80 Marketing Trends found for Consumer Trends / Demographic


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Consumer Data Predicted to Take Future Control of the 'Marketing Cloud'

Trend Summary: Consumer data is predicted to control the 'Marketing Cloud' of the future.


Many marketers believe this arena will be dominated by whoever controls the most and best consumer data, combined with the opportunities to connect that data with ...

[Estimated timeframe:Q1 2018]

... massively scaled touchpoints.

These companies will have reams of consumer data and multiple oportunities to capture value from that data in the targeting, measurement and optimisation of all forms of commercial communication.

Such communications will range from email, digital banners, digital video and TV ads to e-commerce personalisation, snail mail and telemarketing.

Meantime providers of these capabilities have recentlly adopted the term Marketing Cloud, a not inappropriate label given the importance of cloud storage and computing in making this all happen at massive scale.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7292

Cash Strapped Consumers Zip Wallets As UK Retail Sales Sag

Trend Summary: UK retail sales weaken as cash-strapped consumers hold back.


According to a survey conducted by the British Retail Consortium [BRC] on behalf of Barclaycard, UK retail sales in October declined by the most in seven months, indicating continued caution among consumers only weeks prior to ... 

[Estimated timeframe:Q4 2017]

... the crucial Christmas shopping season. 

The BRC reports that sales fell by one percent on a like-for-like basis and were up just 0.2 percent in total terms. In a separate report, Barclaycard said annual growth in household spending slowed to 2.4 percent last month from 3 percent in September, the weakest in more than a year.

Meantime Bank of England Governor Mark Carney said last week that while household finances have been “difficult” this year, “the worst of that real-income squeeze is ending.”

In addition to expecting inflation to peak this month, Mr Carney also forecasts a pickup in wage growth.

Read the original unabridged Bloomberg.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Bloomberg.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7257

e-Commerce Continues to Gain Acceptance By China's Consumers

Trend Summary: e-Commerce continues to steadily gain acceptance among Chinese consumers.


Following four years of significant growth in China, there have been clear and noticeable changes in shopping and consumption habits, bringing about ...

[Estimated timeframe:Q4 2017]

...  clear and noticeable changes to shopping and consumption habits. 

According to volume two of Kantar Worldpanel and Bain & Company’s 2017 China Shopper Report: Keeping up with China’s Shoppers at Two Speeds, rising digital activity has had little impact on certain key elements of consumer behavior, such as brand loyalty.

While the second quarter of 2017 showed a slight uptick in sales, overall value growth for the first half was a mere 2% versus the same period in 2016, largely due to a volume decline of 3% and unimpressive average selling price growth of 2.3%.

Brands in China consquently face new realities that now guide many of them as they develop strategies for growth.

Read the original unabridged Kantar Worldpanel article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: KantarWorldpanel.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7256

Age Is No Longer an Indicator of Consumer Attitudes

Trend Summary: Marketers should be aware that age has become an outdated indicator of consumer attitudes and behaviour.


According to Andrew Mulholland, managing director at London headquartered ad agency The Gild, brands should know about the so-called 'New Conservatism' in which a consumer's age is ... 

[Estimated timeframe:Q4 2016]

...  an outdated indicator of attitude and behaviour.

Posits Mr Mulholland: "Following a major new research study it is clear to us that age can no longer be taken as a short-cut to the attitudes, beliefs and motivations of any given age group".

"In fact, attitudes usually vary within the confines of a single demographic group more than they do across generations.

The Gild's recent Generation Study revealed that only 25% of consumers match a traditional age profile, thereby posing the question: Is 75% of targeting wrong?

Over half (59%) of Generation Z respondents describe their attitudes as being between ‘conservative’ and ‘moderate’ on issues including same-sex marriage, transgender rights and marijuana legislation.

Comments Mulholland: "Look at the data at a superficial level and we conclude they’re a conservative generation. Look more deeply and yes, more than expected are conservative, but plenty are not; some are extremely liberal".

"It’s also important to bear in mind that they’re currently of an age where they’re exploring their opinions and attitudes, so much could change, very quickly".

Read the original unabridged The Drum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7019

'Grey Entrepreneurs' Boost UK Business

Trend Summary: New research reveals that years of recession and austerity have wrought a deep change in the character of UK business.


The research, conducted on behalf of French multinational insurance giant AXA, reveals that the UK's unemployed, pensioners and parents experiencing  in-work poverty have all resorted to ...

[Estimated timeframe:Q4 2016]

...  self-employment.

In the light of this trend, innovation and inventions have grown, while the number of people turning a hobby into a money-spinner has doubled.

Moreover, ‘Grey entrepreneurs’ have become  a rising force in the UK economy. A quarter of new businesses are founded by those on the cusp of retirement (55-65 age group), and seven per cent by people of state pension age.

“I started a business at the age of sixty,” says Mike Stevenson, founder of Edinburgh based motivational communications agency Thinktastic. “My view was that a lifetime’s experience would have been wasted if I had stepped back then. I also had energy, enthusiasm and the ability to influence the future.”

Eight in ten respondents to the survey said that a life crisis had taught them survival skills needed in business. A quarter of the survey sample cited a financial disaster, while 17% were prompted by an accident or illness.

Other crises included a business failure (9%), depression or a breakdown (16%), and even heartbreak (11%).

Read the original unabridged Talk-Business.co.uk article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TalkBusiness.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7010

US Millennial Graduates Crippled by Student Debt

Trend Summary: Nearly two-thirds of US millennials graduated, or will graduate, with individual student debt averaging $27,162.


According to a new survey conducted by online borrowing exchange LendingTree, despite Millennials' weighty student loan burden, recent graduates are moving to some of America's most expensive cities, heavily concentrated in the Northeast and most notably in the ...

[Estimated timeframe:Q4 2016]

... Boston area.

Other popular residential areas include Irvine, California and San Francisco, while the states with the highest outstanding college debt per student loan borrower are Washington DC and Maryland.

The cost of living in these locations exceeds the national average. According to a separate report by personal-finance site SmartAsset, in Boston for example, the average cost of renting a two-bedroom apartment is $2,821, which means that students need to earn $120,900 a year to afford the rental cost.

The majority of those polled by LendingTree said that their monthly bill affects their spending ability "very much."

According to Doug Lebda, founder/ceo of LendingTree, graduates all too often choose cities based on career opportunities and highest starting salaries.

However, says Mr Lebda, they overlook the bigger picture. "Consider the total cost of life," he counsels, which means it might make more sense to look at other cities where the cost of living is lower and the salaries are too".

Read the original unabridged Yahoo.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Yahoo.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6999

Radical Demographic Shift To Transform Consumer Markets

Trend Summary: A new report identifies three key groups of urban consumers with the purchasing power to shape the consumer landscape over the next 15 years.


The report by the McKinsey Global Institute, titled Urban World: The Global Consumers to Watch, found one trend common to all groups studied ...

[Estimated timeframe:Q3 2016]

... their location in cities.

Over 91% of world consumption growth over this period will emanate from city-dwelling consumers. This radical demographic shift will transform the nature of consumer markets.

Until the turn of the century, population growth powered more than half of global consumption. As population growth slows, that will fall to only one-quarter over the next fifteenyears. Per capita spending will be the engine of consumption growth. In this new world, companies need to know which consumers have the purchasing firepower, where they are, what they want to buy, and what drives their spending.

Marketing savvy alone isn’t enough to track these consumers. Companies will need a more detailed portrait of target customer groups than ever, including their age, income, ethnicity, and shopping preferences.

McKinsey Global Institute research finds that China is expected to spend 12.5% of all consumption growth on education for those under thirty — higher than any other country except Sweden.

Read the original unabridged HarvardBusinessReview.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: HarvardBusinessReview.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6934

Global Middle Classes Boom

Trend Summary: Almost 100 million households worldwide have entered the consuming middle-class income bracket over the past two years.


According to a new global survey conducted by information and measurement company Nielsen on behalf of financial services giant Credit Suisse, the role of young consumers is ...

[Estimated timeframe:Q2 2016]

... an essential component of this development.

However, the worldwide adoption of ecommerce is also an important factor, given that the proportion of internet users who shop online rose to 30% in 2015.

The survey findings are based on 16,000 face-to-face interviews with consumers from nine emerging economies: Brazil, China, India, Indonesia, Mexico, Russia, Saudi Arabia, South Africa and Turkey.

The report identified India as the"biggest ecommerce opportunity", noting that "the average Indian respondent's income has increased by double-digits compared with a decline for the [emerging market] average, although income expectations going forward have moderated."

However, it is in China that younger consumers have really made an impact, the survey reporting that shoppers aged between 20 and 30 are expected to contribute to 35% of the country's total consumption over the next five years, up from the current figure of just 15%.

Read the original unabridged Warc.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: www.warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6867

Smartphones Will Drive mCommerce by 2017

Trend Summary: 2017 will pass a milestone for US e-commerce, with over half of digital buyers using a smartphone to make purchases.


The latest forecast by New York headquartered research firm eMarketer predicts that by 2017 95.1 million Americans aged fourteen years and upward (equating to 51.2% of all US digital buyers) will make at least one purchase via a ...

[Estimated timeframe:Q1 2016]

... smartphone in 2017.

According to eMarketer retail analyst Yory Wurmser: “Most shoppers regularly browse and research on their smartphones, but they’re now also making purchases with them as mobile sites become better optimised and screen sizes grow."

Mr Wurmser also believes that "it's easier for shoppers to complete a purchase on their smartphone, driving up mCommerce numbers for the next several years.”

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6844

The Life and Times of Generation Z

Trend Summary: Marketers should not make glib assumptions about the Generation Z age group given its contradictory attitudes and habits.


A paper published today by Warc [World Advertising Research Center] warns marketers not to make slick assumptions about the Generation Z age group, given its post-Millenial characteristics and everchanging culture. Members of this age group are defined as people with birth years ranging from ...

[Estimated timeframe:Q1 2016 - Q4 2025]

... the mid-or-late 1990s to 2010 and onward to circa 2025.

G-Zers contradictory attitudes and habits while their culture is ever changing.

Such traits make long-term planning problematic according to Warc's Toolkit 2016, which quotes one researcher as saying five years is too far ahead ahead.

The age group's sometimes contrary nature is evident in the research which found 86% of GZ-ers use their smartphone several times a day, while  79% agree that people of their age spend too much time on digital devices.

Moreover 69% watch more than two hours of television daily, while 70% say they watch more than two hours of YouTube content daily.

Despite these apparent contradictions, there are some things that can be confidently stated about "Generation Swipe", including its affinity with digital technology.

Research conducted in Asia also suggests that access to technology by GZ-ers  is shaping not just media consumption but friendships and entire lives: in Vietnam, half of this age group said they felt most comfortable communicating via chat apps or text.

Read the original unabridged Warc.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6801



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