Agency Q2 '24 Survey Aggregate Data
This is the full data set from our August 2024 survey of 294 agency leaders and executives. It does not include any segmentations.
Below is the full data set of our recently completed survey of 294 US based agency executives and leaders. It's important to note that none of the data have been segmented in this presentation. That will be forthcoming, as well as interesting comparisons with our local business survey data.
Here's a snapshot of top-level findings:
- Just under half of respondents were owners/c-level
- 65% from major metro and mid-sized regional markets
- 61% have existed for less than 10 years; 39% for longer
- Diverse mix of agencies by headcount, client numbers, revenues
- 50% focus mainly on local businesses/SMBs
- Biggest challenge: new client acquisition; word of mouth best channel
- 87% of agencies using/testing AI; most for less than 2 years
- AI helped: grow revenue (55%), acquire new clients (47%), retain clients (57%)
- Agencies are bullish on AI but also fearful of AI-triggered disruption
