As a father, I’d like to be the one my kids think first to go to when they are sick. However, the reality is if a tummy is hurting or if someone is not feeling well, the first person my kids run to is mom. Though it may sound stereotypical, it cannot be denied that women play a key role when it comes to health and wellness. Read Full Entry
I once heard someone joke that 76% of statistics are made up on the spot. Couldn’t be. There are so many of them that there would be no need for fiction. A new game-changing statistic comes out every day. Often contradicting the one from the day, the month, the quarter before that. We sorted through thousands of them in hundreds of reports to find: the ten numbers that matter most right now.
Not quite fluent on texting yet?
Kids are according to today’s research released by the Pew Internet & American Life Project.
What stood out to me is that cell phone texting “has become the preferred channel of basic communication between teens and their friends …”
From February 2008 to September 2009:
That’s a bigger jump than:
Even more remarkable is that the following categories actually declined:
While it’s not news to parents of teenage girls, some marketers of women’s products might find it interesting to learn that teenage girls “typically send and receive 80 texts a day,” according to the Pew findings.
What’s it mean for pharma?
Lots, but mostly that an entire generation is growing up with texting as main means of communication. Since 75% of 12-17 year-olds now own cell phones (up from 45% in 2004, according to Pew), and it cuts across all demographics, there’s a significant number of consumers who communicate primarily using this medium.
Can any brand manager targeting that demographic ignore that?
Can any brand manager targeting that generation a few years from now ignore that?
We don’t think so.
If you ware wondering about the future of social (especially social software) look no further than Gartner Group, which bills itself as the “world’s leading information technology research and advisory company.”
Through 2012, over 70 percent of IT-dominated social media initiatives will fail.
By 2014, social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20 percent of business users?
Riveting. Read more in this overview.
Nearly 80 percent of social media users interact with companies or brands on the social web. 25% of users actually do so an average of twice a week. (2009 Cone Consumer New Media Study).
What compels us to connect with these corporations? Four key things:
All that connecting has an impact. According to Razorfish’s latest FEED report, the overwhelming majority of consumers who actively engage with a brand (e.g., follow a brand on Twitter or enter a contest) can evolve from passive reactors to advocates almost instantaneously. On average, 97% report increased brand awareness; 98% show increased consideration; 97% will likely purchase a product from the brand; and 96% may recommend the brand to their friends. Moreover, brands that use digital to drive awareness also drive sales: 64% of consumers report making a first purchase from a brand because of a digital experience.
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