consumer behavior

The Modern Grocery Run

Julianne Hudson of VMYL&R uncovered the results of two rounds of interviews examining the rocket ship of growth that took place in online grocery shopping beginning at the advent of COVID-19. The trend continues presently. The interviews took place eleven months apart, one in 2022 with around 2,000 respondents with a follow-up in January this year with approximately the same number, a sample totaling 4,200. Each respondent had shopped for groceries online in at least some capacity. The study helped show what online grocery shopping expectations are and what does and does not translate from the in-store to the online shopping experience.

Inflation & The Multicultural Shopper

Dana Sparber of NBCUniversal unveiled the results of an online survey investigating inflation and the multicultural shopper. It was conducted using a Numerator panel in Q4 of 2022. Among the 7,000 surveyed were a mix of Asian, black and Hispanic shoppers, all adults +18, half men and half women. These consumers had all bought items in the categories of grocery, health and wellness, beauty, household products, non-alcoholic beverages and electronics. The study not only looked at online shopping but in-store and bodega sales—an important aspect often missed. Multicultural consumers across the board and regardless of household income had a much sunnier view of the state of inflation and were far more likely to say they would continue their normal spending habits. All projected the common theme of resiliency.

Engaging the Next Generation: Challenges and Opportunities in Marketing to Gen Z

With 90% of Gen Z using their platform, Snap’s Aarti Bhaskaran and Kara Louis shared six top trends gathered over three years of studying this cohort from a combination of consumer insights and media measurement. As the most diverse generation in the U.S., Gen Z values authenticity and looks for personal online experiences in ways that inform how they engage with content.

Streaming Index 2.0: Retention Rules

Justin Evans of Samsung Ads uncovered findings from The Streaming Index, a bi-annual white paper Samsung Ads puts out for the marketers of TV apps. The report got its data from its universe of 45 million opted-in U.S. smart TVs, supplemented with an attitudinal survey of 1,000 Samsung smart TV owners from Q4 of 2022. While most studies focus on subscription data, this focused on usage. The number of people streaming TV apps and the time spent watching them has significantly increased year-over-year (Q3 2021-Q3 2022), and yet competition among platforms has grown fiercer. The reason, the churn rate has increased over the past two years. Such a landscape perpetuates a winner-take-most paradigm. TV app marketers should be thinking about ways to acquire a greater share of time and TV app platform providers should focus on loyalty and offering less expensive tiered options, as retained users over-index on time on such apps.

Has Video Really Killed the Radio Star?: The State of Personal Media on the Move

Mark Loughney of Hub Entertainment Research unveiled the results of an online survey which looked at U.S. consumers’ media consumption patterns while in transit. Hub’s survey was of 2,566 U.S. consumers ages 16 – 74. There were no exclusions. It included TV and non-TV homes, pay subscriptions and non-pay subscriptions and so on. They weighted to U.S. census data, including age, gender, ethnicity, income and size.​ The data was collected from mid/late November 2022.

A Dilemma for Global Research

Global marketing studies must produce comparable data, despite differences in culture that impact emotional reactions to words and images. This research suggests methods that help overcome these challenges.

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Demystifying Cross-Media Ad Impact

In this session, Yannis Pavlidis of consumer insights and CX firm DISQO tackled the challenges of benchmarking, cross-media outcomes and brand lift due to incomplete data from siloed platforms and media channels. In the opening, Yannis provided a refresher on the importance of benchmarks and obstacles from existing approaches to benchmarking (e.g., inconsistent methodologies, outdated data and collection techniques). The discussion examined solutions to address issues in data collection concerning benchmarking ad impact, which streamlines the process using consented, single-source data. The presentation also examined calculating benchmarks based on data taken from one source group (rather than two unaffiliated groups), considered the recency of the campaign used and subsequent behavior(s) which then can be correlated with survey responses. The advantage of using consented single-source data is that it can lead to more insightful, relevant and consistent outcomes in benchmarks.

Ten Things to Know about Viewing

Yes, there is upheaval in the media industry. The press paints a dire picture of viewing, yet Radha Subramanyam (CBS), focuses on growth. Total viewing is up 2% year over year, broadcast share of total viewing up 2%. CBS viewing also is up 2% year over year—across entertainment, news and sports, 8-10 shows averaging over 10 million viewers nightly. When it comes to reach and “unique,” it’s an even bigger number in streaming, particularly entertainment. There’s great momentum in sports and women in sports.

Know Your Meme – Sensory Memetics & Audience Engagement

Allison Gutkowski and Michelle Niedziela of HCD Research covered unique approaches to increasing consumer engagement and introduced the concept of sensory memetics, which they describe as an approach to curating it. They also shared their thoughts on identifying consumer habits and lifestyle and incorporating these with sensory profiling to make them more meaningful. Moreover, utilizing new technologies, like ChatGPT, can offer new product ideas and social media marketing messages that evoke brand harmony and are more engaging. They also dove into the theoretical drivers behind behaviors that either spell engagement or ad avoidance and where the line is between authenticity and distrust due to sponsorship.

Black Voices Matter

Steve Keller (SXM Media) looks at opportunities for sonic interventions: What are things in the world, in our culture, where sound can provide a positive solution? Sonic intervention, for the purposes of this research, starts with the concept of the color line, first addressed by W.E.B. Dubois in his 1903 collection of essays, “Soul of Black Folks.” For Dubois, the color line was the dividing line between Black and White individuals. A century later, SUNY Binghamton professor Jennifer Lynn Stoever defined the sonic color line as the hierarchical division between the whiteness and blackness of sounds that have been created and perpetuated by a dominant culture on the listening ear. Indeed, in the 1920s radio show Amos ‘n’ Andy with 40 million listeners, two white personalities performed racialized sonic tropes. Black radio performers were forced to play these stereotypes. Fast-forward to today, the sonic color line still cuts through our technology, our smart speakers, and often in the studio Black voiceover actors are asked to sound more “urban”. Yet the error rate in recognizing prompts from Black speakers is significantly higher than the rate for White speakers.