30% of US consumers learn about new products and services through media coverage

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 07, 2019, 6:02 AM UTC

BMV surveyed 1,000 US consumers during Q1 2019.

Despite the rise in digital advertising, most US consumers get their product knowledge and awareness from positive news coverage and editorial stories. BMV’s report states that nearly 30% of consumers come to know about a product from media coverage.

As information sources driving awareness, social media and online ads are a close second with 29%. Even with the rise of influencer industry in the recent years, only 11% of consumers said that they heard about a product or a service from influencers.

The report also found that 47% of Baby Boomers were likely to come across a product via news coverage, while 35% of Millennials and Gen Z got their product information from social media. Additionally, 26% of consumers relied on brand’s social media content while considering a purchase.

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