Online chatter about Pinterest gets personal, while Instagram talk turns techy

Online chatter about Pinterest gets personal, while Instagram talk turns techy





KEY INSIGHTS

The explosion in use of image-sharing social media platforms Instagram and Pinterest is perhaps proof that indeed a picture is worth a thousand words.

Aside from the obvious social media chatter, online Instagram conversations from April 25, 2012 to May 25, 2012 stick to the nuts and bolts of the experience, including the app itself and the mobile device of choice.

For the same time period, online conversations about Pinterest surrounded the kind of lifestyle topics seen on the platform, such as living rooms and dining tips.


WHAT THIS MEANS TO BUSINESS

Today's consumer looks for connections, including connections with businesses. As social media connections become more visual, it will no longer be sufficient to broadcast the latest promotion or sale textually. Businesses will instead need to provide a visually personal and relatable experience.

While both Pinterest and Instagram offer a visual social experience, the contrasts in chatter surrounding the two platforms — more techy for Instagram and more lifestyle for Pinterest — represent how they differ. Successful businesses will look for and capitalize on these differences.

Word of mouth rules for Europeans' grocery purchase decisions

KEY INSIGHTS
• In spite of an abundance of online information, good old-fashioned word of mouth is the key source when making grocery purchase decisions. More western European consumers turn to family and friends than any other source. Spain is the exception, where the internet (53%) narrowly edges out family and friends (52%).
• In the UK and France, word of mouth has the greatest dominance over other sources of information.
• Consumers are perhaps not as cynical as marketers think—at least one type of advertising appears in the top three for all countries, outranking sources like articles and reviews.
• The internet may be a go-to source for information, but internet advertisements lag in the influence stakes, outranked by TV advertisements in all countries and print advertisements in all countries except Spain.


WHAT THIS MEANS TO BUSINESS
• Despite the ever-increasing availability of grocery product information, consumers are still relying most on word of mouth. The key to being heard by consumers isn't more information, but instead more trust

What being slim means for Indian consumers?

Provided by: Iconoculture Quantified Analysis
Source date: W1.1, 2010

KEY INSIGHTS
More than half of Indian consumers, regardless of lifestage, equate slim with healthy. This indicates that health concerns may be the top reason why people in India keep a diet or exercise to lose weight.
The second most popular association for being slim is “I am in control of my life,” which may relate to portion control and over-eating.
Being slim also translates to attractiveness. Youth, young adults and midlifers all have the same set of statements that they associate most with being slim.
The only exception is seniors, who think that their slim figure may be a sign of weak health.

WHAT THIS MEANS TO BUSINESS
Consumers are bombarded with media messages of slim models/actors/public figures who are made up to look half their actual age in TV commercials and public propaganda material. Slim, therefore, means young and healthy, to a majority of consumers. The idea of losing weight, exercising and keeping fit are equated with good health in these media messages.
Youthful looks are very important to consumers fighting the ageing battle. Being slim somehow wins half that battle for them.


This data information is provided by © 2012 Iconoculture, a Corporate Executive Board company. Iconoculture is a registered trademark of Iconoculture, a Corporate Executive Board company. All rights reserved.