Retail and Consumer Goods
Retail and Consumer Goods
Economic Confidence Index
Outlook for Economy in 2011
Top Investment/Finance Sites
Online Retail Spending
Department Store Advertisers
Youth Influence and Purchases
Number of Online Content Buys
BEN would like to thank Marketing Charts.com , Data Insights, The Marketing Data Box, and Hub Spot who
provided the source data for the following charts.
Improving Economic Mood
Economic Confidence Index
2009-2010, Full-year Trend, Base: US Consumers, Monthly Averages
Source: Gallup
Economy mood swings
0
-10
-20
-22
-26
-29
-24
-30
-30
-27
-23
-24
-28
-27
-33
-30
-34
-40
-25
-27
-33
-32
-33
July
Aug
Sept
-29
-30
-31
Oct
Nov
Dec
-50
-49
-60
-54
Jan
-58
Feb
March
April
May
June
2009
2010
65% See Pros of Social
Media
3
The Marketing Data Box
Perhaps testament to the
realities of the country’s
financial growth economic
confidence indices are still
reflecting a shift in consumer
perspective according to
Gallup data. Gallup’s
Economic Confidence Index
averaged -31 over the first
two weeks of December, fully
offsetting November’s
improvement to -24, and
essentially matching the
monthly readings of -29 in
October and -33 in
September.
58% Believe That 2011 Will be Better
Outlook for Economy in 2011
Base: % of adults, January 2011
Source: Gallup
Economy mood swings
62
56
55
55
52
52
51
51
50
48
46
32
31
27
25
21
24
27
25
26
22
25 18
21
23
20
21
23
20
17
Better
Same
23
16
19
Worse
65% See Pros of Social
Media
4
The Marketing Data Box
With the turn of the year,
perhaps buoyed by the
holidays and new year cheer,
Americans report
considerably more optimism
than pessimism about what it
may bring. Fifty-eight percent
of respondents say 2011 will
be better than 2010, 20% say
2011 will be worse, and 21%
say it will be the same.
41% Say Economy is “Better”
Top 10 Investment/Finance Sites
by U.S. Market Share of Visits (%), March 2011
Source: Experian Hitwise
Yahoo! Finance
msn money
Economy mood swings, optimism grows
29.8%
6.2%
Fidelity
Investments
4.7%
Scottrade
4.6%
By January, another Gallup poll revealed that forty-one
percent of Americans said the economy is “getting better,” up
17% from 35% in December 2010 and about 8% from 38% a
year ago. This level of optimism ties for the highest since
TD AMERITRADE
CNN Money.com
Charles Schwab
Gallup daily tracking began in January 2008.
3.9%
3.4%
2.8%
The Wall Street
Journal
2.3%
E*Financial
2.2%
CNBC
2.2%
65% See Pros of Social
Media
5
The Marketing Data Box
Top Investment / Finance Sites
Top 10 Investment/Finance Sites
by U.S. Market Share of Visits (%), Jan. & Feb. 2011
Source: Experian Hitwise
32.6
Yahoo! Finance
msn money
7.0
29.3
Yahoo! Finance
msn money
6.2
Fidelity Investments
4.7
Fidelity Investments
4.9
Scottrade
4.5
Scottrade
4.9
TD AMERITRADE
3.7
TD AMERITRADE
3.9
CNN Money.com
3.0
CNN Money.com
3.3
Charles Schwab
2.8
Charles Schwab
3.0
The Wall Street
Journal
2.4
E*Financial
2.3
Yahoo! Message
Boards
2.1
Yahoo! Message
Boards
2.2
E*Financial
2.1
The Wall Street
Journal
2.2
January 2011
February 2011
65% See Pros of Social
Media
6
The Marketing Data Box
Online Retail Hits Record $43.4 Billion
Online Retail Spending
2007-2010, Base: All U.S. adults, % change Source: Pew Research
Record online retail spending
$50,000
25%
consumer spending: US online retail
$43,432
$45,000
23% 23%
$39,132
20%
$39,045
$38,071
$40,000
$31,178
17%
$32,942
$31,031
15%
$30,581
$33,984
$30,000 $27,970
$25,000
13%
$28,441
$27,176
$30,274
$39 billion in Q4 2009 and 35% from
11%
11%
10%
$32.1 billion in Q3 2010. This marks
10%
9%
9%
5%
6%
$15,000
comScore. This figure is up 11% from
$32,133
$30,169$29,552
$20,000
spending reached a record $43.4
billion during Q4 2010, according to
19%
$35,000
As the mood picks up, so does
the fifth consecutive quarter of
positive year-over-year growth and
3%
$10,000
0%
second quarter of double-digit growth
0%
$5,000
rates in the past year.
-1%
-2%
-3%
$0
E-Commerce Spending ($ Millions)
-5%
Y/Y Percent Change
65% See Pros of Social
Media
7
The Marketing Data Box
Double Digit Growth for “eTail”
Top 10 Department Store Advertisers
By No. of Ad Plays, March 2011
Source: Mediaguide
E-commerce growth below pre-recession level
Macy's
35,546
Though this is an improvement, retail e-commerce growth
Kohl's
32,652
rates are still significantly below those reported during 2007,
JCPenney's
16,477
Wal-Mart
14,492
Meijer Superstores
5,931
which ranged from 17-23%. They are more in line with the
respective 11% and 13% growth rates reported during the first
two quarters of 2008 (the current recession is generally
considered to have started in December 2007). However,
Fred Meyer
5,514
comScore predicts continued double-digit year-over-year
Target
2,457
growth in US retail e-commerce spending for the upcoming
Sears
2,392
quarters of 2011.
Marshalls
TJMaxx
2,084
1,264
65% See Pros of Social
Media
8
The Marketing Data Box
Department Store Advertisers
Top 10 Department Store Advertisers
By No. of Ad Plays, Jan. & Feb. 2011
Source: Mediaguide
Wal-Mart
48,164
Wal-Mart
Kohl's
39,779
Macy's
Macy's
39,527
Kohl's
Sears
16,761
Target
Fred Meyer Stores
Meijer Superstores
JCPenney's
6,149
4,459
3,229
1,814
Sears
57,758
45,865
33,904
15,699
7,254
Meijer Superstores
JCPenney's
4,098
Fred Meyer
2,901
Target
2,310
Beall's
483
Kmart
746
Beachwood Place
229
Lord & Taylor
588
January 2011
February 2011
65% See Pros of Social
Media
9
The Marketing Data Box
Overall self-reported
daily consumer
spending in stores,
restaurants, gas
stations, and online
averaged $55 per
day in the week
ending Jan. 9 , 2011,
according to Gallup
data. This is down
27% from the $75
average for the
month of December
2010 (a post-holiday
drop was expected),
but also well below
the $68 average for
the same week in
2010.
Youth Carry $123.5 Billion “Purse”
Youth Influence and Purchases
December 2010, (buy or influence others to buy) % of US youths aged 8-21
Source: Harris Interactive
40%
Entertainment/
Sports tickets
43%
45%
35%
Hand-held
video games
20%
31%
27%
billion by 2009, reports Harris Interactive.
30%
However, this year it is projected to reach
29%
21%
Digital media
player
24%
Ages 8-12
20%
17%
Computer
declining earlier in the current recession. Total
$132.2 billion in 2007, which dipped to $112.8
24%
22%
Cell phone/
Smart phone
Youth spending may be on the rebound after
spending among 8-to-21-year-olds was at
17%
Video game
system
Youth regain hold on purse strings
$123.5 billion, a roughly 9% increase. Roughly
four in 10 US consumers ages 8-24 will
24%
28%
Ages 13-17
personally buy or influence the purchase of
12%
TV
17%
20%
10%
Camera
20%
Ages 18-24
entertainment/sporting event tickets in the next
month.
18%
Camcorder or
video camera
7%
14%
13%
65% See Pros of Social
Media
10
The Marketing Data Box
Average American Spends Almost $50 for Online Content
Users average about $47 for online content
25.0%
Nearly two-thirds of internet users (65%) have paid to
download or access some kind of “intangible” online
Number of Online Content Buys
December 2010, Percent (%) of US adults
Source: Pew Research
21.0%
content. Music, software, and apps are the most
popular content for pay-to-access or download
15.0%
according to a Pew study. Of them, nearly half (46%)
12.0%
11.0%
have purchased only one or two of the types of content.
The average expense for online content was
7.0%
approximately $47 per month, including both
4.0%
subscriptions (an average of $12 per month) and
1.5% 1.4%
1
2
3
4
5
6
7
8
9
0.5% 0.9% 0.6% 0.4%
10
11
12
individual file access (an average of $22 per month).
13
No. of different types of online content purchased by internet users
65% See Pros of Social
Media
11
The Marketing Data Box