Forecasting Tomorrow's Marketing Trends - TODAY

2,134 current and future marketing trends as at Apr 18, 2014

2010

A UNIQUE RESOURCE FOR MARKETING AND MEDIA PROFESSIONALS

MarketingTrendTracker.com reports and collates current and future marketing trends in the global marketing, advertising and media industries.


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Relevant marketing trends, selected from forty-plus marketing information sources, are captured, collated and categorised daily, supplemented as appropriate by additional research.


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INSIGHTS FOR TODAY 18/04/2014 - please register to see more Insights

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Live TV Still Rules Roost Despite Internet Incursion

Trend Summary: Most TV viewers worldwide watch “live” programming, although other modes of viewing like streaming or downloading from a computer are gaining ground.


According to the latest survey by research giant Ipsos, a majority (86%) of global respondents who watch TV report that they primarily watch “live” TV programming. However, other modes of watching are gaining popularity ie, streaming or downloading from a computer (27%), streaming from the internet to TV (16%) and using a DVR or other recording device attached to a TV (16%). Some 11% of respondents watch via mobile phones. This new data was garnered by...

......

... the world’s third largest market and opinion research firm, Ipsos OTX, which polled 15,551 adults in twenty nations.

The poll reveals that traditional ‘live’ TV watching is significantly more popular among respondents aged 50-64 (91%) compared to those 35-49 (88%) and under 35 (81%).

Other modes of watching TV programming are more popular among younger respondents, specifically:

  • On computer and laptop – under 35 (35%), 35-49 (25%), 50-64 (17%)
  • Streaming from the internet – under 35 (20%), 35-49 (16%), 50-64 (11%)
  • On mobile device – under 35 (15%), 35-49 (10%), 50-64 (5%)
  • Using a DVR or other recording device attached to a TV is most popular with those aged 50-64 (18%) compared to 35-64 (16%) and under 35 (15%).

Those most likely to choose watching live TV programming are, by nationality, from:

  • France (93%)
  • Spain (93%)
  • Germany (92%)
  • Turkey (90%)
  • Argentina (89%)
  • Sweden (89%)
  • Australia (89%).

Rounding out the middle of the pack are viewers in Brazil (89%), Italy (89%), South Korea (87%), Great Britain (83%), Mexico (82%), Poland (82%), and India (82%). Those least likely to watch TV programming live are from: Japan (82%), Russia (81%), South Africa (81%), United States (81%), China (80%), and Canada (77%).

Read the original unabridged Ipsos-na.com article.

[Estimated timeframe: Q1 2014 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Ipsos-na.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6311

Mobile Users Multiply as Marketers Dither

Trend Summary: Marketers purport to have high expectations for mobile advertising - although these expectations have yet to be supported by significant investment in the medium.


A report released earlier this week by Forrester Research reveals that advertising investment in smartphones and tablets still trails the mobile medium's potential. A majority of marketers, the report alleges, don't perceive a worthwhile return on their investments in the medium and have difficulty justifying budgets. Forrester also suggests that many marketers don't understand the medium's unique attributes The report analyses responses from 31,719 US adult smartphone users and also delves into ...

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...  the opportunities as well as the challenges faced by the mobile advertising market.

The report also provides insights into how marketers, agencies, publishers, and advertising technology vendors can help the industry grow.

When asked how often they access the internet via a smartphone, 58% of the survey sample said "several times daily", followed by 21% [at least daily]; 12% [weekly];  3% [monthly]; 3% [less than monthly] and 3%, never.

Forrester estimates that more than two billion smartphones worldwide serve 31.3% of the world's population. But marketers, even though confronted with this opportunity, struggle to find connections through personalisation and hyper-targeting.

Read the original unabridged MediaPost.com article.

[Estimated timeframe: Q1 2014 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6310