US Consumers Most Likely to Share Data Through Interactive Game Experiences, Quizzes, and Surveys
It should be no surprise consumers’ needs have and continue to change; but when we surveyed consumers across three very distinct regions – US, UK, and Singapore – some of the results even surprised us. This research will help you adapt to the ever-evolving needs of your audience.
In the US in particular, we found that willing data sharers are most likely to share their information through interactive game experiences, quizzes and surveys. In fact, over a quarter (26 percent) of US consumers aged 18-59 say they prefer to interact with their favorite brands by ‘playing interactive games and contests’, showing the increasing prevalence of branded game experiences!
Whereas some traditional forms of engagement have clearly fallen out of favor, as many consumers are no longer willing to share information in order to receive traditional newsletters for example, others remain strong:
Traditional loyalty schemes that incentivize repeat customers with tangible and immediate rewards, such as coupons and cash rewards remain universally popular. Experience rewards, such as exclusive access to special events, upgrades, etc., are also valued, particularly by US consumers aged 30-44. Encouragingly, all demographic groups are similar in their willingness to share their data when signing up to such programs.
The most popular way for those in the US to engage with their favorite brands is via social media, where younger generations are much more likely to follow brands (66 percent of those aged 18-29), compared to older generations (only 22 percent of those aged 60+).
Younger generations are also more likely to want to ‘better connect’ with brands and to engage for a more diverse range of reasons; whereas older consumers cite more practical reasons such as ‘learning about new products and services’ as the primary reasons they want to interact with brands.
Female US consumers proved to be 35 percent more likely than men to follow brands on social media (53 percent vs. 39 percent), 19 percent more likely to prefer taking quizzes and/or answering polls (42 percent vs 35 percent), and 26 percent more likely to share their brand experiences via social media and reviews (25% vs 20%).
It was also revealed that male US consumers are 41 percent more likely than women to view informative content and/or tutorials (37 percent vs. 26 percent), 21 percent more likely to play interactive games and contests (26 percent vs. 22 percent), and 76 percent more likely to read brand newsletters (21 percent vs. 12 percent).
It’s clear consumers want a mix of ways and reasons to engage and it’s important they do. The future of marketing will depend on consumers volunteering their data. The days of data scraping and inference are numbered. As regulation tightens and consumers guard the information brands need the most, marketers must establish open, honest, and mutual value exchanges. Put simply, they must take advantage of engagement opportunities and earn their customer data. This research helps shed light on how best to do just that.