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Blue Fountain Media Shares Highlights From Their Latest Survey: How Audiences View Content Marketing

Blue Fountain Media, a Pactera Company, and leading New York City-based digital marketing firm, recently polled over a thousand internet consumers, aged 18-55, and asked them about their content marketing preferences in their latest survey.

The survey’s goal was to identify any market shifts and consumer trends that digital marketers should take note of and apply to their content marketing efforts. Below are the statistical highlights from the survey.


Visual Content Leads to Sales:

Picture and video content ranked the highest in terms of moving people to buy a product or try a service with 75% of those surveyed saying this type of content moves them most to action.

How Consumers Like Their Content:

• YouTube ranked highest in terms of providing useful content on products and services (33%) with Facebook a close second (30%) and Instagram 27.7%

• Nearly 40% said YouTube is by far the best platform in terms of providing the most useful content on digital info, trends and other information

• Facebook wins most content shared with 44% of those surveyed using the platform to share information with others

• When asked what type of content people like to view, 45% prefer video, with captioned picture coming in second at 36%

Trend: Consumers are moving towards video and picture-based marketing efforts and slowly leaving blogs and written email marketing.

Truth in the Era of Fake News:

• More than 60% of those surveyed said they are very concerned about whether or not the information/content they read on the internet is true. 37% think they can tell the difference between real and fake news and less than 2% say if it’s on the internet it’s true.

• Since the last election, more than 60 % of those polled are more cautious about political ads and assume they are bias and manipulative.

• Less than 2% say they continue to base their voting decisions on what they learn on the internet.

Trend: Consumers have grown cautious of blindly accepting online content as Gospel. Being transparent in you marketing campaigns would be seen as a plus.

Email Marketing May Be Losing Some of Its Effectiveness:

• Less than 2% of those survey results make purchasing decisions from the content they receive in an email newsletter.

• Close to 65% of those polled say they subscribe to between 1 and 9 newsletters, yet more than 50% say they do not like receiving emails or information from the company.

• In terms of whether or not they actually read the newsletters they receive, 55% of those polled say they screen the headlines to decide if they will read, more than 20% don’t read them at all, and another 20% read everything that hits their mailbox.

• 68% of those polled say they sign up for newsletters just to get a discount or promotional offer

What Consumers Don’t Like About Content Marketing:

• 52% of those polled say the biggest problem with content today is that it is too commercial and another 48% say too long, too boring and too basic.

• Content that doesn’t engage leaves 10% of respondents wanting to rip their hair out! 32% are disappointed by bad content but it doesn’t impact how they feel about a brand and bad content makes another 32% change their opinion about a brand.

• 58% feel “hounded” by ads and content

• Nearly 20% wish celebrity endorsements would be outlawed!

blue-fountain-media-survey-highlights

Full Survey Results

For the most part, how are you discovering the new products or services you end up trying?

• 52% said by actively surfing the web, researching through search.

• 24% claimed by through word-of-mouth recommendations from friends.

• 9% answered by from seeing advertisements on TV, Radio, Magazines, Billboards, etc.

• 15% responded by from seeing advertisements on my social media feeds – like Facebook or Instagram.

Which platform provides you the most useful content when it comes to new products and services you are likely to try?

• 28% of respondents claimed the platform that provides them with the most useful content when it comes to new products and services they are likely to try is Instagram.

• 6% said the platform that provides them with the most useful content when it comes to new products and services they are likely to try is Twitter.

• 3% claim that LinkedIn is the platform that provides them with the most useful content when it comes to products and services.

• 30% say that Facebook is a platform that provides them with the most useful content when it comes to products and services.

• 33% said the platform that provides them with the most useful content when it comes to new products and services they are likely to try is YouTube.

Which platform provides you with the most useful content when it comes to learning about new digital trends, technology or general information?

• 20% said that the platform that provides them with the most useful content when it comes to learning about new digital trends, technology or general information is Instagram.

• 10% claimed that the platform that provides them with the most useful content when it comes to learning about new digital trends, technology or general information is Twitter.

• 5% responded that LinkedIn is the platform that provides them with the most useful content when it comes to learning about digital trends, technology or general information.

• 26% responded that Facebook is the platform that provides them with the most useful content when it comes to learning about digital trends, technology or general information.

• 38% said that YouTube is the platform that provides them with the most useful content when it comes to learning about digital trends, technology or general information.

What platform do you feel you re-post or re-share the most content on?

• 21% said that the platform they re-post or re-share the most content on is Instagram.

• 15% responded that the platform they re-post or re-share the most content on is Twitter.

• 6% claimed that LinkedIn is the platform that they re-post or re-share the most content on.

• 44% say that Facebook is the platform that they re-post or re-share the most content on.

• 14% responded that YouTube is the platform that they re-post or re-share the most content on.

What type of content do you typically prefer?

• 36% said that pictures with caption are the type of content that they typically prefer.

• 45% responded that videos are the type of content that they typically prefer.

• 7% say that the type of content that they typically prefer is podcasts.

• 6% claimed that the type of content that they typically prefer is live feeds or stories.

• 6% responded that the type of content that they typically prefer is blog posts.

After viewing content, which type makes you more inclined to do more research about a brand or product?

• 31% said that pictures with captions are the type of content that makes them more inclined to do more research about a brand or product.

• 44% responded that videos are the type of content that makes them more inclined to do more research about a brand or product.

• 7% claimed that podcasts are the type of content that makes them more inclined to do more research about a brand or product.

• 7% of respondents said that the type of content that makes them more inclined to do more research about a brand or product are live feeds or stories.

• 9% say that the type of content that makes them more inclined to do more research about a brand or product are blog posts.

• 2% responded that the type of content that makes them more inclined to do more research about a brand or product are email newsletters.

How concerned are you that the content you are reading is false/fake news?

• 45% responded that they are very concerned that the content they are reading is false/fake news, which is why they double-check all the info that they read.

• % said that with regards to content they are reading is false/fake news they are very concerned to the point that they don’t trust anything on the Internet.

• 37% claimed that the are not concerned much with the content they are reading as false/fake news because they are pretty good at reading between the lines when it comes to content.

Since the last election, have you changed the way you evaluate political ads on social media?

• 24% responded yes that they ignore ANY political ads they see on social media and assume they are biased or micro-targeted.

• 36% said they are a bit more cautious of fake news, deep fakes and other manipulative messages.

• 25% say that they don’t pay attention to those types of ads or content anyway.

• 12% claimed it’s not a big deal and they never believe political ads anyway.

• 2% base their voting choices on the information they are exposed to on the internet

After subscribing to an email newsletter, how often do you like to receive information from the company?

• 8% answered as much as possible.

• 34% responded frequently but not overwhelmingly.

• 39% said not very often.

• 11% said that they hate receiving any emails.

• 8% say that they don’t sign up for email lists.

How many email lists do you currently subscribe to?

• 11% said they subscribe to zero.

• 39% say that they subscribe to one – four.

• 25% currently subscribe to five – nine email lists.

• 25% are currently subscribed to over 10.

How many of these emails do you actually end up reading?

• 8% of said that they read all of them and unsubscribe if they don’t hold their interest.

• 16% said they read most of them depending on how much time they have.

• 55% answered that it depends on the content and will screen the headlines to see if it interests them.

• 9% said that they don’t read any of the emails because they don’t really hold their interest.

• 12% responded that they don’t read any of them and that they become a nuisance in their inbox.

What’s the primary reason you sign up for a company’s email lists?

• 68% responded to get a discount or promotional offer.

• 21% said to get information and news about the company.

• 12% answered to receive useful content like recipes, tips and advice.

• The biggest problem with content today is?

• 21% said that it’s too long and they don’t have time to read or watch it.

• 19% answered that it’s too boring and the content doesn’t address the things they want to know about.

• 52% responded that it was too commercial, it’s all sell, sell, sell with no redeeming value.

• 8% feel that it’s too basic, doesn’t delve deep enough into the topic to provide a rich experience.

Content that doesn’t engage?

• 32% felt that content left them questioning use of the product or service.

• 32% answered that content makes them feel disappointed but doesn’t affect how they feel about the brand.

• 10% said that it makes them want to scream and tear their hair out.

• 25% claimed that they don’t care about content at all, they use what they like and don’t really care about a brand’s web presence.

If I could change one thing about the way brands create content it would be?

• 18% would like to outlaw the use of celebrity endorsements.

• 58% answered that they would want to limit the frequency at which they are hounded with the same content and ads.

• 20% of people would like content to be more engaging and fun.

• 4% said nothing, it’s all good.


About Blue Fountain Media

Blue Fountain Media is a digital agency based in NYC. By creating lovable experiences that merge imagination and technology, they help brands move from now to next.

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