Case study: How Swiss Sense developed a data-driven international growth strategy using Experian’s Mosaic® data

Twenty years ago this week, the first mobile text message, or SMS, was sent by British engineer Neil Papworth. Today, Americans are texting more than ever and among young adults, many of whom were not yet born when the first message was sent, texting is almost as common a mobile activity as talking. And why wouldn’t it be? According to the latest Simmons National Consumer Study, 48% of adults ages 18-to-24 say that a conversation via text message is just as meaningful as a telephone call. A similar share of adults ages 25-to-34 feel the same way. Regardless of age, texting is still, technically, the second most common activity that Americans engage in on their cell phone after talking. During a typical week, 95% of mobile adults talk on their mobile phone, while 59% text. Among adults ages 18-to-24, however, 89% talk on their phone and 85% text. Despite the increasing availability of mobile chat or instant message applications, texting remains the dominant means for exchanging short messages. Only 8% of all mobile adults use their phone to IM or chat. The fastest thumbs To get a more in-depth understanding of the texting habits of adults today, we leveraged data from the Simmons Connect mobile panel of 1,485 U.S. smartphone owners. Hands down, young adults text more than any age other age group. During a typical month, in fact, smartphone-owners ages 18-to-24 send 2,022 mobile text messages and receive another 1,831 for a combined total of 3,852 texts sent and received. With every age bracket we move up, the number of mobile texts drops by roughly 40%. For instance, smartphone owners ages 25-to-34 send, on average, 1,110 text messages a month and receive another 1,130 for a combined total of 2,240 messages. We are also able to leverage the Simmons Connect smartphone panel to understand mobile calling behaviors. The data shows that while young adults hold the record for the most text messages sent and received, they actually make and receive few calls, by comparison. During a typical month, smartphone owners ages 18-to-24 make 119 calls on their mobile phone and answer another 64 calls. Adults ages 35-to-44 make and receive the most calls on their mobile phones in a given month. (Call counts do not include inbound and outbound calls that go unanswered.) Text around the clock Unlike television and radio, which have peak hours for reaching consumers, mobile text messages reach Americans throughout the day, providing advertisers with a medium to connect with consumers any time they want or need. No surprise, young adults are the most likely to send and receive mobile text messages throughout the day. The smartphone panel data shows that during every hour between 8:00 A.M. and midnight, more than half of young smartphone owners are both sending and receiving mobile text messages. Even when most of us are asleep, young adults’ smartphones continue buzzing from inbound texts. In fact, 37% of 18-to-24 year-old smartphone owners receive texts at 4:00 in the morning. By comparison, just 20% of smartphone-owners ages 25-to-34 years-old receive texts at this late (or early) hour as do 17% of those 35-to-44, 15% of those 45-to-54 and 10% of those ages 55 and older. Better to send or to receive? During overnight hours, the share of young smartphone owners who send texts surpasses the share who receives them. However, by 8:00 A.M., the difference between those two figures narrows to the point that they are nearly equal. In fact, from noon until 11:00 P.M., young adults are more likely to send mobile text messages than they are to receive them. Call or text? While texting is still a secondary use of mobile phones after calling, that’s not the case all day, especially among young adults. In fact, while smartphone owners ages 18-to-24 are more likely to make an outbound call than they are to send a text from their phone between 7:00 A.M. and 10:00 P.M., they are more likely to send a text between 11:00 P.M. and 6:00 A.M., during hours when they might understandably wake the recipient. That should help us all sleep a little better.

Black Friday online traffic increased 7% in 2012 versus 2011 as the top 500 retail sites received more than 193.8 million total US visits. So far this Holiday week of online traffic to the top retail sites is up 10% on average. Online retail traffic was up 1% on Black Friday compared to Thanksgiving Day 2012 traffic this year. Amazon.com remained the top visited retail site on Black Friday while Walmart was the second most visited retail site. BestBuy moved up to the 3rd most visited site while Target was the 4th most visited site. JC Penney moved up from being the 8th most visited retail site on Thanksgiving Day to the 5th most visited on Black Friday. Among the top 5 sites, JC Penney saw the biggest day-over-day growth at 26%. Looking at the top 20 retail sites on Black Friday, the Apple Store site saw the biggest day-over-day growth at 99%. Check back for CyberMonday insight and a weekly recap of this week. Learn more about the author, Matt Tatham

A few months ago, during a conversation with the Simmons team at Experian Marketing Services, we started talking about how Hispanics are influencing the mainstream.  Someone threw out the “salsa outsells ketchup” anecdote we’ve all heard, and we realized that it was time to stop reusing the same examples and start trying to really prove whether or not this influence is happening. Not long after, the Latino Influence Project was born. The study leverages a custom analysis of data from the Simmons National Hispanic Consumer Study, which measures over 48,000 respondents across 60,000 variables, including language, demographics, brand preferences, attitudes, lifestyles and even political outlook. Not surprisingly, the data showed that non-Hispanics who live in high-density Hispanic neighborhoods behave, buy and believe more similarly to Hispanics than non-Hispanics living in low-density Hispanic neighborhoods, even after controlling variables such as geography, education, income, age and other factors.   Some of our findings reinforced what we expected to see. For example, the data shows that non-Latinos living among Latinos: Consume and enjoy more Hispanic products, including food, music and sports. They are 5.5 times more likely to eat jalapeños and are 6 times as likely to listen to and enjoy salsa and merengue. Enjoy standing out in the crowd and being fashionable. They are twice as likely to say they like to stand out from the crowd and 70% more likely to experiment with new clothing styles. However, we were surprised to see that the Latino influence on the mainstream extends far beyond just food, sports and fashion. Non-Latinos living among Latinos also: Lead the way in technology. They are twice as likely to use their cell phones and the Internet for information and entertainment. Eat less processed food. They are twice as likely to look for organic and natural when shopping for food. Are environmentally conscious. They are twice as likely to buy recycled products. The growing Hispanic population together with the influence they are exerting on non-Hispanics that live around them means that our whole notion of “general market” is changing, and will continue to evolve. We think that’s pretty cool. To find out more about the Latino Influence Project and learn more about what we found (and what we think it all means), please join the Webinar being hosted by Wing and Experian Marketing Services on Thursday November 29th, 2012 at 2:00 EST. You can also download the Latino Influence Project report. Holly McGavock is Wing's Director of Planning, where she helps brands like Olay, Downy, Red Lobster and Radio Shack, among many others, connect with Latino consumers.