Feb 17, 2015 | 2 minute read 
In the past several years, the role of digital marketing has been on the rise. 2015 is expected to see marketers place even greater emphasis on digital opportunities. Advertising Age and Experian Marketing Services recently released their 2015 Marketing Fact Pack. It is loaded with interesting insights into how digital usage will impact the advertising industry in the new year.
While not a new statistic, the 2015 Marketing Fact Pack reminds us that 91% of Americans own a cell phone. This number is significant in that only 78% of Americans have high-speed internet at home. More Americans have a cell phone than high-speed internet. The emphasis on cell phone usage has led many marketers to place mobile focused campaigns at the top of their priority list for 2015.
TV usage among Americans continues to shift. More than 7% of American households have opted to discontinue cable or satellite usage. The number of “cord cutter” households are expected to increase as networks offer other options for their programing and the popularity of services like Netflix and Hulu continue to rise.
Those Americans who do watch TV are increasingly distracted while doing it. More than half of all US adults report texting or surfing the web while watching TV. Top multi-tasking activities include:
- Emailing
- Talking on a mobile phone
- Texting on a mobile device
- Surfing the web
- Watching videos on a computer
Even with the fractured nature of TV viewing, ad spots on cable TV continued to rise in 2015. The average cable spot rose to $26,125 up 7.1% from 2014.
