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2021 consumer trends + econometrics

A female employee talking on a video call with hand sanitizer on her desk, socially distancing from others.

Consumers have a cautious optimism in 2021. They see the light at the end of the tunnel but understand they need to have a healthy amount of hesitation along the way. To confirm this hypothesis, we took a holistic approach and connected our proprietary Microsoft data to macroeconomic trends to analyze the shifts in our marketplace relative to the outside world.

We are pleased to announce that our 2021 Consumer Trends Report, developed in partnership with Suzy, has been updated with brand new independent research our analysts conducted using econometrics. Econometrics is the application of statistical methods to economic data to give empirical context to economic relationships. The use of econometrics helps us sift through tons of data to establish simple relationships, and the relationships we find better allow us to predict what might happen in the future.

A page from the Microsoft Advertising 2021 Consumer Trends report, which reads, "Econometrics Research. Analying the shifts in our marketplace relative to the outside world."

We looked at our first-party search data, and third-party macroeconomic data, to determine if there were any meaningful correlations that would be insightful to advertisers, like how the COVID-19 pandemic has shifted consumer behavior, how you can activate on these trends going forward, and the direct implications on the digital media landscape. To make the report easier to digest, we took a deep dive into five business verticals — retail, health and wellness, travel, technology, and financial services — to help you leverage insights from the specific business segment in which you operate.

At Microsoft Advertising, the Microsoft Bing marketplace maximizes the power of artificial intelligence (AI) by connecting users to the products, services, and experiences that satisfy their needs, all while embracing the human element of consumer behavior. But that is not all. Microsoft Bing is just one search engine in the Microsoft Search Network, which also includes others like AOL.com, Yahoo, and DuckDuckGo. With massive reach comes massive insight, and we strive to share our learnings so advertisers like you can optimize your campaigns and capitalize on trends that may not be apparent.

Download the updated 2021 Consumer Trends Report to learn more about new and existing consumer trends, as well as recommendations on how advertisers should be responding.

For more vertical and seasonal insights, visit the Microsoft Advertising Insights content hub, which is updated weekly. If you want to save time and get blog updates sent to you automatically every two weeks, sign up for the Microsoft Advertising Insider newsletter.