Monthly Archives: December 2012

Mobile Functionality And Travel

In yesterday’s post, we learned that mobile travel booking may lag behind  bookings through traditional computers but mobile bookers are likely to use their device again for that activity.  When it comes to travel associated activities mobile devices are used much more often.  The functions mobile travelers use and the reasons behind their activity are can be transferred to many businesses.

shutterstock_117513199• 56% of travelers used a mobile device to research travel

• Nearly half of travelers have used their device to do aspirational research

• The top reason mobile travelers used their device was because it was easily accessible – 55% of those who own a smart phone and over 60% of those who have a tablet responded that way

• The most helpful content travelers found on mobile sites was discounts (64%), photos (55%), information on activities available at destinations (47%) and reviews (38%)

• The top destination influencer was friends & family (47%), travel agency sites (40%), destination sites (32%) and Travel blogs/consumer rating sites (28%)

What Does This Mean To You?

The reasons why consumers use mobile devices and the activities they perform generally do not change from industry to industry.
• Consumers are using mobile devices to research products
• They use mobile devices because they are convenient and accessible
• Saving money is often seen as the biggest benefit
• Photos are a great engagement tool
• While friends and family hold the biggest influence, reviews are important to mobile travelers
Are you using your mobile device to capitalize on these trends?
For more information on how mobile can help you generate more revenue
and create traffic, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Expedia; comScore; eMarketer

Mobile Becoming A Bigger Player In Travel

While mobile devices play a huge role in determining where consumers may travel and how they get information while they are traveling, mobile is still gaining ground when it comes to booking travel.  A recent survey looks at what devices travelers used to book their trips, it shows that mobile lags behind desktop machines – but is growing rapidly.

travel phone• Over three-quarters of travelers booked travel on their desktop machines

• That’s nearly twice as many travelers that booked through tablets (34%).  Nearly 30% booked travel on a smart phone

• When it comes to hotel bookings, over half used a laptop, 17% used a tablet and 11% used a smartphone.

• Bookings for air travel were also dominated by laptops – 46% of consumers used them to reserve rooms.  11% of booked rooms with a tablet and 9% used a smart phone

• Booking percentages for attractions and restaurants through mobile devices were much closer to those who booked via laptop – 14% of travelers booked an attraction or activity through a laptop, 9% used a tablet and 10% used a smart phone.  For restaurants, roughly 10% of travelers used a laptop or mobile device

What Does This Mean To You?

While the number of travelers who booked via mobile device is much smaller than those who booked using a traditional computer, the booking experience on mobile was positive. In fact, 80% of those who booked travel on a tablet said they would use their mobile device again to book as did 90% of those who booked with a smart phone. Even though this study was based on travel, one big take away was that it all comes down to the experience mobile delivers. Mobile is conveniently powerful – when your solution is easy to use. If your mobile sites are hard to navigate or too busy, it’s likely those users will abandon and move on to another mobile site.
Take an opportunity to watch someone use your mobile site.
Do they intuitively go through the site or are they hunting?
Can they locate your contact information easily?
If you offer mcommerce, how easily does your solution work through mobile?
Sometimes, it’s hard to be objective when you are too close to it.
For more information on creating mobile campaigns that drive results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Expedia; comScore; eMarketer

Maybe They’re Just Not Into Your Social Brand Anymore

The relationship between consumers and brands may be just like any other relationship. They have ups & downs and sadly, sometimes they end (Believe it or not, some recent studies found that consumers might be more loyal to the brands they follow than their significant others). The reasons these social brand relationships end are very similar to real life relationships as well.
The brand may get too clingy, the brand might not be who the consumer thought they were or maybe they brand and consumer just grew apart. Like real relationships, knowing where things went wrong can help you make better decisions in the future.

shutterstock_82998790 copy• Nearly 40% of online adults say they have rarely ended connections with brands on social media. 24% say they have never ended a social brand relationship

• The top reason that consumers have ended a relationship with a brand on social networks do so is too many updates. One in three consumers who ended a relationship indicated this

• 22% said the brand’s value was different from the initial perception

• One in five consumers who ended a social brand relationship didn’t see any value in staying connected

• Less than 10% signed up after seeing an ad but didn’t want to stay socially connected with the brand

What Does This Mean To You?

Breaking up might not be hard to do on social media – it’s as easy as clicking a button – but it can be expensive to your company. 17% of adults who follow a brand on social media check their updates on a daily basis; nearly one in four did so at least once a week. That is a great deal of potential sales that your company could be losing.
It all comes down to value and targeting. A consumer may say that they are getting to many updates – but they are often saying they are getting to many updates that they really have no interest in.
The top reason consumers follow brands is to receive discounts and offers – so leverage that to get more information. After they “like” or follow you, offer them a significant discount if give you more information. This will allow you to tailor information to their wants and needs . It will help ensure that your social message to consumers is not “spammy” and that you are continually bring value to them.
Without sounding like Dr. Phil, the most important thing is not to take advantage of the relationship. By giving the consumer what they want, you will continue to get what you need. For more information on how to maximize you brand through social means, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: SocialVibe; eMarketer

Gamers Going Mobile

Consumers are becoming more mobile-ly engaged every day.  Smart phones and tablets are consumers go to device for everything from helping with shopping to taking pictures and getting directions.  Mobile devices are also being used as entertainment sources and video gaming tools.  New information is out that shows how many device owners are gaming and how much gaming activity is set to grow.

shutterstock_99801896• In 2012, nearly 6 in 10 tablet owners and over half of smart phone owners used their device’s for mobile games

• In the past 2 years, the number of mobile gamers has increased by 66%

• By 2014, it is estimated that over 140 million adults will be mobile gamers – that’s an increase of nearly 40%

• Over 90 million adults are casual online gamers and that number is expected to grow to over 100 million by 2014

• Social gaming is also expected to see increases.  Over the next 2 years,
the number of adults participating in social games will increase to over 85 million people

What Does This Mean To You?

Because of the high levels of engagement associated with gaming, these activities give your organization a great avenue to build up audience. The adults who participate in mobile gaming also make great targets for many businesses.
Nationally, adults who use mobile devices for video games:

• Roughly 50/50 split between men and women

• 54% are 18-34 and nearly 40% 35-54

• Their median household income is just over $70,000 – they are 30% more likely than the average adult to have household incomes of $75,000+

• Just over half work in White-Collar occupations

• They are over 40% more likely to have children in their household

Mobile continues to become more integrated into people’s lives and gives you additional opportunities to create unique messaging opportunities.  For more information on how mobile solutions can bring you more awareness and increased traffic, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: The 2012 Multi-Market Scarborough Report, Release 1; Frank N. Magid Associates; eMarketer

How Consumers Want You To Get Involved

No matter what holidays people celebrate, this time of year brings out the best in them.  While the holiday season may be coming to a close, there are things you can do to keep the warm holiday season with you all year long.  Recently, we’ve published several posts on how social causes drive sales and how consumers view businesses that are involved in purpose related organizations.  Getting involved with local charities doesn’t just help out your community; it provides awareness for your business and opportunities to create positive social reputation.  A recent study looked at the types of things consumers want businesses to do in order to help their communities.

shutterstock_118181794• Roughly half of consumers globally
want businesses to donate a portion of their profits to worthy causes, donate products
to charitable organizations, create new products & services to help out purposeful organizations or develop educational programs on admirable causes

• 45% want businesses to work with local governments to help charitable institutions and form programs for their employees on purposeful causes

• More than 40% of people wanted companies to work with non-governmental organizations to help social causes, give employees the ability to volunteer with groups or organize events that can help charities

• 36% of consumers worldwide want businesses to work together to solve social problems, 28% want social entities to help promote causes and over 25% would like to see businesses institute employee fundraising programs to help out purposeful causes

What Does This Mean To You?

Every community has needs that have to be met. Your business can be seen as an agent of positive change by helping your community meet those needs.  Consumers don’t mind if you also make money while helping out. Over three-quarters of consumers said it’s ok to make a profit while supporting good causes.  Over the past five years, those views have increased by 33%. In fact, nearly 40% of US consumers were willing to pay more for items associated with a social purpose.
If you are going to get involved with charity or cause, do your homework and make sure it is legitimate.  There are several web sites that rank national charitable organizations.  On a local level, you may need to do some digging.  For more information on how to get more awareness while helping your community, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Edelman; eMarketer


Merry Christmas


How Consumers View Cause Related Brands

In yesterday’s post, we looked at the purchase intent of cause related brands.  Part of that purchase intent probably comes from the goodwill of being associated with worthy causes.  Consumers are likely to help brands that are involved in causes they believe in by helping them spread the word.

shutterstock_85443124• 72% of consumers worldwide said they would recommend a brand to a friend that is cause related – that’s an increase of nearly 40% over the past 2 years

• Over 70% said they promote a brand that is associated with a purposeful organization

• Nearly three-quarters of consumers said they would switch brands to a cause related brand if price and quality were equal

• Over 55% of consumers believe that CEOs need to create innovative products that are socially responsible and they need to make long-term commitments to address & support social issues

• Over half say that business leaders need to motivate their employees to take part in cause related activities

What Does This Mean To You?

People are always looking for ways to help.  If you are involved in with a cause or charity – promote it.  Invite your customers and employees to get involved as well.  Don’t forget to use your social media presences in these activities. Promoting your involvement with charitable organizations can help to elevate your social reputation and provide unique testimonial opportunities for you.  The more you can get involved with these organizations the better. Pictures and videos are things that social media users tend to pass on to others.  As we said yesterday – the more local you can make it the better.  Not only will you be helping out your community, you’ll be generating awareness for your business and touchpoints between your company & customers.  For more information on using social media to create loyal customers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Edelman; eMarketer

Social Causes Drive Sales

During the holidays, people tend to reflect upon their own good fortune and are more likely to be charitable.  Many brands are finding that aligning themselves with positive causes can bring results throughout the year, not just at the holidays.  A recent report looks at how consumers view socially responsible brands and how it affects purchasing patterns.

shutterstock_95719285• Worldwide, over half of all consumers say that a brand’s association with a social purpose is a purchase trigger

• Since 2010, the number of global consumers who say social purposes cause them to make a brand purchase has increased by nearly 30%

• Nearly half of consumers make a purchase from cause supporting brands on a monthly basis

• The number of shoppers who make monthly purchases from cause supporting brands has increased 47% since 2010

What Does This Mean To You?

Supporting good causes helps to increase your awareness and how you are viewed. When looking to get involved with social causes, there are several avenues your business can pursue.  You can get involved in annual campaigns, event related causes or calendar-based charitable opportunities.  You can also look to locally or nationally-based causes.  Getting involved with locally-based causes may be the most beneficial to your organization.  Besides helping out a cause or charity that may not get nationally support but is doing great things, the fact that it is local will increase affinity towards your brand.  Consumers feel more connected to local causes and can see the differences being made.
When choosing a cause or campaign, you should avoid anything that is too political.  By nature, political causes are very divisive and may actually cost you customers.  In tomorrow’s post, we’ll look at how socially responsible brands are viewed by consumers.  For more information about partnering with great local causes, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Edelman; eMarketer

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.

shutterstock_4434508• 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

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

Searching For Better Health

Search engines have become the starting point for most internet users.  In fact, 56% of adults and nearly three-quarters of internet users nationwide have used a search engine in the past 30 days.  Several studies have been released that looks at the role search engines play in online health information.

shutterstock_55976134• Eight in 10 internet users look online for health information

• Two-thirds of health information searchers look for diseases, over half look up treatment options and over 40% search for Doctors

• Health related searches on Google are up 47% from last year

• One-third of consumers search for specific brands of medications

• Over 90% of physicians use search engines to find health information

• Nearly one-third of moms search online for health information at least once every few days

What Does This Mean To You?

Search Engine Optimization is important for most businesses, not just health related ones.
When it comes to search habits, consumers don’t go too far. 90% of searchers click on the first listing and the vast majority don’t go past the first page.  Also, search is important to reaching the mobile consumer. 73% of mobile device users have utilized a search engine on their device in the past month.
Incorporating robust search tactics into your marketing strategy will help ensure that interested consumers know where you are and what you offer.  For more information on how to get great results through an effective search campaign, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: GeoNeTric; CBI; The 2012 Multi-Market Scarborough Report, Release 1; DigitaHealthPulse