- Posts tagged Consumer Behavior
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How Multiscreen Consumers Learn Of New Products & Services [CHART]
Not surprisingly, the more screens a consumer uses, the more likely he or she is to discover and research products online, versus offline. While 75% of two-screen (2SCRN) consumers list offline sources like word-of-mouth, catalogs and television as their primary way of discovering new products, that percentage drops to 63% for 4SCRN consumers. And, the more screens consumers use, the more likely they are to welcome digital engagement by marketers post-purchase, according to [pdf] a May 2012 report called “The Multiscreen Marketer,” conducted by eConsultancy on behalf of the the Internet Advertising Bureau (IAB).
In an attempt to explore how the multi-screen affects shopping, if at all, consumers were asked to list their top three sources (both online or offline) for becoming aware of new products, researching products and finally, for being kept in touch with by brands. Read the rest at Marketing Charts.
Monthly Average Grocery Spend, 2007-2011 [CHART]
Grocers and consumer-packaged goods (CPG) manufacturers are still figuring out how to navigate the post-recession economy, but consumers have it down: They are finding any way they can to maximize their monthly spend, according to new research sponsored by MaxPoint Interactive and conducted by BIGInsight.
Surprisingly, the average monthly spend on groceries has steadily increased among the general population from pre- to post recession. As the report (entitled, “Reaching Today’s Cost-Conscious Consumer”) reveals, the average monthly spend on groceries has steadily increased among the general population from pre- to post-recession.While spending continues to climb, nearly three in four respondents have made changes to their grocery shopping habits within the last year, becoming more cost-conscious before and during their trips. Read the rest at Marketing Charts.
Eye-Tracking Heatmaps [GALLERY]
Thanks to eye-tracking technology, we can tell where people focus their attention. The results point to fascinating differences between men and women and useful insights into advertising and design. See the rest at Business Insider.
Multitainment Attention By Device [CHART]
TV viewers might be busy playing games on their smartphones or using social networks on their tablets, but it looks like they still give most of their attention to TV, according to a May 2012 study from the Internet Advertising Bureau (IAB). In fact, while simultaneously engaging in TV-related activities on their devices, smartphone and tablet users both give an average of 63% of their attention to TV. The average attention level drops when these multitaskers engage in unrelated activities, but still remains above 50%, at 55% for smartphone users and 61% for tablet users.
Multitaskers using a computer pay the least amount of attention to TV when performing related (55%) and unrelated (50%) activities. Read the rest at Marketing Charts.
Motivations To Pay For Online Video [CHART]
Findings from a March 2012 study conducted by global management consultant company Accenture offered insight into what online video viewers worldwide were willing to open their wallets for: 35% were willing to pay more for higher-quality video content and the same percentage said they would pay more for reduced advertising. Access to premium content—such as new or popular movie releases—was also a draw for 32% of respondents. Read the rest at eMarketer.
Telephone Survey Response Rates, 1997-2012 [CHART]
Telephone survey response rates are on a precipitous decline, although telephone surveys that include landlines and cell phones and are weighted to match the demographic composition of the population continue to provide accurate data along most measures, finds the Pew Research Center for the People & the Press in a May 2012 report. Looking at contact rates over time (the percent of households in which an adult was reached), the study shows a drop from 90% in 1997 to just 62% this year. And when factoring in a declining cooperation rate (percent of households contacted that yielded an interview), the report finds the response rate (percent of households sampled that yielded an interview) this year to be just 9%, down from 36% in 1997 and 25% in 2000. Read the rest at Marketing Charts.
Content-Related TV Multitasking [CHART]
Indeed, according to the IAB’s “Screens to the nth,” those using smartphones while watching TV (”smartphone multitaskers”) outpace those using tablets and computers in a number of program-related areas. For instance, they are about twice as likely as tablet multitaskers to text, email, or IM with friends about the show (23% vs. 12%), and more than three times as likely to voice chat with friends about the show (20% vs. 6%). Smartphone multitaskers are also the most likely to social network with both online communities (20%) and friends (15%) about the show.
According to May 2012 survey results from Horowitz Associates, 6% of TV viewers with internet access at least occasionally interact about a show on social media in real time, rising to 8% among 18-34-year-olds. Read the rest at Marketing Charts.
TV Multitasking By Device [CHART]
63% of live TV viewers and 66% of DVR TV viewers say they used another device at least once the last time they watched TV, with the most common device used being a computer (53% and 50%, respectively), according to [pdf] a May 2012 report from the Internet Advertising Bureau. 16% of live TV viewers and one-quarter of DVR TV viewers said they used a smartphone to multitask, while tablet use was reported by 9% and 14%, respectively. Despite a computer being the most common device used for multitasking, smartphones users were the most likely to interact with others about TV-related content (45%), ahead of tablet (30%) and computer (21%) users. Read the rest at Marketing Charts
Grocery Shoppers' In-Store Purchase Decisions [CHART]
Grocery shoppers are making an increasingly large number of their purchase decisions in-store, according to research findings released in May 2012 by The Point of Purchase Advertising International (POPAI). Breaking down purchases into 4 categories - Specifically Planned, Generally Planned, Substitutes, and Unplanned - the trade association calculated the in-store decision rate by taking the sum of the Generally Planned, Substitutes, and Unplanned category rates. This year, that rate stands at 76% (55% Unplanned; 6% Substitutes; and 15% Generally Planned). This is a significant rise from previous decades’ rates: 70% in 1995; 66.1% in 1986; 64.8% in 1977; and 68.9% in 1965. Read the rest at Marketing Charts.
Passenger Tablet Use By Transportation Mode [CHART]
The data shows that travelers are increasingly abandoning simple, audio-oriented activities in favor of devices with LCD screens that allow for surfing the web, watching movies, listening to music and reading books. Over the past two years, audio usage fell from 9.1% of passengers on commercial flights to 5.2%.
Tablets, in particular, account for a growing share of the multi-use devices travelers are adopting. The survey noted that 8.4% of airline passengers were observed using a tablet at some point during their flight, compared to 5.9% of Amtrak passengers and 3.7% of travelers on curbside bus companies like BoltBus and MegaBus. Read the rest at eMarketer.
