Gen Z adults are particularly unlikely to feel that they have the most in common with their own generation.
Demographics & Audiences Articles
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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%.
Young Adults’ TikTok Engagement Grows
Notably, 18-29-year-olds are as likely to support as to oppose a US government ban of TikTok.
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.
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.
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.
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.
How Do US Adults Use TikTok?
A subset of highly active users are responsible for the vast majority of content.
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.
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.
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.
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.