New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Direct-to-consumer (DTC) shoppers are affluent and have higher expectations than the general online population.

According to research from IAB UK, 74% of DTC buyers said that people often consulted them before making new purchases. The report further states that 80% of DTC consumers are also more likely to recommend a brand they love.

77% of DTC buyers are likely to adopt innovative brands, while only 42% of the general population shared the same sentiment. Three-quarters of DTC consumers further said that they are more likely to purchase from a brand they know without considering the price.

While only 43% of the general population considered ethical brands to be of importance, 86% of DTC shoppers said they valued quality and ethical products. DTC buyers are also more likely to use video-on-demand services and get their daily news from social media and news websites.

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