New Study From iHeartMedia and Malcolm Gladwell’s Pushkin Industries Finds Consumers Feel Increasingly Ignored By Advertisers – And Provides Key Insights to Help Marketers Reach the 44 Percent of Consumers Who Feel Unserved
iHeartMedia and Pushkin Industries released a study revealing that 44% of Americans feel ignored by advertisers. The research, conducted by Morning Consult, Advertiser Perceptions, and Critical Mass Media, highlights a disconnect between marketers' perceptions and consumers' realities. Key findings include:
1. 72% of consumers don't want to buy from brands ignoring them, while 75% would pay more for brands sharing their values.
2. Consumers are increasingly uncomfortable with hyper-targeting, with 67% disliking targeted ads.
3. Consumers prioritize religion and law and order twice as much as marketers do.
4. Consumers define luxury differently, focusing on practical indulgences rather than designer labels.
The study aims to help marketers better understand and serve key audience segments, emphasizing the importance of aligning marketing strategies with consumers' real values and priorities.
iHeartMedia e Pushkin Industries hanno pubblicato uno studio che rivela che il 44% degli americani si sente ignorato dagli inserzionisti. La ricerca, condotta da Morning Consult, Advertiser Perceptions e Critical Mass Media, evidenzia un distacco tra le percezioni dei marketer e le realtà dei consumatori. I principali risultati includono:
1. Il 72% dei consumatori non vuole acquistare da marchi che li ignorano, mentre il 75% sarebbe disposto a pagare di più per marchi che condividono i propri valori.
2. I consumatori sono sempre più infastiditi dalla hyper-targeting, con il 67% che non apprezza gli annunci mirati.
3. I consumatori danno priorità a religione e legge e ordine il doppio rispetto ai marketer.
4. I consumatori definiscono il lusso in modo diverso, concentrandosi su piaceri pratici piuttosto che su marchi di designer.
Lo studio mira ad aiutare i marketer a comprendere meglio e servire segmenti chiave del pubblico, sottolineando l'importanza di allineare le strategie di marketing ai valori e alle priorità reali dei consumatori.
iHeartMedia y Pushkin Industries publicaron un estudio que revela que el 44% de los estadounidenses se siente ignorado por los anunciantes. La investigación, realizada por Morning Consult, Advertiser Perceptions y Critical Mass Media, destaca una desconexión entre las percepciones de los mercadólogos y las realidades de los consumidores. Los hallazgos clave incluyen:
1. El 72% de los consumidores no desea comprar a marcas que los ignoran, mientras que el 75% pagaría más por marcas que comparten sus valores.
2. Los consumidores se sienten cada vez más inseguros con la hipersegmentación, con un 67% que no le gusta la publicidad dirigida.
3. Los consumidores priorizan la religión y la ley y el orden el doble que los mercadólogos.
4. Los consumidores definen el lujo de manera diferente, enfocándose en indulgencias prácticas en lugar de etiquetas de diseñador.
El estudio busca ayudar a los mercadólogos a entender y atender mejor los segmentos clave de la audiencia, enfatizando la importancia de alinear las estrategias de marketing con los valores y prioridades reales de los consumidores.
iHeartMedia와 Pushkin Industries는 미국인 44%가 광고주에게 무시당한다고 느낀다는 연구 결과를 발표했습니다. Morning Consult, Advertiser Perceptions 및 Critical Mass Media가 실시한 이 연구는 마케팅 전문가의 인식과 소비자의 현실 간의 단절을 강조합니다. 주요 발견사항은 다음과 같습니다:
1. 소비자의 72%는 자신을 무시하는 브랜드에서 구매하고 싶지 않으며, 75%는 자신의 가치를 공유하는 브랜드에 더 많은 비용을 지불할 용의가 있습니다.
2. 소비자들은 과도한 타겟팅에 점점 더 불편함을 느끼며, 67%가 타겟 광고를 선호하지 않습니다.
3. 소비자들은 종교와 법과 질서를 마케터보다 두 배 더 중요하게 여깁니다.
4. 소비자들은 사치의 정의가 다르며, 브랜드 이름보다는 실용적인 사치를 중시합니다.
이 연구는 마케팅 전문가들이 주요 청중 세그먼트를 더 잘 이해하고 서비스를 제공할 수 있도록 하는 데 도움을 주며, 소비자의 진정한 가치와 우선 사항에 마케팅 전략을 맞추는 것의 중요성을 강조합니다.
iHeartMedia et Pushkin Industries ont publié une étude révélant que 44% des Américains se sentent ignorés par les annonceurs. La recherche, menée par Morning Consult, Advertiser Perceptions et Critical Mass Media, met en lumière un décalage entre les perceptions des marketeurs et les réalités des consommateurs. Les principales conclusions incluent :
1. 72% des consommateurs ne souhaitent pas acheter auprès de marques qui les ignorent, tandis que 75% paieraient plus pour des marques partageant leurs valeurs.
2. Les consommateurs se sentent de plus en plus mal à l'aise avec la hyper-segmentation, 67% n'aimant pas les publicités ciblées.
3. Les consommateurs accordent la priorité à la religion et à la loi et à l'ordre deux fois plus que les marketeurs.
4. Les consommateurs définissent le luxe différemment, en se concentrant sur des plaisirs pratiques plutôt que sur des marques de créateurs.
L'étude vise à aider les marketeurs à mieux comprendre et servir des segments clés du public, en soulignant l'importance d'aligner les stratégies marketing avec les valeurs et les priorités réelles des consommateurs.
iHeartMedia und Pushkin Industries veröffentlichten eine Studie, die zeigt, dass 44% der Amerikaner sich von Werbetreibenden ignoriert fühlen. Die Forschung, durchgeführt von Morning Consult, Advertiser Perceptions und Critical Mass Media, hebt eine Diskrepanz zwischen den Wahrnehmungen der Marketer und den Realitäten der Verbraucher hervor. Zu den wichtigsten Ergebnissen gehören:
1. 72% der Verbraucher möchten nicht von Marken kaufen, die sie ignorieren, während 75% bereit wären, mehr zu zahlen für Marken, die ihre Werte teilen.
2. Verbraucher empfinden zunehmend Unbehagen bei der Hyper-Zielgruppenansprache, 67% mögen gezielte Werbung nicht.
3. Verbraucher priorisieren Religion und Recht und Ordnung doppelt so hoch wie Marketer.
4. Verbraucher definieren Luxus anders, indem sie sich auf praktische Genüsse anstatt auf Designer-Marken konzentrieren.
Die Studie zielt darauf ab, Marketern zu helfen, wichtige Zielgruppensegmente besser zu verstehen und anzusprechen, und betont die Wichtigkeit, Marketingstrategien mit den realen Werten und Prioritäten der Verbraucher in Einklang zu bringen.
- iHeartMedia is the No. 1 audio company in the US, reaching 9 out of 10 Americans monthly
- The study provides valuable insights for marketers to better understand and reach ignored consumer segments
- 75% of consumers are willing to pay more for brands that share their values
- 82% of consumers are influenced by their communities, friends, family, and religious leaders, offering new targeting opportunities
- 44% of Americans feel ignored by advertisers, potentially limiting iHeartMedia's reach and effectiveness
- 67% of consumers dislike being targeted by ads, challenging iHeartMedia's advertising strategies
- 70% of consumers find digital ads irrelevant despite targeting efforts
- Marketers' perceptions and values significantly differ from those of consumers, potentially impacting iHeartMedia's advertising effectiveness
Insights
This study reveals a significant disconnect between marketers and consumers, with
- Consumer Loyalty:
72% of consumers avoid brands that ignore them, while75% would pay more for brands aligning with their values. This highlights the importance of understanding and addressing consumer needs. - Targeting Inefficiency: Despite increased spending on personalization (
$9.5 billion expected in 2024),70% of consumers find digital ads irrelevant. This suggests a need to reassess current targeting strategies. - Influence Channels:
82% of consumers are influenced by community, friends and family, not professional influencers. This indicates a potential shift in marketing focus towards community-based strategies.
Companies that can bridge this gap and better resonate with the "ignored consumer" segment may gain a significant competitive advantage in the market.
The study's findings have significant implications for companies' marketing strategies and potential financial performance:
- Revenue Opportunity: With
75% of consumers willing to pay more for brands that share their values, companies that successfully align with consumer values could see increased revenue and customer loyalty. - Marketing Efficiency: The revelation that
70% of consumers find targeted ads irrelevant suggests potential wastage in marketing budgets. Reallocating these funds to more effective strategies could improve ROI. - Market Expansion: The
44% of consumers feeling ignored represent an untapped market segment. Companies that successfully engage this group could see substantial market share growth.
However, the flat aggregated revenues reported by Fortune Global 500 companies in 2024 indicate a challenging economic environment. Companies will need to balance adapting to these consumer insights with managing costs in a potentially tight market.
This study unveils important shifts in consumer behavior and preferences:
- Value-Based Purchasing: Consumers are increasingly making purchasing decisions based on brand values, not just product features or price.
- Privacy Concerns: The
67% of consumers who dislike targeted ads indicate growing privacy concerns and potential backlash against data-driven marketing. - Community Influence: With
82% of consumers influenced by their immediate circle, we're seeing a return to word-of-mouth and community-based decision making. - Practical Luxury: Consumers' definition of luxury focusing on practical indulgences suggests a shift towards value-based consumption.
These trends point to a more conscientious consumer base, prioritizing authenticity, community and practical value. Brands will need to adapt their messaging and product offerings to resonate with these evolving consumer priorities to maintain relevance and market share.
The ‘Ignored Consumer’ Audience Spans Generations, Regions and Cultures, and is More Likely to Prioritize Religion, Law and Order and Family Values
Report released to marketers at iHeartMedia’s AudioCon 2024 in NYC
According to the Fortune Global 500, the world's 500 largest companies posted near flat aggregated revenues in 2024. The research, conducted by Morning Consult, Advertiser Perceptions and Critical Mass Media, highlights how a disconnect between the average marketer’s life and that of the average consumer can sometimes impact marketers’ efforts to effectively connect to and reach all important consumer segments in ways that help all consumers feel seen and heard. For example, in one finding, the research showed that consumers are much more likely to enjoy hunting, fishing and buying lottery tickets, while in contrast, pickleball and tennis top the list of activities marketers find cool.
“We marketers have more data at our fingertips than ever before, yet almost half of American consumers are feeling ignored,” said Gayle Troberman, CMO, iHeartMedia. “As marketers, we have to be careful not to let our personal perception guide our marketing decisions. This study lays out where our perception matches the marketplace and where there are major differences -- so we can use that information to make new and better decisions about maximizing the appeal of our products to all consumers, not just those who align with our own perceptions and values.”
The study found 72 percent of consumers don’t want to buy products from brands that are ignoring them, and 75 percent would even be willing to pay a little more to support a brand that shares their values. “As marketers, we need to be reminded that we are not the target for most of our marketing campaigns,” added Troberman. “There’s a big opportunity to improve marketing results with a more conscious focus on the real-life influences that the majority of consumers rely on -- and by more accurately reflecting our customers’ real values, passions and priorities.”
In another key finding, the study revealed that consumers are increasingly feeling “creeped out” by marketers’ reliance on hyper-targeting, data and AI -- with 67 percent saying they hate being “targeted” by ads. Moreover, the study reveals that this level of ad targeting may not be working as intended: 7 out of 10 consumers claim digital ads are irrelevant despite targeting -- even as, according to Statista, marketers plan to spend 9.5 billion on personalization and hypertargeting campaigns in 2024.
“Today’s consumers are acutely aware of their social and economic environment and hold higher expectations for the brands that target them, sometimes relentlessly, based on the very traits that define their individuality,” said Gladwell. “This study is crucial in revealing the underlying biases that often inadvertently shape marketing strategies.”
Key findings from the report include:
- 44 Percent of Americans Feel Ignored by Media and Most Advertisers; Consumers will Pay More for Brands that Support Their Values: It’s not one demographic of consumers who feel this way: they span geographies (urban, suburban and rural), races and ethnicities. Additionally, 72 percent of consumers state that they don’t want to buy products from advertisers that are ignoring them, and 75 percent are willing to pay more for brands that share their values.
-
American Vs. Marketers Purchasing Thresholds are Starkly Different, with Americans Consulting Family and Friends and Saving Up for Purchases of
$100 $100 $1,000
- Marketers Love Personalization, but Consumers are Creeped Out: 67 percent of consumers hate being trailed by targeted ads. Moreover, this hyper-targeting may not be working as intended: 7 out of 10 of these consumers say that these digital ads are irrelevant to them despite marketers’ targeting efforts. Instead, 82 percent of consumers say they are influenced by their communities, friends, family and religious leaders – notably not by professional influencers – potentially revealing a new way to target audiences by messaging those around them who play important roles in their lives.
- Cool for One, Cringe for Another: The Polarizing Preferences: While consumers love to try their luck at lotto, purchasing lottery tickets is something marketers find cringe-worthy. Conversely, while marketers enjoy many health and diet trends, consumers find cold plunges and vegan/vegetarian diets cringeworthy.
- Consumers Double Down on Religion and Law and Order, Marketers Focus Elsewhere: Consumers place twice the emphasis marketers do on religion and law and order, despite both groups agreeing on the primary values of family, health and safety.
- Marketers' Luxuries vs. Consumers' Realities: The Great Divide: While marketers define luxury items as designer labels and accessories, consumers are more focused on luxury as practical indulgences like buying brand name paper towels and premium-grade meat.
“The key here is for us as marketers to check our own biases at the door. We see this all the time - for example, when marketers who live in big cities and don’t commute as often as the average American don’t necessarily understand the huge role that broadcast radio and podcasts play in people’s lives, particularly in the car,” said Conal Byrne, CEO of the iHeart Digital Audio Group. “Consumers spend about one-third of their media time with audio, but marketers lag in matching that time with media spend -- and often underestimate the real usage of broadcast radio, which makes up over two-thirds of all audio listening.”
The findings were presented by Conal Byrne, CEO of iHeartMedia’s Digital Audio Group, and Malcom Gladwell at iHeartMedia’s AudioCon 2024 today, September 10 at 4 p.m. ET in
Consumer Methodology:
This poll was conducted between May 3 and May 5, 2024 among a national sample of 2,202
Marketer Methodology:
This poll was conducted between May 7 to May 13, 2024 among a national sample of 237 Marketer and Agency contacts from The Advertiser Perceptions Ad Pros Community and trusted third-party partners as needed. Our Ad Pros Community represents the brands and agencies that are spending the most on advertising and marketing in the
Ignored Consumer Methodology:
This poll was conducted May 30 to June 2, 2024, among a national sample of 1,651
About iHeartMedia
iHeartMedia, Inc. [Nasdaq: IHRT] is the leading audio media company in America, reaching over
About Pushkin Industries
Pushkin Industries is dedicated to producing audio in any format that challenges listeners, encourages their curiosity, and inspires joy. Or, in other words: Good, Smart, Fun. Founded in 2018, Pushkin is home to chart-topping podcasts such: Malcolm Gladwell’s Revisionist History; Against the Rules, hosted by bestselling author and journalist Michael Lewis; Cautionary Tales from Financial Times columnist Tim Harford; The Happiness Lab with Dr. Laurie Santos, and McCartney: A Life in Lyrics hosted by Paul McCartney and Paul Muldoon, which is a co-production with iHeartMedia and MPL. Pushkin publishes and sells audiobooks including So Many Steves by Steve Martin and Miracle and Wonder: Conversations with Paul Simon. Learn more at pushkin.fm or follow us on X @pushkinpods.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240910355223/en/
For iHeartMedia
Angel Aristone
angelaristone@iheartmedia.com
For Pushkin Industries
Eric Sandler
eric.sandler@pushkin.fm
Source: iHeartMedia, Inc.
FAQ
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