What Consumers Want: Preferred Channel Trends
Our latest research in partnership with Model B explores US consumers’ preferred marketing channels.
While influencer marketing is often touted as a secret brand-building weapon, the data reveals that almost 1 in 3 Americans actively dislike this form of brand outreach. To be fair to influencers, however, phone calls take the win (or loss, rather) for most actively disliked with 37% of Americans clicking the “dislike” button. Online display ads fare in the middle at a 30% negative sentiment. Only 25% like hearing from brands through influencer marketing, though this does rise to almost half (46%) of 25-34-year-olds marking a stark generational divide.
And despite the industry’s concerns that email marketing may be becoming oversaturated, email remains Americans’ preferred platform to hear from brands and companies. Close to two fifths of Americans (37%) enjoy hearing from brands via email.
The research also dispels another common myth—that TV advertising is dead. Around one third of Americans enjoy hearing from brands on TV, making it the 2nd most popular channel. That makes TV advertising as well-liked as social media posts (34% and 33%, respectively).
Opinium is excited to be partnering with technology company Model B on this new research series to help marketers keep their finger on the pulse of where and how consumers want to hear from brands, providing early indicators of the rise and fall of trending platforms.
For more insights, download the full report here:
