Industry Research
The Latest in Advertising Trends and Data
58% Abandon Mobile Transactions Before Checkout

58% Abandon Mobile Transactions Before Checkout

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The greatest challenge retailers encounter with mobile purchasing is closing the deal. Over 78% of consumers purchased an item by mobile during the past half-year, and while 42% of those finished the transaction, over 58% abandoned their shopping cart before checking out. The top three reasons for doing so: “Asked for too much sensitive information” (31%), “Due to connectivity or other technical issues” (22%), and “Took too long to complete” (21%). An interesting item of note regarding trust: the same number of shoppers (17%) trust entering credit card information into a mobile site as they do presenting the card in person (compared to just 6% feeling comfortable reading the details over the phone).

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67% of Gen-Z (ages 13 - 21) shop in brick-and-mortar stores

Digital-Savvy Gen-Z Clings to Physical Stores & Brand Experiences

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  • The just-released global study from IBM Institute for Business Value found 67% of Gen-Z (ages 13 – 21) shop in brick-and-mortar stores most of the time, with another 31% doing so sometimes – indicating 98% of Gen-Z’ers shop in-store at some time or another. They are willing to pay more for value and a personalized experience. The bad news: only 19% of retailers were found to provide a highly-personalized shopping experience.
  • 62% are prepared to share with brands their purchase history,
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20 Million Dogs

Marketing to Hispanic Pet Owners in 2017

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  • Over the past ten years, the population of U.S. Hispanics with pets in their homes increased dramatically from 11 million to 20 million, as the rate of pet ownership among Latinos rose from 40% to 55% between 2007 and 2016. This is due not only to the expansion of the Hispanic population, but also to the hastening rate of Hispanic acculturation. Pet ownership has become a marker of increasing acculturation within the Latino population.
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longvid

Longer Video Content Migrating More Rapidly to Mobile

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  • There were more video views on mobile devices in Q3-2016 than on any other device, continuing an ongoing growth trend. During the quarter, longer-form content (5+ minutes) made up nearly half (48%) of all viewing on smartphones, which was more than double the 23% seen during the same period of the prior year.
  • Nearly 30% of mobile viewing was of video over 20 minutes in length. This trend is expected to continue over the next several quarters,
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U.S. TV Ad Revenues Projected as Flat for 2017 – and That’s OK

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  • Total U.S. TV revenue – all national networks, local TV stations and cable – will remain stable, hitting $72 billion. With TV advertising in the U.S.: flat is the new up. TV’s average monthly reach among U.S. adults is 93%; there continues to be stable high viewing, of around five hours a day.
  • There was also minimal cord-cutting in 2016 – down 1% to 2%, or 1.75 million. And, those watching through a home digital antenna rose by nearly 1 million,
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Next in Connected Cars: License Plate Advertising

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  • License plates will soon be vehicles for advertising. Digital screens that display the traditional number information when the car is moving, will convert to digital advertising when the car is parked.
  • Initially targeted to fleets of cars, such as rental companies, the connected plates (rPlates) could become highly targeted mini-billboards. Advertising could be sent to license plates based on location, so that when a car is parked in a Home Depot lot for instance,
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Black Millennials in America – Young, Active and Affluent

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  • Black Millennials (ages 18-34) in the United States, who constitute 14% of the total Millennial population, are more educated, affluent and diverse consumers than older generations driving digital and social change. They comprise over 25% of the U.S. Black population, compared to White Millennials, who make up 22% of the White population.
  •  This group’s constituents are more likely than older generations to pursue higher degrees, and their average annual household income is increasing –
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Holiday Sales Trends Heighten Brick-and-Mortar Woes

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  • Although holiday sales were better than anticipated, several brick-and-mortar retailers, including Macy’s, Sears, Kohl’s, L Brands (Victoria’s Secret parent) and Barnes & Noble, reported sharply divided sales results between their online and physical store business components.
  • Traffic to U.S. stores has decreased for the past 48 months, and monthly sales have declined for the past 36 months.
  • Overall, the gap between brick-and-mortar and online sales continues to broaden with evolving consumer behavior.
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Consumer Trust in Media is Evolving in the Digital Age

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  • The means and resources consumers are using to consider products to purchase appears to be evolving. While some assert that their trust in branded ad messages is falling in favor of online reviews, a significant number of consumers say the opposite.
  • An October 2016 survey by Marketing Sherpa discovered that 80%+ of American web users placed more trust in print and TV ads (compared to digital ads) when making their buying decisions.
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2017: The Year Native Advertising Takes a Hit

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Many media prognosticators feel that native adverting (disguising ad content as editorial to engage readers better than traditional advertising), may soon be a disappearing fad. Media Life Magazine cites five contributing factors:

1. Lack of high-quality compelling content: It is simple to attract the reader’s eye with well-designed visuals and compelling messages. It is more difficult to get someone to read hundreds of words on any topic for any reason, ever.
2. Native advertising is “fake news” under a different name: and therefore,

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