The Insight Scoop: March
By Charlie Gill
In this March edition we will explore:
- How the gap between male and female statues is monumental
- Understanding the journey of a connected mobile gamer
- The attitudes of affluent consumers and how brands can tap into them
- How UK consumers expect emptier shelves after Brexit
- What are the 3 ways to ensure your logistics strategy delivers, every time
- How despite half of Brits thinking Michael Jackson was guilty, most will keep listening
Just in time for International Women’s Day, New York City announced that it was adding statues of four women to public spaces in an attempt to counterbalance the apparent lack of statues commemorating historical females.
Jazz singer Billie Holiday, civil rights activist Elizabeth Jennings Graham, doctor Helen Rodríguez Trías and lighthouse keeper Katherine Walker will soon receive their own memorials. In the U.S. and the UK, there is a staggering lack of public statues of women. As database enquiries by the New Statesman in the UK and the Washington Post in the U.S. show, only around 13 and 7 percent of statues in these countries depict historical women as opposed to historical men.
While U.S. numbers are a couple of years old, the country likely still has some catching up to do given the enormous gap between male and female statues.
The U.K. analysis showed that if fictional characters were included, the count of individual women statues rose to 30 percent. 110 women statues in the UK were depictions of allegorical or mythical figures, like justice or the arts. Out of the 71 real-life women depicted in the UK, 46 were royals, compared to 19 out of 517 historical men.
Takeaway: If fictional characters were included, the UK would have 30% of it’s statues depicting females.
The rise of mobile gaming shows no signs of slowing down. With over 800k mobile games available in the Apple App Store – compared with just 35k back in 2010 – marketers need to be strategic to get their games in front of audiences. 62% of all smartphone owners download at least one game within a week of getting their device. And mobile gaming now accounts for 43% of all time spent on smartphones.
With 97% of UK paying mobile gamers using one of the Facebook family of apps, at least once a week, it comes as no surprise that 69% of them and 78% of high-paying mobile gamers discover new games on the platforms. While Facebook remains the most popular app for discovering games, paying mobile gamers are 1.7x more likely to find new games using Instagram than mobile gamers in general. In addition, high-payers are 2.5x more likely to discover a game on Instagram, 2.4x on Messenger and 3.3x on WhatsApp than UK mobile gamers in general.
52% of UK mobile gamers do little or no research before downloading a game – they download, start playing, and then decide whether to continue. High-paying mobile gamers are 2.8x more likely to say the ability to play with friends is influential when deciding which games to play.
Takeaway: UK paying mobile gamers are 1.7x more likely to find new games using Instagram than mobile gamers in general.
Affluent consumers are an image conscious and ambitious group; they’re 50% more likely to fall into both ‘cosmopolitan’ and ‘status-seeker’ segments than the average internet user. They value well respected brands that will elevate their position among their peers, with 69% saying they tend to buy the premium version of a product.
Only 6% of fall into the ‘economical’ segment (those who seek value for money above all else from purchases). Hence affluent consumers prioritise brand status over the practical value of the product.
They use social media less to engage with friends, and increasingly to watch sports and research products. They’re 58% more likely to have entered a competition to a brand on Instagram in the past month.
76% say they’re motivated to be the best they can be; aligning with their desire for higher value products and status-elevating items. 71% cite career progression as a key ambition, combining this with the 64% who state investing money as a goal highlights the likelihood of this cohort being high earners, but seek financial security.
The quality of products is a primary motivating factor for an affluent consumer to advocate a brand at 52%, rewards come in second at 41%.
Takeaway: 71% of affluent consumers cite career progression as a key ambition.
74% of Brits believe food prices will rise after Brexit. 75% of consumers think stores will have emptier shelves and less choice than before Brexit. It is reported that one in four consumers are planning to save money or reduce their household expenses in preparation for Brexit. 69% of those consumers who are looking to save money are cutting back on buying clothes, while other sectors that are taking a hit include eating out of home (56%) and holidays/event tickets (50%). 13% expect to spend less on fruit & veg, but 27% say they will cut back on alcohol if prices go up, along with confectionary (24%) & soft drinks (22%).
On a more positive note, 64% are not planning on making any changes to their shopping habits, although 13% are stocking up on food. Any stock shortages at supermarkets and convenience stores are expected to benefit discounters and online retailers because just 46% of consumers think discounters will have higher prices after Brexit compared to 68% who think supermarkets will raise prices. 74% of Brits also expect no reduction in choice and availability when shopping online, which might be considered over-optimistic given online retailers rely heavily on free-flowing trade and just-in-time product delivery.
Takeaway: 75% of British consumers think stores will have emptier shelves and less choice than before Brexit.
Is your returns policy flexible and frictionless? In the UK 40% of internet users say an easy returns policy is the feature most likely to increase their likelihood of buying a product. Across the whole of EMEA, a frictionless shopping experience (including easy returns and delivering to a variety of locations), improves customer retention rates. 63% of consumers in the UK expect consistent levels of service between digital and physical channels.
Can you compete on delivery costs? UK shoppers prefer delivery to their front door. 42% state ‘next day delivery’ would make them more likely to buy a product. They’re used to low shipping costs when purchasing within Europe, and are more likely to hit ‘Buy’ when free shipping is offered on standard delivery. The low cost or free delivery trumps speed of delivery.
If you have a physical store, can customers collect orders from it? Retail searches for “_near me” or “_near me now” in the UK were up by more than 190% in 2018, compared to 2016. Searches for brands in the UK that offer click and collect rose by over 25% between 2016 and 2018. 64% of British shoppers report purchasing goods from one retailer over another, based on the delivery options offered.
Takeaway: 42% state ‘next day delivery’ would make them more likely to buy a product.
Documentaries alleging sexual abuse of minors by two of the biggest names in music were released in the UK within weeks of each other. Leaving Neverland about Michael Jackson and Surviving R.Kelly. 51% of Brits think MJ was guilty of allegations made towards him. 25% have seen at least part of the documentary. Of those who have seen the whole thing, 73% think he was guilty. Even those who’ve seen only part of the documentary are more likely to think he was guilty than the average (64% vs 51%). 6% were not aware of accusations, and 11% think he’s innocent. Among those who previously listened to his music, 58% of fans will continue to do so.
Just 9% will stop entirely. This stance is slightly more popular among young people (11% 18-24 years) than older (7% 55< years). Those who watched the documentary are twice as likely as people who have not to say they will stop listening to his music. Just one in twelve Britons (8%) think music streaming services should stop playing music by artists accused of sexual abuse, regardless of whether they’ve been convicted. 12% think public spaces should do so, falling to 9% for radio stations and 10% for TV channels. Women are more likely to think we should stop playing the music of artists convicted of sexual abuse.
Takeaway: Those who watched the documentary are twice as likely as people who have not to say they will stop listening to Michael Jackson's music.