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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 »


Who’s Still Watching Live TV? (Most People.)

April 17, 2014

Ipsos-Americans-Typically-Watching-Live-TV-Apr2014A couple of new studies suggest that despite the apparent rise in over-the-top video consumption, particularly among youth, the vast majority of Americans usually watch TV programming the old-fashioned way: live on TV. According to survey results from Ipsos Open Thinking Exchange (OTX), that's the typical viewing method for 81% of Americans; a separate study from BroadStream Solutions similarly finds that roughly 8 in 10 American adults are watching live TV. Predictably, though, live TV viewing skews towards an older audience. Read more »

The Biggest Mistakes Companies Make With Their Customers

April 16, 2014

Thunderhead-Biggest-Mistakes-Companies-Make-With-Customers-Apr2014American consumers don't feel that their relationships with businesses are improving, according to a new study [download page] from Among the intriguing study findings: one-quarter of customers would switch to a different provider on the basis of a single negative experience, and about 1 in 5 would never re-establish trust in a provider after a significant negative experience. Respondents to the study seem particularly irked by overbearing and irrelevant communications, as well as slow response times. Read more »

Majority of Content Sharing to Social Networks Now Occurs via Mobile

April 10, 2014

ShareThis-Content-Sharing-Trends-Mobile-v-Desktop-in-Q1-Apr2014Some 52% of "social sharing actions" - sharing of website content such as articles, photos and videos via social networks - occurred on a mobile device during the first quarter of this year, reveals ShareThis in a new report. Mobile took the lead on the back of a quarter-over-quarter growth rate in sharing that was more than twice as high as desktop's (28% vs. 11%). While the iPhone (25%) remained the top mobile device used for sharing, Android smartphones (17%) narrowed the gap. Read more »


Instagram Now Tops Twitter, Facebook as Teens’ Most Important Social Network

April 9, 2014

PiperJaffray-American-Teens-Most-Important-Social-Network-Apr2014Teens' social networking platform preferences are rapidly changing. According to the latest semi-annual survey from Piper Jaffray, Instagram has now surpassed both Twitter and Facebook to become teens' single "most important" social network. In the previous survey, Twitter had assumed the lead, while in the two surveys before that, Facebook had been the top choice. Read more »

TV is Still the Prime Ad Buy, but Agencies See a Changing Media Mix

February 6, 2013

STRATA-Ad-Agencies-Changing-Media-Mix-Feb201354% of advertising agencies say their clients are more interested in advertising on TV than any other medium, compared with 30% who feel the same way about digital, according to the latest quarterly survey from STRATA. But 22% find it a challenge to optimize their media mix, a 4-year high for the survey. And as seen elsewhere recently, traditional media appears to be losing the battle to digital: close to one-third of respondents believe they'll be spending more on digital than traditional media within 1-3 years, as separate results indicate that interest in several traditional media is waning. Read more »

Boomers to Control 70% Of US Disposable Income

August 7, 2012

nielsenboomagers-key-stats-baby-boomers-august2012.pngBoomers represent 44% of the US population, and their buying power is considerable: in the next 5 years, they're projected to hold 70% of US disposable income and buy 49% of total consumer-packaged goods (CPG), according to [download page] an August 2012 report by Nielsen and BoomAgers. Read more »

For B2C Emails, Longer Subject Lines Seen Getting More Clicks

August 1, 2012

adestra-b2c-email-metrics-subject-character-count-july2012.pngThe longer the length (in characters) of a B2C email subject line, the higher its open, click, and click-to-open rates, finds Adestra [download page] in a July 2012 study of 932 million emails from more than 40,000 campaigns across 6 sectors, sent over a 6-month period. The results show that B2C emails have a below-average click-to-open rate (CTOR) for subject lines between 20 and 60 characters in length, but after that pick up steam, hitting their peak at 150 characters in length. Read more »

Email Open Rates Seen Best in Morning, Clicks in Late Afternoon

March 14, 2012

informz-email-metrics-time-of-day-march2012.jpgEmails sent in the morning result in the highest open rates, reports Informz [download page], which based its finding on an analysis of metrics collected from more than 600 million emails sent by over 700 large and mid-sized associations that used its email marketing platform in 2011. Morning emails saw an average open rate of 39.2%, ahead of those sent at midday (33.9%), in the late afternoon (32.1%), and at night (32%). However, emails sent in the morning had the lowest click rate (16.5%), behind ones sent at night (18.6%), at midday (19.7%), and in the late afternoon (21%). Read more »

Digital Ad Overload Proves a Major Turn-Off For Consumers

February 27, 2012

upstream-digital-ad-overload-response-feb-2012.jpgTwo-thirds of adults in the US and UK say they receive too many digital marketing promotions and are exposed to too many ads, according to a survey released in February 2012 by Upstream, conducted by YouGov. Marketers beware: consumers will not be shy to act. Two-thirds say they would unsubscribe from a brand's promotions if they thought the messages they were receiving were too frequent, while 27% in the UK and 20% in the US say they would stop using the brand's product or service. Read more »