Crimson Hexagon Releases U.S. Consumer Trends Report Based on Social Media Analysis

Social media data reveals consumer insights for media, wellness,
transportation and tech markets

BOSTON–(BUSINESS WIRE)–#socialanalyticsCrimson
Hexagon
, a leading provider of business insights from social data
analysis to inform strategic enterprise decision-making, today announced
the release of its U.S.
Consumer Trends Report
. The findings draw on Crimson Hexagon’s data
repository of more than 1 trillion social media posts, which offers
deeper unfiltered access into the mind of the consumer than any focus
group or market research, and reveal consumer sentiment, emotions and
reactions about the brands, – like Apple, Uber or Amazon – products,
services and hot topics that influence everyday buying decisions.

The unfiltered consumer commentary, preferences and opinions reflected
in Crimson Hexagon’s U.S. Trends Report offers brands with the insights
needed to inform everything from their product roadmaps to marketing
campaigns and sales strategies to help them better connect with
consumers. Based on analysis of unstructured social media data alongside
structured data such as sales or stock market figures, the report
answers questions like “Are consumers trading in car ownership for
ride-sharing?” and “Are consumers sick of dining out?”

The report findings uncover trends in a variety of industries and
include the following:

  • Media and entertainment: Social conversations about cutting the
    cord with cable companies and switching to services like Netflix or
    Hulu increased sevenfold between 2013 and 2016. Consumers blame cost,
    commercials, customer service and video-on-demand limitations.
  • Health and wellness: Yoga dominates fitness conversations –
    almost as much as every competing topic (such as Zumba, Pilates and
    others) combined. Meanwhile, fitness apps and products like FitBit are
    eating into conversations about personal training, growing from 10
    percent to 50 percent of the conversation from 2012 to 2016.
  • Transportation: When it comes to driverless car conversations,
    consumer sentiment is mostly angry and fearful, with fear increasing
    from 30 percent of the conversation in 2010 to 50 percent of it in
    2016.
  • Technology: Digital payment conversations include PayPal,
    Bitcoin and Venmo, but the youngest audiences most often focus on
    Venmo. Bitcoin conversations are dominated by males (80 percent) and
    focus on prices.

“Social media data provides brands with the largest consumer focus group
on the planet – and the most transparent one,” said Stephanie Newby, CEO
of Crimson Hexagon. “Our U.S. Trends Report demonstrates the kind of
insights brands can glean from this much data, especially when it is
analyzed alongside structured data sources to support strategic
decision-making.”

Given the number of products and services available to today’s consumer,
companies in the media and entertainment, health and wellness,
transportation and technology markets need to gain a deep understanding
of their base faster in order to keep up with the competition and the
consumer. Crimson Hexagon’s U.S. Trends Report is available for free
download at www.crimsonhexagon.com/us-consumer-trends.

Additional resources

About Crimson Hexagon

Crimson
Hexagon
is the global leader in consumer insights from social media
data. Powered by patented technology and an in-house data library of
more than 1 trillion posts, Crimson Hexagon’s platform helps hundreds of
brands and agencies answer critical business questions through the
insights derived from social data. Clients include leading global
organizations such as General Mills, Starbucks, Paramount Pictures,
Anheuser-Busch InBev, Adidas and Twitter, and leading agencies such as
TBWA, VML, BBDO, Saatchi & Saatchi, Ogilvy, Edelman and Digitas. Find us
on Twitter
and on Tumblr.

Contacts

Metis Communications
Sylvie Tse, 617-236-0500
crimsonhexagon@metiscomm.com