170 Marketing Trends found for Research / Consumer research

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Americans Embrace 'Ethical Eating'

Survey data released this month (March) by strategic-marketing communications company Context Marketing, reveals  an unexpected behavior pattern embraced by Americans. Interest in "ethically produced" food used to be a niche preoccupation of food co-op habitues - whereas in mid-recession 2010 it has become a mass-market phenomenon.

[Estimated timeframe:2010-onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Adweek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5084

Online/Offline Consumer Profiling Raises Privacy and Legal Hackles

EXelate Media, a start-up that collects and exploits web data on consumers, today announced an alliance with research titan The Nielsen Company. The deal will see the former meld its data on more than 150 million internet users with Nielsen's 115 million-strong database of US households, thus providing minutely-detailed profiles of American consumers.

[Estimated timeframe:2010-2012]

The EXelate/Nielsen concordat is one of the most potent efforts to date in sculpting ads to target specific consumer groups .

Online marketing firm BlueKai says it has entered into similar deals with a number of traditional consumer-research firms, including Next Action, Bizo and Acxiom, which track data ranging from real-estate and automobile records to credit-card and shopping histories.

"Data is king right now," says Matt O'Grady, product leader for Nielsen's measurement products. "Everybody wants to understand who is the best person, are they the most valuable, did they see an ad, did they get the offer?"

Lawmakers, regulators and privacy advocates are less enthused.

They believe consumers could find the holding of so much data on their on and offl;ine habits too intrusive.

"If consumers learn that information about them has been compiled from multiple different sources, it certainly could cause them to be concerned," says Christopher Olsen, assistant director at the Federal Trade Commission's division of privacy and identity protection .

After eight years of hands-off leniency over online privacy violationsThe FTC, , is conducting a series of roundtable meetings on the issue. Meantime, lawmakers are preparing legislation to set rules for collecting data on web-users.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5083

Supermarkets Apply New Research Technology to Shopper Behavior

Strolling the aisles at WalMart, Safeway, CostCo? Then cast a wary eye around you for such gizmos as TV cameras and other recognition devices that follow your shopping sashay and every move  you make - how long you linger over a given brand - and whether you liberate it from shelf to shopping-cart

[Estimated timeframe:2010-2015]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5082

Afro-Americans' Spending Power to Grow from $913bn to $1.2tr

According to consumer data hoarder Experian, Afro-Americans accounted for $913 billion of US household spending in 2008 - a figure that is set to rise to a staggering $1.2 trillion come 2013. The latter figure equates to nine cents in every dollar spent by US consumers - and the sector is bullish about its future ...

[Estimated timeframe:2010-2013]

Agglomerating data from several of its consumer and media divisions, Experian reports that African-Americans are also more optimistic about their financial situation than the US population as a whole. [It does not speculate whether this is a side-effect of the Obama factor.]

African-Americans are more likely than average American adults to believe that in the next year they will be better off financially: That bullish view was taken by 36% of African-Americans versus 31% of all adults.

Among the statements indexing most strongly with African-Americans versus the general population were:

  • "Owning a foreign car is much more prestigious than owning an American car"
  • "People often copy what I do or wear"
  • "I prefer fast food to home cooking"
  • "I'm usually first among my friends to try new clothing styles".

In the area of finance, the statements that indexed most strongly for African-Americans were:

  • "I find advertising for financial services to be interesting"
  • "I'll pay any price for good financial advice"
  •  "My friends or associates often ask for my advice in financial matters".

In the area of shopping, the study says African-Americans index most strongly with statements like:

  • "I'm usually first among friends to shop at a new store"
  • "I often go out of my way to find a new store."

While in the health sector:

  • "The most expensive medicine is usually best"
  • "I gather health info from the library"
  • "There is not much point in taking non-Rx meds since they don't really work".

As to media consumption, the following statement indexed most strongly:

  • "I enjoy reading ads in magazines"
  • "Advertising helps me choose products for my kids"
  • "I find TV ads interesting and quite often it gives me something to talk about".

In an earlier study conducted in Spring 2009, African-Americans were found to be 20% more likely than average to watch movies online; 19% were more likely to listen to internet radio and 18% more likely to use social tags or bookmarks.

The most popular mobile activities were watching video uploaded to phone, uploading photos to social networking sites, downloading ringtones and music and watching streaming video.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5049

EU Funds New 'Smart Home' Technology

Disabled European citizens of tomorrow will control their household appliances, entertainment modules, heating, lighting and air-conditioning via their cellphones, according to i2home - a project funded by the European Union.with the primary aim of helping older and disabled people to lead normal lives. Although initially intended for those who are wholly or partially disabled, the technology will likely be extended to the bloc's entire consumer market.

By the start of 2010, there were already more than one hundred organisations and companies in Europe using or working with i2home technology, according to project coordinator Jan Alexandersson.

The result of research jointly carried out by EU industry, universities and user groups, the i2home enterprise uses so-called 'middleware' to enable heating, air conditioning, lighting, and other gadgets to be controlled by a user's chosen interface.

Explains Alexandersson: "The users of the technology have been the driving force in the project - all technical solutions are based on a thorough investigation of the users' needs and desires."

The project team, along with a number of users, are still evaluating the experiment in the German town of Saarbrücken where the technology is tested in a specially constructed kitchen.

The smart home-technology requires all appliances in the home to be networked via so-called 'middleware' that sits between the various appliances and a controlling device, such as a mobile phone.

To date the group has tested touch screens, mobile phones running Windows Mobile and Android platforms, speech input and output devices and an ordinary domestic TV set with a simplified remote control.

Says Ginger Classen, a blind, German accessibility expert: "Finally, something that works! If this technology is adopted by many manufacturers, I could finally go appliance shopping like sighted people in a normal store, having the choice to buy cool and stylish products."

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: BBC.co.uk
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5036

Yahoo Allies With UK's Nectar in Consumer Profiling Initiative

Nectar, the United Kingdom's leading coalition loyalty programme has allied with the local arm of internet portal Yahoo in a deal that will enable online advertisers to target shoppers who have collected points via 'bricks and mortar' retail outlets. Consumers' enrolment in the scheme is on a stricly opt-in basis, following which their shopping profiles - on and offline - will be held in a database co-owned by the two partners. The Customer Connect alliance is thought to be the first of its kind and, if successful, could  spark a host of clones worldwide.

Nectar’s historical data can pinpoint shoppers who have bought a rival’s product or are lapsed loyal customers, enabling the US titan to match these individuals to their Yahoo log-in data without revealing personally identifiable information – then expose them to more relevant ads across Yahoo’s portfolio of sites.

The data can be monitored at a later stage using Nectar’s database, providing a RoI metric that is notoriously difficult to calculate accurately for most forms of advertising.

Yahoo believes the Customer Connect offering will appeal to those consumer brands traditionally reluctant to commit serious money online.

A similar project is already in situ in the US, based on data from a Nielsen consumer panel whose members manually scan their shopping on returning home.

Nectar and Yahoo claim the UK project is the world’s first advertising system based on automatically collected purchase data. “For the first time UK advertisers will have a simple way to track offline sales from online advertising campaigns,” rah-rahs Yahoo’s UK managing director Mark Rabe.

Nectar is an offshoot of Canada’s premier loyalty program Aeroplan, owned by Groupe Aeroplan Inc, a leading international loyalty management corporation which boasts many millions of members worldwide.

A mouth-watering potential market for the Yahoo/Nectar partnership!


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: FT.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5031

Cloud Computing Will Mushroom, Mobiles Replace PCs, Predicts Gartner

US research specialist Gartner continues to investigate the changing balance of power from across its research areas, and selects Internet Technologies as the focus of this year's crystal ball-gazing. Here's the company's future predictions ...

Gartner's Five-Year Perspective for Marketers and Tecchies:

  • By 2012, 20% percent of businesses will have no ownership of IT assets. Fueled by technological developments in 2009, such as virtualization and cloud computing, there's a movement toward decreased IT hardware assets and more ownership of hardware by third parties.
  • By 2012, India-based IT companies will represent 20% of cloud service providers in the market. Gartner attributes this to companies leveraging their market positions and R&D efforts in cloud computing, resulting in cloud-enabled outsourcing options.
  • By 2012, Facebook will lead the pack in developing the distributed, interoperable social Web through Facebook Connect and similar mechanisms. The interoperability will be critical to survival of other social networks.
  • Other social networks (including Twitter) will continue to develop with focus on greater adoption and specialization. However, they will all revolve around Facebook.
  • By 2014, building on server vitalization and desktop power management as savings in energy costs, more organizations will be driven by the need to be responsible for carbon dioxide emissions and will include carbon costs in business cases. Vendors will have to provide carbon lifecycle statistics for their products.
  • In 2012, 60% of a new PCs total life greenhouse gas emissions will have occurred before the user first turns it on. In its lifetime, a typical PC consumes 10 times its own weight in fossil fuels, but around 80% of a PC's total energy usage occurs during production and transportation. Buyers will be paying more attention to eco labels.
  • Online marketing by 2015 will control more than US$ 250 billion in Internet marketing spending worldwide.
  • By 2014, mobile and Internet technology will help over 3 billion of the world's adults to electronically transact. Emerging economies will see increase in mobile and Internet adoption through 2014. Worldwide mobile penetration rate will get to 90%.
  • By 2013, mobile phones will replace PCs as the most common device for Web access.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Gartner.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5015

P&G to Set-Up Virtual Store 'Learning Lab'

With the meticulous approach to marketing - and its markets - that typifies the planet's largest advertiser, Procter & Gamble plans to launch an online store vending key P&G brands. It's ostensible intention is to garner data on consumer purchasing patterns. However, it also fires a warning shot acrosss the bows of supermarkets who are currently reducing the number of brands stocked on their shelves. Some onlookers see P&G's move as the trickle that will presage a flood of 'me-tooism' among other marketers.

According to Procter & Gamble spokeswoman Tressie Long, the company doesn't see the project as an additional source of revenue growth - although it will doubtless deliver useful incremental sales - but more as a "learning laboratory".

Anxious not to ruffle the feathers of major stockists such as Wal-Mart, whose stores - both online and tangible - are a substantial channel for P&G brands, the canny FMCG titan plans to share the data it accrues with key retail chains.

The new virtual store will be owned and operated by e-commerce service provider PFSweb. Initially the store will remain in pilot mode, servicing around 5,000 selected consumers and offering only P&G brands. Product pricing on the site will be at the discretion of PFSweb, avers P&G [unconvincingly].

Maximum prominence, naturally enough, will initially be given to P&G's gorilla brands, notably Tide, Pampers and Olay, although second-tier brands will also feature.There will be a set $5 shipping fee for all orders.

The new site will be accessible only to P&G-selected consumers during during the pilot phase, but is scheduled to be extended to the public at large in Spring 2010 at www.pgestore.com.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=4983

'Techfluentials' are Marketers' Next Prime Target, Says GfK

Connoisseurs of crass collective nouns will adore the latest term coined by GfK Custom Research North America: 'Techfluentials'. Likely to wow 'em wild on Madison and in the bijou digital adshops of San Francisco, the latest etymological monstrosity can best be described as the second-cousin-twice-removed of that venerable but less snazzy research category: 'Early adopters'.

According to GfK's North American managing director David Krajicek, this group of "techfluentials" comprises highly connected individuals (indexing mostly under 30) who like to share their opinions about products that make their lives easier. Krajicek believes this group punches above its weight  when it comes to influencing the purchases of others. A conclusion that a sixth-grade business studies student might have drawn without the aid of a senior research executive.

These techfluentials seek solutions that will make their lives easier, particularly in a tech-forward professional world where many are multitasking and working toward advancing their professional careers.

Effuses Krajicek: "For marketing mavens, it's all about themselves - that personal drive to be first. For techfluentials, it's about these products serving a purpose for them."

Given the connected nature of today's media, the way to reach these techfluentials is through an online and/or mobile strategy.

"It all starts with online because of the on-demand nature of media," says Krajicek. "It's all about pushing out to them, because if you wait [for the message] to reach them passively, it won't get there." But the message must be presented in a way that is relevant to how a product or brand can make their lives easier in tangible ways.

The practical and technological benefits must be touted as much as any emotive benefits a marketer may be trying to convey, opines the GfK guru. This is particularly important for entrenched brands that have a solid identity, but may not be as relevant to a younger consumer who doesn't view them as state of the art.

"Some old brands are becoming 'have-nots' because they may be associated with quality, but are not seen as being on the cutting edge," Krajicek says. "You need to make yourselves re-relevant for this group."

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=4966

About Half in US Would Pay for Online News

Americans, it turns out, are less willing than people in many other Western countries to pay for their online news, according to a new study by the Boston Consulting Group.

Among regular Internet users in the United States, 48 percent said in the survey, conducted in October, that they would pay to read news online, including on mobile devices. That result tied with Britain for the lowest figure among nine countries where Boston Consulting commissioned surveys. In several Western European countries, more than 60 percent said they would pay.

When asked how much they would pay, Americans averaged just $3 a month, tied with Australia for the lowest figure — and less than half the $7 average for Italians. The other countries included in the study were Germany, France, Spain, Norway and Finland.

“Consumer willingness and intent to pay is related to the availability of a rich amount of free content,” said John Rose, a senior partner and head of the group’s global media practice. “There is more, better, richer free in the United States than anywhere else.”

The question is of crucial interest to the American newspaper industry, which is weighing whether and how to put toll gates on its Web sites, to make up for plummeting print advertising.

Mr. Rose and Dominic Field, a partner and head of the Boston Consulting media practice in the Americas, said that in Western European countries, news tended to be dominated by a handful of large players. But in the United States, they said, the news market is so fragmented that even if organizations banded together to charge for digital access, consumers would still find free sources online.

Americans were much more likely than people in the other countries to say they might pay for admission to sites that offered Internet access to multiple papers.

Paradoxically, in every country, the people who were willing to pay the most for news online were the people who already pay the most for news: avid newspaper readers.

The study, which drew from a survey of 5,000 people, concluded that charging for online access to news would not greatly increase a newspaper’s revenue, but since the cost of reaching Internet readers was very low, it could significantly increase profit.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: NYTimes.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=4909

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