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Digital Divide Remains As Lower-Income Americans’ Tech Adoption Continues to Lag

Digital Divide Remains As Lower-Income Americans’ Tech Adoption Continues to Lag Only about three-quarters of US adults with HHI of less than $30K owns a smartphone, compared to 97% of those with HHI of more than $100K.

Most adults say they go online at least daily, but how they are accessing the internet often depends on their income level and the devices they own. A recent survey by Pew Research Center shows that a gap exists in regards to income level and the adoption of... READ MORE
3 in 4 Spurred to Spend More At Small Businesses by Promotions

3 in 4 Spurred to Spend More At Small Businesses by Promotions Loyalty programs also motivate consumers to spend more at small businesses.

In general, Americans tend to hold small businesses in high regard. And, while the pandemic has brought about many negative consequences, it appears to have driven more US consumers in the direction of small businesses, with a survey [pdf] by Sendinblue... READ MORE
Majority of Youth Report Having Clicked on A Marketing-Related QR Code

Majority of Youth Report Having Clicked on A Marketing-Related QR Code About 3 in 10 older adults have used a marketing-related QR code.

Despite being around for some time, the use of QR codes has been limited. However, since the pandemic made it necessary for businesses to find ways to offer contact-free ways of providing information to consumers – and consumers increased their use of... READ MORE
US Online and Traditional Media Advertising Outlook, 2021-2025

US Online and Traditional Media Advertising Outlook, 2021-2025 MarketingCharts' annual coverage of PwC's media advertising landscape 5-year forecast.

PwC has released its latest annual Global Entertainment & Media Outlook report, a comprehensive study that contains projections for online and offline media advertising markets through 2025. [Editor’s note: If you’re interested in media trends, the 7th... READ MORE
CMOs Expected to be CX Champions

CMOs Expected to be CX Champions Some 6 in 10 C-suite leaders believe that being a CX advocate and champion is essential to the role of CMO.

With more customers opting to go multi-channel, customer experience (CX) has become a top priority for businesses. And, while the debate continues as to where the responsibility for CX lies, many leaders are looking to marketing to make sure their business... READ MORE
Amazon Prime Members to Keep Buying From Brands They First Tried During the Pandemic

Amazon Prime Members to Keep Buying From Brands They First Tried During the Pandemic More than 4 in 10 Amazon Prime members say they purchased products on Amazon from brands they hadn't purchased from before the pandemic.

The pandemic impacted the brands consumers chose to purchase from. While some stopped purchasing from brands they used to buy from, others branched out and tried new ones. Furthermore, a report [download page] from Tinuiti found that half of the more than... READ MORE
In May, People Spent More TV Time Streaming than Watching Broadcast

In May, People Spent More TV Time Streaming than Watching Broadcast Streaming accounted for some 26% of the time households spent with TV in May.

With the number of subscription video services now exceeding the number of people in the US, it’s no surprise that May 2021 data from Nielsen shows that TV households were spending more time streaming than they were watching broadcast TV. The data shows that... READ MORE
Majority of B2B Buyers Say Their Purchase Timelines Have Increased

Majority of B2B Buyers Say Their Purchase Timelines Have Increased Some 8 in 10 respondents say that a vendor’s content had a positive and significant impact on their buying decision.

While one-third of B2B executives report that the current environment has caused their organization to escalate some purchases due to changing business needs, that doesn’t seem to have sped up the buying process overall. A recent report [download page] from... READ MORE
Most Valuable Brands Enjoy Record Growth

Most Valuable Brands Enjoy Record Growth The top 100 most valuable global brands for 2021 have a collective brand value of $7.1 trillion.

The value of the world’s most valuable brands has grown considerably this year. This is per the latest Top 100 Most Valuable Brands 2021 report [download page] from Kantar BrandZ, which found that the value of the top 100 brands grew by 42% over the past... READ MORE
4 in 10 Americans to Up Spend on Beauty and Grooming Products

4 in 10 Americans to Up Spend on Beauty and Grooming Products 2 in 3 say ads are an important influence when deciding which products to buy.

Some 67% of US adults think that advertising is an important influence when it comes to choosing beauty and grooming products. In fact, data [press release] from NCSolutions shows that two-thirds of adults buy products they have recently seen ads for. While... READ MORE
How Are Marketers Using Social Data?

How Are Marketers Using Social Data? More than half of marketers are using social data to understand their target audience.

Social media usage has grown since the start of the pandemic, providing a plethora of opportunities for marketers who utilize social media data. But what are they using that data for? Per a report [download page] from Sprout Social, more than half (55%) of... READ MORE
US Adults Most Likely to Learn About 5G from Ads

US Adults Most Likely to Learn About 5G from Ads Youth appear to be getting most of their information about 5G from social media.

As 5G rolls out across the US, about 1 in 5 (22% of) Americans are getting the bulk of their information about the technology via advertisements from mobile network providers. A recent YouGov survey of more than 28,500 US adults found that sizable portions... READ MORE
Content Not the Only Appeal in Streaming Video Subscriptions

Content Not the Only Appeal in Streaming Video Subscriptions Ease of use is one of the top factors that attract consumers to subscription streaming services.

Video streaming dominates the at-home entertainment industry. More than half of Americans are watching TV via an SVOD and about 8 in 10 people in the US subscribe to at least one video-on-demand service, while more than half subscribe to more than one. And,... READ MORE
Smartphone Users Don’t Want Frequent Push Notifications from Brands

Smartphone Users Don’t Want Frequent Push Notifications from Brands For some, any push notifications from brands are too many.

Although Americans are reliant on their smartphones, 3 in 10 report they are easily distracted by notifications from their phone. They will likely get no relief from notifications anytime soon, as nearly half of B2C marketers plan to use push notifications... READ MORE
2 in 3 B2B Marketers to Up Their MarTech Spend

2 in 3 B2B Marketers to Up Their MarTech Spend One in 4 expect to see their digital marketing budget increase significantly.

More than two-thirds (68% of) B2B marketers expect their digital marketing budgets to rise in the year ahead, with 1 in 4 (26%) expecting their budgets to increase significantly. These figures come from Wpromote’s latest report [download page] on the... READ MORE
How Can A Journey-Based Strategy Help You?

How Can A Journey-Based Strategy Help You? About 8 in 10 CX and marketing professionals say that a journey-based approach is very important to their organization's overall success.

As marketing teams begin to put more emphasis on targeting the “self-reliant buyer,” customer content personalization and the customer journey have taken priority. A recent report [download page] from Pointillist emphasizes the importance of a... READ MORE
US Ad Spend Projected to Soar This Year

US Ad Spend Projected to Soar This Year A revised forecast shows US ad spending growing 22.3% year-over-year.

After a significant fall in 2020, US ad spending in 2021 is expected to jump by 23.3% year-over-year to reach $279 billion (not including political spending). This is according to GroupM’s mid-year forecast report [download page]. GroupM is now much... READ MORE
What Influencer Content Do Consumers Find Most Valuable?

What Influencer Content Do Consumers Find Most Valuable? Consumers consider reviews to be the most valuable influencer content, by far.

Influencer marketing is continuing to grow, with 8 in 10 marketers and agencies saying they have increased the amount of influencer content they produce. However, as influencer content continues to grow as one of the most popular forms of content, not all is... READ MORE
Interest in AR/VR for Shopping Comparatively Low in the US

Interest in AR/VR for Shopping Comparatively Low in the US About one-quarter of US consumers surveyed say they are interested in using AR/VR to try clothes before buying.

As e-commerce’s share of retail sales continues to grow across the globe, one thing that holds consumers back from shopping online more is not being able to physically experience products. So, what if shoppers were given the option to try products through... READ MORE
CBD Market Maturing; Use Cases Slowly Shifting

CBD Market Maturing; Use Cases Slowly Shifting CBD products are still purchased mostly for pain relief and to reduce anxiety.

With the passing of the Farm Bill in 2018 came an explosion of products containing cannabidiol (CBD) for consumers to choose from. However, the novelty of these products may already be wearing off, with a survey [download page] from the Integer Group finding... READ MORE
What Makes A Brand Best-in-Class on Social?

What Makes A Brand Best-in-Class on Social? Offering strong customer service is one of the top traits that consumers say makes a brand best-in-class on social media.

In the eyes of consumers, offering strong customer service is one of the top traits that make a brand best-in-class on social media. However, a report [download page] from Sprout Social shows that fewer marketers view customer service as important in their... READ MORE
Here’s How COVID Impacted ABM Efforts

Here’s How COVID Impacted ABM Efforts Some 4 in 10 say that one of the biggest changes their ABM efforts has encountered is their account profiles have changed.

Marketers have benefited from the use of ABM for some time now. However, the pandemic has had an impact on ABM and marketing, in general. Recent data provided by Market Resource Partners (MRP) shows that about three-quarters (77.1%) of marketers have seen... READ MORE
Here’s What B2B Content Works at Each Stage of the Funnel

Here’s What B2B Content Works at Each Stage of the Funnel Blogs are considered most effective at the top of the funnel, while in-depth white papers work better at the bottom of the funnel.

When it comes to reaching new prospects at the top of the funnel, blogs, infographics and videos are more apt than other content types. Indeed, 72% of B2B tech marketers and demand gen decision-makers surveyed for a report [download page] from Activate... READ MORE
B2B Buyers and Sellers Agree These Are “Buyer-First” Behaviors

B2B Buyers and Sellers Agree These Are “Buyer-First” Behaviors B2B buyers and sellers agree that staying involved after the sale is important "buyer-first" behavior.

About two-thirds (65%) of B2B sellers say they always put the buyer first, but fewer than one-quarter (23%) of buyers agree, per LinkedIn’s 2021 State of Sales report [download page], which surveyed buyers and sellers in the US and Canada. Fortunately, B2B... READ MORE
Which Types of Mobile Ads Are Slated for More Spending?

Which Types of Mobile Ads Are Slated for More Spending? Close to 6 in 10 mobile advertisers plan to increase their spend on podcast ads in the next 6 months.

Close to 6 in 10 (57% of) Americans listen to podcasts. And, as the number of people who listen to podcasts goes up, so appears to rise the optimism in mobile ad spending for podcasts. Indeed, mobile ad spending on podcasts is slated to rise this year per... READ MORE
Most Demand Gen Marketers Hit Their KPIs in 2020

Most Demand Gen Marketers Hit Their KPIs in 2020 Demand Gen activity is rising, signaling a strong vote of confidence in its value.

Despite 2020 being a year of crisis, B2B Demand Gen marketers have shown exceptional results over the past year. Only 1 in 4 (26%) changed their levels of activity or KPIs in response to the pandemic — and of these, 86% met or exceeded their original or... READ MORE
85% of US Adults Own A Smartphone

85% of US Adults Own A Smartphone Smartphone ownership is highest among young adults.

Americans are spending a lot of time on their mobile phones, with research showing that in 2020, people in the US spent about 8 in 10 of their digital minutes on their mobile. It’s no wonder, considering that data from Pew Research Institute reveals that a... READ MORE
Convenience Isn’t the Only Reason People Buy Online

Convenience Isn’t the Only Reason People Buy Online Some 4 in 10 global consumers are motivated to buy online by promotional offers.

The pandemic drove people to do more things online, including shopping. And, while consumers say they are motivated to purchase products online by convenience factors such as home delivery and ease of purchasing, a report [download page] from YouGov shows... READ MORE
Social Media Marketers Plan to Up Their Video Use on Major Platforms

Social Media Marketers Plan to Up Their Video Use on Major Platforms Some 72% say they plan to increase their use of video on Instagram in the near future.

More video marketers plan to use Instagram than YouTube this year. This is per the most recent Social Media Marketing Industry Report [download page], which also found that a sizable share of marketers plan to increase their use of video on Instagram in the... READ MORE
Pharma Enjoys Improved Reputation

Pharma Enjoys Improved Reputation Pharmaceuticals, Biotechnology & Life Science ranks 8th among the most reputable industries globally.

The pharmaceutical industry hasn’t always had the best reputation. However, with pharmaceutical companies racing to create vaccines to combat the COVID-19 pandemic, positive public opinion has risen in regards to the industry. So says a report [download... READ MORE
Close to Half of Retail Advertisers Considering Podcast Ads

Close to Half of Retail Advertisers Considering Podcast Ads About one-quarter (23%) of retail advertisers are currently using podcast ads.

Retail advertisers have been turning more towards digital since the pandemic. Recent data [press release] from Advertiser Perceptions shows that more than half (55%) of retail advertisers have increased their digital ad spend in the past year, with 18%... READ MORE
Majority Say They Trust Review Sites to Some Degree

Majority Say They Trust Review Sites to Some Degree Consumers depend on review sites the most when researching restaurants.

Consumers put more trust in customer reviews than other sources of product information, even if reviewers are more apt to leave a good review than a bad one. Recent data from YouGov shows that this trust extends to crowd-sourced review sites. More than half... READ MORE
B2B Buyers Say These Vendor Behaviors Are Immediate Deal-Killers

B2B Buyers Say These Vendor Behaviors Are Immediate Deal-Killers Providing misleading information is one of the biggest deal-breakers for buyers.

Providing buyers with misinformation is one of the biggest deal killers for B2B buyers. So says LinkedIn’s most recent State of Sales report [download page]. Nearly half (48%) of the 800 B2B buyers surveyed from the US and Canada say they wouldn’t buy from a... READ MORE
Gen Z Touts High Purchase Influence of TikTok Videos

Gen Z Touts High Purchase Influence of TikTok Videos However, friends and family remain the biggest influencers.

A few years ago, research showed that Gen Z were making more transactions, on average, than older age groups, as well as staying relatively competitive with those older consumers when it came to the average spend per transaction. But where is this generation... READ MORE
8 in 10 Say Online Privacy Doesn’t Exist

8 in 10 Say Online Privacy Doesn’t Exist One-quarter of consumers believe apps track users in order to cyberstalk them.

Along with smartphone users expressing concern about whether mobile apps respect their privacy and keep their data secure, a great deal are worried that their mobile phone is listening in on them. A survey [download page] by Tinuiti of 2,000 US consumers... READ MORE
Father’s Day Retail Spending Expected to Reach A New High

Father’s Day Retail Spending Expected to Reach A New High Consumer spending for Father's Day is expected to total $20.1 billion.

Father’s Day spending is expected to total $20.1 billion this year, per a new forecast from the NRF, exceeding last year’s $17 billion and setting a new high. Some 75% of American adults plan to celebrate Father’s Day this year, with these celebrants... READ MORE
Looking Ahead, Here Are Marketers’ Top MarTech Priorities

Looking Ahead, Here Are Marketers’ Top MarTech Priorities Marketing analytics is one of the top martech priorities in the coming year as marketers target the self-reliant buyer.

Not only has the pandemic lengthened the purchase cycle for many B2B buyers, but a majority are consulting more sources to research and evaluate before making a purchase. This shift towards researching more before getting in touch with sales has increased... READ MORE
Marketers Say These Elements Make for Successful Lead Nurturing

Marketers Say These Elements Make for Successful Lead Nurturing Increased engagement and customer retention are the top priorities for implementing a lead nurturing program.

One of the top priorities for any lead nurturing program is a high conversion rate, but not every company is seeing success in this area. A recent report [download page] from Ascend2 and its Research Partners looks at what strategic elements contribute to a... READ MORE
Update: US Retail Sales Now Forecast to Grow by 10.5-13.5% This Year

Update: US Retail Sales Now Forecast to Grow by 10.5-13.5% This Year Revised figures predict US retail sales will reach $4.4-4.6 trillion this year, a significant upward revision of NRF's earlier forecast.

There may be good news on the horizon for brick-and-mortar American retailers. Citing greater than expected resilience in the economy and consumer spending, revised figures from the National Retail Federation (NRF) project US retail sales will see more... READ MORE

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