The US (37%) lags the 10-country average (49%) in auto in-market status.
Boomers & Older Articles
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Media Audiences: Which Pandemic-Driven Changes Are Here to Stay?
Certain shifts observed during the pandemic have begun to revert to earlier trends, while others are solidifying.
US Adults Across Age Groups Are Increasingly Getting Their News from TikTok
Almost 1 in 3 adults ages 18-29 regularly gets their news on TikTok.
Which Social Media Sites Are Being Used As News Sources?
About 1 in 7 US adults now regularly gets their news from TikTok.
[New Report] US Media Audience Demographics: 10th Annual Edition
Master your media strategy with this definitive data-driven analysis of major media audiences, the 10th edition of our popular report.
Slightly More Than Half of US Adults Have Watched a Movie at the Theater in the Past Year
Movie-going is particularly popular among men and youth.
More Consumers Say They’d Pay A Premium for Trusted Brands
Older consumers are more likely than their younger counterparts to put a premium on a product’s country of origin.
Youth Don’t Think Ads on TV Are That Effective, Regardless of Linear or Streaming
Email is considered the most effective overall, ahead of ads on live TV, streamed shows, and direct mail.
How Are Shoppers Getting to Product Detail Pages?
More than one-quarter report often arriving at product detail pages from social media.
Baby Boomers Are Frequent Online Shoppers, Present Lucrative Market
Almost one-quarter of Baby Boomers worldwide report having high purchase power, triple the rate of Gen Zers.
The US’ Pay-TV Penetration Rate Continues to Fall
Some 64% of TV households subscribe to pay-TV, down from 78% in 2018.
Support Wanes for Businesses Taking A Stance on Current Events
Some 41% of adults think that businesses should take a public stand, down from 48% last year.
Marketing Industry Diversity Drops, but There’s Improvement at the CMO Level
Some 17.3% of CMOs or CMO-equivalents at ANA client-side marketer members last year were from a racial or ethnic group.
High-Growth Professional Services Firms Spend More on Marketing
Overall, though, professional services firms are dedicating a smaller share of their revenues to marketing.
Workplace Software Buyers Rely on A Variety of Info Sources
Decision-makers rely heavily on others’ opinions, whether via word-of-mouth, social media, or review sites.
Digital Boomers See the Benefit of Technology in Various Categories
7 in 10 Digital Boomers are curious about new tech, devices, and apps and most look forward to embracing new tech that can improve their lives.
US Consumer Support for TikTok Ban Wanes
Still, more adults support than oppose a government ban of the app.
Here’s How Often US Adults Say Social Media Influencers Sway Their Purchases
More than half (52%) of 18-29-year-olds think that their purchase decisions are either very or somewhat often influenced.