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Econsultancy traditionally publishes marketing statistics of the week on a Friday, but we've decided to mix it up for a while and bring you some US specific stats on a Wednesday.

So here's the first Wednesday edition of US stats, featuring mobile advertising, US brand recovery and the changing roles of marketers.

For more digital marketing stats, check out our Internet Statistics Compendium.

The changing roles of US marketers

Although 40% of marketers claim they want to 'reinvent' themselves, only 14% of these said they actually know how to go about it, according to a recent report from Adobe. The study surveyed more than 1,000 US marketers.

  • 64% of marketers said they expect their role to change in the next year, and 81% in the next three years.
  • Respondents cited lack of training in new marketing skills (30%) and organisational inability to adapt (30%) as the main roadblocks to personal change.
  • On workflow, 74% of marketers said capturing and applying data to inform and drive marketing activities is the new reality, and 69% said they need to embrace “hyper personalization”.
  • Respondents cited digital/social marketers (47%), data analysts (38%), creatives (38%) and mobile marketers (36%) as the key roles companies need to invest in over the next 12 months.

how will us marketers roles change over three years

how will us marketers roles cahnge over one year

US brands bounce back

Corebrand’s Top 100 Most Powerful Brands report was released last week.

  • The report shows that Amazon and Google were some of the year's biggest winners. CBS, Walgreens and UPS lost out, all falling 11 places in the rankings.
  • The average brand score in the top 100 is at its highest since 2009. 
  • In 2013, the average BrandPower score was 63.6, gaining back nearly half of what was lost since 2008. This shows that brands are starting to recover from the effects of the global economic downturn.

Mobile video consumption

Strategy Analytics polled 3,000 mobile users in the US, China, the UK, France, Germany and Spain about watching video on mobile.

Having larger screens, better video quality and 4G networks were factors likely to encourage more video consumption.

  • Currently, 72% of consumers watch video on their mobile phone, but with less than half (44%) doing so once a week or more. Less than one in seven (15%) do so daily.

US ecommerce growth

Online retail spending grew 14% in 2013, according to a report released by comScore.

This is even more significant when compared with total consumer retail spending in the US, which grew by single digits.

Apps monopolise US mobile consumer’s time

Flurry analysed data collected between January and March of 2014 and found that mobile apps dominate mobile usage.

  • Time spent on a mobile device by the average US consumer has risen to 2hrs 42 minutes per day from 2hrs 38 minutes per day in March 2013.
  • Apps commanded 86% of the average US mobile consumer’s time, or 2hrs 19 minutes per day.
  • Time spent on the mobile web continued to decline and averaged just 14% of the US mobile consumer’s time, or 22 minutes per day. The data tells a clear story that apps, which were considered a mere fad a few years ago, are completely dominating mobile, and the browser has become a single application swimming in a sea of apps.

mobile usage us consumers

Mobile advertising

More from Flurry showing that Facebook rakes in ad spend on mobile in rough proportion to the time spent on it by US consumers.

Google on the other hand does much better for ad spend than consumer time, obviously due to the superior ad targeting on Google because of implied intent.

ad spend vs consumer mobile usage

Educational startups raise $500m in first quarter of the year

That’s according to TechCrunch’s CrunchBase database of companies.

The $500m was raised by 99 companies in total, a massive increase on the $64m raised by 20 companies over the same period in 2009.

These stats demonstrate the growth of the ed-tech market, an area that was seeing little VC funding from the late 1990s until 2007.

World Cup: 3bn connected fans?

Coca-Cola’s head of assets and experiential, Paul Dwan, spoke at an ESPN discussion of connected brands and fans around the World Cup.

According to Dwan: 

In real-time, there were 2.3bn consumers engaging with the World Cup in 2010. This year, it’ll be more like 3bn. The biggest difference will be the need to be real-time rather than pre-planned.

New York tech jobs match Wall Street

The number of tech workers is approaching those working on Wall Street. 150,000 work in the tech industry in New York, 21% growth since 2006. This growth is nearly twice as fast as the nation’s 12% growth in tech jobs.

  • These figures compare to 165,000 people working in financial services in New York, even after a 13% decline in headcount since 2008.
  • VC investors brought $3.2bn into NY startups last year, a 33% increase over 2012, according to the National Venture Capital Association and PWC.

ny tech job growth

Women in advertising

The Boston Globe reports on an increase in the number of women in leadership roles within advertising firms.

Hill Holliday’s executive team and VPs are half made up of women, as well as half of DigitasLBi MDs. There are many other firms having significant numbers of women in leadership roles, however The Globe highlights a dearth of women on the creative side.

Nationally, only 3% of creative directors are female. The result is that many female consumers with considerable spending power feel misunderstood by marketers. 

Nike Q3

I’m a bit late to these but thought they were worth including.

  • Revenues from continuing operations up 13% to $7.0bn.
  • Diluted earnings per share from continuing operations up 4% to $0.76.
  • Worldwide futures orders up 12%, 14% growth excluding currency changes.
  • Inventories as of February 28, 2014 up 12%.

Mark Parker, president and CEO of Nike: 

Our strong Q3 results demonstrate our relentless focus on delivering innovations that resonate with consumers. 

Ben Davis

Published 2 April, 2014 by Ben Davis @ Econsultancy

Ben Davis is a senior writer at Econsultancy. He lives in Manchester, England. You can contact him at ben.davis@econsultancy.com, follow at @herrhuld or connect via LinkedIn.

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Comments (1)

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Maggie Tolliday, Consultant at M T Consulting

Why are we getting a Wednesday report on Thursday? Friday's seems to arrive on Monday. You are not usually behind the times.

over 2 years ago

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