Some 45% of women ages 12 and older listened to podcasts in the past month, just shy of the comparable share of men (48%).
Boomers & Older Articles
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Likely Voters Report Influence of Out-of-Home Ads on Decisions
OOH political ads are appealing because they’re not as interruptive as other formats.
Social Media’s Reach Among the US Population Seems to Have Plateaued
Some 82% of Americans ages 12 and up report using social media, the 4th consecutive year in which that’s been the case.
Brands Aren’t Just Targeting Young People with Influencers
Youth are still the predominant target for influencers, but as the industry matures, the target audience may be shifting.
Most Adults Don’t Relate the Most to Their Own Generation
Gen Z adults are particularly unlikely to feel that they have the most in common with their own generation.
Paid Social Ads Work Across the Funnel, Consumers Say
But shared posts have the biggest impact on consideration behavior.
Young Adults’ TikTok Engagement Grows
Notably, 18-29-year-olds are as likely to support as to oppose a US government ban of TikTok.
Podcast Reach Grows, but Audience Profile Remains Largely the Same
Females and older adults are making some gains, but the podcast audience is still largely male, young, and well-educated.
What Do Consumers Want from Brands on Social Media?
Consumers like it when brands communicate in a relevant and authentic way, and dislike intentionally misleading content.
CTV Reach Widening Gap with Traditional TV
CTV has pushed total TV usage up, to almost 90% (88%) reach during the second quarter of last year.
How Do US Adults Use TikTok?
A subset of highly active users are responsible for the vast majority of content.
Here’s Where Consumers Get Info About Local Businesses
18-24-year-olds say they’re more likely to have recently used Instagram and TikTok than Google Search for local business information.
TikTok Shop Makes Gains in Popularity
TikTok Shop looks like it could be a fruitful channel for smaller companies.
Consumers Are Less Interested in DE&I and CSR Messaging in Ads
By contrast, they’re more interested in ads that provide product information and discounts.
Netflix is Still Viewers’ Favorite Streaming Platform
Prime Video and Hulu seem to be on the ascent.
US Adults’ Attitudes to Advertising Appear to be Worsening
A slight majority (53%) of US adults think that ads are a waste of time.
9 in 10 US Adults Now Own A Smartphone
There have been marked increases in smartphone ownership among older adults and Hispanic adults.
Only A Minority of IT Decision-Makers Say That Downloaded Content Provides Value
However, the majority of younger decision-makers find downloaded content to be valuable.