By Editorial Staff with No comments Content MarketingDigital Marketing
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Nielsen , the global leader in audience measurement, data and analytics, released the Nielsen 2023 Consumer Survey Report on November 30, 2023 , according to which “consumers are actively avoiding ads on podcasts, streaming and live TV platforms.”
The study, which surveyed 3,000 U.S. consumers earlier this year, revealed “consumers’ sentiments about macroeconomic trends, their preferred platforms and channels, and feelings around influencers, advertising, and anti-advertising.”
According to the news published
A by the company on its official website and reproduced in Marketing Insider Review, due to these data and those we will offer below, “marketing professionals face two major challenges when it comes to reaching and ultimately influencing audiences: the prevalence of advertising aversion and the effects of inflation.”
According to Nielsen , 64% of consumers “intentionally avoid ads on free, ad-supported video services, and 59% are very likely to subscribe to a streaming service that allows them to skip ads entirely.” It adds that “for years, avoiding ads has been a challenge for marketers. Now, they face a second, equally difficult hurdle: Nearly all respondents (95%) say inflation is affecting their purchasing power.”
More information from the Nielsen 2023 Consumer Survey Report
This mix of ad avoidance and inflation concerns “poses a challenge for marketers trying recent mobile phone number lead to capture their audiences’ attention and encourage them to act,” as stated in the original news story on which we based this report.
However, the Nielsen 2023
Consumer Survey Report also “reveals several strategies that marketers challenge negative self-talk: transform your mindset can employ to effectively reach their target audiences amidst these obstacles.” Among others, it mentions the following:
Influencer marketing can cut through the noise: A significant portion of consumers (59%) say they are equally or more likely to purchase products endorsed by influencers they follow, underscoring the critical role of influencers in keeping consumers be numbers engaged during economic challenges. Learn more about this topic in this news item from the report Content creators and their new reality: the value of engagement by IAB Spain and Grupo Go.
