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Almost Two-Thirds of All Americans Play Video Games
Video game players say the activity occupies one-quarter of their total entertainment time.
US Public’s Trust in Big Tech, Big Business Continues to be Low
Adults are 3 times more likely to have “very little” confidence in big business as to have either a “great deal” or “quite a lot” of confidence.
Here’s What Millennials Say They Want from Brands
Brands should listen to customer feedback and be more socially responsible, Millennials say.
More Households Look to Cut Back on SVOD Service Expenses
SVOD customers are 7 times more likely to say they’re spending too much on these services than to say they’re open to spending more.
How Might AI Affect Marketing and Communications Jobs?
Junior and mid-level marketers are more worried about AI’s impact on work quality and creativity than their more senior counterparts.
Viewers Continue to Hike Their Spending on TV and Video, For Now
Almost 8 in 10 have a maximum number of services they’d like to use, and more than half of those have already reached it.
What’s the Latest on Meta’s Threads?
Almost two-thirds (64%) of US adults surveyed “don’t care at all” about Meta’s launch of Threads.
Millennials’ Daily Time Online Said to Have Passed Its Peak
Still, Millennials around the world are averaging 2-and-a-half hours a day using social media.
B2B Exhibitions Move Forward in “Dramatic Improvement”
Cancellations of B2B exhibitions are now “a thing of the past.”
Retail CMOs Say Digital Ads Are Effective at Reaching New Audiences, But Not at Educating Them
The most successful channel cited for reaching target audiences is Google, which 9 in 10 say meets or exceeds expectations.
Most Americans Are Concerned About TikTok’s Data Security
Additionally, about 6 in 10 consider TikTok a threat to national security in the US.
8 in 10 Adults Want More Control Over Their Identity on the Internet
Fewer than half of consumers around the world trust how internet services use their data and personal information.
2022 Business Video Completion Rates and Other Benchmarks
Completion rates fell for longer videos, but rose for shorter ones.
Americans Held Dim Views of Twitter Prior to Its Rebrand
Twitter seen as home for extreme and unpleasant people, with few feeling that it’s the most fun platform to use.
Senior Executives Weigh in on Thought Leadership
Senior business leaders’ preferred digital formats for thought leadership consumption are charts/data visualizations and social media posts.
CEOs to Raise Focus on Profitability, with CX Slightly Less of a Priority
Three in 4 believe that competitive advantage will depend on who has the most advanced generative AI.
Improving Conversion Rates Continues to be the Top B2B Revenue Marketing Priority
Other priorities include generating demand to acquire new customers and improving the ability to measure and analyze marketing impact.
What’s the Forecast for Back-to-Class Spending?
The NRF forecasts record spending on back-to-school and back-to-college, while Deloitte has a more sobering assessment.
Black Households Account for 13% of US Discretionary Spending
Black households comprised one-fifth of all discretionary spending in the South last year.
These Are the US’ Largest Retailers
Walmart boasted about half a trillion dollars in US retail sales last year.
B2B Buyers More Thoroughly Evaluating Purchases
Almost 4 in 10 are conducting a more detailed ROI analysis.
Offers Spur Direct Mail Engagement Among Older Adults; Design Plays a Role with Younger Recipients
Personalization of a direct mail piece is also more likely to inspire action among younger than older adults.
The US’ Increasing Diversity: Asian-Americans the Fastest-Growing Group
The median age for the US Hispanic population in 2022 was 30.7, compared to the national median of 38.9.
More Adults Report Likelihood to Make Purchases Directly from Social Platforms
Half of US adults say they’d make a purchase directly from Facebook, up from 43% in a year-earlier survey.
Brand Discovery Increasingly Taking Place on Social Media
Almost one-third of social media users in the US in Q1 said they typically find out about new brands/products via ads on social media.
Marketers Question MarTech’s ROI
7 in 10 acknowledge that their organizations at least sometimes approve investments in new technology solutions without a defined ROI plan.
The US B2B Media Market is Forecast to Surpass Pre-Pandemic Levels This Year
The business information market is the largest segment, but the trade show market is the fastest-growing.
Consumers Willing to Share Relevant Interests with Favorite Brands for Personalization and Incentives
Consumers appear willing to share relevant interests with brands, and find personalization based on those interests and preferences useful.
Marketing Teams Are Not Heavily Involved in Corporate Responses to Inflation
A majority of marketers report that their function has little to no role in the decisions taken to counter the effects of rising costs.
These Large US Counties Have the Youngest Median Populations
The median age of the US population rose to a new record of 38.9 last year.
US Online and Traditional Media Advertising Outlook, 2023-2027
A comprehensive look at several advertising markets in the US, including some milestones to come.
Marketers Want RMNs to Open Up Their Inventory
Almost half of US marketers surveyed are frustrated by limited premium inventory.
Data Security, Customer Experience Key to Consumer Trust in Business
Half of consumers surveyed have had an experience with a company that damaged their trust and relationship with it.
Video Podcasts Find an Audience with Gen Z
Gen Z adults were more likely to say they watched video episodes of podcasts than listened to podcasts every day.
North American CMOs to Focus More on Innovation over the Next Year
More CMOs are saying that a primary role of the marketing function is to lead disruptive innovation.
CMOs Testing Various Replacements for Third-Party Cookies
GA4 is the most widely adopted, while many are planning to use contextual advertising.
Stick with Your Stance Despite Blowback, Half of Consumers Tell Brands
Still, half will be less likely to buy a brand’s products or use their services if it takes a stand on a social issue they don’t agree with.
It’s Getting Pricier to Acquire and Retain Customers, B2C Marketers Say
A majority say that the cost of acquisition marketing has increased over the past year.
Responsible AI: Here Are the Actions that CMOs Agree Brands Should Take
Consumers are more likely than CMOs to agree that brands should limit their adoption of AI to protect “human” jobs.
Consumers Say Gen Z Influences Their Shopping Behaviors
Adults in the US, however, are less likely than others to say Gen Z influences where and how they shop.
How is the Role of the B2B CMO Changing?
B2B CMOs are taking greater responsibility for driving revenue and growth and are expected to demonstrate their impact on the bottom line.
More Consumers Report Online Product Searches on Social Media Platforms
Men are more likely than women to say they start their online product searches on a variety of social platforms.
Young Adults Today Are Taking Longer to Reach Key Milestones
77% of 25-year-old men had achieved financial independence in 1980, compared to 64% in 2021.
About Half of US Adults in TV Households Watch Video on CTV Devices Every Day
The majority (55%) of TV sets in US households are now smart TVs.
B2B CMOs See Coming Need for Technical Skills
B2B CMOs also believe that innovative thinking will be increasingly required of them in the coming years.
6 in 10 Marketers Believe Generative AI will Transform Their Roles
Generative AI is most widely believed to transform market data and performance data analyses.
Which Marketing Tactics Are in the Cards for B2B Firms Over the Next Year?
While relatively few B2B marketing leaders are currently using generative AI, that group expects to increase their use in the coming year.
Half of American Adults Report Having Boycotted A Business
Older adults are more likely than their younger counterparts to have boycotted a business and to believe that boycotts are effective.
Subscription Businesses Are Prioritizing These Customer Growth Strategies
Almost two-thirds of subscription leaders expect an increase in churn this year.
SMBs Detail Their Most Important CRM Features
Reporting and analytics are top of mind for SMBs, and CRM users are reporting greater accuracy since implementation.
B2B Marketers Outline Their Biggest Challenges
B2B marketers are having troubles identifying and targeting the right audiences for their marketing campaigns.
7 in 10 Consumers Say Trust in Brands Has Become More Important
Almost 9 in 10 adult consumers around the world say that trust is an important consideration when they buy a brand.
US B2B Marketing and Advertising Spend Set to Outpace Pre-Pandemic Levels This Year
Last year, online spending accounted for almost one-third of B2B media spending.
Here’s How Paid Media Budgets Are Allocated by Journey Stage
Slightly more than half of paid media budgets are being spent on consideration and conversion.
World’s Most Valuable Brands Register Decline in Collective Brand Value
Apple widened its lead as the most valuable brand, while Beverage brands dotted the list of the fastest-growing.
B2B Marketers Tout Social Media’s Influence in the Buyer Journey
Social media is perceived to be the most effective tactic for both top-of-funnel and bottom-of-funnel goals.
Brand Safety is Advertisers’ Responsibility, Consumers Say
More than 6 in 10 agree with the statement: “I believe an advertiser approves of the content their ads appear next to.”
How Do People Want to Learn About Brands’ Sustainability Efforts?
Almost 7 in 10 adults agree that businesses have a responsibility to reduce their environmental impact and promote sustainability.
Most Believe Ads Can Affect Perceptions of Gender Roles
About 8 in 10 adults want a world where people feel well-represented by media based on their gender.
3 in 10 Sports Media Users Have Subscribed to Streaming Platforms for Exclusive Sports Content
Soccer fans are particularly likely to subscribe to streaming platforms to access exclusive content.
Marketers Now Say Generative AI is the Most Important Consumer Trend of the Year
As far as generative AI goes, copywriting and data analysis are the areas in which respondents see its biggest potential in marketing.
Digital to Account for More Than Two-Thirds of Global Ad Spend This Year
Retail media spending is expected to exceed TV ad spending (including connected TV) by 2028.
LGBTQ+ Representation in Ads Remains Low
Three-quarters (75%) of non-LGBTQ adults are comfortable seeing an LGBTQ person included in an ad.
Consumers’ Entertainment Choices Are Much Broader Than Just Premium Video
Among 18-34-year-olds, the majority of entertainment sources used are not premium video.
In Bid to Improve CX, B2B Marketers Look to Expand Their Retention Strategies
B2B marketers report being more focused on profitability than growth this year.
Gen Z Adults Seem to Be Less Trusting of Brands Than Others
Consumers trust the Retail & E-Commerce industry much more than the Travel & Hospitality sector.
Most Social Media Marketers Are Confident in Their Ability to Adopt AI for Marketing
Virtually all agree that AI and ML will enable companies to analyze social media data and insights more efficiently.
Out-of-Home Ad Revenues Inched Up in Q1
Digital OOH accounted for almost one-third of sales for the quarter.
Asian-Americans Are Active in Talking About Brands
Asian-Americans discuss 16% more brands per week than the average.
CMOs’ Major Resource Allocations to Remain Steady Amid Budget Pressures
Three in 4 CMOs are facing pressure to “do more with less.”
Older Americans Feel That Brands’ Product Innovation Ignores Them
Fewer than 1 in 5 adults ages 55 and older agree that most new products are being created with their needs in mind.
Email Marketers to Focus on Personalization in the Year Ahead
Email marketers are also looking to automate more aspects of their email programs.
1 in 4 US Adult Twitter Users Say They’re Unlikely to Use the Platform in A Year’s Time
6 in 10 US Twitter users also report that they’ve taken an extended break from the platform within the past year.
Which Social Platforms Have the Widest Reach Among Young Americans?
Snapchat and Discord reach is much higher among youth than the general population, while the opposite is true for Facebook.
The Top Benefits of Merging Linear and Digital Data, per TV Marketers
It’s all about targeting, but there are challenges to overcome.
Search Ad Costs Are Rising. Here Are the Latest Benchmarks, by Industry
An analysis of search ad campaigns finds that conversion rates are falling and costs-per-lead are increasing in most industries.
These Companies Have the Best Reputations in the US in 2023
Patagonia led overall, while Google took top billing for Millennials.
Adults Aren’t Very Comfortable with AI’s Use in Targeting Ads to Shoppers
Almost half of US adults believe that AI tools are being developed too quickly.
Mobile App Downloads Dipped in Q1
Four of the top 5 apps by downloads in the US in Q1 were from Chinese companies.
US Podcast Ad Spending Growth Expected to Remain Strong
Podcast ad spending grew more than twice as fast as the digital advertising market overall last year.
Social Circles and Work Are Key to Gen Z and Millennial Identities
Work/life balance is Gen Zers and Millennials’ top consideration when choosing an employer.
FASTs Remain Popular As Video Streaming Subscriptions Subside
More TV viewers this year report subscribing to or using FASTs than MVPDs.
Father’s Day Consumer Spending to Reach New High
Father’s Day celebrants are expecting to spend almost $200 each on the event.
The Most Engaged Email Recipients Open Emails Soon After They’re Sent
About one-fifth of an email campaign’s total opens – and close to one-third of its total clicks – occur within the first hour of send.
Podcasters Reportedly Have More Influence on Listeners Than… Influencers
Podcast listeners say that hosts’ influence matters more to them than social media influencers.
Here’s How US Adults Discover Apps, and Why They Keep Using Them
Most consumers will decide whether to keep or delete an app within the first couple of times using it.
Are Fashion Shoppers in the US That Concerned with Sustainability?
Not as much as shoppers in some other countries, according to a report.
How Are Marketers Planning to Combat Economic Uncertainty?
A key priority is to orchestrate customer journeys to drive omnichannel CX.
Advertisers Worry About Scalability Post Cookies
Only about half of agencies are confident their organizations will still be able to reach audiences at scale without cookies and IDs.
Here’s What Bothers Consumers Most When Shopping Online
Slow sites top the list of online shopping frustrations.
US Digital Video Ad Viewability Rates Improve in H2 2022
Time-in-view continues to be on a downward trajectory globally, albeit with signs of improvement in the US.
Where Do PR Pros See Future Use Cases for AI?
Right now, PR pros are primarily using AI for writing, but in the future see its use in research and list building.
Most Retailers Say Customer Acquisition Costs Have Risen Since iOS 14
Only 1 in 4 are collecting predictive scoring data about new customers.
A Long List of Concerns Worry CMOs and Brand Managers
CX and customer engagement issues are growing concerns, while COVID-related problems ease.
Gen Z Expresses Preference for Entertaining Rather Than Explicitly Informative Ads
By contrast, Baby Boomers tend to prefer ads that relate to their shopping interests.
Two-Thirds of SMBs Said to Suffer from “App Sprawl”
About half of the apps that SMBs are using for marketing purposes are redundant, by performing identical or overlapping functions.
Paid Social CPMs Dip as Advertisers Shift Campaign Objectives
Skai notes that sales and lead generation campaigns are growing at the expense of the conversions objective.
US Digital Video Ad Spend to Continue Strong Growth, Powered by CTV and Social Video
Most TV/video buyers consider CTV a “must-have” and say that creator-driven video can be premium.
These Are the Strongest B2B Brands in the World
Microsoft is the most valuable B2B brand in the world, while Deloitte is the strongest.
Enterprise CX Practitioners to Up Their Use of Text, Journey Analytics
Fewer than half of CX practitioners rate the technology that supports their organizations’ CX efforts as strong.