Consumers Willing to Pay More For Technology, says Accenture Survey

DDI: 111

Accenture's insights on consumer attitudes toward technology will likely be largely accepted among high-tech marketers because of the firm's strong track record to place large studies in A-tier media, including the industry trade magazines. That's an unfortunate consequence of this study, which is flawed in its methodological approach of gathering consumer insights about technology through an online survey where an inherent bias to high-tech attitudes exists. I would much prefer to use the data from a phone study, as some other researchers out there have done. Nonetheless, because of the media penetration this study will bear, I increase the DDIs of the big three technology vendors that this study affects -- namely Apple (DDI 154, +5.3), Microsoft (DDI 163, +4.2), and Dell (DDI 133, +2.2).

Nielsen Survey Confirms Users of Online Music Space

DDI: 145

The Nielsen survey confirms that 68% of Music Choice On-Demand usage is by the highly prized 12-34 demographic, and 40% of usage is attributable to the 18-34 demo. Additionally, a significant number of those viewers come from upscale households with access to disposable income. Online advertisers and digital music marketers take note -- these data are not directionally focused but factually trendable. Music site usage by the target demo will likely rise in the near term. The confirmation by this research increases the Data Dump Indices of P2P sites and services such as Napster (DDI 129, +3.3) and Mozilla (DDI 113, +1.8).

Survey Links Snacks with Guilt

DDI:72

This Dole-commissioned poll of women only is but a shill for its nutrition institute that promotes healthy eating of, naturally, Dole fruits and vegetables. Should any categorical data correlate in this survey, such as guilt and type of food, marketers of food products would be better served by looking for more relevant, and reliable, information elsewhere. The Data Dump Index of such snack food leaders as Frito Lay (DDI, 133) and even Pringles (DDI, 109) are not affected by the release of this survey.

Researchers Uncover the Jet Set's Shopping List via Survey

DDI: 113

A quite dubious tidbit about this well-publicized report is that the authors are promoting a book, too, about the lifestyles of the rich, but not really famous. Marketers, however, should take note of the data herein because on the whole the research they've done is quite good and valid. Worthy for tactical campaigns are the factoids on discretionary spending, mean age, and shopping categories. While other studies exist and I have covered them previously in this blog, Grove and Prince appear to have outdone them with their specific segments within the segment -- namely the behaviors and attitudes of wealthy on a whole cadre of consumer categories.