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: Econsultancy / Signal
: More than 8 in 10 marketers plan to increase their use of first-party data, with second-party (60%) and third-party data (44%) not seeing quite the same level of enthusiasm, according to a recent study from Econsultancy and Signal. Indeed, asked which of various data types are most important to their organizational strategy moving forward, respondents pointed most commonly to first-party types: transaction history (87%); customer information (80%); and behavioral data from sites and campaigns (74%).
: Some 42% of US adults report having paid to join a rewards program and more than 6 in 10 would consider joining one if their favorite retailer offered it, per results from a LoyaltyOne survey. The survey results indicate that 18-34-year-olds are particularly open to fee-based programs from their favorite retailers, and similarly demonstrate an above-average likelihood to feel that rewards are worth paying for if they're relevant to their needs.
Some two-thirds of marketers currently use behavioral research (consumer behavior insights) to influence their marketing decisions, and almost 7 in 10 expect the use of behavioral data to grow over the next 3 years, according to a Millward Brown Digital study
[download page]. Results from the survey also show that a majority are using audience measurement tools (61%), but that fewer have adopted marketing mix modeling (30%).
Asian-Americans were the fastest-growing minority group in the US last year for the third consecutive year, reports the Census Bureau
in newly-released estimates. Indeed, Asian-Americans' population growth rate increased from the prior year, up 3.2% to 20.3 million as of July 1, 2014. The Hispanic population grew by a relatively smaller 2.1% (equal to the previous year's growth rate), but to a much larger 55.4 million.
: Kantar Media
: Ad spending was down by 4% to $37.4 billion in Q1 2015, a fairly unsurprising result given that last year's Q1
results were boosted by ad spend on the Sochi Olympics. Indeed, of the various media types examined, only outdoor advertising grew, by 2.9%, with radio (-0.1%) and digital media (0%) flat. For the first time, Kantar's figures included paid search spending, which grew by 7%, as opposed to desktop display, which declined by 8.7% (with the analysts noting this is "likely attributable to mobile devices siphoning some desktop usage". Meanwhile, print spend continued to plummet, as magazine media spend dropped by 8.7% and newspaper media spend by a more precipitous 15.4%.
: Millennial Media / Opinium Research
: Among mobile users (smartphone and/or tablet), Millennials (16-34) are far more likely than Gen Xers (35-54) to say they respond to mobile ads in a variety of ways, according to a survey of 4,018 mobile owners aged 16+ in the US, UK, France, and Germany. In fact, almost one-quarter (23%) of Millennials surveyed said that an ad had prompted them to make a purchase, compared to 14% of respondents overall and 13% of Gen Xers. Of note, the survey results indicated that tablets were more likely than smartphones to generate a response from Gen Xers, with the opposite true for Millennials.