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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.

Check out our new roundup for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

According to recent research from Customer Thermometer, less than half of respondents fill out feedback surveys: 46% of respondents say they usually complete feedback surveys if they are quick, and 45% say they usually ignore requests. Only 9% of consumers say they usually take the time to thoughtfully fill out feedback surveys.

A new survey by the 4A’s and SSRS found that 67% of agency respondents said that they “believe that changing American values are causing brands to become more interested in corporate responsibility and values-based marketing.”

Recent research from Sprout Social found that 86% of respondents say they want brands to be honest in their social posts; 83% want brands to be friendly, 78% want them to be helpful, and 72% want them to be funny. Less than half of consumers want brands to be trendy (43%), politically correct (39%), or snarky (33%) on social media.

According to the New Brewer publication, seasonal craft beer sales slumped 14% in the first quarter, accelerating from last year’s decline, as the collective palate of drinkers and the year-round availability of seasonal styles have eaten into that segment. Of the top 50 brewers that meet the Brewers Association’s definition of a craft brewer, 25 saw sales flatten or decline in 2016.

Campaigner®, the email marketing brand of j2 Global, Inc., announced the results of its 2017 Generational Marketing Insights Survey, finding that less than a quarter (24 percent) of online shoppers in general name social media as one of their preferred channels for brand interaction. Only 5 percent of respondents saying they use Snapchat to keep in touch with brands; Pinterest and Instagram each garnering 18 percent, while over half (54 percent) of those surveyed say they use Facebook to follow brands on its platform. Only 3 percent say they utilize Twitter for this purpose.

According to new research from Brand Innovators and Origami Logic, nearly two-thirds (63%) of surveyed brand marketers understand that marketing performance measurement would help them focus on measuring ROI but 72% said their marketing measurement efforts were either average or below average. Technology and automotive sectors led the way in describing their measurement practices as above average, while retail, personal and household goods and healthcare all reported their efforts as average at best.

Bond Brand Loyalty released The Loyalty Report 2017, finding that brands continue to invest more in loyalty programs, and enrollment has grown by 31% over the last four years.

According to research conducted by Leflein Associates, members of Gen Z “expect to be able to have direct access to friends, celebrities, and brands,” said Pete Stein, Fullscreen’s general manager. The study found a generational gap between Gen Z (aged 13-17) and millennials (aged 18-34), finding that the latter are more likely to consume content on traditional TV, publisher sites and blogs, while members of Gen Z are early adopters on things like short digital videos, social media sites/apps and watching full-length shows/movies online.

A study from GetResponse and Holistic Email Marketing found that marketers believe email marketing delivers the best return on investment when considering all digital marketing options: 53 percent of marketers believe email marketing delivers an excellent or good return on investment, while 50 percent felt the same about social media marketing. More than 40 percent of marketers also felt that search engine optimization, content marketing and paid social media advertising had a good or excellent return on investment.

Marketing research firm BrandSpark International announced the 2017 winners of the BrandSpark Most Trusted Awards for consumer packaged goods (CPG) brands. “Just 18% of shoppers buy any product so long as it offers the best price, so brand trust is a key factor in the purchasing decision,” added Levy. “67% of Americans saying they try new products from the brands they trust most.”68% of respondents, from millennials to older shoppers, stated that they trust consumer-voted awards for brand endorsements. For health & beauty products, consumer-voted awards are the most influential endorsements outside of medical professionals and direct friends and family, with 45% of shoppers saying that consumer awards are influential to their beauty purchases, increasing among millennial beauty shoppers to 60%.

Fluent’s “Marketing to the Heartland” in the first two research series looked at differences in core values and media consumption habits of consumers living in the Heartland. Physical stores are still the preferred way of shopping for nearly half of US consumers in both Heartland and Coastal areas, says the report. Consumers generally prefer shopping in a physical store because they like to see or try items on in person (74% for total US). Many also find brick and mortar shopping more convenient, especially in the Heartland.