Statistical Research

Statistics: Digital Media Saturation

A full 55% of adult social media users say they feel “worn out” by the number of political posts and discussions they see on social media.

Digital Advertising vs Mail

  • Although we could not uncover the percentage of people who look at digital advertisements in the US alone, the following are some helpful findings:
    • The average person gets bombarded with over 1,700 banner ads per month, but only sees half of them.
    • Google and Facebook hold the largest share of total US digital ad spending, including 37.2% for Google and 19.6% for Facebook.
  • A full 90% of direct mail gets opened, with 78% of executives and marketers, including B2B businesses (51%) claiming that integrated, branded, and personalized direct mail is more effective compared to only 20-30% of emails.

Social Media Health

  • According to a Pew Research Center survey of US adults conducted in July 2020, 55% of adult social media users say they felt “worn out” by the number of political posts and discussions they saw on social media.
  • A full 70% of social media users in 2020 found it stressful to talk about politics with people they disagree with on social media compared to 59% and 68% in 2016 and 2019, respectively.

Social media fatigue

  • According to the National Center for Health Research, 25% of adolescents believe that social media has a mostly negative effect on their mental health, with 13% of 12 — 17-year-olds reporting depression and 32% reporting anxiety and mental illness.
  • According to a 2018 Pew Research Center survey on Gen Zers in the US, 31% indicated that social media had a mostly positive impact on people their age, while 24% and 45% indicated a negative and neutral impact, respectively.
Gen Zers
  • A 2019 US smartphone user survey by Statista found that 64% of people stated that data privacy policies of brands were very important, with 43% of online consumers stating that they did not like to pay for things with their phone due to concerns about their data being stolen.
  • Research conducted by Pew Research also indicates that 79% and 64% of US adults are very or somewhat concerned about how companies and the government uses the data collected about them, respectively.
Data

Statistics: The Power of Data

Adding a recipient’s name, full color, and more sophisticated database information can increase the response rate towards direct mail by up to 500% compared to when none of these personalization techniques are used.

Internet of Things

  • A full 2.5 quintillion bytes of data are generated every day based on research conducted by Domo Inc. This is a global figure as one specific to the US is not publicly available. Additionally, people used more than 3.1 million gigabytes of internet data in 2018 alone as well as mined 1.25 new bitcoins every minute.
  • Although the exact number of Internet of Things (IoT) connected devices today in the US alone could not be uncovered, the following are some helpful findings, including their 3-5 year forecast:
    • A report published by Statista on IoT facts and statistics in the US indicates that US-based companies such as Google, Cisco, and IBM are the key players in the North American market, with the number of individual IoT compatible connections in 2018 estimated to be 2.3 billion.
    • The number is forecast to grow to about 6 billion (5.9 billion) by 2025.

Personalization

  • The following statistics show the impact of personalization on direct mail performance as well as its impact on communication leading to an action being taken:
    • Including a recipient’s name and full color alone in direct mail can increase the response by 135%.
    • Additionally, adding the recipient’s name, full color, and more sophisticated database information can increase the response rate by up to 500% compared to when none of these personalization techniques are used.
    • About 80% of consumers are more likely to do business with a company that offers personalized experiences.
    • A full 91% of consumers are more likely to trust companies with their personal information if it is communicated how collecting and using the data will lead to a better experience.
    • A full 52% of consumers would share personal data in exchange for relevant, personalized product recommendations.
    • A full 78% of consumers will only engage offers if they have been personalized based on their previous engagements with the brand.
    • Personalization can reduce up to 50% of acquisition costs, lift up to 5%–15% of revenues, and increase marketing spend efficiency by 10–30%.
    • Additionally, personalization increases visitor engagement by 55%, improves customer experience and brand perception by 55% and 39%, respectively, increases conversion rates by 51%, and increases lead generation and customer acquisition by 46%.

Information Exchange per Generation

  • Under the right circumstances, 58% of US consumers are willing to trade personal information for certain types of benefits or incentives on their own terms.
  • A 2018 survey conducted by Salesforce in various countries including the US indicates that Gen Z and Millennials are more willing to give up personal data in exchange for personalized experiences:
    • A full 49% of Gen Zers are comfortable with companies applying relevant information about them in exchange for personalized engagement, such as their history of transactions and preferences.
    • On the other hand, 64% of Millennials and Gen Zers are willing to give up personal data in exchange for the same personalized experiences.
    • Only 35% of Baby boomers are comfortable giving up personal data in exchange for personalized engagement.

Statistics: Buying Power

Bank of America predicts that baby boomers are expected to transfer over their wealth to younger generations by 2030, representing one of the greatest wealth transfers in modern times.

Millennials

  • There are 84.8 million Millennials in the US, 81% of whom are employed.
  • Their average monthly take-home pay is $3,100, giving them a 2020 spending power of $2.5 trillion {81% of 84.8 million X ($3,100 X 12 months)}.
  • The aggregate annual income for Millennials is expected to surpass 4 trillion dollars by 2030.

Gen Zers

  • There are 25 million Gen Zers in the US.
  • Their average monthly spending money is $115, giving them a 2020 spending power of $34 billion {25 million X ($115 X 12 months)}.
  • Bank of America (BofA) predicts that this generation will be the most disruptive and expected to increase their income to $33 trillion by 2030 as they enter the workplace, surpassing Millennials.

Baby Boomers

  • BofA predicts that baby boomers are expected to transfer over their wealth to younger generations by 2030, representing one of the greatest wealth transfers in modern times. They currently hold $78 trillion of wealth expected to be transferred.

Statistics: Marketing to GenZ

Gen Zers are highly tech-savvy and prefer text messaging to email and messaging apps to texting; communicating with emojis and GIFs; visual social platforms, such as Instagram, YouTube, and Snapchat; and spending more time on their phones rather than watching TV.

Communication Preferences

  • A survey conducted by Google on 2,000 US Gen zers aged 13-24 selected YouTube as their most preferred platform for entertainment, with 80% using it to expand their knowledge while 68% use it to improve or gain new skills.
  • A full 54% of Gen Zers are comfortable sharing images publicly online, with 50% regularly sharing videos, 48% sharing memes, and 46% sharing selfies, based on a survey conducted by WP Engine involving 1,252 participants in the US.
  • A full 45% of Gen Zers say they are almost constantly on their phone, with 44% indicating that they go online several times a day, hence, 90% of them going online at least multiple times per day.

Key Things Marketers Should Know

  • The WP Engine survey indicates that Gen Zers are highly influenced by social issues, especially those based on social media channels. A full 72% are likely to buy from a company that contributes to social causes while 31% would stop buying from a company that contributes to social causes they agree with.
  • Visually stimulating graphics, images, and videos capture the most interest of Gen Zers. According to the Pew Research Institute, YouTube leads among Gen Zers most used platform (85%), followed by Instagram (72%) and Snapchat (69%)
  • Gen Zers are the most likely demographic group to be influenced by online ads when making purchase decisions compared to other generations. A full 23% of Gen Z shoppers in the US surveyed by Criteo indicated that online advertising—including image, text, and video ads has become more influential in their purchase-making decisions compared to 9% who found them less influential over the last two years.

Gen Zers


Statistics: COVID’s Impact on American Life

A full 41.8% of the American workforce is currently fully working remotely with 81% using video calling or online conferencing services such as Zoom or Webex.

Remote Working

  • According to a December 2020 Upwork survey conducted on the American workforce, 41.8% are currently fully working remotely.
  • The number of remote workers is forecast to grow by 16.8 million from the pre-COVID period to reach 36.2 million Americans by 2025.
  • A full 81% of Americans working from home are using video calling or online conferencing services such as Zoom or Webex, with 59% using them often while 22% use them some of the time.
  • On the other hand, 57% are using instant messaging platforms such as Slack or Google Chat, with 43% using them often while 14% use them some of the time.
  • Among those using video conferencing services often, 63% indicate being fine with the amount of time spent on video calls while 37% are worn out by it.

COVID

Use of AR and QR Codes

  • The most recent survey available on QR Code usage conducted by Statista shows that 9.6 million households scanned a QR code in 2019, with a pre-COVID forecast increase to 11 million users in 2020 in the US.
  • A September 2020 survey conducted by the company found that 18.8% of consumers in the US and the UK strongly agreed that they had noticed an increase in the usage of QR codes since the onset of the COVID-19 pandemic, while only 4.64% strongly disagreed.
  • On the other hand, an April 2020 report by eMarketer on AR usage in the US for the forecast 2018 – 2022 period estimated that 83.1 million people would use augmented at least once per month in 2020.
  • In 2019 alone, the report indicated that there were 72.8 million AR users. Software development and the creation of standardized platforms on which to create new applications are the key drivers behind this growth.

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