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Marketer Insights on How to Leverage Women’s Positive Attitudes about Finances, Economy, and Brand Loyalty in 2013 Emerge from Time Warner Cable Media Study
By: Business Wire
Nov. 14, 2012 12:42 PM
Time Warner Cable Media, the advertising sales division of Time Warner Cable, today shared marketer insights on how to leverage the changing attitudes, consumer confidence, and media consumption of two key female demographics – Chief Family Officers (CFOs) and Girlfriends on the Go (GOGs). Based on insights from more than 3,800 women across the country, the new thought leadership study, conducted with IpsosMedia CT, found that CFOs and GOGs share positive outlooks for 2013, compared with 2010, in spite of concerns about the job market and healthcare. They also are clamoring for more “me” time. For marketers to reach them with the right message at the right time in the right way, they will need to take the findings, including the differences based on attitude, behavior, and geography that have emerged, into account for their campaigns.
“These two audience segments represented over $200 billion in spending last year as key decision makers. We are looking to provide our marketing partners with the subtle differences between the two in order to help them connect with these audiences more effectively,” said Joan Hogan Gillman, Executive Vice President of Time Warner Cable and President of Time Warner Cable Media. “By incorporating these learnings, our clients have more facts to inform their creative direction and media placement to engage each of these segments.”
CFOs and GOGs, the focal points of the study, are two distinct audiences. Having a median age of 38, about 50% of CFOs are married, half have children, and more than half work. In addition to balancing work, family, activities, health, and education, they are the primary decision makers for smaller, day-to-day purchases. For big purchases like cars and electronics, they share the decision making with a spouse or significant other. They are technology savvy, but they may not own the latest gadget. Overall, CFOs think through purchases in terms of cost, product value, and brand name. While GOGs share similar attributes when it comes to purchase decision making, name brands play a far more important role when making a purchasing decision. GOGs also see technology almost the same way they see fashion. They want the newest and trendiest gadgets.
In spite of their differences, certain similar trends have emerged with CFOs and GOGs since 2010. Among both groups, more feel that they are doing an excellent job in managing their responsibilities than they were two years ago, that their lives are more balanced between work, family, and personal needs, and they are happier. In addition, they are almost equally concerned about four key areas in 2013: job market, fuel costs, healthcare, and education. Happiness aside, CFOs and GOGs continue to look for more time for themselves, relying on analog methods to manage their schedules.
Geography also plays a significant role in these differences. For example, CFOs in Los Angeles are more likely to personally drive the purchase of a new car than their counterparts in Ohio and Texas, who share in the decision making. GOGs play a bigger personal role in car buying in New York, but more GOGs in the Midwest and in the West/Southwest share in the decision making. In addition, CFOs play a more significant role in determining which fast-food or sit-down restaurant they will visit for a meal when they live in New York or Los Angeles; GOGs hold more sway over that decision in Texas.
When it comes to building brand trust, which is required before CFOs and GOGs make a purchase, a combination of television and online marketing is required to establish credibility depending on the audience. For example, an Internet-only brand strategy may not effectively reach CFOs. They rely on TV to validate a brand and are wary of information received from the online channel alone.
“These findings represent an unprecedented opportunity for marketers looking to connect with these audiences on behalf of their brands,” added Ms. Hogan Gillman. “Marketers need to understand the distinct ways that these two groups are living their lives and build their creative platform around these rich insights. The knowledge we are gaining and sharing makes the investment in this study extremely worthwhile.”
About Time Warner Cable
Time Warner Cable Inc. (NYSE: TWC) is among the largest providers of video, high-speed data and voice services in the United States, connecting more than 15 million customers to entertainment, information and each other. Time Warner Cable Business Class offers data, video and voice services to businesses of all sizes, cell tower backhaul services to wireless carriers and, through its NaviSite subsidiary, managed and outsourced information technology solutions and cloud services. Time Warner Cable Media, the advertising arm of Time Warner Cable, offers national, regional and local companies innovative advertising solutions. More information about the services of Time Warner Cable is available at www.timewarnercable.com, www.twcbc.com, www.navisite.com, and www.twcmedia.com.
About Ipsos MediaCT (U.S.)
Ipsos MediaCT is the market research specialization within Ipsos built to reach, engage and more effectively understand today’s digitally-driven consumer in the fast moving media, content and technology space.
We work with leading companies in technology, entertainment and all sectors of media – TV, online, print, mobile, outdoor, radio – helping owners and advertisers to better understand different audiences, the content they consume, the channels they use to consume it and the technology they use to discover, talk about and access this content.
Ipsos MediaCT is a specialist division within Ipsos, one of the world’s largest market research agencies. Ipsos has offices in 84 countries, generating revenues of €1,363 billion (1.897 billion USD) in 2011. Alongside media, content & technology, Ipsos has specialist practices in advertising, loyalty, marketing and public opinion research.
Visit www.ipsos-na.com/media to learn more.
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