Effective social media marketing, challenges to the industry in 2013 and how neuroscience can provide insights into consumer behaviour were the three most-read papers among Warc's US subscribers.

Echoing interest in other regions, the Seriously Social Warc Trends Report topped the US list with its analysis of the key issues facing social media marketers, including patterns in media channel selection and campaign budgets.

The Warc Trends Toolkit 2013 came second with advice about how to meet the ten biggest challenges facing marketers, including recommendations about how brands can embed themselves into everyday life and how they should respond to multi-screening.

New research examining the relatively new discipline of neuromarketing was the third most popular subject for US readers and it looked at the methods currently in day-to-day use for measuring non-articulated consumer responses.

However, US readers also took particular interest in a biography of legendary British creative John Webster, who created many of TV's most memorable campaigns, including Cadbury's Smash Martians and the Cresta polar bear, and this was the fifth most popular article in the US.

Coming in fourth, analysis of how mobile devices are rapidly changing the shopping experience rounded out the top five. Among other recommendations, The future of shopper marketing: Connect with the mobile shopsumer advised brands to adjust their approach to account for every part of the shopper journey as brick-and-mortar stores become less important for purchasing.

Data sourced from Warc