As today’s world of work continues to change traditional consumer lifestyles, cubicles and cafeterias are fast replacing porches and living rooms as the new American social network available to marketers. According to a new study from consumer intelligence firm BIGresearch, consumer lifestyle changes are forcing marketers to venture outside the home.
“With Americans now spending a record-breaking 60% of their waking hours at work, the days of stopping by your neighbor’s front porch in the afternoon to discuss current events over an iced tea are over,” said Stephanie Molnar, CEO of WorkPlace Media. “These days, time-starved consumers are more likely stop by a colleague’s cubicle on their way out for an iced coffee than socialize with neighbors back at home, where household chores and family responsibilities take precedence over casual conversation.”
The benefits of targeting consumers in such a highly connected, yet traditionally “ad-free” environment has not gone unnoticed by marketers looking to stay ahead of the pack. A staggering 95% of U.S. companies who have already granted advertisers access to this highly coveted demographic indicate that their employees regularly or occasionally talk about the advertiser offerings and promotions they receive during the workday, proving that individuals can become very influential and passionate brand advocates in the workplace.
“Let’s face it— we all wish we had more time at home, but this study reveals a really wonderful truth about human nature: we are essentially social beings who will create meaningful, neighborly interactions wherever we are,” said Molnar.
Highlights of the At-Work Consumer Survey include:
●With rising pump prices and busy schedules, consumers are highly likely to consolidate shopping trips, making purchases on their drive to or from work, or during their lunch break. Almost ¾ of at-work consumers indicate they regularly or occasionally dine out or purchase groceries and beverages during the workday.
●At-work consumers research products online before purchasing, with almost half of them (47.2%) reporting having researched electronics online in the last 90 days during the workday before making a purchase in a store.
●Word-of-mouth is highly influential on purchases made by at-work consumers, with 95.6% indicating they regularly or occasionally give advice to their peers about products and services, and 92.9% indicating they also seek advice from peers before making purchases.
●Since the workplace is full of conversation among peers, it presents the perfect environment to create buzz for product introductions and new store openings. While taking a break from work, at-work consumers are likely to socialize with co-workers as 67.8% indicate they do so. 42.2% also indicate they communicate with friends and family during the workday.
For more information or to suggest a newsletter topic, contact Nancy Pekala, Marketing Matters Editor, npekala@ama.org.