Monthly Archives

May 2017

Clevver’s Erin Robinson Shares a Personal Story to Send an Important Message to Women

By | Blog

Premiering Monday, May 15th in support of National Women’s Health Week, It Got Real follows Clevver executive producer and host Erin Robinson on her personal journey as she struggles with fibroid tumors. With an all-female production crew, Erin takes the audience behind the scenes of her life—into her home, doctors’ visits, and surgery, in hopes of encouraging an open dialog with Clevver’s young audience on women’s health issues. As an official ambassador for National Women’s Health week, Erin hopes to inspire young women across the country to make their health a priority.

Millennials and the Mobile Experience

By | Acumen Insights

A survey by Osterman Research examined the mobile use, purchase habits, and financial goals of 3,000 smartphone-using Millennials (those aged 18 to 34).  The research revealed several findings:

Millennials want to do much more with their mobile phones than they are currently doing. Only 4 percent of Millennials currently use selfies to authorize purchases, yet 46 percent of them report wanting to do so in the future. Similarly, only six percent reported using selfies to verify their identity, but 39 percent said they would like to do so. Finally, only 5 percent of Millennials use selfies to enroll in new accounts or services, but 31 percent said they would like to.

Entering passwords on mobile are problematic for Millennials. Fifty-seven percent of Millennials reported incorrectly entering their passwords into a mobile device. Fifty-four percent reported having forgotten their password. Approximately 40 percent said they have been locked out of their account for not entering their password correctly. A little over half (51 percent) of respondents said they have had to answer personal questions to confirm their identity as a result of password complications.

Speed and convenience trump brand loyalty. Overall, most Millennials (72 percent) find that signing up for financial accounts on a mobile phone is relatively easy. However, of those that do not find the process to be simple and straightforward, a little over a third (34 percent) will look for a different provider that has a better mobile experience.

Concerns about security are a barrier for mobile experience. There are various barriers that prevent Millennials from adopting mobile for purchases, transactions, and other commercial activities. These include: concerns about the security of their data, concerns about identity fraud, a poor mobile experience, and the requirement to download several apps for one transaction. Overall, Millennials felt that security was more important than convenience when using their mobile phones for commercial purposes.

 

Teen Purchasing and Media Consumption Habits

By | Acumen Insights

Piper Jaffray conducted a survey of 5,500 teens to examine their purchasing and media consumption habits. When it comes to online shopping, Amazon is teens’ favorite website (43 percent). The second most popular online shopping websites were Nike and American Eagle (both 5 percent). Three percent of the teens reported Forever 21 and 2 percent reported Ebay as being their favorite shopping websites.

When looking at preferred brands, several brands stand apart from the rest. For footwear, Nike leads the way. Over half (52 percent) of respondents reported it as their preferred brand. The other brands that the respondents reported preferring include: Vans (9 percent), adidas (8 percent), Converse (6 percent), and Steve Madden (2 percent). Nike also is the top preferred brand for clothing—with 31 percent of respondents reporting that they use this brand. Other preferred clothing brands include: American Eagle (10 percent), Forever 21 (5 percent), lululemon (3 percent), adidas (3 percent), and H&M (3 percent). The research revealed that the fastest growing brands are Adidas and Patagonia. The brands that are losing relevance include: Under Armour, Michael Kors, The North Face, Ralph Lauren, and Vineyard Vines.

When it comes to restaurants, there was only slight difference between preferences of upper-income teens and average-income teens. For upper-income teens, both Chick-fil-A and Starbucks were preferable (12 percent). Upper-income teens also preferred: Chipotle (8 percent), Buffalo Wild Wings (5 percent), and Panera (4 percent). Starbucks was also the top choice for average-income teens (12 percent). Other favorite restaurants included: Chick-fil-A (7 percent), McDonalds (5 percent), Chipotle (5 percent), and Buffalo Wild Wings (4 percent).

When looking at media consumption, social media platforms are still very much popular. Snapchat (39 percent) and Instagram (23 percent) are the two most popular platforms for teens. Twitter and Facebook were equally as popular with approximately 11 percent of teens reporting that they use them. Pinterest was the least popular platform with only 1 percent of teens reporting that they use it.

Daily video consumption is also popular among teens. Netflix (38 percent) and YouTube (26 percent) were the most used services. Twenty-three percent of teens reported that they watched cable TV. Hulu was the preferred video streaming option by only 4 percent of the teens.

Millennial Views on Economic Vulnerabilities

By | Acumen Insights

GenForward, a joint survey between the Black Youth Project at the University of Chicago and the AP-NORC Center, examined perceptions of economic vulnerabilities from a sample of 18- to 30-year-olds. The research revealed that many young people do not have positive perceptions of their household’s financial situation. This is especially the case for African American and Latino/a Millennials. Only 29 percent of Latino/as and 34 percent of African Americans described the financial situation of their household as good. Forty-five percent of Asian Americans and 47 percent of whites described this. In addition, 82 percent of Latino/as and 81 percent of African Americans said they would have difficulty paying an unexpected $1,000 bill right away. Approximately 76 percent of whites and 68 percent of Asian Americans said the same.

Millennials were also likely to perceive that several systematic barriers prevented them from achieving their economic goals, especially African Americans and Latino/as. Just under half of African Americans (49 percent) and Latino/as (46 percent) said that wages not increasing fast enough to get ahead is a barrier to success. Only about a third of Asian Americans and whites said the same (35 percent). African Americans were more likely than any of the other races to report that lack of jobs in the community was a barrier to achieving economic success. Not having education was also viewed as a barrier to economic success by 35 percent of African Americans, 31 percent of Latino/as, 30 percent of Asian Americans, and 24 percent of whites.

The feeling of job security was most prevalent for whites. Sixty-three percent of them were confident that if they left their current employer, they could easily find another job. Approximately 53 percent of African Americans, 48 percent of Latino/as, and 43 percent of Asian Americans said the same.

Women and the Power of Social Influencers

By | Acumen Insights

Research by BlogLovin’ examined how and why women engage with influencer content. They surveyed 20,000 digitally-savvy women in North America between the ages of 18 and 49. The most preferred platform for following influencers was Instagram (61 percent). However, Facebook was a close second with 50 percent. Thirty-five percent of the women reported that Pinterest was their preferred platform for following influencers. However, the research found that 88 percent of the women follow influencers across multiple platforms—two or more. Facebook and Twitter were most popular for following food influencers. Instagram was the preferred platform for following fashion and beauty influencers.

There are various reasons why women follow influencers. The top reason reported by 64 percent of women was that the influencer posts about a niche topic they enjoy. Additionally, 62 percent reported that women follow an influencer because their posts provide inspiration that is actually achievable in their own lives.

According to the women, influencer marketing fails for several reasons. When asked what would keep them from engaging with an influencer’s sponsored social posts, 61 percent of women said that “It doesn’t feel genuine.” The women described reasons why they would perceive an influencer’s post as inauthentic and not genuine. Fifty-nine percent said that posts feel fake/inauthentic when the content is inconsistent. Thirty-six percent said the #paid hashtag and 34 percent said the same product being on other influencers’ feeds on the same days make posts feel fake/inauthentic. Further, 31 percent reported that having brand messaging in the post and the #ad hashtag caused posts to be perceived as such.

Influencers seem to drive action for women. Fifty-four percent of women reported having purchased a product or service after seeing it in an influencer’s posts. Approximately 45 percent reported following a brand directly from an influencer’s sponsored post. The women were also inspired to do other things because of their influencers such as: use a new product/brand they would have not considered (63 percent), take action or plan a new experience (63 percent), or use a product in a different way (58 percent).