Ukulinganisa Impumelelo yokuThengiswa kweeMillennials
- Ngaba iminyaka eyi-Millennial ehluke kakhulu kubathengi kwezinye iindidi ezisekelwe kwizizukulwana?
- Yiyiphi uhlobo lokuthengisa elithintela kakhulu isibheno seMillennials: Izikhangiso kumabonwakude okanye kwiintengiso kwiidivaysi zedijithali?
- Ngaba i-Millennial ingakwazi ukuthenga okanye ukubandakanya iimveliso ngeendlela ezizodwa kwaye zenzelwe igalelo elijoliswe kulo?
Ukusetyenziswa kweeMetrics eziPhezulu ngokuSetyenziswayo
Kwiminyaka emininzi, u-comScore wenza uphando malunga nabesifazane abangaphezu kwama-500 000 abavela kwizigaba ezine zokuvelisa. Iindidi zezizukulwana ziqhelekileyo kwaye zibandakanya:
- Izigidigidi - Abantu abaneminyaka eyi-16 ukuya kwe-29 ubudala
- Isizukulwana X okanye iGenXers - Abantu abaneminyaka engama-30 ukuya ku-44
- Abantwana Bama-Boomers - Abantu abaneminyaka engama-45 ukuya ku-59
- Abadala - Abantu abaneminyaka engama-60 ubudala okanye ngaphezulu
Ezinye iimetriki eziqhelekileyo ezisetyenziselwa ukulinganisa ukuphumelela kwezibhengezo zibandakanya ukukhumbuza isikhangiso, ukubandakanyeka kwabathengi kunye neentengiso kunye nempembelelo yesibhengezo kwisenzo sokuthenga. I-ComScore yafunda impembelelo ekholisayo yokuthengiswa kwethelevishini kubasebenzisi ngokusebenzisa isilinganisi sokuthengisa esabizwa ngokuthi iSabelo soKhetho.
I-Share of Choice metric ibonisa utshintsho ekukhethweni kwabathengi malunga nemveliso emva kokuchazwa kwisikhangiso malunga nemveliso.
Impembelelo yentengiso yethelevishini ekukhethiweyo kokuthenga abathengi ilandela umzekelo wendlela yokunyathela, kunye nefuthe elikholisayo kubathengi kwiindidi zentlupheko apho amalungu asekhulile. Ukwanda kwenyuka kwinani labathengi kwiintlobo ezine zenzalo ezikhethiweyo ezikhethile umveliso emva kokubukela isikhangiso somabonwakude ngemveliso kuboniswe ngezantsi:
- Millennials = 4.6
- Isizukulwana X = 5.3
- Iintsana zeBantwana = 6.4
- Abadala = 6.6
Nangona umzekelo wempembelelo ekholisayo yentengiso ye-TV ibonakala ngokucacileyo kuphando lwe-comScore, ezinye iingcali zithi igalelo libangelwa kumagumbi okuphila kwabaxhasi kunokuba ibe ngumzimba wamalungu eqela lokuvelisa eliya kuqhubeka njengoko lidala kwaye ukunyuka kwezinye iindidi zentlalo.
Ukubukela Kweeminyaka Eziyiminyaka Elinesibini Ezixhatshazwa Izikhangiso kwaye Uzikhumbule
Elinye leemethrikhi eziphambili kwi-comScore uphando lwalukhunjulwa kwintengiso. Iintlobo ezimbini zokukhumbuza zalinganiswa: Ukukhumbula ngokukhawuleza kunye nokulibala ukukhumbula.
- Ukukhumbula ngokukhawuleza kwintengiso kwalinganiselwa malunga nemizuzu engama-15 emva kokubukela isikhangiso.
- Ukukhunjulwa kwexesha lokubhengezwa kweentengiso kwakulinganiswa iintsuku ezintathu emva kokukhangelwa kwee-TV.
Ukukhumbula ngokukhawuleza i-metric kuhloswe ukuba kuthathe i-ad adware. Oku kuthetha ukuba isikhangiso sihlolwe ngokubhekiselele kwindlela ekufikelele ngayo kuyo yonke i-clutter kunye nengxolo engenzeka xa abathengi bebukela umabonwakude. Abakhangisi babhekisela kule nqanaba lokuphumelela kwesikhangiso njengoko isithuba sekhefu sihamba.
Ukulibaziseka khumbula ngababukeli beetengiso zikamabonwakude kubonisa ukuba i-adversi ishiya njani imbonakalo engapheliyo okanye engakukhunjulwa kubabukeli.
Iimpendulo zabantu ababukela iilengiso zikamabonwakude kwi-comScore yophando zihluke kakhulu kumacandelo amazwe. Ubungqina beminyaka eyi-Millennials ubungqina obuncinane bokuphendulwa kwezikhangiso kunamanye amaqela asekuhlaleni. Amandla amaninzi angadlala ekuveliseni esi siphelo.
Ngokuzikhethela, i- Millennials iyahlula ingqalelo kwiqela lemisebenzi kunye neminqweno kunaliphi na ixesha. IiMillennials zihlala zibandakanya kunye nezixhobo ezininzi zeedigrikhi kanye. Ngokomzekelo, umthengi weMillennial unokubukela umabonwakude, asebenzise ithebhulethi yakhe, aze alandele kwaye aphendule kwiibhalo zonke ngexesha elilodwa.
Iinkcazelo zeMillennials zivame ukuba le nto iyenzeka kuba abasebenzisi abancinci banenkcazo emfutshane okanye banokubandlulula kwaye badinga umxholo wedijithali oqwalaselayo, oqhekezayo okanye obonwabisayo.
Xa i-Millennials igxininisa ingqalelo kwisibhengezo, banokuyikhumbula kangangexesha elide kunamalungu kwamanye amaqela asekuhlaleni.
> Umthombo:
- > Crang, D. (2012, ngoJanuwari). Izicwangciso zokuzalisa izizukulwana ezilandelayo zokuthengisa kwiiMillennials. comScore, Inc.
- > Heath, R. (2007 - 2009). Sinokuqikelela njani ukuba ukukhangisa kunye nokubandakanya? Iphepha lokuSebenza. Isikolo soLawulo, iYunivesithi yaseBhati.
- > Webinar: Schiffer, J. (2015, Julayi 29). Ukuvula amandla omculo kwintengiso. Imidiya nezoLonwabo, i-Nielsen Entertainment.