170 Marketing Trends found for Research / Consumer research

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Young Brits Unfazed at Revealing Personal Data to Brands

Trend Summary: A majority (68%) of Britons aged 18-24 claim to be unconcerned about the amount of personal data they share with brands.

According to a new study by US-headquartered Webtrends, a provider of digital solutions and services, less than a quarter (23%) of the UK's 18-25 age group believe data sharing will be viewed negatively in the future. Conversely, however, consumers aged 55 and over display slightly more caution about data sharing, with half of that category objecting to ...

[Estimated timeframe: Q3 2014 onward]

... sharing data with brands completely and 49% believing it will comntinue to be an issue in the future.

John Fleming, Webtrends marketing director for the Asia Pacific region and EMEA (Europe, Middle East and Africa), said that the common perception is that Britons are terrified of ‘Big Brother’ watching them.

“But this isn’t quite the case when it comes to brands,” he said.

“Younger generations have grown up in a far more connected, data-centric world and often recognise the benefits of sharing personal info with their favourite brands. And with only 19% of respondents saying they don’t like receiving personalised content from brands, it paints a clear picture that attitudes are continually evolving.”

What encourages younger Britons to share data, the study claims, is discount on clothing (36%), free delivery of product (31%), discount on a holiday or travel (28%) and discount on books (18%).

A majority of the survey sample (64%) is willing to share basic information such as their name and email address with retailers, and will disclose more detailed information such as income and job title to financial services and banks.

The research canvassed 2,000 Britons aged 18 and over.

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: https://marketingtrendtracker.com/article.aspx?id=6373

Consumers Downbeat Over Internet Come 2025

Trend Summary: According to a Pew Research Internet Project released yesterday, protecting online freedoms may become more difficult in the coming years.

The Pew Research Center - a US-based nonpartisan think tank that informs the public about the issues, attitudes and trends shaping America and the world - protecting the online freedoms enjoyed by today's internet users may become more difficult in the coming years. Prominent among the major concerns of internet users today are ...

[Estimated timeframe: Q3 2014 - Q4 2025]

... fears that nations with political control over the internet could lead to blocking and filtering of online information.

This in turn could lead to diminishing trust and a likely increase in future online surveillance; also threats to the current open structure of life online.

Thirty-five per cent of those participating in the Pew study expect significant changes for the worse by 2025, involving the ways that people get and share content online compared with the way globally networked people can operate online today.

The remainder of the sample said 'no'. Some write-in answers elaborated on a hope, rather than responding with a definitive "no."

Many respondents also believe that billions more people within the next eleven years will gain access to the internet via mobile technology and other efforts aimed at connecting more people around the world. The responses also clearly define the ability to share the value of content and value versus "track and verify".

The study, titled Net Threats, was released one day prior to Independence Day in the United States. -It reveals growing concern that some major benefits that have made the USA great may be eliminated.

In fact, the majority of respondents to the 2014 Future of the Internet study "hope that by 2025 there will not be significant changes for the worse and hindrances to the ways in which people get and share content online today."

Many believe that technology innovation will continue to provide new opportunities for people to connect.

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=6358

TV Retains News Crown as Online Eclipses Newspapers

Trend Summary: Consuming news on websites or smartphone apps is now as popular with Britons as reading newspapers.

According to a report published today by UK media overseer Ofcom, TV remains the most popular way to consume news, although accessing news via the web and mobile apps is now as popular as reading a newspaper. Forty-one percent of the Ofcom survey sample, say they now access news on websites and apps, a significant increase ...

[Estimated timeframe: Q2 2014 onward]

... on the 32% recorded in 2013.

At the same time, consumers' use of websites or apps has overtaken radio (36%) to catch-up on the news - as the chart below demonstrates.

Younger people (16-24) are driving the surge in consuming news on the internet or apps, with 60% doing so in 2014, up from 44% last year. Some 45% of 16-24s said that websites or apps were their most important sources for news, up by a half over the year (30% in 2013).

TV remains the most popular way to consume news with 75% tuning-in during 2014, compared to 78% in 2013.

There has also been a fall in people saying that a TV channel is their most important source for news (from 62% in 2013 to 54% in 2014).

The amount of news watched on TV also varies with age. The over 55s watch an average of 196 hours of TV news each year. This compares to 27 hours for 16-24 year olds, who watch 88 fewer hours of TV news than the average UK adult (115 hours a year).

Those aged over 55 are nearly twice as likely to name a TV channel as their most important source of news, compared to the 16-to-24s (65% compared to 36%).

More younger adults also don’t watch any news on TV (44% versus 25% across all adults).

Read the original unabridged Ofcom 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
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6352

Big Data Equals Big Bucks for MasterCard

Trend Summary: MasterCard anticipates a boom in the sale to third parties of cardholders' anonymised spending data.

Mastercard, the world's second-largest debit and credit card company (after American Express) is smackin' its lips at the prospect of selling anonymised cardholder data to retailers, other banks and even national governments. The company, which handles payments for two billion individual cardholders and tens of millions of merchants, uses cardholder information to ...


[Estimated timeframe: Q2 2014 onward]

... generate real-time data on consumer trends, making this information available more quickly that regular government statistics.

Says statistician Ann Cairns, who heads MasterCard's business outside North America: "It is an incredibly fast growing area for us."

In an interview with Reuters, Ms Cairns stressed that Mastercard respects cardholder privacy, using anonymous data rather than personal information.

Although the card colossus doesn't publish figures for its information services products, it concedes that "other revenues" - which include the sale of data - grew 22% in the first quarter of 2014 to $341 million. This outpaced the growth of total revenue dominated by payments processing, which rose 14% to $2.177 billion.

According to Ms Cairns, Mastercard's data clientele include retailers, banks and governments, the data tailored expressly to their needs.

"Retailers are fantastic at using the data they have available about how people shop in their store, how their inventory turns over, but what they don't know is what happens outside their store," she said.

"The data we've got is ubiquitous across the whole market. We can help retailers see what they need to do to capture more sales."

Read the original unabridged Reuters.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: Reuters.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6341

Free Shipping Fuels Online Shopping Demand

Trend Summary: In the online world of online shopping free shipping is the key to conquest, according to the latest “Pulse of the Online Shopper” survey conducted by comScore.

The comScore survey, reveals that a massive 93% of US online shoppers have taken some type of action that enables them to qualify for free shipping. Such actions range from adding more items to their shopping cart (58%) to choosing the slowest transit time (50%) to searching for a promo code (47%). It also transpires that ...

[Estimated timeframe: Q2 2014 onward]

 ... 80%-plus of customers are willing to wait an extra two days for delivery in return for free shipping.

A third will wait more than five extra days.

According to UPS retail director Bala Ganesh: “I think the key thing that we see is that the cost of delivery still trumps the timing of the delivery. As long as it’s cheap and hopefully free, people are willing to wait for those deliveries.”

The cost of shipping is also a major factor in a customer's completion of the ordering process. The survey reveals that an eye-watering 58% of customers abandoned their shopping carts because shipping costs were higher than expected, while half quit the buying process because they didn’t qualify for free shipping.

Delivery company executives and analysts typically dismiss the notion that e-commerce will generate demand for same-day and overnight shipping, and the new survey adds fuel to their fire.

And although same-day delivery does provide instant gratification, it is usually significantly more expensive – especially outside the biggest cities – and most customers aren’t willing to pay the extra price.

Despite which, tech companies like Uber, Google and Amazon are all experimenting with their own versions of extra-fast delivery services.

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: Blogs.wsj.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6339

Is Big Data Harming the Shopping Experience?

Trend Summary: New research suggests that precision targeting of shoppers online has left the latter feeling they might be missing out on things they’d like to discover and purchase for themselves.

The study, conducted by Truth Central, the so-called "thought leadership unit" of Interpublic-owned ad agency McCann, surveyed more than 10,000 people in eleven nations to explore consumer attitudes and behavior related to shopping. The survey covers such areas as online, mobile and in-store purchasing, also views about data and privacy, plus preferences about ...

[Estimated timeframe: Q2 2014 onward]

... the shopping environment and experience.

Of the survey sample, 52% said that shopping is too impersonal these days. Respondents were also concerned about the reliance on algorithms to dictate their purchases. While 57% worry that they’ll discover fewer new things if companies always show them exactly what they’re looking for.

Comments Laura Simpson, global director, McCann Truth Central: “Today’s challenge in the retail environment is how [do] you keep the art of shopping alive in the age of algorithms?"

"We believe that focusing on the 'Art of Shopping' is essential to balance the science of shopping.” Apropos of which, the survey found that 66% of shoppers were looking to be “inspired” whilst shopping.  

The study concludes that brands which are able to tailor their mobile platforms to offer “rich, inspirational content, as well as quick, on-the-go transactions, based on the consumer’s momentary requirement, will be able to tap into mobile’s full potential.”

The survey was conducted in the USA, UK, China, Brazil, Mexico, Chile, United Arab Emirates, France, South Africa, Spain, and India.

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=6335

Move Over Teens, Adults Adopt Social Media!

Trend Summary: Social media websites are no longer the sole preserve of teenagers and have become an integral part of the lives of billions.

Social media brands such as Facebook and China's Tencent have become as familiar as the telephone and the newspaper were fifty years ago, noted a report in the Financial Times earlier this week. Leading the social pack are the afore-mentioned frontrunners whose mission, according to Facebook founder/ceo Mark Zuckerberg is ...

[Estimated timeframe: Q2 2014 onward]

... to make social networking a “utility like electricity”.

Facebook, the world’s largest social network, saw its brand value soar 68% to take the number 21 spot in a global ranking of brands - but even Zuckerberg's billion dollar baby was outshone by Tencent, the Chinese internet brand that owns WeChat, an app that has taken Asia by storm.

According to WPP-owned Millward Brown's BrandZ Top 100 Most Valuable Global Brands, Tencent is 14th in the global rankings, while Facebook holds 21st position.

Notes the FT article by Hannah Kuchler: "It is a testament to the strength of the brand that Facebook was able to make acquisitions that could have raised questions about privacy – a chat app where it sees personal messages and a virtual reality headset that could allow it to see pretty much anything – without a debilitating outcry from the press or privacy campaigners."

Read the original unabridged FT.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: FT.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6333

Half of UK Teens Are 'Internet Addicts'

Trend Summary: A survey of UK teenagers reports that nearly 50% of those in the 14-15 years age group believe themselves addicted to the internet.

A survey of more than 2,200 students in nine schools across England and Scotland concludes that “Internet Use Disorder” should be included in the manual Internet Gaming Use Disorder. This condition has already been included in Section 3 of the manual which records disorders deemed worthy of more research. Over three-quarters of same-age students took a laptop, a smartphone or a tablet to bed at night, while ...

[Estimated timeframe: Q2 2014 onward]

... more than four out of ten girls said they used the internet on a compulsive basis for socialising.

According to a report in The Guardian newspaper, the most commonly used websites at home (apart from emails) were social networks like Facebook, Twitter and Snapchat.

Although most students told researchers they were positive about the internet, a number expressed alarm at their apparent inability to disengage from the medium.

A recent Pew Research poll in the USA provides fuel for the argument that Internet addiction is also a growing problem among Americans.

Pew  found that as many as 53% of adults reported that it would be “very hard” to give up the Internet in 2014, as compared to just 38% in 2006.

The research also notes that females and "those of higher socio-economic class and/or having higher levels of education" reportedly have the most difficulty parting with the internet.

A British study released early last year suggested that heavy internet users may even experience withdrawal symptoms similar to those suffering from drug addictions when forced to take time away from their screens.

Sixty participants, with an average age of 25, were evaluated in the study (initially to see if they were heavy users to the detriment of their work or personal lives), were deemed “addicted.”

Read the original unabridged Guardian.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: Guardian.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6325

US and UK Consumers Demand 'Brand Collaboration'

Trend Summary: Almost half of all UK and USA consumers perceive themselves to have "little to no opportunity" to collaborate online with their favourite brands.

A study of 2,455 UK adults and 1,220 US adults, jointly conducted by research firm YouGov and the recently launched .wiki domain, found that 48% of UK consumers and 52% of their US counterparts have a better perception of brands which facilitate online collaboration with consumers. In addition, 15% of UK consumers and 22% of those in the USA expressed a desire to collaborate ...

[Estimated timeframe: Q2 2014 onward]

... on the future technologies offered by their favourite brands.

British department store chain John Lewis was voted by respondents as the most collaborative brand online, followed by Google, Apple and Marks & Spencer.

The results of the study – conducted in April – coincide with the roll-out of new web domains by the Internet Corporation for Assigned Names and Numbers [ICANN], a US-controlled body that coordinates the web's's global domain name system, ie the recently launched .London suffix.

According to Ray King, ceo at Top Level Design, the creator of .wiki: “Consumers and businesses alike have long recognised the power and potential that the internet has to improve the products and services businesses offer, creating a better two-way dialogue between customers and their favourite brands.

“In reality, this research shows that most consumers feel that the opportunity to collaborate with most companies they love still doesn’t yet exist.”

More than a quarter of consumers in the US and UK said they would contribute to a branded wiki page if they could make a difference to an organisation, brand, service or community about which they feel passionately.

[Footnote] Availability of .Wiki domain names, restricted until 5 May for trademark-holders only, will become available to the general public as of 26 May.

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: https://marketingtrendtracker.com/article.aspx?id=6324

US Consumer Spending Leaps, World Exhales

Trend Summary: US consumer spending rose in March, its fastest rate of growth in nearly five years.

Upbeat fiscal data, issued yesterday by the US Commerce Department, provides fresh evidence that the nation's economy strengthened with the arrival of spring - a trend also likely to confer spin-off benefits for the UK and other major European Union nations. According to the Commerce Department, personal consumption (ranging from electricity to autos to sliced bread) surged by a seasonally adjusted 0.9% from February onward, reflecting the economy's largest gain since ...

[Estimated timeframe:Q2 2014 onward]

... August 2009.

Earlier this year economists surveyed by The Wall Street Journal predicted a relatively meagre 0.6% rise in consumer spending.

However, spending on physical goods rose 1.4% in March, including a 2.6% increase in spending on durable goods such as autos and washing machines, which are designed to last three years or more.

Spending on services grew 0.7%.

In addition, total consumer spending in February was revised up to 0.5% growth from an earlier estimate of 0.3%, providing a stronger foundation for March's gain.

However, the US economy has not yet fully emerged from its long-lived recession. March's big leap in consumer spending, especially on autos, "cannot be sustained," warns a note to clients from Ian Shepherdson, chief economist at Pantheon Macroeconomics.

But not all Wall Street oracles share Mr Shepherdson's pessimism. In a note to clients, PNC Financial Services Group's chief economist Stuart Hoffman was optimistic, opining: "Consumers will gradually increase their spending over the course of 2014. Job growth, and to a lesser extent wage growth, are boosting incomes, allowing for modest gains in spending."

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: https://marketingtrendtracker.com/article.aspx?id=6321

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