Epic | Portfolio | Kyoto Planet

Our work speaks for itself. A cross-section of clients have been selected across numerous industry sectors. Thumbnails will lead you to a collection of integrated marketing pieces developed for each of the clients presented.

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Kyoto Planet

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Sustainability

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FACT #4

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TIP #3

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Kyoto Report Back Cover »

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Question :

Internet usage and lifestyle

Answer:

Heavy Internet users lead a considerably different lifestyle than individuals who do not surf the web, according to a new study examining its impact on Canadians. The 2005 General Social Survey on time use asked respondents to provide a detailed account of all of their activities over a 24-hour period. Heavy users (those who spent more than an hour on the Internet during the day) devoted less time to socializing with their spouse or partner, as well as their children and friends. They also tended to stay at home, showing less interest in outdoor activities than non-users and devoted significantly less time than non-users to paid work and chores around the home, as well as less time sleeping, relaxing, resting or thinking.

What is striking is the amount of time they spent alone. Moderate Internet users (those using the Internet for five minutes to one hour during the day) spent about 26 more minutes by themselves than did non-users. But heavy Internet users were alone nearly two hours (119 minutes) longer than non-users, even when comparing people from similar-sized households.

Despite the reduced face-to-face contact, Internet users were interacting in other ways. Some users, particularly the heavy users, spent a considerable amount of their time on the web using email or chat groups. They were also more likely to spend time conversing with others over the phone. The study also found that heavy Internet users were nearly eight years younger on average than non-users, while 6 out of every 10 heavy users were men. Just under one-half worked at a paid job, and students and the unemployed constituted a higher proportion of heavy users than non-users. To take into account these socio-economic differences, time use estimates in the study were adjusted so that comparisons were made among people with similar characteristics. This approach compared people of the same age, sex and education, for example.

Other findings include:

• Heavy users spent half an hour less on domestic chores than non-users;

• Internet users are avid consumers of other media;

• Heavy users report being less stressed;

• Spending time with family and friends is a priority for both Internet users and non-users

(Source: The Statistics Canada Daily)

Question :

How well do you really know your target audience?

Answer:

Having an in-depth understanding of your target audience is critical to your marketing success. Take baby boomers for example. Many marketers make the mistake of classifying baby boomers — North America’s most affluent and prevalent purchasers — as a homogenized group possessing one set of characteristics – and many attempt to “reach” this target audience by demographics alone. But did you know that there are 13 target audience segments of baby boomers, each possessing a unique set of psychographics?

While the terms “psychographics” and “lifestyle” are often used interchangeably, psychographics specifically refer to a person’s hopes, needs, fears, beliefs, opinions and actions, all of which shape the choices they make. Sub-groups of baby boomers have different collective psychographics – or motives to purchase. A message that appeals to one group can easily repel another.

Knowing who these groups are, and what messages appeal to them, puts successful marketing in a whole new light. Imagine how this principle applies to your target audience and imagine the possibilities among other age groups. Get in the know with Epic.