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Les avantages et les conséquences des médias sociaux …

Les avantages et les conséquences des médias sociaux
Regards sur la vidéo en ligne et mobile
Quelle activité domine le temps de l'Internet mobile
taux de croissance Ecommerce
Tendances sur les dépenses des canaux
Parrainé par HubSpot, La commercialisation de données Box est publié par, avec les données recueillies à partir des données des partenaires majeurs: La Société Neilsen, Harris Interactive, Pew Research, Kantar Media, Compete, comScore, Hitwise et Experian Mediaguide.

Published in Business , News & Politics
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  • 1. The Marketing Data Box A Q U AR T E R LY C O L L E C T I O N O F P R AC T I C AL M AR K E T I N G T O O L S R E AD Y F O R P R O F E S S I O N AL U S Etrends • 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 featuringnews, 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 theknowledge demands of daily marketing an easier task. Our data comes from major data partners andcaptures 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 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%, butperhaps 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 theirmarketing 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 trustworthyThere are 65 charts on 54 data slides in this issue – as well as insightful analysis you can share with yourblog or newsletter subscribers, and fellow marketing and sales team members. As a marketer, how can youresist?Enjoy,The HubSpot Team 3
  • 4. Charts inside…Media & Advertising Google & Facebook Use Department Store AdvertisersTop 10 Advertisers Spend Trend Benefits of Social Media Youth Influence and PurchasesAd Spend for Television Media Consequences of Social Media Number of Online Content BuysAd Spend for Radio Media Top 10 Social Network SitesAd Spend for Newspaper Media Lifestyle & CommunityAd Spend for Magazine Media Online Video & Mobile Health Research by AgeNews Sources, 2001-2010 Top 10 Video Multimedia Sites Health Information SitesNews Audience Top 10 Video Sites by Ads Viewed Top 10 Politics SitesRevenue by News Source Smartphone Penetration Perception of Year AheadTop 10 Print Media Websites SMS Sent/Received per Month Top 10 Real Estate Sites Mobile Internet Time by Category Community-based OrganizationsSpending & Channels Top 10 Mobile Phone Sites About HubSpotMarketing Media, B2B v. B2C Top 10 Television SitesMarketing Metrics, B2B v. B2C TV Programs for Ad-based Purchases Our Data PartnersTypes of Email Sent, B2B v. B2C Sponsorship InformationAverage Cost per Lead Retail & Consumer GoodsAbove Average Cost per Lead Economic Confidence IndexBelow Average Cost per Lead Outlook for Economy in 2011Cost per Click: Yahoo-Bing, Google Top Investment/Finance SitesTop 10 Ad Focus Properties Online Retail Spending
  • 5. Media & AdvertisingTop 10 Advertisers Spend Trend News AudienceAd Spend for Television Media Revenue by News SourceAd Spend for Radio Media Top 10 Print Media WebsitesAd Spend for Newspaper MediaAd Spend for Magazine MediaNews Sources, 2001-2010
  • 6. 2011: $173 Billion in RevenuesTop 10 Advertisers Spend Trend2009 v. 2010, US$ Millions Large advertisers back to spending in 2010Source: 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 LOreal & Gamble Motors & Johnson Co. 2009 2010 The Marketing Data Box 6
  • 7. TV Media Best Y-o-Y GrowthAd Spend for Television Media2009 v. 2010, % changeSource: 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 18.6% years, 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 SlowAd Spend for Newspaper Media2009 v. 2010, % changeSource: 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 Local newspapers -4.6% media, which weakens with every passing quarter. National newspapers 2.7% MagnaGlobal predicts Spanish-language newspapers 2.0% newspapers, magazines, directories and direct mail will likely decline by 2.9% during 2011. The Marketing Data Box 9
  • 10. Sunday Mags are Bright SpotAd Spend for Magazine Media2009 v. 2010, % changeSource: 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 Sunday Magazines 4.60% and B2B) was flat, not picking up on the energy of other media. However, national B-to-B Magazines -1.20% Sunday supplements received a significant uptick with 20.5% growth from last year. (Local Consumer Magazines 3.30% Sunday supplements fell 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, 2001-2010Percent (%) of adultsSource: Pew Research News audience moves online An increasing share of the US news audience90% turned to the internet in 2010, according to a new 82% 80% report from the Pew Project for Excellence in80% 74% 74% 73% 73% 74% 70% 70% Journalism. Data from “State of the News Media70% 66% 2011″ indicates in 2010, every news platform except for the internet saw audiences either stall or60% decline. 50%50% 45% 46% 42% 41% Internet News Platform Grows 17% 40% Pew data indicates the US audience for the internet40% 36% 36% 35% 34% news platform grew 17.1% between 2009 and30% 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 audience10% 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 SourceNews Audience Shift2009 v. 2010, % change More people choose online newsSource: 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, TooRevenue Growth by News Source2009 v. 2010, % changeSource: Pew Research More online ad revenue than print Financially, the tipping point also has come. When the17.0% 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 4.3% Times Frankly, we don’t hear the shouts of “told you so.” USA Today 2.4% Newspapers are implementing paid contentPeople Magazine 2.3% models, and consumers, influenced by mobile The Washington devices, are more prepared for the leap. 23% of 1.6% Post Americans said they would pay $5 a month for an online TV 1.4% version if their local newspaper would otherwise perish. Daily Mail 1.4% 47% of Americans used a mobile device to obtain newsSports Illustrated 1.3% content, but 10% of those who have downloaded local NY Daily News 1.2% news apps have paid for them to date. The Wall Street 1.2% Journal Examiner 0.9% The Marketing Data Box 14
  • 15. Top News Brands Lead Web, TooTop 10 Print Media Websitesby U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: 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 1.4 TV 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 & ChannelsMarketing Media, B2B v. B2C Top 10 Ad Focus PropertiesMarketing Metrics, B2B v. B2C Google & Facebook UseTypes of Email Sent, B2B v. B2C Benefits of Social MediaAverage Cost per Lead Consequences of Social MediaAbove Average Cost per Lead Top 10 Social Network SitesBelow Average Cost per Lead Internet Usage by YouthCost per Click: Yahoo-Bing, Google
  • 17. Web, Email Lead Day-to-Day OpsMarketing Media, B2B v. B2CFebruary 2011, % of respondentsSource: 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 93% Merchant, found, fundamentally, that new media have superseded 84% 84% 84%88% the old. 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 years 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 theyve 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 BudgetAverage Cost per Lead, Inbound vs. Outbound2010 v. 2011, % of respondents’ costs by lead channelSource: 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 CostlyAbove Average Cost per Lead, Inbound vs. Outbound2010 v. 2011, % of respondents’ costs by lead channelSource: 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 9% shows, PPC, direct mail and telemarketing were most frequently ranked as more expensive. Inbound Outbound The Marketing Data Box 21
  • 22. Blogs Tops at Lower Cost LeadsBelow Average Cost per Lead, Inbound vs. Outbound2010 v. 2011, % of respondents’ costs by lead channelSource: 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 CPCCost per Click: Yahoo-Bing, GoogleAug-Dec. 2010, Trend since Launch Yahoo-Bing CPC trends downSource: 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 $0.84 $0.82 $0.82 before, during and after the transition that $0.74 $0.73 brought 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 GoogleYahoo! 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% andTurn Media Platform 168,577 79.7% Yahoo Sites with 84.5%.ValueClick Networks 168,499 79.6% 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. 153,020 72.3% The Marketing Data Box 24
  • 25. Google Use Tops Facebook by 40%Google & Facebook UseBase: US youth ages 8-21, Online more than 1 hr "yesterday,” Feb. 2011Source: 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 to say they visit Google in a given week. 66 63 58 60 55 54 55 56 56 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 opportunity through social media (24%). 9% 17% 9% 5% 2%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 MediaJanuary 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 Unintended persons viewed Got introuble woth school or Lost a job opportunity posts, 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% HigherTop 10 Social Network Sitesby U.S. Market Share of Visits (%), March 2011Source: 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 MySpace 1.4% recall, 4% higher brand awareness and 2% higherYahoo! Answers purchase intent than consumers who were not exposed. 1.2% When a Facebook homepage ad features social context Twitter 1.1% (i.e., the ad includes a list of people on the viewer’s Tagged 0.8% “friend list” who are registered fans of the brand or myYearbook 0.4% product), the increase in recall, awareness and purchase Linkedin 0.4% intent compared to non-exposed consumers is substantially higher than that caused by standard Mylife 0.4% Facebook homepage ads. Club Penguin 0.3% The Marketing Data Box 28
  • 29. Users Average 5.5 Hours Monthly Users Spend More TimeTop 10 Social Network Sites with SocNetsby U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: 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+ HoursInternet Usage by Youth2006-2010, Base: US youth ages 8-21, Online more than 1 hr "yesterday" 2006-2010Source: Harris Interactive Every day, youth spend an hour-plus online 59% 61% A Harris Interactive study on the internet habits of youth 8-9 year olds 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- 69% 10-12 year olds 75% olds, 90% of 18-to-24-year-olds) spend an hour or more 82% online 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- 79% 87% olds, 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 & MobileTop 10 Video Multimedia Sites Top 10 Mobile Phone SitesTop 10 Video Sites by Ads Viewed Top 10 Television SitesSmartphone Penetration TV Programs for Ad-based PurchasesSMS Sent/Received per MonthMobile Internet Time by Category
  • 32. 179 Million Watch Video OnlineTop 10 Video Multimedia Sitesby U.S. Market Share of Visits (%), March 2011Source: 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 topTop 10 Video Multimedia Sites 10 most-sharedby U.S. Market Share of Visits (%), Jan. & Feb. 2011 videos in FebruarySource: Experian Hitwise 2011 began as ads aired during the 2011 Super Bowl (Feb. 6, 2011). These include the YouTube 75.5 YouTube 76.6 top two videos, “Volkswag Hulu 3.5 Hulu 3.4 en Commercial: The Force” and “Chrysler Eminem bing Videos 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 & 1.1 Apple iPod & iTunes 1.0 iTunes 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 AdsTop 10 Video Sites by Ads ViewedJanuary 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 Tremor Media 503,683 well, 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 348,381 Network ranked second overall (and highest among InteractiveMicrosoft Sites 318,832 video ad networks) with 503.7 million ad views. 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 SmartphonesSmartphone PenetrationBase: % of population, 2009-2010 demographic trendSource: The Nielsen Company One-third of consumers have smartphones50% 45% 45% As of December 2010, nearly a third (31%) of all45% 40%40% 37% 45% 45% mobile consumers in the US owned smartphones. 34% 40%35% But smartphone penetration is even higher among30% 34% 33% mobile users who are part of ethnic and racial 32% 31% 30%25% minorities in the US; namely Asian/Pacific 26% 27% 25%20% 24% Islanders (45%), Hispanics (45%) and African- 20% 21%15% 18% Americans (33%), populations that also tend to10% skew younger. Meanwhile, only 27% of white5% 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 MonthBase: Mobile phone users, Total by ageSource: 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 TimeMobile Internet Time by CategoryJanuary 2011, % share of total mobile internet timeSource: 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 10.7% 7.2% close, with social networking coming in 6.3% 4.6% 4.3% 4.1% 4.0% 3.0% 2.8% a 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 USYour 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 aMySpace 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% . 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 mobileby U.S. Market Share of Visits (%), Jan. & Feb. 2011 advertising hasSource: 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 4.9 Your Pure Crush 3.52 Your Pure Crush 4.6 PhoneZoo 3.19 Cricket 4.5 2.37 PhoneZoo 2.9 Yahoo! Mobile 2.22 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 RevenueTop 10 Television Sitesby U.S. Market Share of Visits (%), March 2011Source: 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 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 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 The Weather 8.74 8.52 Channel - US Channel - US MSNBC 6.71 MSNBC 6.12 Hulu 5.03 Hulu 5.13 ESPN 4.24 3.95 3.99 ESPN 3.87 Fox News 2.27 Fox News 2.48 Yahoo! TV 1.94 Yahoo! TV 2.08FOX Sports on MSN 1.94 FOX Sports on MSN 1.84 Home & Garden 1.78 Nick (Nickelodeon) 1.75 Television Foxsports NFL 1.73 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 reliableInformational talk shows 19% In terms of consumers, local TV news was found to beEntertainment 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 GoodsEconomic Confidence IndexOutlook for Economy in 2011Top Investment/Finance SitesOnline Retail SpendingDepartment Store AdvertisersYouth Influence and PurchasesNumber 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-60 -54 -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 62 year, perhaps buoyed by 56 55 55 the holidays and new year52 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 JanuaryTD AMERITRADE 3.9% 2008.CNN 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 SitesTop 10 Investment/Finance Sitesby U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: Experian Hitwise Yahoo! Finance 32.6 Yahoo! Finance 29.3 msn money 7.0 msn money 6.2Fidelity Investments 4.7 Fidelity Investments 4.9 Scottrade 4.5 Scottrade 4.9 TD AMERITRADE 3.7 TD AMERITRADE 3.9 CNN 3.0 CNN 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 $33,984$30,000 $27,970 $32,133 13% $30,274 $30,169$29,552 2010, according to comScore. This $28,441$25,000 $27,176 10% 11% 11% figure is up 11% from $39 billion in 10%$20,000 9% 9% Q4 2009 and 35% from $32.1 5%$15,000 6% billion in Q3 2010. This marks the$10,000 3% 0% fifth 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 Macys 35,546 growth rates are still significantly below those reported Kohls 32,652 during 2007, which ranged from 17-23%. They are more JCPenneys 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 inMeijer 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 Kohls 39,779 Macys 45,865 27% from the $75 average for the month of Macys 39,527 Kohls 33,904 December 2010 (a post- holiday drop was Sears expected), but also well 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 JCPenneys 4,098Meijer Superstores 3,229 Fred Meyer 2,901 JCPenneys 1,814 Target 2,310 Bealls 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 PurchasesDecember 2010, (buy or influence others to buy) % of US youths aged 8-21Source: Harris Interactive Youth regain hold on purse strings 40% Youth spending may be on the rebound after Entertainment/ 43% Sports tickets declining earlier in the current recession. 45% 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% 30% Interactive. However, this year it is projected Smart phone 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 BuysDecember 2010, Percent (%) of US adultsSource: Pew Research Users average about $47 for online content Nearly two-thirds of internet users (65%) have paid25.0% 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 15.0% them, nearly half (46%) have purchased only one 12.0% or two of the types of content. The average 11.0% expense for online content was approximately $47 7.0% per month, including both subscriptions (an 4.0% average of $12 per month) and individual file 1.5% 1.4% access (an average of $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 & CommunityHealth Research by AgeHealth Information SitesTop 10 Politics SitesPerception of Year AheadTop 10 Real Estate SitesCommunity-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 health100% information making90% it, overall, the third most80% popular online pursuit among all those tracked by70% Pew.60%50% Since one-quarter of adults do not go online, the40% percentage of online health30% information seekers is 59% among the total US adult20% 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 OnlineTop 10 Health Information Sitesby U.S. Market Share of Visits (%), March 2011Source: 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 Yahoo! Health 6.9% education and income are more likely to gather 6.0% information online. For example, 65% of women but 53% of MedicineNet 3.9% men look up online health. Non-Hispanic whites (63%) have a higher rate than African-Americans (47%) or Latinos (45%). 3.8% Also, 71% of 18-to-29-year-olds but only 29% of those 65 3.6% older look up health information online. Pew says there are AOL Health 3.0% two forces at play in the data: simple access to the internet and general interest in health information. For HealthGrades 2.4% example, women and men are equally likely to have access HealthLine 1.8% to the internet, but women are more likely than men to report MedlinePlus 1.6% gathering health information online. The Marketing Data Box 55
  • 56. 44% of Adults Hope to Lose Lbs.Top 10 Health Information Sites Results of a Harrisby U.S. Market Share of Visits (%), Jan. & Feb. 2011 Poll indicate thatSource: 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 5.54 5.13 3.65 3.64 MedicineNet 3.52 MedicineNet 3.38 3.38Everyday 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
  • 57. 26% Used Cell Phone for Politics Top 10 Politics Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise Politics goes mobileThe Huffington 31.9% Post More than a quarter of American adults (26%) used theirPolitical News - cell phones to learn about or participate in the 2010 mid- term election campaign, according to findings from the Politico 3.8% Pew Research Center’s Internet & American Life Project. CNN Political 2.6% Ticker The mobile political user group is more male than Free Republic 2.1% female, young than old, better off financially than less 2.0% well-off, and better educated than less well-educated. African-Americans are also more likely than whites or 2.0% Hispanics to be in this group. JibJab 1.8% Real Clear 1.7% Politics Politics Daily 1.4% The Marketing Data Box 57
  • 58. 71% of Cell Phone Owners Votes Top 10 Politics Sites 14% of all by U.S. Market Share of Visits (%), Jan. & Feb. 2011 American adults Source: Experian Hitwise used their cell phones to tell others that they The Huffington 25.6 had voted. Some The Huffington Post 24.8 Post 71% of cell owners Political News - voted in the Politics Daily 8.9 7.9 election, so thatPolitical News - amounts to 27% of 8.3 Politics Daily 5.7 the mobile users who voted. Politico 3.6 Politico 3.9 CNN Political 2.9 2.9 JibJab Ticker Free Republic 2.3 CNN Political Ticker 2.7 2.1 Free Republic 2.3 2.1 Real Clear Politics 2.2 JibJab 2.0 2.1First Read : The 2.0 1.9 Day in Politics January 2011 February 2011 The Marketing Data Box 58
  • 59. Dems: 67% Upbeat (83% in 2010)Perception of Year Ahead2010 v. 2011, Percent (%) saying year ahead will be betterSource: Pew Research Looking ahead to next year, most Americans (55%) say that 2011 will be 83% better than 2010, while 31% say the coming year will be worse. But there 67% 67% 60% was even more optimism at the start of 55% 55% 54% this year: In January, 67% said that 2010 would be a better year than 41% 2009. Considering a Democrat is currently president, it is not surprising that a much higher percentage of Democrats (67%) think 2011 will be Total Republican Democrat Independent better than 2010, compared to 41% of Republicans and 54% of 2010 2011 Independents. The Marketing Data Box 59
  • 60. Still 22% Have Mortgage Issues Top 10 Real Estate Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise 22% of homeowners, down from 29%, have troubles 6.5% Yahoo! Real A Harris Poll finds that fully 22% of people with mortgages are 6.0% Estate having difficulty meeting their mortgage payments, including Zillow 5.4% 7% who are having “a great deal of difficulty”. 4.6% Furthermore, 21% of those with mortgages are “underwater.” 2.6% However, these numbers are somewhat lower than they were in March 2010. Those having difficulty paying off their 2.3% mortgages have declined 24%, from 29% to 22%. ThoseMSN Real Estate 1.7% having a great deal of difficulty are down 36%, from 11% toAOL Real Estate 1.7% 7%. Furthermore, at this time last year, 24% of those with mortgages thought they were underwater, 12.5% higher than ZipRealty 1.6% the number now.Apartment Guide 1.5% The Marketing Data Box 60
  • 61. Top 10 Real Estate SitesTop 10 Real Estate Sitesby U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: Experian HitwiseYahoo! Real Estate 6.58 Yahoo! Real Estate 6.24 FrontDoor Real 5.78 5.87 Estate 5.71 Zillow 4.94 FrontDoor Real Zillow 4.21 4.49 Estate 3.65 4.12 2.57 2.52 2.19 MSN Real Estate 2.37 ZipRealty 1.81 2.19 MSN Real Estate 1.62 ZipRealty 1.66 Apartment Guide 1.57 Apartment Guide 1.39 January 2011 February 2011 The Marketing Data Box 61
  • 62. Lives “Overall” a Little BetterTop 10 Community-based Organizationsby U.S. Market Share of Visits (%), March 2011Source: Experian Hitwise Well-Being Index improves for 2010 The Animal Americans’ Well-Being Index score improved to an 19.0% Rescue Site average of 66.8 in 2010 from 65.9 in 2009 and AARP 17.0% 2008, according to Gallup-Healthways Well-Being Index Care2 5.7% data. This year-over-year increase in overall - reflects increases across five of the six key areas of 4.6% ASPCA wellbeing, with the largest gains in how AmericansKhan Academy 1.8% evaluate their lives overall. Although overall Well-Being AVERT 1.7% Index scores mostly show improvement between 2009 ASPCA 1.5% and 2010, monthly scores reveal that Americans’ higher American Red level of well-being in 2010 resulted from relatively better 1.4% Cross scores in the first half of the year. Angel Food 1.4% Ministries 1.2% The Marketing Data Box 62
  • 63. Community-based Organizations Top 10 Community-based Organizations The top 100th of 1% by U.S. Market Share of Visits (%), Jan. & Feb. 2011 of the wealthiest Source: Experian Hitwise Americans, now makeThe Animal Rescue The Animal Rescue an average of $27 18.6 19.5 Site Site million per AARP 16.4 AARP 16.6 household, according to Mother Jones analysis. Care2 5.2 Care2 5.8 In contrast, the average - - income for the bottom 3.9 4.9 ASPCA ASPCA 90% of the US Wikimedia ASPCA 3.4 1.7 population is $31,244 Foundation AVERT 1.7 AVERT 1.7 Angel Food ASPCA 1.7 1.3 Ministries Angel Food People for the 1.5 1.3 Ministries Ethical Treatment… 1.3 1.2 Goodwill Industries my freecycle 1.3 1.1 International January 2011 February 2011 The Marketing Data Box 63
  • 64. At HubSpot, we help small and medium sized businesses get found on the Internet, byoffering professional marketers and small business owners a software platform that fullysupports their inbound marketing strategies.But strategies need to be developed within the context of current data. That’s why we aresponsoring Charts Quarterly, so that you can have access to the latest Internet trends. We think you’ll be surprised with what some of the charts reveal. For example, who would have thought that in February 2011, Yahoo Sites would rank as the top web property, ahead of Google Sites. Also, companies need to know that nearly six in ten marketers plan on including social media spending in 2011. There are 55 data slides in this issue of Charts Quarterly, and they cover a range of topics, from broadcast media sites to social media sites to financial and health sites to top advertisers in consumer goods. Enjoy! The HubSpot Team 64
  • 65. Our Data PartnersOur data partners for the April 2011 The Marketing Data Box are The Nielsen Company, HarrisInteractive, Pew Research, Kantar Media, Compete, comScore, Experian Hitwise and Mediaguide. AtMarketingCharts, we consistently follow and locate new data sets from our partners in order to publish themost relevant resources for our is part of the Watershed Publishing network of business-to-businessonline trade publications. The Marketing Data Box is from Watershed Publishing’sData Insights series. Please contact Sarah Roberts at sarah@watershed-publishing.comto become a sponsor of a Data Insights package. 65