The Marketing Data Box

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A QUARTERLY COLLECTION OF PR ACTI CAL

MARKETI NG TOOLS

READY FOR

PROFESSIONAL USE

S P O N S O R E D B Y :

The Marketing

Data Box

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The Marketing Data Box

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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.

“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.

D ATA I N S I G H T S

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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

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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 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 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 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 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

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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

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The Marketing Data Box 6 $3,123.9 $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

& Gamble General Motors AT&T Verizon News Corp Pfizer Inc Time Warner & Johnson Johnson Ford Motor Co. L'Oreal 2009 2010

2011: $173 Billion in Revenues

Top 10 Advertisers Spend Trend

2009 v. 2010, US$ Millions Source: Kantar Media

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

Large advertisers back to spending in 2010

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The Marketing Data Box

TV Media Best Y-o-Y Growth

Strong growth in television media

How did the spending flow? According to Kantar Media reports, of the major media channels, the 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 language cushioned enough for the 2.8% contraction in large-scale national syndicated campaigns. 10.3% 5.3% 9.8% 24.2% 10.7% -2.8% Television

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

Ad Spend for Television Media 2009 v. 2010, % change

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Ad Spend for Radio Up 7%

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

Arbitron RADAR 107.

7.6%

4.9%

18.6%

2.2%

Radio media total Local radio National spot radio Network radio

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

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Ad Spend for Newspaper Media 2009 v. 2010, % change

Source: Kantar Media

Newspapers: Negative and Slow

Newspapers lose audience, revenue

There is not much good news for print advertising revenue stream. MagnaGlobal analysis indicates reported totals are held back by deep structural weakness in printed media, which weakens with every passing quarter. MagnaGlobal predicts newspapers, magazines, directories and direct mail will likely decline by 2.9% during 2011.

-3.5%

-4.6%

2.7%

2.0%

Newspaper media total

Local newspapers

National newspapers

Spanish-language newspapers

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Sunday Mags are Bright Spot

Sunday magazines show some growth

Data from The Nielsen Company, also found that in terms of ad spending, print media overall(national and local magazines,

newspapers, Sunday supplements and B2B) was flat, not picking up on the energy of other media. However, national Sunday supplements received a significant uptick with 20.5% growth from last year. (Local Sunday supplements fell about 13%.) National magazines were also up 7.4%. 2.90% 3.30% -1.20% 4.60% 0.90%

Magazine media total Consumer Magazines B-to-B Magazines Sunday Magazines

Sunday magazines show some growth

Ad Spend for Magazine Media 2009 v. 2010, % change

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Consumer News Sources, 2001-2010 Percent (%) of adults

Source: Pew Research

Online News Audience Up 17%

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 in2010, 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%.

News audience moves online

74% 82% 80% 74% 73% 73% 74% 70% 70% 66% 45% 42% 50% 46% 36% 36% 34% 35% 32%31% 13% 14% 20% 24% 20% 24% 24% 40% 35%41% 18% 21% 18% 21% 16% 14% _12% 18% 17% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

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The Marketing Data Box 12 17.1% -1.5% -3.4% -5.0% -6.0% -8.9% -13.7% Online

Local TV Network Newspaper Audio Magazine Cable

Online Tops Print as News Source

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.

News Audience Shift 2009 v. 2010, % change Source: Pew Research

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Online Ad Revenue on Top, Too

More online ad revenue than print

17.0% 13.9% 8.4% 6.6% _6.0% 1.4% -6.4% Local TV Online Cable Network Audio Magazine Newspaper

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

Revenue Growth by News Source 2009 v. 2010, % change

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23% Would Pay for Online News

Frankly, we don’t 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.

Online newspapers examine paid content

4.3% 2.4% 2.3% 1.6% 1.4% 1.4% 1.3% 1.2% 1.2% 0.9%

The New York Times USA Today People Magazine The Washington Post TV Guide.com Daily Mail Sports Illustrated NY Daily News The Wall Street Journal Examiner

Top 10 Print Media Websites

by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise

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Top News Brands Lead Web, Too

3.9 2.8 2.4 1.7 1.5 1.4 1.4 1.3 1.1 1.0

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 3.9 2.7 2.3 1.6 1.4 1.4 1.3 1.2 1.2 1.0

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

Top 10 Print Media Websites

by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise

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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

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The Marketing Data Box 88% 84% 66% 50% 41% 34% 31% 84% 84% 69% 54% 37% 44% 16% 93% 84% 61% 47% 47% 18% 54%

Website Email Social media Paid search Banner ads Consumer

publications publicationsB2B

Total B2C B2B

Web, Email Lead Day-to-Day Ops

Outlook: 2011 marketing is new media

In terms of day-to-day business, “Outlook: 2011 Marketing,” a

surveyof B2B and B2C marketers from Multichannel Merchant, found, fundamentally, that new media have superseded the old.

Marketing Media, B2B v. B2C February 2011, % of respondents Source: Multichannel Merchant

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67% Say Email More Important

Email, website metrics

important tools

Also looking for cost-effective marketing tools, many respondents from the Multichannel Merchant survey use email as a marketing tool and wished they could improve their campaigns; 67.3% said that 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.

19% 35% 67% 13% 47% 79% 14% 33% 66% 13% 53% 84%

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

B2C B2B

Email, website metrics

Marketing Metrics, B2B v. B2C February 2011, % of respondents Source: Multichannel Merchant

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More Use of Practical Email Tools

Trigger emails on the rise

Of the respondents that conducted email marketing, 9 of 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 messages or cart abandonment follow-ups, with just more than 20% indicating that this was a practice they've done more frequently in the past year.

90% 72% 32% 33% 41% 7% _4% 90% 67% 33% 32% _30% 2% 5% Promotional/

Marketing Transactional Prospecting Reactivation Trigger Other None

B2C B2B

Types of Email Sent, B2B v. B2C February 2011, % of respondents Source: Multichannel Merchant

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54% Increase Inbound Budget

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

Businesses review cost-effective tools

$332

$373

$134 $143

2010 2011

Outbound marketing dominated Inbound marketing dominated

Businesses review cost-effective tools

Average Cost per Lead, Inbound vs. Outbound 2010 v. 2011, % of respondents’ costs by lead channel Source: HubSpot

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The Marketing Data Box 9% 13% 13% 29% 41% 27% 47% Inbound Outbound

29% Think Paid Search is Costly

When classifying each lead generation category as ― below average cost, near average cost, or above average cost ― businesses consistently ranked inbound

marketing channels as having costs lower than outbound channels. PPC was the only inbound channel that was ranked among the outbound channels in terms of costs. Trade shows, PPC, direct mail and telemarketing were most

frequently ranked as more expensive.

Paid search priciest inbound channel

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

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Blogs Tops at Lower Cost Leads

Blogs had the highest instance of being reported as a below average cost, with 55% of companies reporting this. The average budget spent on 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.

Blogs, social media gain budget share

55% 47% 39% 27% 36% 33% 19% Inbound Outbound

Blogs, social media gain budget share

Below Average Cost per Lead, Inbound vs. Outbound 2010 v. 2011, % of respondents’ costs by lead channel Source: HubSpot

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20¢ Separate Google, YaBing CPC

Yahoo-Bing CPC trends down

$0.84 $0.84 _$0.82

$0.81

$0.91

$0.84 _$0.82 _$0.82

$0.74 _$0.73

August September October November December

Google Yahoo-Bing

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

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Top 10 Ad Focus Properties

by Unique Visitors (000) and % Reach, Jan. 2011 Source: comScore

16 Million More Visitors at Google

GoogleAd Network reach is 93%

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% 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. 197,076 180,843 179,956 178,864 170,325 168,577 168,499 165,127 156,061 153,020 Google Ad Network Yahoo! Network Plus AOL Advertising Yahoo! Sites Google Turn Media Platform ValueClick Networks 24/7 Real Media AdBrite Facebook.com 93.1% 85.5% 85.0% 84.5% 80.5% 79.7% 78.0% 79.6% 73.7% 72.3%

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The Marketing Data Box Google & Facebook Use

Base: US youth ages 8-21, Online more than 1 hr "yesterday,” Feb. 2011 Source: Gallup / USA Today

Google Use Tops Facebook by 40

%

Gallup dataindicates men (42%) are about as likely as women (45%) to have a Facebook page. However, men (63%) are 12.5% more likely than women (56%) to say they visit Google in a given week. Overall, 40% more US adults say they use Google in a typical week (60%) than have a Facebook page (43%).

Google used more than Facebook

83 69 54 34 85 56 87 ₈₅ 66 35 63 56 60 73 55 33 17 55 41 53 58 ₅₁ 28 42 45 43

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65% See Pros of Social Media

No doubt, the social media is booming, and of yet, there is very little negative backlash. A majority of US adults are using social media (65%), and a similar number say they have received a positive benefitfrom its use, a poll from Harris Interactive found. Example, one-quarter of Echo Boomers have found a job opportunity through social media (24%).

Users assess benefits of social media

40% 15% 9% 59% 34% 17% 44% 19% 9% 34% 11% 5% 19% 4% 2% Received a good suggestion for something to try Made a connection regarding a job opportunity Found a new apartment or house

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

Benefits of Social Media

January 2011, US adults, answered "yes, frequently" or "yes, occasionally“ Source: Harris Interactive

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The Marketing Data Box Benefits of Social Media

January 2011, US adults, answered "yes, frequently" or "yes, occasionally“ Source: Harris Interactive

43% 26% 7% 7% 51% 37% 12% _11% 39% 29% 9% _8% 43% 17% 3% 3% 28% 13% 38% 30% 10% 10% 48% 22% 4% _3%

Been offended by posts,

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

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

43% Encounter SocNet “Cons”

43% of social media users say they have been offended by posts, comments or pictures they’ve seen, and the quarter who say that unintended persons have viewed links or comments they’ve posted (26%). Some reported more serious consequences of getting in trouble with school or work, or losing a job opportunity. (7% for both).

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Facebook Ad Recall 10% Higher

Nielsen analyzed fourteen Facebook ad campaigns, and 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 viewer’s “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.

Ad recall higher than standard homepage ad

64.2% 19.6% 1.4% 1.2% 1.1% 0.8% 0.4% 0.4% 0.4% 0.3% Facebook YouTube MySpace Yahoo! Answers Twitter Tagged myYearbook Linkedin Mylife Club Penguin

Top 10 Social Network Sites

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The Marketing Data Box Top 10 Social Network Sites

63.6 18.9 2.2 1.1 1.0 0.9 0.5 0.4 0.4 0.3 Facebook YouTube MySpace Yahoo! Answers Twitter Tagged myYearbook Mylife Linkedin Club Penguin

Users Average 5.5 Hours Monthly

Users Spend More Time with SocNets On average, global web users across 10 countries spent roughly five and a half hourson social networks in February 2010, up more than two hours from February 2009. 64.3 19.2 1.7 1.1 1.0 0.8 0.4 0.4 0.4 0.3 Facebook YouTube MySpace Yahoo! Answers Twitter Tagged myYearbook Linkedin Mylife Club Penguin January 2011

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Internet Usage by Youth

2006-2010, Base: US youth ages 8-21, Online more than 1 hr "yesterday" 2006-2010 Source: Harris Interactive

9 in 10 Youth Online 1+ Hours

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-year-olds, 90% of 18-to-24-year-olds) spend an hour or more online on a typical day.

The average number of hours spent online daily

increases with age, rising from 1.9 hours among 8-to-12-year-olds to 3.5 hours among 13-to-17-8-to-12-year-olds,

topping at 4.5 hours among 18-to-24-year-olds.

Every day, youth spend an hour-plus online

59% 68% 81% 89% 88% 61% 69% 83% 81% 90% 76% 75% 82% 79% 88% 76% 82% 88% 87% 89% 8-9 year olds 10-12 year olds 13-15 year olds 16-17 year olds 18-21 year olds 2006 2007 2009 2010

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Online Video & Mobile

Smartphone Penetration

SMS Sent/Received per Month

Mobile Internet Time by Category

Top 10 Mobile Phone Sites

Top 10 Television Sites

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179 Million Watch Video Online

Gaining its share of some of this increased internet audience, the online video market continued to gain momentum in 2010, with an average of 179 million Americans watching videoeach month, according toa 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.

American watch 14 hours of online video

77.0% 3.1% 2.1% 1.2% 1.0% 1.0% 0.8% 0.7% 0.6% 0.5% YouTube Hulu bing Videos Yahoo! Video Fancast Apple iPod &

iTunes Google Video

Daily Motion MetaCafe Mega Video

Top 10 Video Multimedia Sites

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45% of Americans See Video Ads

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

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.

1,080,902 503,683 431,908 414,644 348,381 318,832 211,593 193,685 185,127 154,716 Hulu Tremor Media ADAP.TV BrightRoll CBS Interactive Microsoft Sites CWTV.com SpotXchange AOL, Inc. Google Sites

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In U.S., 31% Own Smartphones

One-third of consumers have smartphones

As of December 2010, nearly a third (31%) of all

mobile consumersin the US owned smartphones. But smartphone penetration is even higher among mobile users who are part of ethnic and racial minorities in the US; namely Asian/Pacific Islanders (45%), Hispanics (45%) and African-Americans (33%), populations that also tend to skew younger. Meanwhile, only 27% of white mobile users reported owning a smartphone.

31% 34% 40% 45% 45% 18% 20% 21% 24% 27% 25% 26% 30% 32% 33% 34% 37% 40% 45% 45% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010

Hispanic White African American Asian Smartphone Penetration

Base: % of population, 2009-2010 demographic trend Source: The Nielsen Company

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Teens Power-Text, Seniors Don’t!

Younger phone owners like text feature

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 number drops sequentially with each succeeding age bracket, hitting a low of 41 among mobile phone users 65 and older. 1,178 3,705 1,707 758 583 349 126 ₄₁ 0-12 13-17 18-24 25-34 35-44 45-54 55-64 65+ SMS Sent/Received per Month

Base: Mobile phone users, Total by age Source: The Nielsen Company

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The Marketing Data Box 38.5%

10.7%

7.2% _6.3%

4.6% 4.3% 4.1% 4.0% _3.0% _2.8%

Email Leads Mobile Internet Time

Email tops for mobile internet time

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

Mobile Internet Time by Category

January 2011, % share of total mobile internet time Source: The Nielsen Company

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Top 10 Mobile Phone Sites

25% are “Avid” Phone Gamers

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 toa 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.”

.

44% have tried a mobile phone game

22.8% 10.5% 7.0% 5.4% 4.4% 3.8% 3.1% 2.4% 2.3% 2.1% MocoSpace Myxer WeeWorld Your Pure Crush Cricket MySpace Mobile PhoneZoo Yahoo! Mobile Musica.com Boost Mobile -Media Mail

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The Marketing Data Box 23.9 9.8 6.4 5.0 4.9 4.6 4.5 2.9 2.1 2.0 MocoSpace Myxer WeeWorld MySpace Mobile MyTrafficMaps.net Your Pure Crush Cricket PhoneZoo Musica.com Sprint - Pictures

Top 10 Mobile Phone Sites

2011: Mobile Ads to Increase 60

%

Interest in mobile advertising has been catalyzed among large advertisers during the past year, and MagnaGlobal expects growth of 60.1% during 2011. 23.12 11.35 7.11 5.30 4.30 3.52 3.19 2.37 2.22 2.07 MocoSpace Myxer WeeWorld Cricket MySpace Mobile Your Pure Crush PhoneZoo Musica.com Yahoo! Mobile Fun For Mobile

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TV Will Hold 41% of All Ad Revenue

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 toDeloitte 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 indicatesthat 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.

Television to stay on top ad revenue heap

7.5% 7.2% 4.7% 4.7% 4.6% 2.8% 2.6% 2.3% 2.1% 1.9% MSNBC The Weather Channel - US CNN.com ESPN Hulu Fox News Yahoo! TV FOX Sports on MSN Nick (Nickelodeon) QVC.com

Top 10 Television Sites

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The Marketing Data Box Top 10 Television Sites

Top 10 Television Sites

8.74 6.71 5.03 4.24 3.99 2.27 1.94 1.94 1.78 1.73

The Weather Channel - US MSNBC Hulu ESPN CNN.com Fox News Yahoo! TV FOX Sports on MSN Home & Garden Television Foxsports NFL 8.52 6.12 5.13 3.95 3.87 2.48 2.08 1.84 1.75 1.72

The Weather Channel - US MSNBC Hulu CNN.com ESPN Fox News Yahoo! TV FOX Sports on MSN Nick (Nickelodeon) QVC.com February 2011 January 2011

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Trust Meter: Local TV News is Third

Local TV news trusted, ads reliable

In terms of consumers, local TV news was found to be an effective medium for advertisers, according toa 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.

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%). . 19% 14% 12% 11% 10% 8% 7% 7% 6% 6% 5% 4%

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

TV Programs for Ad-based Purchases

December 2010, Viewers of genre 2x a week or more Source: Hearst/Frank N. Magid Associates

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Economic Confidence Index

Outlook for Economy in 2011

Top Investment/Finance Sites

Online Retail Spending

Department Store Advertisers

Youth Influence and Purchases

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Economic Mood … Improving

Economy mood swings

Perhaps testament to the realities of the country’s financial growth economic confidenceindices are still reflecting a shift in

consumer perspective

according toGallup 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. -54 -58 -49 -34 -27 -30 -33 -32 -33 -29 _-30 -31 -26 -29 _-30 -22 -24 -27 -33 -25 -23 -28 -24 -27 ‐60 ‐50 ‐40 ‐30 ‐20 ‐10 0

Jan Feb March April May June July Aug Sept Oct Nov Dec

2009 2010

Economic Confidence Index

2009-2010, Full-year Trend, Base: US Consumers, Monthly Averages Source: Gallup

(45)

58% Say 2011 Will be Better

Economy mood swings

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. 52 55 56 51 48 55 52 ₅₁ 46 50 62 21 24 25 20 17 23 21 ₂₀ 23 23 19 25 21 18 27 32 22 25 27 31 26 16

Better Same Worse

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

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46

41% Say Economy is “Better”

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.

Economy mood swings, optimism grows

29.8% 6.2% 4.7% 4.6% 3.9% 3.4% 2.8% 2.3% 2.2% 2.2% Yahoo! Finance msn money Fidelity Investments Scottrade TD AMERITRADE CNN Money.com Charles Schwab The Wall Street

Journal E*Financial

CNBC

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

(47)

Top Investment/Finance Sites

32.6 7.0 4.7 4.5 3.7 3.0 2.8 2.4 2.1 2.1 Yahoo! Finance msn money Fidelity Investments Scottrade TD AMERITRADE CNN Money.com Charles Schwab The Wall Street

Journal Yahoo! Message Boards E*Financial 29.3 6.2 4.9 4.9 3.9 3.3 3.0 2.3 2.2 2.2 Yahoo! Finance msn money Fidelity Investments Scottrade TD AMERITRADE CNN Money.com Charles Schwab E*Financial Yahoo! Message Boards The Wall Street

Journal

Top 10 Investment/Finance Sites

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48

Online Retail Hits Record $43.4B

As the mood picks up, so does consumer spending: US online retail spending reached a record $43.4 billionduring Q4 2010,

according tocomScore. This figure is up 11% from $39 billion in Q4 2009 and 35% from $32.1 billion in Q3 2010. This marks the fifth consecutive quarter of positive year-over-year growth and second quarter of double-digit growth rates in the past year.

Record online retail spending

$27,970 $27,176 $28,441 $39,132 $31,178 $30,581 $30,274 $38,071 $31,031 $30,169 $29,552 $39,045 $33,984 $32,942 $32,133 $43,432 17% 23% 23% 19% 11% 13% 6% -3% 0% -1% -2% 3% 10% 9% 9% 11% -5% 0% 5% 10% 15% 20% 25% $0 $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000 $40,000 $45,000 $50,000

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

Online Retail Spending

2007-2010, Base: All U.S. adults, % change Source: Pew Research

(49)

The Marketing Data Box 35,546 32,652 16,477 14,492 5,931 5,514 2,457 2,392 2,084 1,264 Macy's Kohl's JCPenney's Wal-Mart Meijer Superstores Fred Meyer Target Sears Marshalls TJMaxx

Though this is an improvement, retail e-commerce 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 December 2007). However, comScore predicts continued doubldigit year-over-year growth in US retail

e-commerce spending for the upcoming quarters of 2011.

Double-digit Growth for “eTail”

E-commerce growth below pre-recession level

Top 10 Department Store Advertisers By No. of Ad Plays, March 2011

(50)

The Marketing Data Box 50 48,164 39,779 39,527 16,761 6,149 4,459 3,229 1,814 483 229 Wal-Mart Kohl's Macy's Sears Target Fred Meyer Stores Meijer Superstores JCPenney's Beall's Beachwood Place

Top 10 Department Store Advertisers By No. of Ad Plays, Jan. & Feb. 2011 Source: Mediaguide

Department Store Advertisers

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. 57,758 45,865 33,904 15,699 7,254 4,098 2,901 2,310 746 588 Wal-Mart Macy's Kohl's Sears Meijer Superstores JCPenney's Fred Meyer Target Kmart Lord & Taylor

January 2011

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Youth Carry $123.5B “Purse”

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.

Youth regain hold on purse strings

40% 35% 31% 22% 21% 17% 12% 10% 7% 43% 20% 27% 30% 24% 24% 17% 20% 14% 45% 17% 24% 29% 20% 28% 20% 18% 13% Entertainment/ Sports tickets Hand-held video games Video game system Cell phone/ Smart phone Digital media player Computer TV Camera Camcorder or video camera Ages 8-12 Ages 13-17 Ages 18-24

Youth Influence and Purchases

December 2010, (buy or influence others to buy) % of US youths aged 8-21 Source: Harris Interactive

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52

About $50 Monthly for Tunes, etc.

Nearly two-thirds of internet users(65%) have paid to download or access some kind of “intangible” online content. Music, software, and apps are the most popular content for pay-to-access or

downloadaccording toa Pew study. Of them, nearly half (46%) have purchased only one or two of the types of content. The average expense for online content was approximately $47 per month, including both subscriptions (an average of $12 per month) and individual file access (an average of $22 per month).

Users average about $47 for online content

25.0% 21.0% 15.0% 11.0%12.0% 7.0% 4.0% 1.5% 1.4% 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 Number of Online Content Buys

December 2010, Percent (%) of US adults Source: Pew Research

(53)

Lifestyle & Community

Health Research by Age

Health Information Sites

Top 10 Politics Sites

Perception of Year Ahead

Top 10 Real Estate Sites

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54

8 in 10 Research Health Online

Eight in 10 US internet users look online for health informationmaking 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.

80% research online

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

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

Health Research by Age

February 2011, Percent (%) of US adults Source: Pew Research

(55)

65% of Women Research Online

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.

Online health research by age, gender, race

8.0% 6.9% 6.0% 3.9% 3.8% 3.6% 3.0% 2.4% 1.8% 1.6% WebMD Yahoo! Health Righthealth.com MedicineNet Drugs.com MayoClinic.com AOL Health HealthGrades HealthLine MedlinePlus

Top 10 Health Information Sites

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56

44% of Adults Hope to Lose Lbs.

Results of a Harris Poll indicate that forty‐four percent of US adults have made losing weight one of their resolutions for 2011. 8.02 5.89 5.54 3.65 3.52 3.38 2.37 2.23 2.21 1.92 WebMD Yahoo! Health Righthealth.com Drugs.com MedicineNet MayoClinic.com Everyday Health AOL Health HealthGrades MSN Health 7.83 7.82 5.13 3.64 3.57 3.38 3.04 2.26 2.05 1.81 WebMD Yahoo! Health Righthealth.com Drugs.com MedicineNet MayoClinic.com AOL Health HealthGrades MSN Health Everyday Health

Top 10 Health Information Sites

January 2011

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The Marketing Data Box Top 10 Politics Sites

26% Used Cell Phone for Politics

More than a quarter of American adults (26%) used their cell phones to learn about or participate in the 2010 mid-term election campaign, according to findings from the Pew Research Center’s Internet & American Life Project. The mobile political user groupis 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.

Politics goes mobile

31.9% 8.0% 3.8% 2.6% 2.1% 2.0% 2.0% 1.8% 1.7% 1.4%

The Huffington Post Political News - FOXNews.com Politico CNN Political Ticker Free Republic Townhall.com Infowars.com JibJab Real Clear Politics Politics Daily

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58

Top 10 Politics Sites

71% of Cell Phone Owners Votes

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. 25.6 8.9 8.3 3.6 2.9 2.3 2.1 2.1 2.0 2.0

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 24.8 7.9 5.7 3.9 2.9 2.7 2.3 2.2 2.1 1.9

The Huffington Post Political News -FOXNews.com Politics Daily Politico JibJab CNN Political Ticker Free Republic Real Clear Politics Townhall.com Infowars.com

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Dems: 67% Upbeat (83% in 2010)

Looking ahead to next year, most Americans (55%) say that 2011 will be better than 2010, while 31% say the 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 better than 2010, compared to 41% of Republicans and 54% of Independents. 67% 55% 83% 60% 55% 41% 67% 54%

Total Republican Democrat Independent

2010 2011

Perception of Year Ahead

2010 v. 2011, Percent (%) saying year ahead will be better Source: Pew Research

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60

Still 22% Have Mortgage Issues

A Harris Poll finds thatfully 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 difficulty are down 36%, from 11% to 7%. Furthermore, at this time last year, 24% of those with mortgages thought they were underwater, 12.5% higher than the number now.

22% of homeowners, down from 29%, have troubles

6.5% 6.0% 5.4% 4.6% 2.6% 2.3% 1.7% 1.7% 1.6% 1.5% Realtor.com Yahoo! Real Estate Zillow Trulia.com Rent.com Homes.com MSN Real Estate AOL Real Estate ZipRealty Apartment Guide

Top 10 Real Estate Sites

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The Marketing Data Box Top 10 Real Estate Sites

Top 10 Real Estate Sites

6.58 5.78 5.71 4.21 3.65 2.57 2.19 1.81 1.62 1.57

Yahoo! Real Estate FrontDoor Real Estate Realtor.com Zillow Trulia.com Rent.com Homes.com ZipRealty MSN Real Estate Apartment Guide 6.24 5.87 4.94 4.49 4.12 2.52 2.37 2.19 1.66 1.39

Yahoo! Real Estate Realtor.com Zillow FrontDoor Real Estate Trulia.com Rent.com MSN Real Estate Homes.com ZipRealty Apartment Guide January 2011 February 2011

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62

Lives “Overall” a Little Better

Americans’ Well-Being Index score improved to an average of 66.8 in 2010 from 65.9 in 2009 and 2008,

according toGallup-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.

Well-Being Index improves for 2010

19.0% 17.0% 5.7% 4.6% 1.8% 1.7% 1.5% 1.4% 1.4% 1.2%

The Animal Rescue Site AARP Care2 We-Care.com - ASPCA Khan Academy AVERT ASPCA American Red Cross Angel Food Ministries Idealist.org

Top 10 Community-based Organizations by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise

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The Marketing Data Box 18.6 16.4 5.2 3.9 3.4 1.7 1.7 1.5 1.3 1.3

The Animal Rescue Site AARP Care2 We-Care.com - ASPCA Wikimedia Foundation AVERT ASPCA Angel Food Ministries Idealist.org my freecycle

Community-based Organizations

The top 100th_{of 1%} of the wealthiest Americans, now make an average of $27 million per household, according toMother Jones analysis. In contrast, the average income for the bottom 90% of the US population is $31,244 Top 10 Community-based Organizations

19.5 16.6 5.8 4.9 1.7 1.7 1.3 1.3 1.2 1.1

The Animal Rescue Site AARP Care2 We-Care.com - ASPCA ASPCA AVERT Angel Food Ministries People for the Ethical Treatment

of Animals

Idealist.org Goodwill Industries International

January 2011

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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 Publishingnetwork of business-to-business online trade publications. The Marketing Data Box is from Watershed Publishing’s

Data Insights series. Please contact Sarah Roberts at [email protected]

to become a sponsor of a Data Insights package.

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