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The Insight Scoop: September

Today twentysix is introducing ‘The Insight Scoop.’

A monthly blog post that will enlighten you on popular subjects that have been researched and discussed in the industry over the last month. Our insight hunters have done all the leg work, meaning each month you can tune in here to discover trending topics to impress your clients, and even colleagues! Get yourself ready for swift summaries of whitepapers, opinion articles and the latest data – that cover a range of industries.

In this latest edition we will explore online bingo’s audience, anti-personas, the digitisation of mental health support, gender differences in multitasking, advertising on Instagram Stories and where tourists are spending the most cash.

The online bingo audience


Image: iStock

YouGov data helps to explain who is driving online bingo industry boom. YouGov data indicates the age group most likely to play is 25-34s. Of those that told YouGov they have played bingo online in the last 12 months, 28% are in that age demographic, narrowly ahead of 26% that are 35-44. Women are much more likely to be playing (62% are female, 38% are male). Online bingo players are more likely to have played the National Lottery in the last year (69% vs 47%), as well as to have bought a scratch card (63% vs 26%) and to have also played another game e.g. roulette or slots on a gambling website or mobile (38% vs 5%). While a plurality of online bingo players have spent less than £20 in the last year (39%) YouGov’s Profiles data indicates that 7% spent more than £140.

In terms of which brands are standing out; the highest among the online bingo players in terms of impression score is Mecca Bingo, with a positivity rating of 20%. Brands such as Foxy Bingo are also significantly more popular among bingo players, with 11% having  appositive impression, against 2% of the public. Foxy Bingo in particular has advertised aggressively to gain market share.

Takeaway: While awareness of bingo brands may be less than we record for traditional betting companies, this does mean that the public tends not to view bingo brands harshly, which should provide opportunities in terms of marketing.


How can anti-personas help you

Image: Unsplash

Personas can help marketers identify their target audience, as well as the type of content or kind of service that will be of value to them. But what about customers you do not want to target? These people are known as anti-personas, or negative personas.

It’s rare that businesses cater to everyone. Usually companies offer a specific product or service that a certain demographic might need or desire. As a result, there’ll be customers that are naturally higher priority, and those that are lower down on the list. It could be the case that lower priority customers are still attracted to a brand or business.

An anti-persona can be identified in the same way as a target customer. To find this information, it’s helpful to consider negative reviews, common complaints and points of frustration, as well as those who typically abandon baskets. By determining who you can’t serve or might not be able to satisfy, you will be able to better target those you can, and communicate a product offering with honesty. Also helps you to create a more valuable brand identity and ability to create content designed specifically for them. Furthermore, anti-personas help determine which channels might be less worthy of time and focus.

Takeaway: Surely all potential customers are worthwhile customers. A common example of an anti-persona is someone who uses a train company website to look for train times and never buys tickets. They are a way for marketers enhance transparency, fine tune their offering and hone in on the people who will benefit the most.


Mental health in a digital world


Image: Unsplash

One of the major constituents of modern consumer’s picture of healthy living is their mental health and wellness, a hot topic of discussion that is becoming increasingly mainstream. People more than ever before are reaching out for support, expressing a growing demand as well as an opportunity for brands to supply new forms of aid. Healthcare providers like counsellors and therapists can be costly, and aren’t available to all consumers.

Furthermore, some seeking support may feel intimidated by the therapist couch setting, or simply have trouble finding time. Retailers are focusing on technological advances to fill this gap. Here’s how brands are bringing aid to consumer fingertips:

X2AI: Made mental health care affordable and accessible through Tess, a chatbot who coaches people through challenges.

Talkspace: Talkspace offers affordable, convenient online therapy sessions with licensed therapists.

Woebot: A therapy chatbot that uses the principles of cognitive therapy to treat depression, through an approachable, conversational interface.

Headspace: Makes meditation mainstream through its user friendly app design.

Takeaway: 71% of millennials abide by the belief that mental and physical health are intertwined. As consumer interest in looking after their mental health increases, brands are expanding their resource options, providing on-demand convenience in the form of virtual counselling and CBT-versed chatbots.


Are women actually better at multitasking?

Image: Unsplash

According to popular stereotypes, women are better multitaskers. A quick Google search leads to many press articles claiming a female advantage. From analysing decades of studies of men and women in other cognitive skills, we know that men’s and women’s performance is usually quite similar. Yet there are a few tasks in which men and women consistently outperform each other: For example, it’s well established men typically fare better when imaging what complex 3 dimensional figures would look like if rotated. In turn, women reliably outperform men in certain verbal abilities such as remembering a list of words or other verbal content.

HBR developed a computerised task – The Meeting Preparation Task (CMPT) – it resembled everyday activities and was grounded in the most comprehensive model of multitasking, created by University College London professor Paul Burgess. It defines 2 types of multitasking; Concurrent: you do 2 or more activities at the same time (talking on the phone whilst driving) and Serial: you switch rapidly between tasks (preparing your next meeting and answering an email, being interrupted by a colleague, checking Twitter). They found no differences between men and women in serial multitasking.

Takeaway: Cannot exclude the possibility that there are no sex differences in serial multitasking abilities, but if they do exist, such differences are likely to be very small. The evidence for the stereotype that women are better multitaskers, is so far, fairly weak.


The takeover of Instagram Stories

Image: Unsplash

Instagram Stories boasts 400 million daily users and advertisers have upped spend and largely opting to work with the many platform’s many influencers. Influencers are increasingly opting to run advertiser content on Stories, as they can use affiliate links which earns them a cut of the sales from whatever they’re promoting. Advertisers have begun ‘Stories-only’ deals with their influencers e.g. Zalando has forged “a lot” of Stories-only-based deals. Edward East, CEO of influencer agency Billion Dollar Boy, suggests that as much as 40% of the influencer content advertisers spend on is going directly to Stories deals.

The problem many still face is tracking content – when it’s being uploaded and by who – and if they are getting value for money when it disappears so quickly. As a solution, East’s Billion Dollar Boy launched a tool called StoryTracker last month. The tool automatically downloads any public Stories content that mentions a brand or uses a hashtag associated with a campaign. It’s then stored in a programme called ‘Matchmaker’ which the client and agency can access. For each piece of content, the tool also gives an estimated view count, which is based on historic data the agency has collected.

Takeaway: The 24 hour lifespan of Instagram Stories has made managing and analysing the content a laborious process for marketers. A handful of companies have claimed to solve that problem.


Where do holidaymakers make the biggest splash


Image: Statista

2017 was a good year for global tourism. The World Tourism Organisation (UNTWO) published its 2018 report on international tourism trends, finding that 2017 experienced the highest growth in international tourist arrivals since 2010. That was due to a combination of factors, such as strong economic conditions, high demand in emerging markets and the recovery of destinations suffering from security challenges. The total number of tourist arrivals last year was 1.32 billion. That’s up 7% on 2016, while tourism receipts went up 5% to $1.34 trillion.

In 2017, France was the world’s most visited country with 86.9 million arrivals, ahead of Spain’s 81.8 million and the USA’s 75.9million. Some observers feared that President Trump’s actions and rhetoric could deter tourist and last year, U.S arrivals fell 3.8%. Despite the decline, however, spending still increase 1.9% to reach $210.7 billion, drastically higher than France and Spain combined.

Takeaway: Tourists splash most cash in the United States, despite a decline in US arrivals.


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