The Marketing Data Box A QUARTERLY COLLECTION OF PRACTICAL MARKETING TOOLS READY FOR PROFESSIONAL USE trends • insights • analysis • charts • ready to use • easy to share SPONSORED BY: DATA INSIGHTS
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, Hub. Spot, our research partners who provide the source data, and our links to Marketing. Charts. com. DATA INSIGHTS 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 Hub. Spot 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 Marketing Media, B 2 B v. B 2 C Top 10 Television Sites Marketing Metrics, B 2 B v. B 2 C TV Programs for Ad-based Purchases Types of Email Sent, B 2 B v. B 2 C About Hub. Spot Our Data Partners 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 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 advertising levels remain below those observed in the recent $3, 123. 9 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 $2, 653. 8 Procter & Gamble $2, 157. 9 General Motors $1, 867. 0 AT&T $2, 149. 7 Verizon $1, 238. 8 News Corp 2009 The Marketing Data Box 6 $1, 193. 6 $1, 391. 5 Pfizer Inc 2010 $1, 139. 7 $1, 200. 0 Time Warner $1, 132. 2 $1, 232. 6 Johnson & Johnson $1, 112. 4 $1, 019. 0 Ford Motor Co. $852. 0 L'Oreal
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% 9. 8% 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 The Marketing Data Box 7
Ad Spend for Radio Up 7% Ad Spend for Radio Media 2009 v. 2010, % change Source: Kantar Media Strong showing for radio Radio has been hanging tough in these years, 18. 6% holding audience, and attracting advertising. Radio media spending increased 7. 6% led by national spot radio, with an 18. 6% increase. Radio has fared well overall in terms of listenership, too. Network radio maintained its reach to about 189. 7 million listeners, or nearly 7. 6% 74% of Americans age 12 and up, according to 4. 9% Arbitron RADAR 107. 2. 2% Radio media total Local radio National spot radio Network radio The Marketing Data Box 8
Newspapers: Negative and Slow Ad Spend for Newspaper Media 2009 v. 2010, % change Source: Kantar Media Newspapers lose audience, revenue There is not much good news for print advertising revenue stream. Magna. Global analysis indicates reported totals are held back by deep structural weakness in printed media, which weakens with every passing quarter. Magna. Global predicts newspapers, magazines, directories and direct mail will likely decline by 2. 9% during 2011. The Marketing Data Box 9
Sunday Mags are Bright Spot Ad Spend for Magazine Media 2009 v. 2010, % change Source: Kantar Media Sunday magazines show some growth Data from The Nielsen Company, also found that in terms of ad spending, print media 0. 90% overall (national and local magazines, newspapers, Sunday supplements and B 2 B) Sunday Magazines 4. 60% was flat, not picking up on the energy of other media. However, national Sunday supplements B-to-B Magazines -1. 20% received a significant uptick with 20. 5% growth from last year. (Local Sunday supplements fell Consumer Magazines about 13%. ) National magazines were also up 3. 30% 7. 4%. Magazine media total 2. 90% The Marketing Data Box 10
Online News Audience Up 17% Consumer News Sources, 2001 -2010 Percent (%) of adults Source: Pew Research 90% 82% News audience moves online 80% 74% 73% 74% 70% 66% 70% 60% 50% 45% 46% 42% 36% 40% 30% 20% 18% 21% 24% 18% 20% 10% 0% 13% 14% 20% 40% 34% 24% 21% 16% 14% 35% 41% 35% 32% 31% 18% 17% 16% 12% Television Newspaper Radio 2001 2002 2003 2004 2005 2006 Internet 2007 2008 2009 2010 The Marketing Data Box 11 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%.
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. The Marketing Data Box 12
Online Ad Revenue on Top, Too Revenue Growth by News Source 2009 v. 2010, % change Source: Pew Research More online ad revenue than print Financially, the tipping point also has come. When the final tally is in, online ad revenue in 2010 is projected to 17. 0% surpass print newspaper ad revenue for the first time. 13. 9% 8. 4% 6. 6% 6. 0% 1. 4% Local TV Online Cable Network Audio Magazine Newspaper -6. 4% The Marketing Data Box 13
23% Would Pay for Online News Top 10 Print Media Websites by U. S. Market Share of Visits (%), March 2011 Source: Experian Hitwise The New York Times Online newspapers examine paid content 4. 3% USA Today Frankly, we don’t hear the shouts of “told you so. ” 2. 4% People Magazine Newspapers are implementing paid content models, and 2. 3% The Washington Post consumers, influenced by mobile devices, are more prepared for the leap. 23% of Americans said they 1. 6% TV Guide. com Daily Mail would pay $5 a month for an online version if their local 1. 4% newspaper would otherwise perish. 47% of Americans used a mobile device to obtain news content, but 10% Sports Illustrated 1. 3% of those who have downloaded local news apps have NY Daily News 1. 2% paid for them to date. The Wall Street Journal 1. 2% Examiner 0. 9% The Marketing Data Box 14
Top News Brands Lead Web, Too Top 10 Print Media Websites by U. S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise The New York Times 3. 9 People Magazine 2. 8 USA Today 2. 3 The Washington Post 1. 7 NY Daily News 2. 7 USA Today 2. 4 The Washington Post 3. 9 1. 6 Sports Illustrated 1. 5 1. 4 TV Guide. com 1. 4 Sports Illustrated 1. 4 NY Daily News 1. 3 The Wall Street Journal 1. 3 1. 2 Examiner 1. 1 Examiner Daily Mail 1. 0 Daily Mail January 2011 1. 0 February 2011 The Marketing Data Box 15
Spending & Channels Marketing Media, B 2 B v. B 2 C Top 10 Ad Focus Properties Marketing Metrics, B 2 B v. B 2 C Google & Facebook Use Types of Email Sent, B 2 B v. B 2 C 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, B 2 B v. B 2 C 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 B 2 B and B 2 C marketers from Multichannel Merchant, 93% 84% 88% found, fundamentally, that new media have superseded the old. 84% 84% 69% 66% 61% 54% 47% 44% 50% 41% 37% 34% 31% 18% Website Email Social media Total Paid search B 2 C Banner ads B 2 B The Marketing Data Box 17 Consumer publications 16% B 2 B publications
67% Say Email More Important Marketing Metrics, B 2 B v. B 2 C February 2011, % of respondents Source: Multichannel Merchant Email, website metrics important tools Also looking for cost-effective marketing tools, many respondents 79% from the Multichannel Merchant 84% 67% tool and wished they could improve 66% 47% 53% their campaigns; 67. 3% said that email-related metrics became more 35% important to their business in the 33% 19% survey use email as a marketing past year, This is up from 56. 1% in 13% 14% Affiliate related Catalog related the previous year's survey. 13% Email related B 2 C Mobile related Search related Website related B 2 B The Marketing Data Box 18
More Use of Practical Email Tools Types of Email Sent, B 2 B v. B 2 C February 2011, % of respondents Source: Multichannel Merchant Trigger emails on the rise Of the respondents that conducted email marketing, 9 of 90% 10 sent promotional messages, and 7 in 10 sent 90% transactional emails (e. g. , order confirmations). A growing 72% percentage are using trigger emails such as birthday 67% messages or cart abandonment follow-ups, with just more than 20% indicating that this was a practice they've done 41% 33% 32% 33% more frequently in the past year. 32% 30% 7% 4% 5% 2% Promotional/ Transactional Prospecting Marketing B 2 C Reactivation Trigger Other B 2 B The Marketing Data Box 19 None
54% Increase Inbound Budget Average Cost per Lead, Inbound vs. Outbound 2010 v. 2011, % of respondents’ costs by lead channel Source: Hub. Spot Businesses review cost-effective tools In 2011, the average cost per lead for outbounddominated businesses was $373, while inbound businesses reported their leads cost on average $373 $143. 54% of those businesses surveyed for $332 Hub. Spot’s “ 2011: The State of Inbound Marketing” are increasing their inbound marketing budgets. $134 Outbound marketing dominated 2010 $143 Inbound marketing dominated 2011 The Marketing Data Box 20
29% Think Paid Search is Costly Above Average Cost per Lead, Inbound vs. Outbound 2010 v. 2011, % of respondents’ costs by lead channel Source: Hub. Spot 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 channels in terms of costs. Trade shows, PPC, 13% ic an rg SE Inbound O Outbound The Marketing Data Box 21 s Bl og ed ia M (O PP C So ci al ch se ar ar c se ai d (P m le Te ) h) g tin ke ar ct ire D Tr ad e sh m ow ai s l 9% direct mail and telemarketing were most frequently ranked as more expensive.
Blogs Tops at Lower Cost Leads Below Average Cost per Lead, Inbound vs. Outbound 2010 v. 2011, % of respondents’ costs by lead channel Source: Hub. Spot 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% company blogs and social media increased from 36% 33% 9% in 2009 to 17% in 2011. Marketers, the survey 27% found, are decreasing the portion spent on PPC, (O e ad Tr Te D ire ct sh m ow s ai l g tin m ar ke ) Inbound le PP se C ar ch d ) (P ai rg a S ni EO c se ar ch ed ia M So ci al Bl og s 19% Outbound The Marketing Data Box 22 direct mail and telemarketing.
20¢ Separate Google, Ya. Bing 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 $0. 84 $0. 82 marketers, Marin Software and Razorfish studied paid-search performance before, $0. 81 during and after the transition that brought $0. 82 $0. 74 $0. 73 together Yahoo-Bing (i. e. August 15 th to December 15 th 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 Google Yahoo-Bing November October December The Marketing Data Box 23
16 Million More Visitors at Google Top 10 Ad Focus Properties by Unique Visitors (000) and % Reach, Jan. 2011 Source: com. Score Google. Ad Network reach is 93% 93. 1% Google Ad Network 197, 076 Yahoo! Network Plus 180, 843 85. 5% AOL Advertising 179, 956 85. 0% Yahoo! Sites 178, 864 Google 170, 325 Turn Media Platform 168, 577 79. 7% Value. Click Networks 168, 499 79. 6% 24/7 Real Media 165, 127 84. 5% In terms of online advertising, the Google 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% Ad. Brite 156, 061 Facebook. com 153, 020 80. 5% 78. 0% 73. 7% 72. 3% The Marketing Data Box 24 reach, AOL Advertising with 85% and Yahoo Sites with 84. 5%. Facebook. com crossed into the top 10 for the first time in January 2011 with a 72. 3% reach.
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%) 87 85 83 73 are 12. 5% more likely than women (56%) 85 69 to say they visit Google in a given week. 66 55 54 63 58 56 55 51 45 42 41 43 28 N The Marketing Data Box 25 lts du en io na la om W M en at or le s s ge sc So m e ho ol co lle gr ad te Co lle du a 0 tg ra Po s ge ig h Le $9 Have a Facebook page H ss th an $9 0, 00 co m e + in 0+ 0, 00 Ag e 65 4 -6 50 e -4 Ag 30 e Ag Ag e 18 -2 9 9 17 Use Google in a typical week use Google in a typical week (60%) than have a Facebook page (43%). 35 34 33 Overall, 40% more US adults say they 60 56 53
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% 34% 44% 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% Total Gen X (34 -45) Mature (65+) 17% 9% 5% 2% Echo Boomers (18 -33) Baby Boomers (46 -64) The Marketing Data Box 26 opportunity through social media (24%).
43% Encounter Soc. Net “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% quarter who say that unintended persons have viewed 48% links or comments they’ve posted (26%). Some reported 43% 38% 39% more serious consequences of getting in trouble with 37% school or work, or losing a job opportunity. (7% for both). 30% 28% 26% 29% 22% 17% 13% 12% 7% 11% 10% 7% 9% 4% 3% 8% 3% 3% Been offended by posts, (18 -33) Gen X (34 -45) Baby Boomers (46 -64) Mature (65+) Male Female Lost a job opportunity Total Echo Boomers Unintended persons viewed Got introuble woth school or comments or pictures my links or comments work because of my posts The Marketing Data Box 27
Facebook Ad Recall 10% Higher Top 10 Social Network Sites by U. S. Market Share of Visits (%), March 2011 Source: Experian Hitwise Facebook You. Tube Ad recall higher than standard homepage ad Nielsen analyzed fourteen Facebook ad campaigns, and 64. 2% found that consumers who were exposed to a standard 19. 6% homepage ad on Facebook had 10% higher ad recall, My. Space 1. 4% 4% higher brand awareness and 2% higher purchase Yahoo! Answers 1. 2% intent than consumers who were not exposed. When a Twitter 1. 1% Facebook homepage ad features social context (i. e. , the ad includes a list of people on the viewer’s “friend list” Tagged 0. 8% my. Yearbook 0. 4% increase in recall, awareness and purchase intent Linkedin 0. 4% compared to non-exposed consumers is substantially Mylife 0. 4% Club Penguin 0. 3% who are registered fans of the brand or product), the higher than that caused by standard Facebook homepage ads. The Marketing Data Box 28
Users Average 5. 5 Hours Monthly Users Spend More Time with Soc. Nets Top 10 Social Network Sites by U. S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise Facebook 63. 6 You. Tube My. Space 18. 9 2. 2 Facebook 64. 3 You. Tube 19. 2 My. Space 1. 7 Yahoo! Answers 1. 1 Twitter 1. 0 Tagged 0. 9 Tagged 0. 8 my. Yearbook 0. 5 my. Yearbook 0. 4 Mylife 0. 4 Linkedin 0. 4 Mylife 0. 4 Club Penguin 0. 3 January 2011 The Marketing Data Box 29 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.
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% 8 -9 year olds 76% A Harris Interactive study on the internet habits of youth found that eight in 10 8 -to-12 -year-olds (79%) and nine in 76% 68% 69% 10 -12 year olds 75% 10 13 -to-24 -year-olds (88% of 13 -to-17 -year-olds, 90% of 18 -to-24 -year-olds) spend an hour or more online on a 82% typical day. 81% 83% 13 -15 year olds 82% The average number of hours spent online daily 88% increases with age, rising from 1. 9 hours among 8 -to-12 - 89% 81% 16 -17 year olds 79% year-olds to 3. 5 hours among 13 -to-17 -year-olds, topping 87% at 4. 5 hours among 18 -to-24 -year-olds. 88% 90% 18 -21 year olds 88% 89% 2006 2007 2009 2010 The Marketing Data Box 30
Online Video & Mobile Top 10 Video Multimedia Sites Top 10 Mobile Phone Sites Top 10 Video Sites by Ads Viewed Top 10 Television Sites Smartphone Penetration TV Programs for Ad-based Purchases SMS Sent/Received per Month Mobile Internet Time by Category
179 Million Watch Video Online Top 10 Video Multimedia Sites by U. S. Market Share of Visits (%), March 2011 Source: Experian Hitwise You. Tube American watch 14 hours of online video 77. 0% Gaining its share of some of this increased internet audience, the online video market continued to gain Hulu 3. 1% bing Videos 2. 1% Yahoo! Video 1. 2% Fancast 1. 0% Apple i. Pod & i. Tunes 1. 0% Google Video 0. 8% momentum in 2010, with an average of 179 million Americans watching video each month, according to a new white paper from com. Score. 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 Daily Motion 0. 7% Meta. Cafe 0. 6% Mega Video 0. 5% (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. The Marketing Data Box
Top 10 Video Multimedia Sites by U. S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise 75. 5 You. Tube Hulu bing Videos 3. 5 2. 3 You. Tube 76. 6 Hulu 3. 4 bing Videos 2. 4 Fancast 1. 2 Yahoo! Video 1. 1 Fancast 1. 1 Apple i. Pod & i. Tunes 1. 0 Google Video 0. 8 Mega Video 0. 7 Daily Motion 0. 6 Mega Video 0. 6 Meta. Cafe 0. 6 January 2011 The Marketing Data Box February 2011 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, “Volkswagen Commercial: The Force” and “Chrysler Eminem Super Bowl Commercial: Imported from Detroit. ”
45% of Americans See Video Ads Top 10 Video Sites by Ads Viewed January 2011, Ads viewed (000) Source: com. Score Hulu 1, 080, 902 Tremor Media 503, 683 ADAP. TV 431, 908 Bright. Roll 414, 644 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 com. Score data. Hulu generated the highest number of video ad CBS Interactive 348, 381 Microsoft Sites 318, 832 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. CWTV. com 211, 593 Spot. Xchange 193, 685 minutes during the month, with Hulu streaming the AOL, Inc. 185, 127 largest duration at 434 million minutes. Video ads Google Sites 154, 716 Time spent watching videos ads totaled 1. 7 billion reached 45% of the total US population an average of 32 times during the month. The Marketing Data Box
In U. S. , 31% Own Smartphones Smartphone Penetration Base: % of population, 2009 -2010 demographic trend Source: The Nielsen Company 50% 45% 40% 35% 30% 37% 15% 31% 18% As of December 2010, nearly a third (31%) of all 45% mobile consumers in the US owned smartphones. But smartphone penetration is even higher among mobile users who are part of ethnic and racial 34% 25% 40% 34% 25% 20% One-third of consumers have smartphones 30% 32% 33% 27% 26% 24% 20% Islanders (45%), Hispanics (45%) and African. Americans (33%), populations that also tend to 21% skew younger. Meanwhile, only 27% of white 10% mobile users reported owning a smartphone. 5% 0% minorities in the US; namely Asian/Pacific Hispanic Q 4 2009 Q 1 White 2010 The Marketing Data Box African Q 3 2010 Q 2 2010 American Asian Q 4 2010
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 sending and receiving an average of 758 per month. This 1, 707 number drops sequentially with each succeeding age 1, 178 bracket, hitting a low of 41 among mobile phone users 65 758 and older. 583 349 126 0 -12 13 -17 18 -24 The Marketing Data Box 25 -34 35 -44 45 -54 41 55 -64 65+
Email Leads Mobile Internet Time by Category January 2011, % share of total mobile internet time Source: The Nielsen Company Email tops for mobile internet time 38. 5% A look overall at how US consumers with mobile internet access spend their mobile online time, the study finds email represents a leading 38. 5% of time spent. No other activity comes close, 10. 7% 7. 2% with social networking coming in a 6. 3% 4. 6% 4. 3% 4. 1% 4. 0% 3. 0% 2. 8% distant second (10. 7%). This data The Marketing Data Box ea t W ov /M os de he r ie s ic M us Vi or ts nm ai rt te Sp en t ls rt a Po En ar ch Se ts ev en ur re N ew s & So ci C al n et nt w or ki Em ai l ng comes from The Nielsen Company’s “State of the Media 2010. ″
25% are “Avid” Phone Gamers Top 10 Mobile Phone Sites by U. S. Market Share of Visits (%), March 2011 Source: Experian Hitwise Moco. Space 44% have tried a mobile phone game 22. 8% Myxer 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 Pop. Cap Wee. World Your Pure Crush Cricket 7. 0% 5. 4% 4. 4% 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 My. Space Mobile 3. 8% Phone. Zoo 3. 1% Yahoo! Mobile 2. 4% Musica. com 2. 3% Boost Mobile Media Mail 2. 1% The Marketing Data Box quarter (24. 6%) have played in the past week, qualifying them as “avid mobile phone gamers. ”.
2011: Mobile Ads to Increase 60% Top 10 Mobile Phone Sites by U. S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise Moco. Space 23. 9 Myxer Wee. World 9. 8 6. 4 My. Space Mobile 5. 0 My. Traffic. Maps. net 4. 9 Your Pure Crush 4. 6 Cricket 4. 5 Phone. Zoo 2. 9 Musica. com 2. 1 Sprint - Pictures 2. 0 January 2011 The Marketing Data Box Moco. Space 23. 12 Myxer Wee. World Cricket 11. 35 7. 11 5. 30 My. Space Mobile 4. 30 Your Pure Crush 3. 52 Phone. Zoo 3. 19 Musica. com 2. 37 Yahoo! Mobile 2. 22 Fun For Mobile 2. 07 February 2011 Interest in mobile advertising has been catalyzed among large advertisers during the past year, and Magna. Global expects growth of 60. 1% during 2011.
TV Will Hold 41% of All Ad Revenue Top 10 Television Sites by U. S. Market Share of Visits (%), March 2011 Source: Experian Hitwise MSNBC Television to stay on top ad revenue heap 7. 5% The Weather Channel - US 7. 2% CNN. com 4. 7% ESPN 4. 7% Hulu 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 Fox News Yahoo! TV FOX Sports on MSN Nick (Nickelodeon) QVC. com 2. 8% 2. 6% 2. 3% 2. 1% 1. 9% 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. The Marketing Data Box
Top 10 Television Sites by U. S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise The Weather Channel - US 8. 74 MSNBC 6. 71 Hulu 5. 03 ESPN 4. 24 CNN. com Fox News 3. 99 2. 27 The Weather Channel - US 8. 52 MSNBC 6. 12 Hulu 5. 13 CNN. com 3. 95 ESPN 3. 87 Fox News 2. 48 Yahoo! TV 1. 94 Yahoo! TV FOX Sports on MSN 1. 94 FOX Sports on MSN 1. 84 2. 08 Home & Garden Television 1. 78 Nick (Nickelodeon) 1. 75 Foxsports NFL 1. 73 QVC. com 1. 72 January 2011 The Marketing Data Box February 2011
Trust Meter: Local TV News is Third TV Programs for Ad-based Purchases December 2010, Viewers of genre 2 x a week or more Source: Hearst/Frank N. Magid Associates Informational talk shows Local TV news trusted, ads reliable 19% Entertainment talk shows 14% Local TV news 12% Cable prime time drama/movies Broadcast prime time reality Broadcast prime time dramas/sitcoms 11% 10% 8% Cable news 7% 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. 7% Court shows In terms of consumers, local TV news was found to be 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 Entertainment news Game shows The Marketing Data Box 5% 4% talk shows (23%) and informational talk shows (27%). .
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 0 -10 -22 -26 -29 -30 -27 -50 -25 -27 -23 -24 -28 -27 -33 -30 -34 -40 -60 -24 -29 -33 -32 July Aug Sept -30 -31 Oct Nov Dec -33 -49 -54 Jan -58 March Feb April May June 2009 2010 The Marketing Data Box 44 Perhaps testament to the realities of the country’s financial growth economic confidence indices are still reflecting a shift in consumer perspective according to Gallup data. Gallup’s Economic Confidence Index averaged -31 over the first two weeks of December, fully offsetting November’s improvement to -24, and essentially matching the monthly readings of -29 in October and -33 in September.
58% Say 2011 Will be Better Outlook for Economy in 2011 Base: % of adults, January 2011 Source: Gallup Economy mood swings 62 56 55 55 52 52 51 51 50 48 46 32 31 27 25 24 21 25 21 27 25 26 22 23 18 23 21 20 23 20 19 The Marketing Data Box 45 s oc ra t ts D em en nd pe In de pu bl ic an s 0 0, 00 $3 Worse Re Same < $3 0 - 75 , 0 5, 00 $7 > Better 00 0 t es W h So ut id w es t st Ea M N at io na l 17 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.
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 29. 8% By January, another Gallup poll revealed that forty-one 6. 2% Fidelity Investments 4. 7% Scottrade percent of Americans said the economy is “getting 4. 6% TD AMERITRADE CNN Money. com Charles Schwab 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 3. 9% 2008. 3. 4% 2. 8% The Wall Street Journal 2. 3% E*Financial 2. 2% CNBC 2. 2% The Marketing Data Box 46
Top Investment/Finance Sites Top 10 Investment/Finance Sites by U. S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise 32. 6 Yahoo! Finance msn money 29. 3 Yahoo! Finance msn money 7. 0 6. 2 Fidelity Investments 4. 7 Fidelity Investments 4. 9 Scottrade 4. 5 Scottrade 4. 9 TD AMERITRADE 3. 7 3. 9 CNN Money. com 3. 0 CNN Money. com 3. 3 Charles Schwab 2. 8 Charles Schwab 3. 0 The Wall Street Journal 2. 4 E*Financial 2. 3 Yahoo! Message Boards 2. 1 Yahoo! Message Boards 2. 2 E*Financial 2. 1 The Wall Street Journal 2. 2 January 2011 February 2011 The Marketing Data Box 47
Online Retail Hits Record $43. 4 B Online Retail Spending 2007 -2010, Base: All U. S. adults, % change Source: Pew Research Record online retail spending $50, 000 25% $45, 000 $43, 432 23% $39, 132 $40, 000 20% $39, 045 $38, 071 $31, 178 17% $32, 942 $31, 031 15% $30, 581 $30, 000 $27, 970 13% $28, 441 $25, 000 $27, 176 $33, 984 $30, 274 10% $20, 000 10% 0% 0% $5, 000 -3% -1% E-Commerce Spending ($ Millions) -over-year growth and second quarter of double-digit growth rates -2% -5% 7 3 20 07 Q 4 20 07 Q 1 20 08 Q 2 20 08 Q 3 20 08 Q 4 20 08 Q 1 20 09 Q 2 20 09 Q 3 20 09 Q 4 20 09 Q 1 20 10 Q 2 20 10 Q 3 20 10 Q 4 20 10 Q 7 20 0 2 20 0 Q Q 3 2010. This marks the fifth consecutive quarter of positive year 3% $0 is up 11% from $39 billion in Q 4 2009 and 35% from $32. 1 billion in 9% 5% $10, 000 1 9% 6% $15, 000 Q 11% $43. 4 billion during Q 4 2010, according to com. Score. This figure $32, 133 $30, 169 $29, 552 11% consumer spending: US online retail spending reached a record 19% $35, 000 As the mood picks up, so does Y/Y Percent Change The Marketing Data Box 48 in the past year.
Double-digit Growth for “e. Tail” 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 Kohl's during 2007, which ranged from 17 -23%. They are more 32, 652 JCPenney's in line with the respective 11% and 13% growth rates 16, 477 Wal-Mart growth rates are still significantly below those reported during the first two quarters of 2008 (the current 14, 492 recession is generally considered to have started in 5, 931 Meijer Superstores Fred Meyer December 2007). However, com. Score predicts continued 5, 514 Target commerce spending for the upcoming quarters of 2011. 2, 457 Sears double-digit year-over-year growth in US retail e- 2, 392 Marshalls TJMaxx 2, 084 1, 264 The Marketing Data Box 49
Department Store Advertisers Top 10 Department Store Advertisers By No. of Ad Plays, Jan. & Feb. 2011 Source: Mediaguide Wal-Mart 48, 164 Wal-Mart Kohl's 39, 779 Macy's 39, 527 57, 758 Kohl's Sears 16, 761 Sears Target 6, 149 45, 865 33, 904 Meijer Superstores Fred Meyer Stores Meijer Superstores JCPenney's 4, 459 3, 229 1, 814 Beall's 483 Beachwood Place 229 January 2011 JCPenney's 15, 699 7, 254 4, 098 Fred Meyer 2, 901 Target 2, 310 Kmart 746 Lord & Taylor 588 February 2011 The Marketing Data Box 50 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 post-holiday drop was expected), but also well below the $68 average for the same week in 2010.
Youth Carry $123. 5 B “Purse” Youth Influence and Purchases December 2010, (buy or influence others to buy) % of US youths aged 8 -21 Source: Harris Interactive 40% Entertainment/ Sports tickets Hand-held video games Video game system 24% 22% Cell phone/ Smart phone 20% 17% Computer 12% TV Camcorder or video camera 10% 7% 13% 24% 43% 45% 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 30% Ages 8 -12 to reach $123. 5 billion, a roughly 9% increase. Roughly four in 10 US consumers 24% 28% 17% 20% 18% Youth spending may be on the rebound after 31% 27% 29% 21% Digital media player Camera 20% 17% 35% Youth regain hold on purse strings Ages 13 -17 Ages 18 -24 20% 14% The Marketing Data Box 51 ages 8 -24 will personally buy or influence the purchase of entertainment/sporting event tickets in the next month.
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 to download or access some kind of “intangible” 25. 0% online content. Music, software, and apps are the 21. 0% most popular content for pay-to-access or download according to a Pew study. Of them, 15. 0% nearly half (46%) have purchased only one or two of the types of content. The average expense for 12. 0% 11. 0% online content was approximately $47 per month, including both subscriptions (an average of $12 per 7. 0% month) and individual file access (an average of 4. 0% 1. 5% 1. 4% 1 0. 5% 0. 9% 0. 6% 0. 4% 2 3 4 5 6 7 8 9 10 11 12 No. of different types of online content purchased by internet users The Marketing Data Box 52 13 $22 per month).
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. 100% 90% 80% 70% 60% Since one-quarter of adults do not go online, the percentage of online health information seekers is 59% among the total US adult population. 50% 40% 30% 20% 10% 0% Millennials Go online Email Gen X Young Boomers Use search engine Old Boomers Look for health info Silent Gen Get news The Marketing Data Box 54 G. I. Gen Buy a product
65% of Women Research Online Top 10 Health Information Sites by U. S. Market Share of Visits (%), March 2011 Source: Experian Hitwise Web. MD 8. 0% Yahoo! Health 6. 9% Righthealth. com 6. 0% Medicine. Net 3. 9% Drugs. com 3. 8% Mayo. Clinic. com 3. 6% 3. 0% AOL Health. Grades Health. Line Medline. Plus Online health research by age, gender, race 2. 4% 1. 8% 1. 6% The study also found that women, non-Hispanic whites, younger adults, and those with higher levels of education and income are more likely to gather health 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. The Marketing Data Box 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 Web. MD 8. 02 Yahoo! Health 5. 89 Righthealth. com 5. 54 Drugs. com 3. 65 Medicine. Net 3. 52 Mayo. Clinic. com Everyday Health 3. 38 2. 37 Web. MD 7. 83 Yahoo! Health 7. 82 Righthealth. com Drugs. com 3. 64 Medicine. Net 3. 57 Mayo. Clinic. com 2. 23 Health. Grades 2. 21 MSN Health 1. 92 3. 38 AOL Health MSN Health 5. 13 Everyday Health January 2011 3. 04 2. 26 2. 05 1. 81 February 2011 The Marketing Data Box 56 Results of a Harris Poll indicate that forty-four percent of US adults have made losing weight one of their resolutions for 2011.
26% Used Cell Phone for Politics Top 10 Politics Sites by U. S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise 31. 9% The Huffington Post Political News FOXNews. com Politico Politics goes mobile More than a quarter of American adults (26%) used their cell phones to learn about or participate in the 2010 mid- 8. 0% term election campaign, according to findings from the 3. 8% Pew Research Center’s Internet & American Life Project. CNN Political Ticker 2. 6% The mobile political user group is more male than female, Free Republic 2. 1% young than old, better off financially than less well-off, Townhall. com 2. 0% and better educated than less well-educated. African- Infowars. com 2. 0% Jib. Jab 1. 8% Real Clear Politics 1. 7% Politics Daily 1. 4% Americans are also more likely than whites or Hispanics to be in this group. The Marketing Data Box 57
71% of Cell Phone Owners Votes Top 10 Politics Sites by U. S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise 25. 6 The Huffington Post Politics Daily 8. 9 Political News FOXNews. com Politico CNN Political Ticker 8. 3 The Huffington Post 24. 8 Political News FOXNews. com Politics Daily Politico 3. 6 7. 9 5. 7 3. 9 Jib. Jab 2. 9 2. 7 Free Republic 2. 3 CNN Political Ticker Infowars. com 2. 1 Free Republic 2. 3 Townhall. com 2. 1 Real Clear Politics 2. 2 Jib. Jab 2. 0 Townhall. com First Read : The Day in Politics 2. 0 Infowars. com January 2011 2. 1 1. 9 February 2011 The Marketing Data Box 58 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.
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 Americans (55%) say that 2011 will be 83% 67% better than 2010, while 31% say the coming year will be worse. But there 67% was even more optimism at the start of 60% 55% 54% this year: In January, 67% said that 2010 would be a better year than 2009. 41% Considering a Democrat is currently president, it is not surprising that a much higher percentage of Democrats (67%) think 2011 will be better than 2010, compared to 41% of Total 2010 Republican 2011 Democrat Independent The Marketing Data Box 59 Republicans and 54% of Independents.
Still 22% Have Mortgage Issues Top 10 Real Estate Sites by U. S. Market Share of Visits (%), March 2011 Source: Experian Hitwise Realtor. com 6. 5% Yahoo! Real Estate 6. 0% Zillow 5. 4% Trulia. com 4. 6% Rent. com Homes. com 2. 6% 2. 3% 22% of homeowners, down from 29%, have troubles A Harris Poll finds that fully 22% of people with mortgages are having difficulty meeting their mortgage payments, including 7% who are having “a great deal of difficulty”. Furthermore, 21% of those with mortgages are “underwater. ” However, these numbers are somewhat lower than they were in March 2010. Those having difficulty paying off their mortgages have declined 24%, from 29% to 22%. Those having a great deal of MSN Real Estate 1. 7% difficulty are down 36%, from 11% to 7%. Furthermore, at this AOL Real Estate 1. 7% time last year, 24% of those with mortgages thought they were Zip. Realty 1. 6% Apartment Guide 1. 5% underwater, 12. 5% higher than the number now. The Marketing Data Box 60
Top 10 Real Estate Sites by U. S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise Yahoo! Real Estate 6. 58 Yahoo! Real Estate Front. Door Real Estate 5. 78 Realtor. com 5. 71 6. 24 Zillow 4. 21 Trulia. com Zip. Realty 4. 49 Trulia. com 4. 12 Rent. com 2. 57 Homes. com 4. 94 Front. Door Real Estate 3. 65 Rent. com 5. 87 2. 52 MSN Real Estate 2. 19 Homes. com 1. 81 MSN Real Estate 1. 62 Zip. Realty Apartment Guide 1. 57 Apartment Guide January 2011 2. 37 2. 19 1. 66 1. 39 February 2011 The Marketing Data Box 61
Lives “Overall” a Little Better Top 10 Community-based Organizations by U. S. Market Share of Visits (%), March 2011 Source: Experian Hitwise Well-Being Index improves for 2010 The Animal Rescue Site average of 66. 8 in 2010 from 65. 9 in 2009 and 2008, AARP Care 2 Americans’ Well-Being Index score improved to an 19. 0% 17. 0% according to Gallup-Healthways Well-Being Index data. 5. 7% We-Care. com ASPCA This year-over-year increase in overall wellbeing reflects increases across five of the six key areas of wellbeing, 4. 6% with the largest gains in how Americans evaluate their Khan Academy 1. 8% AVERT 1. 7% mostly show improvement between 2009 and 2010, ASPCA 1. 5% monthly scores reveal that Americans’ higher level of well American Red Cross 1. 4% Angel Food Ministries 1. 4% Idealist. org lives overall. Although overall Well-Being Index scores -being in 2010 resulted from relatively better scores in the first half of the year. 1. 2% The Marketing Data Box 62
Community-based Organizations The top 100 th of 1% Top 10 Community-based Organizations by U. S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise of the wealthiest Americans, now make The Animal Rescue Site 19. 5 18. 6 AARP 16. 4 AARP 16. 6 an average of $27 million per household, according to Mother Jones analysis. In Care 2 We-Care. com - ASPCA 5. 2 3. 9 Care 2 We-Care. com - ASPCA 5. 8 contrast, the average income for the bottom 4. 9 90% of the US Wikimedia Foundation 3. 4 ASPCA 1. 7 AVERT 1. 7 ASPCA 1. 7 Angel Food Ministries population is $31, 244 1. 3 Angel Food Ministries 1. 5 People for the Ethical Treatment of Animals 1. 3 Idealist. org 1. 2 Goodwill Industries International 1. 1 my freecycle 1. 3 January 2011 February 2011 The Marketing Data Box 63
Hub. Spot, 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. That’s why we are sponsoring Charts Quarterly, so that you can have access to the latest Internet trends. We think you’ll be surprised with what some of the charts reveal. For example, who would have thought that in February 2011, Yahoo Sites would rank as the top web property, ahead of Google Sites. Also, companies need to know that nearly six in ten marketers plan on including social media spending in 2011. There are 55 data slides in this issue of Charts Quarterly, and they cover a range of topics, from broadcast media sites to social media sites to financial and health sites to top advertisers in consumer goods. Enjoy! The Hub. Spot 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, com. Score, Experian Hitwise and Mediaguide. At Marketing. Charts, we consistently follow and locate new data sets from our partners in order to publish the most relevant resources for our readers. Marketing. Charts. com is part of the Watershed Publishing network of business-to-business online trade publications. The Marketing Data Box is from Watershed Publishing’s Data Insights series. Please contact Sarah Roberts at sarah@watershed-publishing. com to become a sponsor of a Data Insights package. 65
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