Awareness has always been challenging to measure, but with rapid changes in how consumers are finding brands both online and via traditional channels, predicting and qualifying awareness gets more difficult still. Brand discovery remains to be one of the strongest processes among most of the companies, individuals, and organizations as it prevents them from falling into misdirected commitments. The need to purchase is sparked. Inspiration can come from multiple sources including replacing an item, social media, recommendation, or simply novelty-seeking. Consumers gather information across multiple media and in-person platforms. They are open-minded and seek information and inspiration. Environmental factors may influence browsing, research, and purchasing behaviors in the retail and online environment.
The Key Findings of The “Brand Discovery Insights 2019” Report:
- 44% of surveyed internet users globally reported that they tend to buy brands they see advertised.
- 47% of ad blockers fall into a ‘selective’ cohort which encompasses those who block ads but say they still discover brands or products via online ads.
- 57% of surveyed internet users indicated that they always seek an expert opinion, and a third of internet users globally said that reviews affect their purchasing decisions.
- 47% of internet users posted a review.
- 25-34s are the biggest reviewers with a rate of 48%.
- The average digital consumer spends 2 hours 20 minutes a day on social networks/services.
- 4 in 10 consumers follow a brand they like on social media.
A Figure Shows The Top Brands Discovery Sources By Country, 2019.
The Content of “Brand Discovery Insights 2019” Report:
- Key Findings.
- Advertising Effectiveness.
- The Power of Recommendations.
- Influencer Marketing.
- Social Media Marketing.
- Native Advertising & Content.
- Outdoor Advertising.
- Direct & Experiential Marketing.
- Future Outlook.
- Notes on Methodology.
- More from GlobalWebIndex.
Number of Pages:
This report draws insights from GlobalWebIndex’s Q4 2018 wave of research across 45 countries, with a global sample of 138,962 respondents.