Se ha denunciado esta presentación.
Se está descargando tu SlideShare. ×

Marketing in 2022 - Multi Moment Audience - Team Lewis

Ad

Marketing
in 2022:
Multi-
moment
audience

Ad

Contents
Foreword
Introduction
Methodology
Consumer behavior across the globe
The modern marketing multiverse
Factors infl...

Ad

We enter 2022 still unpicking the change
witnessed during the previous two years.
We cannot now rely on the assumptions of...

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Cargando en…3
×

Eche un vistazo a continuación

1 de 36 Anuncio
1 de 36 Anuncio

Más Contenido Relacionado

Marketing in 2022 - Multi Moment Audience - Team Lewis

  1. 1. Marketing in 2022: Multi- moment audience
  2. 2. Contents Foreword Introduction Methodology Consumer behavior across the globe The modern marketing multiverse Factors influencing the multi-moment audience 1. Ending monotony can end marketing immunity 2. Mood affects decision-making 3. Evolving motivators for modern consumers Take a multi-dimensional approach 04 06 07 08 12 17 18 22 28 32 3 Marketing in 2022: Multi-moment audience
  3. 3. We enter 2022 still unpicking the change witnessed during the previous two years. We cannot now rely on the assumptions of yesteryear. What was considered niche and risky to invest in by marketers in 2019 might well be needed just to compete in the coming years. Nearly every part of our lives has been impacted, and therefore nearly every corner of the marketer’s toolkit needs to be reviewed. We’ve been in a unique position to study this sweeping change, having at our fingertips more than 40,000 datapoints spanning the consumer’s full digital life, harmonized across countries for true like-for-like geographic comparison. We’re thrilled to see TEAM LEWIS bring this data to life to explore the new multi- moment audience. 4 Marketing in 2022: Multi-moment audience
  4. 4. The marketing landscape in 2022 has changed. It’s no longer as simple as getting in front of your audience with a single message as many times as possible. Consumers want unique, attention-grabbing creativity delivered in a personalised way. The complexity of message and the vehicle the message is delivered in is paramount to success. Every business will need to flex their marketing strategy to connect with the new breed of multi- moment audience. And the insight into how this audience thinks and operates cements this need. It has been a brilliant experience partnering with GWI. We have been able to join the dots on the wealth of data they have on the consumer’s digital life with our extensive experience in successful audience connection. Businesses now need to tackle the challenge to embed creativity in the heart of consumer connection. 5 Marketing in 2022: Multi-moment audience
  5. 5. To say our behavior has changed since the COVID-19 pandemic is the understatement of the year. The scale and pace at which we now multi-task, multi-hat and multi-screen has led to a new breed of consumer: the multi- moment audience. Today, brands can no longer rely on an isolated moment to build connections with this audience. Instead, they must use multiple touchpoints to effectively reach and convert consumers. By focusing on the time and place they engage their audience, as well as what they say and how they say it, brands can cut through the noise to create lasting connections. In this report, we analyze key findings from our partner, GWI, to unravel the current challenges for brands and offer insights into how marketers like you can create successful integrated campaigns in 2022. Introduction 6 Marketing in 2022: Multi-moment audience
  6. 6. All figures in this report are drawn from GWI’s online research among internet users aged 16-64*. These figures represent the online population of each market, not its total population. Each year, GWI interviews over 700,000 internet users via an online questionnaire for its core data set. Some of these respondents complete a shorter version of this survey via mobile, while others answer additional questions about their brand and media consumption. When reading this report, please note that we use a mixture of data from GWI’s ongoing quarterly global research, and insights from its Zeitgeist research. Our report covers the following countries: Australia, Belgium, France, Germany, Hong Kong, Italy, Malaysia, Netherlands, Portugal, Singapore, Spain, UK, and the USA. Methodology 7 Marketing in 2022: Multi-moment audience
  7. 7. Consumer behavior across the globe Screen time climbs With the exception of Australia, Malaysia, Singapore and the US, screen time continues to grow year-on-year in most countries. Hong Kongers and Malaysians spend more time on their mobile devices than PCs, laptops and tablets, totalling three hours and 34 minutes, and four hours and 43 minutes respectively. It’s perhaps no wonder, then, that 41% of Malaysians have concerns about the amount of time they spend on their smartphone. Meanwhile in Europe, the Portuguese hold the title for the highest daily screen time in total, at close to eight hours. But globally, it’s Malaysians who take the crown, spending a total average of nine hours and 18 minutes behind screens. Compared to the rest of the world, Western Europe – namely Belgium, France, Germany and the Netherlands – clocks up the least screen time at under six hours. Malaysians spend close to 9.5 hours per day behind screens 8 Marketing in 2022: Multi-moment audience
  8. 8. Three (devices) is no longer a crowd Fig 1: Average number of devices by country 3.01 2.94 2.55 2.76 3.08 2.87 3.12 2.7 3 2.95 2.82 3.1 3.22 3.04 So what are audiences around the world using their devices for? For many, using the internet to browse social media has become an intrinsic part of everyday life. APAC countries use an average of nearly four platforms daily. So, it’s no surprise Malaysia and Singapore rank first and third respectively for daily screen time. Western Europe, however, records the least amount of usage with fewer than three platforms accessed each day. Global Australia Belgium France Germany Hong Kong Italy Malaysia Netherlands Portugal Singapore Spain UK USA One factor that may have contributed to the continued increase in screen time is that globally, audiences own at least three devices from which they access the internet. However, despite spending the most time on the internet, Malaysians own fewer than three devices. It may be a sign of controlled consumption of the internet, or perhaps more onus is placed on practicing moderation in these countries, but the US, UK, Germany and Italy are above the global average when it comes to device ownership. 9 Marketing in 2022: Multi-moment audience
  9. 9. Hybrid working is here to stay Going forward, remote working looks to become more prevalent in markets including Malaysia, Singapore and the UK. Marketers will need to re-evaluate their choice of channels, messaging and timing of launches and posts as these shifts impact how consumers interact digitally and in the real-world. Global Australia France Germany Italy Malaysia Singapore Spain UK USA Work exclusively remotely, limiting office attendance to a minimum of company / team meetings and events Work mostly remotely, with a few days in the office per week Work mostly in the office, with a few days of working remotely per week Work exclusively in the office Fig 2: Future work arrangements 35% 30% 25% 20% 15% 10% 5% 0% Working from home has gone from an unfamiliar concept to an everyday reality for many. 57% of people worked from home in Q2 of 2021 (compared to 54% in Q2 of 2020). But hybrid work setups seem to be the future, with an even split between mostly working from home or mostly working from the office at 28% for both. 10 Marketing in 2022: Multi-moment audience
  10. 10. Widespread wellbeing and privacy concerns As referenced with regard to Malaysian audiences, there is global concern over the amount of time we spend on our smartphones (30%) and the hours we clock up on social media (27%). While Spain, Malaysia and Hong Kong are the strongest believers in the idea that social media is good for society, Western Europe appears to disagree. Globally, almost a quarter (23%) of consumers have actually reduced their social media use as awareness about the implications of screen time for our long-term wellbeing emerges. And this consciousness encompasses more than just personal protection – consumers now want brands to be socially responsible (43%) and/or eco-friendly (45%) in the way they do business. Where audience attention lies Currently, a range of interactions is happening across multiple media channels. Music, apps, movies and gaming are popular, with the US, Singapore and Malaysia spending the most time using music streaming services. The US and Singapore also spend the most time listening to podcasts, at 52 minutes per day. While interest in media for personal consumption is on the rise, there is a slight aversion towards spending on entertainment such as digital gifts, in-app purchases and premium web services. 34% of US consumers think streaming service subscriptions are costly 23% of global consumers have reduced their social screen time This attitude is reflected in the perception of the cost of TV streaming services: 34% of US consumers in Q2 of 2021 believe subscriptions are getting costly, compared to 27% in Q2 of 2020. This may be, in part, due to a rise in the average number of subscriptions to video streaming services of from 2.1 to 2.8 year-on-year. Slightly less (39%) worry about how companies are using their personal data online, while over a third (34%) prefer to remain anonymous. Just under one in four global audience members (23%) worries about how its government tracks them online, while one in five (20%) feels in control of their online personal data. 11 Marketing in 2022: Multi-moment audience
  11. 11. The modern marketing multiverse Entertainment is less important than information in online ads From the first steps towards print advertising in the 15th century, to the constantly evolving online ads of today, advertising has become an integral part of brand-to-consumer communication. In both the US and UK, males are reportedly more likely to respond to an online ad. From rising screen time across most of the world, to a clear shift towards hybrid working arrangements, and growing concern about wellbeing and privacy, there are many behaviors that brands must look out for in 2022. In the next section, we explore more trends within the marketing multiverse. 12 Marketing in 2022: Multi-moment audience
  12. 12. Provided ideas for a new product / design Interacted with a brand on a messaging app Read a branded blog Shared a brand’s post on a social network Uploaded a photo / video to a brand’s social page Asked a question to a brand on a social network Used a company’s live-chat service on a website Unliked / stopped following a brand on a social network Played a branded game Clicked on an online ad on the top or side of a website Left feedback or a review on a brand’s website Clicked on a promoted / sponsored post on a social network Used a QR code provided by a company or brand Used a social networking “share” button on a website Downloaded / used a branded app Visited a brand’s social network page Liked / followed a brand on a social network Watched a video made by a brand Read an email / newsletter from a brand Visited a brand’s website 7% 8% 8% 8% 8% 9% 10% 10% 11% 12% 12% 12% 12% 13% 14% 17% 19% 20% 26% 56% Fig 3: Global percentage who have interacted with a brand in the following ways 35-44 year-olds are most likely to make a purchase after seeing an online ad in the US, compared to the slightly younger demographic of 25-34 year- olds in the UK. Audiences across both markets expect ads to provide value. Offering product information was ranked as the most important aspect of an ad, followed by being entertaining, and providing discounts and special offers. 13 Marketing in 2022: Multi-moment audience
  13. 13. Websites are still king Leading by a margin of 30%, the not-so- humble website is still the most popular platform for consumers to interact with a business. 56% visited a brand’s site in the last month. Newsletters also prove to be an effective communication method for more than a quarter (26%) who read emails or newsletters from brands. Videos are becoming more and more popular with audiences. It isn’t surprising that more than a fifth (20%) have watched a video made by a brand. Slightly less (19%) liked or followed a brand on a social network, reinforcing the notion that these platforms are a staple part of the discoverability journey. Video and social content is on the rise Clearing browser history is commonplace Despite the events of the past few years, where most of us have had no choice but to move online for our shopping needs, online versus in-store shopping preferences are too close to call at 51% and 49% of consumers respectively. Concerns about data and advertising might be one factor in why half of consumers still prefer in-store shopping. A large percentage (39%) of global audiences worry about how companies use their personal data, with Spain (52%) and Portugal (50%) most concerned. It’s therefore no surprise that the Portuguese prefer shopping in-store by a margin of over 20% when compared to online shopping. To counteract their data concerns, 61% of global audiences clear their browsing history, 41% decline cookies on a website and 35% use a private browsing mode. Brands must prepare for a cookie-less future 14 Marketing in 2022: Multi-moment audience
  14. 14. 21% 16% 17% 14% 18% 30% 25% 43% 11% 31% 24% 36% 16% 20% 17% 21% 13% 12% 12% 26% 23% 42% 15% 23% 20% 30% 12% 16% Global Australia Belgium France Germany Hong Kong Italy Malaysia Netherlands Portugal Singapore Spain UK USA 33% 38% 26% 30% 30% 36% 35% 44% 19% 40% 40% 41% 28% 33% 28% 28% 23% 20% 22% 30% 33% 31% 15% 36% 32% 37% 20% 27% 25% 27% 20% 20% 19% 25% 32% 31% 18% 39% 26% 38% 18% 24% 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 Fig 4: Percentage who worry about companies’ data collection who also expect them to offer customized / personalized products (by age) These behaviors will cause long-term difficulties for brands, as more and more audiences opt out of data storage permissions, while simultaneously expecting ads to be tailored to them. This is most true of younger audiences, who are the most concerned about how their data is collected, yet expect the most personalization. 15 Marketing in 2022: Multi-moment audience
  15. 15. As the world continues to change, and this new multi-moment breed of audience emerges, close attention must be paid to its attributes to best understand and serve it. This can be viewed in terms of three key influences, or the three Ms: monotony, mood, and motivation. 16 Marketing in 2022: Multi-moment audience
  16. 16. Factors influencing the multi-moment audience 17 Marketing in 2022: Multi-moment audience
  17. 17. Ending monotony can end marketing immunity Whether individual audience members enjoy or get frustrated with ads, the fact is that they’re everywhere. As consumers become more restless and fatigued globally, immunity towards marketing messages sets in. Breaking monotony is crucial for brands to get through to consumers again. The question is, how? Firstly, brands need to get creative with technology, expanding into emerging areas such as AR and VR. They must think outside of the box and do things that are unexpected – not be restrained by what they’ve always done. 18 Marketing in 2022: Multi-moment audience
  18. 18. Sticking to the status quo is no longer an option for brands 19 Marketing in 2022: Multi-moment audience
  19. 19. Break the brand mold Take, for example, immersive brand experiences such as the collaboration between popular game Fortnite and luxury fashion brand Balenciaga. You may never have associated the two – until the latter appeared in the eyeline of gamers thanks to Fortnite allowing avatars to sport the branded garments during gameplay. But ending monotony doesn’t just mean big and costly collaborations. It can be as simple as encouraging people to engage and interact, from AR and out-of-home campaigns that provide entertainment to thumb-stopping social content that breaks a brand’s mold. Crucially, it’s about actively inventing ways to win a place at the forefront of minds. Close to a quarter (23%) of global audiences have watched a live video stream in the last week, with Malaysia, Hong Kong and Italy leading the pack. Brands who have traditionally produced flat image or copy- heavy ads or posts may be nervous to explore new channels and distribution streams – but it’s essential that they’re able to communicate in ways that are now expected by their audience. Fig 5: Percentage who say they watched a live video stream in the last week 23% 20% 16% 21% 19% 29% 27% 32% 15% 23% 23% 27% 18% 24% Global Australia Belgium France Germany Hong Kong Italy Malaysia Netherlands Portugal Singapore Spain UK USA 20 Marketing in 2022: Multi-moment audience
  20. 20. 13% 11% 7% 10% 11% 23% 19% 18% 6% 8% 13% 11% 9% 14% Global Australia Belgium France Germany Hong Kong Italy Malaysia Netherlands Portugal Singapore Spain UK USA Power to the people The popularity of social platform TikTok has skyrocketed in recent years, with a 457% increase in revenue from 2019 to 2020 alone. In 2021, it was the most popular website, above Google. Part of this popularity is surely down to the freedom it gives users to create – it simply wouldn’t exist without user- generated content. These insights highlight the importance of brands finding new ways to hand some level of control over to their audience, whether that’s empowering them to generate their own content or giving them choice and direction over what the brand itself produces. And self-made content is important to audiences across the globe. One in five Hong Kongers claim to have shared their own blog or video in the last week, followed by over 19% in Italy and nearly 18% in Malaysia. Fig 6: Percentage who say they shared their own blog post or video in the last week 21 Marketing in 2022: Multi-moment audience
  21. 21. mood affects decision-making In addition to contending with an audience that is growing increasingly immune to marketing messages, brands must now also ensure that they’re sensitive to mood. With the pandemic ongoing, and constantly changing restrictions and news being shared, emotions feel more heightened than ever. Such ambient emotions can impact the way consumers respond to a brand. How marketing makes people feel dictates whether they engage with it or disregard it completely. But how can brands ensure that messages resonate with their audience’s mood? Well, human beings love stories. Storytelling ignites emotions and generates empathy and understanding. It is also 35% more persuasive than communications that aren’t based on stories, such as product information. Brands that don’t create compelling narratives with their marketing efforts are missing an opportunity to create meaningful connections with consumers. 22 Marketing in 2022: Multi-moment audience
  22. 22. Creativity delivered in a personalised way is key 23 Marketing in 2022: Multi-moment audience
  23. 23. The attributes that matter Alongside storytelling, consumers gravitate towards brands that share their values. A brand’s traits, and the way in which they are communicated, can be another factor which influences a person’s decision to engage. Across the globe, consumers want brands to be reliable, authentic, and innovative. Brands being smart is far less important to the global audience on average. Traits that brands might think are essential – such as being trendy or bold – are some of the least desired. Global Australia Belgium France Germany Hong Kong Italy Malaysia Netherlands Portugal Singapore Spain UK USA 67% 67% 72% 66% 72% 57% 66% 54% 78% 67% 60% 68% 75% 66% 47% 47% 39% 49% 51% 22% 40% 50% 32% 58% 47% 48% 47% 47% 41% 42% 32% 38% 27% 17% 43% 51% 23% 47% 41% 34% 41% 47% 18% 19% 16% 17% 19% 12% 12% 11% 21% 18% 13% 14% 19% 20% 17% 16% 15% 13% 17% 19% 16% 35% 18% 22% 22% 23% 13% 15% Fig 7: Percentage who want brands to be the following (Part 1) 24 Marketing in 2022: Multi-moment audience
  24. 24. Global Australia Belgium France Germany Hong Kong Italy Malaysia Netherlands Portugal Singapore Spain UK USA Reliable Authentic Smart Traditional Exclusive Innovative Funny Trendy / cool Bold Young 44% 42% 43% 50% 45% 45% 47% 55% 36% 62% 45% 47% 42% 42% 14% 12% 19% 16% 14% 30% 20% 26% 13% 16% 17% 19% 8% 12% 17% 14% 18% 24% 15% 12% 12% 21% 17% 21% 17% 23% 15% 15% 25% 22% 25% 18% 24% 30% 15% 42% 22% 40% 30% 26% 20% 26% 19% 18% 22% 24% 14% 40% 21% 15% 18% 26% 15% 33% 15% 18% Fig 7: Percentage who want brands to be the following (Part 2) 25 Marketing in 2022: Multi-moment audience
  25. 25. Ears wide open Over the last three years, there has been an increase in the consumption of music streaming services and podcasts, proving that consumers are keen to give their eyes a screen break as they explore media via their other senses. On average, global consumers spend more than 94 minutes listening to music on a streaming platform, and around 55 minutes listening to podcasts. As discussed earlier, the US, Singapore and Malaysia lead the way when it comes to podcast streaming, while Australia and Singapore are seeing growth in music streaming and podcast listenership year-on-year. Discover how sonic branding works But what role does audio play in brand discoverability? Brands are most commonly discovered on radio ads compared to other audio formats, such as music streaming and sponsored content on podcasts, with German consumers (19%) the most likely to discover brands via this medium, followed by Portugal (18%) and Belgium (17%). Global consumers spend more than 94 minutes listening to music on a streaming platform 26 Marketing in 2022: Multi-moment audience
  26. 26. Ads heard on the radio Ads on music-streaming services Ads / sponsored content on podcasts Fig 8: Percentage who typically discover brands via the following Global Australia Belgium France Germany Hong Kong Italy Malaysia Netherlands Portugal Singapore Spain UK USA 0% 3% 6% 9% 12% 15% 18% 27 Marketing in 2022: Multi-moment audience
  27. 27. Evolving motivators for modern consumers Life, language and likes affect relatability It is our nature to look for common ground with other people to identify with them. But how we relate to others differs across generations. For instance, Gen Z consumers identify most with people who share the same gender as them. Meanwhile, Millennials identify with those who like the same things as them online; Gen X, with those who share similar life experiences; and Baby Boomers with those who speak the same language as them. Looking at relatability from a global standpoint, over half (51%) identify most with people who share their interests and hobbies, followed by 47% who cite a shared sense of humor as most relatable. 28 Marketing in 2022: Multi-moment audience
  28. 28. Gen Z relate most to those who identify as the same gender as them 29 Marketing in 2022: Multi-moment audience
  29. 29. Making positive change Despite 4.55 billion people around the world now using social media, less than a quarter of global consumers (23%) believe it is good for society. Worldwide, Malaysians are the most optimistic about social media having a positive impact on society (40%). The French market is most passionate about brands being eco-friendly (58%) when compared to other countries, with only a third (33%) of Hong Kongers placing value on this. Across the globe, consumers want brands to support local suppliers and charities, make customers feel valued, be more responsible and transparent about data usage and communicate their sustainability goals. Fig 9: Percentage who want brands to be eco-friendly 45% 38% 51% 58% 58% 33% 46% 52% 44% 49% 39% 53% 44% 38% Global Australia Belgium France Germany Hong Kong Italy Malaysia Netherlands Portugal Singapore Spain UK USA 30 Marketing in 2022: Multi-moment audience
  30. 30. A spotlight on environmental issues Key takeaways from the COP26 Summit, which took place at the beginning of November 2021, included worldwide pledges from reducing deforestation to reaching zero carbon emissions. With the event stealing the limelight for much of Q4, consumers are now also starting to commit to change. While environmental issues are important to almost half (48%) of global consumers, the majority (54%) is willing to pay more for an eco-friendly product, highlighting to brands that producing environmentally friendly items is unlikely to be at the detriment of profit. Slightly behind the global pack is Hong Kong, which looks like it needs more convincing. Only a third (33%) is willing to pay more for eco-friendly products, with the same amount caring if a brand is generally eco-friendly, and only slightly more (35%) stating that helping the environment is important to them. Pay more for an eco-friendly product Pay less for a non eco-friendly version Fig 10: Percentage who pay more or less for product 70% 60% 50% 40% 30% 20% 10% 0% Global Australia Belgium France Germany Hong Kong Italy Malaysia Netherlands Portugal Singapore Spain UK USA 31 Marketing in 2022: Multi-moment audience
  31. 31. From the various forms of media being consumed, to the plethora of platforms and devices they’re consumed on, the global audience has evolved more rapidly than we could have imagined in recent years. Expectations are higher than ever. It’s not just entertainment that people are looking for – it’s brands who they can trust to meet their needs, as well as to serve our planet. A multi-moment audience requiring a multi-dimensional approach The pressure on brands to innovate, and the rate at which they must do so, is unprecedented 32 Marketing in 2022: Multi-moment audience
  32. 32. But it is only because there are so many moments in which audiences engage with media, that brands have so many opportunities to engage them. There has never been a better time for brands to get stuck into the insights, not only understanding what isn’t working with their current approach to marketing, but also why it isn’t working. Brands that bury their heads in the sand will find it impossible to keep up with a world, and audience, that are constantly evolving. But those who are active, curious and disrupt the norm with augmented creativity, multi-sensory storytelling, and a newfound consciousness for the world around them will be the ones who have a presence in the same spaces as consumers – and a presence in their minds too. 33 Marketing in 2022: Multi-moment audience
  33. 33. Datasets included Screen time over time Source: GWI Core 2017-2021 (averages of all waves conducted in each year) Question: On an average day, how long do you spend online on a mobile / PC / laptop / tablet? Base: 1,085,109 internet users aged 16-64 Average number of devices Source: GWI Core Q2 2021 Question: Which of these do you use to access the internet? Base: 72,503 Internet Users aged 16-64 Average number of social platforms Source: GWI Core Q2 2021 Question: Which of these do you use to access the internet? Base: 72,503 Internet Users aged 16-64 Average number of social platforms used per day / week Work From Home Source: GWI Work Q3 2021 Question: Thinking about a typical week, and taking into consideration Covid-19 restrictions, which of these places might you / your team work from? | Which of the following is most likely to happen in your company, in terms of future working space? Base: 42,141 Internet Users aged 16-64 % who say they work from their home | Which of the following is most likely to happen in your company, in terms of future working space? Ads Source: GWI Zeitgeist February 2021 Question: Which of the following things have you done in the past 7 days? This can be on any device. Base: Base: 2,000 (UK) & 2,013 (USA) Internet Users aged 16-64 Unplugging Source: GWI Core Q2 2021 Question: Which of the following do you feel describes you? Base: 72,503 Internet Users aged 16-64 % who agree with the following In-store vs Online Source: GWI Core Q2 2021 Question: Typically, which of the following would you rather do? Base: 72,503 Internet Users aged 16-64 % who say they prefer to shop…. Decline of Cookies Source: GWI Core Q2 2021 Question: How often do you do each of the following? | What operating system(s) do you use on the following device: Smartphone / Mobile phone? Base: 72,503 Internet Users aged 16-64 % who say they have done the following Opting Out Source: GWI Core Q2 2021 Question: Which of the following do you feel describes you? Base: 72,503 Internet Users aged 16-64 % who agree with the following Catch-22 Source: GWI Core Q2 2021 Question: Which of these things do you want brands to do? Base: 72,503 Internet Users aged 16-64 % who worry about companies’ data collection who also expect them to offer customized / personalized products Awareness to engagement Source: GWI Core Q2 2021 Question: Which of these things do you want brands to do? | Which of the following actions have you done online in the past month? Base: 72,503 Internet Users aged 16-64 % who want brands to do / be the following | % who have interacted with a brand in the following ways in the last month Attitudes towards tech Source: GWI Core Q2 2021 Question: Which of the following do you feel describes you? Base: 72,503 Internet Users aged 16-64 % who agree with the following 34 Marketing in 2022: Multi-moment audience
  34. 34. Expectations of ads Source: GWI Zeitgeist February 2021 Question: What do you most want ads to do for you? 2,000 (UK) & 2,013 (USA) internet users aged 16-64 % who say they most want ads to do the following VR & AR Source: GWI Core Q2 2021 Question: Which of the following devices do you own? Base: 72,503 Internet Users aged 16-64 % who say they own a virtual reality headset / device Source: GWI Core Q2 2021 Question: Which of the following features are you most looking for when purchasing your next phone? Base: 10,971 Internet Users intending to buy a phone in the next 6 months, aged 16-64 % of mobile phone buyers who say augmented reality functionalities are important in a phone Livestream Source: GWI Core Q2 2021 Question: In the last week, which of these have you watched, listened to, or done online Base: 72,503 Internet Users aged 16-64 % who say they watched an live video stream in the last week UGC Source: GWI Core Q2 2021 Question: In the last week, which of these have you watched, listened to, or done online? Base: 72,503 Internet Users aged 16-64 % who say they shared their own blog post or video in the last week Audio Marketing Source: GWI Core 2019-2021 Question: On an average day, how long do you spend listening to podcasts / music streaming services Base: 702,905 Internet Users aged 16-64 Average daily time spent on the following Source: GWI Core Q2 2021 Question: How do you typically find out about new brands and products? Base: 72,503 Internet Users aged 16-64 % who typically discover brands via the following Storytelling & Emotion Source: GWI Core Q2 2021 Question: Which of these do you want brands to be? Base: 72,503 Internet Users aged 16-64 Brand qualities: % who want brands to be the following Common Humanity Source: GWI Zeitgeist April 2021 Question: “Please choose the options that best complete this sentence: “I most identify with other people who...” Base: 1,918 (U.S.) & 1937 (UK) Internet Users aged 16-64 Sources of shared identity: % who say they most identify with people who… Eco-consciousness Source: GWI Core 2019-2021 Question: In the next 6 months, how do you think the following will change? The environment Base: 702,905 Internet Users aged 16-64 Environmental expectations: % who expect the environment to get better / get worse in the next 6 months Source: GWI Core Q2 2021 Base: 72,503 Internet Users aged 16-64 Environmental attitudes Maintaining Authenticity Source: GWI Core Q2 2021 Question: Which of these do you want brands to be? | Which of these things do you want brands to do? Base: 72,503 Internet Users aged 16-64 35 Marketing in 2022: Multi-moment audience
  35. 35. Ready to make 2022 your best yet? Get in touch to discover how TEAM LEWIS can help. APAC Keso Kendall keso.kendall@teamlewis.com EMEA Celia Clark celia.clark@teamlewis.com US Nick Sneath nick.sneath@teamlewis.com Find out more teamlewis.com/multi-moment-audience teamlewis.com

×