identifying the connected consumer for the mobile market
DESCRIPTION
How do you understand your brand’s performance in terms of consumer awareness, association and equity? Brand tracking plays an essential part in measuring the strength and engagement with your brand and is fundamental to the creation of a strategy to influence consumers and track performance over time. Understanding the core audience of influencers who are engaged with your brand is a vital part of this process. We’ve identified a group of consumers who are vital to disseminating brand messaging and are highly engaged; connecting through multiple touchpoints, making them key brand advocates. We’ve labelled these consumers Connectors. They are identified through a series of attitudinal statements and in a recent study of 24,000 interviews we identified 5,800 mobile Handset Connectors. Conducting research with these Connectors will enable you to understand what they say and how they interact with your brand, helping you to map out how to engage with and influence them. Check out our infographic to find out how Handset Connectors are: • Highly engaged with brands. • Heavy users of social media. • Early adopters of technology. • Highly influenced by advertising. • Happy to pay extra for better quality. Earlier this year we launched our new and innovative approach to brand tracking – BrandBox. It’s been designed to help marketers understand brand equity, by evaluating the competitive context, emotional relationship, and the role of Connectors to determine a brands’ position. To learn more about BrandBox and the role of Connectors please contact Hamish Asser, Research Director on +44(0)20 7843 977 or [email protected]TRANSCRIPT
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SPA Future Thinking conducted research to identify Connectors and non-connectors across a range of categories including automotive, financial services, mobile handsets and retail in September 2014.
If you would like to find out more about identifying your brand Connectors please contact a member of our media team.
E: [email protected] T: +44(0)20 7843 9777
Data courtesy of SPA Future Thinking
www.spafuturethinking.com
CONNECT WITH THE CORE AUDIENCE OF INFLUENCERS WHO REALLY MATTER
We’ve identified and researched 5,800 mobile
Let us tell you a bit about them...
handset connectors
Four times more likely to pay extra for better
quality products
Handset Connectors are key brand
advocates who connect through
multiple touchpoints
Do you know what they are saying
about your brand?
They are connected consumers
25% more likely to have a tablet
Twice as likely to have a smart TV
As expected they are early
adopters of technology...
... and are heavily
engaged with content
Twice as likely as non-connectors
to tweet....
... or take part in online discussions
Who are heavy users
of social media...
10% more likely to use
50% more likely to read
Tweets
Four times more likely to rate products
Three times more likely to look for
product ratings or reviews
Handset Connectors are
not geeks
They are 50% more likely to describe themselves as
health conscious
They spend twice as long as non-connectors in the gym each week
Handset Connectors are 7 times more likely to buy the latest
cutting edge technology than non-connectors
They are six times more likely to buy new gadgets and appliances
They are time pressured
2.5 times more likely to say there aren’t enough
hours in the day for all the TV they want to watch
Twice as likely to say there aren’t enough hours in the day to do all the
things they want to do
They are 3 times more
likely to take describe
themselves as a risk taker
Four times more likely to agree that advertising influences the brands they buy
Handset Connectors are four times more likely to add content or comment to a website
Connectors are key influencers for your brand. Do you know what they are
saying about it?
They are highly engaged with
brands and brand choice is
important to them
When it comes to the technology they choose,
brand is 3 times more important
to them