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More Than 1 in 4 Gen Zers Worldwide Follow Influencers on Social Media

More Than 1 in 4 Gen Zers Worldwide Follow Influencers on Social Media One-third also follow brands they buy from or are considering buying from.

Influencers are popular with members of Gen Z, according to a recent report [download page] from GWI. The report reveals that 28% of young adults (ages 16-23) across the globe follow influencers on social media. Millennials aren’t far behind, with almost 1... READ MORE
What’s a Good Landing Page Conversion Rate?

What’s a Good Landing Page Conversion Rate? The answer varies considerably depending on the industry.

When it comes to landing pages, the Media & Entertainment industry significantly outperforms all others for driving form fills, with a median of more than 1 in 10 (11.3%) visits resulting in a conversion, per the latest Unbounce report on landing page... READ MORE
Here’s How People Say They Discover New Music

Here’s How People Say They Discover New Music Music apps and radio are the most popular sources for discovering new music.

When it comes to sources for discovering new music, US adults are most likely to turn to radio, and music apps such as Spotify, Pandora and Apple Music. This is per a survey of almost 8,000 US adults from YouGov. Some 35% of respondents say they discover new... READ MORE
Here’s An Update on Device Penetration in TV Households

Here’s An Update on Device Penetration in TV Households The penetration of internet-connected devices has increased over last year.

Over the past year, ownership of devices such as smartphones and tablets have remained relatively steady, per a report [download page] from Nielsen which looks at the penetration of devices and services in TV households. The report also shows that ownership... READ MORE
Social Media Accounts for 3 in Every $10 Spent on Internet Ads

Social Media Accounts for 3 in Every $10 Spent on Internet Ads US social media revenues reached $41.5 billion in 2020.

While 2020 proved to be a less than stellar year for the offline advertising sector, the same cannot be said for digital advertising. A recent report from IAB and PwC shows that US digital advertising revenues still managed double-digit growth, experiencing... READ MORE
Report: The US Now Has More Video Streaming Subscriptions Than People

Report: The US Now Has More Video Streaming Subscriptions Than People Data suggests that there are 340 million subscription OTT contracts in the US, compared to 330 million people.

Close to 8 in 10 households in the US subscribe to subscription video-on-demand (SVOD) services. And, according to data from Ampere Analysis, SVOD services are the main way 57% of US internet users watch TV and films. Figures based on Ampere... READ MORE
These Are the Ad Types Millennials Trust the Most

These Are the Ad Types Millennials Trust the Most While Millennials have a lot of trust in ads on the radio and TV, trust is also high for ads on streaming music services and in podcasts.

While US adults, in general, have shown trust in traditional forms of advertising such as television and radio, young adults find some digital advertising platforms at least somewhat trustworthy as well, per the most recent The Nielsen Total Audience Report... READ MORE
What Do Visitors Want From Your B2B Website?

What Do Visitors Want From Your B2B Website? Marketers and buyers agree that a B2B website should provide answers to questions.

Websites are a valuable tool for B2B organizations and their buyers. They act as a place buyers can turn to throughout their purchase journey, especially since the pandemic. However, a poorly designed B2B website can have buyers turning elsewhere, and what... READ MORE
What Drives Brand Affinity for B2B Companies?

What Drives Brand Affinity for B2B Companies? Relatively few B2B professional report using NPS to measure customer sentiment.

In their quest to build brand affinity with their customers, B2B professionals look to several attributes. A recent report [download page] from Provoke Insights found that the top 2 drivers appear to be brand trust and customer service. When the close to 200... READ MORE
Crises Lead to Increased Focus on Brand Safety

Crises Lead to Increased Focus on Brand Safety Half of the professionals surveyed are investing more in trusted media environments.

With an ongoing pandemic, the pervasiveness of fake news and an emphasis put on diversity and inclusion, advertisers, media owners and agencies are having a look at brand safety and the changes they have to make during this time. Here are some of the... READ MORE
Direct Mail High on the List of Consumers’ Ad Receptiveness

Direct Mail High on the List of Consumers’ Ad Receptiveness One-quarter of US consumers say that they are most comfortable receiving direct mail and catalogs.

When it comes to advertising that US consumers are most comfortable receiving, one-quarter would choose direct mail and catalogs. A recent report from LoopMe also found that direct mail helps consumers make the smartest purchasing decisions. In fact, the... READ MORE
Global App Revenues Continue to Grow in Q1

Global App Revenues Continue to Grow in Q1 Spending on the App Store and Google play grew 31% year-over-year in Q1.

Global customer spending on Apple’s App Store and Google Play grew by 31% year-over-year (y-o-y) in Q1 2021 to reach $31.8 billion. This is per data from Sensor Tower Store Intelligence which postulates that the growth “indicates a lasting lift for the... READ MORE
Social Networking Platforms’ User Demographics Update 2021

Social Networking Platforms’ User Demographics Update 2021 YouTube remains the social media platform with the highest adoption among US adults.

YouTube remains the social media platform used by the most US adults. Some 8 in 10 adults view videos on YouTube, with usage high across demographic groups, according to a study from the Pew Research Center. The following is an overview of some of the... READ MORE
Almost 6 in 10 Watch Ad-Supported Streaming Services

Almost 6 in 10 Watch Ad-Supported Streaming Services That's a 70% increase in AVOD viewers over the same time last year.

The portion of US consumers who watch ad-supported streaming services has risen 70% year-over-year (y-o-y). This is per recent data [download page] from Hub Entertainment Research showing that, since the start of the pandemic and a resulting rise in SVOD... READ MORE
Amazon Tops 10% of US Ad Revenues

Amazon Tops 10% of US Ad Revenues In the meantime, Google's share of ad revenues has decreased.

Amazon continues its quest to take a larger piece of the US digital marketing pie away from Google and Facebook. Recent data from eMarketer shows that Amazon accounted for 10.3% of US digital ad revenues last year, reaching $15.7 billion. Estimates provided... READ MORE
Gen Z Consumers More Likely to Play Video Games Than Watch Live TV

Gen Z Consumers More Likely to Play Video Games Than Watch Live TV 9 in 10 spend time each week watching streaming video services.

The youngest generation of adults has embraced digital activities more than older adults. While this is far from surprising considering this is the first generation of adults reared in the age of digital, a report from Morning Consult and Verizon shows that... READ MORE
TikTok Neck and Neck with Snapchat Among Teens’ Favorite Social Platforms

TikTok Neck and Neck with Snapchat Among Teens’ Favorite Social Platforms Some 31% of teens consider Snapchat their favorite, compared to 30% who prefer TikTok.

It wasn’t too long ago that TikTok left Instagram in its wake to become the second-most favorite social media platform among US teens. Now it’s taking a run at the #1 spot, per the most recent report on teens from Piper Sandler. In the latest semi-annual... READ MORE
Agile Marketing Used in a Variety of Marketing Functions

Agile Marketing Used in a Variety of Marketing Functions About half of marketers surveyed are using at least some aspects of Agile Marketing.

About half of marketers say they use an Agile marketing approach to at least some extent. This is per a survey conducted by AgileSherpas, which looks at how Agile marketing is being used – as well as its benefits. The report indicates that there has... READ MORE
Netflix and YouTube Vie for Teens’ Video Time

Netflix and YouTube Vie for Teens’ Video Time The two video services remain neck and neck in teens' video viewing habits.

Netflix and YouTube continue to compete for the highest share of time teens spend watching video daily, as laid out in new data from Piper Sandler. As well as updates on the popularity of these video platforms, the “Taking Stock With Teens”... READ MORE
Which Consumer Buying Changes Are Likely to Stick?

Which Consumer Buying Changes Are Likely to Stick? About 4 in 10 consumers plan on buying more through digital channels.

The vast majority (78%) of consumers have come to prefer online shopping for specific items over the course of the past 6 months, according to a Cheetah Digital report [download page] on the digital consumer trends that are set to outlast the pandemic. Among... READ MORE
1 in 5 Have Watched A Live-Streamed Video Game

1 in 5 Have Watched A Live-Streamed Video Game And, 1 in 10 say they have live-streamed themselves playing a video game.

It turns out that video games aren’t just for playing. They can also be a spectator event. The Infinite Dial report from Edison Research and Triton Digital found that one-fifth of the US population (ages 12+) currently watches live-streamed video games on... READ MORE
1 in 3 Would Consider Replacing Their Primary Care Doctor with Virtual Visits

1 in 3 Would Consider Replacing Their Primary Care Doctor with Virtual Visits More than half (53%) of US adults believe that telehealth appointments are good for asking medical questions.

The pandemic has forced more consumers to think digitally and rely more on online services than before. But what about healthcare? Is the US general public ready to replace their regular visits to their primary care physician with telehealth or virtual... READ MORE
What B2B Sales Enablement “Visionaries” Are Doing: 7 Points

What B2B Sales Enablement “Visionaries” Are Doing: 7 Points More than 9 in 10 sales enablement decision-makers believe that sales enablement is a strategic business enabler.

Providing sales with the tools they need to do their jobs efficiently can mean the difference between success and falling short of business goals. A new report [download page] from Seismic elaborates on what sales enablement looks like at successful... READ MORE
This is the Extent of Pay-TV Cord-Cutting in the Past Few Years

This is the Extent of Pay-TV Cord-Cutting in the Past Few Years Only about half as many 18-34-year-olds get pay-TV at home as did in 2015.

Since 2015, the percentage of US adults who say they receive TV via cable or satellite at home has decreased by more than one-quarter (26%), dropping from 76% in 2015 to 56% in 2021. This is per data from Pew Research Center that also shows that younger... READ MORE
Why Subscribe Rather Than Own?

Why Subscribe Rather Than Own? Convenience is a key reason people subscribe to products or services instead of owning them.

Close to 8 in 10 (78% of) adults in various markets across the globe currently have at least one subscription service, while three-quarters say they will subscribe to more services and own less physical “stuff” in the future. What is driving consumers to... READ MORE
Majority of US Youth Report Listening to Podcasts At Least Monthly

Majority of US Youth Report Listening to Podcasts At Least Monthly More than half (56%) of individuals ages 12-34 listen to podcasts at least monthly.

The share of the US population that says they have listened to a podcast has risen to 57% this year. The proportion that listens monthly is also on the rise, with the latest Infinite Dial Report from Edison Research and Triton Digital showing that 41% of... READ MORE
What B2B Buyers Say Sellers Can Do to Influence Their Purchase Decisions

What B2B Buyers Say Sellers Can Do to Influence Their Purchase Decisions Sellers taking the time to discover concerns, wants and needs emerges as one of the top purchase decision influencers for B2B buyers.

B2B organizations encounter plenty of competition, and how they can stand out from this competition can be tricky business. A global survey of more than 500 B2B buyers and sellers from RAIN Group shows that for 7 in 10 (71% of) B2B buyers, leading a thorough... READ MORE
TV Everywhere Accounts for More Premium Ad Views Than Streaming Services

TV Everywhere Accounts for More Premium Ad Views Than Streaming Services In H2 2020, TV Everywhere accounted for 40% of total premium digital video ad views.

While a lot of attention is given to streaming services and their growing presence in US households, as well as their potential for advertisers, when looking at premium digital video ad views, they fall short of TV Everywhere. This is per a report from... READ MORE
97% of B2B In-Person Events Originally Scheduled for Q4 Were Cancelled

97% of B2B In-Person Events Originally Scheduled for Q4 Were Cancelled The CEIR Total Index declined 98.3% year-over-year in Q4 2020.

Data from Q4 2020 shows that the B2B exhibition industry did not see any relief from months of in-person event cancellations brought on by the continuation of the pandemic. This is per fourth quarter findings from the Center of Exhibition Industry Research... READ MORE
Telecom Advertisers Are Above-Average Spenders on TV and Radio

Telecom Advertisers Are Above-Average Spenders on TV and Radio TV and radio accounted for 42% of telecom ad spend in 2020, compared to 30% for all advertisers.

After cutting ad spending by 8.7% in 2020, telecom brands are expected to commit to consistent growth in ad expenditures over the next few years. A forecast from Zenith estimates that telecoms advertising will grow by an average of 4.5% per year through... READ MORE
Top Brands on TikTok Up Their Activities

Top Brands on TikTok Up Their Activities With 11.3 million followers, Guinness World Records is the brand with the most followers on TikTok.

TikTok continues to rack up its user count as well as the number of hours those users spend on the platform. And, brands have taken notice – with many upping their game on the app over the past year. Here are the top brands on TikTok, along with some... READ MORE
Mobile vs. Desktop: Visits and Search Trends

Mobile vs. Desktop: Visits and Search Trends Pageviews by visitor remains higher on desktop than on mobile phones.

Mobile’s share of website visits continues to increase. Some 61% of site visits in the US came via mobile phones in 2020, up from 57% in 2019. This is per a study from Perficient that also found that the number of pageviews per visitor was lowest on mobile.... READ MORE
These Are Marketers’ Top Organizational Priorities Right Now

These Are Marketers’ Top Organizational Priorities Right Now Senior marketers intend to expand their marketing automation and data analytics programs and resources this year.

This year will see global CMOs prioritizing the expansion of marketing automation and data analytics, as well as applying strategic marketing depth across all functions. This is per a report [download page] from CMO Council and Chief Outsiders. Some 61% of... READ MORE
Creepy or Cool? Consumers Sound Off on Personalization Techniques

Creepy or Cool? Consumers Sound Off on Personalization Techniques Close to three-quarters of consumers agree that it's creepy to receive ads from companies they don't know based on location data.

More than half of consumers report they are comfortable sharing their data with a brand in exchange for better service. But, as a report [download page] from Cheetah Digital and Econsultancy shows, when it comes to personalization, there is a line between... READ MORE
Youth-Oriented Social Platforms Gain Middle-Aged Audiences

Youth-Oriented Social Platforms Gain Middle-Aged Audiences 1 in 6 Americans ages 35-54 reports using TikTok.

Although younger people have been enamored with social platforms like Snapchat, Instagram and TikTok for some time, it appears as though older users are starting to use these brands more. The most recent Infinite Dial Report released by Edison Research and... READ MORE
What Are the Main Benefits of Podcast Advertising?

What Are the Main Benefits of Podcast Advertising? Some 7 in 10 digital audio advertisers rate podcasts' desirable target audiences highly.

As more advertisers consider advertising on podcasts, ad spend on podcasts is estimated to grow some 41% year-over-year this year. But, is podcast advertising effective? What drives advertisers to choose this form of media? Here’s what a recent report from... READ MORE
1 in 5 Have Followed A Brand on Social Media in the Past Month

1 in 5 Have Followed A Brand on Social Media in the Past Month About 1 in 8 say they have clicked on a sponsored post on social in the past month.

About one-third (34%) of US consumers follow brands they like on social media, while about 1 in 5 (18%) follow brands they are thinking of buying something from. So says a report [download page] from GWI. The Q2-Q3 2020 survey of more than 51,000 US internet... READ MORE
What Should You Put on Your Product Page?

What Should You Put on Your Product Page? Some 6 in 10 consumers say that customer reviews help them make a purchase decision.

With more people heading online to do their shopping, there are some elements e-commerce businesses can add to their product pages that make it easier for shoppers to make a buying decision. Here is what a survey [download page] of more than 1,800 shoppers... READ MORE
Majority of Consumers Report Having A Retail Subscription Service

Majority of Consumers Report Having A Retail Subscription Service Nearly 3 in 4 consumers say that loyalty and reward programs are influential in choosing where to shop.

There is little doubt that consumers are attracted to retail subscription services and loyalty programs. And, while a recent survey [pdf] from IRI found that three-quarters (74%) of consumers obtained a loyalty card or rewards membership because it was free,... READ MORE
What Are Marketing Leadership’s Biggest Gaps?

What Are Marketing Leadership’s Biggest Gaps? Only 3 in 10 CMOs say their team is able to execute multi-level, multi-channel marketing campaigns on a global and local level.

Close to 6 in 10 CMOs rate the caliber of their global marketing teams as excellent (14%) or very good (44%). This is according to a recent report [download page] from CMO Council and Chief Outsiders, which also found, however, that marketing leadership gaps... READ MORE
Vast Majority of Consumers Associate High-Quality Creative with Brand Trust

Vast Majority of Consumers Associate High-Quality Creative with Brand Trust Close to three-quarters of consumers say they are more likely to be loyal to a company with consistent and high-quality branding in their creative content.

An overwhelming majority of creatives agree that creative content is important to the success of an organization’s key objectives. Indeed, recent data provided by Celtra highlights the importance of good creative especially when it comes to customer loyalty... READ MORE
As CPG Spending Rises, These Are the Items Consumers Always Want in the Home

As CPG Spending Rises, These Are the Items Consumers Always Want in the Home Cleaning supplies and paper goods are the most indispensable items consumers keep in their homes.

The pandemic has changed the way consumers shop, how they spend their time, and the attention they pay to their own health and fitness. It’s also taught US consumers to keep a well-stocked pantry, with CPG spending increasing 19% year-over-year in 2020. Here... READ MORE
More Consumers Say They Want Businesses to Use QR Codes

More Consumers Say They Want Businesses to Use QR Codes About 7 in 10 Millennials would like companies to use QR codes.

Since the start of the COVID-19 pandemic there has been an increase in consumers who say they use mobile apps from companies they do business with. A study [download page] from Broadridge found that this is especially true among Millennials (67%) and Gen X... READ MORE
Media Mix Analysis Suggests Spending More on Digital, But Not Going Too Far

Media Mix Analysis Suggests Spending More on Digital, But Not Going Too Far TV accounted for 33% of multichannel campaign investment but only a 16% share of contribution to brand metrics. However, TV can be more cost-effective than digital.

Getting the right balance of online and offline media in a campaign can be difficult. An analysis of multimedia campaigns in Kantar’s CrossMedia database shows that although investment in offline media is still high, the investment is not that... READ MORE
What Metrics Are Creative Teams Tracking?

What Metrics Are Creative Teams Tracking? Only 39% of creative teams have robust operations reporting.

Data drives many aspects of marketing, whether it’s used to improve lead generation quality, to deliver better customer experience or to prove ROI on marketing efforts. Creative teams are not immune from the need to report on their operations, however,... READ MORE

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