Marketing Charts Power Point The Marketing Data Box

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 E
trends insights analysis charts ready to use easy to share
SPONSORED BY:
D ATA I N S I G H T S

The Marketing Data Box is part of Watershed Publishings Data Insights series featuring news, data and research. The quarterly collection supplies the busy marketing professional with a time-saving collection of research and facts, in the form of charts and Excel documents, in order to make the knowledge demands of daily marketing an easier task. Our data comes from major data partners and captures essential marketing data over the short term for a fast, easy glance at trends. The charts in this collection are ready to use, download, format, and otherwise support your marketing goals. Feel free to share the whole presentation or any slide, with your colleagues and business partners, but please preserve credits to our sponsor, HubSpot, our research partners who provide the source data, and our links to MarketingCharts.com.
D ATA I N S I G H T S
By many accounts, the economy is on an upswing: Major advertisers increased spending by about 6%, but perhaps more importantly, roughly 40% of Americans indicated that the economy is getting better. This is important news for marketers of all stripes, since it impacts the way they will approach their marketing efforts. But thats 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 youll 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 its not social networking) Ecommerce growth rates What percent of US population search online for health information, and where they are most likely to go The TV programming that will make your ads more likely to be thought of as trustworthy There are 65 charts on 54 data slides in this issue as well as insightful analysis you can share with your blog or newsletter subscribers, and fellow marketing and sales team members. As a marketer, how can you resist? Enjoy, The HubSpot Team http://www.hubspot.com
3
Charts inside
Media & Advertising Top 10 Advertisers Spend Trend Ad Spend for Television Media Ad Spend for Radio Media Ad Spend for Newspaper Media Ad Spend for Magazine Media News Sources, 2001-2010 News Audience Revenue by News Source Top 10 Print Media Websites Online Video & Mobile Top 10 Video Multimedia Sites Top 10 Video Sites by Ads Viewed Smartphone Penetration SMS Sent/Received per Month Mobile Internet Time by Category Spending & Channels Marketing Media, B2B v. B2C Marketing Metrics, B2B v. B2C Types of Email Sent, B2B v. B2C Average Cost per Lead Above Average Cost per Lead Below Average Cost per Lead Cost per Click: Yahoo-Bing, Google Top 10 Ad Focus Properties Retail & Consumer Goods Economic Confidence Index Outlook for Economy in 2011 Top Investment/Finance Sites Online Retail Spending Top 10 Mobile Phone Sites Top 10 Television Sites TV Programs for Ad-based Purchases Google & Facebook Use Benefits of Social Media Consequences of Social Media Top 10 Social Network Sites Lifestyle & Community Health Research by Age Health Information Sites Top 10 Politics Sites Perception of Year Ahead Top 10 Real Estate Sites Community-based Organizations About HubSpot Our Data Partners Sponsorship Information Department Store Advertisers Youth Influence and Purchases Number of Online Content Buys
Media & Advertising

Top 10 Advertisers Spend Trend Ad Spend for Television Media Ad Spend for Radio Media Ad Spend for Newspaper Media Ad Spend for Magazine Media News Sources, 2001-2010 News Audience Revenue by News Source Top 10 Print Media Websites
2011: $173 Billion in Revenues

Top 10 Advertisers Spend Trend 2009 v. 2010, US$ Millions Source: Kantar Media
Large advertisers back to spending in 2010

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 industrys size likely to equate to $173 billion in
$2,130.7
revenues this year.

$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 & Gamble
General Motors
AT&T
Verizon
News Corp
Pfizer Inc
Time Warner
Johnson & Johnson
Ford Motor Co.
L'Oreal
2009 The Marketing Data Box
2010
TV Media Best Y-o-Y Growth

Ad Spend for Television Media 2009 v. 2010, % change Source: Kantar Media
Strong growth in television media

How did the spending flow? According to Kantar Media reports, of the major media channels, the
24.2%
TV sector reported the best year-over-year ad expenditure growth rate in 2010 (10.3%). Within the sector, extremely strong spot TV growth (24.2%) and impressive growth in Spanish
10.3%
9.8%
10.7%
language cushioned enough for the 2.8% contraction in large-scale national syndicated
5.3%
campaigns.
-2.8%
Television media total
Network TV
Cable TV
Spot TV
Spanish Syndication Language TV National
Ad Spend for Radio Up 7%

Ad Spend for Radio Media 2009 v. 2010, % change Source: Kantar Media
Strong showing for radio

Radio has been hanging tough in these years, 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 74% of Americans age 12 and up, according to
18.6%
7.6%
4.9%
Arbitron RADAR 107.

2.2%
Radio media total
Local radio
National spot radio
Network radio
Newspapers: Negative and Slow

Ad Spend for Newspaper Media 2009 v. 2010, % change Source: Kantar Media
Newspapers lose audience, revenue

There is not much good news for print
Newspaper media total
-3.5%
advertising revenue stream. MagnaGlobal analysis indicates reported totals are held back
Local newspapers
-4.6%
by deep structural weakness in printed 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.
Sunday Mags are Bright Spot

Ad Spend for Magazine Media 2009 v. 2010, % change Source: Kantar Media
Sunday magazines show some growth

Data from The Nielsen Company, also found
0.90%
that in terms of ad spending, print media 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%
10
Online News Audience Up 17%

Consumer News Sources, 2001-2010 Percent (%) of adults Source: Pew Research
News audience moves online

An increasing share of the US news audience turned to the internet in 2010, according to a new report from the Pew Project for Excellence in Journalism. Data from State of the News Media 2011 indicates in 2010, every news platform except for the internet saw audiences either stall or decline. Internet News Platform Grows 17% Pew data indicates the US audience for the internet news platform grew 17.1% between 2009 and 2010. Every other major news platform declined during that year. For example, the local TV audience declined the least among the other platforms at 1.5%, while the cable TV audience declined the most at 13.7%.
8 % 7 % 7 % 66%
70% 60% 50% 40% 30% 20% 10% 0% 2 1 2 2 2 3 2 4 2 5 2 6 2 7 2 8 2 18% 21% 18% 21% 16% 14% 45% 42% 36% 36% 34%
5 % 46% 4 % 41% 35%
2 %
2 % 13% 14%
9 2 1
Television
Newspaper
Internet
Radio
11
24%
24% 24%
35% 32% 31% 18% 17% 16%
12%
80%
74%
90%
82%
74% 73% 73% 74%
Online Tops Print as News Source

News Audience Shift 2009 v. 2010, % change Source: Pew Research
More people choose online news

For the first time, according to Pew research, more people said they got news from the web than newspapers. The internet now trails only television among American adults as a destination for news, and the trend line shows the gap closing.
17.1%
Local TV Online
Network
Newspaper
Audio
Magazine
Cable
-1.5% -3.4% -5.0% -6.0% -8.9% -13.7%
12
Online Ad Revenue on Top, Too

Revenue Growth by News Source 2009 v. 2010, % change Source: Pew Research
More online ad revenue than print

Financially, the tipping point also has come. When the
17.0% 13.9%
final tally is in, online ad revenue in 2010 is projected to surpass print newspaper ad revenue for the first time.
8.4% 6.6% 6.0%
1.4%
Local TV
Online
Cable
Network
Audio
Magazine
Newspaper
-6.4%
13
23% Would Pay for Online News

Top 10 Print Media Websites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise
Online newspapers examine paid content
14
4.
USA Today People Magazine
2.4% 2. % 1.6% 1.4% 1.4% 1. % 1.2% 1.2% 0.9%
TV Guide.com Daily Mail Sports Illustrated NY Daily News
The
all Street Journal Examiner
The
ashington Post
The New York Times
Frankly, we dont hear the shouts of told you so. Newspapers are implementing paid content models, and consumers, influenced by mobile devices, are more prepared for the leap. 23% of Americans said they would pay $5 a month for an online version if their local newspaper would otherwise perish. 47% of Americans used a mobile device to obtain news content, but 10% of those who have downloaded local news apps have paid for them to date.
Top News Brands Lead Web, Too

Top 10 Print Media Websites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise
The New York Times People Magazine USA Today The Washington Post NY Daily News TV Guide.com Sports Illustrated The Wall Street Journal Examiner Daily Mail
2.4 2.8
3.9
The New York Times People Magazine USA Today The Washington Post Sports Illustrated TV Guide.com NY Daily News The Wall Street Journal Examiner Daily Mail
. 2.
3.9
2.3
January 2011
February 2011
15
.0
.0
.3
.2
.2
.4
.4
.3
.5
.4
.4
Spending & Channels

Marketing Media, B2B v. B2C Marketing Metrics, B2B v. B2C Types of Email Sent, B2B v. B2C Average Cost per Lead Above Average Cost per Lead Below Average Cost per Lead Cost per Click: Yahoo-Bing, Google Top 10 Ad Focus Properties Google & Facebook Use Benefits of Social Media Consequences of Social Media Top 10 Social Network Sites Internet Usage by Youth
Web, Email Lead Day-to-Day Ops

Marketing Media, B2B v. B2C February 2011, % of respondents Source: Multichannel Merchant
Outlook: 2011 marketing is new media

In terms of day-to-day business, Outlook: 2011 Marketing, a survey of B2B and B2C marketers from Multichannel
93% 84% 88% 84% 69% 61% 66% 54% 47% 50% 84% 84%
Merchant, found, fundamentally, that new media have superseded the old.
54% 47% 37% 41% 34% 18% 31% 16% 44%
Website
Email
Social media Total
Paid search B2C
Banner ads B2B
Consumer publications
B2B publications
17
67% Say Email More Important

Marketing Metrics, B2B v. B2C February 2011, % of respondents Source: Multichannel Merchant
Email, website metrics important tools

Also looking for cost-effective marketing tools, many respondents from the Multichannel Merchant
79% 84%
survey use email as a marketing tool and wished they could improve
67% 66% 47% % % 1 % %
their campaigns; 67.3% said that
19%
Affiliate related Catalog related
Email related B2C
Mobile related B2B
14%
1 %
Search related Website related
18
email-related metrics became more important to their business in the past year, This is up from 56.1% in the previous year's survey.
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% 90% 72%
10 sent promotional messages, and 7 in 10 sent transactional emails (e.g., order confirmations). A growing percentage are using trigger emails such as birthday
67%
messages or cart abandonment follow-ups, with just more

41% 32% 33% 33% 32% 30%
than 20% indicating that this was a practice they've done more frequently in the past year.
7% 2%
4%
5%
Promotional/ Transactional Prospecting Marketing B2C
Reactivation
Trigger
Other
None
B2B
19
54% Increase Inbound Budget

Average Cost per Lead, Inbound vs. Outbound 2010 v. 2011, % of respondents costs by lead channel Source: HubSpot
Businesses review cost-effective tools

In 2011, the average cost per lead for outbounddominated businesses was $373, while inbound
$373 $332
businesses reported their leads cost on average $143. 54% of those businesses surveyed for HubSpots 2011: The State of Inbound Marketing are increasing their inbound marketing budgets.
$134
$143
2010 Outbound marketing dominated
2011 Inbound marketing dominated
20
29% Think Paid Search is Costly

Above Average Cost per Lead, Inbound vs. Outbound 2010 v. 2011, % of respondents costs by lead channel Source: HubSpot
Paid search priciest inbound channel

When classifying each lead generation category as below average cost, near
47% 41%
average cost, or above average cost businesses consistently ranked inbound
27%
29%
marketing channels as having costs lower than outbound channels. PPC was the only inbound channel that was ranked among the outbound
13% 13% 9%
channels in terms of costs. Trade shows, PPC, direct mail and telemarketing were most frequently ranked as more expensive.
Inbound
Outbound
21
Blogs Tops at Lower Cost Leads

Below Average Cost per Lead, Inbound vs. Outbound 2010 v. 2011, % of respondents costs by lead channel Source: HubSpot
Blogs, social media gain budget share

Blogs had the highest instance of being reported
55% 47% 39% 27% 19% 36%
as a below average cost, with 55% of companies reporting this. The average budget spent on
33%
company blogs and social media increased from 9% in 2009 to 17% in 2011. Marketers, the survey found, are decreasing the portion spent on PPC, direct mail and telemarketing.
Inbound
Outbound
22
20 Separate Google, YaBing CPC

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

More on what is cost-effective for
$0.91
marketers, Marin Software and Razorfish studied paid-search performance before, during and after the transition that
$0.84 $0.84
$0.84 $0.82
$0.82 $0.82
$0.81
$0.74
$0.73
brought together Yahoo-Bing (i.e. August 15th to December 15th 2010). Pretransition, Yahoo-Bings CPC was more or less identical to Google. However after the transition, Googles CPC trended significantly higher than Yahoo-Bing.
August
September
October Google Yahoo-Bing
November
December
23
16 Million More Visitors at Google

Top 10 Ad Focus Properties by Unique Visitors (000) and % Reach, Jan. 2011 Source: comScore
Googl
93.1%
t or r
i 93%
Google Ad Network Yahoo! Network Plus AOL Advertising Yahoo! Sites Google Turn Media Platform ValueClick Networks 24/7 Real Media AdBrite Facebook.com
197,076 180,843 179,956 178,864 170,325 168,577 168,499 165,127 156,061 153,020
In terms of online advertising, the Google

85.5% 85.0%
Ad Network led the January 2011 Ad Focus ranking with an impressive reach of 93.1% of Americans online, followed by Yahoo Network Plus with an 85.5%
84.5% 80.5% 79.7% 79.6%
reach, AOL Advertising with 85% and Yahoo Sites with 84.5%.
Facebook.com crossed into the top 10

78.0%
for the first time in January 2011 with a

73.7% 72.3%
72.3% reach.
24
Google Use Tops Facebook by 40%

Google & Facebook Use Base: US youth ages 8-21, Online more than 1 hr "yesterday, Feb. 2011 Source: Gallup / USA Today
Googl
or t
ook
Gallup data indicates men (42%) are about as likely as women (45%) to have a Facebook page. However, men (63%)
83 73 69 55 54 55 56 41 33 34 17 35 28 58 53 51 42 45 43 85 87 85
are 12.5% more likely than women (56%)

66 63 56
to say they visit Google in a given week.

60
Overall, 40% more US adults say they use Google in a typical week (60%) than have a Facebook page (43%).
Use Google in a typical week
Have a Facebook page
25
65% See Pros of Social Media

Benefits of Social Media January 2011, US adults, answered "yes, frequently" or "yes, occasionally Source: Harris Interactive
Users assess benefits of social media
No doubt, the social media is booming, and of

Received a good suggestion for something to try
40% 59%
44%
34%
19%
yet, there is very little negative backlash. A majority of US adults are using social media (65%), and a similar number say they have
Made a connection regarding a job opportunity
15%
34%
19%
11%
4%
received a positive benefit from its use, a poll from Harris Interactive found. Example, onequarter of Echo Boomers have found a job
Found a new apartment or house
9%
17%
9%
5%
2%
opportunity through social media (24%).
Total Gen X (34-45) Mature (65+)
Echo Boomers (18-33) Baby Boomers (46-64)
26
43% Encounter SocNet Cons

Benefits of Social Media January 2011, US adults, answered "yes, frequently" or "yes, occasionally Source: Harris Interactive
Social networks cause problems for some

43% of social media users say they have been offended by posts, comments or pictures theyve seen, and the
51% 48% 43% 43% 39% 30% 38% 37%
quarter who say that unintended persons have viewed links or comments theyve posted (26%). Some reported more serious consequences of getting in trouble with school or work, or losing a job opportunity. (7% for both).
29%
28%
26% 22%
17%
13%
7%
12%
10% 7% 9% 3% 4%
11%
10% 8% 3% 3%
Been offended by posts, comments or pictures

Total Mature (65+)
Unintended persons viewed my links or comments
Got introuble woth school or work because of my posts

Gen X (34-45) Female
Lost a job opportunity because of my posts

Baby Boomers (46-64)
Echo Boomers (18-33) Male
27
Facebook Ad Recall 10% Higher

Top 10 Social Network Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise
Ad recall higher than standard homepage ad

Nielsen analyzed fourteen Facebook ad campaigns, and
64.2%
Facebook YouTube MySpace Yahoo! Answers Twitter Tagged myYearbook Linkedin Mylife Club Penguin 19.6% 1.4% 1.2% 1.1% 0.8% 0.4% 0.4% 0.4% 0.3%
found that consumers who were exposed to a standard homepage ad on Facebook had 10% higher ad recall, 4% higher brand awareness and 2% higher purchase intent than consumers who were not exposed. When a Facebook homepage ad features social context (i.e., the ad includes a list of people on the viewers friend list who are registered fans of the brand or product), the increase in recall, awareness and purchase intent compared to non-exposed consumers is substantially higher than that caused by standard Facebook homepage ads.
28
Users Average 5.5 Hours Monthly

Top 10 Social Network Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise
Users Spend More Time with SocNets On average, global web users across 10 countries spent roughly five and a half hours on social networks in February 2010, up more than two hours from February 2009.
Facebook YouTube MySpace Yahoo! Answers Twitter Tagged myYearbook Mylife Linkedin Club Penguin
2.2 18.9
63.6
Facebook YouTube MySpace Yahoo! Answers Twitter Tagged myYearbook Linkedin Mylife Club Penguin
1.7 19.2
64.3
1.1
1.1
1.0
1.0
0.9
0.8
0.5
0.4
0.4
0.4
0.4
0.4
0.3
0.3
January 2011
29
9 in 10 Youth Online 1+ Hours

Internet Usage by Youth 2006-2010, Base: US youth ages 8-21, Online more than 1 hr "yesterday" 2006-2010 Source: Harris Interactive
Every day, youth spend an hour-plus online

8-9 year olds
59% 61% 76% 76% 68% 69% 75% 82% 81%
A Harris Interactive study on the internet habits of youth found that eight in 10 8-to-12-year-olds (79%) and nine in 10 13-to-24-year-olds (88% of 13-to-17-yearolds, 90% of 18-to-24-year-olds) spend an hour or more online on a typical day.
10-12 year olds
13-15 year olds
83% 82% 88% 89%
The average number of hours spent online daily increases with age, rising from 1.9 hours among 8-to-12year-olds to 3.5 hours among 13-to-17-year-
16-17 year olds
81% 79% 87% 88% 90% 88% 89%
olds, topping at 4.5 hours among 18-to-24-year-olds.
18-21 year olds
2006
2007
2009
2010
30
Online Video & Mobile

Top 10 Video Multimedia Sites Top 10 Video Sites by Ads Viewed Smartphone Penetration SMS Sent/Received per Month Mobile Internet Time by Category Top 10 Mobile Phone Sites Top 10 Television Sites TV Programs for Ad-based Purchases
179 Million Watch Video Online

Top 10 Video Multimedia Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise
American watch 14 hours of online video

Gaining its share of some of this increased internet audience, the online video market continued to gain
YouTube Hulu bing Videos Yahoo! Video Fancast Apple iPod & iTunes Google Video Daily Motion MetaCafe Mega Video 3.1% 2.1% 1.2% 1.0% 1.0% 0.8% 0.7% 0.6% 0.5%
77.0%
momentum in 2010, with an average of 179 million Americans watching video each month, according to a new white paper from comScore. Engagement levels also rose during the year, with viewers watching online videos more frequently.
Americans also spent about 12% more hours viewing online video in 2010 (14.2) compared the prior year (12.7) due to increased content consumption and more video ad streams. The average American streamed a record 201 videos in December 2010, up 8% from 187 a year earlier.
32
Top 10 Video Multimedia Sites

Top 10 Video Multimedia Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise Three of the top 10 most-shared videos in February 2011 began as ads aired during the 2011 Super Bowl (Feb. 6, 2011). These include the top two videos, Volkswag en Commercial: The Force and Chrysler Eminem Super Bowl Commercial: Imported from Detroit.
YouTube Hulu bing Videos Fancast Yahoo! Video Apple iPod & iTunes Google Video Mega Video Daily Motion MetaCafe
3.5
75.5
YouTube Hulu bing Videos Yahoo! Video Fancast Apple iPod & iTunes Google Video Daily Motion Mega Video MetaCafe
3.4
76.6
2.3
2.4
1.2
1.2
1.1
1.1
1.1
1.0
0.8
0.8
0.7
0.6
0.6
0.6
0.6 January 2011
0.6
February 2011
33
45% of Americans See Video Ads

Top 10 Video Sites by Ads Viewed January 2011, Ads viewed (000) Source: comScore
Online video ads reach 45% of population

As an ad market, online video is maturing as well, Americans viewed more than 4.3 billion video ads in January, according to comScore data. Hulu generated the highest number of video ad
Hulu Tremor Media ADAP.TV BrightRoll CBS Interactive Microsoft Sites CWTV.com SpotXchange AOL, Inc. Google Sites
1,080,902 503,683 431,908 414,644 348,381 318,832 211,593 193,685 185,127 154,716
impressions at nearly 1.1 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 503.7 million ad views.
Time spent watching videos ads totaled 1.7 billion minutes during the month, with Hulu streaming the largest duration at 434 million minutes. Video ads reached 45% of the total US population an average of 32 times during the month.
34
In U.S., 31% Own Smartphones

Smartphone Penetration Base: % of population, 2009-2010 demographic trend Source: The Nielsen Company
One-third of consumers have smartphones
50% 45% 40%

34% 37% 40% 34% 31% 30% 26% 40%
45% 45%
45% 45%
As of December 2010, nearly a third (31%) of all mobile consumers in the US owned smartphones. But smartphone penetration is even higher among
35% 30% 25% 20% 15% 10% 5% 0% Q4 2009 Q1 2010

25%
32%
33% 27%
mobile users who are part of ethnic and racial minorities in the US; namely Asian/Pacific Islanders (45%), Hispanics (45%) and AfricanAmericans (33%), populations that also tend to skew younger. Meanwhile, only 27% of white mobile users reported owning a smartphone.
24% 20% 21%
18%
Q2 2010
Q3 2010
Q4 2010
Hispanic
White
African American
Asian
35
Teens Power-Text, Seniors Dont!

SMS Sent/Received per Month Base: Mobile phone users, Total by age Source: The Nielsen Company
Younger phone owners like text feature
3,705
Younger mobile phone users definitely text far more often than older users, as the only other age group to average more than 1,000 texts per month is 0-12-year-olds (1,178). Text usage starts rapidly dropping among older age brackets, with 25-to-34-year-old mobile phone users
1,707
sending and receiving an average of 758 per month. This number drops sequentially with each succeeding age
758 583 349 126 41 65+
1,178
bracket, hitting a low of 41 among mobile phone users 65 and older.
0-12
13-17
18-24
25-34
35-44
45-54
55-64
36
Email Leads Mobile Internet Time

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

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
38.5%
10.7% 7.2% 6.3% 4.6% 4.3% 4.1% 4.0%
close, with social networking coming in

3.0% 2.8%
a distant second (10.7%). This data comes from The Nielsen Companys State of the Media 2010.
37
25% are Avid Phone Gamers

Top 10 Mobile Phone Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise
44% have tried a mobile phone game

22.8%
MocoSpace Myxer WeeWorld Your Pure Crush Cricket MySpace Mobile PhoneZoo Yahoo! Mobile Musica.com Boost Mobile Media Mail 7.0% 5.4% 4.4% 3.8% 3.1% 2.4% 2.3% 2.1% 10.5%
More than half (52%) of 2,425 US and UK mobile phone owners surveyed have played a game on a mobile phone at some time in the past, according to a survey PopCap Games/Information Solutions Group (ISG). 44% of US respondents have played a mobile game at least once. In addition, about 33% of respondents have played a game on their mobile phone handset in the past month, and nearly a quarter (24.6%) have played in the past week, qualifying them as avid mobile phone gamers. .
38
2011: Mobile Ads to Increase 60%

Top 10 Mobile Phone Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise
MocoSpace Myxer WeeWorld MySpace Mobile MyTrafficMaps.net Your Pure Crush Cricket PhoneZoo Musica.com Sprint - Pictures
6.4 9.8
23.9
MocoSpace Myxer WeeWorld Cricket MySpace Mobile Your Pure Crush PhoneZoo Musica.com Yahoo! Mobile Fun For Mobile
7.11 11.35
23.12
Interest in mobile advertising has been catalyzed among large advertisers during the past year, and MagnaGlobal expects growth of 60.1% during 2011.
5.0
5.30
4.9
4.30
4.6
3.52
4.5
3.19
2.9
2.37
2.1
2.22
2.0
2.07
January 2011
February 2011
39
TV Will Hold 41% of All Ad Revenue

Top 10 Television Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise
Television to stay on top ad revenue heap

7.5% 7.2%
MSNBC The Weather Channel - US CNN.com ESPN Hulu Fox News Yahoo! TV FOX Sports on MSN Nick (Nickelodeon) QVC.com 2.8% 2.6% 2.3% 2.1% 1.9% 4.7% 4.7% 4.6%
Worth noting, for now, that despite some pressure from the other 2 Screens a.k.a., competition from online and mobile, in 2011, TV will retain its global leadership of all media forms in terms of total revenues, including ad revenues, subscriptions, pay-per-view and license fees, according to Deloitte research. TV will account for about 41% of all ad revenues, and grow its share to 42% by 2012. TV ad revenue share grew close to 10% between 2007 and 2010, from 37% to more than 40%. Even playback does not make a dent. Data from a Nielsen Company study indicates that DVRs actually contribute significantly to commercial viewing. On a total US basis, DVR playback added a 16% lift to the average minute of primetime commercials.
40
Top 10 Television Sites

Top 10 Television Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise
The Weather Channel - US MSNBC Hulu ESPN CNN.com Fox News Yahoo! TV FOX Sports on MSN Home & Garden Television Foxsports NFL
2.27 5.03 6.71
8.74
The Weather Channel - US MSNBC Hulu CNN.com ESPN Fox News Yahoo! TV FOX Sports on MSN Nick (Nickelodeon) QVC.com
2.48 3.95 6.12
8.52
5.13
4.24
3.99
3.87
1.94
2.08
1.94
1.84
1.78
1.75
1.73
1.72
January 2011
February 2011
41
Trust Meter: Local TV News is Third

TV Programs for Ad-based Purchases December 2010, Viewers of genre 2x a week or more Source: Hearst/Frank N. Magid Associates
Local TV news trusted, ads reliable

In terms of consumers, local TV news was found to be an effective medium for advertisers, according to a study from Frank M. Magid Associates, Inc. and Hearst Television. Viewers indicated that they find local news advertising to be trustworthy and relatable at higher rates than most other TV genres.
Informational talk shows Entertainment talk shows Local TV news Cable prime time Broadcast prime Broadcast prime time Cable news Court shows Sitcom reruns Broadcast news Entertainment news Game shows 14% 12% 11% 10% 8% 7% 7% 6% 6% 5% 4%
19%
Products and services advertised during local TV news programs were ranked trustworthy by the third-highest percentage of respondents (16%), trailing entertainment talk shows (23%) and informational talk shows (27%). .
42
Retail & Consumer Goods

Economic Confidence Index Outlook for Economy in 2011 Top Investment/Finance Sites Online Retail Spending Department Store Advertisers Youth Influence and Purchases Number of Online Content Buys
Economic Mood Improving

Economic Confidence Index 2009-2010, Full-year Trend, Base: US Consumers, Monthly Averages Source: Gallup
Economy mood swings

Perhaps testament to the realities of the countrys financial growth economic confidence indices are still reflecting a shift in consumer perspective according to Gallup data. Gallups Economic Confidence Index averaged -31 over the first two weeks of December, fully offsetting Novembers improvement to -24, and essentially matching the monthly readings of -29 in October and -33 in September.
0 -10 -20 -30 -40 -50 -49 -60 -54

Jan Feb
-22 -26 -29 -30
-24
-27 -33 -30 -33
-25
-23 -28 -29 -33
-24
-27
-27 -34
-32
-30
-31
-58
March
April
May
June
July
Aug
Sept
Oct
Nov
Dec
2009
2010
44
58% Say 2011 Will be Better

Outlook for Economy in 2011 Base: % of adults, January 2011 Source: Gallup
Economy mood swings

62 55 52 56 51 48 55 52 51 46 50
32 25 21 24 21 25 18 20 17 27 22 23 21 23 20 25 27
31 26
23 19
16
With the turn of the year, perhaps buoyed by the holidays and new year cheer, Americans report considerably more optimism than pessimism about what it may bring. Fifty-eight percent of respondents say 2011 will be better than 2010, 20% say 2011 will be worse, and 21% say it will be the same.
Better
Same
Worse
45
41% Say Economy is Better

Top 10 Investment/Finance Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise
Economy mood swings, optimism grows

Yahoo! Finance msn money Fidelity Investments Scottrade TD AMERITRADE CNN Money.com Charles Schwab The Wall Street Journal E*Financial CNBC 6.2% 4.7% 4.6% 3.9% 3.4% 2.8% 2.3% 2.2% 2.2% 29.8%
By January, another Gallup poll revealed that forty-one percent of Americans said the economy is getting better, up 17% from 35% in December 2010 and about 8% from 38% a year ago. This level of optimism ties for the highest since Gallup daily tracking began in January 2008.
46
Top Investment/Finance Sites

Top 10 Investment/Finance Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise
Yahoo! Finance msn money Fidelity Investments Scottrade TD AMERITRADE CNN Money.com Charles Schwab The Wall Street Journal Yahoo! Message Boards E*Financial
7.0
32.6
Yahoo! Finance msn money Fidelity Investments Scottrade TD AMERITRADE CNN Money.com Charles Schwab E*Financial Yahoo! Message Boards The Wall Street Journal
6.2
29.3
4.7
4.9
4.5
4.9
3.7
3.9
3.0
3.3
2.8
3.0
2.4
2.3
2.1
2.2
2.1
2.2
January 2011
February 2011
47
Online Retail Hits Record $43.4B

Online Retail Spending 2007-2010, Base: All U.S. adults, % change Source: Pew Research
$50,000 $45,000 $40,000
19% $43,432 23% 23% $39,132 $38,071 $39,045
Record online retail spending

25%
As the mood picks up, so does

20%
consumer spending: US online retail spending reached a record
$35,000
17%
$31,178 $30,581 13% 11% $30,274
$31,031
$32,942
15%
$33,984 $32,133
$43.4 billion during Q4 2010, according to comScore. This
$30,000 $27,970
$30,169$29,552
$25,000 $20,000 $15,000 $10,000 $5,000 $0
$28,441 $27,176
11% 10% 9% 6% 3% 9%
10%
figure is up 11% from $39 billion in Q4 2009 and 35% from $32.1 billion in Q3 2010. This marks the
5%
0%
0% -1% -2% -3%
fifth consecutive quarter of positive year-over-year growth and second
-5%
quarter of double-digit growth rates in the past year.
E-Commerce Spending ($ Millions)
Y/Y Percent Change
48
Double-digit Growth for eTail

Top 10 Department Store Advertisers By No. of Ad Plays, March 2011 Source: Mediaguide
E-commerce growth below pre-recession level

Though this is an improvement, retail e-commerce
Macy's Kohl's JCPenney's Wal-Mart Meijer Superstores Fred Meyer Target Sears Marshalls TJMaxx
16,477 14,492
35,546 32,652
growth rates are still significantly below those reported during 2007, which ranged from 17-23%. They are more in line with the respective 11% and 13% growth rates reported during the first two quarters of 2008 (the current recession is generally considered to have started in
5,931
December 2007). However, comScore predicts continued double-digit year-over-year growth in US retail ecommerce spending for the upcoming quarters of 2011.
5,514 2,457 2,392 2,084 1,264
49
Department Store Advertisers

Top 10 Department Store Advertisers By No. of Ad Plays, Jan. & Feb. 2011 Source: Mediaguide Overall self-reported daily consumer spending in stores, restaurants, gas stations, and online averaged $55 per day in the week ending Jan. 9 , 2011, according to Gallup data. This is down 27% from the $75 average for the month of December 2010 (a postholiday drop was expected), but also well below the $68 average for the same week in 2010.
Wal-Mart Kohl's Macy's Sears Target Fred Meyer Stores Meijer Superstores JCPenney's Beall's Beachwood Place
16,761 6,149
48,164
Wal-Mart Macy's Kohl's Sears

15,699 33,904 45,865
57,758
39,779
39,527
Meijer Superstores JCPenney's Fred Meyer Target Kmart Lord & Taylor
7,254
4,459
4,098
3,229
2,901
1,814
2,310
483 229
746
588
January 2011
February 2011
50
Youth Carry $123.5B Purse

Youth Influence and Purchases December 2010, (buy or influence others to buy) % of US youths aged 8-21 Source: Harris Interactive
40% 43% 45% 35% 20% 17% 31% 27% 24% 22% 30% 29% 21% 24% 20% 17% 24% 28% 12% TV 10% Camera 18% Camcorder or video camera 7% 14% 13% 20% 17% 20% Ages 18-24 Ages 13-17 Ages 8-12
Youth regain hold on purse strings

Youth spending may be on the rebound after declining earlier in the current recession. Total spending among 8-to-21-year-olds was at $132.2 billion in 2007, which dipped to $112.8 billion by 2009, reports Harris Interactive. However, this year it is projected to reach $123.5 billion, a roughly 9% increase. Roughly four in 10 US consumers ages 8-24 will personally buy or influence the purchase of entertainment/sporting event tickets in the next month.
Entertainment/ Sports tickets Hand-held video games Video game system Cell phone/ Smart phone Digital media player Computer
51
About $50 Monthly for Tunes, etc.

Number of Online Content Buys December 2010, Percent (%) of US adults Source: Pew Research
Users average about $47 for online content

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

15.0% 12.0% 11.0%
them, nearly half (46%) have purchased only one or two of the types of content. The average expense for online content was approximately $47
7.0% 4.0% 1.5% 1.4% 0.5% 0.9% 0.6% 0.4%
per month, including both subscriptions (an average of $12 per month) and individual file access (an average of $22 per month).
10
11
12
13
No. of different types of online content purchased by internet users
52
Lifestyle & Community

Health Research by Age Health Information Sites Top 10 Politics Sites Perception of Year Ahead Top 10 Real Estate Sites Community-based Organizations
8 in 10 Research Health Online

Health Research by Age February 2011, Percent (%) of US adults Source: Pew Research
80% research online

Eight in 10 US internet users look online for health information making it, overall, the third most popular online pursuit among all those tracked by Pew. Since one-quarter of adults do not go online, the percentage of online health information seekers is 59% among the total US adult population.
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Millennials Go online Email Gen X Young Boomers Old Boomers Silent Gen Get news G.I. Gen Buy a product
Use search engine
Look for health info
54
65% of Women Research Online

Top 10 Health Information Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise
Online health research by age, gender, race

8.0%
WebMD Yahoo! Health Righthealth.com MedicineNet Drugs.com MayoClinic.com AOL Health HealthGrades HealthLine MedlinePlus 3.9% 3.8% 3.6% 3.0% 2.4% 1.8% 1.6%
The study also found that women, non-Hispanic whites, younger adults, and those with higher levels of
6.9%
education and income are more likely to gather health

6.0%
information online. For example, 65% of women but 53% of men look up online health. Non-Hispanic whites (63%) have a higher rate than African-Americans (47%) or Latinos (45%). Also, 71% of 18-to-29-year-olds but only 29% of those 65 and older look up health information online. Pew says there are two forces at play in the data: simple access to the internet and general interest in health information. For example, women and men are equally likely to have access to the internet, but women are more likely than men to report gathering health information online.
55
44% of Adults Hope to Lose Lbs.

Top 10 Health Information Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise
WebMD Yahoo! Health Righthealth.com Drugs.com MedicineNet MayoClinic.com Everyday Health AOL Health HealthGrades MSN Health
2.37 3.65 5.89
8.02
WebMD Yahoo! Health Righthealth.com Drugs.com MedicineNet MayoClinic.com AOL Health HealthGrades MSN Health Everyday Health
3.64 5.13
7.83
7.82
Results of a Harris Poll indicate that forty-four percent of US adults have made losing weight one of their resolutions for 2011.
5.54
3.52
3.57
3.38
3.38
3.04
2.23
2.26
2.21
2.05
1.92
1.81
January 2011
February 2011
56
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 mobile
The Huffington Post Political News FOXNews.com Politico CNN Political Ticker Free Republic Townhall.com Infowars.com JibJab Real Clear Politics Politics Daily 8.0% 3.8% 2.6% 2.1% 2.0% 2.0% 1.8% 1.7% 1.4%
31.9%
More than a quarter of American adults (26%) used their cell phones to learn about or participate in the 2010 midterm election campaign, according to findings from the Pew Research Centers Internet & American Life Project. The mobile political user group is more male than female, young than old, better off financially than less well-off, and better educated than less well-educated. African-Americans are also more likely than whites or Hispanics to be in this group.
57
71% of Cell Phone Owners Votes

Top 10 Politics Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise
The Huffington Post Politics Daily Political News FOXNews.com Politico CNN Political Ticker Free Republic Infowars.com Townhall.com JibJab First Read : The Day in Politics
3.6 8.9
25.6
The Huffington Post Political News FOXNews.com Politics Daily Politico JibJab CNN Political Ticker Free Republic Real Clear Politics Townhall.com Infowars.com
5.7 7.9
24.8
8.3
14% of all American adults used their cell phones to tell others that they had voted. Some 71% of cell owners voted in the election, so that amounts to 27% of the mobile phone users who voted.
3.9 2.9
2.9
2.3
2.7
2.1
2.3
2.1
2.2
2.0
2.1
2.0
1.9
January 2011
February 2011
58
Dems: 67% Upbeat (83% in 2010)

Perception of Year Ahead 2010 v. 2011, Percent (%) saying year ahead will be better Source: Pew Research
Looking ahead to next year, most

83%
Americans (55%) say that 2011 will be better than 2010, while 31% say the
67% 55% 55% 41%
67% 60% 54%
coming year will be worse. But there was even more optimism at the start of this year: In January, 67% said that 2010 would be a better year than 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 2010
Democrat 2011
Independent
better than 2010, compared to 41% of Republicans and 54% of Independents.
59
Still 22% Have Mortgage Issues

Top 10 Real Estate Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise
22% of omeowner , own from 29%,

Yahoo! Real Estate Zillow Trulia.com Rent.com Homes.com MSN Real Estate 2.6% 6.0% 5.4%
e troubles
rt ts, i cl s r i
4.6%
2.3% 1.7% 1.7% 1.6%
Real Estate
ZipRealty
partment Guide
1.5%
Realtor.com
6. %
A i
rris P ll fi iffic lt r rt r r , r, t s
st
t f ll ti t r s t it ir
f rt
it
ft
l f iffic lt . rt tl iffic lt , fr r l st r, r t r, . i t , fr ft s i it rt s r rt ff t .T t ir s t r t r. r
rs r s s cli i
i rt i . rt t
rc s r rt r st r
.T
l f iffic lt r , t t is ti tt . r

60
Top 10 Real Estate Sites

Top 10 Real Estate Sites by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise
Yahoo! Real Estate FrontDoor Real Estate Realtor.com Zillow Trulia.com Rent.com Homes.com ZipRealty MSN Real Estate Apartment Guide
2.57 4.21
6.58
Yahoo! Real Estate Realtor.com Zillow FrontDoor Real Estate Trulia.com Rent.com MSN Real Estate Homes.com ZipRealty Apartment Guide
2.52 4.94
6.24
5.78
5.87
5.71
4.49
3.65
4.12
2.19
2.37
1.81
2.19
1.62
1.66
1.57
1.39
January 2011
February 2011
61
Lives Overall a Little Better

Top 10 Community-based Organizations by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise
The Animal Rescue Site AARP Care2 We-Care.com ASPCA Khan Academy AVERT ASPCA American Red Cross Angel Food Ministries Idealist.org 1.8% 1.7% 1.5% 1.4% 1.4% 1.2% 5.7% 4.6%
Well-Being Index improves for 2010

19.0% 17.0%
Americans Well-Being Index score improved to an average of 66.8 in 2010 from 65.9 in 2009 and 2008, according to Gallup-Healthways Well-Being Index data. This year-over-year increase in overall wellbeing reflects increases across five of the six key areas of wellbeing, with the largest gains in how Americans evaluate their lives overall. Although overall Well-Being Index scores mostly show improvement between 2009 and 2010, monthly scores reveal that Americans higher level of well-being in 2010 resulted from relatively better scores in the first half of the year.
62
Community-based Organizations
Top 10 Community-based Organizations by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise
The Animal Rescue Site AARP Care2 We-Care.com ASPCA Wikimedia Foundation AVERT ASPCA Angel Food Ministries Idealist.org my freecycle
1.7 5.2 16.4
The top 100th of 1% of the wealthiest Americans, now make an average of $27
19.5
18.6
The Animal Rescue Site AARP Care2 We-Care.com ASPCA

5.8 16.6
million per household, according to Mother Jones analysis. In contrast, the average income for the bottom 90% of the US
3.9
4.9
3.4
ASPCA AVERT Angel Food Ministries People for the Ethical Treatment Idealist.org Goodwill Industries International
1.7
population is $31,244
1.7
1.7
1.3
1.5
1.3
1.3
1.2
1.3
1.1
January 2011
February 2011
63
At we help small and medium sized businesses get found on the Internet, by offering professional marketers and small business owners a software platform that fully supports their inbound marketing strategies. But strategies need to be developed within the context of current data. Thats why we are sponsoring Charts Quarterly, so that you can have access to the latest Internet trends.
HubSpot,
We think youll 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 http://www.hubspot.com
64
Our Data Partners

Our data partners for the April 2011 The Marketing Data Box are The Nielsen Company, Harris Interactive, Pew Research, Kantar Media, Compete, comScore, Experian Hitwise and Mediaguide. At MarketingCharts, we consistently follow and locate new data sets from our partners in order to publish the most relevant resources for our readers.
MarketingCharts.com is part of the Watershed Publishing network of business-to-business online trade publications. The Marketing Data Box is from Watershed Publishings Data Insights series. Please contact Sarah Roberts at sarah@watershed-publishing.com to become a sponsor of a Data Insights package.
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Media & Advertising

2011: $173 Billion in Revenues

Large advertisers back to spending in 2010

revenues this year.

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

Procter & Gamble

Johnson & Johnson

Ford Motor Co.

2009 The Marketing Data Box

TV Media Best Y-o-Y Growth

Strong growth in television media

Television media total

Spanish Syndication Language TV National

The Marketing Data Box

Ad Spend for Radio Up 7%

Strong showing for radio

Arbitron RADAR 107.

Radio media total

National spot radio

The Marketing Data Box

Newspapers: Negative and Slow

Newspapers lose audience, revenue

Newspaper media total

The Marketing Data Box

Sunday Mags are Bright Spot

Sunday magazines show some growth

Magazine media total

The Marketing Data Box

Online News Audience Up 17%

News audience moves online

5 % 46% 4 % 41% 35%

The Marketing Data Box

35% 32% 31% 18% 17% 16%

74% 73% 73% 74%

Online Tops Print as News Source

More people choose online news

-1.5% -3.4% -5.0% -6.0% -8.9% -13.7%

The Marketing Data Box

Online Ad Revenue on Top, Too

More online ad revenue than print

8.4% 6.6% 6.0%

The Marketing Data Box

23% Would Pay for Online News

Online newspapers examine paid content

USA Today People Magazine

2.4% 2. % 1.6% 1.4% 1.4% 1. % 1.2% 1.2% 0.9%

TV Guide.com Daily Mail Sports Illustrated NY Daily News

The Marketing Data Box

all Street Journal Examiner

The New York Times

Top News Brands Lead Web, Too

The Marketing Data Box

Spending & Channels

Web, Email Lead Day-to-Day Ops

Outlook: 2011 marketing is new media

54% 47% 37% 41% 34% 18% 31% 16% 44%

Social media Total

Paid search B2C

Banner ads B2B

The Marketing Data Box

67% Say Email More Important