20 Charts & Graphs for 2021
Liam Brennan
Media & Marketing Consultant | Ex-WPP, Publicis, Dentsu | Media, Marketing & Digital Transformation | Strategic Partnerships | Product & Capability Development
Consumer behaviour was changing, different media was being consumed and spending habits were abnormal. But in 2020 it was often difficult to find signals for future direction in the noise. Charts and graphs were telling us incredible stories of rapid change, but few could really be held up as useful for planning beyond the pandemic.
Rather than create a trends deck for 2021, or indeed share my own predictions, I instead wanted to share 20 interesting charts and graphs I've come across recently that help give an indication of the year ahead of us may hold for brands, consumers and the media as a whole.
1) Saving and Spending: People are saving more. Pent up demand, or future fears?
Source: Office of National Statistics UK, https://www.ons.gov.uk/economy/grossdomesticproductgdp/timeseries/dgd8/ukea
2) Saving and Spending: There is an increasing savings and spending power divide between the haves and have nots
Source: Bank of England, https://www.bankofengland.co.uk/bank-overground/2020/how-has-covid-affected-household-savings
3) Saving and Spending: Buy now pay later is a popular / dangerous option for those without cash, particularly with Gen Z/Millennials
Source: Afterpay Annual Report https://www.afterpay.com/attachment/327/show, Compiled: https://www.paymentssource.com/list/6-ways-2020-was-a-bad-year-for-credit-cards
4) Shopping: Consumers are trialing new ways of shopping/delivery – but not all will continue to use. Pick up will likely become more popular than delivery
Source: McKinsey (US) https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-changing
5) Shopping: Growth from new online shoppers, and current online shoppers buying more. But do they both see the same benefits from the online shopping experience?
Source: Waitrose Internal Research (UK) https://www.waitrose.com/content/dam/waitrose/Inspiration/HOW%20BRITAIN%20SHOPS%20ONLINE%20FOOD%20&%20DRINK%20EDITION.pdf
6) Shopping: Online commerce growth is coming from the non-urban audience. Online grocery must increasingly cater to the needs of the low frequency/large basket buyer
Source: GWI (Global) https://blog.globalwebindex.com/chart-of-the-week/online-grocery-trends-amid-covid-19/
7) Shopping: Post pandemic, expect there to be increased interest and support towards local & independent business
Source: Shopify https://cdn.shopify.com/static/future-of-commerce/Shopify%20Future%20of%20Commerce%202021.pdf
8) Post COVID: Developed countries are moving away from the city. Developing countries are still moving to the city. Remote worker vs 'in-person' workforce needs
Source: GWI Zeitgeist September 2020. 3,984 internet users living in urban areas & 4,017 internet users living in rural/suburban areas in 7 countries aged 16-64
9) Post COVID: (US) SVOD Subscriptions grew over the last twelve months, but this growth was driven almost wholly by Disney+
Source: Antenna (US), https://medium.com/antennaanalytics/antenna-streaming-growth-report-q3-2020-fb3ff640dbc9
10) Post COVID: The line between Digital and TV is increasingly blurred. TV will become the primary viewing device for YouTube in H1 2021
Source: EConsultancy/YouTube (Global), https://www.emarketer.com/chart/241048/device-share-of-youtube-video-views-among-us-youtube-viewers-q4-2019-q3-2020-of-total
11) Post COVID: Twitch’s most popular category isn’t gaming– it’s life streaming. Even at the height of Fortnite buzz, life streaming was the most watched category
Source: StreamElements/Twitch (Global), https://blog.streamelements.com/state-of-the-stream-july-2020-just-chatting-is-still-1-therealknossi-camps-his-way-to-2-and-ca5feb2b835a
12) Nouveau-Digital: Digital/DTC brands are launching their first TV campaigns earlier in their life stage and seeing greater impact to digital performance as a result
Source: VAB/Nielsen (US), https://thevab.com/storage/app/media/insights/reports/Halo-Effect/The-Halo-Effect-TV-As-A-Growth-Engine.pdf
13) Nouveau-Digital: Digital/DTC brands are increasingly ‘middle aged’ as they attract a broader customer base as they mature
Source: VAB/ComScore (US), https://thevab.com/storage/app/media/insights/reports/Year-End-Review-2020/2020-Vision.pdf
14) Nouveau-Digital: DTC is not a long term business model, but instead an engine for future scale up via physical retail (inc. 3rd party)
Source: Harrys/Edgewell (Global), https://ir.edgewell.com/~/media/Files/E/EdgeWell-IR/reports-and-presentations/quarterly-earnings/edgewell-harrys-combination-investor-presentation.pdf
15) Nouveau-Digital: Livestream commerce is growing – but will largely appeal to mobile first markets / audiences
Source: GWI Zeitgeist September 2020. 8,001 internet users in 7 countries aged 16-64
16) Nouveau-Digital: How effective is digital advertising when placed within other content? Is large format mobile the next great brand building channel?
Source: Lumen (UK), https://www.lumen-research.com/blog/p653k3atys5ubp58jcydxoyn0d0wik
17) Datapocalypse: With predicated <20% opt-in, Apple’s IDFA removal could cause greater disruption to the digital advertising ecosystem than the removal of cookies
Source: Tap Research (US), https://www.tapresearch.com/ops/results/b56dad434ad3de740bfc8c1beae43277/idfa-consent-survey----us----june-29,-2020
18) Datapocalypse: Consumers are better educated on how their personal data is being used by advertisers, and they now want increased control over it
Source: Gartner (Global), https://www.gartner.com/en/marketing/insights/daily-insights/navigate-privacy-concerns-by-tackling-them-head-on
19) Datapocalypse: Could user and data privacy become the great disruptive force to ‘big tech’? Note: Spike in first two weeks of 2021 post Facebook data access requests
Source: Google (US), https://trends.google.com/trends/explore?geo=US&q=%2Fm%2F0zwk75g,%2Fm%2F012pq75w,%2Fm%2F0gwzvs1,%2Fm%2F0k2ljgx
20) 2021: Strong brands survive and thrive. In a recession economy, strong brands bounce back faster than weak ones, and continue to grow faster over time
Source: BrandZ/Kantar/WPP, https://www.brandz.com/articlenew/strong-brands-survive-and-thrive
Liam Brennan
Follow me on LinkedIn for more updates, or on Twitter @LCBrennan
Strategy for a digital world. BSc Marketing.
4 年this is great Liam Brennan and very generous! As I said a few things I have found too. On charts 1&2 the trends of how people will emerge financially post-pandemic will be interesting in a .....big savings as well as big unemployment. We ran research early in Jan and found 33% felt better off than last year, 27% worse off and 11% 'much worse off' which matches similar % I've seen elsewhere. Some cohorts with pent up demand and others being extremely frugal. The other thing you have in here on changing shopping behaviours – I saw this from McKinsey on how many people have tried a new shopping ‘behaviour’ and how many intend to continue, nice point to show the impact this ‘life event’ might have on switching https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19 I also saw this from GWI on how confident people will be and how quickly they will return: https://blog.globalwebindex.com/chart-of-the-week/covid-19-shopping-landscape/ The whole year should be fascinating from a consumer behaviour point of view as there are so many unknowns and so much ‘people intend to do X’ – but will they and what will they do less of to do that.
Digital Marketing & Ad Tech Leader | Growth Driver | Team Builder Proven Digital Growth Leader | 18+ Years Experience | WPP, Startups & Media
4 年a really interesting spread of thought provoking data points - thanks for sharing
Communications and Tech Practitioner
4 年Great article, Liam. Being in tech, your points around data and privacy are very relevant and something we all need to be aware of this year!
Managing Director Europe at Blis
4 年Superb. Love that post Liam. Thanks for sharing. Alex Wright - here's one for you!
Chief Operating Officer at Boundless by CSMA
4 年Darren Milton