[January 04, 2013]

Consumers Look for New Year's Resolutions Aids as They Miss the Mark on Their Goals

SocialVibe, the pioneer in engagement advertising, released key findings from its New Year's Resolutions Research today, citing the top consumer resolutions for 2013 as improving one's diet, exercise, finances, stress and personal relationships.

The SocialVibe survey was designed to gauge attitudes and behaviors around New Year's resolutions. The study revealed five key findings for 2013 New Year's resolutions:

Nearly half of digital consumers will make New Year's resolutions they won't accomplish in 2013.

When considering the New Year, the SocialVibe study found that about 44 percent of digital consumers are likely to make New Year's resolutions for 2013. An additional 20 percent are on the fence indicating they will "maybe" make New Year's resolutions. Compared to last year, New Year's resolutions and goal setting for 2013 looks to hold steady with 38 percent recalling their 2012 resolutions goals. New Year's resolution goal setting shows popularity among those between 25 and 44 years of age, with 52 percent indicating they are likely to make resolutions for 2013.

Unfortunately, most consumers will miss the mark on their New Year's resolutions. The study found that just 28 percent of digital consumers are "goal getters" or actually accomplish or get close to their New Year's goals. An additional 26 percent of digital consumers fall into the segment of "goal setters", but ultimately fall short of their resolutions. The remainder, 46 percent, report never really getting started on their New Year's resolutions last year.

Consumers prefer to start anew on small goals.

While 40 percent of digital consumers vary the types of New Year's resolutions they typically make, 26 percent resolve to start something new, 19 percent set out to become better at something they already do and 16 percent pledge to stop doing something altogether.

Half of all digital consumers choose to make small-sized resolutions goals in 2013, as compared to 14 percent who prefer to make large goals and 37 percent who resolve themselves to mid-sized goals.

Consumers are ego rather than eco focused when it comes to resolution targets.

Among those surveyed, 52 percent said they are likely to target their eating habits, dieting, exercise and physical fitness, making it the top New Year's resolutions goal for 2013. Women are much more focused on eating habits and dieting than men with 31 percent of women setting these types of goals, compared to 18 percent of men. Both men and women resolve to improve their exercise habits and physical fitness with 23 percent for both groups.

The second most popular New Year's resolutions goal is to improve one's finances with 21 percent of those surveyed indicating they are most likely to resolve to improve their finances. Finance resolutions are most popular among women with 27 percent resolving to this goal, compared to 15 percent of men.

"Considering an econmic environment of high unemployment and historical personal debt, it is understandable that American consumers are looking to 2013 determined to improve their finances before nearly every other consideration," said Jamie Auslander, SocialVibe's director of research. "We've seen across our audience research consumers looking for deals, savings, and ways to make smarter spending decisions so this finding isn't too surprising."

Improving one's stress and personal well-being comes in as the third most popular New Year's resolution with 20 percent of consumers resolving to improve the constant worries and daily pressures they regularly feel. This goal wasn't without company as the fourth most popular resolution is to work on personal relationships with friends and family, and to improve attitudes and behaviors such as one's temper, sincerity, or honesty.

New Year's resolutions represent a significant opportunity for marketers

The study also revealed that 35 percent of digital consumers plan to spend $25 or more per month, at least initially, on their New Year's resolutions, which represents a significant opportunity for marketers. Extrapolating the likely spend of digital consumers from SocialVibe's audience out to the greater US population, it is projected that New Year's resolutions represent a multi-billion dollar opportunity for brands and advertisers. Estimated at $5.6 billion, expected New Year's resolution spending amounts to about 11% of Black Friday (News - Alert) spending, which in 2011 was projected to account for $52 billion in sales.¹

"Advertisers are really just starting to consider campaigns aimed at New Year's resolution makers and their goals post holidays," said Tiffany Leslie, SocialVibe's Director of Marketing Communications. The New Year is a unique opportunity to reach aspirational consumer interests right when folks are thinking about the products, services, and solutions they'll need to accomplish their well-intentioned personal goals. We expect advertisers will only continue to develop and grow their New Year's resolution-focused campaigns to connect with this opportunity in the years to come."

Digital, Social, and Community Engagement Aid in New Year Resolution Performance

Although most fall short of their goals, the study also uncovered that 9 percent feel that sharing their goals with their social network would improve their New Year's resolution performance. An additional 17 percent said collaborating with or competing against friends, family or in online groups would boost their resolution performance. A further 7 percent indicated that working toward a goal with a charity component, like raising money to benefit a cause would motivate and help them succeed. In all, 39 percent of digital consumers feel that deeper engagement with their resolutions through channels such as sharing on social media, competing and coordinating with friends/family, and contributing to charities will aid in their New Year's resolution performance.

"Advertisers looking to increase the relevance and effectiveness of their New Year's resolution-related campaigns might really benefit from considering the ways in which their marketing could assist improvement-minded consumers with attaining their goals," said Auslander. "The more a campaign leads to consumer success, the more likely that brand will be seen as a hero."

Methodology

SocialVibe conducted research used in this study during December, 2012. The company surveyed consumers while engaged on the streaming music, social gaming and loyalty sites they frequently visit. Respondents opted in to participate in a multi-question survey activity and were provided with an online social gaming currency or similar type of incentive for their time.

The survey closed with 562 completed interviews by SocialVibe's audience of 101MM consumers.

SocialVibe combines the power of an extensive network of premium online and mobile partners, a large, 750x500 rich media ad unit, and innovative new placements such as value exchange and interstitials to deliver proven results for brands and marketers. This combination is one of the most powerful in digital advertising, driving industry leading results like five to 10 times the engagement of display, 60 seconds time spent, 80 percent-plus completion rates and more than 15 percent lift in key brand metrics including consideration and purchase intent.

About SocialVibe

SocialVibe is a next-gen digital ad-tech company that powers engagement advertising for some of the world's top brands. In today's online landscape where consumer attention is hard to capture, SocialVibe's interactive ads deliver better results through deeper engagement by delivering an improved consumer experience and more powerful brand interaction. As a pioneer and recognized leader in engagement marketing, SocialVibe enables advertisers to reach consumers where they are most passionately engaged across the web and mobile, including social, social gaming, content, music, video, Wi-Fi, travel and sports. SocialVibe is based in Los Angeles, Calif. with offices in New York, Chicago, San Francisco, and Atlanta. For more information, visit socialvibe.com or engage with us on twitter.com/socialvibe.

¹ http://www.businessinsider.com/what-americans-spend-on-christmas-2011-12

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