Holiday Hosts: A Valuable Audience You Might Be Missing

New data from Involved Mediaamp8217s Connected Audience Study fielded in Q3 of this year shows that hosting duties are not limited to the night of a gatheringOver half of Americans plan to host winter holidays this yearJust over half of people in the study of the average American media consumer 54 report planning to host a gathering around Christmas or New Yearamp8217s this year Roughly half of consumers host Christmas and about one in five hosts New Yearamp8217s Eve with a high amount of overlapHosting households standoutThe presence of children in the household is one of the clearest drivers of hosting behavior Sixtyeight percent of people living with children under 18 host at least one winter holiday event compared with 46 of those without kids In households with toddlers the propensity spikes further 61 host Christmas and 29 host New Yearamp8217s Eve both well above the total population Families who have been in their homes one to five years are also especially likely to host reflecting both new familiesamp8217 interest in building new holiday memories as they establish their new homes as well as reduced pressure to travel from other family membersIncome amplifies this pattern Among people earning more than 75000 more than threequarters host a holiday event At the other end of the spectrum lowerincome families with children often stretch to host Christmas but are far less likely to take on New Yearamp8217s underscoring how discretionary that celebration is and how central Christmas remains even when budgets are tightHosts drive spending across categoriesIt is also important to note that targeting holiday hosts does not mean leaving holiday gift shoppers behind Among nonhosts nearly half are buying three or fewer gifts this year and 12 are not planning to buy any gifts Compare this to winter holiday hosts where 70 are buying four or more gifts and just 3 are planning to skip gifting Children in the home certainly have a major influence on this but even among childfree households respondents that plan to host are much more likely to have a longer list of giftees Hosts are the people buying for extended family friends and coworkers not just their own households If your Q4 dollars are aimed generically at amp8220holiday shoppersamp8221 you are underweighted on the consumers who actually drive incremental volumeLooking at where you can find highvalue hosts winter holiday hosts are significantly more likely to pay for cable and live TV packages especially Hulu Live TV DirecTV and DirecTV Stream HuluLive TV aligns with the fact that they are more likely to be in the Disney universe as a whole Fiftythree percent have watched Disney in the last 30 days versus 36 of nonhosts and they are more engaged with sports with 40 of hosts saying they watch sports regularly versus 30 of nonhosts This means that during hosting guests that may not be as engaged in these platforms other times during the year are reexposed as wellRetail behavior tells a similar story When asked where they plan to buy gifts winter holiday hosts are significantly more likely than nonhosts to plan on searching for gifts at nearly all stores covered reflecting the higher number of giftload But the one big exception is Amazon where hosts and nonhosts are equally likely to buy gifts Amazon has become table stakes a baseline utility for everyone not a differentiator for reaching highvalue hostsAnother important opportunity for these hosts is online grocery Hosts are 61 more likely to have shopped at Instacart in the last 6 months and are significantly more likely to have shopped through a grocery storeamp8217s website Do not miss the retail media network opportunity to reach a family through a holiday hostHosting holiday gatherings is a way that households are able to share their joy from creating memories for the youngest in the family sharing gifts with family and friends and stocking the shelf for a holiday feast or game day snack Make room for this important audience in your media strategy this winterPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Holiday Hosts: A Valuable Audience You Might Be Missing

Author

Publish date

Channel

Archived in

Tess Erickson

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

More Videos:

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Holiday Hosts: A Valuable Audience You Might Be Missing

Enjoying This Commentary? There's More to Love

Tess Erickson

TAGS:

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

The payment was successful

Cookies