Moms, Dads And Grocery Shopping Habits

Going to the grocery store is a weekly chore that has traditionally been one of the many things that moms have done.  But new research has recently been released that shows dads are becoming a more involved in family food shopping.  And, like most other things, moms and dads have different techniques when it comes to buying the families groceries.

• More than 80% of moms say they are the primary grocery shopper in the family.  But, over half of dads said they now have assumed primary food shopping responsibilities

• Over half of dads plan meals for the week ahead of time, 46% of moms do the same

• Nearly a quarter of dads research grocery purchases before purchasing, 11% of moms investigate food products before buying

• Roughly one in three dads say when they shop they get in and get out as quick as possible, just 20% of moms shop with that amount of urgency

• Almost one in five dads say they can grocery shop in less than a half hour, less than 10% of moms say the can finish food shopping in less than a half hour

What Does This Mean To You?

Men are becoming a bigger part of many family purchase activities.
53% of men say they have a bigger influence on grocery items now than in the past few years.
When marketing items to families, don’t forget about dad.  Women are still the primary shoppers and control the majority of the spending, but dads are gaining influence.
Dads are more likely than moms to value convenience.  While choosy moms might choose a particular brand of peanut butter, dads are more likely to grab whatever they can to finish shopping before kickoff.  The shopping that moms and dads are doing is probably much different.  Dads may be sent to the store for a targeted list of items, moms are more likely to handle the larger, more general weekly grocery trip.  For more information on engaging families and influencing the male audience, 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: Cone Communications

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

Households With Children are Digital Shoppers

Having children changes people’s lives in many ways.  One of the behaviors that is different between those with and those who do not have children is digital use.  While many people may believe that people without children are more digitally savvy, new research actually shows those with children are more active in many digital functions.  While this may have to do with looking for ways to save time and money, it means that leveraging mobile families could bring you more business.

• Nationally, six in 10 adults with children
in their household went online to compare prices, that’s nearly 10% higher than those without children

• 45% of adults with children made an online purchase, that’s 13% higher than those without children in the household

• Over 45% got coupons online, that’s nearly 25% higher than those without kids

Adults with children in their household are much more likely to use a number of mobile tools

• Those with children are more likely to use a mobile device to find a retailer, read product reviews, scan a bar code and select a retailer

• Adults with children in their household are also 25% more likely to engage with companies via permission based SMS programs.  Nearly four in 10 adults with kids interact with brands through text

What Does This Mean To You?

Why are households with children important to your business?
In Metro Orlando, adults with children in their households:

• Make up 40% of the adult population

• Have higher household incomes

• Are more likely to work in White-Collar occupations

• Are more likely to purchase a vehicle, home, major appliance or mobile device

Success with families begins with targeting.  For more information on how to effectively and efficiently engage adults with children in their households, 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; The Integer Group; M/A/R/C Research; The 2012 Scarborough Report, Release 1

The What And Where of Back To School Shopping

In yesterday’s post, we provided information on the estimated growth of back to school shopping.  Just how large is the back to school shopping season? When you combine K-12 and college back to school spending, it’s the second biggest shopping season behind the winter holidays.  The variety of products that are needed to get kids ready for the school year is extensive and your business can certainly capitalize on back to school consumers.  Today, we’ll look at where people are shopping and what they are looking to buy.

• Over two-thirds of back to school shoppers nationally will make purchases at a discount store, six in 10 will shop at a department store

• Just over half will shop at a clothing store and over 40% will shop for back to school supplies at an office supply store

• 26% will buy something for back to school at an electronics store, 23% will shop at a drug store and just under 10% will make a catalog purchase

• Nearly 40% will shop online for back to school supplies

• 95% of back to school shoppers will be buying clothing and the average spending amount will be nearly $260.  93% will by shoes and the average amount spent will be nearly $140

• 96% of back to school shoppers are planning to purchase school supplies such as notebooks, pens, pencils backpacks and lunchboxes.  The average amount spent is roughly $100

• While 60% plan to buy electronics or computer related equipment, the spending amount is $365

• The economy is certainly effecting back to school shopping behaviors, nearly 40% plan on spending less overall and over a quarter will re-use supplies from last year

• Over half will shop more sales, one-third will do more comparative shopping online and 36% will be using coupons

• Over 35% will do more comparative shopping using newspapers and
ad circulars

What Does This Mean To You?

Metro Orlando is a great environment for back to school shopping behavior, over 40% of adults have children in their household.  To make sure your business capitalizes on back to school shopping trends, you need to make sure you have top of mind awareness.  The majority of back to school shoppers will be looking for sales, you need to make sure your message is front and center in products that reach those shopping for back to school products.  Digital will also be a major player, digital products also offer excellent targeting options. While men may be spending more on back to school products, women will be doing a larger percentage of the shopping. This means that social networking can also help increase your share of back to school shoppers.  Print options cannot be overlooked either.  A great many shoppers will be relying on coupons and newspaper circulars to save money.  For more information on targeting back to school shoppers and seeing 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: Shop.org, National Retail Federation; Biginsight.com; The 2012 Scarborough Report, Release 1

Back To School Spending To Increase

It’s that time of year again, vacations are coming to a close and soon school buses will be rolling through neighborhoods. The back to school buying period is here and even though the economy continues to be sluggish, a new research report shows school supply spending is set to rise. In fact, back to school is now the second largest consumer spending event for retailers behind the winter holidays.

• Total K-12 back to school spending is expected to reach over $30 billion, when you add college back to school spending and it rises to nearly $84 billion

• The average household with children will spend nearly $690 on back to school supplies, up 14% from last year

• Nearly half of back to school shoppers will start shopping three weeks to a month prior to school starting

• Almost a quarter will start 2 weeks before and 3 percent will wait until after school starts

• Men are expected to spend more on back to school supplies than women. On average, men are predicted to spend nearly $740, that’s 15% more than women. Women are more likely to shop at discount stores while men are more likely to shop at department stores

• Back to school shopping for those entering college is estimated to hit nearly $930 per college freshman

What Does This Mean To You?

Even if you are not necessarily a traditional provider of school supplies, there is money to be made from the back to school season. Back to school merchandise can range from pencils & pens to electronics to furniture. Back to school shopping can also be a great way to build your database.
Eight in 10 back to school shoppers say the economy is affecting their purchase. Things like loyalty programs, permission based SMS campaigns and social media drives can help you get a database built and extend your customer base. Tomorrow, we’ll look at where back to school consumers are shopping and what they are buying. For more information on reaching families and getting more results during the back to school season, 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: Shop.org, National Retail Federation; Biginsight.com

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

Texting Teens

Before Men in Black, before Independence Day, Before Fresh Prince of Bel-Air, Will Smith had a hit single called “Parent’s Just Don’t Understand” (Bell Bottom Brady Bunch Trousers!).  Parents not getting their kids is nothing new and will probably continue as long as there are parents and teens.  While most parents today think kids communicate exclusively through electronic means, a new study shows something slightly different.

• Nearly half of all teens said they prefer to communicate with friends face to face

• One-third said texting was their favorite form of interaction

• Less than 10% indicated that they preferred to talk with friends through
social media

• Less than 5% said talk the phone was their top form of communication

• Online gaming, video chat, instant messaging, email and twitter all had low response rates

What Does This Mean To You

Teens may not be a group your business is currently targeting, but it’s important to know that they influence many decisions and they are going to be a powerful consumer group in the near future.  Teens are text oriented.  Not only does this mean that mobile in general and permission-based SMS campaigns are a great way to connect with them, it means you need to alter your communication style to keep teens interested.   I’m not suggesting that companies change to speaking in acronyms and initialisms, but shorter, more direct messaging.  Text messages max out at 160 characters, so keep your messaging concise and to the point.  Because teens are very savvy with text messaging, you want to make sure that your offer holds real value.  They may be getting many different offers already, so make sure yours stands out.  For more information on monetizing permission-based SMS campaigns, 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; Common Sense Media; Knowledge Networks

Moms Are Active Social Networkers

Yesterday’s post showed us just how many moms are using social media and the types of content that shapes their opinions.  The influence of women with children on social media doesn’t just come from how many are using these networks; it’s how active they are compared to the total population.

• 80% of online moms use social media regularly – that’s 45% higher than general internet users

• Six in 10 moms “like” brands on Facebook – that’s 13% higher than the total online population

• Over half of moms have 200 or more online friends on Facebook – that’s over 60% higher than the general online public

• In 2012, over 70% of Metro Orlando women with children in their household have visited a social network in the past month

• Over half of them spend at least an hour everyday on social networks

What Does This Mean To You

Moms on social networks are not just a national fad – it’s a local phenomenon as well.  These are consumers that you can reach, influence and forge relationships with through social networks.  As we learned in yesterday’s post, these networks can also help you create loyalty with other shoppers as well.  Moms also tend to be keepers of the family purse strings, helping them save money and provide for their family can definitely help your business become a favorite of theirs.  Integrating offers, coupons and other ways to help drive “likes” among moms.  For more information on creating a winning social media strategy, 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; BabyCenter; The 2012 Scarborough Report, Release 1

Social Moms

Moms are huge influencers.  They not only influence behavior of their children, they are a big influencer of consumer purchasing and their opinions bear a great deal of cache with other moms. A new study has been released that shows us how moms are becoming a dominating force of social media and the impact social media has on their decision making process.

• There are currently nearly 28 million moms on social networks across the US.  The represents over 80% of all women with children under 18 in their household

• By 2014, that number will grow to nearly 29 million or 85% of moms

• Half of online moms say that product reviews are the top social influencer of what they buy

• Over 20% say online opinions from friends are also a major influencer

• One in six online moms say that blogs are the top social purchase influencer

• 12% said that a general social media buzz about a product has swayed their decision to buy

What Does This Mean To You

Moms are a huge social media segment.  They can be a big boost to your business, but they could also a big hindrance to your success.  Nearly 40% say that blogs and online opinions are their chief social influencer – if these social views are positive, they can be a tremendous virtual testimonial and a way to draw in more business.  If these comments or opinions are not a good reflection on your brand or products, it could mean trouble.   Managing your social reputation with moms is very important.  Product reviews hold the most social weight with moms. Posting positive reviews on your social offerings and linking to them from your web site can help move the meter with them.  For more information on targeting moms and managing your social reputation, 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; Totsy; BabyCenter

Consumers Stay Connected Via Smart Phones

In yesterday’s post, we had an interesting fact that eight in 10 smart phone owners would not leave the house without their device.  That is just how important mobile has become to consumers.  The same study also touched on how consumers use their mobile devices.  The functionality that smart phones owners rely on also means great ways to deliver your message.

• Two-thirds of smart phone owners access the Internet on their device at least once a day

• Nearly 75% check their email on a smart phone everyday  

• 62% visit search engines via mobile device at least once a day

• Six in 10 go to social network sites and over one-third go to video sharing sites

• 35% of smart phone owners expect to access the internet more with their mobile device in the future

What Does This Mean To You

Mobile is a consumer driven need for your business.  It is their conduit for information and it will only grow in importance to your business.  Over one-third of customers said they plan on using mobile devices more to access the internet in the future.  Is your business prepared to possibly lose access to 35% of your customer base?  Consumers have found that mobile makes it easier for them to do many tasks, including researching, shopping and buying goods & services.  Look at the tasks that consumers are using smart phones for on a daily basis – Email, search, social networking and video sharing. These are all things you can use to influence consumer behavior if your business is mobile-ly optimized.  Currently, 48% of Metro Orlando adults access the internet via mobile device. In the past year, that number has more than doubled.  By not embracing mobile you are at risk of losing this large, growing group of customers.  For more information on how mobile can help you get the results you need, 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: Google – Our Mobile Planet/US; The 2012 Scarborough Report, Release 1