Category: Research

Findings that can guide communication efforts.


Online Audience Is Stable But Demanding

The percentage of Americans who go online, use social media, or own key devices has remained stable the past two years, according to Pew Research Center data.

  • The shares of U.S. adults who say they use the internet, use social media, own a smartphone or own a tablet computer are all nearly identical to the shares who said so in 2016.
  • The share who say they have broadband internet service at home currently stands at 65% – nearly identical to the 67% who said this in a survey conducted in summer 2015.
  • There has actually been a small dip in the overall numbers of computer owners over the last two years – from 78% in 2016 to 73% today.

For marketers, the online audience has arrived. Growth will not come from increased volume of potential connections, it will come from strategic efforts to engage with people who are already online.

What do they want? Authentic, personalized engagement with you. According to recent research from Slackla, audiences crave authenticity online. They are also looking for personalized experiences.

Brands that are able to tap into these needs will succeed in capturing the attention of people who are online and waiting.

Throw Out Your Influencer Strategy

New research shows that people continue to crave authenticity online. And, they want it from other people, not brands and not influencers.

Brands need to shift their time from creating their own content or getting influencers on board. Time is best spent getting your customers to talk about you.

Slackla surveyed 1590 consumers and 150 B2C marketers from the US, UK and Australia. Here’s what they found:

  • 90% of consumers say authenticity is most important
  • 51% of consumers say that less than half of the content brands create is authentic
  • 79% say that user-generated content highly impacts their decisions (13% said brand content has an impact and just 3% said influencer content matters)
  • 56% want user-generated photos and videos above all other types of content

The research showed that experiences with travel, dining and new car purchases are all highly likely to be shared on social media. Such posts are highly influential on the decisions of the people that see them.

Understanding Gen X

If you want to reach people born 1964-1982, you need to know about the profile of Generation X. A comprehensive report based on GlobalWebIndex’s research with a global sample size of 94,314 gives you lots to consider.

Most Gen Xers are busy professionals, have families, and have great spending power. Their online activities are more driven by purpose and intent than casual browsing.

Meet Gen X:

  • More likely to be getting online via a smartphone than a PC/laptop
  • Moving with digital trends, just as Millennials and Gen Z are
  • Spend almost 2 hours a day on social media and the majority have a Facebook account
  • Purposeful in how they use social media, using it to keep-up-to-date with the news and find products to buy
  • Price-conscious discounts and rewards are important in encouraging them to buy

Gen X Favors Smartphones 

PCs, laptops and tablets capture the biggest share (56%) of Gen Xers daily time online, but mobiles have made great headway in becoming the go-to device for this generation, who are slowly becoming just as attached as Millennials.

Digital Natives, Too

The myth is that unlike younger consumers, Generation X aren’t digital natives. In reality, they’re a highly engaged audience, drawn to meaningful and purposeful interactions online.

Purchase on Mobile

Gen X have been a key force in mobile eCommerce. Almost three quarters have made a purchase online from a mobile device.

Important Audience

Marketers and communicators need to understand the needs of Gen Xers without excessive generalization, tailoring brand message and strategy accordingly. Gen X’s return and interaction is potentially more rewarding than any other current generation. Get the full report.