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The Insight Scoop: October

In this October edition we will explore:

  • How retailers can make this their busiest festive season ever.
  • How global interest in women’s sports is on the rise.
  • How BBC 6 Music is seen as the top music station across several metrics.
  • What brands need to know about green consumerism.
  • Why Twitter’s 280 characters hasn’t been a game changer after all.
  • How to resonate campaigns with frequent flyers.


Festive Season

two green leaves on white cardboard boxes

  1. Put yourself in shoppers’ shoes Searches for “indigestion tablets” rise on 3 Dec before peaking three weeks later. Likewise, searches for “batteries” increase from Dec onwards, then spike between 24-30 Dec. Take a look at keywords, and tailor ads on dates when demand is higher.
  2. Start early. Finish late 20% of Dec shop traffic happens in the 6 days after peak season. Searches for “where to buy” peak between 18-23 Dec, just after post deadline.
  3. Give the gift of a second chance 40% of mobile shoppers leave sites without converting. Remarket ads showing them a photo of the product they abandoned.
  4. Show people what’s in store. Literally. 41% of shoppers say shops should do a better job of sharing inventory levels. Add stock levels to your website and refresh them regularly.
  5. Customers are closer than you imagine 3 in 4 people who do a local search on Google end up visiting a related business within 24 hours.
  6. Treat yourself with something new Last year, 61% of consumers were open to buying from new retailers, and almost 50% actually did. Use shopping ads that include a photo of the exact product people are searching for, plus price, store rating, etc.

Takeaway: It’s time to think laterally, act local and keep on going until the party’s over.



Women’s Sport

grayscale photo of a woman playing soccer

A survey across eight key markets around the world (U.S., U.K., France, Italy, Germany, Spain, Australia and New Zealand) found that 84% of sports fans are interested in women’s sports. Of those, 51% are male, which confirms that women’s sports engage a gender balanced audience.

Interest levels in the women’s versions of specific sports tend to be greater when men’s and women’s events are staged together often for example: track and field, tennis, triathlon, mixed martial arts and extreme/action sports.

Of the general population across eight markets surveyed, 45% would consider attending a live women’s sporting event, and 46% said they would watch more if women’s sports were accessible on free TV.

Of those who said they had no interest in women’s sports, 38% said they hadn’t watched, but “could be interested,” revealing the potential market for rights holders and other stakeholders to engage those who aren’t currently following women’s sports.

Respondents see women’s sports as more progressive and inspiring, less money-driven, more family-oriented and cleaner than men’s sports.

Takeaway: For brands interested in associating with women’s sports, it’s worth noting that three quarters of those interested in women’s sports can name at least one brand involved in women’s sports.


Radio Stations

silver microphone near audio mixer

New data from YouGov reveals that BBC 6  Music is seen as the top music radio station across several metrics.

It took top spot in terms of how ‘innovative’ a music radio station is, with close to two thirds (65%) of listeners asserting that 6 Music fits this description. This placed it well ahead of BBC Radio 3 (26%), Radio X (24%) and Planet Rock (24%).

6 Music also topped the listener rankings on how ‘relevant’ a station is (55%) and whether a platform is exciting (39%). For both of these metrics, Planet Rock appeared in second place (with scores of 46% and 31%).

The other metric rankings that 6 Music topped were those relating to how ‘Unique’ (48%), ‘Evolving’ (33%) a station is.

Looking at those not topped by 6 Music, the study reveals that in terms of the station that is ‘trusted’, BBC Radio 3 (55%) takes the leading position. BBC Radio 3 is also the station seen as best representing ‘Quality’ (69%). The station that is seen to be improving most is Radio X (22%).

Also, over 5% of the public has listened to 6 Music in the past month. It is clear that while this listener base may seem small, the station has clearly built up a devoted fan-base that are invested in what it represents.

Takeaway: BBC 6 Music tops the list on five of the twelve metrics assessed.


Green consumerism

Planet Earth First signage sticked in gray post outdoors

The impulse to “go green” is gaining momentum. Half of digital consumers say environmental concerns impact their purchasing decisions. Often coined the “Green Generation”, many brands are starting to see opportunity in these changes.

GWI data shows millennials (aged 22-35) are more likely than any other generation to say that they would pay extra for eco-friendly or sustainable products. Over 60% say this, compared to 55% of Gen X (aged 36-54) and just 46% of baby boomers (aged 55-64). Gen Z are hot on their heels and figures are only likely to grow as their disposable income grows.

The consumers surveyed in the UK and U.S. admitted they felt most responsible for the future of the planet, but 52% believed responsibility lies with manufacturers or production bodies. Although high proportions choose reusable bags, bottles and recycle, just 34% of those surveyed actively avoid products that are harmful to the environment. 62% of eco-conscious consumers in the UK and U.S. believe eco-friendly products are better for their health. For household products, in particular, there’s been a move away from those containing harsh chemicals following reports that many have toxic chemicals linked to health issues.

Takeaway: CPG brands, in particular, will face increasing pressure and expectation to initiate change. When determining the “greenness” of different product categories.


Twitter characters

woman sitting while using her smartphone

For years before it happened, people debated whether it should. And when Twitter finally did double the maximum length of a tweet–which it did a year ago today–some of us were skittish about such a fundamental shift.

But according to some stats the company is releasing to mark the anniversary, Twitter hasn’t changed that much in the 280-character era, aside from getting a bit more comprehensible and, maybe, polite.

  • The most common tweet length has actually gone down by one character, from 34 to 33
  • 88% of tweets are still 140 characters or under
  • Only 1% of tweets hit the 280 character limit
  • The use of abbreviations to save space has greatly decreased (and those who do use them, I think, look sillier than ever)
  • Use of “please” and “thank you” are up by 54% and 22% respectively

Please, Twitter–don’t even think about upping the count to 560.

Takeaway: 88% of tweets are still 140 characters or under.


Frequent flyers

Air Canada airline

Facebook continues to be the most frequently used social platform for frequent flyers. 32.5% of them voted that this is their most used platform, followed by Instagram with 19%. LinkedIn fluctuates between those travelling for pleasure and business (5.1% vs 11.3%) as their most used social platform.

Most frequent flyers spend between £20-£50 each time they visit the airport, though 7.6% spend over £70 every visit. The most frequent travellers (<11 flights per 6 month) 28.1% spend <£70 every visit. 21.1% said they like to see travel adverts in their social feeds. 76% of consumers notice when a new advert appears on their regular journey.

21.4% of business travellers voted that a higher quality experience would encourage them to move brand.

Male respondents had a slight preference for the highest quality (20.5% vs average 18.9%), while female respondents prefer the cheapest brand (23% vs average 20.9%). In terms of favourite travel brand, whether or not they shop with them, quality trumps price; British Airways, Virgin Atlantic & Emirates. Only 9.5% voted that a good loyalty programme is the most important factor when buying a flight,  but 89.2% of frequent flyers voted that they are a member of at least one scheme.

Takeaway: Frequent flyers represent an affluent consumer group for both in-airport brands and travel providers. A significant minority spend over £70 on each of their 11+ airport visits each six months.



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