Irish consumer trends 2011
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Irish consumer trends 2011

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Irish consumer trends 2011 Irish consumer trends 2011 Presentation Transcript

  • 5 themes of Irish Consumer behaviour in early 2011 MCCP is an independent Strategic Planning and Insight agency based in Ireland working on leading local and international brands Finding the difference that makes the difference
  • MCCP Trendstream™ monitors human behaviour and translates it into business advantage for YOUR brand People Identifying seeds for growth for your brand based on on-going developments in people’s mind- Cultural set, behaviours and their Context cultural context. So What For Your Brand Finding the difference that makes the difference
  • 5 key behavioural 1.Traditional segments now blurring 2. New coping mechanisms 3. Search for meaning in brands 4. On-line exists to make off-line better 5. Forced resourcefulness in consumers Finding the difference that makes the difference
  • 1. Status Quo in transit 43% of unemployed people have been out of work for over one year *. In 2010, 7,500 men in Ireland occupied full- time in "home duties** (excludes those classifying themselves as employed) “Because I’m there more I have a more sympathetic ear I think for what needs doing” (Male)** On the live register professionals are a category that has increase by12.2%** 33% of men and 16% of women 25 - 34 are living at home with parents****. *Source: CSO, 2010 **Source: CSO, 2010 Finding the difference that makes the difference ***Source: MCCP Consumer Dialogues, 2010 *Source: Eurostat, Oct 2010
  • Unifier is Interest not Class “I go on the teen vogue website and I can get advice and recommendation on books and stuff from people with the same tastes and my own age.”* There are 23 million Xbox LIVE worldwide players, with periods http://www.youtube.com/watch?v=yWcaN of concurrent usage listed at 2.2 U2Pp6Q&feature=player_embedded million**. *Source: MCCP Consumer Dialogues, 2010 Finding the difference that makes the difference **Source: WARC, 2010
  • So What? 1. Find new ways to group people beyond traditional targeting methods Group people by financial coping behaviours 8 Groups identified including Crash Dieters, Clothcutters, and Justifiers Recession-beating strategies for their brands that compete with indirect categories Finding the difference that makes the difference
  • So What? 2. Give the whole family something to connect and be part of. Finding the difference that makes the difference
  • 2. Control and Escapism = Coping Mechanisms 80% of consumers switched a service or retailer in the last year*. July 2009: cinema attendance up 12% year on year**. March 2010 cinema attendance up 1.2% year on year***. *Source: NCA switcher survey 2010 Finding the difference that makes the difference **Source: Tribune.ie 21 July 2009 ***Source: Carton Screen Advertising 2010
  • So what? 1. Give them something to do with a start, middle and end Finding the difference that makes the difference
  • So what? 2. Let them feel they have achieved something Finding the difference that makes the difference
  • So what? 3. Help them to help themselves Finding the difference that makes the difference
  • So what? 4. Distract them with moments of micro-craic Finding the difference that makes the difference
  • 3. ‘Meaningfulfilment’ – consumer want the story behind products and brands ‘I ‘d love to walk into a shop this size and have the banter with the guy behind the counter’ *Source: MCCP Consumer Dialogues, 2010 Finding the difference that makes the difference
  • Multiple drivers of involvment Finding the difference that makes the difference
  • So What? 1. Help them by helping their community The lighter side The culture The spectical Finding the difference that makes the difference
  • So What? 2. Act local Finding the difference that makes the difference
  • So What? 3. Communicate a meaningful story Finding the difference that makes the difference
  • 5. Online as path to richer offline live experience Linden Lab purges 800,000 inactive Second Life users (i.e. 7% of all users)*. 16% of FB users quit over privacy concerns and 60% considered it “The Internet is all about keeping us up to the date with what is happening with our friends, happening with the music industry and happening with the world.”*** *Source: Linden Lab, 2009 Finding the difference that makes the difference ** Source: Sophos, May 2010 *** Source: MCCP Consumer Dialogues, 2010
  • Like Me 60 million daily status updates on facebook, shared with an average of 130 friends*. “I write comments and posts with a creative or funny twist…allows people to see who I am and how I am different ”** *Source: Facebook figures, 2010 Finding the difference that makes the difference **Source: MCCP Consumer Dialogues, 2010
  • So What? 1. Ensure your event has a pre and post digital element Finding the difference that makes the difference
  • So What? 2. Give them social currency to share online http://www.youtube.com/watch?v=x6hojOi7VQI& feature=channel Finding the difference that makes the difference
  • 5. Irish consumers have been forced to be More Creative & Resourceful 350,000 people in negative equity in Ireland* Number of households with an income of €55,000 dropped by 200,000 in 2009 *Source: RTE Prime Time July, 2010 Finding the difference that makes the difference
  • Pick and Mix Strategies Only 35% of all grocery products bought by Irish consumers is own-label* “I would go to Superquinn for a really nice bit of meat and then it’s over to Lidl for everything else”** *Source: Mintel, 2010 Finding the difference that makes the difference **Source: MCCP consumer dialogues, 2010
  • So what? 1. Show them how to make more of what they already have Finding the difference that makes the difference
  • So what? 2. Allow consumers to do something else with your product or service beyond its core Finding the difference that makes the difference
  • For expanded details talk to MCCP: T: +353 1 6350030 E: Kay@mccp.ie Visit: www.mccp.ie Twitter: @MCCPTrendstream Finding the difference that makes the difference