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Mon, February 25, 2008
2007 will go down as the year women tipped the scale to become the majority with more than 50% of online users. That’s fantastic news for theater marketers! Here is a great breakdown of ‘what women want’ online from an article recently published in Advertising age. The results may surprise you.
For example, 54% of women shopped online in the first half of 2007 and guess what they bought? Travel ranked first (who knew!). Or, that 45 million moms go online daily and spend an average of 85 minutes there.
From researching parenting tips to preferences watching online video, this story offers some interesting insight and statistics to a very important market segment we are all most often targeting.
Read On
Fri, January 05, 2007
So, how can the theatre world target the mothers of the world? Here’s an interesting report on how mothers consume media and what their general preferences are.
- Contrary to the scheduling of traditional morning and evening news programming, the study found that moms are most receptive to informative and educational messages in the afternoon.
- Comedy and entertainment messaging resonates best with moms in the evening
- Blogs and newspapers get most of mom's attention, even if she's doing other things
- Moms are most likely to multi-task while listening to the radio, and 1 in 5 moms said that when the TV is on, it's for their kids so they're not paying attention
- Newspapers and magazines are moms' most trusted sources of information, followed by web sites, radio, TV and doctors' offices
- Moms view hand-held organizers and cell phones as the tools that are most likely to help make their lives easier
- Moms turn to magazines to help them relax more often then any other platform
- 27% of moms would pay to eliminate online advertising; 24% would pay to stop email advertising; 23% would do the same for TV, radio and blogs
Read more.
Thu, September 22, 2005
- Out of the top travel websites, Expedia significantly outperforms both Orbitz and Travelocity in both unique visitors and conversion rates. Read this study. (more)
- In a study about mothers using the Internet, the vast majority of Moms surveyed, 86.6 percent, said they sign up for newsletters and promotions in order to receive coupons or special discounts. (more)
Mon, August 29, 2005
With a strong majority of tickets being purchased by women, it's important to have an understanding of how they use the Internet. Here is an interesting study that looks specifically at African American women and how they utilize the Internet in comparison to the overall female population.
"It almost goes without saying that the best way for marketers to reach households is through women. About three-quarters of both black and white women surveyed in the Nia Online Research Monitor said they are either the primary decision-maker for all decisions in their household, or the primary decision-maker for the majority of decisions," said Sheryl Huggins, Vice President of Information Services, Nia Enterprises.
"However, black female Internet users have a more intensive role as the "gatekeepers" to a household's coffers than their white counterparts. Fifty-seven percent of black respondents to the Monitor identified themselves as the primary decision-maker for all decisions, versus only 42 percent of white respondents."
Click here to learn more.
Thu, July 07, 2005
So, next time you're drafting that email offer for one of your productions, consider the following information about mom's using the Internet from a study conducted by Lucid Marketing.
"The vast majority of Moms surveyed, 86.6 percent, said they sign up for newsletters and promotions in order to receive coupons or special discounts. Special offers in the subject line are most compelling triggers for maternal recipients to open an e-mail. Price discounts spur these women to open their e-mail 72.5 percent of the time."
Read more.
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