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Almost 6 in 10 US Households Now Subscribe to At Least 2 of the Top 3 Streaming Video Services Some 78% of US households subscribe to at least one of the top 3 SVOD services.
The percentage of US households that have a subscription to one of the top 3 subscription video-on-demand (SVOD) services is holding steady at 78%, the same as it was last year. In its latest annual survey on SVOD subscriptions, Leichtman Research Group... READ MORE
What New Approaches Are B2B Execs Taking with Their Nurture Programs? A majority of B2B executives surveyed say their lead nurturing initiatives need improvement or are inadequate.
More than 4 in 10 B2B executives rate their current lead nurturing initiatives as excellent (8%) or average (36%). However, an equal share (44%) say these initiatives need improvement, while another 12% say they are poor or inadequate. So, what new... READ MORE
Apple Remains the Brand Resonating Most with Consumers During COVID Google drops down to the #10 spot on the list.
With about half of consumers saying they have stopped using a brand during the COVID-19 pandemic, it’s important for brands to keep their place within the hearts and minds of consumers. Here’s a look at the brands that a study [download page] from brand... READ MORE
Few Americans Feel They’re Fully Represented in Advertising Slightly fewer than 1 in 4 US adults agree that people like themselves are fully represented by people they see in ads.
Although a majority of US adults have said that diversity in advertising is important, fewer than one-quarter (23%) agree that people like themselves are fully represented by the people they see in advertisements. This is per a survey from YouGov that looks... READ MORE
Majority of Premium Digital Video Viewing Takes Place on a TV Set A full 60% of digital video ad views in H1 were viewed on CTV.
The majority of premium digital video in the US was viewed on the “big screen” during the first half of 2021, per a report from FreeWheel. Given the option to view video via mobile, desktop or on a TV set, it appears people are still opting for the bigger... READ MORE
Where Are Media Budgets Trending for Next Year? There's plenty of optimism when it comes to online video ad budgets.
After surpassing half of total global ad spending this year, digital media budgets are expected to see increases across the board in 2022. A survey from Kantar also shows that the majority of traditional media budgets will not be as fortunate. Online video... READ MORE
3 in 10 American Adults Struggle to Use the Internet Only about 4 in 10 adults with "lower tech readiness" say the internet has been essential to them during the pandemic.
Since the pandemic, many people are turning to the internet to do things such as communicate with family and friends, watch videos, listen to music and work remotely, to name a few. And, for close to 6 in 10 (58% of) US adults, the internet has been... READ MORE
Social Media Users Trust Their Connections Most for Product Advice Consumers are more likely to take a product recommendation from an everyday social media user than an influencer.
Marketers in the US are expected to spend about $3.7 billion on influencers this year, but it appears consumers are more likely to turn to everyday social media users for product recommendations, according to new data from Bazaarvoice. The survey of 9,000... READ MORE
Consumers’ Preferred Sponsorship Areas Aren’t Limited to Sports However, consumers are most likely to say that football is where sponsorships will be meaningful to them.
After a tumultuous year, sponsorship of events like sports and festivals is ramping up again with advertisers foreseeing a return to sponsored in-person events in the coming months. A new report [download page] from The Integer Group reveals which sponsored... READ MORE
As IOS 14.5+ Adoption Grows, Which App Categories Are Seeing the Highest – and Lowest – IDFA Presence? New IDFA restrictions have prompted advertisers to shift more of their mobile app ad spend towards Android.
Although many people do not limit the number of apps they use, a majority of app users don’t feel that apps respect their privacy. In response to privacy concerns, Apple’s iOS 14.5 update gives users the ability to block the Apple ID for advertisers (IDFA),... READ MORE
Who’s Drinking What? Overall, beer is the alcoholic drink of choice for the largest share of those who partake.
The percentage of US adults who drink alcohol has, somewhat surprisingly given the stresses of the pandemic, decreased. A survey from Gallup shows that 6 in 10 adults in the US currently consume alcoholic beverages, compared to 65% who said the same two... READ MORE
These Are the Top Elements of the Customer Experience, per Execs User experience heads the list of top elements of CX in the eyes of marketing and CX executives.
A good customer experience can prompt buyers to purchase more from a company, as well as increase the likelihood of them recommending and trusting a company. And, as marketers put more emphasis on retaining customers, some 7 in 10 (71% of) executives... READ MORE
2 in 3 Marketers Report Having Replaced A MarTech Solution in the Past Year Did the pandemic play a role? Half say yes.
While marketing leaders are stepping up their efforts to improve the digital experience of buyers, as well as modernize their marketing organization, marketing technology budgets are on the rise. For many organizations, part of those budgets will be spent on... READ MORE
Travel Marketers Envision Increase in Use of Machine Learning and AI For the most part, travel marketers are using conversions/ROI to measure the success of their digital campaigns.
More than 8 in 10 (84% of) travel marketers rate artificial intelligence (AI) and machine learning for personalization as a very high or high priority across channels for their company. And, in the near future, they expect to see the usage of this type of ad... READ MORE
Service Providers Struggle with Resources, Tech More than 4 in 10 say that not having enough staff or resources stands in the way of providing consistent and quality engagement.
Great customer service is one of the top reasons consumers choose or remain loyal to specific service providers and, when engaging with service providers, half (51%) prefer to engage with a provider digitally the majority of the time. However, service... READ MORE
What Are B2B Marketers’ Biggest Challenges with Buyers? A majority of B2B marketers are struggling to understand buyers' changing needs.
B2B marketing has never been a simple affair, and recent events have not made it easier. Many B2B buyers claim their purchase timeline has increased, and B2B salespeople are finding it harder to close deals. So, what are the biggest challenges B2B marketers... READ MORE
How Often Are You Calculating ROI? Marketers are using 5 main data sets to calculate ROI.
Whether it be through strategies such as performance marketing, ABM or virtual events, marketers are on a quest to increase ROI. A report [download page] from Allocadia suggests there is a good reason for marketers wanting to improve ROI, with 84% saying... READ MORE
What’s in Today’s MarTech Toolkit? About 9 in 10 are using a CRM system.
More than 8 in 10 (83% of) marketing leaders from across the world believe their work will be more technology-driven after the pandemic than before. This is per a report [download page] from Salesforce that also has a look at which marketing technologies... READ MORE
The Top Reasons Why Advertisers Would Stop Working with A Media Partner More than 4 in 10 advertisers would stop working with a media partner due to brand safety issues.
Besides having an effect on public health and safety, the pandemic had an impact on brand safety and loyalty. Half of consumers admit they stopped using a brand during the pandemic, and 16% said they did so because they didn’t agree with the brand’s stance... READ MORE
Which Causes are Most Important to Charity Supporters in the US? Some 3 in 10 US charity supporters consider animal welfare most important when considering supporting a charity.
Whether at the request of a friend, at a check-out line or in response to a TV advertisement, a majority of US adults say they donate to a charity yearly. A survey from GWI finds that animal welfare, health and medical research, and homelessness and poverty... READ MORE
In the US, The Majority of Ad Impressions Are Now Being Delivered via Streaming Sites Streaming accounted for 56.5% of digital ad impressions in the US during the first half of 2021.
Online ad spend in the US is predicted to reach $139.8 billion this year, even as pandemic restrictions lift and people plan to spend more out of the home. And, with so many streaming platforms to choose from, streaming content online will remain a popular... READ MORE
B2B CMOs Keep the Focus on CX Many also plan to introduce new go-to-market strategies.
When asked what area of their organization was primarily responsible for customer experience, close to 4 in 10 (37% of) senior B2B marketing decision-makers from across the globe put it in the hands of marketing as opposed to any other. As such, improving... READ MORE
What do Marketers and Agencies Think is the Biggest Driver of Sales? Marketers and media agencies believe that targeting contributes to close to one-quarter of sales attributed to a campaign.
A new study from Westwood One and Ad Perceptions finds that marketers and agencies perceive targeting, brand, creative and reach as their campaigns’ top drivers for sales. However, does that really match up with reality? Here’s what the survey reveals.... READ MORE
Even with Multitudes of Options, Viewers Find it Hard to Find Good TV Shows to Watch Many also find it difficult to figure out which service has everything they want to watch.
Whether it be pay-TV, paid streaming video-on-demand services or ad-supported video-on-demand services, people have plenty of choices for finding video content. However, a Q2 survey [download page] from TiVo shows that 6 in 10 adults from the US and Canada... READ MORE
Your Website is the Best Place to Showcase Your Product’s Benefits, Consumers Say Half of the surveyed consumers identified brand websites as the best place to learn about product benefits.
While brands employ a variety of channels – such as social media ads, online advertising and email marketing – in order to get their products in front of potential customers, they may want to have a look at their website and make sure it’s up to... READ MORE
As Digital Service Expectations Rise, What Makes for a Great App Experience? First and foremost, consumers want apps to keep their personal data secure.
Throughout the pandemic, consumers have turned to their digital devices more than ever, with US adults spending an average of 8 hours per day with online activities last year. With more time online comes higher expectations for an online experience. Indeed,... READ MORE
Where Does Gen Z Want to Up Its Spending? Some 4 in 10 Gen Zers plan to increase their spending on clothes or accessories once pandemic restrictions have been lifted.
As the world deals with the ongoing pandemic, people are headed back to work, school and restaurants, and some Gen Zers are planning to spend more. A July survey from Morning Consult (fielded just before the Delta variant gained a strong foothold) found that... READ MORE
Fortune 500 Cos. Up Their Activity on Social Fortune 500 companies increased their number of posts on Instagram by 200% year-over-year in Q2 2021.
Social media provides a wealth of opportunities for brands to up their audience engagement. So, it’s no surprise marketers continue to increase their social media spend and that Fortune 500 companies leverage these platforms on a regular basis. Conviva’s... READ MORE
People Have Been Relying on These Digital Services Most Close to 9 in 10 consumers used digital services to access entertainment.
Through the pandemic, people have relied on digital services more than ever. Per a report [pdf] from AppDynamics, more than 8 in 10 (84% of) US consumers say digital services made a positive impact on their lives during the pandemic, in part because digital... READ MORE
8 in 10 Marketers Say Their Customer Engagement is Data-Driven Close to two-thirds of marketing leaders say customers impact their digital customer engagement strategy.
Some 8 in 10 (81% of) marketing leaders believe that they must transform their marketing in order to be competitive. That said, these leaders remain optimistic, with the latest State of Marketing report [download page] from Salesforce revealing that... READ MORE
3 in 4 Customers Have Ditched A Brand for One of These Reasons Misleading consumers about product performance is a key reason consumers have changed brands.
Brand trust is imperative in making businesses successful in the global market, and, with half of consumers saying they stopped purchasing from a brand during the pandemic, brand trust is more important than ever. Recent data from YouGov reveals several... READ MORE
Where Are Companies’ Biggest Data Disconnects? About two-thirds (64%) are having difficulty integrating data from different sources.
Companies rely on data to gain meaningful insights about their prospects and customers in order to target them effectively as well as provide a personalized experience. Unfortunately, collecting and using data is not without difficulties. A report [download... READ MORE
What Might Get Youth into the Movie Theater? About 4 in 10 Gen Zers plan to go to the movies more following the pandemic.
Cinema has had a far-from-stellar couple of years, with US box office takings in both 2020 and 2021 well below 2019. And any recovery will not be helped by findings from a survey from Morning Consult revealing that only two-fifths (42%) of Gen Zers plan to... READ MORE
As the Marketing Mix Changes, What Digital Tactics Are Marketers Relying On? 9 in 10 marketing leaders say their digital engagement strategy has changed at least somewhat since before the pandemic.
Although digital engagement was far from new prior to the pandemic, the events of last year have brought about changes in marketing that will likely have a lasting impact on how companies interact with prospects and customers into the future. This can be... READ MORE
1 in 4 Marketers Say the CMO-CIO Working Relationship is “Very Effective” Almost half of CMOs in very effective relationships with CIOs say they have an equal partnership.
In the past, even though many CMOs and CIOs agreed that IT was a strategic partner for marketing, they also agreed that there was room for improvement in terms of collaboration and alignment. A recent report [download page] from the CMO Council indicates... READ MORE
Which Skills Do PR Pros Think Will Rise in Importance? Strategic planning skills are expected to be more important for PR organizations in the next 5 years.
As parts of the world gradually reopen while coping with the COVID-19 pandemic, PR professionals have expressed confidence that their industry will come back. In fact, Muck Rack’s The State of PR 2021 [download page] study reveals that about half (48%) say... READ MORE
1 in 5 US Smartphone Users Say They Have No Limits on Their Use of Apps and Services Lack of trust and personal data security are top reasons for not using more apps or services.
The vast majority of US adults now own a smartphone, with many spending time on their phones switching between different apps. And, while smartphone users are keen app users, there are barriers that keep many of them from using more apps or services, per a... READ MORE
8 in 10 Retailers Want to Improve the Online Checkout Experience About half of US retailers surveyed say that they are inhibited from improving the online shopping experience due to their technologies being difficult to change.
This year, US retail sales are expected to grow between 10.5% and 13.5%, with e-commerce accounting for 16% of total sales. To keep up with the demand, a majority of retailers are making improvements to the online customer experience and, per a report from... READ MORE
1 in 4 Millennials Report Mostly Doing Their Grocery Shopping Online Seven in 10 US adults still do most of their grocery shopping in person.
The pandemic inspired many to try new ways of buying, and, with people staying inside and cooking at home more, grocery shopping online grew in popularity. In the early days of the pandemic, online grocery spending jumped 148%, with 1 in 5 consumers trying... READ MORE
Most Marketers Say They’re Not Getting the Most Out of Their Marketing Automation Tools. Why? Training and resources appear to be the top barriers to using marketing automation tools to their fullest potential.
Although marketers recognize the benefits of marketing automation, it doesn’t always mean that they use it to its fullest capacity. In fact, per a new survey from Ascend2 and its Research Partners, only 1 in 5 marketers claim to be using marketing automation... READ MORE
TV Viewers Warm to Watching New Movies at Home One-third of TV viewers currently watch new movies through paid streaming services.
As one of the industries most devastated by the pandemic, cinemas are expected to see ad revenues grow significantly and box office takings are expected to rebound (though not nearly to 2019 levels). But will people flock to the theater to see new movies... READ MORE
In-Store Marketing Tactics Still Found Effective In-store display proves to be a strong influence on purchases across product categories.
Even in this day and age where consumers have ample online sources to help them make buying decisions, it appears that more traditional methods still have plenty of influence. This is per a survey by GfK, which looks at the top shopping influences across 16... READ MORE
Growth in CTV Penetration and Daily Use Stalls Some 82% of US TV households have at least one CTV device.
The number of TV households in the US with an internet-connected TV (CTV) device looks to be leveling off somewhat. Some 82% of US TV households now have at least one CTV device, up slightly from 80% in 2020, per data from Leichtman Research Group (LRG).... READ MORE
US B2B Digital Advertising Market Seeing Rapid Growth Spending is expected to grow by a quarter this year.
If last year taught B2B organizations anything, it is the importance digital channels now play. Indeed, US B2B digital advertising investment saw considerable growth in 2020, and a forecast from eMarketer suggests that the growth will continue in the years... READ MORE
Vast Majority of Consumers Respond When Brands’ Personalization Goes Wrong Only 1 in 8 consumers wouldn't do anything when brands get personalization wrong.
With a wealth of companies offering similar products and services, customer loyalty has become more important than ever before. Personalization can play a role in gaining the loyalty of customers, and a report [download page] from Movable Ink finds that... READ MORE
Globally, Social Media Ad Spend Forecast to Overtake Paid Search This Year Digital advertising spending is expected to grow by 19% this year, and online video ad investments are on the rise.
The events of 2020 meant that global advertisers were forced to cut back on spending originally planned for the year. And, although the world is still dealing with the pandemic, there is some good news on the advertising front. The latest forecast [press... READ MORE
Fewer Than 1 in 3 Adults Have A Lot of Confidence in Tech Companies Small business has the highest level of consumer confidence of the institutions analyzed.
Confidence in major US institutions has dipped. This is per a recent survey from Gallup, which found that an average of one-third of US adults say they have “a great deal” or “quite a lot” of confidence in the 14 institutions analyzed, down from 36% in 2020.... READ MORE
More Than 1 in 4 Young Adults Report Recently Using Buy Now Pay Later to Make a Purchase Fewer than 1 in 5 US adults have recently used Buy Now, Pay Later payment programs.
Since the start of the pandemic, online shopping has increased in popularity, and with that popularity comes a willingness to try new ways to buy, including “Buy Now, Pay Later” (BNPL) programs. Awareness and use of these programs have grown in the past... READ MORE
Which Types of Text Notifications from Businesses Are Consumers Receiving? About 4 in 10 US consumers receive weather updates via text.
During the pandemic, two-thirds of US adults said they checked the weather on a daily basis. So, it’s no surprise that 39% of the text notifications consumers receive are weather updates, per a report [download page] from TCN. Weather updates are the most... READ MOREFeel Like You're Always Playing Catchup?
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