Marketing in 2022 - Multi Moment Audience - Team Lewis

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Marketing
in 2022:
Multi-
moment
audience

Contents
Foreword
Introduction
Methodology
Consumer behavior across the globe
The modern marketing multiverse
Factors infl...

We enter 2022 still unpicking the change
witnessed during the previous two years.
We cannot now rely on the assumptions of...

The marketing landscape in 2022 has changed.
It’s no longer as simple as getting in front of
your audience with a single m...

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To say our behavior has changed since the
COVID-19 pandemic is the understatement of
the year. The scale and pace at which...

All figures in this report are drawn from GWI’s
online research among internet users aged
16-64*. These figures represent ...

Consumer behavior
across the globe
Screen time climbs
With the exception of Australia, Malaysia,
Singapore and the US, scr...

Three (devices) is no longer a crowd
Fig 1: Average number of devices by country
3.01
2.94
2.55
2.76
3.08
2.87
3.12
2.7
3
...

Hybrid working is here to stay
Going forward, remote working looks to
become more prevalent in markets including
Malaysia,...

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Widespread wellbeing
and privacy concerns
As referenced with regard to Malaysian
audiences, there is global concern over t...

The modern marketing
multiverse Entertainment is
less important than
information in online ads
From the first steps toward...

Websites are
still king
Leading by a margin of 30%, the not-so-
humble website is still the most popular
platform for cons...

21%
16%
17%
14%
18%
30%
25%
43%
11%
31%
24%
36%
16%
20%
17%
21%
13%...

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As the world continues to change,
and this new multi-moment breed
of audience emerges, close attention
must be paid to its...

Factors
influencing
the multi-moment
audience
17
Marketing in 2022: Multi-moment audience

Ending monotony
can end marketing
immunity
Whether individual audience members enjoy or
get frustrated with ads, the fact ...

Sticking to the status
quo is no longer an
option for brands
19
Marketing in 2022: Multi-moment audience

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13%

11%
7%
10%
11%

23%

19%

18%
6%
8%

13%

11%
9%

14%
Global
Australia
Belgium
France
Ger...

mood affects
decision-making
In addition to contending with an audience that is
growing increasingly immune to marketing
m...

Creativity delivered
in a personalised
way is key
23
Marketing in 2022: Multi-moment audience

Global
Australia
Belgium
France
Germany
Hong Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
Reliable
Auth...

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Ears wide open
Over the last three years, there has been an
increase in the consumption of music
streaming services and po...

Ads heard on the radio
Ads on music-streaming services
Ads / sponsored content on podcasts
Fig 8: Percentage who typically...

Evolving motivators
for modern
consumers
Life, language and likes
affect relatability
It is our nature to look for common ...

Gen Z relate most to
those who identify as the
same gender as them
29
Marketing in 2022: Multi-moment audience

Making positive change
Despite 4.55 billion people around the world
now using social media, less than a quarter
of global ...

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A spotlight on environmental issues
Key takeaways from the COP26 Summit,
which took place at the beginning of
November 202...

From the various forms of media being
consumed, to the plethora of platforms and
devices they’re consumed on, the global
a...

But it is only because there are so many
moments in which audiences engage with
media, that brands have so many
opportunit...

Datasets included
Screen time over time
Source: GWI Core 2017-2021 (averages of all waves
conducted in each year)
Question...

Expectations of ads
Source: GWI Zeitgeist February 2021
Question: What do you most want ads to do for you?
2,000 (UK) & 2...

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Ready to make 2022 your best yet?
Get in touch to discover how TEAM LEWIS can help.
APAC
Keso Kendall
keso.kendall@teamlew...

Marketing in 2022 - Multi Moment Audience - Team Lewis

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