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Traditional advertising is ineffective, and consumers are adept at avoiding ads

TV advertising is skipped by 86% of viewers (Source: YouGov for Deloitte)
94% of TV and 73% of online video viewers using some type of companion/distraction media (Source: YuMe)
Digital natives switch media 27 times an hour , or about 13 times during a standard half hour TV show. Digital immigrants switch media about 17 times an hour (Source: Innerscope Research for Time Warner)

The modern consumer is immersed in digital

In 2014, the average person spent over 6 hours per day online (Source: Statisa)
The average person checks their phone every 6.5 minutes or 150 times a day. (Source: New Relic)
Social is now the top Internet activity—Americans spend more time on social media than on any other major Internet activity, including email (Source: Business Intelligence via Business Insider)

Brands can win in the digital space with great content (especially if it’s user-generated)

Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source: com)
65% of consumers trust user-generated content more than advertisements (Source: Elon University)
Millennials trust user-generated content 50% more than other media (Source: Ipsos and CrowdTap)

But the competition is stiff…

During an average mobile browsing session, Millennials encounter a consumption decision every 2.5 seconds (Questus Ad Impression Study)
Millennials encounter 1.64 consumer decisions per secondon social media (Questus Ad Impression Study)

…So you have to get it right, fast.

Users will judge a website’s aesthetic beauty and perceived functionality in 1/20th – 1/50th of a second (Source: Google & University of Basel via The Next Web, and Conversion XL)

Content Marketing

Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source: DemandMetric.com)
62% of Millennials say that online content makes them feel more connected to a brand (Source: AdWeek)
Content marketing will be a $313 billion industry by 2019 (from $145 billion in 2014). (Source: PQ Media via Marketing Mag)
41% of Millennials said that the primary reason they abandon a piece of content is that it’s too long (Source: AdWeek)
Content marketing has seen double digit growth for the past six consecutive years (Source: PQ Media via Marketing Mag)
Adspend on native advertising is expected to double in the next three years (from $4.3 billion to $8.8 billion, eMarketer)

The average person checks their phone every 6.5 minutes or 150 times a day. (Source: New Relic)
56% of online content is now consumed via smartphones (44%) and tablets (12%), while just 44% is consumed on desktop computers (Source: ComScore & Millennial Media via ACI)
1% of all US advertising spending is on mobile platforms, compared to 43% for TV and 29% for print (Source: Business Insider via TopRank Marketing)
Interest in responsive design has quadrupled in the last three years, from 2012 to 2015 (Google Trends)
80-90% of all downloaded apps are used once and then eventually deleted by users. (Source: Compuware)
Over two-thirds of cell phone owners find themselves checking their phones for messages, alerts or calls even when they don’t notice their phone ringing or vibrating. (Source: Pew Internet)
72% of consumers ages 20-40 use mobile devices while in-store to compare prices. (Source: Accenture)
There are more than 1.5 million apps in market, of which only 40% have been downloaded once or more. (Source: NY Daily News)

78% of US internet users accessed second screens during shows (Source: Millward Brown Digital via eMarketer)
Recommendations from people they know are nearly 3 times more trusted than online banner ads (Source: Nielsen)
92% of consumers trust earned media (recommendations from friends and family) above all other forms of advertising. (Source: Nielsen)
92% of consumers are more likely to purchase from a company that makes use of social media channels. (Source: Accenture)
Only 33% of consumers believe the messages in online banner ads. (Source: Nielsen)
66% of social network users will ignore an ad when they see it (Source: Mintel)
36% of consumers actually trust sponsored ads on social network sites. (Source: Nielsen)
You are more likely to survive a plane crash than click a banner ad (Source: Solve Media)
86% of television viewers always skip through advertisements on a digital video recorder (Source: YouGov)
63% of TV impressions were avoided simply by not paying attention to the screen (Source: IPG Media Labs)
Online ads had 1.8 times aided and 1.5 times unaided recall as TV video ads (Source: IPG Media Labs)
41% of tablet owners and 38% of smartphone owners use their device daily while watching TV. (Source: Brandwatch)

Millennials account for over 7 in 10 Snapchat users (Source: Emarketer)
J. Crew found that customers who engage with them via social media generally spent approximately 2x more than the average J.Crew customer (Source: TrackMaven).
More engagement=more sales: conversion rate correlates strongly with time on site (r=.761) and pages per visit (r=.779)(Source: Two Octobers)
Social is now the top Internet activity—Americans spend more time on social media than on any other major Internet activity, including email (Source: Business Intelligence via Business Insider)
More than 50% of people ages 25-34 say they use social media in the office. (Source: Brandwatch)
93% of US adult Internet users are on Facebook (Source: The Social Skinny)
More than 300 million active users log on to Facebook each day (Source: KISSmetrics)

More smartphones are activated each day than babies born. (Source: New Relic)
32% of Millennials (18-24) use social networking in the bathroom (Source: Nielsen)
1 in 3 smartphone owners would rather give up sex than their phones. (Source: Pew Research)
67% of cell phone owners find themselves checking their phone for messages, alerts or calls even when it doesn’t actually go off. (Source: Pew Internet)