Marketing research and insights news and information. This issue's keywords: personal data; aggravating drivers; customer experience; environment
The results of the 2016 "Trust With Personal Data" research report available online via Dapresy's online dashboard, provided by The Global Research Business Network, New York, in conjunction with Portsmouth, N.H., Data visualization and data integration software firm Dapresy. Findings from the report show that respondents said they generally don't trust organizations, including market research companies, to protect and appropriately use their personal data. According to the findings, across the nine countries researched, on average 13 percent have a high level of trust in market research companies. Additionally, 83 percent said they were concerned that their personal data might be misused, while some 40 percent said they are very concerned. Some 51 percent of respondents said they were concerned whether personal data held by market research companies was securely protected and as many as 22 percent said they are very concerned. About a quarter (24 percent) of people feel well-informed by market research companies about how their data is collected, stored and used.
For the third year in a row, survey respondents named The Texter as the most aggravating driver on the road, with 22 percent of respondents citing it this year, according to the Expedia 2016 Road Rage Report, commissioned by Expedia, Bellevue, Wash., and conducted by GfK. The Tailgater followed at 14 percent, then The Last-Minute Line-Cutter with 13 percent of the votes, The Left-Lane Hog with 11 percent and The Crawler with 8 percent round out the top five. The study also found that the most common motorist misbehavior is weaving in and out of traffic, which has been witnessed by 80 percent of the American driving public. The second most common offense is dangerous speeding (77 percent), followed by multitasking (76 percent), being cut off (73 percent) and aggressive tailgating (68 percent). The findings show that 37 percent of Americans admit to having multitasked while driving, 15 percent have sped dangerously, 14 percent say they "occasionally" talk on the phone, text or use social media while driving and 27 percent of Americans consider their peers to be mostly careful drivers, while 45 percent do not.
Eighty-six percent of marketers say they will own the end-to-end customer experience by 2020 shows a study of CMOs and senior marketing executives worldwide conducted by The Economist Intelligence Unit on behalf of San Mateo, Calif., marketing software firm Marketo. Additional findings show that more than half of respondents believe the accelerating pace of technological change, mobile lifestyles and an explosion of potential marketing channels via the Internet of Things (IoT) will change the field the most by 2020. The study found that by 2020, marketers expect they will increasingly interact directly with their customers through technology and personalization as opposed to indirectly through media and advertising. The top channels to the customer in 2020 will be social media (63 percent of respondents), the Web (53 percent), mobile apps (47 percent) and mobile Web (46 percent), according to the findings. Raising customer loyalty and better brand perception are the two top benefits (both 53 percent) marketers aim to realize through a more positive customer experience. Additionally, the study found that mobile devices and networks (59 percent), personalization technologies (45 percent) and IoT (39 percent) are the three technology-specific trends that will have the biggest impact on marketing organizations by 2020. Eighty-seven percent of marketers believe their departments will exercise significant influence over business strategy by 2020, with 78 percent expecting to have the same influence over company technology decisions.
A new survey by The Harris Poll, New York, shows that the majority of U.S. adults (93 percent) care about the environment at least somewhat, including animal extinction, climate change, land and water conservation, with 72 percent saying they care a lot or a little. Only 7 percent said they don't care at all. Young adults (ages 18-34) are most likely to say they care about the environment a lot or a little (77 percent) and are the only age cohort where at least half (51 percent) care a lot. Smaller majorities (between 67 percent and 73 percent) of adults over 35 care at least a little. However, the survey shows that 65 percent of adults have not provided any kind of support for nonprofits or charities working on environmental issues over the past 12 months. One-third (35 percent) have provided support by donating (14 percent), advocating (12 percent), participating in an event (10 percent) or volunteering (8 percent) for a nonprofit or charity focused on the environment. Americans say they care more about other issues than the environment, according to the findings, with the environment falling behind all other issues examined, with the exception of gender equality. The proportion who cared a lot or a little about the environment (72 percent) is less than that for access to clean water (88 percent), access to health care (85 percent), hunger and food waste (83 percent), ending poverty (80 percent) and access to primary and secondary education (77 percent). Sixty-seven percent of adults said they care about gender equality a lot or a little.