Posts tagged ‘study’

Germany has the most passive Internet users

We found an interesting, if not shocking statistic in on Upload Magazin, which quotes a Forrester statisitic, claiming that German users are the most passive Internet users in comparison to the US, UK, France, Korea.

Inactive users are classified as people who are not one of the following of Forrester’s categories: Creators, Critics, Collectors, Joiners or Spectators.

In Germany 53% are inactive in comparison to the US with 25%, UK and France with 42%, and whopping 7% in South Korea.

The reasons for this human behavior is definitely worth researching. Is it German culture and history that keeps us from becoming active participants in social matters, or is it something more mundane?


October 28, 2008 at 12:58 pm 1 comment

Time for acts, not ads in automotive advertising

We stumbled upon an AdWeek article by Gregory Solman which talks about a study by Todd Turner, examining car sales number correlations to ad spend. The study finds out that there seems to be none.

Says the article:

Example: Despite healthy ad spending and incentives on the relatively new Chevrolet Silverado—marketed by Interpublic Group’s Campbell-Ewald in Warren, Mich.—the vehicle lost roughly 1 percent market share in the large-truck segment. General Motors spent $240 million on ads for that vehicle alone last year and $85 million through May, per Nielsen Monitor-Plus.

In contrast, sales of the barely marketed Ford Ranger—which gets perhaps $100,000 in annual ad support through WPP Group’s JWT—has made a 4 percent gain in its segment through June in the flat compact-pickup class.

Turners concludes: No amount of marketing can make up for product that isn’t competitive in its segment.”

I believe this to be true. Of course, even great advertising can’t always sell a bad product. But is the Ford Ranger really more competitive, or are there other (seemingly random) factors at play?

There is something to be said about how marketing budgets are actually spent. There is a prevalent automatism to open the marketing toolbox and spend your budget on purely ads and conventional incentive promotions or other things. Doing that, it gets harder and harder to make pure share of voice work for you these days. Nowadays, where there is no more market for messaging, and where people’s are bombarded with 3500 messages a day on average, an approach of couching your product and brand with in the context of peoples’ lives and their behavior is a much better choice.

However, such an approach requires looking at people not just as demographic and typological milieus, but their behavior and contexts across all phases of their automotive customer life cycle. The type of insights you glean can help you understand what the brand can do to be part of people’s lives, as opposed to making people buy your product by hitting them over the head with it. Also, once you realize that a brand can genuinely own a human pupose, it also requires the guts to leave behind the marketing toolbox thinking and rather start addressing pain points and joy points of people’s experiences.

August 6, 2008 at 11:57 am Leave a comment

Leo Burnett Proves Money doesn’t buy Happiness

We recently did a global study on the relationship of money to happiness. It was international study in Brazil, China, France, Germany, Italy, Russia, Spain, UAE, UK and the USA. Here is the press release for more information.

Findings from a global research project released reveal that despite a growing fixation with the rich and famous, people the world over associate the words ‘happiness’, ‘respect’ and ‘recognition’ with money far less than we might imagine.

‘Luxury’ in fact is the word most closely identified with money, with happiness coming far down on the list – suggesting that while we may chose to spend more in our quest for a high-end lifestyle, we know that money itself won’t bring us joy.

Further results from the 10-market study – carried out by advertising agency Leo Burnett and designed to capture insights into people’s evolving relationships with money – reveal a number of specific pointers worthy of note for global marketers: People in emerging markets are notably more financially confident about the next 12 months than those in the West.

It is not a given that the more money you have, the more comfortably-off you consider yourself – in fact respondents in China, for whom the average gross annual household income was less than 10,000 GBP, display the highest degree of comfort with their financial circumstances of respondents from any market.

Globally supermarkets are now more trusted than banks, insurers and credit card companies.

Although worldwide, “happiness” is only 10th out of 12 of the terms most closely associated with money, people in developing markets – with the exception of Russia – are more likely to associate money with happiness than Westerners. Three of the top four markets where people most frequently associate money with happiness are China, the UAE and Brazil. The same markets also associate money with “recognition.”

A meritocratic global economy is emerging as skills and intelligence are seen as the most important factors in determining how much money people will make in their lives, ahead of a person’s country of birth and family name

As with many areas of the survey, there are a number of market-specific differences in people’s feelings about credit. The Chinese view credit as a big help, and don’t worry about repayments. People in Brazil and Spain see it as a help, but do worry about it. Brits and Americans see credit as encouraging them to buy things they don’t need. Meanwhile, respondents from Germany and France are more likely than others to say that credit is dangerous and that they avoid using it whenever they can.

There seems to be a growing and shared recognition of “econology” – the close interrelationship between humanity, the economy and the environment. Respondents in eight out of the 10 markets surveyed consider climate change a threat to their personal financial security. Worldwide, climate change, on average, is considered a bigger threat to personal financial security than immigration, population growth or the growing influence of developing countries.

Tom Bernardin, Chairman and CEO of Leo Burnett Worldwide commented, “The findings are vital to marketers as it’s clear that whilst money may indeed make the world go around, the role of money in people’s lives is shifting over time and in significant ways. Money remains but an entity in which we store value, and it is understanding the value held therein that is critical if we’re to grasp people’s (consumer’s) aspirations and motivations correctly.”

Survey methodology: Close to 2000 people were interviewed in Brazil, China, France, Germany, Italy, Russia, Spain, UAE, UK and the USA. Field work took place at the end of April 2008.

July 29, 2008 at 10:50 am 1 comment

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