365 Marketing Trends found for Consumer Trends / Attitudinal


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Global Internet Connections Pass Billion Mark

Trend Summary: About ten new people per second connected to the internet for the first time during 2015, Google reveals.


According to Scott Beaumont, VP of Google Greater China, the strategies companies have built for engaging the first billion people to have connected to the internet has served them well, but when it comes to the next billion it’s a ...

[Estimated timeframe:Q1 2016]

... whole different ball game.

Addressing the Media360 Summit in Hong Kong last week, Scott Beaumont, VP of Google Greater China revealed that “about ten new people per second connected to the internet for the first time in 2015.”

Mr Beaumont continued : “The pace of change is really quite startling and we’re looking at two billion more users getting connected in the next five years.”

He warned, however, that “what works now will not do so for the next billion [users] as they comprise a very different socio-economic make-up.”

“For example, they will be mobile-first and in many cases, mobile only. In Indonesia, mobile search makes up 70% while in China, 73% of internet users only use mobile as their primary device for internet access.”

Read the original unabridged CampaignAsia.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: CampaignAsia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6842

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

Smartphone Ownership Predicted to Soar in Globe's Top Digital Markets

Trend Summary: Two thirds of people living in the world's top digital markets will own a smartphone by 2018.


According to the New Media Forecasts report from ZenithOptimedia, published today, 66.5% of individuals in key digital markets worldwide will have a smartphone by the end of 2018. In forty-seven leading countries smartphone penetration rose from 41.6% in 2013 to 49.5% in 2014 while ...

[Estimated timeframe:Q4 2015 - Q4 2018]

... penetration will reach 55.7% this year.

This fourth edition of ZenithOptimedia’s annual New Media Forecasts report provides snapshots of the current state of digital marketing in forty-seven countries, covering topics such as internet access, media consumption and online behaviour, and forecasts the rise of internet connections and smartphone and tablet technology.

The Asia Pacific and Western European nations lead smartphone and tablet adoption, while smartphone adoption is highest in the Asia Pacific and Western European regions.

Zenith expects these regions to maintain their lead for the next few years. Of the forty-seven markets studied, Singapore has the highest level of smartphone penetration, with 89.0% at the end of 2014. Zenith expects this will leap to 97.0% by 2018 as the government pushes ahead with its plan for universal Wi-Fi access.

Spain and Ireland follow close behind, with 86.7% and 83.0% penetration in 2014 respectively.

Read the original unabridged ZenithOptimedia 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: ZenithOptimedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6765

Consumer Attitudes Now More Important than Age in Targeting

Trend Summary: New research indicates that demographics are not yet dead as a means of segmenting consumer target markets.


According to an article by Mindi Chahal in the current edition of Marketing Week, consumers’ attitudes are more likely to accurately categorise them than standard classifications such as age or social grade. Recent research suggests that marketers could be missing out by targeting apparently receptive consumers given that the latest data dispels myths surrounding ...

[Estimated timeframe:Q4 2015 onward]

...  traditional marketing segments.

Although some demographic groups continue to show a strong affinity with particular brands, they are often not the ones marketers would naturally expect.

The study of 1,500 UK consumers, conducted by London-based Network Research, examines the way in which people relate to some of the UK’s most popular brands based on rational and emotional attitudes. This, the company claims, reveals an alternative view on traditional age, gender, income and social grade segmentation.

More significantly, it also suggests that consumers might be better targeted by their attitudes and gives examples of sectors that might need to alter the way they think about audiences.

One such example is TSB, which historically had an older, financially conservative audience prior to its merger with Lloyds Bank in 1995, whereas the research shows that early adopters heavily favour the relaunched company, which offers an opportunity to think less conservatively about channel and product propositions.

The study also shows that people with the highest concerns about security of their personal data are aged over 65. A substantial majority (89.7%) of whom say they are worried. This will not come as a surprise, but personal security concerns also score highly (83.4%) among those aged 25 to 34.

Read the original unabridged Marketing Week.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: MarketingWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6745

Long Term Brand Loyalty Worldwide Is In Decline

Trend Summary: Long-term loyalty and customer engagement continues to decline despite advances in technology on mobile and search engine query results.


Recent research by US based Verint Systems, in collaboration with London-headquartered analysis and consultancy firms Ovum and Opinium Research, found that 18% of consumers have not had a good customer experience recently. This figure rises to one in three in France, significant room for improvement. Across the board, 61% of customers have been with their current bank, grocery store, mobile phone provider, utilities, insurance or credit card company for upward of ...

[Estimated timeframe:Q4 2015 onward]

... three years.

The research also found that 89% of respondents say good service makes them feel positive about brands, whereas 11% say how they are treated has no impact on their attitude toward companies.

Long term loyalty is highest in France and Germany, where 72% and 66% of customers, respectively, have been with their current providers for three years or more. Across all the sectors 14% of customers worldwide have been with their providers for less than two years.

The joint study analyses effective customer engagement and what drives loyalty and churn. It is based on a global survey of more than 18,000 consumers, including more than 2,000 US consumer responses, which reveal customer service expectations and the nuances of balancing personalisation with faster customer service and issue resolution.

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=6728

Marketers' Perception of Millennials is Wrong Says 'The Economist'

Trend Summary: According to the highly respected UK based weekly newspaper,'The Economist', millennials (the generation over which marketers salivate) aren't who you think them to be. 


In conjunction with Bloomberg Worldwide, The Economist seeks to create a global picture of the affluent millennial mentality across four continents. Surveying nearly 90,000 millennials, Generation Xers and baby boomers, the two media companies hope to better understand the media consumption habits of a generation some say is hard to define, while others argue is equally ...

[Estimated timeframe:Q4 2015 onward]

...  hard to target.

According to Nick Blunden, global managing director of The Economist: "The genesis of the reason why we did it is there is a lot of focus on millennials out there."

"We felt that the conversation about millennials was being somewhat dictated by a set of clichés that really didn't seem to bear any scrutiny when we thought about the millennials that we know already consume our product."

In an interview with Adweek following New York's Advertising Week panel titled "The Millennial Mirage", Blunden said research suggests a high ratio of those in the 18-35 age range aren't the lazy, narcissistic, entitled, apathetic parental leeches they're often described as. Rather they're often active, interested and entrepreneurial.

"They curate, they consume and they create. And that's what makes them influencers," Blunden said. "They don't just take on broad information, they DJ with it. They remix it and send it out."

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=6726

Marketers Voice Concern Over Digital Ad-Blocking

Trend Summary: The growing popularity of digital ad-blocking is the crisis of the moment, threatening the circa $60bn online ad industry.


In the online digital world, the growing popularity of ad-blocking is the crisis of the moment, threatening the circa $60bn online advertising industry. Marketers are asking “who and what do I trust?” says Bob Liodice, chief executive of the Association of National Advertisers, a trade group representing many of the USA's largest marketers, including such multinational giants as ...

[Estimated timeframe:Q4 2015 onward]

... Procter & Gamble, Apple and Colgate Palmolive.

But ad blocking is just the latest source of marketer's heartburn. They are also worried about piracy, fraud fueled by electronic “bots,” transparency in ad-buying and the need to ensure that their ads are actually viewable instead of hidden in corners of websites.

According to Maryam Banikarim, chief marketing officer for hotel operator Hyatt Hotels: “We have taught people they can get around the ads and that is an issue”. 

While other marketers aver that the root of some of the problems is that media companies, both digital and analog, have continued to overload their products with ads, thereby annoying consumers.

eMarketer, an independent market research company that provides insights and trends related to digital marketing, media and commerce, opines "Once relegated to the geek crowd, ad-blocking is hitting the mainstream and threatening to derail the explosive growth in the digital-ad business."

Nonetheless, digital adspend is expected to grow 17% this year to $58.1 billion.

Read the original unabridged WSJ.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: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6720

UK Shoppers Defect to Discounters, Threatening Established Brands

Trend Summary: UK shoppers are moving their loyalty away from brands in favour of discount stores such as Aldi and Lidl.


According to Marketing magazine journalist Sara Spary, discount stores such as German headquartered Aldi and Lidl are riding the wave of a remarkable phenomenon in British shoppers' consciousness - they have made budget shopping a badge of pride, even among the nation's middle classes. Big brands, accordingly, have a lesser role to play at ...

[Estimated timeframe:Q3 2015]

... the discount stores than they do at major supermarket chains such as AsdaTesco, Sainsbury and Morrisons.

All of whom, over time, have become pastmasters at developing and copying the brands consumers know and love. 

The percentage of own-label shopping has steadily increased over the past decade, equating to marginally higher sales than established brands. According to Kantar Worldpanel data, provided exclusively for Marketing magazine, this figure rose in 2014 to 51.3% - the highest percentage leap in ten years.

Concurrent with this trend, the discounters have waged all-out war on brands, pitting their own products against brands in bold advertising campaigns.

Moreover, the discount chains are outspending the major retailers, with Lidl having increased TV adspend 400% in the first half of this year.

So is this the beginning of the end for the major supermarket chains?

Fraser McKevitt, head of retail and consumer insight at Kantar, doesn't think so. He says consumers have a "soft spot" for brands and that they create pulling power for retailers. They also, at times of intense price competition and falling prices, are essential for retailers because they can be sold at a higher price.

"No mainstream retailer wants to alienate this valuable group of shoppers", McKevitt warns.

Read the original unabridged MarketingMagazine 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: Marketingmagazine.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6707

Tweeters Drive TV Programme Loyalty

Trend Summary: America's TV viewers in their droves are overwhelming social media networks with their reactions to every programme plot twist and turn.


Commenting on the summarised trend (see above). MediaPost journalist Gavin O'Malley poses a rhetorical question: "Who are these people, and what really gets them going?" The answer is ... ABC’s current mega-hit political thriller series Scandal, given that during the 2014-15 TV season 'Scandal' garnered top programme loyalty on Twitter, according to a new report from Nielsen Social. In sum, 24% of the programme's Twitter followers posted tweets relating to ... 

[Estimated timeframe:Q3 2015 onward]

three or more episodes.

Meanwhile, the total number of Twitter users who contribute to programme conversation over the course of a season is, on average, ten times larger than weekly levels suggest.

“That's notable for two reasons,” observes Lisa Berman, VP, research and product marketing at Nielsen Social. “First, it indicates that the population of social TV authors for a given programme is much bigger than one might expect by analysing week-to-week patterns. Secondly, this finding reveals a huge opportunity for networks.”

“Closely analysing programme authorship could support networks in transforming newly social fans into loyal authors that regularly drive buzz for a programme.”

Scandal is an American political thriller television series starring Kerry Washington, whose character, Olivia Pope, is partially based on former US president George H W Bush's administration press aide Judy Smith, who serves as the series co-executive producer.

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=6703

Poor Mobile Experiences Cost UK Online Businesses £6bn in 2015

Trend Summary: A new survey published by a major US identity management and financial credentials company reveals concern over abandonment of purchases via mobile media.


According to Palo Alto, California headquartered financial services company Jumio, a quarter of all attempts to purchase a financial product via a smartphone are abandoned before completion, with 66% of prospective purchasers quitting before the deal was sealed. Customer concerns about usability comprise the top three reasons for abandonment, specifically ...

[Estimated timeframe:Q3 2015 onward]

... slow loading times (32%), payment process being too complicated (27%) and difficulty with navigating the checkout process (26%).

The online study, conducted by Harris Interactive, identifies the driving forces of purchase and account opening abandonment as well as security concerns relating to  transactions on mobile devices.

These factors continue to be a major issue among mobile device users, despite consumers’ increased reliance on mobile and the growing awareness of hindrances to mobile sign-ups and checkout.

The 2015 Jumio Mobile Consumer Insights Study found that more than one-half of UK smartphone owners (55%) have abandoned a mobile transaction.

According to the UK's Office of National Statistics [ONS], mobile commerce revenues reached £15bn in 2014.

In addition to a majority of survey recipients abandoning transactions, the ONS study also found that nearly a quarter (24%) of consumers quit their attempts at opening an online gaming account, while 25% of attempts to open a financial services accounbt likewise bit the dust.

Comments Marc Barach, Chief Marketing Officer at Jumio: “As mobile transactions continue to skyrocket, so do abandoned purchases, incomplete account openings, and lost revenue.”

Mr Barach also observed that: “Businesses have heeded the warning and are finally prioritising mobile checkout experiences, underscored by the ten percent improvement in abandonment rates over the last two years.”

“But, experiences are still far from being as seamless as they need to be in order for retailers to stem the tide of lost opportunity and put a potential £6bn back in their pockets.”

Read the original unabridged Jumio.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: Jumio.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6702



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