Experian Marketing Services today announced the launch of the latest version of its annual digital benchmark report, updated to reflect consumer behaviours and preferences in 2010. The 2010 digital marketer: Benchmark and trend report is designed to help marketers better connect with consumers as companies worldwide continue to shift to digital channels at a faster pace.

The report contains trend information, predictive benchmark data and analytical insight from across the marketing landscape, giving today’s businesses a more accurate and complete understanding of the digital consumer. Channels such as email, digital advertising, mobile, search, online communities and social media are analyzed in the report, which also provides insight on the multichannel attitudes and behaviours of consumers today. The report’s goal is to help businesses from all industries drive their 2010 programs and return on investment goals.

Key findings from the report include:

  • Adults ages 18 to 34 prefer instant messaging, text messaging, cell phones and social sites as main sources of information and entertainment. However, consumers 50 and older prefer the Internet to their mobile phones.
  • Adults over age 50 tend to engage in online activities like researching financial and medical information, while those ages 25 to 49 spend more Internet time banking online and reading news.
  • Digital addressable advertising delivered to targeted households improved media efficiency by 56 per cent.
  • Emails promoting in-store visits in 2009 grew by 50 per cent, highlighting the increased usage of email for cross-channel marketing.
  • There are 276.6 million mobile phones in the United States, and more than 70 per cent of owners always carry their phone.
  • Consumers continue to start offline shopping trips while online at home with searches that usually are branded or navigational and comprise only one or two keywords.

“Consumer behaviour and preferences have shifted in favour of digital experiences and constant connectivity,” said Ashley Johnston, vice president of marketing for Experian Marketing Services. “Marketers who understand and embrace the digital landscape as it exists today and combine this knowledge with consumer insight and data-driven best practices will realize greater customer engagement.”

To download Experian Marketing Services’ 2010 digital marketer: Benchmark and trend report, visit

About Experian Marketing Services

Experian Marketing Services delivers best-in-breed data, analytics and platforms into multiple regions around the globe. It is focused on helping marketers more effectively target and engage their best customers through email, digital advertising, customer data management, customer and competitive insight, data enrichment and list rental, modeling and analytics, and strategic consulting. Through these capabilities, Experian Marketing Services enables organizations to encourage brand advocacy, create measurable return on investment and significantly improve the lifetime value of their customers.

About Experian

Experian is the leading global information services company, providing data and analytical tools to clients in more than 65 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2009 was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil.

For more information, visit www.experianplc.com.

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