Life in the Fast (Food) Lane

Tuesday, 12 July 2011 by

Today’s teens live in the fast lane – school, homework, extra-curricular activities like sports or band, a social life, and in many cases a part-time job take up much of their time.  They are on the go from early in the morning to late at night.  And often fast food is the quickest and easiest option to fuel their fast-paced lives. Recent Keller Fay research from TalkTrack®, our ongoing study of what people are talking about, both online and offline, shows that teens are also highly likely to talk about fast food, or QSR (Quick Service Restaurants):  20% of QSR WOM is among teens age 13 to 17.  And for some of the more popular brands, teens account for more than one-quarter of those talking about them (Burger King, 27%;

Coca-Cola, Apple Top Teen WOM Charts

Wednesday, 13 October 2010 by

WARC News October 13, 2010 Coca-Cola, Apple and Verizon are the brands which generate the most word of mouth among US teenagers, new figures show. The Keller Fay Group, the specialist consultancy, measures more than 350,000 physical and digital conversations relating to goods and services annually, on an ongoing basis. Having analysed data from over 3,600 panelists in the 13 – 17 year old bracket, it found 74% talk about the media and entertainment category, 18% ahead of the population as a whole. Some 61% of the younger demographic mentioned food and dining brands, compared with 56% of the wider sample, totals standing at 60% and 39% in turn regarding technology offerings. A further 57% of teens spoke about beverages, falling to 56% for retail and apparel, 49% concerning automotive

The Talkative Nature of Teens

Monday, 11 October 2010 by

The 2010 back-to-school shopping season is behind us.  It’s interesting to note, according to a National Retail Federation study the typical American family spends $606.40 on clothing, school supplies, and electronics for their school-aged children.  In total, American families will spend over $21 billion in back-to-school shopping for their school-aged children in grades K-12. This shopping time is especially important for teen retailers such as Abercrombie & Fitch, Aeropostale, Forever21, and PacSun.  Retailers focused on the teen market can generate up to 25% of annual sales during the weeks leading up to the start of school. Thinking about the back-to-school shopping season serves as good context for us to learn more about the talkative nature of teens.  Keller Fay’s TalkTrack® study captures marketing-related and brand-specific conversations teens participate in via Ask a brand marketer about word-of-mouth marketing and chances are he or she will talk to you about the internet.  After all, with the advent of social media, consumers are most likely going to talk to their friends, family members and associates about your brand online, right? According to a study by Keller Fay Group, the answer is “no.”  As it turns out, the vast majority of word-of-mouth still apparently takes place offline. Even amongst teens, who are prolific users of technology and social media, Keller Fay Group says that a whopping 85% of teenage word-of-mouth takes place off of the internet.  That percentage is even higher for the general public – 93%.  In both cases, the primary mode of word-of-mouth: good old face-to-face communication. This may come as

MediaPost Teens exchange opinions and information about brands more than consumers as a whole – but contrary to what we might expect, relatively few of those conversations take place online, according to the latest findings from TalkTrack®, an ongoing study conducted by market research firm Keller Fay Group, which specializes in word-of-mouth (WOM). It’s true that teens are twice as likely, compared to the general public, to hold brand conversations online.  Still, just 13% of teens’ brand discussions take place online (including email, texting/IM and social networking), versus 7% of the general public’s. Within that 13% of online teen brand WOM, 3% occurs by email, 7% by text/IM, and 3% through social networking sites.  Consumers overall are somewhat less likely than teens to use text/IM (3% of WOM incidences among

Teens Deliver Brand WOM

Wednesday, 22 September 2010 by

MediaPost Teens produce a disproportionate amount of “word of mouth” about products and services. A recent report from Keller Fay Group backs up this phenomenon. Based on data collected during a one-year period (July 2009 through June 2010), the report says teens “engage in a significantly higher level of word of mouth about all categories than the total public.” For instance, 78% of 13-17-year-olds, vs. 57% of the general public, engaged in word of mouth about “media & entertainment” brands during that period; 67% of 13-17s, vs. 39% of the public in general, talked about “technology” products. There were also large gaps when it comes to products/services in areas such as “telecommunications” (63% of the 13-17s, 39% of the general public) and “retail & apparel” (59% vs. 38%).

A difficult economy is proving to be a benefit to TV – at least when it comes to word of mouth.  TV show talk levels are up six percent from this time last year, according to my firm’s word of mouth tracking research.  With the fall TV season now hitting its mid-year stride, we see interesting and important dynamics taking place this year that ratings alone do not unveil. Some of the brightest of this season’s shining stars when it comes to TV-related word of mouth are new shows Glee and Vampire Diaries.  While neither is yet in the top 20 when it comes to their Nielsen ratings, they both do quite well when it comes to word of mouth – a likely precursor to future ratings growth.  Fox’s Glee

Eric Schmidt, CEO of Google, ended his Commencement address at the University of Pennsylvania last week by exhorting the graduates to “turn off your computers and phones and discover all that is human around you.”  That’s the only way, he said, to discover the true meaning of life. There is wisdom in this advice, not only for college graduates but for marketers as well.  Is your social media strategy owned exclusively by a digital marketing team?  If so, you could be missing out on 90% of the social media opportunity — namely, that which takes place offline, where people interact one on one and in groups as humans and where people’s conversations are quite different than they are online. With Facebook, MySpace, and Twitter reporting startling growth statistics, it’s easy Word of mouth (WOM) conversations that take place in person and over the phone are overwhelmingly more prevalent than those online, according to a study released last week by the Keller Fay Group and media agency OMD. Also, face-to-face communication is more positive in tone, more likely to be judged highly credible and more likely to lead to strong purchase intent than online talk, the study found. Below, some of the findings issued. On average, 3.5 billion WOM conversations occur daily in the U.S. Offline WOM accounts for 92% of these (75% face to face; 17% by phone), ad email, IM/text messaging and chatrooms/blogs account for a combined 7%. Also: Offline is the predominant mode of WOM across all age groups, ranging from 80% among he youngest group to

At a national cheerleading competition last month, girls wearing short skirts and purple eye glitter competed for points at the Anaheim Convention Center. But the real contest was going on in the beauty lounge. The prize: the loyal buying habits of brand-obsessed teens. At a vanity table in a corner of the convention center, Jessica Lopez, a 14-year-old from West Covina, learned how to make her tresses stand up on end with Herbal Essences hair spray. A stylist sprayed her hair, teased it with a comb and spritzed it again. Jessica walked away with a can of the spray — and an armful of CoverGirl mascara, Secret deodorant, Skintimate shaving cream and Bic Soleil razors. “My whole bathroom is full of stuff they give us,” said the freshman on the