Introducing Consumer Behavior in 2018: Trends to Watch

Today, we’re excited to publish our latest report, Consumer Behavior in 2018: Trends to Watch, which presents our findings and analysis on consumer behavior, based on insights from Verto Analytics’ data (gathered between 2016 and 2017) from U.S. adult (aged 18 and above) audiences.

We’ve identified three trends we predict will strongly impact brands, advertisers, agencies, and digital publishing companies in the coming year. We’ll be sharing excerpts from the report over the next few months, or you can download the full report here.

Trend 1: Mobile Gaming Stagnates

Have we reached the end of the road, at least for the moment, when it comes to mobile gaming hits? After the Pokémon GO phenomenon, there has not been a definitive mobile game hit, and the top mobile games rankings and user numbers have seemingly stagnated.

Trend 2: How Consumers Spend Their Time Online

While individual consumers still spend the bulk of their online time on social media, communications tools, and games, their attention — or the amount of time they spend — is shifting toward other types of content. Perhaps most worrying for online news publishers: the time spent per user on news and weather sites and apps showed one of the most significant declines, while sports- and travel-related apps and sites showed some of the biggest gains.

Trend 3: Keeping Pace with Digital Consumer Behavior

These new and sometimes subtle changes in consumer behavior mean we must adapt how we measure new devices and surrounding services. For example, the way we track web usage, an approach built over a decade ago, is not accurate or robust enough to measure micro-behaviors like app multitasking or complex consumer mobile journeys. Instead, we should anchor our measurement to the consumer so we can observe and adapt to changing cross-device habits — such as the incremental impact of voice as a user interface (or smart speakers) on standard television consumption, or the role multitasking plays in online content consumption.

New and sometimes subtle changes in consumer behavior mean we must adapt how we measure new devices and surrounding services. How do you currently measure consumer behavior on digital platforms? We’re developing best practices to ensure we help companies understand and respond to changes in consumer behavior and new technologies.

Interested in learning more? Download the full report here, or follow us on Twitter and LinkedIn.