Marketing Charts - Charts, Data and Research for Marketers

9 in 10 Demand Gen Marketers Believe Online Event Fatigue is Real More than three-quarters of demand gen marketers used online events to fill the gap left when face-to-face events were canceled.

In 2020, B2B marketers who had once relied on face-to-face events had to look elsewhere to build pipeline — and for 8 in 10 (78%), online events were a tactic they used to fill the gap, making it by far the most common approach, per the latest State of... READ MORE

These Are Perceived to be the World’s Most Innovative Market Research Suppliers in 2021 Ipsos is considered the most innovative market research supplier again this year.

While optimism about the market research industry as a whole remained steady even during the pandemic, suppliers’ optimism about their companies plummeted. However, the latest GRIT report [access page] shows that with signs of a light at the end of the... READ MORE

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 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 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

Americans Uncertain About Cryptocurrency’s Future; Many Think It’s A Fad US adults are split on the future of cryptocurrency.

Despite “How to buy Bitcoin?” and “What is Bitcoin?” being top Google searches in the US in 2017 and 2018, respectively, recent data from YouGov reveals about 7 in 10 (69% of) Americans say they don’t really understand cryptocurrency. This lack of... READ MORE

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 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 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 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 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 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

US B2B Trade Show Market Forecast This Year to Be Less Than Half Its 2019 Level The B2B trade show market is expected to grow by 70.7% over 2020.

Prior to the pandemic, trade shows accounted for almost one-fifth (17.3%) of the total B2B market’s revenue in the US. But, as social-distancing measures and travel bans quashed all but a small share of in-person events in 2020 and into 2021, PwC estimates... READ MORE

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? 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 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

US Adults to Spend Almost As Much Daily Time on Their Mobiles As on TV and Radio, Combined The average daily time with media in the US grew markedly last year as the pandemic struck.

Last year, the combined time spent with traditional and digital forms of media increased in the US. This is according to data from eMarketer, which found that the time spent with media in 2020 increased by nearly an hour. But will this amount of media... READ MORE

7 in 10 C-Suite Leaders At Least Moderately Confident in the Marketing Team to Drive Growth This Year Close to half also rated their marketing team's performance in the past year as either exceptional or good.

Last year, marketers were tasked with retaining and connecting with customers at a time when many marketing budgets were being shifted or cut, leading many to believe that the importance of marketing had increased. And, even as some sense of normality is... READ MORE

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 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 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? 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 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? 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 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 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? 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 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 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

These Are the Challenges Content Marketers Need to Overcome to Structure Their Strategies A lack of communication among teams is one of the biggest barriers to strategic content management.

The demand for content has increased since the start of the pandemic, but are organizations prepared to handle this growing thirst for content? A new report [pdf] from the Content Management Institute (CMI) finds that only about 1 in 5 content marketers... READ MORE

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? 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 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 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

4 in 10 to Buy More Tech Due to the Pandemic; Here’s Which Products Are Most Widely Adopted TVs and smartphones continue to have the highest adoption rates among US households.

Consumer appetite for tech products is set to grow even further, per new data [press release] from the Consumer Technology Association (CTA). The poll of more than 2,400 adults found that intent to buy tech products in the next 12 months is 11% higher than... READ MORE

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 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 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

Social Media Marketing Update: Preferred Platforms and Content Types in 2021 Facebook continues to be the most-used platform for social media marketers.

Some 3 in 10 global marketers say they plan to at least maintain their usage of TikTok in the next 12 months, per the latest annual Social Media Marketing Industry Report from Social Media Examiner. The survey of more than 4,300 marketers from around the... READ MORE

Top CX Performers More Likely to Align CX and Marketing, Use Variety of Journey Mapping Methods They are also more likely to have a marketing team that prioritizes CX metrics and initiatives.

Professionals who are highly satisfied with their organizations’ overall customer experience (CX) performance are more than twice as likely than those who are not at all satisfied with their CX performance to say that their CX and marketing teams are aligned... READ MORE

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 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

Pandemic Supercharges TikTok Adoption; Here Are Its Adult User Demographics About 54.6 million US adults used TikTok in March 2021.

TikTok’s appeal with teens in the past couple of years has been undeniable, with 3 in 10 now saying it is their favorite social media platform, surpassing Instagram and just a sliver behind the long-standing favorite, Snapchat. And, while the pandemic... READ MORE

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 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 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

Half of Smartphone Owners Say They’ve Looked Up Info About an OOH Advertiser About half of US smartphone owners have searched for more information about an OOH advertiser.

Even though 2020 saw a steep fall in traditional advertising budgets, that doesn’t mean people weren’t exposed to legacy advertising. In fact, a recent survey [pdf] by the Out of Home Advertising Association of America (OAAA) and the Harris Poll... READ MORE

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 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 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

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