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Smartphone Share of US Site Visits in 2016, by Industry

Smartphones once again ramped up their influence last year as devices used to visit websites, with their share of visits growing across key industries, reports Adobe Digital Index in its latest "Best of the Best" report. The devices' largest share of site visits was...

How Much Riskier is Programmatic Than Direct Publisher Buys?

There's been a lot of talk lately about brand safety, owing in part to brands' ads being displayed in front of extremist videos on YouTube. Programmatic digital ad buyers indeed are prioritizing brand safety to a great degree, according to recent research. So how much...

How Are Businesses Using Social Listening Tools?

Companies are using social listening tools primarily to enhance customer relations by monitoring customer requests, questions and concerns (86%), according to a report by Clutch that surveyed 300 users of social listening tools at companies with at least 100...

Quality Drives Decisions to Buy Local

A majority of US adults claim to buy local at least half the time (59%) they shop for products, and one-quarter say they buy local most or all of the time, according to an AYTM survey of 1,000 US respondents. Perceived quality of goods was the top reason for...

Dual-Service Users Spending Far More Time With Live TV Than OTT

Some interesting data from comScore courtesy of its latest US Cross-Platform Future in Focus report [download page]. Among households with both traditional TV and OTT, the former rules the roost in terms of time spent, suggesting that OTT continues to act more as...

These Are the Fastest Growing E-Commerce Categories in the US

Jewelry & Watches stands out as the fastest growing retail e-commerce category in the US, with an impressive 39% year-over-year growth in 2016, per a study from comScore [download page]. Several categories saw growth rates surpassing 20%, including Furniture,...

Spanish-Language TV Networks’ Ads Most Trusted By Viewers

Almost half of Spanish-language network viewers (48%) strongly trust the ads on those networks, according to a newly-released GfK survey of roughly 10,000 US adults. Spanish-language networks netted far more trust in their advertising than other network categories,...

Social Recommendations Top TV Ads in Purchase Influence for Youth

Recommendations from friends and family members have long held the most influence in consumer buying decisions, as evidenced by MarketingCharts' own primary research. New data from Deloitte indicates that such recommendations continue to wield great influence - but...

What Are the Most Popular B2B Data Providers?

ZoomInfo appears to be the leading data provider for B2B marketers, with 41% of respondents to an Openprise study [download page] reporting that they have used its services. ZoomInfo is even more popular with enterprise companies (5,000+ employees), with 61% of...

How Marketers Feel AI Can Enhance SEO

Virtually all marketers (96%) believe AI can enhance SEO, according to a SearchDex survey of 100 marketers across industries. The biggest benefit cited was the ability to focus on SEO while AI analyzes the data (73%). Other advantages that marketers feel AI could...

Would Consumers Save Money With A-La-Carte TV Packages?

There's been a lot of buzz in recent years about à-la-carte packages, where consumers can choose their own channels. This is based on cost concerns with current pay-TV packages along with research indicating that viewers watch only a small fraction of the channels...

As Digital Ads Become More Expensive, How Can They Be Improved?

Marketing budgets have been pouring into digital media in recent years as advertisers try to maintain pace with consumers' new behaviors. But digital advertising has seen its share of problems, from viewability to transparency and fraud. Several digital ad formats...

Surprise: Trust in Advertising on the Rise?

In a somewhat surprising twist given what seemed to be current attitudes towards advertising, new survey data suggests a large shift towards greater trust in ads! To wit, a 2014 survey from YouGov found a little over half the general population (56%) believing that...

Smartphones Overtake Desktops in Global AVOD Plays

Globally, consumers are now more likely to play advertising-video-on-demand (AVOD) content on smartphones (45%) than on desktops (44%), per a recent report [download page] from Ooyala. The analysis, covering Q4 2016, marks the first time in which smartphones have...

The Channels Customers Want to Use to Engage With Your Brand

When engaging with brands, consumers turn first to their websites, blogs or social sites, presumably for the availability, ease and convenience in doing so, according to a recent survey [download page] from Lithium Technologies. This channel preference is also true...

Which Components Are Essential to Marketers’ Brand Strategies?

Almost 9 in 10 global brand managers and CMOs agree that brand marketing is an important component of their marketing program, according to a recent report [download page] from OnBrand Magazine. The survey - conducted among more than 560 respondents - also found that...

Budgets, Cultures Holding Back Data-Driven Strategies

Inadequate budgets are the biggest obstacles to implementation of truly data-driven customer strategies, cited by 54% of marketers responding to a new CMO Council survey [download page]. Challenges associated with internal cultures are also proving impediments: 43%...

Online Radio and Podcast Audiences Continue to Broaden

Some 61% of Americans aged 12 and older this year report listening to online radio on a monthly basis, and 87% of those listeners (53% of respondents overall) listen on a weekly basis, per the latest edition of the annual Infinite Dial report [pdf]. Both monthly and...

Which Content Assets Do Sales Request Most From Marketing?

Product flyers and spec sheets (75%) are the content assets most requested by sales teams, according to a study [download page] from Demand Metric in partnership with MarcomCentral. Presentations (56%) are also popular, with research suggesting that these have a...

Spotify Rapidly Growing in Popularity with Youth

Spotify has been showing strong, steady growth among the 12-24 demographic, and has now overtaken Pandora in popularity for this age group, according to the latest Infinite Dial report [pdf] from Edison Research and Triton Digital. Back in 2013, only 6% of respondents...

How Do Viewers Discover Video Content?

Consumers still discover new TV and video content primarily through TV ads (56%) and word-of-mouth (54%) with internet search (32%) also a popular means, according to a report from the Consumer Technology Association (CTA). However, consumers are also now learning...

Here Are Your Latest App Engagement and Retention Benchmarks

How well did mobile and web apps fare in user retention and engagement in the second half of 2016 - and how do the results compare to the first half of the year and earlier? Localytics offers some answers with its latest benchmarks, based on an analysis of more than...

Magazine Media Audiences Grew by More Than 6% Last Year

Total magazine media audiences ”“ measured across online and offline channels ”“ grew by 6.4% year-over-year in 2016, exceeding 1.7 billion, according to a recent MPA report. Magazine brands' video audiences showed the fastest growth, of 49.7%, followed by mobile web...

What Are Teens’ Primary News Sources?

More US teens say they get their news from social networking sites (49%) and family (47%) than from any other source, according to a study from Common Sense Media, which interviewed almost 600 teens aged 13-18. Teens rely as teachers or other adults, friends, and...

Gen Z Yet to Form Strong Retail Store Loyalties

Gen Z (18-20) consumers are less likely than older Millennials (28-37) to be loyal to a single store across a few retail categories, including for health and beauty items (19% of Gen Z vs. 34% of older Millennials), groceries (39% of Gen Z vs. 55% of older...

Mobile Coupon Usage Up, But Traditional Formats Still Preferred

More consumers say they prefer to get coupons in the mail (44%) than through any other method, according to a study from Valassis [download page], which surveyed 1,000 US adults. Preference for mail coupons is up slightly from last year (40%) and mirrors results from...

These Are the Most Popular TV Channels in the US

The major broadcast networks ABC (71%), CBS (70%) and NBC (66%) are the most desired channels in an à la carte pay-TV package, with roughly two-thirds or more respondents from TiVo's latest Video Trends Report [download page] saying they would choose these in their...

Top 10 Marketing Charts of the Month – February 2017

This month's quick-hit set of top charts includes the following topics: budget trends, by channel; Super Bowl ads; B2B lead gen channels; trustworthy B2B info sources; Millennials' brand loyalty; distribution of affluents by generation; "most powerful" brands; how...

The Most Important Drivers of Corporate Reputation, Ranked

The difference between a good and bad reputation can have a huge impact on consumers' purchase and recommendation likelihood, according to the latest annual Global RepTrak® 100 report [download page] from the Reputation Institute. So what does it take to create and...

Netflix Tops DVR Access in TV Households

For the first time, more TV households have access to Netflix (54%) than a DVR (53%), with Netflix access almost doubling from 2011 (26%). That's according to the latest annual study of on-demand usage by the Leichtman Research Group (LRG), which also found that 82%...

Which Industries Are Getting the Most Out of Online PR?

Higher education institutions got the most bang for the buck in digital PR last year, enjoying an average of more than 121,000 social shares from press mentions per month. That exceeded the sports & entertainment and accommodation & food services industries, which...

Most Purchases Are Made While Shopping Around, Not From Loyalty

Do consumers tend to make the same brand choices time after time, or do mostly shop around with successive purchases? Recent research from McKinsey comes to a troubling conclusion: few purchases are loyalty-driven, and the myriad new ways for consumers to judge brands...

Q4 Email Performance, By Time of Day

The best time of day to send email during Q4 - at least when comparing transactions to volume - was between 4PM and 8PM, according to a new study [download page] from Experian Marketing Services. More specifically, mailings in this time frame resulted in 21.1% of...

CMOs Show Renewed Focus on Brand Building

CMOs expect to be allocating significantly larger budgets to one of their core leadership objectives, brand building, according to the latest edition of the biennial CMO Survey from Duke University's Fuqua School of Business. Respondents to the survey are reporting...

Mobile Page Speed Benchmarks, by Vertical

It appears that mere seconds really do matter to mobile users, according to recently-released research from Google, which tested more than 900,000 mobile websites. The longer a page takes to load, the higher the likelihood that the user will leave the page, with the...

Why Aren’t CMOs Making Greater Use of Marketing Analytics?

There's been no progress in CMOs' use of marketing analytics, according to the latest edition of the biennial CMO Survey from Duke University's Fuqua School of Business. If anything, the use of marketing analytics is losing steam: respondents say that fewer than...

1 in 3 Retail E-Commerce Transactions Involves 2 or More Devices

Almost one-third of e-commerce transactions made during Q4 2016 used 2 or more devices from the first website visit to purchase, reports Criteo [download page], which analyzed more than 3,300 global online retail businesses. Regardless of the device that was used to...

What Do Small Businesses Want From Mobile Apps?

Small business owners believe that social integration (20%) and mobile payment (19%) are the most valuable features of a mobile app, according to Clutch, which surveyed 355 small business owners and managers. Less important to respondents are push notifications (11%)...

Which Industries Had the Most Active Email Subscribers in Q4?

The majority of email subscribers tend to be inactive, according to data contained in a recent quarterly study [download page] by Yesmail Interactive [download page]. For example, in the consumer services sector, 76% of subscribers were inactive in Q4, and only 4%...

How Are Marketers Using Data to Personalize Experiences?

Research has shown that personalization can provide a significant lift for marketers across various KPIs, and a new Monetate survey [download page] of 131 marketers finds that they are in the process of implementing personalization strategies at their organizations....

How Brands Are Using Snapchat And Gaining Followers

Most new followers of brands on Snapchat discover those brands by searching for their usernames, though a fractional but growing number are added through deeplinks, according to a recently-released analysis [download page] of Q4 brand activity from Snaplytics. The...

America’s Favorite Fashion Retailers Are…

Nordstrom might not be the current administration's favorite, but it reigns as America's favorite fashion retailer for the 5th consecutive year, research from Market Force Information has found. Based on a survey of more than 10,000 consumers (three-quarters of whom...

Transparency Tops List of Media Planners’ Online Ad Concerns

Ad blocking is a concern for media planners, but it doesn't elicit quite the same level of worry as other more pressing issues, according to a survey from the Digital Place Based Association (DPAA). In its survey of 336 agency planners employed at full-service, media...

US Retail Sales Forecast to Grow by 3.7-4.2% This Year

Retail industry sales (excluding automobiles, gas stations, and restaurants) in the US will increase by somewhere between 3.7% and 4.2% this year, forecasts the NRF, which also expects an increase of 8-12% in non-store sales. Both figures are up from similar forecasts...

B2B Marketers Say Email Delivers the Highest ROI Leads

Score another one for email. On the heels of recent research showing that email is the top lead- and revenue-producing vehicle for B2B marketers, a newly-released study [download page] from Chief Marketer reveals that email is also the channel producing the highest...

How Do Industries Score on Corporate Reputation Factors?

The technology industry continues to have the best reputation of any sector in the US, according to the latest annual Harris Poll Reputation Quotient (RQ). But a breakdown of the different facets of corporate reputation reveals that consumer products companies tend to...

App Retention Rates Still Low, But Improving

App retention continues to be a major challenge for marketers, according to a recent study [download page] by AppsFlyer which measured 3.5+ billion installs across 5,000+ apps. By day 30 after download, a mere 4.8% of organic users were active within apps on iOS...

Customer Communities Used Primarily for Listening, Research

Customer and employee communities have quite an impact on the organizations that run them, according to a Leader Networks survey [download page] of 271 marketing and community leaders primarily from B2B (41%) firms and Associations/Non-Profit Organizations (34%)....

Super Bowl 2017 Data [Updated]

It was a thrilling Super Bowl comeback. But how about the ads? Which brands fared best in the post-game analyses that continue to roll in? Here's a look at some of the winners and losers, mostly from research examining the digital reverberation or impact of the...

Which Account-Based Marketing Tactics Seem to be Working?

Not surprisingly, the leading objective of account-based marketing (ABM) is to grow revenues per existing account, although many marketers are also hoping that ABM will increase their number of new accounts, according to a new study [download page] from Ascend2 and...

Paid Search Trends in Q4 2016

Q4 was a strong quarter for search advertising spend, according to a MarketingCharts review of several recent reports. In fact, spending was up by double-digits among clients of IgnitionOne [download page], Merkle [download page] and Kenshoo, with each also reporting...

What Types of Experiences Influence Millennials’ Brand Loyalty?

Almost two-thirds of American adults feel that the types of experiences that make them loyal to a particular brand or provider have changed to some degree over the past 3 years, research from Accenture Strategy has found. For youth, product and service experiences are...

Most Shoppers Continue to Engage in Deal-Seeking Behavior

Shoppers late last year were feeling optimistic about their finances this year, reports IRI in newly-released data, noting that 70% of those surveyed in Q4 felt that their household finances would improve in the coming 6 months. But that hasn't stopped them from...

2017 Marketing Budget Trends, by Channel

Which channels are marketers going to be investing more - and less - in this year? A review of studies from Econsultancy [download page] and Gartner offers a window into marketers' plans for this year. Hint: social media marketing appears to be ripe for further...

The World’s “Most Powerful” Brands in 2017

Lego is back on top as the world's "most powerful" brand, according to Brand Finance, which ranks brands based on factors such as familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation. Lego regained the top spot it last had...

Apple’s The Top Platform For US Digital Music Consumers, But…

Apple is the top platform for US adults who pay for music content online, ahead of others such as Pandora and Spotify, according to a study from PayPal [pdf]. Among the US music consumers surveyed, 37% cited either Apple iTunes (30%, the single leading platform) or...

How Companies Plan to Boost Marketing Agility

More marketers consider technology (45%) to be critical to agile marketing success than do process and organization (33%), according to a report from Aprimo and Forbes Insights [download page]. But when it comes to their top agile marketing challenges, the pendulum...

Top 10 Marketing Charts of the Month – January 2017

This month's quick-hit set of top charts includes the following topics: traditional TV viewing trends; advertising to Gen Z; social media's purchase influence; e-commerce and m-commerce popularity; adoption of voice-enabled digital assistants; business trust and buzz;...

The Biggest Challenges to Contact Data Accuracy

Recent research indicates that marketing and sales measurement data continues to be a problem for marketers, and likewise that improving data quality is both the biggest challenge to marketing data success and the most important objective of a marketing data strategy....

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