The Pearlfinders survey of around 5,000 ‘marketing decision makers’ showed that those in the motor sector were "the most likely to be looking at their experiential support, followed very closely by those in the FMCG (fast-moving consumer goods) sector".
In a further boon to the sector, around one in five marketers is apparently planning a product launch with live activity.
The results of the survey concern quarter two of this year, and showed that females are the fastest-growing target audience, up by 5.3%.
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