Statista
Topic: Marketing & Social Media
CULTURAL MARKETING HURDLES In a globalized world products and marketing
campaigns have long been crossing national borders. But the differences in the acceptance of online advertising in general and of the use of personal information draw new unexpected borders. Take the U.S. and the UK as an example: They share a language, they are both highly developed, but their attitudes differ immensely. For U.S. online marketeers, Mexico
and Italy, for example, might need less time for adaptation than the UK.
Global Consumer Survey 2018 Statista Consumer Insights Newsletter
The acceptance of digital ads varies widely even between countries with a shared cultural heritage Global comparision
Acceptance of different advertising strategies in global comparison
A common cultural sphere does not guarantee similar attitudes: Japan and South Korea, Germany and Austria, Sweden and Finland, Colombia and Brazil… The list of supposedly similar countries with very different attitudes towards digital advertising formats is long. Even though they are alike in demographic and financial structure, they differ with regards to attitudes.
South Europe
Latin America
South Asia
Middle Europe
Eastern Europe
East Asia
Africa
55
Ø
50
Acceptance of use of personal data for advertising purposes, in %
Creating a universal, international strategy for online advertising seems like an impossible task when you look at consumers attitudes: Not only privacy concerns about personal data differ by culture, but also the attitudes towards advertising-driven content vary.
Anglo Amercia
Nigeria
45
Colombia South Africa
40
Indonesia
30
United States Italy
Argentina
25 Turkey
20 Finland
15
United Kingdom France
Russia Austria
10 0
Mexico
India
35
China
Poland
Australia Sweden
South Korea Brazil
Spain
Ø
Morocco Germany
Canada Netherlands Japan
0
28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 Acceptance of advertising-driven media content, in %
Note: Dot size depicts GDP "Which of these statements do you agree with?“, X-Aces: “It annoys me when media and internet content is too advertising driven”, Y-Axes: “The usage of my personal data is ok for me if the result is ads that relate better to my interests”; multi pick; n=31,726 Source: Statista Global Consumer Survey 2018
U.S. innovators and early adopters accept digital advertising much more than their UK counterparts United States and United Kingdom
Acceptance of advertising-driven content
Acceptance of the use of personal data for advertising U.S.
64%
UK 64%
56% 49% 44%
43%
45%
48%
48% 40%
38% 32%
20%
17% 10%
innovators / early adopters
early majority
late majority
laggards
innovators / early adopters
early majority
"Which of these statements do you agree with?“; “It annoys me when media and internet content is too advertising driven”; “The usage of my personal data is ok for me if the result is ads that relate better to my interests”; multi pick; U.S. n=2,032; UK n=2,020 Source: Statista Global Consumer Survey 2018
late majority
13%
laggards
Moreover, the share of innovators and early adopters in the U.S. is almost twice as big as in the UK United States and United Kingdom
Share of different innovation adopter types
innovators / early adopters
11%
6%
31% early majority
39%
47% late majority
36%
laggards
13%
16%
U.S.
UK
Note: Innovation adopter typology based on agreement to statements concerning innovation and technology U.S. n=10,150; UK n=10,129 Source: Statista Global Consumer Survey 2018
Your Contact
Global Consumer Survey 50+ TOPICS & INDUSTRIES | 64,000+ CONSUMERS | 700+ BRANDS
Expert tool: DIY analysis, cross-tabulation, customized target groups, export in CSV format TOPICS & INDUSTRIES
DEMOGRAPHICS & TARGET GROUPS
▪ Consumption & lifestyle
▪ Age, gender, profession, etc.
▪ Retail & eCommerce
▪ Frequency of internet usage
▪ Digital media & marketing
▪ Devices used
▪ Cars, transportation & mobility
▪ Lead users & followers
▪ Personal finance and fintech
▪ Premium / luxury relevance
Johannes-Brahms-Platz 1 20355 Hamburg
▪ Health care & eHealth
▪ Brand loyalty
▪ Etc.
▪ Etc.
E-MAIL [email protected]
27 COUNTRIES
Léonie Brandt Statista
W W W . S T A T I S T A . C O M
Argentina | Austria | Australia | Brazil | Canada | China | Colombia | Finland France | Germany | India | Indonesia | Italy | Japan | South Korea | Mexico Morocco | Netherlands | Nigeria | Poland | Russia | South Africa | Spain Sweden | Turkey | United Kingdom | United States of America
Browse the Global Consumer Survey
CULTURAL MARKETING HURDLES In a globalized world products and marketing
campaigns have long been crossing national borders. But the differences in the acceptance of online advertising in general and of the use of personal information draw new unexpected borders. Take the U.S. and the UK as an example: They share a language, they are both highly developed, but their attitudes differ immensely. For U.S. online marketeers, Mexico
and Italy, for example, might need less time for adaptation than the UK.
Global Consumer Survey 2018 Statista Consumer Insights Newsletter
The acceptance of digital ads varies widely even between countries with a shared cultural heritage Global comparision
Acceptance of different advertising strategies in global comparison
A common cultural sphere does not guarantee similar attitudes: Japan and South Korea, Germany and Austria, Sweden and Finland, Colombia and Brazil… The list of supposedly similar countries with very different attitudes towards digital advertising formats is long. Even though they are alike in demographic and financial structure, they differ with regards to attitudes.
South Europe
Latin America
South Asia
Middle Europe
Eastern Europe
East Asia
Africa
55
Ø
50
Acceptance of use of personal data for advertising purposes, in %
Creating a universal, international strategy for online advertising seems like an impossible task when you look at consumers attitudes: Not only privacy concerns about personal data differ by culture, but also the attitudes towards advertising-driven content vary.
Anglo Amercia
Nigeria
45
Colombia South Africa
40
Indonesia
30
United States Italy
Argentina
25 Turkey
20 Finland
15
United Kingdom France
Russia Austria
10 0
Mexico
India
35
China
Poland
Australia Sweden
South Korea Brazil
Spain
Ø
Morocco Germany
Canada Netherlands Japan
0
28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 Acceptance of advertising-driven media content, in %
Note: Dot size depicts GDP "Which of these statements do you agree with?“, X-Aces: “It annoys me when media and internet content is too advertising driven”, Y-Axes: “The usage of my personal data is ok for me if the result is ads that relate better to my interests”; multi pick; n=31,726 Source: Statista Global Consumer Survey 2018
U.S. innovators and early adopters accept digital advertising much more than their UK counterparts United States and United Kingdom
Acceptance of advertising-driven content
Acceptance of the use of personal data for advertising U.S.
64%
UK 64%
56% 49% 44%
43%
45%
48%
48% 40%
38% 32%
20%
17% 10%
innovators / early adopters
early majority
late majority
laggards
innovators / early adopters
early majority
"Which of these statements do you agree with?“; “It annoys me when media and internet content is too advertising driven”; “The usage of my personal data is ok for me if the result is ads that relate better to my interests”; multi pick; U.S. n=2,032; UK n=2,020 Source: Statista Global Consumer Survey 2018
late majority
13%
laggards
Moreover, the share of innovators and early adopters in the U.S. is almost twice as big as in the UK United States and United Kingdom
Share of different innovation adopter types
innovators / early adopters
11%
6%
31% early majority
39%
47% late majority
36%
laggards
13%
16%
U.S.
UK
Note: Innovation adopter typology based on agreement to statements concerning innovation and technology U.S. n=10,150; UK n=10,129 Source: Statista Global Consumer Survey 2018
Your Contact
Global Consumer Survey 50+ TOPICS & INDUSTRIES | 64,000+ CONSUMERS | 700+ BRANDS
Expert tool: DIY analysis, cross-tabulation, customized target groups, export in CSV format TOPICS & INDUSTRIES
DEMOGRAPHICS & TARGET GROUPS
▪ Consumption & lifestyle
▪ Age, gender, profession, etc.
▪ Retail & eCommerce
▪ Frequency of internet usage
▪ Digital media & marketing
▪ Devices used
▪ Cars, transportation & mobility
▪ Lead users & followers
▪ Personal finance and fintech
▪ Premium / luxury relevance
Johannes-Brahms-Platz 1 20355 Hamburg
▪ Health care & eHealth
▪ Brand loyalty
▪ Etc.
▪ Etc.
E-MAIL [email protected]
27 COUNTRIES
Léonie Brandt Statista
W W W . S T A T I S T A . C O M
Argentina | Austria | Australia | Brazil | Canada | China | Colombia | Finland France | Germany | India | Indonesia | Italy | Japan | South Korea | Mexico Morocco | Netherlands | Nigeria | Poland | Russia | South Africa | Spain Sweden | Turkey | United Kingdom | United States of America
Browse the Global Consumer Survey
