f&s cha cha young adult research
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8/6/2019 F&S Cha Cha Young Adult Research
http://slidepdf.com/reader/full/fs-cha-cha-young-adult-research 1/17
ChaCha Mobile Answers
8/6/2019 F&S Cha Cha Young Adult Research
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ChaCha Mobile Answers One of the Leading Ways to Reach
Teens and Young Adults
ChaCha (www.chacha.com) is the leading mobile answers service and the fastest
growing web site in the top 100. Its unique platform gives advertisers the opportunity
to engage millions of teens and young adults online and on their mobile phones. In
less than two years, ChaCha has answered over 400 million questions and reaches
over 15+ million unique users per month who are primarily 13 24 years old.
How ChaCha Works?
ChaCha allows mobile subscribers to ask specific questions - any questions - via text
messaging or voice. Users can call 1-800-2- or text questions to ChaCha
(242-242 on mobile phones and receive answers within minutes. Users can also
visit m.chacha.com, download iPhone app or ask questions via @ChaCha
on Twitter. The query is parsed and passed on to the most appropriate human guide -
decided according to both semantics and syntax of the query - that is logged onto the
ChaCha system.
The guides are responsible for searching for answers from various sources of
information and selecting the best answer which is then sent to the
handset via text message. Information about the source, as well as the guide
performing the search is also provided to the user. Moreover, mobile users can ask
follow up questions in conversational English as original queries and answers are
maintained in powerful database.
patent pending system learns from the acquired results through storing the
best-rated search results and providing the same results for similar searches in the
future. This allows the platform to scale considerably and handle increased volumesof search queries.
Benefits of service are as follows:
Provides answers (and not vast amount of links)
Quick responses
Can be accessed from virtually any text-enabled mobile phone
Free service - users pay only standard messaging charges
Delivery of relevant and targeted advertising in messages
Introduction and Overview
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Introduction and Overview
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USER PROFILE
ChaCha has answered
over 400 million question;
with 15+ million monthly
uniques
49.3% are 18-24
34.7% are 13-17
47.9% female
52.1% male
44.7% do not have aweb-enabled phone
92.0% would recommend
the service to a friend
88.0% consider the
89.0% heard about the
service from a friend
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Performance Metrics
ChaCha has experienced wide consumer acceptance since launching its service in
January 2008. Since its launch, ChaCha has answered more than 400 million
questions via mobile cell phones and the web and now reaches over 15+ million
unique users each month online and via mobile.
Media Consumption Patterns of the Youth Segment
Frost & Sullivan believes that the mobile device has evolved to become one of the
most popular media consumption devices for the youth segment. This segment
relies on their mobile devices for a wide range of communication, information and
entertainment requirements, and the youth segment forms the core of the mobile
mobile data strategies. As such, services such as ChaCha that
generate millions of mobile search queries from the youth segment every month
are ideal to provide insights into things on the of the of the youth segment
and build a virtual - that ties all known information about the end-users.
The figure below shows the average monthly SMS volume by age-group in the U.S.mobile communications market in 2009.
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Perception Study
The Youthful Mind: What do the Teens and Young Adults Think
about your Brands and your Competitors?
There is an opportunity to better understand user behavior in mobile. ComScore M:
Metrics is used to correctly depict data usage and device type by segment.
Companies like Dynamic Logic and Insight Express can provide metrics on brand
affinity and purchase intent for specific campaigns and categories, but there is no
single source that provides a more granular understanding of what!s happening
during the conversation - what users care about and what they think, particularly as
it relates to specific brands and products. Frost & Sullivan believes that ChaCha is
in a unique position to provide that data to the industry and potential advertisers.
Capturing the intent is always a priority for successful marketers, and
extensive database of questions and associated information about the
subscribers can be mined to provide insights into the popularity, penetration and
perception of different brands among the consumers.
The youth segment continues to be a heavy user of services and
currently generates the maximum number of queries in a given time period. Along
with the search query and answer string, ChaCha also has insights into other
metrics related to the end user- including demographics, location, device type, and
others. An in-depth analysis of data can provide an intelligent and logical
association between all these metrics and can provide actionable insights into the
preferences. For example, traffic patterns can be analyzed to
determine the impact of a particular ad campaign, ascertain the popularity of
different TV shows among the youth segment, and even to determine regional
interest levels for a particular product. The possibilities are endless.
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Perception Study
The key objective of this whitepaper is to provide insights into what teens and young
adults think about specific brands and how loyal they are to those brands. Since
ChaCha parses millions of questions per day, we have real time access to
awareness and satisfaction levels as well as loyalty indicators that lead to repeat
purchases, referrals and a preference for a vendor. We define this as Brand Affinity.
For purposes of this whitepaper, ChaCha and Frost & Sullivan analyzed millions of
queries from the 3rd Quarter of 2009 from the youth segment and focus on the
following verticals and the key brands within those categories:
Gaming
Consumer Electronics Laptops
Entertainment Movies
Retail Apparel
Jeans
Shoes
Retail Clothing
Food & Beverage Auto
A detailed analysis for the above mentioned queries, including, but not limited to, the
following data points will be provided:
Number of queries generated for the top brands
Demographical analysis for the youth segment generating queries related to
popular brands
Device types
Types of queries asked
Analysis of the questions can also identify key drivers that affect Brand Affinity:
price, performance and relative performance against a competitor. Brand Affinity
metrics and segmentation can allow marketers to target and play media buys on the
basis of consumer availability and openness to a brand message, rather than on
demographics alone, thus reducing unnecessary and ineffective spending.
8/6/2019 F&S Cha Cha Young Adult Research
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Gaming Industry Brands
GAMING
HIGHLIGHTS
There were over 34,000
questions processed
relating to the top three
game consoles
There were more than
twice as many questions
about XBOX than any
other gaming platform
85.9% of all questions for
gaming were from males
14.1% of all questions for
gaming were fromfemales
83.3% of all questions
came from non-
smartphones
SMARTPHONES:
6.7% Blackberry
4.7% iPhone
3.1% Windows Mobile
2.1% Treo/Palm
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XBOX 360 is the leading gaming brand among the ChaCha audience and Brand
Affinity metrics are very high showing high first purchase and repeat purchase
indicators. Over 33% of the questions are related to game compatibility and whether
or not the XBOX games will work on the XBOX 360, while 42% of the users asked,
much is the XBOX 360 and 22% of the questions were related to the origins
of the game console. For example. the question, invented the XBOX 360
was asked 116 times over the course of two days.
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Consumer Electronics - Laptop Brands
LAPTOP
HIGHLIGHTS
Shopping and consumer
electronics related
questions involving
laptops exceeded 3,000
total questions submitted.
Apple had the majority of
the searches for the
laptops group
In California, 66.2% of all
laptop questions were
related to Apple laptops,
compared to a national
average of 56.2%
TOP LAPTOPS:
1. Apple2. Dell
3. HP
4. Toshiba
5. Acer
6. Lenovo
TOP SEARCH STATES
(total laptop questions):
1. California
2. Indiana
3. Texas
4. Ohio
5. New York
6. Illinois
7. Missouri
8. Utah
9. Arizona
10.Florida
64.1% Male
35.9% Female
While Apple has the majority of searches, Brand Affinity as high as you would
expect. In fact, 34% of the questions demonstrate some uncertainty as to what they
should buy. Sample questions include: Apple laptops better than or
I buy a Dell or an Apple Also, 37% of the questions were price
related, although the majority were phrased like, can I get an Apple laptop
and are the Apple laptops priced so Apple should beware thatteens and young adults are heavily and concerned about the
high prices. Dell and HP should see this as an opportunity to drive additional
awareness. In summary: Awareness of Apple laptops among this demographic are
high, but there is some skepticism as to whether or not they are worth the hype.
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ENTERTAINMENT - MOVIES
Questions about the Harry Potter movies and characters quadrupled the question
total for the next closest movie during the three month time period.
Demographic data varies quite a bit depending on the genre classification of the
movies. For example, dramas are split 50/50 between genders. However, the 18-
24 year old age group made up 65% of the questions indicating that age is the prime
indicator of interest in movies that fall into the drama genre. When using the same
analysis on family movies, we find the opposite that gender indicates interest. Age
groups for family movies are very close at 53/47 percent, whereas gender is more
lopsided with females making up 60% of the questions.
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ENTERTAINMENT
HIGHLIGHTS
There were over 54,000
questions processed by
ChaCha regarding the
top movies during the 3
month time frame
Top 10 movies:
1. Harry Potter 17,4942. The Hangover 4,007
3. Bruno 3,644
4. Public Enemies 2,995
5. District 9 2,919
6. Ice Age 2,908
7. The Proposal 2,866
8. Orphan 2,462
9. G.I. Joe 2,410
10.The Ugly Truth 2,277
The top movie genres:
1. Family 22,587
2. Comedy 6,293
3. Sci-Fi 6,391
4. Horror 5,807
5. Drama 5,225
6. Romance 1,449
7. Musical 689
Top 5 movies for males:
1. Harry Potter 7,095
2. The Hangover 1,867
3. Bruno 1,777
4. District 9 1,733
5. Public Enemies 1,453
Top 5 movies for females:
1. Harry Potter 10,399
2. The Hangover 2,140
3. The Proposal 1,962
4. Bruno 1,867
5. Ice Age 1,782
While comedies and sci-fi
are successful to young
males, family and
romance movies are
widely watched by young
females.
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Apparel Brands Jean Brands
JEAN HIGHLIGHTS
Unlike many of the other
industries, apparel
specifically jean brand
questions come from
predominantly females
83% Female
17% Male
True Religion brand
jeans made up an
overwhelming majority of
the questions
55% Ages 13-17
62% Ages 18-24
Numbers for True
Religion brand jeans
show that while they are
still the most popular
jeans brand, they aremore appealing to the
older (18-24) age group
Lucky Brand jeans were
relatively similar in both
age groups
7 for All Mankind had a
6% drop in share for the
older (18-24) age group
Citizens of Humanity and
Chip & Pepper make up
approximately 7% of the
questions for both age
groups
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When it comes to jeans, girls are asking all the questions. Unlike questions in many
other industries, apparel questions, specifically jean questions, come predominately
from females, at 83%. True Religion jeans are the leading brand among 18-24 year
olds but the brand 7 for All Mankind appears to be gaining traction with 13-17 year
olds. Most of the teens and young adults want to buy or own True Religion jeans,
but many
afford them or think they are too expensive. In fact, 62%
knowwhere to shop for them about half of those specifically asked if they could get them
at Wal-Mart or Costco. It appears that while awareness is high, Brand Affinity may
be low because the jeans are priced out of their range and unattainable.
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8/6/2019 F&S Cha Cha Young Adult Research
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Apparel Brands - Shoes
SHOE HIGHLIGHTS
Over 3,400 total
questions were asked
regarding the top four
brands of shoes
Nike had quadruple the
questions asked about itsbrand from the mobile
search
Age Group 13-17:Nike 77%
Adidas 17%
Reebok 4%
New Balance 2%
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Nike, the company, is extremely interesting to this demographic, and ChaCha users
want to know as much as possible. Some of the most popular questions are,
invented and does Nike From a product perspective, the
majority of the questions are about the Nike SB or Skateboarding line. They want
to know, is the coolest Nike and much are Raygun Nike
and
can I get a Nike SB
Brand awareness is extremely high, andaffinity is strong. Price does not appear to be an issue, although the
factor of a particular type of shoe, even within the Skateboarding line is paramount.
In addition, many of the questions regarding shoes came from the lifestyle and
fashion categories where questions were asked regarding the shoes and dress of
professional athletes, sports teams and celebrities.
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Apparel Brands - Shoes
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SHOE HIGHLIGHTS
Age Group 18-24:Nike 78%
Adidas 16%
Reebok 4%
New Balance 2%
Numbers were relatively
the same between the
two age groups, with the
only change being Nike
gaining 1% from Adidas
in the 18-24 group
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Apparel Brands Retail Clothing
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RETAIL CLOTHING
LINE HIGHLIGHTS
Hollister had the highestnumber of questions
1,336, making up 36.0%
of all questions relating to
retail clothing lines
The other retail clothing
lines were as follows:
Juicy Couture 208
Diesel 111
Billabong 108
Dickies 97
64
Hurleys 62
Baby Phat 51
Aeropostle 50
Rocawear 32
Roxy 30
Heelys 12
Emily the Strange 10
Ecko Unlimited 7
Mossimo 3
HOTKISS 2
Unlike shoes, young girls (under 18) ask most of the retail; clothing questions.
Hollister had the highest number of questions, although the majority of the girls
asked questions like, is
It appears that many of the young girls have heard of the retailer, but they
sure who they are or what they sell. On the other hand, affinity and product
awareness is much higher for Abercrombie and Fitch and Urban Outfitters. About
65% of the girls and boys ask where they can find a store and how much specific
products cost. About 20% are asking the meaning behind the logo, the company and
the founders. About 10% want to know why products cost what they do.
Juicy Couture received fewer questions than the top three retailers, but most were
related to specific products. Sample questions include, much is Juicy Couture
is the cheapest jewelry at Juicy and you wear Juicy
This young audience appears to be very familiar with the brand and what
they offer. Price is a concern, but not as much as other brands on the list.
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Apparel Brands Retail Clothing
RETAIL CLOTHING
LINE HIGHLIGHTS
Abercrombie & Fitch had
the second highest total
with 1,039 or 28.0%, and
Urban Outfitters was thirdwith 484 or 13.1%
Females made up the
majority of the users
2,165/58.4%, while
males accounted for
1,517/40.9%
Billabong, Dickies, and
Diesel brands, however
were primarily dominated
by questions from male
users
Most of the questions
came from users 14 - 19
With the exception of Diesel brand, it appears that 14 and 16 year old girls are
asking most of questions about retail clothing. Young high school age students are
very interested in keeping up with trends and tracking new products. They also are
intensely interested in what others think about the products and the retailers. Sample
questions were, you wear Juicy do you think is better, Juicy
Couture or wears Diesel perfume for men
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Beverage (Soda) Brands
SODA HIGHLIGHTS
ChaCha processed over
6,800 questions involving
the top 5 soda brands.
Coca Cola (Coke) took
the top spot amongst
soda brands with 3,048
total questions
The questions regarding
sodas were relatively
balance between
genders when compared
to the other searchcategories analyzed
58.6% Male
41.4% Female
Coke, Dr. Pepper, and
Pepsi were all close to
57% ages 18-24,
whereas Sprite and 7UP
were around 65% in the
same age group. Thisshows that the older age
group has a larger
interest in the Sprite and
7UP (clear) sodas as
opposed to the darker
sodas of Coke, Dr.
Pepper, and Pepsi
In the soda category, many of the questions are comparative between brands and
products. They want to know what is better for them, and what the differences are
between the products. It is also interesting to note that older users are more
interested in the lighter sodas (7-up and Sprite), while younger users are more
interested in the darker sodas (Coke, Pepsi, and Dr. Pepper). Older users are also
less likely to ask for advice on what to drink or not to drink. Their brand preferences
are set. Instead, they are more interested in the origins of the brands and trivia
surrounding the brands.
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AUTOMOTIVE
HIGHLIGHTS
ChaCha processed over
125,000 questions
relating to the automotive
industry in Q3 2009.
AUTOMOTIVE
INDUSTRY: 59.9% Male
21.8% Female
18.3% Unknown
Nearly 16,000 questions
involving one of the
automotive brands of
Ford, Chevy, Toyota, or
GMC
FORD:
60.6% Ages 18-24
39.4% Ages 13-17
77% Male 23% Female
CHEVY:
63.5% Ages 18-24
36.5% Ages 13-17
78% Male
22% Female
TOYOTA:
62.3% Ages 18-24
37.7% Ages 13-17
70% Male
30% Female
Average is 7% higher than competing brands
for females
GMC:
62.7% Ages 18-24 37.3% Ages 13-17
77% Male
23% Female
Automotive Industry Brands
Ford is leading in the hearts and minds of teens and young adults. They not only ask
more questions about the company, but they ask questions about where to buy
specific models and how much they are. The Mustang has the highest awareness
and affinity among both girls and boys between the ages of 13-24. interesting to
see that car preferences are being made long before a teenager is able to drive.
Questions include: is the horsepower of a Ford Mustang a Ford
Mustang a muscle car and is a better car, a Ford Mustang or a Chevy
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Automotive Industry Brands
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HIGHLIGHTS
Ford was the top
searched automotive
brand. However, within
the Ford brand, individual
models and
demographics for each
can also be gathered.
FORD:
60.6% Ages 18-24
39.4% Ages 13-17
77% Male
23% Female
MUSTANG:
Made up 56% of
questions relating to
Ford automobiles
58.3% Ages 18-24 41.7% Ages 13-17
82.5% Male
17.5% Female
F-150, Ranger, Focus,
and Taurus made up 7%
of the questions each
Other models combined
made up 16% of the
questions submitted
regarding Ford models
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8/6/2019 F&S Cha Cha Young Adult Research
http://slidepdf.com/reader/full/fs-cha-cha-young-adult-research 17/17
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Conclusion
Limitless Data Filtering Capabilities
ChaCha continues to process approximately 180 million queries per quarter in
categories ranging from entertainment, society, and politics to sports, science, and
travel. Each of those questions provides information into age, gender, location (both
state and metropolitan area), device type, dates, and question text. Any and all of
the combinations of data can be searched, compared, and analyzed specific to
topics, brands, categories, etc. to provide a keen insight into the mobile search
market. With the large number of questions and the array of search properties, the
data filtering and reporting capabilities provided through database is
virtually limitless.
Mobile Devices and the Ever-Changing Marketplace
Mobile devices are poised to dominate media consumption amongst the youth
market in the coming years thanks to smartphones, notebooks, netbooks, and
increasing bandwidth being made available to consumers everywhere because the
continued evolution of 3rd and 4th generation wireless networks. This has become
more evident in recent months with several major acquisitions in the space,
including purchase of Quattro and acquisition of AdMob. This
consolidation will likely continue in an industry where ChaCha is poised to be a
major influence.
As the environment continues to evolve, enterprises will look to increase and
maintain brand awareness through these mobile channels. Access to mobile search
data provides a dynamic way to continually monitor and analyze brand awareness
and market presence. The continued data collection and analysis of the mobile
search market will likely become a key product for marketing departments in firms
looking to be a key participant in the youth marketplace.
ChaCha Database as a Research Tool
The intention of this whitepaper is to demonstrate the capability of vast
database of questions and answers as a powerful research tool that marketers can
leverage to get a near real-time pulse on the thoughts and desires of teens and
young adults. The examples reviewed in this paper only scratch the surface of
true data mining potential. For a more in-depth analysis or a deeper
explanation on another specific business or industry, please contact ChaCha.