101coolconsumerinsights civicscience ebook

8/11/2019 101CoolConsumerInsights CivicScience eBook

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For Marketing Researchand Cocktail Party Banter


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#101insights

Praise for this eBook:

This eBook from CivicScience changed my life. Well, not really. Butits a hell of a lot of fun to read.

Mark CubanOwner of the Dallas Mavericks NBA team, co-star of Shark Tank , and advisor to CivicScience

Every once in awhile a written work comes along that de nes ageneration of Americans. This is not one of those. But you should stillread it.

Rick SantorumFormer U.S. Senator and former presidential candidate

It is possible for deep insights to come from simple questions. Thisbook just proved it.

Astro TellerDirector, Google[x] and CivicScience advisor


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About this eBook Publication Date: June 11, 2014

This eBook contains an assortment of 101 tasty consumer insights extracted from the CivicScience

InsightStore, collected via CivicSciences syndicated online polls and micro-surveys (more detailsabout our methodology are provided at the end of the book). All of the response data has beenweighted for U.S. Census representativeness for gender and age, 13 years and older (unless otherwisespeci cally indicated). For each insight page, we also reference the question, response volumes, date wepulled the data and insights, and the Chi-squared test signi cance value.

CivicScience collects opinions from people across hundreds of sites on the web. The survey resultsincluded in the eBook re ect the opinions of hundreds of thousands of people collected during the past12 months. No clients, trademark owners, or celebrities have participated in conducting these surveysand they have not endorsed, approved, or otherwise provided any input regarding the survey resultspublished in the eBook.

Weve got stu on health and lifestyle behaviors; consumer reaction to business news; brand alignments;celebrity silliness; sports fans; TV consumption attitudes; social media preferences; nancial practices;and more along with a special featured section on the chain restaurant industry. Why? Because we allhave to eat, right?

We only scratch the surface in this eBook in the types of data and insights we can provide from ouronline consumer research platform of 27 million+ engaged, opt-in respondents, but we didnt want toturn this into War and Peace .

We think the insights are cool, but at minimum, we hope you nd them intriguing. Some of them mighteven make you more interesting at parties. And help you win more Rock, Paper, Scissors contests.

Can I re-publish any of these insights? The answer is, yes! Please do! Tweet em, share em, Instagram em, even SnapChat em. We justask that you use the content exactly as stated for that insight (there is science behind all of this), andattribute it back to CivicScience. If you have any questions about the survey results, how to re-publishthem, or how you can conduct rapid research using the opinions of people across the web, contact usat: [email protected] .

For a steady diet of our insights, please follow us on Twitter (@CivicScience) and check out our blog, withnew posts added weekly: http://blog.civicscience.com

And please Tweet us your favorite insights: @CivicScience #101insights


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Short People

1People who say they are much shorter are 50% morelikely than other statures to say they have trouble fallingasleep every night or most nights.

Question Details

15,062# of Respondents

April 29, 2014Date of Report

2(df=20)=133.099, p


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all People

2People who say they are much taller are 2X as likely tosay they are fashion innovators as those claiming shorterstatures.

Question Details



X2 [df=15]=146.457, p


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CVSs Smoking Cessation

3Nearly twice as many respondents (13%) say theyll bemore likely to shop at CVS vs. less likely (7%).

Question Details

5,220 (Politically) / 6,299 (Gender)# of Respondents


(Politically): 2(df=10)=79.815, p


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Smokers and Doctor Visits

6People who smoke every day are 2X as likely than otherrespondents to say its been 5 years or more since theyvelast seen a doctor for a routine exam.

Question Details



2(df=10)=113.291, p


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Smokers and Family Size

7Daily smokers are more likely than less frequent ornon-smokers to come from larger families where theywere among 4 or more siblings (24% vs. 18%).

Question Details



2(df=8)=17.061, p=0.029Signi cance

Do you now smoke cigarettes every day, some days, or not at all? - Every day - Some days - Not at all

How many siblings do you have? - 0 - 1 - 2 - 3 - 4 or more


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Diner ypes in Social Settings

Question Details



2(df=5)=40.601, p


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witter Users and Fave Cuisine

Question Details



2(df=5)=103.267, p


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witter Users: Our DeepProle Insights

15-16Demographics: Twitter users are more likely than non-users to live in a city and less likely to live in a rural area.

Twitter users are slightly more likely to fall at the lowest orhighest ends of the income spectrum.

Source: CivicScience DeepPro le report, January 2014. 169,274 total respondents.

17-18Behaviors: Twitter users are more likely than non-users toregularly download music or movies online. Twitter usersare much more likely to stream movies on their computersor gaming consoles.


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witter Users: Our DeepProle Insights


19-20

Psychographic Indexes: Twitter users scoredsubstantially higher on our Market Maven and Tech SavvyIndices than non-users and the general population,indicating higher incidence of early adopters and brandadvocates.

Market Maven Index (Aggregate)

-80- 90 100 110 120 130

Twitter Users

Non-Users

-80 -90 100 110 120 130 140

Twitter Users

Non-Users

Tech Savvy Index (Aggregate)


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witter Users & Brand Favorability


21 These are some of the top brands that over-index inpopularity among Twitter users compared to non-users:Brand Twitter Users % Non-Users % Di erence %

Apple 53% 32% 21%

Nike clothing 55% 42% 13%

Whole Foods 36% 24% 12%

Amazon.com 61% 50% 11%

Amazon Kindle 34% 23% 11%

22 These are some of the top brands that over-index inpopularity among Non-users compared to Twitter users:Brand Twitter Users % Non-Users % Di erence %

Olive Garden 47% 54% 7%

Hanes clothing 47% 54% 7%

Carhartt 25% 32% 7%

Buick 29% 35% 6%

Applebees 43% 47% 4%


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Alert: Work Email Abuses!

23 20% of respondents use their work email account often orsometimes for personal reasons.

24 As incomes climb, respondents are more likely to sayYes often.

25 Among those earning $100K-$150K per year, those livingin the U.S. Midwest are more likely to say often thanthose in the U.S. West.

26 The 45-54-year-old age group edged out the others inlikelihood of saying often.

Whos abusing their work time the most?

There are other demographic pockets of email abusers, such as:

Question Details

14,286 (weighted for US adults, 18+)# of Respondents

May 9, 2014Date of Report

Do you use your work email address for personal email too?- Yes - often

- Yes - sometimes - Yes - rarely - Never - I dont have a work email


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Why People Hate Teir Jobs

56% say that other people are what made their worstpaying job their worst; 45% say horrible boss ormanagers and 11% say co-workers.

Question Details



2(df=4)=160.980, p


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Job Satisfaction Meets the StarbucksBeer & Wine Menu

Question Details



2(df=16)=134.168, p


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Not a Bad Romance There is a strong association between fans of the popsinger Lady Gaga and fans of Starbucks co ee if youlove or like one, you are more likely (43-52%) to like theother.

On the ip side: People who have never heard of LadyGaga (who are more likely to be 45-64 year olds) are alsohighly likely to have never heard of Starbucks.

(Note: We did not ask if they live under a rock.)

Question Details



2(df=16)=3,430.116, p


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More Random Celebrity Associations...

Question Details

8,294# of Respondents May 12, 2014Date of Report

2(df=20)=224.515, p


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Even More Random Celebrity Associations...

Most respondents (51%) either like or love EllenDeGeneres. People who love her are more than 2X aslikely to love eating at IHOP than those who dont like her.

Question Details



2(df=16)=1,475.451, p


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And Yet Even More RandomCelebrity Associations...

Question Details

11,276 (NBA); 11,915 (NFL)# of Respondents


2(df=16)=356.600, p


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Extremely Crucial Celebrity Insights

When asked to pick, from a pre-determined list, which femalecelebrity has the worst taste in men, the vast majority of respondentshad a strong opinion (92%).

38 Men answered Kim Kardashian more than women.(Wonder if this is a re ection of Kim or Kanye?)

More people in West Virginia and Wyoming pickedRihanna, while Vermont, North Dakota, and Iowaresidents were more likely to pick Katy Perry.

39-40

Question Details

13,648# of Respondents (unweighted)


Which of these celebrities has the worst taste in men? - Kim Kardashian - Katy Perry - Selena Gomez - Jennifer Aniston - Rihanna - No strong opinion


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Featured Section: Insightson the Fans of Popular

Restaurant Chains


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urns out, there are real differences between fans of topcasual dining brands that focus on American cuisine.

41Did you know? Chilis fans are much more likely toparticipate in volunteer work (41%) vs. fans of TGI Friday,Ruby Tuesday, and Applebees (29%-34%).

But thats just the appetizer course, theres more

CivicScience DeepPro le Report


March 19, 2014Date of Report


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Ruby uesday and GI Fridays fans are bigger V viewers than the general population.

46 Ruby Tuesday fans are the most likely to watch Sportsand Reality TV, and slightly more likely to watch Sitcomswhen compared to the other fans.

47 Chilis fans are the most likely to watch Music andEntertainment shows.

48 Fans of all brands say they are in uenced by ads on TVmore than the general population.

49 Of all TV show genres, News programs rank highestamong them all. Attribute Applebees Fans TGI Fridays Fans Ruby Tuesdays Fans Chilis Fans

Sports Fan 25% 22% 28% 18%

Drama Fan 22% 20% 21% 18%

Reality Fan 12% 13% 17% 12%

Travel/Home/Cooking Fan 11% 16% 15% 14%

Documentary Fan 9% 11% 7% 11%

Music/Entertainment Fan 19% 19% 20% 22%

Sitcom Fan 16% 16% 18% 14%

News Fan 33% 34% 34% 31%

Most in uenced by adson TV 62% 61% 61% 61%





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Tey are also big sports fans GI Fridays fans the most.

42 TGI Fridays fans are more likely to say they are veryinterested in sports than the other restaurant fans, slightlymore likely to play fantasy sports leagues, and to like theNHL.

51Ruby Tuesday fans are slightly more likely to be NCAAbasketball and football fans and NFL fans whencompared to the other restaurant fans.




50

Attribute Applebees Fans TGI Fridays Fans Ruby Tuesdays Fans Chilis Fans

NCAA basketball fan 23% 25% 26% 24%

NCAA football fan 31% 32% 34% 32%

NFL fan 48% 49% 50% 48%

NHL fan 18% 21% 19% 19%

NBA fan 18% 20% 20% 21%

MLB fan 33% 32% 33% 32%

Has played fantasysports 18% 20% 19% 19%

Very interested insports 36% 39% 36% 36%


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Now, what about the QSRsand Fast Casual Brands?


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Find your biggest sports fans at Five Guys

52Fans of all the specialty burger chains rank above thegeneral population in our index for Sports Fandom.

53Five Guys fans rule in nearly every question: they are verylikely to regularly attend sporting events (at 64%), and arealso more likely to say they are very interested in sportsand play fantasy sports.

54Five Guys fans are more likely than fans of the otherburger chains to also be fans of the NFL, MLB, NHL,NCAA basketball, and NCAA football.

55 In-N-Out fans are more likely than the other groups to beNBA fans.



February 24, 2014Date of Report

Attribute Five Guys Fans Fuddruckers Fans In-N-Out Fans

NCAA basketball fan 29% 27% 25%

NCAA football fan 36% 34% 31%

NFL fan 51% 50% 44%

MLB fan 36% 34% 31%

NHL fan 25% 21% 19%

NBA fan 22% 23% 28%

Very interested in sports 40% 37% 34%Regularly attends sportingevents 64% 56% 46%

Has played fantasy sports 25% 23% 21%


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Would you like additional data with that?

56 Fuddruckers fans are the most likely to always vote and toattend local government meetings.

57 Five Guys fans are the most likely to be on Twitter.

58In-N-Out fans are the most likely to say social mediain uences their purchases and are the most likely todonate to environmental or art/culture charities.





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Fans of the op QSRs:McDonalds, Wendys, Burger King, aco Bell, KFC

59 KFC and Taco Bell fans are more likely to try newproducts before others.

60 McDonalds fans are most likely to say they are addictedto their digital devices.

61 Wendys fans are most likely to be NHL fans.

62 Burger King fans are the most likely to be engaged inpolitics.




On average, fans of these QSRs all score below thegeneral U.S. population on our Health and WellnessIndex. KFC fans have a slightly higher score than the other

QSR fans, and Burger King fans have the lowest.

63-65


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Imagine if you had the technology at your ngertips to poll thousands of peopleabout any topic you want, anytime you want, knowing that you could get resultsback in a matter of minutes. What would you ask? Maybe it would be aboutsomething critical to your business or your favorite social cause. Or maybe youwould use it to settle a debate with your coworkers or an argument with yourwife about what time most people make their kids go to bed.

And then imagine if your results could be combined with answers to thousandsof other questions, across an almost limitless number of subjects, to ndcorrelations and patterns you would have never expected. You could uncovera killer insight that changes your business or your marketing strategy. Or, youcould learn fun, mind-blowing facts that entertain people for hours at your nextcocktail party.

Of all the things I love about working at CivicScience, having this capability atour disposal is near the top of the list. I cant tell you how many hours Ive spent

just exploring around in our platform to discover new inspiration for blog posts,client ideas, and small-talk fodder. Its addictive.

Through this new eBook (hopefully the rst of many), we wanted to share someof the valuable, thought-provoking, or just plain head-scratching insights weveuncovered in recent months. What youll nd are 101 interesting correlations and it was even hard to pare the number down that far across a diverse rangeof questions and topics. And theres a lot more where this came from. Naturally, one of our goals at CivicScience is to show o the depth and breadthof insights in our system, in the hopes that it makes potential clients contemplatewhat we could uncover for them. But its also designed simply to share usefulinformation with the world. With all of this powerful and fascinating data in ourhands, it would be sel sh to keep it all to ourselves.

So we hope you enjoy it. And dont hesitate to reach out to us([email protected]) if you have any questions or insights of your own toshare. Well be publishing another eBook sometime soon.

Warmest regards,

John Dick Founder and CEO

P.S. Please tell us your favorite insights on Twitter @CivicSience #101insights

And Now, a Word from our Founder...


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arget Brand Loyalists are More Forgiving

66Nearly 5 months after Targets 2013 holiday season datasecurity breach, most consumers (54.3%) still felt it wassomewhat not secure or not at all secure to use theircredit cards at Target.

67

Those who purchase more at Target vs. Walmart are morecomfortable: they are 3.5X more likely to say its very

secure and 2.5X more likely to say its somewhat securethan the Walmart spenders.

68Interestingly, people making over $150K per year were2X more likely to say very secure vs. those making under$25K.

Question Details



x2(df=10)=332.763, p


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Ah, One More Random Celebrity Association:David Letterman and Credit Cards

69Fans of David Letterman are signi cantly more likelyto also be fans of the major credit card brands butespecially MasterCard.

(A spokesperson gig after he leaves his show?)

Question Details

14,421 (Visa) / 14,927 (MasterCard) /16,255 (American Express)# of Respondents


(Visa): 2(df=16)=663.243, p


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Monthly Savings and Diversied Banking

Question Details



x2(df=16)=196.130, p


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racking Consumer Sentiment about theEconomy. In Real ime.

Our data is used not only to track consumer sentiment in real time, but to dive deeper to get more insights about di erent consumersegments. Below are some bonus insights uncovered through our living Economic Sentiment Index (ESI) in partnership with HamiltonPlace Strategies:

January 2014:We were able to quickly report declines in early January 2014 following two immediately preceding events:

Unemployment bene ts that would expire on December 28, 2013 for 1.3 million U.S. residents.

The weakest jobs report of 2013 was published, with only 74,000 new jobs added in December 2013.

During the rst two weeks of January 2014, con dence among the unemployed fell from 39.2 to 35.2, the steepest two-week decline in

absolute terms since the summer of 2013.

Q1 2014:In addition to publishing our bi-weekly ESI summaries online ( http://hps-civicscience.com ), we also published our rst quarterly report forQ1 2014 with these among its highlights:

The ESI rose in the rst quarter of 2014, but remains below its level from a year ago. Looking at more granular ESI data, thefourth quarter of 2013 saw subdued consumer con dence most likely due to the government shutdown in October 2013.

Younger people saw larger gains in consumer con dence and from higher levels compared to older groups. Those betweenages of 45 and 54 have the lowest level of con dence across all age groups.

Con dence is up from a year ago across half of occupational categories. Craftsman/Laborer/Farm and Homemaker categoriesrose the most; those currently unemployed have dropped the most.

About the ESI : The HPS-CivicScience Economic Sentiment Index is a living index that measures U.S. adults expectations for the economy going forward, as well as their feelings aboutcurrent conditions for major purchases. The primary goal of the Index is to accurately measure movements in overall national economic sentiment, and to provide a more sophisticatedalternative to existing economic sentiment indi ces. Unlike other prominent indices t hat release consumer sentiment estimates infrequently, the HPS-CivicScience Index is upd ated in real timeas responses are collected continuously every hour, every day. Large-scale cross-tabulation of survey responses and consumer attributes enable more granular analyses than are currentlypossible through prevailing measures. http://hps-civicscience.com

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65 or older55-6445-5435-4430-3425-2918-24

E S I Q113

Q213

Q313

Q413Q113

Con dence Rose More In Q114and From Higher Levels For Young People

BI n s i g h


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Te Vehicle-Movie Connection

Question Details



2(df=36)=321.798, p


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Insights About V Viewing Preferences

Question Details

9,082 / 2,883 / 2,974# of Respondents


2(df=4)=144.852, p


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Cutting the Cord

Question Details

23434# of Respondents


Are you planning to switch your television service anytime soon? - Yes, I am switching from cable to satellite - Yes, I am switching from cable to online streaming - Yes, I am switching from satellite to cable - Yes, I am switching from satellite to online streaming - No, I am not planning to switch - I dont have cable or satellite TV service

80 Nearly 10% of cable and satellite TV consumers say theyare planning to switch their service soon.

81 Among the cable-to-satellite switchers, the mostvulnerable group is those aged 45-54. They also tend tobe at the lower end of the income spectrum, averaging$26K-$50K in annual take-home.

82Likely cable-to-streaming switchers are a bit younger,between 35 and 44, and are more likely to live in the U.S.Northeast.

They are also 38% more likely to NOT have a land-linetelephone.83


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Audience Insights: Netixs House of Cards

Question Details



Do you plan to watch the new season of House of Cards on Net ix? - Yes, by binge-watching (watching episodes back-to-back) - Yes, by watching a couple at a time - Yes, by watching an episode here and there when I have time - No, Im not planning to watch

Have you ever contributed nancially to a candidate, political party, orpolitical cause?- Yes

- No

Who is the Season 2 Viewer? (Compared to the average respondent)

84 Viewers aged 25-44 are most likely to watch, and 25-34year olds are most likely to binge watch.

85 Men are 13% more likely than women to watch.

86 They are high earners: Those with annual householdincomes of over $125K per year are 80% more likely towatch and are 132% more likely to watch the show acouple of episodes at a time.

Theyre educated: Those with graduate degrees or PhDsare 49% more likely; those with college or technicaldegrees are 15% more likely.87Politically, they are engaged and tend to lean left:Democrats are 57% more likely; Republicans 41% lesslikely; Independents in line with average. They are 69%more likely to contribute nancially to political interests.

88


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About that Netix Price Hike

Question Details



How are you reacting to news that Net ix is raising its subscription price by$1 to $2 per month?- I am a Net ix subscriber and dont think its a big deal.

- I am a Net ix subscriber and I may cancel my subscription as a result. - Im not a subscriber but am planning to. $1 or $2 doesnt make a di erence. - Im not a Net ix subscriber and it makes me less likely to become one. - Im not a subscriber, and never will be, so I dont care.

What do consumers think about Net ixs announcementthat they are raising subscription pricing by $1-$2?

8934% of current customers said they dont think its abig deal. 25-34 year olds were more likely to give thatresponse. Women were 12% more likely than men to alsosay its no biggie.

9016% of subscribers say I may cancel my subscriptionas a result. 18-24 year olds were more likely to give thatresponse, as were people living in the Western U.S.


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Netix and Music Fans

91People who follow music trends and events very closelyare associated with higher rates of Net ix subscription(2X greater than non-music followers).

Question Details



Do you or anyone in your home currently subscribe to Net ix? - Yes, we have one subscription - Yes, more than one person in my home has a subscription - No

How closely would you say that you follow trends and current events inmusic? - Very closely - Somewhat closely - Not at all closely


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Waiting in Lines...

Question Details



2(df=28)=94.491, p


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Rock, Paper, Scissors: ips to Help You Win

94 The most popular choice is Rock its selected almost 2Xmore than Scissors.

Question Details

80,607 / 50,414 / 8,923 / 11,701# of Respondents


2(df=6)=776.615, p


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Rock, Paper, Scissors: ips to Help You Win(continued)

97 13-24 year olds are more likely to pick Scissors.

98 Women are 50% more likely to pick Scissors.

98 Cat people are slightly more likely to pick Scissors.

Question Details

80,607 / 50,414 / 8,923 / 11,701# of Respondents


2(df=6)=776.615, p


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Rock, Paper, Scissors: ips to Help You Win(the conclusion)

100 25-34 year olds are more likely to pick Paper.

Question Details

80,607 / 50,414 / 8,923 / 11,701# of Respondents


2(df=6)=776.615, p


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CivicScience: Who the heck are we andhow did we learn all this stuff?

If you ask our marketing folks, theyll give you our pitch line: We provide the industrys leading intelligent polling

and real-time consumer insights platform, the InsightStore.But what does that really mean?

Lets start with how we get our data. (The Civic.) We have micro-survey polling applications that run onhundreds of partner websites across the U.S., ranging from local and national news sites, to special interest sites,humor and gossip sites, and business and political sites. Our polls serve up an assortment of 3 quick questionsper session these questions cycle through thousands of questions in our professionally curated library, so wekeep it fun and engaging for people to answer. Respondents also get to see the current results at the end of each3-question session. We cookie the respondents, but we keep them anonymous; no personal or private data isever collected that would allow us to identify who they are, and we toss out anyone under the age of 13 (checkout our privacy policy at: http://civicscience.com/cs-public/polling-privacy-policy/). With this cookie, we can trackany answer they ever submit to any of our poll questions on any site. And this is how the magic happens

Now, its all about what we can do with that data. (The Science.) The poll responses are collected andaggregated in real time in our proprietary database that is home to our InsightStore -- a central repository wherewe apply data science, data mining, and machine learning to surface some amazing insights at lightning speed.

These insights such as the ones featured in this eBook help our clients make better decisions about theirmarketing, product o ers, services, pricing, and more. We o er a unique yet independently-validated approach* toproducing rapid-turn, deep, meaningful consumer research intelligence. One of our most popular InsightStoreo erings is DeepPro le which was used in many places in this eBook to provide deeper insights usingmicro-segmentation capabilities.

We hope you have enjoyed our debut eBook. To learn more about CivicScience, check out the following links:

Start taking our polls at: http://www.civicscience.com

Learn more about our Business Solutions: http://biz.civicscience.com

*View the academic white paper review of our methodology:http://public.civicscience.com/library/whitepapers/advisoryboard-research-methodology-paper/

Note: No animals were harmed in the making of this eBook, but our head of marketing almost was.


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Email: [email protected]: (412) 281-1954

Polling Website: http://www.civicscience.comOur Blog: http://blog.civicscience.com

Business Solutions: http://biz.civicscience.com

Twitter: http://twitter.com/CivicScience Tell us which insights you liked best @CivicScience! #101insights

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