2011 she commerce 1.4

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Presentation from sheCommerce event in Dublin on 6th October including new Market Research by iReach on purchasing influence of females and influence of different media platforms and …

Presentation from sheCommerce event in Dublin on 6th October including new Market Research by iReach on purchasing influence of females and influence of different media platforms and approaches.
iReach surveyed 2,000 females in Ireland during the summer of 2012

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  • 1. iReach Market Research
    What media channels are influencing Irish Female Consumers?
    6th October 2011
    Oisin Byrne
    Managing Director,
    iReach Market Research
    oisin.byrne@ireach.ie
    1
  • 2. Introduction to iReach Market Research
    Research Market somewhat traditional in Ireland
    New Technologies and Online innovations have the potential to add real, measurable benefits to market research
    Such ‘tech savvy’ techniques are an enhancement, rather than replacement of more traditional research methods
    Shift Research from our methods - to listening to consumers in their ways, natural to them, in their environment
    Deeper Insights through Better Research
  • 3. Background to SheCommerce Research
    Innovation
    Only Agency with own Research Panels
    Online, Video and Mobile Research
    Best Practices
    Methodologies, Data Validation
    QA, Analysis and Reporting
    Excellence of People
    Research Analysts
    Project Consultants
    Leading Technology
    Support for all Research Methods
    Range of Reporting Options
  • 4. iReach Service Excellence
    Memberships
    AMA, AQR, ESOMAR,
    Marketing Society, MII
    Awards and Recognition
    Inspired IT Awards 2008
    Marketing Society Dec 2009
    All Island Marketing (AIM) Awards May 2010
    2011 Media Awards – Best Research Initiative
  • 5. 5
    Changing Media Consumption
    What media channels are influencing Irish Female Consumers?
  • 6. Evolution of Content and Media Consumption
    • Convergence
    • 7. Personalisation
    • 8. Broadband & accessibility
    • 9. Proliferation of communication channels
  • Evolution of the Digital Consumer
    More informed and empowered
    More interconnected and communicative
    New mobile communication services
    Increased online tenure
    Empowerment of the Consumer
    Educated Purchasers
    More global perspectives
    Ever-faster broadband
    Broadband always on and always available
    Increased time spent online
  • 10. How Marketing can Engage with Social Media
  • 11. Social Media changes Brand Marketing
    • Customers learn about your brand from individuals outside your influence
    • 12. Creative individuals will create media that will contribute to the shaping of your brand
    • 13. Popular individuals can become the definitive authority on your brand to some customers
    • 14. Males more likely to Contribute, Vote and Comment
    • 15. Females more likely to Comment, Converse, and React
  • Social Media changes Marketing tool-kit
  • 16. 11
    sheCommerce Research Project
    From Grocery Mum to Today’s Mum
  • 17. On their own, women account for 58% of all consumer purchases in Ireland
    60% Food and Retail
    60% Pharmaceuticals
    60% New Homes
    60% Holidays
    59% Healthcare
    56% Financial Services
    54% New Cars
    51% PCs
  • 18. Women influence 89% of all consumer purchases in Ireland that they have a role in buying
    97% Food and Retail
    97% Pharmaceuticals
    97% New Homes
    96% Holidays
    96% Healthcare
    91% Financial Services
    68% New Cars
    63% PCs
  • 19. 41% of women in Ireland say advertisers don’t understand them
    Across all purchase categories 41% of women say that advertisers don’t understand them
    54% feel misunderstood by investment marketers
    44% feel misunderstood by automotive marketers
    43% feel misunderstood by healthcare marketers
    38% of women feel misunderstood by food marketers
  • 20. Case Study on Finances
    Personal Finances and Wealth Management
    29% of Males and 51% of females in Ireland believe females are better at managing money
    57% are concerned with Wealth Preservation
    48% of females are actively involved in investment planning and decisions with 49% stating they are the main decision makers when it comes to investments and savings
    Marketing Disconnect
    73% of females are confused and frustrated with ‘jargon’ or financial terms used by financial institutions in Ireland
  • 21. What is causing this disconnect ?
    Breakdown of Trust
    Brand Power shifting to the Consumer
    Falling Trust in Business, Government and Media
    Impact of the Financial Crisis
    Changing face of females in Ireland today
    Roadmap to Trust
    Power of the Crowd and Community
    Advocacy and Word of Mouth
    Social Media changing sources of Trust
    Media and Advertising not aligned to today’s female
    Sources include Edelman Trust Barometer 2011 and iVillage Survey 2010
  • 22. 50% of females use Social Networks every day
    One-quarter of women aged 18-34 check Facebook first thing in the morning
    Another 20% of women aged 18-34 check Facebook late at night.
    The fastest-growing demographic is women age 55+, up 75% in the last 3 years
    While men make up the majority of Internet users, women spend more time online, and more time on social networking sites than males in Ireland
    72% of all women online regularly visit a social networking site compared to 60% of all men in Ireland
    Facebook is used as a central point by more females than males for content sources such as news, entertainment and promotions/deals
    Sources include iReachsheComerce Survey 2011
  • 23. Females Comment, Converse and React
    Negative or Positive Social Media comments or recommendations has directly impacted the purchase intent of 76% of females in Ireland
    80% of females say positive recommendation will reinforce purchase decision
    71% of females in Ireland say that negative comments or commentary online has made them change their minds on purchase decisions
    85% of females in Ireland say they are more likely to purchase a product or service if they can find additional recommendations about them online
    Twice the amount of females than males will start searching for a product at the retailers website over a search engine
    Sources include iReachsheComerce Survey 2011
  • 24. Traditional media remains most impactful and recalled Ad Channel by females in Ireland
  • 25. Traditional Ads have higher impact with Online
  • 26. WoM re-orders purchase impact of media channels
    Media channels that have the strongest influence on females ranked
    Personal or Word of Mouth Recommendations
    Online Social Network Recommendations
    TV
    Radio
    Newsprint
    Search Engines
    Outdoor Advertising
    Corporate Marketing and PR
  • 27. Positive Online Comments increase Impact of Ads
    iReach Advertising Media Multiplier(iAMM)
    1.04
    1.44
    1.02
    1.87
    1.56
  • 28. 23
    Deeper Insights | Better Research
    Summary
  • 29. Summary and Close
    Today’s females in Ireland have a much wider influence on purchase decisions
    Brand and Product Marketing needs to shift from Grocery Mum stereotype to a more current view
    Due to fall in trust, advocacy and recommendations are more important than ever before
    Word of Mouth remains the most important source of advocacy followed by online commentary
    Brands need to create conversations with females and contribute to social media in an open and honest way
    Positive Online Advocacy and Commentary has multiplier effect on impact of traditional media
  • 30. Questions and Closeoisin.byrne@ireach.ie01-4003600 | 086 850 6364
    For more information, demonstrations and case studiesvisit
    www.ireachinsights.com