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Catching up with Pinterest Users
Pinterest users are avid social media users and are increasingly consuming user-generated content.
The Out-of-Home Advertising Market in the US Continues to Grow
Growth rates have fallen back to earth after a heady couple of years, but the market still expanded last year.
These American Counties Are Showing the Fastest Growth
Eight of the 10 fastest-growing counties between 2022 and 2023 (numerically) were in Texas.
Focus on Influencer Campaign ROI to Grow This Year
Some will prioritize social commerce and improved processes to shorten the path between content and purchase.
Instagram Makes Gains Among Teens’ Favorite Social Media Platforms, Overtaking Snapchat
Instagram and Snapchat have divergent trends that recall… the Fall of 2015?
As Podcast Listening Grows, More Women Tune In
Some 45% of women ages 12 and older listened to podcasts in the past month, just shy of the comparable share of men (48%).
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.
How Did Video Ad Completion Rates Fare Last Year?
Completion rates were higher on desktops than on mobiles, but click-through rates (CTRs) were generally higher on mobiles than desktops.
Videogame Advertising Touted for Its Effectiveness
Gaming is ranked second only to social media among digital media types for driving advocacy.
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.
Marketers Say AI’s ROI Isn’t Just About Financial Gain
AI is expected to pay off in several ways, including by efficiency gains and effective data analysis.
Where Does CX Fit on CEOs’ Agenda?
CEOs are more likely to prioritize meeting changing customer expectations than improving their CX.
Americans’ Financial Situation Showing Small Signs of Improvement
Fewer appear to be putting off big-ticket and needed purchases.
Store Brand Sales Grew Again Last Year, as Did Dollar Share
Store brands rose to a new dollar share high of 18.9%.
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.
How Do Journalists Feel About PR Pros?
Only about one-third consider company PR pros to be credible sources for their reporting.
How is Signal Loss Impacting Ad Spending Plans?
More than 3 in 4 ad buyers are adjusting their programmatic vs. direct strategies.
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.
Inaccurate Information Roils B2B E-Commerce Sites
More than 9 in 10 B2B buyers encounter at least one reason that prevents them from placing orders online.
Advertisers Tout CTV’s Value Across the Funnel
About half are using CTV to achieve lower-funnel objectives.
Here’s How Social Media Marketers Spend Their Time
Social media marketers wish they had more time to respond to customers and to engage in strategic planning.
Almost 6 in 10 Subscribers Have Canceled a Service Due to a Price Hike
Some 57% of subscribers have canceled a service due to a recent price hike.
Search Remains Tops, but Brand Discovery Channels Are Evolving
A sizable share of Gen Z consumers around the world are using AI tools to find information online.
Audience Engagement with Webinars Grew Last Year
The number of unique interactions per attendee increased by 8% year-over-year.
US B2B Exhibition Industry Nears Pre-Pandemic Levels
The number of exhibitors has recovered a little faster than the number of attendees.
Pay-TV Providers Register Substantial Subscriber Losses… Again
The number of pay-TV subscribers shrunk by more than 22% in the 5-year period from 2018-2023.
Which Product Recommendation Sources Do Consumers Trust the Most?
Half of consumers trust product recommendations from a specific store or website’s AI tools based on their purchase history.
CPG Advertisers Are Spreading Their Retail Media Spending Across Several Networks
The biggest challenge in working with RMNs among the brand advertisers surveyed is a lack of collaboration with retailers.
Global Media Price Inflation to Dip Slightly This Year
While TV ad inflation is projected to grow this year on a global scale, TV will remain in a deflationary environment in the US.
What Are the Most Popular Event Types Targeted to Prospects?
Community or networking events along with brand pop-up events are favored in both the US and UK.
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.
Consumers’ Easter-Related Spending Forecast to Slip
Per-person spending is expected to be $177.06, down about $15 from last year.
Paid Social Ads Work Across the Funnel, Consumers Say
But shared posts have the biggest impact on consideration behavior.
Global Marketing & Advertising Spending Set for Renewed Growth This Year
Last year, global marketing and advertising spend grew by a relatively muted 4%, but this year the market is expected to expand by 7.7%.
US Retail Sales Forecast to Grow by 2.5-3.5% This Year
Online and non-store sales are expected to account for roughly 28-29% of total retail sales.
What Makes Political TV Ads Effective?
Ad relevance might help draw in streaming viewers, many of whom don’t remember seeing any political TV ads.
Young Adults’ TikTok Engagement Grows
Notably, 18-29-year-olds are as likely to support as to oppose a US government ban of TikTok.
What Are the Perceived Strengths of Affiliate Marketing?
Affiliate marketing is credited with providing a steady stream of new, innovative marketing partners.
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.
Strong Spending Growth Forecast for Data Services and Technology
About 9 in 10 survey respondents report that their organization is increasing its investments in data services.
BDR Teams Are Growing – As Are Their Quotas
Roughly 4 in 10 BDRs said that their quotas increased in 2023.
Subject Line Tweaks Can Boost Performance, Say Email Marketers
More than two-thirds (68%) also report some performance improvements from personalization with dynamic content.
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.
Which Skills Are Important in RevOps?
9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.
These Are the Biggest Obstacles Faced by B2B CMOs in Demonstrating the Value of Marketing
87% agree that their department now focuses more on achieving business objectives rather than activating channel-based KPIs and goals.
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.
B2B Buyers Are Thirsty for Research-Backed Thought Leadership
7 in 10 buyers are very likely to think more positively about organizations that consistently produce high-quality thought leadership.
How Likely Are Consumers to Share Good and Bad Customer Experiences?
Consumers around the world seem to be a little more likely to share very good than very bad experiences.
Marketing Industry Diversity Drops, but There’s Improvement at the CMO Level
Some 17.3% of CMOs or CMO-equivalents at ANA client-side marketer members last year were from a racial or ethnic group.
High-Growth Professional Services Firms Spend More on Marketing
Overall, though, professional services firms are dedicating a smaller share of their revenues to marketing.
Workplace Software Buyers Rely on A Variety of Info Sources
Decision-makers rely heavily on others’ opinions, whether via word-of-mouth, social media, or review sites.
Sports Fans Say They’ll Migrate to Streaming Platforms if Necessary
3 in 4 would be at least somewhat likely to sign up to a streaming service to watch their favorite sport.
How Do US Adults Use TikTok?
A subset of highly active users are responsible for the vast majority of content.
BDRs Report an Average of Almost 17 Touches per Contact. What Do They Do on Those Attempts?
With more than 6 contacts per account, each account is getting 100 or more contact attempts to identify an opportunity.
These Are Consumers’ Biggest Frustrations Online
The dreaded pop-up rears its head again.
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.
The Changing Motivations for Social Media Use Among Gen Zers Worldwide
Messaging seems to be on the rise, while searches for funny and entertaining content have declined on various platforms.
Brand Reputation Is More Important Than Price, Almost Half of US Consumers Say
Gen Zers are less likely than older adults to say that various factors are more important than price in their purchase decisions.
How Much Time Are Adults Spending with Media?
TV time accounted for almost half (46.6% share) of total media time for all adults, but only around a third of time for younger adults.
Internet Use Climbs Among Older Adults
Almost 9 in 10 adults ages 65 and older used the internet last year.
How Much Does Programmatic Out-of-Home Cost?
The average CPM for programmatic OOH inventory rose to $7.24 in H2 2023.
Americans Retain Favorable Opinions of Small Business
Large corporations continue to suffer from poor reputation.
B2C Brands Are Still Enjoying Success with Email
9 in 10 B2C marketers are using personalization in their cross-channel campaigns.
B2B Executives Outline Their Most Important E-Commerce Initiatives
Almost two-thirds of B2B executives feel that e-commerce is broken at their organization.
Here’s What Consumers Would Do to Get A Coupon from an Online Store
Fewer than half of online shoppers would switch from their favorite store for a coupon offering 20% off one item.
Multi-Location Marketers Are Feeling Good About Themselves
84% rate their businesses as good or very good at understanding local area requirements.
Good News and Bad News for CEO Perceptions of CMOs
CEOs have mixed views on their relationship with their CMOs.
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.
Amazon Fares Well in Latest Annual Brand Health Rankings
Tech brands dominated the most improved list for 2023.
Video’s A Key Tool for Engaging Technical Buyers
Almost all technical buyers watch work-related videos, and they seem to be spending more time doing so.
Podcast Ad Loads Rose to A New High in Q4
Ad loads were highest in the shortest podcasts, averaging 22% of episodes 15 minutes in length or shorter.
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.
Data is Critical to B2B Marketing Efforts. Which Types Are Being Used?
Social media engagement and email marketing data are the most commonly used.
Consumers Are Still Planning Discretionary Spending Pullbacks
There’s marginal improvement in the outlook for spending on clothing and apparel.
Prospective Auto Buyers Are Taking Their Time
Current vehicle owners are far more willing to be patient before making their new purchase.
![Super Bowl 2024 Data [Updated]](https://www.marketingcharts.com/wp-content/uploads/2024/02/iSpot.tv-Top-Super-Bowl-Ads-by-Likeability-Feb2024-300x167.png)
Super Bowl 2024 Data [Updated]
A record number of Americans watched the big game. So which ads fared best? Depends on the metric…
5 Website Performance Benchmarks from Q4 2023
The share of traffic from paid sources and from mobile grew, with negative consequences for conversion rates.
7 in 10 Consumers Say They Tend to Buy Brands That Reflect Their Personal Values
Within just the past 3 months, almost one-quarter claimed to have stopped using a company due to its stance on a particular issue.
Youth Say They Devote More Screen Time to Gaming Than Any Other Entertainment Activity
Non-premium video viewing is also popular among youth, and is growing in popularity with older adults.
Programmatic Team Members Yet to Find an Addressable Cookieless Solution
One key issue is that the solutions presented have lacked scale and accuracy.
How Do Consumers Want Brands to Collect Their Info?
Survey-based data collection is preferred, with much less interest in cookies.
Social Media Platforms’ User Demographics Update and Trends
TikTok and WhatsApp are fast-growing platforms with some unique characteristics.
Social Media Still Getting the Job Done for B2C Customer Acquisition
Marketers with successful customer acquisition strategies see more effectiveness from social media than others.
US Consumers Say Online Has Passed TV As Their Main Attention-Grabbing Advertising Channel
Among ad platforms, direct mail is dropping, while among online ad media, website ads are on the decline.
Small Businesses Are Repurposing Content for Social Video Platforms
Small businesses are finding success repurposing video content into smaller clips for Instagram Reels, TikTok, and YouTube Shorts.
The Core Problems CEOs Want Their Marketing Teams to Solve
CEOs are looking for marketing to drive growth and market share.
Search Engines Remain Most Trusted News & Information Source
Search engines are also the most commonly used for tech and innovation news.
B2B Commerce Professionals Expect Digital to Soon Account for the Majority of Their Revenues
B2B commerce leaders estimate that digital currently accounts for 41% share of their revenues.
Confidence in Brands’ Responsible Use of Consumer Data Remains Scarce
Almost half are hardly or not at all confident in brands’ responsible use of their personal data.
US Online Media Spend in 2023 and the Outlook for 2024
Total US online media spending is expected to grow by almost 15% this year, capturing more than 6 in 10 media ad dollars.
Email’s Still A Top Purchase Driver, but Not for Everybody
Social media ads and posts hold more sway among younger generations, who appear to be more brand-loyal than their older counterparts.
What Might Help A Consumer Complete A Survey?
Short, user-friendly surveys are more likely to be completed.
Valentine’s Day Spending Forecast to Be Almost On Par with Last Year
Consumers are expected to spend $25.8 billion on Valentine’s Day, just down from $25.9 billion last year.
These Will Be the Most Impactful Trends of 2024, Agencies Say
AI-driven personalization takes over as the most impactful trend this year, according to agencies.
Brand Safety: What Do Consumers Consider to Be Inappropriate Content?
72% of consumers agree that brands are responsible for the content surrounding their ads.
Most Consumers Continue to Find Location-Based Ads Creepy
Almost two-thirds consider it “creepy” to receive ads from brands they don’t recognize targeting them based on their location.
The Public’s Trust in Advertising Practitioners’ Integrity Deteriorates
About half of American adults rate advertising practitioners’ honesty and ethical standards as low or very low.