November 26, 2013 § Leave a Comment
October 14, 2013 § Leave a Comment
New research says that the average consumer visits the doctor three times a year but spends some 52 hours a year researching health information online annually.
The average number of physician office visits per person is 3.19x. Since most physicians actually spend only 15 minutes per patient, there is a role for other healthcare efforts to expand the physician experience through other efforts such as email, telephone care and even group visits. According to the American Academy of Family Physicians, 63% of women want a relationship with a doctor that knows their medical history.
Marketing healthcare is really marketing to women.
Learning the behavior of women in these situations is important because women make the primary healthcare decisions in 2/3 of households.
- Some 59% of prescriptions are ordered by women.
- Women spend 80% of all dollars in a drugstore.
- 60% of all doctors appointments are made by women for the household.
- More than one in ten care for a sick relative or parent.
While many online search occasions are prompted by physician diagnosis, it certainly means that consumers are not getting adequate information from their healthcare provider.
The research, conducted by Makovsky Health and Kelton among Americans aged 18 and older, was focused on behavior related to healthcare and prescriptions. We tend to go to pharma-related websites when we are experiencing symptoms (16%), after receiving a diagnosis (51%) and before filling a new prescription (23%).
Some 24% of consumers use at least one or a combination of social media channels (YouTube, Facebook, Twitter and blogs) to access healthcare information.
The most accessed online resources are:
- WebMD – 53%
- Wikipedia – 22%
- Health Magazine Websites – 19%
- Advocacy Group Websites – 16%
- YouTube – 10%
- Facebook – 10%
- Blogs – 10%
- Pharmaceutical Websites – 9%
Contrary to their search for health information, 33 percent of consumers have spent less than an hour researching information on the Affordable Care Act.
October 8, 2013 § Leave a Comment
Women are hardwired to shop – a desire to provide for our families that might be traced to the earliest hunter-gatherer times. So maybe we aren’t looking for soft buffalo pelts, mastodon meat and twigs for fires. But for retailers to appeal to women, advertising and marketing need to resonate with the female shopper.
Nielsen NeuroFocus research has found that the female brain is hard-wired with evolutionary patterns that create a very unique shopper whose purchasing prowess has never been stronger.
Research from Nielsen NeuroFocus tells us that women’s brains are designed for:
- Big-picture thinking
- “Gut” reasoning
- Social and verbal skills
But men’s brains are hardwired differently for:
- Concrete thinking
- Goal-oriented tasks
- Logical solutions
Getting a woman’s attention is the first step toward intent and brand loyalty.
Second women must retain the information we are providing. Women remember more and differently than men do, so marketers must talk to both her emotional and rational sides and acknowledge her attention to detail. The combination of emotional decision-making opportunities and rational information increase purchase intent and have strong “sticking” power.
We women have better memory for detailed information than do men, while men tend to have better spatial ability and the ability to build systems. This means that marketers need to get product design, packaging, pricing, branding, messaging and more in sync with how the female subconscious mind receives and processes information, and directs behavior.
According to Nielsen NeuroFocus, the female brain is programmed to maintain social harmony, so messaging should be positive and not focus on negative comparisons or associations.
- Male brain vs female brain: How do they differ? (theguardian.com)
September 22, 2013 § 1 Comment
Consumers can be hiding their true motivations. That’s the findings of a new research study by Young & Rubicam. Consumers may be hiding their most important desires and motivations from marketers. In fact, consumers may hold views that are the opposite of what they say, and they are okay with that.
How did they discover this new finding? Y&R reports that they used traditional survey research to reveal what people think consciously and indirect questioning, Implicit Association, to get at the unconscious motivations. This is part of the movement to neuromarketing and will definitely be important when marketing to women.
Chip Walker, the Y&R EVP who was responsible for the study says that Consumers hide their motivations. While people may claim that achieving “meaning in life” is their most important value consciously, unconsciously “sexual fulfillment” ranks #1.
One of the contradictions you find in research is that while sex definitely sells, provocative advertising does not test well. Apparently, we do not like to admit that sex can be motivating. Maybe that’s the truth underlying the news uproar about Miley Cyrus “twerking” , while her new release has steadily climbed to #1 on the charts.
Some of the contradictions pointed out by the research are in top conscious and unconscious values. American’s top conscious values are helpfulness, choosing your own path, and meaning of life – while our top unconscious values are maintaining security, sexual fulfillment, and respect for tradition.
Brands both suffer and benefit from this dichotomy of unconscious and conscious desires. Brands that top the conscious list are Amazon, Google, Apple, Target, Whole Foods, Starbucks, McDonald’s, Facebook, AT&T and Prius. The top 10 brands that have a secret crush with consumers are Target, Amazon, Facebook, Whole Foods, National Enquirer, Exxon, McDonald’s, Apple, Starbucks and AT&T. Google and Prius drop off the top 10 list and amazingly National Enquirer and Exxon move up.
There is now a large group of consumers that appear to be fine with this conflicting mindset. They also feel that marketers don’t really understand them.
What should we takeaway from this study?
1. The Good v. Bad Mentality. Traditional research has limitations in certain areas. Researchers and marketers have intuitively known this for years. Ask restaurant diners if they want more healthy products on the menu and they will say yes. But those healthy products never make a huge dent in the product mix. I think there are many accepted contradictions in every industry, and marketers must be attune to both realities of the business and consumer insight.
2. One Size Doesn’t Fit All. Thankfully, we women consumers can’t always be grouped into easy to understand segments. But brands can reach us if they understand the emotional benefits of their brand. Since the Gulf oil spill, Dove detergent has done a good job of helping us understand that it is good for our hands and good for cleaning up oil-soaked birds. That emotional benefit is larger than the appeal of soft hands for busy Moms.
3. Marketing to Women is Complex. And in today’s world, our cultural view of women is in flux. Young women will hold vastly different views and opinions from older women. Breadwinner women may hold non-traditional views about work and family.
September 10, 2013 § 1 Comment
Whether we have the latest smartphone or a second generation tablet, we are all using them to shop! A recent study by AOL showed that the conversion rate for mobile purchases grew 28%. What does that mean? Well, it means that people actually made a purchase while on their mobile device. A whopping 31% of conversions across four verticals occurred while using a mobile device. And the industries with the highest conversion rates were telecom, retail, auto and travel.
Mobile Device Share of Online Conversions (% on Smartphone and Tablet; August 2013) The findings are based on analytics from more than 500 billion online ad impressions and 100M conversion events across all devices, such as mobile phones, desktop computer and tablets.
Telecom – Purchase of a new plan or device – 37%
Retail – Make a purchase – 35%
Auto – Find dealer, request info, configure, travel – 22%
Travel – Book hotel, flight or car reservation – 20%There has been a misconception that mobile really means only mobile – that we are using devices only on the go. But actually 25% of our digital is spent at home and that is where we are viewing and purchasing many things. And 75% of all mobile ad impressions were viewed within the home. A lot of that has to do with the amazing adoption of tablets, iPads in particular.
“What we’re learning is that consumers are increasingly using their mobile devices in much the same way they do with their computers when they’re at home,” said Chad Gallagher, director of mobile for AOL networks. “Looking at holistic impression volume, 25 percent of all digital impressions are consumed on a mobile device at home – which speaks to why users are performing complex functionality on their mobile devices. The data means that companies must understand mobile tracking and enable technology that can run across all platforms to account for the massive business opportunity on mobile devices. Net-net, we need to re-think how we market through the tablet. Marketers are realizing that they can’t afford to run desktop-only campaigns anymore.”
Historically, advertisers focus on branding or driving the purchase of mobile-centric offerings. The AOL points to an opportunity to drive conversions for a much wider array of products and services through mobile.
September 4, 2013 § Leave a Comment
We can no longer separate the female shopper from her shopping tool of choice – the smartphone and the tablet. Retailers should understand that the love affair of women and their mobile devices is deep and growing. In fact, 57% of women would rather give up sex than give up their smartphone for seven days.
Who is the Mobile Shopper?
The mobile shopper is divided equally between men and women but women are more likely to use their devices for physical purchases. Mobile shoppers tend to skew younger. The majority (57%) are under 45 years old and make up a growing share of mobile shoppers, and 34 percent are under 34 years old.
Nielsen says that both men and women participate in shopping but women are the dominant shopper in every retailer category except convenience stores. Women drive the larger shopping trips outspending males by $14.31 per trip in supercenters and by $10.32 per trip in grocery stores.
Women Shop Mobile At Home
We are using our devices most frequently at home, according to Nielsen. More than two-thirds of smartphone shoppers and four-out-of-five tablet shoppers are shopping at home—sometimes while watching TV. Tablet owners are more likely to be doing research on purchases (59%) and are more likely to purchase physical items (38%) than smartphone shoppers (24%).
Women Shop Mobile In-Store
Smartphones are necessary shopping outside the home. The are the in-store device of choice for most. While on the way to the store, 70 percent of smartphone shoppers use a store locator to plan their shopping trip. Once inside the store, 37 percent stay organized using lists while shopping on their phones. We use our devices to check prices, and the majority of smartphone (63%) and tablet (53%) owners then use search and scanners to determine price and deals. At the checkout lane, smartphone shoppers then are more likely to use their devices for mobile coupons (34%) and for payment (23%).
Women Continue After the Shopping Experience
After we finish our shopping, we pick up our tablets to track and share our shopping experience. Some 20 percent write comments on social media and 16 percent use their tablets to write reviews of their purchases. For the at-home mobile shopper, the majority of smartphone (55%) and tablet (52%) shoppers are using their devices to track the progress of their online orders.
August 5, 2013 § Leave a Comment
Hispanic women are growing in purchasing power in the U.S., as Hispanics reach 54 million in the U.S. population. According to Nielsen, Hispanic women, also called Latinas, are the ones fueling the buying power of this group. Currently 86% of Hispanic women are making the purchase decisions in their household.
Hispanic women are projected to become 30% of the total female population by 2060, compared to 43% white females. In fact, in 2060, there will be no single dominant ethnic group.
The new Hispanic buying power is being fueled by the education and career growth. The women are outpacing their male counterparts in both areas and are the decision-makers in household spending.
And for the first time, Hispanic women are exceeding non-Hispanic females in college enrollment. A record 73 percent of Hispanic high school female graduates are enrolling in college, 11 percent ahead of Hispanic males.
The new Hispanic women are bi-lingual and are at ease shifting back and forth from Spanish to English.
Marketing to women will again take on new dimensions as we reach out to this important new demographic.