PowerInbox has released a 2021 digital publishing industry report with some surprising consumer data.
Over the last three years, PowerInbox has conducted an annual survey to gauge consumer sentiment on media, the messages they receive, and what they want from the publishers they rely on for information.
In the process, we’ve uncovered some undeniable trends that publishers simply cannot ignore if they plan to compete in the modern era of audience engagement.
Engaging audiences and keeping their attention has become increasingly difficult for publishers over the last few years. There has been a growing amount of noise and distraction out there. As the media landscape continued to shift, publishers were working hard to keep pace and give audience members what they wanted.
And then along came 2020 and tossed everything we knew about media and audience engagement out the window. With breaking news happening every hour on the hour and the massive shift to working from home, there’s been an avalanche of content aimed like a firehose at the average consumer.
But despite all the upheaval, there is one main thing that remains the same: the level of trust that consumers put in the media outlets they use remains paramount.
In this year-over-year report, we discuss 4 main trends publishers simply can’t ignore as we head full steam ahead into 2021:
- Trust in the publisher is crucial for audience engagement
- Browser-based push notifications are gaining traction
- Consumers are becoming more open to seeing ads for free content
- Trust in the publisher gets passed on to trust in the advertiser, as well.
Want to learn more about the data we gathered? Read the full report here.