Half of U.S. Consumers are buying disruptor brands

IAB yesterday released the study “Disrupting Brand Preference” showing that disruptor brand shoppers comprise 48 percent of all U.S. consumers. “Disrupting Brand Preference” is sponsored by Google, PebblePost, and Spotify, and it was released as part of IAB Brand Storytellers at VidCon.

IAB partnered with Cassandra and conducted a 20-minute online survey among a nationally represented sample of 3,000+ consumers, fielded in May 2019.

The study “Disrupting Brand Preference” found out that one in every three DTC brand shoppers are part of a new audience group identified by the study called “Super Influencers.” These “Super Influencers” deliberately take time and effort to re-post and/or create brand-centric content to increase their own influence. The research makes clear that they are not sharing this content randomly. They are strategic and driven.

Disruptor Brand consumers (younger + higher income + consumed with self expression) are 75% more likely to try new a product/innovation.

DTC buyers find brand value in their ability to contribute ideas and feedback to brands and gain heightened visibility through their sizable communities.

The “Facebook family” remains #1 for sharing brand attitudes—particularly by older, incumbent brand-only shoppers.

Disruptor brands build consumer loyalty—as well as lifetime value (LTV)—through cross-channel interaction.

Search, shopping, and social media sites together are nearly equal to traditional TV for brand discovery.

Influencers are the “advertising” of the modern consumer economy, and wield their greatest power during initial purchase consideration and further down the purchase funnel.

Disruptor consumers expect 24/7 omnichannel access.

“Unlike many traditional brands, direct brands and those disrupting the disruptors, have embraced consumers and built community. Today’s consumer expects access and input into the companies they support,” said Randall Rothenberg, CEO, IAB. “This deeper relationship not only shows up in loyalty, but actually perpetuates two-way value for both consumer and brand—in the creation of self-as-a brand and building brand awareness through influence.”

“There is a tendency to think that the online social activities of younger consumers are incidental—frivolous. But they are not,” said Sue Hogan, Senior Vice President, Research and Measurement, IAB. “The differences between disruptor brand consumers and incumbent-only shoppers are stark. For disruptor brand consumers, social behaviors are calculated and deliberate, feeding their need for self-expression.”