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Editor's note: Melanie Courtright is EVP Research Science & Data Strategy at Dynata.
As a leading provider of first-party data, Dynata’s direct connection to millions of people worldwide gives us the power to bring to life the voices of consumers and business professionals.
Our first annual Dynata Global Trends Report, which debuted March 26, analyzes global trends that researchers and marketers should take into consideration when engaging consumers. Leveraging our global scale, first-party permissioned data, and representative sample, we offer practical information about what consumers want and need by exploring trends surrounding:
- Device & Internet of Things (IoT)
- Media Consumption
- Consumer Sentiment
- Trust & Privacy
Device & IoT
As technology becomes increasingly integral to people’s daily lives, understanding tech adoption rates, usage trends, and device preferences is necessary to effectively reach consumers and identify which channels to invest in.
Perhaps most symbolic of the relationship between technology and everyday life, is the smartphone and its indispensable role in our lives. Dynata research shows that smartphone ownership is truly ubiquitous among Millennials and Gen X’ers. Across all nine countries* studied, 98% of Millennials own a smartphone, as do 95% of Gen X’ers. Even among Baby Boomers (82%) and the Silent Generation (71%), adoption is quite high.
One of the most significant developments in consumer-facing technology has been the proliferation of voice assistants (VA) and voice-activated devices. Among those who own smartphones, usage of the VA capability is high, with 50% using it at least occasionally. Companies have also made a push to get standalone, voice-activated devices into homes; however, ownership is only above 30% in the U.S (33%) and China (36%). Despite low ownership, the VA trend does exist and will continue to shape people’s behaviors and data.
Media Consumption
Given the evolving digital landscape and rise of online streaming, people are consuming media differently than they did just a few years ago. In the U.S., 41% of media is consumed on all forms of television, 40% online, 15% radio, and 4% print.
It is important to debunk the myth that younger generations are giving up television for online media consumption. Rather than trading one for the other, Millennials and Gen X’ers are actually just consuming more media than preceding generations.
U.S. Millennials consume 32% of TV media on broadcast television, 21% on-demand, and 46% through streaming services. In comparison, U.S. Baby Boomers consume 67% on broadcast television, 17% on-demand, and 16% via streaming services.
Consumer Sentiment Trends
In survey research, consumers are frequently asked about their propensity to buy. When considering this, participants evaluate a range of sentiments including their financial status, overall optimism, and views of society. We analyzed consumer sentiment trends surrounding brands, happiness/optimism, work and Artificial Intelligence (AI), climate change, religion, society, and economics to uncover the “Why?” behind the data we collect.
We found that ideas about happiness and optimism don’t vary greatly by generation, but there are dramatic differences across geographies. In China, 65% of people think the world will be a better place in five years’ time, compared to just 25% in the U.S. However, across all countries, Americans reported the highest level of happiness today.
Turning to economic well-being, 50% of Americans expect their financial life to be better in five years’ time. However, this pales in comparison to China’s optimism, where 74% said they think their financial well-being will improve in five years— well over double the average for all other countries studied.
Trust & Privacy
In a post-GDPR world, global concerns surrounding privacy, data breaches, and how companies use data are top-of-mind.
Across all markets, the majority are comfortable sharing their basics (e.g., name, age, nationality, gender) with a company with which they are familiar. However, as expected, willingness to share information drops when a company is unfamiliar. For example, in the U.S., 70% of Americans would willingly share their name with a company they’re familiar with, but only 37% would share it if they didn’t recognize the company.
Importantly, the offer of a reward does not significantly raise the comfort level in sharing information, as only 27% said they would feel more comfortable sharing information in exchange for a reward.
Trust and privacy are paramount when interacting with consumers, and we cannot expect unknown brands to gather accurate, core demographic information.
By tracking trends these trends and many more, like economic and political concerns and B2B climate, our goal is to equip researchers and marketers with a deeper understanding of the nuances that impact people’s behaviors and opinions.
If you are looking to design better research studies, deliver more insightful global reports, realize more comprehensive datasets, or develop richer understandings for more effective marketing campaigns, we encourage you to explore our full Dynata Global Trends Report!
*Countries studied: U.S., U.K., France, China, Australia, Japan, Netherlands, Germany, Canada