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News You Can Use

A weekly round-up of the industry’s top stories and research curated by the ARF.

NBC News/WSJ – Social Trends Survey (August 2017)

The two companies release political polling data several times every year. For their latest survey they decided to add five questions about “trends happening for consumer in America.” For all five questions a sizable number (in some cases a majority) felt that the trend had been neither Good nor Bad but had a “Mixed” impact for the country.

The ARF

To read the complete survey click to visit MSNBCMEDIA.

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How Modern Consumer Behavior Has Changed in the New Omni-Channel World

What’s stopping consumers from buying online?

While 95% of consumers do shop online, 65% of the average shopping budget is spent in-store.

We dove into consumer behavior research by surveying shoppers on what impacts the consumer buying process. Why do shoppers make purchases online?

Why not?

  • 58% of customers are deterred by shipping cost
  • 49% of shoppers don’t buy online because they can’t touch and inspect a product
  • 34% of online shoppers can’t wait out the delivery times — no matter how fast they are!
  • 34% of respondents cited a difficult return process for their purchased goods
  • 29% of shoppers prefer to buy at brick-and-mortar locations due to privacy concerns

Tracey Wallace. How Modern Consumer Behavior Has Changed in the New Omni-Channel World. BigCommerce.

To read the complete article click to visit BigCommerce.

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Coming soon: A standard for cross-platform video measurement

The media industry's standards group, the MRC (Media Rating Council), is gathering comments for a proposed "Audience Measurement Standard" that will be finalized and introduced in Q3, MRC CEO George Ivie tells Axios. The standard will provide more powerful metrics such as progress through the video ad coupled with in target audience performance.

"Advertisers are more serious than I've ever seen them in pulling back dollars from those who won't be audited," Ivie says. "I've never seen advertisers more energized than right now about the quality of measurement."

How it works: The "duration-weighted metric," as the MRC puts it, will be calculated by measuring impressions (the number of times someone is reached) that are viewable by the MRC's standards (viewed for at least 2 consecutive seconds), combined with how long each of those verified views lasts.

"Not everyone loves it", says Ivie. "Some don't think weighting is necessary because in digital you have long-form and short-form viewing (which can be just seconds)," Ivie says. He hopes the new standard will be adopted by everyone, creating a single standard for all video measurement and ad buying across TV and digital in the U.S.

Sara Fischer. Coming soon: A standard for cross-platform video measurement. Axios.

To read the complete article click to visit Axios.

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Micro-Moments Now: 3 new consumer behaviors playing out in Google search data

Impatience, immediate action, instant gratification, even some impulsiveness—these are just a handful of descriptors for behavior today. We have all been empowered and emboldened by information. With our phones acting as supercomputers in our pockets, we can find, learn, do, and buy whenever the need arises—or the whim strikes.

People are making on-the-spot decisions. Search interest in “open now” has tripled in the past two years. At the same time, searches for “store hours” have dropped.

Mobile searches related to “same day shipping” have grown over 120% since 2015 as people people are no longer willing to wait even a few days for their order to arrive. We can also see that searches for “same-day shipping” peak first thing in the morning. Rather than running an errand on the way to work, people are turning to their devices with the expectation that they can find a business that can help them immediately.

Fast and frictionless is now table stakes, and the basics—like load time—can make or break you. In fact, 53% of visits are abandoned if a mobile site takes longer than three seconds to load.

Google’s VP of Marketing for the Americas Lisa Gevelber.

Lisa Gevelber. Micro-Moments Now: 3 new consumer behaviors playing out in Google search data. think with Google.

To read the complete survey click to visit think with Google.

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Marketing to Baby Boomers

The differences in customer motivations and decision processes between customers in the first and second half of life sometimes frustrate many marketers who have yet to figure out how to market to Baby Boomers (born 1946 to 1964). Until the last decade, this was not a matter of serious concern because the young dominated the marketplace. The young are easier to sell to and analyze. Now, with approximately 109 million adults over the age of 50, marketers are being compelled to figure out the values and behavior of Baby Boomers. Jim Gilmartin, President, Coming of Age, outlines “10 arrows for your quiver.”

  1. Increased individualism
  2. Increased demand for facts
  3. Increased response to emotional stimuli
  4. Less self-oriented, more altruistic
  5. Increased time spent in making purchase decisions
  6. See fewer differences between competing products
  7. See more differences between competing companies
  8. Concerns making discretionary-purchases decisions
  9. Increased price-sensitivity (in non-discretionary spending)
  10. Often project what seems to be contradictory behavior

Jim Gilmartin. 10 Arrows For Your Quiver. MediaPost.

To read the complete article click to visit MediaPost.

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Great Mind Awards – and the Presidential Award

Established in 2006, the ARF Great Minds Awards honor those who are contributing impactful research that is advancing the business of their organizations and the advertising industry at large. This year’s awards, in nine categories, will be honored on September 19th (details, including registration, below).

The ARF will present the Great Mind President’s Award to Michelle Peluso, senior vice president and chief marketing officer of IBM. Nominated by the ARF’s president and CEO Scott McDonald, Ph.D., the award is given to an individual doing groundbreaking work in his/her field.

Ms. Peluso will talk about how she is changing the culture at IBM through left- and right-brain collaboration, and how disruption should be embraced, not feared.

The 2017 Great Mind Awards luncheon will be held on September 19, 2017 from 11:30am-2:30pm at the Battery Gardens Restaurant in downtown Manhattan.

Click to purchase tickets.

Click to learn more about the ARF’s Great Mind Awards.

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Here’s What Consumer Behavior Is Telling Us About 2017, According To Ford

We are indeed entering 2017 facing change and uncertainty. “Everyone is reassessing their priorities, rethinking what they thought they once knew,” says Sheryl Connelly, Ford Motor Company’s in-house futurist.

Trust in government, corporations, and media, which was on the decline back in 2013 when Ford first began sharing its trends research with the public, has gone off a cliff. We now live in a world where people—85%, according to Ford—are concerned about their personal data being obtained without their consent, and 80% believe media outlets offer more opinion than they do objective news coverage.

Eighty percent of respondents tell Ford they find social media is more about optics than substance, and 65% agree that people in general are less likely to even consider opposing viewpoints these days. “We tend to only seek out information that already reinforces what we already believe,” Connelly says. “There is less room for discourse, for compromise, and people seem to be increasingly wedded to their point of view and unwilling to entertain any divergent perspective.”

Christine Champagne. Here’s What Consumer Behavior Is Telling Us About 2017, According To Ford. Fast Company.

To read the complete article click to visit Fast Company.

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The Future 100 – trends and change to watch in 2017

The technology industry continues to exercise enormous cultural and economic power, but finds itself entering unknown territory on multiple fronts. Markets that have long been overlooked or misunderstood are about to get their due. Advertising and marketing are embracing aspects of femininity that were previously taboo. And consumers are seeking new forms of escapism, fantasy and insight.

If there’s anything to be learned from this year, it’s that change comes rapidly, and often from unexpected places. While trends like “Brexterity” (#62) and “Political Consumers” (#37) reflect a world inevitably shaped by political storms, trends such as “Civic Data” (#12) or “Generation Z Arts Platforms” (#06) point to a future that’s propelled by immense creativity and the power of consumers. As more sectors embrace the unknown, it’s these forces that will drive industry forward.

The technology industry still continues to exercise enormous cultural and economic power, but finds itself entering unknown territory on multiple fronts. In “Silicon Soup” (#17), we look at how Silicon Valley brand perceptions are blurring as companies encroach on each other’s territory. Airbnb is fighting for hearts and minds amid regulatory crackdowns in “Travel Action” (#28). Responding to cultural criticism, tech brands are investing in novel ways to prevent online abuse, as seen in “Tech vs the Trolls” (#14), while also helping families carve out tech-free time with “Wi-Fi Disruptors” (#13). Even in the beauty sector, we see consumers worried about how light from screens affects skin (#60).

The Future 100. J. Walter Thompson Intelligence.

To access the complete report click to visit
J. Walter Thompson Intelligence.

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comScore The 2017 US Mobile App Report

Three key takeaways:

  • Mobile Apps are the primary driver of digital media consumption but activity is concentrated
  • More signs of having reached ‘peak app’ as interest in new apps begins to wane
  • Millennials prove to be the most engaged, sophisticated and addicted users of apps

A sampling of other notable findings:

  • Across age segments, smartphone users’ #1 app accounts for half of all time spent on apps ... and the top 10 account for almost the entirety
  • 55+ year-olds are 5x as likely as 18-34 year-olds to only operate their smartphone with two hands
  • While there are variations by age group, YouTube, Google Search, Facebook & FB Messenger rank high across cohorts.

The top apps vary by age group, with YouTube and Snapchat ranking higher on the list among younger Millennials.

Top Apps by Unique Visitors
Source: comScore Mobile Metrix, U.S., Age 18+, June 2017

app chart

Andrew Lipsman and Adam Lella. The 2017 U.S. Mobile App Report. comScore.

To read the complete article, click to visit comScore.

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