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Pew Research

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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.

  • According to new research from Salesforce and Publicis.Sapient, 87% of U.S. shoppers begin product searches on digital channels, up from 71% last year. While 46% of shoppers say that they prefer to buy in a physical location, 35% prefer buying via laptops and 18% prefer buying via mobile phones. In addition, 71% of shoppers say they use mobile devices in stores, up from 62% in 2017.

 

  • In a new study from Sprout Social, 81% of U.S. consumers surveyed said brands must be transparent on social media. By comparison, only 71% said that they themselves had a responsibility to be transparent. Celebrities got an even bigger pass, with just 57% of respondents holding them to that standard of behavior.

 

  • Some 52% of U.S. teens report taking steps to cut back on their mobile phone use, and similar shares have tried to limit their use of social media (57%) or video games (58%), a new Pew Research Center survey finds.

 

  • According to Horowitz Research’s FOCUS Black: The Media Landscape 2018 report, U.S. Black TV content viewers watch an average of 6.9 hours of TV a day—higher than any other group—and nearly six in ten (58%) Black pay TV subscribers report subscribing to premium channels. Also, two thirds (65%) of Black streamers say they feel they are watching more TV content than about five years ago.

 

  •  A new study by Synchrony revealed that 67% of U.S. consumers have downloaded a retailer’s app this year, and more than half of those did so specifically for a coupon or discount offer. Nearly half of consumers that have downloaded a retailer’s app use it for purchases.