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The Marketing
                                          Data Box
                                          A Q U A R T E R LY C O L L E C T I O N O F P R AC T I C A L
                                          M A R K E T I N G TO O L S R E A DY F O R
                                          PROFESSIONAL USE
trends   •    insights     •   analysis   •   charts   •   ready to use   •   easy to share




                                                                                 SPONSORED BY:




             D ATA I N S I G H T S
The Marketing Data Box

“The Marketing Data Box” is part of Watershed Publishing’s Data Insights series featuring news,
data and research. The quarterly collection supplies the busy marketing professional with a time-saving
collection of research and facts, in the form of charts and Excel documents, in order to make the
knowledge demands of daily marketing an easier task. Our data comes from major data partners and
captures essential marketing data over the short term for a fast, easy glance at trends.


 The charts in this collection are ready to use, download, format, and otherwise support your
 marketing goals. Feel free to share the whole presentation or any slide, with your colleagues and
 business partners, but please preserve credits to our sponsor, HubSpot, our research partners who
 provide the source data, and our links to MarketingCharts.com.




          D ATA I N S I G H T S


                                                  2
By many accounts, the economy is on an upswing: Major advertisers increased spending by about 6%, but
perhaps more importantly, roughly 40% of Americans indicated that the economy is “getting better.”

This is important news for marketers of all stripes, since it impacts the way they will approach their
marketing efforts.

But that’s just one of many practical marketing facts that have been collected in “The Marketing Data Box.”

In this issue here are just a few facts you’ll discover:

         •The benefits and consequences of social media to US Adults
         •Whether Americans are willing or not to pay for online news
         •The average cost per lead for outbound vs. inbound marketing
         •The percentage of mobile users that own smartphones
         •What activity dominates mobile internet time (and it’s not social networking)
         •Ecommerce growth rates
         •What percent of US population search online for health information, and where they are
          most likely to go
         •The TV programming that will make your ads more likely to be thought of as trustworthy

There are 65 charts on 54 data slides in this issue – as well as insightful analysis you can share with your
blog or newsletter subscribers, and fellow marketing and sales team members. As a marketer, how can you
resist?

Enjoy,

The HubSpot Team
http://www.hubspot.com


                                                   3
Charts inside…
Media & Advertising                  Google & Facebook Use                Department Store Advertisers
Top 10 Advertisers Spend Trend       Benefits of Social Media             Youth Influence and Purchases
Ad Spend for Television Media        Consequences of Social Media         Number of Online Content Buys
Ad Spend for Radio Media             Top 10 Social Network Sites
Ad Spend for Newspaper Media                                              Lifestyle & Community
Ad Spend for Magazine Media          Online Video & Mobile                Health Research by Age
News Sources, 2001-2010              Top 10 Video Multimedia Sites        Health Information Sites
News Audience                        Top 10 Video Sites by Ads Viewed     Top 10 Politics Sites
Revenue by News Source               Smartphone Penetration               Perception of Year Ahead
Top 10 Print Media Websites          SMS Sent/Received per Month          Top 10 Real Estate Sites
                                     Mobile Internet Time by Category     Community-based Organizations
Spending & Channels                  Top 10 Mobile Phone Sites
                                                                          About HubSpot
Marketing Media, B2B v. B2C          Top 10 Television Sites
Marketing Metrics, B2B v. B2C        TV Programs for Ad-based Purchases   Our Data Partners

Types of Email Sent, B2B v. B2C                                           Sponsorship Information
Average Cost per Lead                Retail & Consumer Goods
Above Average Cost per Lead          Economic Confidence Index
Below Average Cost per Lead          Outlook for Economy in 2011
Cost per Click: Yahoo-Bing, Google   Top Investment/Finance Sites
Top 10 Ad Focus Properties           Online Retail Spending
Media & Advertising
Top 10 Advertisers Spend Trend   News Audience
Ad Spend for Television Media    Revenue by News Source
Ad Spend for Radio Media         Top 10 Print Media Websites
Ad Spend for Newspaper Media
Ad Spend for Magazine Media
News Sources, 2001-2010
2011: $173 Billion in Revenues
Top 10 Advertisers Spend Trend
2009 v. 2010, US$ Millions                                                           Large advertisers back to spending in 2010
Source: Kantar Media

                                                                                     Spending among the 10 largest advertisers increased 5.9% to
                                                                                     $11.91 billion in the first nine months of 2010. However, total

$3,123.9
                                                                                     advertising levels remain below those observed in the recent
                                                                                     peak (pre-recession) year of 2006, with researchers
                                                                                     projecting the industry’s size likely to equate to $173 billion in
                                                                                     revenues this year.
                 $2,130.7         $2,092.8

                                                   $1,823.2



                                                                 $1,368.4
                                                                                     $1,228.7        $1,193.6
                                                                                                                   $1,139.7      $1,132.2      $1,112.4




      $2,653.8         $2,157.9         $1,867.0          $2,149.7        $1,238.8            $1,391.5      $1,200.0      $1,232.6      $1,019.0       $852.0


  Procter          General           AT&T            Verizon         News Corp        Pfizer Inc    Time Warner     Johnson      Ford Motor        L'Oreal
 & Gamble          Motors                                                                                          & Johnson        Co.

                                                                            2009       2010

   The Marketing Data Box
                                                                                 6
TV Media Best Y-o-Y Growth
Ad Spend for Television Media
2009 v. 2010, % change
Source: Kantar Media                                                        Strong growth in television media

                                                                            How did the spending flow? According to Kantar
                                                                            Media reports, of the major media channels, the
                                      24.2%
                                                                            TV sector reported the best year-over-year ad
                                                                            expenditure growth rate in 2010 (10.3%). Within
                                                                            the sector, extremely strong spot TV growth
                                                                            (24.2%) and impressive growth in Spanish
 10.3%                                            10.7%                     language cushioned enough for the 2.8%
                            9.8%

                                                                            contraction in large-scale national syndicated
                5.3%
                                                                            campaigns.

                                                                -2.8%


Television    Network TV   Cable TV   Spot TV     Spanish   Syndication –
media total                                     Language TV   National




  The Marketing Data Box
                                                        7
Ad Spend for Radio Up 7%
 Ad Spend for Radio Media
 2009 v. 2010, % change
 Source: Kantar Media                                                     Strong showing for radio

                                                                          Radio has been hanging tough in these years,
                                          18.6%
                                                                          holding audience, and attracting advertising.
                                                                          Radio media spending increased 7.6% led by
                                                                          national spot radio, with an 18.6% increase.
                                                                          Radio has fared well overall in terms of
                                                                          listenership, too. Network radio maintained its
                                                                          reach to about 189.7 million listeners, or nearly
     7.6%
                                                                          74% of Americans age 12 and up, according to
                         4.9%
                                                                          Arbitron RADAR 107.

                                                               2.2%


Radio media total     Local radio   National spot radio   Network radio




    The Marketing Data Box
                                                           8
Newspapers: Negative and Slow
Ad Spend for Newspaper Media
2009 v. 2010, % change
Source: Kantar Media                                Newspapers lose audience, revenue

                                                    There is not much good news for print

       Newspaper media total                        advertising revenue stream. MagnaGlobal
                                        -3.5%
                                                    analysis indicates reported totals are held back
                                                    by deep structural weakness in printed media,
        Local newspapers                -4.6%
                                                    which weakens with every passing quarter.

                  National newspapers   2.7%
                                                    MagnaGlobal predicts newspapers, magazines,
                                                    directories and direct mail will likely decline by
         Spanish-language newspapers    2.0%        2.9% during 2011.




 The Marketing Data Box
                                                9
Sunday Mags are Bright Spot
Ad Spend for Magazine Media
2009 v. 2010, % change
Source: Kantar Media                                 Sunday magazines show some growth

                                                     Data from The Nielsen Company, also found
                                                     that in terms of ad spending, print media
                          0.90%
                                                     overall (national and local magazines,
                                                     newspapers, Sunday supplements and B2B)
    Sunday Magazines                         4.60%
                                                     was flat, not picking up on the energy of other
                                                     media. However, national Sunday supplements
     B-to-B Magazines     -1.20%                     received a significant uptick with 20.5% growth
                                                     from last year. (Local Sunday supplements fell
  Consumer Magazines                 3.30%           about 13%.) National magazines were also up
                                                     7.4%.

  Magazine media total             2.90%




 The Marketing Data Box
                                                10
Online News Audience Up 17%
Consumer News Sources, 2001-2010
Percent (%) of adults
Source: Pew Research                                              News audience moves online
                                                                  An increasing share of the US news audience
90%                                                               turned to the internet in 2010, according to a new
            82%
                   80%
                                                                  report from the Pew Project for Excellence in
80%   74%                 74% 73% 73% 74%
                                                  70% 70%         Journalism. Data from “State of the News Media
70%                                                         66%   2011″ indicates in 2010, every news platform
                                                                  except for the internet saw audiences either stall or
60%                                                               decline.
                   50%
50%   45%                 46%
            42%                                             41%   Internet News Platform Grows 17%
                                                  40%             Pew data indicates the US audience for the internet
40%                             36% 36%                  35%
                                            34%
                                                                  news platform grew 17.1% between 2009 and
30%
                           24%         24% 24%     35%            2010. Every other major news platform declined
             21%                 20%                     32%31%   during that year. For example, the local TV
       18%         18%
20%                                                               audience declined the least among the other
                           21%
                   20%                            18% 17%         platforms at 1.5%, while the cable TV audience
10%                             16%                       16%
      13% 14%                         14%                         declined the most at 13.7%.
                                            12%
 0%
      2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

      Television          Newspaper         Internet     Radio




 The Marketing Data Box
                                                            11
Online Tops Print as News Source
News Audience Shift
2009 v. 2010, % change                                        More people choose online news
Source: Pew Research

                                                              For the first time, according to Pew research, more
                                                              people said they got news from the web than
 17.1%                                                        newspapers. The internet now trails only television
                                                              among American adults as a destination for news,
                                                              and the trend line shows the gap closing.




                Local TV   Network   Newspaper        Audio        Magazine        Cable


 Online
                 -1.5%
                            -3.4%
                                       -5.0%
                                                       -6.0%
                                                                       -8.9%


                                                                                      -13.7%




  The Marketing Data Box
                                                 12
Online Ad Revenue on Top, Too
Revenue Growth by News Source
2009 v. 2010, % change
Source: Pew Research                                           More online ad revenue than print

                                                               Financially, the tipping point also has come. When the
17.0%                                                          final tally is in, online ad revenue in 2010 is projected to
                                                               surpass print newspaper ad revenue for the first time.
            13.9%



                           8.4%
                                   6.6%
                                             6.0%



                                                           1.4%


Local TV     Online        Cable   Network   Audio        Magazine   Newspaper




                                                                       -6.4%




  The Marketing Data Box
                                                     13
23% Would Pay for Online News
   Top 10 Print Media Websites
   by U.S. Market Share of Visits (%), March 2011
   Source: Experian Hitwise                                     Online newspapers examine paid content

  The New York Times                                4.3%

                                                                Frankly, we don’t hear the shouts of “told you so.”
            USA Today                   2.4%
                                                                Newspapers are implementing paid content models,
      People Magazine                   2.3%
                                                                and consumers, influenced by mobile devices, are more
  The Washington Post            1.6%                           prepared for the leap. 23% of Americans said they
                                                                would pay $5 a month for an online version if their local
         TV Guide.com          1.4%
                                                                newspaper would otherwise perish. 47% of Americans
             Daily Mail        1.4%
                                                                used a mobile device to obtain news content, but 10%
     Sports Illustrated     1.3%                                of those who have downloaded local news apps have

        NY Daily News       1.2%
                                                                paid for them to date.

The Wall Street Journal    1.2%


             Examiner     0.9%




      The Marketing Data Box
                                                           14
Top News Brands Lead Web, Too
Top 10 Print Media Websites
by U.S. Market Share of Visits (%), Jan. & Feb. 2011
Source: Experian Hitwise



  The New York Times                                      3.9        The New York Times                             3.9


      People Magazine                               2.8                  People Magazine                      2.7


            USA Today                         2.4                             USA Today                     2.3


  The Washington Post                   1.7                          The Washington Post              1.6


        NY Daily News                 1.5                               Sports Illustrated           1.4


         TV Guide.com                 1.4                                  TV Guide.com              1.4


     Sports Illustrated               1.4                                  NY Daily News          1.3

       The Wall Street                                                    The Wall Street
                                  1.3                                                           1.2
           Journal                                                            Journal

             Examiner           1.1                                             Examiner        1.2


             Daily Mail        1.0                                              Daily Mail     1.0



                          January 2011                                                   February 2011

  The Marketing Data Box
                                                                15
Spending & Channels
Marketing Media, B2B v. B2C          Top 10 Ad Focus Properties
Marketing Metrics, B2B v. B2C        Google & Facebook Use
Types of Email Sent, B2B v. B2C      Benefits of Social Media
Average Cost per Lead                Consequences of Social Media
Above Average Cost per Lead          Top 10 Social Network Sites
Below Average Cost per Lead          Internet Usage by Youth
Cost per Click: Yahoo-Bing, Google
Web, Email Lead Day-to-Day Ops
Marketing Media, B2B v. B2C
February 2011, % of respondents
Source: Multichannel Merchant                                          Outlook: 2011 marketing is new media

                                                                       In terms of day-to-day business, “Outlook: 2011 Marketing,” a
                                                                       survey of B2B and B2C marketers from Multichannel Merchant,
            93%
                                                                       found, fundamentally, that new media have superseded the old.
      84%               84% 84%
88%
                  84%
                                        69%

                                              61%
                                  66%
                                                          54%                                                         54%
                                                                47%               47%
                                                                                              44%
                                                    50%
                                                                            37%
                                                                      41%
                                                                                        34%
                                                                                                          31%
                                                                                                    18%
                                                                                                                16%




  Website           Email         Social media      Paid search        Banner ads        Consumer            B2B
                                                                                        publications      publications

                                     Total           B2C              B2B




  The Marketing Data Box
                                                                            17
67% Say Email More Important
    Marketing Metrics, B2B v. B2C
    February 2011, % of respondents
    Source: Multichannel Merchant
                                                                                                      Email, website metrics
                                                                                                      important tools
                                                                                                      Also looking for cost-effective
                                                                                                      marketing tools, many respondents
                                                                                                      from the Multichannel Merchant
                                                                                      79%
                                                                                            84%       survey use email as a marketing
                                     67%
                                                                                                      tool and wished they could improve
                                            66%
                                                                                                      their campaigns; 67.3% said that
                                                                      47%
                                                                            53%
                                                                                                      email-related metrics became more
                   35%
                                                                                                      important to their business in the
                         33%
  19%
                                                                                                      past year, This is up from 56.1% in
                                                     13%

        14%                                                 13%                                       the previous year's survey.

Affiliate related Catalog related   Email related   Mobile related   Search related Website related

                                      B2C             B2B




       The Marketing Data Box
                                                                         18
More Use of Practical Email Tools
  Types of Email Sent, B2B v. B2C
  February 2011, % of respondents
  Source: Multichannel Merchant                                          Trigger emails on the rise

                                                                         Of the respondents that conducted email marketing, 9 of
 90%
                                                                         10 sent promotional messages, and 7 in 10 sent
       90%
                                                                         transactional emails (e.g., order confirmations). A growing
              72%
                                                                         percentage are using trigger emails such as birthday
                    67%
                                                                         messages or cart abandonment follow-ups, with just more
                                                        41%              than 20% indicating that this was a practice they've done
                                          33%
                            32%                                          more frequently in the past year.
                                  33%           32%
                                                              30%


                                                                    7%              5%
                                                                               4%
                                                                         2%


Promotional/ Transactional Prospecting   Reactivation   Trigger     Other       None
 Marketing


                                  B2C             B2B




     The Marketing Data Box
                                                                    19
54% Increase Inbound Budget
Average Cost per Lead, Inbound vs. Outbound
2010 v. 2011, % of respondents’ costs by lead channel
Source: HubSpot                                                     Businesses review cost-effective tools

                                                                    In 2011, the average cost per lead for outbound-
                                                                    dominated businesses was $373, while inbound
                                          $373                      businesses reported their leads cost on average
      $332                                                          $143. 54% of those businesses surveyed for
                                                                    HubSpot’s “2011: The State of Inbound Marketing”
                                                                    are increasing their inbound marketing budgets.


                    $134                                $143




             2010                                2011

 Outbound marketing dominated      Inbound marketing dominated




  The Marketing Data Box
                                                               20
29% Think Paid Search is Costly
Above Average Cost per Lead, Inbound vs. Outbound
2010 v. 2011, % of respondents’ costs by lead channel
Source: HubSpot                                                   Paid search priciest inbound channel

                                                                  When classifying each lead generation
                                                                  category as ― below average cost, near
           47%
                                                                  average cost, or above average cost ―
                           41%
                                                                  businesses consistently ranked inbound
                                                                  marketing channels as having costs lower than
                                     29%
                    27%
                                                                  outbound channels. PPC was the only inbound
                                                                  channel that was ranked among the outbound
                                            13%     13%           channels in terms of costs. Trade shows, PPC,
                                                             9%
                                                                  direct mail and telemarketing were most
                                                                  frequently ranked as more expensive.




                           Inbound   Outbound

  The Marketing Data Box
                                                        21
Blogs Tops at Lower Cost Leads
Below Average Cost per Lead, Inbound vs. Outbound
2010 v. 2011, % of respondents’ costs by lead channel
Source: HubSpot                                                    Blogs, social media gain budget share

                                                                   Blogs had the highest instance of being reported
     55%
                                                                   as a below average cost, with 55% of companies
               47%
                                                                   reporting this. The average budget spent on
                           39%
                                            36%                    company blogs and social media increased from
                                                   33%
                                 27%                               9% in 2009 to 17% in 2011. Marketers, the survey

                                                             19%   found, are decreasing the portion spent on PPC,
                                                                   direct mail and telemarketing.




                             Inbound   Outbound




  The Marketing Data Box
                                                        22
20¢ Separate Google, YaBing CPC

Cost per Click: Yahoo-Bing, Google
Aug-Dec. 2010, Trend since Launch                                                 Yahoo-Bing CPC trends down
Source: Marin Software / Razorfish

                                                                                  More on what is cost-effective for
                                                                      $0.91       marketers, Marin Software and Razorfish
$0.84           $0.84            $0.82            $0.81                           studied paid-search performance before,
     $0.84            $0.82            $0.82                                      during and after the transition that brought
                                                         $0.74            $0.73
                                                                                  together Yahoo-Bing (i.e. August 15th to
                                                                                  December 15th 2010). Pre-transition,
                                                                                  Yahoo-Bing’s CPC was more or less
                                                                                  identical to Google. However after the
                                                                                  transition, Google’s CPC trended
                                                                                  significantly higher than Yahoo-Bing.


  August         September         October            November        December

                              Google     Yahoo-Bing




  The Marketing Data Box
                                                                 23
16 Million More Visitors at Google
   Top 10 Ad Focus Properties
   by Unique Visitors (000) and % Reach, Jan. 2011
   Source: comScore                                                          GoogleAd Network reach is 93%


 Google Ad Network    197,076                                        93.1%
                                                                             In terms of online advertising, the Google
Yahoo! Network Plus   180,843                                  85.5%
                                                                             Ad Network led the January 2011 Ad
    AOL Advertising   179,956                                  85.0%         Focus ranking with an impressive reach
                                                                             of 93.1% of Americans online, followed
       Yahoo! Sites   178,864                                 84.5%
                                                                             by Yahoo Network Plus with an 85.5%
            Google    170,325                                80.5%
                                                                             reach, AOL Advertising with 85% and
Turn Media Platform   168,577                           79.7%                Yahoo Sites with 84.5%.

ValueClick Networks   168,499                           79.6%
                                                                             Facebook.com crossed into the top 10
    24/7 Real Media   165,127                          78.0%
                                                                             for the first time in January 2011 with a
                                                     73.7%
            AdBrite   156,061                                                72.3% reach.

     Facebook.com     153,020                        72.3%




     The Marketing Data Box
                                                         24
Google Use Tops Facebook by 40%
Google & Facebook Use
Base: US youth ages 8-21, Online more than 1 hr "yesterday,” Feb. 2011
Source: Gallup / USA Today                                                                                                          Google used more than Facebook

                                                                                                                                    Gallup data indicates men (42%) are
                                                                                                                                    about as likely as women (45%) to have
                                                                                                                                    a Facebook page. However, men (63%)
                                          85                  87        85
  83                                                                                                                                are 12.5% more likely than women (56%)
       73
            69
                                                                                  66
                                                                                                      63
                                                                                                                                    to say they visit Google in a given week.
                                                                             58                                           60
                 55                            55   56                                                          56
                      54                                           53                  51                                           Overall, 40% more US adults say they
                                                                                                                     45        43
                                                         41                                                42
                           33   34                                                          35                                      use Google in a typical week (60%) than
                                                                                                 28
                                                                                                                                    have a Facebook page (43%).
                                     17




            Use Google in a typical week                                     Have a Facebook page




  The Marketing Data Box
                                                                                                      25
65% See Pros of Social Media
      Benefits of Social Media
      January 2011, US adults, answered "yes, frequently" or "yes, occasionally“
      Source: Harris Interactive                                                   Users assess benefits of social media


                                                                                   No doubt, the social media is booming, and of
  Received a good
                                                                                   yet, there is very little negative backlash. A
   suggestion for      40%            59%           44%         34%    19%
  something to try
                                                                                   majority of US adults are using social media
                                                                                   (65%), and a similar number say they have
 Made a connection
  regarding a job     15%              34%                19%      11%     4%
                                                                                   received a positive benefit from its use, a poll
    opportunity
                                                                                   from Harris Interactive found. Example, one-
                                                                                   quarter of Echo Boomers have found a job
   Found a new
                       9%                17%               9%         5%   2%
                                                                                   opportunity through social media (24%).
apartment or house




                      Total                         Echo Boomers (18-33)
                      Gen X (34-45)                 Baby Boomers (46-64)
                      Mature (65+)




        The Marketing Data Box
                                                                  26
43% Encounter SocNet “Cons”
Benefits of Social Media
January 2011, US adults, answered "yes, frequently" or "yes, occasionally“
Source: Harris Interactive
                                                                          Social networks cause problems for some
                                                                           43% of social media users say they have been offended
                                                                           by posts, comments or pictures they’ve seen, and the
      51%
                        48%                                                quarter who say that unintended persons have viewed
   43%
                                                                           links or comments they’ve posted (26%). Some reported
             43%    38%          37%
         39%                                                               more serious consequences of getting in trouble with
                                                 30%
                 28%          26%
                                                                           school or work, or losing a job opportunity. (7% for both).
                                       29%
                                                   22%



                                             13%               12%
                                           17%                                                 11%
                                                                               10%                             10%
                                                          7%                              7%
                                                                     9%              4%                              3%
                                                                                                     8%
                                                                          3%                              3%


    Been offended by posts,   Unintended persons viewed   Got introuble woth school or      Lost a job opportunity
     comments or pictures       my links or comments       work because of my posts         because of my posts

         Total                      Echo Boomers (18-33)       Gen X (34-45)                   Baby Boomers (46-64)
         Mature (65+)               Male                       Female




  The Marketing Data Box
                                                                27
Facebook Ad Recall 10% Higher
Top 10 Social Network Sites
by U.S. Market Share of Visits (%), March 2011
Source: Experian Hitwise                                      Ad recall higher than standard homepage ad

                                                              Nielsen analyzed fourteen Facebook ad campaigns, and
     Facebook                                    64.2%
                                                              found that consumers who were exposed to a standard
      YouTube       19.6%                                     homepage ad on Facebook had 10% higher ad recall,
      MySpace    1.4%                                         4% higher brand awareness and 2% higher purchase

Yahoo! Answers
                                                              intent than consumers who were not exposed. When a
                 1.2%
                                                              Facebook homepage ad features social context (i.e., the
       Twitter   1.1%
                                                              ad includes a list of people on the viewer’s “friend list”
       Tagged    0.8%
                                                              who are registered fans of the brand or product), the
   myYearbook    0.4%                                         increase in recall, awareness and purchase intent

      Linkedin   0.4%                                         compared to non-exposed consumers is substantially
                                                              higher than that caused by standard Facebook
        Mylife   0.4%
                                                              homepage ads.
  Club Penguin   0.3%




   The Marketing Data Box
                                                         28
Users Average 5.5 Hours Monthly
                                                                                               Users Spend More Time 
Top 10 Social Network Sites
                                                                                               with SocNets
by U.S. Market Share of Visits (%), Jan. & Feb. 2011
Source: Experian Hitwise
                                                                                               On average, global web 
                                                                                               users across 10 
                                                                                               countries spent roughly 
       Facebook                              63.6           Facebook                    64.3   five and a half hours on 
                                                                                               social networks in 
       YouTube               18.9                            YouTube             19.2          February 2010, up more 
                                                                                               than two hours from 
       MySpace      2.2                                      MySpace       1.7                 February 2009.

Yahoo! Answers     1.1                                 Yahoo! Answers      1.1


         Twitter   1.0                                        Twitter      1.0


         Tagged    0.9                                        Tagged       0.8


    myYearbook     0.5                                    myYearbook       0.4


          Mylife   0.4                                       Linkedin      0.4


        Linkedin   0.4                                            Mylife   0.4


   Club Penguin    0.3                                   Club Penguin      0.3

              January 2011



  The Marketing Data Box
                                                             29
9 in 10 Youth Online 1+ Hours
Internet Usage by Youth
2006-2010, Base: US youth ages 8-21, Online more than 1 hr "yesterday" 2006-2010
Source: Harris Interactive

                                                                       Every day, youth spend an hour-plus online
                      59%

     8-9 year olds
                      61%                                               A Harris Interactive study on the internet habits of youth
                      76%
                                                 76%                    found that eight in 10 8-to-12-year-olds (79%) and nine
                      68%                                               in 10 13-to-24-year-olds (88% of 13-to-17-year-olds,
                      69%
  10-12 year olds
                      75%                                               90% of 18-to-24-year-olds) spend an hour or more online
                                                    82%
                                                                        on a typical day.
                      81%
                      83%
  13-15 year olds
                      82%
                                                       88%              The average number of hours spent online daily
                      89%                                               increases with age, rising from 1.9 hours among 8-to-12-
                      81%
  16-17 year olds                                                       year-olds to 3.5 hours among 13-to-17-year-olds,
                      79%
                                                       87%
                                                                        topping at 4.5 hours among 18-to-24-year-olds.
                      88%
                      90%
  18-21 year olds
                      88%
                                                       89%


                     2006   2007      2009      2010



  The Marketing Data Box
                                                                 30
Online Video & Mobile
Top 10 Video Multimedia Sites      Top 10 Mobile Phone Sites
Top 10 Video Sites by Ads Viewed   Top 10 Television Sites
Smartphone Penetration             TV Programs for Ad-based Purchases
SMS Sent/Received per Month
Mobile Internet Time by Category
179 Million Watch Video Online
Top 10 Video Multimedia Sites
by U.S. Market Share of Visits (%), March 2011
Source: Experian Hitwise                                      American watch 14 hours of online video

                                                              Gaining its share of some of this increased internet
       YouTube                                   77.0%
                                                              audience, the online video market continued to gain
           Hulu     3.1%
                                                              momentum in 2010, with an average of 179 million
    bing Videos    2.1%                                       Americans watching video each month, according to a
                                                              new white paper from comScore. Engagement levels
  Yahoo! Video     1.2%
                                                              also rose during the year, with viewers watching online
        Fancast    1.0%
                                                              videos more frequently.
   Apple iPod &
                   1.0%
     iTunes
                                                              Americans also spent about 12% more hours viewing
  Google Video     0.8%
                                                              online video in 2010 (14.2) compared the prior year
   Daily Motion   0.7%
                                                              (12.7) due to increased content consumption and more
      MetaCafe    0.6%                                        video ad streams. The average American streamed a

    Mega Video    0.5%
                                                              record 201 videos in December 2010, up 8% from 187
                                                              a year earlier.

  The Marketing Data Box
                                                         32
Top 10 Video Multimedia Sites
                                                                                               Three of the top 
Top 10 Video Multimedia Sites                                                                  10 most‐shared 
by U.S. Market Share of Visits (%), Jan. & Feb. 2011                                          videos in February 
Source: Experian Hitwise                                                                      2011 began as ads 
                                                                                               aired during the 
                                                                                               2011 Super Bowl 
                                                                                                 (Feb. 6, 2011). 
              YouTube                          75.5
                                                                                              These include the 
                                                                  YouTube              76.6
                                                                                                top two videos, 
                                                                                                  “Volkswagen 
                  Hulu      3.5                                       Hulu    3.4              Commercial: The 
                                                                                                   Force” and 
           bing Videos                                                                        “Chrysler Eminem 
                           2.3                                bing Videos     2.4
                                                                                                   Super Bowl 
                                                                                                  Commercial: 
               Fancast     1.2                               Yahoo! Video    1.2                Imported from 
                                                                                                    Detroit.”
          Yahoo! Video     1.1                                     Fancast   1.1


   Apple iPod & iTunes     1.1                         Apple iPod & iTunes   1.0


          Google Video     0.8                               Google Video    0.8


           Mega Video      0.7                                Daily Motion   0.6


           Daily Motion    0.6                                Mega Video     0.6


              MetaCafe     0.6                                    MetaCafe   0.6


                   January 2011
                                                                       February 2011

  The Marketing Data Box
                                                             33
45% of Americans See Video Ads
Top 10 Video Sites by Ads Viewed
January 2011, Ads viewed (000)
Source: comScore                                  Online video ads reach 45% of population

          Hulu                   1,080,902        As an ad market, online video is maturing as well,
 Tremor Media                   503,683           Americans viewed more than 4.3 billion video ads in
                                                  January, according to comScore data. Hulu
      ADAP.TV                431,908
                                                  generated the highest number of video ad
     BrightRoll              414,644
                                                  impressions at nearly 1.1 billion. Tremor Media Video
      CBS
   Interactive
                           348,381                Network ranked second overall (and highest among

Microsoft Sites            318,832
                                                  video ad networks) with 503.7 million ad views.

   CWTV.com           211,593
                                                  Time spent watching videos ads totaled 1.7 billion
  SpotXchange         193,685                     minutes during the month, with Hulu streaming the
     AOL, Inc.        185,127                     largest duration at 434 million minutes. Video ads
                                                  reached 45% of the total US population an average of
  Google Sites       154,716
                                                  32 times during the month.



  The Marketing Data Box
                                             34
In U.S., 31% Own Smartphones
Smartphone Penetration
Base: % of population, 2009-2010 demographic trend
Source: The Nielsen Company                                    One-third of consumers have smartphones


50%
                                            45%       45%
                                                               As of December 2010, nearly a third (31%) of all
45%
                                40%
40%                   37%
                                            45%       45%      mobile consumers in the US owned smartphones.
         34%
35%
                                40%                            But smartphone penetration is even higher among
30%                   34%                             33%      mobile users who are part of ethnic and racial
                                            32%
         31%                    30%
25%
                                                      27%
                                                               minorities in the US; namely Asian/Pacific
         25%          26%
20%                                         24%
                                                               Islanders (45%), Hispanics (45%) and African-
                      20%       21%
15%      18%                                                   Americans (33%), populations that also tend to
10%
                                                               skew younger. Meanwhile, only 27% of white
5%
                                                               mobile users reported owning a smartphone.
0%
       Q4 2009      Q1 2010   Q2 2010     Q3 2010    Q4 2010

      Hispanic        White     African American      Asian




  The Marketing Data Box
                                                       35
Teens Power-Text, Seniors Don’t!
SMS Sent/Received per Month
Base: Mobile phone users, Total by age
Source: The Nielsen Company                                       Younger phone owners like text feature


           3,705                                                  Younger mobile phone users definitely text far more often
                                                                  than older users, as the only other age group to average
                                                                  more than 1,000 texts per month is 0-12-year-olds
                                                                  (1,178). Text usage starts rapidly dropping among older
                                                                  age brackets, with 25-to-34-year-old mobile phone users
                   1,707                                          sending and receiving an average of 758 per month. This
                                                                  number drops sequentially with each succeeding age
   1,178
                                                                  bracket, hitting a low of 41 among mobile phone users 65
                            758
                                     583                          and older.
                                            349
                                                    126      41

    0-12   13-17   18-24    25-34   35-44   45-54   55-64   65+




  The Marketing Data Box
                                                            36
Email Leads Mobile Internet Time
Mobile Internet Time by Category
January 2011, % share of total mobile internet time
Source: The Nielsen Company                                                 Email tops for mobile internet time

   38.5%
                                                                            A look overall at how US consumers
                                                                            with mobile internet access spend their
                                                                            mobile online time, the study finds email
                                                                            represents a leading 38.5% of time
                                                                            spent. No other activity comes close,
           10.7%
                   7.2%
                                                                            with social networking coming in a
                           6.3%
                                  4.6%   4.3%   4.1%   4.0%   3.0%   2.8%   distant second (10.7%). This data
                                                                            comes from The Nielsen Company’s
                                                                            “State of the Media 2010.″




  The Marketing Data Box
                                                              37
25% are “Avid” Phone Gamers
 Top 10 Mobile Phone Sites
 by U.S. Market Share of Visits (%), March 2011
 Source: Experian Hitwise                                      44% have tried a mobile phone game

    MocoSpace                                     22.8%        More than half (52%) of 2,425 US and UK mobile phone
                                                               owners surveyed have played a game on a mobile phone at
         Myxer                 10.5%
                                                               some time in the past, according to a survey PopCap
     WeeWorld           7.0%
                                                               Games/Information Solutions Group (ISG). 44% of US
Your Pure Crush     5.4%                                       respondents have played a mobile game at least once. In
                                                               addition, about 33% of respondents have played a game on
        Cricket   4.4%
                                                               their mobile phone handset in the past month, and nearly a
MySpace Mobile    3.8%
                                                               quarter (24.6%) have played in the past week, qualifying
     PhoneZoo     3.1%                                         them as “avid mobile phone gamers.”

  Yahoo! Mobile        2.4%
                                                               .

    Musica.com         2.3%

 Boost Mobile -
  Media Mail         2.1%




   The Marketing Data Box
                                                          38
2011: Mobile Ads to Increase 60%
Top 10 Mobile Phone Sites                                                                              Interest in mobile 
by U.S. Market Share of Visits (%), Jan. & Feb. 2011                                                   advertising has 
Source: Experian Hitwise                                                                               been catalyzed 
                                                                                                       among large 
                                                                                                       advertisers during 
                                                                                                       the past year, and 
                                                           MocoSpace                           23.12
       MocoSpace                              23.9                                                     MagnaGlobal 
                                                                                                       expects growth of 
                                                                Myxer                  11.35
            Myxer              9.8                                                                     60.1% during 2011.

                                                            WeeWorld            7.11
        WeeWorld        6.4


                                                               Cricket     5.30
  MySpace Mobile      5.0


                                                       MySpace Mobile    4.30
MyTrafficMaps.net     4.9


                                                       Your Pure Crush   3.52
  Your Pure Crush     4.6


                                                            PhoneZoo     3.19
           Cricket    4.5


                                                           Musica.com       2.37
        PhoneZoo         2.9

                                                         Yahoo! Mobile       2.22
      Musica.com        2.1

                                                        Fun For Mobile      2.07
  Sprint - Pictures    2.0


                January 2011                                       February 2011

  The Marketing Data Box
                                                              39
TV Will Hold 41% of All Ad Revenue
Top 10 Television Sites
by U.S. Market Share of Visits (%), March 2011
Source: Experian Hitwise                                      Television to stay on top ad revenue heap

      MSNBC                                       7.5%        Worth noting, for now, that despite some pressure from
 The Weather                                                  the other “2 Screens” – a.k.a., competition from online
                                                 7.2%
 Channel - US
                                                              and mobile, in 2011, TV will retain its global leadership
    CNN.com                          4.7%
                                                              of all media forms in terms of total revenues, including
        ESPN                         4.7%
                                                              ad revenues, subscriptions, pay-per-view and license
        Hulu                        4.6%                      fees, according to Deloitte research. TV will account for

    Fox News              2.8%
                                                              about 41% of all ad revenues, and grow its share to
                                                              42% by 2012. TV ad revenue share grew close to 10%
   Yahoo! TV           2.6%
                                                              between 2007 and 2010, from 37% to more than 40%.
FOX Sports on
                      2.3%                                    Even playback does not make a dent. Data from a
    MSN
     Nick                                                     Nielsen Company study indicates that DVRs actually
                    2.1%
(Nickelodeon)
                                                              contribute significantly to commercial viewing. On a
    QVC.com        1.9%
                                                              total US basis, DVR playback added a 16% lift to the
                                                              average minute of primetime commercials.

   The Marketing Data Box
                                                         40
Top 10 Television Sites
  Top 10 Television Sites
  by U.S. Market Share of Visits (%), Jan. & Feb. 2011
  Source: Experian Hitwise


The Weather Channel - US                               8.74   The Weather Channel - US                                  8.52


                  MSNBC                         6.71                             MSNBC                           6.12


                    Hulu                 5.03                                      Hulu                       5.13


                   ESPN               4.24                                     CNN.com                 3.95


                CNN.com               3.99                                        ESPN                 3.87


               Fox News       2.27                                            Fox News          2.48


               Yahoo! TV     1.94                                             Yahoo! TV       2.08


      FOX Sports on MSN      1.94                                     FOX Sports on MSN       1.84


Home & Garden Television     1.78                                     Nick (Nickelodeon)      1.75


           Foxsports NFL     1.73                                              QVC.com        1.72


                       January 2011                                                        February 2011

    The Marketing Data Box
                                                                 41
Trust Meter: Local TV News is Third
  TV Programs for Ad-based Purchases
  December 2010, Viewers of genre 2x a week or more
  Source: Hearst/Frank N. Magid Associates                          Local TV news trusted, ads reliable


Informational talk shows                                 19%        In terms of consumers, local TV news was found to be

Entertainment talk shows                           14%              an effective medium for advertisers, according to a
          Local TV news                       12%                   study from Frank M. Magid Associates, Inc. and Hearst
       Cable prime time…                     11%                    Television. Viewers indicated that they find local news
        Broadcast prime…                 10%                        advertising to be trustworthy and relatable at higher
   Broadcast prime time…                8%                          rates than most other TV genres.
             Cable news             7%

            Court shows             7%                              Products and services advertised during local TV news
          Sitcom reruns            6%                               programs were ranked trustworthy by the third-highest
         Broadcast news            6%                               percentage of respondents (16%), trailing
     Entertainment news        5%                                   entertainment talk shows (23%) and informational talk
            Game shows        4%                                    shows (27%).
                                                                    .



     The Marketing Data Box
                                                               42
Retail & Consumer Goods
Economic Confidence Index

Outlook for Economy in 2011

Top Investment/Finance Sites

Online Retail Spending

Department Store Advertisers

Youth Influence and Purchases

Number of Online Content Buys
Economic Mood … Improving
      Economic Confidence Index
      2009-2010, Full-year Trend, Base: US Consumers, Monthly Averages
      Source: Gallup
                                                                                                    Economy mood swings
                                                                                                    Perhaps testament to the
 0                                                                                                  realities of the country’s
                                                                                                    financial growth economic
‐10                                                                                                 confidence indices are still
                                                                                                    reflecting a shift in
                                 -22                                        -23                     consumer perspective
‐20                                      -24                     -25                    -24
        -26                                      -27                                          -27
                -29                                                               -28               according to Gallup data.
                        -30
‐30                                                     -33                                         Gallup’s Economic
                                         -27
                                                 -30                              -29   -30         Confidence Index averaged
                                                                 -32                          -31
                                 -34                    -33                 -33                     -31 over the first two weeks
‐40
                                                                                                    of December, fully
                                                                                                    offsetting November’s
‐50
                        -49
                                                                                                    improvement to -24, and
                                                                                                    essentially matching the
        -54
‐60               -58                                                                               monthly readings of -29 in
        Jan     Feb     March    April   May     June   July     Aug    Sept      Oct   Nov   Dec   October and -33 in
                                                                                                    September.
                                               2009       2010




        The Marketing Data Box
                                                                       44
58% Say 2011 Will be Better
     Outlook for Economy in 2011
     Base: % of adults, January 2011
     Source: Gallup
                                                                                                                                                                   Economy mood swings

                                                                                                                                                                   With the turn of the year,
                                                                                                                                                    62
                                                                                                                                                                   perhaps buoyed by the
                              56
               55                                                        55                                                                                        holidays and new year
52                                         51                                           52             51
                                                          48
                                                                                                                                     50                            cheer, Americans report
                                                                                                                      46
                                                                                                                                                                   considerably more
                                                                                                                                                                   optimism than pessimism
                                                                                                                                                                   about what it may bring.
                                                                    32                                                          31
                                                                                                                                                                   Fifty-eight percent of
                                                     27                                                          27                            26
          25                                                                                      25                                                               respondents say 2011 will
                         21                                                        22
                    24             25 18                                                                                                                           be better than 2010, 20%
                                                                              23                                           23             23                  16
     21                                         20                                           21             20                                           19
                                                                                                                                                                   say 2011 will be worse, and
                                                               17
                                                                                                                                                                   21% say it will be the
                                                                                                                                                                   same.




                                                Better                   Same                     Worse



          The Marketing Data Box
                                                                                                                  45
41% Say Economy is “Better”
 Top 10 Investment/Finance Sites
 by U.S. Market Share of Visits (%), March 2011
 Source: Experian Hitwise

                                                           Economy mood swings, optimism grows
 Yahoo! Finance                               29.8%
                                                           By January, another Gallup poll revealed that forty-one
    msn money             6.2%                             percent of Americans said the economy is “getting
     Fidelity
                        4.7%                               better,” up 17% from 35% in December 2010 and about
   Investments
                                                           8% from 38% a year ago. This level of optimism ties for
      Scottrade         4.6%
                                                           the highest since Gallup daily tracking began in January
TD AMERITRADE          3.9%                                2008.

CNN Money.com         3.4%


Charles Schwab       2.8%

The Wall Street
                     2.3%
    Journal

    E*Financial      2.2%


         CNBC        2.2%




   The Marketing Data Box
                                                      46
Top Investment/Finance Sites
Top 10 Investment/Finance Sites
by U.S. Market Share of Visits (%), Jan. & Feb. 2011
Source: Experian Hitwise


     Yahoo! Finance                               32.6             Yahoo! Finance                   29.3


        msn money                7.0                                  msn money               6.2


Fidelity Investments        4.7                               Fidelity Investments        4.9


          Scottrade         4.5                                         Scottrade         4.9


   TD AMERITRADE           3.7                                   TD AMERITRADE           3.9


    CNN Money.com          3.0                                   CNN Money.com          3.3


    Charles Schwab         2.8                                    Charles Schwab        3.0

     The Wall Street
                         2.4                                          E*Financial      2.3
         Journal

    Yahoo! Message                                                Yahoo! Message
                         2.1                                                           2.2
        Boards                                                        Boards

                                                                  The Wall Street
         E*Financial     2.1                                                           2.2
                                                                      Journal

                 January 2011                                                  February 2011


  The Marketing Data Box
                                                         47
Online Retail Hits Record $43.4B
 Online Retail Spending
 2007-2010, Base: All U.S. adults, % change
 Source: Pew Research                                                                                                    Record online retail spending
$50,000                                                                                                            25%

                                                                                                         $43,432
                                                                                                                         As the mood picks up, so does
$45,000
                23% 23%
                       $39,132                                               $39,045                               20%   consumer spending: US online
                                                     $38,071
$40,000
                            19%                                                                                          retail spending reached a record
$35,000                             $31,178                                               $32,942
          17%                                               $31,031
                                           $30,581                                                                 15%   $43.4 billion during Q4 2010,
                                                                                     $33,984
$30,000 $27,970                                                                                  $32,133
                                          13%
                                                $30,274             $30,169$29,552                                       according to comScore. This figure
                          $28,441
$25,000         $27,176                                                                                            10%
                                    11%
                                                                                      10%
                                                                                                          11%            is up 11% from $39 billion in Q4
$20,000                                                                                     9%      9%
                                                                                                                         2009 and 35% from $32.1 billion in
                                                                                                                   5%
$15,000                                         6%
                                                                                                                         Q3 2010. This marks the fifth
$10,000                                                                         3%
                                                                                                                   0%    consecutive quarter of positive
 $5,000                                                        0%
                                                                    -1%                                                  year-over-year growth and second
                                                                          -2%
    $0                                                -3%                                                          -5%   quarter of double-digit growth rates
                                                                                                                         in the past year.


                  E-Commerce Spending ($ Millions)                          Y/Y Percent Change




    The Marketing Data Box
                                                                                     48
Double-digit Growth for “eTail”
   Top 10 Department Store Advertisers
   By No. of Ad Plays, March 2011
   Source: Mediaguide                                          E-commerce growth below pre-recession level

                                                               Though this is an improvement, retail e-commerce
           Macy's                                35,546
                                                               growth rates are still significantly below those reported
            Kohl's                            32,652           during 2007, which ranged from 17-23%. They are more

       JCPenney's                    16,477                    in line with the respective 11% and 13% growth rates
                                                               reported during the first two quarters of 2008 (the current
         Wal-Mart                14,492
                                                               recession is generally considered to have started in
Meijer Superstores             5,931
                                                               December 2007). However, comScore predicts continued
       Fred Meyer            5,514                             double-digit year-over-year growth in US retail e-

           Target      2,457                                   commerce spending for the upcoming quarters of 2011.

            Sears      2,392


         Marshalls    2,084


          TJMaxx     1,264




      The Marketing Data Box
                                                          49
Department Store Advertisers
   Top 10 Department Store Advertisers                                                                       Overall self‐reported 
   By No. of Ad Plays, Jan. & Feb. 2011                                                                      daily consumer spending 
   Source: Mediaguide                                                                                        in stores, restaurants, gas 
                                                                                                             stations, and online 
                                                                                                             averaged $55 per day in 
         Wal-Mart                       48,164        Wal-Mart                                      57,758
                                                                                                             the week ending Jan. 9 , 
                                                                                                             2011, according to 
                                                                                                             Gallup data. This is down 
            Kohl's                  39,779              Macy's                             45,865            27% from the $75 
                                                                                                             average for the month of 
           Macy's                   39,527               Kohl's                   33,904                     December 2010 (a post‐
                                                                                                             holiday drop was 
                                                                                                             expected), but also well 
            Sears     16,761                             Sears      15,699
                                                                                                             below the $68 average 
                                                                                                             for the same week in 
           Target           6,149            Meijer Superstores           7,254                              2010.

Fred Meyer Stores      4,459                        JCPenney's       4,098


Meijer Superstores    3,229                         Fred Meyer      2,901


       JCPenney's     1,814                             Target      2,310


           Beall's   483                                 Kmart    746


 Beachwood Place     229                          Lord & Taylor   588


             January 2011
                                                          February 2011


     The Marketing Data Box
                                                                   50
Youth Carry $123.5B “Purse”
Youth Influence and Purchases
December 2010, (buy or influence others to buy) % of US youths aged 8-21
Source: Harris Interactive                                                   Youth regain hold on purse strings

                                                        40%
                                                                             Youth spending may be on the rebound after
 Entertainment/
                                                                    43%
  Sports tickets
                                                              45%            declining earlier in the current recession.
    Hand-held                                     35%
                                       20%                                   Total spending among 8-to-21-year-olds was
   video games
                              17%
                                             31%                             at $132.2 billion in 2007, which dipped to
    Video game
                                               27%
      system                                                                 $112.8 billion by 2009, reports Harris
                                      24%
    Cell phone/                     22%
   Smart phone
                                                   30%                       Interactive. However, this year it is projected
                                            29%
   Digital media                21%                             Ages 8-12    to reach $123.5 billion, a roughly 9%
                                             24%
      player
                                20%                                          increase. Roughly four in 10 US consumers
                              17%
      Computer                            24%                   Ages 13-17   ages 8-24 will personally buy or influence
                                        28%
                        12%                                                  the purchase of entertainment/sporting event
             TV                   17%                           Ages 18-24
                               20%
                    10%
                                                                             tickets in the next month.
        Camera                         20%
                              18%
  Camcorder or     7%
                                14%
  video camera
                        13%




  The Marketing Data Box
                                                                     51
About $50 Monthly for Tunes, etc.
Number of Online Content Buys
December 2010, Percent (%) of US adults
Source: Pew Research                                                                 Users average about $47 for online content

                                                                                     Nearly two-thirds of internet users (65%) have paid
25.0%                                                                                to download or access some kind of “intangible”
                                                                                     online content. Music, software, and apps are the
      21.0%
                                                                                     most popular content for pay-to-access or
                                                                                     download according to a Pew study. Of them,
            15.0%
                                                                                     nearly half (46%) have purchased only one or two

                   11.0%
                        12.0%                                                        of the types of content. The average expense for
                                                                                     online content was approximately $47 per month,
                                7.0%
                                                                                     including both subscriptions (an average of $12 per
                                       4.0%                                          month) and individual file access (an average of
                                              1.5% 1.4%                              $22 per month).
                                                           0.5% 0.9% 0.6% 0.4%


  1     2      3     4      5      6     7      8      9     10    11     12    13
        No. of  different types of online content purchased by internet users




  The Marketing Data Box
                                                                           52
Lifestyle & Community
Health Research by Age
Health Information Sites
Top 10 Politics Sites
Perception of Year Ahead
Top 10 Real Estate Sites
Community-based Organizations
8 in 10 Research Health Online
   Health Research by Age
   February 2011, Percent (%) of US adults
   Source: Pew Research                                                                              80% research online
                                                                                                     Eight in 10 US internet
                                                                                                     users look online for health
100%
                                                                                                     information making it,
90%                                                                                                  overall, the third most
80%                                                                                                  popular online pursuit
                                                                                                     among all those tracked by
70%
                                                                                                     Pew.
60%

50%
                                                                                                     Since one-quarter of adults
                                                                                                     do not go online, the
40%                                                                                                  percentage of online health
30%                                                                                                  information seekers is 59%
                                                                                                     among the total US adult
20%
                                                                                                     population.
10%

 0%
          Millennials       Gen X    Young Boomers   Old Boomers        Silent Gen      G.I. Gen

       Go online    Email   Use search engine   Look for health info    Get news     Buy a product




        The Marketing Data Box
                                                                       54
65% of Women Research Online
Top 10 Health Information Sites
by U.S. Market Share of Visits (%), March 2011
Source: Experian Hitwise                                 Online health research by age, gender, race

        WebMD                                    8.0%    The study also found that women, non-Hispanic whites,
                                                         younger adults, and those with higher levels of education and
  Yahoo! Health                              6.9%
                                                         income are more likely to gather health information online.
Righthealth.com                          6.0%            For example, 65% of women but 53% of men look up online

   MedicineNet               3.9%                        health. Non-Hispanic whites (63%) have a higher rate than
                                                         African-Americans (47%) or Latinos (45%). Also, 71% of 18-
     Drugs.com               3.8%
                                                         to-29-year-olds but only 29% of those 65 and older look up
MayoClinic.com               3.6%                        health information online. Pew says there are two forces at

    AOL Health            3.0%                           play in the data: simple access to the internet and general
                                                         interest in health information. For example, women and men
  HealthGrades        2.4%
                                                         are equally likely to have access to the internet, but women
     HealthLine    1.8%                                  are more likely than men to report gathering health

    MedlinePlus   1.6%                                   information online.




  The Marketing Data Box
                                                        55
44% of Adults Hope to Lose Lbs.
Top 10 Health Information Sites                                                                           Results of a Harris 
by U.S. Market Share of Visits (%), Jan. & Feb. 2011                                                      Poll indicate that 
Source: Experian Hitwise                                                                                  forty‐four percent 
                                                                                                          of US adults have 
                                                                                                          made losing 
        WebMD                                  8.02            WebMD                               7.83   weight one of their 
                                                                                                          resolutions for 
  Yahoo! Health                         5.89             Yahoo! Health                             7.82   2011.

Righthealth.com                        5.54            Righthealth.com                      5.13


     Drugs.com                  3.65                        Drugs.com                3.64


   MedicineNet                 3.52                       MedicineNet                3.57


MayoClinic.com                 3.38                    MayoClinic.com              3.38


Everyday Health         2.37                               AOL Health            3.04


    AOL Health         2.23                              HealthGrades       2.26


  HealthGrades         2.21                                MSN Health      2.05


    MSN Health        1.92
                                                       Everyday Health    1.81


                  January 2011
                                                                     February 2011

   The Marketing Data Box
                                                                56
Quarterly Statistics on Media, Mobile, Social Media and Advertising
Quarterly Statistics on Media, Mobile, Social Media and Advertising
Quarterly Statistics on Media, Mobile, Social Media and Advertising
Quarterly Statistics on Media, Mobile, Social Media and Advertising
Quarterly Statistics on Media, Mobile, Social Media and Advertising
Quarterly Statistics on Media, Mobile, Social Media and Advertising
Quarterly Statistics on Media, Mobile, Social Media and Advertising
Quarterly Statistics on Media, Mobile, Social Media and Advertising
Quarterly Statistics on Media, Mobile, Social Media and Advertising

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Quarterly Statistics on Media, Mobile, Social Media and Advertising

  • 1. The Marketing Data Box A Q U A R T E R LY C O L L E C T I O N O F P R AC T I C A L M A R K E T I N G TO O L S R E A DY F O R PROFESSIONAL USE trends • insights • analysis • charts • ready to use • easy to share SPONSORED BY: D ATA I N S I G H T S
  • 2. The Marketing Data Box “The Marketing Data Box” is part of Watershed Publishing’s Data Insights series featuring news, data and research. The quarterly collection supplies the busy marketing professional with a time-saving collection of research and facts, in the form of charts and Excel documents, in order to make the knowledge demands of daily marketing an easier task. Our data comes from major data partners and captures essential marketing data over the short term for a fast, easy glance at trends. The charts in this collection are ready to use, download, format, and otherwise support your marketing goals. Feel free to share the whole presentation or any slide, with your colleagues and business partners, but please preserve credits to our sponsor, HubSpot, our research partners who provide the source data, and our links to MarketingCharts.com. D ATA I N S I G H T S 2
  • 3. By many accounts, the economy is on an upswing: Major advertisers increased spending by about 6%, but perhaps more importantly, roughly 40% of Americans indicated that the economy is “getting better.” This is important news for marketers of all stripes, since it impacts the way they will approach their marketing efforts. But that’s just one of many practical marketing facts that have been collected in “The Marketing Data Box.” In this issue here are just a few facts you’ll discover: •The benefits and consequences of social media to US Adults •Whether Americans are willing or not to pay for online news •The average cost per lead for outbound vs. inbound marketing •The percentage of mobile users that own smartphones •What activity dominates mobile internet time (and it’s not social networking) •Ecommerce growth rates •What percent of US population search online for health information, and where they are most likely to go •The TV programming that will make your ads more likely to be thought of as trustworthy There are 65 charts on 54 data slides in this issue – as well as insightful analysis you can share with your blog or newsletter subscribers, and fellow marketing and sales team members. As a marketer, how can you resist? Enjoy, The HubSpot Team http://www.hubspot.com 3
  • 4. Charts inside… Media & Advertising Google & Facebook Use Department Store Advertisers Top 10 Advertisers Spend Trend Benefits of Social Media Youth Influence and Purchases Ad Spend for Television Media Consequences of Social Media Number of Online Content Buys Ad Spend for Radio Media Top 10 Social Network Sites Ad Spend for Newspaper Media Lifestyle & Community Ad Spend for Magazine Media Online Video & Mobile Health Research by Age News Sources, 2001-2010 Top 10 Video Multimedia Sites Health Information Sites News Audience Top 10 Video Sites by Ads Viewed Top 10 Politics Sites Revenue by News Source Smartphone Penetration Perception of Year Ahead Top 10 Print Media Websites SMS Sent/Received per Month Top 10 Real Estate Sites Mobile Internet Time by Category Community-based Organizations Spending & Channels Top 10 Mobile Phone Sites About HubSpot Marketing Media, B2B v. B2C Top 10 Television Sites Marketing Metrics, B2B v. B2C TV Programs for Ad-based Purchases Our Data Partners Types of Email Sent, B2B v. B2C Sponsorship Information Average Cost per Lead Retail & Consumer Goods Above Average Cost per Lead Economic Confidence Index Below Average Cost per Lead Outlook for Economy in 2011 Cost per Click: Yahoo-Bing, Google Top Investment/Finance Sites Top 10 Ad Focus Properties Online Retail Spending
  • 5. Media & Advertising Top 10 Advertisers Spend Trend News Audience Ad Spend for Television Media Revenue by News Source Ad Spend for Radio Media Top 10 Print Media Websites Ad Spend for Newspaper Media Ad Spend for Magazine Media News Sources, 2001-2010
  • 6. 2011: $173 Billion in Revenues Top 10 Advertisers Spend Trend 2009 v. 2010, US$ Millions Large advertisers back to spending in 2010 Source: Kantar Media Spending among the 10 largest advertisers increased 5.9% to $11.91 billion in the first nine months of 2010. However, total $3,123.9 advertising levels remain below those observed in the recent peak (pre-recession) year of 2006, with researchers projecting the industry’s size likely to equate to $173 billion in revenues this year. $2,130.7 $2,092.8 $1,823.2 $1,368.4 $1,228.7 $1,193.6 $1,139.7 $1,132.2 $1,112.4 $2,653.8 $2,157.9 $1,867.0 $2,149.7 $1,238.8 $1,391.5 $1,200.0 $1,232.6 $1,019.0 $852.0 Procter General AT&T Verizon News Corp Pfizer Inc Time Warner Johnson Ford Motor L'Oreal & Gamble Motors & Johnson Co. 2009 2010 The Marketing Data Box 6
  • 7. TV Media Best Y-o-Y Growth Ad Spend for Television Media 2009 v. 2010, % change Source: Kantar Media Strong growth in television media How did the spending flow? According to Kantar Media reports, of the major media channels, the 24.2% TV sector reported the best year-over-year ad expenditure growth rate in 2010 (10.3%). Within the sector, extremely strong spot TV growth (24.2%) and impressive growth in Spanish 10.3% 10.7% language cushioned enough for the 2.8% 9.8% contraction in large-scale national syndicated 5.3% campaigns. -2.8% Television Network TV Cable TV Spot TV Spanish Syndication – media total Language TV National The Marketing Data Box 7
  • 8. Ad Spend for Radio Up 7% Ad Spend for Radio Media 2009 v. 2010, % change Source: Kantar Media Strong showing for radio Radio has been hanging tough in these years, 18.6% holding audience, and attracting advertising. Radio media spending increased 7.6% led by national spot radio, with an 18.6% increase. Radio has fared well overall in terms of listenership, too. Network radio maintained its reach to about 189.7 million listeners, or nearly 7.6% 74% of Americans age 12 and up, according to 4.9% Arbitron RADAR 107. 2.2% Radio media total Local radio National spot radio Network radio The Marketing Data Box 8
  • 9. Newspapers: Negative and Slow Ad Spend for Newspaper Media 2009 v. 2010, % change Source: Kantar Media Newspapers lose audience, revenue There is not much good news for print Newspaper media total advertising revenue stream. MagnaGlobal -3.5% analysis indicates reported totals are held back by deep structural weakness in printed media, Local newspapers -4.6% which weakens with every passing quarter. National newspapers 2.7% MagnaGlobal predicts newspapers, magazines, directories and direct mail will likely decline by Spanish-language newspapers 2.0% 2.9% during 2011. The Marketing Data Box 9
  • 10. Sunday Mags are Bright Spot Ad Spend for Magazine Media 2009 v. 2010, % change Source: Kantar Media Sunday magazines show some growth Data from The Nielsen Company, also found that in terms of ad spending, print media 0.90% overall (national and local magazines, newspapers, Sunday supplements and B2B) Sunday Magazines 4.60% was flat, not picking up on the energy of other media. However, national Sunday supplements B-to-B Magazines -1.20% received a significant uptick with 20.5% growth from last year. (Local Sunday supplements fell Consumer Magazines 3.30% about 13%.) National magazines were also up 7.4%. Magazine media total 2.90% The Marketing Data Box 10
  • 11. Online News Audience Up 17% Consumer News Sources, 2001-2010 Percent (%) of adults Source: Pew Research News audience moves online An increasing share of the US news audience 90% turned to the internet in 2010, according to a new 82% 80% report from the Pew Project for Excellence in 80% 74% 74% 73% 73% 74% 70% 70% Journalism. Data from “State of the News Media 70% 66% 2011″ indicates in 2010, every news platform except for the internet saw audiences either stall or 60% decline. 50% 50% 45% 46% 42% 41% Internet News Platform Grows 17% 40% Pew data indicates the US audience for the internet 40% 36% 36% 35% 34% news platform grew 17.1% between 2009 and 30% 24% 24% 24% 35% 2010. Every other major news platform declined 21% 20% 32%31% during that year. For example, the local TV 18% 18% 20% audience declined the least among the other 21% 20% 18% 17% platforms at 1.5%, while the cable TV audience 10% 16% 16% 13% 14% 14% declined the most at 13.7%. 12% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Television Newspaper Internet Radio The Marketing Data Box 11
  • 12. Online Tops Print as News Source News Audience Shift 2009 v. 2010, % change More people choose online news Source: Pew Research For the first time, according to Pew research, more people said they got news from the web than 17.1% newspapers. The internet now trails only television among American adults as a destination for news, and the trend line shows the gap closing. Local TV Network Newspaper Audio Magazine Cable Online -1.5% -3.4% -5.0% -6.0% -8.9% -13.7% The Marketing Data Box 12
  • 13. Online Ad Revenue on Top, Too Revenue Growth by News Source 2009 v. 2010, % change Source: Pew Research More online ad revenue than print Financially, the tipping point also has come. When the 17.0% final tally is in, online ad revenue in 2010 is projected to surpass print newspaper ad revenue for the first time. 13.9% 8.4% 6.6% 6.0% 1.4% Local TV Online Cable Network Audio Magazine Newspaper -6.4% The Marketing Data Box 13
  • 14. 23% Would Pay for Online News Top 10 Print Media Websites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise Online newspapers examine paid content The New York Times 4.3% Frankly, we don’t hear the shouts of “told you so.” USA Today 2.4% Newspapers are implementing paid content models, People Magazine 2.3% and consumers, influenced by mobile devices, are more The Washington Post 1.6% prepared for the leap. 23% of Americans said they would pay $5 a month for an online version if their local TV Guide.com 1.4% newspaper would otherwise perish. 47% of Americans Daily Mail 1.4% used a mobile device to obtain news content, but 10% Sports Illustrated 1.3% of those who have downloaded local news apps have NY Daily News 1.2% paid for them to date. The Wall Street Journal 1.2% Examiner 0.9% The Marketing Data Box 14
  • 15. Top News Brands Lead Web, Too Top 10 Print Media Websites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise The New York Times 3.9 The New York Times 3.9 People Magazine 2.8 People Magazine 2.7 USA Today 2.4 USA Today 2.3 The Washington Post 1.7 The Washington Post 1.6 NY Daily News 1.5 Sports Illustrated 1.4 TV Guide.com 1.4 TV Guide.com 1.4 Sports Illustrated 1.4 NY Daily News 1.3 The Wall Street The Wall Street 1.3 1.2 Journal Journal Examiner 1.1 Examiner 1.2 Daily Mail 1.0 Daily Mail 1.0 January 2011 February 2011 The Marketing Data Box 15
  • 16. Spending & Channels Marketing Media, B2B v. B2C Top 10 Ad Focus Properties Marketing Metrics, B2B v. B2C Google & Facebook Use Types of Email Sent, B2B v. B2C Benefits of Social Media Average Cost per Lead Consequences of Social Media Above Average Cost per Lead Top 10 Social Network Sites Below Average Cost per Lead Internet Usage by Youth Cost per Click: Yahoo-Bing, Google
  • 17. Web, Email Lead Day-to-Day Ops Marketing Media, B2B v. B2C February 2011, % of respondents Source: Multichannel Merchant Outlook: 2011 marketing is new media In terms of day-to-day business, “Outlook: 2011 Marketing,” a survey of B2B and B2C marketers from Multichannel Merchant, 93% found, fundamentally, that new media have superseded the old. 84% 84% 84% 88% 84% 69% 61% 66% 54% 54% 47% 47% 44% 50% 37% 41% 34% 31% 18% 16% Website Email Social media Paid search Banner ads Consumer B2B publications publications Total B2C B2B The Marketing Data Box 17
  • 18. 67% Say Email More Important Marketing Metrics, B2B v. B2C February 2011, % of respondents Source: Multichannel Merchant Email, website metrics important tools Also looking for cost-effective marketing tools, many respondents from the Multichannel Merchant 79% 84% survey use email as a marketing 67% tool and wished they could improve 66% their campaigns; 67.3% said that 47% 53% email-related metrics became more 35% important to their business in the 33% 19% past year, This is up from 56.1% in 13% 14% 13% the previous year's survey. Affiliate related Catalog related Email related Mobile related Search related Website related B2C B2B The Marketing Data Box 18
  • 19. More Use of Practical Email Tools Types of Email Sent, B2B v. B2C February 2011, % of respondents Source: Multichannel Merchant Trigger emails on the rise Of the respondents that conducted email marketing, 9 of 90% 10 sent promotional messages, and 7 in 10 sent 90% transactional emails (e.g., order confirmations). A growing 72% percentage are using trigger emails such as birthday 67% messages or cart abandonment follow-ups, with just more 41% than 20% indicating that this was a practice they've done 33% 32% more frequently in the past year. 33% 32% 30% 7% 5% 4% 2% Promotional/ Transactional Prospecting Reactivation Trigger Other None Marketing B2C B2B The Marketing Data Box 19
  • 20. 54% Increase Inbound Budget Average Cost per Lead, Inbound vs. Outbound 2010 v. 2011, % of respondents’ costs by lead channel Source: HubSpot Businesses review cost-effective tools In 2011, the average cost per lead for outbound- dominated businesses was $373, while inbound $373 businesses reported their leads cost on average $332 $143. 54% of those businesses surveyed for HubSpot’s “2011: The State of Inbound Marketing” are increasing their inbound marketing budgets. $134 $143 2010 2011 Outbound marketing dominated Inbound marketing dominated The Marketing Data Box 20
  • 21. 29% Think Paid Search is Costly Above Average Cost per Lead, Inbound vs. Outbound 2010 v. 2011, % of respondents’ costs by lead channel Source: HubSpot Paid search priciest inbound channel When classifying each lead generation category as ― below average cost, near 47% average cost, or above average cost ― 41% businesses consistently ranked inbound marketing channels as having costs lower than 29% 27% outbound channels. PPC was the only inbound channel that was ranked among the outbound 13% 13% channels in terms of costs. Trade shows, PPC, 9% direct mail and telemarketing were most frequently ranked as more expensive. Inbound Outbound The Marketing Data Box 21
  • 22. Blogs Tops at Lower Cost Leads Below Average Cost per Lead, Inbound vs. Outbound 2010 v. 2011, % of respondents’ costs by lead channel Source: HubSpot Blogs, social media gain budget share Blogs had the highest instance of being reported 55% as a below average cost, with 55% of companies 47% reporting this. The average budget spent on 39% 36% company blogs and social media increased from 33% 27% 9% in 2009 to 17% in 2011. Marketers, the survey 19% found, are decreasing the portion spent on PPC, direct mail and telemarketing. Inbound Outbound The Marketing Data Box 22
  • 23. 20¢ Separate Google, YaBing CPC Cost per Click: Yahoo-Bing, Google Aug-Dec. 2010, Trend since Launch Yahoo-Bing CPC trends down Source: Marin Software / Razorfish More on what is cost-effective for $0.91 marketers, Marin Software and Razorfish $0.84 $0.84 $0.82 $0.81 studied paid-search performance before, $0.84 $0.82 $0.82 during and after the transition that brought $0.74 $0.73 together Yahoo-Bing (i.e. August 15th to December 15th 2010). Pre-transition, Yahoo-Bing’s CPC was more or less identical to Google. However after the transition, Google’s CPC trended significantly higher than Yahoo-Bing. August September October November December Google Yahoo-Bing The Marketing Data Box 23
  • 24. 16 Million More Visitors at Google Top 10 Ad Focus Properties by Unique Visitors (000) and % Reach, Jan. 2011 Source: comScore GoogleAd Network reach is 93% Google Ad Network 197,076 93.1% In terms of online advertising, the Google Yahoo! Network Plus 180,843 85.5% Ad Network led the January 2011 Ad AOL Advertising 179,956 85.0% Focus ranking with an impressive reach of 93.1% of Americans online, followed Yahoo! Sites 178,864 84.5% by Yahoo Network Plus with an 85.5% Google 170,325 80.5% reach, AOL Advertising with 85% and Turn Media Platform 168,577 79.7% Yahoo Sites with 84.5%. ValueClick Networks 168,499 79.6% Facebook.com crossed into the top 10 24/7 Real Media 165,127 78.0% for the first time in January 2011 with a 73.7% AdBrite 156,061 72.3% reach. Facebook.com 153,020 72.3% The Marketing Data Box 24
  • 25. Google Use Tops Facebook by 40% Google & Facebook Use Base: US youth ages 8-21, Online more than 1 hr "yesterday,” Feb. 2011 Source: Gallup / USA Today Google used more than Facebook Gallup data indicates men (42%) are about as likely as women (45%) to have a Facebook page. However, men (63%) 85 87 85 83 are 12.5% more likely than women (56%) 73 69 66 63 to say they visit Google in a given week. 58 60 55 55 56 56 54 53 51 Overall, 40% more US adults say they 45 43 41 42 33 34 35 use Google in a typical week (60%) than 28 have a Facebook page (43%). 17 Use Google in a typical week Have a Facebook page The Marketing Data Box 25
  • 26. 65% See Pros of Social Media Benefits of Social Media January 2011, US adults, answered "yes, frequently" or "yes, occasionally“ Source: Harris Interactive Users assess benefits of social media No doubt, the social media is booming, and of Received a good yet, there is very little negative backlash. A suggestion for 40% 59% 44% 34% 19% something to try majority of US adults are using social media (65%), and a similar number say they have Made a connection regarding a job 15% 34% 19% 11% 4% received a positive benefit from its use, a poll opportunity from Harris Interactive found. Example, one- quarter of Echo Boomers have found a job Found a new 9% 17% 9% 5% 2% opportunity through social media (24%). apartment or house Total Echo Boomers (18-33) Gen X (34-45) Baby Boomers (46-64) Mature (65+) The Marketing Data Box 26
  • 27. 43% Encounter SocNet “Cons” Benefits of Social Media January 2011, US adults, answered "yes, frequently" or "yes, occasionally“ Source: Harris Interactive Social networks cause problems for some 43% of social media users say they have been offended by posts, comments or pictures they’ve seen, and the 51% 48% quarter who say that unintended persons have viewed 43% links or comments they’ve posted (26%). Some reported 43% 38% 37% 39% more serious consequences of getting in trouble with 30% 28% 26% school or work, or losing a job opportunity. (7% for both). 29% 22% 13% 12% 17% 11% 10% 10% 7% 7% 9% 4% 3% 8% 3% 3% Been offended by posts, Unintended persons viewed Got introuble woth school or Lost a job opportunity comments or pictures my links or comments work because of my posts because of my posts Total Echo Boomers (18-33) Gen X (34-45) Baby Boomers (46-64) Mature (65+) Male Female The Marketing Data Box 27
  • 28. Facebook Ad Recall 10% Higher Top 10 Social Network Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise Ad recall higher than standard homepage ad Nielsen analyzed fourteen Facebook ad campaigns, and Facebook 64.2% found that consumers who were exposed to a standard YouTube 19.6% homepage ad on Facebook had 10% higher ad recall, MySpace 1.4% 4% higher brand awareness and 2% higher purchase Yahoo! Answers intent than consumers who were not exposed. When a 1.2% Facebook homepage ad features social context (i.e., the Twitter 1.1% ad includes a list of people on the viewer’s “friend list” Tagged 0.8% who are registered fans of the brand or product), the myYearbook 0.4% increase in recall, awareness and purchase intent Linkedin 0.4% compared to non-exposed consumers is substantially higher than that caused by standard Facebook Mylife 0.4% homepage ads. Club Penguin 0.3% The Marketing Data Box 28
  • 29. Users Average 5.5 Hours Monthly Users Spend More Time  Top 10 Social Network Sites with SocNets by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise On average, global web  users across 10  countries spent roughly  Facebook 63.6 Facebook 64.3 five and a half hours on  social networks in  YouTube 18.9 YouTube 19.2 February 2010, up more  than two hours from  MySpace 2.2 MySpace 1.7 February 2009. Yahoo! Answers 1.1 Yahoo! Answers 1.1 Twitter 1.0 Twitter 1.0 Tagged 0.9 Tagged 0.8 myYearbook 0.5 myYearbook 0.4 Mylife 0.4 Linkedin 0.4 Linkedin 0.4 Mylife 0.4 Club Penguin 0.3 Club Penguin 0.3 January 2011 The Marketing Data Box 29
  • 30. 9 in 10 Youth Online 1+ Hours Internet Usage by Youth 2006-2010, Base: US youth ages 8-21, Online more than 1 hr "yesterday" 2006-2010 Source: Harris Interactive Every day, youth spend an hour-plus online 59% 8-9 year olds 61% A Harris Interactive study on the internet habits of youth 76% 76% found that eight in 10 8-to-12-year-olds (79%) and nine 68% in 10 13-to-24-year-olds (88% of 13-to-17-year-olds, 69% 10-12 year olds 75% 90% of 18-to-24-year-olds) spend an hour or more online 82% on a typical day. 81% 83% 13-15 year olds 82% 88% The average number of hours spent online daily 89% increases with age, rising from 1.9 hours among 8-to-12- 81% 16-17 year olds year-olds to 3.5 hours among 13-to-17-year-olds, 79% 87% topping at 4.5 hours among 18-to-24-year-olds. 88% 90% 18-21 year olds 88% 89% 2006 2007 2009 2010 The Marketing Data Box 30
  • 31. Online Video & Mobile Top 10 Video Multimedia Sites Top 10 Mobile Phone Sites Top 10 Video Sites by Ads Viewed Top 10 Television Sites Smartphone Penetration TV Programs for Ad-based Purchases SMS Sent/Received per Month Mobile Internet Time by Category
  • 32. 179 Million Watch Video Online Top 10 Video Multimedia Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise American watch 14 hours of online video Gaining its share of some of this increased internet YouTube 77.0% audience, the online video market continued to gain Hulu 3.1% momentum in 2010, with an average of 179 million bing Videos 2.1% Americans watching video each month, according to a new white paper from comScore. Engagement levels Yahoo! Video 1.2% also rose during the year, with viewers watching online Fancast 1.0% videos more frequently. Apple iPod & 1.0% iTunes Americans also spent about 12% more hours viewing Google Video 0.8% online video in 2010 (14.2) compared the prior year Daily Motion 0.7% (12.7) due to increased content consumption and more MetaCafe 0.6% video ad streams. The average American streamed a Mega Video 0.5% record 201 videos in December 2010, up 8% from 187 a year earlier. The Marketing Data Box 32
  • 33. Top 10 Video Multimedia Sites Three of the top  Top 10 Video Multimedia Sites 10 most‐shared  by U.S. Market Share of Visits (%), Jan. & Feb. 2011 videos in February  Source: Experian Hitwise 2011 began as ads  aired during the  2011 Super Bowl  (Feb. 6, 2011).  YouTube 75.5 These include the  YouTube 76.6 top two videos,  “Volkswagen  Hulu 3.5 Hulu 3.4 Commercial: The  Force” and  bing Videos “Chrysler Eminem  2.3 bing Videos 2.4 Super Bowl  Commercial:  Fancast 1.2 Yahoo! Video 1.2 Imported from  Detroit.” Yahoo! Video 1.1 Fancast 1.1 Apple iPod & iTunes 1.1 Apple iPod & iTunes 1.0 Google Video 0.8 Google Video 0.8 Mega Video 0.7 Daily Motion 0.6 Daily Motion 0.6 Mega Video 0.6 MetaCafe 0.6 MetaCafe 0.6 January 2011 February 2011 The Marketing Data Box 33
  • 34. 45% of Americans See Video Ads Top 10 Video Sites by Ads Viewed January 2011, Ads viewed (000) Source: comScore Online video ads reach 45% of population Hulu 1,080,902 As an ad market, online video is maturing as well, Tremor Media 503,683 Americans viewed more than 4.3 billion video ads in January, according to comScore data. Hulu ADAP.TV 431,908 generated the highest number of video ad BrightRoll 414,644 impressions at nearly 1.1 billion. Tremor Media Video CBS Interactive 348,381 Network ranked second overall (and highest among Microsoft Sites 318,832 video ad networks) with 503.7 million ad views. CWTV.com 211,593 Time spent watching videos ads totaled 1.7 billion SpotXchange 193,685 minutes during the month, with Hulu streaming the AOL, Inc. 185,127 largest duration at 434 million minutes. Video ads reached 45% of the total US population an average of Google Sites 154,716 32 times during the month. The Marketing Data Box 34
  • 35. In U.S., 31% Own Smartphones Smartphone Penetration Base: % of population, 2009-2010 demographic trend Source: The Nielsen Company One-third of consumers have smartphones 50% 45% 45% As of December 2010, nearly a third (31%) of all 45% 40% 40% 37% 45% 45% mobile consumers in the US owned smartphones. 34% 35% 40% But smartphone penetration is even higher among 30% 34% 33% mobile users who are part of ethnic and racial 32% 31% 30% 25% 27% minorities in the US; namely Asian/Pacific 25% 26% 20% 24% Islanders (45%), Hispanics (45%) and African- 20% 21% 15% 18% Americans (33%), populations that also tend to 10% skew younger. Meanwhile, only 27% of white 5% mobile users reported owning a smartphone. 0% Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Hispanic White African American Asian The Marketing Data Box 35
  • 36. Teens Power-Text, Seniors Don’t! SMS Sent/Received per Month Base: Mobile phone users, Total by age Source: The Nielsen Company Younger phone owners like text feature 3,705 Younger mobile phone users definitely text far more often than older users, as the only other age group to average more than 1,000 texts per month is 0-12-year-olds (1,178). Text usage starts rapidly dropping among older age brackets, with 25-to-34-year-old mobile phone users 1,707 sending and receiving an average of 758 per month. This number drops sequentially with each succeeding age 1,178 bracket, hitting a low of 41 among mobile phone users 65 758 583 and older. 349 126 41 0-12 13-17 18-24 25-34 35-44 45-54 55-64 65+ The Marketing Data Box 36
  • 37. Email Leads Mobile Internet Time Mobile Internet Time by Category January 2011, % share of total mobile internet time Source: The Nielsen Company Email tops for mobile internet time 38.5% A look overall at how US consumers with mobile internet access spend their mobile online time, the study finds email represents a leading 38.5% of time spent. No other activity comes close, 10.7% 7.2% with social networking coming in a 6.3% 4.6% 4.3% 4.1% 4.0% 3.0% 2.8% distant second (10.7%). This data comes from The Nielsen Company’s “State of the Media 2010.″ The Marketing Data Box 37
  • 38. 25% are “Avid” Phone Gamers Top 10 Mobile Phone Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise 44% have tried a mobile phone game MocoSpace 22.8% More than half (52%) of 2,425 US and UK mobile phone owners surveyed have played a game on a mobile phone at Myxer 10.5% some time in the past, according to a survey PopCap WeeWorld 7.0% Games/Information Solutions Group (ISG). 44% of US Your Pure Crush 5.4% respondents have played a mobile game at least once. In addition, about 33% of respondents have played a game on Cricket 4.4% their mobile phone handset in the past month, and nearly a MySpace Mobile 3.8% quarter (24.6%) have played in the past week, qualifying PhoneZoo 3.1% them as “avid mobile phone gamers.” Yahoo! Mobile 2.4% . Musica.com 2.3% Boost Mobile - Media Mail 2.1% The Marketing Data Box 38
  • 39. 2011: Mobile Ads to Increase 60% Top 10 Mobile Phone Sites Interest in mobile  by U.S. Market Share of Visits (%), Jan. & Feb. 2011 advertising has  Source: Experian Hitwise been catalyzed  among large  advertisers during  the past year, and  MocoSpace 23.12 MocoSpace 23.9 MagnaGlobal  expects growth of  Myxer 11.35 Myxer 9.8 60.1% during 2011. WeeWorld 7.11 WeeWorld 6.4 Cricket 5.30 MySpace Mobile 5.0 MySpace Mobile 4.30 MyTrafficMaps.net 4.9 Your Pure Crush 3.52 Your Pure Crush 4.6 PhoneZoo 3.19 Cricket 4.5 Musica.com 2.37 PhoneZoo 2.9 Yahoo! Mobile 2.22 Musica.com 2.1 Fun For Mobile 2.07 Sprint - Pictures 2.0 January 2011 February 2011 The Marketing Data Box 39
  • 40. TV Will Hold 41% of All Ad Revenue Top 10 Television Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise Television to stay on top ad revenue heap MSNBC 7.5% Worth noting, for now, that despite some pressure from The Weather the other “2 Screens” – a.k.a., competition from online 7.2% Channel - US and mobile, in 2011, TV will retain its global leadership CNN.com 4.7% of all media forms in terms of total revenues, including ESPN 4.7% ad revenues, subscriptions, pay-per-view and license Hulu 4.6% fees, according to Deloitte research. TV will account for Fox News 2.8% about 41% of all ad revenues, and grow its share to 42% by 2012. TV ad revenue share grew close to 10% Yahoo! TV 2.6% between 2007 and 2010, from 37% to more than 40%. FOX Sports on 2.3% Even playback does not make a dent. Data from a MSN Nick Nielsen Company study indicates that DVRs actually 2.1% (Nickelodeon) contribute significantly to commercial viewing. On a QVC.com 1.9% total US basis, DVR playback added a 16% lift to the average minute of primetime commercials. The Marketing Data Box 40
  • 41. Top 10 Television Sites Top 10 Television Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise The Weather Channel - US 8.74 The Weather Channel - US 8.52 MSNBC 6.71 MSNBC 6.12 Hulu 5.03 Hulu 5.13 ESPN 4.24 CNN.com 3.95 CNN.com 3.99 ESPN 3.87 Fox News 2.27 Fox News 2.48 Yahoo! TV 1.94 Yahoo! TV 2.08 FOX Sports on MSN 1.94 FOX Sports on MSN 1.84 Home & Garden Television 1.78 Nick (Nickelodeon) 1.75 Foxsports NFL 1.73 QVC.com 1.72 January 2011 February 2011 The Marketing Data Box 41
  • 42. Trust Meter: Local TV News is Third TV Programs for Ad-based Purchases December 2010, Viewers of genre 2x a week or more Source: Hearst/Frank N. Magid Associates Local TV news trusted, ads reliable Informational talk shows 19% In terms of consumers, local TV news was found to be Entertainment talk shows 14% an effective medium for advertisers, according to a Local TV news 12% study from Frank M. Magid Associates, Inc. and Hearst Cable prime time… 11% Television. Viewers indicated that they find local news Broadcast prime… 10% advertising to be trustworthy and relatable at higher Broadcast prime time… 8% rates than most other TV genres. Cable news 7% Court shows 7% Products and services advertised during local TV news Sitcom reruns 6% programs were ranked trustworthy by the third-highest Broadcast news 6% percentage of respondents (16%), trailing Entertainment news 5% entertainment talk shows (23%) and informational talk Game shows 4% shows (27%). . The Marketing Data Box 42
  • 43. Retail & Consumer Goods Economic Confidence Index Outlook for Economy in 2011 Top Investment/Finance Sites Online Retail Spending Department Store Advertisers Youth Influence and Purchases Number of Online Content Buys
  • 44. Economic Mood … Improving Economic Confidence Index 2009-2010, Full-year Trend, Base: US Consumers, Monthly Averages Source: Gallup Economy mood swings Perhaps testament to the 0 realities of the country’s financial growth economic ‐10 confidence indices are still reflecting a shift in -22 -23 consumer perspective ‐20 -24 -25 -24 -26 -27 -27 -29 -28 according to Gallup data. -30 ‐30 -33 Gallup’s Economic -27 -30 -29 -30 Confidence Index averaged -32 -31 -34 -33 -33 -31 over the first two weeks ‐40 of December, fully offsetting November’s ‐50 -49 improvement to -24, and essentially matching the -54 ‐60 -58 monthly readings of -29 in Jan Feb March April May June July Aug Sept Oct Nov Dec October and -33 in September. 2009 2010 The Marketing Data Box 44
  • 45. 58% Say 2011 Will be Better Outlook for Economy in 2011 Base: % of adults, January 2011 Source: Gallup Economy mood swings With the turn of the year, 62 perhaps buoyed by the 56 55 55 holidays and new year 52 51 52 51 48 50 cheer, Americans report 46 considerably more optimism than pessimism about what it may bring. 32 31 Fifty-eight percent of 27 27 26 25 25 respondents say 2011 will 21 22 24 25 18 be better than 2010, 20% 23 23 23 16 21 20 21 20 19 say 2011 will be worse, and 17 21% say it will be the same. Better Same Worse The Marketing Data Box 45
  • 46. 41% Say Economy is “Better” Top 10 Investment/Finance Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise Economy mood swings, optimism grows Yahoo! Finance 29.8% By January, another Gallup poll revealed that forty-one msn money 6.2% percent of Americans said the economy is “getting Fidelity 4.7% better,” up 17% from 35% in December 2010 and about Investments 8% from 38% a year ago. This level of optimism ties for Scottrade 4.6% the highest since Gallup daily tracking began in January TD AMERITRADE 3.9% 2008. CNN Money.com 3.4% Charles Schwab 2.8% The Wall Street 2.3% Journal E*Financial 2.2% CNBC 2.2% The Marketing Data Box 46
  • 47. Top Investment/Finance Sites Top 10 Investment/Finance Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise Yahoo! Finance 32.6 Yahoo! Finance 29.3 msn money 7.0 msn money 6.2 Fidelity Investments 4.7 Fidelity Investments 4.9 Scottrade 4.5 Scottrade 4.9 TD AMERITRADE 3.7 TD AMERITRADE 3.9 CNN Money.com 3.0 CNN Money.com 3.3 Charles Schwab 2.8 Charles Schwab 3.0 The Wall Street 2.4 E*Financial 2.3 Journal Yahoo! Message Yahoo! Message 2.1 2.2 Boards Boards The Wall Street E*Financial 2.1 2.2 Journal January 2011 February 2011 The Marketing Data Box 47
  • 48. Online Retail Hits Record $43.4B Online Retail Spending 2007-2010, Base: All U.S. adults, % change Source: Pew Research Record online retail spending $50,000 25% $43,432 As the mood picks up, so does $45,000 23% 23% $39,132 $39,045 20% consumer spending: US online $38,071 $40,000 19% retail spending reached a record $35,000 $31,178 $32,942 17% $31,031 $30,581 15% $43.4 billion during Q4 2010, $33,984 $30,000 $27,970 $32,133 13% $30,274 $30,169$29,552 according to comScore. This figure $28,441 $25,000 $27,176 10% 11% 10% 11% is up 11% from $39 billion in Q4 $20,000 9% 9% 2009 and 35% from $32.1 billion in 5% $15,000 6% Q3 2010. This marks the fifth $10,000 3% 0% consecutive quarter of positive $5,000 0% -1% year-over-year growth and second -2% $0 -3% -5% quarter of double-digit growth rates in the past year. E-Commerce Spending ($ Millions) Y/Y Percent Change The Marketing Data Box 48
  • 49. Double-digit Growth for “eTail” Top 10 Department Store Advertisers By No. of Ad Plays, March 2011 Source: Mediaguide E-commerce growth below pre-recession level Though this is an improvement, retail e-commerce Macy's 35,546 growth rates are still significantly below those reported Kohl's 32,652 during 2007, which ranged from 17-23%. They are more JCPenney's 16,477 in line with the respective 11% and 13% growth rates reported during the first two quarters of 2008 (the current Wal-Mart 14,492 recession is generally considered to have started in Meijer Superstores 5,931 December 2007). However, comScore predicts continued Fred Meyer 5,514 double-digit year-over-year growth in US retail e- Target 2,457 commerce spending for the upcoming quarters of 2011. Sears 2,392 Marshalls 2,084 TJMaxx 1,264 The Marketing Data Box 49
  • 50. Department Store Advertisers Top 10 Department Store Advertisers Overall self‐reported  By No. of Ad Plays, Jan. & Feb. 2011 daily consumer spending  Source: Mediaguide in stores, restaurants, gas  stations, and online  averaged $55 per day in  Wal-Mart 48,164 Wal-Mart 57,758 the week ending Jan. 9 ,  2011, according to  Gallup data. This is down  Kohl's 39,779 Macy's 45,865 27% from the $75  average for the month of  Macy's 39,527 Kohl's 33,904 December 2010 (a post‐ holiday drop was  expected), but also well  Sears 16,761 Sears 15,699 below the $68 average  for the same week in  Target 6,149 Meijer Superstores 7,254 2010. Fred Meyer Stores 4,459 JCPenney's 4,098 Meijer Superstores 3,229 Fred Meyer 2,901 JCPenney's 1,814 Target 2,310 Beall's 483 Kmart 746 Beachwood Place 229 Lord & Taylor 588 January 2011 February 2011 The Marketing Data Box 50
  • 51. Youth Carry $123.5B “Purse” Youth Influence and Purchases December 2010, (buy or influence others to buy) % of US youths aged 8-21 Source: Harris Interactive Youth regain hold on purse strings 40% Youth spending may be on the rebound after Entertainment/ 43% Sports tickets 45% declining earlier in the current recession. Hand-held 35% 20% Total spending among 8-to-21-year-olds was video games 17% 31% at $132.2 billion in 2007, which dipped to Video game 27% system $112.8 billion by 2009, reports Harris 24% Cell phone/ 22% Smart phone 30% Interactive. However, this year it is projected 29% Digital media 21% Ages 8-12 to reach $123.5 billion, a roughly 9% 24% player 20% increase. Roughly four in 10 US consumers 17% Computer 24% Ages 13-17 ages 8-24 will personally buy or influence 28% 12% the purchase of entertainment/sporting event TV 17% Ages 18-24 20% 10% tickets in the next month. Camera 20% 18% Camcorder or 7% 14% video camera 13% The Marketing Data Box 51
  • 52. About $50 Monthly for Tunes, etc. Number of Online Content Buys December 2010, Percent (%) of US adults Source: Pew Research Users average about $47 for online content Nearly two-thirds of internet users (65%) have paid 25.0% to download or access some kind of “intangible” online content. Music, software, and apps are the 21.0% most popular content for pay-to-access or download according to a Pew study. Of them, 15.0% nearly half (46%) have purchased only one or two 11.0% 12.0% of the types of content. The average expense for online content was approximately $47 per month, 7.0% including both subscriptions (an average of $12 per 4.0% month) and individual file access (an average of 1.5% 1.4% $22 per month). 0.5% 0.9% 0.6% 0.4% 1 2 3 4 5 6 7 8 9 10 11 12 13 No. of  different types of online content purchased by internet users The Marketing Data Box 52
  • 53. Lifestyle & Community Health Research by Age Health Information Sites Top 10 Politics Sites Perception of Year Ahead Top 10 Real Estate Sites Community-based Organizations
  • 54. 8 in 10 Research Health Online Health Research by Age February 2011, Percent (%) of US adults Source: Pew Research 80% research online Eight in 10 US internet users look online for health 100% information making it, 90% overall, the third most 80% popular online pursuit among all those tracked by 70% Pew. 60% 50% Since one-quarter of adults do not go online, the 40% percentage of online health 30% information seekers is 59% among the total US adult 20% population. 10% 0% Millennials Gen X Young Boomers Old Boomers Silent Gen G.I. Gen Go online Email Use search engine Look for health info Get news Buy a product The Marketing Data Box 54
  • 55. 65% of Women Research Online Top 10 Health Information Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise Online health research by age, gender, race WebMD 8.0% The study also found that women, non-Hispanic whites, younger adults, and those with higher levels of education and Yahoo! Health 6.9% income are more likely to gather health information online. Righthealth.com 6.0% For example, 65% of women but 53% of men look up online MedicineNet 3.9% health. Non-Hispanic whites (63%) have a higher rate than African-Americans (47%) or Latinos (45%). Also, 71% of 18- Drugs.com 3.8% to-29-year-olds but only 29% of those 65 and older look up MayoClinic.com 3.6% health information online. Pew says there are two forces at AOL Health 3.0% play in the data: simple access to the internet and general interest in health information. For example, women and men HealthGrades 2.4% are equally likely to have access to the internet, but women HealthLine 1.8% are more likely than men to report gathering health MedlinePlus 1.6% information online. The Marketing Data Box 55
  • 56. 44% of Adults Hope to Lose Lbs. Top 10 Health Information Sites Results of a Harris  by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Poll indicate that  Source: Experian Hitwise forty‐four percent  of US adults have  made losing  WebMD 8.02 WebMD 7.83 weight one of their  resolutions for  Yahoo! Health 5.89 Yahoo! Health 7.82 2011. Righthealth.com 5.54 Righthealth.com 5.13 Drugs.com 3.65 Drugs.com 3.64 MedicineNet 3.52 MedicineNet 3.57 MayoClinic.com 3.38 MayoClinic.com 3.38 Everyday Health 2.37 AOL Health 3.04 AOL Health 2.23 HealthGrades 2.26 HealthGrades 2.21 MSN Health 2.05 MSN Health 1.92 Everyday Health 1.81 January 2011 February 2011 The Marketing Data Box 56