Experian Marketing Services announces first full release of Simmons ConnectSM data
Cross-channel media planning tool includes additional passively collected measures of consumer computer smartphone and digital tablet usage
New York, N.Y., April 11, 2013 — Experian Marketing Services, a global provider of integrated consumer insight, targeting and cross-channel marketing, today announced the first full release of Simmons ConnectSM cross-channel data. The industry-first media planning and consumer profiling tool links more than 60,000 consumer elements to detailed insights on consumers’ use of 11 traditional and digital media platforms.
This release contains new findings collected through the passive measurement applications that respondents to the Simmons National Consumer Study actively consent to install on their smartphones, digital tablets and computers. Linking self-reported and passively collected measures provides marketers for the first time with in-depth insights about consumer behaviors across digital devices. These behaviors can be analyzed and filtered against their brand preferences, lifestyles, attitudes, media habits and more.
“With limited marketing dollars to spread across an increasing number of media platforms, Simmons Connect delivers the ability for marketers to prioritize channels and platforms that consumers actually use,” said Simon Bradstock, general manager of consumer insights at Experian Marketing Services. “Moreover, Simmons Connect represents a big step for Experian Marketing Services and our mission of bringing the richest and highest-quality data to the market. This enables forward-thinking marketers to take a consumer insight-driven approach to how they evolve their programs by putting the customer at the center of their cross-channel programs.”
One such example includes work from SapientNitro, an Experian Marketing Services agency client. “Simmons Connect creates a seamless data-driven experience for the always-on-the-go consumer,” said Megan Ryan, senior manager, Connections Planning, SapientNitro. “The Simmons Connect data delivers the insights on consumer behaviors across platforms and aids in our prioritization of cross-channels for various programs, where we can then shape the story to be easily communicated to the connected consumer.”
Adding to the measurement insights collected on computers, digital tablets and smartphones, Simmons Connect offers insights into consumer usage of eight other digital and traditional media platforms, including television, e-readers, work computers, radio, magazines, newspapers, gaming consoles and MP3 players. Drawing from more than 60,000 elements, this cross-channel view allows marketers, agencies and media companies to understand with greater detail the behaviors of their custom-defined consumer target. Marketers can gain instant access to critical insights to inform smarter cross-channel strategies with the Quick Report feature, including time spent, platform reach, mobile day in the life and concurrent usage.
Some example insights include:
• Social Connectors, the segment of mobile phone users who use their phone to stay up to date with friends and social events, are the most likely to be accessing social networking apps and sites from their smartphone between 5 p.m. and 8 p.m. During this window of time, Social Connectors are approximately 10 percent more likely than the average smartphone owner to engage in this social activity. Mobile apps that are popular among Social Connectors include Foursquare (index 146), Amazon Kindle (index 126), Pinterest (index 125), Groupon (index 124) and Matching With Friends (index 122).
• Users of mobile IM/chat apps are 30 percent more likely than the average smartphone owner to say that they would be interested in receiving advertisements on their phone.
• During a given week, the average mobile user opens IM/chat apps a total of 20 times and spends 12 minutes and 42 seconds instant messaging or chatting.
• While watching television, 72 percent of mobile IM/chat users say they are often texting or chatting on their phone.
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About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer insight, targeting and cross-channel marketing. We help organizations from around the world intelligently interact with today’s dynamic, empowered and hyperconnected customers. By coordinating seamless interactions across all marketing channels, marketers are able to plan and execute superior brand experiences that deepen customer loyalty, strengthen brand advocacy and maximize profits.
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