What does your target audience value most?

Listonic Case StudyBased on an Audience Scan research

from Sotrender

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Listonic – Convenient shopping list

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The Listonic app enables you to e.g.:

• Adding items to your lists byspeaking, the quickest way to createlists.

• Sharing lists with others, whichmakes family shopping easier.

• Automatic synchronization on allyour Listonic devices, so the listsare there whenever you needthem.

• Sorting products by store aisles.• Checking the current promotions

from the most popular discountstores.

Who uses Listonic?

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Listonic wanted to verify whichvalues are most important forusers of the app.

Sotrender carried out an AudienceScan to find out what Facebook’sdata has to say about Listonic’susers.

What is an Audience Scan?

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https://www.sotrender.com/resources/pl/faq_pl/affinity-index/audience

Audience Scan is a special report prepared by the Sotrender Research Team.

The research offers deeper insights and details than Facebook Audience Insights. That’swhy it’s much more flexible, which makes it fit the needs of even the most demandingclients.

The results of Audience Scan research are the answer to questions like:

• Which influencers, media, and brands have more than an average interest among thetarget audience.

• Who has the biggest impact on the target audience.

• Which media channels are the main source of information and entertainment for thetarget audience.

• What differentiates the target audience from the entire Facebook population.

(Names of the categories on the charts are the original names from the Facebook API).

Charts may be interpreted from a quantitative perspective (the number of people who are interested in the specifictopic or category = percentage of the target audience) or qualitative perspective (Affinity Index, which offers a broaderpicture and more detailed information).

Reading Audience Scan charts

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Names of the categories or interests, which are being verified

Percentage of the entire Facebook population which is interested in the selected category

Percentage of the target audience which is interested in the selected category

Affinity Index

In blue: the percentage of the Facebook population that is interested in the verified category.

In light orange: the percentage of the target audience that is interested in the verified category.

In orange: the elements which are worth highlighting in each case.

Listonic users – Who are they?

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Age and sex composition

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The app is mostpopular among adultsaged 25-44.

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Parenting

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A very high AffinityIndex value can beobserved when itcomes to fatherhood.

Politics and social issues

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The target audience is highlyinterested in communityissues, sustainability, andenvironmentalism.

These are more importantissues for the target audiencethan e.g. politics, military,volunteering or charity andcauses.

Expats

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We can observe a very lowAffinity Index value when itcomes to Expats (peopleliving in another country thanthe one they were raised in,often for work-relatedpurposes).

It may suggest deepattachment to their originsand where they lived.

Food preferences

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The representatives of thetarget audience follow thetrends of eating healthyand being eco (very highindex value in thesecategories: veganism,seafood, vegetarianism,organic food – much highercompared to e.g. barbecue,fast food or desserts).

Cuisine

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The highest Affinity Indexvalue can be observed when itcomes to Asian cuisine (e.g.Thai, Vietnamese, Japanese)but also French and LatinAmerican.

Beverages

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In this category,a higher than averageinterest relates tocoffee and tea.

Finances

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Representatives of thetarget audience arehighly interested ininvestment, insurance,and personal finances.

Shopping

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In the target audience,there is much moreinterest in discount storesas opposed to e.g.boutiques and luxurygoods.

Movies

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We can see more thanan average interest indocumentary andscience-fictionmovies.

Music

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There’s a higher thanaverage interest in jazz inthe target audience.

Music & art

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The target audiencehas many variousinterests when itcomes to music andart.

Media

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A higher than an averageinterest is seen in media andprogrammes related tobusiness (marketing,finances, technology) andhome, family and food.

Influencers

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There is a high Affinity Indexwhen it comes to satirists(Andrzej Rysuje, AndrzejMleczko) and cabaretrepresentatives, e.g. KacperRuciński.

Brands

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Brands, same as media,have more than anaverage index value incategories such as food,business, and family.

Live events

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The most preferred types of liveevents in the target audience areconcerts, theatre, and othercultural events.

For comparison, the Affinity Indexwhen it comes to e.g. nightclubswas 57, which is more 2 timesless.

Outdoor activities

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In this category,a higher thanaverage interest canbe observedregarding hiking andhunting.

Physical exercises

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The targetaudience has anaverage interestwhen it comes tophysical exercise.

Sports

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When it comes tosports, Listonic’s usershave have a higherthan average interestmainly in triathlons,but also swimming,and snowboarding.

Travelling

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In this category, the targetaudience is mainlyinterested in air travel andmountains.In general, the targetaudience seems to includeactive people.

Games

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A higher thanaverage interest ingames can beobserved, but onlyfor board games.

Games

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There is a very lowindex value when itcomes to console/computer games.

Attitude towards new technologies

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Users of the Listonicapp are mainly earlytechnology adopters.

Mobile devices

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Which devices aremost popular in thetarget audience?Samsung Galaxy(Note 4, S7, S7Edge, S6), Xiaomidevices, and Ipads.

Online

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Representatives of the targetaudience are broadlyinterested in the online world,e.g. social media (marketing),web design, and webdevelopment.

I expected that Audience Scan research will reveal some newcharacteristics of the Listonic app users, but I didn’t expect thatit’ll point out that many of them. This research confirmed theresults of other research, which we’ve carried out some timeago using different methods (including thoroughly conductedqualitative telephone interviews). Audience Scan resultsbroadened our knowledge about our target audience with a fewtotally new characteristics, which we haven’t even thought to bethat valuable as it turned out.

Kamil Janiszewski - Head of Sales, Listonic

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Client’s opinion

Read the whole Case Study and find out more about Audience Scans!

Questions? Contact us:contact@Sotrender.com

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