U.S. Consumer Trends Index 2023
In these times of economic flux and digital disruption, listening to consumers is far more important than marketing to them That’s why we surveyed over 1,500 U.S. consumers on everything, from what channels they like to purchase from, why they’ve left a favored brand and the data they’re prepared to share in return for more personalized experiences.
Marigold’s latest research digs deep into what U.S. consumers expect from the brands they do business with online, the channels they prefer to connect on, what value exchanges elicit engagement and how they will amend their purchasing behavior due to rising inflation. The added layer of filtering by age groups shows the sometimes stark differences between generations when it comes to marketing channels and reinforces the need for brands to truly personalize their relationship marketing efforts with their addressable audience. It’s a must have resource for any marketer active in the U.S.
This version follows the Global report version, as well as a specific European report that is also available. Expect more reports to launch soon that are built on this extensive research project, including age and vertical specific guidance papers sharing examples and suggestions of how to map your strategy to consumers’ behavior.
Here’s a taster of what you will find in the report:
Well over half of U.S consumers have made a purchase directly from an email they received in the last year – outperforming banner ads by 139%. As brands own their database, it is not only one of the highest converting channels, but is also comfortably the most cost-effective.
Brand loyalty is on the rise, with 72% of consumers prepared to pay more to purchase from their preferred brands. 70% cite the loyalty program of their favorite brand as either important or critically important to winning their lasting loyalty.
of U.S. consumers (rising to 84% for Millennials) are comfortable sharing their psychographic and behavioral data in return for a better service – 10% higher than global consumers.