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Smart Speaker Usage Surges at Year-End

Smart Speaker Usage Surges at Year-End In-home data usage across devices grew by 36% year-over-year in April 2020.

Across all devices, in-home data usage in the US experienced year-over-year growth during every month in 2020, with the highest growth seen at the start of the COVID-19 pandemic, per recent data from Comscore. Although in-home data usage grew by 16%... READ MORE
COVID Leads Consumers to Diversify Their Food & Grocery Store Choices

COVID Leads Consumers to Diversify Their Food & Grocery Store Choices Some 45% of global consumers had shopped for food or groceries at a retailer they had never visited before.

Consumers around the world found themselves in a position last year that most had never experienced before. The pandemic and the resulting restrictions placed on movement and commuting put many in a position where they were not always able to visit their... READ MORE
Digital Sources Now Generate 40% of Leads for Professional Services Firms

Digital Sources Now Generate 40% of Leads for Professional Services Firms Digital sources represent an even larger share of leads for high-growth professional services firms.

The share of revenue professional services firms dedicated to marketing almost doubled from 8% in 2019 to 15% in 2020, according to a recent Hinge Research Institute report [download page]. This is just one of the marketplace changes listed in the study,... READ MORE
Trust in Tech Industry Falls; People Skeptical of News Sources

Trust in Tech Industry Falls; People Skeptical of News Sources Business is now the most trusted institution - more so than government and the media.

At a time when public trust in institutions and business is not only desired but could be considered vital, it looks as though the public’s trust has faltered. Although this year’s Edelman’s Trust Barometer shows the public still trusts business in general... READ MORE
Alcoholic Drink Brands Buck Ad Spending Trends, Invest More in TV Than Digital

Alcoholic Drink Brands Buck Ad Spending Trends, Invest More in TV Than Digital In another anomaly, the Government & Non-profit sector spends more on out-of-home media than on TV.

At a time when more advertisers are allocating the bulk of their spending to digital, not every sector is following suit. In fact, data from WARC shows that the Alcoholic Drink sector is still allocating the largest share of its spend to TV. Alcoholic Drinks... READ MORE
US Video Game Spending Grew by 27% Last Year

US Video Game Spending Grew by 27% Last Year US consumers spent $49 billion on video game content alone in 2020.

Without a doubt, video games are a big business, especially at a time when the industry has a more captive audience than usual. As proof, data provided by NPD Group shows that, in 2020, total US consumer sales for the video game industry grew by more than... READ MORE
Most B2B Exhibitors Will Continue Virtual Events Post-Pandemic

Most B2B Exhibitors Will Continue Virtual Events Post-Pandemic Event organizers are offering a range of sponsorship options to attract brands.

Some 4 in 10 B2B event organizers plan to hold a virtual event in 2021, according to a new report [download page] from the Center for Exhibition Industry Research (CEIR) on trends in the virtual event space. Based on a poll of more than 340 executives at... READ MORE
Consumers Turned More to These Online Services During the Pandemic

Consumers Turned More to These Online Services During the Pandemic More than 6 in 10 US adults claim to watch TV or movies online daily.

Even before the pandemic, people were heading online to shop, watch videos, keep up-to-date with friends and family and read the news. However, the pandemic has led to increased use of certain online services. Here’s what a Morning Consult survey of 2,200 US... READ MORE
Public Trust in Advertising Practitioners’ Integrity Worsens

Public Trust in Advertising Practitioners’ Integrity Worsens Some 43% of US adults rate advertising professionals as having low or very low standards in ethics and honesty.

Another year has gone by and advertising professionals’ standing among the least trusted professions in the US has not improved. The most recent annual Gallup report on honesty and ethics in professions puts advertising practitioners just slightly better... READ MORE
TikTok Shines in Hours Spent per User

TikTok Shines in Hours Spent per User The amount of time TikTok users spent per month using the app grew by almost 70% year-over-year in 2020.

2020 was quite the year for TikTok: the number of US adults using TikTok doubled in 2020, and the year also witnessed increased engagement with the app among younger users as a result of the pandemic. In fact, the number of monthly hours users spent with the... READ MORE
First-Party Data Takes on Key Role As Companies Account for New Data Restrictions

First-Party Data Takes on Key Role As Companies Account for New Data Restrictions About half of marketers surveyed are prioritizing 1st-party data in order to accommodate for growing privacy data restrictions.

More than half (52%) of marketers have the goal of collecting more first-party data as part of their efforts to deal with increasing data restrictions, according to Merkle’s Customer Engagement Report [download page] for 2021. The report reveals how prepared... READ MORE
Viewers of YouTube Influencer Videos Report Impact of Endorsements

Viewers of YouTube Influencer Videos Report Impact of Endorsements Among YouTube influencer video viewers, almost two-thirds ages 13-34 have seen a featured product or brand.

About two-thirds (67%) of 13-24-year-olds who watch online videos say they are watching more digital video because of the pandemic. Findings from a recent report [excerpt download page] from Hub Research shows that increased online video viewing is mostly... READ MORE
Global Digital Games Revenue Up 12% in 2020

Global Digital Games Revenue Up 12% in 2020 Mobile accounted for the largest share of digital games revenue in 2020, at close to $74 billion.

The digital games and interactive media industry grew by 12% year-over-year in 2020, representing revenue of $139.9 billion, according to new figures [download page] from SuperData. Here’s a roundup of the report’s insights into gaming in 2020, as well as... READ MORE
Holiday 2020 Data Hub [Updated]: Results Recap

Holiday 2020 Data Hub [Updated]: Results Recap Looking at the 2020 holiday season in numbers, including forecasts and key trends.

Despite much lower predictions, data from the National Retail Federation (NRF) finds that retail sales, including online and other non-store sales, for the November through December 2020 holiday season grew by an impressive 8.3% over the same period in 2019,... READ MORE
B2C Marketers Outline Their Top Concerns and Priorities This Year

B2C Marketers Outline Their Top Concerns and Priorities This Year The growing demand for safety and convenience is a key concern for a majority of B2C marketers.

Even before the pandemic, consumers were looking for convenience across most facets of their shopping experiences, but after the COVID-19 outbreak, the need for convenient and safe ways to shop have become essential. B2C marketers are very much aware of this... READ MORE
4 in 10 Consumers Always Read Local Businesses’ Responses to Reviews

4 in 10 Consumers Always Read Local Businesses’ Responses to Reviews Some 9 in 10 consumers read online reviews of local businesses at least occasionally.

When it comes to influencing purchase decisions, consumers take product and business reviews to heart. But, it’s not just reviews that consumers read — close to three-quarters also read the businesses’ responses to these reviews. This is per a survey from... READ MORE
The B2B Exhibition Industry Remained Grounded in Q3

The B2B Exhibition Industry Remained Grounded in Q3 The CEIR Total Index saw a year-over-year decrease of 98.1% in Q3 2020.

Third-quarter data reveals that 2020 continued to be a terrible year for the B2B exhibition industry. This is per findings from the Center of Exhibition Industry Research (CEIR), which shows that their Total Index saw a decline of 98.1% over the same quarter... READ MORE
SVOD at About 1 in 8 Live TV Viewing Minutes

SVOD at About 1 in 8 Live TV Viewing Minutes SVOD's share of live TV viewing has tapered off since hitting highs at the start of the pandemic.

While the percentage of US households using SVOD services has continued to rise, as has the share of households who subscribe to both pay-TV and SVOD services, SVOD’s portion of live TV minutes tapered off towards the end of 2020, per data from... READ MORE
Which Digital Platforms Are Marketers Upping Their Spend on This Year?

Which Digital Platforms Are Marketers Upping Their Spend on This Year? Some 7 in 10 surveyed marketers foresee increased investment in online video this year.

More than 9 in 10 marketers plan on investing in online video and mobile this year, with a majority planning to invest more in each of these channels than they did in 2020. At the same time, data from WARC’s Marketer’s Toolkit 2021 report [download page]... READ MORE
Troubles Measuring Impact Hinder B2B Video Efforts

Troubles Measuring Impact Hinder B2B Video Efforts About half of marketing and sales professionals report being satisfied with their 2020 video efforts.

About half (51%) of marketers and sales professionals (largely in B2B or B2B and B2C firms) have expressed satisfaction with their video efforts in 2020. Perhaps guided by this satisfaction as well as the potential benefits of a video strategy, the majority... READ MORE
Record Email Volume Means Record Inbox Competition. Are You Prepared?

Record Email Volume Means Record Inbox Competition. Are You Prepared? Validity's analysis over the past 8 months uncovers key shifts in how companies use email to reach consumers and how they respond.

[Sponsored by Validity] 2020 changed the email marketing landscape, upending all the norms we believed. Our data revealed record fluctuations in volume, dramatic shifts in effective send time strategy, and intriguing (and to some, baffling) recipient... READ MORE
E-Commerce Forecast to Account for 1 in 6 Retail Dollars This Year in the US

E-Commerce Forecast to Account for 1 in 6 Retail Dollars This Year in the US That trails China, where e-commerce is expected to comprise more than one-quarter of retail sales.

The global retail e-commerce market is estimated to reach close to $4 trillion for 2020, according to a forecast [download page] from GroupM. The predictions also envision retail e-commerce sales across the globe nearing the $7 trillion mark by 2024. Per the... READ MORE
B2B Marketers Claim Higher ROI from ABM

B2B Marketers Claim Higher ROI from ABM Three-quarters of B2B marketers report higher ROI from ABM versus traditional marketing initiatives.

Companies are continuing to invest in ABM with on average more than one-quarter (27%) of marketing budgets being dedicated to the tactic, according to a study [download page] of B2B marketers from ITSMA and ABM Leadership Alliance. This budget share is no... READ MORE
Location-Based Ad Targeting Data Deemed Valuable, But Not So Accurate

Location-Based Ad Targeting Data Deemed Valuable, But Not So Accurate Some 8 in 10 global companies believe location-based services' ad-targeting data is valuable.

Half (51%) of marketers think that location-based marketing is extremely important to their business, according to The LBMA’s Global Location Trends Report [download page] for 2020, which surveyed almost 900 companies, the vast majority (95%) of which use... READ MORE
How Do People Come to Be “Visible Experts” in Their Field?

How Do People Come to Be “Visible Experts” in Their Field? Many Visible Experts have expertise in two areas and connect ideas across them.

The majority (56.1%) of Visible Experts’ clients say they learn just from working with the expert, but they also experience a variety of other benefits, according to a recent report [pdf] from Hinge. Per responses from the 220 Visible Experts and 275 clients... READ MORE
A New Breed of B2B Decision-Makers?

A New Breed of B2B Decision-Makers? BETAs are the first generation of digital natives to reach senior positions in businesses.

The way B2B companies do business has evolved. With more emphasis being put on digital transformation that has only been exacerbated by COVID-19 and changing customer behaviors, B2B decision-makers are changing as well, as a younger generation takes their... READ MORE
Content Marketing on Twitter: 4 Points

Content Marketing on Twitter: 4 Points The most popular hashtag that appeared alongside the hashtag #contentmarketing was #digitalmarketing.

As one of the top 5 social media apps US consumers cannot do without, Twitter remains a destination for brands to engage with their customers. It’s also a place where content marketers can share and discuss content either with their prospects or with each... READ MORE
Here’s What Women Want to See from Brands in Advancing Gender Equality

Here’s What Women Want to See from Brands in Advancing Gender Equality Many women believe that brands have a lot of responsibility to improve women's equality.

When it comes to women’s representation in media, only about one-third of Hispanic (36%) and White (33%) women say that media has made a lot of progress to better represent women in the past decade, while even fewer (23% of) Black women agree with that... READ MORE
3 Interesting Study Findings About TikTok’s Adult User Demographics

3 Interesting Study Findings About TikTok’s Adult User Demographics Its hold on young adults is well known, but TikTok also appears to have strong appeal with Hispanic adults.

TikTok has quickly become a favored social media platform among teens, and several Fortune 500 companies have even seen the value in engaging with customers through the app. And, while the appeal of TikTok is undeniable among America’s youngest generations,... READ MORE
Here Are Forecasts for the Global Ad Market This Year

Here Are Forecasts for the Global Ad Market This Year The global media advertising market is forecast to grow by 12.3% this year.

Following a year that saw the global advertising market contract by 5.8%, projections are more optimistic for 2021, with an expected 12.3% year-over-year growth. This is per a year-end report [download page] from GroupM which also estimates that internet... READ MORE
Here’s How Marketers and Agencies Are Handling the Shift to E-Commerce

Here’s How Marketers and Agencies Are Handling the Shift to E-Commerce About 7 in 10 client-side marketers believe that the shift towards online shopping is here to stay.

While COVID-19 negatively impacted many industries in 2020, e-commerce thrived, with a global study [download page] by WARC reporting that in the US alone, e-commerce experienced a “10-year growth spurt” in a matter of eight weeks. On the whole, there is an... READ MORE
People Still Say They’re Watching More TV Than They Did Pre-Pandemic

People Still Say They’re Watching More TV Than They Did Pre-Pandemic More than one-third of US consumers say they now watch a lot more TV than they did pre-pandemic.

One consumer behavior that has come out of the pandemic and shows no sign of reverting back to “normal” just yet is the increased amount of TV people are watching. Recent data [download page] from Hub Entertainment Research from a November 2020 survey shows... READ MORE
COVID and Recession to Dominate Societal Considerations in Strategic Plans

COVID and Recession to Dominate Societal Considerations in Strategic Plans Nearly every marketing executive surveyed believes that post-pandemic changes in consumer behavior will be a consideration when forming their strategies for this year.

Although 2020 is finally over, marketers are looking to a lot of the changes brought about by the pandemic and the resulting economic impact to inform their strategies this year. Indeed, a report [download page] from WARC shows that topics and concerns such... READ MORE
What Kinds of Online Ads Do Early Tech Adopters Say Catch Their Attention?

What Kinds of Online Ads Do Early Tech Adopters Say Catch Their Attention? Close to 1 in 5 (18% of) US consumers consider themselves to be early adopters of technology.

Close to one-fifth (18%) of consumers around the world are early adopters of technology – agreeing that they either are actively on the lookout to buy new tech devices and services or are always keen to use new tech products as soon as they enter the... READ MORE
What Do Digital Media Pros See As Their Top Challenges This Year?

What Do Digital Media Pros See As Their Top Challenges This Year? Digital marketing experts see third-party cookie deprecation as a key obstacle in 2021.

Digital media experts think that third-party cookie deprecation will be a top challenge in the industry this year, according to Integral Ad Science’s (IAS) latest Industry Pulse report [download page]. Here’s what the report has to say on other... READ MORE
B2B Digital Sales Amid the Pandemic: 6 Points

B2B Digital Sales Amid the Pandemic: 6 Points More than three-quarters of B2B sales professionals believe that digital selling strategy will be instrumental in recovering from the pandemic.

The majority (55%) of B2B sales professionals think that their business will recover from the pandemic and resultant global recession, and for 78% a digital selling strategy will be instrumental to recovery. So finds Altimeter’s latest report [download page]... READ MORE
Which Emerging Tech Do Marketers Think Will Most Impact Strategy This Year?

Which Emerging Tech Do Marketers Think Will Most Impact Strategy This Year? More than 2 in 5 marketers are hopeful about the impact real-time marketing will have on strategy.

Real-time marketing, analytics and AI are just some of the technologies that marketers think will have an impact on marketing strategy in 2021 according to a recent survey from Ascend2. The 270 marketers surveyed in November 2020 were asked which emerging... READ MORE
Older Adults Spending More Time and Money on Video Games

Older Adults Spending More Time and Money on Video Games US adults ages 65 and older increased their time gaming in 2020 by 45% year-over-year.

It’s been established that the image of the stereotypical video game player differs considerably from what the average gamer really is. Even with some myths dispelled, gaming is still perceived as an activity for younger people. However, data [press release]... READ MORE
How is the US Ad Market Projected to Fare This Year?

How is the US Ad Market Projected to Fare This Year? US ad spending is expected to grow by 6.2% this year. Which media are likely to rebound faster than others?

After a pandemic-induced contraction of 3.9% in 2020, the US advertising market is expected to rebound to 6.2% year-over-year growth this year. So says a year-end report [download page] from GroupM, which also forecasts that this year internet advertising... READ MORE
6 Points About Content Marketing and Search

6 Points About Content Marketing and Search The top search query on Google relating to content marketing last year was “content marketing strategy.”

The events of 2020 saw content consumption and engagement rise, particularly in the B2B arena, signaling the importance of content marketing in an increasingly digital world. As such, a new report [download page] from SEMrush examined a range of content... READ MORE
4 Points About Consumer Behavior Changes Spurred by COVID

4 Points About Consumer Behavior Changes Spurred by COVID More than three-quarters of consumers have tried a new shopping behavior since the start of the pandemic.

Thanks to the COVID-19 pandemic, 2020 has been a year of disruption for consumers and businesses – and according to new data from McKinsey, the vast majority (78%) of consumers have tried a new shopping behavior since the pandemic began. Here are 4 key... READ MORE
B2B Video ROI Reportedly Improving; Use in Sales Conversations Climbs

B2B Video ROI Reportedly Improving; Use in Sales Conversations Climbs Video is an important form of content for three-quarters of marketing and sales professionals surveyed.

Organizations continue to see video as a viable form of content. The latest State of Video report [download page] from Demand Metric and Vidyard finds that even more organizations are seeing its value, with 76% of the marketers and sales professionals... READ MORE
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