Small business owners are hoping to engage customers in new ways in 2010. According to Ad-ology Research, 28% of small business owners say they plan to spend more on online video in 2010, up 75% over last year’s plans. Twenty five percent say the same about social networking, while 21% plan to commit more resources to mobile advertising.

Facebook was ranked the most beneficial social network for small business, followed by LinkedIn and Twitter.  These owners say the top business benefits of social networking are lead generation, keeping up with the industry, and monitoring the online conversation about their business.

E-mail marketing continues to be the most popular online marketing method for small businesses, but these numbers show increased acceptance for emerging media since last year’s study.

“Small business owners understand that the marketing landscape is changing, and they need to connect with consumers in new ways,” said C. Lee Smith, president and CEO of Ad-ology Research. “They’re still using traditional media, but they’re embracing these emerging media types as a way to take their business to the next level,” Smith said.

Twenty-nine percent plan increased advertising spending overall, targeting increased resources to online, direct mail, and newspaper advertising.

The Ad-ology Small Business Marketing Forecast reveals small business owners are generally hopeful, with more predicting increased sales in 2010 versus 2009, and one in five expressing optimism about the economy.

Other key findings from the study:

• 31% say they don’t use social media because their customers don’t use social media.
• More than one-third of these business owners plan to spend more time writing white papers and e-articles.
• 52% of small business owners surveyed plan to devote more resources to cause marketing in 2010.
• 42% plan to participate in trade shows or conferences, and the percentage of these planning to spend on trade publications increased 18% from last year.

The study was conducted in November 2009 by Ad-ology Research to analyze the attitudes and marketing plans of small business owners. The Small Business Marketing Forecast report is available for purchase through the Research Store at Ad-ology.com.

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, local governments, 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 panel of 1100 owners of U.S. businesses with less than 100 employees in November 2009. The margin of error for this survey is +/- 2.95 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.net

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

Ad-ology Research study finds a majority of Americans tried a ‘new-to-them’ restaurant in the past year

Traditional media influenced more than 30 percent 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 percent 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 percent of consumers overall and more than 36 percent 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 percent 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 percent 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.

Both reports: Media Influence on Consumer Choice: Restaurants and Media Influence on Consumer Choice: Pizza Delivery are available for purchase and immediate download through Ad-ology.com. Each 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

Automaker Web sites most influential on buyers;
newspaper, TV still effective

Thirty eight percent of U.S. auto buyers are willing to drive more than an hour for their best deal, highlighting the importance of aggressive advertising by dealers.  The Fall 2009 Ad-ology Media Influence on Consumer Choice survey also found online media is now more influential than social or traditional media on auto purchasing/leasing decisions.

Manufacturer Web sites influenced nearly half of recent purchasers.  Search results and online video were also influential, and nearly twice as many males as females reported influence from online video.  Traditional media is still influential for automotive sales.  Newspaper was the most influential traditional media overall, particularly so for older demographics, Asians, and African Americans.

Social media had the most effect on buyers under the age of 54, females, and higher-income consumers.  Auto purchasers who use Twitter say social networks influenced their purchase more than users of other social networks.

“The growing influence of online media has created the opportunity for price-sensitive consumers to shop beyond their own backyard,” said C. Lee Smith, president and CEO of Ad-ology Research. “Dealerships must promote themselves consistently because they have more competition than might be readily apparent,” Smith said.

Other key findings from the survey:

• 63% of consumers contacted more than one dealer during the decision-making process.
• Nearly 16% of U.S. consumers intend to purchase a new or used vehicle within the next year.
• After the vehicles themselves, the topics most researched online by auto purchasers were:  Trade-in values, auto insurance, and gas mileage.
• Television was the most influential traditional media for 25-to-34-year old auto buyers.
• Blackberry and iPhone users were more than twice as likely than other mobile phone users to have their auto purchase influenced by support of a cause or charity.

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

In addition to the media influence data, the Media Influence on Consumer Choice: Automotive report includes breakdowns by social network and smart phone usage as well as future purchase intentions.  The report is available for purchase through the Research Store at Ad-ology.com and includes 50 data charts and marketing insights.  An additional report, Media Influence on Consumer Choice: Auto Care is also available.

About Ad-ology Research

Ad-ology Research analyzes key marketing and advertising trends in over 400 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 1,159 adults in a manner that is 98% representative of the adult population of the United States from September 11-14, 2009. The margin of error for this survey is +/- 2.88 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.net