Welcome!

News Feed Item

Marketer Insights on How to Leverage Women’s Positive Attitudes about Finances, Economy, and Brand Loyalty in 2013 Emerge from Time Warner Cable Media Study

Time Warner Cable Media, the advertising sales division of Time Warner Cable, today shared marketer insights on how to leverage the changing attitudes, consumer confidence, and media consumption of two key female demographics – Chief Family Officers (CFOs) and Girlfriends on the Go (GOGs). Based on insights from more than 3,800 women across the country, the new thought leadership study, conducted with IpsosMedia CT, found that CFOs and GOGs share positive outlooks for 2013, compared with 2010, in spite of concerns about the job market and healthcare. They also are clamoring for more “me” time. For marketers to reach them with the right message at the right time in the right way, they will need to take the findings, including the differences based on attitude, behavior, and geography that have emerged, into account for their campaigns.

“These two audience segments represented over $200 billion in spending last year as key decision makers. We are looking to provide our marketing partners with the subtle differences between the two in order to help them connect with these audiences more effectively,” said Joan Hogan Gillman, Executive Vice President of Time Warner Cable and President of Time Warner Cable Media. “By incorporating these learnings, our clients have more facts to inform their creative direction and media placement to engage each of these segments.”

CFOs and GOGs, the focal points of the study, are two distinct audiences. Having a median age of 38, about 50% of CFOs are married, half have children, and more than half work. In addition to balancing work, family, activities, health, and education, they are the primary decision makers for smaller, day-to-day purchases. For big purchases like cars and electronics, they share the decision making with a spouse or significant other. They are technology savvy, but they may not own the latest gadget. Overall, CFOs think through purchases in terms of cost, product value, and brand name. While GOGs share similar attributes when it comes to purchase decision making, name brands play a far more important role when making a purchasing decision. GOGs also see technology almost the same way they see fashion. They want the newest and trendiest gadgets.

In spite of their differences, certain similar trends have emerged with CFOs and GOGs since 2010. Among both groups, more feel that they are doing an excellent job in managing their responsibilities than they were two years ago, that their lives are more balanced between work, family, and personal needs, and they are happier. In addition, they are almost equally concerned about four key areas in 2013: job market, fuel costs, healthcare, and education. Happiness aside, CFOs and GOGs continue to look for more time for themselves, relying on analog methods to manage their schedules.

Geography also plays a significant role in these differences. For example, CFOs in Los Angeles are more likely to personally drive the purchase of a new car than their counterparts in Ohio and Texas, who share in the decision making. GOGs play a bigger personal role in car buying in New York, but more GOGs in the Midwest and in the West/Southwest share in the decision making. In addition, CFOs play a more significant role in determining which fast-food or sit-down restaurant they will visit for a meal when they live in New York or Los Angeles; GOGs hold more sway over that decision in Texas.

When it comes to building brand trust, which is required before CFOs and GOGs make a purchase, a combination of television and online marketing is required to establish credibility depending on the audience. For example, an Internet-only brand strategy may not effectively reach CFOs. They rely on TV to validate a brand and are wary of information received from the online channel alone.

“These findings represent an unprecedented opportunity for marketers looking to connect with these audiences on behalf of their brands,” added Ms. Hogan Gillman. “Marketers need to understand the distinct ways that these two groups are living their lives and build their creative platform around these rich insights. The knowledge we are gaining and sharing makes the investment in this study extremely worthwhile.”

About Time Warner Cable

Time Warner Cable Inc. (NYSE: TWC) is among the largest providers of video, high-speed data and voice services in the United States, connecting more than 15 million customers to entertainment, information and each other. Time Warner Cable Business Class offers data, video and voice services to businesses of all sizes, cell tower backhaul services to wireless carriers and, through its NaviSite subsidiary, managed and outsourced information technology solutions and cloud services. Time Warner Cable Media, the advertising arm of Time Warner Cable, offers national, regional and local companies innovative advertising solutions. More information about the services of Time Warner Cable is available at www.timewarnercable.com, www.twcbc.com, www.navisite.com, and www.twcmedia.com.

About Ipsos MediaCT (U.S.)

Ipsos MediaCT is the market research specialization within Ipsos built to reach, engage and more effectively understand today’s digitally-driven consumer in the fast moving media, content and technology space.

We work with leading companies in technology, entertainment and all sectors of media – TV, online, print, mobile, outdoor, radio – helping owners and advertisers to better understand different audiences, the content they consume, the channels they use to consume it and the technology they use to discover, talk about and access this content.

Ipsos MediaCT is a specialist division within Ipsos, one of the world’s largest market research agencies. Ipsos has offices in 84 countries, generating revenues of €1,363 billion (1.897 billion USD) in 2011. Alongside media, content & technology, Ipsos has specialist practices in advertising, loyalty, marketing and public opinion research.

Visit www.ipsos-na.com/media to learn more.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Is advanced scheduling in Kubernetes achievable? Yes, however, how do you properly accommodate every real-life scenario that a Kubernetes user might encounter? How do you leverage advanced scheduling techniques to shape and describe each scenario in easy-to-use rules and configurations? In his session at @DevOpsSummit at 21st Cloud Expo, Oleg Chunikhin, CTO at Kublr, will answer these questions and demonstrate techniques for implementing advanced scheduling. For example, using spot instances ...
SYS-CON Events announced today that Daiya Industry will exhibit at the Japanese Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Ruby Development Inc. builds new services in short period of time and provides a continuous support of those services based on Ruby on Rails. For more information, please visit https://github.com/RubyDevInc.
When it comes to cloud computing, the ability to turn massive amounts of compute cores on and off on demand sounds attractive to IT staff, who need to manage peaks and valleys in user activity. With cloud bursting, the majority of the data can stay on premises while tapping into compute from public cloud providers, reducing risk and minimizing need to move large files. In his session at 18th Cloud Expo, Scott Jeschonek, Director of Product Management at Avere Systems, discussed the IT and busine...
Nordstrom is transforming the way that they do business and the cloud is the key to enabling speed and hyper personalized customer experiences. In his session at 21st Cloud Expo, Ken Schow, VP of Engineering at Nordstrom, will discuss some of the key learnings and common pitfalls of large enterprises moving to the cloud. This includes strategies around choosing a cloud provider(s), architecture, and lessons learned. In addition, he’ll go over some of the best practices for structured team migrat...
As businesses evolve, they need technology that is simple to help them succeed today and flexible enough to help them build for tomorrow. Chrome is fit for the workplace of the future — providing a secure, consistent user experience across a range of devices that can be used anywhere. In her session at 21st Cloud Expo, Vidya Nagarajan, a Senior Product Manager at Google, will take a look at various options as to how ChromeOS can be leveraged to interact with people on the devices, and formats th...
First generation hyperconverged solutions have taken the data center by storm, rapidly proliferating in pockets everywhere to provide further consolidation of floor space and workloads. These first generation solutions are not without challenges, however. In his session at 21st Cloud Expo, Wes Talbert, a Principal Architect and results-driven enterprise sales leader at NetApp, will discuss how the HCI solution of tomorrow will integrate with the public cloud to deliver a quality hybrid cloud e...
SYS-CON Events announced today that Yuasa System will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Yuasa System is introducing a multi-purpose endurance testing system for flexible displays, OLED devices, flexible substrates, flat cables, and films in smartphones, wearables, automobiles, and healthcare.
Companies are harnessing data in ways we once associated with science fiction. Analysts have access to a plethora of visualization and reporting tools, but considering the vast amount of data businesses collect and limitations of CPUs, end users are forced to design their structures and systems with limitations. Until now. As the cloud toolkit to analyze data has evolved, GPUs have stepped in to massively parallel SQL, visualization and machine learning.
Join IBM November 1 at 21st Cloud Expo at the Santa Clara Convention Center in Santa Clara, CA, and learn how IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Cognitive analysis impacts today’s systems with unparalleled ability that were previously available only to manned, back-end operations. Thanks to cloud processing, IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Imagine a robot vacuum that becomes your personal assistant tha...
Organizations do not need a Big Data strategy; they need a business strategy that incorporates Big Data. Most organizations lack a road map for using Big Data to optimize key business processes, deliver a differentiated customer experience, or uncover new business opportunities. They do not understand what’s possible with respect to integrating Big Data into the business model.
The session is centered around the tracing of systems on cloud using technologies like ebpf. The goal is to talk about what this technology is all about and what purpose it serves. In his session at 21st Cloud Expo, Shashank Jain, Development Architect at SAP, will touch upon concepts of observability in the cloud and also some of the challenges we have. Generally most cloud-based monitoring tools capture details at a very granular level. To troubleshoot problems this might not be good enough.
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, will discuss how from store operations...
As people view cloud as a preferred option to build IT systems, the size of the cloud-based system is getting bigger and more complex. As the system gets bigger, more people need to collaborate from design to management. As more people collaborate to create a bigger system, the need for a systematic approach to automate the process is required. Just as in software, cloud now needs DevOps. In this session, the audience can see how people can solve this issue with a visual model. Visual models ha...
Recently, REAN Cloud built a digital concierge for a North Carolina hospital that had observed that most patient call button questions were repetitive. In addition, the paper-based process used to measure patient health metrics was laborious, not in real-time and sometimes error-prone. In their session at 21st Cloud Expo, Sean Finnerty, Executive Director, Practice Lead, Health Care & Life Science at REAN Cloud, and Dr. S.P.T. Krishnan, Principal Architect at REAN Cloud, will discuss how they bu...
SYS-CON Events announced today that Dasher Technologies will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Dasher Technologies, Inc. ® is a premier IT solution provider that delivers expert technical resources along with trusted account executives to architect and deliver complete IT solutions and services to help our clients execute their goals, plans and objectives. Since 1999, we'v...