News tagged Consumer Insights
SSI = $$$
August 5th, 2011We have all felt for some time that if you make the consumer experience easy, consumers will spend more and have higher satisfaction. While this is not breaking news, it is great to see research to support our hunches. Allowing online consumers to conduct social sign-in (SSI) for an e-commerce site rather than create a new user account can produce higher levels of spending and customer satisfaction, as identified by Janrain and Blue Research data from “Importance of Identity Solutions”. The report indicates that during the 2010 holiday season, 21% of those who consider social sign-in desirable (fans) expected to spend more than in 2009, compared to 16% of critics.
In addition, 64% of fans expected to spend more than $500 during the 2010 holiday season, compared to 61% of critics. Sixty-six percent of survey respondents were classified as fans and 34% as critics.
SSI Fans are fans of Online Shopping
In addition to planning on spending more in general, SSI fans were also more likely to plan more online purchases during the 2010 holiday season than critics. Thirty-nine percent of fans planned to make more online holiday purchases in 2010 than 2009, compared to 25% of critics.
Furthermore, 54% of fans and 49% of critics planned to make more than 50% of their total 2010 holiday purchases online.
75% of Consumers Avoid Creating New Accounts
Survey data also shows that 75% of consumers will avoid creating a new user account for an e-commerce site, with 54% leaving the site or not returning, 17% going to a different site if possible, and 4% leaving/avoiding the site.
Furthermore, of consumers who have created a new user account, 76% admit to giving incomplete or incorrect information.
Other Findings
- 55% of consumers agree they are more likely to return to a site that automatically recognizes them, 20% disagree.
- 48% of consumers agree they are more likely to purchase at a site that automatically recognizes them, 25% disagree.
- 42% of consumers agree companies that offer SSI are more innovative, up-to-date and leave a positive impression compared to those that do not offer SSI, 22% disagree.
US Leads Global SocNet Usage
Pew Global Attitudes Project found Americans are most likely to use online social networks. Among the 22 publics surveyed, Americans most often say they use websites like Facebook and MySpace: 46% use such sites, 36% use the internet, but do not access these sites, and 18% say they never go online.
The survey finds three countries close behind the US in social network usage. In Poland (43%), Britain (43%) and South Korea (40%), at least four in 10 adults say they use such sites. And at least a third engages in social networking in France (36%), Spain (34%), Russia (33%) and Brazil (33%).
Consideration: For those of you who support e-commerce on your site, it is highly recommended you build SSI into your site.
TV Today, TV Tomorrow, TV Forever – Just Not on a TV
July 8th, 2011It’s that fun time of the year- and we are not joking- that we take a deep dive in the media consumption habits of consumers. In looking at data from Nielsen it is very clear that understanding the rapid change in TV Timeshift is critical in FY12 planning.
Almost 100M Watch Timeshifted TV
The number of US Timeshifted TV viewers grew at a much faster year-over-year rate than the number of traditional in-home TV viewers. Timeshifted TV reached about 97.9 million monthly US viewers in Q2 2010, up about 18% from Q2 2009. While in-home TV reached 286.6 US million monthly US viewers in Q2 2010, this was only up less than 1% from Q2 2009.
Time Spent Watching Timeshifted TV Grows 18%
Time spent watching Timeshifted TV also increased about 18% between Q2 2009 and Q2 2010, growing from eight hours and two minutes to nine hours and 27 minutes. In the same period, time spent watching in-home TV dropped 0.2%, from 143 hours and 51 minutes to 143 hours and 37 minutes.
In addition, time spent watching DVR playback grew 1.1% year-over-year, from 24 hours and 11 minutes to 24 hours and 27 minutes.
65-plus Watch Most Traditional TV
Looking at TV viewing patterns by age, adults 65 and up watched the most traditional TV during Q2 2010, an average of 196 hours and 21 minutes. Meanwhile, adults 25-34 averaged the most shifted TV viewing (12 hours and 52 minutes) and DVR playback (29 hours and 29 minutes).
Teens 12-17 spent the least amount of time watching all three forms of TV.
Women 50-64 Represent Largest Share of TV Audience
By gender, women made up 54% of the TV audience in Q2 2010. By age, the largest share of the TV audience was composed of 50-64-year-olds (24%), with teens 12-17 constituting the smallest share (6%). Females spent more time than males on average per month watching TV in all age brackets except 2-17, where males spent an average of 106 hours and 43 minutes and females spent an average of 105 hours and 30 minutes.
African Americans Watch Most Overall TV, Asian Americans Least
Examining TV viewing habits during Q2 2010 by race, overall African Americans spent the most time per month watching TV (199 hours and six minutes) and Asian-Americans spent the least (92 hours and six minutes). However, non-Hispanic Caucasians spent the most time per month watching Timeshifted TV (10 hours and 36 minutes) and Hispanics spent the least (five hours and 57 minutes). Non-Hispanic Caucasians also spent the most monthly time watching DVR playback (25 hours and 31 minutes), while Asian-Americans spent the least (19 hours and 22 minutes).
Hispanic Americans Have Highest Satellite Install Rate
Looking at TV delivery systems, Hispanic Americans have the highest rate of satellite TV systems (34.9%) and broadcast only TV systems (14.3%) installed, while Asian-Americans have the highest install rate of wired cable TV systems (66%).
HDTV Viewing Lags Ownership
Although 56% of US households now have at least one HDTV, only 13% of total day viewing on cable and 19% of viewing on broadcast television is “true HD” viewing.
Despite relatively high levels of consumer HDTV adoption, less than 20% of total US TV viewing consists of HD content. Nielsen analysis indicates reasons for this disconnect include the fact that more than four in 10 US households still do not own an HDTV and/or lack HDTV service, even most HDTV homes have at least one standard set, and about 20% of viewing on HD sets is via non-HD feeds.
Marriage, True Love
June 22nd, 2011Marriage Less Prevalent for Lower Socioeconomic Classes
Survey data indicates the decline in US marriage rates has occurred along class lines. In 2008, a 16-percentage-point gap separated marriage rates of college graduates (64%) and of those with a high school diploma or less (48%). In 1960, this gap had been just four percentage points (76% vs. 72%).
The survey also finds that those with a high school diploma or less are just as likely as those with a college degree to say they want to marry. But they place a higher premium than college graduates (38% compared 21%) on financial stability as a very important reason to marry.
About half (52%) of all adults in this country were married in 2008; back in 1960, seven in 10 (72%) were married. In 1960, two-thirds (68%) of all 20-somethings were married. In 2008, only 26% were.
4 in 10 US Adults See Marriage as Obsolete
Thirty-nine percent of survey respondents say marriage is obsolete. Those most likely to agree include those who are a part of the phenomenon (62% of cohabiting parents), as well as those most likely to be troubled by it (42% of self-described conservatives).
Public Ambivalent to Many Changing Marital Norms
The public’s response to changing marital norms and family forms reflects a mix of acceptance and unease. Overall, 34% of Americans say the growing variety of family types is a good thing, 29% say it is a bad thing, and 32% say it makes no difference. 69%, however, say the trend toward more single women having children is bad for society, and 61% say that a child needs both a mother and father to grow up happily.
On the more accepting side, only a minority say the trends toward more cohabitation without marriage (43%), more unmarried couples raising children (43%), more gay couples raising children (43%) and more people of different races marrying (14%) are bad for society. Relatively few say any of these trends are good for society, but many say they make little difference.
Divorce Risk Highest at 25
Risk of divorce is highest for married 25-year-olds, according to previous analysis of US government data by the Pew Research Center. Pew statistics indicate more than half of married 25-year-olds will divorce at some point, while 45% of 50-year-old men and 46% of 50-year-old women will eventually divorce. Of 50-year-olds who divorce, 81% of men and 71% of women will eventually remarry.
If Loving A Burrito is Wrong, We Don’t Want to be Right.
June 22nd, 2011The top food brands that appeal to Americans with adventurous tastes are Chipotle, Naked Juice, El Monterey and Jamba Juice according to TNS data. This suggests that a significant opportunity exists for marketers to expand food offerings that address consumers’ desire for discovery and adventure.
The analysis, which is based on the TNS Landis US Consumption Universe across the food and beverage landscape, took 270 consumer food, snack and beverage brands into account. It identifies two consumer segments, “Culinary Enthusiasts” and “Upbeat Food Explorers,” who are highly motivated by the exploration and discovery of new and exotic foods, beverages, and restaurants. These consumers are twice as likely to try any food/beverage at least once, no matter how exotic or unusual.
Paulette Kish, EVP of TNS Landis Innovation, said that the results of the analysis reveal significant potential in this market. “In the face of lifestyle stress, consumers often find relief and escape through foods and beverages,” she said. “Sometimes this means a return to comfort foods, but consumers also escape by elevating experiences and increasing excitement in small, affordable doses.”
Top Brands Reflect Beverages and Mexican Fare
Despite this potential, consumers today believe there are only a few specific brands that have much appeal to those with adventurous tastes. After Chipotle and Naked Juice, the top-15 products include other juices and adult beverages, along with a few mildly exotic and spicy offerings such as frozen Mexican snacks/entrees.
To further highlight the potential opportunity, TNS Landis also ranked product types that appeal to adventurous eaters alongside the branded products. This side-by-side comparison found that generic food types such as tofu, imported cheese, hummus, sushi, and whole grains such as barley/bulgur scored higher than did most brands. This may suggest unmet needs for branded products in these categories.
When consumer confidence improves, Kish said that the market should expect to see more retail brand marketers offering solutions to consumer food adventure-seeking. She identified the following trends to watch:
- The “mainstreeting” of exotic fare
- Global migration of flavors, spices, and preparation methods
- Source-branded ingredients such as those already present for products such as coffee and olive oil
Last year, the Food Channel similarly identified diversity and globalization and the move toward spicier foods as top-10 trends.
Teens Like to Text. kthxlol:)
June 11th, 2011As you know we are Nielsen data junkies. For those of you who did not see the study…and we are sure this is of no surprise… US teens age 13-17 sent and received an average of 8% more text messages in Q2 2010 than in Q2 2009.
Alert the Press, Teen Girls Text More Than Teen Boys
Teens age 13-17 sent and received an average of 3,339 monthly text messages in Q2 2010, 8% more than Q2 2009 and more than six per waking hour.
No one texts more than teens (age 13-17), especially teen females, who send and receive an average of 4,050 texts per month. Teen males also outpace other male age groups, sending and receiving an average of 2,539 texts. Young adults (age 18-24) come in a distant second, exchanging 1,630 texts per month (a comparatively meager three texts per hour).
Remember When Cell Phones Were to be Used “In Case of Emergency”?
Texting is the main reason teens get a cell phone, with 43% claiming it is their primary reason for getting one. Safety, which was the main teen reason for getting a phone in 2008, is now less important. It is secondary among girls and less so among boys. Keeping in touch with friends is still one of the top three factors, too.
Overall, percentages of teens citing specific reasons for obtaining a cell phone did not greatly vary between Q2 2009 and Q2 2010.
This is Not Your Parents’ Buick
Tracking use of voice telephony by age group, voice usage declined in every age bracket younger than 55 between Q2 2009 and Q2 2010. It slightly increased among the 55-to-64-year-old and 65 and older demographics.
Voice activity has decreased 14% among teens, who average 646 minutes talking on the phone per month. Teen females, who are more social with their phones, average about 753 minutes per month, while males use around 525 minutes.
Another Shocker: Teens Like Apps
While teen usage of mobile data and applications does not reach levels of activity seen by young adults, it has increased substantially since Q2 2009, growing from 14 MB to 62 MB. This fourfold increase is the largest jump among all age groups. Much of this boost is led by males, who are more gadget-savvy and consume 75 MB of data, compared to 17 MB in Q2 2009. Teen females use about 53 MB of data, compared to 11 MB a year ago.
Teens are not only using more data, but they are also downloading a wider range of applications. Software downloads among teen subscribers who use apps enjoyed a solid 46% increase in activity, from 26% to 38%. This includes popular apps such as Facebook, Pandora or YouTube.
Usage of the mobile web has also surpassed activity on pre-installed games, ringtone downloads and instant messaging. Other mobile activities like mail and text alerts have also seen significant growth.
Teens Text 5x More Than Adults
Teens ages 12-17 send and receive a median of five times more texts per day than adult texters, according to recent data from the Pew Internet & American Life Project. Slightly more than half (51%) of adults who text send one to 10 texts per day, compared to 22% of teens.
The percentages of texting adults and teens who send 11-20 and 21-50 average daily texts are fairly similar. Where teens begin to outpace adults is in the percentage who send 51-100 average texts daily (18% to 7%), and more notably in the percentage who send 101-plus average texts daily (29% to 8%).
Ultimately, adults who text typically send and receive a median of 10 texts a day; teens who text send and receive a median of 50 texts per day.
Red, White and Green
June 11th, 2011Large majorities of Americans support alternative energy regulations, although a smaller majority believes that global warming and offshore drilling support is increasing.
Fuel Efficiency Seen as Most Important
When asked about alternative energy policy, 79% of US adults want requirements for better fuel efficiency, and 74% want more funding for alternative energy. Smaller majorities want more mass transit funding (63%) and more tax incentives for hybrid/electric vehicles (60%). Alternative energy does not necessarily mean “green” energy, as 45% want to promote more nuclear power use.
60% Believe in Global Warming, Fewer Say It’s Man-Made
Fifty-nine percent of US adults say there is solid evidence that the Earth’s average temperature has been getting warmer over the past few decades. However, only 34% believe it is due to human activity. While these figures have changed little from 2009, in July 2006 much higher percentages both believed in global warming (79%) and human activity being responsible (50%).
1 in 3 Say Global Warming is ‘Very Serious’
About one-third (32%) of US adults say global warming is very serious, while another 31% say it is somewhat serious and 16% say it is not too serious. 18% say global warming is not a problem at all.
These figures are also little changed from last year, but show a marked decrease in concern about global warming since July 2006. At that time, 43% said global warming is a very serious problem, and only 9% said it is not a problem.
Less than Half Want Government Action
Forty-six percent of US adults want government action regarding global warming, down from 61% in July 2006. Interestingly, the percentage not wanting government action remained almost flat (26% in July 2006 and 29% in October 2010). However, the percentage saying global warming is not a problem jumped from 10% to 21%.
Laptops Are SO 2010
June 11th, 2011Each year it is like Christmas when we can review the Pew Research’s study on how American’s connect to the interwebs. One of the most exciting changes in this year’s report was showing that a higher percentage of US adults own a mobile phone than those who own a computer.
We Love Our Phones
85% of Americans now own a cell phone.
Cell phone ownership rates among young adults have reached 96% of 18-to-29 year olds.
Meanwhile, three-quarters (76%) of Americans own either a desktop or laptop computer.
Since 2006, laptop ownership has grown dramatically (from 30% to 52%) while desktop ownership has declined slightly.
But Less than Half of us Love Our MP3 Players
Ownership rates of other popular gadgets among US adults do not reach 50%.
Slightly less than half (47%) of American adults own an MP3 player such as an iPod.
This represents a nearly five-fold increase from the 11% who owned this type of device in early 2005.
Console gaming devices like the Xbox and PlayStation are nearly as common as mp3 players, as 42% of Americans own a home gaming device.
Parents (64%) are nearly twice as likely as non-parents (33%) to own a game console.
Per the Usual, Early Adopters are Biggest Lovers of the Newest Devices
Compared with the other devices on this list, e-book readers (such as the Kindle) and tablet computers (such as the iPad) are relatively new arrivals to the consumer technology scene, and are owned by a relatively modest number of Americans.
However, these devices are proving popular with traditional early adopter groups such as the affluent and highly educated. Ownership rates for tablets and e-book readers among college graduates and those earning $75,000 or more per year are roughly double the national averages of 5% and 4%, respectively.
Most of Us Have Them All… well, most of them
Eight in 10 American adults (78%) own two or more of these devices, and the median adult owns three of the seven gadgets we asked about in our survey. Among other factors, device ownership is highly correlated with age.
For example, the typical adult younger than age 45 owns four devices, while the typical adult between the ages of 55 and 64 owns two and the typical senior (age 65 or older) owns just one. Those with high levels of income and education are also more likely to own a relatively large number of devices compared with those with lower income and education levels.
I Am Not Some Sort Of Crazy Coupon Clipper! But I Do Love My Mobile Phone Coupons…
June 11th, 2011Here at world headquarters, we have been following consumer’s increasing use of mobile phone couponing. The report released by Retail Connections shows some amazing consumer metrics. Nearly 80% US mobile phone users currently uses or will use mobile text coupons within 24 months.
Text Coupons Most Popular Retail-Related Consumer Mobile Activity
Looking at a variety of retail-related consumer mobile activities, text coupons lead both in terms of current engagement (25%) and planned engagement in the next 12 months (47%). Probably due to the high percentage of consumers who will already be using mobile text coupons within 12 months, planned engagement within 12 to 24 months is only 9%, tied for second-lowest with consumer self-checkout.
The other two retail-related consumer mobile activities currently used by more than 20% of mobile phone subscribers are regular barcode (22%) and 2D barcode (21%). Coupons on mobile screen only have 16% current engagement, but 38% planned engagement within the next 12 months, second only to text coupons in this category.
iPhone/iPod Most Supported Consumer Mobile Platform by Wide Margin
Study data indicates 85% of US retailers support consumer use of the iPhone/iPod platform, and 88% plans to do so in the future. This current support rate dwarfs the 55% support of the next-most-popular consumer mobile platform among retailers, the iPad platform. However, 72% of retailers plan to support consumer iPad use in the future.
While only 50% of retailers currently support consumer use of the Android platform, 79% plan to support it in the future. Windows Mobile has 43% current support and 53% planned support, while Blackberry has slightly lower current support (40%) but slightly higher future support (58%).
4 in 10 Retailers Support Store Associate Blackberry Platform
Retailers display different preferences for supporting mobile platform use by their employees, and at much lower percentages. Part of the reason for this lower level of support may be the higher cost involved in supplying store associates with mobile devices, as opposed to letting consumers use their own devices in the store.
The iPhone/iPod and Windows Mobile platforms are tied for second place with 42% current support. However, 67% of retailers plan future iPhone/iPod support, while only 41% plan future Windows Mobile support, implying a small number of retailers currently supporting employee use of Windows Mobile devices plan to end it.
Android only has 26% current support, but comparatively high 41% planned future support. Windows CE/7 also has 26% current support, but similar to Windows Mobile planned future support for this platform dips to 22%.
Texting Most Popular Mobile Plan Feature
Perhaps explaining the popularity of text coupons, more than nine in 10 mobile phone owners (94%) have text included in their phone plan. This makes texting by far the most popular feature of US consumer mobile phone plans. Other popular features include email (80%) and mobile web (78%).
I Will Take Another, If You Please
June 10th, 2011Three in ten Americans 21 and older (29%) say they drink alcohol at least once a week, including 5% who drink daily and 10% who drink several times a week. In addition, 20% of Americans 21 or older say they drink alcohol at least once a month and 15% drink it several times a year.
1 in 5 Don’t Drink, Men Drink More
Another one in five Americans (22%) say they never drink alcohol, and men are more frequent drinkers than women are, as almost two in five men (38%) say they drink at least once a week compared to 21% of women.
Older Drinkers Most Likely to Drink Daily
The poll presents interesting findings regarding drinking habits by generation. Overall, younger adults are more likely to say they drink at least once a week, with 33% of Echo Boomers (age 21-34) but only 26% of Matures (66 and older) doing so. However, Matures have the highest rate of drinking daily (11%), roughly double the 5% rate of Baby Boomers (age 47-65) and almost quadruple the 4% rate of both Echo Boomers and Gen X (age 35-46).
Looking at rates of abstaining from drinking alcohol by age, members of Gen X are least likely to abstain completely (18%), compared to the 27% highest rate held by Matures. Echo Boomers are actually slightly more likely to be teetotalers (23%) than Baby Boomers (22%).
Beer Loses Popularity Since ‘09, Other Beverages Gain
Beer is the most frequently consumed alcoholic beverage in 2011, with 63% of drinking adults saying they consume beer. However, this rate is about 6% lower than the 67% of drinking adults who consumed beer in 2009, when it was also America’s leading alcoholic beverage. Beer also has a sizable gender gap, as it is consumed by 75% of male adult drinkers but only 50% of female adult drinkers.
Meanwhile, domestic wine significantly grew in its consumption rate, rising 10% from 49% in 2009 to 54% in 2011. Domestic wine has an inverse gender gap to beer, being consumed by 63% of female adult drinkers but only 45% of male adult drinkers.
Tequila and cordials/liqueurs also gained popularity since 2009, while Scotch lost a small amount.
Whiskies, Champagne Have Gender Gaps
Other beverages with significant gender gaps include bourbon (consumed by 23% of male drinkers and 6% of female drinkers), Scotch (consumed by 17% of male drinkers and 4% of female drinkers), and champagne (consumed by 23% of female drinkers and 13% of male drinkers).
Americans Drink More Wine
Overall US wine consumption rose 0.8% to 297 million nine-liter cases in 2009, according to August 2010 data from the Beverage Information Group. 2009 marked the 16th straight year of increased wine case consumption in the US. According to the Beverage Information Group’s 2010 Wine Handbook, domestics continue to outpace imports. Domestic wines rose 1.8% to 222.7 million cases, while imports dropped 2.2%, landing at 74.3 million cases. However, growth is still being seen among smaller countries such as Chile, New Zealand and Portugal.
US wine consumption is expected to increase 4.6% to 310.7 million cases by 2014.