As we kick off the new year, we’re going to take a look back at the most read Consumer Spending Forecast posts of 2009. We’ll be back live next week!

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Nearly one in 5 U.S consumers aged 18 to 24 cited online video as an influence on their choice of banks.  More than one-third was influenced by social media such as positive and negative product reviews, blogs, and social networks according to a recent Ad-ology Research study.

The younger demographic was also the most influenced by support of a charity or cause (17%), recommendation by family and friends (15.4%), and sports sponsorship (12.6%).

Overall, online media was slightly more influential than traditional media across all demographics, with bank and financial service Web sites having the most influence.  Of traditional media, direct mail and television were the most influential.

“Most financial services providers frequently ask themselves “What’s the value of a new customer over their lifetime?” said C. Lee Smith, president and CEO of Ad-ology Research.  “Reaching young consumers early and getting them to establish that first account can make them customers for life.  Social media is the way to reach that younger demographic and develop those lifelong relationships,” Smith said.

Other key findings:

• Across all demographics, of traditional media, newspaper, television and direct mail were nearly equally influential on bank choice
• For financial services other than banks, 21.5% of higher-income users rate quality of service higher than fees
• Online banking is most important to 25 to 34 (45.3%)and 35 to 44 year olds (39.7%)

“Media Influence on Consumer Choice: Banking and Media Influence on Consumer Choice,” conducted by Ad-ology Research, September 30, 2009.  Website: www.ad-ology.com.  Each report includes 24 data charts, consumer-spending estimates by market, and additional marketing insights.

Nearly one in eight higher income consumers said social media influenced their choice of real estate services, the highest of all media types, according to the Summer 2009 Ad-ology Media Influence on Consumer Choice survey.

Of online, social, and traditional media, online media had the most influence across all demographics.  Real estate agency Web sites were the most influential online media. The lucrative 25-to-34 age group was noticeably more influenced by video than other age groups.

Fees are the most important factor for consumers selecting real estate services, followed by real estate office and real estate agent reputation.

“Relationships and reputations – both online and offline – are so crucial in real estate,” said C. Lee Smith, president and CEO of Ad-ology Research.  “Agents who may be ignoring social media need to realize it’s a great way to establish their name and build relationships in the marketplace, and especially with these higher income consumers,” Smith said.

Other key findings:

• Newspapers and television were the most influential traditional media
• Convenience was important for 18-to-24 year olds: online listings and office location were the top factors
• Positive comments influenced 12.2% of 25 to 34 year olds

The Media Influence on Consumer Choice survey is conducted throughout the year by Ad-ology Research to study online, traditional, and social media influence on buying decisions.

“Media Influence on Consumer Choice: Real Estate,” conducted by Ad-ology Research, November 4, 2009.  Website: www.ad-ology.com.

More than 40% of recently surveyed 18 to 24 year olds said a college or university Web site was the most influential media when choosing a college.  Social networks were also influential, cited by a quarter of that demographic in the Summer 2009 Ad-ology Media Influence on Consumer Choice survey.

Classes/courses of study available was the most import factor in the selection process, and notably more females than males say quality of online courses is important.

For all demographics, college/university Web sites were the most influential online media.  Overall, online media types ranked higher than social and traditional media.  The top-rated social media was positive comments; the top rated traditional media was direct mail.

“So much of the process of researching higher education has gone online,” said C. Lee Smith, president and CEO of Ad-ology Research.  “There are so many resources out there, but the key is the college Web site.  That’s the biggest source of information and a college’s best sales tool,” Smith said.

Other key findings:

• Direct mail was the most influential for those under the age of 34
• The most research topics related to higher education were colleges/universities and financial aid
• Family going/went there was an important factor for more than twice as many Asians as other races

The Media Influence on Consumer Choice survey is conducted throughout the year by Ad-ology Research to study online, traditional, and social media influence on buying decisions.

Media Influence on Consumer Choice: Higher Education is available for purchase and immediate download through Ad-ology.com.  The report includes 24 data charts, consumer-spending estimates by market, and additional marketing insights.

About Ad-ology Research

Ad-ology Research analyzes key marketing and advertising trends in over 440 industries and what motivates end-customers.  The company’s research is used by over 2,000 advertising agencies, media properties and product marketing departments across the United States.  Ad-ology Research is a division of Sales Development Services (SDS), Inc. – a Westerville, Ohio firm founded in 1989.
Methodology

Ad-ology Research surveyed an online consumer panel of 1,154 adults in a manner that is 98% representative of the adult population of the United States from July 17-18, 2009. The margin of error for this survey is +/- 2.9 percentage points.

Editor’s Note: The Ad-ology trade name should be hyphenated in all printed references.

PRESS CONTACT:
Michelle O’Brien
(614) 794-0500 ext. 100
pressrelations@ad-ology.com

Traditional media influenced more than 30% of recently surveyed pizza consumers, while online media like restaurant Web sites were the most influential for restaurant-goers.  The Ad-ology Research study also found 61% of U.S. consumers surveyed said they had visited “a restaurant they had not visited before” in the last year.

Of traditional media types, direct mail had the most influence on pizza ordering/delivery, with nearly 28% of consumers overall and more than 36% of 35 to 44 year olds influenced by direct mail.  Quality ingredients and fast delivery time were the biggest factor in pizza delivery.

Online media influenced 40% of recent restaurant visitors, with restaurant Web sites having the most influence.  Traditional media proved more effective than social media for these consumers.  Twenty-seven percent were influenced by newspaper, and 25.4% said the same for direct mail.

“People are still eating out and ordering out, but want to make sure they’re spending their money wisely,” said C. Lee Smith, president and CEO of Ad-ology Research.  “Restaurant Web sites can really drive traffic by providing menus and prices, plus details like hours and location so consumers feel like they have all the information they need,” Smith said.

Other key findings:

• 14% of restaurant visitors said they were influenced by search results
• Half of consumers over 55 said senior discount programs are important as they chose a restaurant
• Cleanliness was the most important overall factor in restaurant choice; quality of ingredients was most important in pizza delivery choice

The Media Influence on Consumer Choice survey is conducted throughout the year by Ad-ology Research to study online, traditional, and social media influence on buying decisions.

“Media Influence on Consumer Choice: Restaurants,” and “Media Influence on Consumer Choice: Pizza Delivery,” conducted by Ad-ology Research, October 27, 2009.  Each report includes 24 data charts, consumer-spending estimates by market, and additional marketing insights.  Website: www.ad-ology.com.