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The Year in Review 
2014 Online Marketing Statistics 
Wishpond Technologies
“What’s Past is Prologue” - Shakespeare 
We’ve almost wrapped up 2014, and, in recognition 
of the advancements which the marketing 
industry has undergone these past 12 
months, here’s a quick snapshot of 
what we learned and what 
interested us most this 
past year.
TV Viewing Trends 
Overall time spent watching TV in US households was 
141 hours and 19 minutes per month in Q3 of 
2014, down about 6 hours per month from 
the same period in 2013. 
Source: http://www.marketingcharts.com
TV Viewing Trends (18-24 Demographic) 
Weekly time spent in hours: minutes - based on USA Q1 2012 to Q3 2014 
24:44 
23:24 
21:49 22:32 21:32 
19:01 
21:59 21:45 
17:34 
23:14 22:27 
Q1 Q2 Q3 Q4 
2012 2013 2014 
Americans aged 
18-24 watched 
about 17.5 hours 
of TV per week in 
Q3 of 2014. 
That represents 
a decline of 
almost 4 hours 
per week since 
2012. 
Source: http://www.marketingcharts.com
Most Effective Social Media Post Types 
Percent of Global B2B Marketers 
Videos Images Comments Written 
Copy 
Questions Invites Headlines 
8% 
37% 
53% 
11% 
42% 
47% 
12% 
48% 
40% 
9% 
57% 
34% 
19% 
52% 
29% 
21% 
57% 
22% 
12% 
67% 
21% 
Not very 
effective 
Somewhat 
effective 
Very 
effective 
Source: http://www.comscore.com/
Wait… Radio? 
Radio’s audience is growing, according to a 
September 2014 study which found 
that radio reaches 242.2 million 
listeners aged 12 and older 
per week, an increase of 
more than half-a-million 
listeners from 
last year. 
Source: http://www.marketingcharts.com
Mobile Usage 
Mobile App Hours Per User Per Month (Age 18+) 
People between the 
ages of 25-34 spend 
more time on mobile 
apps than any other age 
segment examined 
(though only slightly 
beating out the 18-24 
age-group). 
73.8 
74.6 
63.5 
49.9 
Age 18-24 Age 25-34 Age 35-54 Age 55+ 
With almost 75 hours of mobile app usage per month, the 25-34 year-old age 
group beat out the 55+ demographic by an impressive 25 hours/month. 
Source: http://www.comscore.com/
Facebook Usage 
Use of Facebook by college students 
has decreased by 59.1%, while 
use by alumni has increased 
by 64.6% 
Source: http://istrategylabs.com 
Use of Facebook by people aged 
55+ has increased 80.4% while use 
among people 13-17 it’s decreased 25.3%
Digital Advertising Revenues 
US Market 2013-18 (in billions) 
$57.0 
Mobile Ad Revenue 
$52.5 
$47.6 
$42.8 
$65.9 
$61.5 
2013 2014 2015 2016 2017 2018 
By 2018 mobile should 
account for 29.2% of 
online ad revenues. 
That translates to a 
projected spending of 
$19.2 billion on mobile 
advertising in 2018, 
compared to $7.1 
billion last year. 
$7.1 $9.8 $12.6 $15.0 $17.1 $19.2 
Source: http://www.marketingcharts.com
Facebook Ad Growth 
Facebook Advertising Aggregate CPM (Cost Per 1000 Impressions) and ROI 
2.0 
1.5 
1.0 
0.5 
0.0 
Normalized CPM Normalized ROI 
8 
7 
6 
5 
4 
3 
2 
1 
0 
November 
2013 
November 
2014 
Normalized ROI 
Normalized CPM 
The increase in ad 
demand platform led 
to dramatic increases 
in ad CPMs in 2014. 
Advertisers also saw 
ROI jump significantly 
in this time period. 
Source: http://marketingland.com
Change in Measured Ad Spending 
Media Sector Jan - Jun 2014 
Cable TV +7.8% 
Network TV +4.1% 
B2B Magazines -1.2% 
B2C Magazines -3.8% 
Local Newspapers -7.7% 
National Newspapers -8.4% 
Display Ads +9.7% 
National Radio -0.6% 
Between January and June, online display ad 
spending grew 9.7% YoY, compared to the 
overall market which had growth of 3.1% 
Note that the source does not show 
mobile or video ad spend 
(which have both grown 
substantially 
this year) 
Source: http://marketingland.com
B2B Content Marketing Usage (by Tactic) 
Social Media - Other than Blogs (87%) 
Articles on your Website (83%) 
eNewsletters (78%) 
Blogs (77%) 
Case Studies (71%) 
Videos (70%) 
White Papers (61%) 
Webinars (59%) 
Research Reports (44%) 
Infographics (38%) 
Ebooks (32%) 
Podcasts (27%) 
Infographics have seen the largest YoY increase in 
usage. Last year, 38% of B2B marketers were 
using infographics, compared with 51% this year. 
Source: http://www.iab.net/
Change in Amount of B2B Content Creation 
Between June 2013 and June 2014 
2% Unsure 
5% Less 
3232 
32% Significantly 
More 
41% More 
20% Same 
Amount 
41% of B2B marketers 
are creating more 
content. Even cooler 
(though not shown) is 
the fact that 78% of the 
most effective 
marketers are creating 
more content. 
Source: http://www.iab.net/
B2B Content Marketing 
(Miscellaneous, but Interesting, Statistics) 
Source: http://www.icontact.com/ 
B2B marketers believe 
Google+ is the least effective 
social media network for content promotion. 
B2B marketers believe LinkedIn is the 
most effective social media 
network for content 
promotion. 
49% of small businesses 
believe Slideshare is highly 
effective for content promotion.
B2B Content Marketing 
(Miscellaneous, but Interesting, Statistics) 
Source: http://www.icontact.com/ 
The most 
effective B2B 
marketers spend 
39% of their marketing 
budgets on content creation. 
Customers who receive email 
newsletters spend 82% 
more when they 
buy from the 
company.
Thank you for viewing! 
Wishpond 
One Easy Tool 
Check out blog.wishpond.com 
For All of Your Online Marketing Efforts 
For more awesome 
end-of-year 
content

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The Year in Review 2014 Online Marketing Statistics

  • 1. The Year in Review 2014 Online Marketing Statistics Wishpond Technologies
  • 2. “What’s Past is Prologue” - Shakespeare We’ve almost wrapped up 2014, and, in recognition of the advancements which the marketing industry has undergone these past 12 months, here’s a quick snapshot of what we learned and what interested us most this past year.
  • 3. TV Viewing Trends Overall time spent watching TV in US households was 141 hours and 19 minutes per month in Q3 of 2014, down about 6 hours per month from the same period in 2013. Source: http://www.marketingcharts.com
  • 4. TV Viewing Trends (18-24 Demographic) Weekly time spent in hours: minutes - based on USA Q1 2012 to Q3 2014 24:44 23:24 21:49 22:32 21:32 19:01 21:59 21:45 17:34 23:14 22:27 Q1 Q2 Q3 Q4 2012 2013 2014 Americans aged 18-24 watched about 17.5 hours of TV per week in Q3 of 2014. That represents a decline of almost 4 hours per week since 2012. Source: http://www.marketingcharts.com
  • 5. Most Effective Social Media Post Types Percent of Global B2B Marketers Videos Images Comments Written Copy Questions Invites Headlines 8% 37% 53% 11% 42% 47% 12% 48% 40% 9% 57% 34% 19% 52% 29% 21% 57% 22% 12% 67% 21% Not very effective Somewhat effective Very effective Source: http://www.comscore.com/
  • 6. Wait… Radio? Radio’s audience is growing, according to a September 2014 study which found that radio reaches 242.2 million listeners aged 12 and older per week, an increase of more than half-a-million listeners from last year. Source: http://www.marketingcharts.com
  • 7. Mobile Usage Mobile App Hours Per User Per Month (Age 18+) People between the ages of 25-34 spend more time on mobile apps than any other age segment examined (though only slightly beating out the 18-24 age-group). 73.8 74.6 63.5 49.9 Age 18-24 Age 25-34 Age 35-54 Age 55+ With almost 75 hours of mobile app usage per month, the 25-34 year-old age group beat out the 55+ demographic by an impressive 25 hours/month. Source: http://www.comscore.com/
  • 8. Facebook Usage Use of Facebook by college students has decreased by 59.1%, while use by alumni has increased by 64.6% Source: http://istrategylabs.com Use of Facebook by people aged 55+ has increased 80.4% while use among people 13-17 it’s decreased 25.3%
  • 9. Digital Advertising Revenues US Market 2013-18 (in billions) $57.0 Mobile Ad Revenue $52.5 $47.6 $42.8 $65.9 $61.5 2013 2014 2015 2016 2017 2018 By 2018 mobile should account for 29.2% of online ad revenues. That translates to a projected spending of $19.2 billion on mobile advertising in 2018, compared to $7.1 billion last year. $7.1 $9.8 $12.6 $15.0 $17.1 $19.2 Source: http://www.marketingcharts.com
  • 10. Facebook Ad Growth Facebook Advertising Aggregate CPM (Cost Per 1000 Impressions) and ROI 2.0 1.5 1.0 0.5 0.0 Normalized CPM Normalized ROI 8 7 6 5 4 3 2 1 0 November 2013 November 2014 Normalized ROI Normalized CPM The increase in ad demand platform led to dramatic increases in ad CPMs in 2014. Advertisers also saw ROI jump significantly in this time period. Source: http://marketingland.com
  • 11. Change in Measured Ad Spending Media Sector Jan - Jun 2014 Cable TV +7.8% Network TV +4.1% B2B Magazines -1.2% B2C Magazines -3.8% Local Newspapers -7.7% National Newspapers -8.4% Display Ads +9.7% National Radio -0.6% Between January and June, online display ad spending grew 9.7% YoY, compared to the overall market which had growth of 3.1% Note that the source does not show mobile or video ad spend (which have both grown substantially this year) Source: http://marketingland.com
  • 12. B2B Content Marketing Usage (by Tactic) Social Media - Other than Blogs (87%) Articles on your Website (83%) eNewsletters (78%) Blogs (77%) Case Studies (71%) Videos (70%) White Papers (61%) Webinars (59%) Research Reports (44%) Infographics (38%) Ebooks (32%) Podcasts (27%) Infographics have seen the largest YoY increase in usage. Last year, 38% of B2B marketers were using infographics, compared with 51% this year. Source: http://www.iab.net/
  • 13. Change in Amount of B2B Content Creation Between June 2013 and June 2014 2% Unsure 5% Less 3232 32% Significantly More 41% More 20% Same Amount 41% of B2B marketers are creating more content. Even cooler (though not shown) is the fact that 78% of the most effective marketers are creating more content. Source: http://www.iab.net/
  • 14. B2B Content Marketing (Miscellaneous, but Interesting, Statistics) Source: http://www.icontact.com/ B2B marketers believe Google+ is the least effective social media network for content promotion. B2B marketers believe LinkedIn is the most effective social media network for content promotion. 49% of small businesses believe Slideshare is highly effective for content promotion.
  • 15. B2B Content Marketing (Miscellaneous, but Interesting, Statistics) Source: http://www.icontact.com/ The most effective B2B marketers spend 39% of their marketing budgets on content creation. Customers who receive email newsletters spend 82% more when they buy from the company.
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