The 2009 Benchmark and Trend Report

The 2009 digital marketer:
Benchmark and trend report

Consumer insight E-mail marketing Search marketing Online communities and
social media Mobile marketing The future of digital advertising
April 2009
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0 1 0 1The
20090digital marketer: Benchmark and trend report
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0
Experian Marketing Services helps companies from around the world

effectively target and engage their most valuable customers through
email, digital advertising, customer data management, customer and
competitive insight, data enrichment and list rental, modeling and
analytics and strategic consulting.
Compiling insightful data across Experian Marketing Services
digital businesses, the 2009 Digital marketer: Benchmark and trend report
provides marketers with a unique and comprehensive view of the
digital landscape.
Table of Contents
Executive summary............................................................................................................6
Introduction.........................................................................................................................7
Consumer insight ............................................................................................................ 11

Key findings...................................................................................................................... 11
Media they cant live without...........................................................................................12
E-mail versus text messaging.........................................................................................13
Researching before making a purchase.......................................................................14
The role of cell phones/PDAs in peoples lives..........................................................14
First place people go for information............................................................................15
Role of video games in social lives................................................................................16
New media choices for information or entertainment...............................................17
Traditional media choices for information or entertainment ..................................18
Hours spent with media in a typical day.......................................................................18
Data sourcing....................................................................................................................19
E-mail marketing.............................................................................................................. 23

Key findings...................................................................................................................... 23
State of the e-mail marketing industry......................................................................... 24
Volume distribution......................................................................................................... 26
Volume by vertical........................................................................................................... 26
Unsubscribe rates........................................................................................................... 27
Bounce rates..................................................................................................................... 28
Open rates......................................................................................................................... 28
Click rates . ....................................................................................................................... 29
Click-to-open rates . ....................................................................................................... 30
Transaction-to-click rates ............................................................................................ 31
Distribution of dollar amounts...................................................................................... 32
Data sourcing................................................................................................................... 33
Page 4 | The 2009 digital marketer
Search marketing............................................................................................................. 37

Key findings...................................................................................................................... 37
The U.S. search landscape............................................................................................ 38
Search referrals by industry ......................................................................................... 39
Paid search referrals....................................................................................................... 40
Branded and navigational search on the rise............................................................. 41
Growing complexity of search queries........................................................................ 42
Data sourcing................................................................................................................... 43
Online communities and social media......................................................................... 47

Key findings...................................................................................................................... 47
Social networking site traffic......................................................................................... 47
Average time spent on social sites...............................................................................49
Demographic trends....................................................................................................... 50
Data sourcing................................................................................................................... 51
Mobile marketing.............................................................................................................. 55

Key findings...................................................................................................................... 55
State of the mobile industry........................................................................................... 56
Mobile GPS....................................................................................................................... 58
Consumer attitudes toward mobile...............................................................................59
Data sourcing....................................................................................................................61
The future of digital advertising.....................................................................................65

Key findings...................................................................................................................... 65
Industry progression...................................................................................................... 66
Television advertising becomes more targeted......................................................... 67
Online advertising becomes more relevant................................................................ 68
Data sourcing................................................................................................................... 69
Conclusion........................................................................................................................ 70
Experian Information Solutions, Inc. | Page 5
Executive Summary
More traditional marketing budgets are shifting toward digital mediums at a rapid
pace, and for good reason. Digital marketing is typically more cost-effective
and responsive; fosters immediate customer engagement; and, importantly, its
measurable in ways that traditional advertising is not. In fact, a recent CMO Council
study surveying more than 650 worldwide marketers indicated that a majority of
marketers traditional advertising such as outdoor, print and television would
remain the same, but their digital advertising, including social media and search
marketing, would increase.
Online ad spending and especially paid search spending is expected to remain
resistant to short-term economic slowdown. Industry analysts predict that online
ad investment will grow over the next few years, but off-line ad spending will be
relatively less robust and increase at a lower rate. Moreover, even when economic
conditions stabilize, increasing consumer adoption of the Internet will create
valuable opportunities for brand advertisers to engage audiences with rich media
and video ads.1
Consumer preferences are also shifting in favor of the digital landscape as it
provides more options and information, while giving users greater influence and
control over the relationships and experiences they have with brands. Todays
consumers want to customize the type of information they receive, how often they
receive it and which channels theyd prefer. Its a challenging paradox for marketers,
and those who do not rise to meet their customers expectations and demands
through digital channels and traditional mediums alike will miss out on ample
opportunities for success.
The state of the digital media landscape will not remain constant. Consumer
behavior will continue to change as technology evolves and new information portals
capture the users attention. To keep up with this ever-changing phenomenon
and strategize accordingly, marketers need to be informed with key performance
indicators, predictive analytics reports and industry benchmarks.
1 CMO Council, Marketing Outlook 2009, March 2009

Introduction
Some of the most valuable and effective digital channels for marketers include
e-mail, search, mobile, and social utilities and networks. Consumer behaviors and
attitudes toward digital channels as well as projections regarding the emergence
of new channels hold great significance for businesses seeking more authentic
and deeper customer engagement. Marketers must embrace the digital landscape
and successfully analyze and optimize the performance of these interactive channels
to connect with their customers individually and encourage customer advocacy.
The following report provides data and key metrics, complete with fundamental
takeaways, tips and predictions, that todays business leaders can use to maximize
digital opportunities and return on investment.
Online ad spending and especially paid search spending is

expected to remain resistant to short-term economic slowdown.
Industry analysts predict that online ad investment will grow over the
next few years, but off-line ad spending will be relatively less robust and
increase at a lower rate.1
With increasing
frequency, consumers
are swapping their
engagement with
traditional mediums
for a more fast-paced
and connected
digital experience.
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Consumer insight
With increasing frequency, consumers are swapping their engagement with
traditional mediums for a more fast-paced and connected digital experience.
More people of all generations and backgrounds are blogging and joining online
communities such as Facebook, Flickr, LinkedIn, Twitter and YouTube.
Understanding consumers attitudes and their behaviors when it comes to digital
mediums is vital for marketers hoping to target their messages better and leverage
these more personal opportunities. This section provides survey response
summarizations and key metrics on todays dynamic, connected consumer.
Key findings
Text messaging usage and the importance of mobile phones in general
decreases with age.
Young adults are using both e-mail and text messaging equally.
For adults ages 18 to 34, video games are an important social activity for which
they make sure they have time.
Younger adults are more likely to use the Internet to get information on sports,
music and entertainment, while older adults flock to the Internet for up-to-theminute travel information.
Consumers spend more hours with television in a typical day than they do with
any other type of media; however, the Internet is close behind.
Media they cant live without

Reliance on media differs by age group, but computers with Internet access prevail
across all age groups. Televisions importance grows with age, while mobile phones
importance declines with age.
Total adults (18+)
35%
Video game
console
30%
Books
25%
Computer
w/ Internet
access
20%
Mobile
phone/PDA
15%
Television
10%
5%
0%
18-24
25-34
35-49
50+
Age
Trend spotting: The Internet is getting gray. According to the Pew

Internet & American Life Project, the largest jump in adoption of Internet
usage was by users ages 70 and older from 2005 to 2008.2
2 Pew Internet & American Life Project, 55% of adult Americans have home broadband
connections, July 2, 2008
Page 12 | The 2009 Digital Marketer
Percentage of total adults (18+)
E-mail versus text messaging

Young adults are using e-mail and text messaging at equal rates, while e-mail
dominates older age groups.
100%
Text
messaging
E-mail
80%
60%
40%
20%
0%
Average
adults
18-24
25-34
35-49
50+
Age
Tip: Make content mobile-friendly by ensuring e-mails and Web sites render
properly on Web-enabled mobile devices.
Researching before making a purchase

Younger adults are much more likely to use social networks or blogs to gather
information prior to a purchase, compared to older adults.
18-24
25-34
25-34
Research products
online before
making a purchase
35-49
35-49
50+
50+
Search blogs for info

before making
a purchase
Price compare online
before making
a purchase
Search social network
sites for info before
making a purchase
50
75
100
125
Total adults (18+)
150
175
The role of cell phones/ PDAs in peoples lives

Mobile devices are a necessity in the lives of younger adults but have not become so for
adults over 50 yet.
18-24
18-24
25-34
25-34
35-49
35-49
50+
50+
Cell/PDA is
primary means to
make/receive calls
Don't leave house

without cell/PDA
Only use cell/PDA

in case of
an emergency
50
75
100
Total adults (18+)
125
150
First place people go for information

All age groups are similar when it comes to turning to the Internet first for information
on health, automobiles, finance and technology. Younger adults are more likely to go
online first for sports, music, community, entertainment and television, while older
adults tend to turn to the Internet first for travel information.
175
50+
18-24
35-49
25-34
25-34
Total adults (18+)
150
18-24
35-49
125
50+
100
75
50
Tr
av
Vi
de
el
o
ga
m
En
e
s
te
rt
ai
nm
e
nt
el Con
ec s
tro um
ni er
TV cs
sh
ow
s
Sh
op
pi
ng
A
ut
os
Fi
na
Te
nc
ch
e
/s
ci
en
ce
N
ew
s
H
ea
lth
Sp
or
C
om ts
m
ev un
en ity
ts
M
us
ic
25
Tip: If your business is actively engaged in online advertising campaigns, make

sure there is a clear understanding of the impact that multiple impressions have on
sales. By measuring only the ads that result in clicks and conversions, marketers are
shortchanging all of the sites that exposed those converters to advertising before
the click.
Role of video games in social lives

For adults ages 18 to 34, video games are an important social activity for which they
make sure they have time, whether with friends, family or people online. Adults ages
35 to 49 see video games as a way to connect with family and friends, but adults 50 and
older do not see video games as a social activity.
50+
18-24
35-49
25-34
25-34
35-49
18-24
50+
Want to play
video games
with others online
Use video games

as social activity
with friends/family
Put aside time

to play video
games online
50
75
100
125
Total adults (18+)
150
175
New media choices for information or entertainment

Younger adults clearly use mobile phones, text messaging and social networking
sites for information and entertainment at higher rates than older adults. Adults
ages 35 to 49 are more likely to use online news and mobile devices for entertainment
and somewhat for information compared to younger adults.
300
35-49
18-24
50+
25-34
18-24
25-34
35-49
50+
Total adults (18+)
250
200
150
100
50
0
Info
Entertain.
Mobile phones
Info
Entertain.
Text messaging
Info
Entertain.
Social networks
Info
Entertain.
Online news
Info
Entertain.
PDAs
Tip: Understand the channel preferences of your target audience to identify

conversion drivers, and then act upon them. This is critical to marketing optimization.
Traditional media choices for information or entertainment

Older adults turn to broadcast television and newspapers for information and
entertainment at higher rates than other age groups. Younger adults look to AM/FM
radio for information.
140
18-24
Total adults (18+)
50+
35-4925-34
25-34
18-2435-49
50+
120
100
80
60
Info
Entertain.
Broadcast TV
Info
Entertain.
Newspaper
Info
Entertain.
Info
Magazine
Entertain.
Radio
Hours spent with media in a typical day

Television still receives the most hours from each age group; however, the Internet is
following close behind, especially among 18 to 24 year-olds.
Avg.
18-24
25-34
35-49
50+
35 - 49
25 - 34
1850+
- 24
Average
Media type
ra
di A
o M
on /F
lin M
e
PD
A
Em
ai
l
m
es In
sa sta
gi nt
ng
VO
IP
M
P3
pl
ay
er
M
ph obi
on le
e
W
at
ch
in
TV g
on In
m tern
ob e
ile t
m
es
sa T
gi ext
ng
I
at nte
ho rne
m t
e
Average daily usage (hours)
Data sourcing
Data included in this section was collected by Experian SimmonsSM in spring
of 2008 and compiled from more than 2,000 completed surveys from consumers
who were online one or more hour(s) in the last seven days. This data has been
integrated with the data from the Experian Simmons National Consumer Study
to combine insights about consumer behavior in social networking, instant
messaging, blogging, photo and video-sharing sites with the traditional
media channels.
For more information, please visit the Experian SimmonsSM Web site,
www.smrb.com, or call 1 212 471 2850.
Even in light of an
economic slowdown,
more than 80 percent
of interactive
marketers surveyed
are expected to
continue investing in
e-mail marketing.
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E-mail marketing
The struggling economy in 2008 forced many companies to re-evaluate their
marketing budgets in favor of more targeted and measurable marketing strategies.
E-mail marketing was at the cornerstone of this shift, gaining higher visibility and
focus within organizations due to its cost efficiency, flexibility and immediate
sales impact.
Even in light of an economic slowdown, more than 80 percent of interactive
marketers surveyed are expected to continue investing in e-mail marketing.3 It is
a powerful, cost-effective, diverse medium and, when used responsibly with
relevant content, it can garner the highest level of customer response.
The benchmarks and trend analyses highlighted in this section validate the power
of the e-mail channel and paint a clearer picture of the growth potential within this
ever-growing medium.
Key findings
In 2008, marketers turned to e-mail to boost revenue by increasing the frequency
of e-mail campaigns.
R
etailers that increased e-mail frequency as a defensive strategy to counter
the competition have seen a general increase in transaction rates per
subscriber, indicating that the increased frequency was successful in capturing
market share.
E
ven with dramatic frequency increases, performance decreases were minimal,
as the adoption of life-cycle programs, triggers and remarketing techniques
became more common.
J
ust as the Christmas holiday occurred early in 2008, so did the start of
promotional offers. The last quarter of 2008 was marked by unprecedented
discounts, with free shipping as the leading offer, in addition to extra
percentage markdowns and free gift with purchase offers.
T
he most popular days of the week for e-mail during the 2008 holiday season
were Monday and Friday, as companies took advantage of weekend promotions
to motivate holiday gift purchases.
3 Forrester Research, Interactive Marketers Are Bullish In A Recession, April 2008

State of the e-mail marketing industry

Although the e-mail channel continues to demonstrate clear revenue potential and
rapid technological advancements, e-mail marketers are still not leveraging the
medium to its full potential. For instance, nearly 45 percent of e-mail marketers do
not capture subscribers preferences during the registration process. In addition,
in 2008 almost half (45 percent) used dynamic content in less than 5 percent of their
messages, or none at all.4
What percentage of messages deployed in 2008
contained dynamic content?
13.2% of
respondents
None
31.8% of
respondents
Less than 5%
28.9% of
respondents
5-25%
7.9% of
respondents
25-50%
10.5% of
respondents
More than 75%
7.9% of
respondents
No response
0
10
12
14
Respondents
Do you capture/include preferences as part of your

registration process?
44.7% of
respondents
Don't capture
28.9% of
respondents
Optional
21.1% of
respondents
Required
5.3% of
respondents
No response
0
10
Respondents
4 Experian CheetahMail, Experian CheetahMail Client Survey, April 2008

15
20
Trend spotting: Given the current state of the industry, it is not

surprising that 53 percent of e-mail marketers want to improve customer
profiling and analytics and 71 percent are considering using Web
analytics for e-mail targeting in 2009. We can expect that during the year
ahead, e-mail marketers will focus much more of their efforts on quality
versus quantity.
What aspect of your e-mail program would you most like to improve
this year?
Profiling &
analytics
52.6% of
respondents
Deliverability
7.9% of
respondents
Online/off-line
integration
7.9% of
respondents
Web site data

integration
15.8% of
respondents
7.9% of
respondents
Other
0
10
15
20
Respondents
Do you use Web analytics data (browse, buy or abandon activity) for
e-mail targeting or personalization?
No, but considering
for next year
71.1% of
respondents
Yes, to send triggered

e-mails based on
web activity
18.4% of
respondents
Yes, as additional
segmentation criteria
for campaigns
2.6% of
respondents
No response
7.9% of
respondents
10
15
20
25
30
Respondents
Volume distribution
E-mail send volumes increased gradually throughout 2008. June had the lowest send
volume of 5.81 percent. Volumes returned to normal rates in July and August, helped
by the Independence Day holiday and back-to-school season. The last quarter
represented nearly 34 percent of the total volume for the year.
Bulk promotions 2008 Volume distribution by month
December
13.66%
November
10.6%
October
9.64%
September
8.35%
August
8.03%
July
7.94%
June
5.81%
May
7.86%
April
7.17%
March
7.11%
February
6.95%
January
6.88%
0%
6%
3%
9%
15%
12%
Volume by vertical
Volume increase 2007 2008
Business products
& services
41%
Catalogers
21%
Consumer products
& services
47%
Multi-channel retailers
54%
Publishers
70%
Travel &
entertainment
0%
33%
10%
20%
30%
40%
50%
60%
70%
80%
Unsubscribe rates
The slight decline in unsubscribe rates seems to indicate that customers are
accepting a higher frequency of e-mail marketing. The slight downward trend might
also be attributed to the best practice of offering subscribers the ability to selfselect their mailing frequency (opt-down) or to receive only specific types of e-mail
campaigns (such as sales, newsletters/informational e-mails, etc.).
2008 unsubscribe rate by month*
December
0.08%
November
0.10%
October
0.11%
September
0.10%
August
0.11%
July
0.10%
June
0.10%
May
0.10%
April
0.11%
March
0.11%
February
0.11%
January
0.12%
0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
* Calculations based on unique subscribers
Tip: Make it easy for subscribers to change their e-mail addresses. One of their main
reasons for opting out is often to change an e-mail address.
Bounce rates
Bounce rates decreased in the first quarter of the year and then began to increase
steadily. The higher numbers in the latter part of the year might be attributed to
an increase in mailings to inactive groups or segments that are not mailed to as
frequently during the year.
2008 bounce rates by month
December
1.86%
November
1.86%
October
1.82%
September
1.82%
August
1.69%
July
1.58%
June
1.65%
May
1.56%
April
1.64%
March
1.46%
February
1.51%
January
1.59%
0.0%
0.5%
1.0%
1.5%
2.0%
Open rates
Total and unique open rates remained steady throughout the year, and, with the
exception of December, open rates did not decrease significantly in the second half
of the year as volumes climbed.
2008 total and unique open rates by month
December
16.37.%
12.04%
November
13.25%
October
13.7%
September
13.57%
August
13.48%
July
13.18%
June
12.93%
May
13.27%
April
13.59%
March
14.04%
February
13.70%
January
0%
14.20%
5%
10%
15%
18.34%
18.61%
18.39%
18.40%
18.03%
17.82%
18.20%
18.63%
19.12%
18.56%
19.43%
20%
Takeaway: E-mail subscribers are still engaged in reading

commercial e-mails.
Total
open rate
Unique
open rate
Click rates
After March, total click rates fell one percentage point, with unique rates falling only
half a point. The total and unique click rates remained relatively steady throughout
the second half of the year, indicating consistent subscriber engagement in
commercial e-mails.
Total and unique click rates by month
December
3.22%
2.30%
November
October
2.70%
September
2.69%
3.68%
2.84%
July
2.86%
June
2.77%
May
2.83%
3.90%
3.92%
3.82%
3.95%
4.04%
2.95%
March
4.30%
3.14%
February
4.21%
3.05%
January
0%
4.62%
3.38%
1%
2%
Unique click rate
3.70%
August
April
Total click rate

3.64%
2.64%
3%
4%
5%
Tip: Update your e-mail creative at least once a year to maintain

customer engagement.
Click-to-open rates
Looking at the unique click-to-open (CTO) rates, there was a significant decrease
in activity from the first half of 2008 compared with the second half. The drop in CTO
was not unexpected, considering that e-mail volumes increased by 15.5 percent in
October, 10 percent in November and 29 percent in December.
Click-to-open (CTO) rate by month
December
18.68%
November
19.25%
October
19.26%
September
19.21%
August
20.58%
July
21.17%
June
20.35%
May
20.63%
April
20.65%
March
21.62%
February
21.45%
January
0%
22.84%
5%
10%
15%
20%
25%
Trend spotting: Look for more companies to integrate e-mail with

recommendation engines used on their Web sites to increase relevancy.
Transaction-to-click rates
Regardless of any declines in open and click rates, the transaction-to-click (TTC)
rate was strong and ended on a high of nearly 5 percent in December 2008, proving
that e-mail drives sales from engaged subscribers.
2008 total average of transaction-to-click rate by month
December
4.99%
November
4.32%
October
3.74%
September
4.32%
August
4.08%
July
4.30%
June
4.71%
May
4.25%
April
4.06%
March
4.16%
February
3.95%
January
0%
4.32%
1%
2%
3%
4%
5%
Tip: Be sure to measure the performance of active versus inactive subscribers. This
strategy will help you gauge which creative templates and offers your inactive group
is most likely to respond to.
Distribution of dollar amounts

Overall, revenue generated by e-mail was strong and consistent with seasonal
swings. More encouraging for the channel, though, is that e-mail revenue increased
for the first half of the year and from September through December. August was
the only month representing less than 7 percent of the revenue for the year. The
drop from November to December can be attributed to e-mail driving sales to retail
locations, as standard shipping rates no longer applied.
2008 distribution of e-mail revenue by month*
December
10.92%
November
11.20%
October
8.31%
September
7.60%
August
6.90%
July
7.20%
June
7.85%
May
8.90%
April
8.08%
March
7.89%
February
7.47%
January
0%
7.68%
2%
4%
6%
8%
10%
12%
* Includes only clients using Experian CheetahMails Track-to-Purchase feature.
Trend spotting: Companies will start taking a closer look at sales

inactivity, using historical information and trends rather than preset
definitions to assess which messages drive the most revenue.
Data sourcing
Data included in this section was collected by Experian CheetahMail from
January 1, 2008, to December 31, 2008, by monitoring all client programs. Experian
CheetahMail is the trusted service provider of e-mail marketing and customer
intelligence technologies for hundreds of top enterprises worldwide.
For more information, please visit Experian CheetahMails Web site,
www.cheetahmail.com, or call 1 212 809 0825.
When it comes to
digital marketing
budgets, paid search
will continue to be
the largest spending
category online
during the next
five years.
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Search marketing
People have adopted search as the navigation tool of choice for the Web, so
much so that Google has become a household name. When it comes to digital
marketing budgets, paid search will continue to be the largest spending category
online during the next five years.5 Furthermore, industry analysts agree that the
percentage of clicks to paid listings will continue to grow at a rapid pace, largely
because paid search technology drives better and more qualified traffic to Web
sites and can quickly grow a business customer base, brand equity and market
share. By knowing and acting on the terms that drive paid and organic traffic to
competitor Web sites, businesses can achieve significant lifts in revenue.
To enhance the information provided in the consumer insight segment of this
report and provide a greater understanding of peoples top online activities,
this section analyzes how consumers search for products and services in
hundreds of industries, across all major search engines. This knowledge
provides an added advantage when planning, monitoring and measuring search
marketing campaigns.
Key findings
Google continues to dominate the search landscape by executing more than
70 percent of search activity.
The travel industry has the highest share of search-referred traffic, while the
share of paid search tends to be higher for Web sites in the retail industry.
T
he length of search queries is on the rise, with an increasing number of
keywords being included.
C
onsumers are increasingly entering branded terms (such as company or
product names) to navigate search engines, increasing brand-term usage by
18 percent from Q1 2005 to Q4 2008.
5 JupiterResearch, U.S. Online Advertising Forecast, 2008 to 2013, June 2008

The U.S. search landscape

In February 2009, Googles share of searches reached 72 percent, up from 58 percent
three years ago. Together, the top four search engines accounted for more than 98
percent of all searches in the United States.
Share of U.S. searches by search engine*
February 2006 February 2009
Ask
100%
MSN Search
Share of searches
80%
Yahoo! Search
60%
40%
Google
20%
Feb. 2006
Feb. 2007
Time (Months)
Feb. 2008
* Share for MSN Search includes Live.com and search.msn.com
Takeaway: Google continues to have a strong impact on the

search landscape.
Feb. 2009
Search referrals by industry

In February 2009, 26 percent of Web traffic across all industries was referred from
search engines. For industries such as travel, retail and auto, the share of searchreferred traffic is higher due to increased proclivity of consumers to research and
compare prices within these industries.
Share of search-referred traffic by industry
February 2009
Share of search-referred visits
40%
36%
35%
31%
30%
27%
25%
23%
22%
22%
20%
15%
10%
10%
5%
0%
Travel
Retail
Auto
Insurance
Packaged
foods
News &
media
Banks &
finance
Industry
Tip: Remember that search is only one part of your online marketing mix.
Businesses in finance, news and media, and food and beverage industries in
particular shouldnt lose sight of the bigger picture.
Paid search referrals

The share of search traffic from paid or sponsored links in February 2009 was 8
percent. In addition, the ratios of paid and organic search varied widely by industry
and Web site. This was particularly true for companies that used sponsored links to
quickly test which copy drove greater clicks rather than waiting for the optimization
of organic results.
Share of paid search traffic by industry
February 2009
25%
24%
Share of search traffic

from paid search
22%
21%
20%
15%
15%
15%
10%
10%
5%
2%
0%
Retail
Packaged Insurance
foods
Auto
Travel
Banks &
finance
News &
media
Industry
Takeaway: The share of paid search to retail Web sites tends to be higher
because of the ability to tie traffic and online sales directly to sponsored
ads. The conversion process makes it easier to calculate ROI and to justify
marketing costs.
Branded and navigational search on the rise

There is an increasing trend among consumers to use branded (e.g., company or
product names) terms in their searches. In Q1 2005, 71 percent of the top 1,500 search
terms were branded, increasing to 89 percent in Q4 2008.
Share of clicks from branded/navigational searches
Share of branded searches
100%
80%
60%
40%
20%
Q1
2005
Q2
Q3
Q4
Q1
2006
Q2
Q3
Q4
Q1
2007
Q2
Q3
Q4
Q1
2008
Q2
Q3
Q4
Time (Quarter)
Takeaway: While many consumers are aware of what they are looking for,
they prefer to use a search engine to navigate rather than typing a URL
directly into the browser bar.
Growing complexity of search queries

The length of search queries is rising, with an increasing number of keywords being
included in the search bar. The share of searches that include one to two keywords
remained the largest in Q4 2008 at 45 percent, but it has declined 4 percent from
49 percent in Q4 2006. One- to two-keyword searches tend to be dominated by the
branded and navigational searches discussed on the previous page. However, when
examining the long tail of search terms beyond the top 1,500, the highest increase
was for search queries that included five or more keywords.
Keyword breakdown of U.S. searches
100%
Share of searches
80%
16.1%
17.4%
18.6%
34.5%
36.7%
36.7%
49.4%
46.0%
44.7%
Q4 - 2007
Q4 - 2008
5+ keywords
3-4 keywords
1-2 keywords
60%
40%
20%
Q4 - 2006
Time (Quarter)
Trend spotting: Search queries will become increasingly more

specific and complex in order to garner more relevant results.
Data sourcing
Data in this section is based on Experian Hitwise Search Industry Update
information from February 2006 to February 2009. Experian Hitwise, the leading
online competitive intelligence service, provides its 1,500 clients around the
world with daily insights on how their customers interact with a broad range of
competitive Web sites and how their competitors use different tactics to attract
online customers.
For more information, please visit Experian Hitwises Web site,
www.hitwise.com, or call 1 212 380 2900.
Increasingly,
companies in
every industry are
leveraging social
media sites to
provide additional
touch points for
customer interaction.
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and social media
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Online communities and social media

The popularity of social media sites continues to change the way consumers interact
with peers and brands online. Increasingly, companies in every
industry are leveraging these sites to provide additional touch points for customer
interaction. Many leading organizations are not only positively affecting their
revenue through social technology activities, but they are also fueling major
marketing and product development decisions with consumer-generated insights.
The following benchmark analysis takes a closer look at which social networking
sites and technologies consumers are gravitating toward, providing a clearer picture
of where businesses may want to focus more of their time, money
and resources.
Key findings
U.S. visits to social networking Web sites increased 4 percent in February 2009
versus February 2008.
A
lthough MySpace continues to dominate the market share, Facebook is
quickly picking up speed, more than doubling its traffic from February 2008 to
February 2009.
MySpace had the highest average time spent among the top five most visited
social networking Web sites, while Classmates experienced the largest growth
in average time spent among the top five sites.
V
isitors who are 35 or older increased 11 percent on Facebook in February 2009
compared with February 2008, while visitors from that age group to MySpace
declined 2 percent during the same time period.
Social networking site traffic

U.S. visits to social networking Web sites increased 4 percent in February 2009
versus February 2008 among a custom category of 55 of the leading sites. Visits
decreased 1 percent compared with January 2009 among those sites. MySpace
accounted for 52.21 percent of those visits, the highest in the category, despite a
decrease in visits of 28 percent compared with February 2008.
U.S. visits to Facebook increased 149 percent in February 2009 compared with
February 2008. The site received the second-highest market share of U.S. visits for
the month, with 36.03 percent. Tagged received 2.47 percent of visits in February
2009, the third-largest amount, and had the largest percentage gain in market share
of visits among the top five visited Web sites, increasing 280 percent compared with
February 2008.
Market share of U.S. Internet visits to top five social networking Web sites
February January February Year-over-year
2008
2009
2009
percent change
Rank
Name
Domain
MySpace
www.myspace.com
72.92%
57.08%
52.21%
Facebook
www.facebook.com
14.46%
31.15%
36.03%
149%
Tagged
www.tagged.com
0.65%
2.33%
2.47%
280%
myYearbook
www.myyearbook.com
1.17%
1.67%
1.63%
39%
Classmates
www.classmates.com
1.03%
0.80%
0.82%
-20%
-28%
Trend spotting: Twitter, the social networking and microblogging

service that allows users to send and read other users short, textbased updates (no more than 140 characters in length), is quickly
gaining momentum and will most likely be included in this list within the
next six months.
Average time spent on social sites

MySpace had the highest average time spent among the top five most visited social
networking Web sites, with 29 minutes and 38 seconds per visit representing a
decrease of 2 percent compared with February 2008. Classmates experienced the
largest growth in average time spent among the top five sites, increasing 9 percent
in February 2009 to 11 minutes and 14 seconds. Both Facebook and Tagged saw an
increase of 6 percent in time spent on their sites.
Average U.S. time spent among top five social networking Web sites
(in minutes and seconds)
Rank
Name
Domain
February
2008
February
2009
Year-over-year
percent change
MySpace
www.myspace.com
30:07
29:38
-2%
Facebook
www.facebook.com
21:00
22:12
6%
Tagged
www.tagged.com
24:56
26:22
6%
myYearbook
www.myyearbook.com
31:35
25:22
-20%
Classmates
www.classmates.com
10:19
11:14
9%
Demographic trends
Looking at the demographic breakdown of visitors to MySpace and Facebook, users
between the ages of 18 and 34 still dominate social networks, as 57.88 percent and
54.22 percent of U.S. visits, respectively, came from those combined age groups
in February 2009. This represents a 2 percent growth for MySpace and a 9 percent
decline for Facebook in terms of year-over-year percentages. Visitors who are 35
or older have increased 11 percent on Facebook in February 2009 compared with
February 2008, while visitors from that age group to MySpace have declined 2 percent.
U.S. demographic breakdown of visitors to MySpace and Facebook
MySpace.com
Facebook.com
Age
February
2008
February
2009
Year-over-year
percent change
February
2008
February
2009
Year-over-year
percent change
1824
36.54%
36.79%
1%
40.14%
29.22%
-27%
2534
21.33%
22.02%
3%
22.39%
24.70%
10%
3544
20.65%
20.58%
0%
16.30%
20.10%
23%
4554
15.43%
15.27%
-1%
14.08%
16.97%
21%
55+
6.05%
5.34%
-12%
7.09%
9.01%
27%
Tip: Keep in mind that many social networking sites are completely public and
searchable. Inevitably, negative commentary will accompany the positive, so you
have to be prepared to respond appropriately. Furthermore, most of these sites
require ongoing support. Proper time and resources must be dedicated to reviewing
and updating all of your social networking initiatives regularly to ensure they timely
and relevant.
Data sourcing
Data in this section is based on a custom category of 55 of the leading social
networking Web sites ranked by market share of U.S. visits, which is the percentage
of online traffic to the domain or category, from the Experian Hitwise sample of 10
million U.S. Internet users. Hitwise measures more than one million unique Web
sites daily and categorizes them into industries on the basis of subject matter and
content as well as market orientation and competitive context.
For more information, please visit Experian Hitwises Web site,
www.hitwise.com, or call 1 212 380 2900.
The mobile
advertising industry,
while still in its
early stages of
development, is
expected to grow
exponentially over
the next five years.
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Mobile marketing
The mobile advertising industry, while still in its early stages of development, is
expected to grow exponentially over the next five years. While text messaging (SMS)
is the dominant form of mobile advertising today, the adoption of smart phones and
the implementation of mobile broadband (3G) networks will play a significant role in
how marketers approach the channel.
Key findings
Smart phone usage is quickly on the rise, with 20 percent of consumers
now using their phones for e-mail and 19 percent accessing the Internet
on-the-go.
Mobile GPS usage among mobile phone owners skews decidedly younger.
M
ore than one-third of consumers who spend an hour or more online per week
rate themselves as being interested in receiving ads via their mobile device,
provided there is a tangible incentive.
State of the mobile industry

Prior to the introduction of the iPhone in 2007, the vast majority of mobile phones only
supported text messaging (SMS), which a large number of mobile users continue
to utilize. Catering to the communication preferences of this SMS-savvy audience,
mobile marketing programs such as click-to-call, mobile coupons and sponsored
news alerts currently dominate most mobile marketing strategies.
U.S. mobile advertising spending
2008 2013 (millions and % change)
FY20
2008
FY20
FY20
$648 (+35.0%)
2009
FY20
FY20
FY20
$760 (+17.3%)
2010
$995 (+30.9%)
2011
$1,410 (+41.7%)
2012
$2,390 (+69.5%)
2013
$3,330 (+39.3%)
$0
$500
$1,000
$1,500
$2,000
eMarketer, Mobile Advertising and Usage, April 2009
$2,500
$3,000
$3,500
Mobile phone activities in the last 30 days
60%
59%
49%
50%
40%
30%
6%
3%
Ba
nk
in
g
2%
Sh
op
pi
ng
G
PS
St
re
a
vi min
de g
o
In
te
rn
et
ga Vid
m eo
es
5%
Em
ai
l
7%
Vi
de
os
m
es T
sa XT
ge
Ri
ng
to
ne
s
14%
13%
10%
0%
20%
19%
17%
do M
wn u
lo sic
ad
20%
Ph
ot
os
Percent of cell phone users
70%
The chart above from the Experian Simmons New Media Study released in April
2008 compares the usage of different mobile functions among consumers in the U.S.
While 59 percent of people who have used a cell phone in the past 30 days have text
messaged, less than 2 percent have shopped by mobile and less than 5 percent have
used mobile GPS indicating the relative nascence of both mobile shopping and
mobile GPS in terms of becoming ingrained consumer habits.
The emergence of smart phone usage is strongly illustrated by the 20 percent of
consumers who used their phones for e-mail and the 19 percent who accessed
the Internet.
Takeaway: Mobile advertising, including mobile search, social networks and
location-specific services, will become a more viable marketing strategy as
consumers continue to adopt smart phone technology.
Trend spotting: The number of mobile handset users in China is

expected to rise to 660 million by 2010. It is potentially the biggest 3G
mobile market of the world. The United States, Japan, Russia and
Brazils mobile markets are the largest markets behind China.6
6 Mobile Marketing Magazine, Global Mobile, October 2007

Mobile GPS
The use of location-specific mobile services and GPS applications, especially
those driven by the Google Maps Application Programming Interface (A.P.I.), and
Flickrs geo-tagged photo function, has the potential to increase significantly as new
technologies proliferate. The process of geo-tagging photographs, for example
which records the location where a photo was taken and overlays it on services like
Google Maps to produce an interactive mixture of map and photo data can prove
highly useful to digital marketers looking to reach mobile-savvy consumers.
Age profile of mobile phone GPS users
Age
Index
18 - 24
206
25 - 34
108
35 - 44
106
45 - 54
69
55 - 64
68
65+
17
The data in the chart above from the Experian Simmons New Media Study indicates
that mobile GPS usage among mobile phone owners skews decidedly younger,
although consumers in the 35- to 44-year-old age bracket index slightly above the
market average.
Trend spotting: There is a severe drop-off in mobile phone GPS

usage for the older age groups, which is expected to remain the case
with mobile technologies in general.
Consumer attitudes toward mobile

The utilization of mobile technology, combined with the concurrent expansion
of mobile services, creates a powerful new channel through which marketing
messages can be delivered effectively to individuals. In fact, more than one-third
of consumers who spend an hour or more online per week rate themselves as
being interested in receiving ads via their mobile device, provided there is a
tangible incentive.7
Incentive consumers would
prefer to receive on cell
Extremely interested
in receiving ads
Cash
85%
Free movie passes
39%
Free products
38%
Discount off mobile phone bill
38%
Free minutes
26%
Free music downloads
19%
Free ring tones or games
18%
Discount coupons
16%
Additional free text messages
15%
Free movies or TV over your

mobile phone
14%
Entry into a sweepstakes
11%
Other
3%
Takeaway: The most desired incentives are cash, free movie passes, free
products and discounts off mobile phone bills.
7 Experian SimmonsSM, Experian Simmons New Media Study, April 2008

According to Forrester Research, Inc., big brands that have trialed mobile
successfully, such as Coca-Cola and Toyota, plan to keep it as a key part of their
overall interactive spend in 2009, despite the down economy. Other marketers,
such as retailers looking for a new direct-response vehicle, will respond to growing
mobile data usage with trials of message-based promotions and display media on
popular mobile content sites.8
For example, retail chain Lane Bryants pilot mobile campaign generated at least
16,000 subscribers in a test period spanning from July 2008 to October 2008. Today,
the ongoing promotion of the program is generating more than 1,000 new mobile
subscribers every week.
A sample incentive promotion from Lane Bryant would appear as follows:
LB MSG ME! 15% off ur online
purchase 7/23 8/5/08. Enter cde
XXXXX at chkout. Exclus apply.
C site 4 dets. 2 opt out, rply
STOPLB or call 8884796514.
8 Forrester Research, 2009 North American Interactive Marketing Predictions, February 2009
Data sourcing
Data included in this section was collected by Experian SimmonsSM and
SmartReplySM from April 2007 to April 2008.
For more information, please visit the Experian SimmonsSM Web site,
www.smrb.com, or the SmartReplySM Web site, www.smartreply.com.
You also can reach Experian SimmonsSM by calling 1 212 471 2850 or
SmartReplySM at 1 949 340 0700.
As digital technology
continues to
permeate consumers
lives, marketers have
a unique opportunity
to create customized
advertising that
better targets
their audiences.
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The future of
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The future of digital advertising

As digital technology continues to permeate consumers lives, marketers have
a unique opportunity to create customized advertising that better targets their
audiences. During this advertising evolution, online strategies will become less
about mass advertising and standardized Web sites, and more about made-toorder experiences.
The common thread throughout the digital marketing landscape will be
personalization. Digital advertising affords individualized communication,
which is highly beneficial for marketers because dramatic improvements in message
relevance are combined with increased ability to measure response. Marketers
should keep a watchful eye on the emerging technologies that enable them to apply
their direct marketing strategies to digital advertising programs, allowing for precise
targeting across everything from video and cable, to online and mobile.
Key findings
Marketers are increasingly looking for more targeted, interactive and effective
means of advertising.
R
ecent trials show there is real value in advanced television advertising.
Homes receiving targeted advertising change the channel less often during
commercials, and advertisers realize greater efficiency based on the per-spot
costs of targeted ads.
T
argeted online advertising has far out-performed standard Web pages,
leading to more clicks and conversions.
Industry progression
The traditional media that many marketers rely on today is focused on reaching
consumers with the same generic message across large categories. As digital
advertising technology moves forward, there will be greater focus on addressable
audiences. This technology will support individualized messaging at the
household level.
Addressable media aggregation pyramid
Targeting categories
210
Cable zones
3,000
ZIP Code
43,000
dia
me
ble
ssa
dre
Ad
Block group
208,000
ZIP + 4
43,000,000
Household
113,000,000
Individual
235,000,000
dia
me
DMA
ss
Ma
National
Unique targets
Takeaway: The future of digital advertising will be more targeted, interactive

and effective.
Television advertising becomes more targeted

With the explosive growth of high-definition television (HDTV) delivered by cable
companies, satellite providers and television over the Internet, the infrastructure
that enables household-level targeting of television advertising is becoming a
reality. While still in the testing phase, targeted advertising, also known as advanced
advertising, is showing tremendous potential for marketers.
Leading cable operators and media agencies have begun testing the effectiveness
and efficiency of addressable advertising. During one trial, thousands of targeted
ads across eight popular cable networks were delivered to anonymous households
based on pre-selected characteristics.
Tune away
Ad effectiveness
Advanced advertising results

38%
56%
The results indicate that there is real value in advanced advertising. Homes receiving
targeted advertising tuned away during commercials 38 percent less of the time than
homes that received non-targeted advertising, and advertisers realized 56 percent
greater efficiency based on the per-spot costs of targeted versus non-targeted ads.
Trend spotting: Consumers will be targeted at the household level as

marketers learn to combine online and off-line data strategically.
Online advertising becomes more relevant

While there are many models for improving advertising performance online, from
contextual ads to behavioral targeting, most of these models provide very broad
audience definition inferred from behaviors only exhibited on the Internet.
As digital technology advances over time, so will the usage of ad-targeting
technology that combines online and off-line data to enable more targeted and
relevant communication.
Trend spotting: Major credit card companies that have begun testing
this technology have experienced impressive results, with targeted
ads significantly outperforming standard offers, leading to more
clickthroughs and application submissions.
Tip: Look for ways to combine online and off-line data to improve
advertisement targeting.
Takeaway: Increased relevance of online advertising improves ad
performance and engagement.
Data sourcing
Data in the online advertising portion of this section was provided by
Experian Marketing Services in 2008.
For more information, please visit the Experian Marketing Services Web
site, www.experianmarketingservices.com, or call 1 888 404 6911.
Conclusion
Examining key trends, knowing your customers needs and determining how best
to communicate with them to meet those needs is critical to building sustainable
relationships, loyalty and revenue. If handled strategically through the use of
benchmarking and analytics, the user-controlled medium we know as digital
marketing is certain to secure a profitable future for the businesses of tomorrow,
while creating long-term, loyal brand advocates along the way.
Please feel free to contact us with any questions, requests or
recommendations at 1 888 404 6911.
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Experian Information Solutions, Inc. All Rights
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Experian Marketing Services

955 American Lane
Schaumburg, IL 60173
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2009 Experian Information Solutions, Inc All rights reserved
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registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein may be
the trademarks of their respective owners.

The 2009 Benchmark and Trend Report

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The 2009 digital marketer:

Benchmark and trend report

Experian Marketing Services helps companies from around the world

Media they cant live without...........................................................................................12

E-mail versus text messaging.........................................................................................13

Researching before making a purchase.......................................................................14

The role of cell phones/PDAs in peoples lives..........................................................14

First place people go for information............................................................................15

Role of video games in social lives................................................................................16

New media choices for information or entertainment...............................................17

Traditional media choices for information or entertainment ..................................18

Hours spent with media in a typical day.......................................................................18

State of the e-mail marketing industry......................................................................... 24

Click rates . ....................................................................................................................... 29

Click-to-open rates . ....................................................................................................... 30

Transaction-to-click rates ............................................................................................ 31

Distribution of dollar amounts...................................................................................... 32

Page 4 | The 2009 digital marketer

The U.S. search landscape............................................................................................ 38

Search referrals by industry ......................................................................................... 39

Paid search referrals....................................................................................................... 40

Branded and navigational search on the rise............................................................. 41

Growing complexity of search queries........................................................................ 42

Online communities and social media......................................................................... 47

Social networking site traffic......................................................................................... 47

Average time spent on social sites...............................................................................49

State of the mobile industry........................................................................................... 56

Consumer attitudes toward mobile...............................................................................59

The future of digital advertising.....................................................................................65

Television advertising becomes more targeted......................................................... 67

Online advertising becomes more relevant................................................................ 68

Experian Information Solutions, Inc. | Page 5

1 CMO Council, Marketing Outlook 2009, March 2009

Online ad spending and especially paid search spending is

Experian Information Solutions, Inc. | Page 7

Experian Information Solutions, Inc. | Page 11

Media they cant live without

Total adults (18+)

Trend spotting: The Internet is getting gray. According to the Pew

Percentage of total adults (18+)

E-mail versus text messaging

Researching before making a purchase

Search blogs for info

The role of cell phones/ PDAs in peoples lives

Don't leave house

Only use cell/PDA

Page 14 | The 2009 Digital Marketer

First place people go for information

Total adults (18+)

Tip: If your business is actively engaged in online advertising campaigns, make

Experian Information Solutions, Inc. | Page 15

Role of video games in social lives

Use video games

Put aside time

Total adults (18+)

New media choices for information or entertainment

Total adults (18+)

Tip: Understand the channel preferences of your target audience to identify

Experian Information Solutions, Inc. | Page 17

Traditional media choices for information or entertainment

Total adults (18+)

Hours spent with media in a typical day

Page 18 | The 2009 digital marketer

Average daily usage (hours)