Starch Digital reveals tablet ads that deliver

Digital delivers. Consumers say so, and the data back it up. Starch Digital measures readership and ad effectiveness in more than 40 consumer magazines covering 625 product categories. Data, released weekly, are aggregated by platform or medium.

Key readership metrics provide advertising insights at the genre, category and ad level, including reader demographics, percentage of readers who "noted" an ad and how well an ad was read ("read any" - "read most"). We also ask readers about actions they've taken as a result of seeing the ad and interactions with the ad.

For example, here are some of the top scoring ads in digital editions of magazines for Integrated Enhanced Apps appearing between January and March 2013.

Any Action Taken (Non-Interactive): 94%

Product Category: Skin Care Products
Size/Color: 1P4

Any Action Taken (Non-Interactive): 87%

Product Category: Liquor
Size/Color: 1P4

Golf Digest
Noted: 78%

Product Category: Liquor
Size/Color: 2C1P4

Considered Purchase, Purchased: 66%

Product Category: Dairy, Produce, Meat & Bakery Goods
Size/Color: 1P4

Better Homes & Gardens
Considered Purchase, Purchased: 67%

Product Category: Dairy, Produce, Meat & Bakery Goods
Size/Color: 1P4

Motor Trend
Used any Interactive Features: 81%

Product Category: Cars & Light Trucks
Size/Color: Multi

For more information about understanding digital magazine audiences and their engagement with ads, please contact us.

More than meets the stomach – a look at organic foodies

Organic food may be pricey, but more than one-third of U.S. adults are willing to pay up to eat organic on a regular basis. According to our Survey of the American Consumer®, organic foodies possess a range of attitudes and behaviors that set them apart from the average adult. For example, they are more interested in alternative medicine, being early adopters, making impressions and influencing others. Wearing their food preferences on their sleeves, they also are more likely to show enthusiasm for social media and mobile marketing. But just like everyone else, what they say and what they do can be two different things, leaving marketers hungry for more insights.  

Organics for the young and wealthy

Lifecycle data in the Survey show that organic food consumers are more likely than typical adults to be young. Far from the poorhouse, they also are 16% more likely to have household incomes greater than $200K. 

  • Index 126 – Age 18-34 in a one-person household
  • Index 122 – Age 18-34 married, no children
  • Index 114 – Age 18-34 married, youngest child < six years

To good health … kind of

Organic foodies are 28% more likely than typical adults to buy natural products to promote good health. They also are 14% more likely to exercise regularly – in fact, they are 81% more likely to participate in yoga.

Organic food consumers' interest in alternative medicine is above average. When it comes to traditional medicine, there’s a disconnect, however. They're more likely than typical adults to disregard directions for taking prescription drugs and buy medication from other countries to save money. (Even though they'll pay higher prices for organic food.)

Organic foodies' attitudes toward health and medicine
Index Agree with statements:
123 Sometimes I skip a dose of prescription drugs because I worry about side effects.
123 I prefer alternative medicine to traditional medical practices.
113 In general, I think herbal supplements are effective.
112 Over the counter medicines are safer than prescription.
111 To save money, I would buy prescription drugs from countries other than the U.S.
Source: GfK MRI's Survey of the American Consumer, Fall 2012
Base: U.S. adults 18+ who say they regularly eat organic food

In support of the environment

Organic foodies put their consumer actions where their mouths are. Along with saying they care about the environment, they will pay more and sacrifice convenience for products that are good for Mother Nature.

Organic foodies go green
Index Agree with statements:
136 I feel I am more environmentally conscious than most people.
130 A company's environmental record is important to me in my purchasing decisions.
128 I buy natural products because I am concerned about the environment.
128 I expect the brands I buy to support social causes.
126 I am willing to give up convenience in return for a product that is environmentally safe.
123 I am willing to pay more for a product that is environmentally safe.
Source: GfK MRI's Survey of the American Consumer, Fall 2012
Base: U.S. adults 18+ who say they regularly eat organic food

Taste beyond the palate

Consumers who regularly eat organic food are more likely than others to be early adopters who make impressions and influence what others buy. They're also brand fickle for the sake of variety.

Organic foodies take center stage
Index Agree with statements:
136 I enjoy being the center of attention.
135 I like to live a lifestyle that impresses others.
129 I prefer to buy things my friends or neighbors would approve of.
123 I'm one of the first of my friends to buy new products / services.
122 People often come to me for advice before making a purchase.
Source: GfK MRI's Survey of the American Consumer, Fall 2012
Base: U.S. adults 18+ who say they regularly eat organic food

Organic foodies are good news for marketers

Being 15% more likely than typical adults to say that advertised brands are superior and 10% more likely to enjoy looking at ads, organic foodies are prime targets for advertisers. They also are especially receptive to mobile marketing and social networking. Add a celebrity endorsement to the mix, and you'll get their attention.

Organic foodies – social and on the go
Index Agree with statements:
145 I like to connect with brands through social networking sites.
133 Celebrity endorsements may influence me to consider buying a product / brand.
127 I like to share my opinions about products and services by posting reviews and ratings online.
117 Ads on mobile phones provide useful information about bargains.
116 Ads on mobile provide useful information about new products and services.
114 Ads on mobile provide meaningful information about the product use of other consumers.
Source: GfK MRI's Survey of the American Consumer, Fall 2012
Base: U.S. adults 18+ who say they regularly eat organic food

It doesn't take a secret sauce to connect with organic foodies. For starters, work your way to their hearts through their shopping carts by showing how you, too, care about health and the environment. Include social and mobile marketing in your campaigns, and let them know that you respect their power of influence. For more information about organic foodies, please contact us.

Julie says, "strike when the data are hot"
Julie Erbe
Manager / Web Training & Advertiser Services at GfK MRI

In this era of big data, basing decisions on robust, current research is more important than ever. GfK MRI makes it possible to access releases of the Survey of the American Consumer® that go back many years. So when running an analysis, be sure to choose a study that delivers a stable number of respondents from the most recent fieldwork.

We release the Survey twice a year — in the spring and fall. Each release contains one year of data, collected in two waves of fieldwork. Spring and fall releases always have one wave in common to ensure data consistency. This is commonly referred to as a rolling database. Doublebase studies are published each summer; they include four waves of fieldwork or the two most recent spring releases.

All releases provide demographic, media, product and psychographic information. The difference is in how recently the data were collected and the number of respondents in each study.  A spring or a fall release will have more than 25,000 respondents; a Doublebase will have over 50,000. If your targets/media are well represented within our database, use the most recent spring or fall study. If a larger sample is needed, for instance when you’re using a highly defined target or considering a low incidence activity, use Doublebase. And though category volume is available in all GfK MRI National releases, Doublebase must be used to run brand specific volume (or Heavy/Medium/Light) information.

You should also assess data stability at the cell unweighted count level. An unweighted (raw data) count of 50 or more is typically considered stable in our database, and 50 is a guideline to help determine which projections should be considered for media and marketing decisions. Let’s say, for example, that you’re trying to learn about the sports interests of young Hispanic males. Running an analysis using the Fall 2012 Survey, two low unweighted numbers appear; that can produce a higher two-sigma range meaning there's less certainty in the projected counts:

But, if you go with Doublebase, you'll more than clear 50 respondents. Keep in mind, however, that since two consecutive spring releases (four waves of fieldwork) comprise Doublebase, your results will include responses from the two earliest waves. In addition, certain variables might only appear in the spring / fall release because they were not measured in those earlier waves.

Learn more about GfK MRI data — best practices, common mistakes, advanced uses and more by attending GfK MRI's online webinars led by me — Julie Erbe. Please send me a note if you would like to attend the webinars but have not received evites.

USA TouchPoints update: Mobile media meets Main Street shoppers

Kevin Moeller, Executive Director
Research & Analytics, Media Behavior Institute

"Showrooming," visiting a brick and mortar store to view a product and then buying online, has worried retailers since the early dotcom years. In their quest to generate store traffic and revenue, many worry about losing out to an online purchase after consumers have poked and prodded in their stores. The reverse, however, may be occurring.

USA TouchPoints data tell us that mobile can drive physical shopping visits. Significant numbers of consumers use online sites to research products and then complete their purchases at stores. As retailers consider ways to convert web traffic to in-store transactions, shoppers' mobile behavior must be explored.

According to GfK MRI, more than 80% of U.S. adults carry mobile devices everywhere they go, while one-third consider their mobile phone “an extension of their personality.” USA TouchPoints data report that nearly 20% of mobile phone owners use mobile apps or the web in the same half hour as shopping in brick and mortar stores. Furthermore, 30% of these consumers view shopping related content. They are not just showrooming, they're using content on their mobile devices before going into physical stores. Mobile apps and web usage exceed other media in the proximity to shopping except for AM/FM radio.

Mobile Apps/Web Users
  % Used While Shopping
AM/FM 36%
Mobile Phone Apps/Web 18%
Internet via Computer 11%
Live TV 8%
Tablets 3%
Newspaper 2%
Magazines 2%
Source: USA TouchPoints

Mobile's proximity to the point of purchase makes it a popular shopping tool that can help retailers connect consumers to products moments before purchase. It also can build affinity during the research phase of the purchase cycle. Retailers should create strategies to strengthen their online and mobile efforts including their proximity to the in-store point of purchase – Target and Home Depot are among those already making strong commitments to fortify relationships between mobile, online and brick-and-mortar.

By understanding how mobile helps consumers shop, retailers will see that mobile and Main Street can be a perfect match. For more information, please contact me.

USA TouchPoints tells marketers about consumer behaviors – where they are, who they are with, what they're doing, their moods and emotions as well as all the media they consume; half-hour by half-hour over the course of a week. USA TouchPoints uses the GfK MRI sample and includes access to GfK MRI data.

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