Page 2 - Data Tracker

Data Tracker: Price of loyalty

Generic deals create little differentiation; retailers must focus on connecting with consumer needs and delivering greater value

Data Tracker: Under fizzed

Indians consume the least amount of soft drinks as compared to the rest of the world

Data Tracker: Mobile opportunities

Mobile devices have turned the world of commerce and banking on its head. Increasingly consumers across the world are researching their purchases, looking for deals and buying online and conducting their banking over the phone. According to a recently released report by The Demand Institute, jointly operated by Nielsen and The Conference Board, growth in access to cashless payments could lead to as much as $10 trillion in additional consumer spending over the next decade

Data Tracker: Urban-rural divide

The split between urban and rural India is not a rigid divide today, but rather a continuum. Urban and rural residents hold many of the same values but express them in different ways, according to Hemant Mehta, senior vice-president, Kantar IMRB, in the recently released report 'BrandZ Top 50 Most Valued Indian Brands'. The report lists five action points for brands to gain greater access to rural markets and shows how some brands have bridged the divideThe five rules for brands targeting rural consumers are:1.Reject old assumptions: Rural consumers don't necessarily want cheaper or simpler versions of products. Often rural consumers want the same products that urban consumers enjoy2. Make the brand relevant: In contrast to the urban segment, where consumers make more discretionary purchases, rural consumers are more likely to spend money on products and services that improve their lives in fundamental ways3. Tell the story efficiently: In the past, marketers assumed that rural consume

Data Tracker: Getting to know the millennial shopper

Companies have spent considerable time and money in getting to know the millennial consumer, but a clear picture of what drives the 18-34-year olds has remained elusive. Now, a survey just released by Paypal (PayPal Cross-Border 2015 Millennials Reporting), tells us, believe it or not, millennials are not that different; they buy the same things, use the same devices for shopping online and worry about the same issues that older online shoppers do

Data Tracker: Setting the table

Consumer attitudes towards food and beverages are changing. Health and fitness are among the primary concerns for consumers, especially millennials. Alison Martin, director at Kantar Worldpanel, which ranks brands according to consumer reach points (CRP) says the demand for 'free-from' products, non-traditional flavours and fusion foods is eroding the advantages of scale that used to help multinationals in the past. The times are changing| In beverages Coca-Cola remains the market leader, reaching 46 per cent of the world's population. Red Bull has had a good year (Position 96, growing CRPs by 8 per cent)| Sprite is the fastest growing brand in the top 10; found an additional 15.9 million shoppers in 2015| The US remains the single biggest market for Sprite, India is its fifth largest market where the brand has been innovative with Sprite Zero, the low calorie variant was exclusively tested on the e-commerce mobile app Grofers rather than the usual route of modern trade outlets| Brands

Data Tracker: Tracking the ultra rich

The growth of ultra high net worth households (UHNHs) slowed down in 2015-16, growing at seven per cent, compared with 17 per cent in the previous year. Such households recorded a compound annual growth rate (CAGR) of 16 per cent in the past five years, according to Kotak Wealth Management's report 'Top of the Pyramid 2016'

Data Tracker: Slicing the digital pie

In calendar year 2015, digital advertising accounted for only 12 per cent of the total advertising spend in India, which is a small portion of what companies spend on brand building and allied initiatives. Also, India was way down in the list of global spenders on digital advertising but by 2019, a study by IMRB and Internet and Mobile Association of India says, the country will overtake many big spenders

Data Tracker: Top 10 consumer trends for 2016

Consumption patterns are changing, throwing traditional branding and marketing principles in disarray. And in 2016, an interesting mix of trends and counter-trends will challenge ways of living and buying says the Euromonitor International, Global Consumer Trends Online Survey, 2015.1. Agnostic shoppersAre hyper-informed with multiple opportunities to compare prices at their disposal. Not concerned with labels, flit between shops and products and want more than just discounts. Big challenge is winning their loyalty2. Buying timeWilling to outsource aspects of their lives. A winter 2015 survey from digital marketing agency VML Qias found 70 per cent of affluent Indians aged 18-35 linked luxury to how much free time one enjoyed, rather than purchasing power (68 per cent in South Korea and 59 per cent in China)3. Challenging ageingPost-middle-age consumers, anywhere from 55-65. More energetic, work more, enjoy maintaining good physical health and pay attention to mental wellbeing. Lead f

Data Tracker: Watching the watchers

Traditional definitions of what it means to watch TV are changing; and consumers are in control, not media owners according to a study Video-on-Demand: How worldwide viewing habits are changing in the evolving media landscape (March 2016) by Nielsen. Megan Clarken, president, Nielsen Product Leadership said in the report, "Two things were never truer than they are today: Content will always be king, and consumers will continue to demand greater control and customisation of the viewing experience"| Nearly two-thirds of global respondents say they watch some form of video-on-demand programming (includes long- and short-form content)| Most viewers supplement, rather than replace, paid traditional TV services| Nearly three-quarters of global online respondents say they pay for traditional programming; just over one-quarter say they pay an online service provider| Nearly one-third traditional TV watchers say they plan to cancel their service in favor of an online-only provider. (A re

Children as brand influencers

Children are more than consumers today; they influence parents' purchases, according to Turner's New Generations 2016 study that surveyed about 6,000 kids in India

Data tracker: The digital dividend

Digital advertising grew 38.2 per cent to touch Rs 6,010 crore in 2015, expected to cross Rs 25,500 crore by 2020

Data Tracker: Personal healthcare ads on the rise

Are more Indians concerned about health than ever before, or is it that there are many more companies offering a greater variety of health care products today? Whatever the reason, recent TAM-Adex data show advertisements for personal health care reached a five-year high in 2015. Ad volumes went up significantly in print and on television, but radio saw a decline, while overall marketing of personal health care products is clearly in the ascendant

Data Tracker: Cashless is king

Mobile wallets are a nascent business in India. But, their popularity is on the rise. According to a survey by Nielsen, Indian consumers are adopting the wallet almost as rapidly as their counterparts in more developed countries. They are looking for ease of use, convenience and features that will help them do more than just pay their bills and make online purchases

Data Tracker: Listen to the consumer

New products excite consumers, especially if convenient, cheap and adding value to their lives