10 Numbers to Pay Attention to In 2022

Hey!

Last year I did a special webinar with a bunch of numbers that I felt folks should pay attention to in 2021 and it was a pretty big hit.

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I had someone ask me about that this week and I realized I was running out of time to do the presentation in a webinar, but I’ll share the numbers here and in a podcast instead this year.

Here are 10 numbers to know going forward into 2022:

7.3%: That is the savings’ rate in America which is back at December 2019 levels. So when people tell you, “Savings’ rates are at the highest level and consumers are stashing cash.” Their numbers are outdated and they are wrong.

In fact, the savings that people were sitting on have been mostly exhausted and the ones that still have savings from the pandemic are the top 10% of income earners in the States.

2.54 Trillion: Corporate profits in the 3rd quarter. That’s up 4.3% from the 2nd quarter.

This trend is pretty consistent globally.

Inflation is real, but a lot of the price increases are corporations raising prices at a time when they can use inflation as a way to hide their price hikes.

36: This is the number of months that it takes for the average business to double their revenue when they invest in customer experience.

This means that investment in customer experience is a good return for your time, energy, and money.

49%: This is the percentage of folks that have made impulse purchases because of personalization.

That makes a strong case that you should personalize your experience and your offer when possible.

18: This is the average premium people will pay for luxury or premium experiences.

The challenge to this number is that you have to make sure you draw a clear distinction and differentiate appropriately.

150 M: Number of folks that are likely to cancel a subscription in 2022. That’s about 35% of the total American market.

This number fluctuates a little from country to country with the number in the UK sitting at around 23%. In France, there is a big wave of folks cancelling their Netflix subscriptions.

And, there seems to be billions of dollars in excess subscription fees that people aren’t using that are likely to be put under pressure.

100/50: A 2-for-1, here in the States, 100% of F&B can be deducted in 2022 for business purposes which is up from 50% before the pandemic as an incentive to go to restaurants.

In the UK, there was a scheme to offer folks discounts and deductions for going to restaurants in 2020.

In Melbourne, there is a Midweek Melbourne scheme that still has millions of dollars to pay out as an incentive for dining out.

This just means that governments around the world are incentivizing efforts to get people to go out. But it isn’t unusual to see people still hesitant to go out due to pandemic concerns. In France, that number is around 47% and depending on the area, you can see similar numbers in other locations.

6.2: That’s the US inflation rate which is the 8th highest in the world. In Europe, we are seeing inflation around 3.2% and Brazil is the highest.

You have to pay attention to inflation because essentials will squeeze people at some point.

44/32: This is the investment numbers of brand to demand investment in B2B marketing.

Building off of research from the IPA in the UK, the number should be around 50/50, for B2B marketers.

But the 44% number for brand is a big improvement because even in B2B marketing, investment in long-term brand building is important.

25%: This is the percentage of tickets to live events being bought in the 24 hours before a show, game, or event.

Couple this number with the number of people buying within the last 7 days and you’ll see that around half of people are waiting to buy their tickets within a week of a game, event, show.

This goes along with impulse buying in a number of different consumer areas and combined with people holding off on certain purchases and decisions based on concerns about the pandemic and you see the importance of brand building to make sure you are part of the consideration set and the need for special attention to the CTA later in the sales funnel.

Those are my 10 numbers for 2022.

Are there numbers y’all are looking at?

Let me know!

Dave