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shutterstock_122169145Today is my last day with Orlando Sentinel Media Group.
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Luxury Shoppers Expect Mobile Optimized Experiences

There was a time not too long ago when luxury shoppers lagged behind the general population in mcommerce adoption.  There were a variety of reasons for this, affluent consumers tended to fall into older age brackets and those consumers were in the early stages of mobile adoption. Also, affluent shoppers liked the personal service and attention from shopping in store.  New research suggests that luxury shoppers now expect retailers to be mobile-ly optimized and are active mcommerce participants.

shutterstock_86160289• Over half of affluent shoppers expect the brands they shop to have a mobile site and 49% anticipate them to have a mobile app

• Over 40% think these brands should have mobile purchasing functionality and over one-third expect the mobile site to offer the same assortment of products & services as the retailer’s desktop site

•  Over a quarter of luxury shoppers own a tablet compared to roughly 16% of US web users

• Nearly 60% of digital luxury shoppers have made a mobile purchase compared to 12% of total smart phone owners

• The median age of a digital luxury shopper in the US is 37%, which is much younger than the median age of a mainstream digital shopper.  Their median age is 44

What Does This Mean To You?

If your business targets upper-end consumers, mobile is a must have.  Not having a mobile site could eliminate half of your potential target shoppers.  Not having a mcommerce option could purge 40% of them from your customer base.  This buying segment values service as well as convenience.  Things like mobile chat and mobile product videos are things that will enhance their experience and build loyalty to your business.  The fact that these shoppers are more inclined to be tablet owners also gives you more options to improve their shopping experience.  Large screen sizes and enhanced features can help you better show off everything you have to offer.  For more information on how your business can engage the luxury mobile consumer, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mobile Commerce Daily; Forrester

Social Media’s Impact on Brand Awareness

While the Big Game maybe over, its impact will be felt for a long time to come.  Joe Flacco might have been the MVP, but the big winners of the night were really Audi, the Budweiser Clydesdales and the SuperBowlLights twitter feed (You can probably add Stevie Nicks as well – you know that Landslide is going to be racking up the downloads from kids just discovering it).  Audi’s “Prom” & Budweiser’s “Clydesdale” spots scored big with fans and caused a ton of social media buzz. The blackout gave social media a huge lift and extended the campaigns of many advertisers.  Both Oreo and Tide had great social campaigns up within minutes and the @SuperBowlLights account had over 12,000 followers inside of 10 minutes. Many companies found that social media can be an useful tool in generating attention during the big game, now new research is out that shows how effective social media can in creating awareness in general.
shutterstock_107413223•  44% of use consumers think that social media keeps them in the know about brands & products

• Women are 20% more likely than men to learn about products through social media

• Nearly two-thirds of adults under 35 feel social media keeps them informed about brands and products

• The affect of social media is felt more by those who are in higher income brackets – 46% say social media keeps them in the know about brands

• Social media can also help with B2B messaging.  Businesses owners and senior executive decision makers are much more likely to be influenced by social media

What Does This Mean To You?

Yes, it’s much easier to create a social buzz when it’s backed up by a $4 million commercial and an audience of over 111 million people.  But social media can help nearly every business connect with potential customers and create awareness.  It comes down to taking advantage of opportunities.
The Super Bowl blackout is a great example.  Everyone from electricians and contractors to anyone who sells batteries and light bulbs could have taken advantage of the unique situation.   Start by promoting your social media entities in your existing messaging.  Encourage people to “like” you on Facebook,
follow you on Twitter and join your circle on Google+.  The Big Game only happens once a year, but there are things that happen every day that you can
use to increase your awareness through social media.  For more information on how to create a social buzz, please your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Ipsos; Huffington Post; The Nielsen Company; Mashable

Making a Super Huge Impact

The Super Bowl is a more than just a game of football.  It’s an iconic annual event that packages, sports, entertainment and, last but not least, advertising into an experience that draws record numbers of people.  In fact, last year over 111 million people watched the Super Bowl.
While Super Bowl advertising is out of reach for most companies, there are
many activities peripheral to the event you can use to create engagement with your business.

sports laptop broken screen 2012 A2• Nearly 85% of people surveyed plan to watch the game at home – just 16% planned on viewing at a bar or restaurant

• Over half those surveyed said that the key to a great Super Bowl party was the quality of the television

•  More than a quarter of men said the top reason they would watch the game at home was so they had control of instant replay through a DVR

• 36% of people responded that they were going to use other media devices to supplement their game viewing experience

• Of those using other devices, over 40% said they will check sports apps for behind the scenes content and scores

• One third of 18 to 54 year old adults will log into social media during the game

What Does This Mean To You?

The average spot for the Super Bowl is between $3.5 million and $4 million for 30 seconds.  That equates to over $116,000 per second – a little higher than the ad budget for most organizations.
The activities that people take part in with the game give you an opportunity to capitalize on it.

Since so many people plan on either watching the game at home or going to someone’s house to view it, creating a promotion with a Super Bowl party pack is something that would be a valuable prize.

The uses of mobile devices during the game give you a great chance to promote your business or product line.

Social media will be a huge connection point for the entire event, not just the game.  Utilizing twitter for an in-game conversation, having a Facebook post contest or even inviting users to pin pictures of their Super Bowl spread to your Pinterest board are great ways to create social awareness.
While the Super Bowl only happens once a year, there are sports events, to a lesser extent, that you can monetize or benefit from. March Maddness, The Daytona 500, Baseball opening day are just a few coming up in the next couple of months.  For more information on expanding your influence through sports events, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mashable; Century 21, The Nielsen Company


Happy New Year

Happy New Year osmg

Smart Phone Shopping This Holiday Season

Last year, roughly 20% of smart phone owners used their device their holiday shopping.  This year, the number of consumers planning to use their smart phones to help make holiday purchases is much greater.  A new report is out that gives insight into how many consumers will be using their smart phones and the activities they will engage in.

• Across the country, nearly 40%
of adults have a smart phone in
their household

• This holiday season, more than half of smart phone owners plan to research and purchase holiday gifts, decor and food items

• One-third of smart phone owners will compare prices and research holiday gifts via their device

• One in four smart phone owners will look up store hours and business locations

• Nearly 20% will use an app to research or purchase items

• 15% plan to complete a holiday purchase on their device

What Does This Mean To You?

Smart phones are one of shoppers most powerful tools. They are utilizing their devices in nearly every phase of the buying cycle.  The key to having a successful mobile strategy hinges on convenience.
You need to make it as easy as possible for customers to find your location and contact you.  In-store, using things like QR codes can aid in keeping “showrooming” to a minimum. Mobile coupons and text alerts are two other tools that engage mobile shoppers. Tomorrow, we’ll look at tablets and holiday shopping. For more information on how to make mobile a great source of holiday revenue, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mobile Commerce Daily; National Retail Federation

Starting The Holidays Early

Consumers have very different ways they go about shopping for the holidays.  Some consumers wait until Thanksgiving to start their holiday shopping and others of us hit stores at the last possible minute.  New research is showing that large percentages of shoppers are getting an early start to their holiday shopping.

• Nearly 40% of consumers start their holiday shopping before Halloween

• Women (46%) are much more likely than men (31%) to start shopping before the end of October

• Nearly one in four will start in
early November

• Just 12% wait to start until the Thanksgiving weekend

• Nearly one in three consumers plan to be finished with their holiday shopping by Cyber Monday  (the Monday After Thanksgiving)

• Nearly 60% of Women and half of men say they are not finished shopping until after Cyber Monday

 What Does This Mean To You?

You cannot wait to put your holiday actions into place.  With so many consumers shopping early, everyday you wait could cost you sales. In fact, waiting until the traditional start of the holiday shopping period, Thanksgiving, could eliminate up to a third of your possible sales opportunities.
The calendar could also be an enemy – Christmas falls early in the week and Hanukkah falls early in December this year (December 8-16).  If you haven’t already gotten plans together, do so now.
Another reason to get start your holiday activities early is the economic outlook.  In tomorrow’s post, we’ll look at how consumers are feeling about the state of the economy and how it could affect their shopping behavior.  For more information on how to create bigger holiday results this year, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager