Marketers’ Top Data Types Influencing Future Strategy

First-party data sources lead the pack.
Continue reading » | July 6, 2015

Youth Hold Positive Perceptions of Fee-Based Rewards Programs

A slight majority of 18-34-year-olds feel that fee-based programs offer better rewards than free programs.
Continue reading » | July 6, 2015

Marketers Increasingly Relying on Behavioral Research to Influence Decisions

MillwardBrownDigital-Marketers-Use-of-Research-Tools-to-Influence-Decisions-Jul2015Some 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%).
Continue reading » | July 2, 2015

45% of 18-24-Year-Olds in the US are Part of a Minority Group

CensusBureau-Minority-Share-US-Population-by-Age-Group-Jul2015Asian-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.
Continue reading » | July 2, 2015

US Ad Spending Trends, by Medium, in Q1 2015

KantarMedia-US-Ad-Spend-Trends-in-Q1-Jul2015Source: Kantar Media
    Notes: 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%.
    Continue reading » | July 1, 2015

    Mobile Ad Responses, by Age Group

    MillennialMedia-Mobile-User-Ad-Response-Jul2015Source: Millennial Media / Opinium Research [download page]
      Notes: 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.
      Continue reading » | July 1, 2015

      Are Young People Watching Less TV? (Updated – Q1 2015 Data)

      Nielsen-Traditional-TV-Weekly-Viewing-Trends-Among-18-24-Q12011-Q12015-Jun2015The latest quarterly TV viewing figures are in, and with another quarter's worth of data to examine, it's possible to see some real trends continuing to emerge in Americans' TV viewing habits. The short of it? Yes, youth as a whole are watching less TV - and the decline appears to be accelerating. Indeed, as the data in the Q1 2015 total audience report [download page] from Nielsen attests, the drop-off in viewing by the 18-24 demo isn't showing any signs of reversing.
      Continue reading » | June 30, 2015

      Internet Adoption Rates, by Demographic, 2000-2015

      Pew-Internet-Access-by-Demo-2000-2015-Jun2015The Pew Internet & American Life Project has released its latest report on internet access in the US, detailing the substantial growth in adoption across various demographic groups over the past 15 years. The overall adoption rate among US adults stands at 84% this year as it has since 2013, and is up from 52% in 2000.
      Continue reading » | June 30, 2015

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