popular Consumer Insight
Nevertheless, branded content is least likely to be shared on social media.
The study also includes analysis by ten industry experts representing both agencies and publishers, where they share advice on how to created winning data-based content marketing strategies.
The researchers call these group "High Volume Sensitive consumers" (HVS). 59% of them feel overwhelmed with emails, 60%—with text messages, 62%—with push notifications from mobile apps.
The number of those who seek information on company's sustainability credentials in earned media (stories, interviews in magazines or websites) or paid media (TV, online or outdoor ads) has declined slightly: from 21% to 15% (2011-2015) and from 16% to 14% respectively.
An important trend is that over the 6-year period (2009-2015), global concerns about the economy and job security showed an inverse relationship with concerns about health and work/life balance.
27% of employees are not fully engaged with the brands they work for, hence the low level of delivery on brand promises.
The most skeptical consumers come from developed countries: they do not believe that many brands can make a meaningful difference to their personal wellbeing.
These are either male office workers of 18-34 or older people with children under 18 year old at home, who constantly mix their work and personal communications.