Marketing Forecast from Ad-ology

According to a new report about Millennials, many generational ties bind this diverse group of young consumers and differentiate them from older consumers. These include a deep comfort with technology, heavy involvement in social media, a multitasking mentality, non-stop immersion with screens on cell phones, digital tablets and PCs, etc. The challenge for marketers is to leverage this common ground to find Millennials wherever they are and engage them no matter what they are doing.

Hispanics are early adopters of both tablets and smartphones, and also more likely than whites to go online using mobile devices. The high adoption rates for smartphones and tablets among Hispanics are likely due to the fact that they are on average a young group, and more likely to use mobile devices instead of landlines. Analysts expect this consumer segment to drive sales for device retailers and app stores in 2012.

Marketers are gearing up their seasonal ad campaigns to connect with homeowners who want to show off the interior and exterior of their homes. The latest research from Scarborough shows that these consumers make attractive candidates for retailers who are selling a wide range of home-related products. Increasingly, these same homeowners have favorite media destinations where they are likely to learn about the latest trends in their home-related hobbies.

According to a new TripAdvisor survey, 91% of respondents said they plan to fly domestically in 2012, compared to 84% that did in 2011. When it comes to flying, 40% would pay extra to sit in a designated “quiet” section of the plane and 35% would shell out $25 for more legroom on flights longer than four hours. In addition, 52% subscribe to frequent flier programs and find them valuable.

According to new reports from Packaged Facts, main factors propelling the pet market include the burgeoning pet parenting phenomenon, and the increase in pet ownership by family-oriented and demographically potent Hispanics. Higher-income households are also simultaneously a crucial component of the pet market, with households earning $70K or more annually accounting for over half of overall pet industry expenditure.

According to a new report from The NPD Group, consumer awareness of digital health and fitness products like heart rate monitors (91% awareness), sports watches with GPS (79%) and handheld mobile GPS devices (71%) is high, however ownership of the devices remains low. Cost and availability are obstacles, however, advances in sensor technology and connectivity, as well as a renewed focus on health and fitness among consumers may boost sales of these products.