Category Archives: Content

Content Affluent Shoppers Utilize

More and more data on 2012 holiday shopping is beginning to be published.  We’ve already chronicled some on how consumers are shopping earlier this year and how consumer attitudes about the economy will affect shopping. While a large percentage of shoppers feel they may not be able to afford all of the things on their gift list – the affluent and ulta-affluent shoppers will probably not have those concerns.  New data has been released that shows what media this valuable consumer segment uses.

• Over 80% of adults with incomes of $100,000 plus regularly read print publications – Women in this group and ulta-affluents with incomes of $250,000+ are even heavier users of print products

• Affluent adults are also
heavy digital users – on
average, they spend over 37
hours per week online

• More than one in four affluent adults own a tablet and nearly half have one in their household

• 55% of affluent adults own a smart phone – that’s up 45% from last year

• Affluent consumers are also very social in nature – over 60% are on Facebook.  One in six are on LinkedIn – up nearly 40% from last year.  Twitter adoption is at 12%, up 50% from 2011

 What Does This Mean To You?

Affluent shoppers have the resources to purchase your goods and services and probably not feeling as pressured about holiday shopping.  Earlier this week, we talked about how you can appeal to them using loyalty programs.  Look for effective ways to reach and engage them.  Research shows they are heavy print users and also rely on digital content.  Target them using content in these mediums.  Mobile will also be effective and gives you the power to message them no matter where they are. The better you can target them, the more exclusive you can make their offer.  In tomorrow’s post, we’ll just who the affluent consumer is.  For more information on connecting with affluent shoppers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: IPSOS Media; Mendelsohn


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

Smart Phones Or Tablets, What Devices Do Consumers Use (Part 2)

In yesterday’s post, we examined research that showed the types of content that consumers are more likely to enjoy on their tablet vs. a smart phone.  Today, we’ll look at the activities that are done more often on smart phones.

Content Types Accessed More Often On Smart Phone Than Tablets:

• Reading The News – 62% of smart phone owners access news content

• Social Networking – Over half access social media

• Sports Content/Scores – One in four smart phone owners check their device for scores and results

• Streaming Audio Content – Nearly a quarter of smart phone owners access streaming audio

What Does This Mean To You?

Smart phones can almost be considered a frequency medium. Because consumers interact with their devices so often for varied reasons, your message needs to stand out.  You should make sure to maximize efficiencies through targeting.  You know who your targets are, position your message in content that is relevant to them,  For more information on maximizing mobile content to deliver results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Nielsen

What Mobile Content Do Consumers Access?

Mobile is a rapid changing environment.  It seems like on a daily basis that there are new devices available for consumers to purchase, apps for them to use and functionality for them to employ.  Staying up on how consumers are using mobile devices is essential to the success of your mobile strategy.  A new study is out the looks into the types of mobile content that smart phone users are engaging in at least once a day.

• Nearly six in 10 mobile users access the mobile web or their email from smart phones

• Nearly half engage with social networks or get weather information

• Approximately 45% either listen to music or play games

• Nearly 40% download and use apps

• Over 35% send instant messages

• Roughly 30% watch video or get local news

What Does This Mean To You?

Smart phone owners are usually never more than arms length from their device and that the only time they are not aware of their smart phone is when they are sleeping.  There are few devices, other than medically necessary ones, that have that level of interaction.  It’s this dependence that makes them so important to your business.
In Metro Orlando, the top types of content accessed by mobile users are:

• SMS Text/Instant messaging

• Email

• Maps/GPS

• News/Weather/Traffic

• Social networking

All of these types of content can be monetized and be a revenue stream for your business.  The first step is integrating mobile into your overall marketing strategy.  Mobile should work in concert with your other tactics to deliver the results you need to be successful.  For more information on developing a winning strategy, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Top Tablet Content

Over the past couple of days we’ve looked into the growth of tablets and who the device users are. The top reason people use tablets is to access information or content.  This year, nearly 70 million tablet owners will access content on via their device.  Year over year, the number of users has more than doubled. Many types of content that tablet owners access can help you connect device owners with your brand.

• Roughly two-thirds of consumers access the mobile web or check email via tablet

• Six in 10 play games and just over half engage with a social network

• Video is the top type of content accessed via tablet.  54% will watch a video at least once a week on their tablet

• Nearly half get weather information

• Approximately four in 10 get either local or national news on their tablet

• 36% get entertainment content

• One in three get sports information, read newspaper content or read magazines via tablet

• More than 9 in 10 have watched short videos on news, sports TV shows and weather forecasts

• Over six in 10 have accesses user generated content videos such as YouTube

What Does This Mean To You?

There are many ways to optimize and monetize tablet content and create awareness for your business.  Knowing the types of content people engage in is the first step. The strategy behind leveraging content is next.

• Mobile web: At their heart, tablets are still a mobile device.  The types of content consumers can access is nearly limitless.  Narrow your choices down to those that appeal to your target audience.  Also, be weary of sites with lots of animation.  These will have slower load times and will be harder to
read.  Examine the navigation on sites you might consider for advertising.  Make sure that they are user friendly

• Email: A large percentage of consumers open email on mobile devices before they look at them on desktop devices.  Do not use attachments in your marketing email.  When you use attachments you run the risk of having content that will not display or makes the recipient jump through hoops to open.  A frustrated recipient is not likely to have a favorable view of your products.  Do not link to flash content.  Over half of the tablets that are deployed are made by Apple – they cannot open flash.

• Video:  Video pre-roll can drive your message home.  It increases product recall by 52%.  Consumers are also searching out promotional video content.  Pairing your message with engaging video content drives engagement.

As tablets become more prevalent, your business should plan to capitalize on their use and functionality.
When was the last time you reviewed your marketing plans?
Are they tablet compatible?
For more information on tablet content that creates awareness, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Center For Media Research; OPA; Frank Magid Associates