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: Among US adults with internet access, 7 in 10 surveyed report having read a print magazine issue in the past 30 days, almost twice the proportion (37%) who have read a digital magazine issue, according to a Mequoda study. Digital magazine readers are split on their favorite format, though, with web editions (37%) slightly preferred over tablet (32%) and print (31%) editions. The most important functionalities of a digital magazine, per readers, are readable (79% very important) and scrollable (56% very important) text.
: 4 in 10 US TV households stream video over connected TVs, most commonly via an internet-connected media player (23%), reveals GfK in a recent study. The results indicate that TV households with kids under 18 (54%) are far more likely than those without kids (34%) to watch OTT content via a connected TV, with the former particularly apt to watch via an internet-connected VGS console (32%). Not too surprisingly, TV households with at least one Millennial (18-34; 58%) and those with at least one Gen Xer (35-49; 53%) also demonstrate an above-average likelihood to watch OTT content via a connected TV.
: Global advertising spending will grow by 2.3% this year (current prices), a forecast slashed from December 2014's predicted 4.8% growth, says Warc, based on an analysis of 12 countries that make up 75% of ad expenditures tracked by the company. Online (+16.1%), cinema (3.2%) and outdoor (+0.3%) are the only media expected to see an increase in spend this year. Next year, online ad growth is forecast to be slower (+12.9%), while TV rebounds to positive growth (+2.5%) presumably on the back of Political and Olympic spending.
: Netflix turned in another strong quarter in Q2, the company said in a recent release, gaining more than 2 million paid international subscribers. Indeed, Netflix's international paid subscriber base has grown rapidly over the past 3+ years, and is now more than half as large as the US subscriber base for the first time. The company also noted in its earnings release that almost 9 in 10 members have engaged with its original content.
Content marketing may be B2B marketers' greatest current opportunity, but its appeal looks set to recede in the years to come in favor of other exciting opportunities, according to a new report
[download page] from Econsultancy and Adobe. Instead, it will be customer experience (CX) emerging as the single most exciting opportunity for most B2B - and B2C - marketers.
Families with children in grades K-12 will spend an average of $630 this back-to-school (BTS) season on apparel, supplies and electronics, down about 6% from last year and the lowest average since 2011, finds the NRF
Total BTS spending is expected to be slightly less than $25 billion, representing a decline of roughly 6% from last year's estimated $26.5 billion. The study is one of many several looking at back-to-school spending trends, including popular shopping destinations and purchases.