Campaigns targeted by experiences and behaviors are more effective

Source: Freepik

 

“Analyses with age-based targets such as ‘Generation X’ or ‘Millennials’ – are often generalized, and delve into often poorly understood generational groups. They often become shortcuts to segmenting millions of consumers and could lead to one-dimensional and sometimes myopic analyses (think Millennials who love lattes or Boomers who own lots of property, for example).” – Eduardo Alves, Head de Go-To-Market e Field Marketing Kantar IBOPE Media

 

Highlights of the Kantar IBOPE Media Study

Online connection of people aged between 65 and 75

In Brazil, there was expressive growth regarding the online connection of people between 65 and 75 years old. From 2015 to 2022, only on Instagram, this group of people showed a high of 4,937%. On YouTube, the growth was 886% in the same period. 

On Facebook, for every additional user aged 12 to 19, we have 7.4 additional users over 65. On WhatsApp, there are 8.5 masters for each young person. On YouTube, the ratio is 9.1 to one. And on Instagram, 21.7 to one.

Everyday attitudes

The “Arc of Life” analysis highlights the events experienced and most likely to happen in 12 months with certain generations.

In Brazil, between the age groups 20 to 24 years and 25 to 34 years it is more common to change jobs while between 35 and 44 years and 45 and 54 years buying a property is more likely.

E-commerce

Data from the Target Group Index Brazil shows that although much of the shopping is usually done offline, almost 45% of Millennials and almost 40% of Generation Z who usually buy appliances and electronics do so online – compared to only 21% of Baby Boomers.

Nappy buyers

Target Group Index Europe data shows that while adults aged 25-44 have the greatest affinity with ‘nappy shoppers’, only 12% of that age group buy nappies, and 30% of ‘nappy shoppers’ are not aged 25-44.

População online em 35 importantes mercados globais

Dados do Target Group Index Global sublinham grandes diferenças na composição das populações online em 35 importantes mercados globais.

For example, in Egypt, 49% of weekly internet users are between 16 and 24 years old, compared to 26% in China, 23% in Brazil, 19% in France and only 16% in Spain and also in Germany, 15% in the US and 14% in Italy. The Global Average is 21%.

Source: Graph of the Kantar IBOPE Media 2022 Study: 3.1 | Share of the online population aged 16 to 24 (%) (page 18)

 

Age is a good measure of differences in attitudes

The study concluded that, both in Brazil and in the Global market, age is a good differentiator of opinions and attitudes about:

1. People become more averse to taking risks over time.
2. People prioritize valuing the latest fashions and professional careers when they are younger.

Differences between countries within the same age group

In the 16 to 24 age group, one notices a great cultural difference in the taste for taking risks. 

Africa leads the ranking, with young people agreeing with the phrase “I like to take risks”, while Japan appears in the last position, as young people in this same age group disagree with this phrase.

Source: Graph of the Kantar IBOPE Media 2022 Study: 3.5 | Affinity of 16-24-year-olds who agree with the phrase “I like to take risks” across a selection of Target Group Index Global Quick View countries (page 21)

 

Diversity between generations

The generational groups – Baby Boomers (born between 1946 and 1964), Generation X (born between 1965 and 1980), Millennials (born between 1981 and 1996), and Generation Z (born from 1997 onwards) – are widely used by marketing professionals, but represent a generalized view of consumers.

In Brazil, the most numerous generation is the Millennials (27.8 million). They are the highest earners, with an average personal income 11% higher than the average adult in the country.

However, Millennials are below the population average in agreeing with the phrase “I’m perfectly happy with my standard of living”.

Consumption levels

Among 26 different categories, from appliances to electronics to food, Millennials have above average spending in 12 of them (the most among generations); they spend 11% more than the Brazilian average on Computers/Laptops, 10% more on Perfumes, and 9% more on Watches.

Millennials are 15% more likely to have a credit card than the average Brazilian; are 39% more likely to have financial investments; and 58% more likely to have made payments through virtual means.

Stages of life

In many ways, the family moment they are going through is much more of a determinant of their purchasing power, and therefore their affinity as a target, than just their age.

For example, “Single Working” Millennials have higher incomes but are also among the least likely to agree that they feel financially secure.

Media habits

Millennials “Families with Children at School” spend the most time consuming on average, especially TV, Radio, and Movies.

Already, Millennials “Families with Preschool-aged Children” have a greater affinity for using the Internet, Social Networks, Online Videos, and Streaming Music.

The “Couples Without Children” group is more likely to consume Online Newspapers and Magazines, while the “Families with Children of Different Ages” are more likely to consume Radio and the Internet simultaneously.

Source: Freepik

 

6 behavioral and technology trends for brands in 2023 (and beyond)

According to a study produced by Bits to Brands in partnership with WGSN, six trends are driving content, consumption, behavior, and our relationship with each other and with technology in 2023.

And because your campaign segmentation should consider behaviors to be most effective, I describe these trends briefly below.

1) Artificial Creativity

The first trend is Artificial Creativity through the use of Generative Artificial Intelligence, an area of AI that makes computers create all kinds of original content – images, poems, music, text, videos, interactions, and even programming code.

Due to its ability to generate content, its personalization, and its scalability, in addition to the growing interest in AI technologies, ChatGPT, for example (among other virtual assistants and artificial intelligence), is one of the big trends for 2023.

In this way, AI will increasingly become part of people’s daily lives and creative processes, reaching all markets and changing shopping experiences, creation, and relationships.

“In 2023, we will leave behind the information age and enter the age of imagination, a time when AI will expand our creativity, create more possibilities for storytelling, democratize the creative market, and broaden the scope of marketing professionals. On the other hand, AI tools will raise legal issues regarding intellectual property and copyright.” – WGSN

2) Branding and Performance

Branding that performs, a performance that brands.

To the consumer, branding, and performance are all the same brand. It doesn’t matter if they are impacted by an Instagram ad, a TV advertisement, or a video on TikTok. Positive brand building complements and leverages conversion ads, and vice versa.

3) Comfort Culture

Nostalgia dominates culture, communication, and fashion. Because people seek the security of the familiar and the simple. And because nostalgic references bring emotional connection.

Thus, consumers seek relief and feelings of lightness and pleasantness through: the comfort of knowing the ending (when reviewing old movies and series, for example); the comfort of simpler times; the comfort of not having to think.

There is no doubt that nostalgia is driving consumer behavior and changing the profile of consumers in 2023. Generation Z itself is bringing back low-waisted trousers, printed jackets, colored glasses, and hair clips.

4) Influencers

The influencer as a production company generates value for brands not only in their role as media and their image but also in their ability to create. 

On the internet, and especially on social media, we are all creators and writers, however, to be an influencer one must create relevant and creative content that resonates with the audience and that is part of their values and narratives, in short, of what they truly believe in.

If, on one hand, the Creator Economy is a great opportunity, on the other, dis-influence appears as a trend since consumers have had more conscious shopping habits, demonstrating anti-materialist and anti-capitalist beliefs. Thus, users share advice and tips on viral products NOT to buy.

5) Less social networks

The fifth trend is that social networks are less social and more entertaining, search engines, and closed groups.

If before the user saw more content from those he knew and/or liked to follow, in the last year, entertainment content, short and dynamic, from whomever, in video format, jumped to the eye.

This, on the other hand, has also made consumers tired, due to the excess of information. So be aware that authenticity, artisanal and slow content is still alive.

Another clear trend is Social SEO. A survey by Hootsuite showed that people between 16 and 24 years old use social networks to search for brands, more than search tools. 

Google itself acknowledged this when an executive said that “studies show that almost 40% of young people when looking for a place to eat lunch, don’t go to Google Maps or search. They go to TikTok or Instagram.”

According to social data from WGSN, the niche will become the norm as they revealed that conversations mentioning the term ‘niche’ increased by 6.3% by 2022. 

Furthermore, a Horizon Media study of young Americans aged 18-25 found that 91% believe mainstream pop culture no longer exists.

6) Digital Nutrition

If before, not long ago, the solution was to disconnect from time to time, going through a kind of digital detox, today, there is talk of less excess and more quality in the content consumed, in the long term.

“Digital nutrition is the theory that relates different types of content to the emotions aroused by them. And it puts balance at the center of the conversation – like in a diet.”

 

Limitations of age

Age has its limitations and needs to be explored further on basically three points:

1) Dynamics of people

Life situations or personal and family circumstances may have a greater influence on consumer purchasing decisions and behaviors than age.

2) Dynamics of media

Gain a better understanding of changes in media consumption.

3) Country dynamics

Understand how the cultural and social landscape of a market will shape the impact of global campaigns planned by age alone.

Beyond age

Limiting the target of a marketing campaign by age leads to stereotyped analysis and conclusions preventing the development of richer and more assertive target audiences.

With this data from the Kantar IBOPE Media Study, it is easy to understand this: in the disposable nappies category, those aged 20 to 34 years are 60% more likely to use them, but the rate is almost 700% higher for those who have experienced the birth of a child in the last 12 months. 

This is why it is crucial to be able to segment based on real values and experiences, going beyond age, and incorporating behaviors, attitudes, and events in consumers’ lives, to enhance the campaign and achieve better results.