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Audio advertising is pacing for14.4% growth this year to US$18.06 billion, the fastest growth rate in 40 years, driven by double-digit increases in OTA, streaming, podcast, satellite and Hispanic audio ad & marketing spend, according to PQ Media’s United States Audio Media Forecast 2021.

United States audio media advertising & marketing spending, as well as consumer audio usage and consumer spending on audio media are all on pace for record growth in 2021, amplified by new technologies, changing consumer behaviors and shifting ad budgets, according to new research released today by PQ Media.

Audio advertising spending is pacing for 14.4% growth this year to US$18.06 billion, the fastest growth rate in 40 years, driven by double-digit increases in OTA (Broadcast over the Air), streaming, podcast, satellite and Hispanic audio ad & marketing spend, according to PQ Media’s United States Audio Media Forecast 2021.

Podcast advertising is on pace for a 32% surge in 2021, while Hispanic audio ad spend is set to rise 16.5%, OTA advertising is expected to increase 14.2%, and streaming audio ad spend is projected to grow 13.4%.

The caveat to this year’s double-digit growth spikes in audio ad & marketing spending is that they follow the steepest drops on record in 2020, when all media spending was driven down by the deep impact of COVID-19 and the pandemic’s after-effects worldwide. For example, total audio ad spend, of which OTA accounts for 70%, is not expected to reach the pre-pandemic 2019 level until 2023, according to PQ Media.

However, streaming audio advertising, including digital extensions of radio stations and audio subscription services, and podcast ad spend continued to grow at double-digit rates during the pandemic’s apex in 2020 and will post accelerating growth in 2021 to set new ad spend records.

Meanwhile, consumer audio usage is expected to rise 3.3% to an average of 13.7 hours per week in 2021, the quickest uptick in 20 years, fueled by strong growth across all major audio platforms. OTA audio usage was up 2.7%, streaming media usage, including digital radio station extensions and audio subscription services, also increased 2.7%, while podcast listening surged 9.9% and satellite radio was up 2.5%, according to the United States Audio Media Forecast 2021.

Strong Consumer Audio Expenditures

Consumer spending on audio media content and technology is expected to increase 8.3% to US$25.96 billion in 2021, as end-user spend on audio content and tech also continued to grow through pandemic-struck 2020 and will continue to grow through 2022. The key growth driver is consumer spending on audio content, including streaming and satellite subscription services, podcasts and digital radio extensions, which has surpassed total audio ad & marketing expenditures, surging 12.4% in 2020, as the pandemic lockdowns supercharged consumer time spent with digital audio. Consumer spending on audio content will grow at an accelerated 12.6% to US $19.62 billion in 2021, PQ Media estimates.

Growth in the burgeoning Hispanic audio media market is being driven by several key factors, including this demographic’s increased share of the total US population

“Audio has proven to be a resilient medium since its rise to the fore of the media spectrum in the 1920s, continually adapting to strong challenges posed by the emergence of new technologies, such as television in the 1950s, as well as related changes in consumer behaviors and shifting ad budgets. All three of these critical PEST trends were strongly influenced by COVID-19, but as these key variables evolved with the severe impact of the pandemic in 2020, audio media once again rose to the challenge and showed its staying power with consumers,” said PQ Media CEO Patrick Quinn.

With the continued growth in the popularity of podcasting in 2021 and the increased use of smart technology to listen to digital radio station extensions, traditional OTA broadcasts have remained the most popular audio content consumers listen to in their cars. “When audio media’s three major platforms are combined – OTA, digital and podcasting – audio is a powerhouse medium like no other,” Quinn added.

The US Audio Media Forecast is the only source of comprehensive econometric data and analysis tracking the industry’s three KPIs – audio advertising & marketing spend; consumer audio usage; and consumer spend on audio content and tech. The new Forecast is differentiated from other recent industry research in that it includes exclusive data and confidential insights provided by leading audio media companies; radio station and network groups; digital streaming audio services; podcast producers; audio advertising agencies; and media investment firms.

AM/FM will remain the primary way consumers access audio through 2023, far outweighing consumer time spent with Spotify and Pandora

Audio Advertising: Podcast and Hispanic Are Surging

  • AM/FM will remain the primary way consumers access audio through 2023, far outweighing consumer time spent with Spotify and Pandora;
  • Content is king, as listenership will rise in audio segments that provide new, more engaging content, such as multicultural-focused programming on AM/FM stations, the emergence of new podcasting genres and riveting Q&A interviews on social media audio;
  • Podcasting has become the sexiest audio media channel, enticing more brands to audio that, previously, had not included this medium in their omnichannel advertising and marketing campaigns;
  • Hispanic audio – both digital and traditional – has emerged as a major force in the overall audio media industry, as Hispanic OTA advertising is pacing up 16.6% in 2021, while Hispanic streaming audio ad spend is expected to grow 14.8% this year, and Hispanic podcast advertising is projected to surge 38.5%, according to PQ Media.

“Growth in the burgeoning Hispanic audio media market is being driven by several key factors, including this demographic’s increased share of the total US population, which is now 19%, indicating growth of 22% from 2010-2020 to 62 million. In addition, the number of radio stations programming Hispanic-focused content during the past decade grew 20% to approximately 1,200 stations nationwide,” Quinn said.

This partnership offers a powerful new solution for Mexican advertisers: the availability of real-time market intelligence for paid social media advertising.

GfK – the leader in consumer and market intelligence and analytical and consulting services – announced an expanded partnership with BrandTotal, the leading social competitive intelligence and brand analytics platform.

With “dark” marketing – highly targeted campaigns invisible to the general public – now accounting for 88% of social media advertising spend, marketers often have little knowledge of the ads reaching their most important consumer segments. To break through this measurement roadblock, GfK and BrandTotal’s partnership allows marketers to track social advertising campaigns – including dark marketing – that target clients’ customers.

The new offering empowers marketers to:

  • Track competitor activities – including paid, organic and dark campaigns – across multiple platforms
  • Benchmark and optimize digital campaigns in real-time for custom consumer segments and goal setting
  • Effectively measure their brand against competitors and unlock their entire social advertising performance and strategy
  • Compare interactions and effectiveness across digital and social channels
  • Identify and address consumer net sentiment and engagement changes to campaigns over the course of weeks or months

The GfK and BrandTotal partnership brings together BrandTotal’s unmatched social media marketing intelligence platform with GfK’s global expertise in brand measurement and marketing, driving growth and increased brand value. GfK data and marketing science teams leverage and integrate BrandTotal data to help clients extract maximum value from social media data to answer business questions from different stakeholders.

The two companies joined forces in 2019 and have been working in the US, where BrandTotal has been adopted by key GfK clients. Because of this outstanding performance, the partnership is now expanding to Mexico.

Ricardo Barrueta, General Manager, GfK Mexico.

“Most social media advertising campaigns are invisible to the public, resulting in reduced business intelligence and blind spots,” said Ricardo Barrueta, General Manager, GfK Mexico.

“With this new solution, powered by BrandTotal, Mexican companies will now see the whole picture, tracking not just their own social ads, but their competition’s ads, including user engagement, net sentiment, creative choices, and beyond. This will help them make the right decisions, at the right time, for more effective marketing strategies.”

Using artificial intelligence, BrandTotal’s platform identifies, aggregates, and analyzes marketing campaigns across the social media ecosystem, helping advertisers and agencies see their competitive landscape farther and more clearly. It provides deep actionable insights on consumer advertising sentiment and engagement, spend, creative and design tactics, dark versus public ad metrics, organic and sponsored data, share-of-voice (SOV), share of topic, video versus non-video, social media mix, audiences, and more.

By delivering real-time, granular visibility into the social advertising strategies of competitors, GfK and BrandTotal unlock the intelligence clients need to optimize their own strategy, creative performance, consumer engagement, and sentiment.

Companies can even get a granular comparison at the campaign or product level for competitor media and creative.

“GfK and BrandTotal offer access to actionable, competitive intelligence that is not available elsewhere, all through aggregated multi-channel data in a simple visualization panel,” added Barrueta. “Companies can even get a granular comparison at the campaign or product level for competitor media and creative.”

GfK and BrandTotal can provide clients intelligence on how competitors interact with consumers, how targeted consumers respond to competitor ads, and which social platforms contain the most effective competitor advertising campaigns. This enables Mexican brands and agencies to outsmart and outshine their competition, winning wallet share and strengthening consumer love and loyalty.

Alon Leibovich, CEO & Co-Founder, BrandTotal.

“We are pleased to expand our partnership with GfK and make BrandTotal’s competitive social advertising intelligence available to the Mexican market,” said Alon Leibovich, CEO & Co-Founder, BrandTotal. “BrandTotal is on a mission to even the playing field in social advertising, enabling advertisers and agencies to see every ad in their category and how consumers react to them. In doing so, we help brands and buyers optimize their own strategies, amplifying social commerce advertising performance and maximizing spend.”

At Advertising Week New York, BrandTotal launched new offering for agencies that provides an inside look into competitors’ social advertising.

BrandTotal, the leading social competitive intelligence and brand analytics platform, today announced BrandTotal for Agencies at Advertising Week New York. BrandTotal for Agencies is a new offering that delivers real-time, granular visibility into the social advertising strategies of a brand’s competitors, helping agencies win new business, better serve clients and become more strategic.

Social Advertising
Alon Leibovich, CEO & Co-Founder, BrandTotal.

“Agencies are constantly under pressure to drive campaign performance for their brands,” said Alon Leibovich, CEO & Co-Founder, BrandTotal. “Unfortunately, social media intelligence has always been a black box, with limited access to competitive advertising strategies and metrics. With BrandTotal, that completely changes. We give agencies a 360-degree granular view of their clients’ competitive category data to more effectively measure social ad performance. This helps you easily pivot your creative and media strategy to ensure agency clients beat the competition.”

Using artificial intelligence, BrandTotal’s platform identifies, aggregates and analyzes marketing campaigns across the social media ecosystem, helping agencies see their clients’ competitive landscape farther and more clearly. It provides deep actionable insights on consumer advertising sentiment, consumer engagement with competitive ads, competitive media spend, creative and design tactics, dark versus public ad metrics, organic and sponsored data, social share-of-voice (SOV), share of topic, video versus non-video, social media mix, audiences, and more.

Key benefits of BrandTotal for Agencies include:

More Value Creation

See all of your clients’ competition’s social ads, paired with real-time consumer responses and sentiment. Understand what other brands are doing, so you can win more business as well as help your own clients punch above their weight, pivot strategy, or revamp their approach. Create insight-driven creatives for maximal performance that help transition your agency to performance-based invoicing and gain customer loyalty.

Maximum Coverage

BrandTotal covers all major social media platforms resulting in the broadest coverage of social share of voice and social advertising competitive intelligence data than any other solution in the industry.

Comprehensive Visibility

BrandTotal delivers deep insight into client competitors’ dark versus public social advertising, showing the entire number and percentage of organic, paid, and dark social ads each brand is running paired with consumer responses to those ads. You can also use contextual intelligence layers and correlate filters such as consumer sentiment and engagement by dark ads, public ads, or all ads — and much more.

Unparalleled Data Granularity

BrandTotal provides a 360-degree granular view of your clients’ competitive data at the category, brand and sub-brand, product, and even the campaign and ad level, so you can get the deepest and most accurate data to make the best decisions for each strategic initiative, or line of business, or client organization.

Flexible Offerings

Get standard syndicated categories out of the box, so you can see all of your prospects’ and customers’ rival brands within each category, and their performance data. See across any category, including ads, consumer sentiment, and media spend. For agencies that want a deeper dive into advertising insights, consider our customizable option, which enables you to deep dive into unparalleled granular insights with surgical precision – see the campaign, LOB or product-level data.

BrandTotal for Agencies helps agencies better serve existing clients, measuring their social ad performance benchmarked against their category competitors. This enables them to be proactive and relevant with actionable, data-driven competitive advertising insights. Agencies can also use BrandTotal for Agencies to win new business by minimizing the guesswork during pitches. Agencies can build new client services and optimize revenue opportunities with BrandTotal’s solution.

IAS Media Quality Report finds brand safety wins across the Americas, and ad fraud rates increase on desktop; while connected CTV ranks as most viewable ad format worldwide in H1 2021.

ad fraud
Tony Marlow, CMO, IAS

Integral Ad Science (IAS) released its H1 2021 Media Quality Report (MQR). Based on trillions of global data events, the report provides insights into the performance and quality of digital media worldwide.

“Our latest report points to significant brand safety wins for advertisers, especially in the Americas, as they focused on digital media quality efforts and preparing for a post-cookie world,” said Tony Marlow, CMO, IAS. “CTV continues to remain top of mind for marketers and again topped the viewability rankings worldwide offering strong opportunities to engage consumers. We observed other notable trends that brands can double down to address in the coming months, such as higher ad fraud rates on desktop.”

Several noteworthy trends emerged in the first half of 2021:

Advertisers in the Americas Achieved Big Brand Safety Wins

Brand risk dropped across all formats and environments globally — falling below 4% — as more advertisers adopted sophisticated brand suitability and risk prevention strategies. Display was the safest ad format, averaging brand risk rates of 2.4% on desktop and 2.6% in mobile web globally.

Brand risk for desktop display campaigns dropped in Brazil (-3.9pp), Mexico (-3.6pp), Canada (-3.4pp), and the U.S. (-2.4pp) – suggesting the growth of brand suitability tactics across the Americas. As more marketers across the Americas optimized away from violent content, these efforts helped push global brand risk for desktop display down 1.8pp annually to hit 2.4%. In the U.S., violent and offensive language accounted for 46% of brand risk, the first time that figure has dropped to less than half the total. Meanwhile in Canada, adult (7.2%) and violent (15.9%) content shares dropped to all-time lows. However, the share of brand risk linked to illegal drugs more than tripled in Canada to reach 36%, suggesting a higher tolerance for this content locally.

Europe Pushed Global Video Viewability Up, but CTV was Crowned Most Viewable

While consumers stayed at home – relying on their favorite screens to stay connected and productive in the first six months of 2021 – video ad viewability shot up across all environments and most markets globally. Italy topped the rankings for video ad viewability on desktop, at 85.1% with Germany close behind at 78.9%.

The U.S. stayed at the bottom of both lists.

Meanwhile Italy and France led in mobile web with viewability levels reaching 87.4% and 84.6%, respectively. By contrast, the U.S. stayed at the bottom of both lists netting just 68.2% and 67.6% for the same metrics. Meanwhile, CTV ads remained the most viewable format overall, reaching 93.2%, with benchmarks for all other video environments unable to break the 80% mark.

Time-In-View Rates Fall Globally

Average time-in-view for display campaigns experienced reductions across all environments. Worldwide average time-in-view for desktop display and mobile web display dropped 2% and 5% respectively, while mobile app display saw a nearly 25% reduction between H1 2020 and H1 2021.

Desktop display ads remained in-view more than any other format in H1 2021, averaging 22.67 seconds, despite a 0.47 second annual reduction.

Desktop display ads remained in-view more than any other format in H1 2021, averaging 22.67 seconds, despite a 0.47 second annual reduction. Indonesia (26.34 seconds), Mexico (23.70 seconds), and Singapore (21.96 seconds) topped the rankings for mobile app display time-in-view. However, France was the only market that showed gains, adding 1.34 seconds to reach 14.39 seconds.

Desktop Remains More Susceptible to Ad Fraud

Global ad fraud rates trended higher in desktop environments and lower across mobile. Optimized-against-ad-fraud levels rose by 0.2pp for desktop display and 0.4pp for desktop video, both reaching a 1% worldwide average. Ad fraud rates dropped 0.1pp for mobile web display and stayed flat for mobile web video, keeping mobile ad fraud rates at less than half the levels on desktop.

Argentina, France, Poland, and Sweden were the safest markets when it comes to mobile web display ad fraud, each reaching only 0.1% in H1 2021. Japan maintained the highest ad fraud rates in mobile web environments, with display reaching 2.3% and video reaching 2.9%. Without optimization tools and strategies, campaigns encountered ad fraud rates up to 13 times higher, depending on environment and format.

IAS’s H1 2021 Media Quality Report analyzed trillions of global data events from ad campaigns between January 1 and June 30, 2021 to offer an industry barometer for ad buyers and sellers to benchmark the quality of their campaigns and inventory.

Brand Intimacy is the emotional science behind the bonds consumers form with the brands they use and love. Positive emotional connection with Tech & Telecom brands holds strong in year 2 of the pandemic. Apple tops list of brands overall and in the tech and telco industry, it is followed by Google and Samsung, according to MLBM’s new Brand Intimacy COVID study.

Major corporations work hard to cultivate and develop their brand identity. Ultimately they want to build intimate bonds with the consumer. Brand Intimacy is the emotional science behind the bonds consumers form with the brands they use and love. The tech & telecom industry ranks 4th out of the 10 industries featured in MBLM’s 2021 Brand Intimacy COVID Study, a study of brands based on emotional connections during the pandemic. MBLM (pronounced Emblem) uses emotional science to build and manage more intimate brands. Apple ranks as the #1 most intimate brand overall in the study and as the #1 tech & telecom brand, followed by Google and Samsung, respectively.

Tech & Telecom
Top 10 Tech & Telecom Brands in MBLM’s Brand Intimacy COVID Study

MBLM’s study reveals that the remaining brands in the top 10 for the tech & telecom industry are Verizon, AT&T, Microsoft, Dell, LG, HP and Sony. Performance has improved, and the industry average is up seven percent since before the pandemic. Top intimate brands have also continued to outperform leading brands in the Fortune 500 and S&P indices in profit, and stock price growth over the last year, generating an additional US $16 billion in profit.

“Tech & telecom brands continue to be critical in keeping us connected to our work and loved ones in the second year of the pandemic,” stated Mario Natarelli, managing partner, MBLM. “They have shifted their focus on weathering the pandemic to establishing new policies and procedures and protecting against misleading information. The brands that continue to recognize this continued period of uncertainty and address their role in helping us weather this crisis will likely be the ones with the greatest gains in building stronger emotional bonds.”

 

  The average telco brand intimacy quotient is much higher than the cross-industry average.

Brand Intimacy in the Tech/Telco Industry: Additional Findings

  • The industry has an average Brand Intimacy Quotient of 45.7, well above the cross-industry average of 38.3
  • Tech & telecom performs better with men than women, and with consumers over 35 years versus those under 35
  • Across gender, age and income there is considerable alignment around top intimate brands, including Apple and Google
  • Enhancement remains the dominant industry archetype
  • Compared to MBLM’s previous COVID study, more than 32 percent of consumers have an increased positive emotional connection with tech & telecom brands
  • Samsung is the top brand for men, replacing Google, while Apple remains the top brand for women and users under 45
      Compared to MBLM’s previous COVID study, more than 32 percent of consumers have an increased positive emotional connection with tech & telecom.

MBLM also analyzed the telco industry in an article entitled, “Facilitating Communication & Interaction during the Pandemic.” The piece looks at how tech & telecom brands are navigating new challenges in response to COVID and their communications during this time.f

To view the technology & telecommunications industry findings, please click here. Additionally, to download the main Brand Intimacy COVID Study report or explore the Rankings, click here.

 

Tecate announced expanded distribution for its new premium beer Tecate ALTA in stores throughout California, Nevada, New Mexico, Arizona and the southern Texas Rio Grande Valley. To understand the rationale behind the new product launch and the Tecate ALTA marketing campaign by the Heineken-owned Mexican import beer brand, Portada talked to Belen Pamukoff, Brand Director, Tecate. 5 things you need to know.

1. Growth Markets: Mexican Beer and Light Beer

Mexican import beers are a major growth driver of the overall U.S. beer market. According to sales data from Nielsen, total Mexican beer sales in off-premise were up 9.4% for the 52 weeks ending Dec. 28, 2019, accounting for more than US $5.9 billion. In 2020 Mexican import growth suffered due to the pandemic, yet came back strongly at the end of the year.

Tecate Alta Marketing
Belen Pamukoff, Brand Director, Tecate

Another fast-growing beer consumption category is the low carb -2.4 g- and low-calorie – 85 calories-  light beer category. Belen Pamukoff, Brand Director, Tecate tells Portada that “Anheuser-Busch’s Michelob Ultra was taking a share of the light beer market and many Mexican Hispanics become consumers of Michelob Ultra. There was no Mexican import beer in the light beer category.”

The new Tecate ALTA is the lightest brew in the Tecate portfolio of beers which also includes Tecate Original, Tecate Light, and Tecate Michelada. Tecate Titanium, launched in early 2019, has been discontinued as Titanium’s brand identity was more in line with the former boxing sponsorship-oriented tagline “Born Bold” and less with the newly introduced “Mexico is in US” slogan.

  There was no Mexican import beer in the light beer category.

2. Consumer Insights

“After taste test success and sales momentum in key markets, we’re thrilled to expand the availability of
Tecate ALTA to new markets,”  says Pamukoff. According to an internal qualitative and quantitative test with 300 consumers which included blind testing in terms of the liquid as well as package preference,  Pamukoff asserts that “two out of three of Tecate’s core Mexican-American drinkers claim that ALTA is ‘more interesting’ than the brand they are currently drinking.  We are excited to offer our consumers a high-quality, ultra-premium option that speaks to their Mexican-American essence and identity.”

  We are excited to offer our consumers a high-quality, ultra-premium option that speaks to their Mexican-American essence and identity.

3. Tecate ALTA Marketing Creative

Tecate Alta MarketingTecate ALTA comes with the imagery and emotional attachment associated with its Mexican origin. Pamukoff notes that the whole brand has been modernized to embody the essence of the Mexican-American experience. Inspired by the heights of the sacred mountain of Cuchumá, in the magnificent borderland of Tecate, Baja California, ALTA reflects Tecate’s Mexican-American pride and roots, matching it with a refreshing, high-quality taste. The can design was developed by creative and branding agency Pearlfisher and is, in Pamukoff’s words, “a modern take on Mexican authenticity reflected in the design of the can and in the overall proposition.” The patterns on the can reflect the geography of the desert and the cactus. Additionally, the announcement of  Tecate ALTA’s expanded distribution was done on September 16 in celebration of Mexican Independence Day.

Luis Coronel
Luis Coronel

Mexican American talent supports the launch including singer Luis Coronel and influencers Krystall Poppin and Avi Valencia. In addition, two exclusive video capsules feature musical performances by regional Mexican group Intocable, and LA-based indie band, Chicano Batman. The musical performances can be viewed on the Tecate YouTube channel. Experiential marketing firm Remezcla partnered with Tecate ALTA in the activation, as did Pinta USA for influencer marketing and PR.

 The creative reflects a modern take on Mexican authenticity.

4. Media Campaign

Pamukoff tells Portada, that Tecate ALTA’s media campaign includes Radio, Out of Home Media (Billboards, Trucks), Video on Youtube as well as Connected TV  in properties including Hulu and several sports networks. There is also a TV component as Tecate’s LigaMX sponsorship, which is broadcast by Univision, will be featuring Tecate ALTA every single weekend until the end of this year. Influencer marketing with Luis Coronel and Rapper Krystall Poppin and Avi Valencia will be activated through paid social including Facebook, Instagram and Twitter, while Search Engine Marketing is being done through Google properties. Specific E-commerce Advertising for Tecate ALTA does not have a major place in the media plan, as Tecate ALTA is first focusing on having a thorough distribution footprint. (Heineken USA does have a partnership for its overall beer portfolio with Drizzly and other third-party e-commerce marketplaces).

5. Next Steps for Tecate ALTA

What are the next steps for Tecate ALTA after it consolidates its presence in California, Nevada, New Mexico, Arizona and southern Texas Rio Grande Valley? “Our stronghold are the sunbelt states”, says Pamukoff.  We perhaps may go to individual additional markets on the East Coast, where consumers want to drink low carbs and low calorie beer.” Pamukoff adds that expanding to a national footprint is not a priority right now for Tecate ALTA.

 

 

 

 

The “The New Face of Local” report by Uberall & MomentFeed finds that consumers prefer a mix of online and offline experiences with a business, in a hybrid customer journey. Consumers prefer a consumer purchase journey that blends physical and digital experiences in a non-linear fashion.

Uberall, a global leader in ‘Near Me’ Marketing SaaS solutions, and MomentFeed, an Uberall company, released a new report, titled “The New Face of Local.” It explores how COVID-19 driven digital acceleration has given birth to a hybrid customer journey that mixes online and in-person behavior when shopping locally.

“Our report shows that as economies re-open, consumers are much less likely to distinguish between online and offline, and instead prefer a customer journey that blends physical and digital experiences in a non-linear fashion,” said Nick Hedges, Chief Strategy Officer & EVP North America, Uberall.

The report features survey responses from over 1,000 U.S. consumers and analyzes the local online performance of nearly 80,000 business locations.

Customer JourneyGoogle #1 for Local Business Information

The overwhelming majority of consumers (69%) use Google to find local business information, including reviews. However, more than 20% also use Apple Maps, Yelp and/or Yahoo to find information about nearby businesses. Industry-specific websites and apps (e.g. travel, real estate, restaurants) are also important, with one out of five using these platforms.

“Google is the center of gravity for local search but it’s not the only site consumers turn to for local information,” said Greg Sterling, VP of Insights, Uberall. “People use a range of directories, sites and apps, which often change by industry or category.”

Customer Journey: Local Stores Remain Important

Despite the significant growth of e-commerce over the past year, less than 18% of US consumers prefer to research and buy products exclusively online. By comparison, 74% rely on stores at some point during their purchase process, even if the transaction ultimately happens online. Indeed, a little-understood fact is that stores support e-commerce: 66% of consumers are more likely to buy something online if they can return it to a local store.

66% of consumers are more likely to buy something online if they can return it to a local store.

“This is a strong indicator that consumers want a real-life experience in their customer journey – whether to evaluate the physical product in a store and/or the convenience of being able to take it home the same day,” said Hedges. “Though the internet is having a profound impact on consumer decisions, both enterprises and SMBs need to understand the relationship between online and offline behavior to succeed going forward.”

Non-Branded Searches Initiate More Customer Journeys During Covid

Already the majority of searches, Uberall found that non-branded search queries became even more dominant during the pandemic. Non-branded search is the what (“bookshop near me”), before the who (e.g. “Barnes & Noble near me”).

“The increase in non-branded local searches is a complex phenomenon, largely driven by the value consumers place on proximity, immediacy, and convenience,” said Hedges.

Customer Journey

Engagement with Online Business Listings in 2020 was Flat; 2021 Data Indicates Rapid Recovery

COVID disrupted normal consumer activities in 2020 and the customer journey. Safety protocols and related restrictions dramatically reduced or eliminated in-person business visits in the U.S. That led to a 1% decrease in click-to actions on business listings in search (calls, clicks, directions). However, Q1 2021 saw a big uptick in engagement and actions, an upward trend that will likely continue throughout 2021 as businesses reopen.

The data shows that Americans are willing to go out of their way in many cases to support local businesses that they trust.

The data shows that a return to in-person shopping is slowly but surely reaching pre-pandemic numbers,” said Hedges. “Furthermore, the importance of local stores can’t be understated. The data shows that Americans are willing to go out of their way in many cases to support local businesses that they trust.”

Some Industries Fared Better than Others

As consumers reduced or stopped visiting stores and indoor venues in 2020, industries like finance, retail, and government fared better in terms of click-to actions on local listings. They were able to deliver alternative customer experiences over the phone or through their websites.

  • Government saw the biggest increase in local listing engagement, with a 93% overall increase in actions taken from local listings, and a 115% increase in clicks to websites. This suggests citizens were seeking information from government officials on the latest regulations and restrictions, testing and vaccinations, unemployment, and more.
  • Retail saw a 58% increase in clicks to websites, indicating a big e-commerce marketing shift.
  • Financial and leasing services grew by 10% with the largest shift going to click to call.

In the restaurant, entertainment and travel categories, which were heavily impacted in 2020, there was a decrease in listings engagement and online actions across the board. Conversions for many of the companies in these industries depend on in-person experiences that are difficult to directly replicate online.

  • Travel saw the greatest decline in actions at -47% year-over-year, not surprising given extensive travel restrictions in 2020.
  • Social and entertainment industries were also greatly impacted with a -32% year-over-year decrease.
  • Restaurants fared better, given the ability of many to pivot to online ordering, takeout and delivery; however, there was still a decrease in actions of -18%.

Customer Journey

‌As more people incorporate hybrid shopping behaviors into their customer journeys, in an evolving and unpredictable environment it’s critical for businesses to bring more of the in-person experience online and to integrate online and offline assets to deliver consistent customer experiences across channels.

For more information and to download the report, please visit this link.

Following surge of “pandemic purges,” American credit card holders chose to “wallet edit,” becoming more invested and selective in how they manage money, and enhancing preference for cash back cards.

According to a Wells Fargo Active Cash Card survey, the COVID-19 pandemic prompted two-thirds (63%) of credit card-holding consumers to initiate “pandemic purges.” When looking at what exactly consumers decluttered, the survey found that three-quarters (72%) decluttered their closets, one-third (29%) purged their friends on social media, and another one-third (33%) simplified and decluttered their finances. Coming out of the pandemic, more than one-third (36%) of consumers surveyed say they are becoming more involved in money management, gaining enhanced perspective on their financial standing and goals.

The survey also reveals that the primary drivers in choosing a credit card are cash back features (44%), followed by rewards (38%) and sign-up bonuses (22%). While many consumers seem to understand the benefits of earning rewards, cardholders compare managing their credit card rewards to tedious or mundane tasks, such as doing their taxes (18%), being stuck in traffic (14%), or waiting in line at the DMV (13%), proving the desire for a more straightforward, ubiquitous credit card value proposition like earning the same cash rewards on virtually all purchases.

Hispanic consumer behavior

Cardholders want simplicity from their credit cards with no hassle around activating categories, tracking limits, or calculating rewards when managing their card rewards.

“The pandemic helped many of us realize that less is truly more and encouraged us to remove unnecessary complications from our lives and get back to the basics, which is why we designed the Active Cash Card for those who want a high-value cash back credit card without caps or limits,” said Krista Phillips, head of Branded Cards and Marketing for Wells Fargo Credit Cards. “Now more than ever, cardholders want simplicity from their credit cards with no hassle around activating categories, tracking limits, or calculating rewards when managing their card rewards.”

Wells Fargo presents the Wallet Edit Workshop Series

Hispanic consumer behavior
Jen Robin, CEO Life in Jeneral

With the recent launch of the new Active Cash Card, Wells Fargo is encouraging consumers to bring the joy of simplicity to their finances with a Wallet Edit — a tidying up process to inventory everything in their wallets and determine if it serves a real purpose, makes life easier and provides actual value. The free, virtual Wallet Edit Workshops — facilitated by Marsha Barnes, certified financial social worker, financial educator, and personal finance commentator, and Jen Robin, a professional home organizer and founder and CEO of Life in Jeneral — will provide participants tips and guidance on how to get the most out of the items in their wallets, including their credit cards.

Think of a Wallet Edit as an opportunity to figure out what perks you haven’t explored with all your membership cards.

“We’re excited to be partnering with Wells Fargo and their new Active Cash Card to introduce people to another fun, easy way to simplify and declutter their financial lives, especially as people have become even more focused on their money post-pandemic,” said Robin. Barnes added, “Think of a Wallet Edit as an opportunity to figure out what perks you haven’t explored with all your membership cards, redeem all of those gift cards collecting dust, and make decisions about what your current credit cards are (or aren’t) doing for you now.”

 

Additional key findings from the survey include:

Unpacking the wallet: What do Americans’ wallets look like?

  • Unsurprisingly, the majority (81%) of older adults (55 – 64) are more likely to carry traditional wallets, whether it’s organized or bursting at the seams than those 35 – 54 (76%). Nearly one-quarter (24%) of those ages 18 – 34 use unconventional methods, such as rubber bands (13%), or digital payment tools like Venmo and Apple Pay (11%).
  • More than one-quarter of credit cardholders (27%) admitted to not using their gift cards before they expire, while 61% say their membership cards go unused.
  • Younger consumers ages 18 – 34 are more likely (70%) to have a gift card in their wallet at any given time than the total respondents surveyed (53%).

Hispanic consumer behavior

Financial friction: Money vs. love

  • Credit cardholders consider their own wallet as neat and slim, yet they are quick to call their partner’s wallet overstuffed.
  • Almost two-thirds (62%) of consumers surveyed say their own wallet is neat and slim, yet only 52% say the same about their partner’s wallet.
  • Nearly one-third (31%) of consumers surveyed said they do not consult their spouse/partner before making purchases.
  • However, another 29% say they consult their partner on all of their purchases as they are both very involved in their finances.

Hispanic consumer behavior

Card switching

  • When considering a new credit card, the drivers vary by age and gender, with younger people anticipating more life events and large purchases.
  • Younger cardholders (ages 18 – 34) are the most willing to consider a new card for any reason compared to other generations, but especially for a large upcoming purchase (younger cardholders: 39% vs. total respondents: 29%).
  • Women (38%) and Midwesterners (42%), however, are the most reluctant to change their cards for any reason, indicating they are happy with their credit card(s).

Is talking about money still taboo?

  • More than one-third (36%) of cardholders said they received bad financial advice or were never taught about finance.
  • Younger consumers ages 18 – 34 are three times more likely than those ages 65+ to be given bad or outdated financial advice.

Hispanic consumer behavior

  • According to the Active Cash Card survey, Hispanic and Black respondents were more likely to participate in a pandemic purge during the past year
  • 76% of Hispanic respondents and 72% of Black respondents compared to 62% of Asian cardholders and 58% of White cardholders.
  • Hispanic cardholders are more likely to let their gift cards unused before they expire than other ethnicities
  • 30% of Hispanic respondents admit to letting their gift cards expire without using them compared to 15% of White cardholders
  • Hispanic respondents were more likely to claim they would switch credit cards for an upcoming life event, like pregnancy or wedding
  • 27% of Hispanic respondents agreed with this statement compared to 12% of White respondents, 20% of Black respondents and 15% of Asian respondents.

Global consumer spending on media content and technology grew an estimated 6.1% to US $2.012 trillion in 2020, driven by the COVID-19 lockdown that kept consumers at home binging on multiple forms of digital entertainment as relief from the pandemic, according to new research from PQ Media®.

The gain was a sharp acceleration from the 3.8% growth in 2019, signaling the fastest expansion in both global and US consumer media & tech spending in five years, fueled by surging expenditures on streaming audio and video subscription services, and digital and console-based videogame software and hardware, according to PQ Media’s Global Consumer Spending on Media Forecast 2020-2024.

If not for traditional film & home video spending plummeting after movie theaters were shuttered worldwide, consumer media spending growth would have been the strongest in 10 years worldwide, while US media spending growth would have been the fastest since 1996. Consumer media spending growth is projected to slow in 2021, but only slightly to 6.0%, as many consumers remain at home working, children continue schooling virtually, more fiscal stimulus is distributed, and moviegoers begin returning to theaters later in the year.

PQ Media expects the growth of consumer spending on media content and technology will begin to decelerate markedly in 2022 and 2023, as many of the pandemic-driven forces that sparked the atypical end-user spending splurge in 2020 begin to fade in the second half of 2021, as the COVID-19 vaccine rolls out worldwide.

“Nevertheless, PQ Media expects the growth of consumer spending on media content and technology will begin to decelerate markedly in 2022 and 2023, as many of the pandemic-driven forces that sparked the atypical end-user spending splurge in 2020 begin to fade in the second half of 2021, as the COVID-19 vaccine rolls out worldwide, adult workers begin returning to office buildings and children start repopulating physical schools,” said PQ Media CEO Patrick Quinn. “We forecast last year that consumer media spending would likely reach an inflection point and stop growing in 2023. While the pandemic briefly interrupted key secular trends in 2020, this was a near-term disruption of long-term trends that will resume in the 2021-2024 period, such as the deceleration of growth or outright decline of expenditures on print newspapers, magazines and directories, as well as mobile phones, DVDs and in-theater movie tickets.”

Overall digital media content devices was the largest of the nine major digital and traditional media platform categories in 2020, generating US $440.5 billion, while digital content subscriptions was the fastest growing, up 20.7%. The shift to digital media content and technology is clearly evident in the 12-point shift in market share to digital from traditional media in the 2014-2020 period, as the digital segment now commands 71.1% of all consumer media outlays, according to the Global Consumer Spending on Media Forecast 2020-2024.

Global Consumer SpendingConsumer spending on all media content & tech worldwide averaged US $352.96 per capita in 2020, up 5.3% from 2019, driven by strong growth in digital media streaming services. Of the 28 digital media categories, the fastest growing in 2020 was digital audio subscription services, which rocketed 40.0% to US $30.98 billion worldwide. The growing popularity of podcasts was among the primary drivers behind the double-digit increase, as Spotify, iHeart and Amazon all dived deeply into podcasting in 2020, striking numerous deals involving new talent, content and ad services. The number of US podcast listeners grew more than 30% to more than 100 million in 2020, when Spotify acquired sports and pop culture network “The Ringer” and the exclusive rights to “The Joe Rogan Experience,” while Amazon Music and Audible added over 100,000 new and original podcast channels and shows, featuring celebrities like DJ Khaled and Will Smith.

Global Consumer SpendingGlobal consumer spending on OTT video services, including streaming video subscriptions and SVOD programming, was the second-fastest growing digital media category, soaring almost 30% in 2020. New streaming video services proliferated during the year as their audiences grew simultaneous to COVID-19 forcing consumers indoors for longer periods. Netflix added 26 million global subscribers in 1H20 compared to only 12 million in 1H19, as original hit series like “Tiger King” and “The Queen’s Gambit” provided fresh content to growing stay-at-home audiences. Just one year after its launch, Disney+ amassed nearly 75 million paid subscribers by year-end 2020.

Meanwhile, global consumer spending on traditional film & home video plummeted 46.2% in 2020 to $43.05 billion. “While we expect to see an uptick in the growth of in-theater movie ticket sales in 2021 and 2022, albeit versus extremely deflated comps in 2020 and 2021 – PQ Media believes that physical movie ticket spending, as well as the entire film & home DVD category, will never again reach the high watermark of nearly US $85 billion in 2019,” Quinn said.

The entire film & home DVD category, will never again reach the high water mark of nearly US $85 billion in 2019.

A good portion of the near-term growth in movie ticket sales will be the result of the staggering delays of blockbuster movies throughout the 2020-2024 period, due to the plethora of halted productions during the pandemic lockdowns. “Perhaps even more critical is the massive shift to streaming video services in recent years, which was amplified by the stay-at-home orders in 2020 and further accentuated when major studios decided to test the streaming waters by launching several hit movies via OTT video services in 4Q20,” Quinn added.

Among the studios that took the leap – and much criticism from theater chain owners and traditionalist producers, directors and actors – were Disney, which debuted both “Mulan” and “Soul” on its Disney+ service, and Warner Media’s simultaneous release of the much-anticipated “Wonder Woman ’84” in theaters and on HBO Max.

Global Consumer SpendingWhile videogames tend to buck trends in typical years, with spending slowing down or declining prior to major hardware upgrades, this was not the case in 2020, as digital videogame software and hardware spending on multiplayer online games, various gaming apps, in-game microtransactions and traditional console-based gaming all surged throughout the year – even before the long-awaited releases of Sony’s PlayStation 5 and Microsoft’s Xbox Series X in 4Q20.

Of the 14 traditional media & tech categories, cable TV subscriptions remained the largest at $220.6 billion, followed by print books & directories, and newspaper & magazine subscriptions. Print books & directories was the fastest growing traditional media spending category, up 7.8%, as 10 of the 14 traditional categories grew in 2020, including pay-per-view and TV sets.

The US remained the largest global market in 2020 with total consumer media spending of US $472.16 billion (23.5% share), followed by China, Japan and India. Russia was the fastest growing market, up 10.8%, trailed by South Africa, India and Argentina. Japanese consumers spent the most per-capita, averaging US $1,486.02 in 2020, while the US ranked third with per-capita spend of US $1,419.45.

GlobalWebIndex (GWI) published the findings of its extensive research into the global consumer trends that are shaping not just consumer behavior, but also their feelings, motivations, and attitudes now and for the year ahead.

The annual ‘Connecting the dots’ report, compiled from 700,000 interviews across 46 countries, explores how internet users are changing the way they act, think, and feel, in line with events around the world.

Livestreaming commerce is rising as the new medium for online shopping.

global trend 2021
Jason Mander, Chief Research Officer at GWI.

“2020 has spanned a pandemic, global lockdowns, the Black Lives Matter movement, extraordinary wildfires in Australia and the Americas, the rise of TikTok, US elections, to name but a few. The world has changed, and so have consumers. Through Connecting the dots, you won’t just know what the biggest behavioral shifts were in 2020, you’ll see what’s been driving them, and how to take advantage. This, coupled with a harmonized global perspective, can help give confidence that what you’re seeing isn’t just a regional fad. In an era defined by universal change, context is king. Without it, distinguishing between hype and reality is even more difficult” said Jason Mander, Chief Research Officer at GWI.

Connecting the dots 2021: Zero in on what matters

Explaining the report’s scope, Jason Mander said: “We zoomed into consumers around the globe, and connected the dots to identify eight key trends. From new flexible working patterns to livestream digital shopping, ethical consumerism, mental health and coronavirus, one thing is clear; uncertainty rules the day. Against this complexity, this report provides clarity and perspective. We identified both best and worst case scenarios to help us all navigate our way through 2021 to stand out and meet the expectations of the global population.”

One thing is clear; uncertainty rules the day.

These are the key trends to watch out for in 2021:

A green awakening: make sustainability part of the recovery in 2021 

The first wave of lockdowns had an unexpected upside: we began a new chapter in our relationship with the environment. However, any gains look set to be wiped out as normality returns. Cynicism is also set to make a comeback. Consumers have gone from seeing a bright future ahead to feeling pessimistic – and this backlash will ensure green values are a hot topic through 2021 and back on top of the agenda.

Environmental optimism since COVID-19
% of global internet users who say the environment will get better in the next 6 months
Q3 2019Q4 2019Q1 2020Q2 2020Q3 2020
4142415346

The digital storefront: how livestreams will support ecommerce 2.0

The explosive growth of TikTok, the rise of influencers, and the need for brands to distinguish themselves online. Livestreaming commerce is rising as the new medium for online shopping. This will be a new battleground for retailers and may bring community and entertainment to ecommerce – elements it currently lacks, yet consumers state it would encourage them to buy products. As shopping becomes increasingly digitized, livestream commerce is a key way to create a more interactive, entertaining experience that consumers crave. More about ‘the digital storefront’.

It’s a kindness magic: brand purpose will need to shift

As the COVID-19 crisis develops, businesses will need to think through their responses beyond short-term crisis management. This includes building new ways of doing business that bake in kindness and empathy at their core. Serving up PPE and hand sanitizer worked well at the time, but next year will need more focus on individual consumers and how to support them during times of hardship.

New expectations on brands 
% of internet users in 7 countries who want brands to put more focus on the following 
Supporting people during COVID-1956%
Being eco-friendly51%
Supporting/being vocal about social causes (e. g. equal rights, poverty etc)41%

More than lockdown blues: the looming mental health crisis

The effects of the current health crisis will usher in another one in 2021 – the mental health crisis. Businesses will need to take the same proactive approach that they deployed in the early stages of the corona meltdown. When asked what consumers are more concerned about,  almost a third (31%) stated mental health and wellbeing compared to 29% who said a COVID-19 vaccine.

All work, no play: the 9-5 model is sapping productivity

Looking ahead, bosses will be torn between pulling the troops back in or continuing with remote working. The latter may be the smarter decision. Not only can it whip up business performance during an uncertain time, but also boost productivity and employee satisfaction – when combined with flexible working. Office staff are 32% more likely to say they are allowed to work from home since 2019. In comparison, there’s just a 5% increase in those stating that they are now more likely to work flexible hours.  

Coming of age: a generation-defining year for Gen X and boomers

2020 is a “generation-defining” year. This is especially true for the mature age groups. Generation X and baby boomers have increased their reliance on the internet and online shopping, which looks to be permanent. As many populations are aging, the older groups’ market power is soaring. Their decisions and behaviors will be more impactful than you might think. Online grocery shopping alone in the U.S. has grown by 57% among Gen X and baby boomers since Q3 2019.

Data for good: nurturing the new relationship between consumers and online privacy 

The hot topic of data privacy seems to be cooling off as we head into 2021. In the recent past, scandalous exposures have fueled an ever-growing concern among consumers. But with the advent of contact-tracing apps, consumers are more accepting of data as a public good. In 2013, 56% of internet users were concerned about the internet eroding their personal privacy. By 2019, this had climbed to 61%. Fast-forward to 2020, however, and the pattern has muddied. Some privacy concerns have actually declined in the wake of COVID-19. As Google prepares to kill off the cookie, publishers might just have a new way to influence consumers with the value of first-party data.

There’s no place like home: the pandemic is reshaping city life  

Many predicted that COVID-19 would lead to the death of the city. If you can work from home, why not move to the countryside? But actually, research highlights that most countries are still urbanizing, with cities in the west evolving, not dying. Night-time and service economies have been badly hit, but city dwellers will come to value other aspects of their environment, from the local neighborhood stores to their home interiors.

The Big City Appeal
% of urbanites in the following countries who would choose to continue living in the city
IndiaChinaBrazilGermanyUKFranceUSA
90%88%83%79%74%71%70%

Methodology: 

  • GWI’s Connecting the dots 2021 trend report figures are drawn from its online research among internet users aged 16-64*. The figures represent the online population of each market, not its total population. Each year, GWI interviews over 700,000 internet users via an online questionnaire for our core dataset.

*GWI USA is representative of internet users aged 16+

Intouch Insight, a provider in Customer Experience Management software and services, launched a follow up to their spring consumer habits study which explored changes in customer expectations due to Covid-19. Respondents being extremely likely to shop online increased from 29% in the spring to 42% in the recent study.

New data confirms that the trend towards online purchasing continues to grow while in-store expectations shift. Safety is still a hot button issue, however traditional expectations around in-store customer experience are returning.

Consumer Expectations

“Given the length of time that pandemic precautions have been in place and the fact that they will likely remain in the near term it is not surprising that consumers are starting to return to their pre-Covid-19 expectations. Cleanliness, for example, while still important dropped from the number one spot to third behind convenience and price which regained some of their historical importance. It will be vital that businesses recognize these shifting times and continue to evolve their customer experience measurement, monitoring and delivery to adapt in this ever-changing landscape,” says Erin Fenn, Executive Vice President at Intouch Insight.

Consumer Expectations

Key findings from the study

Key Finding #1: Habits are becoming entrenched

  • eCommerce continues to accelerate;
  • Online shopping is increasing;
  • New services provided by retailers are sticking (e.g. curb-side pick-up), although overall adoption is low.

Key Finding #2: Consumers needs have evolved since May

  • Consumers are reporting increased comfort when visiting physical establishments, supported by a higher frequency of both visits and purchases made in-store;
  • Convenience and price top the list of factors rated as “extremely important” when making the decision to visit a store, ahead of cleanliness which is now ranked 3rd – compared to May 2020 where it was the number one driver of comfort.

Key Finding #3: Improved cleanliness is everyone’s responsibility

  • Consumers want customers to take accountability for adhering to heightened safety precautions;
  • Businesses are expected to enable customers to follow new health and safety practices when entering a physical store;
  • Providing cleaning materials for customer use and enforcing that face masks are worn has increased in priority.

By the numbers

  • Convenience was the most important factor for 80% of respondents when making the decision to visit a store. Cleanliness was the top factor in the spring with 62%.
  • Respondents being extremely likely to shop online increased from 29% in the spring to 42% in the recent study.
  • 82% of respondents feel more comfortable entering a store when hand sanitizer and disinfectant wipes are made available for customers to use.

 

Brands are increasingly being scrutinized regarding their response to racism, and inequity, an EthniFacts PICAT study reveals that 55% of consumers want companies to share values and ideals that unite America despite a cross-cultural trend to retreat into our own “Ethno-Racial Corners”.

EthniFacts, a cross-cultural knowledge and insights provider, has released findings from their syndicated 2020 PICAT (Personality and Intercultural Affinity) study. PICAT is a bi-annual national survey of American consumers that measures attitudes and behaviors through a cultural lens. Key insights include:

  • study valuesCross-Cultural Trends – While social media and personal contacts have become more diverse (+5% since 2017) for all consumers, there is a marked trend among all ethno-racial groups to “retreat into our own corners and defend what is ours” vs. previous surveys.  Many are feeling defensive and on edge with over 50% of Americans worried about saying something offensive (highest among 16-34-year-old Non-Hispanic Whites at 60%).
  • Overt Racist Incidences – Over 50% of all diverse respondents report a recent personal experience with racism involving themselves or a close friend/family member. Hispanic highest incidence is being criticized for speaking Spanish (57% higher), Asian American is being told to “go back to their country” (21% higher),” and African American is being falsely accused of criminal activity (69% higher).
  • Values that Unite Americans – Over half the country (55%) says companies should share and reinforce the values and ideals that unite Americans, an increase of 11 points since 2017.

There is an equal danger for brands in sitting on the sideline without a voice and in pandering while not “walking the walk” regarding social issues.

  • Social Issues that Motivate Buying & Loyalty – There is an equal danger for brands in sitting on the sideline without a voice and in pandering while not “walking the walk” regarding social issues.  Worker protection and pay are the most important issue for 55% of the population and the overwhelming issue uniting all races and ethnicities. Differences exist with other issues making it critical for brands to understand their purpose and align their public stand on social issues with that purpose.
  • Admired Brands – Fifty-one percent (51%) of all consumers and 58% of Multicultural consumers are more likely to buy a product or service if that brand is perceived as standing for issues important to them. EthniFacts’ PICAT study has been tracking movement in brands that are most and least admired for aligning with personal values and ideals for 4 years.

This wave of PICAT was conducted among 2,189 online adults offering deep insights around consumer attitudes and behaviors surrounding COVID-19, social justice, and other key issues.

A summary of the most relevant consumer insight research in the U.S. and U.S. Hispanic markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop.

  • Conviva’s recent report on the state of streaming shows overall streaming has increased rapidly, with viewing hours up 53% year over year. Roku remained the most popular way to stream in Q3, up 73% year over year to capture 25% of all viewing hours. NFL streaming tallied a 77% increase in plays led by mobile devices, up 109%. For top streaming providers’ social accounts Facebook led in followers, Instagram led in engagements, and YouTube led in social video views.

 

  • U.S. President Donald Trump’s approval ratings are underwater among Hispanics in Florida according to a statewide survey of 600 voters conducted by the Business and Economics Polling Initiative (FAU BEPI ) in Florida Atlantic University’s College of Business. The poll shows Hispanics overall have an unfavorable opinion of Trump, with 48% disapproving of his job performance, while 31% approve, and 22% are undecided. Trump’s approval is underwater with Puerto Ricans at 64% disapproval and 19% approval. However, those from Mexico are split, with 43% disapproval and 38% approval. Cubans provided a bright spot for Trump, with 47% approval and 28% disapproval.

 

  • According to the new study Pet Population and Ownership Trends in the U.S: Dogs, Cats, and Other Pets, 3rd Edition by Packaged Facts, more than half (54%) of American households have a pet, and households with pets will total 67 million in 2019. The two most popular pets, dogs and cats, live in 39% and 24% of U.S. households, respectively. One in eight households has other pets—including fish, birds, reptiles, or small animals such as rabbits, hamsters or gerbils. A key trend shaping today’s pet owner population is its increasing diversity. Compared to a decade ago, pet owners are now more likely to be a member of a multicultural population segment (28% in 2018 vs. 22% in 2008).

 

  • A new study by Twilio has found consumers prefer email and text when talking to brands, despite a wide availability of channels. The survey, which includes responses from 2,500 global consumers, also concluded that consumers are more likely to reward businesses that adhere to their preferred channels. The study found include that channel, frequency and timing will influence consumer behavior and sentiment, as 94% of consumers reported they are annoyed by the current communications they receive from businesses, citing high communication frequency (61%), irrelevant content (56%), not remembering opting in (41%) and being contacted on the wrong communication channel (33%) as the reasons.

 

  • A new U.S. nationwide survey by Genesys of 800 consumers over the age of 18 has concluded that 68% have positive interactions with customer service bots. While 21% say they can “almost always” resolve their issue through a bot without escalation to a customer service representative, 47% say they can do this “more than half of the time.” Moreover, 73% of respondents are open to dealing with a chatbot, even though half (51%) say this is only when the issue is simple or transactional, such as checking account balances, resetting passwords or confirming order status. 

 

  • According to research firm Toluna, 58% of U.S. consumers of all age groups identify themselves as being ‘extremely’ or ‘very’ environmentally conscious, with almost half (45%) of those aged 18 to 34 stating that it is extremely important to buy goods that are produced in an environmentally friendly way. More than a third (37%) of the 1,000 U.S. consumers who took part in the survey say they seek out and are willing to pay up to 5% more for environmentally friendly products.

A summary of the most relevant consumer insight research in the U.S. and U.S. Hispanic markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop.

 

  • Accenture’s 13th Annual Holiday Shopping Survey of 1,500 U.S. consumers has found that Americans expect to spend $637 on holiday shopping this year, on average, with approximately six in seven respondents planning to spend either the same (57%) or more (28%) than they did last year. Consumers are expected to do half their purchases in physical stores, with lower prices cited as the top (82%) factor that would tempt them to make an in-store purchase. 

 

  • For the first time, consumers in the U.S. might do more of their holiday shopping online than in physical stores, according to a new survey. In its annual Holiday Outlook, PricewaterhouseCoopers LLP found that 54% of respondents will opt for the convenience of their smartphones, laptops, and PCs, and even in-home voice assistants, compared to 50% last year.

 

  • CGS has announced findings from its 2019 CGS Customer Service Chatbots & Channels Survey. CGS surveyed more than 1,000 Americans and found that 86% of consumers prefer to interact with a human agent. Moreover, 71% of respondents said they would be less likely to use a brand if it didn’t have human customer service representatives available. Only 30% believe that chatbots and virtual assistants make it easier to address customer service issues. However, for respondents under 35, confidence in AI-based solutions reached 43%. 

 

  • Recent research by Deloitte shows that consumers’ tolerance to advertising varies according to the type of shows they like. A new survey which polled 2,000 U.S. found respondents whose most-watched type of show was talk shows had the highest tolerance for advertising  (11.6 minutes per hour), and the ones who prefer scripted comedies or dramas have the lowest  (7.2 minutes).

 

  • According to the National Retail Federation’s annual survey of 7,400 U.S. consumers, 68% of Americans said they plan to celebrate Halloween. Sixty-nine percent declared they will hand out candy, while 49% will decorate their homes and 47% will dress in costume. In total, they are expected to spend US $2.6 billion on Halloween candy, about $25 dollars per person. 

 

  • A recent CodeBroker survey of over 1,100 U.S. consumers on coupon and offer personalization found that sending custom offers to past consumers is a good opportunity for brands. The results show that 73% of respondents answered with a definite yes to the question, “Do you prefer to shop at stores that send you custom discount offers based on your purchase history?”.

 

What: A summary of the most relevant consumer insight research in the U.S., U.S. Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

 

 

  • According to Zenith‘s Media Consumption Forecasts, people around the world will spend an average of 800 hours using the mobile internet this year. By 2021 the total will rise to 930 hours, or the equivalent to 39 full days. Across the 57 countries that were surveyed, people will spend a collective 3.8 trillion hours using the mobile internet this year, rising to 4.5 trillion hours in 2021.

 

  • FinTech adoption among consumers has nearly doubled over the past 18 months, according to the latest EY Global FinTech Adoption Index. Globally, 64% of digitally-active consumers across 27 markets use FinTech. US consumer adoption has grown 29.5% in the last four years, and 96% of global consumers are aware of at least one money transfer and payment FinTech service.

 

  • Mobile marketing company Motive expected 77% of Americans to celebrate Fathers Day, spending about US $16 million on gifts. It’s likely that most fathers got clothing (43%), giftcards (42%), and books & CD’s (22%).

 

  • Research by Accenture found more than half of consumers said they would pay more for sustainable products designed to be reused or recycled. The survey of 6,000 consumers in 11 countries across North America, Europe, and Asia found that while consumers remain primarily focused on quality and price, 83% believe it’s important or extremely important for companies to design products that are meant to be reused or recycled. Nearly three-quarters (72%) of respondents said they’re currently buying more environmentally friendly products than they were five years ago, and 81% said they expect to buy more over the next five years.

 

  • Sumo Heavy’s survey of more than 1,000 U.S. consumers found that only one out of five consumers have shopped using a voice assistant like Amazon Alexa or Apple’s Siri. Less than half (46%) of U.S. consumers said they never use voice assistants, while another third said they rely on them regularly.  Fewer than half (42%) of frequent voice assistant users have shopped with voice commands.

 

  • According to a survey by Deloitte, about 53% of people born between 1983 and 1996 now subscribe to gaming services, versus 51% who pay for television. That is compared with Deloitte’s survey last year, in which paid subscriptions among millennials were 44% for video games and 52% for television.

 

  • UBS Evidence Lab‘s survey of 2,029 adult consumers who visited a fast-casual restaurant at least once a month found that McDonald’s is the best positioned among its peers. According to the survey, the most commonly cited reasons to visit McDonalds more often are good value and promotions. Only 18% of respondents said that nothing would make them go more. Burger King and Wendy’s were ranked in second and third place, respectively.

 

What: Kantar has released the results of its yearly Brand Footprint report, based on research of 72% of the global population.
Why it matters: In Latin America, 8 of the top 10 brands belong in the food and beverage category. Brands can refer to Kantar’s report to find out what these brands have in common, and why they are so close to the Latin American consumer’s heart.

 

Kantar has released the 2019 edition of the Brand Footprint report, a study of this year’s most chosen fast-moving consumer goods based on research of 72% of the global population; a total of one billion households in 49 countries across five continents, accounting for a staggering 85% of the global GDP.

According to the study, Coca-Cola reigns steady for the seventh year in a row as the world’s most chosen brand, purchased over 5.9 billion times. Stepping on its heels are Colgate, the only brand chosen by more than half of the world’s population (6 out of 10 households globally), and Maggi, raising consumer’s choice up to 7%.

In Latin America, the food and beverage categories dominated the top ten (except for Colgate, at second place, featuring a 89.6% penetration in 2018). Falling behind Coca Cola, the ultimate champion, are staple brands Bimbo and Maggi taking up the third and fifth spot, followed by the soft-drink category represented by Lala, Pepsi, Nescafé, and Tang ranking from 6 to 9, and kitchen basic Knorr at the 9th spot.

The study revealed an important turning point in Latam: the FMCG market has brought its growth to a grinding halt after seeing an 8% volume increase just a decade ago. Consumers are changing their habits and priorities, challenging brands and manufacturers to keep up with their new frames of mind. Health and environmental sustainability have become imperative features of modern products that seek to thrive with the millennial consumer force. The following is a list of the top 10 most-chosen brands in Latin America.

Top 10 Most-Chosen Brands in Latam

RankBrandPenetration, %Consumer choice

(choices by shopper)

Consumer reach points (000)
1Coca-Cola88.2%27.72797
2Colgate91.0%8.2854
3Bimbo32.4%19.3715
4Lala17.8%32.3657
5Maggi63.1%8.9641
6Tang56.6%7.6496
7Pepsi41.6%10.1479
8Knorr57.4%7.2475
9Nescafé41.5%9.4446
10Palmolive59.3%5.4364

Source: Brand Footprint Report, Kantar Worldpanel 2018.

 

What: First Insight has released the results of a study that examined the shopping behavior of U.S. and U.K. consumers, and found that millennials are still the biggest contributors to the success of certain retail models.
Why it matters: Millennials’ growing shopping power forces brands to identify the right ways to connect with this generation.

 

First Insight has published the results of a consumer study conducted in the U.S. and the U.K. to examine shopping habits, purchase behavior, and influences driving purchase decisions. The survey was answered by a sample of more than 1,000 U.S. consumers and 565 U.K. respondents. The study revealed that millennials contribute more than any other generation to the success and longevity of certain retail models, as they tend to spend more, shop more often, and are more open to adopting new retail models such as subscription boxes.

“Where millennials shop, how they shop and when they wear the brands they love are direct reflections of how they define themselves,” declares First Insight’s report. “To tap into this lucrative group of shoppers, retailers must be able to connect with this generation through the right shopping experiences and unique products at the right price.”

 

The Biggest and Most Impulsive Spenders

According to First Insight’s study, millennials in both the U.S. (74%) as well as the U.K. (58%) are most likely to spend more than $50/£50 per visit in-store as well as online. This compares to 71% of Generation X and 65% of Baby Boomers in the U.S., and 42% of Generation X and 38% of Baby Boomers in the U.K.

In both the U.S. and the U.K., millennials have the highest added-to-cart percentage rates both in-store and online. In the U.S., 87% of millennials said they “sometimes or always add items to their carts they weren’t planning to buy when shopping in-store.” This compares to 86% and 78% of Generation X and Baby Boomer respondents, respectively. U.K. respondents mirrored these responses closely: 83% of millennials said the same, followed by 76% of Generation X and 69% of Baby Boomers.

 

Subscription Boxes: A Hit Thanks to Millennials

First Insight’s data shows that usage of subscription box services is driven primarily by millennials, as 31% of respondents from this generation are currently receiving subscription boxes in the U.S. versus 21% and 8% of Generation X and Baby Boomers, respectively. In the U.K., 32% of millennials versus 22% of Generation X and 10% of Baby Boomers are currently subscribers.

However, data shows a significant difference between U.K. and U.S. shoppers when considering the longevity of this model. While in the U.S., 32% of study participants intend to subscribe in the next six months, only 13% of U.K. respondents said the same. Also, significantly more U.K. respondents said they “never subscribed” to subscription boxes than those in the U.S. While 49% U.K. Millennials, 63% of Generation X and 84% of Baby Boomers reported they never subscribed to a subscription box service, in the U.S., 33% of Millennials, 48% of Generation X and 64% of Baby Boomers said the same.

 

Millennials Like to Show Their Love

As the report explains, “Flexing is to wear or display brands to show a personal association with the brand. This can be done to display wealth or status, or to make a statement.” One of the study’s findings was that sports brands are the most popular for flexing in both the U.S. and U.K., with millennials the most likely to flex all brands across every category. In the U.S. and the U.K., respectively, an average of 23% and 24% of respondents said they are flexing sports brands, while only 17% of U.S. respondents and 21% of U.K. respondents flex luxury brands. 

When it comes to items being flexed, people in both the U.S. and the U.K. are flexing clothing the most (57% vs. 51% of U.K and U.S. respondents, respectively), followed by shoes (35% of U.K. respondents and 42% of U.S. respondents), and accessories like watches, jewelry and bags (20% of U.K. respondents and 28% of those in the U.S.)

 

What: IAB Mexico has presented the results of its 11º Study of Media and Device Consumption, based on a survey of 1297 Mexican internet users.
Why it matters: The media landscape has evolved a great deal in the last 10 years; advertisers need to understand the different types of internet users to be able to cater to their needs in an effective way.

 

In a private event held in Mexico City this week, IAB Mexico presented the results of its 11º Study of Media and Device Consumption, developed by Kantar with sponsorship from Televisa Digital. In this edition, the study explores the habits of Mexican internet users and their relationship with digital advertising by dividing their behavior into four areas that correspond to the different devices, platforms, and activities related to the online world: digital, social, entertainment, and e-commerce.

In order to find out how consumers’ online habits have changed in the last 10 years, 1297 people between the ages of 13 and 70 were surveyed (49% women; 51% men), and their answers revealed that the percentage of connected population in Mexico grew from 30% to 67% (about 75.8 million internet users).

 

Digital Devices Continue to Rise

According to the study, there’ll be about 29 billion connected devices by 2022. Today, 90% of Mexican internet users own a smartphone, and 7 in every 10 declare owning a complementary device such as Smart TVs and speakers, wearables, streaming devices, etc. As explained in the report, “accurate understanding of all the different types of internet users provides the industry with tools to segment them according to their needs.

 

Social Media: Your New Best Friend?

A big majority (84%) of Mexican internet said they use an average of 4 different social media every day, and even though most of the social networks that were predominantly used 10 years ago have disappeared, two of them (Facebook and Twitter) are still on the top three.

As the study shows, users go to social media both to consume (86%) and to create content (94%), and 61% say they follow their favorite brands in order to keep themselves informed about news, discounts, and other consumers’ opinions. “In the last ten years, social media have evolved from a social communication space to a key ally for brands,” says the report.

 

Online Streaming Gives Consumers Freedom to Choose

From music to TV and videogames, 83% of surveyed respondents declared having access to online streaming services. The video platforms with more sustained growth are Netflix, Claro Video and Prime Video; Spotify leads the music category; and Xbox and Twitch are the videogame streamers with more users.

According to the report, advertisers have an opportunity to gain consumers’ attention provided that they take into account what really matters to them. Only 18% of viewers say they “always pay attention” to online ads, and the main reasons why the remaining respondents pay attention “sometimes” or “never” is that ads are simply not attractive, or that they feel their experience is being interrupted in an annoying way.

 

A Majority of Respondents Have Tried E-Commerce

Even though the growth has been slow, the study reports that e-commerce is gaining relevance among Mexican internet users, as 67% declares having completed an online purchase recently. Among the main reasons why they decided to buy online, they said “there was a special offer”, “it was quick and easy”, or “it was cheaper”. One of the things that have favored this growth, as said in the report, is the increase of connectivity both in and out of the store that allows consumers to compare prices. In average, consumers completed 3.5 e-commerce activities, with the top 5 categories being bank transactions, payment of services, clothes, electronic devices, and music.

However, it is still difficult to get the remaining 33% to make purchases online. Among those who declared not completing any transactions online recently, the main reasons were not having a credit card (42%), distrust when asked to share personal information (36%), and a wish to see the product before buying it (29%).

 

All images except feature image by Freepik.

Feature image by IAB Mexico / Kantar 

What: Kelley Blue Book has announced the winners of the 2019 Brand Image Awards, which recognize automakers’ outstanding achievements in creating and maintaining brand attributes that engender enthusiasm among new-vehicle buyers.
Why it matters: Automotive brands are some of the most recognizable, loyalty-inspiring brands in the world. The Brand Image Awards are based on more than 12,000 in-market new-vehicle shoppers who do their research at KBB.com.

 

For the twelfth year in a row, Kelley Blue Book has announced the winners of the Brand Image Awards, which recognize automotive brands that have succeeded in creating brand attributes that attract new-vehicle buyers. The Brand Image Awards are based on consumer automotive perception data from Kelley Blue Book Strategic Insights’ Brand Watch Study, which explores the factors that drive car shoppers’ purchase decisions and gathers information about familiarity and loyalty among new car shoppers. The awards draw on insights collected via more than 12,000 in-market new-vehicle shoppers who do their research at the Kelley Blue Book website. Award categories are calculated among luxury, non-luxury and truck shoppers.

“Building familiarity and loyalty among car shoppers has never been more important to automakers, especially as the market is flooded with all-new and redesigned models competing for market share,” said Hwei-Lin Oetken, director of strategic insights for Kelley Blue Book. “Compelling product and marketing communications continue to influence purchase consideration. This year’s winners have attracted car shoppers based on many attributes that are important to consumers and motivate them toward their ultimate purchase decision.”

Honda is this year’s Best Overall Brand for the second consecutive year, achieving the highest average score across all ratings of non-luxury models. Lexus is the Best Overall Luxury Brand for the fourth year in a row, achieving the highest average score across all ratings of luxury models. Toyota dethroned Ford and wins its second Best Overall Truck Brand award.

New to the winners’ circle for 2019 are Acura (Best Value Luxury Brand), Porsche (Best Car Styling Luxury Brand), and Dodge (Best Car Styling Brand).

2019 Brand Image Award Winners

Non-Luxury Brands

HondaBest Overall Brand
SubaruMost Trusted Brand
HondaBest Value Brand
HondaMost Refined Brand
MazdaBest Performance Brand
DodgeBest Car Styling Brand

Truck Brand

ToyotaBest Overall Truck Brand

Luxury Brands

LexusBest Overall Luxury Brand
LexusMost Trusted Luxury Brand
AcuraBest Value Luxury Brand
Mercedes-BenzMost Refined Luxury Brand
PorscheBest Performance Luxury Brand
PorscheBest Car Styling Luxury Brand

 

 

What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

 

  • Kantar has published the results of a study titled Trends: Mexican Consumer, Shopper and Retail, which shows that 87% of young Mexicans feel they can change the world through their actions. 71% try to purchase products in recycled or reused packaging, while 45% choose companies that follow clear and committed environmental policies.

 

  • According to new Digital Lives Study data from the Culture Marketing Council, the 13-49 social media influencer follower market is a multicultural majority; 55% (6.7 million) of 13-17 followers are multicultural, 51% (31.3 million) of 18-49 are multicultural. Sixty-nine percent of Hispanic teens and 51% of non-Hispanic teens see the influencer as a trusted source and would consider buying the brand or service they feature.

 

  • New research from the Harris Poll and ZestFinance shows deep dissatisfaction among most Americans with the traditional credit scoring system. More than half (54%) of loan applicants don’t even have a clear understanding of why they receive the interest rate they do from a lender, while a majority (70%) say it is difficult finding lenders who will look at them as something other than their credit score. 7 in 10 American adults (71%) wish there was another way to prove themselves to credit lenders outside of the standard credit score. Hispanics (82%) and African Americans (81%) are more likely than Whites (67%) to want lenders to look at additional factors in lending decisions.

 

  • According to survey conducted by Ipsos on behalf of Charlie Finance, 46% of American women who are single/have never been married say that they would rather be in a relationship with someone who has bad credit (credit score below 500) over someone who has a tattoo of their ex (54%). Another 45% say that they would rather go on a first date with someone who has moderate credit card debt ($5k – $10k) over someone who doesn’t vote in political elections (versus 55% who disagree). Only a third (34%) believe that being in a serious relationship brings financial security (versus 66% who disagree).

 

  • A U.S. survey conducted by Simmons Research in August 2018 found that 27.4% of parents said they were more likely to buy products they see used or recommended by friends on social sites, higher than the one-fifth of total adult respondents. Mothers were almost twice as likely as fathers to say the same. Parents were more likely to be influenced by social ads vs. adults overall, among whom just 13.0% of total adults said they were more likely to buy goods they see advertised on social. The survey also found that 44.7% of mothers and 36.4% of fathers acknowledged that advertising “helps me learn about the products companies have to offer.”

 

  • According to the annual survey released by the National Retail Federation, Mother’s Day spending is expected to total a record US $25 billion this year, up from $23.1 billion in 2018. A total 84% of U.S. adults are expected to celebrate in honor of their mothers and/or other women. Consumers ages 35-44 are likely to spend the most at an average $248, up from $224, and men are likely to spend more than women at $237 compared with $158.

 

 

 

 

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