315 Marketing Trends found for Research / Consumer research


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Consumers Cooling Towards Connected CE Devices

Trend Summary: Consumer interest in connected electronics is levelling off.


Recently released research from Dallas headquartered market research and consultancy company Parks Associates, suggests that while it may not yet be time to hit the panic button it would be wise for IT manufacturers to ...

[Estimated timeframe:Q2 2017]

... figure out what they can do to maintain the public’s interest.

Currently, US households with broadband services have an average of 8.1 connected electronic devices in their homes. While this represents a 76% growth in average volume since 2010, the increase has flattened in recent years. 

According to Tricia Parks, the firm’s founder and CEO: “It’s not that the news is bad, it’s that it’s flat”.

“We have more stuff in our average homes, but there appears to be a lull. Manufacturers need to do something to wake-up that lull.”

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=7212

UK Media and Entertainment Brands Confident of Growth in 2017

Trend Summary: UK media and entertainment brands are the most confident about business growth in 2017.


UK based advertisers in the media and entertainment categories are the most confident group, predicting growth in their specific categories. Hard on their heels are advertisers in the ..

[Estimated timeframe:Q2 2017]

... pharmaceuticals & healthcare industries. 

These are the key findings from Zenith’s new biannual client survey. Ahead of marketers attending the Cannes Lions 2017 event Zenith wanted to discover what are the key drivers of growth and assess how confident marketers are about business growth in their respective categories.

Media and entertainment advertisers came out on top, recording a score of 82.1, followed by pharmaceuticals, healthcare and alcohol.

The lowest-scoring category was telecommunications, at 33.3, followed by food & drink and FMCG non-food categories.

Read the original unabridged Zenith 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: Zenith Optimedia
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7203

Lift-Off Predicted for Mobile Media Consumption In 2019

Trend Summary:  26% of media consumption worldwide will be mobile come 2019.


The latest forecast from Zenith Optimedia predicts that people across the world will spend an average of 122 minutes daily in accessing the mobile internet via browsers and apps - an amount that soars from a meagre ...

[Estimated timeframe:Q2 2017]

... ten minutes a day since 2010.  

However, the mobile boost to media consumption is slowing.

Mobile internet consumption increased at an average rate of 44% annually between 2010 and 2016, driven by the spread of mobile devices, improvements in technology and greater availability of mobile-adapted content.

Some of this extra consumption time was cannibalised from traditional media, but the spread of mobile technology has given a boost to overall media consumption by allowing users to access more media, in more places, and at more times than ever before.

The average person spent 456 minutes consuming media in 2016, up from 411 minutes in 2010 – an average increase of 2% per year.

Read the orignal unabridged Zenith Optimedia 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: Zenithmedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7186

Banking Gets Personal As Customers Get Choosey

Trend Summary:   Banking Gets personal with the rise and rise of the Customer.


All evidence suggests that customers are taking advantage of the old business credo" Whoever delights you keeps you", according to Vikrant Karnik, EVP & global head at ...

[Estimated timeframe:Q2 2017]

...cloud foundational services FS Capgemini

Posits Mr Karnik: "For decades the consumer-banking model was built around customers who open accounts with a particular institution and stay there for life".

"Now, that model has been upended. Advancements in analytics, processing power and artificial intelligence have created an environment in which traditional institutions and fintech startups alike have an unprecedented ability to understand their customers, providing them with well-tailored, personalised avenues for managing their financial lives"

All evidence suggests that customers are taking advantage of the situation.

According to a 2016 survey of 55,000 banking consumers in 32 countries conducted by Ernst & Young , 40% said they had used a non-bank financial services provider during the last twelve months. A further 20% said they plan to do so in the near future.

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=7184

Consumers Crave Support for Smart Home Technology

Trend Summary: Smart home technologies have passed the consumer awareness hurdle.


A new consumer research survey conducted by technical support services specialist PlumChoice and the Z-Wave Alliance, reveals that 97% of US consumers in 2016 knew what smart devices were, compared with ...

[Estimated timeframe:Q2 2017]

just 67% in 2015.  

Additionally, nearly 80% of consumers said they own at least one smart device, while the majority own four to six such devices. 

According to Noelani McGadden, vice president of IoT at PlumChoice: “In 2016, there was a tentative nature to the market.

“As consumers are moving beyond the early adoption phase, they’re finding there’s not just one manufacturer that’s going to satisfy all their device needs.”

The smart home category is still projected to grow, with more than half (52%) of the survey’s respondents planning to buy a smart device in the next two years (among those who already own devices, 84% said they plan to buy another within the next two years).

Read the original unabridged MediaPost 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.mediapost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7168

Teens Prefer Algorithms To Human Editors in Story Selection

Trend Summary: Recent research reveals that teenagers trust algorithms to select stories nearly twice as much as they trust human editors.


According to the latest findings of the Edelman Trust Barometer published by the Chicago and New York based PR firm, teenagers trust algorithms to select stories nearly twice as much as they trust ...

[Estimated timeframe:Q1 2017]

... human editors.

Conversely, whilst teenagers are more trusting of traditional media such as TV, radio and newspapers than adults, they also place mounting importance on facts in a ‘filter bubble’ era while concurrently trusting algorithms more than human editors to select stories for them.

The study, which sampled one thousand 16-18-year-olds, found that despite being the social media generation, the teenagers surveyed are uncomfortable with the pace of change.

Three in five are concerned about the pace of change in social media, while two in five are concerned about Artificial Intelligence and robotics, eclipsing the concerns from adults.

Nearly half the young adults feel the pace of change in mobile technology is too fast, whilst paradoxically investing greater trust in traditional media than adults by a margin of 59% to 48%, whilst more than eight in ten of respondents say they are regularly engaging with current affairs.

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: The Drum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7107

CPG Marketers Now Spend More on Digital Than Traditional Ads

Trend Summary: Packaged-goods marketers now spend more on digital than all forms of traditional advertising combined.


A new online study of 600 brand marketers, retailers and shoppers by Cadent Consulting Group, a spinoff from WPP's Kantar Retail, reveals that the latter two groups give digital lower marks for effectiveness than ...

[Estimated timeframe:Q1 2017]

... any other marketing option.

According to Cadent this trend could cap growth in years ahead.

The survey also notes that shopper marketing, long one of the hottest areas of Consumer Packaged Goods [CPG] spending, has not only reached a plateau but also started to decline as a share of marketers budgets.

However, trade promotion remains one of the industry's biggest marketing line items, accounting for 46.2% of spending, according to a study of circa one hundred manufacturers.

Nonetheless the latter figure is down from more than 49% in 2012, with some marketers projecting that they will cut it further to around 43% in 2017.

Overall, Cadent reports that the CPG industry spends around $225bn on marketing, including in its mix spending on trade and consumer promotions.

Read the original unabridged AdAge.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: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7106

Live Video Finally Takes Off in USA

Trend Summary: It is estimated that 63% of US internet users in the 18-34 age group have watched live video.


A study conducted in January 2017 by consulting firms Warc and Deloitte Digital reveals that live video has the greatest potential when it focuses on newsworthy events that attract high rates of ...

[Estimated timeframe:Q1 2017]

... sharing and commenting.

According to eMarketer’s latest report by analyst Paul Verna, "US Live Video 2017: Still Buffering", consumer-uploaded streams tend to be especially challenging to monetise because of their unpredictable nature, although content from publishers and brands offers more potential.

The data points to the challenges of using live video for marketing purposes—or even the challenge of getting started. It should be noted, however, that it took marketers years to embrace YouTube, Facebook and Twitter, largely for the same reasons that make live video, in its current incarnation, problematic.

Read the original unabridged TheDrum.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=7103

Consumers Give Thumbs Down to Brands, Citing 'Poor Content'

Trend Summary: A study of people in thirty-three nations reveals that they couldn’t care if less if 74% of the brands they use disappeared.


The study, conducted by Havas Media Group, polled some 300,000 people, spanning thirty-three countries and 1,500 brands, and the bad news for marketers is that ...

[Estimated timeframe:Q1 2017]

... "people wouldn’t care if 74% of the brands they use just disappeared."

Moreover, survey respondents believe that: "60% of content produced by brands is poor, irrelevant or failing to deliver because it fails to inspire, entertain, educate, inform, help and reward."

Among the "content" that fails to "inspire, entertain, educate, inform, help and reward" are video games, F2F games, spectator events, sport events, live-stream events, physical activities, parties, home events, fundraising events, VIP experiences, celebrities collaborations and interviews.

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=7090

Trust In Institutions Declines Worldwide

Trend Summary: Trust in institutions such as the media, government and business leaders continues to decline worldwide.


According to the Trust Barometer published by American communications and marketing giant Edelman, trust in institutions such as the media, government and business leaders continues to ...

[Estimated timeframe:Q1 2017]

 ... decline across the world.

Edelman’s survey reveals that faith in the media is at an all-time low in seventeen of the twenty-eight nations polled, while trust in government sagged in fourteen global markets and is rated as the least-trusted institution in half of all countries surveyed.

Trust in business leaders is also imperiled, dropping in every market polled.

More than half (53%) of global respondents felt the system was working against them, offering little help for the future. (Only 15% believed it was working for them; the remainder felt uncertain.

Comments Kathy Beiser, global chair of Edelman's corporate practice: “This crisis in trust has profound implications for institutions and their leaders“.

Adds Ms Beiser: "We see a growing and continuing disparity in trust levels between the mass population and the informed public, with the mass substantially less trusting than those with higher levels of income and education”.

She concludes: "The mass population simply doesn’t believe the system works for them anymore.”

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=7073



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