Marketing Charts - Page 2 of 298 - Charts, Data and Research for Marketers

Talent Gap Hinders Marketers’ Use of AI About half of marketers surveyed say hiring more talent with AI skills is one of their biggest challenges in implementing AI capabilities.

In order to gain a competitive edge, a majority of marketing and customer experience executives have their eye on frictionless integration of emerging technologies, with AI being one of those technologies expected to improve personalization and ease for the... READ MORE

Paid Music Streaming Subscriptions Continue to Grow The number of paid music streaming subscriptions reached 82.1 million in the first half of 2021.

Paid music subscriptions in the US have grown yet again during the first half of 2021. Recent data released by the Recording Industry Association of America (RIAA) indicates that paid music streaming services gained another 9.5 million subscriptions over H1... READ MORE

Diversity Among Millennials: Non-Hispanic Whites in the Minority Hispanic Americans currently represent about one-fifth of the US population.

Between 2000 and 2021, the Hispanic population in the US has grown by about 81%, accounting for 57% of the total growth in the US population across all races and ethnicities during that period. And, per a recent report [download page] from Claritas,... READ MORE

Almost Half of Affluent Americans Have or Plan to Buy A 5G Phone About 2 in 5 US adults are planning to purchase or already have a 5G-enabled smartphone.

As 5G technology becomes more prevalent, consumers are looking forward to benefits like faster data transfer, HD video capability, consistent streaming and better wearable connectivity. It’s expected that 106 million units of 5G smartphones will be sold in... READ MORE

B2B Exhibition Industry Performance Improves in Q2; Only 2 in 3 Events Cancelled The CEIR Total Index declined by 79.1% in Q2 compared to the same quarter in 2019.

In what might be seen as promising news for the B2B exhibition industry, second-quarter findings from the Center of Exhibition Industry Research (CEIR) show that their Total Index saw a decline of 79.1% over the same quarter in 2019. This 79.1% decline in... READ MORE

Is ABM Having An Impact on Marketing-Generated Revenue? Some 1 in 5 B2B marketers surveyed say that, compared to other programs, ABM is the most important for producing revenue.

Account-based marketing (ABM) has gained traction over the past few years. For many marketers, it has become a go-to-market priority, offering higher ROI compared to traditional marketing initiatives and better relationships with other businesses. While ABM... READ MORE

2021’s Top Brands Ranked by Customer Loyalty Amazon has retained its spot at #1 for the fifth consecutive year.

For the fifth year running, Amazon has been named the brand loyalty leader in the US. This is per Brand Key’s latest annual loyalty study [pdf], which ranked customer engagement and loyalty to 1,260 brands across 112 categories. Rounding out the top... READ MORE

People Are Discovering Streaming Video Content Through A Variety of Sources About 4 in 10 video streamers say they have discovered content to watch by chance. But ads and word-of-mouth are also powerful.

About one-third (35%) of consumers say that knowing they can always find something to watch is one of the most influential features of video streaming services. But, how are people discovering streaming video content? Here’s what a survey [download page]... READ MORE

Half of 18-34-Year-Olds Say They Have No Disposable Income Some 4 in 10 US adults say they do not have money left over after paying bills.

Although a select few Americans have enjoyed an increase in income during the pandemic, the pandemic has otherwise done little to improve the financial status of many Americans. Per a recent survey from Ipsos, 4 in 10 US adults say they have no disposable... READ MORE

MarTech Abounds, but Are Marketers Happy With Their Results? More than two-fifths of marketers surveyed say they use 4 or more marketing tools to run and/or measure a campaign.

With a large majority of marketers asserting that marketing will be more technology-driven than it was before the pandemic, many companies are increasing their investment in new marketing technology. As it is, marketers are already using a multitude of... READ MORE

Streamed Music Rivals Radio in Daily Use About 36% of US adults listen to streamed music daily, compared to 33% who listen to the radio on a daily basis.

With its wide reach continuing, America’s love affair with radio has yet to wither – indeed some two-fifths of the time US adults spend listening to audio takes place on AM/FM radio . Nevertheless, streaming music poses some competition for audio time,... READ MORE

US Median Household Income Falls for the First Time in Almost A Decade The US real median household income in 2020 shrunk by 2.9% over 2019, yet households in the 95th percentile saw incomes increase by 50%.

The real median household income in the US in 2020 was $67,521, representing a (statistically significant) decline of 2.9% year-over-year from 2019. This figure comes from a report released by the US Census Bureau based on official findings from the 2021... READ MORE

Intangible Asset Values Grow During the Pandemic; Microsoft Leads All Companies The Cosmetics & Personal Care sector is considered the most intangible industry.

Global intangible assets have grown by approximately 11% per year in the past 25 years, with the latest GIFT™ report from Brand Finance revealing that global intangible assets are now worth more than $74 trillion. The report, which examines the growth... READ MORE

Few US Adults Say They Always Accept Cookies on Websites Younger US adults are more likely than average to click "accept all" on website cookie requests.

While marketers struggle with the impact cookie deprecation will have on their marketing activities, it turns out that a majority of US adults do not always “accept all” when a website asks them about cookies. This is per a survey from YouGov that... READ MORE

Who Uses Ride-Hailing Apps? About one-third of adults surveyed have used a ride-hailing app.

While the use of ride-share apps more than doubled between 2015 and 2018 (15% vs. 36%), it appears the share of people using them has remained relatively steady since then. Some 1 in 3 (32% of) US adults claim they have used a ride-hailing app, per a report... READ MORE

Streaming Services Now Firmly Ensconced As the Public’s Default TV Viewing Option More than half (55%) of US TV viewers surveyed say that they default to online sources to watch TV.

When US consumers have free time for entertainment, there are more who opt to watch TV and movies (29%) than those who prefer to socialize (22%), spend time with gaming, social media or online videos (20%) or spend time outdoors (10%). This is per a report... READ MORE

Marketers Are Still Reliant on 3rd-Party Cookies Half of senior marketers surveyed say that third-party cookies make up the majority of the data their company uses.

More than 8 in 10 (83% of) marketers say they are currently using third-party cookies. That’s despite third-party cookie deprecation being considered one of the top digital media challenges this year. Indeed, a report from Innovid reveals that a large... READ MORE

These Are the Most Common Activities on Mobile Phones About 8 in 10 consumers use their mobile phones to check email.

Some 85% of US adults own a smartphone, and they spend a lot of time using their devices. Mobile accounted for 8 in 10 minutes spent with digital in 2020, and 38% of consumers say they check their phone every few minutes. Mobile phone users turn to their... READ MORE

What are the Top Challenges to Building Trust in Business? Close to three-quarters of business executives recognize that trust in a business can strengthen customer loyalty.

Trust in a brand can lead consumers to buy more from it, as well as recommend the brand to others. However, a survey from PwC shows that building trust is not without its complications. The survey of more than 500 business executives and 1,000 consumers... READ MORE

Where Marketers Do Well – And Not So Well – in Chasing Growth Opportunities Senior marketers continue to prioritize organic growth.

Some 4 in 10 (39% of) US CMOs say that they are primarily responsible for revenue growth in their company. The latest report from The CMO Survey looks at some of the most frequent behaviors marketers exhibit when pursuing growth opportunities. Marketers... READ MORE

Almost Half of OTT Viewing Households Have HHI of At Least $75K Not surprisingly, youth and Gen Xers are heavily featured in OTT households.

Since the start of the pandemic, more households have started using OTT video, and the number of hours spent viewing OTT content has also increased. This is per data [download page] from Comscore, which shows that OTT households in June of this year had... READ MORE

What Does A Good Data Experience Look Like Within An Organization? About 9 in 10 US organizations surveyed have invested in data management in the last year.

A full 85% of US organizations are increasing their focus on data experience to become more data-driven as a business. This is per a report [download page] from Experian that examines how organizations are approaching data management and what makes for a... READ MORE

Some People Are Using Voice Search to Find Local Businesses, But Few Trust the Results In the last year, two-thirds of US consumers have used a business information site to find a new business to consider using.

More than 9 in 10 (94% of) consumers say they have used a business information site to find information about a local business in the last 12 months. But, what happens when information on these sites isn’t accurate? Here’s what a survey from BrightLocal... READ MORE

When it Comes to Brand Activism, Consumers Care Most About How Employees Are Treated More than two-fifths of US consumers view social activism from brands positively.

A majority of shoppers say they are more likely to buy from and trust purpose-driven brands. Indeed, 2 in 5 (43%) say they view social activism from a brand positively, according to a report [download page] from Jungle Scout. The survey of 1,100 US adults... READ MORE

As DE&I Grows in Importance, Where Are Marketers Facing Obstacles? More than two-thirds of senior marketers surveyed say that DE&I is a priority for their company.

US CMOs say that marketing spending on diversity, equity and inclusion (DE&I) has increased by an average of 10.6% in the last year. This is per the latest report from The CMO Survey, which also looked at the barriers of bringing DE&I into the core... READ MORE

1 in 5 CMOs Almost Never Measure Customer Lifetime Value On the other hand, more than 3 in 4 consistently measure sales and revenues.

In the next 12 months, senior marketers anticipate significant growth in marketing spending. To justify spending, marketers use various metrics to evaluate the impact of marketing actions. The most recent report from The CMO Survey indicates that engagement... READ MORE

Companies Say They’re Capturing More Data Now. How? About 8 in 10 have increased their use of websites and e-commerce.

While marketers strive to create optimal long-term relationships with customers by humanizing connections and understanding emotive drivers as well as by delivering more personalized, contextual experiences, in order to do so, they look to collect customer... READ MORE

3 in 10 Podcast Listeners Have Used a Promo Code Heard During an Episode About 2 in 5 have purchased a product advertised on a podcast.

Some 4 in 10 Americans ages 12 and older listen to podcasts every month and this year podcast advertising spending is expected to top $1 billion. Fortunately for advertisers, new data [press release] from NCSolutions reveals one-third of podcast listeners... READ MORE

45% of American Adults Say They Use Fintech Apps Nearly three-quarters are using them for banking.

Despite concerns over data security, mobile banking usage is on the rise. Per the latest Consumer Trends report [download page] from Jungle Scout, of the two-fifths (45%) of US adults who use fintech apps, close to three-quarters (73%) are using them for... READ MORE

Amid Growing Reliance, How Will Marketers Enhance Their First-Party Data? Close to two-thirds will do so by growing email lists via newsletters.

Third-party cookies have been a proven data source for many advertisers for some time now, but amid cookie deprecation as data restrictions tighten and tech companies like Apple and Google make it harder to track users, there is now a push to find... READ MORE

How Do You Set and Justify Your Marketing Spend? About 6 in 10 CMOs surveyed say they feel more pressure to prove marketing's value to the CEO.

While about 7 in 10 CMOs believe that the role of marketing has increased in importance over the past year, many also feel increased pressure to prove the value of marketing to others in the C-suite. The latest report from The CMO Survey reveals that 59% of... READ MORE

The Number of Americans Paying for Digital Audio is Expected to Grow by 11% This Year Estimates for 2021 put the number of paid digital audio subscribers in the US at 121.9 million.

The share of US audio listeners who subscribe to paid digital audio services such as Spotify Premium and Apple Music is on the rise. Data from eMarketer estimates that paid audio subscriptions will increase by 11% this year. eMarketer projects that by the... READ MORE

Quality Data’s a Problem for Data Management Strategies, but So Are Silos Receiving executive buy-in is less of a challenge when implementing a data unification and management strategy.

Despite seeing the advantages to unifying data, many marketers are finding it complicated to implement a strategy to unify and manage data. In fact, 7 in 10 of the marketers surveyed for a report [download page] from Ascend2 and its Research Partners say... READ MORE

The Number of Cannabis Users in the US Continues to Grow Some 26% of US adults surveyed report having used cannabis in some form in the past year.

With the number of US states that have legalized cannabis for recreational use growing — the count is currently at 18 states and Washington DC — the number of American adults who consume cannabis products (including marijuana and CBD) has also increased. A... READ MORE

More Evidence Suggests Connected TV Penetration is Plateauing The share of US broadband households with a CTV has only grown slightly from last year, echoing other similar findings.

In the second quarter of 2021, 86% of US broadband households had at least one internet-connected TV (CTV). However, the penetration of CTV in US households appears to be leveling off, per data from The Diffusion Group (TDG). The data shows that the share of... READ MORE

Who’s Spending Time Watching Traditional TV – And How Does It Compare with Other Platforms? Adults ages 55+ accounted for a full 60% of total time spent with linear TV in June.

Even as 1 in 5 adults ages 55 and older plan to “cut the cord” this year, older adults are still attached to traditional TV. June 2021 data from Nielsen reveals that adults 55+ dominate the total time spent watching linear TV. Supporting earlier data from... READ MORE

Here’s One Reason Why Marketers Obsess Over the Customer Experience More than 6 in 10 consumers around the world have decreased or stopped spending with an online retailer after a very poor experience.

While a good customer experience can induce consumers to purchase more from a company as well as instill trust in that company, the opposite is true when consumers have a less than satisfactory experience. A global consumer study [download page] by Qualtrics... READ MORE

Half of Local Ad Agencies Are Buying Streaming Audio About three-quarters are also offering social media management.

To achieve their goals, marketers utilize an abundance of advertising media. Of these, video, search, social and display are considered the most valuable. With this in mind, it’s no surprise a new report [download page] from Borrell Associates found these... READ MORE

Chat Reported to Overtake Email in Customer Service Preference However, phone remains the preferred channel for customer service issues.

When it comes to customer service, few consumers appear to be satisfied with their experiences. Indeed, per a report [download page] from Gladly, only 1 in 5 (19%) say customer service exceeds their expectations. Even though most consumers say they prefer to... READ MORE

Webinars Considered Most Effective for B2B Lead Nurture Programs The majority of B2B marketers lack content exclusive to lead nurturing.

Only one-quarter of B2B executives say they have content that is exclusively used for lead nurturing. Instead, a report [download page] from Demand Gen Report and RollWorks finds that close to two-thirds (63%) say they only have multi-purpose content. Here’s... READ MORE

In the US, TikTok Getting More User Engagement than YouTube Among Android owners, TikTok generated about 2 hours more user engagement per month than YouTube in June.

With more than half of US internet users saying they have access to more than 3 streaming services, it’s no surprise streaming apps are outpacing those that offer chat or photos and video when it comes to the number of downloads, according to the latest... READ MORE

B2B Marketers’ Biggest Go-to-Market Priority? Better Alignment with Sales Others say their biggest priority is to expand their scope of responsibility to include full customer lifecycle marketing.

As marketing (hopefully) moves into a post-pandemic era, marketing professionals are updating their go-to-market priorities. Per a report [download page] from Demand Gen Report and Folloze, 3 in 10 (29%) B2B marketers say their biggest priority is achieving... READ MORE

Marketing and CX Execs Look to Emerging Tech to Gain A Competitive Edge They will also be looking to create the next breed of content and experiences.

Marketing professionals had to think on their feet and implement new strategies during the pandemic. Now marketers are looking at new strategies to drive success in the next few years as the pandemic (hopefully) recedes. A report [download page] from... READ MORE

Out-of-Home Ad Revenues Register Uptick in Q2 Out-of-home advertising revenues grew by 37.9% year-over-year in Q2.

After a full year of quarterly decreases in revenues, out-of-home advertisers (OOH) have something to smile about. The Out of Home Advertising Association of America (OAAA) reports that OOH advertising revenues for Q2 2021 grew by 37.9% year-over-year... READ MORE

Almost 6 in 10 US Households Now Subscribe to At Least 2 of the Top 3 Streaming Video Services Some 78% of US households subscribe to at least one of the top 3 SVOD services.

The percentage of US households that have a subscription to one of the top 3 subscription video-on-demand (SVOD) services is holding steady at 78%, the same as it was last year. In its latest annual survey on SVOD subscriptions, Leichtman Research Group... READ MORE

What New Approaches Are B2B Execs Taking with Their Nurture Programs? A majority of B2B executives surveyed say their lead nurturing initiatives need improvement or are inadequate.

More than 4 in 10 B2B executives rate their current lead nurturing initiatives as excellent (8%) or average (36%). However, an equal share (44%) say these initiatives need improvement, while another 12% say they are poor or inadequate. So, what new... READ MORE

Apple Remains the Brand Resonating Most with Consumers During COVID Google drops down to the #10 spot on the list.

With about half of consumers saying they have stopped using a brand during the COVID-19 pandemic, it’s important for brands to keep their place within the hearts and minds of consumers. Here’s a look at the brands that a study [download page] from brand... READ MORE

Few Americans Feel They’re Fully Represented in Advertising Slightly fewer than 1 in 4 US adults agree that people like themselves are fully represented by people they see in ads.

Although a majority of US adults have said that diversity in advertising is important, fewer than one-quarter (23%) agree that people like themselves are fully represented by the people they see in advertisements. This is per a survey from YouGov that looks... READ MORE

Majority of Premium Digital Video Viewing Takes Place on a TV Set A full 60% of digital video ad views in H1 were viewed on CTV.

The majority of premium digital video in the US was viewed on the “big screen” during the first half of 2021, per a report from FreeWheel. Given the option to view video via mobile, desktop or on a TV set, it appears people are still opting for the bigger... READ MORE

Where Are Media Budgets Trending for Next Year? There's plenty of optimism when it comes to online video ad budgets.

After surpassing half of total global ad spending this year, digital media budgets are expected to see increases across the board in 2022. A survey from Kantar also shows that the majority of traditional media budgets will not be as fortunate. Online video... READ MORE

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