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This article is a brief abstract of our exclusive study that takes the guesswork
out of personal care advertising and marketing.
Every day, the typical city dweller is exposed to 5,000 advertisements and brand exposures. From televisions to the mailbox, we view more marketing messages than ever before. Smartphones, radio, social media and more compete for our attention.
There are so many media choices that businesses are often challenged with deciding among them. Does a billboard make sense? How about a large poster on the side of a bus? For the many personal care businesses that often reside in neighborhood strip malls, it can sometimes be difficult to make reasoned media-buying decisions.
Wouldn’t it be great to know what ad messages consumers prefer and the media they favor for personal care messages? Wonder no longer. LAVIDGE and Mosaic Multicultural recently fielded a comprehensive consumer survey of consumers throughout the Southwest. Here’s a brief media insight from the resulting report.
If you want to market to the heaviest users of personal care products and services, you should focus on consumers who are wealthy, well-educated and young. Here’s how those segments play out.
Income: High earners have more money left over to spend on discretionary items, right? That’s generally true, and our survey supports it. At 60%, respondents with household incomes of $75,000 and higher spend more on personal care than lower earners. No surprise there.
Education: College graduates spend the most (55%) compared to less educated consumers. This is likely related to earnings; there is a strong correlation between income and educational attainment. Data from the U.S. Bureau of Labor Statistics shows the connection. Here’s the median weekly earnings for each education level.
There’s also a correlation between education and unemployment. Those without a high school diploma have an 8% unemployment rate, compared to only 1.7% of people with a doctoral degree. If you’re unemployed you’re unlikely to splurge on a weekend massage.
Age: Here’s where it gets interesting. In our survey, younger respondents (those under 35) are a very large group of personal care users. At 58%, this age cluster topped the 35–54 age group (51%) and the 55-plus (37%).
Young people haven’t yet realized their top earning potential. And their total expenditures aren’t as high as those of older consumers. Data from the U.S. Department of Labor shows that those 45–54 years old have a mean household expenditure of $69,753. That compares with $52,062 for those 25–34 years old. It’s even lower ($32,797) for those under 25.
Several elements may explain why younger people are spending more on personal care products and services than older consumers. Generally, younger people aren’t as saddled with mortgages and children as older consumers—they may still be renting or living with a parent. They are climbing corporate ladders and trying to look sharp. Also, because the average age of marriage in the U.S. is 28, younger people may be placing a premium on appearing attractive.
This article is a brief abstract of our exclusive and authoritative study that takes the guesswork out of personal care advertising and marketing. Rather than speculating about what will drive consumers to action, we've asked them.
Help is a few keystrokes away.