Eyetracking heatmaps that overlay these Sunsilk print ads demonstrate that the viewers’ attention focuses on the eyes of the woman in the ad.
Consumer Behavior Marketing Research
e-Strategy Trends’ continually-updated collection of consumer behavior marketing research and trends for marketing, public relations, advertising and strategic communications professionals.
Large majorities approaching 90% now use their mobile devices while watching conventional television.
According to Nielsen, time with apps (vs. the mobile web) has increased from 72% to 81%.
The smart phone audience is creeping closer to PC audience levels.
Nielsen says that two-thirds of new mobile phone buyers are opting for smart phones. It’s likely therefore that smart phone ownership will reach at least 60% in the US by the end of Q4.
89% of smart phone owners and 84% of tablet users have immediate purchase intent and take action within 24 hours of their restaurant research. However 64% of smart phone and 44% of tablet users in Restaurants make a decision within an hour.
Among smart phone owners who have never engaged with mobile ads, a lack of relevance is the top reason why.
Almost two-thirds of Gen Y (aged 13-32) smartphone owners report using their device while watching primetime TV, while 56% of Gen X (33-46) smartphone owners do the same.
Tablet and mobile activities are as likely to keep device owners awake as are TV and computer activities.
One-half (50%) of college students say a big TV is essential for the fun freshman dorm room, and 48% say price is not the most important characteristic to consider when choosing a TV for college.