Mobile Video Ad Drivers

We’ve had a couple of recent posts on the importance of mobile video. 
The reports that were the basis for our posts also gave information on what drives mobile consumers to watch mobile video ads.  Utilizing this information can help your video ad campaigns be more effective and create awareness for your brand.

• Over one-third of mobile users said they paid more attention to ads that appeared on relevant sites

• 31% said that fewer ads on a page increased the likelihood they would watch them

• Nearly 30% of mobile consumers said that they were more likely to watch humorous ads

• Almost one-quarter of users looked at informative or informational video ads

• 24% said that eye-catching animation drew them to ads

What Does This Mean To You

As a business, you need to make sure your message is placed on vehicles where it’s going to be seen and acted upon.  Before placing your ad, ask questions about traffic to the mobile site.  Inquire about page views and unique visitors.  If it’s on an app, ask about downloads.  The success of your message depends on targeting – make sure that the audience you want to reach is using the site and channel where your ad is going to appear.  Compare sites on a CPM (cost per thousand) basis.  Buying something purely based on a low price could end up being bad mistake.  You get the audience you pay for.  For more information on reaching your targets and getting 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; Prosper Mobile Insights; Biginsight

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

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

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

Mobile And Vehicle Buyers

America has a love affair with vehicles.  Think of all the songs and movies that have centered around cars & trucks.  To many people, getting your license is a right of passage. But buying a vehicle is a big decision -not just what to buy but where to buy as well.  A new study has been released that shows how important mobile has become in that decision making process.

• Two-thirds of consumers are interested in using mobile devices to research buying or leasing a vehicle

• Nearly one in five have already used a mobile device to do vehicle research

• Nearly half of consumers said they thought mobile ads with deals or offers would be beneficial in making a vehicle decision if they were in the market to buy

• 21% thought mobile ads that contained deals, video or the ability to sign up for future offers would be most valuable in the purchase process

• Nearly 60% of consumers would visit a website or play a game as a result of a mobile ad

What Does This Mean To You

Orlando vehicle buyers are mobile-centric. 

• Nearly 60% of Metro Orlando adults who plan to buy a vehicle live in a household that has a mobile device

• Metro Orlando adults with mobile devices are 45% more likely than those without mobile devices in the household to be vehicle buyers

• These mobilized vehicle buyers have median household incomes 32% higher than overall vehicle buyers

• Mobilized vehicle buyers are more likely than total vehicle buyers to spend $30,000+ on their vehicle

Mobile technology can help you connect with vehicle buyers.  Not only are they interested in getting mobile offers for vehicles.  They are more engaged with companies after seeing a mobile ad.  The key to getting these buyers is targeting.  There are several ways to target vehicle buyers through mobile devices.  For more information on how to mobile-ly forge relationships with vehicle buyers,  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; Mojiva; 2012 Scarbroough Report, Release 1

Socially Engaged Moms

Social media can be an effective strategy for reaching a variety of different population segments. Recently, we published a post on the social activity of moms.  A new study has been released that gives another view of how moms access social media.

• Over seven in 10 moms have a profile on Facebook

• More than 45% of moms say they access social networking several times a day

• From 2011 to 2012, the percentage of moms who are very active on social media sites has increased by nearly a quarter

• On average, moms check their Facebook page 4.7 times per day – that’s more than overall Facebook users and over twice as much as dads

• Over one-third of Moms have over 300 Facebook friends, the average is 255

• Nearly 80% of moms are Facebook friends with their kids

What Does This Mean To You

Nearly three-quarters of Metro Orlando women with children in their household have accessed a social networking site in the past 30 days and over a third have accessed from a mobile device.
Just how valuable are socially active moms in Metro Orlando?

• Over 60% of adults who plan to buy a home in the next year are socially networked moms

• Moms on social networks make up over half of the market’s planned
furniture buyers

• Nearly half of all adults who plan to buy a vehicle in the next year are moms on social networks

That’s just a small sample of the ways socially networking women with children in the household can help your bottom line.  From prior research, we know that moms on social media pay attention to reviews and other users comments – especially reviews from other moms.  This makes social reputation management extremely important.  The time you spend on reviewing your social reputation is well spent.  Negative information can cost you sales.  For more information on social media marketing and reputation management,  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: Edison Research; Arbitron; The 2012 Scarborough Report, Release 1

Digitally Connecting With Asian-Americans

Businesses are always on the lookout for emerging markets and untapped customer bases.  One target that has not received much attention is the Asian-American consumer.  While Asian-Americans might be the fastest growing racial group in the US, the group is split among very diverse ethnicities.  One of the most efficient ways to forge a relationship with them is digitally.  Digital gives you a variety of tools to create effective targets to get your message out.

• Nearly 80% of Asian Americans are internet users

• Over half are social networkers

• 44% own a smart phone

• 45% access the mobile web

 

What Does This Mean To You

As a national group, Asian-Americans have a household income 40% higher than the total adult population, are more likely to have children in the household and be college graduates. There are over 55,000 Asian-American adults in Central Florida.  For more information on targeting the audiences you need to reach, 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

Hispanic Social Networkers Are Engaged

In a recent post, we detailed the social networks that Hispanic consumers tend to use. Today, we’re going to look at how active Hispanic social networkers are compared to total social media users and the year over year growth of social networks among Hispanics.

• Hispanics are 25% more likely to follow a brand

• 18% more likely to follow a celebrity

• 21% more likely to post links to articles, links, videos and web sites

• 17% more likely to build or update a personal blog

• 7% more likely to have multiple social network profiles

• Facebook has seen a 8% growth in the past year among Hispanics (16.7 million unique Hispanic users)

• Blogger has seen 10% growth (5.6 million unique Hispanic visitors)

• Twitter has grown 32% among Hispanics (2.4 million unique Hispanic visitors)

• LinkedIn has experienced a 52% year over year growth (1.8 million unique Hispanic visitors)

What Does This Mean To You

Hispanics are a very lucrative client base. By 2015, they are expected to
have $1.5 trillion in buying power nationally and see a 60% growth in population.  In Metro Orlando, Hispanic adults are more likely than the
market to be buyers of:

• Vehicles – Hispanic adults 15% more likely to be planned vehicle buyers

• Homes – They are over 50% more likely to buy a home in the next year

• Mobile devices– Hispanic adults are over 25% more likely to be in the market for a new smart phone or tablet

• Furniture – They are 30% more likely to be furniture buyers

• TVs – The are also 20% more likely to be in the market for an HDTV

Social networks are a great way to communicate with and influence Hispanic shoppers. Your company needs to have a solid social media strategy, including reputation management, as part of your overall marketing plan. For more information on how your company can effectively leverage Hispanic consumers, 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: Nielsen; Selig Center; The 2012 Scarborough Report, Release 1

Moms on Social Media

Mom’s are a great target audience, but one of the challenges in connecting with them is time.  Capturing and holding their attention can be tough, so you need to make the most out of every opportunity you have to forge a relationship.  A new study shows that social networks give you an excellent opportunity to form bonds with this valuable consumer segment

•   Over 60% of moms talk about the brands they follow on Facebook

•   Nearly six in 10 recommend companies through social networks

•   Over half link to companies ads on
social media

•   49% discuss brands or companies through social media after seeing their
ads elsewhere

•   More than 40% post to a brand’s ad

•   Over one in four moms post content about brands or companies

What Does This Mean To You?

M may stand for the many things she gave us, but it also stands for money.  While moms may not be spending it all on themselves, they are often the spending decision makers for the family.  Targeting, embracing and cultivating moms as social media followers can mean big dollars.  44% of moms surveyed said they are more likely to purchase from companies or brands they “Like” over ones they don’t. Moms also are actively engaged with brands through social networks and will post about their experiences.  In tomorrow’s post, we’ll give more information on moms and social media engagement.  For more information on targeting moms and how to keep your reputation positive through social networks, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: MarketingCharts.com; ROI Research

Social Media’s Global Growth

Being located in Central Florida, the song “It’s a Small World” is part of the fiber of our being.  Social media truly has made the world smaller and much more connected.  A new study has been released that shows that social media’s global growth will continue.

•  Just over 20% of the worldwide population accesses social media at least once
a month

•  By 2014, that number is expected to grow to over 25% of the total population

•  There are nearly 840 million Facebook users globally.  From 2011 to 2012  Facebook’s membership grew by 0ver 27%

•  Currently, the U.S. has the most Facebook users at  over 141 million

•  India has the second largest Facebook population at over 68 billion

•  Indonesia (49.1 million), Brazil (45.4 million) and Mexico (25.6 million) round out the top five

What Does This Mean To You?

Social networks continue to bring people closer together and give you ways to connect with potential customers – whether they live around the corner or halfway around the world.  For Central Florida, this could have major implications.  We are the tourist capitol of the world, you can utilize social networks to reach out to travelers prior to them getting here.  The Brazilian factor is also very important.  Not only is there a big influx of South American tourists – they are a growing population base here.  In Metro Orlando, there are over 10,000 people of Brazilian heritage and that number continues to grow.  For more information on leveraging the power of social media and targeting specific audiences, please  contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: US Census Bureau; emarketer