April 16, 2018

Monday Morning Quarterback Marketing Digest. Each week I highlight market research that could make your marketing efforts stronger. Want to conduct your own research? Let us help.

WHICH IS BETTER, PHONE OR ONLINE SURVEYS? We have just completed a comprehensive RFP for a major research project. While I certainly hope we will be able to work on this project, it did put in perspective why the use of online panels is growing in popularity. The cost advantage is dramatic. Phone surveys today are running around $25 per completed call. Using online panels run about $5.00 per complete. That’s why we are continuing to recruit people for the first local, Jackson County online panel. Learn more and join us!

IS TRADITIONAL TV GOING AWAY? – No. Younger millennials (18-24) are continuing to move away from television viewing, but don’t give up on TV. A Deloitte Global report predicts viewing of television — whether live or time-shifted — will decline slowly because forces that have been distracting young people from traditional TV are going away. Interesting article if you use TV advertising. You can read here.

DO REAL PEOPLE USE TWITTER? – It is estimated that two-thirds of tweeted links are posted by automated accounts (bots) – not human beings. As I’ve mentioned, I am not a big fan of Twitter. In our studies we have never seen a strong connection between Twitter and increased website views. Now, bots can play a valuable part in answering questions about a variety of topics in real time or providing automated updates for news stories or events. At the same time, they can alter perceptions of political discourse, spread misinformation, or manipulate online rating and review systems. If you use Twitter for marketing, you need to read this PEW study.

MARRIED COUPLES ARE AN ENDANGERED SPECIES – Today, 50% of adults are married, down from 72% in 1960. Why? Americans are marrying later in life. Seven years later than in 1960. Also, marriage rates vary widely by race and ethnicity. In 2015, 54% of white adults were married. This is lower than Asians (61%) but significantly higher than Hispanics (46%) or blacks (30%). Marriage rates are also more closely linked to socio-economic status than ever before, according to a Pew Research Center analysis of Census Bureau data. If you want to learn more about our changing marriage habits and how they could impact your marketing, this PEW report is excellent.

By the way, not getting as much news play as the question about citizenship, the 2020 census will ask about same-sex marriages for the first time. Check boxes for same-sex couples will be offered to fix a long-standing problem of overcounts of these couples. In addition, the census will ask white or black race boxes to say more about their national origins.

MORE LEISURE TRAVELERS BELONG TO LOYALTY PROGRAMS – When I helped develop the first airline loyalty program (1980), I simply could not envision the major role these programs would play in today’s travel market. A recent campaign by hotel chains to sign up more young people is working. Membership is up 10% from 2014 (pre-loyalty push). This rate is higher than both the air and online travel agency (OTA) segments. However, loyalty participation doesn’t equate to loyal customers. More and more travelers are joining multiple programs. Seven in 10 members participate in multiple programs. To learn more, read this Phocuswright Research story.

DOES YOUR RACE GIVE YOU BENEFITS? – Whites and blacks have distinctly different views on this. Majority of blacks (92%) say whites benefit a great deal or a fair amount from advantages that blacks do not have (68% of blacks say they benefit a great deal). By comparison, 46% of whites say whites benefit at least a fair amount,  and just 16% of whites say whites benefit a great deal.

Ok, thanks for reading. If you have any research or marketing question, let me know and I will try and cover them in my weekly MMQB Marketing Digest posts.


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