Post by account_disabled on Dec 28, 2023 10:55:31 GMT
The focus of the study is to analyze the evolution of the Missis Me profile in recent years: what are their differential traits and interests, new routines, behavior in media consumption, who influences their purchasing decisions and, ultimately , understand what this very specific audience needs so that the brands that work with it can take advantage of its full potential. In the words of Miguel López-Guzmán , Head of Digital and Marketing at Starcom and head of the HX LAB, “this session, like all the previous ones, has been very inspiring. We have detected very palpable changes in their perceptions and postures and they have given us very executable ideas to be able to reach them in a much more constructive way, which is what it is about. We have been able to see up close how much the virus is influencing logical aspects, such as new ways of documenting or purchasing, but also others such as brandism, CSR or even your general attitude towards bad news.
The Experience Sessions began as a research pilot, but they are increasingly providing more direct value for our advertisers.” Main conclusions Compared to the female public as a whole , the Missis Me group cares Phone Number List more about their image, they are satisfied with their economic and work situation, they are optimistic and enjoy exercising their leadership. They declare themselves totally dependent on the Internet, where they buy with credit cards guided mainly by impulse or novelty. They use social networks up to 39% more, and invest much more money and time in getting advice for the purchase decision of cosmetic, technological and automobile products. This digital dependence conditions their media consumption . A different audiovisual consumption is observed, with a clear affinity for paid channels and on-demand content, with a penetration of OTTs greater than 70%. They are also moving away from traditional paper formats, so to reach them, on-demand television and magazines in digital formats are key.
It is striking that they are willing to pay for fictional content, but not for informative content. Social networks are also of great relevance for this group. According to data from AIMC and EGM, 40% visit social networks more than 5 times a day, and 60% also affirm that they could not live without internet on their mobile, which confirms that the use of this device becomes something fundamental. Instagram is a particularly relevant territory, with penetration growth of more than 130% in the last five years. Regarding the online presence of brands , it is a must to promote the use of mobile phones with exclusive messages, considering that the personalization of advertising is one of the essential points they demand. In this case, excessive exposure to the same message has a profound opposite effect. The Missis Me declare that they are very influenced by the opinions of their trusted environment , considering influencers as such as long as they work from a natural perspective and a quality filter is deduced from them regarding the brands they promote.
The Experience Sessions began as a research pilot, but they are increasingly providing more direct value for our advertisers.” Main conclusions Compared to the female public as a whole , the Missis Me group cares Phone Number List more about their image, they are satisfied with their economic and work situation, they are optimistic and enjoy exercising their leadership. They declare themselves totally dependent on the Internet, where they buy with credit cards guided mainly by impulse or novelty. They use social networks up to 39% more, and invest much more money and time in getting advice for the purchase decision of cosmetic, technological and automobile products. This digital dependence conditions their media consumption . A different audiovisual consumption is observed, with a clear affinity for paid channels and on-demand content, with a penetration of OTTs greater than 70%. They are also moving away from traditional paper formats, so to reach them, on-demand television and magazines in digital formats are key.
It is striking that they are willing to pay for fictional content, but not for informative content. Social networks are also of great relevance for this group. According to data from AIMC and EGM, 40% visit social networks more than 5 times a day, and 60% also affirm that they could not live without internet on their mobile, which confirms that the use of this device becomes something fundamental. Instagram is a particularly relevant territory, with penetration growth of more than 130% in the last five years. Regarding the online presence of brands , it is a must to promote the use of mobile phones with exclusive messages, considering that the personalization of advertising is one of the essential points they demand. In this case, excessive exposure to the same message has a profound opposite effect. The Missis Me declare that they are very influenced by the opinions of their trusted environment , considering influencers as such as long as they work from a natural perspective and a quality filter is deduced from them regarding the brands they promote.