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Research | The Impact of Direct Brands Across the Path to Purchase

Get the full report.

In this IAB study sponsored by  PebblePost, Google, and Spotify 3,000+ consumers were surveyed among a nationally represented sample to bring you the most relevant and up to date data.


Key Takeaways:
  • 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 are each 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

IAB, the national trade association for the digital media and marketing industries, released “Disrupting Brand Preference,” a study that shows that disruptor brand shoppers comprise 48 percent of all U.S consumers. They are younger than incumbent brand-only shoppers, with 84 percent under 54 years old, and are likelier to have a household income of more than $75,000. In addition, direct-to-consumer (DTC) buyers use their favorite brands as vehicles for self-promotion, with twice as many compared to incumbent brand-only shoppers saying that they choose brands to express “who I am.”