|
According to Hitwise, the most popular search term in 2006
was "MySpace," accounting for an average of 0.63% of all online
searches. The other top terms are listed in the charts below.
Search terms indicate what is top of mind for Internet users.
Americans think that, given an opportunity to take advantage,
most people would treat them fairly (59%) rather than take
advantage of them (31%). More people also say that others
try to be helpful (57%) as opposed to just looking out for
themselves (35%).
Overall, 35% of Americans are "high-level trusting." Another
22% are "mid-level trusting" and 38% are "low-level trusting."
The chart below provides characteristics for these levels
of trust.
The majority (57%) of 16-34 year olds are unhappy "with the
way things are now," per a global survey by MTV Networks.
In America, 71% say they are unhappy.
Of the 16 countries surveyed, the industrialized countries
(examples include 8% in Japan are happy; 21% in Great Britain;
22% in Germany) have far fewer happy 16-34 year olds than
do unindustrialized countries (examples include 75% in Argentina
are happy; 71% in Mexico; and 62% in Indonesia).
Over one-half of 16-34 year olds report being stressed out.
They are most concerned with getting a good job (61%) and
figuring out what they want to do (59%). Smaller percentages
are concerned about their image - 36% worry about their popularity
and 28% are concerned with owning the right brands. To cope
with stress, most (65%) say they listen to music.
When an online shopper can't find what he/she wants online,
about one-half check for the out-of-stock item at another
site. Some 56% check back later for replenished stock, or
sign up to be e-mailed when the item becomes available. The
chart below details other shopper behaviors in this situation.
Business-to-business and business-to-consumer marketers find
value in viral marketing while diverging on which tactics
they find most effective. In a recent survey, business-to-consumer
companies were more likely to consider blog mentions and posting
to sites such as MySpace or YouTube to be good resources for
generating attention for their viral campaigns. Business-to-business
marketers were more interested in getting their viral campaigns
mentioned in an online publication or business print publication.
Avis tops the 2006 list of brands to which customers are
most loyal. This list, prepared by Brand Keys, measures customer
loyalty by first determining the brands of choice in a variety
of categories and then asking how the brands meet or exceed
expectations. The full list for 2006 and rankings during the
prior year are in the following chart.
A study by the National Opinion Research Center shows that
four out of five Americans (80%) say the health insurance
system has lots of problems and needs improvement. People
making less than $25,000 a year (72%) and Hispanics (70%)
are less likely than average to say so. However, the college-educated
population (84%) is more likely than average to say there
are problems.
A large majority (87%) say that everyone should pay the same
amount for health insurance regardless of their health status
or age. On the other hand, 60% think people who smoke should
pay higher premiums, 29% say obese people should pay more,
and 12% want people with a history of heart disease to pay
more.
Almost three-quarters (72%) believe the US government should
subsidize health insurance to be sure it is affordable for
both workers and employers.
Event marketing (marketing that takes place at meetings and
events) makes up 24% of the average healthcare company's marketing
budget.
A recent survey of healthcare businesses by George P. Johnson
Co. shows that just 17% of marketers say that event marketing
delivers the highest return on investment, placing it behind
sales promotions (18%), but ahead of direct mail (14%), public
relations (14%), and print advertising (12%).
Further, 12% of healthcare marketing executives see it as
a "lead" marketing tactic, while 36% regard it as a "vital
component" of a marketing plan.
Other findings show that 73% of healthcare marketers say
they conduct event measurement. The most popular tools are
on-site surveys (29%), sales reports (25%), post-event surveys
(24%), traffic counts (20%) and audits (5%). Some 75% of those
who expect their budget to increase for next year have completed
some form of event measurement, while only 24% of those who
do not measure expect a budget increase.
Health care advertising has grown quickly since the mid 1990s
when the Federal Drug Administration changed its restrictions
on ads. In 1996, drug companies spent $800 million on advertisements
for medications; by 2005 that figure had reached $4.1 billion.
A February 2007 issue of Consumer Reports states that 78%
of 335 primary care physicians polled said their patients
have requested specific drugs that they saw advertised on
TV, and 67% of physicians said that they sometimes prescribe
those medications.
Not only are pharmaceutical companies' ads working, some
health systems are carrying out marketing campaigns advertising
the advantages of CT scans for cancer screening which have
patients calling their health plans to see if these services
are covered.
Even though consumers respond to such advertising, many question
its validity. For example, 61% of Americans believe the FDA
does only a "fair" or a "poor" job ensuring that direct-to-consumer
advertising for prescription drugs provides complete and accurate
information about the risks and benefits of the medications.
Also, over one-half of Americans believe that direct-to-consumer
advertising for new prescription drugs should be banned for
some period of time when a new drug is introduced so that
physicians have time to become familiar with the medication.
A survey conducted by MedPanel shows that 80% of physicians
favor a ban on direct-to-consumer advertising for new drug
therapies.
A 2007 study by Catalyst Exhibits shows that 82% of respondents
view sales leads as an important factor in deciding to exhibit
at trade shows, with 81% citing building brand identity and
awareness. However, only 48% actually count sales. Trade shows
make up the largest part (23.6%) of respondents' overall marketing
communications budget. However, almost 60% of the companies
surveyed admitted to spending less than 20% of their time
developing and implementing trade show strategy. Other findings
in this survey included:
- Three out of four respondents exhibit at trade shows,
with an average of 18 shows per year.
- 74% of respondents plan to exhibit at the same number
or more shows this year compared with last.
- 57% indicated they would be interested in supporting
an industry wide initiative to audit and publish attendance
data on key trade shows and events.
- 18% of the trade show budget is spent on booth services,
while only 10% is spent on customer-facing marketing opportunities,
such as sponsorships or hosted events.
Most employees (52%) are satisfied with their bosses, while
28% are unhappy with the job their bosses do. Some 58% of
workers say their managers are good at reviewing their job
concerns, but only 45% think their managers are willing to
help them gain new job skills. Six in 10 say they trust their
managers; 21% don't.
Fewer than one-half (45%) think their corporation's leader
is doing a good job, but 40% think they are untrustworthy.
While 56% of marketers say they are members of online social
communities, only 38% are members of business-related networks
online, according to a study from InfoWorld. The survey also
shows that the majority of executives (69%) feel social media
networks are not important, while 31% indicated they are "somewhat
to extremely important." Some 24% of respondents said that
advertisements are "somewhat to extremely important," while
most (76%) said they are "less important to unimportant."
Family friendly policies can be good for business. For example,
a recent study of 100 US businesses that found that paid parental
leave resulted in a 2.5 percent increase in profits. Another
study concluded that employees participating in one company's
work-life programs were 45 percent more likely to say they'd
"go the extra mile" for their employers than their colleagues
who weren't in the program. Work-life programs are designed
to create more flexible, responsive work environments supportive
of employees' commitments to their families and communities.
Companies are finding that giving employees more flexibility
results in improved motivation, making workers more productive
and ends up cutting costs by reducing employee turnover.
Bullets
- Today, 40% of people under age 25 are minorities. For
those under age 10, 45% are minorities.
- Some 64% of US Internet gamblers are women.
- African American women (50%) are more likely than their
white counterparts (29%) to want to start their own businesses.
Some 52% of African American women believe they must be
doing work they enjoy in order to be successful, compared
to 43% of white women.
- There were only 13 US billionaires in 1985, while today
the number stands at over 1,000. During 2005, some 227,000
Americans became millionaires, with a total of 8.9 million
today. One survey showed that the wealth of all US millionaires
was $30 trillion, more than the Gross Domestic Products
(GDPs) of China, Japan, Brazil, Russia and the European
Union combined.
- Tuition and fees at public four-year colleges were 35%
higher in 2006 than they were in 2001. The average cost
for tuition and food for the 2005-2006 school year was $5,836.
- Seven in 10 girls age 8-11 (70%) say they are happy with
how they look, compared to 54% of girls age 12-14.
- Overall, the number of people using credit cards remained
relatively flat between 2002 and 2006.
- The average radio station airs 9.42 minutes of advertising
per hour. The amount of advertising varies by format, with
news/talk at the top of the range (11.91 minutes per hour)
and classical music at the bottom (6.81 minutes).
- The number of curbside recycling programs rose from one
in 1985 to more than 9,000 in 2005.
- The number of international travelers to the US has dropped
17% since 2001, and the US share of the world travel market
has declined 36% since 1992.
- There are almost 400 Indian casinos in the US, up 29%
from 2000. Their revenue more than doubled between 2000
and 2005 to reach $22.6 billion.
- A Gallup poll shows that 30% of Americans age 22-29 admit
they aren't good at managing their money. More than one-quarter
(27%) are living somewhat or well beyond their means. Three
in 10 (29%) have put off further schooling because of debt.
- About two-thirds of American households have at least
one pet, compared to one-third that have at least one child
at home.
- In 1980, there were 48 beer breweries in America, compared
to 1,500 today.
- During 2006, 25% of men and 13% of women played poker.
Some 78% say they did it to spend time with friends and
family, 29% played on the Internet for fun, 27% played in
a casino or tournament, and 10% said they played on the
Internet for money.
- Some 80% of women age 25-29 use online banking.
- Teen spending will rise 3.5% annually from $79.7 billion
in 2006 to $91.1 billion in 2011. Family spending on teens
during the same period will grow 7% from $110 billion in
2006 to $117.6 billion in 2011. These spending increases
are expected despite an estimated 3% decline in the 12-to-17-year-old
population by 2011.
- Some 20% of advertisements in 2005 featured celebrities,
compared to 10% ten years earlier.
- Practically every American woman (97%) uses at least one
beauty product each day. On average, she uses 7.4 products
daily from 4.4 brands.
- According to an Esquire magazine survey, American men
age 25+ would rather be short, boring and rich (58%) than
tall, charismatic and impoverished (42%). Some 85% would
rather be the CEO of a Fortune 500 company than the next
American Idol (15%).
- Consumers are more likely to click on links in e-mails
that include lifestyle photography (6.3%) than those without
it (5.4%). They also are 45% more likely to click on an
offer that has a dollar amount discount than one with a
percentage discount.
- Almost one in three consumers (29%) says s/he would buy
items from a social networking site if they were available.
- Currently 73% of American adults believe in God, down
from 79% in 2003. African Americans are most likely to believe
(71%) followed by Hispanics (61%) and Whites (57%).
- During 2006, almost one in three persons 13-65 years (29%)
voted using their cell phone in a mobile marketing campaign
(such as those for American Idol), up from 8% in 2005.
- Seven in 10 couples (70%) cook together at least occasionally.
Of those who always cook together, some 39% say they are
in excellent health, while only 15% of those who rarely
or never cook together say so.
- One-third of Americans (32%) are cremated when they die,
up from 15% in 1988.
- One-third of those who eat breakfast (33%) do so in their
car; 30% of people eat lunch on the road.
- Almost all Americans (97%) think that schools should provide
gardens and hands-on gardening activities for students.
- Some 70% of people with Alzheimer's disease live at home
and are cared for by family or friends.
- If given the choice, 35% of women would remain 21-30
years old forever; 29% would stay 31-40 years old, 14% would
choose 41-50 years old, and 9% would prefer to be 51 or
older.
- Patients 65+ are more likely to remember to take their
medication when they have to pop it out of a blister pack
(95%) than if taking it out of a pill bottle (61%).
- Almost two-thirds of Asian Americans (62.8%) say that
American food makes up less than 40% of their diets. Filipinos
and Japanese eat the highest percentage of American foods:
22% of Filipinos and 16% of Japanese report that their diets
are 60-80% American food.
- Four in 10 Americans age 0 to 65 get prescription antibiotics
from their doctors without first being examined in person.
- Nearly two-thirds of Americans (63%) support the trans
fat ban passed in New York City, and 70% say that food served
in restaurants contributes to serious health problems.
- Between 1995 and 2005, the number of boating accidents
in the US dropped 38% to 4,969.
- American consumers have eaten 3% more seafood each year
for the past five years.
- While eating disorders are thought of as primarily affecting
women, men account for 25% of anorexia and bulimia cases,
and 36% of binge eaters.
- According to the Sleep Council, fewer than one-half of
American adults (43%) are getting good quality sleep, and
10% are getting poor quality. Sleep quality affects an individual's
moods. The majority who get seven or more hours on average
(57%) say their mood is excellent, compared to the 45% of
those who get six hours or less.
- More than one-third of online Americans (36%) used an
instant messaging service on a daily basis in 2006, the
same number as in 2005.
- Ten years ago, only 50% of women business owners were
satisfied with their experiences seeking credit; that figure
is now over 70%.
- Some 85% of women on corporate boards have recommended
other women candidates for their boards, however only 54%
say that at least one of the women they recommended has
been elected to the board. Seven out of 10 women board members
(69%) have personally mentored another professional woman
to help her attain a board seat.
- Immigrants founded 25.3% of American technology and engineering
companies from 1995 to 2005, per a study by Duke University
and University of California Berkley. The largest percentage
of these founders came from India (26%), which is more than
United Kingdom, China, Taiwan and Japan combined.
- Six in 10 executives (61%) say that workers who telecommute
are less likely to be promoted in their careers, however
48% would consider taking a job that required telecommuting
on a regular basis.
- Corporate podcasts are downloaded mostly between 11 a.m.
and 1 p.m., indicating that they're used over lunch. Entertainment
and educational podcast downloads are highest at 4 p.m.,
likely for use on the commute home.
- The Department of Education estimates that the cost of
universal after-school programs would be between $5 and
$10 billion annually. A study of a comparable program in
North Carolina found that freeing up parents to work added
$590 million dollars to that state's economy.
- A 2007 survey of business-to-business marketers shows
they are increasingly using Web 2.0 technologies in campaigns,
with 31% having initiated pilot campaigns, 28% using them
on an ad hoc basis, and another 42% rolling them out to
their teams, divisions or entire organizations. Characterized
by greater levels of user participation and interaction,
Web 2.0 advances include items such as blogs, RSS feeds,
podcasts and Ajax-driven Web sites.
- Some 40% of organizations do not monitor their databases
for suspicious activity or don't know if such monitoring
occurs. "Trusted" insiders' ability to compromise critical
data is the most serious concern, with 57% say there is
inadequate protection against malicious insiders; 55% express
concern about "data loss" by internal entities.
|
