For movies, Europeans go, Americans stay home
When it comes to watching movies, Internet households in North America prefer to stay at home while similar European households prefer the cinema, according to Global Digital Living, a multinational consumer study by Dallas research firm Parks Associates that provides comparative data from 13 nations, identifying the relative rates of adoption of digital living technologies.
For North America, the gap between renting versus going out is particularly pronounced in Canada, where 54 percent of all Internet households rent movies each month but just 29 percent go out to the movies at the same rate. Conversely, European Internet households prefer the cinema over renting movies. In France, for example, 36 percent of all Internet households go to the cinema every month while just 21 percent rent movies.
“The practice of ‘cocooning,’ or surrounding your personal living space with everything you want, appears to be stronger in North America than in Europe,” says John Barrett, director of research at Parks Associates. “North American households are much more likely to use pay-per-view or have a subscription TV service, and the difference in film viewing habits is an extension of this trend.”
In addition, the study found that Asian Internet households generally follow their North American peers and rent movies more often than go to the cinema. South Korea was a notable exception, however, with 43 percent going to the movies monthly and 35 percent renting movies monthly.
“This finding in Korea is partially due to the increasing use of the Internet to watch movies,” Barrett says. “Forty-eight percent of Korean Internet households download or stream video every month, a number that surpasses both their rental and movie-going rates. Korea has always had a weak movie rental market, which ironically has helped boost the demand for online distribution.”
The Global Digital Living project is a study of worldwide consumer technology trends. It surveyed Internet households in 13 nations: France, Italy, Spain, Germany, Canada, Taiwan, Japan, India, China, South Korea, Australia, the United Kingdom, and the United States. For more information visit www.parksassociates.com.
Women around the world share their views on money
A Synovate study conducted in nine international markets shows that more than half of American women earn more than their partners, secret slush funds are alive and well in Japan and Saudi Arabia, and nearly nine out of 10 mainland Chinese women claim to have at least an equal say in the purchase of big-ticket items such as property and cars.
The study surveyed 3,821 women in the United States, Brazil, the U.K., France, Romania, Saudi Arabia, China, Singapore and Japan. Although responses indicate that money is still central to a woman’s sense of security and independence, more than half (57 percent) disagree that the one who earns the most holds the power in a relationship. Going Dutch is also becoming more acceptable - only 23 percent think that men should pay for everything.
Although six out of 10 women disagree that men are more financially savvy, the findings indicate that the fairer sex still has a long way to go in sorting out their financial affairs. Only 26 percent are actively saving for their retirement. Three-quarters say they do not use a financial professional to develop a formal financial plan. More than half ignore the business pages of newspapers and fail to follow financial news to acquaint themselves with what’s going on in the world of money (the French respondents were especially disdainful at 90 percent).
Of those who are married or living with partners, 86 percent of Chinese women claim that they have at least an equal say in the purchase of big-ticket items such as property and cars, third only after the U.K. (92 percent) and France (87 percent). Half of them heartily agreed with the statement “My partner’s money is my money, my money is mine.” And apart from having unrestricted access to their man’s wallet, 77 percent say they can pretty much afford what they want without asking for money from their partner, second only after the U.K. (80 percent).
Larry Wu, director of Synovate China, says local marketers are very aware of women’s decision-making power. “Socially, Chinese women would always claim that their men held final sway over big purchases - it’s part of giving ‘face value’ to the man - but it’s a different story at home.” Domestically, the woman controls the finances with the man’s salary as the major source of expenditure. “The woman working is seen as a bonus,” Wu says. This is borne out by the survey findings - although 74 percent say their partners earn more than they do, 75 percent vigorously disagree that whoever holds the money holds the power in a relationship.
In contrast, 58 percent of Saudi Arabian women in a long-term relationship say whoever holds the money definitely has the power, the highest in all markets surveyed. Sixty-eight percent, again the highest among all markets, say the man should pay for everything. Forty-eight percent also agree that men are always more financially savvy than women. Interestingly, Saudi Arabian women (32 percent) come in second only to Japan (38 percent) in concealing a slush fund from their partners. “Based on bank research and other information, women are the richer gender,” says Ghaida Fatany, the Synovate senior research executive who conducted the study in Saudi Arabia. “Women here have always been financially covered by their fathers or husbands; therefore they do not have to spend their own money unless they really need to.”
The slush fund comprises any inheritance the woman may have, core family investments and any salary if she had been working previously. Secret bank accounts are kept secret mainly to ensure financial security, says Fatany. “But some husbands, especially the more well-off ones, do not really care what their wives have in their accounts, believing that they are responsible for their wives’ financial needs. What is hers is hers,” Fatany says.
Japanese women (37 percent) come second after their Saudi Arabian counterparts (39 percent) in believing that getting married and/or having a family means giving up the financial freedom women now enjoy. “The truth is once a woman gets married and especially when she has children, it is very difficult to continue working,” says Rika Fujiki, president of Synovate Japan. “It’s very rare to have domestic helpers. In smaller cities, perhaps parents and in-laws can take care of children but in larger cities this arrangement is not too common as they may live further away.”
The secret bank account, says Fujiki, contains savings derived from the daily household expenditure. Domestically, the situation mirrors that of China, where the housewife holds the bank card and control of her husband’s salary. “It is her responsibility to manage the household accounts,” says Fujiki. “If she wants to buy a handbag, she generates money over a few months, perhaps by saving on food or other bills. Then she tells her husband a bag she’s wanted for a couple of years is now on sale. It’s important to note that she is not asking for permission to buy the bag, but is in effect warning him that she’s about to buy it.” Having adroitly managed the domestic finances, it appears the Japanese wife is within her rights to buy the handbag whether her husband agrees or not.
American respondents consistently disagreed with the notion that men were the better financial creatures or that men should foot the bill for everything. Interestingly, although a little over half of those married or living with partners claim to take home the bigger paycheck, only 38 percent say they can pretty much afford to pay for what they want without asking for money from their partner. That, coupled with the fact that 75 percent have a joint bank account, indicates that decision-making on purchases is more of a collaborative process.
“Gender equality in household financial affairs is more the norm in the U.S.,” says Tom Mularz, Synovate’s global omnibus services director. “Both partners in a domestic relationship tend to contribute to and spend household income equally. Major purchases are typically mutually agreed upon. With the rise in financial independence for women, a financial partnership is most typical of the American household.” For more information visit www.synovate.com.
Black women view the Web as a tool, not a toy
Black women who are Internet users tend to have a more utilitarian approach to their online activities than other female Internet users, suggests a research report based on an online survey of over 1,700 women by NiaOnline.com. “They are comfortable with using the Internet, and are more likely than their white counterparts to treat it as a no-nonsense tool for gathering information and transacting business - as opposed to a means of recreation and social interaction,” says Cheryl Mayberry McKissack, president and CEO of Nia Enterprises, LLC, which owns the black women’s interest Web community NiaOnline.com.
For instance, black respondents to the NiaOnline Research Monitor skewed much more heavily toward using e-mail for work-related purposes than white respondents - not surprising, since more than three times as many said they most often access the Internet from work (32 percent of black respondents versus 9 percent of whites). Black women were half as likely as white women to say that their reasons for sending e-mail were “usually personal” (39 percent versus 78 percent, respectively). Correspondingly, fewer black respondents than white respondents said they were likely to use e-mail to “share news about children, other family members, or people” they know; while more black respondents said they were likely to “communicate about work-related issues and activities.”
The survey was administered during the winter of 2004-2005 to NiaOnline’s opt-in, permission-based online Consumer Advisory Panel (CAP), which reaches African-American household members as well as members of other ethnic groups.
The NiaOnline Research Monitor also suggests that black women Internet users are more heavily influenced by online information about the products they buy than white women Internet users. Nearly 65 percent of African-American respondents to the survey said they frequently or almost always visit the Web site of a product when deciding to purchase it, compared with 58 percent of white respondents. Furthermore, 16 percent of African-American respondents said their favorite Web sites have a major influence on purchase decisions, versus 12 percent of white respondents. “This makes the Internet an especially effective medium for marketers hoping to reach black families,” says McKissack. For more information visit www.niaenterprises.com.
This holiday season, kids want cash
According to the annual KidzEyes Holiday Wish List and Habits survey, you may be doing your shopping at an unexpected, not-so-crowded location this year: the bank. The KidzEyes Holiday Wish List and Habits survey is conducted annually by KidzEyes, a division of Chicago-based C&R Research, in cooperation with Funosophy, Inc., a Long Beach, Calif., toy industry consulting firm.
According to the survey, 41 percent of kids surveyed say money is the best kind of holiday present to get. Survey respondents, who are between the ages of 6-17, say electronics are second-best (27 percent) followed closely by toys (21 percent). Clothes are a distant fourth (11 percent). “In a departure from previous years, money unplugs electronics for the top spot on kids’ 2005 wish lists. By putting money, whether cash or gift certificates, at the top of their lists, kids are really asking for spending power,” says Paul Metz, vice president, C&R Research. “Without a doubt, if kids get the money they are wishing for, electronics will be one of the things they’ll be spending it on. Over the past three years, electronics have been kids’ most sought-after gift, with roughly 35 percent saying so.”
“Electronics continue to top children’s wish lists,” says Nancy Zwiers, president and CEO of Funosophy. “Hand-held electronic games, video games, cell phones, and MP3 players are topping the charts with kids of all ages.”
The annual KidzEyes Holiday Wish List and Habits survey unwrapped a variety of findings. Here’s a look at what kids are wishing for this holiday season:
Show me the money: An overwhelming majority of kids (86 percent) say they like receiving gift certificates for the holidays. Regardless of age, gift certificates seem to be a sure bet for kids.
Give me electronic gadgetry, too: Even though money is king, kids still want their electronic gadgets. When asked which electronic devices they hope to see sparkling under the tree this season video games (62 percent), video game systems (51 percent), cell phones (47 percent) and MP3 players (44 percent) all made the list.
Girl talk: As far as the most-wanted electronic gifts, girls would rather talk or capture the moment versus play video games or be on the computer. In fact, 53 percent of girls want cell phones (versus only 41 percent of boys), a digital camera (50 percent versus only 34 percent of boys) or an MP3 player (48 percent versus only 40 percent of boys).
Fun and games: In addition to money, kids are hoping to see other presents under the tree this year. In fact, 44 percent of kids hope to receive games (board games, trading cards or hand-held electronic games). Thirty-seven percent of kids hope to get sports equipment or outdoor toys while 31 percent are hoping for arts and crafts kits/materials. Toy vehicles - such as diecast cars, trucks and radio control vehicles - were cited by 20 percent of kids.
Family fun: Of those kids who hope to get games this season, electronic hand-held games topped the list with more than three-quarters (76 percent) saying so. Family board games came in a close second at 71 percent followed by plug-and-play TV games (50 percent). Trading cards seem to have lost their sizzle with only 34 percent of kids who want games saying they would like to get trading cards.
Hot shop: Big-box general merchandise retailers are the best places to get the hot gifts of the season according to 58 percent of kids - up nearly 15 percent from last year. Other stores pale in comparison: toy stores (19 percent), electronics stores such as Best Buy, etc. (12 percent), and the Internet (7 percent).
From the mouths of boys: Boys predict toys featuring the following will be very popular this holiday season: Star Wars (50 percent), Harry Potter (49 percent), SpongeBob SquarePants (40 percent), Fantastic Four (39 percent), Spider-Man (31 percent), Charlie and the Chocolate Factory (29 percent), NASCAR (29 percent), Batman (28 percent), Yu-Gi-Oh (27 percent) and Hot Wheels (25 percent).
Girls dish: Girls predict toys featuring the following will be very popular this season: Harry Potter (45 percent), SpongeBob SquarePants (44 percent), Hillary Duff (39 percent), Bratz (37 percent), Charlie and the Chocolate Factory (34 percent), Lindsay Lohan (32 percent), Barbie (29 percent), Disney Princess (28 percent), Hello Kitty (27 percent) and Care Bears (23 percent). For more information visit www.kidzeyesomnibus.com.
U.S. Hispanics love media products
A study conducted by Media, Pa., research firm ICR found that when compared to the general population, U.S. Hispanics are more likely to purchase media and entertainment products for the home. This includes DVRs, cable products, video game systems, video games, movies and music.
U.S. Hispanics are almost twice as likely to report having a digital or personal video recorder (DVR or PVR) to record live television programs. While the reported penetration of these products is still relatively low in the general population (8 percent), 15 percent of Hispanics reported having one. Hispanics are also more likely to own a video game system (47 percent vs. 40 percent of the general population). “These findings highlight the values placed on their family and the home that is common across the diversity of Latin cultures,” says Melissa Herrmann, executive vice president of ICR’s multicultural research group. “It also shows the influence of the younger Hispanic generation on their overall household spending.”
Hispanics are more likely than the general population to report having purchased each of the following in the 30 days preceding the survey: premium cable (62 percent to 46 percent); movies on DVD (45 percent to 39 percent); music on CD (41 percent to 33 percent); movies on VHS tape (16 percent to 12 percent).
The ICR HispanicEXCEL study was conducted by telephone from June 14 to 27, 2005, among a nationally representative sample of 1,001 U.S. Hispanic adults. The margin of error is +/- 3.10 percent. The results were compared to the general population using data from an ICR CENTRIS telephone survey of 4,000 adults conducted during the same month with a margin or error of +/- 1.55. For more information visit www.icrsurvey.com
Product placements don’t prompt purchases
According to a national study by New York researcher FIND/SVP, more than half of consumers surveyed (52 percent) said they would be much more or somewhat more likely to purchase a product seen in a commercial versus one featured in a product placement (23 percent). Subliminal effects notwithstanding, the study also found less than one in four Americans believe that a product seen in a show would motivate them to purchase.
Relatively speaking, 9 percent of consumers surveyed said brand cameos during programs would actually make them much or somewhat less likely to purchase the product compared to advertising at 6 percent. FIND/SVP’s study asked 1,000 consumers in August 2005 a range of questions online to determine their opinions on traditional TV advertising compared to branded entertainment or product placement. “Even with the exponential growth of spending on branded entertainment, traditional TV commercials are still having an impact on consumers,” says Frank Dudley, vice president of marketing, FIND/SVP, Inc. “These findings speak to consumers’ familiarity with the traditional advertisement. However, using branded entertainment within a fully-integrated marketing campaign has the potential to deliver the measurable results marketers desire.”
The study revealed a disconnect with some consumers regarding the intent of all TV marketing practices. Assuming all things equal, when consumers were asked the primary objective of various marketing activities, fewer than half (43 percent) agreed completely that a scene in a show featuring someone using a product was an attempt to influence purchase. Not surprisingly, 73 percent of consumers surveyed said that the primary objective of T.V. commercials was to influence purchase.
Again, TV commercials were more acceptable across all types of programming for consumers. When asked within what type of TV show is most acceptable for them to be exposed to such marketing practices, more than half of the respondents accepted TV commercials for each genre including dramas, situation comedies, talk shows and reality shows. However, consumers surveyed were much more likely to accept product placement in scripted shows (36 percent in dramas, 47 percent in sitcoms) than reality shows (25 percent). “Innovative marketing strategies will continue to impact and influence consumer purchasing behavior,” says Dudley. “Product integration in all forms of entertainment will continue to see success, but this study proves that the television commercial is not dead.”
Consumers surveyed were asked to recall the well-publicized car giveaway on The Oprah Winfrey Show earlier this year. Supporting the findings cited above, only one in three (36 percent) actually recalled seeing the episode, and 44 percent of those who saw the show recalled the car she gave away - a Pontiac. Not surprising, of the males who saw the show 51 percent recalled the car and of the females who saw the show 40 percent recalled the car. For more information visit www.findsvp.com.
Pharma researchers moving to online
A study by New York research firm Medefield that compared how pharmaceutical researchers around the world are using Internet research relative to other methodologies found that use of the Internet as a chosen method of data collection for pharmaceutical market researchers continues to rise, with this growth appearing to be primarily at the expense of telephone interviewing.
Researchers have different reasons for opting for one research methodology over another, but those most often cited for choosing the Internet were speed and cost. Other important factors given were accessibility to physician samples, data accuracy and ease of use.
Market researchers responded that their use of the Internet as a method of data collection would increase if they had access to larger physician samples/panels. This was deemed an especially crucial factor to European respondents, as was proof of Internet data credibility. The survey results are based on the responses of 150 market researchers/business analysts from around the world. For more information contact Johanne Guarda at johanne.guarda@medefield.com.