Monthly Archives: July 2013

Parents Attitudes Towards Smartphones

In a recent post, we detailed information on the amount of time children are using smartphones.  Today, we’ll look at what ages parents think kids should be using mobile devices.   Mobile devices can be a sticky subject for parents. While having a mobile device can certainly deliver educational content as well as a direct communication route between parent and child, there are certainly risks that come with kids using mobile devices unsupervised.    

images• Just 5% of parents think that children under 10 should have a smart phone, close to 40% of children under 10 are estimated to be smart phone owners

• One in four parents think feature phones are ok for children from 10-11.  Just 12% think that is an appropriate age for a smart phone

• The age of 12 seems to be the tipping point – 22% of parents thought that a smart phone was ok for a 12 to 13 year old. 30% of parents were comfortable with that age group having a feature phone

•27% of parents said that 14 year olds were ok to have a smart phone and 24% said that it was appropriate for 16 year olds to have them

• It’s estimated that 44% of children own a smart phone including 66% of kids 14-17

What Does This Mean To You?

Besides the fact that there would be no way in the world my parents would have entrusted me with a smart phone at age 12 – these studies are more evidence of how pervasive mobile adoption is.
As a business, it also means that you will need to do your due diligence with loyalty program as far as sms/text and email (email is rapidly becoming a mobile-first activity).  Make sure that you have age restrictions stated on signup – although that may not dissuade them for signing up. It might be a good idea to periodically have people “resign up” – offer them a special discount.  This could help you clean out database of unlikely customers.  If kids are a target audience for your marketing efforts – make sure you are complying with rules and regulations.  Also remember that just because something is legal, doesn’t make it right.  The rath of parent on social networks will be heard much louder than your explanation that you weren’t doing anything wrong by marketing to their kids.  For more information on how to get the most from your mobile marketing strategy, please contact:
Al Fiala

Source: Zact; eMarketer


Children and Smart Phones

The TV is often referred to as the electronic babysitter.  More and more, mobile devices are taking over as the device that pacifies today’s kids. New research is out that looks into children’s use of smart phones has recently come out and their adoption of mobile devices is much greater than previously thought.    

coppa122-resize-380x300• Among US families that own a smart phone, nearly 80% of children use the devices for at least one hour each day

• For teens 14-17 it’s over 85%

• More than 60% of pre-schoolers use smartphones at least an hour a day

• Over 20% of all children use them for more than 4 hours daily

• Nearly 30% of High school age children spend at least 4 hours a day using smart phones

What Does This Mean To You?

Anyone who thought that consumer’s use of mobile devices is a passing fad really does need to cast aside that notion.  While most consumers are rapidly becoming mobile first, many of today’s kids are becoming mobile exclusive or near exclusive.
That means the consumers of tomorrow will expect more from your business’s mobile offerings.
It also means that you will need to work harder to keep them engaged with your business.  Children’s use of smart devices also gives you many opportunities to create new customers and greater awareness.  Kids have an enormous amount of purchase influence on everything from what car parents drive to where they dine.  Placing your message in content that children tend to use can help you leverage their influence.  For more information on targeting consumers through relevant content, please contact:
Al Fiala

Source: Zact; eMarketer

Online Baby Boomers And Seniors

In yesterday’s post, we looked into baby boomers use of media.  While TV was #1, going online at home was second.  Boomers are also becoming much more mobile in their web use.  Another study is out that looks into the tablet activities that boomers and seniors engage in..    

senior-with-ipad-tablet• 60% of mobile boomers & seniors use the devices to look for information

• Nearly half make purchases with their mobile devices

• 44% have primarily surf the web and over one in four communicate with others about things they’ve learned during their web use

• 22% say that they have continued their information search offline after using a mobile device

• One in six said that information they learned on their tablet made them change their mind about a topic

• 16% contacted a business or organization after using their tablet

What Does This Mean To You?

It’s expected that over half of baby boomers will use mobile devices this year. We’ve seen how much economic impact boomers have and many of the activities they participate in
are shopping related.
57% of boomers and seniors went online to get shopping related information
Over 45% looked for coupons online
Two-thirds of Americans 50+ buy from e-retailers online

While they control a great deal of wealth, many seniors and boomers are on a fixed income and are looking to find deals and save money. This group is also the fastest growing segment on social media. That means they will not just look at prices they will be looking at comments, reviews and your social reputation can impact if they buy from you.  For more information on creating  online loyalty, please contact:   
Al Fiala

Source: IPSOS, MediaCT, Google; eMarketer; Pew

What Media To Baby Boomers Spend the Most Time With

Baby Boomers are one of the most lucrative audiences any business can target.
It is also one of the largest population segments in the US.  Baby Boomers make up roughly 20% of the total population and control a large percentage of the country’s wealth.  New research is out that shows what media baby-boomers spend the most time with.    

Baby-Boomers-Watching-TV• TV is the top media that Boomers spend time with. Over the course of a week, the average Baby Boomers will spend 15 hours per week watching TV

• Going on line at home is the second largest media activity among Boomers,
it comes in at just under 15 hours
per week

• Boomers will spend 5 hours per week going online outside the house (mobile web use)

• Boomers spend just under 5 hours per week listening to the radio

• Baby boomers also spend 2 hours per week reading the newspaper

What Does This Mean To You?

Why are Boomers a great target audience?
Adults 50 and older own 65% of the aggregate net worth of all U.S. households
Baby Boomers account for nearly $230 billion, or 55%, of consumer packaged goods sales
55-64 year old outspend the average consumer in nearly every category, including: food away from home, household furnishings, entertainment, personal care, and gifts
Knowing what media they use the most will help create effective and efficient campaigns that will help your business become a trusted source for Baby Boomers
For more information on leveraging target audiences to create great results, please contact:
Al Fiala

Source: IPSOS, MediaCT, Google; eMarketer; Consumer Expediture Survey; US Census; Nielsen

The Most Effective Mail Tactics

Over the past couple of days, we’ve looked into what digital activities consumers are using the most.  Email is the most used and use of email has increased by over 25% in the past 2 years.  Email gives you the opportunity to create targeted interactions and loyalty.  New information has come out that looks at what professional email marketers consider pertinent as part of successful email campaigns.

shutterstock_73640263● 71% said that relevant content is important

● Roughly 40% said that email segmentation is a big priority

● Over 35% responded that integration of email into other tactics and making email personalized is significant

● Over 30% intimated that testing emails for mobile optimization is a big consideration and over 15% said that you need to test your landing pages

● More than 15% said that auto-responses are something to look into

What Does This Mean To You?

In yesterday’s post, we talked about asking your customers questions about what they use could be extremely important in creating opportunities.  Asking them about what topics and offers they would read can make your email much more relevant. One of the great things about email is the ability to direct specific messages to specific consumers.  A traditional CRM can help to tie purchases to customers and then you can send specific offers to those customers on the products they buy.
This moves you email marketing from simply another ad in their inbox to valuable content.  With so much time being spent on social media, tying you email to your social presences is optimal.  For more information on making email more relevant to your customers, please contact:
Al Fiala

Source: Ascend2; Research Underwriters; eMarketer

What Digital Activities are Consumers Using More?

Yesterday, we looked at the digital activities consumers are using most on daily basis.  Today, we’ll explore what daily time spent on these functions and what getting used more often.  Daily reinforcement of you message is key in staying top of mind.

shutterstock_104635349●The average online user spends nearly 40 minutes per day on social networks

●In the past 2 years, daily usage of social media has increased by 42%

●Just over a half hour per day is spent checking or sending email – email interaction has grown by 26% in the past 24 months

● Online video has experienced the most growth, Online users spend an average of 24 minutes daily looking at online video.  That is a jump of 140% in the past 2 years

●Search has seen growth of nearly 49% in the past couple of years.  Currently online users spend just over 20 minutes per day on search engines

●They also spend close to 20 minutes a day playing online games. Online gaming is up over 30%

●Other online activities that consumers engage in for less than 10 minutes per day are blogging, listening to online radio stations, reading online newspapers and looking at online magazines

What Does This Mean To You?

When creating your strategies, it’s important to be aware of what your possible customers are doing with traditional and new media.  If you have a loyalty program in place, it would be worth your while to offer participants a special offer for filling out a survey or answering some questions.  This will help you become more efficient and effective. It will also open up the possibility for further questions that may help you with content creation and offers your customers will find valuable.  For more information on getting results from your digital consumers, please contact:
Al Fiala

Source: eMarketer; GfK; IAB

What Digital Platforms Are Used Most?

Last week, we showed data that talked about what digital activities consumers use most. Today, we’ll look at what platforms consumers interact with most on a daily basis.  The mobile revolution has put more digital platforms in the palms of consumers hands, increasing the use and the relevance of these platforms in consumers daily lives.

Social-Media-Tree● Over 90% of online consumers use email at least once a day

● Eight in 10 text once a day

● Over three quarters socially connect using Facebook daily, more than three quarters also interact with Twitter daily

● Seven in 10 reported checking Instagram and approximately two-thirds visited Snapchat or YouTube

● Nearly 60% reported daily visitation to Google+ and Pinterest

What Does This Mean To You?

What do most of these have in common?  They are native mobile functions or are becoming mobile first platforms.  Large percentages of consumers will check email on their mobile devices before they view them on a laptop or desktop machine.  Also, more and more evidence points to social media becoming a mobile function.  With so much consumer interaction being mobile in nature, it’s important that your mobile strategy be current with current mobile trends.
How often to you review your overall marketing plans to make sure they are up to date?
Are your plans at least mobile friendly?
What new mobile tactics have you initiated in the past 6 months to a year?
When was the last time you reviewed your main competitors web presences to see their level of
mobile acuity?
Staying top of mind mobile-ly is important, At the very least you need to be as mobile savvy as your chief competitor.  For more information on making your mobile presence felt, please contact:
Al Fiala

Source: eMarketer; GfK; IAB