365 Marketing Trends found for Consumer Trends / Attitudinal


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Marketers Urged to Reassess Approach to Traditional Family Structure

Trend Summary: Marketers are advised to urgently reassess their current views of the family unit.


According to Hanna Chalmers, a Senior Qualitative Director at London based market research firm Ipsos MORI, marketers should be aware that the British family unit has become more complex and diverse as ...

[Estimated timeframe:Q4 2016]

... marriage declines, divorce rates rise, people become parents later and have fewer children.

Ms Chalmers notes that the demographic and attitudinal shifts occurring in many markets, aided by education and the internet, mean that marketers need to adapt their advertising and communication strategies accordingly.

Chalmers also notes that "depictions of family life constructed along clearly defined, traditional gendered roles are outmoded and no longer reflect most people's experiences".

Moreover the demographic and attitudinal shifts that are occurring in many markets, aided by education and the internet, mean that marketers need to adapt advertising and communication strategies accordingly.

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=7025

Marketing Personalisation Trend May Polarise Consumer Attitudes

Trend Summary: The increasing personalisation of almost everything, from products to information, is increasingly resulting in polarisation.


The trend to marketing personalisation, according to Stacy Glasgow, Consumer Trends Consultant at marketing intelligence firm Mintel, is all too evident in the current presidential election which has divided the US as ...

[Estimated timeframe:Q4 2016]

... never before in modern times.

Says Ms Glasgow: "Whether or not they are aware, many consumers find themselves in a perpetual cycle of being exposed only to ideas, beliefs, opinions and services with which they already identify".

Moreover, she added: "In the coming year, these figurative echo chambers will place a greater distance between people – and between consumers and brands – leaving the latter with complex challenges."

This lack of diverse content, she argues, "could be detrimental for consumers who, in this experience-driven culture, do, in fact, want access to new and unique products, services and knowledge".

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=7021

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

Video To Account for 70% of Mobile Traffic Within Five Years

Trend Summary: Facebook predicts that by 2021 video will account for 70% of mobile traffic.


Addressing the Wall Street Journal's WSJD conference yesterday, Facebook's chief product officer Chris Cox revealed that video currently accounts for about 50% of mobile data traffic, citing the Ericsson Mobility Report. Opined Mr Cox ...

[Estimated timeframe:Q4 2016]

... "that's insane", citing everything from video status updates to live pictures in Messenger and switching from a text to a video voice call.

With video consuming the lion's share of Facebook's 1.71bn users' time and attention, the social media colossus has set its sights on becoming a "video first" service.

Moreover, it's working on new tools to get more people to use its video streaming service 'Live'. Cox showcased a new feature Facebook plans to install onto mobile phones: Prisma-like filters that make live video appear in the style of renowned artists such as Georgia O’Keefe and Claude Monet.

For those interested in the new service it can be accessed here.

Read the original unabridged USA Today 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: usatoday.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7014

Mobile Drove Almost Half of Southeast Asian e-Commerce Transactions in H1 2016

Trend Summary: A new study reveals that brands can no longer ignore mobile as a primary means of driving sales.


Mobile accounted for more than half (54%) of all e-commerce transactions in Southeast Asia during the first half of 2016, according to the latest study by ad tech firm Criteo. The study also revealed that, for the first time, the top 25% of online retailers in the region saw ...

[Estimated timeframe:Q4 2016]

... more than half their sales coming from mobile devices.

Moreover, across all retailers in Southeast Asia, mobile's share of e-commerce transactions saw a year-on-year increase of 19%, with smartphones and apps leading the way.

The study also found that mobile apps drove a higher proportion of consumers to purchase over the period and delivered conversions at three times the rate of mobile web.

Likewise, smartphones delivered the majority of mobile transactions, with the great majority transacted on Android devices. Android also accounted for three times as many mobile retail transactions than Apple devices.

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=7012

'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

Social Media Users Increasingly Reject Brand Intrusions

Trend Summary: Although newer social platforms are growing rapidly, over a quarter of global internet users "actively ignore" social posts by brands.


Consumers, it seems, are getting increasingly savvy about the wiles of brands and marketers. This trend is revealed in the latest Connected Life study by WPP Group's research arm Kantar TNS, which examines and reports on the digital attitudes and behaviours of ...

[Estimated timeframe:Q3 2016]

... 70,000 internet users in fifty-seven nations. 

Usage of newer social platforms is growing rapidly, but over a quarter of internet users worldwide say they "actively ignore" social posts or content from brands.

Twenty-six percent of global survey respondents claim they "went out of their way" to avoid branded content, a figure that rose to 57% in Sweden and Denmark. Scepticism was rather less marked in Saudi Arabia (15%) and Brazil (19%).

Notes the report: "Although social platforms start out ad-free, focusing initially on growing the number of users, the need to monetise inevitably leads to the introduction of ads".

The report also identifies other problems for brands, citing in example the fact that consumers feel increasingly bombarded by the presence of brands on social platforms, with 34% of the survey sample saying they feel "constantly followed" by online advertising.

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=6992

Consumers Are Losing Patience With Slow-Loading Websites

Trend Summary: Online shoppers are becoming increasingly impatient over website loading times.


According to research from digital performance measurement firm Dynatrace, just a half second difference in page loading times can make a 10% difference in sales for ...

[Estimated timeframe:Q3 2016]

... online retailers.

Paradoxically, despite the general increase in connectivity speeds, retail websites worldwide have been getting slower over the last year, not faster, Dynatrace reports.

Explains the tech firm's vice president of marketing Dave Anderson: "It's mainly because of all the third-party connections to Google, Facebook and Twitter."

"These, and chat functionality, are slowing things down, particularly for Australian sites.

Explains Mr Anderson: "This is because data travelling between the USA and Australia have to cover huge distances, causing a delay, or latency".

Globally, the average page load time has gone up by 7% compared to last year - from 4.2 to 4.5 seconds.

Ironically, this means that retailers who are trying to offer a more interactive, personalised multimedia online experience for their customers have been shooting themselves in the foot.

Read the original unabridged BBC.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: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6988

Agencies and Media Platforms Conjoin to Measure Cross-Screen Viewing

Trend Summary: Ad, TV, Video trades in USA organise around tech standards to seek single 'Mezzanine' format.


The proliferation of so-called “cross-platform” screens for watching TV and video has focused the US media industry on measuring and understanding how consumers view advertising and programming content, but it has also created unintended consequences in ...

[Estimated timeframe:Q3 2016]

... the way in which the Ad, TV, and Video trades produce, distribute and traffics that content.

The consequences of this trend have created confusion, inefficiency and challenging new kinds of workflow among advertisers, agencies and the media.

In the first industry-wide initiative to tackle technical standards and formats associated with this rapidly changing marketplace, a joint venture of the Association of National Advertisers [ANA]and its agency counterpart, the 4As, has spearheaded a coalition of the advertising, TV and digital media industry’s leading technical groups to create standards and best practices for managing video assets in a non-linear world.

The effort - which is supported by nine trade groups, including the ANA, the 4As and the Interactive Advertising Bureau - is the brainchild of Harold Geller, chief growth officer of Ad-ID, the ANA/4As joint venture that created an indelible digital code enabling advertisers, agencies, producers and the media to traffic vital metadata associated with TV and video ad campaigns regardless of whichever platform they ultimately end up on.

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=6981

Consumers Are Disrupting the Advertising World, Claims IAB

Trend Summary: According to the US Internet Advertising Bureau the era of people-centric advertising has arrived.


Hyping next week's 2016 IAB MIXX Conference, the US Internet Advertising Bureau [IAB] claims that "consumers are disrupting the advertising world", citing one of the tech industry's favorite terms. For digital advertisers, this may seem like a difficult fork in the road and ....

[Estimated timeframe:Q3 2016]

... it is.

But the IAB also sees consumer disruption as an opportunity for marketers to look at themselves honestly and fully: "To deeply reflect on our practices, methods and technologies in order to come together and chart the best path forward as a community."

Programmatic commands the majority of digital adspend, effectively bringing about the marriage of creative and data.

Despite programmatic's lack of sexiness, it's a sophisticated way to target consumers across ad formats, channels and devices. As an industry, we've spent the last decade building programmatic buying and targeting foundation.

Now, however, how does the ad industry make room for storytelling, and how do we create and deploy compelling storytelling at scale? How do we build out the creative tools and services for the programmatic ecosystem? And how do we continue to pave the way for higher function buying?

Concludes the IAB: "Despite its lack of sexiness, programmatic is a sophisticated way to target consumers across ad formats, channels and devices".

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6978



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