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Brand Strategy Agencies Research

Week in numbers: 52% of US consumers postpone business trips


By Sam Bradley, Journalist

September 3, 2021 | 4 min read

Pitch deck running low on hard numbers? Presentation slides looking a little bare? Allow us to help. Each week, we gather the insightful new research you may have missed to inform your work or inspire a new idea.

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A Kantar study found TikTok users open to being advertised to on the platform

52% of US business travelers putting off trips

American business travelers plan to stay grounded a while longer as Covid-19 cases rise again. A study conducted by Morning Consult on behalf of the American Hotel & Lodging Association (AHLA) found 67% were planning to take fewer trips, 52% were likely to cancel existing travel plans without rescheduling, and 60% were planning to postpone existing travel plans. The survey recorded the views of 2,200 US adults in August. In addition, 71% said they were likely to attend fewer in-person events or gatherings, and 59% are likely to postpone existing meetings or events until a later date altogether.

Viewers trust TikTok, but marketers don’t

TikTok remains the social media platform where users most appreciate advertising and are least likely to view ads negatively, according to Kantar’s Media Reactions 2021 study. On the other hand, TikTok is still not yet trusted by marketers compared to more established platforms such as Facebook and YouTube.

A study of 14,500 consumer interviews, covering over 290 brands in 23 countries – representing over 80% of global media spend – as well as interviews with over 900 senior marketers from advertisers, agencies and media companies worldwide, found TikTok ads better received by viewers than anywhere. You can read more details here.

APAC consumers eager for over-the-top (OTT)

APAC consumers favor OTT platforms as their primary method of video consumption, according to a report from InMobi. Its OTT Premium Video Wave Consumer Study found that OTT was the preferred method of media consumption for viewers in Australia, Singapore, India and the Philippines; only Indonesia was an outlier, since viewers there said they preferred ‘long-form video’ platforms, such as YouTube. 40% of respondents in all markets rated OTT platforms as having the ‘most immersive and engaging content’.

And for all the popularity of TikTok, the report found that media from OTT platforms was more likely to be discussed among friends and family away from the screen – and that advertising on OTT platforms had a bigger impact on product selection. At least 50% of respondents in all markets found ads on OTT platforms ’somewhat relevant’.

88% of Singaporeans back smart devices

Smart devices, including connected appliances and furniture, will bring you health, happiness and make you handsomer, according to a new survey from OSIM International. Well, perhaps not the last part, but 88% of Singaporean smart device owners did report improved overall wellbeing from using a smart device – and 52% said they’d bought a ‘smart device’ within the last year, in part due to the pandemic. The study, conducted by Black Dot Research, surveyed over 400 Singaporeans.

The survey found that fitness equipment accounted for the most popular smart device purchases (75%), along with smart watches (65%) and health apps (72%).

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