Last week's Research Brief about EcoGreen not being the consumers' hot button notwithstanding, a new Kelley Blue Book Marketing Research study finds that sixty-one percent of new-vehicle shoppers say it is important to purchase a vehicle from a brand that is environmentally friendly. Consumers cite Toyota, Honda and Chevrolet as first, second and third for having the most fuel-efficient and environmentally friendly vehicles. On average, consumers say they are willing to spend $2,600 more for an environmentally friendly vehicle, says the study.
With the U.S. financial crisis hanging in the balance, the first debate between Barack Obama and John McCain has taken on unusual importance. But, how did this first presidential duel of the 2008 election compare with the most-watched debates of the last half-century? Compare the 57 million who watched Friday night with TV audiences since 1976, as collected by Nielsen Media Research.
The Nielsen Company recently reported that product placements for the first half of 2008 fell by almost 15% on primetime programming for the 11 measured networks on broadcast and cable television. Broadcast television placements grew by almost 12%, while placements on cable television declined by 20%. There were 204,919 brand occurrences on cable and broadcast networks between January and June of this year, according to Nielsen Product Placement Service. The most prevalent placement type on broadcast television was "foreground" which represented 30% of all product placements.
According to a recent study "2008 Search Engines and Politics: A Study of Attitudes and Influence," by Didit and summarized by Marketing Charts, 7% of online voters say they are likely to change their vote before the election, and the types of sites they select for political information after internet searches determine the likelihood of an opinion change. The survey found that online sources are among the top three media choices for election information for 80% of online voters.
comScore, Inc. recently released results of a study showing that the health information site category has grown 21 percent during the past year, more than four times the growth rate of the total U.S. Internet population. In June, more than 1.5 billion display ad views were seen by nearly 54 million people via sites in the health information category.
According to a recent Yankelovich survey, Going Green, of 2,763 consumers and their environmental attitudes, only 34% of consumers feel much more concerned about environmental issues today than a year ago. And less than one-quarter of consumers feel they can make a difference when it comes to the environment. J. Walker Smith, president of Yankelovich, concludes that "While (consumers) are highly aware of environmental issues due to the glut of media attention... 'going green' in their everyday life is simply not a big concern or a high priority."
The Quarterly NFIB Research Foundation Small Business Economic Trends Data reports that the Index of Small Business Optimism rose 2.9 points to 91.1 (1986=100), continuing one of the longest strings of recession level readings in the history of the survey (started in 1973). Two-thirds of the gain was due to a dramatic improvement in the percent of owners expecting the economy to improve over the next six months, says the report. Though the direction of change was positive, there's a long way to go to restore normal levels of the Index to the average reading of 100.
The 2008 Ipsos Mendelsohn Affluent Survey, measuring male and female heads of household living in all 50 states and Washington, D.C., who have household incomes of $100,000 or more, represents an estimated 19% of all American adults. The 2008 survey results are projected to an estimated 42 million affluent heads of house living in an estimated 23.3 million households.
According to a recent Harris Poll, 45 percent of Americans believed that rebate checks would help stimulate the economy. Now that summer is over and the rebate checks are cashed, 52% of Americans say spending the checks did not stimulate the economy and only 37% say that it did. Though 36% have spent at least some of their rebate, 38% indicate how they intend to spend more, suggesting promotional opportunities remaining to marketers.
A recent study conducted by NewMediaMetrics found a significant difference in the types of digital behavior embraced by the X and Y generations when it comes to child raising. Gen Y is much more attached to media that connects them to other moms (online communities, blogs, video-sharing sites, etc.), while Gen X moms are more likely to embrace the web for task-oriented activities like shopping online and uploading photos. The study concludes that this might signify a shift in the way that marketers should be targeting the next new generation of moms online.