That reason is Madison Avenue culture. Mass marketing is centered in New York, and mass marketing is really the opposite of database marketing. Old cultures die hard. Marketers in New England, Virginia and the mid-west are closer to their customers than are the high priests of Madison Avenue. Here is another interesting picture.
Telephone companies are deeply into database marketing.
It is not surprising to see the main competitors studying this discipline. They use their databases every day to deal with churn and intense competition. Other major investors on the list, however, are surprising. IBM is no longer mired in their Big Blue culture. IBM is getting into database marketing in a big way, and is a major contender.