A sizable portion of 18-29-year-olds report turning to TikTok for research before making a big purchase.
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Consumers Value Authenticity When Learning About Brands on Social Media
Consumers find relatable personalities to be their most appealing influencer type.
Budgets for Creative Are Under Pressure. Where Will Investments be Prioritized?
Slightly more will prioritize targeted promotions and activations than brand-building and awareness.
How Are Marketers Paying Influencers?
One of the biggest pain points marketers say they have when working with influencers is determining rates or making payments.
Where Are Millennials Getting Shopping Inspiration These Days?
Celebrities and digital influencers aren’t top sources of shopping inspiration.
Influencer Marketing Cost-per-Engagement Benchmarks
Influencers with smaller follower counts tend to have the highest engagement rates, but not always the lowest costs per engagement.
US Offline Media Spend in 2022 and the Outlook for 2023
US offline media spending grew by 4.2% year-over-year in 2022, but will inch down this year.
US Online Media Spend in 2022 and the Outlook for 2023
Total US online media spending is expected to grow by 10.8% this year, capturing 6 in 10 media ad dollars.
The Most Impactful Trends of 2023, per Agencies
Short-form video is again considered the most important this year, while story-driven visualization is rising up the ranks.
TV Ads Still Drive Purchases, US Consumers Say
For Gen Z, influencers have the most sway over brand and product decisions.
World Cup 2022: A Few Stats to Know
Almost half of sports fans in the US are interested in watching the event. That pales in comparison with some other countries.
WOM: Recommendations from Family & Friends Still Hold Great Sway
About 7 in 10 adults say they’ve bought products or services based on recommendations from family.
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.
CMOs’ Major Resource Allocations to Remain Steady Amid Budget Pressures
Three in 4 CMOs are facing pressure to “do more with less.”
Podcasters Reportedly Have More Influence on Listeners Than… Influencers
Podcast listeners say that hosts’ influence matters more to them than social media influencers.
1 in 4 Adults Have Made A Purchase Based on an Influencer’s Recommendation
Adults ages 30-44 are the most likely to have made a purchase based on an influencer recommendation, with 42% reporting having done so.