••• automotive research

Tuna tartare and a Jaguar

Location data paints portraits of car shoppers

New York-based Foursquare, a location intelligence company, recently analyzed visit data from its Foursquare city guide and Swarm check-in apps to uncover consumer insights about people who visit auto dealerships. It looked at both active check-ins as well as passive visits (for users who enable background location) in its dealership foot traffic analysis. Four-square’s data is aggregated and anonymous, normalized against the U.S. Census to ensure that it is representative.

Some key findings and automotive industry insights from Foursquare’s analysis:

Auto market breakdown: Foot traffic to luxury dealers makes up 16 percent of total auto dealership visits, mass-market dealers make up 64 percent and third-party resellers make up 19 percent.

What dealerships consumers overlap at: For example, data shows that people who go to Nissan also visit Toyota, Ford and Jeep, while people who go to Toyota also visit Nissan, Mazda and Lexus.

Consumer insights: Did you know that people who visit Jaguar/Land Rover also over-index at golf ranges, leather goods stores and Pilates facilities? Or that people who go to Chevrolet over-index at hunting supply shops, motorcycle shops and fishing spots?

Here are specific findings about a number of leading brands:

Nissan

  • Has an even 50/50 male-to-female ratio. Ranks the highest market visit share for ages 35-44 (19 percent) but its biggest market is 55+ (37 percent).
  • More likely than the average Foursquare and Swarm users to visit dry cleaners (40 percent), smoothie shops (32 percent) and pet stores (14 percent).
  • Over-index on tastes like fried seafood (102 percent) and hibachi (100 percent).
  • People who go to Nissan also visit: Toyota, Ford, Jeep.

Toyota

  • Visitors love trails (89 percent), outdoor seating and Vietnamese food.
  • People who visit Toyota are also more likely to visit soccer fields (14 percent) and gymnastics gyms (24 percent); Bank of America (24 percent), compared to Chase, which is only (10 percent); and USPS (10 percent).
  • People who go to Toyota also visit: Lexus (parent company), Nissan, Mazda.

Subaru

  • Demographic of users tend to skew male (highest out of the five mass-market dealerships).
  • People who go to Subaru are 60 percent more likely than the average Foursquare and Swarm user to visit an acupuncturist and also over-index at climbing gyms and ski areas.
  • People who got Subaru also visit: Volkswagen, Mazda, Kia.

Chevrolet

  • Has one of the highest 55+ demographics compared to other mass-market companies (similar to Toyota).
  • Over-index at Tim Hortons (198 percent).
  • People who go to Chevrolet also visit: GMC, Cadillac, Ford.
  • Compared to other mass-market dealership, they don’t really shop at Whole Foods (not even in the top 30 visited chains). They over-index at Meijer (119 percent) and Home Depot (20 percent).
  • Chevrolet visitors are more likely to visit forests (93 percent), hunting supply shops (76 percent), motorcycle shops (75 percent) and fishing spots (74 percent).

Hyundai

  • Visitors tend to index high for fishing spots (90 percent), wings joints (12 percent), recording studios (62 percent), summer camps (39 percent) and casinos (130 percent).
  • People who go to Hyundai also visit: Mazda, Kia, Cadillac, Nissan.

Land Rover/Jaguar

(Note: Data below combines both dealership groups together)

  • Of all the luxury car brands that Foursquare analyzed, Land Rover/Jaguar skews the highest for visitors between the ages of 45-54, with 16 percent of their total visitors in that age range.
  • People who visit Land Rover or Jaguar index high for tuna tartare (124 percent), cigars (111 percent), strip steak (129 percent) and Michelin stars (121 percent).
  • They over-index at Pilates gyms (81 percent), golf courses (58 percent) and baggage claims and travel lounges (93 per-cent). They are more likely than average Foursquare and Swarm users to visit leather goods stores (111 percent) and club houses (147 percent).
  • People who go to Land Rover/Jaguar go to: Porsche, MINI, Mercedes-Benz, Audi.

Mercedes-Benz

  • Similar to Land Rover/Jaguar, they also have a higher-end taste for food, such as Michelin stars (138 percent), spas (21 percent) and prix-fixe menus (87 percent).
  • They are more likely to visit real estate offices (73 percent), tailor shops (70 percent) and nightlife spots (68 percent).
  • They love tennis (61 percent more likely to visit a court) and surf spots (20 percent) and travel often (42 percent more likely to visit travel lounges). They are over-index at embassies/consulates (46 percent).
  • People who visit Mercedes-Benz dealership also visit: Porsche, Audi, BMW, Lexus, Volkswagen.

Infiniti

  • Skew towards younger visitors; 39 percent of their total visits are ages 25-34.
  • Tastes: thin crust pizza, tea lemonade, pedicures, concerts.
  • Categories: Cuban restaurants, daycares, private schools, spiritual centers.
  • People who visit Infiniti also go to: Lexus, Acura, BMW, Audi, Nissan.

Cadillac

  • Cadillac categories indicate that this group is heavy on the construction industry; construction and landscaping index high (88 percent) as do warehouses (63 percent) and shipping stores (55 percent).
  • This group index high for “rustic” (80 percent) and items like corned beef and beer cheese.
  • People who visit Cadillac also go to: Chevrolet, GMC, Lexus, Kia, Jeep.


••• alcoholic beverage

Stories connect Millennials to spirits brands

Hear a tale, share a tale

A study from New York public relations firm MMWPR posits that brand stories are the emotional glue that connects spirits brands to Millennial consumers because compelling narratives appeal to Millennials’ desire to be “in the know” and also motivate them to share their discoveries

“The youngest Millennials come of legal drinking age this year, making this generation the most coveted group targeted by today’s beer, wine and spirits brands,” says JP Schuerman, president of MWWPR’s Western Region. “Given their proclivity for discovery and their preference for craft, it’s critical that spirits brands be wired into the emotional triggers and trust factors that drive Millennials to trial – and then inspire them to become advocates for their labels.”

Conducted through consumer surveys and bartender focus groups, the Millennial marketing research presented in Millennials & Spirits: Influencing the Path to Discovery found that 54 percent of Millennials share spirits-branded content post-ed by a social influencer, while 45 percent share editorial content posted on social media. In other words, marketing to Millennials has the potential to further amplify share-of-voice via earned media opportunities. Once Millennials have experienced a new spirit, they are most likely to share their discoveries on social media if influencers and/or traditional media outlets validate them, the report claims.

“Influencer marketing and earned media ranked highest when it came to Millennials advocating on behalf of a brand via their social channels,” Schuerman says. “Millennials are protective of their online brands and require this third-party permission to discuss and endorse their spirits of choice. The earned hit is no longer the end result – it’s now the credibility spark that ideally ignites an integrated social push across trusted channels and among influencers.”

These results underscore why spirits brands looking to successfully strategize and execute Millennial marketing campaigns must have a captivating and unique narrative that lends itself to third-party validation, which can then be shared via social media.

In fact, the research found that this generation is more interested in brands with good stories to tell than how the products taste and that more than one-third of Millennials are more likely to choose a spirit based on its unique history and tradition. In addition, over half (66 percent) of Millennials are more inclined to try craft or small-batch liquor brands, which typically have captivating stories, rather than their “big brand” counterparts.

The results also revealed that this generation is highly motivated to try new brands and share their discoveries. Nearly all Millennials (93 percent) usually try a new liquor brand after someone recommends it to them, according to the study. The most trusted sources that drive Millennials to trial are friends, co-workers and bartenders, in that order. While each influencer group has a unique set of qualities that inspire trust, the findings show that authenticity and experience are always at the center of influence.

When it comes to advocacy, more Millennials share their brand affinities with one another: 90 percent of Millennials get excited when they discover a new liquor brand; 66 percent of Millennials tell their close friends when they discover a new liquor brand; and 31 percent of Millennials share on social media after discovering a new liquor brand.

MWWPR conducted an online survey among 1,000+ Millennials ages 21-34 in the top 20 DMAS who drink liquor three or more times per month. In addition to the survey, MWWPR also conducted focus groups with bartenders, bloggers and other relevant influencers in urban DMAs including New York, Chicago, Los Angeles, Denver and San Francisco.


••• television research

Switching off the set

Tech problems lead Millennials to show-dump

In follow-up findings from its 2016 TiVo consumer survey, TiVo, San Carlos, Calif., focused on the behavior of U.S. Millennials and how this coveted demographic interacts with video content, products and services in contrast to other generations. “The media industry is facing a perfect storm with increased choice and access to content, at the cost of massive fragmentation and frustrated consumers,” says Paul Stathacopoulos, vice president of strategy and strategic research, TiVo. “The coveted Millennial demographic is in the eye of this storm, consuming the most content across the most services and platforms. However, members of this generation have short attention spans, and they are the most likely to ‘show dump’ when access to content becomes challenging. These are cautionary signs for content owners who rely on loyalty and continued engagement to rationalize and realize returns on their investments in creative properties.”

Continuing the conversation around show-dumping, TiVo found that Millennials and Generation Z viewers are the most likely to give up on shows they previously enjoyed when it becomes too difficult to access them, either finding the content trapped behind paywalls or spread across a variety of entertainment sources. While TiVo’s survey revealed that the Millennial generation spends the most time each day watching video content, there is simply a limit to how many hoops they are willing to jump through before quitting on a specific show:

A staggering 54 percent of Millennials have show-dumped, giving up on a show they previously enjoyed because it be-came too difficult to access the content, in contrast to just 17 percent of Boomers.

Millennials also consume the most amount of content, more than six hours per day.

Millennials spend 32 minutes per day searching for content to watch, a number boosted by the number of services and devices they have in the home.

In contrast to other generations, Millennials are most comfortable with video entertainment services and devices, likely driven by their desire to stay at the forefront of the newest content and best available innovations in entertainment technology: 73 percent of Millennials have streaming video devices at home; 91 percent pay for at least one subscription streaming service; and on average, Millennials own three streaming devices and subscribe to 2.7 paid streaming services, providing them with a myriad of entertainment options and access points.

The complex, multi-service entertainment setup in most Millennial homes splits viewing time across many platforms and services. Millennials have high expectations for cross-platform discovery solutions, which are largely unmet: 83 percent of Millennial pay-TV subscribers use the programming guide every day; 53 percent of Millennials want recommendations on what to watch; 55 percent would pay to simplify search across platforms; 43 percent of Millennials use voice commands every day where only 8 percent of Boomers feel comfortable enough with the technology to do the same; 46 percent of Millennials feel extremely frustrated when they cannot easily find and access the programs they want to watch, in contrast to just 20 percent of Boomers.

These generational results are the U.S. subset of the overall research findings from an online survey of 5,500 pay-TV and OTT subscribers across seven countries worldwide with 2,500 interviews completed in the U.S., and 500 interviews completed in each additional country, including the U.K., France, Germany, China, Japan and India.


••• shopper insights

’Tis the season for couponing

Discounts still rule the holidays

A study by Livonia, Mich., media company Valassis found that 91 percent of value-seeking consumers use coupons while holiday shopping. The results, from the 2016 RedPlum Purse String Survey based on an online survey of nearly 9,000 respondents, indicate that the use of coupons and offers – including print, online and mobile – will be prevalent this holiday season.

Prosper Insights & Analytics found that nearly 40 percent of consumers start their holiday shopping before November. With Hanukkah beginning on December 24 this year, the holiday shopping season will last a full week longer than usual. This presents a unique opportunity for retailers to capitalize on holiday spending, which is expected to be higher than last year, with the International Council of Shopping Centers predicting a 3.3 percent spending increase to an average of $683.90 per person this holiday season.

“This year, retailers have a unique opportunity with increased consumer spending and an extended shopping time frame,” says Curtis Tingle, chief marketing officer, Valassis. “In order to take advantage of this, retailers must listen to what shoppers want, which is relevant, timely deals. Leveraging offers to draw customers in, whether through online or in-store shopping, will enable them to come out on top this holiday season.”

Additional findings from Valassis’ survey highlight shopping trends retailers should consider as they plan their holiday marketing strategies. These include:

Among the 91 percent of respondents who use coupons during holiday shopping, 53 percent reported purchasing at least half of their holiday gifts with coupons.

The results are higher for women with children and Hispanic respondents: 59 percent of moms use coupons on at least half of their holiday gift purchases; 68 percent of the Hispanic respondents use coupons on at least half of their holiday gifts.

Of the Millennial survey respondents, 89 percent indicated they use coupons for holiday shopping. Ninety-two percent of affluent respondents ($100K+ household income) claim to use coupons for holiday purchases. Of the respondents identifying as brand-loyal, 83 percent claim to use coupons on their holiday purchases.

The 2016 RedPlum Purse String Survey was conducted on redplum.com from May 16 to June 16, 2016.


••• restaurant research

Your dining partner makes a difference

Let us eat cake

To help battle the nation’s bulge, the Affordable Care Act mandates that any restaurant with more than 20 sites post menu labels revealing calorie counts. The efficacy of such approaches is uncertain, according to research by Carola Grebitus, assistant professor of food industry management at the Morrison School of Agribusiness within the W.P. Carey School of Business at Arizona State University, Tempe, Ariz.

Varying studies have varied results, she says. Even when menu labeling was correlated with lower calorie consumption, Grebitus says some studies found reductions to be modest: 10 to 20 calories per meal.

Since dining out rarely means dining alone, she investigated the impact dining companions have on calorie consumption. Her research uncovered two findings. First, menu-labeling can have impact, provided you notice it. Second, your calorie in-take can be affected by more than just the menu. The characteristics of your dining companions have influence, too.

Grebitus conducted her study in an on-campus dining hall at Arizona State University, a cafeteria-style all-you-can eat smorgasbord with plenty of healthy options well as lots of not-so-healthy choices.

Unlike most buffets, this one comes with detailed menu labeling similar to the informative text on the side of a cereal box. Restaurant-goers can track calories as well as grams of protein, total fat, saturated fat, carbohydrates, fiber and sugars. Vitamin information shows up, too. The menu labeling displays the percentage of daily requirements for vitamins A and C, plus calcium and iron. For those who suffer food allergies, the presence of things like dairy, soy or peanuts also is listed on the labels.

In the research Grebitus conducted, people eating at tables with four diners each were asked to fill out detailed questionnaires about their own body characteristics – weight and height – as well as how they knew their companions. Were they friends or new acquaintances? Naturally, people also reported what they ate. In addition, the diners had to let Grebitus and her fellow researchers know if they’d happened to notice the menu labeling and whether it influenced their food selection.

“With regard to the menu labeling, 46 percent of all participants noticed the nutrition facts,” Grebitus wrote, along with fellow researchers Dan Wang, a master’s degree student at W. P. Carey’s Morrison School of Agribusiness, and Christiane Schroeter from California Polytechnic State University, all co-authors on a recently completed paper about this study.

The research team also noted that 31 percent of those who noticed the menu labeling – or 15 percent of all study participants – used the information when choosing the items they ate. According to Grebitus et al., previous studies also found that only about half of all restaurant goers notice the menu labeling that’s available.

In the study, more than 80 percent were students, and 17 percent were staff, faculty or visitors to the university. In this youthful study population, half of all respondents were of normal weight, which means they had a body mass index (BMI) of 24.9 or lower. What’s more, 43 percent of all the table groups had no overweight members. In other words, thin students tended to eat with other thin students.

Meanwhile, 46 percent of the study participants were overweight or obese according to BMI standards and three out of four individuals were obese in 36 percent of the table groups. In addition, 88 percent of the people who filled out the questionnaire indicated that they were eating with at least one friend at the table.

Some of the questions subjects answered related to whether they noticed other people’s food choices or discussed the various selections. Such behaviors, it turns out, are enough to impact food decisions.

“You can be eating when you notice something that someone else in your group is eating and you think, ‘that looks good,’” Grebitus explains. “Then you want to have some, as well.” Or, your friend might talk you into extra chow. Grebitus says she used to dine with one friend she could always count on to suggest dessert after lunch and she’d often cave in. “Even if I wasn’t hungry anymore, he’d put this idea in my head and then I wanted cake. It was really good cake.”

Suggestions are powerful but more potent is the indirect social influence brought on by eating with people who are obese. Grebitus says research shows obese people who eat together tend to become more obese over time. “Probably people are more comfortable to eat more when other group members eat more as well. They might even feel encouraged,” she says.

In the study, this behavior showed up multiple ways. Grebitus and her team calculated caloric intake based on a check-off list of foods available at the cafeteria. When study participants ate high-calorie foods like pizza and pasta in a group with obese peers, calorie intake increased. If the individual answering the questionnaire was obese but eating low-calorie foods like salad, calorie intake dropped 219 calories, but if there was another obese person at the table, it only dropped 145 calories. “Based on our results the presence of someone obese in a group increases your calorie intake if you are eating some-thing unhealthy,” Grebitus says. “Noticing someone else’s food also increases calorie intake. However, if you notice the menu labeling, you will probably eat less.”

In their calculations, the researchers simplified their tracking of healthy versus unhealthy eating by watching consumption of pizza and pasta for the unhealthy items and salad for the healthy proxy. Among those who paid attention to menu labeling, calorie consumption from pizza or pasta was 294 calories less and calorie intake from salad was 154 calories more per meal.

All of this makes Grebitus more strongly convinced that menu labeling has an impact and should be supported but she also thinks it’s not quite enough to turn the tide on obesity statistics. She calls menu labeling the first step and would add nutrition education as the second step. “What we didn’t ask but could in a follow up study was why people didn’t use the menu labeling,” she says. “Was it because they don’t understand what it means? Is it because they don’t have context? Eating 1,000 calories probably doesn’t mean much if you don’t know that you shouldn’t eat more than 2,000 a day.” 

Grebitus concludes that lack of awareness is the key problem. She’d like to see education to “change a person’s perceptions and encourage more conscious eating” so people ask themselves if they’re still hungry before taking that next bite or ordering the cherry pie after dinner. And, of course, she’d like people to pay attention to the company they’re eating with, as well. “The people that we’re eating with can influence what and how much we are eating. It’s important that we are aware that this can happen – and rather ask our friends to support us making healthy food choices instead of making us eat more cake.”