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

June 30, 2015

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. Read more »

Which Advertising Channels Have the Biggest Purchase Influence on Millennials?

June 2, 2015

MCDebrief-Ad-InfluenceTV ads continue to lead the way among paid media in influencing Millennials' purchases, according to a newly-released study from MarketingCharts. The report - "Advertising Channels With the Largest Purchase Influence on Consumers" [download page] - details the surprising resilience of various traditional media with Millennials and other demographic groups, while also demonstrating the growing stated purchase influence of several digital advertising channels. Read more »

Why Do Millennials Use Facebook and Twitter?

March 24, 2015

MediaInsightProject-Millennials-Main-Reasons-Facebook-Twitter-Use-Mar2015More than 9 in 10 US Millennials (aged 18-34) use Facebook, while fewer than 4 in 10 use Twitter, according to results from a recently-released survey conducted by the Media Insight Project, an initiative of the American Press Institute and The Associated Press-NORC Center for Public Affairs Research. The survey finds that Millennials have different reasons for using each platform, with Facebook use driven primarily by a desire to keep current with friends' lives and Twitter use more to see what's "trending." Read more »

Which Digital Channels Are Marketers Best Able to Measure for ROI?

March 3, 2015

EconsultancyOracle-Ability-to-Measure-Digital-ROI-Mar2015Despite increasing pressures to prove their worth, American CMOs continue to have difficulty quantitatively demonstrating the impact of their activities, according to a recent study. Now, a newly-released survey [download page] from Econsultancy and Oracle Marketing Cloud that analyzes global marketers' ability to measure ROI from a variety of digital channels finds that there is only a single discipline that most marketers rate themselves "good" at measuring. Read more »

US Companies With the Best and Worst Customer Experience Ratings in 2015

March 3, 2015

TemkinGroup-Top-and-Bottom-Cos-Cust-Experience-Mar2015Source: Temkin Group [download page]

    Notes: Publix enjoys the best customer experience rating of 293 companies measured by the Temkin Group, narrowly supplanting last year's leader, H-E-B. Indeed, supermarkets occupied 5 of the top 12 positions this year, with retailers and fast food chains also well-represented. Those industries - plus parcel delivery services and banks - comprised the only 5 of 20 measured to average a "good" rating. Meanwhile, on the other end of the spectrum, Coventry Health Care had the worst customer experience rating, as it did last year. Internet service providers, TV service providers and health plans each received "poor" ratings on average. Read more »

    Smartphone Penetration, Rising in All Age and Income Demos, Hits 75% of the US Mobile Market

    February 17, 2015

    comScore-Smartphone-Share-of-Mobile-Subscriber-Market-Jan2012-Dec2014-Feb2015Three of every 4 US mobile subscribers aged 13 and older owned a smartphone during the 3-month period ending in December 2014 (Q4 2014), reveals comScore in its latest market update. Data provided to MarketingCharts by comScore indicates that while penetration remains highest among youth and higher-income consumers, smartphone adoption has been growing quickly among lower-income and older Americans. Read more »

    B2B Content Marketing Update: Goals, Content Types, and More

    February 17, 2015

    Regalix-Most-Important-Elements-Effective-B2B-Content-Feb2015There have been numerous studies about B2B content marketing released of late (a couple of examples here and here), and a newly-released report on the topic, from Regalix [download page], supports many of the earlier reports' findings while adding some new insights. Read more »

    B2B and B2C Digital Marketing Tactics, Compared

    February 10, 2015

    Webmarketing123-Primary-Revenue-Driver-B2B-v-B2C-Feb2015B2B marketers count lead generation as their top marketing objective, while B2C marketers are most heavily focused on driving sales this year, according to Webmarketing123's latest annual State of Digital Marketing" report [download page]. The survey's findings are split into B2B and B2C segments, allowing for a comparison of both groups. The results suggest that while B2B buying may be starting to resemble consumer practices, B2B and B2C marketers still hold different priorities and favor different tactics. Read more »

    Generational Differences in Consumers’ Screen Preferences

    February 9, 2015

    MillwardBrownDigital-Yesterday-Device-Use-by-Generation-Feb2015Generational divides exist in consumers' screen preferences, finds Millward Brown Digital in recent survey results [download page] demonstrating that Baby Boomers (51-69) are sticking with laptops and PCs over smartphones and tablets, while Millennials (18-34) tend to be more smartphone-centric, particularly for activities such as checking sports scores or the weather. Read more »

    Future Trends in Marketing, According to CMOs And Senior Marketers

    February 3, 2015

    MarketoEIU-Future-Trends-Impacting-Marketers-by-2020-Feb2015Business owners will increasingly treat marketing as a revenue driver and marketers will be more apt to use technology to engage customers in an ongoing conversation to build advocacy and trust. Those are just a couple of the changes envisioned in the next 3-5 years by the 478 CMOs and senior marketing executives surveyed by the Economist Intelligence Unit for a Marketo-sponsored report [pdf]. Read more »