Monthly Archives

June 2012

Second Screen Sensitivity

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A survey commissioned by Upstream finds 44% of persons 18-34 in the U.S. think they receive “too much” promotional material via digital channels (i.e. email and mobile).

 

Excessive digital promotion has serious consequences; 65% say it causes them to “ignore or delete” promotions and 20% say it drives them to stop using an offending brand. Men are much more sensitive than women with 24% saying they would stop using a product or service following excessive promotional messages, compared to only 16% of women. And 32% of men would be less inclined to respond positively to a brand in the future if they felt bombarded compared to only 24% of women.

 

This frustration is most clearly noticeable on mobile, where 67% find it unacceptable to receive promotional messages over their phones.

 

The same survey finds people are more likely to engage with advertising tailored to their personal interests, but no single factor reliably raises people’s interests. So speak less and to take an approach centered on quality rather than quantity with digital campaigns.

 

Price Check On Aisle Five

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A recent Pew report shows that 31% of men use their phones to look up product prices while they were in the store, compared to just 20% of women. Among those who looked up prices in the store, 35% purchased the product at that store, 27% purchased the product elsewhere, and 37% decided not to purchase the product anywhere.

 

Thus encouraging price comparisons in your retail locations could be beneficial, given you have a greater chance of making a sale than losing it to a competitor.

Facebook: “Like” Then Ignore

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Forget about the number of fans or “likes” your brand’s Facebook page has—especially if your target audience is Millennials (ages 18-34). Research by Appalachian State University found that while 75% of Millennials had “liked” a profit or non-profit organization on Facebook, 69% rarely or never returned to the page after doing so.

 

Millennials learned of fan pages through friends or by stumbling on the page. Only 28% had actively searched for an organization’s page. Those surveyed tended to “like” nonprofit organizations they had worked with or with whom friends had a relationship.

 

The researchers stressed enticements such as discounts, coupons, samples or exclusive content to encourage engagement with your brand’s Facebook page. “But there is a threshold where Millennials will disconnect from an organization or group if they become too annoyed with the volume of emails or updates they are receiving,” To point: 42% of those surveyed said they left a Facebook page when it became too annoying.

 

With just 15% of Millennials visiting organizations’ pages weekly, you’ll need to focus on engaging your audience and creating content they want to share if your brand is to get any mileage out of Facebook.

More Screens = More Streams

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Millennials are nearly as likely to stream TV shows (65% do so in a typical week) as they are to watch TV on a set (68% do so in a typical week). What’s more, 22% watch TV via a mobile phone or tablet weekly says research by Ypulse.

 

Things get really interesting when they turn 18. Some 71% of Millennials aged 18+ watch TV via online streaming, whereas only 49% of those under age 18 watch via streaming. Meanwhile, mobile viewing jumps from 16% for under-18s to 24% among over-18s.

 

Ypulse speculates the phenomenon results from older Millennials being more likely to own laptop computers and smartphones than their younger counterparts, in addition to having more hectic schedules that prevent them from watching scheduled TV.

Digital Is In Their DNA

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Generation Z (born after 1995) is the most digitally connected in human history according to JWT. Gen Z tends to regard most electronic devices as important, whether or not they are used frequently. TV and smartphones are used equally by the Gen Z cohort and they have a strong aversion to giving up their technology, particularly mobile devices.

 

Girls generally feel stronger than boys about giving up things: Almost all girls (95%) would be upset if they had to give up their Internet connection, compared to 85% of boys. A similar gap separates giving up texting friends (81% for girls vs. 70% for boys). Boys, however, are almost twice as likely to say they would be upset if they had to give up video games (40% for girls vs. 73% for boys).

 

Although they lead independent digital lives, Gen Z is still closely tethered to parents when it comes to shopping. Kids have plenty money of their own to spend—but they seek parental approval and need practical assistance for online shopping. More than 8 in 10 teens will check with parents to see if they can afford a purchase and will hold off if it’s not appropriate. Thus brands will need to address both cohorts when messaging products that target this generation.

“Plurals” Shaped by Recession and Gen-X Parents

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According to a survey from Magid Generational Research, Plurals, defined as persons born in the mid-1990’s, have a unique outlook shaped by their Gen-X parents (the “latchkey kids”) as well as growing up in the country’s greatest period of economic distress since the Depression. The combination has developed a generation of highly independent thinkers who are the least likely to believe in the American Dream (60% for Plurals vs. 71% for Gen-Y).

 

American society left Gen-X children to fend for themselves, and thus have raised children who are twice as likely as Gen-Yers to say young people need to be “independent.” When interviewing Plurals for the study, Magid found they routinely expressed pride in being an individual and emphasized the necessity of learning from their mistakes.

 

Boys and girls have been affected somewhat differently. Girls are more likely to focus on their grades and getting feedback from parents and teachers so they can perform better; they also have greater expectations in obtaining a college degree, helping others live a better life and changing the world. Boys are more focused on being loyal and fun to be with.

 

Plurals are the most ethnically diverse generation to-date—currently only 55% of Plurals are Caucasian compared to 72% among Baby Boomers—and have a more positive opinion than older generations about ethnic diversity. Plurals also are least likely to live in a two-parent household: two-thirds of Plurals live in a two-parent household compared to three-fourths of Gen-Y.

 

Magid is continuing its research on Plurals with a focus on how their outlook on life impacts their future consumption patterns and media habits.

Put It On My Tab[let]

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According to a study from iProspect, there are 19 million affluent males (income $100K+) on the Internet and they are spending a significant amount of time shopping. Nearly 75 % of affluent men prefer to research and buy online versus purchasing in a store, and 27% purchase online on a weekly basis.

 

These men are highly connected through multiple devices, with 77% having daily access to a smartphone and half having daily access to a tablet. Thus marketing via smartphone and tablet platforms cannot be ignored if you’re looking to target the affluent male.

What, Me Worry?

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As the economy moved into a downturn, there was a noticeable shift in consumer behavior towards thriftier choices. Across a range of “scaling back” behaviors, though, male shoppers showed a lesser inclination to change versus women. In one example, 52% of women said they were cooking with fewer convenience foods but only 38% of men reported this behavior. Other behaviors women engaged in more often than men included use of store circulars, stocking up on sale items, making unplanned purchases after seeing an in-store bargain, and making cleaning supplies last longer.

 

The study also identified non-recessionary behaviors where the sexes differed in behavior. Male shoppers splurge more often than females, with 23% of male shoppers splurging on premium and gourmet CPG options compared to 19% of females.

Return of Face-to-Face

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Research by the Pew Internet & American Life Project finds that 37% of online teens 12-17 years old have “video chatted” (two-way, streaming video) with other people using applications such as Skype, iChat or Googletalk. With 95% of teens in the U.S. using the Internet, this once sci-fi communication method finally may gain ground.

 

The study found social media users are much more likely to engage in video chats than non-users, as are teens from higher income families (46% from families with HHI $75,000+ vs. 32% from families earning under $50,000). Also, white teens are more likely to report video chatting than Latino teens (41% vs. 28%).

 

As with communication in general, girls are taking to it more than the boys with 42% of teen girls video chatting compared to only 33% of boys.

Men Shop But Forego the List

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The Integer Group finds while females play a larger role in development of shopping lists and planning shopping trips, a significant proportion of males (70%) are participating in the actual shopping exercise.

 

When it comes to creating shopping lists, 84% of women report they create lists compared to just 48% of men. Thus it comes as no surprise that women are more likely to scour circulars for deals and coupons (78% of women vs. 31%) when planning their shopping excursions.

 

The authors recommend focusing on women in the “pre-tail” of the shopping experience, but ensuring both genders are equally attended to in the retail environment.