STATE OF THE

ECOMMERCE INDUSTRY
Insights from both marketers and consumers
TABLE OF CONTENTS

02 Executive summary
24 Key takeways

03 A rising tide for the ecommerce industry:

Positive trends across key growth drivers 26 About this study

10 The influence gap: weighing marketing

priorities vs. consumer demand
EXECTIVE SUMMARY

EXECUTIVE SUMMARY
Defying global economic headwinds, two recent global surveys—one
Despite lingering fears of a recession and financial
of over 1,400 ecommerce retail executives and marketers at businesses
uneasiness due to inflation, new research reveals with over $30 million in revenue, and another of over 800 consumers—

ecommerce giants are forecasting robust growth— reveal the future is bright for leading ecommerce brands.

and many consumers won’t be slowing down their But ecommerce success is not guaranteed. Though large brands are
reporting promising performance, marketers must successfully capture
spending anytime soon. shoppers’ attention and engage them in an increasingly crowded digital
landscape where consumer behavior has shifted over recent years.

02
A RISING TIDE FOR THE ECOMMERCE INDUSTRY

A RISING TIDE FOR THE ECOMMERCE

INDUSTRY: POSITIVE TRENDS ACROSS
KEY GROWTH DRIVERS
While driving revenue is the bottom-line goal for most brands,
understanding other market factors such as pricing, profits,
margins, costs, discounting, and hiring plans all contribute
to the bigger picture of how the ecommerce sector is faring.

   03
A RISING TIDE FOR THE ECOMMERCE INDUSTRY

Our findings indicate positive trends across these key growth drivers. Consumer & Retailer YOY forcasted spending and revenue change
But even though shoppers aren’t pausing their purchases, comparing Klaviyo 2024 state of ecommerce consumer survey Q11: Please indicate how your spending for x products will change from last year to
this year. (n808) Company survey Q14: Please indicate by what degree you think your company’s annual revenue will change from last

ecommerce marketer sentiment to consumer spending plans suggests year to this year. (n1402)

that marketers may be feeling overly ambitious.

My spending/our revenue is likely My spending/our revenue is likely
to increase significantly to increase slightly

Consumer 10% Consumer 26%

Retailer 41% Retailer 48%

The bottom line is a high bar My spending/our revenue is likely My spending/our revenue is likely
to stay the same to decrease slightly

When asked about their spending habits, over a third of consumers Consumer 46% Consumer 13%

are forecasting greater YoY spending across ecommerce categories— Retailer 8% Retailer 2%

which helps explain why 89% of ecommerce retailers expect their

revenue to increase.
My spending/our revenue is likely
to decrease significantly
But most consumers (nearly half) expect their spend to stay the same
YoY—signaling a gap between marketers’ growth expectations and Consumer 4%

consumers’ actual plans. Retailer 1%

04
A RISING TIDE FOR THE ECOMMERCE INDUSTRY

Regionally, ecommerce companies in North America are the most By ecommerce vertical, home & garden and apparel & accessories
bullish on their revenue growth prospects by year end, with nearly half retailers forecast the most significant YoY revenue increases.
expecting their revenue to grow significantly. APAC follows at 44%
and EMEA at 31%. In EMEA, more companies expect their revenue
to grow slightly.

Ecommerce company revenue YoY forecasted change by region Ecommerce company 2024 revenue YoY forecasted change by vertical
Klaviyo 2024 state of ecommerce company survey Q14: Please indicate by what degree you think your company’s annual Klaviyo 2024 state of ecommerce company survey Q14: Please indicate by what degree you think your company’s annual
revenue will change from last year to this year. (n770) revenue will change from last year to this year. (n770)

Total
Likely to increase
NA APAC EMEA Total 41% 48% 8% 2% 1% significantly

Likely to increase
Home & garden slightly
Increase significantly 47% 44% 31% 41%
51% 41% 6% 1% Likely to stay
the same
Increase slightly 45% 42% 56% 48%
Apparel & accessories Likely to decrease
slightly
53% 36% 8% 3% 1%
Stay the same 6% 12% 9% 8%
Likely to decrease
significantly
Health & beauty
Decrease slightly 2% 2% 4% 2%
35% 53% 8% 3% 1%

Decrease significantly 0% 1% 1% 1% Food & beverage

27% 59% 11% 2%

  05
A RISING TIDE FOR THE ECOMMERCE INDUSTRY

While about a third of consumers plan to increase their spend in Consumer 2024 spending YoY forecasted change by vertical
those categories, as well as in health & beauty, the largest proportion Klaviyo 2024 state of ecommerce consumer survey Q11: Please indicate how your spending for x products will change from last year
to this year. (Apparel & accessories n720, Food & beverage n775, Health & beauty n682, Home & garden n587)
of consumers (50%) expect to increase their YoY spend on food &
beverage products—revealing a greater need for essentials than Home & garden

discretionary purchases. 10% 20% 43% 20% 6%

Apparel & accessories

9% 24% 47% 14% 6%

Health & beauty

9% 23% 53% 12% 3%

Food & beverage

13% 37% 40% 8% 2%

Likely to increase significantly Likely to stay the same Likely to decrease significantly

Likely to increase slightly Likely to decrease slightly

06
A RISING TIDE FOR THE ECOMMERCE INDUSTRY

Netting out: increased costs and discounts 2024 performance indicators for ecommerce companies
Klaviyo 2024 state of ecommerce company survey Q35, Q34, Q31, Q33, Q32: Over the last 12 months, your organization has . . . (n770)
aren’t making a dent in profits and margins
Apparel & Food & Health & Home &
Total
Footwear Beverage Beauty Garden
Evidently, the teams behind large brands are combatting higher
Generated higher profits 67% 67% 63% 66% 72%
incurred costs with healthy profits and margins, likely due to their ability Generated the same profits 28% 27% 32% 29% 24%
to balance strategic price hikes with doubling down on discounts. Generated lower profits 5% 6% 5% 4% 5%

Just over half of ecommerce companies (54%) experienced higher costs Generated higher margins 64% 63% 59% 66% 70%

than last year, while 67% of ecommerce companies across categories Generated the same margins 31% 32% 37% 29% 26%

generated higher profits and 64% generated higher margins. Generated lower margins 5% 5% 5% 5% 4%

Raised prices 57% 56% 56% 56% 63%

But while 57% of companies have raised prices, marketers are clearly
Kept prices the same 36% 39% 40% 31% 32%
well aware of consumers’ sensitivity to inflation and unavoidable price
Lowered prices 7% 5% 5% 13% 5%
hikes across categories: 59% of large ecommerce companies are
offering more discounts, sales, and promotions throughout the year Experienced higher costs/COGs 54% 61% 55% 45% 51%

to assuage reluctance to buy. Experienced the same level of costs/COGs 37% 31% 41% 41% 38%

Experienced lower costs/COGs 9% 8% 4% 14% 11%

While marketers in the DTC ecommerce space historically avoided
deep and frequent discounting to avoid a negative impact on their Increased discounting 59% 62% 53% 61% 59%

bottom line, this data signifies a shift in how economic factors have Discounted at the same rate 36% 32% 41% 36% 36%

Decreased discounting 5% 6% 5% 3% 5%

  07
A RISING TIDE FOR THE ECOMMERCE INDUSTRY

required them to reconsider their discounting strategies in order to 12 month internal & external marketing staff hiring plans
Klaviyo 2024 state of ecommerce company survey: Q18 and Q20: Over the next 12 months, which best reflects your internal
incentivize today’s shoppers. marketing full-time staff hiring plans/external marketing staff hiring plans? (n1402)

And, they’re doing so smartly—as evidenced by the fact increased

Will grow
discounting hasn’t impacted marketers’ ability to generate healthy
Internal Marketing staff 81%
profits or margins.
External Marketing staff 83%

Will stay the same

Internal Marketing staff 15%

External Marketing staff 14%

Becoming the next Nike:

Will decrease
hiring trends indicate brand is top priority Internal Marketing staff 3%

for large retailer External Marketing staff 3%

In addition to positive trends across needle-moving metrics, retailers

are equally bullish on hiring marketing staff, with 81% of businesses
planning to increase internal hires—signaling a continued investment
in resourcing marketing teams

  08
A RISING TIDE FOR THE ECOMMERCE INDUSTRY

Large ecommerce retailers are planning to hire for numerous internal 12-month internal role hiring plans
roles spanning the marketing funnel, with a slight emphasis on hiring Company survey Q19: What full-time marketing roles are you most likely to hire in the next 12 months? Select all that apply. (n1402)

brand-focused roles—like brand managers, content marketers, digital

marketing managers, and community managers—above performance
Brand manager 35% Marketing operations specialist 22%
-based roles such as conversion rate optimization specialists,
performance marketers, and growth marketing managers. Content marketer/strategist 32% Growth marketing manager 20%

Conversion rate optimization specialist 32% Copywriter 18%

This suggests that in the highly competitive landscape of ecommerce,
large retailers are increasingly recognizing the critical role of brand in Data analyst 31% Performance marketer 17%

driving long-term success—and prioritizing brand-building efforts CRM marketer 29% Media planner/buyer 15%
in the quest to become household names.
Digital marketing manager 29% Product marketing manager 14%

But whether they’re new hires or seasoned veterans, marketers will Community manager 29% PPC (pay-per-click) manager 12%
only succeed in retaining customers and acquiring new ones by
Affiliate marketing manager 26% Retention marketing manager 8%
understanding why people buy, what they buy, where they buy, how
Email/SMS marketing specialist 25% SEO specialist 7%
to most-effectively reach them, and what engagement tactics to use.
Engagement marketer 23% Social media manager 7%

Market research analyst 22%

09
THE INFLUENCE GAP

THE INFLUENCE GAP: WEIGHING MARKETING

PRIORITIES VS. CONSUMER DEMAND
According to the survey, acquiring new customers (50%) and
driving repeat purchases with existing customers (43%) are
the top two objectives for ecommerce marketers globally.

10
THE INFLUENCE GAP

These are also the top priorities for ecommerce companies across Top marketing priorities for ecommerce companies in 2024 by region
EMEA and North America, while APAC companies report a more Klaviyo 2024 state of ecommerce company survey Q21: Please stack rank your marketing priorities based on the list
below by dragging your No. 1 priority to the first position, your No. 2 priority to the second position, etc. (n770)
even split and are also focused on increasing average transaction
size (40%) and activating dormant customers (40%). Acquiring new customers Activating dormant customers

APAC 46% APAC 40%

To achieve these goals, marketers must be strategic in deciding not EMEA 47% EMEA 33%
only which channels and tactics to invest in, but how they choose to NA 54% NA 30%
compete across multiple channels. Total 50% Total 34%

And fortunately, marketers don’t have to guess where to invest

Increasing average Driving repeat purchases
their time and money. They just have to identify the gaps between transaction price/cart value with existing customers
marketing activity and consumer influence—and pay attention to
APAC 40% APAC 39%
the opportunities that arise. EMEA EMEA
38%
44%
NA 37% NA
44%
Total 38% Total
43%

Driving customer engagement

(e.g., email opens, ad clicks, posting reviews)

APAC 36%
EMEA 37%

NA 35%

Total 36%
11
 ACCORDING TO SHOPPERS, PRICE (78%) AND
QUALITY (77%) ARE TOP OF MIND WHEN IT COMES
TO FACTORS THAT INFLUENCE THEIR PURCHASES.
IN OTHER WORDS, IT’S ALL ABOUT VALUE.
THE INFLUENCE GAP

Top consumer ecommerce selection criteria

The price is right: value drives wallet share Klaviyo 2024 State of ecommerce Consumer Survey Q14: Please select the five most important factors you consider when selecting
from which company you’ll buy a product/service. (n808)

When consumers are deciding which company to buy from, price

matters—a lot. Price 78%

Quality 77%
It’s also the factor most likely to be influenced by external forces— Brand reputation 41%
but plenty of factors that influence consumer purchase decisions are Reviews/customer testimonials 38%
well within the control of ecommerce brands.
Customer service 38%

Return/warranty policy
Most consumers aren’t willing to sacrifice product quality for a good 36%

Loyalty programs
deal, for example—shoppers want to feel confident that if they’re 32%

opening their wallets, it’ll be worth the price tag. Selection 32%

Proximity to you 26%

Brand reputation, too, ranked third (41%) in terms of importance— Website experience 14%
suggesting that marketing teams’ hiring priorities are well-aligned
Physical location atmosphere 13%
to consumers’ tendency to allocate their budgets to trusted brands.
Sustainable products/packaging 13%

Payment plans
Similarly, the next highest-ranking consumer selection criteria, such (e.g., buy now, pay later)
12%

as customer service, return/warranty policies, and loyalty programs, Business values 8%

tend to correlate with providing an excellent customer experience. Customization 6%

Celebrity/influencer endorsements 4%

Family/woman/minority-owned 3%
business
13
THE INFLUENCE GAP

Ensuring a frictionless and seamless shopping experience will be Top company revenue and consumer purchase channels
critical for large brands in this highly competitive space. Additionally, Klaviyo 2024 state of ecommerce company survey Q12: Which of the following best describes how your organization currently
derives its revenue? Please select all that apply. - Selected choice (n1402); Consumer survey Q10: Where do you purchase the

rewarding customers for loyalty—such as placing repeat purchases following products? Please select all that apply. (n808)

or participating in community-based actions like leaving reviews—

69%
should not fall off the radar for brands figuring out how to prioritize ecommerce site
37%

their marketing efforts

3rd party ecommerce 66%
sites/marketplace 42%

65%
Physical retail store
66%

Window shopping wins hearts: 3rd party physical 50%

omnichannel is the way forward for brands retail store 46%

33%
Across the ecommerce industry, brands’ owned and operated physical Social commerce
5%
stores rank significantly ahead of other options as the location where
consumers are most likely to purchase (66%). 20%
Pop-up store
6%

Third-party physical stores (such as Walmart) rank second in popularity

Wholesalers 9%
among consumers, with third-party ecommerce sites (such as Amazon)
Company Revenue
N/A
and owned and operated ecommerce sites following close behind. Consumer purchase channel

14
THE INFLUENCE GAP

Compare this to the channel where brands report driving the most revenue—
their owned and operated ecommerce website (69%). Next, retailers most
commonly derive revenue from third-party ecommerce sites and owned and
operated physical stores. Third-party physical stores are a distant fourth.

This data makes one fact clear: while many retailers have been focusing
heavily on their ecommerce presence, today’s consumers value in-person
experiences. They want to feel, touch, see, and take home their purchases
instantaneously—underscoring the critical importance of an omnichannel
approach that integrates both online and offline shopping channels.

15
THE INFLUENCE GAP

Company marketing activities vs. consumer purchase influence

De-influencing misguided Klaviyo 2024 state of the ecommerce company survey Q22: Which marketing activities does your organization use? Please select all that

marketing investments
apply. (n1402); consumer Q18: How influential are each of these marketing channels on your purchase decisions? (n808)

Company Consumer
marketing activities purchase influence Influence gap
With big budgets and seemingly endless potential marketing channels
Email marketing 36% 59% 23%
to invest in, it’s easy for larger retailers to allocate their dollars to the
wrong place—especially when attribution gets murky. Paid social marketing/ads 34% 55% 21%

But consumer insights on which marketing channels most influence their Influencer marketing 34% 33% -1%

purchase decisions help shed light on which marketing opportunities Paid/organic search 31% 78% 47%
are most worthy of dollars.
Broadcast advertising (e.g., television, radio) 31% 58% 27%

Consumers rank search engine results (paid and organic), email

Event marketing 29% 56% 27%
marketing, and broadcast advertising as the most influential marketing
Print advertising (e.g., newspapers, magazines) 28% 36% 8%
channels. Event marketing, paid social ads, and direct mail are not
far behind. Programmatic display advertising 27% 37% 10%

By contrast, large ecommerce companies use email marketing, paid SMS marketing 26% 39% 13%

social ads, and influencer marketing the most to reach consumers. In-app marketing/push notifications 26% 43% 17%

Out-of-home (e.g., transit, billboards) 25% 41% 16%

Direct mail 25% 47% 22%

16
THE INFLUENCE GAP

The research reveals “influence gaps” between the kind of marketing

that actually influences consumer purchases and the use of those
marketing activities.

Paid and organic search, broadcast advertising, event marketing, and email
marketing, for example, are all channels that have a high influence on consumer
purchase decisions—and therefore hold the most promise for increased
use by retailers.

On the other hand, brands may be over-investing in influencer marketing. Not

only is influencer marketing the third most common marketing channel among
large ecommerce companies—it’s also a primary area for future investment,
according to our survey.

But it’s possible that the saturation of influencer marketing across social media
has made it less impactful among consumers: the lowest proportion of them
(33%) say influencer marketing has a bearing on their decision to purchase.

17
THE INFLUENCE GAP

One channel that shouldn’t be ignored: Percent of companies increasing YoY spend by activity
Klaviyo 2024 state of the ecommerce company survey Q24: For each of the marketing activities your organization uses, please indicate

mobile whether this year’s spend on that activity has increased, had no change, or decreased compared to last year’s spend. (n1402)

For brands looking to innovate in the future, consumers care most Paid social marketing/ads 69% Broadcast advertising (e.g., television, radio) 58%
about access to a brand’s mobile app, with an overwhelming 84% of
Programmatic advertising
65% Organic search 57%
respondents saying they currently use them. (e.g., automated network advertising)

Paid search 65% Organic social marketing 56%

Pair this with the finding that 43% of consumers are influenced by
in-app marketing and push notifications, and this indicates a clear Email Marketing 63% Print advertising 56%

path forward for brands to invest in mobile.

In-app marketing/push notifications 63% Affiliate/referral marketing 55%

Fortunately, 63% of marketers already are committing to invest more Programmatic display advertising 61% Out-of-home (e.g., transit, billboards) 53%
in in-app marketing and push. But whereas SMS marketing influences
Public relations 61% Direct mail 53%
39% of consumers, it’s the channel the least amount of marketers are
planning to increase their investment in (50%). Influencer marketing 60% SMS marketing 50%

Though it may seem like SMS marketing has been widely adopted Event marketing 59%

based on how many websites ask for shoppers’ phone numbers

and email addresses during opt-in, saturation remains relatively

1718
THE INFLUENCE GAP

low among large ecommerce businesses—revealing an incredible opportunity

for marketers to capture consumer attention on their personal devices.

Investing in these tried-and-true channels with proven ROI—as opposed

to trendier tactics like gamified shopping, AR/VR enhanced shopping, and
livestream shopping, none of which seem to be resonating with consumers—
will solidify a marketing strategy that has more longevity.

19
THE INFLUENCE GAP

Marketing tactics used by brands vs. consumers

Tactics that resonate: discounts, product Klaviyo 2024 state of the ecommerce company survey Q15: Please indicate the status of the following offerings from your organization. (n1402);

reviews, and quick check-out Consumer survey Q12a/b: Please indicate which best describes your usage of these offerings in the last 12 months? (n808)

% of companies offering % of consumers using Usage gap

While many ecommerce companies are attempting to meet consum- Discounts/sales 60% 92% 32%

er needs with tactics like discounts, product reviews, quick check-out, Product reviews 60% 79% 19%

and personalization, they’re not necessarily offering everything shop- Quick checkout 55% 78% 23%

Personalization 54% 54% 0%

pers are looking for.
User generated content 54% 36% -18%

Product video content 53% 46% -7%

Unsurprisingly, consumers love to save money: nearly all of them take
Memberships/subscriptions 53% 61% 8%
advantage of discounts and sales. This pairs well with the finding that Sustainable products/packaging 52% 66% 14%

marketers have increased discounting across verticals, and that 60% Quick commerce/same/next day delivery 51% 61% 10%

of large ecommerce companies offer discounts and sales. Livestream shopping 51% 18% -33%

Loyalty programs 50% 86% 36%

But consumers also stick around for incentives that don’t have a dollar Buy online pick up in store (BOPIS) 50% 55% 5%

Live agent customer service 50% 56% 6%

sign attached, including loyalty programs, mobile apps, product re-
AI/automated customer service (e.g., Chatbot) 49% 45% -4%
views, and quick check-out. Experiences/events 49% 46% -3%

Buy now pay later (BNPL) 49% 31% -18%

Ecommerce companies may be over-investing in user-generated Mobile apps 48% 84% 36%

content, BNPL options, and product origin stories. On the other hand, Product origin stories 46% 31% -15%

they may be under-investing in loyalty programs, discounts and sales, Secondhand commerce or rentals 38% 38% 0%

Gamified shopping 37% 17% -20%

and product reviews.
AR/VR enhanced shopping 36% 15% -21%

1920
THE INFLUENCE GAP

54%
Ecommerce brands—and consumers—are
use personalized
still figuring out marketing personalization content

The topic of personalization is interesting—and tricky. Since

consumers may not always be fully aware when they’re seeing
personalized content, they may be less likely to indicate that they
are engaging with it.

Still, over half of ecommerce companies (54%) report using

60% say personalization
is important

personalization to connect with consumers, and the same

percentage of consumers report engaging with personalized

90%
content. Additionally, nearly 60% of consumers say it’s important,
have benefited from
and of those that have engaged with it, nearly 90% say it has
personalized content
benefitted them.

The fact that consumers appreciate personalized content is a positive

sign that brands should continue to invest in collecting consumer Klaviyo 2024 state of the ecommerce consumer survey Q12a/b: Please indicate which best describes your usage of these offerings
in the last 12 months? (n808) 13a: Please indicate how important each of these offerings are in selecting from what company you’ll
data points and using it to personalize their marketing efforts. purchase? (n808) 12.5a: Of the offerings you have used, please indicate the degree to which you have benefited or not benefited
from these offerings in the last 12 months? (n365)

21
THE INFLUENCE GAP

In this realm, ecommerce marketers are one step ahead: customer Data investment for ecommerce companies 2024
data collection is on 70% of respondents’ radars. Klaviyo 2024 state of ecommerce company survey Q36: Over the last 12 months, your organization has . . . (n770)

Apparel & Food & Health & Home &

But what types of data are brands using to personalize their marketing Total
Footwear Beverage Beauty Garden

efforts? Large ecommerce companies cite purchase history data Invest more in collecting and leveraging data 70% 72% 71% 66% 70%

(63%), behavioral data (62%), channel engagement data (59%) and Invested the same in collecting and leveraging data 29% 27% 27% 33% 29%

demographic data (59%) as most important. Invested less in collecting and leverging data 1% 1% 1% 1% 1%

As marketers continue to fine-tune their communication and

engagement tactics to match rapidly growing subscriber bases, Most common types of personalization data used
the ability to effectively collect and leverage data makes all the Klaviyo 2024 state of ecommerce company survey Q11: What types of data do you use in your marketing personalization?
Please select all that apply. (n1402)
difference when it comes to implementing relevant, personalized
customer experiences. Purchase history 63%

Behavior data 62%

Channel engagement 59%

Demographic attributes 59%

Custom segmentation 56%

Geographic location 55%

Gender 44%

We do not target 3%

22
 THE 2024 STATE OF THE ECOMMERCE
INDUSTRY REPORT REVEALS A LANDSCAPE OF
OPTIMISM AND OPPORTUNITY, TEMPERED BY
THE NEED FOR STRATEGIC ADAPTATION.
KEY TAKEAWAYS

KEY TAKEAWAYS: TO ACHIEVE AMBITIOUS GOALS,

LISTEN TO CONSUMERS
Despite global economic uncertainties, both large
ecommerce retailers and consumers are forecasting growth
and increased spending. But there’s a gap between retailers’
plans and projections compared to consumer shopping
behaviors, which highlights the competitive nature of the
market—and room for strategic improvement.

24
KEY TAKEAWAYS

VALUE-DRIVEN PURCHASING PERSONALIZATION POTENTIAL

Consumers prioritize price and quality above all else, emphasizing the While both consumers and retailers show interest in personalization, there’s
importance of value in a price-sensitive market. room for growth in leveraging customer data more effectively.

ENGAGEMENT TACTICS MARKETING CHANNEL EFFECTIVENESS

Consumers most value discounts, loyalty programs, and product reviews, Search engines, email marketing, and broadcast advertising are the most
indicating that shoppers are looking for more excuses to buy again from the influential channels for consumers, suggesting areas where retailers might
same brand. increase their focus and investment.

OMNICHANNEL DOMINANCE
Physical stores remain crucial, with consumers showing a strong preference As the industry continues to evolve, staying attuned to consumer needs,
for in-person shopping experiences alongside digital options. leveraging data effectively, and remaining agile in marketing approaches
will be key to success in the dynamic world of ecommerce.

25
ABOUT THIS STUDY
Consumer survey demographics Company survey demographics
The Klaviyo state of ecommerce industry company
• 808 respondents • 1,402 respondents
and consumer surveys were fielded in July 2024 by
• Sole or shared purchase decision • Retailers with revenue >$30M USD
Paradoxes, Inc. Paradoxes is a strategic marketing maker for household and >250 employees

• Household income >$75K USD • Region:

and research consulting firm. North America: 46%
• Region:
EMEA: 28%
North America: 57%
APAC: 26%
EMEA: 26%
APAC: 18% • Role: executive or marketing

• Age:
18-27: 8% 28-43: 36%
44-59: 31% 60+: 25%
26
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