Tag Archives: information

What’s Your Go-To Device?

Technology has made our lives easier in so many ways. But, it’s also made it confusing at the same time.  Today, we’ve got a vast array of devices and platforms to get the news from.  New research has been released that shows what devices go-to first when looking for news and information.

shutterstock_80658865 copy• Nearly half of all consumers said that the TV was their go to device

• Just under 20% replied laptop and 15% said desktop computer

• 8% of those surveyed said their smart phone was the device they relied on most for news & information and 4% said tablet

• Women were more likely than men to have the TV as their go-to device

• Among 18 to 34 year olds, 30% responded they relied most on their TV, but 28% responded laptop

• Nearly one in four 18 to 34 year olds also said that mobile devices (smart phones & tablets) were their first option for news and information

What Does This Mean To You?

The ways we find news and information, especially breaking news, are constantly evolving.
Think about how you find out Michael Jackson passed away?
Now think about the way you heard that Pope Benedict resigned this morning?
Mobile is becoming the conduit from which people are getting their news and information.
It’s not just the mobile web; it’s also social media and email moving to mobile first.
Your business needs to be fully optimized for mobile.  Not just your web presence, but your social sites as well.  For more information on utilizing mobile to get results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: eMarketer; Belkin


Men Tend To Share More

If there is one thing that men are usually never accused of its sharing. But when it comes to personal information on social media, men are more likely to share information than women. A recent study found that younger men (age 18-24) are the most likely to share information and women age 50+ were the least likely to give personal information on social media sites.

• 35% of men age 18-24 said they were very comfortable with the amount of privacy protection available through social media

• Overall, just 17% of men and women were very comfortable with privacy protection

• Over two-thirds of social media users change their settings to control who is able to see what they publish

• A vast majority of adults were willing to share their names, brands they like, relationship status race/ethnicity, education and shopping preferences

• Between half and two-thirds of adults, depending on age, were willing to share their email address

• The types of information that ranked lowest on willingness to share were geographic location, phone number, income and physical address


What Does This Mean To You?

Targeting messages and offers by audience is one of the most effective & efficient ways to market any business. Yet, some of the most effective targeting parameters are just the types of information that consumers would rather not share. How do you get around this? In order to get the information, you need to offer customers something of value. The more information you want, the greater the value has to be. You have to think of it as an investment in your business. Information allows you to create offers that are more targeted and studies have shown that targeted offers have a better response. For more information in reaching your target consumers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Information That Consumers Want To Control

In yesterday’s post, we talked about how customers do not trust online companies.  There is also research available that speaks to the types of programs and activities that consumers would like to see more controlled.

  • Knowing what information is being collected about them
    84% of adults 19-29 are very much in favor of this
    86% of adults age 30+ also wanted to know what information is being collected
  • Opt-In location tracking
    79% of adults 19-29 wanted location tracking to be an opt-in option on their mobile device
    83% of adults 30 and older also wanted location tracking to be an opt-in activity
  • Opt-In online tracking
    Over three-quarters of adults 19-29 wanted controls on how companies could follow them online
    More than 80% of adults age 30+ wanted to curtail company’s ability to track them online
  • Being rewarded for sharing information
    Almost half of adults 19-29 were looking for rewards for sharing their information
    4 in 10 adults over 30 were willing to share their information even if they were rewarded for it

What Does This Mean To You?

People are becoming more attune to how and why their personal information is being shared and are looking for more control on it.  As we said in yesterday’s post, you need to gain the trust of your customers and do not violate it.  You also need to make any offers that require personal information as valuable as possible.  Even though less than half of consumers were willing to share,
they may be swayed if they think they are receiving value in return.  For more information on using customer information to create better results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Consumers And Online Trust

One of the best ways to increase the success of any marketing campaign is by targeting your message.  Whether you are looking to target by geography, behavior, lifestyle or demographic – it all starts with getting intelligence on your customer base.  The more you know, the easier it is to develop targeting protocol.    Consumers are becoming more and more wary of giving out information.  A recent consumer study on how much consumers trust online companies with their personal information shows us to
what extend consumers lack trust.

  • Over 6 in 10 consumers said they have no trust in online companies with regard to their personal information
  • One-third have some trust
  • Just 2% have complete trust in online companies
  • 4%  have such little trust, they refused to answer the question

 What Does This Mean To You?

Part of creating long-term customer loyalty is developing trust with your customers.  If you are collecting information, whether it be an email address, a phone number, getting them to sign up for a text program, following or connecting with them via social media or even getting their home address – make sure you let them know that you will not share their information.  For text, email and social media, let them how often they can expect to receive communication.  Then, most importantly, don’t share their information or bombard them with offers.  Also, consumers want something in exchange for their information,  the more you are willing to give them in the form of an offer, the more likely they are to provide you with their personal information. For more information on creating successful targeting campaigns,  please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: EMarketer; American Consumer Institute