Kelly Scott Madison

Fall 2015 State of Media



Fall 2015 State of Media uncovers trends among consumers for upcoming holiday season

How are consumers feeling about this year's holiday season, and what continued behavioral shifts bring the most opportunity? Find out in KSM and ORC International's latest research study.

Chicago, Ill. – 

Kelly Scott Madison (KSM) recently released its fall 2015 State of Media magazine, providing an analysis on trends in the advertising industry. This edition contains KSM’s 2015 Holiday Shopping Study which was conducted alongside ORC International and provides a rundown of consumer shopping trends. 

The fall 2015 State of Media offers 25 pages of editorial-style insight on an array of subjects, such as TV, podcasting and wearable technology. This issue also details local targeting in digital, web analytics, live-streaming sports and the blurred lines between media and marketing technology.

“The State of Media continues to be a resource for marketers and consumers, with this edition focusing on the trends moving our industry forward,” said KSM President Joni Williams. “TV is finding new life online, podcasts are emerging as a significant audio format, wearable technology continues to push boundaries and sports are now live streaming online. Media advances have also affected the way in which we do our holiday shopping.” 

Holiday Shopping Study

The retail industry has entered its holiday-rush season, and as marketers continue to search for key insights to stay ahead, KSM and ORC International partnered to ask consumers about their holiday habits and sentiments toward the season. 

“Overall spend predictions are less robust this year than last, but through the Holiday Shopping Study, we uncovered a lot of clear-cut opportunities for retailers to focus on this upcoming season,” said KSM Vice President and Group Media Director Elizabeth Kalmbach

The majority of consumers have not yet moved to mobile purchasing, but 66 percent are utilizing mobile devices while shopping in-store for a variety of reasons (and even higher when focusing on African-Americans at 73 percent, Hispanics at 83 percent and millennials at 89 percent ). Retailers who don’t prioritize in-store Wi-Fi, optimized websites and branded apps will be missing out on opportunities to help shoppers easily navigate their stores, find key merchandise and convert sales. 

Although in-store purchasing is still projected to be the primary choice for holiday shopping, online purchasing is gaining ground from last year (up 2 percent, to sit at 42 percent overall this year). Consumers estimate to spend less this year than last (1.42 decrease), but there are some subgroups (males and African-Americans) who predict to increase spending.

Other key areas in the fall 2015 edition include:

The Rise of Podcasting (page 4)
Blurred Lines (page 5)
Wearable Technology: What’s next? (page 6)
Web Analytics (page 10)
Local targeting: Digital tactics (page 18)
What’s happening with TV? (page 21)
Sports Corner (page 24) 

A digital version of the magazine is available on KSM’s website, or interested parties can request a hard copy by emailing their mailing address to with the subject line "Send fall 2015 SOM magazine." 

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