The Marketing Data Box: 65 Charts on Marketing Trends

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
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D ATA I N S I G H T S

The Marketing Data Box

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

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

D ATA I N S I G H T S

2

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

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

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

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

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

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

Enjoy,

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

3

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

Types of Email Sent, B2B v. B2C Sponsorship Information
Average Cost per Lead Retail & Consumer Goods
Above Average Cost per Lead Economic Confidence Index
Below Average Cost per Lead Outlook for Economy in 2011
Cost per Click: Yahoo-Bing, Google Top Investment/Finance Sites
Top 10 Ad Focus Properties Online Retail Spending

Media & Advertising
Top 10 Advertisers Spend Trend News Audience
Ad Spend for Television Media Revenue by News Source
Ad Spend for Radio Media Top 10 Print Media Websites
Ad Spend for Newspaper Media
Ad Spend for Magazine Media
News Sources, 2001-2010

2011: $173 Billion in Revenues
Top 10 Advertisers Spend Trend
2009 v. 2010, US$ Millions Large advertisers back to spending in 2010
Source: Kantar Media

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

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

$1,823.2

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

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

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

2009 2010

6

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

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

contraction in large-scale national syndicated
5.3%
campaigns.

-2.8%

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

7

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

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

2.2%

Radio media total Local radio National spot radio Network radio

8

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

There is not much good news for print

Newspaper media total advertising revenue stream. MagnaGlobal
-3.5%
analysis indicates reported totals are held back
by deep structural weakness in printed
Local newspapers -4.6%
media, which weakens with every passing
quarter.
National newspapers 2.7%

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

9

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

Data from The Nielsen Company, also found
that in terms of ad spending, print media
0.90%
overall (national and local
magazines, newspapers, Sunday supplements
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
90% turned to the internet in 2010, according to a new
82%
80%
report from the Pew Project for Excellence in
80% 74% 74% 73% 73% 74%
70% 70% Journalism. Data from “State of the News Media
70% 66% 2011″ indicates in 2010, every news platform
except for the internet saw audiences either stall or
60% decline.
50%
50% 45% 46%
42% 41% Internet News Platform Grows 17%
40% Pew data indicates the US audience for the internet
40% 36% 36% 35%
34%
news platform grew 17.1% between 2009 and
30%
24% 24% 24% 35% 2010. Every other major news platform declined
21% 20% 32%31% during that year. For example, the local TV
18% 18%
20% audience declined the least among the other
21%
20% 18% 17% platforms at 1.5%, while the cable TV audience
10% 16% 16%
13% 14% 14% declined the most at 13.7%.
12%
0%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Television Newspaper Internet Radio

11

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

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

Local TV Network Newspaper Audio Magazine Cable

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

-13.7%

12

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

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

8.4%
6.6%
6.0%

1.4%

Local TV Online Cable Network Audio Magazine Newspaper

-6.4%

13

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

The New York
4.3%
Times
Frankly, we don’t hear the shouts of “told you so.”
USA Today 2.4%
Newspapers are implementing paid content
People Magazine 2.3% models, and consumers, influenced by mobile
The Washington devices, are more prepared for the leap. 23% of
1.6%
Post
Americans said they would pay $5 a month for an online
TV Guide.com 1.4%
version if their local newspaper would otherwise perish.
Daily Mail 1.4%
47% of Americans used a mobile device to obtain news
Sports Illustrated 1.3% content, but 10% of those who have downloaded local

NY Daily News 1.2%
news apps have paid for them to date.

The Wall Street
1.2%
Journal

Examiner 0.9%

14

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

The New York Times 3.9 The New York Times 3.9

People Magazine 2.8 People Magazine 2.7

USA Today 2.4 USA Today 2.3

The Washington Post 1.7 The Washington Post 1.6

NY Daily News 1.5 Sports Illustrated 1.4

TV Guide.com 1.4 TV Guide.com 1.4

Sports Illustrated 1.4 NY Daily News 1.3

The Wall Street The Wall Street
1.3 1.2
Journal Journal

Examiner 1.1 Examiner 1.2

Daily Mail 1.0 Daily Mail 1.0

January 2011 February 2011

15

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

Web, Email Lead Day-to-Day Ops
Marketing Media, B2B v. B2C
February 2011, % of respondents
Source: Multichannel Merchant Outlook: 2011 marketing is new media

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

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

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

Total B2C B2B

17

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

14% 13% the previous year's survey.

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

B2C B2B

18

More Use of Practical Email Tools
Types of Email Sent, B2B v. B2C
Source: Multichannel Merchant Trigger emails on the rise

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

7% 5%
4%
2%

Promotional/ Transactional Prospecting Reactivation Trigger Other None
Marketing

B2C B2B

19

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

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

$134 $143

2010 2011

Outbound marketing dominated Inbound marketing dominated

20

29% Think Paid Search is Costly
Above Average Cost per Lead, Inbound vs. Outbound
Source: HubSpot Paid search priciest inbound channel

When classifying each lead generation
category as ― below average cost, near
47%
average cost, or above average cost ―
41%
businesses consistently ranked inbound
marketing channels as having costs lower than
29%
27%
outbound channels. PPC was the only inbound
channel that was ranked among the outbound
13% 13% channels in terms of costs. Trade
9%
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
Source: HubSpot Blogs, social media gain budget share

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

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

Inbound Outbound

22

20¢ Separate Google, YaBing CPC

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

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

August September October November December

Google Yahoo-Bing

23

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

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

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

Facebook.com 153,020 72.3%

24

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

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

Use Google in a typical week Have a Facebook page

25

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

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

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

26

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

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

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

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

27

Facebook Ad Recall 10% Higher
Top 10 Social Network Sites
Source: Experian Hitwise Ad recall higher than standard homepage ad

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

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

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

28

Users Average 5.5 Hours Monthly
Users Spend More Time
Top 10 Social Network Sites
with SocNets
On average, global web
users across 10
countries spent roughly
Facebook 63.6 Facebook 64.3 five and a half hours on
social networks in
YouTube 18.9 YouTube 19.2 February 2010, up more
than two hours from
MySpace 2.2 MySpace 1.7 February 2009.

Yahoo! Answers 1.1 Yahoo! Answers 1.1

Twitter 1.0 Twitter 1.0

Tagged 0.9 Tagged 0.8

myYearbook 0.5 myYearbook 0.4

Mylife 0.4 Linkedin 0.4

Linkedin 0.4 Mylife 0.4

Club Penguin 0.3 Club Penguin 0.3

January 2011

29

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

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

2006 2007 2009 2010

30

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

179 Million Watch Video Online
Top 10 Video Multimedia Sites
Source: Experian Hitwise American watch 14 hours of online video

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

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

32

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

Apple iPod &
1.1 Apple iPod & iTunes 1.0
iTunes

Google Video 0.8 Google Video 0.8

Mega Video 0.7 Daily Motion 0.6

Daily Motion 0.6 Mega Video 0.6

MetaCafe 0.6 MetaCafe 0.6

January 2011
February 2011

33

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

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

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

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

34

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

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

Hispanic White African American Asian

35

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

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

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

36

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

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

37

25% are “Avid” Phone Gamers
Top 10 Mobile Phone Sites
Source: Experian Hitwise 44% have tried a mobile phone game

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

Yahoo! Mobile 2.4%
.

Musica.com 2.3%

Boost Mobile -
Media Mail 2.1%

38

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

WeeWorld 7.11
WeeWorld 6.4

Cricket 5.30
MySpace Mobile 5.0

MySpace Mobile 4.30
MyTrafficMaps.net 4.9

Your Pure Crush 3.52
Your Pure Crush 4.6

PhoneZoo 3.19
Cricket 4.5

Musica.com 2.37
PhoneZoo 2.9

Yahoo! Mobile 2.22
Musica.com 2.1

Fun For Mobile 2.07
Sprint - Pictures 2.0


39

TV Will Hold 41% of All Ad Revenue
Top 10 Television Sites
Source: Experian Hitwise Television to stay on top ad revenue heap

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

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

40


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

MSNBC 6.71 MSNBC 6.12

Hulu 5.03 Hulu 5.13

ESPN 4.24 CNN.com 3.95

CNN.com 3.99 ESPN 3.87

Fox News 2.27 Fox News 2.48

Yahoo! TV 1.94 Yahoo! TV 2.08

FOX Sports on MSN 1.94 FOX Sports on MSN 1.84

Home & Garden
1.78 Nick (Nickelodeon) 1.75
Television

Foxsports NFL 1.73 QVC.com 1.72


41

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

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

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

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

42

Retail & Consumer Goods
Economic Confidence Index

Outlook for Economy in 2011

Top Investment/Finance Sites

Online Retail Spending

Department Store Advertisers

Youth Influence and Purchases

Number of Online Content Buys

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

44

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

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

Better Same Worse

45

41% Say Economy is “Better”
Top 10 Investment/Finance Sites

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

CNN Money.com 3.4%

Charles Schwab 2.8%

The Wall Street
2.3%
Journal

E*Financial 2.2%

CNBC 2.2%

46

Top Investment/Finance Sites
Top 10 Investment/Finance Sites

Yahoo! Finance 32.6 Yahoo! Finance 29.3

msn money 7.0 msn money 6.2

Fidelity Investments 4.7 Fidelity Investments 4.9

Scottrade 4.5 Scottrade 4.9

TD AMERITRADE 3.7 TD AMERITRADE 3.9

CNN Money.com 3.0 CNN Money.com 3.3

Charles Schwab 2.8 Charles Schwab 3.0

The Wall Street
2.4 E*Financial 2.3
Journal

Yahoo! Message Yahoo! Message
2.1 2.2
Boards Boards

The Wall Street
E*Financial 2.1 2.2
Journal


47

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

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

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

48

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

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

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

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

Sears 2,392

Marshalls 2,084

TJMaxx 1,264

49

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

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

Meijer Superstores 3,229 Fred Meyer 2,901

JCPenney's 1,814 Target 2,310

Beall's 483 Kmart 746

Beachwood Place 229
Lord & Taylor 588

January 2011
February 2011

50

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

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

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%
them, nearly half (46%) have purchased only one
12.0% or two of the types of content. The average
11.0%
expense for online content was approximately $47
7.0%
per month, including both subscriptions (an
4.0% average of $12 per month) and individual file
1.5% 1.4% access (an average of $22 per month).
0.5% 0.9% 0.6% 0.4%

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

52

Lifestyle & Community
Health Research by Age
Health Information Sites
Top 10 Politics Sites
Perception of Year Ahead
Top 10 Real Estate Sites
Community-based Organizations

8 in 10 Research Health Online
Health Research by Age
February 2011, Percent (%) of US adults
Source: Pew Research 80% research online
Eight in 10 US internet
users look online for health
100%
information making
90% it, overall, the third most
80% popular online pursuit
among all those tracked by
70%
Pew.
60%

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

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

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

54

65% of Women Research Online
Top 10 Health Information Sites
Source: Experian Hitwise Online health research by age, gender, race

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

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

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

MedlinePlus 1.6% gathering health information online.

55

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

Righthealth.com 5.54 Righthealth.com 5.13

Drugs.com 3.65 Drugs.com 3.64

MedicineNet 3.52 MedicineNet 3.57

MayoClinic.com 3.38 MayoClinic.com 3.38

Everyday Health 2.37 AOL Health 3.04

AOL Health 2.23 HealthGrades 2.26

HealthGrades 2.21 MSN Health 2.05

MSN Health 1.92
Everyday Health 1.81

January 2011
February 2011

56

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