Healthy Digital by Tery Spataro

“Healthy Digital”
Digital Trends of Natural & Organic Consumers
Part One - October 2010

Why Healthy Digital?
Orange Insights is curious about the digital behavior of people who are US organic/natural consumers.
We embarked on this research by assessing the types of digital media available to the organic/natural consumer to develop an understanding of their digital behavior.
This is the first of a two part report on the digital behavior of people who are US organic/natural consumers.
The next report will survey organic/ natural consumers to create an in depth definition of their digital behavior.

Methodology
Identified content sources that provided educational information about organic and natural products.
Observed digital trends of organic and natural consumers through digital channels:
Search
Facebook
Twitter
Blogs
Mobile applications

Situation
Three quarters of US consumers have purchased an organic and/or natural product.
The consumption of organic and natural products are on the rise even in a down economy.
Consumers are confused about the vast array of organic and natural products, messages, labels, and symbols.
Organic foods, Locavores and Community Supported Agriculture are the top influencers.
Sources: Organic Trade Association, Hartman Group, FoodChannel

Digital Consumer ProfileOrganic and Natural Consumer
More likely to be female
Over 31
0-1 kid
College educated
Advocate of healthy organic lifestyle
Will search for specific category information
Will follow leaders in the industry
Will use specific #hashtags
Enjoys Facebook
Likely to use a meaningful applications
Sources: Alexa, Quantcast

Relevant Keywords
General search using the term “organic food”
Over 2.5 million returned searcheswith top items:
Recipes
Organic food
Articles on organic eating
Organic brands
Organic retailers
Note: the search return includes Trader Joes having more relevance than Whole Foods.

Organic vs. Natural ProductsSearch Insights
Top 10 Geo-locations
Natural products search is used more than organic products or organic natural products.
Searching in beauty & personal care, lifestyles, shopping, food & drinks, home & garden.
Geographically, the majority the “natural products” searches come from the eastern region of the US.

Top & Rising Searches

Search Trends
News Trends:
VitaminSpice Expands Its Market Exposure In Natural Products Expo West - MarketWatch
India aims to export $1 bn organic products in next 5 yrs - Business Standard
Renhuang Showcases its All Natural Products at 45th China National New and Special Drugs Fair - MarketWatch
BioCentric Energy Signs Multi-Million Dollar Contract With Biocen Natural Products Development Group - MarketWatch
World Renowned Scientific Team Creating Break-Out Technology for Advanced Organic Products Worldwide - MarketWatch
BioCen Natural Products Development Group Announces Health Product Breakthrough in Algae Derived Nutritional Drink Product - MarketWatch

Facebook:Likes and Interests
Attributes of the Facebook user interested in organic and natural:
Over 31 years of age
Graduated from college
Likes and interests include:
Organic
Healthy living
Healthy food
Organic gardening
Organic food
Natural living
Farmers markets
Yoga
Estimated United States reach 244,500

Twitter: #HashTag Usage
The variety of #hashtags used makes it hard to track trends among consumers who tweet about organic and/or natural products.
#sustainable
#organic
#locallygrown
#blogging#green
#livegreen
#trees4hire
#planttreesnotrumors
#grassfed
#sustainablefarming
#farmersmarket
#localfood
#realfood
#natural

Most Influential Twitter UsersIn the Natural/Organic Space
Source: WeFollow

Healthy Blogs

Women are more interested in healthy organic or natural lifestyle
Average age 45
No children
Graduate education
There are many organic and natural blogs that provide great information
Organic and natural blogs cover a wide range of subject matters and categories
Top key terms:
Organic living
Natural living
Sustainable living
Local foods

Example of Category Blogs
Eatdrinkbetter.com is ranked #142,456 in the world, according to the three-month Alexa traffic rankings.
The time spent in a typical visit to it is about two minutes, with 70 seconds spent on each pageview.
Visitors to it view an average of 1.3 unique pages per day.
Approximately 64% of visitors to Eatdrinkbetter.com come from the US, where it has attained a traffic rank of 47,318.
The site is relatively popular among users in the city of Seattle-Tacoma (where it is ranked #19,771).
(Source: Alexa.com)
Top search queries
58% more female
32% 50 years+
No kids
Affluent
Graduate/Post Graduate
Presence includes:
Facebook: 751 likes
Twitter: 716 followers

There are 908,976 sites with a better three-month global Alexa traffic rank than Locallemons.com.
The site is relatively popular among users in the city of Los Angeles (where it is ranked #107,552).
Roughly 71% of visits to it consist of only one pageview (i.e., are bounces).
Its visitors view an average of 1.4 unique pages per day.
Approximately 53% of visitors to Locallemons.com come from the US, where it has attained a traffic rank of 273,127.
(Source: Alexa.com)
Top search queries
More likely female
25-34 years old
No kids
Graduate School
Presence includes:
Facebook: 456 likes

Goodeater.org's three-month global Alexa traffic rank is 1,487,159.
Its visitors view an average of 1.2 unique pages per day.
Time spent in a typical visit to the site is approximately two minutes, with two minutes spent on each pageview.
Roughly 19% of visits to the site are referred by search engines.
Goodeater.org has a bounce rate of about 81% (i.e., 81% of visits consist of only one pageview).
(Source: Alexa.com)
Top search queries
More likely female
45+ years old
No kids
Graduate School
Presence includes:
Facebook: 473 likes

Applications
Applications are an exciting category for organic and natural consumers
In order to encourage long term usage, apps need to provide distinct benefits to the user:
The app must be useful
There are not many organic/natural apps available

Applications
SimplyOrganic’sapp provides recipes, coupons, shopping list, store locator.
It works on iPhone and iPad.
Customer Ratings: Average of 3 stars
Current Version: 1089 Ratings
All Versions:1389 Ratings
Free
Dirty Dozen’s app provides information on buying organic fruits and vegetables.
It works on Android.
Customer Ratings: Average of 4 stars
Estimated 100 downloads
Free

Applications
REALLY Natural’s app is a resource for living a natural life and includes tips, news, product reviews.
It works on Android.
Customer Ratings: not rated
< 50 downloads
Center for Food Safety created True Food’s app provides consumers with information about what
is in food.
It works on iPhone, iPad, Android.
Customer Ratings: Average of 3.5 stars

What the Natural & Organic Industry Can Learn from Consumer’s Digital Behavior?

Insights & Opportunities
Insights
Opportunities
Natural/Organic consumers are more likely to be women, interested in a healthy lifestyle.
They seek content that will improve and support their lifestyle.
Even in a recession, they will choose to buy healthy, organic or natural products.
They can be found across social networks and will participate by providing their opinions, likes, and tweets.
They are well educated and inqusitive, seeking content that informs and enriches.
There are many opportunities to provide these consumers with well thought out digital content that pertains to healthy lifestyles.
Expand on search engine optimization both for organic and sponsored search.
Provide coupons that cater to natural/ organic products.
Identify the key organic and natural social media users and engage them.
Create industry identifiable #hashtags
Provide content that enriches and engages; recipes are key.
Provide applications that educate natural/organic consumers and offer utility/benefits.

Your Leadership Team
Amy Lieberman
Tery Spataro, @tery
Strategist at heart
Over 15 years of digital strategy
Passionate about solving problems
Recognized for building brands and growing businesses
If lost in a blizzard, Amy’s your guide
Scientist at heart
Over 15 years of digital research
Recognized industry leader for understanding consumer behavior
MBA in marketing, BFA in communication design
My cat uses twitter
Digital data is chaotic.
I love making sense
of the messiness!
I ask the questions to get
to the juicy ideas!

Orange Insights: The Consumer Perspective of Digitaltheir voice.their behavior.your strategy.
Orange Insights is a digital research and
strategy lab that researches consumers’
digital behavior, needs and perceptions to
create engaging strategies for brands.
http://www.orangeinsights.com
info@orangeinsights.com
@orange_views

Healthy Digital by Tery Spataro

by Orange Insights on Oct 22, 2010

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Healthy Digital by Tery Spataro — Presentation Transcript