer Superstores Fred Meyer Target Sears Marshalls TJMaxx
16,477 14,492 5,931 5,514 2,457 2,392 2,084 1,264

35,546 32,652

growth rates are still significantly below those reported during 2007, which ranged from 17-23%. They are more in line with the respective 11% and 13% growth rates reported during the first two quarters of 2008 (the current recession is generally considered to have started in December 2007). However, comScore predicts continued double-digit year-over-year growth in US retail ecommerce spending for the upcoming quarters of 2011.

The Marketing Data Box

49

Department Store Advertisers
Top 10 Department Store Advertisers By No. of Ad Plays, Jan. & Feb. 2011 Source: Mediaguide Overall self‐reported  daily consumer spending  in stores, restaurants, gas  stations, and online  averaged $55 per day in  the week ending Jan. 9 ,  2011, according to  Gallup data. This is down  27% from the $75  average for the month of  December 2010 (a post‐ holiday drop was  expected), but also well  below the $68 average  for the same week in  2010.

Wal-Mart Kohl's Macy's Sears Target Fred Meyer Stores Meijer Superstores JCPenney's Beall's Beachwood Place
16,761 6,149

48,164 39,779 39,527

Wal-Mart Macy's Kohl's Sears
15,699 7,254 33,904 45,865

57,758

Meijer Superstores JCPenney's Fred Meyer Target Kmart Lord & Taylor

4,459 3,229 1,814 483 229

4,098 2,901 2,310 746 588

January 2011

February 2011

The Marketing Data Box

50

Youth Carry $123.5B “Purse”
Youth Influence and Purchases December 2010, (buy or influence others to buy) % of US youths aged 8-21 Source: Harris Interactive
40% 35% 45%

Youth regain hold on purse strings
Youth spending may be on the rebound after

Entertainment/ Sports tickets Hand-held video games Video game system Cell phone/ Smart phone Digital media player Computer TV Camera Camcorder or video camera 12% 10% 7% 13% 20%

43%

declining earlier in the current recession. Total spending among 8-to-21-year-olds was at $132.2 billion in 2007, which dipped to $112.8 billion by 2009, reports Harris Interactive. However, this year it is projected to reach $123.5 billion, a roughly 9% increase. Roughly four in 10 US consumers ages 8-24 will personally buy or influence the purchase of entertainment/sporting event tickets in the next month.

17%

24% 22% 21% 20% 17%

31% 27% 30% Ages 8-12

29% 24% 24% 28%

Ages 13-17

17% 20% 18% 14% 20%

Ages 18-24

The Marketing Data Box

51

About $50 Monthly for Tunes, etc.
Number of Online Content Buys December 2010, Percent (%) of US adults Source: Pew Research

Users average about $47 for online content
Nearly two-thirds of internet users (65%) have paid

25.0%

to download or access some kind of “intangible” online content. Music, software, and apps are the most popular content for pay-to-access or download according to a Pew study. Of them,
15.0% 12.0% 11.0%

21.0%

nearly half (46%) have purchased only one or two of the types of content. The average expense for online content was approximately $47 per month,
7.0% 4.0% 1.5% 1.4% 0.5% 0.9% 0.6% 0.4%

including both subscriptions (an average of $12 per month) and individual file access (an average of $22 per month).

1

2

3

4

5

6

7

8

9

10

11

12

13

No. of  different types of online content purchased by internet users

The Marketing Data Box

52

Lifestyle & Community
Health Research by Age Health Information Sites Top 10 Politics Sites Perception of Year Ahead Top 10 Real Estate Sites Community-based Organizations

8 in 10 Research Health Online
Health Research by Age February 2011, Percent (%) of US adults Source: Pew Research

80% research online
Eight in 10 US internet users look online for health information making it, overall, the third most popular online pursuit among all those tracked by Pew. Since one-quarter of adults do not go online, the percentage of online health information seekers is 59% among the total US adult population.

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Millennials Go online Email Gen X Young Boomers Old Boomers Silent Gen Get news G.I. Gen Buy a product

Use search engine

Look for health info

The Marketing Data Box

54

65% of Women Research Online
Top 10 Health Information Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise

Online health research by age, gender, race
8.0%

WebMD Yahoo! Health Righthealth.com MedicineNet Drugs.com MayoClinic.com AOL Health HealthGrades HealthLine MedlinePlus 3.9% 3.8% 3.6% 3.0% 2.4% 1.8% 1.6%

The study also found that women, non-Hispanic whites, younger adults, and those with higher levels of education and income are more likely to gather health information online. For example, 65% of women but 53% of men look up online health. Non-Hispanic whites (63%) have a higher rate than African-Americans (47%) or Latinos (45%). Also, 71% of 18to-29-year-olds but only 29% of those 65 and older look up health information online. Pew says there are two forces at play in the data: simple access to the internet and general interest in health information. For example, women and men are equally likely to have access to the internet, but women are more likely than men to report gathering health information online.

6.9% 6.0%

The Marketing Data Box

55

44% of Adults Hope to Lose Lbs.
Top 10 Health Information Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise

WebMD Yahoo! Health Righthealth.com Drugs.com MedicineNet MayoClinic.com Everyday Health AOL Health HealthGrades MSN Health
2.37 2.23 2.21 1.92 3.65 3.52 3.38 5.89 5.54

8.02

WebMD Yahoo! Health Righthealth.com Drugs.com MedicineNet MayoClinic.com AOL Health HealthGrades MSN Health Everyday Health
3.64 3.57 3.38 3.04 2.26 2.05 1.81 5.13

7.83 7.82

Results of a Harris  Poll indicate that  forty‐four percent  of US adults have  made losing  weight one of their  resolutions for  2011.

January 2011

February 2011

The Marketing Data Box

56

26% Used Cell Phone for Politics
Top 10 Politics Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise

Politics goes mobile
More than a quarter of American adults (26%) used their cell phones to learn about or participate in the 2010 midterm election campaign, according to findings from the Pew Research Center’s Internet & American Life Project. The mobile political user group is more male than female, young than old, better off financially than less well-off, and better educated than less well-educated. African-Americans are also more likely than whites or Hispanics to be in this group.

The Huffington Post Political News - FOXNews.com Politico CNN Political Ticker Free Republic Townhall.com Infowars.com JibJab Real Clear Politics Politics Daily 8.0% 3.8% 2.6% 2.1% 2.0% 2.0% 1.8% 1.7% 1.4%

31.9%

The Marketing Data Box

57

71% of Cell Phone Owners Votes
Top 10 Politics Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise

The Huffington Post Politics Daily Political News FOXNews.com Politico CNN Political Ticker Free Republic Infowars.com Townhall.com JibJab First Read : The Day in Politics
3.6 8.9

25.6

The Huffington Post Political News FOXNews.com Politics Daily Politico JibJab CNN Political Ticker Free Republic Real Clear Politics Townhall.com Infowars.com
5.7 3.9 2.9 7.9

24.8

8.3

14% of all  American adults  used their cell  phones to tell  others that they  had voted. Some  71% of cell owners  voted in the  election, so that  amounts to 27% of  the mobile phone  users who voted.

2.9

2.3

2.7 2.3 2.2 2.1 1.9

2.1

2.1

2.0

2.0

January 2011

February 2011

The Marketing Data Box

58

Dems: 67% Upbeat (83% in 2010)
Perception of Year Ahead 2010 v. 2011, Percent (%) saying year ahead will be better Source: Pew Research

Looking ahead to next year, most
83%

Americans (55%) say that 2011 will be better than 2010, while 31% say the
67% 60%

67% 55% 55% 41%

coming year will be worse. But there was even more optimism at the start of
54%

this year: In January, 67% said that 2010 would be a better year than 2009. Considering a Democrat is currently president, it is not surprising that a much higher percentage of Democrats (67%) think 2011 will be better than 2010, compared to 41% of Republicans and 54% of Independents.

Total

Republican 2010

Democrat 2011

Independent

The Marketing Data Box

59

Still 22% Have Mortgage Issues
Top 10 Real Estate Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise

Realtor.com Yahoo! Real Estate Zillow Trulia.com Rent.com Homes.com MSN Real Estate AOL Real Estate ZipRealty Apartment Guide 2.6% 2.3% 1.7% 1.7% 1.6% 1.5%

6.5% 6.0% 5.4% 4.6%

22% of homeowners, down from 29%, have troubles
A Harris Poll finds that fully 22% of people with mortgages are having difficulty meeting their mortgage payments, including 7% who are having “a great deal of difficulty”. Furthermore, 21% of those with mortgages are “underwater.” However, these numbers are somewhat lower than they were in March 2010. Those having difficulty paying off their mortgages have declined 24%, from 29% to 22%. Those having a great deal of difficulty are down 36%, from 11% to 7%. Furthermore, at this time last year, 24% of those with mortgages thought they were underwater, 12.5% higher than the number now.

The Marketing Data Box

60

Top 10 Real Estate Sites
Top 10 Real Estate Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise

Yahoo! Real Estate FrontDoor Real Estate Realtor.com Zillow Trulia.com Rent.com Homes.com ZipRealty MSN Real Estate Apartment Guide
2.57 2.19 1.81 1.62 1.57 4.21 3.65

6.58 5.78 5.71

Yahoo! Real Estate Realtor.com Zillow FrontDoor Real Estate Trulia.com Rent.com MSN Real Estate Homes.com ZipRealty Apartment Guide
2.52 2.37 2.19 1.66 1.39 4.94 4.49 4.12

6.24 5.87

January 2011

February 2011

The Marketing Data Box

61

Lives “Overall” a Little Better
Top 10 Community-based Organizations by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise
The Animal Rescue Site AARP Care2 We-Care.com - ASPCA Khan Academy AVERT ASPCA American Red Cross Angel Food Ministries Idealist.org 1.8% 1.7% 1.5% 1.4% 1.4% 1.2% 5.7% 4.6% 19.0% 17.0%

Well-Being Index improves for 2010
Americans’ Well-Being Index score improved to an average of 66.8 in 2010 from 65.9 in 2009 and 2008, according to Gallup-Healthways Well-Being Index data. This year-over-year increase in overall wellbeing reflects increases across five of the six key areas of wellbeing, with the largest gains in how Americans evaluate their lives overall. Although overall Well-Being Index scores mostly show improvement between 2009 and 2010, monthly scores reveal that Americans’ higher level of well-being in 2010 resulted from relatively better scores in the first half of the year.

The Marketing Data Box

62

Community-based Organizations
Top 10 Community-based Organizations by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise
The Animal Rescue Site AARP Care2 We-Care.com - ASPCA Wikimedia Foundation AVERT ASPCA Angel Food Ministries Idealist.org my freecycle
5.2 18.6

The top 100th of 1% of the wealthiest Americans, now make
The Animal Rescue Site AARP Care2 We-Care.com - ASPCA
5.8 19.5

an average of $27 million per household, according to Mother Jones analysis. In contrast, the average income for the bottom 90% of the US population is $31,244

16.4

16.6

3.9

4.9

3.4

ASPCA AVERT Angel Food Ministries People for the Ethical Treatment of Animals Idealist.org Goodwill Industries International

1.7

1.7

1.7

1.7

1.3

1.5

1.3

1.3

1.2

1.3

1.1

January 2011

February 2011

The Marketing Data Box

63

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Our Data Partners
Our data partners for the April 2011 The Marketing Data Box are The Nielsen Company, Harris Interactive, Pew Research, Kantar Media, Compete, comScore, Experian Hitwise and Mediaguide. At MarketingCharts, we consistently follow and locate new data sets from our partners in order to publish the most relevant resources for our readers.

MarketingCharts.com is part of the Watershed Publishing network of business-to-business online trade publications. The Marketing Data Box is from Watershed Publishing’s Data Insights series. Please contact Sarah Roberts at sarah@watershed-publishing.com to become a sponsor of a Data Insights package.

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