Monthly Archives

March 2015

Multiculturals Make Music

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African-Americans, Asian-Americans and Hispanics are the “Multiculturals”—about one-third of the U.S. population with 53 percent under the age of 35. And according to a study by Nielsen, they differ in music purchases spending an average $111 on music per year compared to $104 for the total market.

Multicultural consumers are early adopters when it comes to using technology to discover and experience music; they are more likely to download music, watch music videos online, stream music and share it with friends via social media. Fewer multicultural listeners rely on over-the-air radio to discover new music (54 percent compared to 64 percent of non-Hispanic Whites).

Multicultural consumers also react more positively to music in brand marketing compared to the total market. They say music provides a connection to their identities and cultural journeys, and musicians are role models who personify their personal experiences. Multicultural consumers say they respond positively to ads with music they like (55 percent), 61 percent respond favorably to brands offering free downloads of a newly released single, and 48% respond favorably to a brand sponsoring a tour of a favorite artist.

Portable Pre-Shopping

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Thanks to mobile devices, consumers now research retail products before they actually step into a store according to a study by Ninth Decimal. The research found 81 percent of U.S. mobile users had turned to their devices to research retail items at home or work before heading to a brick-and-mortar, while 19 percent had engaged with mobile during a shopping trip. Almost three-quarters (73 percent) said they were more likely to engage with mobile ads before they shopped, while the remaining 27 percent were more apt to respond during a shopping trip or in the store.

Retailers who served ads offering discounts and sales may stand the best chance at grabbing consumers’ attention; 60 percent said they were likely to respond to retail-related mobile ads that contained information about discounts and sales. Product reviews (36 percent) and product information (35 percent) rounded out the top three.

Consumers Who Crave Culture

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African-Americans—44 million or about 14 percent of the U.S. population—make up a powerful group with a growing impact on businesses and a report by Nielsen shows they want companies to recognize their unique culture. Among 18-54 year olds, 87 percent of African-Americans felt cultural recognition was important compared to 59 percent of the general population; 73 percent stated cultural heritage was a critical part of their identity.

The need for cultural recognition translates into African-Americans’ purchasing choices. Forty-four percent said they are more likely to purchase products owned or supported by African-Americans or other multicultural groups, and 43 percent are more likely to patronize a business if it’s minority-owned. African-American celebrities and musicians also have an impact with 20 percent of African-Americans 18-54 saying they are more likely to purchase a product supported by these stars.

Using mobile platforms for advertising is necessary to capture the African-American consumer; 62 percent say advertising content on mobile phones and devices useful. TV ads provide 53 percent with useful information about new products and services; perceptions of advertising in newspapers, magazines and radios’ match the general population.

Parenthood Changes Millennials’ Patterns

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FutureCast looked at data for Millennials ages 25-34 and analyzed how parenthood impacted their economic outlook and civic commitment. Millennial parents were optimistic about the future compared to the general population saying they will be ‘somewhat’ or ‘significantly’ more well-off 12 months from now. Overall, millennial parents showed an increased propensity toward shopping and spending; before they had kids 45 percent of Millennials 25-34 years old said they ‘rarely go shopping’ but the figure drops to 29.5 percent after parenthood.

Civic involvement and environmental concern also appears to decline with parenthood. Among Millennials without children, 12.5 percent belonged to a civic organization and 10 percent to an environmental organization; the figure was 0.3 percent and 0.2 percent, respectively, for parents. Attitudes toward recycling most dramatically demonstrated parenthood’s impact on Millennials; they over-indexed against the general population in recycling activity before having children, but this activity declined from “very often” or “sometimes” to “never” once the kids arrived.

Reading Matters

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Millennials, like generations before them, have attracted ire from their elders for being superficial, self-obsessed and anti-intellectual. But a study from the Pew Research Center offers some vindication for the younger set; Millennials age 16-29 years old are reading more books than the over-30 crowd.

Some 88 percent of Americans aged 16-29 said they read at least one book in the past year compared with 79 percent of those over 30. Millennials also were more likely to say important information is not available on the Internet; 62 percent agreed on the importance of seeking information outside of the Internet compared with 53 percent of older Americans. At the same time 79 percent of Millennials believe people without Internet access are at a real disadvantage.

VerveGirlTV Joins the DEFY “Creators Progam”

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We have signed VerveGirlTV to our network as part of the “Creators Program,” which aims to support YouTube partners with new programming and co-production offerings to expand their businesses and build audiences.

The creators of hit series Carmilla, VergeGirlTV is back with a new scripted series Ms. Labelled, a witty, vlog-style comedy series set in the fast-paced, high-pressure world of fashion. The series features Ella (Rebecca Liddiard; Between), a young fashionista who tries to find her own voice in the industry by launching an upstart fashion blog, after landing a job at a magazine overseen by editor-at-large Jeanne Beker. The series extends onto social platforms through Instagram, Tumblr and Twitter where fictional and real world fashion vloggers, along with the fans of the series, can share, discuss and dissect fashion and fashion trends.

As part of the new partnership, DEFY will support the series on its female focused property The Gloss through cross promotion on the website and social channels as well as brand integration of The Gloss into series itself.  The DEFY-owned property is a women’s beauty and fashion brand that isn’t afraid to tell it like it is: smart, fun, snarky but never condescending, and always honest.

The DEFY Media “Creators Program” is focused on personalized support for partners including channel optimization, merchandising, sponsorship, content distribution, and monetization. Currently there are more than 100 select, premium channels in the program such as The Game Theorists, Kingsley, Mark Crilley and Greg Benson/Mediocre Films.

Hype About Teens and Facebook

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In a survey by Niche of 7,000 class of 2014 high-school graduates, students ranked 50 popular apps and websites based on usage. While some media outlets have reported teens tiring of Facebook, 61 percent said they use the platform on a daily basis compared to 51 percent using Instagram daily. Netflix dominates video streaming with students showing a clear preference for the service over Hulu and Amazon Prime; for music streaming 77 percent login to Pandora daily, topping Spotify and Beats.

YouTube demonstrated the most widespread use with 97 percent claiming to have used it at some point. Facebook had been used at some time by 87 percent of teens; 8 percent had used LinkedIn, surprising given its focus on careers.

While students use a bevy of messaging apps, the hype around anonymous messaging apps may be false. Despite reports about anonymous apps like Yik Yak running amok at high schools, 97 percent of the high school seniors reported having never used the app. The same goes for anonymous secret-sharing app Whisper (95 percent reported having never used it).

Youth at the Mercy of Media

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MTV commissioned a study—Beta Life Reloaded—to see how entertainment habits evolve as technology plays a greater role in everyday life and what has changed since its original Beta Life study in 2009. Findings show for every hour they’re awake, young people consume three hours of media and entertainment—an average 31 hours of screen time with ten of those hours going to TV and video. They average a total 47 hours of media activity on an average Saturday, exceeding 24 hours because they consume multiple forms at once. In 2009 they averaged 23 hours a day; thus content consumption doubled in five years. On average they turn to eight favorite websites, seven music artists, six TV channels, six brands, five stores, four magazines, and four radio stations for content.

Nonetheless young people still value “real-world entertainment.” Youth categorized “hanging out with friends” as the most entertaining activity, and seven out of ten said they don’t get to hang out with their friends as much as they would like. They also place a high value on “offline” activities they do less frequently, like spending time with friends, pleasure reading, playing sports, going to movies, and shopping.

Now You See Me Now You Don’t

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A new study by marketing firm Sumpto reported on by eMarketer and Mashable found 77 percent of college students (18-24 years old) who use media access Snapchat at least once per day. Daily Twitter use landed a distant second at 46 percent of respondents, 11 percent posted daily to Facebook, and just 10 percent used Instagram daily.

The study included some not-so-surprising information — for example, most college students use Snapchat on Friday and Saturday evenings. The most popular Snapchat use case was “creativity” (37%), followed by “Keeping in touch” (27%) and “easier than texting” (23%). The largest percentage of respondents (35 percent) viewed Snapchat as the social network where they had the most privacy, compared with just 20 percent for Facebook.

Almost half (43%) of college-age users said they would open a Snap from a brand they’d never heard of, and 73% said they would open one from a brand they did know. Close to 70% of students said they’d even add a brand as a friend if they also followed them on a separate social network like Facebook or Twitter.