Despite the country's unity in cheering on our Olympic athletes as they fight for more gold medals in London, there are a lot of differences in consumers from coast to coast. And while this is no East Coast, West Coast rivalry ala mid-1990s, marketers and retailers should be interested to know how to appeal to people in different geographies.
Sense Networks, a mobile analytics company, has provided some insightful information based on click-through-rates based on geo-location to bring advertisers an idea of shopping habits from the East Coast and from the West Coast.
From what I can gather from these results, the stereotypes that East Coasters are more serious and West Coasters love leisure activities seems to hold true.
East Coast mobile shoppers were most likely to click on ads offering optical and eyewear deals while West Coast shoppers jumped at the mani/pedi and pilates deals -- got to admit I'm with the West Coast on this one.
Consumers on the East Coast also had a 60% higher CTR on education deals such as art for sale or photography lessons. with Westies were clicking on travel deals 136% more of the time.
And while both coasts love their food, wine and night life, Easties were clicking 26% more on nightlife options with Westies clicked 33% more of food and drink (especially wine tasting).
And thanks to all those great food deals, the West Coasters had a 24% higher click through rate on fitness deals like golfing, dance classes and boot camps while East Coasters were clicking 18% more on restaurants.
“It shouldn’t come as a surprise that consumers are attracted to and clicking on deals that align with their lifestyles,” David Petersen, CEO, Sense Networks said in a statement. “Brands need to realize that mobile advertising will only be successful if consumers are served up relevant ads, at the right time.”
These numbers were collected from May through July of this year and really point out that national strategies may not be the way to utilize all of the details that mobile can provide.
With mobile ad spending to rise about 62% this year to $6.4 billion, according eMarketer, advertisers need to be ready to hone into local desires and trends.
The U.S. mobile ad industry will grow 96.6% in 2012 to $2.3 billion, marking the first year that the U.S. market is bigger than Japan’s.