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Consumer Attitudes

e-Strategy Trends’ continually updated collection of consumer attitudes trends and statistics for marketing, public relations, advertising and strategic communications professionals.

Defining Unethical Marketing [CHART]

Chart: Defining Unethical Marketing

An overwhelming majority (92%) of marketers consider themselves to be ethical, according to research released by Phrasee. But the same research also reveals that one-quarter have been pressured to use unethical marketing tactics at work.

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Online Shoppers Top CX Considerations [CHART]

Chart: Online Shoppers Top UX Considerations

In a January 2019 survey from digital consultancy Avionos, the largest share of US digital shoppers said that fast shipping makes for a positive retail experience—more so than an easy return policy, friendly customer service reps, or buy online, pick up in-store (BOPUS) options. Similarly, a June 2019 survey from project44 found that 52% of consumers…

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Most Annoying Online Ads [CHART]

Chart: Most Annoying Online Ads

More people than ever in the US are spending time with digital audio, leading to growing advertising opportunities. To properly communicate with audiences, advertisers should make sure the right creatives are used with the right audio formats.

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Millennials’ Changing Relationships With Businesses [CHART]

Chart: Millennials' Changing Relationships With Businesses

Millennials spend about $322.5 billion annually, a strong figure but one that’s less than Baby Boomers and Gen Xers. What may set Millennials apart from those other two cohorts is that they are more apt to let their purchasing dollars speak for them when it comes to a business’ environmental impact or ethical behavior, according to this year’s Global Millennial Survey from Deloitte.

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Video Captions Expectations By Industry [CHART]

Chart: Video Captions Expectations By Industry

Advertisers are increasing their video budgets this year, but are they missing out on one key element that could make a difference to audience engagement? A survey from Verizon Media has found that 7 in 10 (69%) US consumers watch videos without sound in public spaces, making captioning not only important but expected by viewers.

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Most Valuable Personalized Content [CHART]

Chart: Most Valuable Personalized Content

Periscope By McKinsey asked US internet users what type of personalized content was most appealing; no answer garnered an outright majority of responses. Half of respondents said that products related to their interests were appealing, and only four responses appealed to at least one-third of those polled.

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Perceptions Of Chatbots & Virtual Assistants [CHART]

Chart: Perceptions Of Chatbots & Virtual Assistants

Businesses and consumers are experiencing a gap in perception when it comes to the use of AI. While almost two-thirds (63%) of businesses believe that chatbots and virtual assistants make it easier for customers to get their issues resolved, only one-third (33%) of consumers agree, according to a customer experience benchmark report from NICE inContact.

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Attitudes Toward Regareting Ads By Age [CHART]

Chart: Attitudes Toward Regareting Ads By Age

Generally, Americans have an unfavorable opinion about online targeted advertising. More than half (51%) of US adults believe that targeted advertisements are an inappropriate use of personal data rather than a convenient way to see products they’re interested in, according to more than 3,100 US adults surveyed by YouGov.

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