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Consumers Look for New Year's Resolutions Aids as They Miss the Mark on Their Goals
LOS ANGELES --(Business Wire)--
SocialVibe, the pioneer in engagement
advertising, released key findings from its New Year's Resolutions
Research today, citing the top consumer resolutions for 2013 as
improving one's diet, exercise, finances, stress and personal
relationships.
The SocialVibe survey was designed to gauge attitudes and behaviors
around New Year's resolutions. The study revealed five key findings for
2013 New Year's resolutions:
Nearly half of digital consumers will make New Year's resolutions
they won't accomplish in 2013.
When considering the New Year, the SocialVibe study found that about 44
percent of digital consumers are likely to make New Year's resolutions
for 2013. An additional 20 percent are on the fence indicating they will
"maybe" make New Year's resolutions. Compared to last year, New Year's
resolutions and goal setting for 2013 looks to hold steady with 38
percent recalling their 2012 resolutions goals. New Year's resolution
goal setting shows popularity among those between 25 and 44 years of
age, with 52 percent indicating they are likely to make resolutions for
2013.
Unfortunately, most consumers will miss the mark on their New Year's
resolutions. The study found that just 28 percent of digital consumers
are "goal getters" or actually accomplish or get close to their New
Year's goals. An additional 26 percent of digital consumers fall into
the segment of "goal setters", but ultimately fall short of their
resolutions. The remainder, 46 percent, report never really getting
started on their New Year's resolutions last year.
Consumers prefer to start anew on small goals.
While 40 percent of digital consumers vary the types of New Year's
resolutions they typically make, 26 percent resolve to start something
new, 19 percent set out to become better at something they already do
and 16 percent pledge to stop doing something altogether.
Half of all digital consumers choose to make small-sized resolutions
goals in 2013, as compared to 14 percent who prefer to make large goals
and 37 percent who resolve themselves to mid-sized goals.
Consumers are ego rather than eco focused when it comes to resolution
targets.
Among those surveyed, 52 percent said they are likely to target their
eating habits, dieting, exercise and physical fitness, making it the top
New Year's resolutions goal for 2013. Women are much more focused on
eating habits and dieting than men with 31 percent of women setting
these types of goals, compared to 18 percent of men. Both men and women
resolve to improve their exercise habits and physical fitness with 23
percent for both groups.
The second most popular New Year's resolutions goal is to improve one's
finances with 21 percent of those surveyed indicating they are most
likely to resolve to improve their finances. Finance resolutions are
most popular among women with 27 percent resolving to this goal,
compared to 15 percent of men.
"Considering an econmic environment of high unemployment and historical
personal debt, it is understandable that American consumers are looking
to 2013 determined to improve their finances before nearly every other
consideration," said Jamie Auslander, SocialVibe's director of research.
"We've seen across our audience research consumers looking for deals,
savings, and ways to make smarter spending decisions so this finding
isn't too surprising."
Improving one's stress and personal well-being comes in as the third
most popular New Year's resolution with 20 percent of consumers
resolving to improve the constant worries and daily pressures they
regularly feel. This goal wasn't without company as the fourth most
popular resolution is to work on personal relationships with friends and
family, and to improve attitudes and behaviors such as one's temper,
sincerity, or honesty.
New Year's resolutions represent a significant opportunity for
marketers
The study also revealed that 35 percent of digital consumers plan to
spend $25 or more per month, at least initially, on their New Year's
resolutions, which represents a significant opportunity for marketers.
Extrapolating the likely spend of digital consumers from SocialVibe's
audience out to the greater US population, it is projected that New
Year's resolutions represent a multi-billion dollar opportunity for
brands and advertisers. Estimated at $5.6 billion, expected New Year's
resolution spending amounts to about 11% of Black Friday (News - Alert) spending, which
in 2011 was projected to account for $52 billion in sales.1
"Advertisers are really just starting to consider campaigns aimed at New
Year's resolution makers and their goals post holidays," said Tiffany
Leslie, SocialVibe's Director of Marketing Communications. The New Year
is a unique opportunity to reach aspirational consumer interests right
when folks are thinking about the products, services, and solutions
they'll need to accomplish their well-intentioned personal goals. We
expect advertisers will only continue to develop and grow their New
Year's resolution-focused campaigns to connect with this opportunity in
the years to come."
Digital, Social, and Community Engagement Aid in New Year Resolution
Performance
Although most fall short of their goals, the study also uncovered that 9
percent feel that sharing their goals with their social network would
improve their New Year's resolution performance. An additional 17
percent said collaborating with or competing against friends, family or
in online groups would boost their resolution performance. A further 7
percent indicated that working toward a goal with a charity component,
like raising money to benefit a cause would motivate and help them
succeed. In all, 39 percent of digital consumers feel that deeper
engagement with their resolutions through channels such as sharing on
social media, competing and coordinating with friends/family, and
contributing to charities will aid in their New Year's resolution
performance.
"Advertisers looking to increase the relevance and effectiveness of
their New Year's resolution-related campaigns might really benefit from
considering the ways in which their marketing could assist
improvement-minded consumers with attaining their goals," said
Auslander. "The more a campaign leads to consumer success, the more
likely that brand will be seen as a hero."
Methodology
SocialVibe conducted research used in this study during December, 2012.
The company surveyed consumers while engaged on the streaming music,
social gaming and loyalty sites they frequently visit. Respondents opted
in to participate in a multi-question survey activity and were provided
with an online social gaming currency or similar type of incentive for
their time.
The survey closed with 562 completed interviews by SocialVibe's audience
of 101MM consumers.
SocialVibe combines the power of an extensive network of premium online
and mobile partners, a large, 750x500 rich media ad unit, and innovative
new placements such as value exchange and interstitials to deliver
proven results for brands and marketers. This combination is one of the
most powerful in digital advertising, driving industry leading results
like five to 10 times the engagement of display, 60 seconds time spent,
80 percent-plus completion rates and more than 15 percent lift in key
brand metrics including consideration and purchase intent.
About SocialVibe
SocialVibe is a next-gen digital ad-tech company that powers engagement
advertising for some of the world's top brands. In today's online
landscape where consumer attention is hard to capture, SocialVibe's
interactive ads deliver better results through deeper engagement by
delivering an improved consumer experience and more powerful brand
interaction. As a pioneer and recognized leader in engagement marketing,
SocialVibe enables advertisers to reach consumers where they are most
passionately engaged across the web and mobile, including social, social
gaming, content, music, video, Wi-Fi, travel and sports. SocialVibe is
based in Los Angeles, Calif. with offices in New York, Chicago, San
Francisco, and Atlanta. For more information, visit socialvibe.com
or engage with us on twitter.com/socialvibe.
1 http://www.businessinsider.com/what-americans-spend-on-christmas-2011-12
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