The Data Dump

Reliable Data in this Gallup Consumer Survey

2014-07-15T11:42:00.001-04:00

Marketers looking for reliable consumer spending insights should turn to this recent Gallup survey that polled more than 1,000 U.S. adults by phone. Gallup has typically offered statistically sound survey data that is based on a traditional telephone methodology and this latest offering is no different. The firm claims to have weighted the data to correct for unequal selection probability, including non-response and double coverage of landline/cellphone users across two sampling frames. It has also weighted to match many useful national demographics, such as age, gender and race.

Findings projected to represent the U.S. gen pop include:

Slightly less than half of all Americans (45%) report spending more than they did a year ago, while 18% report spending less
Roughly one-third of Americans report spending less on discretionary items such as travel (38%), dining out (38%), leisure activities (31%), consumer electronics (31%), and clothing (30%).
More than half of Americans say they are spending about the same for rent or mortgage, household goods, telephone, automobile expenses other than fuel, personal care products, and the Internet

Some mainstream media accounts of the data fail to report the weighting schema, suggesting that these findings cannot be held to represent U.S. population trends.

The Data Dump recommends asking Gallup for the full set of data and running some basic frequencies on the demographics important to your next marketing campaign that targets consumers with discretionary income for basic leisure activities, such as travel and dining out.

U.S. Hispanics Want Improved Oral Healthcare, says Survey

2011-11-04T14:13:00.000-04:00

This Procter & Gamble-sponsored survey has sound methodology from GFK Roper and some interesting findings:

-- Close to half (45%) of Hispanics lack dental insurance and nearly one in five (18%) have not visited the dentist at all in the past two years, compared to 12 percent of the general population.

-- Approximately six in 10 Hispanics feel that a higher representation of Spanish-speaking and Hispanic dentists/hygienists in their community would help them "a lot" in achieving and maintaining better oral health.

Roper polled 1,000 Hispanic adults and 1,000 adults from the general population aged 18 and older who live in the continental U.S. But where the approach lacks bite is on its lack of data segmenting "acculturated" Hispanics from non-acculturated. The results would be more telling if, for instance, we discovered that 95% of acculturated Hispanics (or those who are transplanted to the U.S. and speak English) have significantly different opinions about U.S. oral healthcare than non-acculturated.

Moreover, the survey results are well positioned as a publicity tool for P&G when oral health is top of mind after all of us have eaten our Halloween candy.

Eight Percent of U.S. Teens Own Cell Phone, says Survey

2008-10-08T10:10:00.003-04:00

Piper Jaffray's newest poll on cell phones does little to paint a true picture of teenage penetration of the mobile devices. Many of the articles covering this survey reference the table of data from the study. But a closer look at these numbers indicate there is little to be learned.

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One important component missing from the table are the base sizes behind the percentages. These numbers would help discern whether there were significant differences between the time periods indicated and the varying price points respondents were willing to pay for phones.

I agree with Fortune's observation that the study "may say more about the demographics of the population Piper Jaffray is testing than the buying power of most U.S. teenagers." The sample here is likely an online population that is wealther, more technologically savvy, and in greater need of an iPhone than the general U.S. teen population. Whether these survey data were weighted to adjust for this discrepancy is unclear.

Mobile marketers should disregard these data if considering the iPhone or other similar touch-screen cell phone platforms for their near term campaigns.

Pew Study Says Americans Love Cell Phones More than Landlines

2008-03-06T11:24:00.003-05:00

Americans reported their affinity for their mobile phones is greater than both their feelings for television and landline phones, according to a survey released by the Pew Internet and American Life Project. Fifty-one percent of respondents said it would be hard to give up their cell phone, more than the 43 percent who felt it would be difficult to give up television use. And it also edged out the 40 percent of people who said it would be hard to give up a landline phone.

Pew notes that this is the first year in which the cell phone rated highest in this annual survey of technology use. In 2005 for instance, only 38 percent of people said it would be hard to give up their cell phones, compared with 47 percent of respondents who said the same thing about their television and 63 percent of people who felt that way about their landline phones.

Marketers engaging in mobile advertising campaigns, including local mobile search and mobile-based video, should be pleased by these data as they affirm the growth of the mobile channel as a marketing medium. As mobile handset penetration increases in the US, consumers will undoubtedly prefer mobile-based marketing initiatives that are less intrusive, protect their privacy, and afford them incentives to solicit local merchants via mobile coupons. Pew's study confirms that consumers are heading in this direction more quickly than might have been expected.

E-mail Marketing is Best Performing Marketing Tool, says Survey

2008-01-25T10:17:00.000-05:00

Datran Media released its 2nd Annual Marketing & Media Survey, which showed that the second best-performing online ad medium is search, right behind email marketing. In December, Datran asked 2,000 industry leaders "which advertising media buys perform strongly for your company"? 80% said email marketing but right behind them was search at 70.6%.

I question the integrity of the sample. Just who are these industry leaders -- are they e-mail marketing vendors? Search marketing is by far today's marketing medium of choice -- spending continues to skyrocket and marketers rave about its higher ROI than e-mail. For the near term, I recommend that e-marketers continue to pursue search for effective lead generation. More specifically, pursue campaigns with targeted display ads and keywords leveraging Google and Yahoo as portals.

Online shoppers quick to leave retail sites, says study

2007-12-03T09:57:00.000-05:00

DDI: 73

Considering that this study was commissioned by a search engine optimization service provider, I would highly caution digital marketers to incorporate this information into their next online campaign. Given the timeliness of the study's release around the online holiday shopping surge, however, the results can serve as directional advice only. For instance:

*73% of respondents said they would leave an e-commerce site within one to two minutes if they could not find what they were looking for.
Fifty-four percent said they would only look through two to three pages of search results before giving up.
When asked if they would return to a retail Web site that had a poor search function, 36% said they would not.

Beyond these nuggets of insights, however, I caution e-marketers to pursue site optimization strategies as planned throughout the end of 2007 into 1Q08 after which a more thorough research assessment of strategic search results from retail sites will likely surface.

Poll: Video Games Fail To Trigger Parents' Interest

2007-11-19T14:18:00.000-05:00

DDI: 97

Ubiquitous coverage of the AP survey about the video game habits of parents strikes an uneasy chord with my attitudes toward video games as a burgeoning advertising medium. Given the AP teamed with AOL to conduct the survey, there's little doubt that the study had the ulterior motive of promoting AOL's successful foray into online gaming to garner attention of media buyers targeting parents. But there is little supporting research on the market that concurs with the survey's conclusion that parents will not be playing along with their children, thus shunning advertisers from including adult-focused messaging and virtual billboards within the gaming experience. Marketers who are considering advergaming as a potential media buying opportunity should look at the AP data for directional, and not decisive, purposes only.

Survey Reveals 68% of Web Campaigns Don’t Happen on Time, Risking Loss of New Business

2007-11-08T15:53:00.000-05:00

DDI: 68

Don't be fooled by the data resulting from this survey of senior marketing executives. Glancing at the press release headline would lead us to believe that delays in Web campaigns can severely erode customer satisfaction and lose revenues. But further inspection of the methodology reveals a mere 120 marketing decision makers were polled for this study and it is likely true that many of them were prospects of the survey's sponsor -- a Web content management vendor. Marketers who are uncertain about the role dynamic Web content management plays in the success or failure of their digital campaigns should ignore these insights. Instead, it would be wiser to survey site visitors on their attitudes toward content changes and their corresponding effect on customer loyalty and propensity to lead to cross-sell opportunities.

Survey Reveals Disconnect in Social Media Marketing Programs

2007-10-30T17:10:00.000-04:00

Coremetrics released results of its second annual 'Face of the New Marketer' survey. This poll of marketing professionals found that social media marketing is quickly gaining popularity as a way to gain competitive edge. However, the survey also revealed that time and budget allocations are not yet reflective of this trend.

The findings included the following:
A clear disconnect between the desirability of social marketing and the budget allocated to it:
-- 78% of respondents see social media marketing as a way to gain
competitive edge, but only 7.75% of total online marketing spend is
devoted to it.
-- This compares with an average of 33% of spend going to online
advertising and 28% to online promotion design and implementation
However, progress is being made in the field:
-- 58% of respondents have implemented user generated content or reviews
in the past year
-- 31% of respondents have implemented a blog in the past year
-- 25% of respondents have implemented an RSS feed in the past year

Search Now Tops for Local Information, says Survey

2007-10-11T15:05:00.000-04:00

DDI: 182

Some interesting findings emerge in Nielsen's new survey about local search behavior. Approximately 2000 U.S. consumers were randomly selected from the Nielsen//NetRatings MegaPanel to participate in the survey. Of particular note:

A majority of the survey respondents (73%) say they are over-exposed to advertising. According to the survey, only 24% of people say their shopping habits are never influenced by the ads they see. A roughly equivalent number (72%) say they would prefer finding products and services via search rather than having ads pushed to them. Among the 73% that said they were exposed to too many ads, an overwhelming majority (91%) would prefer using search vs. having ads sent or pushed to them.

Marketers deploying search enginge optimization or keyword strategies for a localized campaign should take note of the Nielsen data for guidance on best practices. This data is particularly useful for campaigns that integrate sponsored links with mapping technology for direct clickthrough to local sites.

Survey Reveals Disconnect Between Madison Ave. and Main Street

2007-09-24T10:43:00.000-04:00

Adweek and JWT today announced the results of the "Ad Industry Perception Survey," an extensive assessment drawing the line between the media-created perception of the industry and the real opinions held by American adults. Survey results indicate that Americans' view of the advertising profession could use an overhaul. In terms of respect for profession, only 14% of the sample say their fellow Americans respect ad people, besting, "national politicians" (10%) and "car salesmen" (5%). The top three most respected are: "military personnel" (79%), "physicians" (75%) and "teachers" (71%). The survey also underscores a direct relationship between the perception of the ad professionals' status, and the perception of what they do--most of which is deeply resented:
84% agreed strongly/somewhat, "Too many things are over-hyped now."
74% agreed, "The Internet helps me make better product choices."
72% agreed, "I get tired of people trying to grab my attention and sell me stuff."

I find this study highly insightful and relevant to the challenges advertisers and marketers face in an increasingly fragmented multimedia society where consumers are demanding messages that inform and entertain. Brand managers and media buyers who relish data to inform their next consumer-focused messaging strategy should read the full Adweek report in detail.

Consumers will now pay more for healthier goods, says survey

2007-09-04T12:46:00.000-04:00

DDI: 119

US consumers are willing to increase grocery spending on healthier foods says a recent survey sponsored by the United Soybean Board (USB). According to a report from Global Industry Analysts earlier this year, higher incomes, lifestyle changes, growing health awareness, an aging population and a preference for convenience foods are driving the functional foods and drinks market. Unlike in recent years, 60 percent of consumers indicated they are willing to pay extra for healthier foods. This reverses a four-year downward trend. Marketers who use health-focused grocers, such as Whole Foods (DDI 122, +3) and Wild Oats (DDI 136, +4.1), should carefully consider these data when planning new point-of-sale shelf strategies, in-store cross-promotion tactics, or launching new products in retail outlets.

Teen Survey Says Family Ties Make Them Happy

2007-08-20T12:13:00.000-04:00

DDI: 133

Front page coverage in print and at online media sites proliferated the data in this AP/Knowledge Networks study of teenage attitudes toward happiness and prosperity. Although the survey was administered on behalf of client MTV, the widespread prominent coverage of the results is likely due to a general media perception that teens are overcome with existential angst and social malaise. These rosy results present marketers with pertinent statistics to approach an often elusive teen segment with messaging that can hook products to the overall family experience. Rightly so, we'll likely see an increasing number of alternative media campaigns with teen-focused products that inspire happiness and long-lasting family relationships, akin to the old AT&T "Reach Out and Touch Someone" television spots. Marketers should turn their backs on the potential sample bias accrued in these data from an online panel since many of the questions required open-ended responses. Moreover, those marketers planning near-term digital campaigns targeting teens should consult the snippets of findings within the complete study before investing their marketing dollars.

ACSI Shows Small Uptick in US Customer Satisfaction

2007-08-15T08:11:00.000-04:00

The University of Michigan's latest American Customer Satisfaction Index rose 0.1 percent in the second quarter of 2007 from the first, to 75.3 on a 100-point scale.
"Customer satisfaction is pretty flat and consumer spending is slowing down," Claes Fornell, professor of business administration and founder of the index, said in a statement.
Customer satisfaction has improved for nine consecutive quarters, according to the survey. But the latest survey showed former leaders like Google, Apple and Toyota falling slightly. Customer satisfaction with automobiles rose 1 percent to a high of 82, driven by greater satisfaction with domestic and European brands.
Overall satisfaction with the PC industry fell 3 percent to 75.

Prius Top of Mind as Hybrid Car, says Survey

2007-07-06T11:30:00.000-04:00

DDI: 144

More than half of the Prius buyers surveyed this spring by CNW Marketing Research of Bandon, Ore., said the main reason they purchased their car was that “it makes a statement about me.” Only a third of Prius owners cited that reason just three years ago, according to CNW, which tracks consumer buying trends. CNW's study is timed perfectly with the buzz around the "Live Earth" global concert this weekend and fuels interest in its client's (Toyota) green message. I find it strange that such A-tier media like The New York Times would feature the survey data so prominently in its coverage given that it has no comparative data on competitive manufacturers to support the findings. Nonetheless, these data and its coverage boosts Toyota's Data Dump Index considerably (122, +5). Cause-related and event marketers considering green campaigns with Toyota's sponsorship or brand presence are wise to jump on the manufacturer's marketing bandwagon now than in six months.

Healthier Food Choices will Drive Food/Bev. Industry

2007-06-19T13:31:00.000-04:00

DDI:87

The survey also found that most food and beverage firms continue to aggressively market foods to baby boomers and Generations X and Y, who embrace healthier eating habits. The survey was conducted using an online questionnaire that generated 131 valid survey responses between November 2006 and January 2007.

More Than Three-Quarters of Consumers Want HDTV, says Survey

2007-06-15T09:51:00.000-04:00

DDI: 101

These are dubious survey data on consumer attitudes and awareness of HDTV given that Hitachi is the blatant sponsor and primary PR engine behind the widespread coverage of the numbers. Some have liberally listed the key findings by segment, such as the interest level in owning an HDTV based on household income splits. Marketers planning high-definition advertisements geared toward lucrative consumers who own or are considering HDTVs should not be swayed by these accelerated technology adoption projections. Furthermore, the Data Dump Index of Hitachi (133), Sony (155), Panasonic (150), and other HDTV manufacturers remains stable in light of this latest report.

Survey: US Airways Ranks Last in Customer Satisfaction

2007-06-06T13:23:00.000-04:00

DDI: 92

While Consumer Reports remains the bastion of objective reviews on consumer products and services, its latest survey of airline customers leaves lots of questions up in the air. For instance, few news reports covering these results have indicated whether CR surveyed a representative sample of travelers from each airline. Although it boasts more than 20,000 respondents, there is no indication whether the "dissatisfied" segment are airline loyalists or one-time disgruntled travelers. Furthermore, it is unclear whether the survey was conducted during the year-end holiday season when travelers tend to be more outspoken about airline delays and poor service. Marketers considering near-term campaigns involving on-board airline exposure, (i.e., in-flight magazines, radio, and television) should continue as usual. The Data Dump Indices remain unchanged for US Airways (DDI 113), Jet Blue (DDI 101), and Midwest (DDI 98) cited in these results.

Airline Customer Satisfaction Nose Dives, says Survey

2007-05-15T10:17:00.000-04:00

DDI: 144

University of Michigan has built a highly credible and widely quoted customer satisfaction index for many brands across diverse industries. This latest study shows some steep declines in customer sat for many major airline carriers. The university's methodology involves a survey on a customer's overall satisfaction with airline, likelihood to fly again with airline, and likelihood to recommend the airline to others. The three metrics create a highly stable customer loyalty index that can be tied to customer needs and business processes to improve long-term customer satisfaction and profitability. One minor flaw in UM's approach was gathering data duing the first quarter when airline customers are still reeling from the delays of the year-end holidays. But marketers who leverage airlines as a marketing tool (i.e., on-board magazines and radio spots, and video commercials) should heed UM's new numbers and re-consider near-term plans involving Delta (DDI 112, -3) and United (DDI 123, -2).

Nearly Half of Americans Have 'No Use' for Technology, says Pew Study

2007-05-09T11:59:00.000-04:00

DDI: 109

Pew's stellar reputation for conducting insightful research about the online attitudes and behaviors of Americans is slightly compromised by its latest study on how we use technology. More than half of the respondents were surveyed online, which undoubtedly leads to sample bias and an uncharacteristic representative sample of the population. Pew further attempts to segment respondents into Claritas-like clusters, labeling them based on their affinity or aversion to various types of technology. Digital marketers considering targeting these new segments for their next online or mobile campaign should supplement this research with more reliable market segmentation studies (i.e, Forrester or Gartner) before investing their resources in campaigns involving online search optimization or pay-per-click customer acquisition tools.

Malls Afford Convenience and Little Else, says Survey

2007-04-25T09:39:00.000-04:00

DDI: 128

Shopping malls, once a mecca for bargain hunters and big-chain anchor stores, are now perceived to be mere gathering spots for browsers to congregate, grab a meal, haircut, and watch a movie, according to this survey by the International Council of Shopping Centers. The study fails to attribute this shift to the encroachment of online retailing on in-store profitability. That's where I think the media covering these data have not done their homework. While malls continue to afford shoppers the convenience of one-stop shopping, the same luxury is embraced by online shoppers, which clearly has cannibalized revenues of brick-and-mortar establishments. Marketers considering newspaper campaigns that attract Sunday shoppers to local malls need not worry about the impact of this study and should continue to consider customized digital campaigns as cross-selling, multi-channel revenue growth strategies.

Survey questions quality of bottled water

2007-04-10T14:21:00.000-04:00

DDI: 92

Gallup's consumer survey of bottled water drinkers received waves of coverage during the last week since it's findings were quoted by a sports nutritionist speaking at a medical industry conference. Some media, in reporting the findings, supported the nutritionist's point of view by quoting other credible research sources. However, Gallup's reputation is enough to increase the Data Dump Indices for the leading bottled water brands, such as Aquafina (DDI 122, +1), and Dasani (DDI 121, +1).

Sincere Apologies

2007-04-10T14:17:00.000-04:00

It's been way too long since my last entry. I've been catching up on things known as work and family. But I hope to find more time now to start posting again. Thanks for your patience.

Online Shopping Saves Money, says Survey

2006-10-27T12:59:00.000-04:00

DDI: 91

Comparison shopping has never been easier online given the spate of new bots available that scour e-tailers for the best deals. This survey conducted by one of those online tool vendors will uncover little meaningful data for marketers to leverage as the upcoming holiday season rapidly approaches. The vendor's spokesperson even conceded that the survey compared "apples and oranges" somewhat because it compared the "average" offline prices with the "lowest" online prices. Better sources for average online spend and the habits of online comparison shoppers will undoubtedly accelerate in the coming weeks as eMarketer, Forrester and Shop.com release their fourth quarter projections. Stay put and tuned.

Holiday Spending Survey Findings Disagree

2006-10-19T13:45:00.000-04:00

Two surveys projecting consumer spending on year-end holiday gifts provide differing opinions on the rosiness of the upcoming season. The National Retail Federation's comprehensive study covers a nationwide rep sample of consumers and is an excellent source for marketers to access tracking data year-to-year. Released simultaneously, however, is the University of Florida's localized version that surveys state residents on upcoming spending patterns. NRF paints a rosy view while the university forecasts a down period. While marketers might quickly jump on NRF's assessment of the state of consumer discretionary income levels I find a more focused viewpoint likely brings about less directional advice on how to allocate marketing resources for the fourth quarter. Marketers segmenting consumers based on these data into potential spenders and re-gifters, for instance, should consider all data points equally before moving forward with year-end resource allocations.