Category Archives: Digital

Technology And Kids Today

It’s not just adults who have become digitally consumed and mobile-ly
dependent.   Kids are becoming tech engaged at earlier and earlier
ages.  New research has come out that looks at the devices kids have
access to and the affect it can have on your business.

shutterstock_95875054• 80% of children 8 and under have a gaming device in their household

• Nearly 8 in 10 households with young children own a smart phone, that number has increased 46% in the past 2 years.

• The number of households with young children that have a tablet has gone from 8% to nearly half since 2010.  The households with children and ereaders have more than doubled

• 40% of children have access to a smart phone, tablet or internet enabled MP3 device

• In 2013, 45% of children under 12 will be online

What Does This Mean To You?

Tomorrow’s consumers are digitally engrained and will probably expect the companies they do business with to be as well.  Parents don’t view technology as a distraction; they see it as something that brings them together.  In fact, nearly half of families perceive technology as a connection point and use it as a unit.  While children may not be purchasing digital items, over half influence technology purchases. Households with children tend to have higher household incomes and are more likely to be in the market for:

• Appliances

• Furniture

• Electronics

• Vehicles

In tomorrow’s post, we’ll at mobile access use among children.  For more information on how to get more revenue though reaching families, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: eMarketer; Ipsos; Sesame Workshop; ORC

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Why Your Web Site Is Important

Think of how many digital entities your business may have.  Besides your web site, you probably have a Facebook page, maybe a twitter feed or a Pinterest board.  You may have a presence on a local review site or electronic listing page.  That doesn’t even count the amount of user generated content that could be floating around.  Consumers can probably find you in many different places – some you control and some you don’t.  Recently released information shows the sources that online shoppers trust when researching products to buy.  This information is extremely important in making sure potential customers get the right information about your business and the products you sell.

shutterstock_90091774• Nearly half of online shoppers said that a manufacturer or brand’s website was their most trusted source of information

• More than one-third said that they put trust in articles they found from a search engine

• 31% said that they trusted experts on certain topics

• Over 20% said that mainstream news sites were trustworthy for brand information

• Roughly 10% put their trust in links friends posted on social networks or information from blogs

What Does This Mean To You?

Overall, nearly 95% of consumers said they trusted some kind of online information when making online shopping product decisions.  The question is how do  you make sure they are getting the right information about your organization.

• Employ a robust search strategy – Your website is the most trusted source for online shoppers.  If you don’t have a strong search strategy, who knows what potential shoppers may see when they enter your name into a search engine.

• Monitor your social reputation – Social media can be a great referral tactic and engagement tool.  But if consumers are seeing negative information about your business, there is a good chance they will not do business with you.

• Utilize testimonials – Testimonials can be very powerful.  While you may not be able to get experts to extol the virtues of your business or product, people trust the opinions of others.  If you have a loyal customer, it would be beneficial to incorporate kind words from them in your web site.  Also, treat social media “likes” as virtual testimonials.  Because their social friends and followers will see it as well, a “like” or positive post can influence your perception among a large group of potential shoppers.

• Dot your Is and cross your Ts – When was the last time you took a critical look at your web site?
Is it outdated? Is all the product information current?
Can people easily find your contact information?
Are there typos?
Is it easily navigated?

Your web site, in many ways, is your front door to many consumers.  You need to make sure it’s easy to find, easy to navigate and potential shoppers can easily see the value of all the things you have to offer.  For more information on strategies to help you create a stronger ecommerce revenue stream, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: nRelate; eMarketer

Digital Drove Holiday Sales

As we turn the calendar to January, we’ll take a look at the first data back on shopping this holiday season.  Much of the research pointed to how big of an impact digital devices (computers, tablets or smart phones) would have this season – particularly how consumers used them to save money.

shutterstock_85671796• Over 80% of smart phone owners used a digital device to research or browse holiday purchases this year – that’s a jump of 22% over last holiday season

• Nearly three-quarters said they made a holiday purchase via digital device, that’s an increase of 35% from last year

• Over 60% used an email offer from a retailer.  Usage of email offers increased close to 40%

• One-third used a mobile coupon this holiday season.  Consumers redeeming mobile coupons grew more than 80% compared to last year

What Does This Mean To You?

While the holidays are a once a year happening, they (on average)
account for upwards of 40% of total retail sales nationally.  The reason
behind the growth in digital shopping this year was convenience –
Nearly 40% of shoppers said they shopped online because of the
convenience and ease of it.
The trend towards online shopping  continues to rise – over four in 10 consumers said they shopped more  online than in physical stores this year compared to last year.
One of the things every business needs to do is stay relevant with its
customers. Making sure that it’s convenient to buy from your store vs.
the competition is part of staying relevant.
Just having a mobile site or ecommerce solution is not enough.  Part of your due diligence should be to continually look at the experience your digital and mobile
presences offer.
Are there things that the competitors have that you don’t?
How intuitive is the navigation?
Is it easy to find and buy products from your site?
Are you effective promoting your digital and mobile capabilities?
It’s easy to launch and forget, but if consumers have a bad experience –
it’s a good bet they will not return.  In tomorrow’s post, we’ll look
at what improvements consumer’s want to see from businesses.  For more information on creating digital presences that drive results, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; GfK Roper; SapientNitro

Going Online Instead Of Going To The Doctor

For many people going to the Doctor ranks just above taking your car to the mechanic or having to visit the IRS as activities that sound like a good time.  More and more, consumers are turning to the anonymity of the internet as a place to find answers to medical questions.

shutterstock_4434508• Nearly two-thirds of adults said they would rather go online for health information instead of visiting a Doctor’s office

• Nearly one in four adults who would rather get medical information online did so because they lacked health insurance

• Over 20% cited embarrassment – this was the top reason cited from 18 to 24 year olds

•  19% said expensive co-pays were the reasons they would rather use digital resources

• 41% of adults said they would rather get information about sex from online health sources vs. a live Doctor

Information about STDs (29%), drugs & alcohol (16%) and weight were other top topics adults would rather get information about online

What Does This Mean To You?

Over the past 30 days 2.4 million adults have searched for medical information online.

These online health searchers were much more likely to be:

• Women

• Affluent

• College graduates

• White-Collar workers

According to several sources between 75% and 90% have some kind of health insurance.  They are also more likely to have a smart phone and were more likely to have visited a specialist in the past year. Digital resources have not only changed the ways consumers look at health care, it’s changed the way they health professionals recruit patients and market their services.  For more information on how can use digital and mobile tactics to build awareness & patient count, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Pearl.com; The 2012 Multi-Market Scarborough Report, Release 1

Holiday Shopping – In-Store Vs. Online

Many people believe that the holidays bring out the best in others.  There are gifts, lights, presents & family all around.  Then there’s holiday shopping, which often does not bring out the best in many people.  A new study is out that looks at why people shop for the holidays in stores vs. online.

• 30% of shoppers prefer
to shop online to avoid
the crowds

• 22% say they would rather shop in a store to look and feel products before purchasing

• 17% like to buy online because they feel they can get the best deal there

• 11% prefer to shop in stores because they like to browse while holiday shopping

• 10% like to shop in a store because they enjoy the experience of holiday shopping

• 6% would rather shop online because there is a bigger range of products online

What Does This Mean To You?

Whether you are trying to attract shoppers to your physical location or your virtual storefront, you need to develop a sound strategy to create awareness and drive traffic.  There are many options available across a variety of platforms.  You can create your message through digital, print, direct & broadcast – these are just a few of the media options available to you.
The best way to start any campaign is by asking yourself two questions:
Who is my target consumer?
What are my goals and objectives?
Two answers that are really unacceptable –
Everyone as a target consumer & make more money as a goal.
These answers have to be actionable.
Why?
Because these two things allow you target your message and be much more effective and efficient.
It also lets you compare your campaigns and determine if they were successful.
For more information on creating a strategy to maximize your message and get results,, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Accenture

Technology Boosts Coupon Use

The economy remains a challenge for many consumers and they are looking for savings wherever they can. Consumers are also looking convenient methods of attaining those savings. Many consumers are relying on coupons and technology has added to the traditional ways that shoppers find the savings they need.

• Nearly 80% of consumers are using circulars more to plan shopping

• 79% are utilizing printed coupons more than in the past

• Almost eight in 10 shoppers reported using more digital coupons than before

• Over 80% are getting more coupons online

• Consumers using these methods reported saving up to $50 in weekly savings

What Does This Mean To You?

It’s not just consumers who are benefitting from coupons, businesses are too.
Coupons and offers don’t just help you drive traffic to your locations; they
also can help you create repeat business and a mne-able database through loyalty programs.
Another benefit from coupons is that they can provide a competitive advantage between you and other businesses as well as increasing your top of mind awareness.  Coupons help your organization
stay relevant with consumers when they are looking for reasons to cut back.  For more information on drawing more shoppers to your business, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: RedPlum

Tech-Centric Moms

Moms have a tough job and deserve all the help they can get.  Recently, we’ve done posts on the social tools that moms use and actions taken after employing them.  Long gone are the days when moms didn’t understand
the latest technologies.  In fact, nearly 85% of women with children in their household have gone online in the past month.  There is a new research
study that looks at the devices moms use.  The wide range of digital
devices moms employ gives you more ways to connect with them and
promote your products.

• 99% of moms regularly use a laptop or desktop computer, 98% own a digital camera

• 85% own an MP3 player

• Over 80% of moms own a smart phone

• Over three-quarters have video game console in the home and almost 60% have a hand-held video game

• 56% of moms own a tablet

• Nearly half own a function based mobile phone

• 49% have an Ereader

What Does This Mean To You?

The multitude of devices gives you lots of device based targeting options.
Nearly every mom has access to a desktop or laptop computer, targeting them through content ensures that you are effectively creating engagement.  Through the use of networks, you can efficiently get your message across to moms who are in your market.
Moms are much more likely than the market to own smart phones.  There are many mobile tools you can put into play to create awareness with moms. There are mobile sites, SMS/Text and QR codes to name just a few.  But also remember because so many people access their email on a mobile device before their regular computer – email is another touch point. A large percentage of consumers conduct searches on mobile devices to find local businesses, this makes SEO another important mobile tactic.  Video is also becoming a mobile favorite and consumers tend to watch product-based mobile videos.  Tablet technology is rapidly expanding and it is mobile shoppers preferred device to make mobile purchases.  Utilizing apps that appeal to moms keeps you front and center with them.  For more information on strategies to leverage dollars from online moms, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: emarketer; BlogHer