Cross Media Approach works best for Apparel and Electronics Marketing September 5, 2007
Posted by Mark Blei in : Uncategorized , add a commentCross-Channel Sales Suit Online Apparel
SEPTEMBER 5, 2007
Finding the proper fit for Web shoppers.
How can shoppers get a sense of how clothes feel? The answer for most shoppers is simple: Go to the store. A January 2007 Accenture survey found that two-thirds of online consumers prefer to buy clothing in stores rather than online. “Apparel is a big cross-channel shopping category,” said eMarketer senior analyst Jeffrey Grau. “Traditional retailers who understand the consumer purchase process will develop strategies for driving online shoppers to their stores.” Despite a preference for buying apparel in stores, many online consumers like to research their prospective purchases on the Internet. In fact, the apparel category is second only to electronics in the percentage of adult online consumers who practice this form of cross-channel behavior, according to a 2006 holiday season survey conducted by BIGresearch on behalf of the Retail Advertising and Marketing Association. All together, 32% of online consumers indicated they had cross-channel-shopped apparel versus 51% of online electronics shoppers. Shopping across channels for apparel was most prevalent among female online consumers (36%). Thus far, visiting apparel and accessories sites is a pursuit for young people. Just under one-half of visitors to clothing sites in June 2007 were under 35 years old, according to Hitwise data provided to eMarketer. Only 30% of apparel site visitors were over 44. By contrast, 39% of visitors to shopping and classified sites were younger than 35. As for income, 51% of online apparel and accessories shoppers had annual household earnings of $60,000 or more, and 24% had even higher income of $100,000 or more. By comparison, 50% of visitors to shopping and classified sites had an annual household income of at least $60,000. Learn more about cross-channel clothes marketing. Please read eMarketer’s Apparel E-Commerce report.
Web Plays Key Role in Chinese Economy April 18, 2007
Posted by Mark Blei in : Uncategorized , add a commentWeb Plays Key Role in Chinese Economy
According to the BIGresearch 1st Quarter 2007 edition of their China Quarterly Survey, it’s the Chinese consumer that’s playing a starring role in the growth of the Chinese economy. The 18-34 age group of 380 million, with 191 being men, are large consumers of luxury brands and other key consumables that multi-national marketers want to convert as customers.
Key findings of the survey include such things as:
- The grocery market changes as indigenous grocer Hualian slips past Carrefour and Wal-Mart to the #1 position
- European brands continue to be preferred above U.S. brands in key categories such as Clothing, Cosmetics, Furniture and Jewelry
- Consumer confidence remains very high
- Planned expenditures on electronics are much higher in China than in the U.S.
- Chinese men and women say surfing the net is #1 leisure activity
- Word of mouth is even more influential to Chinese consumers than U.S. for Electronics, Clothing, Autos and Pharmaceuticals
Though Word of Mouth ranks as the number one influence for electronics purchases for men ages 18-34 at 52.6% in the U.S., only 38.6% of Chinese men ages 18-34 say the same.
Joe Pilotta, VP of Research for BIGresearch, says “Understanding how the Chinese consumers want to be communicated with and knowing which media have the greatest influence on purchases can be a stumbling block for multi-national marketers who try to import media plans from their home markets to China. Advertisers need to understand how their consumer base prefers to receive their messages and adjust their allocations accordingly,”
Top 5 Media Influences for Electronics (Men Ages 18-34) | |
China | United States |
Read article on product | Word of Mouth TV/Broadcast |
Magazines | Internet Advertising |
Read article on product Magazines | TV/Broadcast |
Word of Mouth | Internet Advertising |
Source: BIGresearch, April 2007 | |
The China Quarterly, primarily tracking 18 to 34 year olds’ positions on purchase behaviors, brand preferences, purchase intentions, product usage, health topics and future spending in key product categories, as well as media consumption, simultaneous media usage and media influence on purchases.
For additional information on BIGresearch’s China Quarterly, please go here.
TV, Print Trigger Online Searches March 22, 2007
Posted by Mark Blei in : Uncategorized , add a commentTV, Print Trigger Online Searches
March 22, 2007
By Joan Voight
|
NEW YORK Traditional advertising plays a key role in prompting consumers to search for merchandise online, according to a study by the Retail Advertising and Marketing Association (RAMA) and BIGresearch.
Roughly half of the consumers told researchers they take cues from TV, magazine and newspaper ads to determine when and where to shop online. In order of preference, 47 percent said they turned to magazine ads, followed by TV commercials and newspaper ads at 43 percent each. (Respondents could choose more than one medium.)
In-store promotions motivated 27 percent to search for products online. When it came to coupons, far more women than men used them for online guidance, at 42 percent of women versus 29 percent of men.
The survey findings seem to reinforce the evidence that many marketing agencies are collecting, which indicates online and offline marketing programs work better than online-only or offline-only campaigns. “When it comes to advertising, retailers always need to be careful not to put all of their eggs in one basket,” said Mike Gatti, executive director of RAMA.
“While search engine marketing continues to be a popular strategy, retailers should not lose sight of traditional advertising channels to promote products and services,” Gatti said.
Shoppers use the Internet as a resource before determining which items to buy and where. According to the survey, 92.5 percent of adults said they regularly or occasionally research products online before buying them in a store. Products that are most often researched online are electronics, apparel and appliances. Men were twice as likely as women to shop for automobiles online, 20 percent to 10 percent, respectively.
“Retailers must realize that online communities are now producers and are able to extend the distribution of traditional media with a trust and truth not even approximated by mass media,” said Joe Pilotta, vp at BIGresearch.
The study surveyed more than 15,000 consumers in November and December 2006. RAMA released its analysis of the survey last week.
Automotive Purchase Intentions, Web Sites and Advertising Details March 9, 2007
Posted by Mark Blei in : Uncategorized , add a commentAutomotive Purchase Intentions, Web Sites and Advertising Details
According to BIGresearch’s February Consumer Intentions and Actions Survey 12.1% of consumers said they are planning on buying a new car or truck in the next six months, which is up over February 2006 when 11.8% said the same.
Gary Drenik, President & CEO of BIGresearch “With the exception of 2002, consumers seem more optimistic than in previous Februarys about buying a car (or) truck. 2002 was a unique year when incentives and 0% financing offers help stimulate automotive sales.”
Planning On Buying A New Car / Truck Over The Next Six Months | ||
(Date | % Consumers Planning to Buy | |
Feb ‘02 | 15.9% | |
Feb ‘03 | 11.9% | |
Feb ‘04 | 11.1% | |
Feb ‘05 | 10.0% | |
Feb ‘06 | 11.8% | |
Feb ‘07 | 12.1% | |
Source: BIGresearch, February 2007 | ||
Consumer interest in Hybrids appears to be cooling as just 4.9% said they are considering buying one versus 9.2% in February 06. However:
- 54.2% are considering a car, compared to
- 33% an SUV
- 18.8% a truck
- 14.9% a cross-over
- 9.1% a mini-van
And, a deeper drill down into the popular automotive web destinations, advertisers and ads from Nielsen:
Top 10 Online Automotive Destinations (Week ending February 18, 2007 US, Home and Work) | ||
Brand or Channel | Unique Audience (000) | Active Reach (%) |
eBay Motors | 5,670 | 4.19 |
AutoTrader.com | 1,439 | 1.06 |
Edmunds.com | 1,335 | 0.99 |
MSN Autos | 1,327 | 0.98 |
Kelley Blue Book | 1231 | 0.91 |
Toyota | 1,105 | 0.82 |
Primedia Automotive Network | 1,093 | 0.81 |
AOL Auto | 1,002 | 0.74 |
Honda^ | 1,002 | 0.74 |
AAA | 967 | 0.71 |
Source: Nielsen//NetRatings NetView | ||
Demographic Data for Automotive Category (Month of January 2007 US, Home and Work) | |||
Category | Target | Unique Audience (000) | Audience Composition (%) |
Total | 48,104 | 100 | |
Male | 27,891 | 57.98 | |
Female | 20,213 | 42.02 | |
Age | 2 – 11 | 648 | 1.35 |
12 – 17 | 2,834 | 5.89 | |
18 – 24 | 2,360 | 4.91 | |
idth="78"> | 25 – 34 | 6,425 | 13.36 |
35 – 49 | 18,337 | 38.12 | |
45+ | 24,114 | 50.13 | |
55+ | 10,987 | 22.84 | |
65+ | 3,924 | 8.16 | |
HH Income | $ 0 – 24999 | 2,775 | 5.77 |
$ 25000 – 49999 | 10,247 | 21.3 | |
$ 50000 – 74999 | 12,336 | 25.65 | |
$ 75000 – 99999 | 8,916 | 18.53 | |
$ 100000 – 149999 | 8,133 | 16.91 | |
$ 150000+ | 5,006 | 10.41 | |
No Response | 691 | 1.44 | |
Source: Nielsen//NetRatings NetView | |||
Data on the Automotive Industry Week ending February 18, 2007 US, Home and Work
Top 20 Advertisers | ||
Impressions (000) | Share of all Impressions | |
Ford Motor Company | 445,949 | 27.9% |
General Motors Corporation | 320,375 | 20.1% |
Nissan Motor Co., Ltd. | 172,651 | 10.8% |
Mazda Motor Corporation | 168,354 | 10.5% |
Toyota Motor Corporation | 140,765 | 8.8% |
DaimlerChrysler Corporation | 80,140 | 5.0% |
CarsDirect.com, Inc. | 61,614 | 3.9% |
Honda Motor Co., Ltd. | 34,824 | 2.2% |
BMW AG | 15,234 | 1.0% |
Kia Motors Corporation | 15,144 | 0.9% |
Volkswagen AG | 10,200 | 0.6% |
CarMax, Inc. | 9,370 | 0.6% |
John Holt Auto Group | 8,154 | 0.5% |
fowler dodge | 4,556 | 0.3% |
Mitsubishi Motors Corporation | 4,281 | 0.3% |
Suzuki Motor Corporation | 3,962 | 0.2% |
Hyundai Motor Company | 3,407 | 0.2% |
Tim Dahle Nissan | 2,583 | 0.2% |
Bombardier | 2,251 | 0.1% |
Harley-Davidson, Inc. | 2,205 | 0.1% |
Total | 1,596,793 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Top Ad Sizes | |||
Dimensions | Impressions(000) | Share of all Impressions | |
Medium Rectangle | (300×250) | 582,766 | 36.5% |
Leaderboard | (728×90) | 363,524 | 22.8% |
Non-Standard Dimension | 232,816 | 14.6% | |
Wide Skyscraper | (160×600) | 139,478 | 8.7% |
Skyscraper | (120×600) | 85,412 | 5.3% |
Micro Bar | (88×31) | 70,545 | 4.4% |
Half Banner | (234×60) | 41,113 | 2.6% |
Button #2 | (120×60) | 27,456 | 1.7% |
Rectangle | (180×150) | 17,145 | 1.1% |
Full Banner | (468×60) | 11,987 | 0.8% |
Button #1 | (120×90) | 8,484 | 0.5% |
Vertical Banner | (336×280) | 7,910 | 0.5% |
Square Button | (125×125) | 4,702 | 0.3% |
Large Rectangle | 120×240) | 2,531 | 0.2% |
Vertical Rectangle | (240×400) | 788 | 0.0% |
Square | (250×250) | 234 | 0.0% |
Total | 1,596,891 | 100.0% | |
Source: Nielsen//NetRatings AdRelevance | |||
Ad Delivery Types | ||
Impressions (000) | Share of all Impressions | |
In-Page | 1,450,979 | 90.9% |
Over-Page | 80,785 | 5.1% |
Expanding | 63,976 | 4.0% |
Transitional | 439 | 0.0% |
Pop-Up | 426 | 0.0% |
Pop-Under | 286 | 0.0% |
Total | 1,596,891 | 100.0% |
Source: Nielsen//NetRatings AdRelevance > | ||
Note: Nielsen//NetRatings AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL’s proprietary service.
Confidence Up, But Political Insecurity Up For February February 20, 2007
Posted by Mark Blei in : Uncategorized , add a commentConfidence Up, But Political Insecurity Up For February
BIGresearch reports that (consumer confidence continues to climb in February, with 53.2%of consumers confident/very confident in chances for a strong economy, up from 50.5% last month and the highest reading since April 2002 (56.9%). However, insecurity regarding political and national issues increases a point from January to 18.3%.
At the same time, 38.7% of consumers say that they’ve become more practical in the last six months, down almost a point from 39.6% last month and more than three points from ‘06. But those motivated by end-of-winter sales, are focusing on needs over wants less than last month.
While 31%of consumers agree with the “live for today, because tomorrow is so uncertain,” philosophy, 40.4% plan to pay down debt, two points higher than last month, and almost one third are increasing savings.
With year-over-year average national gas prices on the decline, one in three consumers say fuel prices have made “no major impact” on spending, but 37.3% are taking fewer shopping trips, 35.6% shop closer to home, and 31.1% are bargain hunting by shopping for sales more often.
And, if seeking key benefits for advertising to fast food consumers, location is tops for McDonald’s and Burger King, menu selection for Wendy’s customers, price for Taco Bell loyalists, and healthy menu options for Subway fans.
Top Reasons For Frequenting First Choice Fast Food Restaurant (% of respondents) | |||||||||
McDonald’s | Wendy’s | Burger King | Taco Bell | Subway | |||||
1.Location | 65.0 | 1.Selection | 60.4 | 1.Location | 59.3 | 1.Price | 69.3 | 1.Healthy Menu | 70.5 |
2. Price | 57.2 | 2. Price | 58.7 | 2. Price | 54.5 | 2.Selection | 61.9 | 2.Location | 54.9 |
3. Fast | 56.9 | 3. Location | 57.2 | 3. Fast | 52.9 | 3.Fast | 51.3 | 3.Selection | 53.7 |
Source: BIGresearch, February 2007 | |||||||||
