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Dynata, a rebranding of research company Research Now SSI, has released a report on the data habits of global citizens from nine countries. Health marketers will be particularly interested in the willingness of consumers to share information about themselves, when they know now marketers will use that data.

Knowledge is Power

Consumers would share more accurate information if marketers were more transparent about what they did with it, according to the survey. When asked, 83% of Americans agreed they would share more if they knew more:




Trust Comes from Peers

When triangulating information to determine veracity, consumers look to those in their circle and others like them:




Other details in the report look at devices and digital usage.

Smartphone Ownership

Even the 75+ crowd are using mobile tech with 71% of this group owning smartphones. Other generations are even higher:




Voice Assistants

The smartphone is driving the adoption of voice assistants. Note that the following chart is based on smartphone owners, and all smartphones have voice assistants, so many users don’t know they have this technology already in their pockets:




The World Streams

Only 32% of Millennials are watching broadcast TV and only 16% of Boomers are streaming (non-Netflix) video. The way we watch content is changing rapidly.




This 56 page report looks at many aspects of global consumers and is a great resource for digital marketers of all types.



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