Marketing Research Reports You Should Know

December 4, 2012 Michael Keshen

As marketers, it is essential to observe the latest trends in consumer behaviour and adapt our strategies accordingly. Those of us in content marketing – particularly the tech space – know how difficult this can be, since devices and the way we use them are constantly evolving. One of the most effective ways to stay on top of what’s happening is by keeping a lookout for the latest research reports in your field. This is why we have compiled a list of some of the best recent research reports for marketers to take note of.

2013 B2B Content Marketing Benchmarks, Budgets and Trends
Sources: Content Marketing Institute & MarketingProfs
- 9 out of 10 marketers are using content marketing
- Social media is the most popular content marketing tactic with an adoption rate of 87%
- All tactics are on the rise except print magazines, which have stayed the same at 31% adoption rate
- B2B marketers are spending 33% of their budgets on content marketing, and 54% will increase their budget over the next 12 months
- 44% of companies outsource content creation

State of the Media: The Social Media Report 2012
Sources: Nielsen & NM Incite
- 46% of social media users say they use a smartphone to connect, 16% use a tablet
- 41% of tablet owners and 38% of smartphone owners use their device while watching TV
- People spend 20% of their PC time and 30% of their mobile time on social networks
- One in three social media users prefer customer service on social media to contacting a company by phone
- 51% of people aged 25-34 use social networking in the office
- After participating in social networking, 76% feel positive, 24% neutral and 21% negative.

The Best (and Worst) of Mobile Connectivity
Source: Pew Internet & American Life Project
- 67% of cell phone owners check their phones for messages, alerts and calls even when they don’t notice it ringing or vibrating
- 44% have slept with their phone next to their bed in order to not miss any calls, text messages or updates
- 29% describe their cell phone as “something they can’t imagine living without”
- 39% have been told that they don’t respond promptly to calls or texts
- 24% say the worst thing about owning a cell phone is that they can be reached at any time
- 11% worry that they are spending too much time on their cell phone

2012 Channel Preference Survey
Source: Epsilon
- 80% of those surveyed are not interested in location-based mobile offers during or after visiting a store
- Mobile device users are 40-50% more likely to prefer email and online communications offers, respectively, than non-users
- Only 3% of U.S. and Canadian consumers use QR codes
- 73% of Americans and 62% of Canadians receive a lot of emails that they don’t open
- 51% of Americans and 49% of Canadians pay more attention to postal mail than email
- 73% of Americans and 67% of Canadians prefer direct mail for brand communications

Do you have any other reports that marketers should pay attention to? Let us know in the comments or on Twitter!

About the Author

Michael Keshen

Michael is a Content Marketer at Tucows.

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