May 8, 2020

Consumers Buy from Brands They Follow on Social Media

Consumers Buy from Brands They Follow on Social Media: Sprout Social Report

Sprout Social

Hi, it’s Jamie, Senior Intern at the CDP Institute Department of the Obvious. I’m fine and the gruel supply is stable. Coronavirus does seem to have reduced the flow of obvious research, but I’ve hoarded some to share. We’ll start with a Sprout Social study that found 89% of consumers will buy products from a brand they follow on social media. Almost as obvious: consumers want engagement, transparency, and service more than anything else, while marketers overestimate consumers' interest in memorable content, storytelling, and pop culture references.

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Two-Thirds of Consumers Reuse Passwords Despite Knowing Better: LastPass Survey

LastPass

Meanwhile, LastPass has documented the obvious fact that consumers are bad at data security. Two-thirds use the same password for most or all of their accounts even though 91% know it’s dangerous. The reuse rate actually went up by 8% since a similar survey in 2018.

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Programmatic Ad Supply Chain is Impenetrably Complex: ISBA and PwC Study

ISBA

Finally, UK ad trade group ISBA and PwC have conclusively proven that adtech is a hot mess. After two years of work, PwC media experts and data scientists could only map 12% of 267 programmatic million impressions from advertisers to publishers and couldn’t account for 15% of total spend. They did find that publishers receive just half the money paid by advertisers. Brilliantly illustrating the obvious, they conclude “this supply chain complexity seems unlikely to be consistently in the best interests of market participants.”

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