Feb 4 2009
Our last round-up of Market Research reports was well read and from private comments, I guess it was deemed useful by folks. Since other marketers seem to love research, I figure we can make this a non-scheduled serial. So, below find summaries of the latest market research reports I am digesting…
The 10th Annual Edelman Trust Barometer 2009 was just issued. And as one can image, the economy has had a terrible impact on corporate trust, creating widespread demand for government regulation. The one area where trust is not declining? “Outside experts remain the most trusted purveyors of information about a company, with 59% of 35-to-64-year-olds saying an academic or expert on a company’s industry or issues would be extremely or very credible.” I can see bloggers around the world smiling.
According to Razorfish data, consumers who spend 5+ minutes with a widget spend significantly more time, view more page views, and spend more money on a publisher’s web site. Check out these nifty charts:
In a very popular report, the Pew Internet & American Life Project says the share of adult internet users who have a profile on an online social network site has more than quadrupled in the past four years — from 8% in 2005 to 35% now. Before anyone gets too excited, read the whole report. Social networks are still used predominantly for personal use. Good for B2C marcom, but not so good for B2B. One caveat: I think certain industries like IT have high social network usage.
Speaking of B2B marketing, there was a very telling analysis of B2B trends on the Marketing Profs blog. Dana Vanden Heuvelbroke down the Economist Intelligence Unit’s “10 Megatrends in B2B Marketing 2008” report. Perhaps most interesting is the neck and neck race between email and social media tools as effective outreach mechanisms (35-30%).
Retail and video seems to be a match with a 40% increase in consumers viewing retail videos. One of eMarketer’s latest reports, this piece shows that online retail videos are now viewed in 23% of U.S. homes. Why bother with buying ad time? Shades of Joseph Jaffe and the death of the 30 second spot.
Finally, local Reston, VA player IIG’s Robin Broitman provided a superlist of posts and sources for metrics, ROI and stats. Check it out.