18 May Lund Trend Watch: Changing TV Viewing & Marketing to Women
The migration of TV viewers to streaming services continues, accounting for 28% of all TV viewing. Another interesting figure from this GFK study is that 41% of TV viewers are what they term “digital enthusiasts” who pay for subscription TV (cable, satellite, etc.) and additionally subscribe to three streaming services. Using more than one screen at a time is driving part of the demand. While more video is being consumed, Nielsen reports that 18-24s are watching less traditional TV. Their use has dropped from 3:15 daily to 2:30. Streaming uses likely pick up this former TV viewer time.
Do you understand the role gender plays in marketing? A recent Knoxville Business Journal article spotlights advice from PR and marketing expert Kelly Fletcher suggests that marketing messages should be very female friendly since women manage or influence the majority of buying decisions, often including business-to-business transactions. Her points:
- Examine your business through a female lens, especially if men are the majority of management. That includes understanding how women navigate websites, marketing materials, and the buying process.
- Assume the woman is making financial decisions, always avoiding the “do you have to ask your husband” questions.
- Assume nothing about her life, such as her marital status.
- Make sure your online platforms are maximized for mobile, as female decision makers do 80% of their searches there.
- Tailor your social interaction to women, especially on Facebook and Pinterest, the female-dominate social mediums..