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Top 10 Marketing Charts of the Month – March 2015

Top 10 Marketing Charts of the Month – March 2015 Our top 10 charts of the month, as determined by you, our readers.

This month’s quick-hit set of top charts includes the following topics: youth and TV/video; reasons for using Facebook and Twitter; mobile share of site traffic; ad spend trends in 2014; top-rated brands for CX; how marketers are optimizing CX; digital... READ MORE
Top 10 Multi-Platform TV Websites – March 2015

Top 10 Multi-Platform TV Websites – March 2015

Note: The Experian Marketing Services data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 5 million US internet users. Hitwise measures... READ MORE
Top 10 Multi-Platform Multimedia Websites – March 2015

Top 10 Multi-Platform Multimedia Websites – March 2015

Note: The Experian Marketing Services data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 5 million US internet users. Hitwise measures... READ MORE
US Smartphone Ownership and Leading Activities

US Smartphone Ownership and Leading Activities Some 15% of 18-29-year-olds are "dependent" on smartphones for internet access.

Some 64% of American adults owned a smartphone as of December 2014, details a recent report [pdf] from the Pew Research Project’s Internet & American Life Project. Predictably, that figure was higher among the 18-29 (85%) and 30-49 (79%) age... READ MORE
Globally, 6 in 10 Say Biggest Screen is Best Screen For Video Viewing

Globally, 6 in 10 Say Biggest Screen is Best Screen For Video Viewing Biggest may be best, but the smallest screen may be the most convenient.

Source: Nielsen [download page] Notes: Some 65% of online consumers surveyed in 60 countries around the world strongly or somewhat agree that they prefer watching video programming live, and 63% think that the biggest screen is the best screen for watching... READ MORE
Weekend Reading, 4/3/15

Weekend Reading, 4/3/15 A list of intriguing data points to get you through the weekend.

Two-thirds of affluent adults aged 18-68 (living in households with income of at least $75,000) report having shopped at Amazon during the past year, with this figure higher among affluent Boomers (50-68; 76%) than Millennials (18-34; 56%), according to a... READ MORE
Messaging Apps Significantly Outperform Average in Retention Rates

Messaging Apps Significantly Outperform Average in Retention Rates More than 6 in 10 new users of messaging apps launch them a year after installing them.

Source: Flurry Notes: The average mobile application retains 36% of its new users in the first month after install, meaning that 36% will launch the app a month after installing it, according to Flurry. That figure declines throughout the first year... READ MORE
Consumers on the Ideal Customer Experience

Consumers on the Ideal Customer Experience Get the basics right first, consumers say.

Consumers (aged 18-65) around the world are most likely to identify an “ideal” customer experience with companies’ fast responses to inquiries or complaints (47% citing as a top-3 element) and a simple purchasing process (also 47%),... READ MORE
More Mobile Phone Users Report Having Made Mobile Payments

More Mobile Phone Users Report Having Made Mobile Payments Youth and minorities continue to lead the way in mobile banking and mobile payments adoption.

Some 22% of mobile phone users surveyed in 2014 by the Federal Reserve report having made a mobile payment at some point during the prior 12 months, up from 17% the prior year, according to the agency’s 4th annual study [pdf] of mobile financial... READ MORE
Easter Spending Expected to Grow Slightly This Year

Easter Spending Expected to Grow Slightly This Year 8 in 10 adults plan to celebrate Easter this year, with total spending projected to be $16.4 billion.

Source: National Retail Federation Notes: Total consumer spending on Easter is projected to grow to $16.4 billion this year, slightly higher than last year’s projected $15.9 billion but still below 2012-2013 levels, according to the NRF. Eight in 10... READ MORE
How Do Millennial B2B Buyers Research and Select Vendors?

How Do Millennial B2B Buyers Research and Select Vendors? Survey results suggest that Millennials rely on in-person interactions for vendor research and purchase decisions.

When it comes to making B2B purchase decisions, Millennials and Gen Xers are more likely than Baby Boomers to believe in the importance of consulting their colleagues and earning team consensus, according to a recently-released study [pdf] from IBM. While... READ MORE
Mobile Internet Access Grows Across Age Groups

Mobile Internet Access Grows Across Age Groups Almost 9 in 10 online adults are using mobile devices to access the internet - either solely or in combination with desktop access.

Some 21% of online US adults aged 18-34 accessed the internet using only mobile devices in December 2014, up from 18% doing so last year, according to a recently-released report [download page] from comScore. The study also demonstrates that multi-platform... READ MORE
Fastest-Growing Retail Digital Commerce Categories in 2014

Fastest-Growing Retail Digital Commerce Categories in 2014 Total retail digital commerce spending increased by 14% last year, with mobile commerce spending growth more than double that of desktop commerce.

Source: comScore [download page] Notes: E-commerce and mobile-commerce spending on digital content and subscriptions increased by 27% year-over-year in 2014, almost doubling the overall retail digital commerce growth rate of 14% and ranking as the... READ MORE
Sizing Up US Media Reach

Sizing Up US Media Reach Traditional TV reaches 285 million viewers per month, close to two-thirds of whom (181 million) watch time-shifted TV.

Source: Nielsen Notes: Some 142 million Americans use social media applications on smartphones on a monthly basis, slightly higher than the number using social media on a computer (133 million) and on the web on a smartphone (124 million), according to media... READ MORE
The Most – and Least – Trusted Companies in America

The Most – and Least – Trusted Companies in America TV and internet service providers are the least trusted industries.

Source: Temkin Group Notes: Of 293 organizations measured across 20 industries, just 6% earned “excellent” (above 70%) trust ratings, according to the latest annual Temkin Trust Ratings, although another 28% earned “good” (60-70%)... READ MORE
National Mover Rate Remains Steady; Still Highest Among Youth

National Mover Rate Remains Steady; Still Highest Among Youth More than 1 in 5 18-34-year-olds moved last year.

Source: US Census Bureau Notes: The national mover rate between 2013 and 2014 was 11.5%, or 37 million people aged 1 and older, according to the latest data from the US Census Bureau. That figure is in line with recent years, hovering between 11.5 and 12.5%... READ MORE
Mobile In-App Ads Expected to Top Desktop Ads in Spend Next Year

Mobile In-App Ads Expected to Top Desktop Ads in Spend Next Year Mobile is predicted to capture 60% share of digital ad spending in the US next year, with almost three-quarters of that going to in-app ads.

Mobile ad spending in the US will grow by 50% this year to exceed $28.7 billion, representing 49% share of digital ad spending, details eMarketer in a new forecast. With strong spending growth predicted again next year – of 41% – mobile will... READ MORE
State of B2B Marketing Data Deemed “Questionable”

State of B2B Marketing Data Deemed “Questionable” More than half of the records analyzed lacked a phone number.

Most B2B records are missing key data such as industry information (72% missing) and phone numbers (54% missing), according to an analysis of more than 223 million records by Dun & Bradstreet NetProspex. The study evaluated database health across 4 best... READ MORE
Music Streaming Revenues Up 29% in 2014, Surpass CD Sales

Music Streaming Revenues Up 29% in 2014, Surpass CD Sales The number of paid streaming subscriptions grew from 1.8 million in 2011 to 7.7 million in 2014.

Source: Recording Industry Association of America (RIAA) [pdf] Notes: Digital subscription and streaming revenues grew by almost 29% last year to reach roughly $1.87 billion, surpassing sales of CDs ($1.85 billion) in the process, according to a report from... READ MORE
Retail Email Marketing Benchmarks: No Lift on the Weekend

Retail Email Marketing Benchmarks: No Lift on the Weekend Triggered campaigns enjoyed significantly higher response rates than broadcast messages.

Source: Listrak [download page] Notes: Retailers last year saw very little difference in email open and visit-to-conversion rates when sorting by weekday and weekend deployments, according to data provided by Listrak to accompany its recently-released study.... READ MORE
Why Do Millennials Use Facebook and Twitter?

Why Do Millennials Use Facebook and Twitter? Millennials give differing main reasons for using Facebook and Twitter, while saying that Facebook is their top source of news and information in several categories.

More 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... READ MORE
US Ad Spending Trends in 2014

US Ad Spending Trends in 2014 Spending trends last year - by medium and advertiser size - saw several departures from the year prior.

After growing by 0.9% in 2013, US advertising expenditures maintained a similar rate of growth of 0.7% in 2014 to reach $141.2 billion, according to the latest figures from Kantar Media. That registers as the 5th consecutive year of gains (which are not... READ MORE
Average CMO Tenure Rises Again, Has Doubled In the Past Decade

Average CMO Tenure Rises Again, Has Doubled In the Past Decade The average tenure for CMOs of leading US consumer brand companies has increased to 48 months.

Source: Spencer Stuart Notes: CMOs see themselves as having greater responsibility for company strategy in years to come, and one sign of that increasing influence might well be their longer tenures. Indeed, Spencer Stuart’s latest annual study of CMO... READ MORE
Minorities Reportedly Now Represent A Majority of US Kids Under 10

Minorities Reportedly Now Represent A Majority of US Kids Under 10 Multicultural groups have contributed the vast majority of the US' population growth so far this Millennium.

Source: Nielsen [download page] Notes: Fewer than half (49.2%) of children aged 9 and younger last year were non-Hispanic Whites, according to a Nielsen study that demonstrates the growing clout of multicultural consumers, who have represented 92% of the... READ MORE
Weekend Reading, 3/20/15

Weekend Reading, 3/20/15 A selection of intriguing data points to get you through the weekend.

Reputation matters to a majority “opinion elites” in the US, with 54% reporting having decided to not to do business with a company because of something they learned about how it conducts itself, according to recently-released survey results from... READ MORE
Trends in Key Mobile App Ad Metrics in 2014

Trends in Key Mobile App Ad Metrics in 2014 The cost of a mobile app install rose by 19% over the course of the year.

Source: Kenshoo [download page] Notes: Mobile application installs grew by 182% between January and December 2014, almost keeping pace with the growth in ad spending of 235%, reports Kenshoo in a recent study. As a result, the cost of a mobile app install... READ MORE
How Are Marketers Optimizing the Customer Experience?

How Are Marketers Optimizing the Customer Experience? Roughly 4 in 10 company marketers consider CX optimization to be critical.

Customer experience has been tabbed marketers’ most exciting opportunity this year, and a new study [download page] from Econsultancy produced in association with Ensighten indeed finds 41% of company marketers to consider customer experience... READ MORE
This Year’s Least Engaging Brands Are…

This Year’s Least Engaging Brands Are… Blackberry's woes continue.

Brands are failing to keep pace with consumers’ growing expectations, according to a recent Brand Keys study. The initial release of study results revealed the brands measuring up best against their respective category ideals, with brands such as Apple... READ MORE
Which Emerging Digital Tools and Services Are Consumers Most Interested In?

Which Emerging Digital Tools and Services Are Consumers Most Interested In? More than three-quarters of survey respondents are aware of services that can be used to exchange their data for rewards and benefits.

Source: Microsoft [download page] Notes: Consumers are more aware of and more likely to be using digital devices and apps that track their own habits and activities than those that track data from things they own (such as their cars and appliances),... READ MORE
Consumers Say Smartphones Top PCs For Local Shopping Research

Consumers Say Smartphones Top PCs For Local Shopping Research 6 in 10 adults surveyed report most commonly using a mobile device when looking for local information online.

Source: Local Search Association / Thrive Analytics [download page] Notes: Some 49% of US adults point to their smartphone as the device they most commonly use when looking for local information online (i.e. shopping, restaurants, and local services), up... READ MORE
Video Considered Difficult – but Effective – Content Marketing Tactic

Video Considered Difficult – but Effective – Content Marketing Tactic Survey respondents see videos as second only to articles and case studies in content effectiveness.

The lack of content creation resources ranks as the most challenging obstacle to content marketing success, according to the latest report [download page] from Ascend2 and its Research Partners. Based on a survey of 290 marketing, sales and business... READ MORE
SVOD Penetration Tied to Household Income Levels

SVOD Penetration Tied to Household Income Levels Almost half of SVOD households have income of at least $75k.

Source: Nielsen [download page] Notes: 4 in 10 US TV homes had access to at least one subscription video on demand (SVOD) service as of November 2014, details Nielsen in a recent report that finds SVOD penetration to be “strongly income-related.”... READ MORE
Hispanics More Likely to be Influenced by Family, Online Ads

Hispanics More Likely to be Influenced by Family, Online Ads Hispanic survey respondents were 78% more likely than non-Hispanics to say their purchase decisions are influenced by their children.

Source: Specific Media [pdf] Notes: Hispanics are more receptive to online advertising than non-Hispanics, but also rely more on their family when making purchase decisions, details a recent Specific Media study produced with SMG Multicultural and conducted... READ MORE
Mobile Share of Site Visits, by Industry, in 2014

Mobile Share of Site Visits, by Industry, in 2014 More than 6 in 10 visits to media and entertainment sites came from mobile devices last year.

Source: Adobe Digital Index Notes: Smartphone and tablet visit shares are up in each of 6 industries analyzed by Adobe, according to its 3rd annual “Best of the Best (U.S.) Digital Marketing report, although tablet visits began declining in Q4 and are... READ MORE
Number of Millionaire Households in the US Said to Hit New High

Number of Millionaire Households in the US Said to Hit New High The percentage of households with at least $1 million in net worth has climbed back to pre-recession levels.

Source: Spectrem Group Notes: There were 10.1 million US households with net worth of at least $1 million, last year, up from 9.6 million in 2013 and the highest level on record, according to the Spectrem Group’s “2015 Market Insights... READ MORE
How Do B2B Marketers Choose Their Digital Channel Mix?

How Do B2B Marketers Choose Their Digital Channel Mix? Most survey respondents say marketing analytics can help them optimize their marketing channel mix.

Marketing objectives and target customer profiles are at the heart of B2B marketers’ decision-making when it comes to the channel selection process, details Regalix in a recent study [download page] on B2B marketing analytics and metrics. While... READ MORE
Form Conversion Rates: What’s Working?

Form Conversion Rates: What’s Working? Study finds that lead gen forms average 11 fields and a 17% conversion rate.

Form conversion rates continue to depend more on the type of form being used than the number of fields in the form, reports Formstack [download page] in its second annual “Form Conversion” study. This year’s study adds lead generation forms... READ MORE
Snapchat Rising in Popularity With Youth

Snapchat Rising in Popularity With Youth Almost 6 in 10 social networking users aged 12-24 report using Snapchat.

Source: Edison Research / Triton Digital Notes: Some 73% of Americans aged 12 and older use a social networking site or service, up from 67% last year, according to the latest annual Infinite Dial study. Among users aged 12-24, Facebook (74%, down from 80%... READ MORE
Hispanics Projected to Comprise One-Third of Under-18s in 2060

Hispanics Projected to Comprise One-Third of Under-18s in 2060 Among the under-18 population, Hispanics will rival non-Hispanic whites in size.

Source: US Census Bureau [pdf] Notes: Hispanics will account for 33.5% of the under-18 population in 2060, growing from 24.4% last year to rival the non-Hispanic white population (35.6% share) in number, according to the latest projections from the US Census... READ MORE
Top 10 Marketing Charts of the Month – February 2015

Top 10 Marketing Charts of the Month – February 2015 Our top 10 charts of the month, as determined by you, our readers.

This month’s quick-hit set of top charts includes the following topics: smartphone penetration growth; Millennials’ tech expectations; future trends impacting marketers; generational screen preferences; Boomers’ spending trends; brands best... READ MORE
Online Radio’s Reach Continues to Grow

Online Radio’s Reach Continues to Grow A majority of the 12+ population now listens to online radio on at least a monthly basis.

Some 44% of Americans aged 12 and up listen to online radio on a weekly basis, up from 36% last year and 33% the year prior, according to the latest annual “Infinite Dial” report from Edison Research and Triton Digital. Moreover, the percentage... READ MORE
US Instagram User Estimates, by Age Group, 2013-2019

US Instagram User Estimates, by Age Group, 2013-2019 Instagram is growing at a faster-than-expected rate in the US, and is expected to top 100 million users by the end of 2018.

Instagram’s monthly user base in the US grew by almost 60% last year, a faster-than-expected rate of growth that propelled it to more than 64 million users, according to eMarketer’s latest estimates. The short-term forecast is certainly more... READ MORE
Broadband Subs Closing the Gap With Pay-TV

Broadband Subs Closing the Gap With Pay-TV Broadband providers continue to pick up subscribers, while pay-TV sees modest losses.

Source: Leichtman Research Group Notes: The top broadband providers – representing roughly 94% of the market – added about 3 million subscribers in 2014, bringing their total to 87.3 million, according to data from Leichtman Research Group. That... READ MORE
US Smartphone Users’ Interest in Mobile Wallet Activities

US Smartphone Users’ Interest in Mobile Wallet Activities Coupon discovery and redemption is most popular, while about 1 in 5 currently use or would consider using their device to pay in-store at checkout.

Source: UPS / comScore [pdf] Notes: Among online shoppers, roughly 4 in 10 smartphone users say they currently use or would consider using their smartphone to find or redeem coupons, according to the latest annual Pulse of the Shopper study from UPS and... READ MORE
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