Dynata Global Trends Report


Audio and Voice Connected TV User Identity

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From use of voice activated assistants to views on climate change, the Dynata Global Trends Report explores global behaviours and sentiments to help brands make better decisions faster

Leveraging Dynata’s global scale, deep relationships with both consumers and brands, and the industry’s largest fully-permissioned first-party data set, the Dynata Global Trends Report connects trends with the environmental, societal and psychological dynamics that drive them. By exploring global behaviours and sentiments, building insightful trendlines, and illuminating how researchers and marketers can apply these findings, the Dynata Global Trends Report empowers brands and agencies to enrich research data and leverage insights for better, faster decision-making.

As with the 2019 Global Trends Report, there are topics in this year’s report presenting compelling evidence of changes in consumer attitudes and behaviours, offering context for larger societal trends. The following four topics demonstrate those changes:

  • Voice-activated assistants, such as Amazon’s Echo and Alexa, Google’s Home and Apple’s HomePod, are becoming more prevalent and increasingly being used “very often.” The fact that these devices are gaining a greater foothold in daily life could herald the broader adoption of other technology-enabled household tools (remote-controlled heating systems, door locks, etc.), connecting our devices and powering the Internet of Things. Brands need to develop new products and strategies to address this trend in order to stay ahead of the curve

  • Attitudes on climate change have hardened since last year as people demonstrate greater certainty in their beliefs on the topic. After a year in which climate change was prominent in political, social, economic and even religious discussion, the number of people who are 100% sure climate change is a reality has risen from last year, as has the number of people who are 100% sure climate change is not a reality

  • Greater awareness of data and personal privacy – driven by news of data breaches and increased legislation – is driving consumers to take direct action against corporations, and they’re doing this not by complaining directly or signing petitions, but increasingly via their buying power. They are abandoning website visits, deleting apps or avoiding downloading them at all because of privacy concerns. Each of these actions, potentially, is a sale lost. We also see a growing feeling around the world that consumers are losing control over their personal data, and that companies have been dishonest about how that data is being used. Companies that act now to allay privacy concerns, mainly through transparency and increased consumer choice on what to share, may reap considerable business benefits

  • There is a continued rise in the categories of sub-media adaptable to the individual, customisable and programmable with algorithms based on their input. The growth of these on-demand and streaming services demonstrates we are no longer passive consumers of media, but active agents in the process, making the future of “broadcast” TV and radio uncertain. Millennials and Gen Z already consume over half their TV either on-demand or via streaming services. The same is true of radio for these generations: streaming music services, funded by advertising, account for more than half of all their hours of listening. Marketers need to consider this trend in their marketing approach to gain a competitive edge.



Dynata is one of the world’s leading providers of first-party data contributed by consumers and business professionals. With a reach that encompasses 60+ million people globally and an extensive library of individual profile attributes collected through surveys, Dynata is the cornerstone for precise, trustworthy quality data. The company has built innovative data services and solutions around its core first-party data offering to bring the voice of the customer to the entire marketing spectrum, from market research to marketing and advertising. Dynata serves nearly 6,000 market research agencies, media and advertising agencies, consulting and investment firms, and healthcare and corporate customers in North America, South America, Europe, and Asia-Pacific.  For more information, go to www.dynata.com.

Posted on: Wednesday 18 March 2020