Tag Archive for Consumer Behavior

Survey says college students are wary of mobile payments

An April poll of 2,503 college students around the country revealed that 42 percent would "probably not" or "definitely not" make more mobile payments if they were widely available. The study, …



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Survey says 60 percent of consumers will purchase Mother’s Day gifts online

Online shopping platform PriceGrabber has released the results of its 2014 Mother's Day Shopping Survey, revealing how families will celebrate mothers this year. Conducted from April 3-17, the survey …



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The collateral damage of a retail data breach

data.breach.oh.no.150.jpg By Tim Sedlack Senior product manager, Dell Software We all know the evolving stories of popular retailers and their disastrous data breaches. The obvious discussion point is the financial impact of …



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Millennial travelers prefer digital shopping

Millennial travelers are willing to spend their money and loyalty points on purchases for ancillary items at self-service kiosk and mobile devices, according to a survey by NCR Corp. "Airports and …



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The rise of the millennial and what it means for retail

314599.png Making up a fourth of the population and responsible for over $600 billion in annual marketplace spending, it is little wonder that retailers are racing to win the trust — and cash — of …



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Mother’s Day spending expected to reach $20 billion

After splurging on tablets and smartphones, beauty supplies, apparel and jewelry for mom last year, consumers this year will celebrate Mother's Day keeping practicality in mind. According to NRF's …



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Improving your culture by sharing your story

4413.png Over the past few years the concept of "storytelling," from a marketing and branding perspective, has gained tremendous momentum. To someone like me, I see that as a good thing — for both …



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Path to Purchase Study Spotlights Digital Place-based Media’s Influence on Retail Sales

Path to Purchase Study Demonstrates Digital Place-based Media Influences Retail Sales

More Than 80% of Health Club Members Visit a Retailer at Least Once Per Week Within Two Hours of Working Out

NEW YORK, NY — A new path to purchase study by Nielsen spotlights the effectiveness of digital place-based advertising at influencing consumer’s buying decisions. In the Fall of 2013, Nielsen On Location ran a demographic study and found that 83% of health club members visit a retail location at least once per week within two hours of their workout.

The research was done on on behalf of Zoom Media & Marketing, one of the largest fitness digital media companies in the United States with more than 16 million health club members in the US and Canada. Zoom’s digital media networks are measured by Nielsen and reach over 100 million monthly viewers across 25,000 digital screens and over 55,000 billboards.

ZoomFitness members were asked to recall their last week and then list which retail locations they visited within two hours of any gym visit. Grocery stores yielded the highest incidence at 70%, while 54% of respondents reported visiting a convenience store or gas station. Over one third (34%) of fitness consumers went to a drug store or pharmacy and more than a quarter (26%) of respondents said they had visited a big box store, such as Target or Walmart.

“Our venues are right in line with consumers’ path-to-purchase,” said Zoom’s Senior Executive Vice President, Tom Link. “Health clubs are an important environment for advertisers to connect, influence, and motivate the fitness audience to purchase their product before they go to retail.”

Nielsen’s study also found that the average gym visit is 78 minutes long and that fitness patrons reported an average of three gym visits per week.

Nielsen’s health club measurement consisted of an on-site recruitment for an online survey. Postcard invitations with the survey’s web address were distributed randomly among all visitors 16 years of age or older as they exited statistically selected health clubs. Data collected in the online survey consisted of questions regarding respondent visit including arrival time, areas visited, dwell time, media engagement, time spent viewing/listening, frequency, demographics and psychographics.

Free Trend Report: Why Location Is the New Currency of Marketing

Free Trend Report: Why Location Is the New Currency of MarketingTraditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. Consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify. Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers.

Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.

Digital place-based (DPb) media is unique because it intercepts on-the-go consumers with relevant, highly targeted messages as they move through the day. Location-based mobile and digital place-based media are part of a larger omnichannel ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.

Highlights from Why Location Is the New Currency of Marketing include:

  • The Connected Consumer
  • Leveraging the Moment
  • Multiscreen Campaign Planning
  • Amplifying Reach With DPb Media

Download your free copy here

The post Path to Purchase Study Spotlights Digital Place-based Media’s Influence on Retail Sales appeared first on ScreenMedia Daily, the source for Digital Out-of-Home Media and Location-based Mobile Advertising News

Deloitte: Digital influences more than $1 trillion in retail store sales

Digital interactions influence 36 cents of every dollar spent in the retail store, or approximately $1.1 trillion, according to a new study from Deloitte Digital. By the end of 2014, that number will …



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Walmart: Pricing perseverance or insanity?

29089.png "Wal-Mart rolls out 'Black Friday-like' spring sales event to drum up sales." The St. Louis Post-Dispatch headline raises the question, does perseverance pay or is this practice the definition of …



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