Category Archives: Consumer

More Mobile Shoppers

Last week, we had a post that showed the growth of mcommerce dollars and how tablets looked be the go-to mobile shopping device.  Today, we’ll look into how the number of mobile shoppers is expected to rise and its affect on overall ecommerce.

shutterstock_62413021• This year, the number of consumers engaging in mobile commerce is projected to reach 118 million people

• That makes up over 60% of everyone who shops digitally

• In 2016, the number of mobile shoppers will likely hit nearly 175 million consumers.  That’s a jump of nearly 50% in just 3 years

• Mobile consumers will make up 85% of total digital shoppers by 2016

• The number of mobile buyers will also increase. In 2012, 55% of mobile shoppers made a purchase.  By 2014, it is expected that almost 70% of mobile shoppers will buy something on their device.

• The price of the average purchase made on a mobile device is anticipated to jump 54% from 2012 to 2016

What Does This Mean To You?

This one of the clearest examples of why your business needs to invest and stay invested in mobile. More consumers, making more purchases, spending more money.
If your business is not fully engaged in mobile, you are probably losing out on sales and helping your mobilized competition be more successful.
Mobile makes finding your business, researching your products and buying your merchandise quicker and easier.  The more convenient you make doing businesses with you, the more likely you are to be successful.  For more information on how you can grow your business with mobile, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: 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

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

How Consumers Plan To Pay For Holiday Gifts

Yesterday’s post dealt with the reasons consumers are not spending more this holiday season.  Today, we’ll look at how they plan to pay for gifts this year.  Consumer’s planned method of payment can affect not only how much they spend but where they spend it.

• Over half of consumers say they put money aside to pay for holiday shopping, that is up 13% from last year.

• Just one in three consumers will be putting their holiday gifts on credit cards – that is a drop of 30% from 2011

• 15% will use gift cards to make holiday purchases

• 14% are using discretionary income to buy presents – that is down 33% from last year

• 13% will put gifts on store credit cards

• Fewer than 5% of shoppers will delay making mortgage payments or paying other bills to buy holiday gifts

What Does This Mean To You?

When customers are paying for things with cash, they tend to do more research and comparison shopping.  This maybe one of the reasons “showrooming” activities are expected to be so high.
To make sure shoppers make their purchases at your location versus your competition, you need to promote the value you offer and the intangibles that make shopping at your location a better experience than making a purchase elsewhere.  Promote positive reviews your store has received through social media and reward customers who post virtual endorsements about your location. Take advantage of every opportunity to make a positive impression.  Make sure your staff is customer service focused and educated about the products you sell, the offers you have available and the offers your competition is promoting.  These are things that will allow you to show shoppers your value.  For more information on how you can utilize social media and mobile technology to drive more shoppers this holiday season, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mobile Commerce Daily; Accenture

Are Consumers Planning To Spend More Or Less This Holiday Season?

Recently, we had a post that talked about consumer spending during the holiday season.  Many consumers are still struggling with economic issues and are questioning their holiday spending plans. New research has been made available that looks into why consumers are not spending more this holiday season vs.
last year.

• Four in 10 holiday shoppers say they want to keep their holiday season simple and not too extravagant, that’s nearly 30% more than last year

• One-third say their living expenses have risen – there has been an increase of over 40% in people gave a rise in living expenses as a reason they are not spending more this year

• Another third said that they have less discretionary income this year

• Just over 20% say they have less in savings

• 11% say they have less job security

What Does This Mean To You?

Less than 15% of consumers said they are spending more this year vs. last year and shoppers are looking to save money wherever they can. As a business, you need to find ways to get shoppers into your store and have them spend their money with you.  Creating efficient communications and delivering valuable offers are paramount in creating customer traffic.
What kind of offers are shoppers looking for?
Free shipping is the most sought after form of discount.  Many consumers said they shopped on Cyber Monday because historically that’s when retailers offered free shipping. Gift with purchase has been another offer that works well – especially with gift cards.
The value of the offer is often determined by who the shopper is.  The more you can target your offers, the more valuable they are.  This is where loyalty programs can help.  The more information you can gain on a customer – what they like and don’t like, they types of products they buy and how much money they spend can help you create offers that bring consumers into your stores.  For more information on strategy to help your business have a profitable holiday season, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mobile Commerce Daily; Accenture

Social Media Audiences Getting More Diverse

Social media can be a great targeting tool for your business.  Many companies have focused their social marketing efforts on reaching specific female audiences because they were dominant social population. New research has come about that shows men are becoming more social and also social media users are increasingly more diverse.

• In 2010, men made up 47.6% of social networkers.  By 2014, the male population is estimated to climb to 48.4%.

• Facebook is expected to see a greater overall shift
in users by gender. Just over 40% of Facebook users were male in 2010. It is projected that the percentage of male users in 2014 will rise to 47%

• This year, nearly two-thirds of social networkers are Caucasian.  In 2014 that number will slip to 63%

• The percentage of African-American social media users is forecast to remain flat from 2012 to 2014 at 13% and the percentage of Asian users is projected to increase slightly from 4.9% to 5.1%

• The biggest shift will come from Hispanic social media users.  The percentage of Hispanic social media users will grow from 15% this year to 17% in 2014

What Does This Mean To You?

This change in demographics means more targeting options for your social media efforts.
You can not only leverage new customers and create loyal shoppers but market new sets of products.
Currently in Metro Orlando, adults who have visited a social media site in the past month:

• 49% were male

• 51% were female

• 59% were Caucasian (non-Hispanic)

• 9% were African American

• 3% were Asian

• 26% were Hispanic

For more information on how to expand your customer base and create targeting opportunities through social media,  please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: eMarketer; The 2012 Scarborough Report, Release 1

Consumers Rely On Search

The web is a vast resource.  It’s the place most consumers start when looking
for data.  As a business, you need to make it a priority that consumers can easily find information about your company. With so many records available, making sure your business natively rises to the top of the heap can be a challenge.

• Over 60% of consumers use search
engines on a daily basis, another 21% use them fairly often

• Less than 5% of adults nationally rarely
or never use search engines

• Over 60% of consumers said they can easily find the information they need on search engines about half the time.

• Over 25% say they always easily find what they need

• Nearly 90% of consumers say that non-relevant sites show up when they
are searching

• Females are more likely than males to use search engines on a daily basis

• Men are slightly more likely than women to always easily find what they need on search engines

What Does This Mean To You

It’s very important that your organization be easily found on the web. Very few searchers look beyond the first page.  In fact, most contact the first listing.
When was the last time you reviewed at your search results?
Are you the first listing?
If consumers have a hard time finding your company, what is the likelihood they will visit your site?
How many different listings from competitive companies have they seen?
With so many searches being performed via mobile device, are you losing physical floor traffic because of your search strategy?

Among Metro Orlando adults:

• Roughly one million adults have visited a search engine in the past month

• Nearly 500,000 have visited a search engine via mobile device in the past
30 days

Search should be part of overall marketing strategy, robust search tactics will help ensure that your message is being seen.   For more information on how to effectively utilize search to grow your business, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: eMarketer; AYTM; The 2011 Scarborough Report, Release 1