Mobile Communications and Changing Media Choices
By Bill Troy, Business Program Coordinator and Lecturer, the University
of New Hampshire at Manchester
• Who are we?– One of the colleges of UNH, providing a high quality education
primarily to Merrimack Valley commuter students.– Approximately 800 Bachelor’s students– Focus on Liberal Arts and Professional education for careers in:
• Business• Biology• Computer Systems• Psychology • Communication Arts• Teaching (M.A.T. program)
– Internships required in many majors, great opportunities.– Small classes (less than 20)
My Brief Biography• B.A. in Economics from the University of Massachusetts in
Amherst– Magna Cum Laude and Commonwealth Scholar– Phi Beta Kappa
• M.B.A. from Johnson School of Cornell University• Economist for U.S. Labor Department, B.L.S.• Varying roles at DIGITAL Equipment, including consulting and
Director of brand advertising• Ericsson – Director of Marketing for the Broadband division• Currently:
– U.N.H. –Business Program director, and Marketing lecturer, at the Manchester Campus
– WPI – Adjunct Management Instructor in International Business
Mobile Communications and Changing Media Choices
• This data rich presentation focuses on the dynamic role that 'smart phones' are playing in changing consumer media choices in the U.S. Market.
• Social media will also be considered in this context. • Special consideration will be given to the Mt.
Washington Valley, and how varying media can emerge as a mixed model of success – using traditional and emerging sources.
Demographics: North Conway, NH
Population: 4,310 Median Age: 46.1 Median Income: $45,500 Consumer Spending: $85 MM Predominantly white population: 96%Source:
http://www.claritas.com/MyBestSegments/Default.jsp?ID=20# zip code: 03860 North Conway, NH
Let’s start with Claritas: Blue Highways
• Among lifestyles, Blue Highways is the standout for lower-middle-class residents who live in isolated towns and farmsteads. Here, Boomer men like to hunt and fish, the women enjoy sewing and crafts, and everyone looks forward to going out to a country music concert.
Lifestyle & Media Traits• Order from drugstore.com• Do crafting• Read Bassmaster• Watch Country Music TV• Chevrolet Silverado Diesel
Demographics Traits• Urbanicity: Rural• Income: Lower Mid• Income Producing Assets: Moderate• Age Ranges: 45-64• Presence of Kids: HH w/o Kids• Homeownership: Homeowners• Employment Levels: BC, Service, Mix• Education Levels: High School Grad• Ethnic Diversity: White, Black, Mix
Where are they – everywhere!!
Next: HeartlandersIncome: $43018
Lifestyle & Media Traits• Order from QVC• Own motor home• Read North American Hunter• Watch New Yankee Workshop• Dodge Dakota
Demographics Traits• Urbanicity: Town/Rural• Income: Lower Mid• Income Producing Assets: Moderate• Age Ranges: 55+• Presence of Kids: Mostly w/o Kids• Homeownership: Mostly Owners• Employment Levels: White Collar, Mix• Education Levels: High School Grad• Ethnic Diversity: White
Older couples with white-collar jobs living in sturdy, unpretentious homes. In these communities of small families and empty-nesting couples, Heartlanders residents pursue a rustic lifestyle where hunting and fishing remain prime leisure activities along with cooking, sewing, camping, and boating.
Similar Picture
Messages
• Every zip code in America has 4 or 5 of these major demographic, psychographic profiles
• Knowing what is ‘on their mind’, you can create personalized messaging, perhaps via targeted direct email campaigns.
• Or, buy mailing lists for certain zip codes.• This is a day long session of its own.
Declining PC Sales
Mobile Devices Surpass Laptops & PC’s
Digital Marketing Shift???
Mobile is increasing as share of internet access time
Multiscreeners…
Where do Mobile visitors go?
How do People Use Smart Phones?
Mobile Devices Become Primary Entertainment Source
Ramifications if you stink on email?
Email varies in time of day effectiveness
Ad hoc vs. Detailed Search..
Online Advertising More Effective on Mobile Devices
Twitter as a Tool..
