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1. Consumer and Real Estate Marketing Trends December 1 st ,
2009
2. Who Is Ipsos?
Canadas Market Intelligence Leader
Research since 1978
Global Company
7 offices in Canada, 44 around the world
Trusted Brand
80% awareness among British Columbians
Real Estate Specialization
Past 3 years, ~$2 million of research in US and Canada
BC Home Buyers Report
3. Overview
The Economy
Sources: Ipsos Trend Report, Ipsos Public Affairs Report on BC
Economy
Real Estate in BC
Source: Ipsos BC Home Buyers Report
Role of the Internet in Real Estate Marketing
Sources: Ipsos BC Home Buyers Report, Interactive Reid
Report
4. The Economy
5. The Economy The Economy still a top concern for Canadians.
But a slow recovery has begun. Consumers are cautiously
optimistic.
6. Canadas Top Concerns (September 2009) Thinking about the
issues presently facing Canada, which one do you feel should
receive the greatest attention from Canadas leaders? Down from 63%
in March
7. Perception of Overall State of the Canadian Economy:
19942009 In terms of the current economic conditions in this
country as a whole, how would you describe the overall state of the
Canadian economy right now? Describe Current Canadian Economy as
Good
8. Household Spending
9. Household Spending The post abundance mindset remains
despite optimism heading into 2010. Job security worries and
concerns about the economy are still prevalent.
10. Family Spending on Major Purchases in the Next Year (Sept
2009) 22% worried about their jobs Now, thinking about major
purchases such as buying a car or household appliances, or your
vacation spending, in the next year, do you expect that you and
your family will be spending Less Jan 09: 44% Aug 07: 28%
11. Changes in Spending Over Past 12 Months Over the PAST 12
months, has your spending on each of the following items increased,
decreased or stayed about the same? (October 2009) Net -46 -44 -35
-32 -30 -30 -29 -22 -18 -14 -9 -9 +1
12. Expected Changes in Spending Over Next 12 Months Compared
to today, over the NEXT 12 months, do you expect your spending on
each of the following items will increase, decrease or stay about
the same? (October 2009) Net -22 -17 -15 -13 -12 -11 -8 -7 -7 -6 -1
0 +5
13. BCs Real Estate Market
14. BCs Real Estate Market Market has rebounded in 2009 with
push of first-time home buyers. However, number of first-time
buyers now back to 2008 level.
15. Good Time to Buy / Sell a Home Base: All respondents
Currently, is it a good time to buy a home? Currently, is it a good
time to sell a home?
16. Expectations of Housing Prices in a Year Base: All
respondents Thinking about this time next year, do you expect that
housing prices in your local community will be higher, lower or the
same as they are today?
17. Likelihood of Purchasing a Home (Within Next 2 Years) Base:
All respondents How likely are you to purchase a home in the next
two years?
18. First-Time Home Buyer Base: All respondents Are you a
first-time home buyer?
19. Role of the Internet in Real Estate Marketing
20. Online Access Online access is nearly universal, but usage
is not.
21. Household Internet Access 85% of Canadians have Internet
access compared to 70% in 2001. 60% of those are active users.
Canadians spend average of 14 hours online per week on the rise.
Those with the least access: Older 55+ : 66% Lower income (under
$30K): 65% Lower education (high school or less): 50%
22. Email Marketing Permission-based marketing remains the most
effective method for reaching your online audience.
23. Online Activities Ever Done Source: Q4-2008 The Ipsos
Canadian Inter@ctive Reid Report, Canadians Internet users
(n=2,520)
24. Willingness to Provide Email Address Source: Q4-2007 The
Ipsos Canadian Inter@ctive Reid Report; (n=1,024), Canadian
Internet Users Q4-2007 Q4-2006 Q4-2005 Q4-2004 Q4-2003 Q4-2002
Willing 65% 67% 61% 65% 60% 57%
25. Online Social Networking Dont just jump on the bandwagon.
Online social networks are highly skewed towards younger audiences.
Must be carefully targeted and supported by other media.
26. Participation in Social Activities Online Source: Q1-2009
The Ipsos Canadian Inter@ctive Reid Report, Canadian Internet users
(n=824) 5.4 hours/week spent on social networking sites about
one-third of all online time Change from Q2-07 +12% +11% -1% +4%
+4% +8% +2% +5% -11% Use the Internet to contact someone you have
lost touch with Participate in live, online chat over the Internet
Visit/browse an online social network or online community Take part
in computer games with other people online Download/browse videos
from a video sharing network or online community Participate in an
online forum or bulletin board discussion Use an online
personals/dating/ introduction service Upload videos to a video
sharing network or online community None of the above
27. Participation in Social Activities Online by Age and Gender
Source: Q1-2009 The Ipsos Canadian Inter@ctive Reid Report,
Canadian Internet users Age Gender Canadian Internet users Total (
n=824) 18 to 34 ( n=106) 35 to 54 (n=347) 55+ (n=371) Male ( n=393
) Female ( n=431 ) Use the Internet to contact someone you have
lost touch with 51% 76% 51% 43% 50% 51% Participate in live, online
chat over the Internet 46% 74% 50% 35% 44% 48% Visit/browse an
online social network or online community 44% 72% 48% 32% 42% 45%
Take part in computer games with other people online 32% 46% 35%
26% 30% 35% Download/browse videos from a video sharing network or
online community 32% 56% 36% 21% 33% 30% Participate in an online
forum or bulletin board discussion 31% 46% 34% 24% 32% 30% Use an
online personals/dating/ introduction service 17% 29% 20% 12% 19%
16% Upload videos to a video sharing network or online community
12% 31% 14% 5% 10% 14% None of the above 19% 7% 18% 23% 18%
19%
28. Online Real Estate Marketing The Internet is not a silver
bullet for real estate marketing. It does however, play a
significant and increasing role in helping Canadians buying a
home.
29. Disadvantages of the Internet as House-Hunting Resource
Note: Only responses of 4% or more are shown. n=509, Have searched
for house prices Cant see house/still have to see the house
Misleading information Cant see neighbourhood/ location/surrounding
area Pictures are not always accurate Incomplete information
Information is not current Not all listings included may miss a
good deal Cant get a feel for the house No input/nobody to talk
to/cant ask questions/no personal opinions Too much info/too many
options None Don't know
30. Housing Information Sources First Aware Research Most
Trusted Print Driving/Signage Online RE Agent Word-of-mouth
TV/Radio Ads
31. Role of Internet on Overall House Shopping Experience Total
Significant 68% Total Insignificant 24% n=509, Have searched for
house prices
32. Key Takeaways
33. Key Takeaways
Economy is recovering. But the post-abundance consumer mindset
is alive and well.
Careful spending and careful investing.
BCs real estate market on the rebound, optimism for 2010 in
terms of home prices.
First-time home buyers scaling back to 2008 levels.
Online marketing should be a vital component but only one part
of your marketing mix.
Permission-based email is still the most effective.
Social networking must be relevant, appropriate and
targeted.
Online must be supported by other media.
34. For more information contact: Hanson Lok 778-373-5041
[email_address] Thank you.