This Month's Features: Verified Customer Satisfaction Survey Verified Would Like to Welcome... Consumers Know Their Data Value, Demand Brand Rewards Events Calendar Early to Rise, But Holiday Shopping Marginally Increasing Tips & Techniques: Free Digital Bulk |
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![]() Verified Would Like to Welcome...
![]() Consumers Know Their Data Value, Demand Brand Rewards
That was the thesis presented this week by Rick Chavez, the General Manager for Microsoft's Online Services Division. In fact, 59% of people say they are more likely to buy from a brand that rewards them for their information, according to Microsoft's latest Digital Trends study, which relied on a global survey of some 8,000 consumers. In addition, with the help of Future Laboratory and IPG Mediabrands, Chavez and his team have identified several new consumer trends, including a demand for more "intelligent" relationships with technology. "We want intuitive 'off' modes that don't require action but that can be fully trusted," shared Chavez in a related blog post. "We want technology that disappears, but that doesn't disconnect – that's on in the right way, and by 'right,' we mean responsive to our needs in the moment. Not hyper-responsive, not intrusive and not constraining, but in the right way and at the right time." Chavez and company suggest that consumers have come to expect such intelligent relationships because we have entered what they term an "age of serendipity." "While in the marketing world, we may feel like it's all programmatic all the time. Consumers want encounters that surprise, challenge and enhance opportunities for discovery," Chavez blogged. "The Age of Serendipity is about receiving something at the right time and place, and in the right frame of mind. Give consumers a pleasant surprise, and they're more likely to build a long-term relationship with [brands]." Although not quite a clear mandate, a full 50% of consumers are interested in using products and services designed to surprise and delight them, Microsoft found in its Digital Trends study. ©
MediaPost Communications 2013 ![]() Events Calendar
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![]() Early To Rise, But Holiday Shopping Marginally Increasing ![]() Even with the increase in overall consumer sentiment, there are still people feeling the effects of the Great Recession, says the report. 20% of consumers say they have no spare cash, and 68% say they still feel like they're in a recession. With respect to spending ability, 48% say they're living comfortably or spending freely, while 52% say they're limited to spending on only the basics. Dollar-amount spending this holiday season appears consistent with last year: •
30% of consumers from all income ranges say they plan
to spend between $250 and $500 this season Retail channel preference differs by household income. 17% of consumers say they are planning on increasing their online shopping this season and much of that traffic will come from households earning $100,000 or more per year. 20% of consumers in this group say they're going to spend more online, compared with 15% among consumers in households earning $50,000 or less. In contrast, 12% of consumers in households earning $50,000 or less say they plan to spend more at dollar stores this year, flanked by just 4% of consumers in households earning $100,000 or more per year. Consumers say they plan on giving gift cards, tech products, toys and food this year. They also say they are planning on spending more this year on food, clothing, video games and cookware. The report says beer, liquor and wine will drive between $60 million and $70 million in sales growth. Traditional seasonal fares such as cheese, jams and jellies should also see jumps in sales, while snacks and candy will drive $199 million and $95 million in sales, respectively. The report expects continued growth in pet care (5.3% dollar growth, 0.3% unit growth) and pet food (1.4% dollar growth, 0.4% unit growth). Consumers are also expected to lean toward healthy options this holiday season, opting for bottled water and juices over carbonated beverages and shelf-stable juices. Health-conscious consumers are expected to lift vitamin sales this holiday season, driving strongest-value growth ($91 million) in the department (5.8% dollar growth, 5.2% unit growth). The report forecasts strong-value growth from fresh produce (8.2% dollar growth, 1.6% unit growth), while canned vegetables will likely see more than 2% dips in dollar and unit sales. Nielsen publishes its holiday spending forecast annually and is a reliable indicator of actual holiday spending results. In 2012, five out of five category trends, as well as the highest performing category, were successfully predicted by Nielsen. Across four key categories, there was less than a 1 point difference between the Nielsen forecast and the actuals. READ MORE ABOUT THE NIELSEN STUDY ©
MediaPost Communications 2013
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