The Insight Scoop: October
By Charlie Gill
In this October edition we will explore:
· 5 steps to help you get ahead this Christmas
· How a quarter of Brits do their own plumbing and electrical work
· Where in the world is obesity the biggest burden on healthcare
· 2020 trends for the Auto industry
· 5 reasons why QR codes mean business
· Why people switch brands
Step into Christmas
1. Start your campaign as soon as possible 38% of Christmas shopping is completed before Black Friday week begins – and 11% are planning before summer.
2. Help shoppers while they’re planning their purchases 83% of Christmas shoppers start thinking about their purchases 2 weeks or more before they make them. Meaning people are searching long enough to change their minds.
3. Make Black Friday matter to U.K. customers Only 8% of Christmas UK shoppers do most of their shopping on the day itself (compared to 18% in U.S.)
4. Make late season shopping less stressful with a strong Omni channel strategy In-store conversions reach a season high of 57% compared to 45% during Dec 13-19. 43% of Christmas week purchases are made online. Remove late shopping stress with an Omni channel campaign that gives shoppers the price promotion information they need.
5. Continue your campaign past Christmas Day 87% of shoppers search digitally for Christmas-related shopping after Christmas. Mobile searches for these queries go from 55 to 63% overall, with use in-store increasing from 34% to 44%.
Takeaway: 43% of Christmas week purchases are made online.
Bit of a fixer upper
52% of Britons say they are responsible for the DIY in their household, and another 27% say their partner is the handy one. 13% of Brits say they have other family members come over to help them out, while one in six don’t do any DIY at all, or it’s done by a professional.
Younger Brits are the least likely to be in charge of the DIY, with only 35% of people aged from 18 to 24 stepping in. However, when Brits hit the age of 25, the number jumps to 54% and remains consistent across all older groups.
DIY is no longer just a man’s world, 38% women are responsible for it in their households, compared to 67% of men. 85% of Brits who do DIY, say they can do their own painting & decorating, with women more likely to pick up a paintbrush than men (90% & 82% respectively).
82% of Brits feel able to take on is assembling and installing furniture, while 41% say they can take on basic carpentry and woodworking jobs. 25% do their own plumbing and electrical jobs. But 17% say they can do building work, with most leaving it to the professionals, and 29% saying they didn’t think they had skills to pull it off. Only 11% say professionals do a better quality job. Finally, 13% hired a professional because they were not physically able to do DIY themselves.
Takeaway: DIY is no longer just a man’s world, 38% women are responsible for it in their households, compared to 67% of men.
11th October was Obesity Day, an annual campaign to stimulate and support practical actions that will help people achieve and maintain a healthy weight and reverse the global obesity crisis. The scale of that crisis has been highlighted by a new OECD report.
Obese people tend to avail of healthcare services more frequently with a higher rate of specialty care visits, inpatient stays and surgery, all leading to higher healthcare spending. The OECD states that obese people have 2.4 times more prescriptions than healthy-weight individuals on average while hospital stays are longer and require more expensive and complex treatment. Obesity is responsible for 70% of all treatment costs for diabetes, 23% of treatment costs for cardiovascular diseases & 9% for cancers. Treating diseases caused by excess weight costs 8.4% of total health spending in OECD nations.
So where is the financial burden highest? Unsurprisingly, the U.S. has to spend the most battling the bulge. Obesity is expected to cost the health system $644 per capita annually from 2020 to 2050 – 14% total American health expenditure. By comparison, Canada will "only" have to spend $295 each year during the same period, equating to 11% of its total health spending.
Takeaway: Obese people have 2.4 times more prescriptions than healthy-weight individuals.
Driving into 2020
Quality > Affordability Quality was the most popular option with 30%, affordability followed with 21% of respondents choosing it as the most important attribute. Auto brands must find out what aspects (e.g. security, reliability) are vital for their audience e.g. respondents in Mexico are more likely than others studied to choose ‘Personalization’.
Sustainability and renewables Sustainability was not particularly popular attribute that was important to them when choosing auto brands (only 7% picked it), although many people globally named renewable energy as one of the biggest transformative technologies of the next year.
The importance of friendly customer service 10% of people choose CS as the most important attribute for an auto brand. Social data shows negative conversation focussed on people’s experiences when cars go wrong. There is opportunity to garner favour with warm interactions.
Self-driving cars for 2020 9% of consumers globally think self-driving cars will be the most transformative tech of 2020. These cars are the 3rd most hyped tech Brandwatch studied on social. US were most likely to vote for self-driving cars, while Spain were least likely to choose this option.
Takeaway: Quality is the most popular attribute for a auto brand to provide. Sustainability was only selected by 7% as an important attribute when choosing an auto brand.
QR means business
QR (quick response) codes are the business cards of today. A large portion of those using brands’ QR codes are in APAC. Mobiles are the most popular device there, with 15% of the internet population engaging with branded QR codes on a monthly basis. QR codes are less popular in North America, where a PC/laptop/tablet is the most utilised device for over half of internet users, and just 8% use brands’ QR codes monthly. Around half are in the mid 50% quartile for income, and 3 in 10 fall within the top 25%. QR code users are wealthier and younger compared to other internet users. Of this group, 3 in 4 are in urban areas and 60% are male.
They’re eco-friendly; 2 in 3 millennials would pay more sustainable products, and QR codes offer paperless options. They offer more convenience; Commuters can scan QR codes on their phone, and for 8 in 10 Gen Zs & 3 in 4 millennials, mobile is THE device. They add transparency; In Brazil last year, one of their largest dairy providers added codes to its cartons, allowing customers to trace the journey cartons took. They enhance consumer engagement; 1 in 4 interact with brands by providing ideas for new products or designs on a monthly basis. They’re gathering momentum as a payment method.
Takeaway: 15% of the internet population in APAC are engaging with branded QR codes on a monthly basis.
We all are creatures of habit, meaning we are naturally against change. Assuming this, we mistakenly believe that customers would only leave a brand if they have to. Yet, data reveals it’s not just bad customer service that pushes people away. Often the most important driver for switching is not just price. Getting better value (57%) and finding a brand to better suit personal needs (31%) stand behind the decision to move to a different brand. Switching has never been easier. More choice and more possibilities are available, as are comparison and recommendation tools. These allow the process of switching to be simplified.
6 out of 10 customers have switched at least one brand in the last 12 months: shampoo (26%), energy provider (26%) and supermarket (18%). In the last year many switched to new brands which disrupted the status quo. 57% have already bought from start-up companies, particularly, younger consumers, those with children under 18, and those from higher income households. The main drivers to try a brand/ start up, for the first time seem, unsparingly, to be price related. However, there are significant differences in what drives engagement with start-ups vs. established brands people haven’t used before.
Takeaway: 6 out of 10 customers have switched at least one brand in the last 12 months.