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A Snapshot of Today's Consumer
Today’s Consumer
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A SNAPSHOT OF TODAY’S CONSUMER:
A lot has happened to the marketing industry in 2019, and its rapid evolution has only just begun. Here’s a snapshot of some of the most prominent trends and impactful developments reshaping today’s consumer landscape.
1. 24/7 Content Consumption
Audio
There are currently over 5 billion unique mobile users. With consumers always on the go, they expect their content to be too. The proliferation and advancement of smartphone technology has created an always-on world in which content is being consumed in all places, at all times, and in all formats. The result? The explosion of an on-demand media landscape in which all people have instant, constant access to content.
Here are some of the most critical pillars in today’s consumer landscape.
Modern life is busy, and it refects in our content consumption trends. We are now seeing more people spending less time watching or reading, and more time listening. Why? Because audio content can be accessed whenever, wherever. From podcasts to smart speakers, brands can now leverage a revamped, more direct way to tap into consumer groups—through their ears.
-103 million Americans listen to podcasts weekly, listening an average of 6h 37m per week
-Audiobook revenue in 2019 grew by 24.5% and totaled $940 million
-33% of Americans use on-demand voice assistance monthly
Social Media
The explosion of social media has now diffused, and networks have become a part of everyday life. With the number of social media users up 9% year-over-year and users spending an average of 136 minutes active per day, the focus has now shifted to developing these existing platforms so they can better engage users in more sophisticated, captivating ways.
-3.2 billion pieces of content are shared each day via social media
-On average, Instagram posts get a total of 4.2 billion likes per day
Facebook properties account for 14% of all digital consumption
Mobile
The mobile vs. desktop discussion is increasingly relevant because more and more content is being consumed on smartphones. Not only does this mean the format needs to evolve, but also the intent. Marketers must consider when and where the content will be consumed. Whether on the couch or walking down the street, these nuances drastically impact purchase intent and behavior.
-The average person checks their phone 85 times per day
-58% of site visits are from mobile devices
-Mobile devices make up 42% of time spent online
2. On-Demand Economy
The always-on world has created a consumer that expects their products instantaneously. They want it, and they want it now, and luckily for them the rise of connective platforms unlocking the power of the gig-economy has enabled this desire to become a reality. From having McDonald’s delivered to your door in 15 minutes to binge watching a whole television series in one night, the on-demand economy plays a signifcant part in the shaping of today’s consumer identity.
-Postmates reached 70% of U.S. households in 2019
-Uber provides 40 million rides per month in the U.S. alone
-Netfix’s streaming accounts for 15% of the world's bandwidth
-44% of users listen to Spotify on a daily basis
3. 1:1 Connection
The greatest threat to marketers today? Diminishing attention span and content saturation.
Consumers are exposed to 10,000 brand messages a day, spending, on average, only 1.7 seconds on each one. To cut through the noise and stand out, marketers need to create meaningful and personalized connections with consumers.
With advancements in advertising technology, both in targeting and creative capabilities, brands have the ability to target consumers with a true 1:1 advertising experience. Imagine a world where no two people receive the same ad experience. A girl who loves surfng gets an ad featuring a female surfer, and the same goes for the girl who loves yoga, the boy who loves bike tricks, and the little girl who plays soccer. With billions of smartphones with HD cameras on the planet, there are unlimited opportunities for authentic and unique content creation, it’s only a matter of fnding the talented creators and activating them at scale.
Branded content for Kashi
Branded content for Kashi
Branded content for Kashi
Branded content for Kashi
4. Purposeful Purchases
With so much choice and transparency in consumerism today, brands need to offer more than just a product or service for customers to feel fulflled. People now make choices based on their values,
so to connect authentically with today’s values-led consumer, brands must clearly defne their purpose.
63% of consumers prefer to purchase from purposedriven brands. 76% of Gen-Z said they have purchased a brand to show support for the issues the brand supported. Whether a brand is built on purpose, solving issues through technology, or has started to embrace a purpose-driven approach within their existing business model, purpose-led
brands stand to grow 2x faster than those without any higherorder societal aim in 2019.
-Nike took a stance on racism in sports and their stock increased by 5%.
-REI focuses on protecting nature, and sees 6% year over year growth.
-Dick’s Sporting Goods took a stance on gun control and their profit margins increased.
