This data rich presentation focuses on the role smart phones are playing in changing consumer media choices in the U.S. Market. Presented By Bill Troy of UNH-Manchester at the 2014 Business to Business Expo hosted by the Mt. Washington Valley Chamber of Commerce.

1. Mobile Communications and
Changing Media Choices
By Bill Troy, Business Program
Coordinator and Lecturer, the University
of New Hampshire at Manchester

2. • Who are we?
– One of the colleges of UNH, providing a high quality education
primarily to Merrimack Valley commuter students.
– Approximately 800 Bachelor’s students
– Focus on Liberal Arts and Professional education for careers in:
• Business
• Biology
• Computer Systems
• Psychology
• Communication Arts
• Teaching (M.A.T. program)
– Internships required in many majors, great opportunities.
– Small classes (less than 20)

3. My Brief Biography
• B.A. in Economics from the University of Massachusetts in
Amherst
– Magna Cum Laude and Commonwealth Scholar
– Phi Beta Kappa
• M.B.A. from Johnson School of Cornell University
• Economist for U.S. Labor Department, B.L.S.
• Varying roles at DIGITAL Equipment, including consulting and
Director of brand advertising
• Ericsson – Director of Marketing for the Broadband division
• Currently:
– U.N.H. –Business Program director, and Marketing lecturer, at the
Manchester Campus
– WPI – Adjunct Management Instructor in International Business

4. Mobile Communications and
Changing Media Choices
• This data rich presentation focuses on the
dynamic role that 'smart phones' are playing in
changing consumer media choices in the U.S.
Market.
• Social media will also be considered in this
context.
• Special consideration will be given to the Mt.
Washington Valley, and how varying media can
emerge as a mixed model of success – using
traditional and emerging sources.

5. Demographics: North Conway, NH
 Population: 4,310
 Median Age: 46.1
 Median Income: $45,500
 Consumer Spending: $85 MM
 Predominantly white population: 96%
Source:
http://www.claritas.com/MyBestSegments/Default.jsp?ID=20
# zip code: 03860 North Conway, NH

6. Let’s start with Claritas: Blue Highways
• Among lifestyles, Blue Highways is
the standout for lower-middle-class
residents who live in isolated towns
and farmsteads. Here, Boomer men
like to hunt and fish, the women
enjoy sewing and crafts, and
everyone looks forward to going out
to a country music concert.
Lifestyle & Media Traits
• Order from drugstore.com
• Do crafting
• Read Bassmaster
• Watch Country Music TV
• Chevrolet Silverado Diesel
Demographics Traits
• Urbanicity: Rural
• Income: Lower Mid
• Income Producing Assets: Moderate
• Age Ranges: 45-64
• Presence of Kids: HH w/o Kids
• Homeownership: Homeowners
• Employment Levels: BC, Service, Mix
• Education Levels: High School Grad
• Ethnic Diversity: White, Black, Mix

7. Where are they – everywhere!!

8. Next: Heartlanders
Income: $43018
Lifestyle & Media Traits
• Order from QVC
• Own motor home
• Read North American Hunter
• Watch New Yankee Workshop
• Dodge Dakota
Demographics Traits
• Urbanicity: Town/Rural
• Income: Lower Mid
• Income Producing Assets: Moderate
• Age Ranges: 55+
• Presence of Kids: Mostly w/o Kids
• Homeownership: Mostly Owners
• Employment Levels: White Collar, Mix
• Education Levels: High School Grad
• Ethnic Diversity: White
Older couples with white-collar
jobs living in sturdy,
unpretentious homes. In these
communities of small families
and empty-nesting couples,
Heartlanders residents pursue
a rustic lifestyle where hunting
and fishing remain prime
leisure activities along with
cooking, sewing, camping, and
boating.

9. Similar Picture

10. Messages
• Every zip code in America has 4 or 5 of these
major demographic, psychographic profiles
• Knowing what is ‘on their mind’, you can
create personalized messaging, perhaps via
targeted direct email campaigns.
• Or, buy mailing lists for certain zip codes.
• This is a day long session of its own.

11. Declining PC Sales

13. Mobile Devices Surpass Laptops & PC’s

17. Digital Marketing Shift???

20. Mobile is increasing as share of internet access time

21. Multiscreeners…

27. Where do Mobile visitors go?

28. How do People Use Smart Phones?

32. Mobile Devices Become Primary
Entertainment Source

35. Ramifications if you stink on email?

36. Email varies in time of day effectiveness

41. Ad hoc vs. Detailed Search..

44. Online Advertising More Effective on
Mobile Devices

45. Twitter as a Tool..

46. Thanks for Listening
Copy of Slides?
Send Email to:
Wtroy@unh.edu
Phone: 603-641-4345 (office)