irish consumer trends 2011
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Finding the difference that makes the difference
5 themes of Irish Consumer
behaviour in early 2011
MCCP is an independent Strategic Planning
and Insight agency based in Ireland working
on leading local and international brands
Finding the difference that makes the difference
MCCP Trendstream™ monitors human
behaviour and translates it into business
advantage for YOUR brand
People
So What For Your Brand
Cultural Context
Identifying seeds for growth for
your brand based on on-going
developments in people’s mind-
set, behaviours and their
cultural context.
Finding the difference that makes the difference
5 key behavioural
1.Traditional segments now blurring
2. New coping mechanisms
3. Search for meaning in brands
4. On-line exists to make off-line better
5. Forced resourcefulness in consumers
Finding the difference that makes the difference Finding the difference that makes the difference
1. Status Quo in transit
*Source: CSO, 2010
**Source: CSO, 2010
***Source: MCCP Consumer Dialogues, 2010
*Source: Eurostat, Oct 2010
43% of unemployed people have been out of work for over one year *.
In 2010, 7,500 men in Ireland occupied full-time in "home duties** (excludes those classifying themselves as employed)
“Because I’m there more I have a more sympathetic ear I think for what needs doing” (Male)**
On the live register professionals are a category that has increase by12.2%**
33% of men and 16% of women 25 - 34 are living at home with parents****.
Finding the difference that makes the difference
Unifier is Interest not Class
“I go on the teen vogue website and I can
get advice and recommendation on books
and stuff from people with the same
tastes and my own age.”*
There are 23 million Xbox LIVE
worldwide players, with periods
of concurrent usage listed at 2.2
million**.
*Source: MCCP Consumer Dialogues, 2010
**Source: WARC, 2010
http://www.youtube.com/watch?v=yWcaN
U2Pp6Q&feature=player_embedded
Finding the difference that makes the difference
So What?
1. Find new ways to group people beyond traditional
targeting methods
Group people by financial coping behaviours
8 Groups identified including Crash Dieters, Clothcutters, and Justifiers
Recession-beating strategies for their brands that compete with indirect categories
Finding the difference that makes the difference
So What?
2. Give the whole family something to connect and be
part of.
Finding the difference that makes the difference Finding the difference that makes the difference
2. Control and Escapism = Coping Mechanisms
*Source: NCA switcher survey 2010
**Source: Tribune.ie 21 July 2009
***Source: Carton Screen Advertising 2010
80% of consumers switched a service or retailer in the last year*.
July 2009: cinema attendance up 12% year on year**.
March 2010 cinema attendance up 1.2% year on year***.
Finding the difference that makes the difference
So what?
1. Give them something to do with a
start, middle and end
Finding the difference that makes the difference
So what?
2. Let them feel they have achieved
something
Finding the difference that makes the difference
So what?
3. Help them to help themselves
Finding the difference that makes the difference
So what?
4. Distract them with moments of
micro-craic
Finding the difference that makes the difference
3. ‘Meaningfulfilment’ – consumer want the
story behind products and brands
‘I ‘d love to walk into a shop
this size and have the banter
with the guy behind the
counter’
*Source: MCCP Consumer Dialogues, 2010
Finding the difference that makes the difference
Multiple drivers of involvment
Finding the difference that makes the difference
So What?
1. Help them by helping their community
The lighter side The spectical The culture
Finding the difference that makes the difference
So What?
2. Act local
Finding the difference that makes the difference
So What?
3. Communicate a meaningful story
Finding the difference that makes the difference Finding the difference that makes the difference
5. Online as path to richer offline live experience
*Source: Linden Lab, 2009
** Source: Sophos, May 2010
*** Source: MCCP Consumer Dialogues, 2010
Linden Lab purges 800,000 inactive Second Life users (i.e. 7% of all users)*.
16% of FB users quit over privacy concerns and 60% considered it
“The Internet is all about keeping us up to the date with what is happening with our friends, happening with the music industry and happening with the world.”***
Finding the difference that makes the difference
Like Me
60 million daily status updates on
facebook, shared with an average
of 130 friends*.
“I write comments and posts with
a creative or funny twist…allows
people to see who I am and how I
am different ”**
*Source: Facebook figures, 2010
**Source: MCCP Consumer Dialogues, 2010
Finding the difference that makes the difference
So What?
1. Ensure your event has a pre and post digital
element
Finding the difference that makes the difference
So What?
2. Give them social currency to share online
http://www.youtube.com/watch?v=x6hojOi7VQI&
feature=channel
Finding the difference that makes the difference
5. Irish consumers have been forced to be
More Creative & Resourceful
350,000 people in negative equity in Ireland*
Number of households with an income of €55,000 dropped by 200,000 in 2009
*Source: RTE Prime Time July, 2010
Finding the difference that makes the difference
Pick and Mix Strategies
Only 35% of all grocery
products bought by Irish
consumers is own-label*
“I would go to Superquinn for a
really nice bit of meat and then
it’s over to Lidl for everything
else”**
*Source: Mintel, 2010
**Source: MCCP consumer dialogues, 2010
Finding the difference that makes the difference
So what?
1. Show them how to make more of
what they already have
Finding the difference that makes the difference
So what?
2. Allow consumers to do something else with
your product or service beyond its core
Finding the difference that makes the difference
For expanded details talk to MCCP:
T: +353 1 6350030
Visit: www.mccp.ie
Twitter: @MCCPTrendstream