ShareThis observed energy use, food production, and efforts to limit global warming standing out in our data when it comes to sustainability. The global ShareThis population is paying close attention to companies that are offering climate change solutions and are invested in the discussion around the 1.5 °C target threshold. They are most likely to go to the scientific industry for their information and are currently most interested in agriculture’s challenges in the face of climate change.

Download our Insight Report to learn more.

The post Consumers Consider Agriculture and Energy To Be Key Elements For Limiting Climate Change appeared first on ShareThis.

The electric vehicle (EV) industry is divided into two major markets—mass-market vehicles and luxury vehicles. Consumers are interested in the potential of electric vehicles, especially as inflation and global events affect gas prices. Environmental concerns also drive interest in the technology. However, despite high-interest levels, the adoption of EVs has been sluggish, indicating there are some pain points that still need to be addressed before the technology will become common. Our data demonstrates the key points of interest for both mass-market and luxury EV audiences.

Brand Leaders in the EV Market 

Percentage of Online Activity for Mass Market EV Brands (%):

Nissan created the first mass-market, zero-tailpipe emissions vehicle—the Nissan Leaf—in 2010. Our data shows that the company is still the leader in online activity, commanding 43% of mass-market electric vehicle brand activity. Chevy also released an early mass-market EV, the Chevy Volt, but still trails behind Nissan’s engagement at 17%. 

Percentage of Online Activity for Luxury EV Brands (%):

In the luxury EV market, Tesla receives the most online engagement at 46%. However, other brands are stepping up to share the spotlight. Lucid Motors, a company that exclusively produces EVs, is garnering 28% of online behavior. 

Motivating Interests for EV Buyers

Recent Average Month-Over-Month Behavioral Growth by Trend (%):

Electric vehicles are among the more expensive cars on the market, with costs usually starting at $25,000 or higher. This is one of the most likely reasons for the slow adoption of the technology by the population at large. However, the government is now offering tax credits to those who purchase EVs—a motivating factor that’s accompanied by car manufacturers’ continued efforts to decrease prices and make EVs more accessible. 

Our data shows a 63% average increase month-over-month in engagement with tax credit keywords, indicating these tax incentives may make all the difference in consumers’ decision to purchase an electric vehicle. Other major interest points include software-enabled vehicles, with an average growth rate of 45% month-over-month, and biometric data, with an average growth rate of 33% month-over-month. 

Recent Average Month-Over-Month Behavioral Growth by Trend (%):

For luxury EV drivers, the focus is not on saving money but rather on increasing vehicle options. Online interest in electric SUVs has grown an average of 9% month-over-month. While small electric vehicles are the norm, luxury car buyers would like the option of more space and power in the future. A variety of brands are answering this call with newer players such as Rivian and Genesis releasing luxury SUVs and trucks and classic brands such as Ford and Cadillac making the top lists as well.  

Like mass-market car buyers, luxury car buyers also show an interest in software-enabled vehicles, with an average month-over-month growth of 8%. The data indicates this luxury EV audience would like more options with their vehicles so they can have their ideal driving experience. 

Top Priorities for EV Buyers

Top Three Most Searched and Shared Categories (%):

Highest Indexing Categories of Interest:

According to our data, the mass-market EV audience is currently more interested in hybrid vehicles than completely electric vehicles. This is a logical trend considering that hybrid cars are currently more affordable than EVs and better supported by limited charging infrastructure. Hybrid vehicles command 39% of behavior across the top three most searched and shared categories of interest and have an index of 13.39x, while electric vehicles have 30% of the top searched and shared categories as well as an index of 11.90x. Vehicle brands and artificial intelligence also spark the interest of the mass market EV audience. 

Top Three Most Searched and Shared Categories (%):

Highest Indexing Categories of Interest:

For the luxury EV audience, brand names are the peak topic, commanding 43% of the top three searched categories with an index of 14.60x. For car buyers with the money to spend on top-of-the-line vehicles, hybrid vehicles are less of an interest, with only 22% of the top category share and an index of 3.23x. While mass markets are still catching up to EV costs, the sustainable nature of electric vehicles appeals more to luxury buyers, with 35% of online engagement.

Online Interest in EV Markets

Online Activity by a U.S. Mass Market EV Audience (%):

Despite inflation levels hitting a record high in 2022, the mass-market vehicle audience has shown fairly consistent online interest in electric vehicles. Increased gas costs and growing concerns around climate change may be keeping EVs at the forefront of consumers’ minds despite the strain on their wallets. 

Online Activity by a U.S. Luxury EV Audience (%):

The world of luxury EVs has been more variable than that of mass-market EVs, most likely precipitated by significant events at Tesla, the leading luxury EV manufacturer. In September, Tesla recalled over one million vehicles experiencing technical issues. Shortly afterward, Tesla revealed a humanoid AI at Tesla AI Day, an annual demonstration of developing technology in the company. Tesla co-founder and CEO, Elon Musk continues to be a public figure whose actions often put him in the news, and data indicates this affects engagement with luxury EVs. 

Luxury EV Sentiment (%):

Despite occasional negative press, online audiences hold either neutral or positive sentiment for luxury EVs, with 44% engaging positively about electric vehicles and only 6% reporting negative impressions. Unprecedented price cuts from Tesla have caused an increase in negative press, due to annoyance from those who purchased the vehicles at a higher price, but this also doubled positive sentiment to those interested in purchasing a Tesla EV in the future at a possibly lower price point. With continuing advances in EV technology and concern about the environment, the positive sentiment around EVs is only expected to rise. 

Conclusion

Until recently, EVs were only available to the wealthy, but in recent years, mass-market EVs have exploded onto the market. Price is an issue for mass-market buyers, but tax incentives and hybrid cars make them more accessible. As technology advances and the vehicles are becoming less expensive to manufacture, consistent interest indicates that more and more buyers will choose EVs. 

In the luxury market, online data indicates consumers are interested in new features like SUVs and software-enabled vehicles, as well as brand names. Controversial public figure and Tesla CEO Elon Musk continues to drive much of the online engagement with luxury brands, but other luxury EV brands—especially relative newcomer Lucid Motors—are rising in popularity. 

The EV market is dynamic and—based on the trends being seen in online interest—will continue to rise in interest and importance as climate change and sustainability drive more economic choices. To learn more about using our data to better understand your audience’s needs, reach out to ShareThis.

The post Electric Vehicle Adoption Depends on Affordable and Accessible Solutions appeared first on ShareThis.

The Covid-19 pandemic has had far-reaching effects. While reverberations in industries such as medicine and travel are expected, trends in pet care have also been affected by lockdowns, travel restrictions, and other current events. ShareThis data illustrates the drivers of major trends in the pet industry.

Pet Acquisition Is Slowing

Percent Share of Behavior by Month (%):

Early in the pandemic, online behavior around pet acquisition was at a high. Many individuals sought out a new animal to care for while they were staying home—many for the first time. Fostering activity peaked in March and April 2020, when the highest percentage of people were homebound due to lockdown restrictions. Pet adoption engagement was also high through the latter half of 2020, likely due to individuals working from home and having extra time to be with their new pets. 

However, data now shows slowing engagement with pet adoption and shelters. Currently, online behavior surrounding pet adoption is averaging 31% lower month-over-month from the pandemic peak. 

Reasons for this decrease may include current pet owners being focused on the pets they already have. The reopening of travel opportunities to pre-pandemic levels and more workers going back into physical workspaces rather than working remotely from home may also be affecting the rate of new pet adoptions. 

Pet Owners Favor Dry and Organic Food Choices

Our data suggests pet owners are balancing healthy options for their pets with convenience. The majority of pet owners choose dry pet food over wet food, at a rate of 68% compared to 32%. Dry pet food tends to be less expensive and easier to store—both appealing factors in a time of rising costs and frequent supply chain issues and shortages. 

Pet owners also show an interest in specialized foods. Pet food trends mirror human ones, with organic options commanding 36% of online pet food-related engagement, followed by 30% engagement with allergen-free options. Additionally, 25% of the pet food audience is engaging with raw food, trailed by 9% engaging with frozen and refrigerated options, consistent with our data that pet owners prefer dry foods over fresh. 

Overall, the data seems to indicate that pet owners want the healthiest options, balanced with affordability and convenience. 

Defining Traits of Pet Owners

Over-Indexing Categories:

Our data indicates that pet owners possess certain defining traits based on their online behavior. 

• A pet owner audience is 9.17x more likely than the average online user to be interested in specialized diets like veganism and vegetarianism, indicating a health-conscious as well as animal-friendly perspective. This supports them seeking out organic and allergen-free diets for their pets as well.
• Pet owners also show higher interest in social concerns—they are 6.09x more likely than the average user to engage with topics surrounding public health, 2.51x more likely to be involved with organizations and clubs, and 2.22x more likely to engage with social issues like human rights. 
• Pet owners also seem to be more interested in outdoor activities. Our data indicates that a pet owner audience is 3.26x more likely to show an interest in winter sports and 2.34x more likely to engage with hiking and camping topics. 

These traits fit the profile of the ideal pet owner: a health-conscious person who cares about the health of their animal companion, who is compassionate and caring about social issues, and who enjoys the great outdoors and will give their pet the activity and exercise it needs. 

Conclusion

While pet adoptions are no longer at the peak they reached during the early pandemic, our data shows that pet owners are deeply engaged with the health of their pets. They are finding ways to balance the desire for specialized pet foods that follow human food trends (organic, allergen-free) with the need to prioritize affordability by most often choosing dry pet food. 

From data surrounding this online behavior, we can put together a profile of the average pet owner: they are health-conscious, socially engaged, and active. 

Can ShareThis data help you understand the audiences you serve? Reach out today to learn more about our resources. 

The post With Adoption Interest Slowing, Pet Owners Focus on Health and Longevity appeared first on ShareThis.

The Covid-19 pandemic has made its mark on many of our social institutions, and education is no exception. After complete lockdowns in the spring of 2020, various degrees of in-person restriction for months afterward, and lasting effects still being felt years later, the state of education is in flux. Data from our online audiences illustrates how education has changed and hints at what we can expect moving forward. 

Students Prefer Portable Technology

Online Behavior Regarding Computer Types (%):

Online Activity With Headphone Types (%):

Online Behavior by a US College Student Audience | Geo: U.S. | Time Frame: April – October 2022

Online behavior surrounding technology indicates that students prefer products that are easy to transport: 51% of online activity is with laptops, followed by 36% showing interest in tablets and 13% in desktop computers. Compact, portable headphone types are also preferred—96.9% of online audiences engage with earbuds, compared with 3% showing interest in noise-canceling headphones and only 0.4% searching for over-the-ear headphones. 

Students want to be able to take their computers and headphones with them easily, and product developers should bear that preference in mind while marketers can make a point to call out portability. 

Interest in Online Courses Is on the Decline—but Only Slightly

Sentiment for Online Schooling in 2021 and 2022 (%):

After months or years of education occurring remotely, online enthusiasm for virtual learning has dimmed somewhat, but it still remains positive overall. In 2021, positive sentiment for online coursework hovered just below 80% over the course of the year. In 2022, sentiment decreased to between 60-70% approval throughout the year, with negative sentiment remaining below 10% in both 2021 and 2022. 

Students appear to be interested in learning in person, but online education remains an important part of the education landscape in 2022 with 20 of the nation’s largest school districts continuing to offer it as an option. This offers an ongoing opportunity for marketers with brands that support remote learning as these products remain in demand.

Costs of Private Universities Are a Deciding Factor

Sentiment For Higher Learning Institution Types (%):

Our data shows an average increase of 50% week-over-week on interest in the topic of rising tuition prices between April and October 2022. 

While public universities and community colleges command mostly positive sentiment—at 65% and 52% respectively—engagement with private universities indicates only 22% positive sentiment from our audiences. With recent concerns about inflation and recession, students are looking for affordable education options, a trend colleges would do well to pay close attention to. 

Students Continue to Show Interest in Gap Years

Gap Year Online Activity (%):

In the early days of the pandemic, when universities closed their doors or taught classes exclusively online, many students chose to take a gap year to evaluate their priorities. From 2020 to 2022, online engagement with terms related to gap years increased an average of 74% year-over-year with college student audiences, peaking in 2021. 

While activity has decreased slightly in 2022, it remains higher than pre-pandemic levels, indicating students are still more likely to consider gap years as an option despite universities’ return to in-person teaching. Colleges and universities can take advantage of this trend by highlighting any flexibilities offered to students considering a gap year as well as continued remote learning opportunities for select classes.

Student Loan Forgiveness Drives Approval of President Biden

Positive Sentiment For President Joe Biden (%):

Online college student audience approval of President Biden waxes and wanes depending on the state of his proposed college loan forgiveness plan. Positive sentiment rises when loan forgiveness moves forward, such as when the White House released plans for the program in June and when Biden announced his program to repay $10,000 in student loans for qualifying individuals. However, sentiment decreases when student loan forgiveness faces setbacks, as in recent months when lawsuits threatened the legality of (and therefore, continued access to) loan forgiveness. 

Teachers Face Burnout as Support Decreases

Over-Indexing Topics by Keywords:

As students return to the classroom in full force once again, teachers are struggling to meet their students’ needs due to increased pressure and decreased societal support. Teachers are looking into class size keywords 83.1x more than the average, indicating it’s a major topic of concern as school districts grapple with staff shortages. Class wishlist online activity is 9.6x more than average, as teachers search for help to meet the needs of their classrooms. Political pressure also plays a role—our data shows teachers are searching, clicking, and sharing 5.2x more than average about book banning and 4.7x the average online activity regarding budget cuts.

Over-Indexing Topics by Keyword:

In turn, teachers’ online activity is showing their overwhelm. Engagement with teacher burnout is increasing an average of 10% week-over-week. Searches about teacher shortages are also on the rise, with an average week-over-week increase of 4%. In the meantime, new teachers aren’t stepping in to lighten the load—our data show an average 2% decrease week-over-week in a new teachers audience from May to July.

What Comes Next for Education?

As the landscape of education shifts through current events, adjustments are necessary. College students are evaluating their priorities with the timing and cost of education, and teachers are determining whether they have the support they need to do their work. A reckoning in education is at hand, and it’s important to understand the factors at play. 

If ShareThis data can help you plan for the future and meet the needs of your audiences, get in touch today. 

The post Education Is Facing A Reckoning appeared first on ShareThis.

The economy has been making headlines for good reason—inflation is a major national issue affecting the day-to-day lives of consumers. As the holiday season approaches, the effects of inflation, continued supply chain disruptions, and rising costs of consumer goods are having a direct effect on seasonal spending. ShareThis data gives a window into consumer spending patterns for the holidays this year. 

Increased Social Activity Collides with Inflation for the Holidays

Over Indexing Holiday Gifting Categories For A 2022 Holiday Shopping Audience

As society continues to adjust to living in a pandemic, consumers are resuming some of their pre-pandemic activities, including holiday parties and social gatherings.

With more holiday parties and dinners come more opportunities for gift-giving, and our audiences are showing an increased interest in gifting categories like beauty and fashion (8.6x higher than the average user), entertainment (2.58x higher), and computers and electronics (2.15x higher). These opportunities for increased sociality offer brands in these categories—and others focused around gifting—a promotional angle that will make it easy to mirror what customers are feeling this season. 

Buying Decisions Are Determined Primarily by Cost

Recent Growth in Online Behavior (%)

As online audiences plan their gift-giving this year, cost is a major consideration in what and when they plan to buy. Our data shows a 71% increase in online activity year-over-year surrounding Black Friday deals, indicating anticipation for major savings. Week-over-week, we see a 36% average increase in engagement with supply chain content, a 29% average increase with inflation keywords, and a 10% average increase in engagement with sales and discounts. With money-saving measures top of mind for consumers, brands should emphasize sales and deals. 

Buyers Delay Purchases This Holiday Season

2020, 2021, and 2022 Holiday Shopping Audience Engagement (%)

Holiday shopping plans are considerably lower so far in 2022 than the same time in 2020 and 2021. Past years show a gradual increase in spending from September to December before a dramatic drop toward the end of the holidays, followed by a rise in the new year. Our projections this year suggest a flatter, more gradual pattern of spending with an increase in January to take advantage of post-holiday sales—or, potentially, positive changes in the economy. Brands keeping a sharp eye on their sales will want to be aware of this pattern and adjust expectations accordingly. 

Shoppers Are Engaging with Bargain Stores over Luxury Brands

Recent Engagement With Store Types (%)

As consumers make their holiday shopping plans, our data shows that this year they are much more likely to engage with convenient, affordable stores like Walmart or Target—80% of engagement is for stores that offer variety in their products at big markdowns. Another popular choice is warehouses like Costco and Sam’s Club that sell goods in bulk, often at a savings; they won 19% of clicks, shares, and likes. Luxury stores like Nordstrom and Dillard’s commanded only 1% of audience interest. With trends like these, businesses should highlight affordability and convenient access rather than expensive luxuries this year. 

Phones Dominate Tech Purchases

Percent Engagement With Technology Types (%)

Many consumers give technology gifts around the holiday season, and this year, audiences are most interested in phones—85% of holiday shopping audience activity regarding technology is with phones, and 84% of those clicks, likes, and searches are for iPhones rather than Android phones. Other items, such as tablets, laptops, items for the home, and other accessories, made up the remainder of technology shopping. 

Travel Spending Is at a Low

Percent Share of Activity by 2021, 2022 Holiday Travel & Holiday Shopping Audiences (%)

The holidays can be a time to take a break from daily obligations and go on a vacation. Last year, travel spending followed a similar arc to that of holiday spending, rising steadily before the holidays, dropping off at the end of December, and then rising once again in the new year. Our data suggest that travel spending will follow gift spending this year as well, diverging from past trends. 

Rather than peaking in December and dropping off in January, travel spending will likely stay more steady through the holiday months, potentially rising in January as prices level out after holiday highs and a potential improvement in the economy. Brands should anticipate this change as they prepare for the holiday season and put together Q1 and H1 forecasts. 

Escapism on a Budget May Drive Travel Spending This Season

Over Indexing Categories For A 2022 Holiday Travel Audience:

While we predict holiday travel will be lower than usual, travelers are still interested in getting away. Our data show 12.0x higher interest than usual in flying and higher rates of engagement with destination and international categories at 8.4x and 8.0x, respectively. Holiday travelers who can find affordable options are looking for an adventure that will take them out of their daily life, hinting that brands that emphasize affordable adventures will be better able to engage their audiences. 

Conclusion

Holiday spending is shifting away from the status quo in 2022. Previously seen patterns are changing, and brands must pay attention to new patterns of spending as they anticipate the holiday rush and prepare for the new year. Data indicates that brands should plan ahead this year by taking into account increased opportunities for gift-giving while also understanding that consumers are favoring affordable, convenient gifts, as cost is a driving priority.

To learn more about how ShareThis data can help your brand understand what is driving online behavior, reach out today.

The post Inflation and Rising Costs Put Holiday Spending On Hold appeared first on ShareThis.

Consumer behavior can be volatile—anyone who has seen rows of empty shelves at the grocery store in anticipation of inclement weather can attest to that. Consumer reactions regarding recent inflation worries, supply chain issues due to the war in Ukraine, residual reverberations from the pandemic, and the continuous changes in workplace culture are showing in our data. 

Consumers Are Prioritizing Affordability over Tradition

Percent Share of CPG Category Online Behavior by Year (%)

Traditionally, the holiday season has been the busiest time of year for consumer-produced goods (CPGs) as gift-giving spurs increased buying. However, in times of less financial certainty—such as the aftermath of the pandemic—data shows that consumers prioritize the savings that come with post-holiday sales and New Year’s promotions over holiday timing. 

There were buying spikes in both January 2021 and 2022 as consumers waited until after the holidays to make big purchases. This is a sharp contrast to January 2020, when spending was winding down after a boisterous holiday season. 

With continued financial uncertainty heading into 2023, brands may need to adjust forecasts to anticipate a similar trend this coming year.

Grocery Inflation Worries Consumers

Percent Share of Essentials Inflation Discussion Online (%)

Many products have increased in price over the last few years due to a variety of causes: supply chain issues sparked by the pandemic and the war in Ukraine; inflation brought on by economic stimulus packages; massive demand for building supplies with increased home building and renovations; and customers willing to pay more for hard-to-procure items. 

Data is showing that consumers are particularly concerned with rising grocery costs as 56% of online discussions on inflation and essential goods focus on groceries in particular. Online discussions around the potential rising costs of grain—as exports from Ukraine have been halted by the war—have been growing an average of 8% month-over-month since the war began. 

These concerns should be taken into account as brands plan pricing and promotions as consumers may be more inclined to bargain shop and deal hunt than ever before.

Hydration Products Are Popular with Consumers

Recent Average Week-Over-Week Topic Growth (%)

Data is also revealing key CPG trends. A current hot trend is increased interest in products that improve hydration. Electrolyte drink mixes show growth in engagement of an average of 18% week over week, followed closely by powdered greens at 15%. Eye drops are also seeing increased engagement, growing at an average of 9% week over week. 

Local, Everyday Products Are on the Rise

Recent Month-Over-Month Category Change by Year-Over-Year Category Change (%)

Different products rise and dip in popularity depending on the time of year, but local, inexpensive purchases seem to be perennially popular. Self-care goods, such as hair products and toiletries, show low but steady growth both month-over-month and year-over-year, while edible consumer goods—like coffee and tea, candy, and grains and pasta—are also increasing. 

With the interest in buying local, the popularity of more community-centric locations like convenience stores, farmers’ markets, and grocery delivery services are also growing. This trend toward local may be further supported by FedEx’s recent announcement of shipping rate hikes for 2023. Brands may want to capitalize on this by emphasizing their hometown roots or partnering with more organizations already embedded in the local culture.  

Alcohol Preferences Are Shifting

Recent Average Week-Over-Week Topic Growth (%)

The alcohol market is undergoing a change as partakers shift their beverage priorities. Our audiences are engaging on average 17% more week-over-week with canned alcohol, while bottled alcohol engagement is steadily trending downward. More consumers are reaching for wine blends than single varietals. Interestingly, there is a 13% average increase in engagement with dealcoholized beverages that keep the taste of popular beverages but remove most of the alcohol—perhaps due to the fact that consumers are more health conscious than ever, indicating an opportunity for brands built around healthy living. 

Environmental Concerns Influence Food Choices

Green Initiative Index by Audience

Reports about climate change are prevalent in the news, and many internet users are channeling their desire for change into making environmentally-conscious food choices. In fact, climate-conscious audiences are 8.7 times more likely to engage with content about going vegan. Our data indicates that sustainability advocates and climate change activists also show a higher than average interest in practices such as reusable and eco-friendly materials, thrifting and consignment, composting, and using organic foods and other materials. Month-over-month, our data shows an average 37% rise in concern over food supply due to shortages caused by climate issues like flooding and unseasonably high temperatures. 

As this group of environmentally-conscious food consumers grows, food brands will need to examine the environmental impact of their products to ensure they match market demands.

Exercise Is on Its Way Back to the Gym

Percent Share of Online Behavior by Year (%)

When the world went on lockdown in March 2020, fitness enthusiasts had to make adjustments to how they got their workouts. Most gyms were closed, and restrictions like smaller fitness class sizes and mask requirements deterred many gym buffs as gyms gradually reopened. In 2021, just over half of online fitness audiences were more engaged with at-home workouts. 

However, this year has seen a rise in online engagement with pages related to in-person gym workouts, shifting engagement tied to in-gym experiences up to 62% and dropping home workout engagement to 38%. Consumers are also engaging less with fitness trackers and other wearables, with a 35% drop in demand indicating that fitness motivation was higher when we were all stuck at home. 

As people get out of their houses more, brands can use this as an opportunity. In fact, some malls are already capitalizing on this return-to-the-gym trend to increase foot traffic in their retail space.

Accessory Trends Indicate a Return to the Workplace 

Recent Average Week-Over-Week Topic Growth (%)

After years of primarily working at home, certain purchases are hinting that members of the workforce are commuting to work again. Oversize water bottles show an average 28% rise in engagement week-over-week (perhaps also due to the health trend around proper hydration discussed earlier). Laptop bags are also on the rise, and our data show an average 21% rise in engagement with Chelsea boots (practical for commuting) and a 12% rise in pearl jewelry. 

Conclusion

Our circumstances dictate the types of consumer goods we purchase. As life slowly shifts into a new normal, concerns like climate change, inflation, and war affect the way our audiences spend their dollars. Smart brands can use these trends to make decisions like shifting holiday spending to January, emphasizing local and healthy living, and capitalizing on people heading to the gym and commuting more often.

If ShareThis data can help you better serve your audience, reach out today to learn more. 

The post Essential Consumer Product Choices Are Influenced by Daunting Climate and Inflation Concerns appeared first on ShareThis.

In the last few years, the housing market has been quite the roller coaster. As it did with just about everything, the pandemic left its mark on real estate, causing fluctuations in prices and shortages of housing, labor, and materials. Now, rising interest rates have thrown in another factor for buyers to navigate; however, despite all the changes, the market is beginning to settle down into a trajectory similar to what we were seeing in pre-pandemic years. 

Trends Are Evening Out

Percent Share of Homebuyer Online Behavior by Year and Month (%):

The early “lockdown” months of the pandemic saw a huge dip in home-buying engagement online as people hunkered down where they were. However, as the initial strict lockdowns came to an end, people began reevaluating the spaces where they’d been stuck for the past several weeks and home-buying behavior increased, staying at high levels throughout 2021. 

Now in 2022, our data shows that the trend of looking to buy a house seems to be mimicking 2019’s trajectory, with an increase in interest during the spring months and a gradual tapering off through summer. The increasing federal interest rates may be helping to normalize these trends, and hopefully, this is a sign of calmer real estate days ahead!

Home Improvements Are More Popular Than New Homes

Year-Over-Year Category Changes (%):

Over the last year, greater numbers of our audience members have engaged with content about home improvement rather than moving, with a 35% increase in home improvement engagement and a 12% decrease in engagement with topics related to moving. Real estate listings are also down by 29% in the last year. This may signal that our audiences are more interested in blooming where they’re planted these days rather than starting over—perhaps because the space from the aftermath of the pandemic has allowed people to truly settle in. 

Home Beautification Over Massive Remodeling

Home Improvement Topic Change in Behavior Year-Over-Year (%):

While homeowners are more interested in improving their spaces overall, trends show that they’re now focusing on aesthetic changes rather than extensive remodels—possibly to stay within budget as inflation increases prices across all types of materials. Interest in painting and finishing touches has increased by 68% this year, while large-scale changes like roofing, flooring, and doors & windows are all trending downward. Homeowners are focusing on creating a beautiful space they enjoy being in rather than committing to a complete overhaul. 

Home-Listing Sites Surge in Popularity

Brand Engagement Growth Year-Over-Year (%):

Looking at home-listing sites has become more than a way to find and sell homes—now they’re a source of entertainment, too. From SNL skits about the fantasy of gazing at luxury homes to social media sites highlighting strange housing finds, listing sites like Zillow have entered the cultural lexicon. 

Our data shows that Zillow’s brand engagement has increased by 113% in the last year, followed by other popular brands like Redfin, Realtor.com, and VRBO. Airbnb experienced a decrease in online engagement, perhaps due to controversies about its role in driving up housing prices. Hardware stores like Lowe’s, Ace Hardware, and Home Depot are also seeing a decrease in engagement, perhaps due to the decrease in extensive remodels mentioned above or sticker shock as inflation has begun hitting store shelves. 

Conclusion

The housing market has been all over the place in the last few years, but things are finally beginning to calm down. The rush on buying new homes has slowed, and fewer people are undertaking massive remodels—although home improvements, in general, are now more popular than moving. Day-dreaming will continue on sites like Zillow and Redfin, but the actual rush of buying and selling is slowing, leaving the housing market back on level ground.

Interested in activating our housing-related segments to keep up with the trends, or digging into our data yourself? Reach out today to learn more about how ShareThis can help. 

The post The Housing Market is Back on Ground Level appeared first on ShareThis.

People are more interested in politics than ever these days, and it definitely shows up in online engagement as our audiences look for answers on how to get involved with the topics that are important to them. 

These rapidly shifting trends can be hard to follow, with news stories popping up every day that shift the tide of popular opinion. We’ve checked out the data on the current political climate, taking note of everything from which days of the week internet users engage the most with politics to the current issues that are most important to voters—read on for our findings! 

When and Where Political Engagement Happens

Percent Share of Engagement by a U.S. Elections Audience by Days of the Week (%):

According to our data, most political engagement occurs in the middle of the week, peaking on Wednesdays with Tuesdays and Thursdays following close behind. Internet users seem to take a slight break on the weekends, perhaps getting away from the computer to spend time with friends and family. 

Percent Share of Engagement by a U.S. Elections Audience on Social Media Platforms:

We’re also seeing that some social media sites are more political than others! 81% of engagement with current and upcoming elections takes place on Facebook, with Twitter trailing behind at 18% and only a mere 1% of election engagement occurring on Instagram. 

Political Parties Remain Divided

Online Behavior by U.S. Democrat and Republican Audiences:

It can feel like the political climate is more polarized than ever—and our data supports the fact that different political parties prioritize different issues, although there is some overlap. For example, Democrat audiences index highly on social issues, such as climate change, drug policy, civil rights, and education; whereas Republican audiences are engaging more with topics like the economy, counterterrorism, taxes, and military. However, both parties are over-indexing on important societal issues like immigration, health care, law enforcement, and social issues and advocacy.

Curiosity About Insurrectionists on January 6

Percent Share of Engagement With Topics Relating to Jan. 6^th by a U.S. January 6th Hearing Audience (%):

The Capitol riots of January 6, 2021, shook the nation, and the current hearings around the event have online audiences curious to know more. Most interest is centered on the participants in the riot, with 56% of online engagement centered around the insurrectionists. Repercussions for democracy are taking a backseat to the human interest element of the events, as only 7% of engagement focuses on the effect on our democracy. 

New Voters Are Politically Active and Passionate

Over-Indexing Political Categories for a New Voter Audience:

New voters are ready to engage with the political world. Our data shows a 3,095% increase year-over-year with keywords like “first-time voter” and “how to vote.” This same group of new voters is highly engaged with topics like lobbying, civil rights, campaigns and elections, and discrimination and identity relations. Based on the engagement trends we’re seeing, it looks like these new voters won’t be showing up to the polls uninformed!

Public Sentiment About Law Enforcement is Affected by Current Events

Sentiment for Police by the U.S. ShareThis Audiences (%):

After the deaths of George Floyd, Breonna Taylor, and many others who should be known and remembered around the world, voters are highly interested in law enforcement reform. The slow police response to a school shooting in Uvalde, Texas has heightened this interest. Between March and July of 2022, public sentiment for police has largely been negative or neutral, with positive sentiment going down from 7% to 6%. Our data have shown a 31% increase in engagement with law enforcement-related terms such as “police violence,” “police shootings,” and “defund the police.”

Changes to Abortion Access Drive Interest in Midterms

Top 10 Over-Indexing States For 2022 Elections by a U.S. Elections Audience:

When the Supreme Court ruled that Roe vs. Wade was not constitutional in June 2022, abortion access became an issue of top concern for many voters. Some states had already implemented trigger laws to make abortions difficult to access in the case of a Roe vs. Wade upset, and many of these states are showing higher-than-baseline interest in the 2022 midterm elections—Tennessee, Nebraska, and West Virginia are leading the pack in terms of engagement. This issue will clearly be a big factor in voting decisions in the upcoming election. 

Voters Are Concerned About Government Institutions

Percent Share of Engagement with Government Institutions by the U.S. ShareThis Audience (%):

Our country is in a state of change, and many of our audiences are wondering if that means it is time to make changes to our governmental institutions, too. Engagement with the filibuster is up by 26% week-over-week, and our data also shows heightened engagement with the Supreme Court and the electoral college. 

Conclusion

There’s no doubt we are in a season of many political changes and hot-button issues, and it can be hard to keep track of the flow of political opinion. If ShareThis data can help you better understand and serve your target audience, reach out today to learn more. 

The post Hot-Button Issues Are The Key to Political Traction appeared first on ShareThis.

After years of travel restrictions, many people are ready to get out of the house for an adventure (a phenomenon known as “revenge travel”). With this renewed excitement to see the world, however, comes a plethora of issues—all of which are affecting opinions on where to go and how to get there. Even though part of the travel increase stems from loosening pandemic restrictions, COVID-19 infections continue to pop up among both travelers and airport staff, creating additional obstacles for travelers. 

More People Are Traveling in 2022

Percent Share of Travel Engagement Over Time of a Global Air Travel Audience (%)

Percent Share of Flight Delays and Cancellations Over Time of a Global Air Travel Audience (%)

Usually, travel demand ebbs and flows with different seasons. For example, in 2019, travel demand dipped after the spring break season. However, this year, travel demand is steadily increasing with no ebbs in sight. 

With that steady increase in demand for travel, we are also seeing more flight interruptions. In 2019, the percentage of flight delays and cancellations stayed fairly steady, but now in 2022 those delays and cancellations are increasing—especially since mask mandates were dropped in early May. 

Factors Driving Delays and Cancellations in 2022 Travel

Percent Share of Factors Widely Discussed by a Global Travel Audience (%)

Our data shows multiple factors may be driving all these delays and cancellations. Topping the list is the simple reality of increased travel demand—more people are traveling than ever before, spurred by “revenge travel” after being cooped up at home. 

Another significant factor is labor shortages. During the early stages of the pandemic, when few people were traveling, many airlines had to lay off employees, which means airlines are now struggling to get back up to a full workforce. In addition to a reduced workforce, many employees are calling out sick with COVID-19, which also leads to significant interruptions in service. 

2022 Sees an Increase in Travel Demand

Online Behavior of a Global Travel Audience

As we’ve mentioned, there’s a lot of “revenge travel” going on——in fact, the use of the phrase itself has increased 41%—but that isn’t the only factor driving higher travel demand. 

In particular, people are more interested in working from new locations, a phenomenon called “digital nomadism” that’s been made possible by more remote work possibilities (we’ll even be trying it ourselves as ShareThis recently announced it would be testing a “Work from Anywhere” model!). Why work from your home office when you could answer emails in a Paris café or stay near the beach so you can hit the surf once your workday is over? This digital nomadism trend may also be driving the uptick in interest in solo traveling. Or, people could be so anxious to get back to traveling that they don’t mind going alone if plans with friends and family don’t come to fruition. 

Strong Feelings About the Best Airline Choices in 2022

Percent Share of Sentiment by Airline and Year of a U.S. Air Travel Audience

Our data shows online audiences have more marked preferences for different airlines these days, as different companies have handled pandemic concerns in their own ways. Usually, there is more neutral sentiment for companies than positive or negative, where people don’t feel as strongly for or against particular airlines. But with all kinds of issues coming up this season, and disagreements about safe and efficient travel, opinions are growing stronger. 

Diving into the details, Southwest Airlines shows the largest jump in positive sentiment, going from 11% to 35% in the last year (while also having a jump in negative sentiment—10% to 24%). Delta Airlines has experienced the greatest dip in public favor, going from 53% positive sentiment to 23% and 7% negative sentiment to 27%, which may have been spurred by pilot strikes earlier this year. 

Travelers Still Want to Be Outdoors in 2022

Most Searched Travel Destinations, by Above Average Search Volume of a

Global Travel Audience

In the early days of the pandemic, outdoor spaces like national parks were some of the few travel options considered safe, and national parks are still commanding most of our online audience’s attention. Other popular destinations include Mexico, Japan, and Europe. 

Who is Traveling the Most in 2022? 

Top Indexes by Country of a Global Travel Audience

North Americans are leading travel demand, with the United States and Canada in first and third place. India also has a high index score for the likelihood of travel. Other countries showing an increased interest in travel include the Philippines, Nigeria, Australia, Malaysia, South Africa, Germany, and Singapore. 

Priorities for Global Travelers in 2022

Highest Indexing Categories Outside of Travel of a Global Travel Audience

Our data shows that online users interested in travel also prioritize relationships and self-care. “Home” and “Family Time” are key phrases used in searches by our global travel audience, perhaps as people visit family for the first time since 2020. Travelers are also interested in finding someone to share their experiences with—”Dating and Personals” are frequently searched by travelers. With other categories of high interest including event planning, performing arts, bicycles, and outdoors, it’s clear that our travel audience is interested in having interesting, fulfilling experiences. 

Conclusion

The world of travel has been turned upside down by recent world events, making it challenging for airlines to meet demand but also opening new opportunities for travel adventures. If you’re interested in using our data to keep up with the trends, reach out to learn more. 

The post Chaos in the Travel Industry is Fueling Public Opinion appeared first on ShareThis.

As our audiences prepare to go back to school this fall—whether themselves or their children—consumers are straddling the line between what is affordable and what is on-trend. Inflation and supply chain issues have ratcheted up prices on many back-to-school necessities, but in some cases, the “it” factor has given the most popular companies an edge that overcomes the need to watch your wallet. Keep reading for a quick study on which companies are capturing audiences’ interest as they prepare for a new school year. 

Clothing and Shoes

Engagement With Clothing Brands by a US Back to School Retail Audience (%)

Heading into the new school year, consumers are favoring clothing brands with broad appeal like American Eagle, ASOS, and Zara. Other brands, including Shein, the Gap, Abercrombie, and Urban Outfitters are receiving less engagement, perhaps indicating that the aesthetic of these brands isn’t as up-to-the-minute and on-trend for back-to-school audiences this year. 

Engagement With Sneaker Styles by a US Back to School Retail Audience (%)

Engagement with shoe brands, on the other hand, seems to be driven more by loyalty to certain styles and brand names. Adidas and Nike command 85% of engagement, overpowering other companies like TOMS, Converse, and Skechers. Our data also shows an increased interest in skate-style shoes, perhaps due to the shoes showing up in trends lists and fashion shows. Did someone say Sk8r Boi? 

Engagement With Shoe Brands by a US Back to School Retail Audience (%)

School Supplies 

Engagement With School Supply Vendors by a US Back to School Retail Audience (%)

It’s getting to be that time again––time to pick out notebooks and backpacks! Those school supply lists can be long, and it looks like our audiences are showing interest in saving money. Inexpensive retailers are driving audience engagement, with Walmart commanding 61% of engagement followed by Target at 32% and Staples with a mere 6%. With higher costs this fall (and the end of free school lunches for all), parents are looking to save money wherever they can, and we’re seeing that impact in the school supplies category.

Engagement With Consumer Electronic Brands by a US Back to School Retail Audience (%)

However, in the world of electronics, Apple products are king—for both the brand name and the product continuity—despite the higher price point. Our data shows 50% of audiences engage with the brand, followed by Google at 32%, Microsoft at 14%, and Samsung at 6%. When it comes to electronics, brand loyalty is driving engagement more than low prices.

College Living Needs

Engagement With College Essentials Retailers by a US College Living Audience (%)

As college students are preparing to leave home, some of them for the first time, they are seeking affordable options to deck out their dorm rooms. Our data shows Amazon receives the most engagement for consumers with an interest in college living, perhaps due to the convenience factors of quick shipping anywhere (whether you want it delivered to home or straight to your dorm) and a broad range of products. Our audiences are also checking out Target, Walmart, and Etsy––but at 53% of the market, Amazon commands more attention than the other brands combined. Etsy, a selling platform for handmade products, received only 1% of audience engagement. 

Back-to-School Snacks

Engagement With Snack Parameters by a US Back to School Retail Audience (%)

Everyone needs brain food to study well, and recent data trends show that even snacking has been affected by world events like COVID-19. While the highest percentage of audience snack engagement is due to dietary restrictions like avoiding nuts and dairy, single-serve snacks also command a significant percentage of engagement at 22%. This trend is perhaps driven by the desire not to share food—and therefore germs—to prevent illness. 

Engagement With Types of Snacks by a US Back to School Retail Audience (%)

Our data also shows that audiences are most interested in snacks that are satisfying, whether nutritionally or due to deliciousness. Baked goods command the highest level of engagement at 49%, and the more nutritionally dense yogurt/granola and trail mix follow behind, trailed by candy and crackers (which aligns with what we found in our recent Food & Beverage Trends report as well!). 

Conclusion

Getting ready to go back to school is an important time of year for consumer spending, and it is shaped by many factors, including current events. Reach out if you are interested in using our data to better understand your audience’s needs. 

The post Back to School is a Battle Between the Trendy and the Affordable appeared first on ShareThis.