4sight

Coup(on) D'Etat

Excuse my French, but as our research at Jacobs Strategies has been showing for months, it IS the economy, stupid.  Between our most recent Technology Poll, and the ongoing focus groups that we've been conducting, we continue to see online coupons rise in value - to consumers.

Now, a new study from Coupons.com shows that entertainment-oriented coupons have jumped in usage from #6 to #3, as consumers crave value on their leisure time activity.  As consumers struggle to make those tough decisions on where to eat, which concerts they can afford, and what necessities they might buy, any company can come to the rescue with great coupon deals OR free entertainment and events.  It's not difficult to be a hero in this environment.

 

And a recent Simmons Market Research study shows that more than 40 million Americans print online coupons, which is a jump from 20% last year.  Plus, consumers who only use online coupons saw their usage rise 46%.  I'd call that a trend. 

Again, a perfect marriage for advertisers and consumers.  And it's all hyper-local.  If you help out customers during this tough time, you can help create connections they'll remember for years.

The End Of The (Land)Line II

In a story with resonance to those of us in radio, Nielsen has announced that it is dumping its phone-based sample for its paper diary samples, and is transitioning to a system that uses addresses instead.

Why?  Because of the swift decline of TV homes provided by the landline telephone sample frame.  Nielsen indicates that it only covers about 75% of households in their diary markets.  They also report that this problem is especially prevalent in homes where the family head is 35 or younger.

We've seen this data before - every year in the Jacobs Media Technology Poll.  First, Gallup, now Nielsen.  And of course with PPM.  As we predicted several years ago when this problem first came to light, the "Cellphone Only" dilemma impacts every researcher and marketer who conducts telephone interviews and promotions - from callout to perceptual studies to telemarketing.

Managers should definitely be asking this question the next time they commission new research or buy an audience promotion that utilizes the telephone.