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Wednesday, May 25, 2011

Consumer Insights

Here is some information from a recent study done by Experian

Consumers today are more responsive to and reliant on digital communications and technologies. As they spend their time crossing channels to do virtually everything, from booking vacations via their mobile phones to researching products on social networking sites, they’re becoming less tolerant of any irrelevant message and more receptive to interconnected and integrated marketing.

As with any marketing campaign, the first step to success is gaining an understanding of the consumer segment you’re trying to reach. Marketers must arm themselves with precise consumer insight and behavioral data to survive, and ultimately flourish, in the cluttered digital landscape.

Key findings


  1. More than half of Novices, the segment known for being the “least connected to emerging technology and very resistant to adopting a new technology-focused life,” are now sending and receiving email, texting and visiting social networking sites.
  2. Eighty-four percent of Americans today email on a regular basis, and 74 percent send and receive text messages.
  3. Over the last year, there have been significant increases in consumer use of television program or movie downloading and decreases in the use of RSS feeds.
  4. Compared to other age groups, consumers ages 18 to 34 are much  more reliant on their cell phones. 
  5. More than 30 percent of the American population has little or no credit history.
  6. Top visits to Flash Sales Websites include the lower income Mosaic segment “Urban Diversity,” followed closely by the most affluent, “America’s Wealthiest.”
  7. The most influential element driving purchase decisions today is still word of mouth (54 percent), followed by information from a Website (47 percent). 
  8. Ninety-four percent of moms with children under the age of 18 at home say that they are the most influential people in households when it comes to making purchasing decisions.
  9. Emails sent to the Hispanic market have an average of 43 percent higher click rates when compared to current “All Industry” benchmarks.
  10. Hispanic mobile phone owners are 63 percent more likely than the average mobile phone users to represent the mobile generation.
Some very interesting insights here.
Almost everyone is "connected to" and "using" the internet in the US. 
The most influential element driving purchase decisions today is still word of mouth (54 percent), followed by information from a Website (47 percent). 
This makes your reputation extremely important and then having a web presence that can leverage that reputation in order to properly educate the consumer on your products and services as well as easily allow them to transact business with you.

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