Kimola Newsletter 6#: Elon this, Elon that!
Here are the recent consumer research reports that are curated by Kimola, prepared for communication and research professionals.
Top Digital Customers
A new study conducted in the US by Numerator reveals that e-commerce retailers may have reasons to target Twitter users. According to the research data, almost one out of every four consumers (23%) is a Twitter user. In addition, the study's data is good news for retailers looking for high-income customers; Twitter users are more likely than average consumers to be high-income, hold a four-year or graduate degree, and live in cities. More importantly, Twitter users tend to use social media for shopping more than average consumers. The study's findings reveal that 3 out of 10 Twitter users (31%) use social media to learn about new products and services (vs. 21% of consumers overall), 27% for exclusive offers (vs. 16% overall) and 23% to make purchases (vs. 17% overall).
Advertising Performance with Relevant Content
Digital advertising has been in a bit of a crisis lately, with one in three internet users complaining of digital fatigue, but a study by Sapio Research on behalf of DoubleVerify with 16,608 people aged 18+ in 18 countries reveals that the solution to this problem is quite simple. According to the prominent data of the research, 67% of respondents say they would be more likely to pay attention to an ad placed next to content relevant to them. 61% say they will be less likely to buy from a brand that advertises alongside disinformation or other harmful content. With 49% of consumers saying they will actively take backlash against brands they think are promoting misinformation, it seems like a good time for advertisers to start considering their content options.
Top Google Searches
According to the research, in which the Google Global Market Analysis team analyzes consumer behaviour and billions of current search queries every month to gain an in-depth understanding of market trends, it is possible to see deep traces of daily life in the searches made by users. These searches may also affect the decisions about whether or not an expenditure will be made or where it will be made. This is why, in dining, for example, there is an increase in searches for both "pans for cooking fish" (over 400%) and "how long to air fry" (over 90%), as well as "top rated restaurants" (over 500%) and "restaurants open now" (over 600%). In entertainment, with the increase in searches such as "cloud gaming" (over 500%) and "movie box office" (over 600%), it is possible to see users searching for different options, both online and out-of-home.
About the World Cup
The research, conducted by Ipsos with the participation of 22,528 people from 34 countries, reveals that on average, more than half of all adults plan to watch the 2022 FIFA World Cup. 55% consider watching at least part of the month-long event are more than 39% who say they follow football. On the other hand, 21% say they “very occasionally watch football/football games played by leading league/club and national teams” while the remaining 40% either do not watch any games at all or are not aware of the upcoming World Cup. Most of those who plan to watch plan to do so with family and friends, but many plan to do so with colleagues as well, and three in ten think they will miss work or school to watch the game.
Gateway to International Brands
The research conducted by Censuswide on behalf of Global-e with 9,000 consumers who shopped online from a retailer outside their country last year in 9 different markets, shows the significant rise of D2C e-commerce, especially for consumers who shop across borders. According to the prominent data of the research, when the participants were asked about their preferred platform to purchase a branded product, more than half (58%) of respondents say they prefer to buy directly from a brand's website rather than buying from online marketplaces (40%) and local reseller (35%). When shopping online, participants state that the main factors for cross-border shopping are product price (47%), wider product range (37%) and better quality (28%). On the other hand, both Millennials (54%) and Gen Z (55%) consumers see social media as the number one channel for discovering international brands.
