Market Research: Digital Marketing Resources

Provides myriad sources of market research data and analysis including case studies, journal and news articles, videos, and research papers. Select Media and Channels under Topics to get many useful links to papers, case studies and articles on emerging marketing channels including digital forms, e.g. social media, mobile and tablets, online video and more. Also offers statistical information (mainly advertising expenditures and media costs) available via the Data menu item at the top of the interface.

Statista is a statistics portal and comprehensive, easy-to-use resource offering access to charts and tables, reports, dossiers, infographics, and a business plan data export feature. It is international in scope with coverage of many sub-industries. Statista draws on secondary sources for statistical information including the government, as well as industry, scientific, marketing, and trade organizations. This resource also offers Statista’s own proprietary/internal statistics generated through research and surveys they conduct with partner organizations. Statista also offers a wide range of consumer and market data, including consumer market forecasts and digital market outlooks.

The Interactive Advertising Bureau (IAB) is comprised of more than 600 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB focuses on the growth of the interactive advertising marketplace. The website has many useful links to reports and data. See the Research section.

The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide.Consult the Resources section for access to Mobile Marketing Industry Directory (a buyer's guide). The Case Studies links and Market Data & Insight links are also very useful.

The Pew Internet & American Life Project is one of seven projects that make up the Pew Research Center. The Project produces reports exploring the impact of the internet on families, communities, work and home, daily life, education, health care, and civic and political life.Topics include those of relevance to digital marketers, e.g. social networking, blogs, video and a wide range of other internet and technology topics. Also features demographic studies on the use of technology by various population segments.

Conducts research on "what people do as they navigate the digital world", so there is a strong focus on analytics, e.g. audience analytics and advertising analytics. Much useful research is made available free of charge, however. Check out the Insights section of the site to access presentations, white papers and videos and data (ComScore Data Mine - limited access).

Offers a wealth of statistics on the media marketplace in Canada. Includes metrics relevant to advertising including growth, and volume of advertising in different media.Also includes data on circulation and reach for different media formats

Also available in print (current and archived versions) as part of Bronfman's Business Reference Collection (in-library use only). Call number: P 92 C3 M43

Nielsen Insights studies consumers in more than 100 countries to give you the most complete view of trends and habits worldwide