the capitol communicator/wb&a market research poll, sponsored by zilyen, oct. 4, 2011
DESCRIPTION
The Capitol Communicator/WB&A Market Research Poll is a quarterly study of consumers in the Baltimore and Washington, DC markets on topics of interest to the communications industry. Developed jointly by Capitol Communicator and WB&A Market Research, the poll is sponsored by branding and marketing communications firm, ZilYen.This quarter’s edition explores: • Online daily deal websites • Smartphone usage • The impact of online consumer-generated reviews • Social Media Engagement with companies and brands • Impact of Internet sales tax Steve Markenson, President of WB&A Market Research presented the findings and provided insights into consumer attitudes and behaviors in this October 4th webinar.About:Capitol Communicator (capitolcommunicator.com) is the hub for Greater Washington’s communications industry with 50,000 unique visitors each year. The online resource attracts professionals in the media, marketing, advertising, PR, multimedia and related disciplines by giving them an online platform for interaction, news, job listings, and educational and networking events that helps them succeed. Since 1987, WB&A Market Research (www.WBandA.com) has served diverse clients throughout the research process; from questionnaire design through data collection, to analysis and reporting in order to provide meaningful information to enhance organizational performance. ZilYen (www.zilyen.com) is a leading Washington, D.C.-based branding and marketing communications agency, specializing in helping clients identify their unique and compelling story and leverage it to engage audiences, inspire employees and generate organizational success.TRANSCRIPT
Study of Baltimore & Washington, DC Area Consumers
The Capitol Communicator/WB&A Market Research Poll
Sponsored by:
2
Background
Sponsored by branding and marketing communications firm, ZilYen, The Capitol Communicator/WB&A Market Research Poll is an on-going quarterly study of consumers in the Baltimore and Washington, DC markets on topics of interest to the communications industry.
This quarter’s edition explores the following:
The impact of online consumer-generated reviews
Social media engagement with companies and brands
Online daily deal websites
Smartphone usage and QR codes
Impact of Internet sales tax
Additional information has been integrated from previous studies conducted by WB&A.
Studies conducted by WB&A are available on our website (www.WBandA.com)
3
Methodology
• This poll was fielded in the Baltimore Metropolitan Statistical Area (MSA) in July 2011 and the Washington, DC MSA in August 2011.
• The Poll is part of WB&A’s established MarkeTrak® study of 300 adults in each market, with a geographic sample representative of each market. Telephone interviews are supplemented with an online study of 100 consumers per market.
• The Poll captures ten key demographic categories: age, gender, household income, education, marital status, race, county/area, presence of children in the household, Internet usage, and employment status.
Findings
Newspapers(Washington)
5
News/Information Sources
Internet Televisio
n(Baltimore)
Radio
Word-of-mouth
Magazine
Internet
DVR/TiVo
On Demand
29%
37%
39%
39%
45%
41%
Washington Baltimore
How We Watch Television
6
About 1/3 most often do not watch live TV
Hours spent watching television
has remained consistent since 2000
Home Computer
7
76%86%
94%
64%
78%91%
2000 20112006
Washington
Baltimore
Baltimore
Washington
Own Smartphone42%
Own Smartphone58%
Smartphones
8
Washingtonians are more likely than
Baltimoreans to have
smartphones.
9
iPad and E-reader
7%
Balt.
11%Wash.
Washington: 18%Baltimore: 13%
10
Internet
What proportion of Washington-Baltimore area residents have Internet access?
SearchX
[PDF] Baltimore-Washington Psychographic Study File Format: PDF/Adobe Acrobat - Quick View
• 94% in the Washington area (up from 89% in 2006)
• 92% in the Baltimore area (up from 81% in 2006)
www.wbanda.com/.../Baltimore-Washington-Psychographic-Study.pdf
11
Internet Engagement
LeaderWash: 8%Balt: 7%
Contributor 18%
FollowerWash: 23%Balt: 19%
Observer37%
Not SureWash: 13% Balt: 19%
posts their own content, suchas blogs
only manages own profile page and/or views others’ content
comments onor reposts
others’ content
browses others’ content, but no personal
content posted
12
Online Reviews Impact Consumers
13
Online Reviews Impact Consumers
Impacted purchase decisions
57%
Impacted purchase decisions
59%No impact
14%
Do not read27%
Impacted purchase decisions
57%No impact16%
Do not read27%
Baltimore
Washington, DC
14
Online Reviews Impact Consumers
Impacted purchase decisions
57%
Impacted purchase decisions
59%No impact
14%
Do not read27%
Impacted purchase decisions
57%No impact16%
Do not read27%
Baltimore
Washington, DC
Decided not to
purchase39%
Decided not to
purchase39%
15
Online Reviews Impact Consumers
Impacted purchase decisions
57%
Impacted purchase decisions
59%No impact
14%
Do not read27%
Impacted purchase decisions
57%No impact16%
Do not read27%
Baltimore
Washington, DC
Purchased44%
Purchased40%
16
Online Reviews Impact Consumers
Impacted both21%
Impacted purchase decisions
57%
Impacted purchase decisions
59%No impact
14%
Do not read27%
Purchased only20%
Decided not to
purchase only15%
Impacted both24%
Purchased only18%
Decided not to
purchase only17%
Impacted purchase decisions
57%No impact16%
Do not read27%
Baltimore
Washington, DC
17
Consumers Less Likely to Contribute to Online Reviews
Posted both13%
42% of Baltimore area consumers have posted such online reviews.
33% of Washington, DC area consumers have posted either a positive or negative review in the past 6 months.
18
Consumers Less Likely to Contribute to Online Reviews
Posted both13%
42% of Baltimore area consumers have posted such online reviews.
33% of Washington, DC area consumers have posted either a positive or negative review in the past 6 months.
31% posted a positive review
15% posted a negative review
38% posted a positive review
17% posted a negative review
+
_
+
_
Message Boards
Blogs
1%
5%
6%
9%
7%
31%
3%
8%
12%
11%
14%
36%
Washington
Baltimore
Websites Visited Daily
19
20
Consumers Follow Companies/Brands Via Social Media
Baltimore
Washington, DC
“Friend/Like” companies on Facebook only
32%
“Friend/Like” companies on Facebook only
34%
21
Consumers Follow Companies/Brands Via Social Media
Baltimore
Washington, DC
“Follow/Tag” companies on Twitter
only9%
“Follow/Tag” companies on Twitter
only7%
22
Consumers Follow Companies/Brands Via Social Media
“Follow/Tag” companies on Twitter
only1%
“Friend/Like” companies on Facebook only
28%
Both6%
Baltimore
Washington, DC
“Follow/Tag” companies on Twitter
only2%
“Friend/Like” companies on Facebook only
25%
Both7%
23
Use of Coupons From Daily Deal Websites
Purchased
24%
Did not purchas
e76%
Baltimore
Purchased
30%Did not
purchase70%
Washington, DC
24
Use of Coupons From Daily Deal Websites
Baltimore
Washington, DC
Purchased
30%
Purchased
24%
Existing Merchant
16%
Existing Merchant
21%
25
Use of Coupons From Daily Deal Websites
Baltimore
Washington, DC
Purchased
30%
Purchased
24%
New Merchant
17%
26
Use of Coupons From Daily Deal Websites
Baltimore
Washington, DC
Purchased
30%
Purchased
24%
New Merchant
25%
Existing only5%
New only10%
Both15%
Existing only6%
New only8%
Both10%
27
Use of Coupons From Daily Deal Websites
Baltimore
Washington, DC
Purchased
30%
Purchased
24%
28
Do you know what this is?
Scanning QR Codes With Smartphones
29
Series1
OwnSmart-phone42%
Own Smartphone58%
Washington
Baltimore
Scanning QR Codes With Smartphones
30
Washington
BaltimoreSeries1Scanned
QR Code17%
Scanned QR
Code23%
31
Internet Sales Tax Would Impact Online Shopping
Washington, DC
@
32
Internet Sales Tax Would Impact Online Shopping
No Effect 50%
Washington, DC
@
33
Internet Sales Tax Would Impact Online Shopping
No Effect 50%
Somewhat Reduce
32%
Washington, DC
@
34
Internet Sales Tax Would Impact Online Shopping
Greatly Reduce
14%
No Effect 50%
Somewhat Reduce
32%
Washington, DC
@
35
Internet Sales Tax Would Impact Online Shopping
Stop Completely 4%
Greatly Reduce
14%
No Effect 50%
Somewhat Reduce
32%
Washington, DC
@
36
Internet Sales Tax Would Impact Online Shopping
Baltimore
@
37
Internet Sales Tax Would Impact Online Shopping
No Effect 41%
Baltimore
@
38
Internet Sales Tax Would Impact Online Shopping
No Effect 41%
Somewhat Reduce
33%
Baltimore
@
39
Internet Sales Tax Would Impact Online Shopping
Greatly Reduce
17%
No Effect 41%
Somewhat Reduce
33%
Baltimore
@
40
Internet Sales Tax Would Impact Online Shopping
Greatly Reduce
17%
No Effect 41%
Somewhat Reduce
33%
Baltimore
Stop Completely 9%
@
41
What does this mean?
The explosion of Smartphones is leading to new ways to communicate with consumers.
Consumers do read online reviews, but far fewer are actually contributing to them.
Online couponing through daily deal websites continues to grow, but what is the impact?
What could the impact of an Internet Sales Tax ultimately be?
42
Coming next quarter…
Consumers’ behavior with respect to the environment.
Willingness to pay more for products and services that are environmentally friendly.
Consumers’ attitudes toward the environment.
Consumer optimism for the future of the environment.
Who do consumers feel are responsible for protecting the environment?
Corporations’ role or impact on the environment.
Biggest barriers to environmental improvements.