It’s hard to get human help: With approximately 400 neobanks at the start of 2022 serving more than one billion customers, the digital challengers must become fluent in customer service. But less than half (47%) of 3,400 neobank customers surveyed by J.D. Power felt it was convenient to reach a customer service representative, as opposed to 61% of 6,500 direct bank customers.

Fluent. Fyber. LiveIntent. Lotame. Merkle. Singular. Tinuiti.

For starters, 47% of US consumers prefer emails with deals and promotions from brands, according to September 2020 data from Fluent. And increasingly, brands are discovering that, when they don’t personalize offers, they may be eroding brand trust while wasting promotional dollars.

Over time, they will show themselves to be the most tech-fluent and digitally sophisticated generation yet. Smartphones and mobile internet access are now the Swiss Army knives of Gen Z. This generation turns first to its mobile devices to seek information, find community, make purchases, play games, and stream entertainment.

Fluent. Gallup. GfK. GWI. The Harris Poll. Healthcare Information and Management Systems Society (HIMSS). IRi. Kaiser Family Foundation (KFF). Kyruus. Lending Tree. McKinsey & Company. Momentive. Morning Consult. NORC at the University of Chicago AmeriSpeak. Peterson Center on Healthcare. Pew Research Center. Politico. PYMNTS.com. R.R. Donnelley & Sons. Salesforce. Stash. Thorn. Triton Digital.

Just 39% of Gen Z trusted brands to protect their information once they opted to share it (Fluent). Our Take: Gen Z is annoyed by lip service and has a strong “BS meter” for companies trying to mislead them or intentionally obfuscating information.

As internet users in China become highly fluent in short-form content creation, "vlogging"—which has not been as popular in the country like it is in the US—seems like a logical next step. And indeed, new research shows that vlogs (video blogs) are on the rise in China. Video platforms like the Tencent- and Alibaba-backed Bilibili are now capitalizing on this type of creator-driven content.

Fluent. Gallup. Girl Up. GlobalWebIndex. The Harris Poll. Healthcare Information and Management Systems Society (HIMSS). Healthline Media. IRi. Kaiser Family Foundation (KFF). Kyruus. Lending Tree. McKinsey & Company. Morning Consult. NORC at the University of Chicago AmeriSpeak. Peterson Center on Healthcare. Pew Research Center. Politico. PYMNTS.com. Salesforce. Stash. Thorn. Triton Digital.

The Nordic countries, Australia, Canada, and the UK rank very highly in this metric as well—all countries with large populations of fluent or proficient English speakers. Conversely, countries with primary languages that are not prevalent in other major markets rank lower in podcast adoption.

Overall, discounts, free trials, and mixes of multiple offers were the strongest at driving customers to share their email with a brand, according to March 2021 Fluent data. For more, read: Consumers know their data is worth something—but what exactly should marketers offer them in exchange?

Just 39% of Gen Z trusted brands to protect their information once they opted to share it (Fluent). Our Take: Gen Z is annoyed by lip service and has a strong “BS meter” for companies trying to mislead them or intentionally obfuscating information.

Fluent. Listrak. Litmus. Omnisend. Radicati Group. SparkPost. SurveyMonkey. Ugam, a Merkle Company.

They can be in-house or external, so long as they are fluent in internet culture. Memes can quickly become outdated or have hidden meanings that many brands may not understand. Insider Intelligence and eMarketer research is based on the idea that multiple sources and a variety of perspectives lead to better analysis.

In May 2019 polling by Fluent for SmartWallet, 70% of respondents 25 to 34 said they prefer using their phone to redeem coupons and rebates. Mobile app usage is standard procedure. In a December 2019 eMarketer survey conducted by Bizrate Insights, about six in 10 US smartphone owners ages 18 to 34 reported using mobile retail apps to seek more information and transact purchases.

November polling by Fluent found 46% of Xers (ages 40 to 55) saying they already use mobile payment apps, with 23% of those who use such apps doing so daily. And 47% reported using those apps more frequently in 2020, versus 17% who reported doing so less frequently. A Digital Cohort (Mostly). They’re not digital natives, like younger millennials and Gen Zers.

“Even those who might not be fluent or have an advanced level of Spanish-speaking ability are willing to try it out,” he said. Whatever the medium, matching the right language to the right audience is a must for marketers.

With respect to the relevancy of marketing emails, the glass is either half empty or half full: The same Fluent study found that 42% of US consumers said they considered marketing emails to be useful some of the time or all of the time, while 33% said these emails were never useful.

“Even those who might not be fluent or have an advanced level of Spanish-speaking ability are willing to try it out,” he said. Whatever the medium, matching the right language to the right audience is a must for marketers.