Marketing Forecast from Ad-ology

Wealthy internet users connect with brands on social networks for significantly different reasons than the general population, according to a February 2011 Affluence Collaborative survey. The social networks they use to do so are different, too. Any marketer targeting affluent consumers needs to know not only where to reach that audience, but what appeals to them.

Earlier this year, The Nielsen Company released data showing that the average consumer spends over 5 hours a day in front of the TV screen. New information from Nielsen underscores significant differences between ethnic groups and their use of screens ranging from TVs to computers. Marketers should pay attention to these differences and place their ad campaigns with the media formats most likely to appeal to specific ethnic groups.

Ad-ology Research recently updated their Industry Marketing Insights report for Drug Stores/Pharmacies. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

Although consumers purchase color cosmetics and facial skincare in good times and bad, their behavior is directly influenced by the economy. Just over a quarter (27%) of shoppers surveyed say they made replacement purchases in color cosmetics, but avoided “splurge” products in 2010, down from 33% in 2009. Women aged 35-44 (37%) are the most frequent purchasers of color cosmetics, as many are entering their peak earning years and may be particularly concerned about their professional appearance.

Almost 50 million home owners (29%) are taking on landscaping projects, according to the latest report from consumer and media research firm Scarborough Research. Landscaping – at 29% – is the top home improvement activity measured by Scarborough, followed by interior painting/wallpaper (28%) and carpeting/floor covering (14%). More expensive home improvement projects, such as kitchen remodeling or window replacement, rank toward the bottom half of the list of popular home improvement activities.

Ad-ology Research recently updated their Industry Marketing Insights report for Religious Book & Supply Stores. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months: