The Home Improvement Season

February 6, 2014 § 11 Comments

Sure, we’re in the thick of winter and Punxsutawney Phil says spring is still weeks away, but the do-it-yourself (DIY) and home improvement season is just about at our doorstep.

The latest Remodeling Market Index (RMI) numbers are out from the National Association of Home Builders (NAHB), and the fourth quarter of 2013 is at its highest reading since the first quarter of 2004—suggesting that the growth in home equity and home sales prompted home owners to undertake upgrades that they put off during tough times.

In late December 2013 and early January 2014, we surveyed 3,400 US online adults aged 18 or older to investigate whether the positive RMI trend would continue this spring with home owners and renters taking on remodels, repairs and redecorating projects—and see which media outlets respondents turn to and use for home improvement resources.

Check out our DIY research summary and key findings here, grab the full research report (PDF) here, and see our infographic below. Oh, and think spring!

BurstMedia_HomeImprovement_Infographic_feb2014

Second Screens Score at The Big Game

January 29, 2014 § Leave a comment

“Super” Sunday is a few days away and the media buzz surrounding the Big Game is fast becoming a roar.

Whether you’re in it for the football, the commercials, the entertainment or ALL of it, chances are you know what you’ll be doing Sunday evening.

At the start of the season last September, I wrote a guest post for Venture Beat that touched upon how second screens (mobile devices) and football fans literally go hand-in-hand. Fast forward to this week, and Burst’s latest research—which takes a look at how digital media and devices impact the Big Game viewing experience—found that just under one-half of respondents will check their smartphone and/or tablet at least once during the event. Second screens are especially huge among 18-24 year-olds: 3-in-4 of them will be checking their device(s).

Check out our Big Game research summary and key findings here, and our infographic below—and enjoy Sunday!

BurstMedia_BigGame_Infographic_jan2014

Spending Season 2013

November 5, 2013 § 7 Comments

Halloween is in the rear view mirror—and all eyes are on the upcoming holiday season.

If there ever was one, this is the year for mobile. According to our latest Online Insights study, where we surveyed 993 US online adults about how and when they plan to shop for the holidays, nearly one-half of consumers will use a smartphone to shop this year. That figure is up 51% from our 2012 study. Two-fifths will use a tablet for holiday shopping—a 190% increase over last year!

Considering Hanukkah starts before Thanksgiving and Cyber Monday falls in December for the first time since 2008, the respondents to our survey are ready to hit the malls and shop online. In fact, of respondents of who specified when they would shop for holiday gifts, a plurality (44%) says they will start shopping after Thanksgiving. And that means marketers and retailers have distinct opportunities NOW to pinpoint and engage their target consumers.

Remember though—engagement is the key! Presenting captivating creative that allows shoppers to research and compare offerings, find a location where they can purchase products and grab coupons or sales promotion codes should be paramount.

Grab the full “Spending Season 2013” Online Insights here (PDF), and check out our Spending Season 2013 infographic below.

BurstMedia-ShoppingSeason-v3

Give Me a Break

May 25, 2011 § Leave a comment

Summer is in the air at Burst—and it’s not just because Memorial Day weekend is upon us.

We’ve just released our third consecutive summer-themed Online Insights covering travel and vacation plans. Earlier this month, more than 3,700 online respondents told us of their plans for the summer season. We learned some interesting things.

One-half of all respondents say they’re taking a vacation or personal trip this summer, and 30.7% say they’ll be taking more time off this year versus last. One-third of travelers taking more vacations/trips this year plan to do so because they “just need a break,” and women more so than men feel this way: 39.9% versus 31.4%. The gender divide manifests itself most clearly in the 35-44 years segment, where a majority of women (54.5%) this age cites “a break” as a reason for vacationing more, compared to just 30.0% of men.

Other reasons vacationers are taking more trips this summer include having more time to take off (26.3%), stronger personal/family finances (19.0%) and the need to make up for not taking enough time last year (15.0%).

Conversely, of respondents who are taking fewer vacations this year, economic reasons (44.1%), personal/family finances (34.5%) and busy schedules (27.9%) top this list. Interestingly, men outpace women (35.2% versus 16.0%) with feeling “too busy” this summer.

But everybody deserves a break, right?

One-third of all respondents plan to take a “staycation” this summer—a vacation where they stay at home rather than travel. Interestingly, 50.4% of respondents who say they are not planning to take a vacation or personal trip this summer do say they will take a “staycation.”

Saving money (43.7%) is the leading reason for “staycations” among all respondents—but other reasons include catching up on house/home projects (25.6%), family activities/obligations (17.8%) and plans to visit local attractions or engage in local activities (16.1%).

One-half of all respondents also say gas prices will impact their summer vacation plans to some extent. The traditional family vacation may be one victim of fuel prices, as 34.9% of respondents with three or more people in the household (i.e., families with children at home) say the cost of gas will definitely impact their plans, versus 26.5% of households with one or two people.

Be sure to check out Online Insights and grab your copy of the full report. Here’s to a happy and healthy summer!

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