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iReach Market Research
Oisin Byrne
Managing Director,
iReach Market Research
What media channels are influencing
Irish Female Consumers?
6th October 2011
Introduction to iReach Market Research
• Research Market somewhat traditional in Ireland
• New Technologies and Online innovations have the potential to add real, measurable benefits to market research
• Such ‘tech savvy’ techniques are an enhancement, rather than replacement of more traditional research methods
• Shift Research from our methods - to listening to consumers in their ways, natural to them, in their environment
• Deeper Insights through Better Research
Background to SheCommerce Research
• Innovation – Only Agency with own Research Panels
– Online, Video and Mobile Research
• Best Practices – Methodologies, Data Validation
– QA, Analysis and Reporting
• Excellence of People – Research Analysts
– Project Consultants
• Leading Technology – Support for all Research Methods
– Range of Reporting Options
iReach Service Excellence
• Memberships
– AMA, AQR, ESOMAR,
– Marketing Society, MII
• Awards and Recognition
– Inspired IT Awards 2008
– Marketing Society Dec 2009
– All Island Marketing (AIM) Awards May 2010
– 2011 Media Awards – Best Research Initiative
5
Changing Media Consumption
What media channels are influencing Irish Female Consumers?
Evolution of Content and Media Consumption
Convergence
Personalisation
Broadband & accessibility
Proliferation of communication channels
Evolution of the Digital Consumer
More global perspectives
Empowerment of the Consumer
Increased online tenure
Increased time spent online
Ever-faster broadband
More informed and empowered
More interconnected and communicative
Educated Purchasers
Broadband always on and always available
New mobile communication services
How Marketing can Engage with Social Media
Social Media changes Brand Marketing
• Customers learn about your brand from individuals outside your influence
• Creative individuals will create media that will contribute to the shaping of your brand
• Popular individuals can become the definitive authority on your brand to some customers
• Males more likely to Contribute, Vote and Comment
• Females more likely to Comment, Converse, and React
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sheCommerce Research Project
From Grocery Mum to Today’s Mum
• 60% Food and Retail
• 60% Pharmaceuticals
• 60% New Homes
• 60% Holidays
• 59% Healthcare
• 56% Financial Services
• 54% New Cars
• 51% PCs
On their own, women account for 58% of all consumer purchases in Ireland
Women influence 89% of all consumer purchases in Ireland that they have a role in buying
• 97% Food and Retail
• 97% Pharmaceuticals
• 97% New Homes
• 96% Holidays
• 96% Healthcare
• 91% Financial Services
• 68% New Cars
• 63% PCs
41% of women in Ireland say advertisers don’t understand them
• Across all purchase categories 41% of women say that advertisers don’t understand them
• 54% feel misunderstood by investment marketers
• 44% feel misunderstood by automotive marketers
• 43% feel misunderstood by healthcare marketers
• 38% of women feel misunderstood by food marketers
Case Study on Finances
Personal Finances and Wealth Management • 29% of Males and 51% of females in Ireland believe
females are better at managing money
• 57% are concerned with Wealth Preservation
• 48% of females are actively involved in investment planning and decisions with 49% stating they are the main decision makers when it comes to investments and savings
Marketing Disconnect • 73% of females are confused and frustrated with ‘jargon’
or financial terms used by financial institutions in Ireland
What is causing this disconnect ?
Breakdown of Trust • Brand Power shifting to the Consumer
• Falling Trust in Business, Government and Media
• Impact of the Financial Crisis
• Changing face of females in Ireland today
Roadmap to Trust • Power of the Crowd and Community
• Advocacy and Word of Mouth
• Social Media changing sources of Trust
• Media and Advertising not aligned to today’s female
Sources include Edelman Trust Barometer 2011 and iVillage Survey 2010
50% of females use Social Networks every day
• One-quarter of women aged 18-34 check Facebook first
thing in the morning
• Another 20% of women aged 18-34 check Facebook late at
night.
• The fastest-growing demographic is women age 55+, up
75% in the last 3 years
• While men make up the majority of Internet users, women
spend more time online, and more time on social
networking sites than males in Ireland
• 72% of all women online regularly visit a social networking
site compared to 60% of all men in Ireland
• Facebook is used as a central point by more females than
males for content sources such as news, entertainment and
promotions/deals
Sources include iReach sheComerce Survey 2011
Females Comment, Converse and React
• Negative or Positive Social Media comments or
recommendations has directly impacted the purchase
intent of 76% of females in Ireland
• 80% of females say positive recommendation will
reinforce purchase decision
• 71% of females in Ireland say that negative comments or
commentary online has made them change their minds
on purchase decisions
• 85% of females in Ireland say they are more likely to
purchase a product or service if they can find additional
recommendations about them online
• Twice the amount of females than males will start
searching for a product at the retailers website over a
search engine
Sources include iReach sheComerce Survey 2011
Traditional media remains most impactful and recalled Ad Channel by females in Ireland
Online or Internet
Ads
Magazine Ads
Outdoor Ads
Newspapers Ads
Radio Ads
TV Ads
1.5
2
2.5
3
3.5
4
4.5
5
1.522.533.544.55
Imp
ac
t
Remembered positively
Traditional Ads have higher impact with Online
Persuading people to try a
brand or product
Sparking interest in a
brand
Telling people about a new
brand they haven’t heard of
before
Providing new information
about a brand people are
already aware of
Causing a re-evaluation of
a brand
Helping people decide
which brands are relevant
Giving enough information
to make a purchase
decision
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Information and
decision making
Brand value and
awarnessImp
ac
t o
f In
tern
et
Ad
s (
%)
Impact of TV Ads (%)
WoM re-orders purchase impact of media channels
• Media channels that have the strongest influence on females ranked
– Personal or Word of Mouth Recommendations
– Online Social Network Recommendations
– TV
– Radio
– Newsprint
– Search Engines
– Outdoor Advertising
– Corporate Marketing and PR
Positive Online Comments increase Impact of Ads
7%
16%
18%
30%
31%
37%
83%
4%
25%
33%
31%
100%
53%
86%
Online Ads
Dublin Bus
Newsprint
Radio
Online Comments
Billboards and Bus Shelters
TV
Ad Recall and Online Comments
All Ad Recall by channel
iReach Advertising Media Multiplier(iAMM)
1.04
1.44
1.02
1.87
1.56
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Deeper Insights | Better Research
Summary
Summary and Close
• Today’s females in Ireland have a much wider influence
on purchase decisions
• Brand and Product Marketing needs to shift from
Grocery Mum stereotype to a more current view
• Due to fall in trust, advocacy and recommendations are
more important than ever before
• Word of Mouth remains the most important source of
advocacy followed by online commentary
• Brands need to create conversations with females and
contribute to social media in an open and honest way
• Positive Online Advocacy and Commentary has
multiplier effect on impact of traditional media
Questions and Close [email protected]
01-4003600 | 086 850 6364
For more information, demonstrations
and case studies visit
www.ireachinsights.com