Friday, July 17, 2009

Archive of Daily Market Research Factoids from the Research Knowledge Center


Sixty-three percent of parents with kids under 18 say that they have at least started saving for college (Source: Fidelity College Savings Survey).


Self-employed Americans report much higher job satisfaction (39% are ‘completely satisfied’) than those who are not self-employed (28% ‘completely satisfied’). Source: Pew Research Center


RT @sowebinc: Nielsen Study: 128M U.S. consumers (57%) watch TV and surf on their phones, laptops at the same time -


In 2010, 15.5% of Internet users are expected to access Twitter on at least a monthly basis (Source: eMarketer).


The average annual percentage rate for new credit cards in the U.S. is 12.28% (Source:


Nearly half (45%) of U.S. employers report that they use social networks to gather information about job candidates (Source: Marketing Charts).


U.S. Hispanic TV households are expected to increase by 2.3% from 2009 to 2010, compared to a less than 1% increase among other ethnic groups (Source: Nielson).


Across age groups, The Beatles are the most liked musical performers in America, followed by The Eagles, Johnny Cash, and Michael Jackson (Source: Pew Research Center).


In July 2009, 67.5% of the world’s 113 billion Internet searches were conducted using Google, 7.8% with Yahoo, and 7.0% with China’s Baidu (Source: Comscore).


Seventy-four percent of U.S. Internet users have made an online purchase in the past 6 months (Source: eMarketer).


Forty-nine percent of Americans believe that global warming is the result of human activity (Source: Pew Research Center).


Local and national radio advertising revenue dropped 25% in the second quarter of 2009 (Source: Marketing Charts).


Over 27.7 million Americans participate in fantasy football leagues, with the average player belonging to 2.5 leagues (Source: USA TODAY).


Two-thirds of marketers report that they use some form of social media marketing. Among those who do, 74% use Facebook, 65% use YouTube, 63% use Twitter, and 60% use Linkedin (Source: Association of National Advertisers).


Fifty-nine percent of U.S. consumers indicate that they are more likely to purchase a product when an ad emphasizes that it is made in the U.S., and three percent report being less likely to buy such a product (Source: Adweek).


Fifty-nine percent of U.S. marketing executives are more upbeat about the economy than they were one quarter ago (Source: Brandweek).


Fifteen percent of American’s believe their country’s health care system is the “best in the world” (Source: Pew Research Center).


Direct mail volume is expected to decline by as much as 10% in 2009 (Source: Adweek).


Spending among affluent Americans (i.e., those earning $100,000+ per year) on outdoor living items increased 33% in the first quarter of 2009 over the same period last year (Source: Home Channel News).


In a recent survey among management, marketing, and HR executives, 8 out of 10 report having concerns about social media, 51% worry that social media reduces employee productivity, and 49% believe social media could harm company reputation (Source: PRSA).


After years of steep declines, newspaper ad revenues are predicted to level off in 2009 and actually increase by 2.4% in 2010 (Source: Marketing Charts).


A recent Adweek study among Linkedin users finds that 8% of respondents agree that the presence of a celebrity spokesperson makes them more likely to purchase a product (Source Marketing Charts).


Fifty-six percent of market research organizations laid off at least one employee in the first half of 2009, while 40% hired at least one employee (Source: MarketResearchCareers).


Forty-three percent of U.S. Internet users visited social networking sites in Q2 2009, compared to 27% in Q2 2008 (Source: eMarketer).


One in ten U.S. workers has taken a second job in the past year to help make ends meet (Source: CareerBuilder).


Seventy-nine percent of U.K. consumers prefer doing their online shopping at work (Source:


Sales of Back to School supplies are expected to increase this year by between 0.4% and 1.3%, well below the 2.4% increase from 2007 to 2008 (Source: Nielson).


Election Day, 2008 was the happiest day of the past four years, and Michael Jackson’s death was one of the unhappiest, according to a “hedonometer” built by scientists at the University of Vermont (Source:


Apple has a 91% share of the $1,000-plus computer market, up from 66% in Q1 2008 (Source: The Business Insider).


Consumers who access their financial accounts via mobile device do so most frequently at home (31%), followed by while running errands (25%), while commuting (15%), and at work (11%). Source: Comscore


The top reasons U.S. Internet users mention for going online are to pass time (100%), educate self (96%), connect with others (92%), research (89%), and share (86%). Source: eMarketer.


Two-thirds of consumers agree that “Advertising funds low-cost and free content on the Internet, TV, newspapers and other media” (Source Mediaweek).


Notebook computers are expected to outsell desktops for the first time in 2009 (Source: EETimes).


Smartphones are used by 40% of worldwide mobile phone users (13% use iPhone, 9% use Blackberry). Source: eMarketer.


Marketing budgets in the U.K. continue to decline in Q2, 2009, although at a slower pace than in recent quarters (Source: MrWeb).


The most closely followed U.S. news stories of the past week were Michael Jackson, the economy, Iraq troop withdrawal, Iran, and the Connecticut firefighter Supreme Court ruling (Source: Pew Research Center).


Twenty-eight percent of U.S. residents over 65 report having used the Internet in the past day, while 75% of those 18-29 have done so (Source: eMarketer).


Only 12% of U.S. teens have no regular access to a mobile device (Source: eMarketer).

“Seventy-three percent of consumers surveyed in the United States, France and Great Britain say that more stringent standards are required before they will trust the security of their credit card transactions” (Source: Business Intelligence Middle East).


“The total number of ads being skipped via DVRs is currently only about 6%, but that number will rise to between 16% and 18% in two years” (Source: MediaBuyerPlanner).


Twenty percent of Americans report having smoked any cigarettes in the past week (Source: Roper Center for Public Opinion Research).


Fifty-five percent of Twitter users have never tweeted (Source: Marketing Charts).


For Independence Day, 63% of U.S. consumers plan to attend barbecues, 43% will watch community fireworks displays, 12% will go to parades, and 11% have travel plans (Source: eMarketer).


Nearly two-thirds (65%) of mobile device owners report being concerned about the security of their device according to a recent survey commissioned by messaging security company Cloudmark, Inc.


Last week’s most closely followed news stories in the U.S. were the economy, Iranian protests, health care reform, and North Korean threats (Source: The Pew Research Center for the People & the Press).


Total revenue of the top 50 U.S. marketing research companies in 2008 was $18.7 billion (Source: 6.30.09 Marketing News).


Hispanic Americans make up 12% of the U.S. Internet population, and that proportion is expected to grow to 14% by 2013 (Source: eMarketer).


“Four out of 10 Blackberry and other smartphone users say they would switch to Apple’s iPhone as their next smartphone purchase, while only 14% of non-Blackberry smartphone users would switch to a Blackberry” (Source: Marketing Charts).


Under tougher economic conditions, 75% of consumers report having altered their purchasing behaviors over the past year (Source: Adweek).


Sixty-eight percent of American households play computer or video games (Source: Entertainment Software Association).


The top five searches for the week ending June 19th on were Facebook, MySpace, YouTube, Craigslist, and eMail.


Cliff Huxtable from The Cosby Show tops the list of all-time favorite TV fathers, followed by Ward Cleaver (Leave it to Beaver), Jim Anderson (Father Knows Best), Andy Taylor (The Andy Griffith Show), and Ozzie Nelson (The Adventures of Ozzie and Harriet). Source: Marketing Charts


In May 2009, Facebook surpassed MySpace to become the most popular U.S. social media website in terms of unique visitors (70.278MM vs. 70.255MM, respectively). Source: eMarketer


The most blogged-about news topics in the month of May were Memorial Day, Star Trek, Barack Obama, Dick Cheney, and Notre Dame (Source: Marketing Charts).


On average, men who use Twitter have 15% more followers than women, despite the fact that women make up 55% of Twitter users (Source: Harvard Business Publishing).


Hispanics make up 22% of children under age 18 in the U.S., which has increased from 9% in 1980 (Source: Pew Research Center).


The ten consumer brands with the strongest equity are Plain M&M’s, Hershey’s Kisses, Arm & Hammer Baking Soda, Reese’s Peanut Butter Cups, Hershey’s Milk Chocolate Candy Bars, Kleenex Tissues, Campbell’s Soup, Google, Peanut M&M’s, and Crayola Crayons (Source: Marketing Charts).


According to the Vitrue 100, an annual ranking of the top 100 “social” brands, iPhone, CNN, Apple, Disney, and Xbox were the top 5 social brands of 2008.


76% of consumers claim that they are willing to pay more for environmentally-friendly products (Source: Brandweek)


The average consumer logs 8.5 hours per day of “screen time” (i.e., in front of a TV, computer, mobile device, etc.). Those in the 45-54 age group do so for over 9.5 hours a day (Source: Council for Research Excellence).


Nearly one in ten youth gamers is actually addicted to video games (Source: Science Daily).


The average consumer is expected to spend $90.89 this year on Father's Day gifts, which is about a 4% decrease from 2008. The most popular gifts will be a special outing (dinner, sporting event, etc.), clothing, gift cards, and electronics (Source: National Retail Federation).


“Each 1% increase in advertising produces a roughly 0.1 point change in sales or market share.” This is one of many topics touched on in an AdAge article previewing the June issue of the Journal of Advertising Research.


Organic foods make up about 3.5% of the total U.S. food sales and have increased 15.8% over the past year (Source: AgriNews).


Corporate sponsorship spending is expected to increase 15% worldwide this year to $44 billion, while North America will see about a 2% increase to $17 billion (Source: Adweek).


Taking pictures and text messaging are the most popular mobile activities for mobile phone users, with 68% taking pictures and 65% texting on a frequent or occasional basis (Source eMarketer).


The median age of consumer magazine readers has increased by more than three years since 2001 (Source: Marketing Charts).


According to the National Retail Federation, the top five global retailers are Wal-Mart Stores, Inc. (U.S.), Carrefour S.A. (France), Tesco plc (U.K.), Metro AG (Germany), and The Home Depot, Inc. (U.S.).


Nine percent of Internet users visit online classified ad sites on a given day, which has more than doubled over the past four years (Source: The Wall Street Journal).


Half of all smokers claim that they “frequently experience stress in their daily lives,” compared to 35% of former smokers and 31% of non-smokers (Source: Pew Research Center).


The average graduation gift spend in 2009 is expected to be about $88, down from $100 last year (Source: National Retail Federation).


Less than 5% of social media users “regularly turn to these sites for guidance on purchase decisions” (Source: AdWeek)


Only 2.3% of affluent Americans have plans to purchase a vacation home in the next year, down from 10.5% in 2005 (Source: American Chronicle).


Young adults rate good quality, trustworthiness, and working well as the most desirable features of a brand, according to a study by MTV Networks (Source: eMarketer).


China, the United States, and Japan are the countries with the largest online populations, with 253 million, 223 million, and 88 million respective Internet users (Source CIA’s World Factbook).


Only 28% of adults born in Alaska still reside there, making it the least “sticky” state in the U.S. (Source: Pew Research Center).


On average, iPhone apps receive 19.9 total uses and 9.6 minutes per use (Source: Marketing Charts).


“The median household income for Asian Americans and Pacific Islanders ($55,026) is 28% higher than the U.S. average.” (Source: Asian-American Market Profile by Magazine Publishers of America)


Only 26% of small B2B marketers plan to reduce advertising spending in 2009, compared to 40% of large B2B advertisers (Source: BtoB Magazine).


More than 80% of Americans are more conscious of their spending habits today than at the beginning of 2009, according to a recent Bank of America survey.


“The Celebrity Apprentice,” “American Idol,” and “The Biggest Loser” top the list of highest number of product placement occurrences for the past month with 158, 108, and 105 occurrences, respectively (Source: Advertising Age).


European and American business professionals spend an average of 5 hours per week planning and rescheduling meetings (Source: Marketing Charts).


“60 percent of moms feel that marketers are ignoring their needs, and 73 percent feel that advertisers don't really understand what it's like to be a mom” (Source: Brandweek).


Ad spending in the 4th quarter of 2008 fell 9.2% from the previous year, with the auto advertising category seeing the deepest declines at 15% (Source: The Wall Street Journal).


If Mom was hoping for an iPhone for Mother’s Day, this may not be the year, with consumer electronics spending predicted to drop 37% for Mother’s Day 2009 (Source: TWICE).


Canada’s current unemployment rate is 8.0%, according to Statistics Canada.


Household appliances like TVs, clothes dryers, microwaves, and dishwashers are more likely to be viewed as luxury items in 2009 than in recent years, reversing a trend over the previous decade of these items increasingly being perceived as necessities (Source: Pew Research Center).


eMarketer predicts that 10.8% of Internet users (18.1 million) will be Twitter users in 2010 (i.e., access the site at least once per month).


In 2008, 43% of survey research was conducted online, about 80% of which was B2C (Source: BtoBOnline).


New twist on outdoor advertising -- floating logos (Flogos) made from helium-filled soap bubbles (Source: Springwise).


March sales for Advil PM were up 16% over year ago, and Tylenol PM sales were up 6%, likely due to more sleepless nights caused by economic concerns (Source: The New York Times).


It’s estimated that “41% of all US video streams will go through YouTube in 2009, and the site will see 375 million unique viewers worldwide.” (Source: eMarketer)


Four out of five Americans feel a sense of attachment to an old t-shirt, and shirts acquired on vacation are the most popular (Source: Marketing Charts)


The number of green product launches in 2009 is expected to triple over last year (Source: Ad Age).


“The US Hispanic online population reached a record 20.3 million visitors in February 2009, experiencing 6% growth over the same period in 2008” (Source: Marketing Charts).


Eight out of 10 homeowners planning a DIY lawn or garden project in the next 12 months, according to a recent study by Lowe’s.


New Product Development – This is an interesting spin on parental control of teens spending. BillMyParents requires parental approval of kids’ online shopping transactions before actual purchases can be made (Source: Springwise).


Males make up 48.2% of the U.S. Internet population, compared to 49.3% of the total U.S. population (Source: eMarketer)


According to the Pew Internet & American Life Project, the age group which has seen the biggest jump in internet usage since 2005 is 70-75 year olds (26% internet penetration in 2005 and 45% at present).


The rate of homeownership in the U.S. at the end of 2008 was 67.5%, with the highest regional rates in the Midwest and South and lowest in the West and Northeast. (Source: U.S. Census Bureau)


U.S. average hourly earnings for March = $18.50, according to the Department of Labor’s Bureau of Labor Statistics.


What happens to early adopters when the mass market embraces a new brand? Two Wharton marketing professors discuss in this video.


The top 5 U.S. advertisers in Hispanic media are Lexicon Marketing, Procter & Gamble, AT&T, General Motors, and Broadcasting Media Partners (Univision). (Source: Ad Age’s 2008 Hispanic Fact Pack)


Four out of five market research professionals expect their jobs to be more difficult in 2009, with an increasing need to provide more research insight under tighter budget constraints. (Source:


Americans are more likely to agree that now is a good time to buy a home (75%) than to buy stocks (39%), according to the Pew Research Center.


The countries with the highest annual population growth rates are UAE, Niger, and Kuwait (3.69%, 3.68%, and 3.55%, respectively). The US comes in at 0.98% (#130 on the list), China at 0.66% (#147), and Japan at -0.19% (#220). (Source: The CIA’s World Factbook).


The most recalled prescription drug TV ad in 2008 was from Cialis, followed by Cymbalta and Loestrin24 Fe (Source: Brandweek)


In 2008, $13.5 billion was spent on search marketing in North America, according to eMarketer.


According to the US Small Business Administration, in 2003 6.8% of women in the labor force were self-employed, compared with 12.4% of men.


Four California DMAs (Los Angeles, San Francisco, Sacramento, and San Diego) account for over one third of the total Asian-American population of the U.S. (Asian-American Market Profile by Magazine Publishers of America)


Major cities where Americans would most like to live are Denver, San Diego, and Seattle, according to the Pew Research Center. Detroit, Cleveland, and Cincinnati are ranked as the least favorite cities.