Marketing Charts - Charts, Data and Research for Marketers

2020 Email Deliverability Benchmark Deliverability statistics for 30 individual countries.

[Sponsored by Validity] Now more than ever, as budgets shift to digital channels, marketers must trust in email to communicate with their audiences. But because of poor email practices, one in six emails usually never reach the inbox. How does your email... READ MORE

Direct Mail Continues to Show Results in ROI and Response Rate Postcards remain the most frequently used type of direct mail, although dimensional mail is most highly rated for representing brands.

When it comes to a multichannel campaign, certain channels can prove more successful than others at reaching specific target audiences. But marketers should keep in mind the benefits of direct mail, with a 12% increase in good or very good response rates to... READ MORE

Shopping via Social Media on the Rise Close to one-fifth (18%) of US consumers have shopped on social media by using a "buy" button.

Consumers are gaining confidence in the idea that they could do nearly all of their shopping online. In a new report [sample], GfK found that more than half (52%) of US consumers believe they can shop online for almost 100% of the products or services they... READ MORE

The “Graying” of America The number of Americans ages 65-74 grew by an impressive 44% during the 2010s. As for 18-24-year-olds? Their numbers actually decreased.

While marketers seem to continue to focus their efforts on youth, broader population dynamics indicate that targeting products and services to older Americans would be a wise move for many businesses. We at MarketingCharts reviewed 10 years’ worth of... READ MORE

Content Marketers Emphasize Innovation Budget optimism also abounded, and may not have taken too much of a hit from the pandemic.

Prior to the start of 2020 (and before COVID-19), marketers were optimistic about the future of content marketing. Confirming this is a recently released study [download page] by the ANA and the Content Council, based on a 2019 survey of more than 120... READ MORE

COVID-19 Uncertainty Impacts Back-to-School Shopping Back-to-school spending is expected to exceed the $100 billion mark this year, in part due to online learning.

The COVID-19 pandemic has created uncertainty in just about every facet of life. Whether or not kids and college students in the US will head back into the classroom in August and September has not escaped this uncertainty, despite federal mandates that... READ MORE

Video Games Provide Entertainment for All Ages While gamers are predominantly young and middle-aged, about 1 in 7 are 55 and older.

Playing video games continues to be a favorite pastime for Americans, with three-quarters of US households having at least one video game player. And, while 7 in 10 Americans under the age of 18 play video games regularly, a new report [pdf] from the... READ MORE

CTV Viewers Are Watching Ad-Supported Content. But How Do They Respond to Ads? Close to 6 in 10 CTV viewers see ads for products they have an interest in while watching ad-supported CTV.

Connected TV (CTV) usage is on the rise, with streaming hours via these devices growing considerably since 2019. And, with 60% of streamers choosing to watch free content, according to a new report [download page] from SpotX, ad-supported SVOD is likely to... READ MORE

Household Grocery Spending Rises During H1 March saw the biggest y-o-y spend increases on grocery so far this year as lockdowns went into effect.

The impact of the COVID-19 pandemic on food shopping has been visible since the beginning of the crisis, with online grocery sales doubling in March and mobile e-commerce grocery spend growing in Q1, according to previous research. New data [press release]... READ MORE

Which Channels Do Marketers Find Best for Reaching Top Target Audiences? Events and direct mail rank high for B2B audiences.

There are many factors to take into account when striving for a successful multichannel campaign, but in attempting to reach a specific target audience, certain channels appear better placed than others. A recent report [download page] from PFL and Demand... READ MORE

CMOs Expect A Return to Business as Usual in the Next Year or Two, But Are Avoiding New Markets CMOs are far more interested in growth strategies that target existing than new markets.

More than half (57%) of CMOs expect to see a return to business as usual in the next 18-24 months according to a recent report [download page] from Gartner. The latest Annual CMO Spend Survey indicates that marketing leaders are maintaining a positive... READ MORE

More Than 4 in 10 Consumers Think It’s Important That Brands Personalize Their Ads About two-fifths of consumers say they prefer personalized ads for events that interest them.

More and more consumers want personalization from their ads, particularly Millennials. Per new data from Innovid, some 40% of consumers have made a purchase in 2020 as a direct result of a personalized ad, so it’s no wonder that brands and advertisers want... READ MORE

Gen Z Spotify Users Spend Plenty of Time with the Platform Spotify isn't yet as widely used by Gen Z as the top streaming video services, but those who do use it are heavy listeners.

As well as valuing creativity and affordability, Gen Z is a generation of streamers, with 74% saying they are dependent on technology to entertain themselves, per a new report [download page] from the Center of Generational Kinetics (CGK). In its report CGK... READ MORE

Data Hub: Coronavirus and Marketing [Updated] Updated data on the impact coronavirus is having on consumers and marketers.

Let’s take an updated look at how marketers and consumers are dealing with this crisis. The below is a curated list of data that we’ve gathered in recent weeks, but with news about the global spread of the coronavirus and its effects on consumers... READ MORE

5 Points About the US Podcast Ad Market The estimated size of the US podcast advertising market grew by 48% y-o-y to reach more than $708 million in 2019.

As the number of US adults listening to podcasts continues to grow, so too does the opportunity for advertisers to use the popular medium. According to the IAB and PwC’s latest Podcast Advertising Revenue Study [download page], 2019 saw a 48% increase... READ MORE

These Are Perceived to be the World’s Most Innovative Market Research Suppliers in 2020 Ipsos is considered the most innovative market research supplier again this year.

Although market research buyers’ and suppliers’ optimism about the industry remains steady despite the COVID-19 pandemic, the latest GRIT report [access page] shows that the research industry is not expected to emerge from the pandemic unscathed. Indeed, the... READ MORE

Podcast Listeners Could Represent an Opportunity for the Auto Industry Online vehicle shoppers are likely to take action after hearing an ad in a podcast.

With more than 35 million Americans shopping for a new car online, of which 29% are listening to podcasts, is the auto industry facing a unique opportunity to engage customers? New data from Nielsen explores how marketers in the auto industry, which has been... READ MORE

Pay-TV Continues to Lag Streaming Services in Value Perception Meanwhile, many youth are willing to pay to stream a movie that's being released in theaters.

There’s no shortage of options when it comes to subscription video-on-demand services (SVOD). And, while some Americans opt to subscribe to only pay-TV or SVOD, more than half (54%) subscribe to both. But do customers feel like they are getting value... READ MORE

Time Spent With Streaming Audio is Also Growing Amid the COVID-19 Pandemic Streaming audio listeners have increased their time spent with the format by an average of almost 1 hour per day over a 6-month period.

It’s not just OTT and pay-TV viewing that have seen an increase in use since the beginning of the coronavirus. Audio streaming has also been on the rise as people spend more time in their homes. Indeed, per recent data from Comscore, US households have... READ MORE

The Brand Takes Priority for CMOs Brand strategy ranked highest among the top 3 marketing capabilities in 2020 for enterprise company CMOs.

CMOs’ approach to strategy and budget has been necessarily impacted by the COVID-19 crisis. According to Gartner’s annual CMO Spend Survey [download page] for 2020, their priorities are changing, and almost half of CMOs (44%) face budget cuts this... READ MORE

These Are Considered the Most Important Factors in Achieving Multichannel Campaign ROI Close to three-quarters (74%) of survey respondents cite data accuracy as one of the most important factors to the success of a multi-channel campaign.

Multichannel marketing is a well-established approach to staying close to a customer throughout their purchase journey. In PFL and Demand Metric’s latest report [download page] on the state of multichannel marketing, almost two-thirds (65%) of... READ MORE

These Were the Largest Instagram Advertisers in Q2 2020 Disney was the biggest US advertiser on Instagram in Q2 by a sizable margin.

Amazon, CBS and the US Census Bureau are among the top 10 advertisers on Instagram in Q2 2020, per a report [download page] from Pathmatics. Here’s an outline of the top spenders and the most prominent sectors, along with some other key findings. In the list... READ MORE

How is the Esports Industry Responding to the Coronavirus Pandemic? Some 58% of esports companies report that COVID-19's impact on live events is one of the top trends impacting the industry.

A majority (56%) of esports companies have changed their business strategy as a result of the COVID-19 pandemic, according to a report [download page] from Esports Business Summit and Esports Business Research Group covering the state of this growing... READ MORE

What Types of Content Generate Leads That Convert? Video is perceived to be one of the most effective types of content for generating leads that convert.

A strong majority of marketers believe they have a lead generation strategy that is successful in achieving conversions. This finding comes from a new report [download page] from Ascend2, which notes that 9 in 10 marketers surveyed say their lead generation... READ MORE

Instagram Stories: 10 Benchmarks for Q1 2020 Instagram accounts with 50K or fewer followers have a higher reach rate than those accounts with more followers.

With more than half of Instagram’s 1 billion-plus users consuming Stories daily and average Story completion rate rising from 73% in 2018 to 87% in 2020, it’s no wonder that brands are turning to the feature to gain reach and engagement. Here are some key... READ MORE

Growth of the World’s Most Valuable Brands Slows – But Their Collective Value Still Hits $5 Trillion Amazon maintains its position as #1 in brand value, while TikTok proves a strong new entrant to the top 100.

In its latest Top 100 Most Valuable Global Brands 2020 report, BrandZ shows that the value of the world’s most valuable brands continues to grow – albeit more slowly than in recent years. The report indicates that the value of the top 100 brands grew... READ MORE

The “Big 5” Streaming Services Accounted for 83% of OTT Streaming Hours in April However, the growth of players such as HBO Go/Now and Tubi TV may erode their stake.

The “Big 5” OTT streaming services saw less growth in hours per household between January and April this year than the next 5 biggest services. But the figures in a recent study [download page] by Comscore shows that while there’s potential for growth... READ MORE

Facebook Boasts High CTRs for Educator-Targeted Ads Facebook boasts the highest unique click-through rate for ads aimed at educators.

Ads placed in Facebook news feeds account for almost three-quarters (74.3%) of total link clicks from Facebook ads targeted towards educators, per a new study [download page] from MDR. The report explores the optimum placement, platform and time for... READ MORE

US Out-of-Home Advertising Growth Slows in Q1 2020 Out-of-home advertising in the US grew by 4.8% year-over-year in Q1 2020.

US out-of-home (OOH) advertising revenue grew by 4.8% year-over-year in Q1 2020 to reach $1.9 billion. But although any growth is welcome in the current climate, this represents the smallest percentage year-over-year growth OOH has seen since Q3 2018,... READ MORE

What Do B2B Buyers Want from Inside Sales? Nine in 10 B2B buyers report vendors having problems with technology during the virtual sales process.

B2B buyers aren’t short of ideas concerning what they’d like vendors to do differently. Not only do they want vendors to personalize their buying experience and respond quickly to their needs, but they also want to be listened to and to have... READ MORE

MarTech Innovation Accelerates During Pandemic Half of the marketers surveyed report using this time to try new martech or features.

At a time when countless industries are being forced to put on the brakes, a new report [download page] from Merkle indicates that many marketers are continuing to invest and innovate. In fact, virtually all (96% of) respondents to Merkle’s report say... READ MORE

The Impact of COVID-19 on the B2B Exhibition Industry Continues to Worsen Almost three-quarters (73%) of B2B exhibitors have canceled at least one event due to COVID-19.

Having reported an all-time low for exhibition industry performance as a result of the COVID-19 outbreak, the Conference for Exhibition Industry Research (CEIR) has released the results of a new poll tracking the ongoing impact of the pandemic on the B2B... READ MORE

Global App Revenue and Downloads Continue to Grow Apple's App Store saw the most spending in H1 2020, while Google Play had the most downloads.

Global consumer spend on Apple’s App Store and Google Play grew by 23.4% year-over-year (y-o-y) in H1 2020 to reach $50.1 billion, per new data from Sensor Tower Store Intelligence. Based on Sensor Tower’s estimates and projections, the recent... READ MORE

Four Points About COVID-19’s Impact on Marketing Budget cuts are the biggest concern for marketers, while others are shifting their funnel and targeting priorities.

From the start of the COVID-19 pandemic, marketers have had to re-think or adjust many of their strategies. A new survey from LinkedIn and Vision Critical examines some of the challenges they have encountered and the strategic shifts they have made. Here are... READ MORE

What Kinds of Post-Purchase Brand Emails Are Likely to Be Opened? About 6 in 10 (58% of) consumers are more likely to open emails with info about deals or discounts in the subject line.

With consumers’ inboxes overflowing with emails vying for their attention, consumers find only a few brand emails interesting enough to open. But one factor that may entice consumers to open a brand email is familiarity. Indeed, a recent survey [press... READ MORE

New Census Figures Show Increasing Diversity in the US The Asian population is the fastest-growing ethnic group in the US since 2010.

The population of each minority group in the US has grown by double-digits since 2010, according to new data from the Census Bureau that paints a picture of a country becoming more racially and ethnically diverse. The Census Bureau estimates indicate that... READ MORE

Account-Based Marketing Continues to Gain Popularity Among B2B Marketers 2 in 3 B2B marketers hope to use deeper ABM metrics in the next 12-18 months.

Account-based marketing (ABM) is an increasingly popular strategy among sales and marketing teams, and this popularity rings true in a recent report [download page] by Demand Gen Report. Deeper ABM measurements are what marketers most want to implement over... READ MORE

1 in 3 Viewers Discover New TV Shows and Movies Through Social Media More than half of adults discover new shows through commercials or ads.

As many people will testify, a common topic of water cooler conversion is what people have been watching on TV – though the decline of linear TV has dampened that trend in recent years. And as lockdown measures became commonplace in 2020, fewer found... READ MORE

In-House Marketers Are Focusing on Existing Strengths Amid the Pandemic 3 in 4 marketers are prioritizing reconnecting with current customers during the pandemic.

The majority (58%) of in-house marketers think that selling existing products and services will be extremely important over the next 6 to 12 months, while fewer (43%) say the same about selling new products. These are just some of the findings from a recent... READ MORE

So How Many Millennials Are There in the US, Anyway? (Updated) Americans aged 18-34 comprised almost one-quarter (23.2%) of the total population as of July 1, 2019.

[By MC Editor, JC Lupis] Gen Z is an up-and-coming target audience, but marketers continue to focus a lot of energy on Millennials. Their lives are deconstructed on many different levels, from their views on influencers to the companies they talk about and... READ MORE

More Than 2 in 3 US Broadband Households Use OTT, A Higher Reach Than DVRs OTT households have grown by 9.5% year-over-year, in part due to the COVID-19 pandemic.

US households are viewing more OTT content than ever before. Some 69.8 million US homes now have at least one OTT device, such that two-thirds (68%) of homes with WiFi are OTT homes. This is per the latest State of OTT report [download page] from Comscore,... READ MORE

Almost 9 in 10 PR Pros Expect Their Industry to Rebound Post-Pandemic The majority of PR execs say their procedures for crisis communications have changed as a result of the pandemic.

Uncertainty about the future is the most significant issue that PR professionals are finding difficult to handle since the COVID-19 pandemic began, cited by a majority of respondents (70%) to PRNEWS’ latest survey. Despite this, changes made during the... READ MORE

Close to 1 in 4 American Adults Say Their Favorite Way to Spend An Evening is Watching TV Older Americans are most apt to say their ideal evening is spent watching TV.

For most Americans, staying home with family is their favorite way to spend an evening, per results from a new Gallup survey. One-third of the more than 1,000 US adults surveyed preferred spending time at home with their families over any other evening... READ MORE

More than 1 in 3 B2B Marketers Held Back from Measuring Campaigns by Messy Data But a larger share are finding the inability to connect and analyze data across platforms a challenge.

Just 1 in 8 (13% of) marketers at B2B organizations would rate their company’s current ability to measure and analyze marketing performance as excellent, and some 40% think that it needs improvement. So finds a recent study [download page] from Demand Gen... READ MORE

Here’s How Marketers Are Using Location Data While benefits abound, privacy concerns remain a challenge for marketers using location data.

More and more companies are collecting and using location data, and new data suggests that the primary reason for doing so is to identify new consumer markets. A new report [download page] from FourSquare and Advertiser Perceptions shows that nearly... READ MORE

CMOs Turn to Social Media During COVID-19 Brand awareness and brand-building are the most common objectives - and retention beats out acquisition.

Since the beginning of the COVID-19 pandemic, people have been spending more time than usual on social media. In an effort to reach those audiences, a new report [pdf] from The CMO Survey shows that CMOs are allocating more of their marketing budgets to... READ MORE

How Can Traditional Retailers Compete with Digitally Native Brands on Customer Experience? Loyalty programs and long-lasting customer relationships could be a differentiator.

Some 76% of online shoppers cite fast shipping speed as a top characteristic of a great shopping experience, up from 62% in 2019. The growing importance of convenience in shopping is explored alongside other key traits in a recent report [download page] from... READ MORE

How Do Millennials Differ From Older Generations in Their Family Lives? Fewer than one-third (30%) of Millennials live in a household with a spouse and child - lower than any other generation at the same age.

Today’s family units are very different to those of previous years. Only 3 in 10 Millennials now live with a spouse and a child, compared to 40% of Gen-Xers and 46% of Boomers when they were the same age, finds a new a report from Pew Research Center... READ MORE

4 in 10 Marketers and Creatives Lack A Single Central Source of Truth for Digital Assets More than half have resorted to searching Google to find their company's logo.

Older professionals might remember occasions where a broken hard drive or lost disc would mean that hours of valuable work was lost. But companies relying on local storage are now in the minority. Instead, some 6 in 10 (61% of) marketers and creatives store... READ MORE

The CMO Role Grew Slightly More Diverse in 2019, While Average Tenure Slipped One in every 7 CMOs from the top 100 advertised brands in the US were from racially and ethnically diverse backgrounds last year.

The role of the CMO has not always been a diverse one. Indeed, in 2018, none of the new CMOs among the 100 most-advertised US brands came from racially or ethnically diverse backgrounds. But that appears to have changed, if only somewhat. The latest annual... READ MORE