Archives by date

March 2016

TV Multitasking, Binge Viewing Increasingly Widespread

March 31, 2016

Deloitte-TV-Multitasking-Behavior-by-Generation-Mar2016More than 9 in 10 US consumers aged 14 and older say they typically multitask while watching TV, up from about 8 in 10 just 3 years earlier, reports Deloitte in its latest annual Digital Democracy survey. While multitasking is most common - and almost ubiquitous - among younger age groups, it's also widespread among older generations, as more than 5 in 6 Baby Boomers and Matures report engaging in other activities while watching TV. Read more »

Smartphone Share of Site Visits, by Industry, in 2015

March 31, 2016

Adobe-Smartphone-Share-Site-Visits-by-Industry-2015-v-2015-Mar2016Smartphones grew to account for almost 37% of traffic to media and entertainment (M&E) sites in the US, Europe and Asia last year, reports Adobe Digital Index in its latest "Best of the Best" report. In fact, smartphones alone comprised more than half of the traffic to the top 20% of M&E sites on this measure last year, while contributing almost 40% share of traffic to the top 20% of retail sites. Read more »

Consumers Across Age Groups Ascribe Strong Purchase Influence to Word-of-Mouth

March 30, 2016

Deloitte-US-Consumers-Purchase-Decision-Influencers-Mar2016Source: Deloitte

    Notes: Word-of-mouth influences the purchases of more US consumers than TV ads, a finding that holds true across generations, per respondents to a Deloitte survey. Looking at other sources of recommendations, recommendations from one's social media circle (57%) tops online reviews from a stranger (52%) and endorsements from celebrities (30%) and online personalities (30%), according to the survey of consumers aged 14 and older. Read more »

    Email Vastly Preferred by Consumers for Brand Communications

    March 30, 2016

    Adestra-US-Consumers-Preferred-Brand-Communication-Channel-Mar2016Source: Adestra [download page] Notes: More than 7 in 10 US consumers would prefer to receive email communications from businesses over direct mail, SMS, and push messages, and the preference for email extends across age groups and genders, per an Adestra study. Interestingly, Boomers are more than 3 times as likely as teens and Millennials to favor direct mail, a result in keeping with MarketingCharts' own research showing that direct mail is a much greater purchase influencer for older than younger Americans. Read more »

    Youth Now Say They’re More Likely to Use Snapchat Than Facebook or Instagram

    March 29, 2016

    EdisonTriton-Social-Media-Use-Among-Youth-2014-2016-Mar2016Almost 8 in 10 Americans aged 12 and older currently use some form of social media, according to the latest annual Infinite Dial report [pdf] from Edison Research and Triton Digital. While Facebook maintains the broadest awareness among respondents (93%), awareness of Snapchat has grown quickly from last year (71%, from 60%), and now takes the top spot in reach among respondents aged 12-24. Read more »

    What Do US Consumers See As Their Core Drivers of Satisfaction With Companies?

    March 29, 2016

    Accenture-Consumer-Drivers-Company-Satisfaction-Mar2016Value, customer service, product quality and trust are among the core drivers of US consumers' satisfaction with companies, per results from Accenture Strategy's latest annual Global Consumer Pulse Survey. These are also attributes that consumers around the world feel are important for brands to embody, per recent research, and appear to be more important than product selection and personalized experiences. Read more »

    Half of Americans Aged 12+ Listen to Online Radio Weekly; 1 in 8 to Podcasts

    March 28, 2016

    EdisonTriton-US-Online-Radio-Podcast-Reach-2000-2016-Mar2016Source: Edison Research and Triton Digital [pdf]

      Notes: 57% of Americans aged 12 and older this year report listening to online radio on a monthly basis, and 88% of those listeners (50% of respondents overall) listen on a weekly basis, per the latest edition of the annual Infinite Dial report. Both monthly and weekly online radio listening have grown across age groups, with weekly reach up by a third among the 55+ group (24%, from 18%). Read more »

      Streaming Becomes Top Source of US Recorded Music Revenues in 2015

      March 28, 2016

      RIAA-US-Music-Indus-Revenues-2015-Mar2016Source: Recording Industry Association of America (RIAA) [pdf]

        Notes: Some 34.3% of US recorded music revenues came from streaming services in 2015, reports the RIAA, up from 27% in 2014 and overtaking digital downloads (34% share) for the first time. Physical sales, meanwhile, comprised 29% of revenues, as CDs (the largest component of physical sales) saw a 17% decline in the dollar value of shipments. Read more »

        Friday Research Wrap, 3/25/16

        March 25, 2016

        ZenithOptimedia-Share-Global-Adspend-by-Medium-2018-v-2015-Mar2016Digital advertising will have well and truly overtaken TV in global ad spending by 2018 after first surpassing it next year, predicts Zenith Optimedia in its latest forecast, with the former capturing 37.7% share of global ad spend to the latter's 34.1% by 2018. Notably, while desktop internet ad spending currently is about twice as high as mobile internet ad spending, ad spending on these devices is expected to almost reach parity by 2018. Read more »

        Average CMO Tenure Drops For First Time In A Decade

        March 25, 2016

        SpencerStuart-Average-CMO-Tenure-2004-2015-Mar2016Source: Spencer Stuart

          Notes: After more than doubling between 2005 (23.2 months) and 2014 (48 months), the average tenure for chief marketers from 100 of the top US advertised brands declined to 44 months last year, reports Spencer Stuart in its latest analysis of CMO tenure. The median tenure also dropped, to 26.5 months, from 33-35.5 months during the prior 4 years. The report notes that 30 of the CMOs are new this past year, with the majority being first-time CMOs. Read more »