Monthly Archives

June 2012

Clicking for Consumer Packaged Goods

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According to SymphonyIRI, almost half of U.S. adult Internet users have redeemed a digital coupon or code and the total number of digital coupon redeemers is expected to rise over 10% by 2013.

 

Younger consumers, those aged 18-34, are using the Internet as a hub in their shopping preparations and they are the main demographic driving this growth. They are also 30% more likely than the general population to use coupons when preparing their shopping lists, and 56% more likely to use retailers’ websites.

 

Persons 18-34 also are six-times more likely than the rest of the population to turn to blogs or social networks for help selecting a CPG brand. So consider using coupons on your brand’s Facebook page to improve the chances this audience will “Like” you, both online and off.

Hispanics Go For Mas Digital

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A Zpryme survey of U.S. Hispanics finds these consumers are early adopters of both tablets and smartphones, and more likely than whites to go online using mobile devices. All told, Zpryme estimates U.S. Hispanics will spend $17.6 billion on mobile tech devices in 2012, a 30% increase over the previous year. The high adoption rates for smartphones and tablets among Hispanics are likely due to the fact they are on average a young group, and less likely than other groups to use landlines.

 

Researchers also estimate Hispanics will spend an additional $501 million on mobile apps by the end of the year. It appears these consumers purchase apps regularly (half had purchased one in the past two weeks) with gaming and music apps used twice as often as the next most favored types (navigation and news).

Men More Willing to Let It All Hang Out

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A study by the Pew Internet Project found several differences in the observed behavior of men versus women with regard to social media. Women who maintain social media profiles are significantly more likely than men to keep their profiles private, with on 14% having “fully public” profiles compared to almost twice as many men (26%).

 

Women also are more apt to restrict access to friends only (67% vs. 48% of men) and delete “unwanted” friends from their contacts (67% vs. 58% of men).

 

This presents a positive scenario for brands marketing to men via social media, as men appear more willing to be on public display. Although this sometimes causes trouble, with guys almost twice as likely as gals to profess regret for posting content (15% vs. 8% of women).

The 21st Century Renaissance Man

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Men are placing more emphasis on being well-rounded with success determined by more than just money and career, this according to a study by Men’s Health. Although they still consider career and finances important, they are shifting their focus to family, social life, emotional well-being, physical appearance and health.

 

The study implies the economic woes of the past few years may have stimulated men’s interest in life outside of work. Only 57% of men say their career is better than, or the same as, it was before the recession. But improvements have been made in their relationships with spouses (77%), social life (71%) and emotional well-being (69%).

 

Being well-rounded is the new goal for 69% of men today, as is achieving a more equal partnership with their spouses. Although 30% of women out earn their spouses today, 8 in 10 men are “completely happy” or “ok” with it—illustrating tha

Men Respond Differently to Third-Party Info

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Trying to get beyond the notion that “paid media” (advertising) is naturally reinforced by “earned media” (news articles, Facebook likes, and Twitter re-tweets), WPP Group looked at how these two sources lift brand awareness, image and purchase intent.

 

Looking at what information influences consumers when buying a car, men want information from an independent third party (i.e. earned) while women look to both paid and earned media. By itself, earned media lifted men’s brand awareness 32%; paid media alone only led to an 18% lift. When exposed to both formats (earned and paid), brand lift did not increase among men.

 

Hence it looks like social media will become a stronger force over time in driving men’s awareness and purchase of brands.

New Medium, Old Target

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A recent Burst Media report shows men aged 18-34 are the heaviest consumers of web video, with 20% of them watching more than 10 hours per week. The majority of America’s 180 million web video consumers only watches 1-5 hours per week.

 

Differences in what they watch are split along gender lines, with men twice as likely to watch political content, significantly more likely to watch comedy, and significantly less likely to watch anything dramatic or educational.

 

The most important contrast, however, has to do with ad responsiveness. Just 9% of 18-34 year-old guys take action after watching web video ads, compared to a whopping 24% of 35-54 year-old men.

 

With both demos watching video at the highest rates (79% and 71%, respectively), you’ll get lots of bang for your buck targeting men via online video.

Show Him a Little Tenderness

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According to a study by The Kinsey Institute, frequent kissing or cuddling—rather than frequent sex—is  is the strongest predictor of happiness in a relationship for men.

 

Sexual satisfaction was best predicted by frequent kissing and cuddling, sexual caressing by the partner, and frequency of sex. But having had more sex partners in their lifetimes was a predictor of less sexual satisfaction for men.

 

So don’t forget to appreciate the softer side of men.

Boys Just Want to Have Fun…on Mobile

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A snazzy tool called the Intent Index charts the motivations behind smartphone usage and reveals some stark gender differences. Men use their phones to do research more often than women (73% vs. 64%), compare prices and products (47% vs. 39%), manage finances (70% vs. 54%) and “escape” into games, apps and web surfing (79% vs. 61%).

 

On the other hand men are much less likely than women to connect with others via their mobile devices. Men are less likely to share (81% vs.95%), join a community (79% vs. 87%), “opine” (32% vs. 50%), “emote” (31% – 47%) or be creative (19% vs. 29%).

 

The differences come as little surprise because they mirror the gender divide in other areas of life. The real question may be whether mobile devices are changing how men connect, and some studies suggest these devices are pushing men to communicate more often.

Young Men Driving the Growth in Online Video

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According to a report by Frank N. Magid & Associates nearly twice as many Americans watch web video on a daily basis compared to the prior year, with 18-34 year-old males leading the charge.

 

Almost 40% of this highly coveted demo watches web video on a daily basis, an increase of 13 percentage points over last year. And this group says the PC/laptop is the top device they can’t live without, as well as their primary entertainment medium.

 

These young men also are driving growth in video viewing via “connected TV” devices and video game consoles. This means to effectively reach this audience, your advertising must cover all video-ready devices and not just PCs.

I’ll Share Mine If You Share Yours

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According to uSamp, men are less willing to reveal their names on social profiles than women.

 

But guys are more open about almost everything else, sharing their email addresses (55% vs. 42%), current location (35% vs. 20%) and political affiliations (57% vs. 52%) more often than women.

 

It looks like social media may become a great forum for developing contacts with men.