April 15, 2026

This piece is sponsored by Click Rain Inc.

The Midwest is special. The people. The businesses. The innovation. The way communities show up for one another. It’s one of the reasons we’re proud to have our company headquarters in Sioux Falls.

It’s also why national marketing data doesn’t always tell the full story.

Much of the data shaping today’s marketing decisions comes from national studies or coastal markets. While useful, those insights don’t always reflect how people in the Upper Midwest actually consume media, research businesses or make purchasing decisions. For organizations investing real dollars into growth, that distinction matters.

Eight years ago, Click Rain launched the Digital State of the Midwest report to better understand those regional dynamics. The goal was simple: Gather reliable data on how Midwestern consumers engage digitally, then use that insight to guide smarter marketing strategy. At Trendigital 2026, we released the third edition of the report, comparing findings from 2018, 2022 and 2026 to see how digital behavior continues to evolve.

Several trends stand out that have direct implications for Midwest marketers and business leaders.

Video is no longer optional

Video is now the most widely consumed digital format across age groups. While 87 percent of adults age 18–34 regularly engage with video, the most notable growth came from consumers age 55-plus, whose consumption has increased 20 percent since 2022.

Importantly for marketers, advertising influence is rising alongside consumption. Consumers are 61 percent more likely to make a purchase after seeing TV or streaming video ads compared with 2022.

For regional businesses, video is no longer a “nice to have.” Our regional consumers are engaging with video at high levels across platforms, and it’s shaping purchasing decisions. Thoughtful investment in video content and creative should reflect that reality. Regardless of your brand’s current video presence, increasing video is a smart move for any Midwestern marketer.

AI is changing how customers research

Midwesterners are embracing AI, with 51 percent of adults using AI for personal use at least some of the time, compared with 37 percent who use it for professional use. The most common reason they turn to AI is for search and general information gathering.

At the same time AI use is rising, daily and weekly use of traditional search engines has fallen 16 percent since 2018. Consumers are still researching businesses and services, but where and how they conduct that research is shifting.

For business leaders, the rise of AI search reinforces the importance of a strong digital foundation. Clear messaging, well-organized content and credible online signals increase the likelihood that your company shows up not only in traditional search results but in emerging AI-driven search experiences as well.

Marketing mix matters

Not every ad type is gaining traction at the same rate. From 2022 to 2026, the largest increases in consumer attention toward advertising were seen in:

• Video ads — up 29 percent.
• Billboards — up 27 percent.
• Podcast ads — up 18 percent.

The takeaway for marketers isn’t to chase every emerging channel. It’s to build a marketing mix that reflects how audiences are actually paying attention. Investment decisions should be guided by behavioral data and performance. 

Built for this region

The Digital State of the Midwest report is produced by Click Rain Inc., headquartered in Sioux Falls. As a regional marketing partner, we believe decisions should be informed by the realities of the markets we serve. This report exists to provide that clarity, helping Midwest organizations invest confidently, adapt strategically and focus on outcomes that matter.

The full 2026 report is available at TrendigitalSummit.com/report. SiouxFalls.Business readers can use code SFBIZ2026 for 20 percent off.