315 Marketing Trends found for Research / Consumer research


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Live Video is Now a 'Must-Buy' for Marketers

Trend Summary: A study by Yahoo on the effectiveness of livestreamed video found that 31% of consumers remember live ads better.


From sports to breaking news to the world's biggest music festivals, live video gives consumers the experience of being in two places at ...

[Estimated timeframe:Q3 2016]

... one and the same time.

As video viewership on digital devices increases, the thirst for live content does likewise. According to Yahoo sixty-four percent of consumers have watched live online videos in the past year.

That's especially true of millennials who want access to these experiences, 41% of whom said live events help to "keep them in the know".

Even more compelling than the massive numberof eyeballs attracted to live programming is that viewers who tap into live video are highly engaged.

Moreover, Yahoo's recent study into the advertising effectiveness of livestreams found that viewers are emotionally engaged with live content and find it valuable because it's content they want to see.

Meantime, brands are getting in on the action. Advertising alongside live video soared by 113% year-on-year, outpacing all other types of digital video.

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=6991

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

Resilient US Consumers Strengthen Global Ad Market

Trend Summary: Global ad market strengthens despite Brexit vote.


According to Jonathan Barnard, Head of Forecasting at Zenith Optimedia, the global ad market has strengthened over the past few months, thanks mainly to ...

[Estimated timeframe:Q3 2016]

... the resilient US consumer.

Says Mr Barnard: “So far any impact from the vote for Brexit has been limited, and confined to the UK. We expect the global ad market to strengthen further in 2017 and 2018.”

Zenith’s new Advertising Expenditure Forecasts published today also predict that global advertising expenditure will grow 4.4% this year to reach US$539bn, ahead of the 4.1% previously forecast in June. Advertising expenditure will then expand by 4.5% in 2017 and 4.6% in 2018 – up from previous growth forecasts for both years, which respectively were 4.3% and 4.4%.

By 2018 global advertising expenditure will total US$589bn, US$4bn more than forecast in June.

Read the original unabridged ZenithOptimedia report.


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=6979

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

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

Digital-Using Shoppers Create $2.2 Trillion Worth of In-Store Sales

Trend Summary: The ultimate goal of shopper marketing remains the same: it is about the strategies and tactics that influence in-store purchase decisions.


Digital's influence on retail has been staggering over the past 3-5 years. According to Deloitte Digital's recent Navigating the New Digital Divide study, digital interactions were expected to influence 64 cents of every dollar spent at retail at the end of 2015, equivalent to $2.2 trillions ...

[Estimated timeframe:Q2 2016]

... worth of instore sales.

This latest figure has risen from $1.7 trillion a year earlier and just $0.33 trillion in 2012.

Of equal importance, according to Deloitte's findings, is that among consumers who use digital devices while they shop, a third indicated that they spend more due to their use of smartphones and other devices.

Moreover, those who use digital whilst shopping in-store convert to a purchase - a 20% higher rate than with those who don't.

Says Chris Fagan, ceo of Key Ring, a shopping-focused app: "From the moment a consumer steps into a retailer, she can move from awareness to consideration to purchase just from viewing content or ads on her smartphone". 

"Because of this, it's more important than ever to capture shoppers' attention when they are near or at the point of purchase."

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=6920

New Content Search Engine Powered by AI

Trend Summary: In the wake of much hype and razzamataz, Artificial intelligence [AI] is invading all types of media and platforms.


Concious that marketers currently create an average of six times more content per month than they did a decade ago, New York based social media company Unmetric has built a search engine that enables marketers to identify ...

[Estimated timeframe:Q2 2016]

... what their competitors are doing.

Unmetric has has unveiled Discover, a search engine and research tool that aggregates content posted by more than 40,000 brands on Facebook, Twitter and Instagram over the last four years, displaying it's findings as tiles in a database.

This enables marketers to search for content by keywords, time, level of engagement, industry and other parameters such as geography, also identifying the content or topics that performed favourably for specific brands, e.g the 'most liked' piece of content.

According to Forrester Research analyst Ryan Skinner: "Content marketing must support customer experience". He also believes that "customers’ interactions with your brand rest on content, whether they are discovering answers to a problem, trying to understand your products, or engaging with your brand or community."

The Discover search engine has only just launched, but future versions will determine the success of the content before using it, says Lakshmanan  Narayan, Unmetric's ceo. Today the platform guides decision making, but in future it will help make some of those decisions via artificial intelligence".

While there are a variety of creative tools, this one focuses on the content and the creative process, presenting themes and helping marketers gain ideas to generate their own concepts, especially around important retail events like Father's Day or back-to-school. It also reduces the chance of becoming a content copycat.  "The last thing Target wants is redo an ad that Kohls ran last year"says Narayan.

Read the origninal 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=6913

Online Shopping Overtakes Traditional Stores

Trend Summary: A survey of more than 5,000 US shoppers reveals that 51% of the sample now make their purchases on the web.


The survey, sponsored by United Parcel Service, polled shoppers who make at least two online purchases in a three-month period, excluding groceries. For the first time, consumers say they bought more of their purchases on the web than ...

[Estimated timeframe:Q2 2016]

... in stores.

According to the survey by UPS and analytics firm comScore, shoppers now make 51% of their purchases on the web compared with 48% in 2015 and 47% in 2014. The survey polled shoppers who make at least two online purchases in a three-month period, excluding groceries.

The survey, now in its fifth year, illustrates the degree to which the adoption of online shopping is accelerating. This year, 44% of smartphone users said they made a purchase from their device, up from 41% a year ago. It also helps explain why retailers are having so much trouble adjusting to the new cybershopping era.

Comments Randal Konik, retail analyst at investment bank Jefferies & Co: “There’s going to be severe continued pressure on department stores because traffic is going to peel away from that channel towards Amazon".

Independent technology and market research company Forrester estimates that Amazon accounted for 60% of total U.S. online sales growth last year alone.

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=6907

Mobile Media Lures Consumers Worldwide

Trend Summary: Five key trends are shaping the future of mobile connectivity worldwide.


According to a global survey released today by New York headquartered multinational professional services firm Deloitte Touche Tohmatsu, the so-called 'connected consumer' is evolving at an ...

[Estimated timeframe:Q3 2016]

... astounding rate.

The Deloitte team surveyed almost 50,000 cross-generational consumers in six continents and thirty-one countries to establish the mobile trends that influence some of the most impactful purchasing decisions.

  1. Mobility comes in all shapes and sizes—globally almost 10% of consumers own wearable devices, with the highest growth rate. Smartphone and tablet penetration continues to increase.
     
  2. Consumers can’t get enough mobile screen time—93% of the consumers in emerging markets and 78% in developed markets look at their phone within an hour or less of waking up.
     
  3. Text and instant message are consumer favorites—globally all consumers check text messages and instant messages (IM) first thing in the morning.
     
  4. Mobile payment usage is picking up speed, with the number of consumers reporting in-store payments usage at least doubled, and in some countries, usage was more than four-to-five times higher than the previous year.
     
  5. Network versus Wi-Fi is a regional preference. In the Americas Wi-Fi is the preferred method to connect to the internet, while Europe and Asia-Pacific prefer 4G mobile.


Deloitte Touche Tohmatsu's first edition of the Global Mobile Consumer Trends report provides a 360-degree view of the connected-consumer and focuses on consumer behaviors, trends, and opinions for a broad range of wireless and mobility products and services.

The survey also highlights differences in consumer usage habits between specific countries.

Read the original unabridged Deloitte Touche Tohmatsu report.


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

Source: Deloitte.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6899

Ad Blocking Reaches Critical Mass

Trend Summary: A new study reveals that 61% of consumers are aware of ad blockers and 42% would pay to remove ad intrusions.


The study, released on Monday, polled 28,000 consumers in 28 nations and made general predictions about the ad-blocking phenomenon. According to Gavin Mann, Accenture’s global broadcast industry lead: “Consumers are increasingly willing to pay for blockers because too many ads are ...

[Estimated timeframe:Q2 2016]

... poorly targeted.

The survey notes that that younger consumers are especially aware of ad blockers compared with older age groups. More than two-thirds (69%) of those in the 18-24 age group, and almost the same number (66%) of those between 25 and 34, say they’re aware of ad interruption technologies.

Regionally, ad-blocker awareness is especially pervasive in Latin America (78%) and the Middle East (69%). In addition, consumers in emerging markets are significantly more likely than those in mature markets (47% vs 34%) to say they plan to pay to eliminate ad interruptions.

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=6880



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