March 14, 2018 § 2 Comments
Nielsen has a new report out on media consumption by women. And while digital continues to grow, traditional media still takes up a large portion of media time. In fact, women are now consuming 11 hours of media a day. Some of the highlights:
- Women still watch a lot of traditional live TV. Women 18+ watch an average of 4 hours a day. What about recorded TV? From 2015 to present, women have consistently spent an average of around 30+ minutes per day with time-shifted TV.
- Radio is still important among women, as they spend almost two hours a day listening.
- Digital, particularly smartphones, continues to grow. Women spent 2.35 hours in 2017, compared to 1.45 hours in 2016.
Local is still important in targeting moms. Nielsen’s Local Watch Report shows working mothers make up the majority of morning news (58%) and late night news (52%) viewing because as most are working during the daytime. Meanwhile, stay-at-home moms over index on catching up with the news at midday (61%) and early evening (57%) and spend much less time tuning into local news in the morning.
March 10, 2015 § 3 Comments
Women are traveling more than they have ever before. Travel experts think that women represent the most important and fastest growing segment of the travel market, in terms of both leisure and business travel.
Phyllis Stoller is truly an expert on women travelers. As head of The Women’s Travel Group since 1992, she is on the front line of travel trends and shares her Top Ten 2015 observations with us. She says that women continue to lead in researching their trips, are seeking more exotic destinations, and are more interested in a healthy diet while traveling. Understanding these trends is important to marketing to women travelers.
Here are her top ten new trends:
- Live for today spending. Overall, a carpe diem mentality is surpassing budget concerns. Maybe it is the economy or maybe single women are finally more affluent. A recent article in the NY Times examined the lifestyle of a healthcare employee, concluding that her higher-per-hour salary put her in a strong financial position for increased spending. And we are seeing these more affluent women traveling. These women are in a professional position that allows for more discretionary spending.
- Women are requesting specific experiences. Online review sites are helping define and prioritize what women will do with their time on a trip, even where they will shop. I have seen actual shopping lists with specific names of oversea stores. Online reviews encourage list making. We observe women listing specific places they want to visit on an itinerary, rather than stating just a destination like Tuscany.
- We still see unusual trips selling out fastest. The idea of leaving ‘your comfort zone’ has leaked into travel. A frisson, even a little scary, is a draw for many women. Women are seeking unusual and new destinations while men are more satisfied with more predictable golf resort destinations. Women are also looking for more intellectual stimulation and experience in their travel; 75% of those who take cultural, adventure or nature trips are women.
- Healthy diet on the road is increasingly important. As regional cuisine has become more sophisticated throughout the US, fine dining overseas is less of a priority, unless it comes with an experience (famous farm meal, known winery, cooking demo).
- Hotel amenities become part of the travel experience. Along with the more liberal spending for travel, we notice women are again using hotel amenities like spa services. Their enjoyment of travel extends beyond the last tour, as women pack use of the hotel into each day. Today’s working women seek quality hotels and services equivalent or better than their business travel standards.
- Smartphones are the new travel accessory. Everyone has a smart phone. Older women will actually get their smart phone before a trip as part of their travel gear. Wifi is the new umbilical cord for many. Entering a lovely hotel with wifi, women will look at their phones before admiring the lobby.
- Solo travelers still penalized. The single supplement is still an issue regarding cost and availability. Women are frequently penalized with a premium applied by some travel companies for traveling alone. Sharing is an option many still choose. But with a stronger economy, the single cost is slightly less formidable this year.
- Frequent flyer consultants needed. Frequent flyer mile accumulation continues to bother women; part of our job today is to help with creative uses of frequent flyer miles. Tour operators need to be frequent flyer consultants or lose passengers’ attention.
- No age limit for traveling. We see women 80+ still happy to travel and not just on cruises. As an FYI, three women of this age group went to India with us October 2014 along with other women aged 40+.
- Airline upgrades are more frequent among women. Maybe the upgrades are a sign of the economy or extra frequent flyer miles. But the upgrades are also a trend of not being afraid to spend money on one’s self.
Read more trends about marketing travel to women here.
July 10, 2014 § Leave a comment
Back-to-school is in full swing now. The traditional back-to-school season has changed and marketers need to make note. The reason for many of these changes are year-round school schedules, just-in-time shopping, online shopping habits and budgets. The back-to-school season has become more of a pinnacle of an ongoing activity than a confined season.
How big is back-to-school? The average family will spend $670 on shopping this year, up 5% from 2013 according to the National Retail Federation. However, 21% of families with children in elementary, middle school or high school reported in a NRF survey they will spend less this year.
Did you know? Combined school and college spending was estimated at $72.5 billion, making it the second-biggest season for retailers. Winter holiday ranks first at $84 billion and Mother’s Day comes in at third at $21 billion.
Here are five things to know about this year.
1. Back-to-school shopping starts in July. Americans began their search as early as June last year. Google conducted a study during the 2013 season and found that 23% of respondents began back-to-school research before July 4, with nearly two-thirds (65%) starting by the end of July. In contrast, only 35% said they made a purchase by the end of July.
The spending is spread out over several months, with traditional spending in August and September. The early shoppers take advantage fresh merchandise, early bird sales and comparison shopping, while the later shoppers are necessity shopping and maybe taking advantage of end-of-season sales.
One difference in the early and traditional shopper may be their form of shopping. The early shoppers are using their desktop and tablets to shop, while the more traditional are using mobile devices and shopping in-store.
During back-to-school 2013, competitive pricing was the top use of mobile, with 66 percent of shoppers planning to use their smartphones to obtain price information and 60 percent to obtain discounts, coupons, or sale information–up 15 percentage points from 2012. There is a whopping 78% of smartphone owners using their mobile devices for shopping.
2. Just in time shopping. The mall has been replaced by online and teens are constantly shopping for new ideas. The world of disposable fashion has lead teens to take advantage of affordable retailers and wait to see what their friends are wearing. Digital-native students are shopping constantly throughout the year, even if they’re not buying.
Just-in-time shopping also shows that as many as 50% parents only buy what is essential for back to school and then buy additional needs during the holiday season, when they expect the best deals. It is a way of spreading out the shopping expense to make it more manageable for their budget. And parents are saving money by buying store-brand items, shopping sales and using coupons.
3. Online is #3 destination. eMarketer forecasts that digital sales for the back-to-school season will increase 16.0% in 2014. One-third of all back-to-school shoppers will make an online purchase, and 45% of back-to-college shoppers will head online. According to Deloitte, among top back-to-school shopping destinations in 2013, 36 percent of consumers shopped online, moving online shopping to the third destination behind discount and office supply/technology stores, a significant jump from the No. 8 position in 2012.
4. College Online Spending Big. More than $3 of every $5 aimed at back-to-school clothes and supplies is spent on college-bound students. A PM Digital report shows online shoppers stealing 37% of this market as the online college segment spends over $1,100 per family. In fact, shopping expenditures are higher online – with 37.3% K-12 and 37.1% college students buying through e-commerce.
5. Smartphone Tool for Shopping. During back-to-school 2013, competitive pricing was the top use of mobile, with 66 percent of shoppers planning to use their smartphones to obtain price information and 60 percent to obtain discounts, coupons, or sale information–up 15 percentage points from 2012. There is a whopping 78% of smartphone owners using their mobile devices for shopping.
What should marketers do this season?
1. Make sure your campaigns are live now and active through September. To stand out, thing about using video and consumer stories to help tell the story. Search should be already in place.
2. Make sure content is available on tablet and mobile. Don’t forget social. Hashtags like #stapleshasit and L.L.Bean’s #packmentality, which leapt from social media into display, email and print last season, will proliferate in 2014.
3. Solicit stories from your customers to drive positive reviews.
4. Time your sales (early-bird and end of season) to match buying periods.
5. Differentiate between back-to-school and back-to-college.
April 25, 2013 § 1 Comment
It is becoming hard to say travel without talking about mobile devices today. By 2014, smartphones and tablets are on track to capture nearly one in five travel dollars. And those who are marketing travel to women should take note of some of the opportunities and challenges.
Travel Decisions Made by Women
Some 80% of all travel decisions are made by women and 40% of travel is planned using a mobile device. The tablet is the preferred device for planning travel and the smartphone is the choice for booking trips while on the go. In fact, three-quarters (76%) of us reach for the smartphone when booking travel on the go.
Poor Mobile Experiences
So you know the drill – you are traveling and something happens to cause you to change your airline reservations. You go to your handy app. But you have a hard time loading the information, it gets confusing and then, you just call the airlines or the hotel or the car rental or the restaurant because it was a hassle figuring it out on that handy app. It’s happened to me before – and apparently, lots of others. A ResearchNow study released by Mobiquity shows the top negatives:
- 60% of smartphone owners, 52% of tablet owners found mobile travel sites slow to load
- 51% of tablet owners rated search and selection options on travel apps as complicated
- 20% of tablet owners were disappointed the apps were not integrated with their loyalty programs
Poor mobile experiences can cause travelers to take an alternative course and could result in decreased revenue for travel brands. More than a third (35%) of connected travelers would be less likely to book again with the travel brand after a slow, confusing of non-optimized experience when research or booking travel on a mobile device. Some of the issues in addition to slow load time are complicated search and selection, poor navigation, not linked to loyalty programs or not designed.
Top Mobile Travel Apps
The top mobile websites mostly include airlines and travel aggregators, such as TripAdvisor and Priceline.com. Of the 8% of iPhone users that use travel apps, the top airline apps are:
United Airlines (1.6%)
Southwest Airlines (1.5%)
Fly Delta (1.3%)
American Airlines (1.3%)
Some of the other popular apps for travel are included in the following infographic:
- Travel fragmentation is extending to mobile (tnooz.com)
April 23, 2013 § 1 Comment
Smartphones now comprise 57% of the mobile market in the United States. By next year, there will be more mobile devices than there are people in the world and more mobile phones than desktop PCs.
With all that mobile action, why then is mobile advertising not growing as fast as smartphone adoption? According to IAB, some 53% of agencies say they don’t have experience in mobile advertising. And 70% say they would purchase more if clients understood it better. Translation: Agencies and clients need to go to school on mobile.
The Google Factor
So here’s a tip for all the late adopters: Mobile ads work! Or at least that’s what Google says. Mobile ads appear to be the most effective paid method of driving page likes, and Google reports that smartphone users are unusually responsive to advertising. Forty-two percent of users click on mobile ads they like, found the Mobile Movement: Understanding Smartphone Users survey. Of those, 49 percent go on to make a purchase, while 35 percent visit the advertiser’s site, and 27 percent call the business in question. A lot of that clicking is on local sites; 95% of people look for local info on their smartphone.
All that smartphone usage leads to smartphone shopping. While strolling the aisles, 49% of us compare prices, 44 percent read reviews of stuff while we shop, and 34 percent are using their phones to check the store’s inventory.
Gender differences in shopping: In a new study by Millennial Media and comScore, findings show men are more likely to use phones to check product availability, compare prices, find deals or make online purchases. Women are more likely than men to use phones in stores to text or call friends about products, send pictures of products, or research product features.
Mobile-Optimized Sites and Apps Necessary
Those that will win in mobile will have sites that are responsive and won’t have roadblocks like Flash. I was working with a client recently, and I tried to view her website on my iPad. Because her site was built in Flash, it was not at all accessible on any Apple devices.
Right now, people spend more time on apps than mobile websites. Tablets seem to be the online shopping tool of choice. Important features include side-by-side product comparison, 360-degree zoom, customer ratings, and an easy checkout process are most important to shoppers.
So let’s go mobile!
March 26, 2013 § Leave a comment
Here are some of the results important for marketing to moms – and dads:
Men shop around too. An equal amount of Moms and Dads, 78% and 76% respectively, shop at more than one grocery store weekly. Most make the extra trip for the best sale prices.
Smartphones are the tool of choice. Almost 60% of moms have a smartphone, compared to 44% in 2011. It is certainly the primary organizer of life. The report shows Moms are playing games (64%), looking up stores/locations (58%) and finding nearby restaurants (50%).
Baby wants a smartphone and a laptop too! Of course, you know children won’t even know how to turn pages in a magazine or a book. 43% of Moms report their children start using a laptop or desktop at 3 – 6 years, and 25% of Moms say that’s when they start using a phone or tablet.
What are the trends behind these facts?
Multichannel Shopping. Consumers are challenging retailers and brands to keep up with their multichannel shopping behaviors. Two-thirds of all shoppers regularly use more than one channel to make purchases. While the Mom report is talking about physical grocery stores, many are shopping online, warehouse stores, farmers markets, specialty stores and grocery stores to fill their pantries. Some 70% still use bricks and mortar stores, but 47% are online. And all research begins online before those “reality” shopping trips.
Life on a Smartphone. We just feel smarter with a smartphone. Nielsen says in their 2013 Mobile Consumer Report that 61% of all adults have a smartphone and 94% have some type of mobile phone. Of course, we don’t actually talk on our phones. We send and receive an average of 764 text messages versus 164 calls sent/received on our phones. We use our phones for a variety of activities – email, music, shopping, location services and internet browsing.
Digital Children. Hilary DeCesare, a cyberbullying expert and CEO of kids’ social networking site Everloop, thinks in an increasingly digital world, it’s important to expose children to different technologies early so that they are prepared to adapt and thrive in more advanced professional settings. The digital expert thinks kids as young as 2 can benefit from tablet use, as long as the parent “is monitoring what [the] child is watching.”