Media Usage Survey 2016
We start every year by surveying Target Marketing’s readers on how they’re allocating their budgets. What media, tools and strategies are being favored, and which are falling out of fashion? This year, we decided to take that research to a new level by broadening the survey to include retailers and fundraisers, and expanding the questions we asked. The result is the most complete survey we’ve ever done with our readership.
If you want to know where the marketing investments are flowing, this is where it starts. Click through any of the following pieces to take a dive into the results of the 2016 Media Usage Survey and to view all the charts.
- 2016 Marketing Budget Trends
- 2016 Media Spending Trends
- 2016 Channel Spending Trends
- 2016 Customer Acquisition, Retention and the Best ROI
- 2016 Marketing Tactics and Technologies
Can't wait and just want to see the data in all of its 12-chart glory? Browse the gallery below.
Target Marketing conducted this survey in December 2015 by emailing a questionnaire to approximately 69,913 members of the audiences of Target Marketing magazine, as well as marketers subscribed to its sister magazines Total Retail and NonProfit Pro. This audience was further refined by suppressing list services firms and creative services/advertising agencies to produce a list that was comprised only
Three emails were sent between Dec. 2 and Dec. 16. Survey results are based on the participation of 569 respondents (for a response rate of 0.8 percent). Of the respondents to this year’s survey, 31 percent described their companies’ activities as B-to-B, 29 percent as B-to-C and 40 percent as Both. Respondents reported annual revenue as follows: greater than $100 million (16 percent); $51 to $100 million (6 percent); $5 to $50 million (20 percent); $1 million to $5 million (20 percent); less than $1 million (27 percent); and don’t know (11 percent).
Chart totals may not equal 100 percent, due to rounding.