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Most Popular Recent Charts/Stories

Are Young People Watching Less TV? (Updated – Q2 2014 Data)

September 15, 2014

Nielsen-Traditional-TV-Weekly-Viewing-Trends-Among-18-24-Q12011-Q22014-Sept2014The latest TV viewing figures are in, and with more than 3 years' worth of data to examine, it's possible to see some real trends emerging in Americans' TV viewing habits. The short of it? Yes, youth as a whole are watching less TV - and they watch a lot less than older Americans. And, as the data in this latest cross-platform report [download page] from Nielsen attests, the drop-off in viewing by the 18-24 demo is intensifying again. Read more »

What’s the State of TV Viewing and Advertising in the US?

August 12, 2014

TVinContextEntryThe ways by which Americans watch TV are changing and the evolution of TV is a topic of considerable debate, driven by TV's dominant stature as an advertising medium. A new MarketingCharts Debrief, "TV in Context: Viewing Trends, Ad Spending, and Purchase Influence" [download page] examines the current state of TV in the US, placing Americans' traditional TV viewing trends and marketers' spending on TV ads in the context of the broader undercurrents shaping the TV industry. Read more »

Acquisition vs. Retention: Which Online Channels Are Being Used For Each?

August 5, 2014

Econsultancy-Online-Channels-Acquisition-v-Retention-Aug2014Roughly 8 in 10 global company marketers - primarily based in Europe - agree that it is cheaper to retain than acquire a customer, but they're more likely to be focusing on acquisition than retention, according to results from a study [download page] produced by Econsultancy with Oracle Marketing Cloud. In fact, 4 in 10 respondents to the survey say they are more focused on acquisition than retention, with just 15% more focused on retention (the remainder maintain an equal focus). As part of the study, respondents indicated which online channels they're gearing more towards acquisition, and which are better suited for retention. Read more »

Email Rated Most Effective Digital Marketing Tactic

July 16, 2014

Gigaom-Most-Effective-Digital-Tactics-Customer-Retention-July2014Of the various digital marketing tactics available, US digital marketers deem email the most effective for awareness, acquisition, conversion and customer retention, per results from a Gigaom Research study [download page] sponsored by Extole. Email's influence is most pronounced when it comes to retention, beating out social media marketing and content marketing, among others, by a wide margin. The results may be attributable in part to email's widespread use: some 86% of the survey respondents use it regularly, making it the most widely used digital marketing tactic, ahead of social media marketing (72%) and SEO (70%). Read more »

Which Content Categories Are Being Shared on Which Social Networks?

July 9, 2014

ShareThis-Content-Sharing-by-Category-and-SocNet-in-Q2-July2014Social sharing via mobile devices continues to the rise, with sharing from smartphones and tablets in Q2 growing by 19% from Q1, when they first accounted for a majority of social sharing actions (sharing of website content such as articles, photos and videos via social networks). That's according to the latest quarterly report from ShareThis, which aside from detailing a host of interesting data related to mobile sharing, also contains some intriguing figures concerning the types of content categories that are being shared on various social networks. Read more »

Which Advertising Channels Have the Biggest Purchase Influence on Consumers?

July 8, 2014

Ad-Influence-Entry-ChartMarketers are increasing their spending on digital advertising at a rapid rate, and many CMOs predict that digital media will soon capture upwards of three-quarters of marketers' budgets. But do consumers believe that online ads are as effective as traditional media in influencing their purchase decisions? A new MarketingCharts Debrief, "Advertising Channels With the Largest Purchase Influence on Consumers" [download page] builds on existing research by examining the stated purchase influence of various ad channels across a range of demographic groups. Read more »

So How Many Millennials Are There in the US, Anyway? (Updated)

June 30, 2014

CensusBureau-Age-Brackets-as-of-Jul2013-June2014Marketers tend to focus a lot of energy on Millennials. Their lives are deconstructed on many different levels, and there's research to be found on anything ranging from their brand loyalty to their trust in user-generated content and their stance on social issues. Those analyses are all helpful in their own right, but -  stepping back to the big picture for a moment - how many of these prized individuals are there in the US? The latest data out from the Census Bureau gives a sense of how large this coveted demographic is. Read more »

CMOs on the Fundamental Changes for Marketing in the Next 5 Years

June 18, 2014

Accenture-Areas-of-Future-Changes-in-Marketing-June2014Roughly 8 in 10 CMOs around the world believe that marketing will undergo fundamental change over the next 5 years, according to results from Accenture Interactive's "CMO Insights 2014" study, with marketers appearing most confident in the increasing role of analytics and greater budget allocations to digital and mobile. Some 42% believe that analytics skills will be a core competence of marketing over the next 5 years, echoing recent survey results from Spencer Stuart in which senior marketers envisioned analytical orientation as becoming a more important skill for CMOs to possess in the future. Read more »

The Logic of Advertising to Baby Boomers

June 3, 2014

MCDebrief-Boomers-EntryChartThe Millennial generation today is dissected from all angles, garnering a significant amount of attention from marketers. But what about Baby Boomers - are they under-appreciated? A new MarketingCharts Debrief - "Advertising to Baby Boomers: The Why and How" [download page] - provides targeted and actionable data for advertisers targeting the Baby Boomer generation, which not only controls a significantly larger share of the nation's discretionary spending than any other, but which also appears heavily reliant on advertising as a product information source. Read more »

B2B Buyers Are People, Too. Who Are They, and What Makes Them Tick?

April 29, 2014

B2B-Debrief-Entry-ChartWhile there's a good deal of research focusing on how B2B marketers are shifting their marketing efforts, there's less data concerning buyer behavior - and even less about buyers themselves, as individuals. But ultimately the individuals involved in business purchase decisions - and those signing on the dotted line - are people, too, and understanding them is an essential component of marketing to them.  A new MarketingCharts Debrief provides targeted and practical information about B2B buyers as individuals, unearthing surprising demographic trends and distinct media consumption habits. Read more »