Tag Archives: Shopper

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

Source: eMarketer

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Smart Phone Penetration

Smart phones have entered a rare company of products.  They are becoming firmly entrenched in the “how did I ever live without” segment of things.  While I’m not old enough to have lived without indoor plumbing, running water or air conditioning – I do remember the when Santa brought my Commodore 64 and what a big deal it was.  Soon, kids won’t believe there was a time when you couldn’t pay for a soda simply by tapping your iPhone.

shutterstock_111973517• If you think that everyone has a smart phone, you’re only half right.  50% of US adults own a smart phone, 93% own either a feature phone or smart phone

• The top group for smart phone ownership is adults 24-32 years old.  Over 70% of adults in this group own a smart phone.

• Nearly two-thirds of adults age 18-23 and 61% of adults 33-46 are smart phone owners

• There is a big drop off in smart phone penetration between adults age 33-46 and those 47-56. Adults in the older group are over 50% less likely to own a smart phone

• The main reason adults have not upgraded to a smart phone is cost. The biggest reason older adults have not moved into a smart phone is they do not see the need for them in their lives

What Does This Mean To You?

Have you ever left your smart phone at home?  What’s your first reaction?
Most likely, it’s turn around and go get it.
These devices are part of the consumer’s everyday lives and they will only grow in importance.
There are functions that your business can use to connect with customers and create engagement.
Mobile marketing allows you to reach potential shoppers no matter where they might be and you can geo-target your message to make it more relevant.
QR codes, permission based SMS, email and social media are either native mobile functions or activities that are rapidly becoming mobile first.  These can provide one-to-one messaging opportunities and can build shopper loyalty. The first step in monetizing your businesses mobile opportunities is creating a strategy.  For more information on building a mobile strategy that meets your companies needs and goals, 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: eMarketer; Forrester Research

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

Building Loyalty With Affluent Buyers

Upper end shoppers are a highly sought after commodity.  They have the resources to not only make large purchases, they are often more easily financed and value quality service. Mobile is a great way to engage affluent shoppers and create awareness of everything you have to offer.  New information is available that tells us not only how prevalent mobile devices are with high end shoppers but what they are looking for in mobile apps.

• Over half of adults with incomes of $75,000 – $100,000 own smart phones and over 20% own a tablet.  Smart phone ownership is nearly 10% higher than the general population and tablet ownership is 19% higher

• Six in 10 adults with incomes of $100,000+ are smart phone owners and 27% have tablets. These extremely affluent shoppers are 25% more likely to own a smart phone and over 40% more likely to be tablet owners

• 46% of adults with household incomes of $150,000 or higher are looking for loyalty program features from the mobile apps they download.  45% want early access to sales.

• Nearly 40% want exclusive product updates or offers for those who downloaded the app

• 36% are interested in product sneak peaks, high quality video and VIP privileges

• Over 30% want to be able to make mobile purchases and easy access to customer service

• Other things that affluent shoppers are looking for are customization based on personal preferences, peer recommendations and exclusive information

 What Does This Mean To You?

The keys to connecting with the high dollar consumer start with making them feel privileged.  They want to be able see, buy and know about products and sales before anyone else.  They also want services regular customers can’t get.  These are the same things that consumers who are more likely to be in the average income range would also appreciate.  They are also things that an overall loyalty program can achieve.  Loyalty programs also give you the ability to communicate directly with customers – and because they signed up for the program, it’s valued content to them.  You can also segment your offers with loyalty programs.  This plays into the customization that consumers are looking for. Offers that are more targeted towards the needs of consumers deliver better results.  For more information on how you can develop customer loyalty and then influence additional sales, 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: emarketer; Luxury Institute and Plastic Mobile; comScore

Actions Taken By Social Moms

Recently, we displayed new research that showed blogs were mom’s most trusted social source of information.  Today, we’ll look at what actions moms take because of the information they find on blogs.  Moms, often being the keepers of the family finances, are not only a great consumer segment – they have a large influence of most major purchases.

• Over 60% of online moms read a book that was recommended on a blog

• 56% purchased a food product that was advocated

• 54% watched a TV program after a suggestion was given

• Nearly half bought a baby toy that was suggested on a mom blog

• 45% purchased a toy after advice from a blog

• Over four in 10 forwarded a post to a friend

What Does This Mean To You?

Moms are not just looking for advice and information; they are also acting on what they find.  Because they are actively looking for information and pass that information, the opinions that moms have could impact your business. Their social activity means they have a large circle of influence.  As a business you should look for opportunities to use moms in testimonials and reward them for sharing positive information about your brand or company. For more information on engaging moms and the most cost effective ways to create loyal shoppers among them, 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: emarketer; BlogHer

Engaging Hispanic Shoppers

According to the latest census, 16% of the US population is of Hispanic origins.  This consumer group, that is over 50 million people strong, has grown by 43% in the past decade. Any consumer group with that much growth cannot be over looked.  New research has become available that details attitudes of Hispanic consumers.  Knowing this type of information is the key to your business leveraging Hispanic consumers and engaging an untapped market.

• 35% of Hispanic consumers nationally said that Spanish language labels help them select products they want, that jumps to 55% among Spanish language dominant Hispanics

• Nearly one-third of Hispanic consumers said they paid more attention to products that are advertised in Spanish

• 29% of Hispanics stated that Spanish language advertising is important because it’s the best source of information when making a purchase decision

• Almost 40% of Hispanic shoppers said that when a company advertises
in Spanish they feel like the company respects their heritage and wants
their business

• More than 35% of Hispanic consumers and nearly half of Spanish language dominant Hispanics intimated that they were more loyal toward companies that show appreciation for their culture by advertising in Spanish

What Does This Mean To You?

Just how important are Hispanic consumers?
Nearly one in four adults in Metro Orlando are of Hispanic origins and nearly half have children in their households.  Hispanic adults are also much more likely than the market to buy a home, vehicle, furniture, mobile device and consumer electronic product.
The first step in creating a loyal relationship with Hispanic consumers is reaching them.  For more information on targeting Hispanic consumers
and getting results, 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: Advertising Age; Experian Simmons; The 2012 Scarborough Report, Release 1