Summer 2024: Consumer Behavior Insights
2024-09-17
Hey there, marketing mavens! Ready to dive into the sizzling world of consumer behavior this summer? We're about to explore some hot trends to make your marketing efforts shine brighter than the summer sun.
Key points of this article:
☀️ For summer 2024, consumer behavior is shifting toward a mix of traditional and experiential trends.
☀️ Nielsen IQ data shows an increase in spending on condiments, fruits, ice cream, facial cleansers, pet food, and cold remedies, reflecting increased outdoor activity and health concerns.
☀️ Consumers are also prioritizing experiences, as evidenced by GoogleTrends and Tripadvisor, with many planning domestic and international travel despite economic concerns.
☀️ Gen Z is using the season for self-discovery and personal transformation, while Millennials are focused on family and social gatherings.
☀️Understanding these trends allows brands to tailor their marketing strategies to seasonal preferences and behaviors.
Watermelon sales increase considerably in the summer.
What are the most popular things to buy during these months?
Nielsen IQ data reveals the products that move the most this summer, from food and pet products to skincare and pharmaceuticals.
Condiments: People plan to spend more on condiments this summer, likely for a good backyard barbecue. On average NIQ sees a 27% increase in sales for ketchup, mayo, and mustard during the summer.
Watermelon: 82% of yearly watermelon sales occur in the 93 days that make up summer.
Ice Cream: Nothing signals the start of summer like the variety of ice cream on the streets. With kids on vacation, ice cream consumption is expected to increase during these months.
Facial cleansers: Summer is when people are most concerned about how they look, and this year, they are also worried about how they take care of their skin.
Pet Food: Children are not the only ones who will have extra fun during these sunny days, so pet food purchases will increase to keep their energy up for more hours while visiting the park.
Cold Medicine: With more people out of the house, the chances of catching a cold also increase, so people will prepare by buying more medicine.
What are the summer 2024 trends?
According to The Pinterest Summer 2024 Trend Report, this summer is all about embracing bold, fearless styles and showing off your unique personality. People are getting creative with their summer eats, adding inventive twists to classic dishes and hosting unforgettable dinner parties. When it comes to decor, it’s all about vibrant, eclectic choices that really let your personal style shine.
Maximalist summer fashion trends: Rock and roll vibes are back, with lots of edgy, alternative outfits, eye-catching patterns, and unique silhouettes making a splash. Searches for styles like “tomboy femme” (+3900%), “Alt baddie” (+5550%), and “Rock and roll outfit” (+1050%) are on the rise.
Adventurous summer foods: Searches for “fun things to cook” and “summer special recipes” are up by 1060% and 135%, respectively, and it looks like mango is the star of the season, with searches for “mango float” and “mango sago” seeing a big boost!
Searches for “mango float” have increased 3700% since 2023.
Y2K and 90s Beauty: Nostalgia is in full swing this summer, with searches for “90s makeup look” and “2000s makeup” skyrocketing by 270% and 580%, respectively. Looks like the beauty trends from the 90s and early 2000s are making a major comeback!
Elegant Tea Parties: Pinterest is buzzing with ideas for summer get-togethers, and searches for summer tea parties and themed dinner parties are definitely on the rise. People are also really into hosting cozy, intimate dinners at home, with searches for “dinner party” jumping by over 6000%. It’s all about enjoying quality time with loved ones in a relaxed, stylish setting.
What are the most popular activities people are looking for this summer?
As we kick off Summer 2024, one thing's certain: people crave experiences more than ever. After being cooped up for so long, they're itching to get outside and make every moment count. This means they're not just looking to buy products; they want to immerse themselves in meaningful experiences that resonate with their values and aspirations.
If you need proof, look no further than GoogleTrends. It shows how Americans are planning various activities for the season:
GoogleTrends results on the activities that Americans are looking to do the most during the summer, in the last few days.
What are the most popular destinations for the summer of 2024?
According to the annual Summer Travel Index from Tripadvisor, 95% of respondents plan to travel as much (51%) or more (44%) than last summer, despite some concerns about economic headwinds. More than a quarter (26%) of Americans plan to spend $5,000 or more on their trips.
Top global summer destinations for U.S. citizens include:
Cancun, Yucatan Peninsula
London, England
Punta Cana, Dominican Republic
Top domestic summer travel destinations for U.S. citizens include:
Las Vegas, NV
Myrtle Beach, SC
Orlando, FL
“More than 26% of Americans plan to spend $5,000 or more on their trips”
*Nearly half of Gen Z and Millennials plan to use debt to fund their summer vacations, according to a Bankrate survey conducted this year.
What does summer mean to Gen Z?
Earlier this year, Pinterest Business shared some interesting data on how brands can prepare for sunny days based on what their users are searching for on the platform.
In the case of Gen Z, 7 out of 10 Gen Z weekly Pinterest users say they use summer as a time for self-discovery. That includes solo time, like self-care and solo adventures, as well as meaningful moments and experiences with friends.
Gen Z is looking for inspiration to transform their home spaces, inspiration to choose their clothes during these months, and activities to take care of their bodies, regardless of gender.
“7 out of 10 Gen Z weekly Pinterest users say they use summer as a time for self-discovery”
What do millennials want to do this summer?
For millennials, summer is different: more than 9 in 10 weekly millennial Pinterest users say they focus on family and friends during the summer.
They want to host backyard parties, plan tasty meals, and renovate their homes to become their friends’ summertime party spot.
Why is it important to understand the changes in consumer behavior during the summer?
Your user persona is constantly changing, and knowing their behavior during each season will allow your brand to offer discounts on the products they need at that time of year, give them the experiences they are looking for, and advertise with the right messages to get their attention.
So, there you have it: a glimpse into the wild and wonderful world of consumer behavior for Summer 2024! As you gear up for the season ahead, keep these trends in mind and get ready to make a splash with your marketing efforts. Remember, it's all about creating unique experiences, embracing solo activities, tapping into outdoor adventures, mastering social media, and delivering personalized touches that leave a lasting impression.
Need help tailoring your marketing strategy to these seasonal preferences and behaviors? Contact us to make it happen!
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November: news from Twitter, Instagram, YouTube, Amazon and Taylor Swift (Yes, Taylor)
2022-12-02
This was the month of big changes in social media platforms. With the arrival of "Elon Musk's Twitter", a new opportunity opened up to create a similar site but dedicated exclusively to connecting Swiftties, i.e. Taylor Swift fans; and with new features on YouTube and Instagram, brands must adapt to stay relevant.
"Elon Musk's Twitter": a new era
At the beginning of November we were told about the billionaire's purchase of Twitter, and now, at the end of the month, not very favorable changes have been announced for the platform, its users and brands.
Among the most relevant news we have:
- The massive layoffs of employees and resignations of entire teams as they disagreed with Musk's policy to work "high intensity" shifts, which led to a temporary closure of the offices.
- The implementation of "Twitter Blue", to verify official accounts for a price of $8, resulted in huge losses for global brands such as Nintendo, as users decided to clone their accounts and pay to make them official, boycotting them on the platform.
- Omnicom, the big advertising platform, recommended its clients stop the ads of this new “Elon Musk Twitter” because his changes mean a high risk for the brand's reputation. Musk, called himself a "free speech absolutist" and this may affect the social media network's content moderation.
*Actual tweet from Musk, where it is assumed he is referencing the rumored Twitter crash.
Shopping on YouTube "Shorts"
In the YouTube short videos section, it will be possible for users to make purchases of products by 2023. Thus, a 45% commission will be paid to a select group of video creators based in the United States who sell products and in countries such as India, Brazil, Canada, USA and Australia, the feature is already being tested so that users can make purchases.
New Instagram features
Have you always wanted to be able to schedule your posts on Instagram? Now it's possible. Although this is a feature that already exists on several social media platforms and other sites such as Hootsuite, Mosseri, the head of Instagram, has announced that it is now available to do so directly from the platform, allowing Instagram Business Accounts to schedule content up to 75 days in advance.
There is also the arrival of the tool to add music to posts of just 1 photo, something that was only possible in Reels and Stories. While it is not available to all users, the feature will be below the options to tag people and add locations.
*Mosseri, head of Instagram, announced the platform's new tools.
SwiftSpace: the social network for Swifties
It's no secret the power of Taylor Swift. With her new album, she reached the top 10 on the Billboard chart, something that almost no other artist has been able to achieve; and now she is hitting the social media platforms with SwiftSpace, where fans can meet, chat and even arrange a date at the artist's next concert.
This app has already reached the #25 spot in the Social Media category of the App Store and is #13 in Spain.
This shows us that it has responded to a clear need of its followers that was probably discovered thanks to
a UX research.
Amazon Clinic: Amazon's online healthcare consulting services
The eCommerce brand's new bet is to offer medical consultations for minor ailments such as acne, conjunctivitis, migraines and hair loss. This is not Amazon's first approach to the medical category, as it also has Amazon Pharmacy, a company dedicated to the sale of medicines.
Want to learn more about how these developments can affect or improve your brand? Contact us and we will be happy to answer your questions.
Create Personas and Consumer Journeys to improve your business
2022-12-02
All the answers you need to design the perfect product or service are in the Personas and their consumer journey. Read on to find out how you can get inside the minds of your users to deliver a great experience.
Once you understand that by putting yourself in people's shoes you can understand what they are really looking for, you open up a world of opportunities to develop better strategies to reach them and make them feel satisfied with the products you offer them.
The first step: you need to create a Buyer Persona
A buyer persona, or simply Persona, is a profile you create of your ideal user based on the data you have gathered.
What should this Persona have?
1. A name and a face. Although it is a fictitious character created from customer information, giving it a name and a photo allows your team and your potential partners to recognize it more easily.
2. Their needs and goals. Analyze what they want to achieve in the short, long, or medium term and what they need to do it.
3. Their inspiration. We all have motivations to reach a goal. Here you must understand what they are passionate about and the barriers or feelings that prevent them from getting there.
4. Demographic information. This is the most analytical data about your Persona: age, where they live, their purchasing power and even how comfortable they are using digital tools.
5. Their lifestyle. What is a normal day in the life of your consumer like? what is their job? what are their hobbies? are they married, or single, do they have kids? do they like sports or music?
6. Their purchases. Analyze how often they make purchases, from which channel (in stores or online) and if possible, the amount of money they spend on them.
With a defined Buyer Persona, you can now develop a Consumer Journey
You already know what your ideal customer is like, now you need to know each step they take when deciding to buy a product. This is what is represented in the consumer journey.
What are the stages of the consumer journey?
1. Awareness. This stage is when a person "activates" a need, but does not know how to act to satisfy it. Like when you are hungry, but you don't yet know what you want to eat. It is useful for your brand to recognize what your user's need is, when it appears and what stimulates it.
2. Consideration. Your customer already knows what options he has to respond to the need he has because he has seen or heard some suggestions. People are exposed to advertising digitally, in the streets or with people's comments. This is how they learn about the options they have. Your mission is to be present in the channels they consume so that they also consider your brand among the alternatives.
3. Decision. Once the person gathers the necessary information about the options they have and prioritizes the ones that best meet their needs, that is when they decide to take action. If they are a potential customer, they will seek more information about your brand, contact you or attend one of your events.
4. Purchase. After carefully analyzing your brand, the user is convinced that you are the ideal option and decides to make the purchase. This step is vital because it is not only about a sale, but about the whole user experience: ease, speed, customer service, proximity and payment options, among many other factors.
5. Retention. After the purchase, the user defines whether he had a good or bad experience with your product or service.
A satisfied customer is a customer who is likely to buy your products again. That is why you need to follow up with a satisfaction survey to know how he/she interacted with your product and if he/she had any inconvenience after the purchase to react quickly.
Summary: These are the reasons why you should include a Persona and Consumer Journey in your strategy:
- It allows you to reach more potential customers. If you already know where people are looking for you and what needs they have, it will be easy for you to identify actions to reach them.
- Optimize your marketing plan. By knowing what stage the user is in, you can invest in solving their doubts in the channels they are looking for information.
- Improve the user experience. By doing the satisfaction survey or using one of our services people can help you identify what you can improve in the purchase and post-sale process.
December: news about AI, new features of your apps and recent UX-based ideas.
2022-12-02
This year is coming to an end, but tech innovations do not stop. Artificial intelligence was the great protagonist this month and will surely continue to be the talk of 2023, because although it represents great advances for brands, mobile apps and user experience, several people in the industry are protesting because it poses a risk to many positions that currently exist.
Lensa, the mobile app that makes portraits with AI
The app from developer Prisma Lab became a trend among millions of users for its feature to develop portraits based on users' photos for free. It is said to have generated more than 22.2 million downloads and nearly $29 million in charges for its premium features.
So far, it sounds pretty appealing. However, it sparked an outcry from millions of illustrators and game developers who disagree with the "AI-generated images" and claim that you can't call it art by comparing the amount of time and effort they put into each image vs. the immediacy of one generated by the app. Many of them fear that this is the future of the industry and the farewell to their job.
*Examples of portraits made with AI taken from Lensa's official Instagram account, versus the protest image designers have posted on social media and major design platforms.
Amazon works to eliminate barcodes
Jeff Bezos, the founder of Amazon is working on his own with Artificial Intelligence to innovate a more streamlined payment system without barcodes, which could result in faster shipments and happier customers.
This new system analyzes data from product photos, stores product dimensions, features, packaging text and more to create a unique identifier for each product. It is currently being tested and improved at Amazon's logistics centers in Barcelona and Hamburg.
Its ultimate goal is to reduce the handling of products by employees to save time, replacing them with robotic arms that are more accurate and better suited for AI to recognize each package.
Skype now translates video calls in real time
The new technology provided by artificial intelligence goes beyond mobile apps, it can also be used for voice assistants and smart cameras to enhance the user experience. This is what Skype's new TruVoice feature will demonstrate.
TruVoice allows video callers to communicate in the same language in real time and what's even more amazing is that it does it using the same voice of the person who is speaking. How? Thanks to speech recognition and language processing.
It is currently available to translate English, Spanish, French, German and Chinese; for group video calls and for phone calls.
*Conversation via Skype where two men test the new real-time translation feature in Spanish.
Instagram notes and more new features in the mobile app
In the latest update of the social media appeared the "notes", a function similar to Stories lasting only 24 hours, but these are to "share your thoughts" in a format of just text and emojis. They are visible at the top of the direct messages section and only allow a maximum of 60 characters.
To generate more interaction, Instagram is testing a function similar to what the app " BeReal '' does, where users will be asked to take a picture of their front and back camera of their phone. In addition, it will put a "pass it on" sticker so that when uploading a Storie you can nominate one of your friends to take a Storie on the same topic and thus follow a chain.
*The change from Google Data Studio to Looker Studio, reflected in its logo.
It is impossible to stop innovation and more and more brands are betting on artificial intelligence, but do you think this poses a risk to current positions in the advertising and technology industry? Tell us in the comments.