Datonics Research - Memorial Day

Memorial Day, originally known as Decoration Day, is a significant federal holiday in the United States dedicated to honoring and commemorating the brave individuals who lost their lives while serving in the U.S. Armed Forces. This solemn day is observed on the last Monday of May, having been traditionally observed on May 30 from 1868 to 1970. 

Behavioral Audience:

On Memorial Day, numerous individuals make a point to visit cemeteries and memorials to pay their respects to the fallen military personnel. Volunteers generously adorn the graves of these individuals with American flags, particularly in national cemeteries. While some Americans will use the federal holiday as a time to enjoy and recharge, others view it as a day of mourning.
Additionally, Memorial Day holds symbolic importance as the unofficial commencement of the summer season in the United States.  

The behavioral audience for Memorial Day in the United States includes:

1. Cemetery and Memorial Visitors: Many people visit cemeteries and memorials to honor fallen military personnel.

2. Flag Placement Volunteers: Numerous volunteers place American flags on graves in national cemeteries.

3. Attendees of Memorial Services: People participate in memorial services, parades, and ceremonies.

4. Participants in Patriotic Activities: Individuals engage in patriotic displays and decorations.

5. Gatherings and Barbecues: Families and friends gather for barbecues and outdoor activities.

6. Shoppers and Retail Sales: Many take advantage of sales and discounts during the holiday weekend.       

 Market Research: 

Adults & Families: Memorial Day holds significance for adults and families who often prioritize activities such as barbecues and gathering with family and friends.

• Regional Differences: Northeastern consumers show a higher inclination for travel during Memorial Day compared to the national average, with 17% planning to embark on trips. Midwestern consumers, on the other hand, have the highest propensity for grilling/BBQ (61%) and gathering with family/friends (53%) among all regions. Southern and Midwest consumers are less likely to travel, with only 12% planning trips. 

Consumers: The Memorial Day weekend holds great importance for retail sales in the United States. In 2022, consumers spent approximately $36 billion during this holiday weekend, making it a substantial period for businesses and the economy. Popular food items for Memorial Day include meat, which is planned for purchase by 85% of consumers, followed by fresh produce (67%), and deli items/prepared foods (33%). Beverage Preferences: Among consumers planning to purchase alcoholic beverages, 75% intend to buy beer, while 44% opt for wine and 40% for spirits.

• Shopping Preferences: In-store shopping remains the dominant preference, with 92% of celebrants planning to shop in-store. Grocery stores (67%), Mass retailers (45%), and Club stores (29%) are the favored channels. Online shopping is expected by only 19% of shoppers. Retail Visits: In 2021, Sam's Club experienced a notable 5.7% increase in visits during Memorial Day week, while Costco saw a decrease of 11.4% in visits. 

Travelers: Memorial Day is a popular time for travel, with an estimated 42.4 million U.S. travelers forecasted for the holiday period in 2023. Travelers utilize the long weekend to embark on trips, explore new destinations, and engage in leisure activities. 

Veterans and Military Families: Memorial Day holds deep significance for veterans and military families who often participate in memorial services, and ceremonies, or visit military memorials to honor fallen service members. 

History and Culture Enthusiasts: Individuals with an interest in history and culture may attend historical reenactments, exhibitions, or educational programs centered around Memorial Day.

Community Organizations: Various community organizations, such as veterans' associations or local charities, may organize events, fundraisers, or volunteer activities to commemorate Memorial Day.

Understanding these target audience groups and their preferences provides valuable insights for businesses, marketers, and event organizers aiming to cater to individuals' diverse interests and needs during Memorial Day. Additionally, considering the following factors can further enhance marketing strategies and promotional efforts:

•  Tap into Long-Term Sales Opportunities: Given that Memorial Day marks the start of summer, it presents an opportunity for businesses to be creative with their promotions. Shoppers are likely to continue using and purchasing products beyond the holiday weekend. For instance, BBQ or food/beverage advertisers can make a lasting impact by leveraging Memorial Day advertising to drive multi-month sales.

• Balance Celebration and Remembrance: While Memorial Day signals the unofficial start of summer, it is crucial to approach the holiday with care and sensitivity, honoring the fallen. Advertisers should keep their messaging simple, respectful, and relevant. It is a chance to promote military benefits and discounts in appreciation. Ensuring authenticity and attention to detail is essential, as even a poorly executed salute visual can leave a negative impression. Emphasizing the importance of service and honoring it can resonate with the audience, rather than solely focusing on the brand.

• Emphasize Speed and Flexibility: Customers value quick delivery and flexibility in their purchasing experience. If your business can fulfill orders swiftly, make sure to highlight this advantage in your creative messaging. Offering free returns and free trials can also appeal to customers seeking a risk-free purchase. Exploring different communication methods beyond the usual percentage discounts can enhance the perception of your offer and attract more customers.

By considering these points, businesses can optimize their marketing efforts and effectively engage with their target audience during Memorial Day, ultimately driving success and building strong connections with customers.

Datonics Data Segments Help Marketers Reach Cost-conscious Consumers

With the economy looking uncertain, consumers are tightening their purse strings. An industry that is gaining from this trend are restaurants in the “casual dining,” “fast casual” and “quick service restaurant” categories. Consumers are frequenting these establishments more due to budget concerns and the ability to get greater value.

According to a recent article in the Wall Street Journal, brands including Kraft Heinz, Burger King and KFC are ensuring wide availability of products and introducing new low-cost deals to meet consumer needs. Bloomin Brands – owner of Outback Steakhouse, Carrabba’s Italian Grill, Bonefish Grill and Fleming’s Prime Steakhouse and Wine Bar – recently announced that the company will be keeping prices steady throughout 2023.

Datonics Data Segments

To help marketers reach cost-conscious consumers, Datonics offers a wide range of data segments that are tailored specifically to various attributes such as demographics, food store and discount store location visitors, fast food enthusiasts, shopping intent such as value shoppers and retail shoppers, shopper lifestyle preferences and more.

By selecting such data segments, marketers can better communicate with audiences who are looking for a bargain and the best value. This type of data usage can introduce customers to new brands and raise awareness of new deals to those already familiar.

To finetune further, Datonics offers the ability to create custom data segments that can dive even deeper into a specific data segment or entirely new categories. For example, brands looking to reach cost-conscious shoppers in a specific region with specific preferences – say family shoppers in a suburb of Detroit - can create custom segments focused on these preferences. Brands can also react to weather and seasonal changes by adjusting segments in reaction to an event – such as a big storm – that may drive people to off-premise for their meals.

For more information on Datonics Data, please check out our site or reach out to us here.

Empowering Young Professionals through Diverse Internship Opportunities

As a prominent leader in providing high-quality data services and products, Datonics offers the opportunity to shape the future of our industry through an impactful internship program that exposes the next generation to enter the workforce to the evolving advertising ecosystem. Datonics has recently partnered with Israel Experience and Destination Israel offering internships to international candidates looking to gain hands-on experience in a dynamic work environment. 

The internship program offers a chance to work with Datonics’ experienced teams gaining valuable insights into the data industry, by working on real-world projects while immersing into the local Israeli culture. 

The collaboration with Israel Experience and Destination Israel demonstrates Datonics’ commitment to fostering growth and development not only of its own employees but of young professionals worldwide. By providing diverse internship opportunities, Datonics is creating an inclusive work environment that encourages creativity and innovation. 

Chana Katri, the internship program coordinator at Datonics, plays a crucial role in the success of the program. She works tirelessly to ensure that candidates are matched with a team that aligns with their interests and expertise, and that they receive the support they need to excel during their internship. Chana is a dedicated leader who is passionate about helping young professionals succeed, using her enthusiasm and consistency as a means to reach the goal. 

Pavel Kaganer from Russia and Amichai Schleifer, Jordan Poreh, and Michael Shoichet from the United States are such candidates who recently completed their internship with Datonics as Data Analysts and Business Development Interns. They had the opportunity to work with Datonics' experienced teams, gaining valuable insights into the data industry, participating in diverse volunteering activities/company events, as well as expanding their connections and learning about Israeli culture. 

Datonics is currently in the process of welcoming two more candidates in the coming months and is excited about the potential impact these interns will have on their company. With Datonics’ commitment and Chana's leadership and support, Datonics is well-positioned to continue providing diverse and meaningful internship opportunities to young professionals from all over the world.

Datonics Celebrates Earth Day by Supporting Sustainable Businesses

Earth Day is a time to reflect on our relationship with the planet and to take action to protect it. In light of the ongoing climate crisis, it is more important than ever to consider how our actions impact the environment and what we can do to reduce our ecological footprint.

At Datonics, we are committed to supporting businesses that prioritize sustainability and take steps towards building a more sustainable future. Our team members proudly wear Patagonia, a clothing and outdoor gear company that is well-known for its dedication to sustainability. A generous holiday gift to our team last year allowed everyone to enjoy its quality merchandise. By using recycled materials and minimizing waste in their production processes, Patagonia is setting an example for other businesses to follow. They also educate consumers about environmental issues and advocate for policies that protect the planet.

As a company, Datonics is focused on supporting and sustaining businesses committed to climate-forward initiatives and helping them achieve their sustainability goals. We believe that by working together, we can make a positive impact on society and drive change in the business world and beyond.

This Earth Day, let us all take inspiration from companies like Patagonia and Datonics and commit to doing our part to protect the planet. Whether it is by reducing our energy use, recycling more, or supporting companies that prioritize sustainability, we all have a role to play in building a more sustainable future for ourselves and generations to come.

Give Back Initiatives - Volunteering at Save A Child’s Heart (SACH)

The Datonics Israel team volunteered in Save a Children's Heart (SACH), a distinguished Israeli humanitarian organization. SACH is dedicated to providing life-saving heart surgeries to critically ill children from countries where access to pediatric heart care is limited or nonexistent. 

During our visit, the Datonics Israel team had the opportunity to meet children from Tanzania, Ethiopia, Kenya, Rwanda, and Guinea-Bissau. These children are temporarily staying at the loving "home away from home" established by SACH while they undergo their life-saving surgeries. Thanks to the incredible work that SACH is doing, these children are able to return home healthy and full of hope for their futures. On average, SACH saves one child every 24 hours and has saved a total of 6000 children from 68 countries. 

Each child has their unique story, and their journey to the hospital may differ from one another. Some children are fortunate enough to have the support of one of their parents during their stay, while others may have to travel alone. Regardless of their situation, all children receive the care and attention they need to ensure a successful outcome. Nurses, members of the Save a Child's Heart (SACH) organization, and volunteers offer their support and compassion to each child, helping to alleviate any fears or worries they may have.  

We had the opportunity to engage with the children, some of whom were waiting for their heart surgery, while others had already successfully gone through it. Alongside the children, we encountered lovely mothers who were accompanying their kids to a foreign country for medical treatment, leaving behind their homes and cultures, and placing their faith in the Israeli medical system to aid in saving their children's lives. 

Despite the challenges they face, these children expressed pure joy, optimism, love for interaction and playfulness, and most of all, hope. They seized every opportunity to laugh and enjoy life to the fullest. 

We are incredibly grateful to Datonics for providing its employees with constant opportunities to make a positive impact on the world. The selfless work of organizations like SACH and the dedication of volunteers like the Datonics Israel team truly make a difference in the lives of children and families around the globe.

Datonics Research - St. Patrick’s Day

St. Patrick's Day is a cultural and religious holiday celebrated on March 17th every year. It is named after Saint Patrick, the most commonly recognized patron saint of Ireland. Today, St. Patrick's Day is celebrated as a symbol of Irish identity and culture, and it is a popular holiday around the world.

Behavioral Audience:

St. Patrick's Day is a holiday celebrated in various countries such as the United States, Canada, Australia, Great Britain, and Ireland, with the holiday evolving over time into a celebration of Irish culture and heritage. The holiday is known for its association with alcohol consumption among the 21+ crowd in the U.S., with NielsenIQ finding it as the highest-grossing day of the year for U.S. bars and restaurants. This year, St. Patrick’s Day is anticipated to see a rise in popularity, with 61% of consumers planning to partake in the festivities, spending a total of $6.9 billion — $1 billion more than last year, an average of $43.84 per person. Among celebrators,  28% intend to gather with family/friends, while  27% plan to eat or drink out. 36%  plan to purchase alcoholic beverages, with beer being the most popular choice (70%), followed by spirits (34%) and wine (29%). It's estimated that globally, 13 million pints of Guinness are consumed on St. Patrick's Day alone. Bringing to light the rich source of opportunities for U.S. bars and restaurants. Another common way to commemorate the holiday is to dress in green - in 2022, 80% of Americans wanted to wear green to mark St. Patrick’s Day.

Top purchase categories on St. Patrick's Day are food (58%) and drinks (46%), followed by apparel/accessories (32%).

• 11% of consumers do their St Patrick’s day shopping online

• 29% find online retail stores inspiring

• 45% search online to research in-store purchases

• 49% head to grocery stores for their St. Patrick’s Day items

To drive awareness and loyalty pre-purchase, brands should step up their game with digital promotions and online experiences that inspire and inform consumers.

Market Research:

Men: Throughout the years, men have consistently spent more than women on St. Patrick's Day festivities, and this year is no different, with an average spending of $48.71 compared to women's $39.15. Although women buy more of every category except for beverages (women are more likely to buy food 59% and men are more likely to buy drinks 49%).

Young Adults: Younger consumers (21-44) are the most likely age group to participate in St. Patrick's Day celebrations. The latest figures released by the NRF reveal that those between 18 and 44 spend the most, with the age group 35 - 44 being the biggest spenders with an average spend of $49.27. However, the number of individuals aged 35 and above planning to celebrate the holiday is increasing.  St. Patrick's Day sees increased bar/restaurant visits, with a 9% rise from 2021. Brands should offer engaging in-person experiences and consider CPG/FMCG promotions. 45% of those aged 65+ make a special dinner

Families: Consumers with children are not only celebrating St. Patrick's Day at higher levels than those without kids, but they're also finding ways to make the holiday extra special (74% vs. 54%). Furthermore, those with kids spend significantly more on apparel, accessories, decorations, and candy, in addition to buying more food, to make the holiday more enjoyable for their little ones.

Marketing during St. Patrick's Day presents a unique opportunity for businesses to engage with their target audience through email, social media, and digital advertising. By anticipating customer needs and providing personalized promotions, such as deals on food, drinks, and merchandise, businesses can capture their share of the audience's spending on this celebration day. Some ideas include:
Use email, social media, and digital advertising to engage with your target audience.

1. Personalized promotions: Anticipate customer needs and provide personalized promotions such as deals on food, drinks, and merchandise to capture a share of the audience's spending on this celebration day.

2. Stock more, earn more promotions: Offer financial incentives to retailers that stock more of your products to increase brand exposure and sales.

3. Layered promotions: Combine promotions with partner brands to enhance engagement. Layer promotions with different tactics and mechanics, and reward on-premises purchases with new product gifts with purchases to enhance sales.

4. Immediate gratification: Combine the immediate gratification of an instant win prize (like a free drink or appetizer) with exclusive, high-value rewards (like a brewery tour) to increase engagement and participation.

5. User-generated content: Encourage consumers to share their experiences with your products on social media. Reward consumers who share their experiences to sell more while letting customers express themselves.

6. Inspirational giveaways: Help customers express their individuality through giveaways, trials, and freebies that encourage new routines. Harness digital innovations like social sharing, and digital apps to increase engagement.

By combining these ideas, businesses can successfully engage with their target audience during St. Patrick's Day and increase brand exposure and sales.

Datonics Research - International Women's Day

Every year on March 8th, people around the world observe International Women's Day, which serves as a significant occasion in the fight for women's rights. This day draws attention to various issues, including gender equality, reproductive rights, and violence and abuse against women. International Women's Day is celebrated in diverse ways globally, with some countries declaring it as a public holiday, while others observe it locally or socially to recognize and champion the accomplishments of women.

Behavioral Audience:
IWD is a good marketing opportunity and an important chance to support young women. International Women’s Day has become an increasingly popular and important day for marketers. A chance to raise awareness for women’s rights, to discuss issues facing women, and to celebrate women in business.

In recent years, there has been a growing awareness and support for International Women's Day in the United States. Many organizations, businesses, and individuals now observe this day by organizing events, marches, and discussions to promote women's rights and gender equality. Social media campaigns and hashtags related to International Women's Day have also gained popularity in the US, with people sharing stories and messages to raise awareness of issues affecting women.

Market Research:

Women/Feminists/Social Activist: Women of all ages and backgrounds who believe in gender equality, advocate for women's rights, are committed to breaking down gender barriers, have experienced gender-based discrimination or violence, are interested in feminist history and culture, or want to celebrate the women in their lives are likely to celebrate. IWD is also widely embraced by younger generations, including millennials and Gen Z, who are more likely to identify as feminists. Hence, it is imperative to involve them in your International Women's Day initiatives. During this period, younger demographics will be particularly vigilant regarding brand communications. The proportion of customers anticipating their preferred brands to tackle diversity and inclusivity concerns rises considerably as you go down the generational ladder - from 63% for Gen X to 76% for Gen Z. It’s a great opportunity for brands to join in the celebration of the social, economic, cultural, and political achievements of women. Brands can seize the chance to exhibit their efforts toward advancing gender equality and position themselves as agents of positive change by actively engaging in the cause. Therefore, it is important to ensure that  International Women's Day promotions are genuine, aligned with one’s brand principles, and effectively resonate with their target audience.

Organizations/Businesses: organizations and businesses may choose to mark International Women's Day by making donations to charities or causes related to women's rights. Additionally, some events or activities related to International Women's Day may require tickets or registration fees, which could involve spending money. On IWD, with the right planning and content, brands can grab attention and shine. A chance to spread a message, to do some good, to raise awareness of your brand or product. One way to mark International Women's Day (IWD) is by creating content such as social media posts, website content, or customized ads. However, instead of appearing to use IWD as a publicity stunt, brands that truly succeed are those that invest genuine time, effort, and resources into making a meaningful impact. It's not just limited to big corporations either. Anyone can achieve this by planning, being creative, and having a genuine desire to add value, not just on March 8th, but throughout the year. Some ideas on how organizations can effectively use marketing to celebrate and target their audience on International Women's Day, and create meaningful connections with their customers and stakeholders, involve:

• Align marketing efforts with the theme of International Women's Day: Ensure that marketing materials and messaging are in line with the theme of the day. This could include promoting gender equality, celebrating women's achievements, or raising awareness of issues affecting women.

• Use social media to share inspiring stories and quotes: Social media is a great platform to celebrate the day and showcase inspiring stories and quotes of women who have made an impact in your organization or the world at large.

• Partner with women's organizations: Partner with reputable women's organizations to create joint initiatives that celebrate women and promote gender equality. This could include organizing events, fundraising, or volunteering.

• Use targeted messaging: Marketing messaging should speak directly to women and the challenges they face. Use language and messaging that resonates with them and is easy to understand.

• Amplify the voices of women: Give a platform for women to speak out and share their stories. This could include hosting panels, webinars, or podcasts featuring women in your organization or industry.

Datonics Research - Valentine's Day

Valentine's Day, also called Saint Valentine's Day or the Feast of Saint Valentine is celebrated annually on February 14. It is widely and globally recognized as the celebration of love: both romantic love between partners, and platonic love between friends and family.

 Behavioral Audience:

Valentine's Day is a significant commercial holiday in the United States, and it brings in significant revenues for various industries. Valentine's Day spending reached $23.9 billion in 2022, an increase from $21.8 billion in 2021. Gifts that are traditionally given on Valentine's Day include candy and flowers, which never seem to go out of style, as well as special meals or experiences (e.g., an event or movie tickets) that seem to have returned to pre-pandemic popularity levels. 

• 44% of shoppers say they will purchase candy/sweets (with a box of chocolates being a must).

• 33% choose greeting cards, 32% flowers, and 29% a romantic dinner.

• Also, red roses account for almost 70% of all flower choices in the US

• 14% and 13% select wine and gift cards are also great choices for shoppers.

Online Shopping continues to be the most popular shopping destination for Valentine’s Day in 2022, visited by 41%, followed by department stores at 32%, discount stores at 28%, local small businesses at 18%, and florists at 17%. 

Market Research:

Valentine’s Day spending can vary widely depending on factors such as age, relationship status, and income level.

• Young Males: On Valentine’s Day, men are the big spenders – men spend about twice as much as women on Valentine’s gifts. With an average spending of $339, men spend more on gifts than women, with $64 on average.

  Younger people in a relationship are more likely to mark the day than are their elders: on average globally, 68% of those under age 35 plan to do so vs. 55% of those aged 35-49 and 45% of those aged 50-74. Men are more likely to buy gifts from Amazon (38.45%) and brick-and-mortar stores (39.14%). While women seem to prefer DIY gifts compared to men. A total of 56 % of men buying gifts intend to give flowers to loved ones, compared to 19 % of women, according to the 2022 NRF survey. Marketing can operate through personalized gifts such as custom-made chocolate boxes or custom-made flower bouquets that can be ordered online, with options for fast and easy delivery which can be advertised via social media. 

•  Newer Couples:  Newer couples tend to spend more money on Valentine's Day gifts and celebrations than older couples. Spending for Valentine’s Day peaks among couples who have been together for one to two years ($247), then creeps back down. They may be more likely to buy expensive gifts like jewelry or make more costly reservations for dinner or experiences.

  85% of Americans who've been together less than two years intend to buy something for their partner, while only 61% of those who’ve been together for 20-plus years plan to do so. Consistently, those who are not married are more likely to celebrate with their loved ones than those who are (61% vs. 52%).

  Marketing campaigns can focus on creating luxury packages that offer couples exclusive discounts on luxury products and services. Additionally, utilize social media platforms such as Instagram and Facebook to showcase high-end products and experiences in an attractive visual way.

• Millennials: Those born between 1981 and 1996. They lead the pack among the generations for Valentine’s Day spending. 86% of younger millennials between the ages of 23-29 are the generation that will spend more on gifts. The average spending on a significant other is $266. Older millennials seem to spend less than younger individuals, with an average of $109. Younger adults are more likely to be in newer relationships, meaning millennials may feel pressure to spend more to impress their partner. 

  Millennials are known for their digital literacy. As such, they are also more likely to purchase gifts online. Thus, marketing campaigns can take advantage of social media platforms, influencer marketing, and email campaigns to reach this demographic.

• Generation X: Describes the Western demographic cohort born between 1965 and 1980. Gen Xers also tend to spend a significant amount on Valentine's Day gifts. Younger millennials and Generation X are the two generations that have the highest spending patterns, planning to spend $266 and $268, respectively. Those who are 35 to 44 years of age, a group that consists of some millennials and some members of Generation X, are likely to spend the most money on Valentine’s Day ($280) — according to the NRF survey. They are more likely to prioritize practical gifts (kitchen goods, home decor, and technology gifts) and experiences (travel, spa days, concerts, and sporting events) over more

Datonics Research: Super Bowl - Market Analysis

We continue our Datonics Research series on this year’s Super Bowl with a deep dive into a market analysis. Viewership and spending can vary widely depending on factors such as age, relationship status, and income level.

So what did we see with this year’s big game?

Viewership

The latest consumer spending data from NRF and Prosper Insights & Analytics’ 2023 Super Bowl survey found that 192.9 million U.S. adults plan to watch the Super Bowl this year. It seems that a percentage of this viewership tuned in with 36.7 million tuning in.

Adults ages 44 and under are driving the year-over-year increase in expected viewership for this year’s Super Bowl. In 2021, there was little variance between age cohorts in terms of the likelihood to watch the Super Bowl. In 2022, however, adults ages 18-34 (75 %) and adults ages 35-44 (70 %) are more likely than adults ages 45-64 (63 %) and adults ages 65 and older (62 %) to say they plan to watch the game.

Consumer Spending

Adults in the United States planned on spending an average of $85 on Super Bowl Sunday in 2023, with food and beverage purchases being the most common among those planning on watching the game. Around 15% of adults in the United States planned on throwing or attending a Super Bowl party in 2022.

Marketing during the Super Bowl presents a unique opportunity for businesses to engage with their target audience through email, social media, and digital advertising. By anticipating customer needs and providing personalized promotions, such as deals on food, drinks, and merchandise, businesses can capture their share of the audience's spending on game day. With 41% of Americans following the game on multiple devices and actively using their phones, it's important to stay relevant and adjust messaging accordingly.

The week before the Super Bowl is a prime time for purchasing a high-end, branded flat-screen TV. According to Regina Conway, a consumer expert at Slickdeals, these TVs are of better quality than those typically on sale during Black Friday and are worth the investment for their long-term value. Marketers can take advantage of this window of opportunity by targeting potential TV buyers with strategic marketing campaigns. Some ideas include:

The Commercials

The Super Bowl regularly ranks as the most-watched event in the United States year-to-year, which means the channel hosting the contest gets to charge a premium for advertising. Because of the size of the audience, brands are willing to shell out millions of dollars for just one 30-second spot during the Super Bowl. The Super Bowl commercials have become a phenomenon in their own right, with social media buzzing with speculation about the innovative ways in which big corporations will sell their products.

A 2020 survey revealed that 79 percent of viewers see the commercials as entertainment, while almost 71 percent stated that they enjoyed watching the commercials. It also seems the viewers will go to some lengths to see these commercials beyond their original air date during the big game. Companies reportedly received an estimate of $170 million worth of “in-game exposure" during this year's Super Bowl.  The advertising revenue from the 2021 Super Bowl, for example, stood at a record 485 million U.S. dollars. Meanwhile, an average 30-second ad spot during the Super Bowl broadcast cost an estimated 6.5 million U.S. dollars in 2022.

Datonics Research: Super Bowl - Audience Analysis

Super Bowl Sunday is this weekend. The big game has become a tentpole event in the advertising industry where brands showcase their creativity and personality through signature commercials that are just as widely anticipated by some as the actual game.

The draw for advertisers is also the mass audience reach that the Super Bowl presents. People across the U.S. and abroad tune into the big sporting event, creating one of the few remaining mass-market opportunities for brands.

In this edition of Datonics Research, we break down the audiences that watch the Super Bowl.

Super Bowl Audience Analysis

This unofficial national holiday in the United States is filled with festivities, feasting, and pageantry that extends from the stadium and host city to the homes and other places where football fans and their friends and families gather.

In 2022, the Super Bowl was watched by 99.18 million viewers in the United States.

The Super Bowl boasts the largest live television audience and remains one of the few programs where people aren’t skipping the ads, a rare phenomenon as viewers are increasingly scattered across different channels. According to a survey conducted by Forbes, about a quarter of the Super Bowl audience thinks that the ads are the most important aspect of the event.

This year, 103.5 million people plan to throw or attend a party, and another 17.8 million plan to watch the game at a bar or restaurant. Total spending on food, drinks, apparel, decorations, and other purchases for the day is expected to reach $16.5 billion, or $85.36 per person an increase of nearly two billion U.S. dollars from 2021. 91% of spending is on food, beverages, televisions, furniture apparel, and accessories.

Also part of these expenditures is the money used to place bets on the game

Consumer spending during the Super Bowl weekend is significant: 

• It is estimated that Super Bowl consumer spending will be 16.5 billion U.S. dollars in 2023, an increase of nearly two billion U.S. dollars from 2022.

• 2. 28% of consumers purchased new food and beverage products for the Super Bowl. The Super Bowl is a time for discovery and exploration for consumers— in 2022  people mostly explored snacks (60%) and beer (40%).  At the top 5 food categories that people purchase mostly in 2022 remained Super Bowl favorites: Chips (49%), Pizza (36%),  Dips (32%), Desserts (31%), and Wings (27%).

• Only 10% bought their groceries online, despite the growth of online shopping. 45% of consumers leaned heavily into mass retailers such as Walmart and Target to prepare for the Super Bowl, followed by 41% shopping at their local grocery stores and 18% at warehouse or club stores.

• 9% of people purchased a new TV for the Super Bowl. The Super Bowl is one of the largest televised events, so it makes sense that consumers welcoming people into their homes want the most optimal viewing experience.

Team Retreat - Tel Aviv Market Food Tour

Recently, our Israeli team took a food tour with Sababa Cookbook author Adeena Sussman in Tel Aviv’s Carmel market. The variety of foods sampled and available reflect the tapestry of immigrants that make up Israel and Israeli cuisine. The vibrant colors in the photos show off the flavors and ingredients.

Our team, made up of olim who emigrated from many countries to Israel, thoroughly enjoyed the food tour.

Give Back Initiatives: MLK Day – Day of Service

Following in Datonics’ tradition of giving back, members of the Datonics team took the opportunity to volunteer and give back to their local communities and the causes they are passionate about this past Martin Luther King Day.  

It has become customary to honor the memory of Martin Luther King Jr. with a day of service. This year, Datonics CEO Michael Benedek along with his son worked at a local food bank in the Bronx, along with local politicians. The Rise for Hunger / UJA-Federation of New York project prepares food for 10,000+ in-need recipient families.

The Datonics Israel team engaged in philanthropic endeavors by volunteering at Leket Israel, the leading food rescue organization in Israel. Despite the fact that 522,000 families in Israel experience food insecurity, tons of thousands tons of food is discarded on a daily basis. Leket addresses this issue by rescuing food and working in conjunction with over 600 farmers and 18,000 dedicated volunteers from throughout the country. 

Pavel, Shahar, Regine, and Chana, four members of the Datonics team in Israel, described the volunteering experience as fulfilling, purposeful, and enlightening. They were warmly received by enthusiastic counsellors who passionately transmitted us the organization's mission and impact.

By spending just two hours selecting and packaging fruits and vegetables that would have otherwise gone to waste, they were able to salvage precisely six tons of food. 

Pavel and Shahar reported feeling a sense of unity with others, as they were all united in the common goal of assisting those in need. Upon departing from the volunteer work, they felt that they had made a positive impact on society. 

Regine, who joined Datonics on the same day as Market Analyst, viewed the volunteering as an opportunity to bond with her new colleagues and to have fun. She was astounded by the commitment of some of the volunteers who regularly came to Leket, such as Judith, a 93-year-old woman from the United States, who humbly spent the afternoon working alongside us, selecting fruits and contributing to Leket's mission. 

Chana, who organized the volunteering activity, believes that volunteering is a rewarding and soul-nourishing experience that should be a part of everyone's lives. If, in such a short amount of time, we were able to provide sustenance to more than hundreds of families, why don't we make time to do it more often? Instead of aiming to reach a fast and flawless kindness across the world, we should encourage each person to take small and meaningful actions that can ultimately have a ripple effect of positive change throughout the world.

Participating in these activities as a company was unifying, and we look forward to future collaborative efforts. We are all appreciative of Datonics Israel for dedicating a portion of a workday to assisting those around us, which is often taken for granted.

Happy Holidays from Datonics

This year, Datonics is doing something different to show its employees appreciation around the holidays.

Building on the work Datonics has been committed to over several years – including supporting local restaurants, food banks, meal delivery to bedridden seniors, visits to elderly people and Holocaust survivors, school building, care for animals and the environment, and more – Datonics is leaning into the spirit of giving to deliver a unique and special corporate holiday gift that speaks to our values.

Earlier this year, we were inspired by business leaders who took big, unprecedented steps to take meaningful actions in support of causes. Patagonia is a prime example. The company’s CEO gave away his family’s shares to help fight climate change. Every year, Patagonia will take all profits and distribute them to causes to curb the effects of climate change.

This holiday season, Datonics is gifting every member of our team a gift card to Patagonia. The opportunity to support a business whose values align to our own is important and impactful. Not to mention that Patagonia’s products help us all to enjoy nature and improve our quality of life and health.

In addition to supporting climate change, Patagonia is a champion of work/life balance. The company has been vocal about closing its stores and corporate operations around the holidays to allow employees to recharge. This is something Datonics holds dear as well – which is why we are also closed around the holidays and have remained committed to a flexible work environment.

We look forward to the new year and continuing to support initiatives, help underserved communities and find new ways to further a variety of causes.

Datonics Research – Holiday Travel

According to research by PricewaterhouseCoopers (PwC), travel is expected to be high this holiday season. A little less than half – 47% - of survey respondents said they plan to travel over the holidays by plane (46%) and car (69%). This is a sharp increase from 2021 and 2020.  

The surge in travel is due to pent-up demand from the pandemic and is expected to stay high throughout 2023. Popular travel destinations include big cities like Las Vegas and Orlando as well as Europe, the Caribbean and South America.  

In this edition of Datonics Research, we look at different types of holiday travelers. For more information on consumer travel behavior, reach out to us here.  

• Families: 80% of families typically travel over the summer months and holidays. Families tend to have children aged 3-18 and live in suburban or urban settings.

• Couples: Interested in dining out, parties, events and exciting and romantic activities. Typical age of 23-31, appreciate nice views and luxurious stays.

• Solo Travelers: Looking for lively destinations with fun and interesting activities. Interested in meeting new people and embarking on new adventures. Recent college graduate or young professionals, typical age 20-35.

• Adventure Travel: Single male in 30’s with average income around $45,000. Climate and nature enthusiasts, plan the trip months in advance. Staying in accommodations for short periods of time, since they stay outside most of the day with activities such as backpacking, camping, fishing, hiking, sailing, and surfing. Typically also interested in reduced fuel costs and the environment. 

• Luxury Travel: Upper-class, looking for destinations with luxurious rooms in hotels with excellent service. Yearly income over $200,000. Looking for a hotel that has culture, cuisine, community, content, and customization. Adults who enjoy wine, art, fine dining, and fashion. Middle-aged to older generation who live in gated communities, are top spenders at luxury stores and returning customers at jewelry stores, and cruises.

• Recently Retired: This audience is part of the older generation (Baby Boomers, age 50-75) and will have planned activities during their vacation. Access to a tour guide and sightseeing locations, as well as relaxing activities. Focused on comfort and amenities.

Datonics Research - Gaming

Gaming is a big-ticket holiday item with consoles like XBox and Nintendo Switch topping many holiday shopping lists. And though 2022 is predicted to be a slower year of growth for the gaming sector, gaming is still top of mind for many consumers.

In this edition of Datonics Research, we explore the gaming industry and associated consumer preferences. For more information on consumer behavior in the gaming category and more, please reach out to us here.

 Demographic Audience for Gaming

At a projected revenue stream of $200B in 2022, the gaming and video game market is at all-time highs reaching a whole new level of audiences. Current users are 73% male and 27% female, with the largest audience (34%) coming from the 18-24 year old bracket, which is likely underreported due to large amount of people under 18 who play video games.

Sixty percent of gamers play daily. Games are played across many devices: 73% own a console (PC, Xbox, PlayStation), 43% own a handheld device (iPhone, Android), 29% own a VR system.

 Gamer Types

• Leisure gamers/Just for fun – casual player who plays online in their free time, 3-5 times a week. Younger demographic, split between male and female. Slowly progress in a game and may buy the newest version. Play for a short period of time and typically have other obligations.

• Smartphone gamers – those who play games on their phones in bursts. This audience includes teens, adults with kids, and even older audiences including Baby Boomers.

• High-volume gamers – will freely spend money on games for upgrades and higher rewards. 18-25 age range, spend 3-4 hours daily playing.

• E-Sport competitor – Nationally ranked gamers who play in competition against others, play as a part- time job and may win prize money based on performance. Males make up 70% of this group and may have sponsorships. Spend 40+ hours a week playing primarily one game.

Give Back Initiatives – Team Daya and More

Datonics is an avid participant in multiple give back initiatives throughout the year. Last year, our company contributed over $25K to charities around the globe. These include local causes in Datonics’ homebase of New York City, national charities that focus on key issues such as the environment, education and equity, and international efforts that center around building schools in areas of great need. 

Team Daya – Building Schools Across the Globe

Earlier this year, our CEO embarked on a new journey with Team Daya, a group of executives from the advertising & technology industries who are building primary schools in some of the most impoverished places in the world that lack adequate school structure. Michael Benedek traveled to Senegal to start the building of a school for first, second and third graders. 

There are some incredible pictures depicting the experience and beautiful stories.  

Next year the journey continues. Michael and his colleagues plan to travel to Malawi to build a school there. Malawi is consistently ranked among the world’s 20 least developed countries on the UN Human Development Index. Nearly half of primary school-age children dropout before advancing to secondary school and the literacy rate in Malawi is only 62% among people 15 years old and older.

Funds for this school build are being raised now. Contributions can be made here. 

National and Local Charities  

Datonics is proud to support several important charities that are contributing to society in meaningful ways. We share our list of charities here for inspiration to help others select causes to support. 

·         Girls Who Code

·         The Nature Conservancy

·         One Tree Planted

·         American Cancer Society

·         Equal Justice Initiative

·         Feeding America

·         Habitat for Humanity

·         Wounded Warrior Project

·         Futures and Options

Datonics Research – Black Friday

The day of discounts – otherwise known as Black Friday – was established as a shopping holiday and marks the unofficial beginning of the holiday shopping season. Consumer behavior has changed quite a bit over the past few years and retailers have been working hard to adjust to new and evolving consumer preferences.  

This year’s Black Friday sales started earlier, but deals were still abound on the actual day. In this edition of our Datonics Research series, we explore the start of this year’s holiday shopping season.

For more information on consumer behavior and the best ways for marketers to reach consumers, please reach out to us here.

 Black Friday 2022 - Sales Data

The data is still fresh, but some estimates are projecting that this year’s Black Friday drew in $9.12 billion in online sales alone. That’s up from $8.92 billion in 2021 and $9.03 billion the previous year. Cyber Monday is expected to top Black Friday online sales, with totals reaching $11.2 billion.

Electronics topped Black Friday purchases with items like Apple Macbooks, watches, Xbox Series X and more.

In-person shopping is still expected to draw most retail holiday spending, with the National Retail Federation projecting 67% of Black Friday shoppers shopped in stores.

Consumer Behaviors

• Families/parents with young children: Parents typically like to shop early. Age group of 35-44 were most likely to participate in Black Friday shopping, while the most frequent in-store shoppers are millennials and Gen-Z, perhaps buying gifts for their parents. 

• Grandparents: Similar buying habits for grandchildren and children, this group may spend more on single products. 24% of those 65+ make purchases.

Datonics Research – Thanksgiving Edition

Thanksgiving marks the unofficial beginning of the holiday season in the U.S. Friends and families gather together for a festive meal and quality time. Many have a four-day weekend and use the time to travel, start holiday shopping, and much more.

In this special edition, our Datonics Research Series dives into the Thanksgiving Day holiday and the various activities that consumers engage in this time of year.

To learn more, please reach out to Datonics here.

Who Celebrates Thanksgiving and How?

96% of American families gather for a Thanksgiving feast. 51% will cook or bake at home. The Thanksgiving feast is expected to cost 20% more than last year. The average cost of this year’s holiday meal for 10 is $64.05, up from the 2021 average of $53.31. As turkey plays a central role in the feast, it takes up the most significant part of meal’s expenditure. Two and a half million tons is the average turkey meat production in the United States between 1993 and 2018, and 88% approximately of all Americans eat turkey as part of their dinner.

Seven in 10 young Americans prefer “Friendsgiving” over a traditional Thanksgiving. A poll of 2,000 Americans – aged 18–38 – found that 68 percent say celebrating Friendsgiving is their preferred method of engaging in the autumnal celebration.

Who travels on Thanksgiving?

Thanksgiving is a bigger holiday travel period than Christmas and New Year’s. This year, 54.6 million people are expected to travel over the holiday period, a 1.5% increase from 2021. This Thanksgiving is expected to be the third busiest since AAA started tracking travel volume in 2000 with the highest volume year in 2005 and the second-highest right before the pandemic in 2019. Forty-five percent are planning to visit with family and friends. Young adults who live away from home will most likely travel for Thanksgiving via plane. Travel to a destination 50 miles or more away increases by 54% over Thanksgiving weekend.

Of those traveling, 37.14% choose to travel by car, while 25.71% by air. Google searches for “pet-friendly hotels” are up 42.93% from 2019. Google searches for “pet-friendly motels” are up 36.25% for 2020.

Charity – Donating During Thanksgiving

An estimated 43% of higher-income earners donate more during the holidays. Thanksgiving is the ultimate holiday to throw a charity event and community gathering. Nonprofits and other community organizations can raise 50% of their annual funds around Thanksgiving.

Datonics Research – Electric, Hybrid and Green Car Buyers

We continue our exploration of car buyers with a focus on consumers interested in electric, hybrid and green vehicles. We dive into demographics associated with this group as well as associated consumer behaviors and preferences buyers of these types of cars tend to display.

For more information on the automotive segment, please reach out to Datonics here. 

Buyers of EVs, hybrid cars and more environmentally friendly vehicles tend to live in urban and suburban settings. They often fall into middle-age age bracket and earn more than $100K annually. Buyers of these types of cars tend to have a college degree. They also tend to have at least one other vehicle. Since charging is a consideration for these types of vehicles, buyers tend to travel short distances at a time.

Interests for this group include improved technology and solutions, recyclable and reusable products, reduced fuel costs and the environment. This group also has a high preference for nature and gravitate towards nature-seeking and outdoor activities.

California has the highest number of these types of vehicles registered on a state level, with roughly 43% of all registered vehicles falling into this category. Texas and Florida have the second and third most respectfully.

Datonics Research – Automotive Buyers

According to Edmunds.com, the best car deals come at the end of the year when new models are being released and dealers are trying to sell out the current year’s makes. With the supply chain challenges of the past few years making car buying difficult, demand for new cars is on the rise.

In this post, we explore automotive buyers and what’s important to them when it comes to specific car categories. For information on the automotive category and more, please reach out to Datonics here. 

• Luxury: The luxury automotive category is popular with people with a higher income or the top 10% of earners in the US. People in this bracket tend to be middle-aged to older generations, live in gated communities, top spenders at luxury stores and returning customers at jewelry stores, high-end hotels, and cruises. These individuals tend to enjoy wine, art, fine dining, and fashion. California, Florida, and New Jersey are states with the most luxury vehicles. Automotive features of interest for this group include extra features, enhanced driving performance, and improved technology. Other areas include large companies interested in company cars for employees as a marketing tool to retain top clients and partnerships.

•  Pickup & Trucks: Existing buyers generally live in medium and large-sized cities, with average household income of $82,000. Eighty-four percent of full-size pickup truck buyers are male, yet nearly 25% of the Ford Maverick buyers are female, signaling a growing opportunity to engage the female audience to expand on their current interest. People looking for a second personal vehicle, larger families in urban and suburban cities, and recent college graduates interested in their first vehicle are also newer opportunities for this car category.

•  New Vehicle Seekers: This category tends to appeal to middle-to-upper income earners looking either for a first-time car or to upgrade their current car. Popular demographics are families with children who need extra space, recent movers looking for a fresh start in their new town, or businesses looking for company cars. Adjacent interests include gadget buyers, recent window-tinters, car insurance purchasers, fashionistas, and tech enthusiasts.

•  Used Vehicle Seekers: Parents of first-time drivers, recent college graduates and those just starting out in their careers are popular buyers of used vehicles. These adults are cost conscious and may also be categorized as coupon shoppers. Recently retired adults, people living in cities with good transportation, and car mechanics are also popular demographics for the used vehicle automotive category.