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 approaches.
iReach surveyed 2,000 females in Ireland during the summer of 2012

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2011 she commerce 1.4

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