“Measure More Consumers, More Choices, More Screens” and “Children and Teens: Cross Platform Media Consumption”

Measure More Consumers, More Choices, More Screens” – ABC Television

ABC’s research findings will include:

Creating new ways of measuring all viewing across all platforms.

Better understanding reach, frequency, and time spent across the platforms.

How viewers reached on digital change the overall profile of the audience.

The impact SVOD services have had on traditional TV viewership.

Best ways for tracking and reporting multiplatform viewing.


“Children and Teens: Cross Platform Media Consumption” – RealityMine

Measuring media consumption of children and teens has traditionally presented challenges.  

In conjunction with Center for Innovative Media Measurement (CIMM), RealityMine partnered with TiVo Research, key family content media owners (e.g. Google, Viacom, Disney and Turner), and children’s manufacturers (e.g. Crayola and Lego) to measure, and deliver a thorough view of the total media consumption of these two key audience segments. 


Why Marketers Should Keep Centennials in Mind

Nearly a quarter of the population consists of Centennials, who are between 13 and 18 years of age and who were born around the turn of the century. This consumer segment will represent 40% of the population by 2020, according to this article in Direct Marketing News by Andrew Corselli.

Centennials, also known as Generation Z, have always lived in a technology-connected world and have an estimated average attention span of eight seconds, according to the author.

Corselli presents new research from PowerReviews which shows that it will be important to focus on engagement when marketing to this generation.  Important characteristics of centennials include being resourceful and practical when spending money and valuing online reviews more than brand name, price or free shipping.

PowerReviews also provides tips for marketing to Centennials:

-Emphasize quality and differentiation of products and services.

-Engage with shoppers online early in the purchase cycle.

-Strengthen your online presence, including a mobile-friendly website.

-Start real conversations.  A consumer’s online review provides an opportunity for a brand to engage with that consumer.

Centennials represent a large segment of consumers with long-term revenue potential for marketers.

See all 5 Cups articles.


Teens Influence Household Purchasing Decisions

The MarketingCharts staff analyzed the results of a YouGov Omnibus Parents Survey. This analysis focused on US teens and the considerable influence they have on the purchases made by their parents.

-96% of teens have some degree of influence on the apparel purchased for them.

-95% of teens influence the selection of a fast-food restaurant.

-93% of teens influence the purchases of their personal care products.

-78% influence the purchase of in-home entertainment content.

-45% influence which vehicle the family purchases or leases.

This study shows that American youth strongly influence many parental purchases.  According to the survey, pester power is the top tactic according to 71% of the parents.  Additional teen strategies include promising to do additional chores or earn better grades or offering to pay for some portion of the product desired.

The significant direct and indirect influence of these teens should be considered by marketers when developing campaigns both for teens and for products and services used by the entire household.

See all 5 Cups articles.

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