Thursday, July 24, 2014

New report shows how college kids spend income

While most post-college grads have some woeful story about being a poor, broke college kid, it may not be the case today. In a recent poll conducted by Shweiki Media and Study Breaks, it showed that nearly all college students spend money at a restaurant at least once a month.

eMarketer reported on the study’s findings and released information on other products/services college students spend their money on:

·        99% of those surveyed spend money at restaurants
·        87% spend on travel
·        76% spend on beauty
·        70% spend on bars
·        70% spend on fashion
·        60% spend on electronics
·        59% spend on live music
·        57% spend on media
·        38% spend on fitness (This refers to off-campus gyms.)

Unsurprisingly, the students’ parents were reported as the main source of income. This was the largest group of responders at 45%. In contrast, about 40% list primary income as the product of working, and another 15% rely heavily on student loans to succeed financially. 

Friday, July 18, 2014

Core radio listeners and digital media

Digital media has changed the landscape for advertisers over the last few years. While some media feared that digital meant the death of traditional forms, it really has not been substantiated. With the case of terrestrial radio, it’s allowed the medium to reach the core audience in more ways.

The Center for Media Research recently summarized the findings of a Jacobs Media study about core radio listeners. Some of the facts to note were:

The digital breakdown of a core radio listener
·        75% of those surveyed own a smartphone
·        51% have a tablet
·        55% stream audio at least once a week
·        67% watch online video content during the week
·        95% listen to traditional, broadcast radio per day
·        17% of broadcast radio listening occurs on digital platforms like computer or mobile streams, etc.

Another fact reported was that 30% of respondents favored radio stations that interacted with them. In fact, they would listen more. Interaction may include sharing online content through social media, the station’s website, email blasts, etc.

In addition, broadcast radio still holds the majority at 51% as the go-to source for new music. The report suggests that listeners feel that radio stations can be trusted.

The takeaway is that core radio listenership may dip at some point, but if the radio station can broaden its reach with the incorporation of digital media, the audience will continue to be loyal.

Thursday, July 10, 2014

Social Habits of 2014 High School Grads

Marketers are constantly tracking the demographics for social media in terms of the younger and upcoming generations. It is evident that social media can take many forms such as Facebook, Instagram, Twitter, Google+, Tumblr, etc., but Facebook continues to hold the lead in the realm of popularity. According to eMarketer, nearly nine in 10 of every 2014 US high school graduate have remained active on Facebook since graduating.

Research conducted by Niche shows that 87% of 2014 US high school graduates use Facebook, and 68% of the same demographic are active on Instagram. Forty-seven percent of Facebook users access their account multiple times a day, while a close 43% of Instagram users do the same.

Experts do mention a shift in terms of age of the high school generation. According to McAfee, 58% of social network users ages 13 to 15 use social media during school, compared to the 75% of users ages 16 to 18. As far as gender is concerned, the users are nearly equal, with 52% of males and 54% of females active on social media during school hours.

In terms of searching and browser history, two-thirds of 2014 US high school grads report closing or minimizing a window when a parent walked in the room, and 67% of these older teens clear their browser history.

Friday, June 20, 2014

Hispanic Gen Xers have highest rate of tablet usage

Recent studies indicate that US Hispanics possess more smartphones and tablets than the rest of the general population. With this, it is evident that they are popular users of mobile technology. Amid the US Hispanic demographic, it is the Gen Xers who lead in the realm of daily tablet usage.

Research, produced by PricewaterhouseCoopers (PwC) and reported by eMarketer, displays that approximately 64% of the US Hispanic population between the ages of 35 and 49 use a tablet daily followed by 57% of 50 to 59-year-olds. The PwC survey concluded that 53% of Hispanic mobile users own a tablet. In comparison, 51% of non-Hispanics own the device.

In terms of the demographic shift regarding Hispanic millennial consumers, only 36% of Hispanics between the ages of 18 and 24 used a tablet every day. The older age groups have a surprisingly higher usage rate of around 50%, which supports the statement that Hispanic Gen Xers lead in daily tablet usage amongst both Hispanic and Non-Hispanic groups.

Thursday, May 29, 2014

Local search among smartphone users

Consumers, continually on the move, are typically using search engines to gather local information. In fact, a recent poll by Google shows that four in five of those seeking information use a search engine on a smartphone, computer or tablet.

Research demonstrates that the majority of users of smartphones typically seek out business hours, directions to a local store, local store address, and availability of a product. Although these smartphone users were more likely to search for local information at home as opposed to on-the-go, the difference in numbers was only slight. Fifty-three percent of those in the study searched while at home, and the other 47% were out and about.

In terms of actually following through from the search stage to a final sale, eMarketer reports that 18% of local searches via a smartphone led to a purchase, while only 7% of nonlocal searches led to a purchase.

When determining the effect these results will have on advertisers, the research company BIA/Kelsey estimates that US local media advertisement spending will be raised by 8.4% in 2014, from $50.2 billion in 2013 to $54.4 billion in 2014.

Monday, May 19, 2014

The demographic breakdown of Instagram users

Marketers are forever trying to get a handle on user demographics for social media. Whether it’s Facebook, snapchat, Instagram, Twitter, MySpace, etc., advertisers want to know where its target audience spends free time. According to eMarketer, Instagram’s main audience is millennials and Gen Xers.

Research shows that Instagram had about 35 million people access the website once a month in the US alone in 2013. It’s projected that 2014 will see about 40.5 million people per month access the site. Approximately 25% of all smartphone users, on a monthly basis, will participate on Instagram.

As far as age ranges go, approximately 67% of US Instagram users will be between the ages of 18 – 44 in 2014. Last year, that number was slightly higher at 69%.

Experts do mention that a demographic shift is developing in regards to gender. As the site began to gain in popularity, a majority of users were female. In fact, estimates for 2012 users were that two-thirds of users were women. While still the majority, it is estimated that by 2016 males will have 45% membership with females at 55%.

Thursday, May 1, 2014

TV platform where more ads are seen

If given the opportunity to watch television on Video-On-Demand, on a DVR, or live, on which method would you tend to watch more TV commercials? If you ask Nielsen, you will find that Video-On-Demand viewers tend to watch more commercials.

MediaPost reports that TV viewers who watch a 30 minute program actually see different amounts depending on the TV platform used.
·        Video-On-Demand: An average of 28 minutes of programming and commercials are viewed by the audience.
·        DVR: An average of 23 minutes is viewed.
·        Live TV: Only about 20 minutes of the program and commercials are viewed.

These averages are not surprising if you apply it to your own TV usage habits. If you watch live television, is it possible that you get up during commercial breaks to do something else? If you have a DVR, is it possible that you fast forward through the commercials or parts of the program you are not interested in watching? Or, do you ever rewind the DVR footage to watch a commercial that caught your attention? If you use Video-On-Demand, you may notice that the fast forward function is not enabled and commercials will run. However, the commercial break may not be as long as live TV.

At any rate, while there are multiple methods in which to watch TV, it still can be said that an audience can be exposed to commercials.