September 13, 2010 § 1 Comment
Football tailgating conjures up images of smokin’ grills with all the basic foods – hot dogs, burgers and brats. Football fans love to tailgate. And as Americans get more sophisticated about food, so do our tailgating parties.
Now here’s a score you have got to love, no matter what your team. According to the latest Weber Tailgating Study™, one-half of today’s US tailgate grillers have gone gourmet before the big game. Fifty percent of those surveyed report that they consider themselves to be either “gourmet” food grillers or “between a gourmet and a basics” food griller (22 percent and 28 percent, respectively).
Here’s the news for retailers: While “basics” tailgate grillers spend an average of $441 in groceries per year for their parking lot parties, “gourmet” tailgaters spend an average of $1,001—a whopping 127 percent more. This comes out to an average of $106 per tailgate for the basics group vs. $165 among the gourmets.
What’s on the menu? Move over hot dogs and burgers.
Gourmet grillers rank their favorite four parking lot foods as chicken (43 percent), ribs (39 percent), brats (37 percent), and steak (33 percent) while basics grillers rank their favorite foods as hamburgers (70 percent), brats (45 percent), chicken (42 percent), and hot dogs (42 percent). Gourmet grillers are also more likely to grill seafood as well.
How will you know the Gourmet Grillers?
They are the ones with the full-size grills and large parties. Gourmet grillers tend to go all out compared with the basic grillers. And they have an average of 20 people at their rocking party, compared with the 14 at the basic griller’s party.
Who tailgates? One out of eight people. Using their smartphone.
Overall, 12.5 percent of Americans over age 18 have tailgated in the last 12 months—attending an average of 3.4 tailgates each. Those ages 24-34 are more likely to tailgate (19 percent), followed those ages 18-24 (17 percent), and then those ages 35-44 (16 percent).
Half of tailgaters are using their smartphone, for cooking tips, scores and checking in with fans.
Recession or not, we love our football!
We may have put off large purchases or that big vacation, but come Saturday or Sunday in the fall, we are at our grills for football season. It’s a tradition that makes us feel good. So a little splurge on ribs and brats to spruce up our party is an easy thing to do.
September 13, 2010 § Leave a Comment
This past weekend was a big one for football. College football is finally in full swing with Saturdays consumed with football mania. I was on a road trip this weekend and spent the day dialing around for games and using my iPad to update scores.
So it was no surprise to learn that a new Scarborough report shows the Southeastern Conference (SEC)* is the number one college conference for women who are avid fans of college football. About one-fifth (19 percent) of avid female college football fans** attended an SEC game, listened to one on the radio, or watched a game on television during the past year. The SEC outranks all other major college conferences for women who are avid fans of college football. Among all adults, 17 percent of avid college football fans are fans of the SEC.
1. SEC (19%)
2. Big Ten (13%)
3. ACC (12%)
4. Big 12 (10%)
5. Pac-10 (7%)
6. Big East (5%)
Who are these smart women?
Female SEC Football Fans represent a diverse, professional audience. They are 47 percent more likely than all adults to be African-American and 12 percent more likely to be employed in white collar positions. Professionally, they are 30 percent more likely than other adults to be in sales positions, and 15 percent more likely to have an office in the home. SEC female fans are average in terms of household income and education.
Female SEC Football Fans are 12 percent more likely than the average adult nationally to own their home and 22 percent more likely to own a second home, as well. Eighty percent live in a single-family home. Female SEC Football Fans fill their homes with high-end technology, such as:
- Energy saving appliances: Female SEC Football Fans are 14 percent more likely than all adults nationally to have an energy saving appliance in their household
- HDTV: 12 percent more likely
- Video game system: 12 percent more likely
- Satellite TV subscription: 17 percent more likely
Maintaining and upgrading the homestead is a priority, and they are more likely than other adults to take on big home improvement projects such as:
- Remodeling a Bathroom: Female SEC Football Fans are 23 percent more likely to have remodeled their bathroom during the past year
- Remodeling a Kitchen: 24 percent more likely
- Roof repair: 26 percent more likely
They also invest in cosmetic and other maintenance upgrades such as:
- Landscaping: 16 percent more likely to have done in the past year
- Painting or wallpaper: 12 percent more likely
- Heating or air conditioning upkeep or replacement: 33 percent more likely
- Installing a home security system: 54 percent more likely
Game on Saturday, Church on Sunday
This might be the statistic I like the best – Female SEC Football Fans share their wealth. They are more likely than the average American to live in a household that contributed to a healthcare, social care/welfare or religious non-profit organization during the past year.
Women watch more sports than soap operas
The old stereotypes are dead. Soaps are going down the drain. When it comes to television, we are watching sports. Whereas 62% of women surveyed say they watch sports regularly or occasionally on TV, 42% say they watch soap operas with the same frequency, according to BIGresearch’s Simultaneous Media Survey (SIMM 10, July 07) of 15,439 consumers.
Oh, by the way
And where are we on Saturdays? We are watching television or at the game. Every college student has a Mom who is hosting a tailgate party, buying tickets, booking hotel rooms, buying merchandise and snagging hot dogs at the game.
July 16, 2010 § Leave a Comment
If you talk to any Mom who has a smartphone, they will tell you their phone is as popular with their children as it is with them. And it’s a life-saver when you are places where you have to wait or fill time – like restaurants, doctors offices or long car trips.
Here are the ways that Moms use their smartphones and apps to occupy their children:
Flashcards and Other Homework Helpers
Books and Stories
Songs and Music
CNN reports that nearly half of the top 100 top-selling educational apps in iTunes App Store were created for preschool and elementary-age children.
It seems that cellphones are always available to children. Almost all children in the U.S. have access to a mobile device, according to the Sesame Workshop. A 2007 study found that 93 percent of 6 to 9-year-olds had access to a cell phone in the home and more than 30 percent owned their own phone. And these numbers have only increased since the study was conducted.
Is it a good thing or a bad thing? It’s like everything else. Don’t do too much of it.
May 13, 2010 § Leave a Comment
As we left James Brown, the Dogfather of Soul, at the Pooch Palace for a recent trip, I remembered an article that I had read in the Wall Street Journal about empty nesters and their dogs.
The largest group of dog-owning households are parents over the age of 45, or 25% of the total, according to the American Veterinary Medical Association, which polled 80,000 families in 2007.
By the way, there are 77.5 million “adopted” dogs in the United States. Seems that empty-nesters are transferring their attentions from their roles as helicopter parents and grandparents to a new role – Pooch Parents! And of course, that means the Moms. DogSport Magazine says 92% of its readers are between the ages of 45 and 54, and many of them are women.
That’s a really important consumer market – we spend $45 billion a year on our pets.
According to the 2007-2008 APPA National Pet Owners Survey, basic annual expenses for dog and cat owners in dollars include: (most recent published figures available)
1. Surgical Vet Visits 453 363
2. Food 217 188
3. Kennel Boarding 225 149
4. Routine Vet 219 175
5. Groomer/Grooming Aids 127 18
6. Vitamins 77 31
7. Treats 66 40
8. Toys 41 26
Breakdown of cat and dog ownership in the U.S. according to the American Pet Products Association 2009-2010 National Pet Owners Survey
Marketers take heed. Pooches are the new darlings of Boomer Moms. And on that recent trip? There were older couples traveling on Southwest Airlines, taking advantage of their new pet travel policy. Seems that Southwest knows the power of the pooch!
March 9, 2010 § Leave a Comment
When the family loads up for vacation this year, they will be looking for mid-priced and Quick Serve restaurants that won’t break the bank. That’s because this year’s vacation is about “good value for the money.”
In the WhyMomsRule.com 2010 Family Travel Survey, Moms say they will be looking for value in all parts of the vacation. Some 22 percent of Moms say they will eat out less while on vacation to help conserve dollars.
Families will likely be eating at Quick Serve (47 percent) or mid-priced casual dining (53 percent) restaurants during their travels.
Two interesting trends to be noted are the interest in eating at local independent restaurants and the importance of free hotel food offerings. Eating local is a chance to enjoy part of the local culture and food offerings, and free hotel foods like breakfast bars and snacks are welcome to families with young children. Gen Y Moms are more likely to eat at high-end restaurants while on vacation; yet, they are also more likely than others to take advantage of free hotel food offerings. Baby boomer Moms are the biggest supporters of local independent restaurants.
The attitude toward vacation saving is also seen in the everyday sacrifices that Moms are making. To help pay for this year’s vacation, 42 percent of Moms say they are eating out less during the year to help save up for the needed getaway.
According to The NPD Group, consumers in 2009, particularly families, were making fewer visits to restaurants overall, and when consumers dined out, they favored lower priced options. Overall restaurant visits declined 3 percent in 2009 with upscale dining showing the most decline.
Restaurant Strategies for Driving Traffic
Restaurants will need to keep the value equation high for families by offering bundled meals, special promotions, kid-friendly menu items, and cater to the needs of children in the restaurant. Restaurants should make menus and take-out services available to hotels and lodging. Loyalty programs should prompt Moms to use your restaurant as they travel. And restaurants must make sure their promotions are visible from the street, as many diners make up their mind as they drive by.
And since Moms read user reviews, it is important to do an audit of all social media reviews to see how your brand stands up. Families will be dining out and family vacation restaurant usage will depend on your targeted strategies.
To get a copy of the 2010 Family Travel Survey, click here.