Independents growing but less likely to vote

blakelybullets — Mon, 23 Jan 2012 08:00:17 +0000

With a long political year just getting started we thought it would interesting to review some findings from a recent study conducted by The Media Audit. In the two-year study, they found that more U.S. adults are identifying themselves as Independents and they are also less likely to vote when compared to Democrats or Republicans. We saw this firsthand in last year’s local mayoral election where Republicans and Democrats both voted at much higher levels than Independents. Some stats from the study:

32.2% identified themselves as Independents in 2008, a general election year, compared to 35% in 2010. That’s an 8% increase and represents tens of millions of potential voters across the country.
In 2008, the percent of Independents who voted in a local, state, or national election was 64.2%, compared to 82.6% for Republicans and 74.5% for Democrats.
In 2010, 56.4% of Independents had voted in a local, state or national election compared to 67.8% for Democrats and 76.4% for Republicans.

The Bottom Line

If you’re running for office in a in an area that is more balanced, Independent voters could tip the balance — if you can get them out to vote. A strong field campaign to support other targeted communications could be the difference.

Source: The Media Audit

Shopping with kids less fun for moms

blakelybullets — Mon, 16 Jan 2012 08:00:55 +0000

A recent study by American Mom Report from BabyCenter and ComScore found out something we all probably could have guessed — moms find shopping much less enjoyable when the kids are along.

Before they have kids, women described shopping as “relaxed,” “impulsive,” and “social.”
Moms find shopping “rushed” (258 index compared to general population), “stressful” (188 index), and ”overwhelming” (167 index).

It’s one reason why that demographic is increasingly shopping online and with their mobile devices — even while they’re in a retail store.

Forty percent of moms have shopped using a mobile browser in the past 30 days.
They’re all for anything they can do to save time/effort in the shopping process — including new tools and new online support communities. Moms were more than three times as likely to text a picture of a product before purchasing it.
And they’re competitive in terms of saving money — much more likely to scan a bar code or QR code.

The Bottom Line

Moms are often trendsetters when it comes to shopping. So even if they aren’t your target audience what they’re doing today is likely to show up with your customers down the road.

Source: American Mom Report from BabyCenter and ComScore

TV Viewership

blakelybullets — Mon, 09 Jan 2012 08:00:53 +0000

Some stats from Nielsen research on TV viewership and gaming.

It’s no mystery that older people watch more TV, but it’s also true that women watch more live TV than men in every age group over 18. They also watch more “time-shifted” programming recorded on DVR.
Women under 45 engage in DVD viewing more than men, but over 45 it changes.
Regardless of age, males dominate video gaming with playtime reaching over four hours per day for those aged 18 to 24.

The Bottom Line

If you’re targeting women and older adults, make sure TV is part of the discussion when you’re doing you marketing plan.

Source: The Nielsen Company

Moms actively search out brands on social channels

blakelybullets — Mon, 02 Jan 2012 08:00:41 +0000

According to a recent survey, 31% of moms seek out brands they liked on Facebook and another 11% liked a brand after they saw that their friends had liked it. Other findings include:

• 68% of moms don’t mind having brands contact them through social media if they feel the content is relevant to them

• 62% say that a positive product experience is the biggest motivator for them to talk with others about a brand

• 33% most wanted to share coupons with friends

• 72% trust the content of a brand/product website, followed by third-party content on Facebook (68%) or articles (68%)

• 29% report that email is still the top way that they want to hear from companies

The Bottom Line

If you’re targeting moms specifically, you should pay close attention to how you’re interacting with them through social media. If the content you’re providing it relevant, you’ll have a greater chance of engaging them in your brand.

Source: ADAGESTAT

Time spent with major media now 11 hrs. 33 min. per day.

blakelybullets — Thu, 29 Dec 2011 21:48:57 +0000

A recent report from eMarketer shows that total time spent with major media rose 11 hours and 33 minutes per day in 2011 vs. 2010. Major media include TV (live and recorded viewing), Internet, radio, mobile, newspapers and magazines. TV viewership increased 10 minutes over the previous, Internet increased 7.7% and mobile 30%. Time with each media includes:

TV — 4:34
Internet — 2:47
Radio — 1:34
Mobile — 1:04
Newspapers — :26
Magazines — :18

The Bottom Line

Digital media usage continues to grow and should become a bigger part of your marketing communications efforts, especially mobile which is now ahead of newspapers and magazines combined.

Source: eMarketer, December 2011

Online ad spending to grow to 17% in 2010, up from 15.4% this year

blakelybullets — Tue, 01 Dec 2009 15:54:17 +0000

According to a study by GroupM, online advertising will account for 17% ($24.5 billion) of total U.S. ad spending in 2010. That is up from 15.4% this year and 13.9% in 2008.

Search marketing will account for 43% of online advertising and display ads 34%. Mobile ad spending will rise to 6% next year, or $3.3 billion.

Though online advertising is the fastest growing media segment, it will still be 15 years before online advertising accounts for 1/3 of total ad spending, assuming the recent 1.5% annual growth.

The Bottom Line

You should have an online component in your overall strategy — but there’s still an important role for traditional media and other marketing strategies. The key is understanding your market and how they get their information. If you haven’t completed an overall marketing analysis that looks at traditional and new media, it’s time.

Newcomers use Internet and TV the most

blakelybullets — Tue, 01 Dec 2009 15:47:43 +0000

The Media Audit has released the results of a new study that measures media usage by newcomers (those living in a city for less than a year). The study found that they rely on Internet and TV more than any other medium.

Internet — 4 hours 27 min. — 37.4% of total media exposure

TV — 3 hours 30 min.— 29.4% ot total media exposure

The Bottom Line

Are newcomers a target audience you’d like to reach? This can help you spend your marketing dollars more efficiently. You can also target this audience easily through direct mail.

Colorado Springs has the second highest percentage of newcomers in the U.S.

blakelybullets — Tue, 01 Dec 2009 15:45:48 +0000

In the same study from The Media Audit that defined media usage by newcomers, they also ranked cities by percentage of newcomers. Probably not surprising to those of us who live here, Colorado Springs ranked second behind Ocala, Florida in the percentage of population defined as a newcomer — living in the city for less than a year.

Ocala, Florida 12.0%
Colorado Springs 7.9%
Fort Myers-Naples, Florida 7.5%
Melbourne-Titusville-Cocoa, Florida 6.6%
Tucson, Arizona 6.2%

Why is this important? Because newcomers have some unique buying characteristics when compared to the typical adult.

25% plan to take a college course in the next twelve months (that is 32% higher than the national average)
Newcomers are 14% more likely to be purchasing a new or used vehicle
Newcomers are 65% more likely to be in the market for a new home in the next twelve months.

The Bottom Line

No matter where you live, marketing to newcomers could be a good way to grow, especially in this tough economy. If you can connect with them early you have the opportunity to develop a dialogue and loyalty before your competitors do.

Which gender “owns” various virtues?

blakelybullets — Tue, 01 Dec 2009 15:36:06 +0000

According to a Pew Research Center Social and Demographic Trends survey, which interviewed an equal number of men and women, women were seen as more “compassionate” by a large margin (80% to 5%), and were also seen as more “honest” (50% to 20%), “intelligent” (38% to 14%) and “manipulative” (52% to 26%).

Men were seen as slightly more “decisive” (40% 37%), but also more “arrogant” (70% to 10%), and “stubborn.” “Ambitious” was a tie (34% to 34%) and each felt their own gender was more “hardworking.”

The Bottom Line

You can use this information the next time your writing copy and it also might come in handy the next time you’re trying to find the right voice or a spokesperson.

Stressed Out Moms

blakelybullets — Tue, 01 Dec 2009 15:34:28 +0000

We know moms are stressed out, but some times it’s worse than others according to a study by the Marketing to Moms Coalition. Moms with kids under age 18 feel most stressed at these times of the year:

Christmas            40%
Summer            32%
Back to School            22%
End of School Year            6%

43% of self-employed moms said they’re most stressed during Summer months.

The Bottom Line

If you’re targeting moms, especially with products or services that help alleviate stress in their lives, you target your dollars more wisely by looking at seasonal opportunities.