While Cinco de Mayo isn't the Super Bowl, it is an event that may slightly change consumer behavior. Or will it? Much like Mexican-Americans may be celebrating their heritage today, instead of commemorating "the Mexican army's 1862 victory over France at the Battle of Puebla during the Franco-Mexican War," big events do increase consumer attention on brands they love because they're still mostly behaving the way they normally do. Americans just do more of what they were going to do on any given day, according to new research.
"We found that on the day of Super Bowl 2015, consumers used the same apps that they do on a normal day, but certain mobile sites saw large increases in traffic," writes Forrester Analyst Nicole Dvorak. "In particular, sports, food/drink, reference, health/wellness, shopping and weather websites saw more visitors—in some cases, double the usual traffic."
In her April 30 blog post, "The Data Digest: Tracking Consumers' Smartphone Activities During The 2015 Super Bowl Event," she says less fanatical sports enthusiasts were on their smartphones instead of watching the game. She specifically pulls out women as an example of this behavior, saying they "were more likely to entertain themselves during air time with gaming and shopping apps (often unrelated to the game or commercial content they were watching)."
To reach out to consumers who are a bit less invested in big events, Dvorak says mobile marketers can:
- Develop mobile games
- Create limited-time offers or coupons
- Build microsites containing additional information
Is Dvorak right?
Please respond in the comments section below.