82 percent of people who have worked in a restaurant or bar own iPods/iPads, compared with 66 percent of people in general.
These figures have been put together by a website called www.correlated.org Everyday Correlated.org, ask a new question, for example: are you left handed? Then with a clever bit of coding and maths, they work out which set of previous questions can give the biggest discrepancy from people in general and forward you an email with the results.
At this stage the sample groups are only reaching just over 300 so these correlations should be taken as interesting rather than factual and short of combining with a massive social network like Facebook, twitter or LinkedIn, we as communication professionals will not really be able to utilise them. However, with stats like:
“71 percent of perfume/cologne wearers prefer debit cards over credit cards, compared with 53 percent of people in general”
you can begin to see the beauty of this site.
Mobile: the next big thing in Marketing and PR
The number of people accessing the internet via mobile devices may reach 1 billion by 2014, meaning mobile will overtake the PC as the most popular way to get on the Web. At the same time, more users will be consuming mobile apps with the mobile app market reaching $8.3 billion in 2014 compared to $3.8 billion forecast for this year.
This makes thinking about the marketing opportunities of mobile and mobile apps all the more pressing and exciting. Many brands are already incorporating mobile apps into their marketing and PR campaigns. Deodorant brand Lynx has launched a mobile app which encourages consumers to share their party experiences with selected friends by streamlining their social media activity in one place. The application will be promoted through the company Facebook page, YouTube channel and a dedicated website and will act as a media channel for future brand and marketing campaigns.
What’s significant about this example is how it makes the most of how the mobile platform allows marketers and PR professionals to interact with consumers regardless of time and location. The increase in mobile internet usage is a great opportunity for brands to engage consumers through social networks, while using dedicated apps and location-based websites to make their messages relevant to consumers. Additionally, mobile apps can be used to create innovative, interactive and engaging forms of content using specific Smartphone functionalities such as multi-touch navigation, cameras, GPS, etc.
Not surprisingly brands and media companies are focusing significant efforts on tapping into the mobile platform. In the era of mobility and social networking, mobile devices will have a profound impact on how marketers and PR professionals communicate with their target audiences.
The Independent launches a new title
Next week the Independent launches its new complimentary title I, aimed at readers “who want concise, quality news at a low price”. According to the publisher Evgeny Lebedev this will be first quality daily paper to have launched in Britain in the past 25 years (since the Independent).
The launch of the new publication, which will be priced 20p, is an interesting move on the part of the publishing company as it tries to find a new niche on the newspaper market. However, the price is an issue which some experts see as a threat.
The new publication might have a negative impact on the Independent’s readership, which has seen its circulation fall below 100,000 in recent months, with readers opting for the cheaper version of the newspaper. Similarly, readers who are not very sensitive to news quality would probably choose free rival publications such as the Metro or the Evening Standard (also owned by Evgeny and Alexander Lebedev).
However, despite these concerns, i received an initial positive reception from media agencies, describing the 56-page read as a more accessible and “funky” format than the Independent. This would be particularly appealing to a younger demographic such as the 30-somethings who want a “more substantial” read than city-based free Metro.
The newspaper will be backed by subscription iPhone and iPad applications and will launch with a two-week giveaway of 100,000 free copies a day to build up brand awareness. If i succeed in attracting a substantial number of readers who are willing to pay for its content, it might be followed by other dailies of rival publications which want to tap into its readership base.
Multitasking UK: What will advertisers do next?
The UK has been named a nation of ‘multitaskers’ thanks to social networks and increasingly sophisticated mobile phones, according to new research from Ofcom.
The research reveals that a fifth of all media is consumed at the same time as another form of communication with people spending almost half of their waking hours glued to a screen, on the phone to friends or listening to the radio.
Although TV is as popular as ever, almost one-fifth of the time spent watching TV is now accompanied by laptop or mobile activity. A finding supported by YouGov this week which found that that more than half of UK respondents (58%) are regularly consuming at least one other type of media while watching television.
With television being seen as one of the staples of the advertising industry it will be interesting to see how they react and engage with their target markets moving forward. Brands could sponsor online elements of shows that incorporate your social network, for example real-time quizzes and voting amongst friends. Alternatively, e-commerce professionals as it could offer the unique opportunity to directly link products shown on TV to internet retailers.
Whatever the next generation of advertising will look like we know that the picture below will no longer represent the typical television viewers today.
Apple: Victim of its own success?
Apple knows how to create hype around a new flagship product. Fact. Most apparent with the recent launch of the iPad, thousands of articles were dedicated to industry rumour and speculation around the name of the product, let alone a laundry list of features that were dedicated to showcasing possible designs and features. But, what happens when the hype outweighs the product itself?
This is a major challenge that Apple is now facing and with the launch of the iPad in the UK at the end of April, something they need to address quickly. Unveiled on January 27th, the media bubble quickly burst and subsequent polls found that the masses agreed.
Was this because the media had put too much hype behind the product, perhaps? One supporting point behind this is the string of videos, images and articles dedicated to ridiculing the name of the product itself. Even I find myself referring to the product on occasion as the iTab, but what can I say – I just preferred what the masses had come up with?
Even Apple fan boys have struggled to hide their disappointment; as a result this has resulted in another PR challenge for Apple – competitors are highlighting the product weaknesses with few product ambassadors to protect them and media keen to draw attention to them.
One such video was released yesterday by HP which highlighted the flash capability of the HP Slate and immediately captured the media’s attention:
Over the course of the next few weeks the Apple PR machine will be tested and how they react is likely to make or break the success of this product (and potentially a slight price discount).
