Friday, December 15, 2006
GfK's sense & sensibility of advertising
ADVERTISING IS A NUISANCE. It’s also useful, entertaining, and helpful. Americans are exposed to advertising continually in their daily lives, and their eyes are wide open to its benefits and disadvantages. How can advertising play to its strengths while minimizing its weaknesses when both are so evident to the average consumer?
Be Sensitive
Acknowledge the Pushback: Fully three in four adults agree that advertising provides useful information, but only about half agree that it specifically helps them decide what to buy. This may mean that people don’t want to admit advertising influences them, although they may be willing to admit it influences other people. In addition, large majorities of adults feel that advertising encourages people to buy things they don’t need or that are bad for them.
Given that word of mouth is often the single most trusted source of information, one approach here is to openly encourage people to talk with others about marketing messages. Indeed, some marketers are already taking this approach to interactive dialogue by mixing and matching traditional advertising with newer forms and building consumers into the process.
Reduce Clutter: Older adults are particularly sensitive to the nuisance factor. For Baby Boomers, this includes online clutter; fully 75% of Boomers who use the Internet agree that ads interfere with their Internet use, compared with 65% of younger and older Internet users. But adults of all ages are about equally likely to agree that advertising is shown in too many places.
Niche media have a clear advantage in minimizing the clutter factor that so many consumers find irritating, with the obvious drawback that they have smaller audiences. Some newer forms of marketing, such as product placement in video games, operate by default in a niche environment, at least for now. Even advertisers who favour mass media “blitz” campaigns can do some level of targeting by offering different versions of a message in broadcast, print, and online ads.
Streamline: Along the same lines, it may also be advantageous to ‘streamline’ a multimedia campaign by offering different elements at different steps along the way. Rather than offer all of the detail in every venue, one can provide the basics in traditional media (perhaps in the form of a “teaser”), access to more detailed information via online ads or web sites, and follow this up with nitty-gritty details at point of purchase, whether that be a physical or virtual store.
Be Sensible
Make It Authentic: A GfK NOP Roper Reports online bulletin board conducted this summer3 found that product placement in TV programs or movies can be acceptable to consumers when it fits in naturally and subtly with what’s going on. After all, real people shop and eat and wear clothing, so visible brands are a part of everyday life. This notion follows for other types of advertising, too, as well as cause-related marketing efforts. If the message suits its surroundings, it stands a better chance among today’s pragmatic consumers. This can backfire, of course, if it’s too obvious or strikes an artificial tone.
Rated “E” for Entertaining – Everyone: Generation Y young adults are most likely to find advertising “often fun or interesting,” perhaps because advertisers make a concerted effort to entertain them. People’s eyesight and hearing may dim with age, but this isn’t necessarily true for their sense of humour. Marketers might think about making more of an effort to entertain and engage older adults as well.
This analysis is largely based on a GfK NOP Roper Reports US in-person survey August/September 2006. For more information GfK www.gfkamerica.com.
GfK surveys.com marketing marketing research
advertising
Be Sensitive
Acknowledge the Pushback: Fully three in four adults agree that advertising provides useful information, but only about half agree that it specifically helps them decide what to buy. This may mean that people don’t want to admit advertising influences them, although they may be willing to admit it influences other people. In addition, large majorities of adults feel that advertising encourages people to buy things they don’t need or that are bad for them.
Given that word of mouth is often the single most trusted source of information, one approach here is to openly encourage people to talk with others about marketing messages. Indeed, some marketers are already taking this approach to interactive dialogue by mixing and matching traditional advertising with newer forms and building consumers into the process.
Reduce Clutter: Older adults are particularly sensitive to the nuisance factor. For Baby Boomers, this includes online clutter; fully 75% of Boomers who use the Internet agree that ads interfere with their Internet use, compared with 65% of younger and older Internet users. But adults of all ages are about equally likely to agree that advertising is shown in too many places.
Niche media have a clear advantage in minimizing the clutter factor that so many consumers find irritating, with the obvious drawback that they have smaller audiences. Some newer forms of marketing, such as product placement in video games, operate by default in a niche environment, at least for now. Even advertisers who favour mass media “blitz” campaigns can do some level of targeting by offering different versions of a message in broadcast, print, and online ads.
Streamline: Along the same lines, it may also be advantageous to ‘streamline’ a multimedia campaign by offering different elements at different steps along the way. Rather than offer all of the detail in every venue, one can provide the basics in traditional media (perhaps in the form of a “teaser”), access to more detailed information via online ads or web sites, and follow this up with nitty-gritty details at point of purchase, whether that be a physical or virtual store.
Be Sensible
Make It Authentic: A GfK NOP Roper Reports online bulletin board conducted this summer3 found that product placement in TV programs or movies can be acceptable to consumers when it fits in naturally and subtly with what’s going on. After all, real people shop and eat and wear clothing, so visible brands are a part of everyday life. This notion follows for other types of advertising, too, as well as cause-related marketing efforts. If the message suits its surroundings, it stands a better chance among today’s pragmatic consumers. This can backfire, of course, if it’s too obvious or strikes an artificial tone.
Rated “E” for Entertaining – Everyone: Generation Y young adults are most likely to find advertising “often fun or interesting,” perhaps because advertisers make a concerted effort to entertain them. People’s eyesight and hearing may dim with age, but this isn’t necessarily true for their sense of humour. Marketers might think about making more of an effort to entertain and engage older adults as well.
This analysis is largely based on a GfK NOP Roper Reports US in-person survey August/September 2006. For more information GfK www.gfkamerica.com.
GfK surveys.com marketing marketing research
advertising
Wednesday, December 13, 2006
Men Are Shopping More says GfK but Not Loving It
MEN OF THE WORLD are busting a long held gender myth. They are doing more of the shopping. This doesn’t mean they are loving it, though. Most of the gain is among married men who are taking some of the burden off their wives, and who may well be feeling less than empowered about the experience.
Between 2002 and 2006, the share of men worldwide who reported shopping for groceries at least weekly rose 7 percentage points, while the share of women who did so dropped 3 points, thereby narrowing the gender gap by 10 points. Both men and women are more likely than in 2002 to say they shop for things other than groceries at least monthly, but that share has grown more for men, 7 points compared with 4 points for women.
The increases have occurred in most regions of the world and for most age groups. They have occurred across income groups and regardless of parental status. One particular group of men has led the charge, however – namely, husbands. Men who are married or living with a partner are shopping for groceries and other items more frequently than they did four years ago. Singles are shopping a little more, but so are single women. And formerly partnered men – i.e., those who are divorced or widowed – are not shopping for food more than they did and shopping for other things just a little more often.
This analysis is largely based on GfK’s Roper Reports® Worldwide’s 2006 in-person survey of 31,00
consumers age 13 and older in 25 countries. For more information go to www.gfkamerica.com.
GfK surveys.com marketing marketing research
Between 2002 and 2006, the share of men worldwide who reported shopping for groceries at least weekly rose 7 percentage points, while the share of women who did so dropped 3 points, thereby narrowing the gender gap by 10 points. Both men and women are more likely than in 2002 to say they shop for things other than groceries at least monthly, but that share has grown more for men, 7 points compared with 4 points for women.
The increases have occurred in most regions of the world and for most age groups. They have occurred across income groups and regardless of parental status. One particular group of men has led the charge, however – namely, husbands. Men who are married or living with a partner are shopping for groceries and other items more frequently than they did four years ago. Singles are shopping a little more, but so are single women. And formerly partnered men – i.e., those who are divorced or widowed – are not shopping for food more than they did and shopping for other things just a little more often.
This analysis is largely based on GfK’s Roper Reports® Worldwide’s 2006 in-person survey of 31,00
consumers age 13 and older in 25 countries. For more information go to www.gfkamerica.com.
GfK surveys.com marketing marketing research
Monday, December 11, 2006
GfK defines Dream houses for Baby Boomers
What makes a dream home? A South Beach villa? Stick-style Victorian? The oneBarbie had? Images of fantasy mansions might come to mind, but for 25- to40-year-olds, the amenities that a house offers can make it a dream home. A recent study conducted by GFK Roper, a global research organization, found that for post-baby boomer generations, the ideal home is a reflection of values and aspirations.
For Generation X, the group born between 1965 and 1977, and their younger counterparts born after 1978 - often called Generation Y or echo boomers - a dream house isn't always extra acreage or a cul-de-sac. To this group - more than 81 million Americans - a dream house is one that provides comfort, security, style and technology.
Each year, about a third of generations X and Y move into larger or betterhomes, according to 2003 U.S. census data. Perhaps they are acquiring some ofthe comforts that the 1,000 respondents to the gfK survey said make a dreamhouse. Among the findings: Whirlpool baths are the most desired amenity fortwenty somethings, while gourmet kitchens are the highlight for those in their 30s.
"Dream houses are usually a reaction to a life stage, and it is interesting tosee how that translates to behavior," says Kathy Sheehan, the senior vice president of GFK Roper. "Gen X-ers are at childbearing age. That means that Gen-X homes are about the family center. They are looking for things that help them organize and eradicateclutter and chaos," she says. In addition to state-of-the-art kitchens, Gen X-ers said, a dream house had to have well-appointed, walk-in closets and serene outdoor spaces.
The survey found that echo boomers, who include young people who grew up usingthe Internet, are more likely to regard a dream home as a high-tech,entertainment venue. "The Gen-Ys are just starting to emerge socially," Ms. Sheehan said. "Technology and things that enhance life are heavy influences on that group." Because the home is considered a social hub, game rooms and fitness areas wereamong the most desired spaces for Gen-Ys. As the post-boomer generations age, their aspirations for their dream housesmirror their parents'. Both the baby boomers and Gen-Xers chose gourmet kitchens as the most important aspect of a dream house.
"Boomers waited much later to buy their dream houses, and now, they think of their homes as status symbols," Ms Sheehan says. Generations X and Y, however, are more likely to choose houses that suit theirindividual styles and needs, Ms. Sheehan says. "They have looked at enoughmagazines and other homes to know exactly what they want."
GfK surveys.com marketing marketing research
For Generation X, the group born between 1965 and 1977, and their younger counterparts born after 1978 - often called Generation Y or echo boomers - a dream house isn't always extra acreage or a cul-de-sac. To this group - more than 81 million Americans - a dream house is one that provides comfort, security, style and technology.
Each year, about a third of generations X and Y move into larger or betterhomes, according to 2003 U.S. census data. Perhaps they are acquiring some ofthe comforts that the 1,000 respondents to the gfK survey said make a dreamhouse. Among the findings: Whirlpool baths are the most desired amenity fortwenty somethings, while gourmet kitchens are the highlight for those in their 30s.
"Dream houses are usually a reaction to a life stage, and it is interesting tosee how that translates to behavior," says Kathy Sheehan, the senior vice president of GFK Roper. "Gen X-ers are at childbearing age. That means that Gen-X homes are about the family center. They are looking for things that help them organize and eradicateclutter and chaos," she says. In addition to state-of-the-art kitchens, Gen X-ers said, a dream house had to have well-appointed, walk-in closets and serene outdoor spaces.
The survey found that echo boomers, who include young people who grew up usingthe Internet, are more likely to regard a dream home as a high-tech,entertainment venue. "The Gen-Ys are just starting to emerge socially," Ms. Sheehan said. "Technology and things that enhance life are heavy influences on that group." Because the home is considered a social hub, game rooms and fitness areas wereamong the most desired spaces for Gen-Ys. As the post-boomer generations age, their aspirations for their dream housesmirror their parents'. Both the baby boomers and Gen-Xers chose gourmet kitchens as the most important aspect of a dream house.
"Boomers waited much later to buy their dream houses, and now, they think of their homes as status symbols," Ms Sheehan says. Generations X and Y, however, are more likely to choose houses that suit theirindividual styles and needs, Ms. Sheehan says. "They have looked at enoughmagazines and other homes to know exactly what they want."
GfK surveys.com marketing marketing research
