Social media has given consumers a voice, and brands are extremely concerned about how detrimental a bad review can be once it is posted online. But while this has taken the spotlight and has become an important, top-of-mind issue on marketing teams, it’s vital not to ignore the simple word-of-mouth review. Our Technographics® research shows that almost half of all consumers have complained directly to a family member or friend versus the mere 3% who have posted on a web site like Yelp/Trip advisor, or the 1% who have tweeted their complaints.
Listening software has made it easy for organizations to understand the latitude of negative feelings about their companies and brands and has given them some tools to directly address a complaint online by responding to an individual. It is nearly impossible to harness the conversations going on offline among groups of friends, although the numbers show that the effects of these talks are more widespread than the ones online — especially when you take into account that research shows that consumers trust friends and family most when making decisions.
Throughout the past 12 years of our Technographics® surveys, we’ve observed digital technology’s role in consumers’ lives increasing steadily.
Today, technologies like PCs and mobile phones, which were once reserved for the most well-heeled tech freaks, are in three-quarters of US households. For media consumption, however, new formats don't necessarily replace old ones. Our Technographics data shows that while new media sources occupy more of young consumers’ time, it’s the traditional media sources that continue to maintain popularity across both younger and older consumer groups.
This continued reliance on traditional media explains why cross-channel media adoption is still seeing slow growth. The Weather Channel leads this race, as it did in previous years, with one-quarter of respondents indicating they both watch The Weather Channel and log in online.
As mentioned in some earlier posts, in the past quarters, I have been looking into the role that Market Research professionals play (and can play) with regard to information management. I’ve had many enlightening conversations about this topic with both vendors and client-side market researchers.
Technology developments result in more and more information becoming available internally, and at different parts of the organization. Just think about all the data an average company collects or buys — media measurement data, advertising awareness, advertising spend, retail data, sales data, competitive intelligence, Web-tracking data (from listening tools), Web site tracking, marketing data (e.g., Nielsen Claritas), customer satisfaction surveys, brand trackers, and other primary research data, to name just a few. One vendor estimated that the average research department handles around 50 different research sources!
When I spoke with vendors about their relationship with clients, each and every one of them was looking for ways to increase the level of engagement. For one thing, they are working on best-in-class reporting tools to make it easier for clients to process their data and make it visually more interesting — and hopefully easier to use. However, not many vendors think further than their own set of data. When questioned, they mention that their systems don’t allow for third-party data. Yes, it’s possible to link to internal CRM systems, but that’s about as far as things go.
But interest isn’t equally high across different consumer industries. Below, you’ll find a graphic showing the top five industries that consumers are interested in participating with for co-creation efforts.
Household technology products like PCs and TVs top the list, but CPG, home entertainment (i.e., movies and music), household appliances (i.e., washing machines and refrigerators), and small kitchen appliances follow closely. As usual, men and women have different interests: While women account for 51% of all willing co-creators, they account for a much greater share of the audience interested in co-creating with CPG companies and clothing, footwear, and small kitchen appliance manufacturers.
Q3 is always a very exciting quarter for the market research team at Forrester. Not only do we analyze, write and publish our annual State Of Consumers And Technology Benchmark report (which my colleague Jackie Anderson is very busy with at the moment), but we also start analyzing our annual reports looking specifically at consumers' online behavior. In Q3 we will first publish the US version of the document, followed by European, Asia Pacific, and LATAM versions later in the year. These reports are internally referenced as “the Deep Dive” reports, not only for the level of detail these reports contain but also because of the depth of analysis included. What really makes these reports unique is that they're similar in setup, making it possible to compare online consumer behavior across regions and within regions.
For example, our 2009 APAC Deep Dive report shows that Asia Pacific consumers are active Internet users compared with North American and European consumers but that their interests and activities varied greatly. And within Asia Pacific it's definitely not one-size-fits-all: The following graphic shows for example how the different countries vary in their uptake of media and entertainment activities:
The sheer number and types of devices on which people can listen to music have expanded enormously in the past few years. How has that affected people's music consumption? Our Technographics survey data shows that the car stereo is the most popular device on which to listen to music, followed by the home stereo and the PC. About one-third of US adults regularly listen to music on a MP3 player, and 8% listen on their cell phones.
Even though music functionality on phones has been around for about six years, only iPhone owners have adopted it in a significant way. What keeps consumers from adopting new music offerings? A recent Forrester report called "Which Device Offers The Best Music Experience?" uses Forrester's Convenience Quotient (CQ) methodology to assess a sample of devices to evaluate consumer experiences. This analysis shows that every device currently available leaves consumers with a wish list of features and improvements: challenges with installation and setup, an inability to share music, a broken link between music and video, or a lack of logic in the navigation. The tradeoff for consumers is simple: They only adopt something new when the benefits are bigger than the barriers.
Most companies are now building a social media strategy, with a presence on Facebook, Twitter and/or YouTube. At the same time there's much debate over the value of a "Facebook fan." In this whole discussion I was wondering which consumers are most likely to become fans of a brand. Our Technographics survey data shows that about 13% of European online adults have become “fans” of a brand, company, or product they liked recently. About 10% were interested in interacting with companies through social media but haven’t done so yet. The first group we called “brand fans,” the other “aspiring brand fans.” How do the two compare?
Aspiring brand fans have a more mainstream online profile: Half of them are male, and they are older in general. Brand fans, on the other hand, are more likely to be female, and two-thirds are younger than 35 years old. And 20% of these Europeans who are fans of a brand say they are more likely to recommend the brand that they are “friends” with to their network of friends over any other brand. And this is exactly where the value of the Facebook fan lies. As my colleague Augie Ray said in his blog post: "Facebook fans have little actual value until they are activated by the brand."
Many consumers find ratings and reviews helpful when doing product research online. Our Technographics survey shows that about half of US online men and 42% of female Internet users are using ratings and reviews at least monthly. Less than half of them are posting ratings and reviews regularly.
But how do consumers value these ratings and reviews, and what do they do about not knowing who's behind the ratings? To get a better understanding of this, we recently asked the community members in Forrester’s Digital Consumers Community the following question:
'Do you read customer reviews before you buy a product? If so, how important are others’ reviews when making your decision to buy a product? Does your reliance on customer reviews vary for different products?'
While most are checking consumer reviews, the comments reveal that they are not heavily influenced by peer reviews. People tend to seek out reviews when they are about to purchase a big ticket item and they are reading the reviews to make themselves feel more comfortable with spending that money – like they have done their homework – but in the end, it’s their own judgment they rely on.
Some key quotes:
“I always see what others have to say regarding the products, some are helpful and some are not”
On two occasions in the past few months, I’ve given a speech to members of Forrester’s Market Research Forrester Leadership Board about vendor management best practices, a topic I’m writing a report on.[i] With market research budgets increasingly shrinking and research expectations growing, we see that market researchers need to select, manage, and measure their vendors more efficiently.
The key to success here is to develop partnerships with your key vendors. Why? Because conversations with Market Research professionals at a variety of organizations show that partnering with research vendors leads to better projects, deeper insights, and lower costs. As one of my interviewees said: “It’s about intellectual ROI: You need to invest less time for each project. You build a lot of equity. You also get more of a team thing going — to me, this is very important. You work with these people on a daily basis, so finding the right vendor and contact is critical, as we see them as colleagues.”
To understand how Market Research professionals currently collaborate with their research vendors, we surveyed our Market Research Panel earlier this year. The majority of our panelists feel that they already have established partnerships with most vendors, and two-thirds state that price is less important than quality.
Smartphones have changed consumer' shopping behavior significantly. Our Technographics data shows that almost one-third of consumers are using their phones to locate a store nearby to find a specific product, and once they’re in the store, they’re using their phones to look up product information (21%) and to compare prices (14%). The retail industry should cater to this need and develop a mobile presence that guides consumers in their decision-making process and makes the information consumers seek easily accessible to seamlessly move them to the cashier.
Retailers can only benefit at this point because the “hard” part is already done: The consumer already wants the product. But without delivering on this last step toward the purchase decision, retailers aren't capitalizing on their previous marketing efforts that got the consumer interested in their product or their store in the first place-- it’s like running a race and stopping 5 feet before the finish line.
Rather than relying on a third-party app that could easily get the consumer walking next door for the lower price he just found, retailers should develop a mobile Website (and if relevant for their target audience, a mobile app) that will support and enhance consumers’ in-store experience when they’re looking up information and also build up loyalty and improve the cross-channel shopping experience.