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PAID SEARCH AND BANNER ADS SOCIAL MEDIA USAGE BY AGE BOOMERS and BOOMERANGS An increasing percentage of college graduates and young adults are returning home to live with their parents. 85 % of the parents are between the ages of 51 and 65 3.3 x more likely than U.S. households to have 5 or more living at home 1.7 x more likely to have earned a graduate level degree $100 k Average household income slightly under SPORTS UTILITY FAMILIES SPORTS UTILITY FAMILIES JET SET URBANITES JET SET URBANITES Households that contain adults and children from multiple generations are a mega-trend. 59 % have 4 or more persons living in the household 80 % have children under age 18 4.1 x more likely to be caring for teenaged children In-town sophisticates are pursuing high-rise living and fashionable lifestyles in urban neighborhoods. 1/2 have a graduate degree Nearly 1.9 x more likely to say they will “spend whatever I have to to make myself look younger” HIGH propensity to attend concerts, live theater, dance performances and visit museums Likely to contain 2 incomes with a house- hold income of $105 k 9.2x more likely to have a household income of at least $250 k ARE YOU EMPOWERING WITH CUSTOMERS? WITH CUSTOMERS? MEANINGFUL CONNECTIONS The 2012 Digital Marketer report provides a fresh perspective on empowering meaningful connections with customers. A marketer’s analysis should start not with a technology or channel, but with a new obsession, a deeper understanding of the customer and how they live and consume information in this digital world. Never forget that the customer is at the center of the marketing universe. Once marketers have an understanding of who the customer is, integrating that data across channels is the next step. This empowers meaningful connections with customers by actively engaging them in conversations while delivering relevant experiences. EMAIL SEARCH ONLINE ADVERTISING For more information, visit Experian.com/DigitalMarketer2012 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners. SOURCE: Experian Marketing Services delivers best-in-breed customer data and insight, digital marketing technologies and data management services into multiple regions around the globe. By helping marketers more effectively target and engage their best customers with meaningful communications across both traditional and digital media, Experian Marketing Services enables organizations to encourage brand advocacy while creating measurable return on marketing investment. For more information, please visit experian.com/marketingservices. SEARCH Experian Hitwise ONLINE ADVERTISING eMarketer Jan 2012 eMarketer Feb 2012 US Digital Ad Spending: Key Trends for 2012 SUBJECT LINES LOYALTY EMAILS Including the word “ exclusive ” in the subject line boosts unique open rates by 14% in promotional mailings. 15.9% with 14% without 16.1% with 14.3% without Subject lines with “ top 10 ” “ top 5 ” have unique open rates that are 13% higher than promotional emails without those phrases. or 40% higher open rates 22% higher click rates 29% higher transaction rates 11% higher revenue per email Emails targeted to current loyalty program members have: 80 % of email marketers send the same content to all subscribers. In 2012, marketers will try to change this and segment more. MOBILE SOCIAL 18-24 25-34 35-44 45-54 55-64 65+ All Adults 2011 97% 95% 92% 90% 87% 80% 91% 91 % 50 % of online adults are using social media regularly. of online adults use Facebook regularly. More than MOBILE ACTIVITIES DONE IN THE LAST 30 DAYS MOBILE SHOPPING ACTIVITIES DONE IN THE LAST 30 DAYS Cell (any) Smartphone owners owners Listened to music/audio 25% 39% Played games 31% 45% Took videos 32% 42% Accessed the internet 34% 54% Took photos 72% 79% Cell (any) Smartphone owners owners Downloaded an app 15% 23% Downloaded music 15% 25% Accessed GPS 20% 34% Maintained calendar 23% 32% Downloaded ringtones 23% 33% Cell (any) Smartphone owners owners Shopped 6% 11% Scanned barcodes/optical codes 7% 11% Researched products/compared prices 14% 20% Sent text message to a business 16% 23% or organization for information 232 Million Americans ages six and older count themselves among the ranks of mobile Americans today, up from 178,000 in 2007. is the third most popular U.S. social networking site behind Facebook and Twitter, with traffic up nearly 50% in February 2012 compared to January 2012. THE NEW AMERICAN CONSUMER 2011 Cyber Monday claimed the prize as the busiest shopping day of the year, growing from 138 million visits to 177 million visits to the Retail 500 index, a 29% increase over 2010. For the third consecutive year, Facebook was the top searched term in the U.S., accounting for 3.10% of all searches, a 46% increase from 2010. U.S. spending on online Internet advertising will increase from $39.5 Billion in 2012 to $62 Billion in 2016. will garner nearly 73 % of all U.S. online ad spending in 2012. 25 % of 6 - 11 BOOMERS and BOOMERANGS year olds own a cell phone. GROWTH 13 % “face” and“you” of single-word searches in 2011 as terms like made the top 50 searches.
