It goes without saying that the Internet's audience is massive and is continuously growing. As mentioned in the first post, the Internet has made distances shorter and has made the world feel a lot smaller as it allows for global unison.
According to Nielsen’s ‘2010 Internet and Technology Report’, the average Australian Internet user spends 17.6 hours per week online. These results indicate a 9% rise in the past year and a 28.5% lift from 2007. So why are we going online? What is driving us there? What is keeping us there? and How is the Internet helping us? Small business web consultant Jim Kukral explains very simply why we use the Internet - to solve problems and to be entertained.
Catering to netizens from the upper class to the lower working class, users are grouped according to variables such as social class, lifestyles, personality, values, attitudes, interests. Throughout the world we all have different lifestyle patterns and our behaviour may change as we pass through different stages of life. As a tool the Internet supports our opinions, interests and hobbies and therefore the longer we stay connected the more it becomes part of our life and our daily lifestyle.
Here's a brief list of what a female might search for online.
Online shopping
Maternal websites
Online dating
Health and Wellness
Hair and Fashion
Food and Leisure
Education
Music
Real Estate
As the blog progresses, our posts will observe how brands are connecting with users on a personal level.
References:
Australian Internet usage breaks records
http://www.marketingmag.com.au/news/view/australian-internet-usage-breaks-records-1969
2 Reasons why we use the Internet
http://www.youtube.com/watch?v=LGvJroTssXw
Kellisa Belgrave
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Differently to women´s psychographical related wishes, an interesting product to be reagarded for male needs is beer. The development of beer TV spots, brewery websites, and online campaigns is definitely influenced by and developed according to the different psychodemographic needs of men. The Hahn case, for instance, showed that the primary strategic publics for Hahn light beer were “upper blue collar/ white collar men aged 30+ who were light beer drinkers of that brand in particular”. Two groups emerged from the psychographic examination: ‘Mature Responsibles’ and ‘Old Beer Buddies’. Both key targets were united in the need for control or composure, as they either had to drive, wanted to avoid next day hangovers, or prolong the session with their friends. Qualitative research illustrated that these target groups saw light beer as a substitute rather than a beer of choice. It was considered to have a poor taste and a non-masculine image. “There was almost a stigma associated with being seen drinking it”. Subsequently, the major challenge for the advertising consultancy was to overcome this key barrier (negative associations and emotional perceptions of the product category). By conducting thorough qualitative and quantitative key public research, BBDQ provided an emotional insight which enabled them to develop a suitable strategic concept based on taste.
ReplyDeleteThe Hahn´s campaign’s creative vehicle was a TV ad with celebrity Michael Caton, who has starred as Mr. Corrigan in the Australian movie “The Castle”. The comedian was an ideal celebrity choice for Hahn Premium Light: he was considered to have only taste where it matters – so he knew a good beer – and moreover the Australian audiences liked him. The campaign paid off: the company’s Light Beer became market leader two years ahead of schedule.