Healthy Digital by Tery Spataro
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Transcript of Healthy Digital by Tery Spataro
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(c) Copyright 2010 Orange Insights
“Healthy Digital”Digital Trends of Natural & Organic ConsumersPart One - October 2010
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(c) Copyright 2010 Orange Insights
Why Healthy Digital?
Orange Insights is curious about the digital behavior of people who are US organic/natural consumers.
We embarked on this research by assessing the types of digital media available to the organic/natural consumer to develop an understanding of their digital behavior.
This is the first of a two part report on the digital behavior of people who are US organic/natural consumers.
The next report will survey organic/ natural consumers to create an in depth definition of their digital behavior.
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(c) Copyright 2010 Orange Insights
Methodology
Identified content sources that provided educational information about organic and natural products.
Observed digital trends of organic and natural consumers through digital channels:
Search
Blogs
Mobile applications
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(c) Copyright 2010 Orange Insights
Situation
Three quarters of US consumers have purchased an organic and/or natural product.
The consumption of organic and natural products are on the rise even in a down economy.
Consumers are confused about the vast array of organic and natural products, messages, labels, and symbols.
Organic foods, Locavores and Community Supported Agriculture are the top influencers.
Sources: Organic Trade Association, Hartman Group, FoodChannel
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(c) Copyright 2010 Orange Insights
Digital Consumer ProfileOrganic and Natural Consumer
More likely to be female
Over 31
0-1 kid
College educated
Advocate of healthy organic lifestyle
Will search for specific category information
Will follow leaders in the industry
Will use specific #hashtags
Enjoys Facebook
Likely to use a meaningful applications
Sources: Alexa, Quantcast
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General search using the term “organic food”
Over 2.5 million returned searches with top items:
Recipes
Organic food
Articles on organic eating
Organic brands
Organic retailers
Note: the search return includes Trader Joes having more relevance than Whole Foods.
Relevant Keywords
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Organic vs. Natural ProductsSearch Insights
Top 10 Geo-locationsNatural products search is used more than organic products or organic natural products.
Searching in beauty & personal care, lifestyles, shopping, food & drinks, home & garden.
Geographically, the majority the “natural products” searches come from the eastern region of the US.
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Top & Rising Searches
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(c) Copyright 2010 Orange Insights
Search Trends
Scale is based on the average United States traffic for organic products and natural products over the past 12 months.
News Trends:A. VitaminSpice Expands Its Market Exposure In Natural Products Expo West - MarketWatch
B. India aims to export $1 bn organic products in next 5 yrs - Business Standard
C. Renhuang Showcases its All Natural Products at 45th China National New and Special Drugs Fair - MarketWatch
D. BioCentric Energy Signs Multi-Million Dollar Contract With Biocen Natural Products Development Group - MarketWatch
E. World Renowned Scientific Team Creating Break-Out Technology for Advanced Organic Products Worldwide - MarketWatch
F. BioCen Natural Products Development Group Announces Health Product Breakthrough in Algae Derived Nutritional Drink Product - MarketWatch
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(c) Copyright 2010 Orange Insights
Facebook:Likes and Interests
Attributes of the Facebook user interested in organic and natural:
Over 31 years of age
Graduated from college
Likes and interests include:
Organic
Healthy living
Healthy food
Organic gardening
Organic food
Natural living
Farmers markets
Yoga
Estimated United States reach 244,500
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(c) Copyright 2010 Orange Insights
Twitter: #HashTag Usage
The variety of #hashtags used makes it hard to track trends among consumers who tweet about organic and/or natural products.
#sustainable
#organic
#locallygrown
#blogging#green
#livegreen
#trees4hire
#planttreesnotrumors
#grassfed
#sustainablefarming
#farmersmarket
#localfood
#realfood
#natural
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Most Influential Twitter UsersIn the Natural/Organic Space
Source: WeFollow
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(c) Copyright 2010 Orange Insights
Healthy Blogs
Women are more interested in healthy organic or natural lifestyle
Average age 45
No children
Graduate education
There are many organic and natural blogs that provide great information
Organic and natural blogs cover a wide range of subject matters and categories
Top key terms:
Organic living
Natural living
Sustainable living
Local foods
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(c) Copyright 2010 Orange Insights
Example of Category Blogs
russia seed bank
garlic scapes
benefits of white tea
homemade mozzarella
vegan breakfast
batter blaster
buy local orlando
0.00% 0.50% 1.00% 1.50% 2.00%
Top search queries
58% more female32% 50 years+No kidsAffluentGraduate/Post Graduate
Presence includes:Facebook: 751 likesTwitter: 716 followers
Eatdrinkbetter.com is ranked #142,456 in the world, according to the three-month Alexa traffic rankings.
The time spent in a typical visit to it is about two minutes, with 70 seconds spent on each pageview.
Visitors to it view an average of 1.3 unique pages per day.
Approximately 64% of visitors to Eatdrinkbetter.com come from the US, where it has attained a traffic rank of 47,318.
The site is relatively popular among users in the city of Seattle-Tacoma (where it is ranked #19,771).
(Source: Alexa.com)
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Example of Category Blogs
Top search queries
frozen hot chocolate
grilled cheese sandwich recipe
"allison arevalo" new york
peach crumble
how to make fresh mozzarella
brussel sprouts duck fat
cooking fava beans
0.00% 0.50% 1.00% 1.50% 2.00% 2.50%
More likely female25-34 years oldNo kidsGraduate School
Presence includes:Facebook: 456 likesTwitter: 1729 followers
There are 908,976 sites with a better three-month global Alexa traffic rank than Locallemons.com.
The site is relatively popular among users in the city of Los Angeles (where it is ranked #107,552).
Roughly 71% of visits to it consist of only one pageview (i.e., are bounces).
Its visitors view an average of 1.4 unique pages per day.
Approximately 53% of visitors to Locallemons.com come from the US, where it has attained a traffic rank of 273,127.
(Source: Alexa.com)
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kenji alt
national fisheries mercury
j. kenji lopez-alt
good eater items in mission
foodlab 2.0
sierra seed haitian herbal
90's and 00's
0.00
%2.
00%
4.00
%6.
00%
8.00
%
10.0
0%
12.0
0%
Example of Category Blogs
Top search queries
More likely female45+ years oldNo kidsGraduate School
Presence includes:Facebook: 473 likesTwitter: 1144 followers
Goodeater.org's three-month global Alexa traffic rank is 1,487,159.
Its visitors view an average of 1.2 unique pages per day.
Time spent in a typical visit to the site is approximately two minutes, with two minutes spent on each pageview.
Roughly 19% of visits to the site are referred by search engines.
Goodeater.org has a bounce rate of about 81% (i.e., 81% of visits consist of only one pageview).
(Source: Alexa.com)
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Applications
Applications are an exciting category for organic and natural consumers
In order to encourage long term usage, apps need to provide distinct benefits to the user:
The app must be useful
There are not many organic/natural apps available
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Applications
Simply Organic’s app provides recipes, coupons, shopping list, store locator.
It works on iPhone and iPad.
Customer Ratings: Average of 3 starsCurrent Version: 1089 RatingsAll Versions: 1389 RatingsFree
Dirty Dozen’s app provides information on buying organic fruits and vegetables.
It works on Android.
Customer Ratings: Average of 4 starsEstimated 100 downloadsFree
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(c) Copyright 2010 Orange Insights
Applications
REALLY Natural’s app is a resource for living a natural life and includes tips, news, product reviews.
It works on Android.
Customer Ratings: not rated< 50 downloads
Center for Food Safety created True Food’s app provides consumers with information about what is in food.
It works on iPhone, iPad, Android.
Customer Ratings: Average of 3.5 stars
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(c) Copyright 2010 Orange Insights
What the Natural & Organic Industry Can Learn from Consumer’s Digital Behavior?
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Insights & Opportunities
Insights
Natural/Organic consumers are more likely to be women, interested in a healthy lifestyle.
They seek content that will improve and support their lifestyle.
Even in a recession, they will choose to buy healthy, organic or natural products.
They can be found across social networks and will participate by providing their opinions, likes, and tweets.
They are well educated and inqusitive, seeking content that informs and enriches.
Opportunities
There are many opportunities to provide these consumers with well thought out digital content that pertains to healthy lifestyles.
Expand on search engine optimization both for organic and sponsored search.
Provide coupons that cater to natural/ organic products.
Identify the key organic and natural social media users and engage them.
Create industry identifiable #hashtags
Provide content that enriches and engages; recipes are key.
Provide applications that educate natural/organic consumers and offer utility/benefits.
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(c) Copyright 2010 Orange Insights
Your Leadership Team
Amy LiebermanStrategist at heart
Over 15 years of digital strategy
Passionate about solving problems
Recognized for building brands and growing businesses
If lost in a blizzard, Amy’s your guide
Tery Spataro, @teryScientist at heart
Over 15 years of digital research
Recognized industry leader for understanding consumer behavior
MBA in marketing, BFA in communication design
My cat uses twitter
Digital data is chaotic. I love making sense of the messiness!
I ask the questions to get to the juicy ideas!
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(c) Copyright 2010 Orange Insights
Orange Insights: The Consumer Perspective of Digital
their voice. their behavior. your strategy.
Orange Insights is a digital research and
strategy lab that researches consumers’
digital behavior, needs and perceptions to
create engaging strategies for brands.
http://www.orangeinsights.com
@orange_views