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D ATA I N S I G H T S
A QUARTERLY COLLECTION OF PRACTICAL MARKETING TOOLS READY FOR PROFESSIONAL USE
S P O N S O R E D B Y :
The Marketing Data Box
trends • insights • analysis • charts • ready to use • easy to share
The Marketing Data Box
2
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.
“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.
D ATA I N S I G H T S
The Marketing Data Box
3
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 Teamhttp://www.hubspot.com
Charts inside…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
Google & Facebook Use
Benefits of Social Media
Consequences of Social Media
Top 10 Social Network Sites
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
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
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
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
The Marketing Data Box
6
$3,123.9
$2,130.7 $2,092.8
$1,823.2
$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 2010
2011: $173 Billion in Revenues Top 10 Advertisers Spend Trend2009 v. 2010, US$ MillionsSource: Kantar Media
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.
Large advertisers back to spending in 2010Large advertisers back to spending in 2010Large advertisers back to spending in 2010
The Marketing Data Box
7
TV Media Best Y-o-Y Growth
Strong growth in television media
How did the spending flow? According to Kantar
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
language cushioned enough for the 2.8%
contraction in large-scale national syndicated
campaigns.
10.3%
5.3%
9.8%
24.2%
10.7%
-2.8%
Television media total
Network TV Cable TV Spot TV Spanish Language TV
Syndication –National
Ad Spend for Television Media2009 v. 2010, % changeSource: Kantar Media
The Marketing Data Box
8
Ad Spend for Radio Up 7%
Strong showing for radio
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
Arbitron RADAR 107.
7.6%
4.9%
18.6%
2.2%
Radio media total Local radio National spot radio Network radio
Ad Spend for Radio Media2009 v. 2010, % changeSource: Kantar Media
The Marketing Data Box
9
Ad Spend for Newspaper Media2009 v. 2010, % changeSource: Kantar Media
Newspapers: Negative and Slow
Newspapers lose audience, revenue
There is not much good news for print
advertising revenue stream. MagnaGlobal
analysis indicates reported totals are held back
by deep structural weakness in printed media,
which weakens with every passing quarter.
MagnaGlobal predicts newspapers, magazines,
directories and direct mail will likely decline by
2.9% during 2011.
-3.5%
-4.6%
2.7%
2.0%
Newspaper media total
Local newspapers
National newspapers
Spanish-language newspapers
Newspapers lose audience, revenue
The Marketing Data Box
10
Sunday Mags are Bright Spot
Sunday magazines show some growth
Data from The Nielsen Company, also found
that in terms of ad spending, print media
overall (national and local magazines,
newspapers, Sunday supplements and B2B)
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%.
2.90%
3.30%
-1.20%
4.60%
0.90%
Magazine media total
Consumer Magazines
B-to-B Magazines
Sunday Magazines
Sunday magazines show some growth
Ad Spend for Magazine Media2009 v. 2010, % changeSource: Kantar Media
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11
Consumer News Sources, 2001-2010Percent (%) of adultsSource: Pew Research
Online News Audience Up 17%
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%.
News audience moves online
74%
82% 80%
74% 73% 73% 74%70% 70%
66%
45%42%
50%46%
36% 36% 34%
35%32%31%
13% 14%
20%
24%20%
24% 24%
40% 35%41%
18%21% 18%
21%16% 14% 12%
18% 17% 16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Television Newspaper Internet Radio
The Marketing Data Box
12
17.1%
-1.5%-3.4%
-5.0%-6.0%
-8.9%
-13.7%
Online
Local TV Network Newspaper Audio Magazine Cable
Online Tops Print as News Source
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.
News Audience Shift2009 v. 2010, % changeSource: Pew Research
The Marketing Data Box
13
Online Ad Revenue on Top, Too
More online ad revenue than print
17.0%
13.9%
8.4%6.6% 6.0%
1.4%
-6.4%
Local TV Online Cable Network Audio Magazine Newspaper
Financially, the tipping point also has come. When the
final tally is in, online ad revenue in 2010 is projected to
surpass print newspaper ad revenue for the first time.
Revenue Growth by News Source2009 v. 2010, % changeSource: Pew Research
The Marketing Data Box
14
23% Would Pay for Online News
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.
Online newspapers examine paid content
4.3%
2.4%
2.3%
1.6%
1.4%
1.4%
1.3%
1.2%
1.2%
0.9%
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
Top 10 Print Media Websites by U.S. Market Share of Visits (%), March 2011Source: Experian Hitwise
The Marketing Data Box
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Top News Brands Lead Web, Too
3.9
2.8
2.4
1.7
1.5
1.4
1.4
1.3
1.1
1.0
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
3.9
2.7
2.3
1.6
1.4
1.4
1.3
1.2
1.2
1.0
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
Top 10 Print Media Websites by U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: Experian Hitwise
January 2011 February 2011
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
The Marketing Data Box
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88%84%
66%
50%
41%
34%31%
84% 84%
69%
54%
37%
44%
16%
93%
84%
61%
47% 47%
18%
54%
Website Email Social media Paid search Banner ads Consumer publications
B2B publications
Total B2C B2B
Web, Email Lead Day-to-Day Ops
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,
found, fundamentally, that new media have superseded the old.
Marketing Media, B2B v. B2CFebruary 2011, % of respondentsSource: Multichannel Merchant
The Marketing Data Box
18
67% Say Email More Important
Email, website metrics important tools
Also looking for cost-effective
marketing tools, many respondents
from the Multichannel Merchant
survey use email as a marketing
tool and wished they could improve
their campaigns; 67.3% said that
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%
35%
67%
13%
47%
79%
14%
33%
66%
13%
53%
84%
Affiliate related Catalog related Email related Mobile related Search related Website related
B2C B2B
Email, website metrics
Marketing Metrics, B2B v. B2CFebruary 2011, % of respondentsSource: Multichannel Merchant
The Marketing Data Box
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More Use of Practical Email Tools
Trigger emails on the rise
Of the respondents that conducted email marketing, 9 of
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
messages or cart abandonment follow-ups, with just more
than 20% indicating that this was a practice they've done
more frequently in the past year.
90%
72%
32% 33%
41%
7%4%
90%
67%
33% 32% 30%
2%5%
Promotional/Marketing
Transactional Prospecting Reactivation Trigger Other None
B2C B2B
Types of Email Sent, B2B v. B2CFebruary 2011, % of respondentsSource: Multichannel Merchant
The Marketing Data Box
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54% Increase Inbound Budget
In 2011, the average cost per lead for outbound-
dominated 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.
Businesses review cost-effective tools
$332
$373
$134 $143
2010 2011
Outbound marketing dominated Inbound marketing dominated
Businesses review cost-effective tools
Average Cost per Lead, Inbound vs. Outbound2010 v. 2011, % of respondents’ costs by lead channelSource: HubSpot
The Marketing Data Box
21
9%13%13%
29%
41%
27%
47%
Inbound Outbound
29% Think Paid Search is Costly
When classifying each lead generation
category as ― below average cost, near
average cost, or above average cost ―
businesses consistently ranked inbound
marketing channels as having costs lower than
outbound channels. PPC was the only inbound
channel that was ranked among the outbound
channels in terms of costs. Trade shows, PPC,
direct mail and telemarketing were most
frequently ranked as more expensive.
Paid search priciest inbound channelPaid search priciest inbound channel
Above Average Cost per Lead, Inbound vs. Outbound2010 v. 2011, % of respondents’ costs by lead channelSource: HubSpot
The Marketing Data Box
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Blogs Tops at Lower Cost Leads
Blogs had the highest instance of being reported
as a below average cost, with 55% of companies
reporting this. The average budget spent on
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.
Blogs, social media gain budget share
55%
47%
39%
27%
36%33%
19%
Inbound Outbound
Blogs, social media gain budget share
Below Average Cost per Lead, Inbound vs. Outbound2010 v. 2011, % of respondents’ costs by lead channelSource: HubSpot
The Marketing Data Box
23
20¢ Separate Google, YaBing CPC
More on what is cost-effective for
marketers, Marin Software and Razorfish
studied paid-search performance before,
during and after the transition that brought
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.
Yahoo-Bing CPC trends down
$0.84 $0.84 $0.82 $0.81
$0.91
$0.84 $0.82 $0.82
$0.74 $0.73
August September October November December
Google Yahoo-Bing
Cost per Click: Yahoo-Bing, GoogleAug-Dec. 2010, Trend since LaunchSource: Marin Software / Razorfish
The Marketing Data Box
24
Top 10 Ad Focus Propertiesby Unique Visitors (000) and % Reach, Jan. 2011Source: comScore
16 Million More Visitors at Google
GoogleAd Network reach is 93%
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
for the first time in January 2011 with a
72.3% reach.
197,076
180,843
179,956
178,864
170,325
168,577
168,499
165,127
156,061
153,020
Google Ad Network
Yahoo! Network Plus
AOL Advertising
Yahoo! Sites
Turn Media Platform
ValueClick Networks
24/7 Real Media
AdBrite
Facebook.com
93.1%
85.5%
85.0%
84.5%
80.5%
79.7%
78.0%
79.6%
73.7%
72.3%
The Marketing Data Box
25
Google & Facebook UseBase: US youth ages 8-21, Online more than 1 hr "yesterday,” Feb. 2011Source: Gallup / USA Today
Google Use Tops Facebook by 40%
Gallup data indicates men (42%) are
about as likely as women (45%) to have
a Facebook page. However, men (63%)
are 12.5% more likely than women (56%)
to say they visit Google in a given week.
Overall, 40% more US adults say they
use Google in a typical week (60%) than
have a Facebook page (43%).
Google used more than Facebook
83
69
54
34
85
56
87 85
66
35
6356
60
73
55
33
17
55
41
5358
51
28
42 45 43
Use Google in a typical week Have a Facebook page
The Marketing Data Box
26
65% See Pros of Social Media
No doubt, the social media is booming, and of
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, one-
quarter of Echo Boomers have found a job
opportunity through social media (24%).
Users assess benefits of social media
40%
15%
9%
59%
34%
17%
44%
19%
9%
34%
11%
5%
19%
4%
2%
Received a good suggestion for
something to try
Made a connection regarding a job
opportunity
Found a new apartment or house
Total Echo Boomers (18-33)Gen X (34-45) Baby Boomers (46-64)Mature (65+)
Benefits of Social MediaJanuary 2011, US adults, answered "yes, frequently" or "yes, occasionally“ Source: Harris Interactive
The Marketing Data Box
27
Benefits of Social MediaJanuary 2011, US adults, answered "yes, frequently" or "yes, occasionally“ Source: Harris Interactive
43%
26%
7% 7%
51%
37%
12% 11%
39%
29%
9% 8%
43%
17%
3% 3%
28%
13%
38%
30%
10% 10%
48%
22%
4% 3%
Been offended by posts, comments or pictures
Unintended persons viewed my links or comments
Got introuble woth school or work because of my posts
Lost a job opportunity because of my posts
Total Echo Boomers (18-33) Gen X (34-45) Baby Boomers (46-64)Mature (65+) Male Female
43% Encounter SocNet “Cons”
43% of social media users say they have been offended
by posts, comments or pictures they’ve seen, and the
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).
Social networks cause problems for some
The Marketing Data Box
28
Facebook Ad Recall 10% Higher
Nielsen analyzed fourteen Facebook ad campaigns, and
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.
Ad recall higher than standard homepage ad
64.2%
19.6%
1.4%
1.2%
1.1%
0.8%
0.4%
0.4%
0.4%
0.3%
YouTube
MySpace
Yahoo! Answers
Tagged
myYearbook
Mylife
Club Penguin
Top 10 Social Network Sites by U.S. Market Share of Visits (%), March 2011Source: Experian Hitwise
The Marketing Data Box
29
Top 10 Social Network Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: Experian Hitwise
63.6
18.9
2.2
1.1
1.0
0.9
0.5
0.4
0.4
0.3
YouTube
MySpace
Yahoo! Answers
Tagged
myYearbook
Mylife
Club Penguin
Users Average 5.5 Hours MonthlyUsers 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.
64.3
19.2
1.7
1.1
1.0
0.8
0.4
0.4
0.4
0.3
YouTube
MySpace
Yahoo! Answers
Tagged
myYearbook
Mylife
Club Penguin
January 2011
The Marketing Data Box
30
Internet Usage by Youth2006-2010, Base: US youth ages 8-21, Online more than 1 hr "yesterday" 2006-2010Source: Harris Interactive
9 in 10 Youth Online 1+ Hours
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
on a typical day.
The average number of hours spent online daily
increases with age, rising from 1.9 hours among 8-to-12-
year-olds to 3.5 hours among 13-to-17-year-olds,
topping at 4.5 hours among 18-to-24-year-olds.
Every day, youth spend an hour-plus online59%
68%
81%
89%
88%
61%
69%
83%
81%
90%
76%
75%
82%
79%
88%
76%
82%
88%
87%
89%
8-9 year olds
10-12 year olds
13-15 year olds
16-17 year olds
18-21 year olds
2006 2007 2009 2010
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
The Marketing Data Box
32
179 Million Watch Video Online
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.
American watch 14 hours of online video
77.0%
3.1%
2.1%
1.2%
1.0%
1.0%
0.8%
0.7%
0.6%
0.5%
YouTube
Hulu
bing Videos
Yahoo! Video
Fancast
Apple iPod & iTunes
Google Video
Daily Motion
MetaCafe
Mega Video
Top 10 Video Multimedia Sites by U.S. Market Share of Visits (%), March 2011Source: Experian Hitwise
The Marketing Data Box
33
Top 10 Video Multimedia Sites
75.5
3.5
2.3
1.2
1.1
1.1
0.8
0.7
0.6
0.6
YouTube
Hulu
bing Videos
Fancast
Yahoo! Video
Apple iPod & iTunes
Google Video
Mega Video
Daily Motion
MetaCafe
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.”
76.6
3.4
2.4
1.2
1.1
1.0
0.8
0.6
0.6
0.6
YouTube
Hulu
bing Videos
Yahoo! Video
Fancast
Apple iPod & iTunes
Google Video
Daily Motion
Mega Video
MetaCafe
Top 10 Video Multimedia Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: Experian Hitwise
January 2011February 2011
The Marketing Data Box
34
Top 10 Video Sites by Ads ViewedJanuary 2011, Ads viewed (000) Source: comScore
45% of Americans See Video Ads
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.
1,080,902
503,683
431,908
414,644
348,381
318,832
211,593
193,685
185,127
154,716
Hulu
Tremor Media
ADAP.TV
BrightRoll
CBS Interactive
Microsoft Sites
CWTV.com
SpotXchange
AOL, Inc.
Google Sites
The Marketing Data Box
35
In U.S., 31% Own Smartphones
One-third of consumers have smartphones
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 African-
Americans (33%), populations that also tend to
skew younger. Meanwhile, only 27% of white
mobile users reported owning a smartphone.
31%34%
40%
45% 45%
18%20% 21%
24%27%
25% 26%
30%32% 33%
34%37%
40%
45% 45%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010
Hispanic White African American Asian
Smartphone Penetration Base: % of population, 2009-2010 demographic trendSource: The Nielsen Company
The Marketing Data Box
36
Teens Power-Text, Seniors Don’t!
Younger phone owners like text feature
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
sending and receiving an average of 758 per month. This
number drops sequentially with each succeeding age
bracket, hitting a low of 41 among mobile phone users 65
and older.
1,178
3,705
1,707
758 583
349 126 41
0-12 13-17 18-24 25-34 35-44 45-54 55-64 65+
SMS Sent/Received per MonthBase: Mobile phone users, Total by ageSource: The Nielsen Company
The Marketing Data Box
37
38.5%
10.7%
7.2% 6.3%4.6% 4.3% 4.1% 4.0% 3.0% 2.8%
Email Leads Mobile Internet Time
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,
with social networking coming in a
distant second (10.7%). This data
comes from The Nielsen Company’s
“State of the Media 2010.″
Mobile Internet Time by CategoryJanuary 2011, % share of total mobile internet timeSource: The Nielsen Company
The Marketing Data Box
38
Top 10 Mobile Phone Sites by U.S. Market Share of Visits (%), March 2011Source: Experian Hitwise
25% are “Avid” Phone Gamers
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.”
.
44% have tried a mobile phone game
22.8%
10.5%
7.0%
5.4%
4.4%
3.8%
3.1%
2.4%
2.3%
2.1%
MocoSpace
Myxer
WeeWorld
Your Pure Crush
Cricket
MySpace Mobile
PhoneZoo
Yahoo! Mobile
Musica.com
Boost Mobile -Media Mail
The Marketing Data Box
39
23.9
9.8
6.4
5.0
4.9
4.6
4.5
2.9
2.1
2.0
MocoSpace
Myxer
WeeWorld
MySpace Mobile
MyTrafficMaps.net
Your Pure Crush
Cricket
PhoneZoo
Musica.com
Sprint - Pictures
Top 10 Mobile Phone Sitesby U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: Experian Hitwise
2011: Mobile Ads to Increase 60%
Interest in mobile advertising has been catalyzed among large advertisers during the past year, and MagnaGlobal expects growth of 60.1% during 2011.
23.12
11.35
7.11
5.30
4.30
3.52
3.19
2.37
2.22
2.07
MocoSpace
Myxer
WeeWorld
Cricket
MySpace Mobile
Your Pure Crush
PhoneZoo
Musica.com
Yahoo! Mobile
Fun For Mobile
January 2011 February 2011
The Marketing Data Box
40
TV Will Hold 41% of All Ad Revenue
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.
Television to stay on top ad revenue heap
7.5%
7.2%
4.7%
4.7%
4.6%
2.8%
2.6%
2.3%
2.1%
1.9%
MSNBC
The Weather Channel - US
CNN.com
ESPN
Hulu
Fox News
Yahoo! TV
FOX Sports on MSN
Nick (Nickelodeon)
QVC.com
Top 10 Television Sites by U.S. Market Share of Visits (%), March 2011Source: Experian Hitwise
The Marketing Data Box
41
Top 10 Television Sitesby U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: Experian Hitwise
Top 10 Television Sites
8.74
6.71
5.03
4.24
3.99
2.27
1.94
1.94
1.78
1.73
The Weather Channel - US
MSNBC
Hulu
ESPN
CNN.com
Fox News
Yahoo! TV
FOX Sports on MSN
Home & Garden Television
Foxsports NFL
8.52
6.12
5.13
3.95
3.87
2.48
2.08
1.84
1.75
1.72
The Weather Channel - US
MSNBC
Hulu
CNN.com
ESPN
Fox News
Yahoo! TV
FOX Sports on MSN
Nick (Nickelodeon)
QVC.com
February 2011January 2011
The Marketing Data Box
42
Trust Meter: Local TV News is Third
Local TV news trusted, ads reliable
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%).
.
19%
14%
12%
11%
10%
8%
7%
7%
6%
6%
5%
4%
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
TV Programs for Ad-based PurchasesDecember 2010, Viewers of genre 2x a week or moreSource: Hearst/Frank N. Magid Associates
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
Retail & Consumer Goods
The Marketing Data Box
44
Economic Mood … Improving
Economy mood swingsPerhaps 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.
-54-58
-49
-34
-27-30
-33 -32 -33-29 -30 -31
-26-29 -30
-22 -24-27
-33
-25 -23-28
-24-27
‐60
‐50
‐40
‐30
‐20
‐10
0
Jan Feb March April May June July Aug Sept Oct Nov Dec
2009 2010
Economic Confidence Index2009-2010, Full-year Trend, Base: US Consumers, Monthly AveragesSource: Gallup
The Marketing Data Box
45
58% Say 2011 Will be Better
Economy mood swings
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.
5255 56
5148
5552 51
46
50
62
2124 25
2017
2321 20
23 23
19
25
2118
27
32
2225
2731
26
16
Better Same Worse
Outlook for Economy in 2011Base: % of adults, January 2011Source: Gallup
The Marketing Data Box
46
41% Say Economy is “Better”
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.
Economy mood swings, optimism grows29.8%
6.2%
4.7%
4.6%
3.9%
3.4%
2.8%
2.3%
2.2%
2.2%
Yahoo! Finance
msn money
Fidelity Investments
Scottrade
TD AMERITRADE
CNN Money.com
Charles Schwab
The Wall Street Journal
E*Financial
CNBC
Top 10 Investment/Finance Sitesby U.S. Market Share of Visits (%), March 2011Source: Experian Hitwise
The Marketing Data Box
47
Top Investment/Finance Sites
32.6
7.0
4.7
4.5
3.7
3.0
2.8
2.4
2.1
2.1
Yahoo! Finance
msn money
Fidelity Investments
Scottrade
TD AMERITRADE
CNN Money.com
Charles Schwab
The Wall Street Journal
Yahoo! Message Boards
E*Financial
29.3
6.2
4.9
4.9
3.9
3.3
3.0
2.3
2.2
2.2
Yahoo! Finance
msn money
Fidelity Investments
Scottrade
TD AMERITRADE
CNN Money.com
Charles Schwab
E*Financial
Yahoo! Message Boards
The Wall Street Journal
Top 10 Investment/Finance Sitesby U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: Experian Hitwise
January 2011 February 2011
The Marketing Data Box
48
Online Retail Hits Record $43.4B
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.
Record online retail spending
$27,970
$27,176 $28,441
$39,132
$31,178
$30,581
$30,274
$38,071
$31,031
$30,169 $29,552
$39,045
$33,984
$32,942
$32,133
$43,432
17%
23% 23%
19%
11%
13%
6%
-3%
0%-1%
-2%
3%
10%9% 9%
11%
-5%
0%
5%
10%
15%
20%
25%
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
$50,000
E-Commerce Spending ($ Millions) Y/Y Percent Change
Online Retail Spending2007-2010, Base: All U.S. adults, % change Source: Pew Research
The Marketing Data Box
49
35,546
32,652
16,477
14,492
5,931
5,514
2,457
2,392
2,084
1,264
Macy's
Kohl's
JCPenney's
Wal-Mart
Meijer Superstores
Fred Meyer
Target
Sears
Marshalls
TJMaxx
Though this is an improvement, retail e-commerce
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 e-
commerce spending for the upcoming quarters of 2011.
Double-digit Growth for “eTail”
E-commerce growth below pre-recession level
Top 10 Department Store AdvertisersBy No. of Ad Plays, March 2011Source: Mediaguide
The Marketing Data Box
50
48,164
39,779
39,527
16,761
6,149
4,459
3,229
1,814
483
229
Wal-Mart
Kohl's
Macy's
Sears
Target
Fred Meyer Stores
Meijer Superstores
JCPenney's
Beall's
Beachwood Place
Top 10 Department Store AdvertisersBy No. of Ad Plays, Jan. & Feb. 2011Source: Mediaguide
Department Store AdvertisersOverall 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.
57,758
45,865
33,904
15,699
7,254
4,098
2,901
2,310
746
588
Wal-Mart
Macy's
Kohl's
Sears
Meijer Superstores
JCPenney's
Fred Meyer
Target
Kmart
Lord & Taylor
January 2011February 2011
The Marketing Data Box
51
Youth Carry $123.5B “Purse”
Youth spending may be on the rebound after
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.
Youth regain hold on purse strings
40%
35%
31%
22%
21%
17%
12%
10%
7%
43%
20%
27%
30%
24%
24%
17%
20%
14%
45%
17%
24%
29%
20%
28%
20%
18%
13%
Entertainment/Sports tickets
Hand-held video games
Video gamesystem
Cell phone/Smart phone
Digital mediaplayer
Computer
TV
Camera
Camcorder orvideo camera
Ages 8-12
Ages 13-17
Ages 18-24
Youth Influence and PurchasesDecember 2010, (buy or influence others to buy) % of US youths aged 8-21Source: Harris Interactive
The Marketing Data Box
52
About $50 Monthly for Tunes, etc.
Nearly two-thirds of internet users (65%) have paid
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,
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,
including both subscriptions (an average of $12 per
month) and individual file access (an average of
$22 per month).
Users average about $47 for online content
25.0%
21.0%
15.0%
11.0%12.0%
7.0%
4.0%
1.5% 1.4%0.5% 0.9% 0.6% 0.4%
1 2 3 4 5 6 7 8 9 10 11 12 13
No. of different types of online content purchased by internet users
Number of Online Content BuysDecember 2010, Percent (%) of US adultsSource: Pew Research
Lifestyle & CommunityHealth Research by Age
Health Information Sites
Top 10 Politics Sites
Perception of Year Ahead
Top 10 Real Estate Sites
Community-based Organizations
The Marketing Data Box
54
8 in 10 Research Health 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.
80% research online
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Millennials Gen X Young Boomers Old Boomers Silent Gen G.I. Gen
Go online Email Use search engine Look for health info Get news Buy a product
Health Research by AgeFebruary 2011, Percent (%) of US adultsSource: Pew Research
The Marketing Data Box
55
65% of Women Research Online
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 18-
to-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.
Online health research by age, gender, race
8.0%
6.9%
6.0%
3.9%
3.8%
3.6%
3.0%
2.4%
1.8%
1.6%
WebMD
Yahoo! Health
Righthealth.com
MedicineNet
Drugs.com
MayoClinic.com
AOL Health
HealthGrades
HealthLine
MedlinePlus
Top 10 Health Information Sitesby U.S. Market Share of Visits (%), March 2011Source: Experian Hitwise
The Marketing Data Box
56
44% of Adults Hope to Lose Lbs.Results of a Harris Poll indicate that forty‐four percent of US adults have made losing weight one of their resolutions for 2011.
8.02
5.89
5.54
3.65
3.52
3.38
2.37
2.23
2.21
1.92
WebMD
Yahoo! Health
Righthealth.com
Drugs.com
MedicineNet
MayoClinic.com
Everyday Health
AOL Health
HealthGrades
MSN Health
7.83
7.82
5.13
3.64
3.57
3.38
3.04
2.26
2.05
1.81
WebMD
Yahoo! Health
Righthealth.com
Drugs.com
MedicineNet
MayoClinic.com
AOL Health
HealthGrades
MSN Health
Everyday Health
Top 10 Health Information Sitesby U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: Experian Hitwise
January 2011February 2011
The Marketing Data Box
57
Top 10 Politics Sitesby U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: Experian Hitwise
26% Used Cell Phone for Politics
More than a quarter of American adults (26%) used their
cell phones to learn about or participate in the 2010 mid-
term 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.
Politics goes mobile
31.9%
8.0%
3.8%
2.6%
2.1%
2.0%
2.0%
1.8%
1.7%
1.4%
The Huffington Post
Political News - FOXNews.com
Politico
CNN Political Ticker
Free Republic
Townhall.com
Infowars.com
JibJab
Real Clear Politics
Politics Daily
The Marketing Data Box
58
Top 10 Politics Sitesby U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: Experian Hitwise
71% of Cell Phone Owners Votes14% 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.
25.6
8.9
8.3
3.6
2.9
2.3
2.1
2.1
2.0
2.0
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
24.8
7.9
5.7
3.9
2.9
2.7
2.3
2.2
2.1
1.9
The Huffington Post
Political News -FOXNews.com
Politics Daily
Politico
JibJab
CNN Political Ticker
Free Republic
Real Clear Politics
Townhall.com
Infowars.com
January 2011 February 2011
The Marketing Data Box
59
Dems: 67% Upbeat (83% in 2010)Dems: 67% Upbeat (83% in 2010)
Looking ahead to next year, most
Americans (55%) say that 2011 will be
better than 2010, while 31% say the
coming year will be worse. But there
was even more optimism at the start of
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.
67%
55%
83%
60%55%
41%
67%
54%
Total Republican Democrat Independent
2010 2011
Perception of Year Ahead2010 v. 2011, Percent (%) saying year ahead will be betterSource: Pew Research
The Marketing Data Box
60
Still 22% Have Mortgage Issues
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.
22% of homeowners, down from 29%, have troubles 6.5%
6.0%
5.4%
4.6%
2.6%
2.3%
1.7%
1.7%
1.6%
1.5%
Realtor.com
Yahoo! Real Estate
Zillow
Trulia.com
Rent.com
Homes.com
MSN Real Estate
AOL Real Estate
ZipRealty
Apartment Guide
Top 10 Real Estate Sitesby U.S. Market Share of Visits (%), March 2011Source: Experian Hitwise
The Marketing Data Box
61
Top 10 Real Estate Sitesby U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: Experian Hitwise
Top 10 Real Estate Sites
6.58
5.78
5.71
4.21
3.65
2.57
2.19
1.81
1.62
1.57
Yahoo! Real Estate
FrontDoor Real Estate
Realtor.com
Zillow
Trulia.com
Rent.com
Homes.com
ZipRealty
MSN Real Estate
Apartment Guide
6.24
5.87
4.94
4.49
4.12
2.52
2.37
2.19
1.66
1.39
Yahoo! Real Estate
Realtor.com
Zillow
FrontDoor Real Estate
Trulia.com
Rent.com
MSN Real Estate
Homes.com
ZipRealty
Apartment Guide
January 2011February 2011
The Marketing Data Box
62
Lives “Overall” a Little Better
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.
Well-Being Index improves for 2010
19.0%
17.0%
5.7%
4.6%
1.8%
1.7%
1.5%
1.4%
1.4%
1.2%
The Animal Rescue Site
AARP
Care2
We-Care.com - ASPCA
Khan Academy
AVERT
ASPCA
American Red Cross
Angel Food Ministries
Idealist.org
Top 10 Community-based Organizationsby U.S. Market Share of Visits (%), March 2011Source: Experian Hitwise
The Marketing Data Box
63
18.6
16.4
5.2
3.9
3.4
1.7
1.7
1.5
1.3
1.3
The Animal Rescue Site
AARP
Care2
We-Care.com - ASPCA
Wikimedia Foundation
AVERT
ASPCA
Angel Food Ministries
Idealist.org
my freecycle
Community-based OrganizationsCommunity-based OrganizationsThe top 100th of 1%
of the wealthiest
Americans, now make
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
Top 10 Community-based Organizationsby U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: Experian Hitwise
19.5
16.6
5.8
4.9
1.7
1.7
1.3
1.3
1.2
1.1
The Animal Rescue Site
AARP
Care2
We-Care.com - ASPCA
ASPCA
AVERT
Angel Food Ministries
People for the Ethical Treatment of Animals
Idealist.org
Goodwill Industries International
January 2011February 2011
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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 [email protected] become a sponsor of a Data Insights package.
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