Healthy Digital by Tery Spataro

(c) Copyright 2010 Orange Insights

“Healthy Digital”Digital Trends of Natural & Organic ConsumersPart One - October 2010


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.


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

Facebook

Twitter

Blogs

Mobile applications


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


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


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


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.


Top & Rising Searches


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


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


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


Most Influential Twitter UsersIn the Natural/Organic Space

Source: WeFollow


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


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)



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


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)


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%


Top search queries

More likely female45+ years oldNo kidsGraduate School


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)


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


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


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


What the Natural & Organic Industry Can Learn from Consumer’s Digital Behavior?


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.


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!


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

[email protected]

@orange_views

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Healthy Digital by Tery Spataro

Technology

Transcript of Healthy Digital by Tery Spataro