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CONTENT TRENDSGlobal Consumer Preferencesby Mimi AnHubSpot | Content Trends: Global Preferences2Introduction .Video Around the Globe .Where Consumers Go to See Video .A Popular Content Channels: Google, Facebook, and Amazon Factor.Mobile First Regions Are a Great Testing Ground for Messaging.Methodology.34791113Table of Contents01 /02 /03 /04 /05 /Click Chapter Titles to Go Directly to the Page06 /HubSpot | Content Trends: Global Preferences301 /TL:DR: This follow up report reviews HubSpots content trends data with a lens on geography. We break down content, video, and search preferences in the US, Germany, Colombia, and Mexico. Spoiler: Video content is hugely popular, especially in Latin America.Our 2017 consumer trends survey was fielded in 3 major regions and explored the content preferences of consumers. Our findings outlined that:1. Facebook is Now a Major Content Channel. 2. Ready or Not, Video is Here. 3. When It Comes to Content, Age Matters. A Lot. 4. Preference for Video Extends to Brands. 5. Do Invest In a Mix of Channels and Content - Dont Ditch Any Specific Channels Today. 6. Take Demographics Into Consideration When Staffing Content Teams. This follow up report breaks down responses in the US, Germany, and Colombia and Mexico, which well be referring to as Latin America in the report. INTRODUCTIONHubSpot | Content Trends: Global Preferences4Our previous report established a very strong preference for video, especially from a brand or business.02 /VIDEO AROUND THE GLOBEFor brands, video content is preferredWhat kind of content do you want to see from a brand or business you support?Base: 3,010 consumers in the US, Germany, Colombia, and Mexico Source: HubSpot Content Trends Survey, Q3 2017Content in PDF form to download and read laterBlog articlesSocial videos Social images Emails / newslettersVideos54%46%41%34%18%17%ResearchHubSpot | Content Trends: Global Preferences5Geographically, Latin American consumers were more enthusiastic about video and social compared to those in the US and UK. Theyre also less likely to want email content compared to their peers.Overall, branded video content is the most memorable type of branded content, but there are some striking differences in preference across regions. Video is hugely memorable for Latin American consumers, whereas German consumers indicate photo-based content is more memorable.Latin America has the highest preference for video and social content, Germans prefer email contentWhat kind of content do you want to see from a brand or business you support?Base: 3,010 consumers in the US, Germany, Colombia, and Mexico Source: HubSpot Content Trends Survey, Q3 2017Content in PDFform to download and read laterBlog articlesSocial videos Social images Emails / newslettersVideosLatin AmericaGermanyUSOverall62%52%54%49%46%49%50%39%41%41%29%55%34%29%25%49%18%18%13%22%17%12%14%23%ResearchLatin America is a good place for branded video experimentationIn the past month, what type of content posted by a company (not a person) what the most memorable to you? Base: 3,010 consumers in the US, Germany, Colombia, and Mexico | “Audio content” responses negligible, not shownSource: HubSpot Content Trends Survey, Q3 201743%39%Branded written contentBranded photo contentBranded video content56%33%Latin AmericaGermanyUSOverall36%37%39%32%18%20%25%10%ResearchHubSpot | Content Trends: Global Preferences6When it comes to general advertising, most in the US and Germany strongly prefer image based ads. Strikingly, video is so popular in Latin America that video based ads rank highest against image and text-based ads. This is a big difference compared to the US and Germany, where video ads are reviled as a particularly annoying type of advertising. Perhaps if online video ads follow the preferred formula of being entertaining, funny, or informative, the medium will win over more consumer viewers (just make sure theyre not autoplaying).Most want to see a simple image based ad onlineIf you have to see an advertisement online, what format would you prefer it to be?Base: 3,010 consumers in the US, Germany, Colombia, and Mexico Source: HubSpot Content Trends Survey, Q3 201737%30%24%56%16%An image based adA text based adA video based adLatin AmericaGermanyUSOverall16%25%8%47%55%51%35%ResearchHubSpot | Content Trends: Global Preferences7Unsurprisingly, YouTube is the most popular channel for video overall. Facebook makes a strong showing, especially amongst Latin American and US-based respondents. Facebooks pivot to a multimedia company has made serious headway against YouTube. However, Facebooks recent announcement that puts the focus on content shared by friends and family over brands will make distribution and reach much harder for marketers. Since brand pages will be de-emphasized, noteworthy branded videos may be one of the few types of branded content that has the potential to be shared en masse by users. But the video has to be worth sharing and commenting on.Facebook is catching up to YouTube as a video platformWhere do you currently watch video content online?Base: 3,010 consumers in the US, Germany, Colombia, and Mexico Source: HubSpot Content Trends Survey, Q3 2017None ofthe aboveHuluSnapchatTwitterAmazonVideoInstagramNetf_lixFacebookYouTube83%75%80%95%67%64%51%85%39%53%18%46%24%25%17%31%18%27%21%8%17%17%9%25%13%20%11%9%8%21%1% 1%3%4%5%Facebook is catching up to YouTube ResearchLatin AmericaGermanyUSOverall03 /WHERE CONSUMERS GO TO SEE VIDEOSHubSpot | Content Trends: Global Preferences8What types of video content are the most popular? People around world want entertaining, funny, and informative content. The education aspect is surprisingly popular - 61% of consumers surveyed want to learn something from the videos they see on social media.Consumers want entertaining, funny, and informative video contentWhat kind of videos do you prefer seeing videos on social media?Base: 3,010 consumers in the US, Germany, Colombia, and Mexico Source: HubSpot Content Trends Survey, Q3 201773%Latin AmericaGermanyUSOverallResearchLiveAnimatedInspiringInformativeor EducationalFunnyEntertaining73%65%80%70%74%65%70%61%53%50%79%47%46%36%59%26%26%13%39%24%24%20%29%HubSpot | Content Trends: Global Preferences9Where do people catch up on stories online? Google and Facebook are now head to head for content discovery. As noted in the first report in this series, content discovery on Facebook is very different from discovery on Google. When one uses Google for content, one has to have an idea of the topic or item theyre searching for. Facebooks feed allows for passive discovery of content, products, and brands. As a result, optimizing content for Facebook is very different from optimizing content for search engines.04 /POPULAR CONTENT CHANNELS: GOOGLE, FACEBOOK, AND AMAZON FACTORGoogle and Facebook are the top content channels in the US andLatin AmericaWhere do you go to catch up on news, business, and lifestyle stories online?Base: 3,010 consumers in the US, Germany, Colombia, and Mexico Source: HubSpot Content Trends Survey, Q3 2017ThroughemailnewslettersThroughmobilenotif_icationsGo directly to apublicationswebsiteRead my Facebook feedSearch in Googleor other searchengines52%49%44%63%48%32%41%48%63%35%34%54%29%22%30%36%27%21%31%28%ResearchLatin AmericaGermanyUSOverallHubSpot | Content Trends: Global Preferences10When it comes to research with an intent to buy, official company websites continue to be critically important for consumers, especially in Latin America. Review websites dont seem to factor as highly in Germany, neither does recommendations from friends and peers. Notably, Amazon is very popular for American consumers - it outranks company websites, review sites, and recommendations from friends or peers.Search engines remain important and Amazons influence is growing in the USWhen youre considering buying something and want toresearch your options, where do you go for information?Base: 3,010 consumers in the US, Germany, Colombia, and Mexico | Top 10 options shown Source: HubSpot Content Trends Survey, Q3 201762%50%49%Amazon is a strong discovery channel in the USSalespeopleNews articlesRead analyst/expert reportsWatch videos (How-to or educational)Social mediaAmazonAsk friends or peers for recommendationsReview websitesCompany/Products of_f_icial websiteUse a search engineuni00A0Latin AmericaGermanyUSOverall56%74%57%42%36%73%42%25%52%38%44%25%44%36%52%38%18%35%32%20%54%33%33%19%46%23%23%20%26%22%22%27%18%11%10%4%19%ResearchSalespeople factor the least in GermanyWebsite is crucialin Latin America
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