Marketing charts-data-q4-2010

Q4
Charts Quarterly
D ATA

WAT E R S H E D P U B L I S H I N G
D ATA I N S I G H T S S P O N S O R E D B Y :

About Charts Quarterly

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2

Marketers of small- and medium-size businesses need to be aware of key trends,
and this issue of Charts Quarterly should be of particular interest for marketers
who are impacted by the growing influence of Smartphones and social media.

It should also be of interest to those who want to grow their ecommerce sales.
Here are just a few of the questions you might want answers to (and they are all in
here):

• How is mobile growing in influence?
• What’s the demographic breakdown of Android, iPhone and Blackberry
users and why should that matter to you?
• Who elicits the more positive consumer response – puppies or babies?
• What groups engage more in ecommerce?
• How is America saving and what big ticket purchases are they making?

There are 89 charts in this issue of Charts Quarterly, and they cover 44 topics.
What differentiates this issue from past ones is the increased amount of analysis
that’s offered, providing you with additional insight and perspective. Just the kind
of information marketers love to eat.

Enjoy,

The HubSpot Team
http://www.hubspot.com
3

Internet Advertising Revenue 6 Industry Sectors 35 Retail & Consumer Goods 61
IAB: Total Online Ad Revenue 7 U.S. Ad Spend by Sector 36 Retail E-commerce Growth 62
IAB: Ad Revenue by Format 9 Industry Online Display Ads 37 Spending & Saving by Generation 63
Top 10 Auto Manufacturer Sites 38 E-commerce Activities by Income 64
Media & Marketing 11
Top 10 Auto Classifieds Sites 40 Variables Influencing Brand Sales 65
U.S. Ad Spend by Media Type 12
Health Research by Income 42 Customer Data Influences Sales 66
Top 10 Television Sites 13
Health Information Sites 43 Department Stores Advertisers 67
TV Usage: Overall Users 15
Top 10 Politics Sites 45
TV Audience by Age, Gender 16 Sports & Entertainment 69
Top 10 Real Estate Sites 47
Top 10 Broadcast Media Websites 17 Top Global Mobile App Categories 70
Top 10 Telecom Sites 49
Repurposed TV v. Made-for-web 19 Top 10 Sports Sites 71
Community-based Organizations 51
News & Content by Income 21 Top 10 Games Sites 73
Top 10 Print Media Websites 23 Financial 53 Games Played on SmartPhone 75
Social Media Use among Youth 25 Financial Advisors, Independent 54 Phone Gaming Demographics 76
Top 10 Social Network Sites 26 Financial Advisors, Employee 55
Lifestyles & Leisure 77
Smartphone Penetration & Share 28 Top Bank Advertisers on Radio 56
Family Sites 78
Smartphone Use Demographics 30 Top Investment/Finance Sites 57
House & Garden Sites 80
Teen Mobile Phone Use 32 Internet-based Business-Finance 59
Top 10 Mobile Phone Sites 33 Our Data Partners 82

Sponsorship Information 82

IAB: Total Online Ad Revenue
IAB: Ad Revenue by Format
IAB: Ad Revenue by Industry

US$ Billions

Quarters in 2009-2010 Internet Advertising Revenues Up for Q2 2010

Internet advertising revenue in the US totaled $6.2 billion
in the second quarter of 2010, an increase of 4.1 percent
$6.19 from the 2010 first quarter total of $5.9 billion, and an
increase of 13.9 percent from the 2009 second-quarter
$5.94
total of $5.4 billion. Year-to-date Internet advertising
revenues through June 2010 totaled $12.1 billion, up
11.3 percent from the $10.9 billion reported for the same
$5.43 six-month period in 2009.

Online ad sellers reported aggregate revenues totaling
Q2 2009 Q1 2010 Q2 2010 $6.2 billion for the second quarter of 2010.
Total 2010 second-quarter revenues were $753 million
39% more than the second quarter of 2009, and $243
million (4.1 percent) more than the first quarter of 2010.
Source: Internet Advertising Bureau

Charts Quarterly
7

US$ Billions

Half-year data, 2009-2010 Rebound Poised to Top $23.8 Billion Mark

Online advertising revenue increased $1.2 billion, or
11.3% in the first half of 2010, over the same period last
$12.13 year. Applying historical seasonal data, the 2010 first six-
month revenues of $12.1 billion are on an annual run-
rate to make 2010 the highest annual year, exceeding
the $23.4 billion in 2008, the previous highest annual
total.
$10.90

Q1-Q2 2009 Q1-Q2 2010


Charts Quarterly
8

IAB: Ad Revenue by Format
% of total

Search remains the largest
Half-year data, 2009 Half-year data, 2010 online advertising revenue
format. Search totaled $5.7
Lead Email
generation 1% Lead Email
billion for 1H 2010, up
Rich media 7% generation 1%
7% 5% 11.6% from the $5.1 billion
Rich media
6%
reported in 1H 2009.
Digital video
4%
Digital video
5% Display-related advertising
Search
Search
47%
48%
revenues (display/banners,
Display/ Display/
Banner Banner rich media, digital video
22% 23%
and sponsorship) totaled
$4.4 billion or 36% of 1H
Sponsorship 2010, up 15.9% from the
Sponsorship 2% Classifieds
Classifieds
2% 10% $3.8 billion reported in 1H
10%

2009.


Charts Quarterly
9

IAB: Ad Revenue by Industry
% of total revenue

Half-year data, 2009-2010
Industry Breakdown in Dollars
•Retail advertisers represented $2.5B

20% •Telecom accounted for $1.7B
20% •Financial Services advertisers $1.3B
16%
•Automotive accounted for $1.3B
12%
14% 11%
10%
•Computing advertisers represented $1.2
12%
11% 10% billion
6% 6%
8%
7% 4% 4% 4% •CPG and Food Products was $980M
5%
4% 4% •Leisure Travel was $841M
•Entertainment accounted $508M
• Health represented $576Mon
• Media accounted $498 million

2009 2010


Charts Quarterly
10

Television Sites Top 10 Print Media Websites
U.S. Ad Spend by Media Type Social Media Use among Youth
Top 10 Television Sites Top 10 Social Network Sites
TV Usage: Overall Users Smartphone Penetration & Share
TV Audience by Age, Gender Smartphone Use Demographics
Top 10 Broadcast Media Websites Teen Mobile Phone Use
Repurposed TV v. Made-for-web Top 10 Mobile Phone Sites
News & Content by Income

U.S. Ad Spend by Media Type
US$ Millions

2010 Total Q1Q2 US Ad Market Reverses Drought
Network TV $11,490
Spot TV $10,292 After six straight quarters of declines in ad spending,
Cable TV $9,108 the US ad market has seen a turnaround in 2010. In total,
National… $7,426
advertisers spent an estimated $54 billion, a 3.8%
Local Newspaper $5,188
Spot Radio $2,515 increase, during the first half of 2010.
Spanish… $1,647
Outdoor $1,530
The Nielsen Company analysis indicates the increase in
Syndicated TV $1,107
Business to… $1,055
US advertising reflects a modest improvement in
National… $669 American consumer confidence in the first half of the year,
National… $559 as advertisers look to highlight value deals and increase
Network Radio $495
promotions in the hopes of spurring consumer spending.
FSI Coupon $254
Spanish… $202
Local Magazine $199 By other accounts total US advertising expenditures in the
Local Sunday… $24
first six months of 2010 rose 5.7% from a year ago and
finished the period at $63.57 billion, according to data
Source: The Nielsen Company
from Kantar Media.
Charts Quarterly
12

Top 10 Television Sites
by U.S. Market Share of Visits (%)

November 2010 TV Benefits from Increased Ad Spending

MSNBC 6.52
Nielsen also looked at ad spending across media types,
The Weather
6.09 finding that US television (network, cable, syndication,
Channel - US

ESPN 5.67 spot, Spanish language network and Spanish language
cable) dominated the ad spending increase, accounting
Hulu 5.59
for $33.8 billion during the first half of 2010, a 6%
CNN.com 4.01 increase from the same period last year.
FOX Sports on
2.60
MSN
Spanish language network TV and Cable TV in
Fox News 2.36
particular saw the biggest gains, up 24% and 13%
QVC.com 2.28 respectively from the first six months of 2009.
Yahoo! TV 2.22

Food Network 2.12

Source: Experian Hitwise

Charts Quarterly
13

Top 10 Television Sites

September 2010 October 2010

MSNBC 6.03 The Weather Channel - US 7.16

The Weather
6.00 ESPN 7.08
Channel - US
ESPN 5.75 MSNBC 6.49

Hulu 5.70 CNN.com 5.26

CNN.com 4.01 Hulu 5.02
FOX Sports on
2.86 Fox News 3.64
MSN
Fox News 2.68 FOX Sports on MSN 2.72

QVC.com 2.35 Yahoo! TV 1.99

Yahoo! TV 2.02 QVC.com 1.64
Food Network 1.91
Foxsports NFL 1.50


Charts Quarterly
14

TV Usage: Overall Users
Monthly Reach (in 000s)

2009-2010 Timeshifted TV Shows Significant Growth

286,225 286,648 Dealing its own blow to television advertising
284,306

dominance, the number of US timeshifted TV viewers
grew at a much faster year-over-year rate than the
number of traditional in-home TV viewers, according to
a study from The Nielsen Company.

94,599 97,914
82,677 Timeshifted TV reached about 97.9 million monthly US
viewers in Q2 2010, up about 18% from Q2 2009.
While in-home TV reached 286.6 US million monthly
Q2 2009 Q1 2010 Q2 2010
US viewers in Q2 2010, this was only up less than 1%
Watching TV in the home Watching timeshifted TV
from Q2 2009.


Charts Quarterly
15

TV Audience by Age, Gender
% of Total Users

Q2 2010 Traditional TV Attracts Older Audience

Age 2-11 Looking at TV viewing patterns by age, adults 65 and
10%
up spent the most the most traditional television
Age 12-17
6% during Q2 2010, an average of 196 hours and 21
Age 65+
18%
minutes. Meanwhile, adults 25-34 averaged the most
timeshifted TV viewing (12 hours and 52 minutes),
Age
18-24 Nielsen found.
8%

Age 50-64 Age 25-34
24% 12%
Male
46%

Female
Age 35-49 54%
22%


Charts Quarterly
16

Top 10 Broadcast Media Websites

November 2010 Volume of TV Ads Faces Regulation

MSNBC 6.52 Something else in TV to watch and listen for — the US
The Weather
6.09 Senate passed a bill — the Commercial Advertisement
Channel - US
Loudness Mitigation Act (CALM) that requires TV
ESP 5.67
stations and cable companies to ensure that
Hulu 5.59
commercials are broadcast at the same volume as
CNN.com 4.01 television programs.
Fox Sports on
2.60
MSN
The bill, its sponsors say, would fix a problem that ―vexes
Fox News 2.36
many television viewers – when commercials are many
QVC.com 2.28 times louder than the regular program they are viewing.‖
Yahoo TV 2.22 The House passed similar legislation. Some minor
differences between the two versions would have to be
Food Network 2.12
worked out before the legislation can become law.

Charts Quarterly
17

Top 10 Broadcast Media Websites


MSNBC 16.99 MSNBC 17.36

CNN.com 13.77 CNN.com 11.61

Fox News 9.52 Fox News 6.79

The Today Show 3.38 The Today Show 3.56

ABCnews.com 2.39 ABCnews.com 2.85

BBC News 2.03 CBSNews.com 2.12
Political News -
CBSNews.com 1.97 2.03
FOXNews.com
Political News -
1.6 BBC News 1.87
FOXNews.com
Bloomberg.com 1.47 Foxnews US 1.72

KSL.com 1.42 KSL.com 1.69


Charts Quarterly
18

Repurposed TV v. Made-for-web
Percent (%) impacted

November 2010 Web Video Ad and TV Blend Awareness

While there is not yet one superior online ad production
format, TubeMogul finds that repurposed TV spots have a
4.7
higher impact on awareness metrics, while made-for-web
4.3
video content more ably persuades its viewers.

Repurposed TV ads are slightly better at raising brand
awareness (affect 2% of viewers compared to 1.9%) and
2.0 2.2 2.1
1.9 message association (2.2% compared to 2.1%), and affect
1.6
1.4 a moderately higher percentage of viewers in terms of
1.2

0.8 online ad awareness (4.7% compared to 4.3%).
Meanwhile, made-for-web ads outperform repurposed TV
Aided brand Online ad Message Brand Purchase
awareness awareness association favorability intent/ ads in brand favorability (1.6% compared to 1.2%) and
consideration
purchase intent (1.4% compared to 0.8%).
Repurposed TV Made-for-web

Source: TubeMogul

Charts Quarterly
19

Repurposed TV v. Made-for-web
Percent (%) impacted

November 2010 Google Defines Google TV

5.9 Google executives are attempting to clarify
6
exactly what is Google TV in a move to placate
5 4.6 4.7
broadcasters who have sought payment from
4.6
4 3.7 Google for allowing their online content to be
3.3
3.0 viewed via the platform.
3 3.4
2.5
2.8
2.0
2 1.7 What it is is simply a software platform built into
2.0 2.0 1.4
1.0 1.1 a TV (or within a set-top box) which allows TV
1 1.2 1.3 0.7 0.7
0.4 0.5
viewers to access websites and online video
0.6
0 through their TVs.
Aided brand Online ad Brand favorability Purchase intent/
awareness awareness consideration

Repurposed TV (18-34) Made-for-web (18-34) Repurposed TV (35-49)
Broadcasters including ABC, NBC and CBS have
Made-for-web (35-49) Repurposed TV (50+) Made-for-web (50+) blocked access to episodes of their shows to
users of Google TV’s web browser and have
Source: TubeMogul
demanded fees from Google.

Charts Quarterly
20

News & Content by Income
% of respondents

November 2010 Online News Consumed Most by Richest

Americans with a household income of $75,000 or
more have the highest rate of engagement with
79% 80%
77%
74% online news (74%), which drops through the
71%
income brackets and hits its lowest point in the
61% 62%
59% 60%
58%
56%
less than $30,000 bracket (34%). The same
51%
pattern, with lower overall engagement rates,
43%
39% 40% exists for print media for national paper (22%
35% 36% 35%
33% compared to 12%), according to data from the
Pew Internet & American Life Project.
17%

Financial Email news Political news Government Online for news
updates story website

< $30,000 $30-$49,000 $50-74,999 $75,000 +


Charts Quarterly
21

News Sources by Income

November 2010 Income Groups Look to Local Papers

The Pew research also concluded that the highest
and lowest income Americans tie for second-
82% highest consumption of print media for local papers
77% 78%
76% 76% 76%
74% 73% (50% each), barely trailing those with a household
68%
66%
income of $50,000-$74,999 (51%).
59%

50% 51% 50%
48%
The highest bracket ties the second-lowest bracket
34% ($30,000-$49,999) for consumption of national TV
news (76%). The second-lowest bracket has a
22%

15%
17% clear lead above all other income brackets in
12%
consuming local TV news (82%, with the $50,000-
Online for news Print, national Print, local paper TV, national TV, local news $74,999 in second with a 78% consumption rate).
paper news

< $30,000 $30-$49,000 $50-74,999 $75,000 +

Source: Pew Research

Charts Quarterly
22

Top 10 Print Media Websites

November 2010 Boosted CPM rate for online newspapers

The New York Times 3.84
In terms of ad spending, print media overall (national
People Magazine 2.37 and local magazines, newspapers, Sunday
supplements and B2B) was flat, not picking up on the
USA Today 2.32
energy of other media. However, national Sunday
The Washington Post 1.70 supplements received a significant uptick with 20.5%

Sports Illustrated 1.40 growth from last year. National magazines were also up
7.4%.
TV Guide.com 1.27

NY Daily News 1.26 Alternatively, local Sunday supplements and national

Examiner 1.13
newspapers declined 7.9% and 6.9%, respectively.

The Wall Street Journal 1.1

Better Homes and Gardens 1.04

Charts Quarterly
23

Top 10 Print Media Websites

55-plus See Most Need
for Traditional Media
Overall, 81% of survey
respondents to a Harris
The New York Times 4.44 The New York Times 4.28 Poll said although printed
news will continue to
USA Today 2.81 USA Today 2.37 decline, there will always
be a need for news in
print.
People Magazine 1.9 People Magazine 2.1
However, this figure is
The Washington Post 1.8 The Washington Post 1.73 highest (87%) among
respondents older than 55
and lowest (76%) among
TV Guide.com 1.64 Sports Illustrated 1.41 respondents 18-34 and
35-44.
The Wall Street Journal 1.19 TV Guide.com 1.36

Sports Illustrated 1.19 NY Daily News 1.31

NY Daily News 1.13 Better Homes and Gardens 1.28

Examiner .93 The Wall Street Journal 1.18

Boston Globe .93 Examiner 0.99


Charts Quarterly
24

Social Media Use among Youth
12-to-24 age segment, Y-o-Y change

September 2009-2010 Social Networks Continue Growth Trend

Borrell analysis indicates the rapidly growing marketing

Twitter 24% 28% 34% 14% spend in social networking is fueled by wildly climbing
consumer use of social networking services in its ―The
Social Networking Explosion: Ad Revenue Outlook‖
released in November.
Facebook 51% 30% 17% 3%

The average Facebook visitor came to the site 27 times
during a month, almost once a day. As of the end of 2009,
one hour in every nine spent online was spent on a social
MySpace 10% 22% 59% 9%
network site. More than two-thirds of the nation’s largest
businesses recruit new employees through social
More Same Less Don't know networks, and 13% more plan to start this year.

Source: Edison Research

Charts Quarterly
25

Top 10 Social Network Sites

November 2010 SocNet Marketing to Reach $38B by 2015

In line with this growth, Borrell says that social network
Facebook 61.73 advertising and promotional spending will hit $38 billion
by 2015, roughly 440% more than the $7 billion
YouTube 19.28
estimated for 2010.
MySpace 4.07

Yahoo! Answers 1.01 From 2010 to 2015, social network promotional spending
will grow about 380%. In 2011, it will grow 40% to $7
Twitter 0.95
billion, and then slow down to about 14% growth in 2012,
Tagged 0.76
totaling $8 billion, However, social network promotional
myYearbook 0.54 spending will then double to $16 billion in 2013, and

Mylife 0.39
continue rapid growth the next year, increasing 31% to
$21 billion before slowing again with 12.5% growth to
MocoSpace 0.31
$24 billion in 2015.
Linkedin 0.28

Charts Quarterly
26

Top 10 Social Network Sites
Gartner: Email Trumps
SocNets in Importance

Asked to rate various
September 2010 October 2010 technology tools on a scale
of 1 to 7, the average
respondent rated social
Facebook 61.47 Facebook 61 networking tools at slightly
more than 4.
YouTube 16.61 YouTube 18.32
Email was ranked as most
MySpace 6.44 MySpace 5.53 important with an average
score near 7.
Twitter 1.08 Yahoo! Answers 1

Yahoo! Answers 0.87 Tagged 0.98

Tagged 0.87 Twitter 0.96

myYearbook 0.63 myYearbook 0.6

Mylife 0.39 Mylife 0.36

MocoSpace 0.32 MocoSpace 0.33

Linkedin 0.25 Linkedin 0.25


Charts Quarterly
27

Smartphone Penetration & Share
Base: US mobile phone subscribers

Q4 2009-Q3 2010 Smartphones have 28% Market Share

45%
41%

40%
The Nielsen Company reported that as of Q3 2010, 28%
35%
33%
of U.S. mobile subscribers now have smartphones.
35%
30%
30% 28%
25% The growing popularity of smartphones, such as Apple’s
25% 23%
21% iPhone, RIM’s Blackberry devices, and a variety of
20% Google Android-based models on the market, has

15% accelerated the adoption rate. Among those who
acquired a new cell phone in the past six months, 41%
10%
opted for a smartphone over a standard feature phone,
5%
up from 35% last quarter.
0%
Q4 2009 Q1 2010 Q2 2010 Q3 2010

Recent Acquires All Mobile Phone Subscribers


Charts Quarterly
28

Smartphone Penetration & Share

Q3 2010 iPhone Closes in on Blackberry

Nielsen data also found that the Apple iPhone OS has
Q3 2010 practically caught up to the market-leading RIM
Symbian OS
Blackberry OS, with 28% and 30% market share,
RIM Blackberry OS
respectively. Meanwhile, Google’s Android OS is now at
Q2 2010 Palm OS 19% and growing.
Microsoft Windows
Mobile
Palm WebOS Android has shown the most growth out of major
Q1 2010
Apple iPhone OS smartphone operating systems since Q4 2009 (when it
Android OS held less than 5% market share). Apple iPhone grew
much less dramatically in that time, from about 25%.
Q4 2009
Meanwhile, RIM Blackberry has seen its market share
dip from more than 35% since Q4 2009, while Microsoft
0% 20% 40% Windows Mobile has gone from a 20% to 15% share of
Source: The Nielsen Company the US smartphone market.

Charts Quarterly
29

Smartphone Use Demographics

Q3 2010 50% Android Owners under 35

Half of adult Android owners fall into the 18-to-34
25%
24%
23% category, substantially more than number two Apple
21% 21%
20% 20% iPhone (43%). In addition, 21% of Android owners are 35-
18%
44. RIM Blackberry has the lowest percentage of 18-to-
16% 16%
34-year-old users among major smartphone OS providers

13% 13%
(38%).
12%
11%
7%
9% 6% 6%
5% However, Apple has the most total users younger than 45
4%
(29% of smartphone users in the 18-to-34 and 35-44 age
brackets use the Apple iPhone OS). In comparison, RIM
Android RIM Blackberry Apple iPhone Microft Windows All Smartphones
Mobile Blackberry has the most users 45 and older (33% of 45-
54, 34% of 55-64, and 33% of 65-plus).
Ages 35-44 Ages 45-54 Ages 55-64 Ages 65+


Charts Quarterly
30

Smartphone Use Demographics

Q3 2010 Smartphone Owners a Diverse Group

80% 76%
Smartphone owners in the US are more diverse than
70% feature phone owners. One in five smartphone owners is
62%
60% Latino, compared to just 9% of feature phone owners.

50%

40%
Overall, 62% of US smartphone owners and 76% of US
feature phone owners are white. Slightly higher
30%
19% percentages of smartphone owners than feature phone
20%
10% owners fall into the Asian/Pacific Islander and
9% 8%
10% 6%
4% 3% 3% Black/African-American ethnic categories.
0%
Feature Phone Smart Phone

White Hispanic

Black/African American Asian/Pacific Islander

Other


Charts Quarterly
31

Teen Mobile Phone Use
Base: age 13-to-17 segment

Q2 2009 vs. Q2 2010 Teen Texting Jumps 8%

43%
Text messaging
42%
Texting is a key reason for teens to own a cell phone,
35%
Safety
34% reports The Nielsen Company. US teens age 13-17 sent
34%
Contacting friends and received average of 8% more text messages in Q2
36%
26% 2010 than in Q2 2009. Teens age 13-17 sent and received
Contacting family
25%
average of 3,339 monthly text messages, and more than
22%
Always be available
22% six per waking hour.
20%
Convenience
20%
17%
Teen females send and receive an average of 4,050 texts
Friends have cell phones
18% per month. Teen males also outpace other male age
15%
Not to borrow a cell phone groups, sending and receiving an average of 2,539 texts.
15%
2010 2009
11% Young adults (age 18-24) come in a distant second,
Not to use family home phone
11%
exchanging 1,630 texts per month (a comparatively
10%
Privacy
11% meager three texts per hour).

Charts Quarterly
32

Top 10 Mobile Phone Sites

November
2010 Teens Use More Mobile Data, Apps

MocoSpace 24.68 While teen usage of mobile data and applications does not

Myxer 10.86
reach levels of activity seen by young adults, it has
increased substantially since Q2 2009, growing from 14 MB
WeeWorld 6.62
to 62 MB. This fourfold increase is the largest jump among
MySpace Mobile 4.77 all age groups. Much of this boost is led by males, who are
MyTrafficMaps.net 4.71 more gadget-savvy and consume 75 MB of data, compared
to 17 MB in Q2 2009. Teen females use about 53 MB of
Cricket 4.44
data, compared to 11 MB a year ago.
PhoneZoo 3.23

Your Pure Crush 3.21 Teens are not only using more data, but they are also
downloading a wider range of applications. Software
Fun For Mobile 2.17
downloads among teen subscribers who use apps enjoyed a
Musica.com 2.13
solid 46% increase in activity, from 26% to 38%.
.

Charts Quarterly
33

Top 10 Mobile Phone Sites

MocoSpace 18.2
MocoSpace 24.72
Cricket 16.16
Myxer 10.3
Myxer 7.35
Your Pure Crush 5.99
MySpace Mobile 4.76
WeeWorld 5.8
WeeWorld 4.56
MyTrafficMaps.net 4.34
Your Pure Crush 4.53
Cricket 4.26
MyTrafficMaps.net 3.51
MySpace Mobile 3.71
PhoneZoo 2.15
PhoneZoo 3.09
Yahoo! for Mobile 2.08
Fun For Mobile 1.97
Yahoo! Mobile 1.75
Musica.com 1.95


Charts Quarterly
34

U.S. Ad Spend by Sector Health Information Sites
Industry Online Display Ads Top 10 Politics Sites
Top 10 Auto Manufacturer Sites Top 10 Real Estate Sites
Top 10 Auto Classifieds Sites Top 10 Telecom Sites
Health Research by Income Community-based Organizations

U.S. Ad Spend by Sector
US$ Millions

Q1Q2 2010 Automotive Advertising Leads 2010’s Boom

Automotive $4,432 A look at US advertising trends in the first half of
Pharmaceutical $1,999 2010 reveals automotive was one of only a few
bright spots in the top 10 product category ad
Motion Picture $1,592
spending. Overall, there was a 3% increase in the
Telephone
$1,519
Services –… top 10 product categories, with the largest growth
Restaurant $825 by far seen in automotive (+27%) and auto
Restaurant – insurance (+23%) according to Nielsen data.
$2,025
Quick Service
Department stores (+5%) and restaurants (+2%)
Dealerships $1,603
Wireless telephone services advertising by far
Department
$1,591 experienced the biggest decline in spending
Store

Products – Direct $828 (-14%), followed by direct products (-11%). All other
declining categories in the top 10 had single-digit
Auto Insurance $764
reductions in ad spending.

Charts Quarterly
36

Industry Online Display Ads

Q3 2010 US Viewers See 1.3T Display Ads

AT&T Inc. 21,144 Data from the comScore indicates that 1.28 trillion

Scottrade, Inc. 14,946 online display ads were delivered to US internet users
during Q3 2010, marking a 22% increase from 1.05
Verizon 14,561
trillion online display ads during Q3 2009.
Experian Interactive 14,305

Progressive Corp. 9,583 comScore credits several factors with driving online
display ad growth, including the ability to buy specific
Netflix, Inc. 9,564
audiences enabling a greater number of display ads to
Apollo Group, Inc. 9,494
be delivered on target, display formats improving at a
IAC - InterActiveCorp 9,230 rapid rate, and improving quality of creative.

eBay, Inc. 8,921

Walt Disney Company 8,426

Source: comScore

Charts Quarterly
37

Top 10 Auto Manufacturer Sites

November 2010 Toyota Models Top 5 Categories

Chevrolet 8.83 Vehicles from Asian automakers including Acura, Honda
Toyota Motor
6.9 and Toyota are predicted by US consumers to be the
Sales
most reliable and safe, according to a recent Consumer
Honda Cars 4.5
Reports survey.
Ford Vehicles 4.46
Ford Motor
4.18 Despite safety recalls, five Toyota models, including
Company
Nissan USA 4.11 those from Scion and Lexus, remained among the most

O'Reilly Auto reliable and earned top scores in five vehicle categories:
3.54
Parts small cars (Yaris), midsized SUVs (FJ Cruiser), luxury
Dodge 3.46 SUVs (Lexus LX), minivans (Sienna V6, FWD), and full-
Harley-Davidson 3.17 size pickups (Tundra V6). The redesigned 2010 Toyota
Prius, hurt by antilock brake problems on early vehicles,
GMC 2.41
scored only average, a significant drop from previous
Source: Experian Hitwise years.

Charts Quarterly
38

Top 10 Auto Manufacturer Sites


Chevrolet 6.94 Chevrolet 7.77

Ford Vehicles 6.53 Ford Vehicles 7.09
Toyota Motor Toyota Motor
5.13 5.44
Sales Sales
Honda Cars 4.43 Honda Cars 4.71

Volvo Cars 3.79 Nissan USA 4.68
O'Reilly Auto
Nissan USA 3.7 3.63
Parts
O'Reilly Auto
3.19 Harley-Davidson 3.23
Parts
Harley-Davidson 3.16 Dodge 2.98

Dodge 3.12 Ford Showroom 2.51

Chrysler 2.52 GMC 2.44


Charts Quarterly
39

Top 10 Auto Classifieds Sites

November 2010 GM Leads US Brands

eBay Motors 55.53 Across GM brands (Buick, Cadillac, Chevrolet, and GMC),

AutoTrader.com 13.94 69% of models had average or better reliability. Cadillac
improved the most, rising seven places from last year’s
Cars.com 5.40
ranking. Chevrolet had its best showing in years; 83% of
Automotive.com 2.31
models had average or better scores in predicted
Copart Auto
1.69 reliability, up from 50%, according to Consumer Reports
Auctions
analysis.
RacingJunk.com 1.41

ConnectWithLife 1.34
90% of Fords, including Lincoln models, have at least
Car-Part.com 1.34 average reliability. As a brand, Ford now outranks Mazda

Truck Paper 1.20 and Nissan and ranks just below Lexus. None of Chrysler
Corporation’s models score above average.
Carsforsale.com 0.81


Charts Quarterly
40

Top 10 Auto Classifieds Sites
Treatment Trumps Price
for Vehicle Buyers

A J.D. Power and
September 2010 October 2010 Associates study finds
that 52% of new vehicle
buyers cite dealer
treatment as a reason to
purchase their new
eBay Motors 52.33 eBay Motors 53.48 vehicle from a specific
dealer.
AutoTrader.com 11.83 AutoTrader.com 13.21 In comparison, 38% of
buyers cite vehicle price
Automotive.com 7.61 Cars.com 5.37 or the deal offered as the
reason for selecting their
dealer.
Cars.com 5.17 Automotive.com 4.32
Copart Auto
ConnectWithLife 2.04 1.6
Auctions
Copart Auto
1.68 Truck Paper 1.51
Auctions
Car-Part.com 1.36 RacingJunk.com 1.49

RacingJunk.com 1.33 Car-Part.com 1.38

Truck Paper 1.32 ConnectWithLife 1.1

Carsforsale.com 0.77 Carsforsale.com 0.87


Charts Quarterly
41

Health Research by Income
% of respondents

November 2010 Online health search linked to income

When it comes to seeking health information
80%
online, Pew Research indicates that the highest
68%
65% income bracket has the highest levels of
66%
54% 54% engagement in all covered areas and the lowest
56%
45% 54% income bracket has the lowest levels of
43%
47%
36% 45% engagement.
35%
25% 32%
30%

16%
When locating a medical facility online, those
17% with a household income of $30,000 to $49,999
11%
have a slightly higher engagement rate than

Test results Medical facility Doctors Medical Medical issue those with a household income of $50,000 to
treatment
$74,999 (36% compared to 35%). In locating
< $30,000 $30-$49,000 $50-74,999 $75,000 + doctors online, these two brackets tie for second-
most-likely to do so with a 45% engagement rate.

Charts Quarterly
42

Health Information Sites

November 2010 Patients, Doctors Want Mobile App

40% of US adults would pay for a remote monitoring
WebMD 8.06 device that sends health information such as heart rate,
blood pressure, blood sugar and weight, directly to their
Righthealth.com 5.73 doctor, according to PriceWaterhouseCoopers.

Yahoo! Health 5.02 Another 40% of consumers said they would be willing to
pay for a device and a monthly subscription fee for a
Drugs.com 3.74 mobile phone application that would send text and email
reminders to take their medications, refill prescriptions or
MedicineNet 3.53 to access their medical records and track their health.

MayoClinic.com 3.27 88% of physicians said they would like their patients to
be able to track and/or monitor their health at home,
Everyday Health 2.46 particularly their weight, blood sugar levels and vital
signs.
AOL Health 2.43
PriceWaterhouseCoopers estimates the annual
HealthGrades 2.05 consumer market for remote/mobile monitoring devices
and services to be $7.7 billion to $43 billion, based on
HealthLine 1.96 the range consumers said they would be willing to pay.

Charts Quarterly
43

Health Information Sites
PriceWaterhouse
Coopers estimates
September 2010 October 2010 the annual consumer
market for
remote/mobile
monitoring health
WebMD 8.26 WebMD 8.17 devices and services to
be $7.7 billion to $43
Righthealth.com 5.19 Righthealth.com 5.35 billion, based on the
range consumers said
Yahoo! Health 4.53 Drugs.com 3.7
they’d be willing to pay.
MedicineNet 3.46 MedicineNet 3.67

Drugs.com 3.39 MayoClinic.com 3.35

MayoClinic.com 3.32 Yahoo! Health 3.18

Everyday Health 2.64 AOL Health 2.77
QualityHealth.co
2.39 MSN Health 2.59
m
AOL Health 2.22 Everyday Health 2.5

Doctors Corner 2.1 HealthGrades 2.06


Charts Quarterly
44

Top 10 Politics Sites

November 2010 Money and Political Insiders Too Close

A sizable majority of Americans think big business and
The Huffington Post 19.33
banks and financial institutions have too much power in
Washington, DC, according to a Harris Poll.
Political News - FOXNews.com 8.12

Four groups in particular are seen by strong majorities as
Politics Daily 7.44
having too much power and influence in Washington and
there is a clear theme for these groups. Two are in
JibJab 4.66
business: big companies (87%) and banks and financial
institutions (83%), while the two others are ―Inside the
Politico 3.94
Beltway‖ groups: PACs, or political action committees
CNN Political Ticker 2.49
which give money to political candidates, and political
lobbyists (both seen as too powerful by 83% of
Real Clear Politics 2.47 respondents).

First Read : The Day in Politics 2.39 There are six other groups seen to have too much power
and influence in Washington: the news media (66%),
FoxNews.com - Politics Blog 2.31 entertainment and sports celebrities (61%), trial lawyers
(60%), trade associations (57%), labor unions (57%) and
Townhall.com 2.01 TV and radio talk shows (55%). from September.


Charts Quarterly
45

Top 10 Politics Sites
Midterms Direct
Political Traffic
September 2010 October 2010 Americans visited
political news sites
in October to stay
The Huffington Post 19.58 The Huffington Post 18.79 up-to-date on
voter news.
Political News - Political News -
6.49 7.61
FOXNews.com FOXNews.com The category
attracted 27.4
Politics Daily 4.63 Politics Daily 6.07 million visitors in
October, up 12%
Politico 3.8 Real Clear Politics 4.36 from September.

Real Clear Politics 3.19 JibJab 4.06

CNN Political Ticker 2.67 Politico 3.8

Free Republic 2.57 Organizing for America 3.26

Townhall.com 2.12 CNN Political Ticker 2.3

Infowars.com 2.08 Free Republic 1.98

Human Events Online 1.56 FoxNews.com - Politics Blog 1.91


Charts Quarterly
46

Top 10 Real Estate Sites

November 2010 $1.7 trillion fall for 2010 housing market

Yahoo! Real Estate 6.95 Real estate is still troubled according to online real
estate marketplace Zillow.com. US homes are expected
Realtor.com 6.28
to lose more than $1.7 trillion in value during 2010.
Zillow 4.45

Trulia.com 3.63 This is up 63% increase from the roughly $1 trillion in
value lost by the US housing market during 2009. The
Rent.com 2.45
total value lost by US homes since the market peaked
ZipRealty 2.26 at $31.7 trillion in June 2006 is $9 trillion. The expected

Homes.com 2.09 total value of the US housing market at the end of 2010
will be $22.7 trillion, down 5% year-over-year and about
MSN Real Estate 1.81
28% lower than its peak value.
MyNewPlace 1.45

Apartment Guide 1.37


Charts Quarterly
47

Top 10 Real Estate Sites


Yahoo! Real Estate 5.87
Realtor.com 5.99
Realtor.com 5.76 Yahoo! Real
5.87
Estate
Zillow 4.4
Zillow 4.23
Trulia.com 3.17 Trulia.com 3.49

Rent.com 2.53 Rent.com 2.53

MSN Real Estate 2.38 ZipRealty 2.23

ZipRealty 2.37 MSN Real
2.05
Estate
Homes.com 1.88 Homes.com 2.05
FrontDoor Real
Apartment Guide 1.47 1.75
Estate
FrontDoor Real Estate 1.37 Apartment Guide 1.43


Charts Quarterly
48

Top 10 Telecom Sites

November 2010 Customers see improvement with service

Verizon 10.69 Customer satisfaction with residential telephone

AT&T 10.41
service has increased over 2009, showing an overall
improvement to 657 on a 1,000-point scale, up four
Verizon Wireless 8.37
index points. This is largely due to gains in satisfaction
Verizon Wireless - My
7.25 with the customer service experience, reports J.D.
Account
Power and Associates.
AT & T Wireless 6.41

Sprint 3.93
Five factors were considered: performance and
Frontier Communications
3.72 reliability; cost of service; billing; offerings and
Webmail
promotions; and customer service. Of these, customer
My T-Mobile 3.53
service achieves the largest increase in satisfaction
mysprint.sprint.com 3.15
compared with 2009, improving by eight points.
T-Mobile USA 2.76


Charts Quarterly
49

Top 10 Telecom Sites


Verizon 11.99
AT&T 10.39
AT&T 9
Verizon 10.27
Verizon Wireless - My Account 5.93 Verizon Wireless
7.66
- My Account
AT & T Wireless 5.65 AT & T Wireless 5.95

Cricket 5.47 My T-Mobile 3.77

Sprint 3.25 Sprint 3.77
Frontier
T-Mobile USA 3.04 3.58
Communication…
3.03 mysprint.sprint.co
My T-Mobile 3.23
m
mysprint.sprint.com 2.48 T-Mobile USA 2.68


Charts Quarterly
50

Community-based Organizations

November 2010 Puppies, Babies Beat the Elderly

Imagery of puppies and babies can elicit positive
The Animal Rescue Site 16.22 consumer response to advertising, especially among
AARP 14.90 women, according to Adweek Media and Harris
Interactive.
Wikimedia Foundation 13.07

Care2 5.22 Two in five Americans (41%) say that given the options
AVERT 1.92 of ―a puppy,‖ ―a baby,‖ ―a sweet old lady,‖ and ―a sweet
old man,‖ would be affected by the puppy. One-third
Angel Food Ministries 1.47
voted for the baby (34%). A sweet old lady (3%) or a
my freecycle 1.32 sweet old man (2%) were much lower.
Idealist.org 1.26
People for the Ethical In general, men are less likely to report an emotional
1.15
Treatment of Animals
impact. 45% of women were warmed by images of a
ASPCA 1.05 puppy, compared to 37% of men, and the baby affected
Source: Experian Hitwise 39% of women, compared to 29% of men.

Charts Quarterly
51

Community-based Organizations
Power Impact of
Public and .orgs

September 2010 October 2010 82% of Americans say
that public opinion has
too little power over
policy and politicians.
The Animal Rescue Site 17.39 AARP 17.69 67% say nonprofit
organizations have too
The Animal little power and
AARP 16.18 17.55
Rescue Site influence.

Care2 7.15 Care2 6.01 More than half say the
same about opinion
Idealist.org 1.79 AVERT 2.01 polls (55%), churches
and religious groups
(54%) and racial
AVERT 1.79 Idealist.org 1.64
minorities (52%).
Angel Food
Angel Food Ministries 1.68 1.64
Ministries

my freecycle 1.57 my freecycle 1.5
People for the
1.48 1.37
Calguns.net Ethical…
QSP 1.35
Wikimedia Foundation 1.47
freecycle 1.18
freecycle 1.32


Charts Quarterly
52

Financial Advisors, Independent

Financial Advisors, Employee

Top Bank Advertisers on Radio

Top Investment/Finance Sites

Internet-based Business-Finance

Financial Advisors, Independent
Base: 1,000-point scale

October 2010 Investment Services Firms Win Back Approval

Commonwealth Financial 898 Financial advisor sentiment regarding their firms has
Cambridge Investment 848 stabilized in 2010 after declining the previous two years,
Raymond James Financial 845 according to a study from J.D. Power & Associates.
LPL Financial 817
Waddell & Reed Inc. 765 The study measures the satisfaction of both employee
Industry Average 765 advisors (those who are employed by their investment
Wells Fargo Advisors 763 services firm) and independent advisors (those who are
Northwestern Mutual 747 affiliated with a broker-dealer but operate independently).
Ameriprise Financial 735
Advisor Group 718 Commonwealth Financial Network ranks highest in
Cetera Financial Group 717 overall satisfaction among independent advisors with a
Securities America, Inc. 709 score of 898. Commonwealth Financial Network
Metlife Broker Dealer Group 648 performs particularly well in perceptions of financial
stability and operational and compliance support.
Source: J.D. Power & Associates

Charts Quarterly
54

Financial Advisors, Employee
Base: 1,000-point scale

2010 Edward Jones Leads Employee Advisors

Edward Jones 876 Edward Jones ranks highest in overall satisfaction among
employee advisors, performs particularly well in the work
Raymond James &
Associates, Inc. 857 environment and job duties factors.

Merrill Lynch 710
The study also found that advisor perceptions of their firm’s
UBS Financial financial stability have improved, most notably among
Services 689
employees of wirehouse firms (such as Merrill Lynch and

Industry Average 683 Wells Fargo) and independent advisors.

Wells Fargo
Advisors 665 Perceptions of financial stability of wirehouses have
improved to 5.4 (on a seven-point scale) in 2010 from 4.6 in
Morgan Stanley
Smith Barney 626 2008. While advisors’ perceptions of the financial stability of
independent firms have improved to 6.3 in 2010 from 6.0 in
2008, they still trail those of advisors of non-wirehouse firms
Source: J.D. Power & Associates
(6.5 in 2010).
Charts Quarterly .
55

Top Bank Advertisers on Radio
by Number of Ad Plays (000)

October 2010 7 in 10 Consumers Trust Banks with Info

Wells Fargo/Wachovia 36,610 Although only 20% of consumers think banks are

Chase 24,782
generally honest and trustworthy, 70% trust banks to
securely handle their personal data. Hospitals closely
PNC 17,392
followed at 69%, with life insurance companies coming in
Suntrust 16,285 a distant third with 57% of consumers trusting their data

Wells Fargo 14,025 handling capabilities.

US Bank 11,645
Of the nine industries most likely to handle sensitive
Navy Federal CU 9,908 consumer data, telecommunications had the lowest trust

Capital One 7,209 level (45%).

Ally 5,857

Fifth Third 4,797

Source: Mediaguide

Charts Quarterly
56


November 2010 Fees, charges influence satisfaction

Yahoo! Finance 32.52 The importance of trading fees and charges on overall
msn money 7.87 investor satisfaction has increased from 2009, according
to the J.D. Power and Associates ―2010 US Self-Directed
Scottrade 4.58
Investor Satisfaction Study.‖ The study finds that trading
Fidelity
4.27
Investments charges and fees account for 23% of overall investor
TD
3.67 satisfaction, up from 17% in 2009, after six years of
AMERITRADE
decreasing importance.
CNN Money.com 3.34

Charles Schwab 2.7
Trading charges and fees is the second-most-important
The Wall Street
2.27 factor driving overall satisfaction, following interaction.
Journal
Yahoo! Message Among investors with high levels of satisfaction (850 or
2.15
Boards
higher on a 1,000-point scale), 75% say they ―definitely
E*Financial 2.06
will‖ recommend the firm.

Charts Quarterly
57



Yahoo! Finance 30.23 Yahoo! Finance 33.66

msn money 8.2 msn money 7.59
Fidelity Fidelity
4.44 4.43
Investments Investments
TD
4.05 Scottrade 4.43
AMERITRADE
TD
Scottrade 3.89 3.73
AMERITRADE
CNN Money.com 3 CNN Money.com 2.92

Charles Schwab 2.43 Charles Schwab 2.45
The Wall Street The Wall Street
2.3 2.38
Journal Journal
Yahoo! Message Yahoo! Message
2.21 2.2
Boards Boards
Kitco 2.1 E*Financial 2.04


Charts Quarterly
58


November 2010 Mobile Transactions Outpace Call Centers

PayPal 42.12 Consumer confidence and comfort levels for mobile
banking transactions are at an all-time high, according to
Intelius 8.61 data from The Nielsen Company.

Bill Me Later 2.21 13.2% of US households accessed their bank account
via a mobile device in Q2 2010, compared to 20.8% who
Auctiva 2.01 accessed their account via the bank’s customer service
call center.
MyCheckFree 1.99
While mobile access penetration is lower than other
ooVoo 1.81 channels, it has grown almost 14% from 11.6% in Q1
2010.
Killer Startups 1.65
Also, the average mobile banking user’s net worth of
HomeCU 1.03
$341,017 is about 9% more than the average net worth
of $313,346 held by their online banking counterparts
Google Checkout 0.86
and 21% higher than the market average of $281,263.
OpinionLab 0.86


Charts Quarterly
59



PayPal 33.83 PayPal 34.60

Intelius 12.28 Intelius 14.29

ooVoo 2.21 ooVoo 2.71

Auctiva 2.18 MyCheckFree 2.24

MyCheckFree 2.12 Auctiva 2.13

Bill Me Later 1.48 Bill Me Later 1.60
Managed Operating System
1.44 Killer Startups 1.59
Alliance

OpinionLab 1.37 OpinionLab 1.19

aStore 1.33 HomeCU 1.08
Frontline Placement
1.24 aStore 0.81
Technologies


Charts Quarterly
60

Retail E-commerce Growth

Spending & Saving by Generation

E-commerce Activities by Income

Variables Influencing Brand Sales

Customer Data Influences Sales

Department Stores Advertisers

Retail E-commerce Growth
$US millions, Year-over-year % Change

E-commerce Holds Strong Pattern
September 2010
Retail e-commerce spending in Q3 2010
$45,000
19% 3% increased 9% from Q3 2009, growing for the
-3%
$40,000
10% fourth straight quarter, according to
$35,000 11% 9%
6% 0%
-2% comScore.
17% 23%
$30,000
9%
13%
$25,000 -1%
23% This growth rate represented the fourth
$20,000
consecutive quarter of positive year-over-
$15,000
year growth following a year of flat or
$10,000
negative growth rates.
$5,000

$0
While the past four quarters represent a
marked improvement from the four quarters
preceding them, retail e-commerce growth
E-Commerce Spending ($ Millions) Y/Y % change
rates are still significantly below those

Source: comScore reported during 2007, which ranged from 17-
23%.
Charts Quarterly
62

Spending & Saving by Generation
Base: All U.S. adults, %

March-October 2010 Big Ticket Spending Sluggish

The current recession is generally considered to
80
have started in December 2007, and for the most
70
part, Americans are not planning to make
60
50
purchases in a number of big ticket areas through

40 a six-month period, finds a Harris Poll. The big
30 ticket purchase Americans are most likely to make
20 is a vacation away from home lasting longer than
10 a week.
0

Vacations are trailed by buying a new computer
(21%) and moving to a different residence (17%).
More expensive items, such as new
cars/trucks/vans (12%), houses/condos (10%),
Total Echo Boomers (18-33) Gen. X (34-45) Baby Boomers (46-64) Matures (65+) new businesses (10%) and boats/recreational
Source: Harris Interactive vehicles (6%), have even fewer takers.

Charts Quarterly
63

E-commerce Activities by Income
% of respondents
Wealthier Engage More
in E-Commerce
November 2010 Significantly more higher-
income Americans are
conducting e-commerce
88% activities than members of
83% other income groups,
81% 81%
84% according to Pew Research.
71% 71%
74%
65% 64% Solid majorities of higher-
60% 61% 61% 70%
66% 66% 67% income internet users:
52% • research products (88%),
55% • make travel reservations
51%
46% 47% online (83%),
44% 44%
• purchase products or
services online (81%),
• perform online banking
(74%),
• use the internet to pay bills
(71%), and
• use online classified sites
Online classifieds Pay bills Online banking Buy products Travel Research such as craigslist (60%).
reservations products

< $30,000 $30-$49,000 $50-74,999 $75,000 +


Charts Quarterly
64

Variables Influencing Brand Sales
Total US Sales

October 2010 Creative Quality Single Biggest Factor

In order to influence purchases, creative
60%
quality of the ad was found to drive more

50%
than half of the sales changes for TV and
52%
digital advertising campaigns, four times higher
40% than the impact of the specific media plan

35%
involved, according to comScore.
30%

20% Other factors, such as price, promotion and
distribution, combine to contribute another
10% 13% 35% of total positive sales change. The
specific media plan only contributes the
0%
Ad Quality Media Plan Other (Price,
remaining 13%.
Promotion,
Distribution, etc.)

Source: comScore

Charts Quarterly
65

Customer Data Influences Sales
% of respondents

September 2010 Top Marketers Likely Have Data Access

90%
Aberdeen Group found that top performing marketing
80%
organizations are more likely to have access to
77%
70%
different types of customer data.
60% 64%
58%
50% 55%
53% 64% of best-in-class organizations have access to
40%
41% customer behavior data, compared to 53% of other
39%
30%
organizations. Similar variables exist in levels of access
20% 26%
to internal unstructured data (55% over 39%) and
10% external unstructured data (41% over 26%).
0%
Access to all Access to Access to Access to
customer customer internal external Aberdeen advises that access to customer data enables
transactional behavior data unstructured unstructured
data data data sales-enhancing activities such as modeling lifetime
customer value, market segmentation, and prioritizing
Best in Class All others
inbound sales leads.
Source: Aberdeen Group

Charts Quarterly
66

by Number of Ad Plays

October 2010 Gallup: $714 in Holiday Gift Spending

Americans predicted they’d spend $714 on Christmas
Walmart 99,391
gifts this year, almost 12% more than the $638 they
Macy's 86,826 forecast in November a year ago for the 2009 holiday
Kohl's 65,208 season, according to Gallup’s fall poll.

Fred Meyer 18,434
The forecast of $714 is nearly identical to Americans’
Meijer 14,235
October prediction of $715. If that figure holds true in
Target 12,365 December 2010, then likely there will be about a 2%

Sears 6,895 increase in actual holiday sales between 2009 and 2010.

JCPenney 6,524

Stein Mart 1,572

TJ Maxx 746

Source: Mediaguide

Charts Quarterly
67

by Number of Ad Plays

September 2010 1 in 3 Americans to Spend Less This Year

Although the majority of Americans, 52%, say they will
Kohl's 67,453 spend the same on gifts this year as in 2009, roughly

Walmart 54,910 one in three Americans, 34%, say they will spend less,
compared with 12% saying they will spend more. That
Macy's 54,456
22-percentage-point gap is nearly double the average
Fred Meyer 9,281 13-point difference between these figures during the past
DILLARD'S 5,374 20 years, providing what Gallup terms a note of caution
to Americans’ dollar spending forecast.
Meijer 4,807

Sears 4,070
The current gap is significantly below the 39-point gap
JCPenney 3,933 found in November 2008, during the period when the

Target 3,179 extent of the global economic collapse first became
known. However, in periods of relative economic
Belk 1,891
prosperity, such as from 1995 through 2000, the figures
Source: Mediaguide
were about even.

Charts Quarterly
68

Top Global Mobile App Categories

Top 10 Sports Sites

Top 10 Games Sites

Games Played on SmartPhone

Phone Gaming Demographics

Top Global Mobile App Categories
Rankings 1-10

October 2010 Mobile Game Revenues to Reach $11B

Games Revenues from in-game purchases will overtake the

Social traditional pay-per-download model as the primary
Networking
source of monetizing mobile games by 2013, according
Mail &
Messaging to Juniper Research.
Music

Entertainmen Projections indicate that global end-user mobile game
t
revenues will almost double from $6 billion in 2009 to
Weather
more than $11 billion in 2015.
Sports

Education & Juniper analysis indicates that in the past two years, the
Employment
growing consumer popularity of the iPhone/iOS/AppStore
News
and Google Android platforms, and the increasing
Health &
Fitness
number of handset manufacturers building on them, has
made it easier for mobile game developers to reach a
Source: Millennial Media wider audience while porting to fewer platforms.

Charts Quarterly
70

Top 10 Sports Sites

November 2010 Men Have Highest Rate of Liking Football

Broken down demographically, men, blacks and adults 34-
Yahoo! Sports 6.37
64 are most apt to like football, according to Harris Poll
ESPN 6.34 results.
Yahoo! Sports
5.49
NFL
Overall, 53% of US adults 18 and older like football. Divided
Yahoo! Sports -
4.19
Fantasy Football by gender, it is not too surprising that 66% of men like
Rivals.com 3.38 football compared to only 41% of women.
ESPN Fantasy
3.13
Football
However, other demographic disparities exist. For example,
National Football
3.08 64% of blacks like football, compared to 53% of whites and
League
FOX Sports on 51% of Hispanics. Agewise, 56% of both Gen Xers (34-45)
2.91
MSN
ESPN Fantasy and Baby Boomers (46-64) like football, placing them ahead
2.47
Games
of Echo Boomers (18-33) and Matures (65 and up), with
ESPN.com - NFL 2.39 49% of both of those age groups liking football.
Source: Experian
Hitwise
Charts Quarterly
71

Top 10 Sports Sites


ESPN 7.19 Yahoo! Sports 7.13

Yahoo! Sports 6.7 ESPN 6.09
Yahoo! Sports -
Yahoo! Sports NFL 4.22 4.54
Fantasy Football
Yahoo! Sports - Fantasy
3.87 Rivals.com 4.05
Football
Yahoo! Sports
National Football League 3.2 3.84
NFL
ESPN Fantasy
Rivals.com 2.95 3.43
Football
National Football
ESPN Fantasy Football 2.89 3.05
League
FOX Sports on
FOX Sports on MSN 2.77 2.87
MSN
ESPN Fantasy
ESPN Fantasy Games 2.19 2.56
Games
Yahoo! Sports Major League ESPN.com - NFL 2.25
2.11
Baseball


Charts Quarterly
72

Top 10 Games Sites

November 2010 Non-gaming Use of Consoles Common

Pogo 11.29 Video game consoles are being used for purposes other
Yahoo! Sports - than gaming by high percentages of owners, according
3.18
Fantasy Football
to The Nielsen Company.
Yahoo! Games 2.7
ESPN Fantasy
2.38 Activities which one in five or more owners of all three
Football
systems, Microsoft Xbox 360, Sony PlayStation 3 and
Addicting Games 2.11
Nintendo Wii, participate in are watching a video on-
ESPN Fantasy
1.88
Games demand streaming subscription service and using the
Miniclip 1.76 internet for browsing, social networking and watching
online video. Only 8% of Nintendo Wii owners listen to
MSN Games 1.76
CDs, MP3s or other online/purchased music, compared to
Games.com 1.49
23% of both Xbox and PlayStation 3 owners.
Big Fish Games 1.48


Charts Quarterly
73

Top 10 Games Sites

Tweens Influence Video
Game Purchases
September 2010 October 2010 High percentages of
consumers age 8-12
indicate they will
10.73 11.36 influence the purchase
Pogo Pogo
of handheld video
Yahoo! Sports - Yahoo! Sports - games (35%) and video
3.23 3.61 game systems (31%) in
Fantasy Football Fantasy Football
the next month,
Yahoo! Games 2.9 Yahoo! Games 2.8 according to Harris
ESPN Fantasy ESPN Fantasy Interactive
2.41 2.73
Football Football
ESPN Fantasy
MSN Games 2.17 2.03
Games
ESPN Fantasy
1.83 Addicting Games 1.92
Games
FarmVille 1.65 MSN Games 1.82

Big Fish Games 1.41 Big Fish Games 1.59

Wizard101 1.4 Games.com 1.53

Games.com 1.37 FarmVille 1.48


Charts Quarterly
74

Games Played on SmartPhone
% Male, Female

July-August 2010 Young Phone Owners Play Games

65%
The youngest smartphone owners have the

51% highest overall rate for gaming on their
45%
smartphones and game the most often,
40%

according to Compete.
30%
28% 27%
26%

18% 17% A total of 81% of smartphone owners who
12% 12% 12%
10%

4%
6%7% 7%
4%5%
have not celebrated their 25th birthday
2% 3%
engage in smartphone gaming, compared to
76% of smartphone owners 25-44 and only
56% of smartphone owners 45 and older.

Female Male

Source: Compete

Charts Quarterly
75

Phone Gaming Demographics
% by age, frequency

July-August 2010 Youth Play More Games, More Often

90%
In the same study, Compete found that younger
80%
smartphone owners also tend to engage in smartphone
70% 20%
15%
gaming more frequently than their elder counterparts.
60%
11% 9% Twenty percent of smartphone owners younger than 25
50% 24%
7% play smartphone games multiple times a day, compared
40% 19%
10% 16% to 15% of smartphone owners 25-44 and 9% of those 45
30% 5%
3% 2%
20% 8% 14% 11%
and up.
10% 16% 12% 13%
0% The under 25 segment has also, not surprisingly, added
Under age 25 Age 25-44 Over age 45
more games to their smartphones. On average, only
20% of smartphone owners have downloaded more than
Once a month A few times a month
Once a week Multiple times a week 10 games. Yet 32% of those under 25 have downloaded
Daily Multiple times a day
more than 10 games.
Source: Compete

Charts Quarterly
76

Family Sites

House & Garden Sites

Top 10 Family Sites

November 2010 Planned Spontaneity a Trend to Watch

CafeMom 11.57 With lifestyles having become fragmented, with dense
Ancestry.com 10.56 urban environments offering consumers any number of
instantly available options, and with cell /smartphones
Legacy.com 6.8
having created a generation who have little experience of
My Heritage 4.06 making (or sticking to) rigid plans, 2011 will see what
BabyCenter 3.33 trendwatching.com calls full-on ―planned spontaneity.‖

Archives.com 3.19
Brands can expect to see consumers in 2011 rushing to
MyFamily.com 2.84
sign up to services (the planned part) that allow for
Parents.com 2.41 endless and almost effortless mass mingling with friends,
family, colleagues or strangers (the spontaneity part). A
KidsHealth 2.02
developing segment of this trend is consumers signing
What to Expect 1.82
up for mobile services that passively and constantly
Source: Experian Hitwise broadcast their location.

Charts Quarterly
78

Top 10 Family Sites


Ancestry.com 11.92 CafeMom 11.78

CafeMom 11.31 Ancestry.com 10.47

Legacy.com 6.49 Legacy.com 6.73

My Heritage 5.24 My Heritage 4

MyFamily.com 3.57 BabyCenter 3.3

BabyCenter 3.42 Archives.com 3.07

Archives.com 3.24 Parents.com 2.65

MyFamily.com 2.65
RootsWeb 1.92

FamilySearch 1.9 FamilyFun.com 1.99

KidsHealth 1.92
Care.com 1.9

Charts Quarterly
79


November 2010 Fewer Financial Troubles in November

US consumers reported generally fewer financial
Better Homes and Gardens 9.33
troubles in November 2010 compared to the prior year,
Martha Stewart 4.83 but do not plan to greatly increase spending, according to

IKEA 4.66 the Consumer Reports Index.

Home & Garden Television 4.49
Positive developments were led by a decline in the
DIY Network 4.45 number of consumers that lost their job in the past 30

MSN Real Estate 4.21 days to 4.9% from 6.7% in October; a drop in the
proportion of consumers that faced credit card rate
ServiceMagic 4.14
increases or reduced credit line, to 6% from 7.6% the prior
Real Simple Magazine 3.14 month; and fewer consumers missing a mortgage

ShelterPop 2.09 payment (2%) compared to the prior month (3%).

DoItYourself.com 2.05


Charts Quarterly
80



Home & Garden Television 9.12 Better Homes and Gardens 10.66

MSN Real Estate 5.68 Home & Garden Television 8.06

DIY Network 5.58 MSN Real Estate 5.05

ServiceMagic 4.19 Martha Stewart 4.15

Better Homes and Gardens 4.02 ServiceMagic 3.88

IKEA 3.89 IKEA 3.8

Martha Stewart 3.25 DIY Network 2.49

Right@Home 2.2 Real Simple Magazine 2.3

DoItYourself.com 1.85 ShelterPop 2.15

Real Simple Magazine 1.81 DoItYourself.com 1.96


Charts Quarterly
81

Our Data Partners
Our data partners for January 2011 Charts Quarterly are compete, comScore, Experian Hitwise and
MediaGuide and other leading research firms such as Harris Interactive, The Nielson Company, Pew
Research and Edison. At MarketingCharts, we consistently follow and locate new data sets from our
partners in order to publish the most relevant resources for our readers.

MarketingCharts.com is part of the Watershed Publishing network of business-to-business
online trade publications. Charts Quarterly 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.

82

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