••• social media research
#twitterontv
How tweeting can increase on-air TV ratings
Social media and TV programming have become fast friends and, for many, the two are transforming how we watch television. In fact, Twitter has become a popular destination where fans can talk about their favorite TV shows in real time. But do tweets drive consumers to tune-in to a program or are viewers just chatting about shows they’re already watching?
The answer is both. An independent study by New York researcher The Nielsen Company provides statistical evidence of a two-way causal influence between broadcast TV tune-in for a program and the Twitter conversation around that program. The study used time-series analysis to determine if Twitter activity drives increased tune-in rates for broadcast TV and if broadcast TV tune-in leads to increased Twitter activity. By analyzing minute-to-minute trends in Nielsen’s live TV ratings and tweets for 221 broadcast prime-time program episodes using Nielsen’s SocialGuide, the study found that live TV ratings had a meaningful impact in related tweets among 48 percent of the episodes sampled. The results also showed that the volume of tweets caused significant changes in live TV ratings among 29 percent of the episodes.
The study found that Twitter chatter had a greater impact on certain TV genres. Tweets around reality programming influenced ratings for 44 percent of episodes, comedy shows benefited from Twitter usage 37 percent of the time, sports programs 28 percent of the time and drama shows 18 percent.
Even so, smaller dramas such as ABC Family’s Pretty Little Liars have benefited from a Twitter-using audience. The show garnered more than 1.6 million Twitter comments around last year’s season finale, part of an effort by parent company Walt Disney Co. to help drive viewership. Twitter has staked a large part of its future growth on convincing advertisers and TV programmers of its influence over common viewing habits, akin to a virtual water cooler.
www.nielsen.com
••• consumer research
Do as I say, not as I do
Consumers claim to be cutting back while spending more
Of the 13 key consumer markets in America today, the only two categories for which consumers claim that they are spending more on this compared to last are in-home food (with a 14 percentage point net difference of consumers claiming to be spending more) and household care (2 percentage point difference of consumers claiming to be spending more), according to Chicago research company Mintel. But in this case, self-reporting proves to be a bit faulty. Mintel found that consumer spend has in fact increased across all evaluated markets, highlighting the fact that American consumers remain focused on saving money by finding good deals but are also more open to spending.
When it comes to where consumers think they are cutting back the most, the out-of-home alcoholic drinks sector appears to have taken the biggest hit with a net difference of 47 percentage points in favor of consumers claiming to be spending less on this area over the past year. Rounding out the top five areas where consumers believe they have reduced spending include: leisure and entertainment (-37 percentage points); vacations (-36 percentage points); dining out (-33 percentage points); and home and garden (-32 percentage points).
Meanwhile, in terms of actual consumer category spend across the same markets, spend has risen in 2013 over 2012. Sectors seeing the greatest increase in spending over this period include transportation (+7 percent over 2012); dining out (+6 percent); in-home alcoholic drinks (+6 percent); out-of-home alcoholic drinks (+6 percent); and home and garden (+5 percent). Even the lowest increased categories of personal finance (+1.4 percent) and in-home food (+3 percent) have seen gains.
When asked about how spending habits have changed over the past five years, two-thirds of all Americans admit they spend money more cautiously. Demonstrating how cost-cutting is popular with today’s consumers, 40 percent of Americans admit they are doing more free activities, while the same number (40 percent) look for more ways to save or invest money. Thirty-eight percent say they are now spending more time with the family but the same number (38 percent) say they are going on fewer vacations.
Sixty-eight percent of consumers say that over the past five years they have been more likely to pay attention to product prices and more than half conduct price comparisons (59 percent), buy items only if there is a need (54 percent), use coupons more often (53 percent) and wait for discounts before buying higher-priced items (52 percent).
This frugal behavior has also translated into some long-term lifestyle changes. Some 36 percent of respondents say they cook or bake more often from scratch; 31 percent say they entertain more at home rather than go out; and 27 percent say they do more DIY projects instead of hiring a professional.
www.mintel.com
••• women
What women want
Five psychographic profiles of the female shopper
When you consider that women control more than $7 trillion in domestic spending and more than 85 percent of purchase decisions across most major categories, it’s no wonder that marketers are anxious to crack the code – and persuade women to crack open their wallets.
To better understand how to motivate women and provide insight into the unconscious drivers of female behaviors and purchase decisions, Wilmette, Ill., research company Insights in Marketing LLC developed five Female Behavioral Insight (FBI) profiles that aim to create a complete and clearer picture of what matters to American women.
Here’s a snapshot of the FBI profiles:
Profile 1 (26 percent of women): She is driven and focused on being successful in whatever she does. These are the women who want to have it all. Whether she is a leader of a Fortune 500 company or the CEO of her family, she is determined to accomplish her goals. She’s often torn between her work life and home life. But, with a laser-sharp focus, she never loses sight of her goals, knowing that with enough tenacity she’ll win.
Profile 2 (21 percent of women): She is a happy traditionalist who is conservative and risk-avoidant. You’re most likely to find her at home with friends and family. She is the quintessential nurturer who takes care of herself by caring for others, whether it’s emotionally or physically. She prefers to be behind the scenes rather than center stage and is guided by a strong belief system, structure and routines.
Profile 3 (20 percent of women): She is deliberate and highly curious about why people do what they do. Routine is the backbone to her life and she gets comfort from knowing what’s going to happen next. She is happiest when things are going according to plan but life and the unpredictable world around her make her feel off balance. She can handle a few curveballs but struggles when too many come her way. If there are rules she will follow them because rules define guidelines and expectations.
Profile 4 (17 percent of women): Self-reliant and struggling to maintain control over things around her, she feels that she is the only one who can solve her problems. She’s keenly aware of the setbacks and of disappointments that have befallen her, driving her to surround herself with an emotional fortress. Despite her seeming independence, she needs reinforcement and positive feedback from others.
Profile 5 (16 percent of women): Driven by an unquenchable curiosity, she is a bubbly, social butterfly who is open to anything. She doesn’t climb a mountain or try the newest restaurant just for bragging rights, rather she does it just to satisfy her own curiosity. Fearless and unreserved, she is resistant to anything boring or repetitive. She believes that people should seek out and pursue what makes them happy. She wants everyone to fully experience all that life has to offer so she goes out of her way to be inviting, inclusive and generous.
www.insightsinmarketing.com
••• health care research
Patients give EMR the OK
Electronic medical records boost patient satisfaction, loyalty
An estimated 24 percent of Americans are currently using electronic medical records (EMRs) to check their test results, order prescription refills and make appointments and those patients who have used EMRs are significantly more satisfied with their doctors overall (78 percent vs. 68 percent), according to a study conducted by Chicago research firms Aeffect and 88 Brand Partners.
As the 2015 government deadline for physicians to adopt certified EMR systems approaches, almost 75 percent of consumers indicate that they are already using (23 percent) or interested in using (52 percent) EMRs and nearly 50 percent consider EMR access when choosing a health care provider.
Patients using EMRs also express higher satisfaction across multiple specific dimensions of care, such as ease of access to information and clarity and thoroughness of communication. Furthermore, while those who use EMRs feel a stronger loyalty to their doctors, they also believe they receive better quality of care (82 percent). EMR users believe they engage in clearer and more responsive communications with their physicians and can gain access to information easier than non-EMR users.
Consumers who prefer their doctor to use an electronic chart cited numerous reasons, including access to medical records (40 percent); accuracy/better record-keeping (18 percent); and coordination of care and information sharing (17 percent). EMR utilization is higher among consumers who are younger, live in the Western part of the U.S., have higher levels of education and provide care to an adult family member. Consumers do not believe that paper charts are more secure than EMRs (28 percent agree) but nearly 40 percent believe that EMRs are more accurate than paper charts.
Additionally, the study identified four stages/segments of EMR users. Disinterested non-users (18 percent) believe EMRs are no more accurate than paper files and say they don't need their medical information outside of their doctors' offices. Interested non-users (52 percent) tend to be less satisfied with their physician than any other type of user and are most influenced by physicians’ encouragement of using EMRs. Trial users (9 percent) have the highest share of women and non-white consumers than any other group and one-third have started using EMRs within the last six months. Regular users (13 percent) prefer e-mailing their doctor instead of calling or meeting in-person and one-third are caregivers to an adult family member. Sixty-seven percent of regular users say online access would be very influential in their choice of a new doctor.
www.emrpatientimpact.com
••• restaurants
Craving loyalty?
Data shows relationship between craveability and customer loyalty
Craveability is a major purchase driver for restaurants, with 83 percent of consumers saying that cravings are a main reason they purchase food away from home, according to Chicago research company Technomic.
Craveable items are associated with visit satisfaction. Three-fourths of consumers who say that the chain they visited does a very good job at offering craveable items rated their last visit to this chain as excellent and one-fifth rated it as good. In all, 98 percent of these consumers scored their visit in the top two-box overall.
Craveability also plays a role in building customer loyalty. Ninety-five percent of consumers who rate a restaurant chain’s craveable items as very good agree that they will return to the restaurant in the near future, compared to 87 percent of those who rated the items as good and two-thirds or fewer of consumers who gave the chain lower ratings on craveability.
“Craveable items promote impulse-driven occasions, can build a strong emotional connection with consumers and, in many cases, are the items that restaurants become known for,” says Darren Tristano, executive vice president at Technomic. “To cultivate craveability, operators must develop and refine unique signature items that have the power to transform guests into regulars. Some of these items might include comfort foods, memorable sides and sweet snacks.”
Dessert and snack concepts are best positioned of all quick-service restaurants to capitalize on consumers’ cravings. These chains dominate other quick-service category players on this attribute and, in fact, receive some of the highest ratings across all segments.
www.technomic.com
••• retailing
Big decisions
Consumers doing more pre-purchase research online than ever before
Patience and the pursuit of information pay off. Empowered by technology, consumers extensively research and compare prices and financing offers before they make any major purchase. In fact, more than 80 percent start their search process online from home – up 20 percent from last year – and spend an average of 79 days gathering information before making a major purchase, according to GE Capital Retail Bank’s (GECRB) second annual Major Purchase Shopper Study, carried out by Rothstein Tauber Inc., a Stamford, Conn., research company. And while consumers carefully consider before they buy, 41 percent of random major purchase shoppers say they are more open to making a large purchase than they were a year ago.
The study explored the shopping habits of 3,220 consumers nationwide who had recently made purchases of $500 or more and were in the market for major items in 12 segments, including appliances, electronics, flooring, home furnishings and bedding, home improvements, jewelry, eyewear, power sports products and lawn and garden equipment.
“We took a deeper look at how consumers use digital tools to approach a major purchase, including the role of mobile devices and preferred search engines, keywords and sites,” says Toni White, CMO of GE Capital’s Retail Finance business. “While online research plays a bigger role throughout the major purchase process, 60 percent of consumers start by visiting a search engine, then go to the retailer’s Website and ultimately, 88 percent made their final purchase in store.”
The availability of financing options continues to be a key factor in the shopper’s choice of retailer, with nearly half of all shoppers researching payment options online before visiting a store. Financing influenced the decision to buy from a specific retailer for 77 percent of GECRB cardholders surveyed and nearly half would not have made the purchase or would have gone to another merchant if financing was not available.
Depending on the category, between 40 and 137 days was spent researching the purchase. While the data represents the average major purchase experience, it is inclusive of shoppers who had a short decision cycle based on a critical need to replace an item.
For one-fourth of major purchase shoppers, their purchase was part of a larger project. Replacement and upgrades are the two most prevalent triggers to purchase and the length of the purchase cycle and price are highly correlated.
Consumers say digital tools empower them to compare prices and find the best value and shoppers search for the following when they visit the retailer’s Web site: warranty information (66 percent); pricing (52 percent); specs/model information (51 percent); payment/financing information (47 percent); sales/discounts; availability; and shipping information. On average, consumers visited five unique retailers – at least three online merchants and two brick-and-mortar stores – before making their purchase.
www.gecapital.com