170 Marketing Trends found for Research / Consumer research


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UK Consumer Spending Hits Five Year High

Trend Summary: UK consumers are relaxing the grip on their wallets, with spending soaring to its highest level since 2010.


According to Joe Staton, head of market dynamics at research and consumer information provider GfK: “We’re seeing a dramatic uptick in consumer confidence this month, a real post-election bounce that’s put a spring in the step of consumers across the UK. June’s six point jump takes the Overall Index Score back to levels not seen since ...

[Estimated timeframe:Q3 2015 onward]

... the late Nineties and early days of the Noughties". 

Consumer spending rose 1.4% in the three months to June, the biggest annual increase since the second quarter of 2010, according to data from Visa Europe.

Big-ticket items, such as new cars and expensive digital TV sets, were the main driving forces behind the rise, fuelled by low inflation and an uptick in wages. Britons are also spending more on nights out.

Opines Visa Europe's Kevin Jenkins: "Prudent rather than excessive spending looks to be the order of the day, but people are definitely enjoying themselves".

Mr Jenkins also cited other factors contributing to the rise: "Dining and nights out, leisure trips and cultural treats all saw sharp increases in spending in June. In contrast, big summer discounts failed to lift spend on clothing."

Given the high level of spending on big-ticket items, the main beneficiaries of this trend are companies such as Home Retail Group (parent of Argos), electricals retailer Dixons Carphone and the UK's car dealerships.

Read the original unabridged Telegraph.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: Telegraph.co.uk
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6670

The Rise and Rise of Content Marketing

Trend Summary: So-called 'content marketing' continues to grow steadily across the globe, notably among millennial and Gen-X consumers.


PQ Medianomics [PQM hereon], a US-domiciled specialist in global media econometrics and research into emerging media, reports that content marketing revenues worldwide grew 14.4% in the first quarter of 2015, following a 13.3% rise in 2014 to $26.7bn. This is attributed by PQM to higher business-to-business and business-to-consumer content. Content marketing is defined as any marketing that ...

[Estimated timeframe:Q3 2015 - Q4 2019 ]

...  involves the creation and sharing of media and publishing content in order to acquire and retain customers.

The survey, which tracks all branded content - including digital videos, apps, games, mobile content, print, research, social media and special events - predicts that content marketing is likely to more than double by 2019, increasing worldwide by a 15.4% compound annual growth rate to $54.25bn.

Moreover, business-to-consumer marketing will increase its share in the coming years versus business-to-business marketing - growing to a 49.5% share in 2019 - up from a 47.3% share in 2014.

PQM's econometric system utilises algorithmic models, data collection techniques and analytical approaches to track, analyse and forecast spending growth, consumption and trends across all fifteen digital media platforms and 50-plus different channels and categories of the global media, entertainment and communications industries.

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: https://marketingtrendtracker.com/article.aspx?id=6669

Shopping Via Mobiles Set to Double in Volume by 2018

Trend Summary: A new study predicts that shopping in major markets via mobile devices will double in size by 2018, reaching an estimated £645bn.


A formidable business triumvirate, comprising Google, PayPal and multinational consultancy OC&C Strategy, has taken a long hard look at search and transaction data worldwide, revealing the online shopping habits of consumers in four major nations - the UK, USA, Germany and China  which, according to the trio, are  ...

 

[Estimated timeframe:Q2 2015 - Q4 2018]

... the world's largest e-commerce markets.

The the study predicts that the UK, USA, German and Chinese online retail markets will double in size by 2018 to £645bn [$985bn], attributing the surge to an increase in mobile shopping worldwide.

UK retailers, according to the study, have a huge opportunity to grow internationally, the UK being the most popular online overseas destination for German shoppers, and the second-most popular for their Chinese and American counterparts.

The study also found that, when shopping online for British goods, Chinese and German shoppers spend more than UK shoppers, on average 2.7 and 1.7 times more in each transaction.

Chinese shoppers purchase from UK retailers online almost as frequently as their British counterparts, according to the study. People are motivated to shop online internationally in order to purchase unique products that are not available in their own country, likewise better prices and an assurance of quality.

However, the study also notes that UK retailers could earn up to 60% more if they responded to to local customer preferences.

Read the original unabridged Blogs.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: Blogs.wsj.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6640

Google Tracks Consumers' Journey to Product Purchase

Trend Summary: Google has boosted its 'Brand Lift' metrics measurement system, expanding certain features including consumers' intent to purchase.


What is Brand Lift? Put simply, it is the percentage increase in a company's primary marketing objective in a brand advertising campaign, effectively measuring each stage throughout the consumer journey, from awareness to ad recall to interest in the brand. Brand Lift also links to ...

 

[Estimated timeframe:Q2 2015 onward]

... consumer data via purchasers' actions across media such as search.

In practice Brand Lift assumes several forms and is most often used by brand marketers to measure the extent to which their advertising has shifted consumer perception against one of the key purchase funnel metrics.

From YouTube to search, the features link advertising to organic searches on Google.com, enabling advertisers to see the impact their ads have in generating interest in their corporate brand and its products.

In the first year of trials, Google ran more than 10,000 studies on campaigns.  In April 2015 the Mountain View mammoth published an analysis showing the results from Brand Lift on YouTube, and found that 94% of campaigns saw a lift in ad recall, with an average lift of 80%, according to Brand Lift's product manager Samir Pradhan.

Moreover, analysis of 800 Brand Lift studies showed that 65% of brands were able to drive a lift in keyword searches on Google.com, with an average lift of 13%, enabling marketers to gain the results of their campaigns within days, not weeks or months.

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: https://marketingtrendtracker.com/article.aspx?id=6639

Smartphone Coverage to Reach 70% of World Population by 2020

Trend Summary: Thanks to advanced mobile technology 70% of the world's population will be using smartphones by 2020.


According to the latest Mobility Report from Ericsson, the Swedish multinational provider of communications technology and services, advanced mobile technology will be globally ubiquitous by 2020. By which date a majority of the world's population will be using smartphones achieving ...

[Estimated timeframe:Q2 2015 - Q4 2020]

... 90% coverage by mobile broadband networks.

Findings from the latest edition of Ericsson's Mobility Report, published today, indicate that  advanced mobile technology will be commonplace across the globe by 2020.

Over the coming five years smartphone subscriptions will have more than doubled, reaching 6.1 billion, while 90% of the world's population will be covered via mobile broadband networks.

The report also foresees that, concomitant with the continued rise of smartphone usage, there will be accelerated growth in data traffic, predicted to increase ten-fold by 2020, by which time 80% percent of all mobile data traffic will come from smartphones.

In the interim, monthly data usage per smartphone in North America will increase from 2.4 GB today to 14 GB by 2020.

Comments Rima Qureshi, Ericsson's SVP and Chief Strategy Officer: "This immense growth in advanced mobile technology and data usage, driven by a surge in mobile connectivity and smartphone uptake, will makes today's big data revolution feel like the arrival of a floppy disk.

"We see the potential for mass-scale transformation, bringing a wealth of opportunities for telecom operators and others to capture new revenue streams. But it also requires greater focus on cost efficient delivery and openness to new business models to compete and remain effective."

Read the original unabridged Ericsson.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: Ericsson.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6637

Digital Payments Overtake Cash in UK

Trend Summary: Cashless payments have overtaken the use of banknotes and coins in the UK for the first time.


According to the Payments Council, a trade body representing UK financial institutions which controls the strategy for payment mechanisms within the UK, the use of cash by consumers, businesses and financial organisations accounted for less than ...

[Estimated timeframe:Q1 2015 - Q4 2025]

... half (48%) of all payments in 2014.

In a significant milestone, and for the first time, cashless payments have overtaken the use of banknotes and coins in the UK.

The remaining 52% of payments comprised electronic transactions, ranging from high-value transfers to debit card payments, as well as cheques.

According to the Payments Council, which oversees the system of transactions, the current trend is towards debit cards, contactless and mobile payments, fuelling the trend away from cash.

Additionally, cash volumes are predicted to fall by 30% over the next decade.

However, despite the growth of digital money, cash remained the most used payment method among shoppers and businesses in 2014, with around £18bn cash payments made in the UK, worth approximately £250bn.

Debit cards accounted for 24% of payments, followed by direct debit mandates which equated to 10% of all payments.

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: https://marketingtrendtracker.com/article.aspx?id=6603

Ad Testing's Future Lies in Facial Recognition, Not Surveys

Trend Summary: The latest developments in facial recognition allow marketers to gauge consumers' true responses to ads.


Ad testing in future will cease to depend on consumer surveys and will, instead, rely upon people's facial expressions. If advertisers want to know whether a TV commercial really sells a product, it's important they should measure what people feel, not what ...

[Estimated timeframe:Q2 2015 onward]

... they say.

That, at least, is the argument advanced by a new crop of startups touting sophisticated facial-recognition technology - a technique that is rapidly transforming how marketers decide which ads work and which don't.

One of the most successful purveyors of so-called facial coding is Affectiva, whose technology has been used by a range of big-spending consumer marketers, among them Kelloggs, Mars and Unilever.

Affectiva's flagship product, Affdex, uses algorithms to measure and analyse the moment-to-moment facial expressions of people watching videos. Participants opt-in to be viewed watching a video on a smartphone or laptop, while the algorithms generate the relevant data to market researchers.

The technology enables clients to slice and dice data and discover trends across demographics and geographic regions.

And because emotions usually don't lie, facial expressions sometimes reveal responses missed by traditional question-and-answer surveys, while uncovering subtle differences between cultures.

The system enables marketers to test ads for their emotional impact on a large scale, enabling Affectiva to analyse some 2.8 million faces across seventy-five nations to date.

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: https://marketingtrendtracker.com/article.aspx?id=6600

Briton's Time Spent Online Has Doubled Since 2005

Trend Summary: Britons are spending twice as much time online as they did ten years ago, fuelled by increasing use of tablets and smartphones.


According to new research published by UK media watchdog Ofcom in it's Media Use and Attitudes 2015 report, now in its tenth year, internet users aged sixteen and above claim to spend an average of twenty hours and 30 minutes online each week compared with just  ...

[Estimated timeframe:Q1 2015 onward]

...  9 hours and 54 minutes back in 2005.

The biggest increase in internet use is among those in the 16-24 age group, almost tripling from 10 hours and 24 minutes weekly in 2005 to 27 hours and 36 minutes by the end of 2014.

2014 also recorded the biggest increase in time spent online in a decade, with internet users spending over three and a half hours longer online each week than they did in 2013 (20 hours and 30 minutes in 2014, compared to 16 hours and 54 minutes in 2013).

The increase is partially attributed to five years of tablet computing, enabling people to spend time whilst they are ‘out and about’ - away from home, work or their place of study - resulting in a five-fold inrease over over the past ten years, rising from 30 minutes in 2005 to nearly two and a half hours (2 hours and 18 minutes) in 2014.

Overall, the proportion of adults using the internet has risen by half - from 60% in 2005 to almost 90% today.

Moreover, increased numbers of people are watching TV and video on the internet. Over a quarter (27%) of internet users regularly watch TV or films online, compared to one in ten in 2007. This rises to 39% of 16-24 year olds, up from 21% in 2007.

Additionally, watching video clips online has almost doubled over the past eight years, from 21% to 39% of internet users.

Mobile phone are now the primary device used for gaming, with over a quarter (26%) of mobile users playing games at least once a week, compared to 17% playing on games consoles.

Fifteen per cent of adults now use a tablet for gaming, with the proportion of internet users saying they regularly play games online, doubling the figure of 10% in 2005 to 22% in 2014.

Read the original unabridged Ofcom.org.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: Ofcom.org.uk
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6596

Study of Instore Shoppers Boosts Online Sales

Trend Summary: US retail chain Crate & Barrell has upped its web sales conversion rate by 44% via its observation of customers' shopping habits instore.


This explosive growth rate wasn't achieved by applying the oft-employed and meticulous procedure retail experts call "multivariate testing". Instead, home-decor retail chain Crate & Barrell carefully observed shopping habits in its bricks and mortar stores, then ...

[Estimated timeframe:Q2 2015 onward]

... applied those findings to its e-commerce site.
 
Understandably, the Northbrook, Illinois-based chain is remaining zip-lipped as to the specifics of its methodology, nor will the company formally comment on its mega-growth achievement.
 
However, AdWeek magazine asked a duo of digital marketers for their take on Crate & Barrell's intriguing case study, posing the following question: Should bricks-and-mortar research be applied to digital commerce more often?
 
"It's about time," remarked Alison Grippo, principal of digital strategy at the Sullivan Branding agency. "Customers don't perceive brands differently online or offline. They expect the same quality irrespective of channel. And this is something that no longer is limited to what we typically call consumer brands."

David Bozin, vp of growth development at local shopping app Bindo, agrees. "To think that shopping online is a [completely] different experience than in person is an incorrect assessment of human nature. Quite the contrary is true. We like what we like, and that is what leads us to buy."
 
Summarises Ms Grippo: "In our recent survey of executives that shop for business products online, the findings suggest that online [business-to-business] shopping experiences need to match the way they're sold by salespeople or on the ground at a conference."
 


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: https://marketingtrendtracker.com/article.aspx?id=6585

Streaming Media Devices Change TV Viewing Habits

Trend Summary: Approximately one third of all American adults now have one or more streaming media devices in their homes - tomorrow the world?


According to Sherrill Mane, senior vice president of research, analytics and measurement at the US Interactive Advertising Bureau [IAB]: “We can now start looking at where the future is going to be. It’s pretty clear that we’ve reached a ...

[Estimated timeframe:Q1 2015 onward]

... critical mass of what television (a smart TV or other online device)  is going to be.”

The latest survey conducted by the IAB, indicates that the future is likely to be streamed content, with nearly two-fifths (38%) of the consumers polled spending at least half their leisure time watching content streamed from the internet.

Why? Because there are fewer commercials (cited by about 50% of connected TV owners); also the commercials are less intrusive (40%) and the content is just as good as (51%) or better than (25%) what's available via traditional TV.

Says the IAB's Ms Mane: “In many ways, we’re experiencing a new golden age of content. The whole experience of the living room is going to change. It’s creating more opportunities for marketers to be involved with consumers.”

However, although consumers may be watching more streamed content, they are also more distracted overall.

More than three-quarters (78%) say they’re simultaneously using another device while watching TV, mostly via their smartphone (69%). Nearly 80% of computer users and 65% of tablet owners also multiscreen while watching TV.

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: https://marketingtrendtracker.com/article.aspx?id=6572



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