Tag Archives: consumer

Consumers Clicking For Cyber Monday Deals

Cyber Monday originated before high speed digital access was something that was available in most homes.  It was a way to secure online shopping from people who had just gotten back to work after the long Thanksgiving weekend.  Even though high speed connections are the norm, consumers still see Cyber Monday as a great time to shop online retailers and get deals.

• 45% of consumers plan to shop on Cyber Monday

• Over 40% shop on Cyber Monday because stores usually offer free shipping

• Four in 10 purchase online on Cyber Monday because they feel they will get the best online deals that day

• 37% say it lets them avoid shopping with Thanksgiving crowds

• One in five shop then in order not to waste their Thanksgiving weekend shopping

What Does This Mean To You?

Ecommerce is going to play a huge part of holiday spending this year.  Over $95 billion of holiday spending will come through online channels.  Consumers value the convenience that online shopping provides.
When was the last time you looked at your ecommerce solution?
Have you checked out the competitions online checkout functions?
Consumers are comparison shopping – not just for the best deals, but also who is the easiest to do business with.  If your solution is clunky or not intuitive, count on a high rate of shopping cart abandonment.  Shopping cart abandonment is something else you should have tactics in place for.  For more information on how to maximize online shopping dollars this holiday season, 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; Accenture

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Holiday Consumer Spending

Thanksgiving is still a week away, but holiday shopping is in full swing. We’ve posted several reports on online shopping and the importance of mobile this holiday season.  Today we’ll look at how much consumers are planning to spend and what might affect holiday spending.

• Consumers, on average, will be spending just over $580 on holiday gifts this year

• 23% plan on spending $750 or more

• 5% of shoppers say they are going to be extravagant and 8% expect to splurge

• Four in 10 expect to cut back this year vs. last year.  In 2011, 46% planned on curbing spending and 52% said they would spend less in 2010

• 60% said they would be spending the same as last year on holiday gifts

• Nearly a quarter of those who said they would be spending the same said it was due to increased living expenses. In 2011, it was 34%.

• 45% said that high gas prices would negatively affect their holiday gift buying

What Does This Mean To You?

The holidays represent a large portion of many businesses total sales.  A good holiday season can make or break a business’s bottom line.   If don’t already have a loyalty program in place, the holidays are are a great time institute one.  Loyalty programs can help create a difference between you and the competition.  It also gives you the opportunity to create a database that can pay dividends throughout the year.  Being aware of what your competitors are doing is also important.  Knowing what sales they have in place can help you structure your offers.  With many consumers thinking about the price of gas, your mobile strategy could play a key role this holiday season.  Consumers are more likely to plan shopping to maximize fuel efficiency.  Make sure your mobile entities are up to date with your latest offerings and that contact information and location are easily found.  For more information on making your holiday season as profitable as possible, 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; Accenture

Tablet Owners Are More Engaged

The combination of tablet’s mobile functionality, screen size and speed has made them the device that everyone wants. While last year, the iPad was virtually the only major tablet available on the market, this year there are several and it looks like Apple will be adding a second screen size.  The biggest benefit to advertisers and content providers has been the high levels of engagement that tablet users enjoy. There is a new research study out that chronicles how dependent tablets users are on their devices.

• Tablet users spend 30% more time on sites than desktop users

• Tablet users also have 20%
higher engagement rates than those using PCs

• Mobile and tablet users accounted for 18% of traffic across most major sites

• Businesses are also becoming more engaged with tablets – tablet and mobile search spending has increased nearly 168% in the past 6 months

• Tablet owners are also more likely to allow themselves to be tracked.  Six in 10 smart phone users do not allow themselves to be tracked compared to bust 7% of tablet users

 What Does This Mean To You?

The more time users spend on sites, the more likely they are to see your ads or purchase items you have available online.  As more tablet users employ second screen activities – the more time they will spend on their tablet.  This also means less attention will be paid to commercials being played during prime-time.  Over the next few months, you will hear more terms like “device agnostic” or “responsive design”.  This is especially important when it comes to mobile. Simply enough, these buzz words mean that the web experience you have on your smart phone, tablet and desktop will be the same.  This may increase the amount of people who own tablets – those who don’t want to have to deal with “learning” a new device.  For more information about new and exciting content platforms that can increase your return from tablets, 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 Marketer; IgnitionOne

Who Are Affluent Shoppers?

In yesterday’s post, we looked at what media affluent shoppers tend to use.  Today, we’ll look at what just who these shoppers are.  This information may help you to put together holiday strategies if you are targeting  upper-end consumers ($100,000+).

Who are affluent shoppers?

• Nearly 40% are boomers between the ages of 48
and 66. One-third are Gen Xers between the ages
of 31 and 47.

• One in five affluent adults are under 30 and less than 10% of affluent shoppers are age 67 or older

• One-third of high-end consumers live in the South and one in four live in the Western U.S.

• 22% live in the Northeast and one in five reside in the Midwest

• The vast majority, 85%, of adults with incomes of $100,000+ are Caucasian.  8% are of Hispanic origin, 7% are Asian and 6% are African-American

• Nearly 60% work full time

• Over 60% work in managerial or professional roles, 13% are C-level executives and 17% are business owners

 What Does This Mean To You?

Creating connections with this group can yield big results for your organization.  Yesterday’s post gave some insights in to the media they tend to use.  Today, we’ll take a deeper look to help you target these consumers and create relationships with them.

• 77% of affluent adults nationwide have read a newspaper or visited a newspaper website in the past week

• Affluent adults are over 80% more likely to access newspaper content through a mobile device than the general public

•They are nearly 20% more likely than the average adult to have visited a social network in the past month and almost 30% more likely to have visited using a mobile device

• Seven in 10 affluent adults used a search engine over the past 30 days

• Nearly three-quarters are texters and they are 60% more likely to have checked their email via mobile device

• 37% went online in the past month to view online videos

Print, Mobile, Social, Search and Video – these are the things that affluent shoppers are relying on heavily and are the tools that can help you garner their attention.  For more information on targeting tools to help you engage and monetize the affluent audience, 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: IPSOS Media; Mendelsohn; The 2012 Scarborough Multimarket Study, Release 1; Totally Uncorked on Marketing

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
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: IPSOS Media; Mendelsohn

Consumer Sentiment And The Holidays

It’s not even Halloween and we’ve already gotten some research on Holiday shopping trends. It certainly looks like digital and mobile will have a bigger impact and yesterday’s post pointed to shoppers hitting the stores earlier than normal.  Some other research that has been released has to do with how consumers are feeling about the economy and how it might influence what and when people shop.

Over 7 in 10 consumers think that the economy is in bad or terrible shape

• One in four think that the economy
is “okay”

• Less than 5% believe that it is in good or fantastic shape

• Adults age 55+ have the dimmest view of economic conditions – Almost 80% say it’s bad or terrible

• Nearly 40% of adults under 35 see the economy as okay, good or fantastic

• Roughly 25% of consumers think it will be difficult to purchase things over the next couple of months

• 40% think they will be able to get most of what they need, but not all

• Just over a third are not worried about their ability to make purchases for the holidays

 What Does This Mean To You?

The early bird gets worm.  Do what you can to motivate and monetize your loyal shoppers.  Since they are already spending with you – reach out to them about how convenient holiday shopping is with you.  Also consider your offers.  Nearly two-thirds of consumers think it will be difficult to get everything they need. Make your store a shopping destination for your loyal customers.  Last year, free shipping was a major determiner for consumers.  Stores that offered it saw bigger results than those who did not.  If you can’t offer free shipping, look into discounted shipping with increased spending. All of your marketing efforts should reflect similar messaging.  Do not forget about social media as well – this is a great place to post testimonials.  Let your shoppers be your voice and promote the convenience you offer, the service you provide and the savings other customers can enjoy.  For more information on getting the most out of the holidays, 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: RetailMeNot.com

Consumers Share Coupons

By their very nature, coupons are viral.  It does matter what the delivery method is, when someone finds a great deal – they tend to pass it on.  For businesses, that means people who clip coupons can be great brand ambassadors for your organization.  New research is available that tells us how people are sharing coupons & deals and how much they are saving.

82% of consumers swap coupons

• Half of people who share coupons save at least $31 per week, just
18% of those who don’t share save that much

• Over two-thirds of coupons are shared by word of mouth

• 55% swap printed coupons

• Four in ten are shared via email

• More than one in four deals are shared through social media

What Does This Mean To You?

One of the biggest factors in whether or not a consumer shares an offer is value.
How much time do you put into creating your offers, deals and coupons?
Have you ever looked at it in terms of “Is this something I think is valuable enough to share”?
When consumers share coupons, they are telling people that they think it’s worthwhile.  Coupon sharing is also another form of targeting – in fact, it’s hyper-targeting.  If someone gives you know gives you a coupon, not only do they think it has value – they think you will use.
The key to turning your couponing efforts into awareness tools or customer acquisition methods is a great offer.  For more information on creating awareness and driving traffic via coupons & offers, 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: RedPlum