Kimola Newsletter 9#: Fame, you’re gonna live forever!

Dec 23, 2022 - 4 min read
Kimola Newsletter 9#: Fame, you’re gonna live forever!

Here are the recent consumer research reports that are curated by Kimola, prepared for communication and research professionals.

This Week in Kimola Newsletter

 

They say "YouTubers make good money".

According to the research conducted by OnePoll on behalf of YouTube Shorts with 2,000 Americans, people think they can become famous by producing content. According to the striking findings of the research, 4 out of 10 people believe that their content may go viral on social media. The probability is also high because content creation is the fastest growing industry right now, making someone a superstar around the clock. On the other hand, when the participants were asked why they wanted to go viral; 39% think they can make good money here. In contrast, 37% are passionate about creating something for viewers, while 35% want to be a content producer because they want to be their own boss.

 

2 out of 3 consumers will buy an artificial Christmas tree.

YouGov's study of 1,647 adults in the UK examines consumer Christmas tree preferences. According to the prominent data of the research, only 15% of those who celebrate Christmas say they will buy a real tree this year; 6 out of 10 people (60%) say they will use an artificial tree they already have. Another 7% plan to buy an artificial tree. People between the ages of 18 and 24 are more likely to celebrate with a real Christmas tree. The probable reason for this is; the older generation has previously purchased an artificial tree. On the other hand, more than half (54%) of respondents think owning an artificial tree every year is more environmentally friendly than having a real tree, while only 16% believe a real tree is a greener option.

 

Social media influences consumer behavior, but...

The Consumer Trends Survey, conducted by Jungle Scout with the participation of 1,000 people in the USA, reveals how spending behaviours and preferences have changed over time and in relation to current events. According to the striking insights of the research, 20% of consumers receive gift ideas from social media. The most inspired channels for gifts are Facebook (70%), Instagram (69%) and TikTok (67%). Although the consumer is inspired, things may not go as planned. More than 93% of consumers say they notice higher prices in their daily shopping. As such, more consumers are focusing on their finances in the new year, and finance, which was 6th in the previous year, is rising to 4th place in consumer priorities.

 

The "classic" viral ads are not appealing to the younger generation.

Almost everyone who uses the Internet has an opinion about memes. Especially for younger generations, memes are a language in themselves. But should marketers who are constantly looking for new and better ways to reach customers use memes to drive more positive results? A study by the Global Web Index answers this. According to the prominent data of the research, 59% of consumers say they like to see memes used for marketing. Young respondents to this survey agreed that brands should be young, bold and fun. They think that sharing memes is important for the formation of this perception in their minds.

 

The poorly designed website turns consumers off from shopping.

The research conducted by OnePoll on behalf of Storyblok with 6,000 online shoppers in the USA and Europe reveals that consumers give up on an average of 5 purchases per year due to bad websites. According to the striking outputs of the research, 42% of respondents say they decide within 10 seconds whether to stay on a website, while 20% decide within 5 seconds. When asked about their main reason for leaving an e-commerce site, 37% say limited payment options, followed by poor navigation or poor page layout (37%) and slow loading speed (33%). Compared to 18% of Europeans, 42% of Americans say they are at least once embarrassed to say where they bought a product because the website was so poorly designed. On the other hand, extra website features like chatbots don't seem very important to consumers and only 27% think they are.

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