CULTURAL MARKETING HURDLES

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1 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

2 Acceptance of use of personal data for advertising purposes, in % 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 Anglo Amercia South Europe Latin America South Asia 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. 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 Middle Europe Eastern Europe East Asia Africa Ø Colombia South Africa India Indonesia Argentina United Turkey Kingdom Russia France Finland Austria Poland Australia Sweden Nigeria China Mexico United States Italy Spain South Korea Morocco Ø Brazil Germany Canada Netherlands Japan 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

3 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. UK 64% 64% 56% 44% 43% 49% 45% 48% 40% 48% 38% 32% 20% 17% 10% 13% innovators / early adopters innovators / early adopters "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

4 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% 39% 31% 36% 47% 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

5 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 Léonie Brandt Statista Johannes-Brahms-Platz Hamburg TOPICS & INDUSTRIES Consumption & lifestyle Retail & ecommerce Digital media & marketing Cars, transportation & mobility Personal finance and fintech Health care & ehealth Etc. DEMOGRAPHICS & TARGET GROUPS Age, gender, profession, etc. Frequency of internet usage Devices used Lead users & followers Premium / luxury relevance Brand loyalty Etc. l.brandt@statista.de 27 COUNTRIES 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 W W W. S T A T I S T A. C O M Browse the Global Consumer Survey

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