The Marketing Data Box

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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.

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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
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B2C Average Cost per Lead Above Average Cost per Lead Below Average Cost per Lead Cost per Click: Yahoo-Bing. B2C Marketing Metrics. B2B v. 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 . B2B v. B2C Types of Email Sent. B2B v.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.

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 .

9% to $11.867. US$ Millions Source: Kantar Media Large advertisers back to spending in 2010 Spending among the 10 largest advertisers increased 5.2011: $173 Billion in Revenues Top 10 Advertisers Spend Trend 2009 v.130.6 $1.0 $1.112.123.157.132.653.019. L'Oreal 2009 The Marketing Data Box 2010 6 .092.139.149.228.4 $1.0 $2.368.2 $3.2 $1.232.200.6 $1.7 $1.7 $1.5 $1.4 $2.0 Procter & Gamble General Motors AT&T Verizon News Corp Pfizer Inc Time Warner Johnson & Johnson Ford Motor Co.391.91 billion in the first nine months of 2010. total advertising levels remain below those observed in the recent peak (pre-recession) year of 2006.8 $1.8 $1. However.8 $2. $1.238.7 $2.7 $1.0 $852.9 $2.9 $1.193. with researchers projecting the industry’s size likely to equate to $173 billion in revenues this year.823. 2010.

extremely strong spot TV growth (24. Within the sector.2% Media reports.8% contraction in large-scale national syndicated campaigns. the TV sector reported the best year-over-year ad expenditure growth rate in 2010 (10.3% 9. % change Source: Kantar Media Strong growth in television media How did the spending flow? According to Kantar 24.2%) and impressive growth in Spanish 10.3%). 2010.8% Television media total Network TV Cable TV Spot TV Spanish Syndication – Language TV National The Marketing Data Box 7 .TV Media Best Y-o-Y Growth Ad Spend for Television Media 2009 v. of the major media channels.3% language cushioned enough for the 2.8% 5. -2.7% 10.

6% 4.2% Radio media total Local radio National spot radio Network radio Arbitron RADAR 107. Radio media spending increased 7. too.9% 2. with an 18.Ad Spend for Radio Up 7% Ad Spend for Radio Media 2009 v.7 million listeners. and attracting advertising. holding audience. Radio has fared well overall in terms of listenership. 2010. or nearly 74% of Americans age 12 and up.6% led by national spot radio. The Marketing Data Box 8 . % change Source: Kantar Media Strong showing for radio 18.6% increase. Network radio maintained its reach to about 189.6% Radio has been hanging tough in these years. according to 7.

% change Source: Kantar Media Newspapers lose audience.0% The Marketing Data Box 9 .6% National newspapers 2.9% during 2011. Local newspapers -4.5% advertising revenue stream. which weakens with every passing quarter. revenue There is not much good news for print Newspaper media total -3. MagnaGlobal analysis indicates reported totals are held back by deep structural weakness in printed media. directories and direct mail will likely decline by 2. Spanish-language newspapers 2.7% MagnaGlobal predicts newspapers. 2010. magazines.Newspapers: Negative and Slow Ad Spend for Newspaper Media 2009 v.

newspapers.90% that in terms of ad spending. print media overall (national and local magazines.60% Sunday Magazines was flat.30% Magazine media total 2. However.5% growth from last year.) National magazines were also up 7. Sunday supplements and B2B) 4. national Sunday supplements received a significant uptick with 20. % change Source: Kantar Media Sunday magazines show some growth Data from The Nielsen Company.20% Consumer Magazines 3.4%. (Local Sunday supplements fell about 13%. not picking up on the energy of other media. 2010. also found 0.90% The Marketing Data Box 10 .Sunday Mags are Bright Spot Ad Spend for Magazine Media 2009 v. B-to-B Magazines -1.

every news platform except for the internet saw audiences either stall or decline. 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 .7%. 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. Every other major news platform declined during that year. the local TV audience declined the least among the other platforms at 1.5%. For example. Internet News Platform Grows 17% Pew data indicates the US audience for the internet news platform grew 17.Online News Audience Up 17% Consumer News Sources. Data from “State of the News Media 2011″ indicates in 2010.1% between 2009 and 2010. while the cable TV audience declined the most at 13. according to a new report from the Pew Project for Excellence in Journalism.

more people said they got news from the web than newspapers.7% The Marketing Data Box 12 . 17. The internet now trails only television among American adults as a destination for news. 2010. % change Source: Pew Research More people choose online news For the first time. according to Pew research.4% -5.5% -3.9% -13.0% -8. and the trend line shows the gap closing.0% -6.1% Local TV Online Network Newspaper Audio Magazine Cable -1.Online Tops Print as News Source News Audience Shift 2009 v.

the tipping point also has come.4% The Marketing Data Box 13 . 8. online ad revenue in 2010 is projected to surpass print newspaper ad revenue for the first time.4% 6.9% final tally is in. % change Source: Pew Research More online ad revenue than print Financially.0% 13. When the 17. Too Revenue Growth by News Source 2009 v.6% 6.0% 1. 2010.4% Local TV Online Cable Network Audio Magazine Newspaper -6.Online Ad Revenue on Top.

3% 1. influenced by mobile devices. are more prepared for the leap.4% 2.4% 1. The Marketing Data Box 14 .” Newspapers are implementing paid content models. 47% of Americans used a mobile device to obtain news content. Market Share of Visits (%).S.4% 1.3% Frankly. and consumers.23% Would Pay for Online News Top 10 Print Media Websites by U. we don’t hear the shouts of “told you so. 23% of Americans said they would pay $5 a month for an online version if their local newspaper would otherwise perish. but 10% of those who have downloaded local news apps have paid for them to date.com Daily Mail Sports Illustrated NY Daily News The Wall Street Journal Examiner 1.2% 0. March 2011 Source: Experian Hitwise Online newspapers examine paid content 4.6% 1.9% 2.2% 1.3% The New York Times USA Today People Magazine The Washington Post TV Guide.

Top News Brands Lead Web.8 3.S.2 1.3 3.3 1.4 1.3 1.com NY Daily News The Wall Street Journal Examiner Daily Mail 1. & Feb.9 January 2011 February 2011 The Marketing Data Box 15 .7 1.9 The New York Times People Magazine USA Today The Washington Post Sports Illustrated TV Guide.6 1.2 1.com Sports Illustrated The Wall Street Journal Examiner Daily Mail 1.0 2.7 2.0 2.4 2.4 1.1 1. Jan.4 1. Market Share of Visits (%). 2011 Source: Experian Hitwise The New York Times People Magazine USA Today The Washington Post NY Daily News TV Guide.5 1. Too Top 10 Print Media Websites by U.4 1.

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 .Spending & Channels Marketing Media. B2C Marketing Metrics. B2B v. B2B v. B2C Types of Email Sent. B2B v.

that new media have superseded the old.” a survey of B2B and B2C marketers from Multichannel Merchant. 93% 84% 88% 84% 69% 66% 61% 54% 47% 50% 84% 84% found. “Outlook: 2011 Marketing. B2B v. Email Lead Day-to-Day Ops Marketing Media.Web. 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 . fundamentally. % of respondents Source: Multichannel Merchant Outlook: 2011 marketing is new media In terms of day-to-day business. B2C February 2011.

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. many respondents 79% from the Multichannel Merchant 84% survey use email as a marketing tool and wished they could improve their campaigns. 67. website metrics important tools Also looking for cost-effective marketing tools. B2B v. This is up from 56.67% Say Email More Important Marketing Metrics.1% in the previous year's survey. B2C February 2011. % of respondents Source: Multichannel Merchant Email. 19% Affiliate related Catalog related Email related B2C Mobile related B2B Search related Website related The Marketing Data Box 18 .

and 7 in 10 sent transactional emails (e. 9 of 90% 90% 72% 10 sent promotional messages. order confirmations). B2C February 2011. 7% 2% 4% 5% Promotional/ Transactional Prospecting Marketing B2C Reactivation Trigger Other None B2B The Marketing Data Box 19 ..More Use of Practical Email Tools Types of Email Sent.g. A growing percentage are using trigger emails such as birthday 67% messages or cart abandonment follow-ups. B2B v. % of respondents Source: Multichannel Merchant Trigger emails on the rise Of the respondents that conducted email marketing. 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.

54% Increase Inbound Budget Average Cost per Lead. Outbound 2010 v. $373 $332 $134 $143 2010 Outbound marketing dominated 2011 Inbound marketing dominated The Marketing Data Box 20 . 54% of those businesses surveyed for HubSpot’s “2011: The State of Inbound Marketing” are increasing their inbound marketing budgets. Inbound vs. % of respondents’ costs by lead channel Source: HubSpot Businesses review cost-effective tools In 2011. while inbound businesses reported their leads cost on average $143. 2011. the average cost per lead for outbounddominated businesses was $373.

PPC. Inbound vs. or above average cost ― businesses consistently ranked inbound 29% marketing channels as having costs lower than outbound channels. % 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. direct mail and telemarketing were most frequently ranked as more expensive. Inbound Outbound The Marketing Data Box 21 . 2011.29% Think Paid Search is Costly Above Average Cost per Lead. Outbound 2010 v. Trade shows. PPC was the only inbound channel that was ranked among the outbound 13% 13% 9% 27% channels in terms of costs.

% 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. Outbound 2010 v. Marketers.Blogs Tops at Lower Cost Leads Below Average Cost per Lead. with 55% of companies reporting this. direct mail and telemarketing. are decreasing the portion spent on PPC. Inbound vs. the survey found. The average budget spent on 33% company blogs and social media increased from 9% in 2009 to 17% in 2011. Inbound Outbound The Marketing Data Box 22 . 2011.

August 15th to December 15th 2010). Yahoo-Bing’s CPC was more or less identical to Google. Trend since Launch Source: Marin Software / Razorfish Yahoo-Bing CPC trends down More on what is cost-effective for $0.82 $0. Google’s CPC trended significantly higher than Yahoo-Bing.81 $0.73 together Yahoo-Bing (i.91 marketers. 2010. Google Aug-Dec.e. Marin Software and Razorfish studied paid-search performance before. August September October Google Yahoo-Bing November December The Marketing Data Box 23 . Pre-transition.84 $0. during and after the transition that brought $0.82 $0. However after the transition.82 $0.84 $0.74 $0.20¢ Separate Google.84 $0. YaBing CPC Cost per Click: Yahoo-Bing.

843 179.6% Google Ad Network Yahoo! Network Plus AOL Advertising Yahoo! Sites Google Turn Media Platform ValueClick Networks 24/7 Real Media AdBrite Facebook.5%.7% 79.5% 79.7% 72.577 168.325 168.864 170. 2011 Source: comScore GoogleAd Network reach is 93% 93.076 180.956 178. Jan. the Google Ad Network led the January 2011 Ad Focus ranking with an impressive reach of 93.1% of Americans online.1% 85.0% 84. AOL Advertising with 85% and Yahoo Sites with 84.127 156.16 Million More Visitors at Google Top 10 Ad Focus Properties by Unique Visitors (000) and % Reach.com 197.5% 85.3% reach. The Marketing Data Box 24 .061 153.0% 73. Facebook. followed by Yahoo Network Plus with an 85.5% 80.3% for the first time in January 2011 with a 72.020 In terms of online advertising.499 165.com crossed into the top 10 78.5% reach.

” Feb. 60 43 55 56 41 53 Overall. 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. men (63%) 83 73 69 55 54 85 87 85 are 12. Online more than 1 hr "yesterday. However. 33 34 17 Use Google in a typical week Have a Facebook page The Marketing Data Box 25 . 40% more US adults say they use Google in a typical week (60%) than have a Facebook page (43%).Google Use Tops Facebook by 40% Google & Facebook Use Base: US youth ages 8-21.5% more likely than women (56%) 66 58 51 42 35 28 63 56 45 to say they visit Google in a given week.

US adults. frequently" or "yes. 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 . a poll from Harris Interactive found. Example.65% See Pros of Social Media Benefits of Social Media January 2011. answered "yes. and a similar number say they have received a positive benefit from its use. and of Received a good suggestion for something to try 40% 59% 44% 34% 19% yet. onequarter of Echo Boomers have found a job opportunity through social media (24%). there is very little negative backlash. occasionally“ Source: Harris Interactive Users assess benefits of social media No doubt. the social media is booming. A majority of US adults are using social media (65%).

answered "yes. 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 . US adults. Some reported more serious consequences of getting in trouble with school or work. 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%).43% Encounter SocNet “Cons” Benefits of Social Media January 2011. occasionally“ Source: Harris Interactive Social networks cause problems for some 43% of social media users say they have been offended by posts. (7% for both). or losing a job opportunity. comments or pictures they’ve seen. 29% 22% 28% 26% 17% 13% 7% 12% 10% 7% 9% 3% 4% 11% 10% 8% 3% 3% Been offended by posts. frequently" or "yes.

The Marketing Data Box 28 .4% 1.S. the ad includes a list of people on the viewer’s “friend list” who are registered fans of the brand or product). Market Share of Visits (%).2% 1.1% 0. and 64.Facebook Ad Recall 10% Higher Top 10 Social Network Sites by U.e.. awareness and purchase intent compared to non-exposed consumers is substantially higher than that caused by standard Facebook homepage ads.6% 1. When a Facebook homepage ad features social context (i. the increase in recall. March 2011 Source: Experian Hitwise Ad recall higher than standard homepage ad Nielsen analyzed fourteen Facebook ad campaigns.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.4% 0.4% 0.8% 0.2% Facebook YouTube MySpace Yahoo! Answers Twitter Tagged myYearbook Linkedin Mylife Club Penguin 19.4% 0.

 global web  users across 10  countries spent roughly  five and a half hours on  social networks in  February 2010.4 0.1 1. & Feb.S.3 19.9 63.7 1.5 Hours Monthly Top 10 Social Network Sites by U.0 0. 2011 Source: Experian Hitwise Users Spend More Time  with SocNets On average.2 1.2 64.1 1.4 0.3 January 2011 The Marketing Data Box 29 . Facebook YouTube MySpace Yahoo! Answers Twitter Tagged myYearbook Mylife Linkedin Club Penguin 2.8 0.4 0. Market Share of Visits (%).4 0. Jan. up more  than two hours from  February 2009.4 0.3 18.5 0.0 0.6 Facebook YouTube MySpace Yahoo! Answers Twitter Tagged myYearbook Linkedin Mylife Club Penguin 1.9 0.Users Average 5.

The average number of hours spent online daily increases with age. Base: US youth ages 8-21.5 hours among 13-to-17-year-olds. 18-21 year olds 90% 88% 89% 2006 2007 2009 2010 The Marketing Data Box 30 .9 hours among 8-to-12year-olds to 3.9 in 10 Youth Online 1+ Hours Internet Usage by Youth 2006-2010.5 hours among 18-to-24-year-olds. 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. rising from 1. 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. 16-17 year olds 81% 79% 87% 88% topping at 4. Online more than 1 hr "yesterday" 2006-2010 Source: Harris Interactive Every day.

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 .

8% 0.7) due to increased content consumption and more video ad streams. The average American streamed a record 201 videos in December 2010. March 2011 Source: Experian Hitwise American watch 14 hours of online video Gaining its share of some of this increased internet audience.7% 0. with an average of 179 million Americans watching video each month. according to a new white paper from comScore. up 8% from 187 a year earlier.1% 1. Market Share of Visits (%).0% The Marketing Data Box 32 .0% 1.6% 0.0% 0.179 Million Watch Video Online Top 10 Video Multimedia Sites by U.5% 77.2% 1. with viewers watching online videos more frequently. YouTube Hulu bing Videos Yahoo! Video Fancast Apple iPod & iTunes Google Video Daily Motion MetaCafe Mega Video 3. Americans also spent about 12% more hours viewing online video in 2010 (14.2) compared the prior year (12. the online video market continued to gain momentum in 2010.S. Engagement levels also rose during the year.1% 2.

8 0.6 0.6 0.6 January 2011 February 2011 The Marketing Data Box 33 .7 0.2 1.5 75.” YouTube Hulu bing Videos Fancast Yahoo! Video Apple iPod & iTunes Google Video Mega Video Daily Motion MetaCafe 3.1 1.8 0.1 1.2 1. 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.4 1.6 76.4 2.5 YouTube Hulu bing Videos Yahoo! Video Fancast Apple iPod & iTunes Google Video Daily Motion Mega Video MetaCafe 3. 6.6 0.1 0.6 2.3 1. & Feb.  “Volkswagen  Commercial: The  Force” and  “Chrysler Eminem  Super Bowl  Commercial:  Imported from  Detroit. Jan.  These include the  top two videos. Market Share of Visits (%).S.Top 10 Video Multimedia Sites Top 10 Video Multimedia Sites by U.0 0. 2011).

Ads viewed (000) Source: comScore Online video ads reach 45% of population As an ad market. Google Sites 1.080. Inc.3 billion video ads in January. online video is maturing as well. Americans viewed more than 4.com SpotXchange AOL.902 503. Video ads reached 45% of the total US population an average of 32 times during the month.127 154. Hulu generated the highest number of video ad impressions at nearly 1.644 348.1 billion.7 billion minutes during the month.381 318.TV BrightRoll CBS Interactive Microsoft Sites CWTV.908 414. Hulu Tremor Media ADAP.683 431.45% of Americans See Video Ads Top 10 Video Sites by Ads Viewed January 2011.832 211.593 193.7 million ad views. according to comScore data. Time spent watching videos ads totaled 1. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 503. with Hulu streaming the largest duration at 434 million minutes.685 185.716 The Marketing Data Box 34 .

31% Own Smartphones Smartphone Penetration Base: % of population.. But smartphone penetration is even higher among mobile users who are part of ethnic and racial minorities in the US.S. only 27% of white mobile users reported owning a smartphone. Hispanics (45%) and AfricanAmericans (33%). 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. 32% 33% 27% 24% Q3 2010 Q4 2010 Hispanic White African American Asian The Marketing Data Box 35 . Meanwhile. namely Asian/Pacific Islanders (45%).In U. nearly a third (31%) of all mobile consumers in the US owned smartphones. populations that also tend to skew younger.

705 Younger mobile phone users definitely text far more often than older users. with 25-to-34-year-old mobile phone users 1.178 583 349 126 0-12 13-17 18-24 25-34 35-44 45-54 55-64 41 65+ bracket. as the only other age group to average more than 1. Seniors Don’t! SMS Sent/Received per Month Base: Mobile phone users.000 texts per month is 0-12-year-olds (1. The Marketing Data Box 36 . This number drops sequentially with each succeeding age 758 1.Teens Power-Text. hitting a low of 41 among mobile phone users 65 and older. Total by age Source: The Nielsen Company Younger phone owners like text feature 3.707 sending and receiving an average of 758 per month.178). Text usage starts rapidly dropping among older age brackets.

This data comes from The Nielsen Company’s “State of the Media 2010.2% 6. No other activity comes close.8% distant second (10. % 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. 38.3% 4.3% 4.7%). the study finds email represents a leading 38.0% 3.5% of time spent.6% 4.1% 4.Email Leads Mobile Internet Time Mobile Internet Time by Category January 2011.0% with social networking coming in a 2.5% 10.7% 7.″ The Marketing Data Box 37 .

com Boost Mobile Media Mail 7.0% 5. according to a survey PopCap Games/Information Solutions Group (ISG).3% 2. 44% of US respondents have played a mobile game at least once.6%) have played in the past week. and nearly a quarter (24.5% 44% have tried a mobile phone game 22. Market Share of Visits (%). about 33% of respondents have played a game on their mobile phone handset in the past month.1% 10. In addition.8% 3. The Marketing Data Box 38 .4% 3.8% More than half (52%) of 2.1% 2.4% 2.425 US and UK mobile phone owners surveyed have played a game on a mobile phone at some time in the past. March 2011 Source: Experian Hitwise MocoSpace Myxer WeeWorld Your Pure Crush Cricket MySpace Mobile PhoneZoo Yahoo! Mobile Musica.4% 4. qualifying them as “avid mobile phone gamers.25% are “Avid” Phone Gamers Top 10 Mobile Phone Sites by U.S.” .

Jan.9 4.37 2.1% during 2011.0 4.07 January 2011 February 2011 The Marketing Data Box 39 .0 2.12 Interest in mobile  advertising has  been catalyzed  among large  advertisers during  the past year.9 MocoSpace Myxer WeeWorld Cricket MySpace Mobile Your Pure Crush PhoneZoo Musica.9 2.8 23.11 5.1 2. and  MagnaGlobal  expects growth of  60.30 3. 2011 Source: Experian Hitwise MocoSpace Myxer WeeWorld MySpace Mobile MyTrafficMaps. 2.6 4.35 23.19 11.Pictures 6.2011: Mobile Ads to Increase 60% Top 10 Mobile Phone Sites by U.4 5.com Sprint . & Feb.S.5 9.com Yahoo! Mobile Fun For Mobile 7.net Your Pure Crush Cricket PhoneZoo Musica.30 4. Market Share of Visits (%).22 2.52 3.

6% Worth noting. Data from a Nielsen Company study indicates that DVRs actually contribute significantly to commercial viewing.9% 4.2% MSNBC The Weather Channel . DVR playback added a 16% lift to the average minute of primetime commercials.7% 4. Market Share of Visits (%). and grow its share to 42% by 2012. On a total US basis. for now.8% 2. The Marketing Data Box 40 . according to Deloitte research. TV ad revenue share grew close to 10% between 2007 and 2010..k.com ESPN Hulu Fox News Yahoo! TV FOX Sports on MSN Nick (Nickelodeon) QVC. that despite some pressure from the other “2 Screens” – a.6% 2. March 2011 Source: Experian Hitwise Television to stay on top ad revenue heap 7. TV will retain its global leadership of all media forms in terms of total revenues.1% 1. in 2011.3% 2. from 37% to more than 40%.com 2. TV will account for about 41% of all ad revenues.7% 4.US CNN.a.5% 7.TV Will Hold 41% of All Ad Revenue Top 10 Television Sites by U. competition from online and mobile. pay-per-view and license fees. Even playback does not make a dent. subscriptions. including ad revenues.S.

Jan.S.78 1. Market Share of Visits (%).87 1.08 1.48 6.27 5.94 2.72 January 2011 February 2011 The Marketing Data Box 41 .US MSNBC Hulu ESPN CNN.94 1.99 3.03 6.74 The Weather Channel .12 8.13 4.com 2. & Feb.95 3.US MSNBC Hulu CNN.84 1.com ESPN Fox News Yahoo! TV FOX Sports on MSN Nick (Nickelodeon) QVC.52 5.71 8. 2011 Source: Experian Hitwise The Weather Channel .75 1.Top 10 Television Sites Top 10 Television Sites by U.24 3.com Fox News Yahoo! TV FOX Sports on MSN Home & Garden Television Foxsports NFL 2.73 1.

The Marketing Data Box 42 . and Hearst Television. trailing entertainment talk shows (23%) and informational talk shows (27%). Magid Associates Local TV news trusted. Viewers of genre 2x a week or more Source: Hearst/Frank N. . Products and services advertised during local TV news programs were ranked trustworthy by the third-highest percentage of respondents (16%). local TV news was found to be an effective medium for advertisers. 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.Trust Meter: Local TV News is Third TV Programs for Ad-based Purchases December 2010. according to a study from Frank M. Viewers indicated that they find local news advertising to be trustworthy and relatable at higher rates than most other TV genres. Inc. Magid Associates.

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 .

fully offsetting November’s improvement to -24. and essentially matching the monthly readings of -29 in October and -33 in September. Gallup’s Economic Confidence Index averaged -31 over the first two weeks of December.Economic Mood … Improving Economic Confidence Index 2009-2010. 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 . 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. Full-year Trend. Base: US Consumers.

and 21% say it will be the same. perhaps buoyed by the holidays and new year cheer. Better Same Worse The Marketing Data Box 45 . 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. Fifty-eight percent of respondents say 2011 will be better than 2010. Americans report considerably more optimism than pessimism about what it may bring.58% Say 2011 Will be Better Outlook for Economy in 2011 Base: % of adults. 20% say 2011 will be worse.

The Marketing Data Box 46 .3% 2.41% Say Economy is “Better” Top 10 Investment/Finance Sites by U.8% 2.com Charles Schwab The Wall Street Journal E*Financial CNBC 6.2% 4.8% By January.9% 3. another Gallup poll revealed that forty-one percent of Americans said the economy is “getting better.4% 2. This level of optimism ties for the highest since Gallup daily tracking began in January 2008.2% 2. Market Share of Visits (%).S.7% 4.2% 29. March 2011 Source: Experian Hitwise Economy mood swings.” up 17% from 35% in December 2010 and about 8% from 38% a year ago.6% 3. optimism grows Yahoo! Finance msn money Fidelity Investments Scottrade TD AMERITRADE CNN Money.

3 3.S.4 2.3 2.1 2. Jan.com Charles Schwab The Wall Street Journal Yahoo! Message Boards E*Financial 7.Top Investment/Finance Sites Top 10 Investment/Finance Sites by U.0 2.2 4. Market Share of Visits (%).com Charles Schwab E*Financial Yahoo! Message Boards The Wall Street Journal 6.9 3.9 3.1 32.5 3.8 2.3 January 2011 February 2011 The Marketing Data Box 47 .7 3.0 4.6 Yahoo! Finance msn money Fidelity Investments Scottrade TD AMERITRADE CNN Money.2 29.9 4. 2011 Source: Experian Hitwise Yahoo! Finance msn money Fidelity Investments Scottrade TD AMERITRADE CNN Money.0 2.2 2.7 4. & Feb.

432 23% 23% $39. so does consumer spending: US online retail spending reached a record $43.000 $5.045 Record online retail spending 25% As the mood picks up.000 $10. % change Source: Pew Research $50.274 $31.132 19% $38.000 17% $43.000 $45. adults.942 $31.S.581 13% 11% $30.441 $27.000 $20.169$29. according to comScore.176 $30. Base: All U. This figure is up 11% from $39 billion in Q4 2009 and 35% from $32. 20% $32. This marks the fifth consecutive quarter of positive year-over-year growth and second quarter of double-digit growth rates in the past year.071 $39.000 $40.552 10% 11% 9% 9% 10% 6% 3% 5% 0% 0% -3% -1% -2% -5% E-Commerce Spending ($ Millions) Y/Y Percent Change The Marketing Data Box 48 .000 $15.1 billion in Q3 2010.970 $25.031 15% $33.984 $32.000 $0 $28.4B Online Retail Spending 2007-2010.133 $30.178 $30.4 billion during Q4 2010.000 $35.000 $27.Online Retail Hits Record $43.

477 14.Double-digit Growth for “eTail” Top 10 Department Store Advertisers By No.514 2.492 5.264 35.392 2. March 2011 Source: Mediaguide E-commerce growth below pre-recession level Though this is an improvement. The Marketing Data Box 49 . of Ad Plays.546 32.084 1.652 growth rates are still significantly below those reported during 2007. However. retail e-commerce Macy's Kohl's JCPenney's Wal-Mart Meijer Superstores Fred Meyer Target Sears Marshalls TJMaxx 16. 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).457 2.931 5. comScore predicts continued double-digit year-over-year growth in US retail ecommerce spending for the upcoming quarters of 2011. which ranged from 17-23%.

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).

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5

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7

8

9

10

11

12

13

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

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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 .

Since one-quarter of adults do not go online.I. Gen Buy a product Use search engine Look for health info The Marketing Data Box 54 .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. the third most popular online pursuit among all those tracked by Pew. overall. 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.

71% of 18to-29-year-olds but only 29% of those 65 and older look up health information online.65% of Women Research Online Top 10 Health Information Sites by U.com MedicineNet Drugs. race 8.0% 2.9% 6.0% The Marketing Data Box 55 .S. For example.com AOL Health HealthGrades HealthLine MedlinePlus 3. Market Share of Visits (%). 6.6% 3.9% 3.6% The study also found that women.4% 1. gender. Also. Non-Hispanic whites (63%) have a higher rate than African-Americans (47%) or Latinos (45%). For example.8% 1. Pew says there are two forces at play in the data: simple access to the internet and general interest in health information. non-Hispanic whites. women and men are equally likely to have access to the internet.com MayoClinic. 65% of women but 53% of men look up online health.0% WebMD Yahoo! Health Righthealth. March 2011 Source: Experian Hitwise Online health research by age. but women are more likely than men to report gathering health information online.8% 3. and those with higher levels of education and income are more likely to gather health information online. younger adults.

January 2011 February 2011 The Marketing Data Box 56 .com Drugs.com MedicineNet MayoClinic.23 2.02 WebMD Yahoo! Health Righthealth.57 3.52 3.44% of Adults Hope to Lose Lbs.38 5.com Everyday Health AOL Health HealthGrades MSN Health 2.37 2.64 3.83 7.54 8.82 Results of a Harris  Poll indicate that  forty‐four percent  of US adults have  made losing  weight one of their  resolutions for  2011.com AOL Health HealthGrades MSN Health Everyday Health 3. & Feb. 2011 Source: Experian Hitwise WebMD Yahoo! Health Righthealth. Jan. Market Share of Visits (%).13 7.S.com Drugs.65 3.com MedicineNet MayoClinic.89 5.81 5.04 2.38 3.92 3.05 1.26 2.21 1. Top 10 Health Information Sites by U.

0% 2. Jan.6% 2.com JibJab Real Clear Politics Politics Daily 8.0% 1.8% 1.9% The Marketing Data Box 57 . The Huffington Post Political News .4% 31.1% 2.FOXNews.com Infowars.8% 2. and better educated than less well-educated. African-Americans are also more likely than whites or Hispanics to be in this group. Market Share of Visits (%). according to findings from the Pew Research Center’s Internet & American Life Project. better off financially than less well-off. 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. & Feb.26% Used Cell Phone for Politics Top 10 Politics Sites by U.S.7% 1. young than old.com Politico CNN Political Ticker Free Republic Townhall. The mobile political user group is more male than female.0% 3.

com 5.6 8.7 2. 2.9 7.com JibJab First Read : The Day in Politics 3.7 3. Market Share of Visits (%). 2011 Source: Experian Hitwise The Huffington Post Politics Daily Political News FOXNews.9 2.com Townhall. so that  amounts to 27% of  the mobile phone  users who voted.com Infowars.9 24.9 25.8 8.0 January 2011 February 2011 The Marketing Data Box 58 .com Politico CNN Political Ticker Free Republic Infowars.9 2.0 2.6 The Huffington Post Political News FOXNews. Some  71% of cell owners  voted in the  election.2 2.com Politics Daily Politico JibJab CNN Political Ticker Free Republic Real Clear Politics Townhall.1 2.1 2.3 2.9 2.S.1 1.3 14% of all  American adults  used their cell  phones to tell  others that they  had voted.71% of Cell Phone Owners Votes Top 10 Politics Sites by U.3 2. & Feb. Jan.

67% said that 2010 would be a better year than 2009. But there was even more optimism at the start of 54% this year: In January. 2011. while 31% say the 67% 60% 67% 55% 55% 41% coming year will be worse. Total Republican 2010 Democrat 2011 Independent The Marketing Data Box 59 . most 83% Americans (55%) say that 2011 will be better than 2010. compared to 41% of Republicans and 54% of Independents. Considering a Democrat is currently president. Percent (%) saying year ahead will be better Source: Pew Research Looking ahead to next year. it is not surprising that a much higher percentage of Democrats (67%) think 2011 will be better than 2010.Dems: 67% Upbeat (83% in 2010) Perception of Year Ahead 2010 v.

including 7% who are having “a great deal of difficulty”. at this time last year. Market Share of Visits (%). The Marketing Data Box 60 . March 2011 Source: Experian Hitwise Realtor. Furthermore.com Rent.com Yahoo! Real Estate Zillow Trulia.5% higher than the number now.0% 5.5% 6. have troubles A Harris Poll finds that fully 22% of people with mortgages are having difficulty meeting their mortgage payments.5% 6.Still 22% Have Mortgage Issues Top 10 Real Estate Sites by U.S. from 29% to 22%. 21% of those with mortgages are “underwater. down from 29%.6% 22% of homeowners. these numbers are somewhat lower than they were in March 2010.com MSN Real Estate AOL Real Estate ZipRealty Apartment Guide 2. 12. 24% of those with mortgages thought they were underwater. Those having difficulty paying off their mortgages have declined 24%.com Homes. Furthermore.7% 1.7% 1.3% 1. from 11% to 7%.4% 4.” However. Those having a great deal of difficulty are down 36%.6% 1.6% 2.

com ZipRealty Apartment Guide 2.24 5.52 2.57 4.57 2.19 1.com Rent.com Zillow Trulia.37 2.66 1.com MSN Real Estate Homes.Top 10 Real Estate Sites Top 10 Real Estate Sites by U.71 Yahoo! Real Estate Realtor.com Zillow FrontDoor Real Estate Trulia.com ZipRealty MSN Real Estate Apartment Guide 2.49 4.81 1.19 1.21 3.com Homes.58 5.94 4. & Feb.S. 2011 Source: Experian Hitwise Yahoo! Real Estate FrontDoor Real Estate Realtor.87 January 2011 February 2011 The Marketing Data Box 61 .78 5.39 4.12 6. Jan.com Rent. Market Share of Visits (%).65 6.62 1.

according to Gallup-Healthways Well-Being Index data. with the largest gains in how Americans evaluate their lives overall.8% 1.com . March 2011 Source: Experian Hitwise The Animal Rescue Site AARP Care2 We-Care. Market Share of Visits (%). Although overall Well-Being Index scores mostly show improvement between 2009 and 2010.7% 4.4% 1.org 1. This year-over-year increase in overall wellbeing reflects increases across five of the six key areas of wellbeing.ASPCA Khan Academy AVERT ASPCA American Red Cross Angel Food Ministries Idealist.9 in 2009 and 2008.Lives “Overall” a Little Better Top 10 Community-based Organizations by U.8 in 2010 from 65.0% 17.4% 1.6% 19.7% 1.2% 5.0% Well-Being Index improves for 2010 Americans’ Well-Being Index score improved to an average of 66.S. The Marketing Data Box 62 . monthly scores reveal that Americans’ higher level of well-being in 2010 resulted from relatively better scores in the first half of the year.5% 1.

com .Community-based Organizations Top 10 Community-based Organizations by U. now make The Animal Rescue Site AARP Care2 We-Care.org Goodwill Industries International 1.9 3.7 1.7 1.6 The top 100th of 1% of the wealthiest Americans.6 3.244 16.5 an average of $27 million per household.8 19.9 4.com . & Feb.3 1. Market Share of Visits (%). the average income for the bottom 90% of the US population is $31.7 1.4 16.7 1.5 1. In contrast.2 18.ASPCA 5.2 1.S.ASPCA Wikimedia Foundation AVERT ASPCA Angel Food Ministries Idealist.1 January 2011 February 2011 The Marketing Data Box 63 .4 ASPCA AVERT Angel Food Ministries People for the Ethical Treatment of Animals Idealist. according to Mother Jones analysis.3 1.3 1. Jan.org my freecycle 5.3 1. 2011 Source: Experian Hitwise The Animal Rescue Site AARP Care2 We-Care.

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com to become a sponsor of a Data Insights package. The Marketing Data Box is from Watershed Publishing’s Data Insights series.com is part of the Watershed Publishing network of business-to-business online trade publications. Kantar Media. Please contact Sarah Roberts at sarah@watershed-publishing. At MarketingCharts. Pew Research. Harris Interactive.Our Data Partners Our data partners for the April 2011 The Marketing Data Box are The Nielsen Company. we consistently follow and locate new data sets from our partners in order to publish the most relevant resources for our readers. Experian Hitwise and Mediaguide. comScore. MarketingCharts. 65 . Compete.