iReach Market Research

Oisin Byrne

Managing Director,

iReach Market Research

oisin.byrne@ireach.ie 1

What media channels are influencing

Irish Female Consumers?

6th October 2011

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

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

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

Changing Media Consumption

What media channels are influencing Irish Female Consumers?

Evolution of Content and Media Consumption

Convergence

Personalisation

Broadband & accessibility

Proliferation of communication channels

Evolution of the Digital Consumer

More global perspectives

Empowerment of the Consumer

Increased online tenure

Increased time spent online

Ever-faster broadband

More informed and empowered

More interconnected and communicative

Educated Purchasers

Broadband always on and always available

New mobile communication services

How Marketing can Engage with Social Media

Social Media changes Brand Marketing

• Customers learn about your brand from individuals outside your influence

• Creative individuals will create media that will contribute to the shaping of your brand

• Popular individuals can become the definitive authority on your brand to some customers

• Males more likely to Contribute, Vote and Comment

• Females more likely to Comment, Converse, and React

11

sheCommerce Research Project

From Grocery Mum to Today’s Mum

• 60% Food and Retail

• 60% Pharmaceuticals

• 60% New Homes

• 60% Holidays

• 59% Healthcare

• 56% Financial Services

• 54% New Cars

• 51% PCs

On their own, women account for 58% of all consumer purchases in Ireland

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

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

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

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

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 iReach sheComerce Survey 2011

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 iReach sheComerce Survey 2011

Traditional media remains most impactful and recalled Ad Channel by females in Ireland

Online or Internet

Ads

Magazine Ads

Outdoor Ads

Newspapers Ads

Radio Ads

TV Ads

1.5

2

2.5

3

3.5

4

4.5

5

1.522.533.544.55

Imp

ac

t

Remembered positively

Traditional Ads have higher impact with Online

Persuading people to try a

brand or product

Sparking interest in a

brand

Telling people about a new

brand they haven’t heard of

before

Providing new information

about a brand people are

already aware of

Causing a re-evaluation of

a brand

Helping people decide

which brands are relevant

Giving enough information

to make a purchase

decision

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Information and

decision making

Brand value and

awarnessImp

ac

t o

f In

tern

et

Ad

s (

%)

Impact of TV Ads (%)

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

Positive Online Comments increase Impact of Ads

7%

16%

18%

30%

31%

37%

83%

4%

25%

33%

31%

100%

53%

86%

Online Ads

Dublin Bus

Newsprint

Radio

Online Comments

Billboards and Bus Shelters

TV

Ad Recall and Online Comments

All Ad Recall by channel

iReach Advertising Media Multiplier(iAMM)

1.04

1.44

1.02

1.87

1.56

23

Deeper Insights | Better Research

Summary

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

Questions and Close oisin.byrne@ireach.ie

01-4003600 | 086 850 6364

For more information, demonstrations

and case studies visit

www.ireachinsights.com