Who Are The Fastest Mobile Shopping Adaptors?

Last month, we had a post about how smart phone owners are active shoppers.  In fact, over 70% of smart phone owners used their device on their last shopping trip.  A new study has been released that details what groups are the fastest adopters of mobile shopping activities.  Knowing who these groups are can help bring success to your mobile shopping offerings.  But it may not be who you think it is.

• African-American consumers outpace
the population as a whole in mobile
shopping activities

• More than 30% of African-Americans have located a retailer through a smart phone

• More than one in five African-Americans used a mobile device to read a product review

• Over 20% of African-Americans have also used a mobile device to store a shopping list

• 40% of African-Americans have interacted with a company through SMS

• While tech adoption is often considered a male first function, women have been quicker to move towards mobile shopping

• 25% of women have located a retailer via mobile device compared to 20%
of men

• Women are also more likely than men to read product reviews, keep a shopping list and make purchases on a mobile device

• Hispanic consumers are more likely to compare prices on a mobile device than other groups

What Does This Mean To You?

Most tech adoption happens first by younger, affluent male consumers. But with mobile shopping, that just isn’t the case.  When you are looking at targets for your m-commerce activities, you can’t afford to overlook the African-American & Hispanic segments or female consumers.
Metro Orlando Adults who live in a household with a smart phone:

• American-Americans – Nearly 40%

• Hispanics – Over 40%

• Females – 38%

Targeting will help you get the most out of your mobile shopping efforts.  Promote your programs and capabilities in relevant content.  Make sure you offer your customers real value and continue to fine tune your program once it is in place.  For more information on reaching the groups that can bring you mobile 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; The Integer Group; M/A/R/C Research

Snapshot Of A Google+ And LinkedIn Users

All this week, we’ve given provided usage statistics, demographics and other glimpses into overall social media use, Facebook, Twitter and Pinterest.
Today we’re going to look at the other two major social entities – Google+
and LinkedIn.

Google+

• There are over 90 million unique users on Google+

• The vast majority of Google+ users are male (71%)

• 44% of Google+ users describe themselves as single

• 42% of users are on the site are there to look for friends

• The top occupation among users is engineer

LinkedIn

• LinkedIn has over 150 million users

• 75% of users are there for business purposes

• Over 2 million companies have a presence on LinkedIn

• 71% of LinkedIn users have household incomes of $50,000+, more than 20% are in the $100,000+ level

• Half of LinkedIn users are college graduates

What Does This Mean To You

While these two social entities have smaller user bases, both offer your business great targeting options.  These sites are populated with well educated, high earners with good jobs.  LinkedIn is a great social pathway to expand upon any B2B marketing efforts your company maybe doing. The tight focus of these sites underscores the importance of targeting.  Making sure that your message is relevant to the audience on the sites where you might advertise is key.  The people who use these sites are also used to getting a response when they post questions.  Reputation management with these audiences is vital.
They put a lot of faith in the opinion of their peers.  For more information in successful social marketing, 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: OnlineMBA.com; Kalena Jordan, SearchEngineCollege.com; sitepronews.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

Seniors And High Tech Devices

Seniors are not known for being gadget collectors but recent trends are pointing to something different.  Recent research on older Americans point to more and more adults 65+ relying on high tech devices.

• 70% of adults 65+ own a cell phone, that’s up over 20% from 2 years ago

• Nearly half have desktops and approximately one-third own laptops

• The number of adults owning laptops has grown 25% since 2010

• Historically, seniors are heavy book readers, but it seems like how they read is changing.  11% of adults 65+ own e-readers, that number has jumped 40% in the past 2 years

• 8% of seniors own tablets

What Does This Mean To You

Technology allows you to target the lucrative senior population in ways you couldn’t just a few years ago.  While the majority of Metro Orlando seniors are retired, one-third still have household incomes of $50,000+ and 18% are in the $75,000+ bracket.
Seniors are also a great consumer base.  In the past 12 months, adults 65+ have made a variety of purchases, including:

• One in four bought a TV

• Nearly half made a home improvement

• 30% made a purchase from a furniture or mattress store

• Over 70% made a purchase from a clothing store

For more information on how you can engage and monetize seniors, 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: Pew Internet & American Life Project; The 2012 Scarborough Report, Release 1

Twitter Usage Grows

Twitter is often seen as the second social network behind Facebook.  At over 1 billion global users, Facebook’s growth rate has mostly flattened out but Twitter is still gaining new users.  Twitter announced that they would eclipse the 500 million user mark this year.  Recently released research details how they are growing and usage patterns.

• Currently 15% of online adults use Twitter

• In the past year, Twitter usage has grown 25%

• Roughly 8% of online adults use Twitter on a daily basis

• The number of daily Twitter users has jumped 60% since last year

What Does This Mean To You

While Twitter does not have the large adoption rate of Facebook, it is still growing and gives your organization a way to create targeted messages.  But there are other social media platforms that are also growing and can help you develop awareness.  Pinterest is a one of the newest social networks that burst on the scene in May of 2011.  Pinterest is averaging month over month visitor growth of over 30% and is now the third largest social media outlet.  LinkedIn is also a valuable tool, especially for B2B purposes.  Globally, LinkedIn reports over 160 million subscribers.
The ability to target your message and have users easily share makes social media marketing very valuable.  Through hashtags, you can reach specific audiences with Twitter.  Being a business networking LinkedIn can help you develop relationships with decision makers and also drive business to business efforts.  Pinterest is highly visual and “pins” are often shared.  Another valuable thing about Pinterest is that it skews female and users have long periods of engagement.  For more information on creating results with social media, 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: Pew Internet & American Life Project; Twitter; Experian; TechCrunch; LinkedIn

The Graying Of The Internet

For several years, much research has been dedicated to the graying of America.  According to the 2010 US Census, there are over 40 million adults who are age 65+.  That equals 13% of the total population.  By 2015, the 65+ population is estimated to grow by 16% to over 46 million.  In 2020, there will be an estimated 54 million adults age 65+. The older digital population has also seen significant growth as well.  A new study has been released detailing how adults age 65+ are using the internet.

• Over half of adults age 65+ use the internet or or email

• While usership is low compared to other age groups, it has seen the greatest recent grown.  Year over year, the number of online adults age 65+ has grown 23%

• Once adults age 65+ go online, it becomes a part of their daily routine.  70% of online seniors use the internet or email on a daily basis

• Nearly 40% of adults age 65+ have high speed internet connections at home

What Does This Mean To You

While just 13% of the nation as a whole is age 65+, one in six Metro Orlando adults are age 65 or older.  And our online population is greater as well, 54% of our 65+ adults have internet access.  Over 60% have high speed internet connections and more than one in three have made an online purchase in the past year.  The digital domain is not just for the younger generation, local older adults go online to make purchases, get financial information or to do banking, find medical information or make travel reservations. For more information on how to digitally target the senior digital population, 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: US Census Bureau; Pew Internet & American Life Project; The 2012 Scarborough Report, Release 1

iPads Continue To Be Tablet Of Choice

Tablets are still the hot consumer electronic device.  Their popularity
is a good thing for many businesses – Consumers who use tablets to
make online purchases spend more on average than those who purchase
via laptop or smart phone.  Although there are many tablets available
in the marketplace, Apple’s iPad is still  the dominant device in the
tablet category.

• Currently, just over three-quarters of all tablet users own iPads

• In total, there are over 53 million iPads deployed 

• Next year, iPad ownership is predicted to increase by 33%

• By 2015, iPad ownership is expected to reach nearly 91 million, including 35% of all internet users

What Does This Mean To You

Tablets are the perfect device for mobile shopping.  Their screen size and amazing screen resolution allow consumers to see products like never before on mobile devices.  The portability is also a huge factor in their success.  Nationally, tablets are used mostly in the living room during prime time.  The “second screen” effect with tablets is also a big factor in their usefulness to your organization.  With so many consumers using tablets while watching TV, advertisers may see diminished attention to their TV message.  For more information on using tablets to grow 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: Emarketer

Affluent Shoppers Cutting Back

Adults on the upper-end of the spending scale are beginning to feel financially squeezed. This group used to spend indiscriminately, but is now selectively making large purchases.  A new study has been released detailing the cutbacks among high-end consumers, this information could mean changes in the way you market your goods & services.

• Nearly 40% of affluent shoppers worldwide said they were trimming their spending over the next 12 months

• The top 10% of U.S. households spend an estimated $244 billion dollars last year, that was an increase of 3%

• Nearly half of the top spenders surveyed said they were financially insecure or in trouble

• Almost 60% of Millennial or Generation Y affluent consumers are insecure about their financial futures

• 46% of Boomers felt anxious

What Does This Mean To You

While luxury stores and exclusive brands may feel the effects immediately, anyone who counts of upper-end shoppers could be affected.  The first step in engaging these shoppers and keeping them as customers is targeting.  Shot-gunning your message is not efficient in connecting with this group.  Look for vehicles that will effectively reach this group and increase your return on investment.  Also look at your message.  Stress the value of the product & how it will benefit their lives.  Just listing the features of your products & services may not be enough to draw these affluent consumers in.  For more information on targeting high-end shoppers, 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; Boston Consulting Group

SMS Delivers A Great Response Rate

Texting isn’t just for kids. Over half of adults in the U.S. use mobile devices to text. New research has been reported that shows how large the text audience is and how effective it can be to drive sales results to your business.

• SMS messaging produces engagement rates six to eight times higher than email when it comes to data collection, offer redemption and brand awareness

• Mobile programs, such as text, produce a conversion rate of 23%

• Mobile databases currently make up 2 to 10% of retailers current email databases

• Nationally, over seven in 10 adults age 18-34 send or receive texts

• Texters are also more likely to work in White-Collar occupations, have children in their household and are home owners

What Does This Mean To You

Adults who text are a valuable audience for your business. Permission based SMS campaigns give you the ability to connect with consumers on virtually a one on one level. Why do they deliver such high engagement rates? It’s all about targeting and permission. They have signed up to get offers from businesses and offers can be tailored to specific shoppers needs through CRM efforts. The local audience for texters is quite robust, well over sixty percent of Metro Orlando adults send or receive texts.

Texters in Metro Orlando are more likely than the market to:

• Have taken a domestic of foreign flight in the past 12 months

• Buy a vehicle in the next year

• Buy furniture in the next year

For more information on how you can develop a winning permission based SMS campaign and drive more traffic to your location, 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: Cellit; The 2011 Scarborough Multi-Market Report, Release 1; The 2012 Scarborough Report, Release 1

Graduation Gifting Grows

Graduation is a special time in people’s lives.  Whether it’s people graduating from high school or college, it’s a time of transition. This year, graduates will be grabbing more than just diplomas, they’ll be getting more gifts than in previous years.

• Graduation spending is projected to exceed $4.7 billion this year

• One in three Americans are anticipated to purchase a graduation gift in 2012

• Year over year, spending on graduations is expected to increase by over 30%

• On average, Americans will spend just under $100 on graduation gifts this year

• Cash is the most popular gift, nearly 60% of people will give graduates money, cards ranked second (41%) and gift cards came in number three (33%).  Hopefully, the cards had either cash or a gift card in it.

What Does This Mean To You

Graduates could mean all kinds of business for a wide range of companies.  Whether it’s new clothes for people entering the work world to dorm furniture for those off to college – someone graduating can create an array of consumer spending.  To leverage business from the actual graduation ceremonies themselves – position any gift cards you have near your greeting cards.  If you are a florist, promote any graduation specials you may have.  Also, going out after the ceremony is a time honored tradition.  If you are a restaurant, you may want to think about promoting a special offer for graduation parties.  The key to all of this is targeting.  For more information on engaging graduates, their parents or grandparents, 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: National Retail Federation