Marketers tend to be more active users of digital technologies and marketing channels than average consumers. While 98% of marketers are email subscribers, only 93% of consumers subscribe. Marketers are also more likely to be fans on Facebook (86% vs 58% of consumers) and followers on Twitter (61% vs 12% of consumers). However, marketers must be careful not to assume consumers behave the same way. Differences in channel usage and preferences between marketers and consumers provide opportunities to improve marketing strategies.
21. Digital Morning: What is the FIRST Digital Evening: What is the LAST
thing you check online in a typical day? thing you check online in a typical day?
Bonus Content Marketers 3%
Text 2% 1%
3%
Entertainment Pinterest
2% 1%
messages News site Other 4% site Other
5% My company’s website Text Search/Portal site
Twitter messages
Entertainment site My company’s website
9% 6% Instagram
Facebook News site
0% Google+
Search/Portal site 37%
8% Facebook
Foursquare Twitter 0%
76% Google+ Foursquare
Email Instagram 34%
Pinterest Email
Consumers 2% 1% 2%
with a
The View From “Mars” smartphone
4% Search/Portal site
News site
Other Pinterest
9% My company’s website 3% Other
Digital Mornings/ Text Foursquare Entertainment Search/Portal site
messages
Evenings of 2%
Google+
Instagram
site Instagram
Google+
10%
Marketers and Twitter Pinterest Text
30%
Facebook
Consumers 0%
messages 1%
16% 6% My company’s website
61% Entertainment site News site Foursquare
Throughout SFF #20: MARKETERS Facebook Email 38%
FROM MARS, we’ve compared 2% Email
and contrasted the behaviors of Twitter
marketers versus those of consumers
with and without smartphones. In this
bonus poster—suitable for framing
and a thoughtful gift for the marketer Consumers 3% 2%
in your life—we compare and contrast without a 3% 1% 5% Other Search/Portal site
the morning and evening channel smartphone 4% Other Twitter Entertainment
3% News site site 2%
preferences of those three audiences.
Text
Entertainment site 4% My company’s website
What’s the first digital channel you messages Search/Portal site Text
use when you wake up? When you go messages
Pinterest 1%
to sleep? Are you “normal” for your 6% 22%
Facebook Twitter
peer group? Your customers? Better 0% News site
yet, is there a “normal” anymore?
9% My company’s website
Pinterest
Facebook
Foursquare 0%
Check out more SUBSCRIBERS, 77% Google+ 55%
FANS, & FOLLOWERS research at Email Instagram
Instagram Email Google+
www.exacttarget.com/sff.
Foursquare
Source: ExactTarget® 2013 Marketers from Mars, September 2012 • Consumers with a Smartphone = 675,
Consumers without a Smartphone =526, Marketers = 411 US Online Population, age 18 and older