As the use of mobile devices proliferates, it’s only logical for marketers to consider whether unique demographics are associated with a  specific phone or PDA. San Francisco-based ad agency Greystripe recently studied this topic as their analysts looked for differences between iPhone and iPod Touch users. Their findings shed light on how marketers may distribute their ad budgets in the future.

Top level findings indicate iPhone users have the following age profile:

• 17 and under 2%
• 18-24 17%
• 25-34 27%
• 35-44 23%
• 45-54 17%
• 55% 13%

iPod Touch users appear to be a bit younger as the following statistics show:

• 17 and under 23%
• 18-24 19%
• 25-34 13%
• 35-44 23%
• 45-54 17%
• 55+ 4%

The GreyStripe findings also suggest that both iPhone and iPod Touch users are nearly evenly split between gender lines. Further, the charts offered in the study show that, for now, iPhone users are the more highly educated group. However, this could change over time as many of the younger set of iPod Touch users could be college bound in the next year or so. Not surprisingly, the more highly educated group also possesses higher income.

This report also revealed specific characteristics about the “iPhone Mom”.  Marketers will want to know:

• Over half of these moms have children
• Over 2/3’s of these moms have pets
• Over half of these moms use online shopping tools for price comparison

As more consumers turn to mobile devices for everything from chatting to searching for a restaurant for dinner, marketers will be able to position campaigns by device to target the right audience for the products and services they’re selling.

[Source: Mobile Advertising Insights report, Greystripe, 2009]

Ad-ology Research recently updated their Industry Marketing Insights report for Casinos. Below are the predicted Top 5 Opportunities/Challenges from the report for this industry for the next 12 months:

• Considering 60% of revenue comes from non-gaming activities, more casinos are offering amenities such as spas and shows.
• One of the strongest growth areas for casinos is racetrack gambling.
• An increasing number of consumers are seeking entertainment closer to home, which creates opportunity for casinos to attract local visitors.
• Industry professionals worry that smoking bans are deterring gamblers from visiting casinos.
• The industry continues to face high-profile issues such as underage and problem gambling.

The Industry Marketing Insights report for Casinos is available on Ad-ology.com (Research Store) for $295 USD with local market data for any U.S. market.

[Source: Ad-ology Research. August 27, 2009.]

The restaurant industry, which has been hard hit by the recession, is trying a new tactic to attract cash-strapped parents to take the family out for a meal: Kids eat free.  IHOP is one of the latest restaurants to launch a kids-eat-free initiative; the chain will offer free kids meals seven nights a week for the next month.

According to industry analysts, IHOP’s move, unprecedented by a national restaurant chain, is another signal of just how tough times are in the $566 billion restaurant industry. Restaurant operators have reported customer traffic declines for a staggering 22 consecutive months, the National Restaurant Association reports. Families are staying home: Visits from families with kids were down 5% for the year ended in June, NPD Group says. To combat that trend, many area restaurants are offering free kids’ meals.

Other major chains have recently joined the kids-eat-free trend, including Fazoli’s, El Torito and even Ikea.  Most participating restaurants require the purchase of an adult meal and the offer is intended for those younger than 12 (or 10, in some cases). In addition, some restaurants are offering a kids-eat-free deal on certain days (Tuesdays seem to be the most popular), during restricted hours (evenings are best) or for a limited time.  Deals often vary by location.

“Free is magic,” says Barry Schwartz, psychology professor at Swarthmore College. “It will seduce people into eating out who shouldn’t.”

In addition, parents sometimes spend more than if they had paid for the kids meals, by buying desserts or drinks.  Many chains don’t include drinks with the “free” meals.

Offering discounts or free meals is not a new concept, but what is new is that more and more restaurants are offering free food to remain competitive in this slumping economic environment.  “The reason is the same as everyone else: to increase traffic,” says Lowell Petrie, marketing chief for parent Real Mex Restaurants.

Over Labor Day weekend, the Ikea furniture chain’s restaurants may have the best kids-eat-free deal: no strings. Parents won’t have to buy anything to get free kids meals, spokeswoman Mona Astra Liss says, “It’s about bringing traffic to the stores. You can bring in the whole soccer team.”

Source: Kelly, Jill, “Restaurants let kids eat free to lure the parents,” Dayton Daily News, August 18, 2009; Horovitz, Bruce, “IHOP, other restaurants lure parents with kids eat free deals,” USA Today, August 16, 2009.

Other than Lance Armstrong’s annual appearances at the Tour de France, U.S. consumer interest in bicycling has long been a niche market that includes kids and the few adults who enjoy rocketing up and down mountainous terrain. As recently as 2007, the sport experienced a 13% decline in participation. But bicycling marketers may now have new reasons to up their advertising according to a recently released study.

Investment bank Mercanti Group reports  that the industry was worth $6 billion in the U.S. last year, slightly lower than its 2005 peak. Dan Remick, Mercanti Group analyst, points out that ridership began increasing in 2008 again and it’s not all about sports.  Several factors are converging to increase consumer interest in bicycles.

• The number of commuters who bike to work has risen steadily and now stands at 2% while up to 10% of people ride regularly for transportation.
• The higher cost of gas is influencing more people to use bicycles.
• Governments at the local, state and federal level continue to invest in bike lanes.
• Electric bikes or e-bikes, which are selling well in Europe, are becoming popular in the U.S.

Relatively new to the market, e-bikes combine pedal power with a small motor that allows the user to travel more quickly than when using a traditional bicycle. Because these bikes are reasonably priced, consumers may find them to be an appealing alternative. Beyond the e-bike, the wide range of models now available – such as hybrid, road and mountain, should generate higher sales according to Mercanti projections. This activity is likely to lead to more ad campaigns as manufacturers introduce new models and compete for market share.

[Source: Mercanti Group release, August 2009]