Consumer Data

A collection of 39 posts

MARKETING

30% Of Consumers Plan To Reduce Black Friday/Cyber Monday Spend

Gen Z and Millennials show the strongest intent to delay or spread out large purchases, per a Wunderkind study.

SPORTS

WNBA Fans Show Higher Affinity for Official Sponsors Compared to NBA

With the WNBA season at an end and the NBA season tipping off, new data from MarketCast reveals some differences between the two regarding fan affinity — and notably, the WNBA beats the NBA for official league sponsor consideration and support. Some specific insights from MarketCast’s Sports Sponsorship Effectiveness Report:

MARKETING

Halloween Spending: Cost Pressures Reshape Celebration Plans

Halloween traditions are under pressure this year as rising prices and tariffs push many Americans to rethink their seasonal spending, according to an October study from Wunderkind. While plenty of households still plan to celebrate, among many the mood is more restrained, creating both challenges and opportunities for brands hoping

MARKETING

QSR Data: Word-Of-Mouth Top Driver In New Restaurant Trials

Research from MX8 Labs highlights the factors shaping how diners choose — and return to — quick-service restaurants.

MARKETING

How Consumers Work the System for Better Deals

Consumers are getting more creative and strategic in how they seek out value from brands, blending direct engagement with savvy tactics to unlock the best deals. According to a September study conducted by Wunderkind, while trust and validation from third parties still play a role, shoppers are increasingly experimenting with

SPORTS

Verizon Is The Most Recognized Official NHL Sponsor

MarketCast's sports sponsorship research delivers norms and fandom insights that prove value and inform activation.

Consumer Data

Consumers Show Openness to AI in QSRs, But Human Interaction Still Matters

61% of consumers are “somewhat” or “very” comfortable ordering through an AI voice assistant, per an MX8 Labs study.

SPORTS

PGA Tour Fans Show Stronger Affinity for Official Sponsors Than Those Of NBA, NFL

Plus a look at the PGA’s most recognizable sponsors and more, via MarketCast.

MARKETING

Consumer Sentiment: Caution Holds, Optimism Split By Demographic

58% of consumers feel cautious, pessimistic or panicked about the economy, per a Wunderkind survey.

MARKETING

Data: Word of Mouth Leads for Brand Discovery

48% of consumers said they discover new brands via word of mouth recommendations, per an MX8 Labs study.

MARKETING

42% of U.S. Consumers Have Used AI to Find Better Deals

A Wunderkind study found that younger consumers are more likely to harness AI for shopping.

MARKETING

QSR Insights: Arby’s Really Resonates With Seniors

A study by MX8 Labs reveals regional and demographic differences for QSR awareness.

MARKETING

What Motivates People to Try Up-and-Coming Brands?

48% say lower prices or better value is the main reason they’d try a challenger brand, per MX8 Labs.

MARKETING

Consumers Most Likely To Try ‘Challenger’ Brands in Food & Bev Space

70% say they’re likely to try a challenger brand within the food and beverage space, per MX8 Labs.

MARKETING

76% Of Consumers Likely To Try Brand They’ve Never Heard Of

A recent study from MX8 Labs reveals key insights around consumers and “challenger” brands.

REPORTS

How Tariffs, Inflation Are Impacting U.S. Consumer Behaviors

Tariffs and inflation have continually impacted U.S. consumer purchase behaviors this year, as the resulting economic pressures have them reexamining all manner of purchases. Wunderkind's U.S. Tariffs: Consumer Impact Survey Series quantifies these mindset shifts, with data around deal-seeking, outlook on the economy, its impact on

Data Accuracy

How Data Passes (Or Fails) Back-To-School Season

New data from Truthset reveals that back-to-school campaigns may not be making the grade as much as retailers would hope. In its Quarterly Industry Report Q1 2025, Truthset finds that targeting data identifying households with children is accurate just 41% of the time. * To equate that to dollars, if a

Data Dose Newsletter

NBA Playoffs Reached 45% Of U.S. QSR Visitors

Long-form videos thrive on YouTube, how LinkedIn is bringing B2B to CTV, and more in this week's The Measure newsletter.

Data Dose Newsletter

16% Of YouTube Views Are On TV

YouTube TV's watch-time win, Chewy is tops, and more in this week's The Measure newsletter.

Data Dose Newsletter

Theatrical Releases Bring Thunder With Finals Ads

This Week On The Measure:  * Universal Roars With NBA Finals Ads * Restaurant Ads Break Through On CTV In May * Why Data Should Be Labeled, Certified Like Gasoline * Hopper Rides ‘Brain Rot’ To 3x Audience Increase * Online Shoppers Turn to Brand Websites For Deals * This Week’s Free Report: Hidden Trends,

Data Dose Newsletter

Data Shows More Stans For Tech Brands, Winning Consumer Fandom

This Week On The Measure:  * Tech Giants Winning Consumer Fandom * Longer-Form Videos Dominate YouTube Watch-Time * Learn More About Video Duration At VidCon * WBD Splits Up — But Can It Catch Up? * Nearly 10% Of B2B TV Ad Reach Comes Via Fox News * Majority Of Sports Viewers Like ‘Prime Vision’ AI Features

Data Dose Newsletter

Brands Are Missing TikTok's Golden Window For Views

This Week On The Measure:  * 1-2 Min. TikTok Brand Videos Score Most Views * Michelob Scores As NBA Playoffs’ Top Brand * Truthset’s Gregg Galletta On Data-Rated Audiences * Brand Equity Equals 52% Of Consumer Purchase Motivation * 43% Delaying Apparel Purchases To Wait For Sales * 70% Of Consumers Would Use Wish List

Data Dose Newsletter

How Booze Is Pouring It On TV

This Week On The Measure:  * Stella Artois Pours On Streaming Ads * Tariff Concerns Spurring Purchase Delays * LOL Network Using Movies To Compete With TV * Chewy Breaks Through On Linear * 42% Say Personal Relationships Trigger Anger * Marketers Look For Awareness, Acquisition Balance * This Week’s Free Report: Beverage Brands TV Transparency

Data Dose Newsletter

Marketers Planning More Value-Based Messaging In 2025

This Week On The Measure:  * 60% of Marketers Are Increasing Value-Based Messaging * Nutrafol Leads Supplement Streaming Ads * Exploding Kittens Blows Up On YouTube * Wayfair Wins on CTV With +19% Ad Breakthrough * Women’s Sports Fans Want Better TV Tune-In Info * This Week’s Free Report: U.S. Tariff Effect–Exclusive

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REPORTS

Special Report: Do You Want To Build A Bundle?

TiVo’s Q4 2024 Video Trends Report: North America Uncover key insights and stay ahead in the video entertainment industry Are you ready to navigate the ever-evolving landscape of video entertainment? TiVo’s latest report “Do You Want to Build a Bundle?”, explores crucial insights into consumer behavior and market