《Hitwis:2018绿色生活报告(英文版)(21页).pdf》由会员分享,可在线阅读,更多相关《Hitwis:2018绿色生活报告(英文版)(21页).pdf(21页珍藏版)》请在三个皮匠报告上搜索。
1、Green Living Report Page 1 DATA DAY BRITAIN 2018 GREEN LIVING Green Living Report Page 2 WHAT ARE THE UKS GREENEST REGIONS? Wales South West North East South East Yorkshire and the Humber East of England Scotland West Midlands North West East Midlands London Northern Ireland Hitwise, 4 rolling weeks
2、 ending 13-Jan-2018 YoY. Audience based on Kantar Media TGI Variable - “Keen” Greenscape Cluster. UK Green people are defined as those who: - Would buy fair trade products when available. - Think its worth paying more for organic food. - Would be prepared to pay more for enviromentally friendly prod
3、ucts. - Would be prepared to make lifestyle compromises to benefit the environment. - Would buy products from a company whose ethics they agree with. - Are prepared to pay more for foods that dont contain artificial additives. Green Living Report Page 3 WHAT IS GREEN LIVING? WHATS INSIDE THE MEDIA E
4、CO LIVING TRANSPORT FOOD AND DRINK HEALTH AND BEAUTY 1. 2. 3. 4. 5. Health awareness and diet trends are an integral part of British life today. Do these lifestyle changes reflect a growing humanitarian interest in the environment and animal welfare, or a more individual interest in personal health?
5、 At the start of 2017, Hitwise released “Clean Living”, a consumer trend report responding to the growing movement around what we eat, what we wear and how we move. This year, we unveil what people in the UK are searching for when it comes to living a “Greener Lifestyle”, from what we eat, how we tr
6、avel, even to what make-up we wear. Green Living Report Page 3 Green Living Report Page 4 Blue Planet II was UKs most watched TV show of 2017, and the most watched program of the past 5 years. An impressive 14.1 million UK viewers tuned in to its first episode. The seven-part series broke all record
7、s for a nature program, leaving viewers in awe of the beautiful ocean world. In this chapter, we look at how The Blue Planet II has influenced viewers interest in protecting wildlife. We track the impact on conservation organisations, sites and searches in the aftermath of the program. THE MEDIA Gre
8、en Living Report Page 5 THE BLUE PLANET EFFECT The number of people searching around plastic in our oceans doubled Searches for “Blue Planet” increased by 202% Marine Conservation Society saw a 169% rise in website visits 35% increase in visits to Plastic Oceans Foundation Blackpool was 180% more li
9、kely than before, and 160% more likely than the standard online population to search for “oceans” Cambridge was 91% more engaged than before the series, and 110% more likely than the standard online population Visits to change.orgs site increased by 288%, from Jan 2015 to Dec 2017 Social Networking
10、sites are the driving traffic to change.orgs site with Facebook, YouTube and Twitter being the leading platforms The impact of the critically-acclaimed program was immediately felt online. Comparing the 4 weeks before and after the first episode of Blue Planet II, the following changes were seen: Bl
11、ackpool and Cambridge were the two most engaged regions in ocean issues Hitwise, Searches reacting in real time to the incredible footage and providing insights on the impact humans are having on our oceans. This allowed us to talk about the threats and the solutions that WWF is working on to a whol
12、e new audience. For us, this is yet further evidence that the UK public care immensely about our planet, and, when presented with easy and inspiring ways in which they can help, are very keen to play their part in protecting our oceans. Luke Upchurch WWF Head of Communications and Digital The number
13、 of people searching for or visiting WWFs website increased 51%, in the 4 weeks after the first episode. Green Living Report Page 6 In the East, it could be the COLDEST New Years Eve on record. Perhaps we could use little bit of that good old Global Warming that our Country, but not other countries,
14、 was going to pay TRILLIONS OF DOLLARS to protect against. Bundle up! Following Donald Trumps provocative Tweet on climate change, searches for Trump and climate change increased by 1976% in 2 weeks. “ ” Green Living Report Page 7 FOOD AND DRINK The food industry has experienced a large shift, from
15、both a health and sustainability perspective. Consumers are more interested in what theyre eating, and how it will impact the health of their body and the planet. In this chapter, we delve into the rise of veganism and plant-based diets. We also look at how restaurants and food manufacturers are res
16、ponding to this trend. Green Living Report Page 8 Searches for veganism has increased YoY by 52% 33% of millennials, compared to Gen X, are more likely to search around veganism. THE GROWTH OF VEGANISM The number of people visiting the Vegan Society website had risen by 30% in the first two weeks of
17、 Jan 2018 YoY. New research from Hitwise proves just how much veganism has grown, particularly in the recent years as shown by the impressive figures. The image of veganism is undergoing the most radical change in its history; people now closely associate it with health, fitness, and wellbeing. Domi
18、nika Piasecka, Media & PR Officer Hitwise, 4 weeks ending 13-Jan-2018. “ ” Green Living Report Page 9 WHAT PEOPLE ARE SEARCHING FOR AROUND VEGANISM UK VEGAN QUESTIONS 1. Celebrities who are vegan 2. Can vegans eat honey? 3. Why should I go vegan? 4. Can you be vegan when you have diabetes? 5. What i
19、s veganism? 6. Where can I buy vegan Quorn? 7. What are vegan alternatives to roast dinners? 8. Where can I buy vegan cheese? 9. How does a vegan get nutrition? 10. Where can I buy vegan ice cream? 1. What do vegans eat? 2. What is vegan? 3. How to make vegan cheese 4. Why are vegans so annoying? 5.
20、 How to become a vegan 6. What is vegan cheese made of? 7. How to go vegan 8. What is vegan food? 9. What can vegans eat list of food 10. How to make vegan moccasins US VEGAN QUESTIONS Hitwise. 4 rolling weeks to 13-Jan-2018 YoY. Green Living Report Page 10 DAIRY ALTERNATIVESMEAT ALTERNATIVES increa
21、se in searches around vegan meat increase in people searching for “is Quorn vegan”? increase for searches around Quorn 82% 23% 73% Hitwise, 2 weeks to 13-Jan-2018 YoY. Weve been monitoring and anticipating this accelerated rise of veganism for some time and have been working hard to ensure our expan
22、ding Vegan range is meeting the taste criteria of this fast growing audience. Its interesting to see the Hitwise data supporting the increased awareness of Quorns Vegan range and weve had a fantastic response to our recent vegan launches, which includes Smoky Ham Free Slices and Chicken Free Slices.
23、 With our Vegan Range now certified by The Vegan Society, we are truly passionate about our offering whether people are making the switch for health or environmental reasons. With the rise of veganism, meat alternatives have also seen increasing interest. Similar to meat alternatives, brands are hav
24、ing to change their menu to accomodate the vegan lifestyle. Alex Whittle, Senior Manager, Food Product Innovation Quorn Spokesperson “ ” “ increase for searches around “plant milk” increase for searches around “vegan milk” 43% 74% 40% of 18-24 yos are more likely than the general population to searc
25、h for “plant milk” The most important thing for us is to create new food and drink options that we know taste great and offer those looking for vegan options a variety of choices. Hitwise data mirrors the interest we are seeing for vegan options by customers looking to make healthier food choices an
26、d introduce more variety into their diets. For us that means weve been working on a range of really delicious vegan choices, including a brand new Jackfruit and Slaw wrap and a new oat drink dairy alternative that we introduced at the start of this year. ” Green Living Report Page 11 THE UK HIGHSTRE
27、ET Vegan searches are launch grab- and-go vegan range in January 2018 launched new vegan lunch options in January 2018 Good Health product range launched in January 18 Data: Week ending 21/10/2017Data: 4 weeks ending 13/01/2017Data: Week ending 04/11/2017 Vegan searchers are more likely to visit Piz
28、za Express website than the average population 585% After the launch of Nandos Vegan Menu, vegan related Nandos searches increased by 116% Following the launch of Wagamamas Vegan Menu, vegan related Wagamama searches increased by 175% more likely to visit Bella Italias website 225% Vegan searchers a
29、re RESTAURANTS & TAKEAWAYS Green Living Report Page 11 Vegan searches are also more likely to visit UberEATS than Hungry House by 430% People searching around veganism are more likely to visit Deliveroo than Just Eat by 89% Green Living Report Page 12 Changing environmental attitudes are also shifti
30、ng how consumers behave at home. Alongside the rise of recycling searches, more people are interested in understanding and adjusting their energy consumption. In this section, we look at how people are adopting a more conscious attitude to consuming energy. HOME Green Living Report Page 13 RECEIVING
31、 TRAFFIC FROM SMART METER SEARCHES increase in searches for Nest products YoY 66% TOP 5 WEBSITES Finance News 241% increase in searches for Hive products YoY increase in the number of people searching and visiting Hives website either side of Blue Planet IIs first episode increase in searches for sm
32、art meter YoY 122% increase in searches for Energenie products YoY 44% 72% Hitwise, YoY References: 2 weeks to 13-Jan-2018 YoY. Audience References: 4 weeks to 13-Jan-2018. Green Living Report Page 13 increase in searches around hue lightbulbs 1234% Green Living Report Page 14 TRANSPORT As we become
33、 “greener” in our homes, a transformation is also taking place in how we commute. In this chapter, we explore how our vehicle preferences in 2017 shifted away from diesel and towards electric and hybrid options. Green Living Report Page 15 increase in electric car searches since the 2040 petrol ban
34、was announced 346% THE RISE OF ELECTRIC CARS In the 11 months to November 2017, the sale of new diesel cars had fallen by 16% YoY. (Source: SMMT 2017) This was, no doubt, influenced by the governments announcement to ban all diesel vehicles by 2040, as well as confusion over new tax policies related
35、 to this ban. But growing health and environmental concerns were also an influencing factor. Consumers, instead, were rapidly adopting environmental and fuel- efficient vehicles. A record number of electric and hybrid cars were sold in the UK in 2017, rising by 27% YoY. 2017 also saw the release of
36、the much-anticipated Model 3, Teslas first mass market and cheapest passenger vehicle to date. This hype translated online, where searches for the Model 3 had increased by 345%, from the start to the end of July. 345% increase in searches for Tesla Model 3 with 18-24 year olds leading the Tesla char
37、ge BMW i3 and Nissan Leaf both saw online searches increase over 100% Auto Express saw a 162% increase in “best electric cars” articles Hitwise, week ending 29-Jul-2017 vs week ending 1-Jul-2017. Green Living Report Page 15 Brits asking search engines, “what electric cars are available in the UK?” G
38、reen Living Report Page 16 HEALTH AND BEAUTY Veganism has not only influenced what we eat, but also what we wear. In this chapter, we look deeper at the explosive growth of vegan beauty. We explore who exactly is searching for these products, as well as which brands and retailers have successfully c
39、apitalised on this growing consumer demand. Green Living Report Page 17 BEAUTY INDUSTRY PIXI AUDIENCE PROFILE Largest location: London 60% are university educated Largest age group: 18 -25 Visitors to Pixi Beauty are 66% more likely to care about the environment. TOP 10 SEARCHES AROUND VEGAN PERFUME
40、 1. Vegan perfume 2. Vegan perfume UK 3. M&S vegan perfume 4. Vegan perfume Boots 5. Vegan perfume samples 6. Best vegan perfumes 7. Organic natural vegan perfume 8. Vegan perfume Juicy Couture 9. M&S vegan perfume florentyna white flowers 10. Organic vegan perfume UK Over the course of 2017, there
41、has been a staggering 315% increase in searches for “vegan beauty”. “Ethical beauty” has also grown by 77%. These trends continue to rise into 2018, with the first two weeks of January seeing a further 10%+ increase. Beauty brand, Pixi, was created over 10 years ago with the launch of their flagship
42、 boutique in London. The brand rose to fame as a result of their vegan and natural-beauty products. Recognition continues to grow for this beauty brand, with searches for “Pixi beauty” rising by 88% in Dec 2017 YoY. Hitwise, 2 weeks to 13-Jan-2018 YoY. Green Living Report Page 18 TOP RETAILERS drivi
43、ng click throughs for vegan beauty searches POPULAR VEGAN BEAUTY BRANDS YoY, there has been a 41% increase in searches for vegan perfume Tarte cosmetics drives the majority of all clicks for vegan make up searches The third most popular search term for vegan makeup is “Body Shop vegan makeup” YoY se
44、arches for “vegan make up” have increased by 107% Green Living Report Page 19 WHAT CAN BRANDS DO TO KEEP UP? 1. Identify fads over trends 2. Not all vegans are the same 3. Keep your friends close, and your competitors closer It is obvious that this greener way of living is a growing trend instead of
45、 a fleeting fad. Tracking search behaviour over time will help influence your marketing strategy and keep your brand identity fresh. As seen throughout the report, more and more brands are adopting this greener lifestyle. Monitoring consumer demands and your competitors activities will put you ahead
46、 of the curve and keep your brand relevant in todays market. You may think you know who your audience is, but trends can change their ethical beliefs and shopping behaviours before you know it. Identifying relevant audience segments, what they are searching for and the questions they are asking can influence your range of products and promotions. Green Living Report Page 20 WANT MORE INSIGHTS? Learn how we pulled these insights. Book a demo today. Download the Clean Living report from 2017. Any questions? Email us. BOOK A DEMO DOWNLOAD EMAIL US Green Living Report Page 21