In-Store Mobile Use Crosses Generational Lines

Consumers aren’t just using their mobile devices as part of their shopping experience; they rely on these devices while in-store to assist in the buying process. New research is out that shows consumers of all ages, not just younger shoppers, take their mobile devices with them on shopping trips to make sure they get the best deal available.

● 97% of Generation Y shoppers (Age 18-29) rely on their smart phones at least sometimes when shopping in-store as did 91% of Generation X shoppers (Age 30-43)
● More than eight in 10 Young Boomer consumers (Age 44-53) bring their smart phone with them specifically to aid in shopping while in-store
● Near 70% of Older Boomers and Seniors (Age 54+) took their smart phone into a brick and mortar location
● 88% of Gen Y consumers and 89% of Gen X shoppers think their device makes them a smarter shopper
● 87% of Young Boomer and 85% of Older Boomer / Seniors think agree that smart phones that bringing their smart phones makes them a better informed customer

What This Means To You

Mobile consumers are nothing to be afraid of. In fact, mobile devices offer functionality that can give you a competitive advantage.
Make it convenient to find the information they want – Consumers are relying on reviews, product video’s and UGC to make better decisions. By paring QR codes with products, you have the ability for consumers to easily get specific product reviews along with testimonials from your customers and provide special offers
Develop loyalty – Do you have a loyalty program? Again by using QR codes, you can easily have consumers sign up for your loyalty program and provide them with discounts that will keep them coming back. You may also be able to gather some data that makes it possible for you to create more effective offers.
Make shopping more social – Most CRM solutions allow for the inclusion of email addresses. Many are now including social information. Look for functionality that allows for customer social automation. After the loyalty program customer makes a purchase of a certain value, they are given the opportunity to socially share their information and earn rewards —
They buy a sweater, they get a message asking if they want to earn a discount for sharing with their connected networks and are shown an automated message, when they agree a message is sent out via social networks talking about the great deal they got on a blue sweater from your store. The costumer is texted a coupon for their next shopping trip.
You’re not going to stop the tide of mobile assisted shopping, the best you can do is offer solutions that help them keep shopping with you. For more information on how to monetize mobile shopping, please contact:

Al Fiala
amfiala@gmail.com

Sources: Local Search Association; Thrive Analytics

Who Are Social Networkers

Most companies have some kind of social networking activity – even if it is
as simple as just a Facebook page.  But are you getting the most out of
your social presences?
Do you know who today’s social media’s users are?
New research is out that looks at who is using social media today – knowing this can help your business optimize what social activity they are involved in.

• Today, over 70% of internet users are using social media and use is still climbing.

• In the past 6 months, social media penetration has increased by nearly 10%

Social networkers as a percentage of total internet population:

• Gender

oMale: 70%

oFemale: 74%

• Age Group

   ○ 18-29: 89%

   ○ 30-49: 78%

   ○ 50-64: 60%

   ○ 65+: 43%

·   Ethnicity:

   ○ Caucasian: 70%

   ○ Hispanic: 80%

   ○ African-American: 75%

• Education:

   ○ Some College: 73%

   ○ College Graduate: 72%

·   Household Income:

   ○ HHI $50,000+: 78%

   ○ HHI $75,000+: 71%

What Does This Mean To You?

The targeting aspect of social media is something that should not be overlooked.  While younger age groups are certainly more apt to use social media, there are large percentages of the 50+ and senior population using social media.  In fact, seniors are the fastest growing segment of the social scene. Because they are newer social networkers, they are also not as jaded as those who have spent a great deal of time on networks.  This upper age group is also a large user of TV –social networking is easily paired with TV and will increase the engagement levels with your message.  So if you are looking to create a loyal customer base with adults age 50+, social media is something you should explore.
For more information on creating lucrative opportunities through targeting, please contact:  

 Al Fiala
amfiala@gmail.com

 

Source: eMarketer; Pew

What Social Moms Share

Last week, we posted information on how moms use mobile devices in the shopping process.  Today, we’ll look at new information on the social activity that moms engage in and the content they share.
Because moms are so active on social networks, they can be a powerful force in helping you create engagement.

•Moms age 25-54 are 3x more likely than the general public to share content

• The top 5 content types that moms share are:

   ○ Parenting topics – 18%

   ○ TV & Movies – 15%

   ○ Technology – 10%

   ○ Health – 6%

   ○ Politics – 6%

• The top 5 content types that moms consume:

   ○ Movies & TV – 22%

   ○ Casual & online games – 10%

   ○ Parenting – 9%

   ○ Music – 8%

   ○ Sports – 6%

What Does This Mean To You?

Because of the huge influence that moms have over the opinions of other moms, the types of content that they share is very important.  So if you are looking to create engagement with moms, parenting would be naturally a place to start.  But entertainment content should not be forgotten.  Not only do they consumer this type on content but they share it as well.  Casual and online game is a great place to reach moms and while they may not share scores and outcomes like they have in the past, it does take up 10% of what they do online.  One of the biggest benefits to social marketing is the ability to find, influence and leverage groups based on their activities and content.  We’ve talked about dedicating space to highlighting content on your own web presences to build engagement.  You should also take the time to letting people know you have this content through social means.  Tweet out to your followers and customers about something great that may be on your site.  When you get a tweet linking you to something interesting or informing you believe your customers would enjoy – instead of just re-tweeting it, think about contacting the content provider and asking them if you can put the information on your site and then tweet it out linking to your page (please ask first and make sure you give the proper credit where the credit is due). The more you can tie yourself to the content that your targets want, it increases your value to them.  For more information on developing target audiences, please contact:

Source: eMarketer; ShareThis

It’s Social World After All

Pretty much everyone who’s been to Disney will agree – the animatronic children in the “It’s a Small World” are kinda creepy.  If the Disney brand was looking for a true scary movie – they could trap people on the ride because those things look like they could go Chucky at any second.  I bet the song itself would be more effective than waterboarding to get information out of terrorists.  All that being said – new research is out today showing just how big social networking has gotten globally.   

• Worldwide, one in four people belong to a social network – that’s 1.7 billion users

• Year over year, the number of social networks has grown by 18%

• By 2017, the number of social networkers is expected to hit nearly 2.6 billion people or 35% of the internet users

• In the US  nearly 164 million people belong to a social network equaling 52% of the population

• China has the largest social population at 366 million people

• In less than 5 years, 184 million people in the US will be on social networks.  That’s a growth rate of 12%

What Does This Mean To You?

Social networks allow you to expand your businesses footprint and create new revenue streams.  But doing business internationally may require that you consult with a professional in the field.
Expanding your marketing efforts to the global consumer may require you to become more  socially savvy .  While you probably won’t need to create messages in other languages, how you convey your value will most likely week to change.  Consumers from many countries are much more networked than US consumers; it might be a good idea to become as connected as possible to monetize them.  Social networks can bring you more business, just having a Facebook page or twitter account is not social marketing.  You need to create a strategy.  For more information on social tactics that generate success, please contact:
Al Fiala
amfiala@gmail.com

Source: eMarketer;

Snapshot Of A Twitter User

Yesterday, we provided information on who the average Facebook user is.  Today, we’ll take a look at the world’s number two social network – Twitter.  Twitter is rapidly becoming a mobile-first social entity.  By utilizing Twitter, you can connect with engaged followers where ever they might be.

• Twitter nearly 130 million active users

• One-third of Twitter users are over the age of 45

• Over half of Twitter users utilize the network via mobile device

• Over one-third tweet at least once a day

• Nearly 60% of Twitter users are female

• The average Twitter session last 14 minutes

What Does This Mean To You

Social media give you the ability to connect with a great consumer base with
high household incomes.
In the next 12 months in Metro Orlando, Social networkers are:

• 15% more likely to buy furniture

• 13% more likely to buy an appliance

• 17% more likely to buy a home

• Nearly 50% more likely to buy a mobile device

• Nearly 25% more likely to buy a vehicle

Social consumers are active buyers, for more information on leveraging these valuable consumers, please contact:
Al Fiala
amfiala@gmail.com

Source: OnlineMBA.com; Kalena Jordan, SearchEngineCollege.com; sitepronews.com; The 2012 Scarborough Report, Release 1

Parents And Teens Online

Parents and teens have always had differences in their choices of music, clothes and food.  Surprisingly, today’s parents and teens have similar behaviors when it comes to internet enabled devices.  A new study has come out that looks at the time parents and teens spend online and the devices they use.

• Laptops were the devices used most often by both teens (37%) and parents (35%) to access the internet.  Desktop devices were second, teens (30%) parents (32%)

• Parents (15%) spent slightly more time
online with smart phones than teens (14%)

• More evidence was shown that gaming is not just for kids . Teens spent 6% of their time online with gaming consoles, adults spent 7% of their online time with consoles

• Teens (5%) spent more internet time with tablets than their parents (4%)

What Does This Mean To You

Both teens and their parents spend a large amount of time online using mobile devices.  Its further evidence proving that mobile web use will overtake standard access in short order.
We’ve recently showed research about how many companies currently have a mobile solutions and the amount that will be soon getting into mobile. Is your business currently optimized for mobile?
If not, why?  Mobile is the way many consumers find local businesses.  It also gives your message a conduit to active consumers.  Many consumers don’t just rely on their mobile devices, they are addicted to them.  By not utilizing a mobile solution, you are putting revenue at risk.
If you have a mobile solution, how current is it?  Is your staff well-versed in your mobile offerings? How well does the site operate?  These are questions that you need to ask because they have a direct bearing on if consumers will use it.  If shoppers do not have a good initial user experience, they will likely move on to another site.  A bad mobile experience can create a loyal customer for one of your competitors.  For more information on using mobile to create revenue, please contact:
Al Fiala
amfiala@gmail.com

Source: eMarketer; McAfee

Email Delivers Success

Email marketing maybe considered old-school digital engagement, but it is still extremely successful.  It doesn’t matter whether you are using house or prospect lists, newly released data shows that email is delivering better results now than in the recent past.

• Two-thirds of marketers worldwide said that email was their most successful marketing tool

• From 2010 to 2012, the open rate for house email lists jumped 13% -the current open rate for house lists is at 22%

• During the same period, the email open rate for prospect lists increased slightly, from 11.2% to 11.4%

• The click through rate for house lists increased 17% from 2010 to 2012 and the CTR for prospects jumped 86%

• Email has the highest return on investment of any direct marketing effort
at 28%

What Does This Mean To You

Email is a great tool for creating one to one digital connections. Through advances in audience targeting techniques and automation tools, email has become more effective.  The key to any successful email campaign starts with your target audience.  Delivering offers they find valuable will elevate your image with consumers.  Creating generic offers or not targeting specific messages for specific segments might get your communication classified as SPAM in consumers mind.  There are many legal caveats to marketing via email.  Consulting with an email specialist will help ensure your company doesn’t violate any laws and keeps your business in a positive light.  For more information on how you can develop loyal customers and get great results with email,please contact:
Al Fiala
amfiala@gmail.com

Source: eMarketer; CMO Council; Direct Marketing Association

Top Mobile Shopping Activities

Nearly 85% of U.S. adults own a mobile phone, one in four own a smart phone. Mobile devices have become fixtures in our everyday lives. A new report details just what mobile shopping activities consumers take part in during an average month. Knowing the types of activities they participate in can help you create or modify your current mobile strategy and reach your goals.

• 38% of consumers compared prices via mobile web while shopping in a store

• 38% also browsed products through websites or apps

• Nearly a third read product reviews online

• One in four searched for coupons online

• 22% made a purchase through a mobile device

• Over 20% scanned a QR code for product or price information

• One in six used location based services

What Does This Mean To You?

Mobile devices are used in nearly every part of the buying cycle. From research to purchase, mobile has become a tool for shopping. When was the last time you took a good look at your online presence through a mobile device? Does your company have a mobile site? It’s important that your site be easily read and navigated across all mobile platforms. Don’t just look at how it displays on an Android or iPhone device, check how it looks on a Blackberry. Also, what is the point of your mobile offerings. Mobile sites and standard sites are used in different ways. Refine your mobile strategy so it’s focused on specific objectives. If you are trying to do too much with your mobile site, it will probably not offer the best user experience.please contact:
Al Fiala
amfiala@gmail.com

Source: Nielsen; The 2011 Scarborough Multi-Market Report, Release 1

Just Who Are Social Networkers?

Across the US, 45% of all adults are engaged in social networks.  As more and more social networks develop and companies get involved in social media, knowing just who social users are is very important.  A recent study from Nielsen shows us who is using social networks.

•       There are more women on social media than men – 53% of social networkers are female

•       There are more seniors on social networks than teens – Over 30% of social networkers are age 50+.  The majority of social networkers are 18-34 (27%) and
25-49 (28%)
Less than 15% of those involved in social networks are under 18

•       Nearly 80% of social media users are white, 12% are Hispanic and 10% are African-American.  3% are Asian or Pacific-Islanders .

•      Over 40% of adults social media users have household incomes of $75,000+.  More than one in four have househ9ld incomes of $100,000+

•       One-half of social networkers have children in their homes.  Adults who use social media are 25% more likely to have children

 

What Does This Mean To You?

There are over 800 million Facebook users and there it is estimated that they could reach 1 billion members this year. Twitter is on pace to have 500 million total users and 250 million active users by year end.  Google+ is still growing and Pinterest has recently burst upon the scene.  There is no doubt that social networks have given consumers new ways of learning about, recommending and reviewing products.  Just having a social presence is not enough.  Successful brands on social networks interact with their users and provide them content.  Unique content and promotions are the reasons why people follow brands in the first place.  Social Media also means that customer service is even more important.  Consumers now have the ability to tell everyone all at once about poor customer service and sub-par products.  Developing a robust social media strategy is incredibly important.  You need to think about how you interact with consumers & followers and negative comment response mechanisms.  The bright spot is that consumers can also tell everyone about positive experiences and recommend you to all their friends.  These virtual testimonials are worth their weight in gold.  For more information about winning social media strategies and reputation management, please contact:
Al Fiala
amfiala@gmail.com

Source: Nielsen; The 2011 Scarborough Report, Release 1, Facebook; All Things Twitter

Targeting For Mobile Success

Creating engagement and addressing consumers needs are two things that are pivotal to any successful marketing campaign.  Targeting is a great way to connect and engage prospective customers.  There is a new study out that tells us how important targeting is with mobile advertising.

• Editorially aligned mobile ads have a click-through rate five times that of non-aligned ads

The top targeting strategies for mobile ads are:

• Geographically – 65%
• Keyword/contextual – 64%
• Behavioral  – 54%%
• Age – 47%
• Gender – 41%
• Handset/Device – 35%
• Retargeting – 25%
• Current location – 24%
• Time of day – 20%

What Does This Mean To You?

Content = Engagement.  It’s as simple as that.  Consumers are more likely to spend time with wanted content and attaching your message ad to that content will drive more consumers to you.  Also, targeting people by where they are, what they are looking for or what they are interested in are very effective ways to make your message more “sticky”.  For more information on pairing your message with valuable content and targeting consumers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: EMarketer; Kontera; JumpTap; Digiday