Technology And Kids Today

It’s not just adults who have become digitally consumed and mobile-ly dependent.   Kids are becoming tech engaged at earlier and earlier ages.  New research has come out that looks at the devices kids have access to and the affect it can have on your business.

• 80% of children 8 and under have a gaming device in their household

• Nearly 8 in 10 households with young children own a smart phone, that number has increased 46% in the past 2 years.

• The number of households with young children that have a tablet has gone from 8% to nearly half since 2010.  The households with children and ereaders have more than doubled

• 40% of children have access to a smart phone, tablet or internet enabled MP3 device

• In 2013, 45% of children under 12 will be online

What Does This Mean To You?

Tomorrow’s consumers are digitally engrained and will probably expect the companies they do business with to be as well.  Parents don’t view technology as a distraction; they see it as something that brings them together.  In fact, nearly half of families perceive technology as a connection point and use it as a unit.  While children may not be purchasing digital items, over half influence technology purchases.
Households with children tend to have higher household incomes and are more likely to be in the market for:

• Appliances

• Furniture

• Electronics

• Vehicles

In tomorrow’s post, we’ll at mobile access use among children.  For more information on how to get more revenue though reaching families, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; Ipsos; Sesame Workshop; ORC

Holiday “Showrooming”

“Showrooming” is becoming a problem for many retailers – especially the big box variety.  Best Buy in particular felt an impact this holiday season.  Best Buy estimated that upwards of 40% of their physical store traffic has no intention of making a purchase – they are there to “showroom”.  According to a recent study, there are some interesting comparisons on how consumers used mobile devices this year vs. last year.

• Nearly three-quarters of smart phone owners made a holiday purchase on their smart phone this year, that’s a jump of over 25% year over year

• Almost eight in 10 tablet owners made a holiday purchase this year, a slight increase of 7% from last year

• There was a slight decline in the amount of desktop machine owners making purchases – evidence suggests that they switched to a mobile device to make a purchase

• Nine in 10 smart phone owners have “showroomed” with their devices; over half of tablet owners have done the same

• Men were 17% more likely to “showroom” than women

What Does This Mean To You?

Mobile devices are a part of our everyday lives.  Every day, new apps, new functions and improved user experiences push consumers towards mobile.  While you can’t stop people from using their devices in stores, you can harness the power of mobile and use it to your advantage.
Mobile enabled loyalty programs and in-store mobile experiences can keep you competitive and your store top of mind.  Excellent customer service is also something that can give you the advantage over another store or an online competitor. In tomorrow’s post, we’ll look at why consumers use mobile in store and how some retail executives plan to use mobile to make a better experience for their customers.  For more information on creating effective mobile strategies, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: TechBargains; Best Buy

Digital Drove Holiday Sales

As we turn the calendar to January, we’ll take a look at the first data back on shopping this holiday season.  Much of the research pointed to how big of an impact digital devices (computers, tablets or smart phones) would have this season – particularly how consumers used them to save money.

• Over 80% of smart phone owners used a digital device to research or browse holiday purchases this year – that’s a jump of 22% over last holiday season

• Nearly three-quarters said they made a holiday purchase via digital device, that’s an increase of 35% from last year

• Over 60% used an email offer from a retailer.  Usage of email offers increased close to 40%

• One-third used a mobile coupon this holiday season.  Consumers redeeming mobile coupons grew more than 80% compared to last year

What Does This Mean To You?

While the holidays are a once a year happening, they (on average) account for upwards of 40% of total retail sales nationally.  The reason behind the growth in digital shopping this year was convenience – Nearly 40% of shoppers said they shopped online because of the convenience and ease of it.
The trend towards online shopping continues to rise – over four in 10 consumers said they shopped more online than in physical stores this year compared to
last year.
One of the things every business needs to do is stay relevant with its customers. Making sure that it’s convenient to buy from your store vs. the competition is part of staying relevant.
Just having a mobile site or ecommerce solution is not enough.  Part of your due diligence should be to continually look at the experience your digital and mobile presences offer.
Are there things that the competitors have that you don’t?
How intuitive is the navigation?
Is it easy to find and buy products from your site?
Are you effective promoting your digital and mobile capabilities?
It’s easy to launch and forget, but if consumers have a bad experience – it’s a good bet they will not return.  In tomorrow’s post, we’ll look at what improvements consumer’s want to see from businesses.  For more information on creating digital presences that drive results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mobile Commerce Daily; GfK Roper; SapientNitro

Going Online Instead Of Going To The Doctor

For many people going to the Doctor ranks just above taking your car to the mechanic or having to visit the IRS as activities that sound like a good time.  More and more, consumers are turning to the anonymity of the internet as a place to find answers to medical questions.

• Nearly two-thirds of adults said they would rather go online for health information instead of visiting a Doctor’s office

• Nearly one in four adults who would rather get medical information online did so because they lacked health insurance

• Over 20% cited embarrassment – this was the top reason cited from 18 to 24 year olds

• 19% said expensive co-pays were the reasons they would rather use digital resources

• 41% of adults said they would rather get information about sex from online health sources vs. a live Doctor

• Information about STDs (29%), drugs & alcohol (16%) and weight were other top topics adults would rather get information about online

What Does This Mean To You?

Over the past 30 days 2.4 million adults have searched for medical information online.

These online health searchers were much more likely to be:

• Women

• Affluent

• College graduates

• White-Collar workers

According to several sources between 75% and 90% have some kind of health insurance.  They are also more likely to have a smart phone and were more likely to have visited a specialist in the past year.
Digital resources have not only changed the ways consumers look at health care, it’s changed the way they health professionals recruit patients and market their services.  For more information on how can use digital and mobile tactics to build awareness & patient count, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Pearl.com; The 2012 Multi-Market Scarborough Report, Release 1

Where Holiday Shoppers Learn About New Items

“Jingle All The Way” might be one of the B list holiday movies but its storyline plays out every year.
There’s always one toy on the list that is virtually impossible to find – you go to the store and it’s sold out. You go online and there are none available.  You check with friends and they tell you that they found it…weeks ago.  Have you ever wondered how people hear about the items they intend to purchase for the holidays?  A new report chronicles the sources of information consumers use to learn about holiday gifts.

• Over two-thirds of shoppers use digital tools to learn about the things they plan to buy

• For adults age 18-24, nearly 80% get their information via social media, online or mobile means – as do over 70% of those aged 25-34

• Six in 10 get inspiration from traditional media

• Nearly 60% learn about gifts from friends
or family

• Just over one-third get the idea to buy a certain item from catalogs

What Does This Mean To You?

Long-gone are the days of the old Sears Wish Book.  The toys were conveniently located in the middle of the catalog and it always seemed to open to the ultra cool GI Joe battle scene or the bridge of the USS Enterprise with its spinning teleporter room.  The toys were never as cool as the pictures.
Today, digital tools are the primary way holiday shoppers learn about the gifts they intend to buy. And because most sites have places to post and read comments, you find out that Barbie’s playhouse has over 100 parts and takes over 3 hours to put together.  The digital revolution has given shoppers all the information they need.  Mobile has made that information more powerful and portable.  It has also given you more opportunities to create unique selling opportunities and set yourself apart from the competition.  Take time to look at all of your digital promotional entities.
Does it give customers a reason to shop at your location?
Does it set you apart from your competitors?
Does it easily tell consumers where you are located and how to contact you?
The holidays are very busy, shoppers make quick decisions.  If your site, mobile space and social presences don’t help bring customers to you, then you are doing yourself a disservice.  In tomorrow’s post, we’ll take a look at the influence social media has over holiday shopping.  For more information on digital campaigns that will bring you great holiday success, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mobile Commerce Daily; Deloitte

Technology Boosting Coupon Use

The economy remains a challenge for many consumers and they are looking for savings wherever they can. Consumers are also looking convenient methods of attaining those savings. Many consumers are relying on coupons and technology has added to the traditional ways that shoppers find the savings they need.

• Nearly 80% of consumers are using circulars more to plan shopping

• 79% are utilizing printed coupons more than in the past

• Almost eight in 10 shoppers reported using more digital coupons than before

• Over 80% are getting more coupons online

• Consumers using these methods reported saving up to $50 in weekly savings

What Does This Mean To You?

It’s not just consumers who are benefiting from coupons, businesses are too.  Coupons and offers don’t just help you drive traffic to your locations; they also can help you create repeat business and a mine-able database through loyalty programs.
Another benefit from coupons is that they can provide a competitive advantage between you and other businesses as well as increasing your top of mind awareness.  Coupons help your organization stay relevant with consumers when they are looking for reasons to cut back.  For more information on drawing more shoppers to your business, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: RedPlum

Tech-Centric Moms

Moms have a tough job and deserve all the help they can get.  Recently, we’ve done posts on the social tools that moms use and actions taken after employing them.  Long gone are the days when moms didn’t understand the latest technologies.  In fact, nearly 85% of women with children in their household have gone online in the past month.  There is a new research study that looks at the devices moms use.  The wide range of digital devices moms employ gives you more ways to connect with them and promote your products.

• 99% of moms regularly use a laptop or desktop computer, 98% own a digital camera

• 85% own an MP3 player

• Over 80% of moms own a smart phone

• Over three-quarters have video game console in the home and almost 60% have a hand-held video game

• 56% of moms own a tablet

• Nearly half own a function based mobile phone

• 49% have an Ereader

What Does This Mean To You?

The multitude of devices gives you lots of device based targeting options.
Nearly every mom has access to a desktop or laptop computer, targeting them through content ensures that you are effectively creating engagement.  Through the use of networks, you can efficiently get your message across to moms who are in your market.
Moms are much more likely than the market to own smart phones.  There are many mobile tools you can put into play to create awareness with moms. There are mobile sites, SMS/Text and QR codes to name just a few.  But also remember because so many people access their email on a mobile device before their regular computer – email is another touch point. A large percentage of consumers conduct searches on mobile devices to find local businesses, this makes SEO another important mobile tactic.  Video is also becoming a mobile favorite and consumers tend to watch product-based mobile videos.  Tablet technology is rapidly expanding and it is mobile shoppers preferred device to make mobile purchases.  Utilizing apps that appeal to moms keeps you front
and center with them.  For more information on strategies to leverage dollars from online moms, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: emarketer; BlogHer

Going For Audience Gold

The 2012 summer Olympics is nearly here.  While this is the 30^th summer Olympiad of the modern era, this will be the first one where mobile and digital will be major players.  A new study has been released detailing the types of Olympic information people worldwide are interested in and the devices they will be using to get it.

• Worldwide, its estimated that over 4 billion people will watch the Olympics in some form or fashion

• Over a billion of them watch events, get updates or check results through their PC, mobile phones or tablets

• Just over half of US residents plan to watch all or part of the Olympics on TV

• Four in 10 say they will read Olympic coverage in the newspaper

• Almost 30% will discuss the Olympics through a social network

• One in five will consume Olympic coverage through a computer, laptop or tablet

• 15% will catch coverage via smart phone

What Does This Mean To You

It can be hard to gauge interest in the Olympics.  Many times it’s driven by a compelling story, such as Michael Phelps during the last Olympiad or the Dream Team of 1992.  Local tie-ins can also generate a buzz in the games.  But it’s never a bad idea to show your customers how proud you are of our country or our athletes.  You can always use your social media offerings to update customers on event results or medal counts.  Follow it up by using counter displays with the same information.  You can also target your marketing efforts to take advantage of the games.  TV during the Olympics can be far too expensive for many advertisers.  But, with many people looking for coverage in print and digital vehicles, they can be a great place to deliver your message. The Olympics gives you an special two week window to create connections with consumers.  For more information on how to take advantage of interest in the Olympics, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; Deloitte Consumer Review

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 your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; McAfee

More Businesses Moving To Mobile

Consumers are fully engaged with mobile – not just as a communication tool but as a shopping companion and product research tool.  Despite the huge amount of research into consumer’s mobile appetite, many businesses are still not players in the mobile arena.  A new research report has been released and it chronicles the growth in companies planning to use mobile as a marketing channel and what tools they plan to employ.

• Worldwide, 45% of companies are using mobile as a marketing platform

• Among the 55% who are not, over 40% plan on entering the mobile space in the next year, one-third expect to be there in a year or more.  25% do not intend to develop a mobile solution

• The most used mobile marketing tools are mobile web sites, 70% of companies using mobile have a mobile site, 55% are using mobile apps

• Nearly half are using QR codes and four in 10 have a SMS/MMS solution
in place

• Over one-third of companies are advertising on mobile sites

• 24% use mobile push notifications triggered via email or CRM systems and 23% are involved in mobile search

• Just over one in 10 are utilizing geo-location mobile marketing capabilities

What Does This Mean To You

The effect of mobile movement depends on your current mobile situation.
If you have a mobile solution in place it means more competition for the mobile shopper. It means that you will need to investigate how new functionality to  your site will make it more effective than the competition.  It also means that shoppers are exposed to more messages and yours will need to be more visible to remain effective.
If you do not have a mobile solution, it means you will soon be part of a dwindling minority.  It also means there are more options for shoppers to turn to and you will have limited access to those shoppers.  It means that your competitors that have recently invested in mobile have something that will set them apart from you.
Mobile is a consumer driven phenomenon.  Your customers are using mobile devices and are relying on them to make their lives more convenient.  For more information on either developing a mobile solution or making your current one more robust, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; StrongMail