Back-To-School Goes Mobile

The back-to-school shopping season is still going on.  Even in these tough economic times, 9 out of 10 back to school shoppers said they are spending equal to or more than they did last.  According to a recent study, mobile devices are having a huge impact on back-to-school shopping.

• 64% of back-to-school shoppers will use smart phones to make a purchase
• 61% will use smart phones to get pricing information
• 43% will download discounts, coupons or sale information

While back-to-school shoppers may plan on spending more, they are also stretching their dollars as far as they can:

• Nearly two-thirds of back-to-school shoppers said that low prices are the top factor in choosing which retailers to shop
• 55% said they will only buy products they absolutely need this season
• 26% said they will reuse items from last year instead of shopping.

What Does This Mean To You?

There is no denying how engrained mobile is becoming with consumers.  With high gas prices and the tightening economy, consumers are doing as much research as possible before shopping and mobile technology makes it easy.  So even if you are not traditional back-to-school type retailer, you can benefit from back-to-school shoppers.  Consumers are hunting for deals and mobile can help you be seen.  Mobile solutions will help you gain awareness and get results.  For more Information on how mobile solutions can grow your business, please contact your Orlando Sentinel Media Group Representative or:
 Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: Deloitte

Tablet Owners Tend To Be Young And Wealthy

By the end of 2010, 9.7 million US adults owned a tablet, this year, that number is expected to skyrocket to 24 million.  The growth in tablet ownership is happening in some very desirable population segments.
Tablet statistics -November 2010 to May 2011:

• Ownership among adults age 18-29 increased 100%
  (12%  18-29 year olds own a tablet)
• Hispanic ownership increased 114%
  (15% Hispanic adults own a tablet)
• Households with incomes of $50,000+ increased 127%
  (25% of adults with household incomes $50,000+ own a tablet)
• Households with incomes $75,000+ increased 88%
  (17% of adults with household incomes of $75,000+ own a tablet)
• Overall tablet ownership has grown 60% since November

Why This Is This Important To You?

Tablet ownership is expected to jump this year and the people who own tablets are great targets for your business.   Tapping into this lucrative group can mean a huge boost to your business.  For more information on how to reach tablet owners, please contact your Orlando Sentinel Media Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: Pew Internet & American Life Project; EMarketer

E-Commerce Continues to Grow

It wasn’t too long ago that consumers were wary of shopping online.  But it seems to be a thing of the past.  This year, retail ecommerce will reach nearly $190 million.

• Over 70% of internet users, or nearly 150 million consumers, will make
  an online purchase in 2011.
• Nearly 180 million consumers will research a product online
• By 2015, over three-quarters of internet users 14 and up will shop online

What Does This Mean To You?
In Central Florida, over 1.7 million adults bought something online in the past year.  Do you have online shopping capabilities? If you do, are you promoting it in your campaigns?  Shoppers today are looking for ways to save time and money and they are relying on ecommerce more than ever before.  For more information on e-commerce solutions or how you can better promote
your e-commerce capabilities, please contact your Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source:  EMarketer

Tablet Owners Are Prime Targets

Currently around 9% of shoppers own a tablet computer, and that number is expected to grow tremendously in the coming year. But more importantly, tablet owners account a large part of mobile ecommerce.

• 20% of total mobile ecommerce came from tablets
• 60% of tablet owners shop on the device
• 40% of tablet owners use their tablets instead of their personal computers when both are available
• By 2015, it is expected that 1/3 of adults will own tablet devices

What Does This Mean To You?

Consumers consider tablet computers the preferred way to shop on mobile devices.  In app advertising will give you exposure to an upscale audience or you can have an app custom developed for you.  For more information on how you can effectively and efficiently get involved in apps, please contact your Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: Forester Research

Mobile Gaming Expected To Grow

Smart phones technology continues to create new ways for you to get yourmessage in front of consumers.  A recent survey from ABI Research shows that mobile gaming is latest to be poised for big gains.

• Currently, 50% of people surveyed under 40 played  a game on their handset
• 20% of people over 40 played mobile games
• In 2011, $5 billion is revenue was derived from mobile gaming
• By 2016, mobile gaming revenue is expected to grow to $16 billion
• In app purchases account for 1/3 of revenues today, it’s expected to grow
  to one-half in the next 5 years.

What Does This Mean To You?

People are not just playing mobile games; they are spending money while playing them.  Mobile gaming can give you added awareness, increased engagement and a revenue stream.  For more information on how you can see results from this latest mobile trend, please contact your Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: ABI Research

Consumers Using Mobile For Product Research

Mobile is rapidly becoming a research tool for shopping.  Whether it’s search, UGC, or social media – over 60% of consumers started their purchase path on a mobile device.

How consumers use their mobile devices in product research

• Checked for sales & specials: 33%
• Looked up store information: 33%
• Checked product rankings & reviews: 32%
• Looked up competitive pricing on Amazon: 31%
• Browsed online store for products of interest: 31%

 What This Mean To You?
Plain & simple, you need to utilize mobile marketing.  Consumers are using mobile devices for researching, shopping and paying for goods & services. You need to make it easy for consumers to find you and shop on mobile devices.  Mobile optimization is just the first step.  From permission based SMS campaigns to QR codes, mobile sponsorships and even apps – there are many ways you can grow your business with mobile.  For more information on how you can move your business into the mobile space, please contact your Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: PowerReviews

In-Stream Online Video Boosts Recall

There is no arguing that people are regularly viewing online video.  Now, there is new evidence that in-stream video can greatly increase ad effectiveness.

• Over 50% of recalled seeing pre-roll, mid-roll or post-roll video advertising
• 48% remembered the brand or ad’s subject
• 20% of consumers took action because of the ad
• Pop-up and video banner ads had consumer recall of 40% or higher as well

 What Does This Mean To You?

It’s not just about consumers seeing ads, video helps them remember your message and spurs consumer activity.  Online video advertising can make your marketing campaigns more memorable to consumers and potential customers.  For more information on how you can gain increased awareness through online video, please contact your Orlando Sentinel Media Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source:  EMarketer

Search Is Imperative To Consumers

Consumers have numerous resources available to them when researching products.  But the place most of them start the process is with search.

Where consumers start their online research

• Search engine and look for top results: 57%
• Brand’s sight because of reliable information: 20%
• Retailer’s site to compare brands under one umbrella: 18%
• Social networks like Facebook for recommendations: 35%
• Pose a question on Twitter :1%

What This Mean To You?
Consumers view search engines as their decision starting place.  To benefit from this activity, you need a SEO program in place.  If customers don’t know who or where you are, they can’t buy your goods & services.  SEO success means higher store traffic and more potential sales.  For more information on how you can gain a competitive search advantage over your competition, please contact your Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: Emarketer

Friends Are More Important Than Experts

In social media, “friends” have a greater influence than experts in making product decisions.

Online voices that have the greatest influence on product decisions:

• Facebook friends & people in your social circle – 55%
• People who you may not know, but have similar interests – 55%
• Experts – 51%
• Online “Friends” who you don’t know outside social media but follow – 39%
• Brands – 38%
• Retailers – 35%
• Influential bloggers – 26%

What This Mean To You?
It’s obvious how much customers rely on other users for insight in making purchase choices.  What are you doing to promote your social presences and capitalize on “likes” and followers?  These are powerful resources in your marketing arsenal, and you need to market them to monetize them. Remember, 75% of people who “liked” a brand did so because of advertising.  For more information on how your social messaging can be more effective, please contact your Orlando Sentinel media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: EMarketer, Compete

Online User Generated Content Boosts Sales

Consumers rely on reviews to make decisions. In fact, new research from Power Reviews shows us that over 80% of U.S. consumers read online user generated content in their purchase process.

Community and social tools that impact consumer behavior:

• User Generated Customer Reviews: 49%
• Customer Q&A: 42%
• Community Forums: 26%
• User Generated Product Videos: 15%

What This Mean To You?
This is just another way you can optimize and monetize your social offerings.  Good user generated content is like a testimonial for your business.  Make sure that you have verbiage that allows you to use your “likes”, followers and reviewers comments your campaigns. It’s also very important that you monitor your social media offerings.  This will help you resolve issues and eliminate unflattering comments.  For more information about how you can better  utilize social media and UGC information in your campaigns, please contact your Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

 Source: PowerReviews