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Friday Research Wrap, 2/12/16

February 12, 2016

NRF-Valentine's-Day-Spend-2007-2016-Feb2016Valentine's Day spending is expected to reach $19.7 billion this year, up by more than 4% from last year and representing the highest mark in the NRF's decade-long survey history. The increase is the result largely of a lift in per-celebrant spending, with the 55% of adults planning to celebrate Valentine's Day this year planning to spend an average of $147, up from last year's $142. Department (34.5%) and discount (31%) stores are the most popular destinations for respondents this year, though online shopping has climbed to a new high of 27.9% of respondents. Candy (50%) and cards (47.9%) continue to be the most common gift choices, followed by an evening out (38.3%) and flowers (36.4%). In other Valentine's Day data:

  • Unlike the NRF, American Express forecasts a decrease in Valentine's Day spending this year, with celebrants expecting to spend an average of $212 this year, down from $296 last year;
  • A survey from Quixey finds that more than one-third of US online adults will use mobile apps to make dinner reservations, order flowers, or buy chocolates;
  • A study from Nanigans indicates that advertisers will see their best results from targeting last-minute shoppers, with return on ad spend highest during Valentine's Day week (the second week of February) and purchases highest on February 11th;
  • The following is a brief list of intriguing data points sourced from recent research unrelated to Valentine's Day.
    • In its latest annual "New Mover Report," [download page] Epsilon finds that more than 7 in 10 new movers (those that moved in the past 6 months) made a major move-related purchase, led by furniture (51%) and appliances (48%). In making these purchases, respondents noted that visiting the company or business in person was the biggest influence on their decision, followed by online searches and reviews and asking friends or family.
    • Almost half (47%) of new-vehicle drivers use a DVR to record TV programs and fast-forward through ads, says J.D.Power in announcing results from its most recent annual Auto Media Report. New-vehicle drivers aged 35-54 (54%) and those with a household income of at least $100k (57%) are the most likely to fast-forward through TV ads. That makes live viewing all the more important for auto advertisers. Encouragingly, news/news programming (46%) and sports (42%) - which lend themselves more to live viewing than other genres - are the top 2 program types viewed by new-vehicle buyers. Of the 23 sports measured, profession football was the most commonly viewed - a good reason why auto manufacturers (albeit a drop this year) are consistently well-represented in Super Bowl advertising.
    • Virtually all (97% of) Hispanic American adults listen to the radio, reports Nielsen. And while time spent listening to the radio among 18-49-year-olds has decreased this decade, Hispanics in this age group spend more time with the radio than do Black Americans and other races and ethnicities. In particular, Spanish-dominant Hispanic Americans listen to considerably more radio than the English-dominant. Nielsen also notes that online video and audio reach has grown in recent years among Hispanics, a result that aligns with MarketingCharts research into media audience demographics.
    • Almost 1 in 3 marketers surveyed by the ANA work with startups, almost exclusively for technology related solutions. The study - produced in conjunction with the Consumer Technology Association - indicates that start-ups are most commonly hired for social media (53%), content development and management (49%), research and analytics (45%), mobile advertising (43%) and marketing automation (39%).
    • Mobile apps have supplanted print as the main source of coupon discovery, says RetailMeNot in a study [download page] conducted with Placed. However, the survey was conducted among more than 10,000 mobile consumers, which may skew the results somewhat (despite smartphone ownership becoming almost synonymous with mobile these days). Three in 4 respondents reported using at least one app to assist them in their shopping experience, with more than one-quarter using at least 3 apps.
    • There continues to be a strong age-related trend in the propensity for Americans to shop using a smartphone, according to GfK. The results of its survey indicate that roughly one-quarter of Gen Z (18-24; 34%) and Gen Y (25-34; 31%) have made a purchase via a smartphone, with that figure dropping to 15% of Gen Xers (35-50) and just 7% of Baby Boomers (51-68). Not too surprisingly, purchases via desktop or laptop computer are more common among Boomers (43%) and Gen Y (40%) respondents than among Gen Z (32%).
    • Facebook advertising click-through rates rose markedly on a year-over-year basis in Q4 2015, according to a Marin Software review [download page] of its Marin Global Online Advertising Index, which is primarily comprised of enterprise-class marketers spending in excess of $1 million per year on paid search, display, social and mobile. While click-through rates have increased, cost-per-click decreased on a year-over-year basis and was relatively stable throughout 2015. As a greater share of Facebook advertising budgets are spent on mobile, these devices extend their gap with desktops in terms of ad click share, too. Research from MarketingCharts indicates that social ads are now second only to TV ads among paid media in purchase influence for Millennials.
    Have a great weekend!

Which Activities Do Smartphone Owners Prioritize on Their Devices?

February 11, 2016

GfK-Daily-Smartphone-Use-by-Activity-Feb2016Adult smartphone users in the US estimate spending as much time texting as talking on their devices, per results from a GfK survey of almost 6,000 adult smartphone users aged 18-64. On average, respondents estimated spending 22% of their daily smartphone time on each of these activities, although separately 2 in 3 agreed that they text more than they talk. Read more »

Which Survey Invitation Methods Do Consumers Find Most – And Least – Acceptable?

February 8, 2016

AccelerantResearch-Consumer-Receptiveness-Survey-Invitation-Methods-Feb2016Source: Accelerant Research

    Notes: American adults are most open to survey invitations via email and least open to door-to-door solicitations, per results from a recent Accelerant Research survey. While fewer than half of respondents believe that survey invitations printed on retail checkout receipts (47%) and delivered via US mail (44%) are completely acceptable, those are the only methods other than email that respondents were more likely to find completely acceptable than completely unacceptable. Read more »

    Friday Research Wrap, 1/29/16

    January 29, 2016

    Vibes-Why-Smartphone-Owners-Subscribe-to-Brands-Jan2016Smartphone owners are most likely to subscribe to a brand via its email, text or social media channels for incentives or coupons (55%) and loyalty rewards points (52%), per results from a Vibes survey [download page] of more than 1,000 adults smartphone owners. Exclusive content (26%) and product information and updates (25%) are secondary reasons, per the report. Read more »

    Which Experiences Are Customers Most Satisfied With?

    January 29, 2016

    TheHarrisPoll-Satisfaction-With-Customer-Experiences-Jan2016Source: The Harris Poll

      Notes: Consumers are highly satisfied with their shopping and dining experiences, according to a recent Harris Poll, with roughly 9 in 10 reporting being at least somewhat satisfied with their last visit to a restaurant (91%), their last online purchase (89%) and their last visit to a department store (85%). Similarly, among those who have seen a healthcare providers at least once in the past year, 88% reported being satisfied with the experience, up from 83% in 2012. Read more »

      Holiday 2015 Data Hub (Updated)

      January 25, 2016

      NRF-Holiday-Retail-Sales-Growth-2005-2015-Jan2016Retail sales over the holiday season grew by 3% to $626.1 billion last year, below the forecasted growth rate of 3.7%, reports the NRF, which also noted that non-store holiday sales grew by 9%. Weather, inventory challenges and early-starting discounts contributed to the lower-than-forecast increase, per the report. Read more »

      Which Retailer Marketing Initiatives Do Consumers Believe Will Drive Them In-Store?

      January 20, 2016

      TimeTrade-Effective-Retailer-Initiatives-In-Store-Traffic-Jan2016Source: TimeTrade [download page]

        Notes: Special promotions on retailer websites (55%) represent the top marketing initiative (of 7 listed) that consumers believe are most likely to draw them in-store, according to results from a TimeTrade survey of 5,444 consumers, with this result possibly reflecting in part the power of promotions rather than the website channel. Interestingly, print ads (49%) rank well ahead of social campaigns (20%) and mobile ads (18%) among respondents. Meanwhile, alerts such as location-based promotions (29%) and opt-in text notifications (27%) were cited by more than one-quarter of respondents. Read more »

        Amazon Tops US Brand Buzz Rankings Yet Again; Netflix Leads Among Millennials

        January 19, 2016

        YouGov-Top-US-Brand-Buzz-Rankings-in-2015-Jan2016YouGov has released its US Buzz Rankings list for 2015, showing that Amazon enjoyed the best public perception for the third consecutive year. The study, which measures consumer perceptions of brands, asks respondents whether they have heard anything about the brand during the prior 2 weeks and subtracts the percentage who answer they have heard something negative from the proportion who have heard something positive. Read more »

        Friday Research Wrap, 1/15/16

        January 15, 2016

        AdMediaPartners-Digital-Ad-Growth-Expectations-by-Category-Jan2016Advertising, marketing and media executives around the world are bullish on the prospects for mobile marketing spending this year, with almost half (45%) expecting buying and spending growth of at least 20%, according to AdMedia Partners' 22nd Annual Market Survey [pdf]. Respondents were likewise optimistic about spending on video, native advertising, programmatic and social, with close to one-third or more expecting hikes of at least 20%. More mature categories such as search and display are expected to see slower growth, though. Read more »

        Marketing to Young City Solos

        January 12, 2016

        MC-EMS-Young-City-SolosHighly educated and with above-average discretionary spending, Young City Solo households are an appealing consumer segment for marketers targeting young urban professionals with active lifestyles. Based on data derived from Experian Marketing Services' MosaicĀ® USA consumer segmentation database, a new MarketingCharts study - Marketing to Young City Solos - outlines the key lifestyle, demographic and attitudinal characteristics of this group and provides crucial zip code-level targeting information. Read more »