Losing that Spark in the Bedroom? Consumers Confess to Honeymooning with their Tablets
New Tablet Trends Study from Rosetta finds majority of tablet users take their tablets to bed. This Valentine’s Day consider giving your tablet the night off.
PRINCETON, New Jersey (February 13, 2012)—With nearly one-third of all Americans now owning a tablet or e-reader1, Valentine’s Day romantics should take note. A new Tablet Trends Study just released by Rosetta reveals that the majority of tablet users (68%) will likely spend significant time with their touch-screen devices in the bedroom. At the potential expense of their significant others, consumers are enjoying their own private "honeymoon" with their tablets for the first few months as they get to know their new devices in some untraditional rooms in the home, including 24% who take their tablets to the bathroom.
In addition to these headline findings, the Tablet Trends Study also unveils important key learnings for marketers about where and how tablets are being used over time. For brands that understand these new behaviors and adapt engagement strategies to follow usage patterns, their investment and effort to reach consumers on connected devices will be far more effective. Marketers beware, the rules are changing for where and how to reach consumers on connected devices:
- Capitalize on the honeymoon period. When the device is new, consumers tend to explore the full range of capabilities offered by tablets, from buying applications to creating documents, to shopping. After six months or more of ownership, a clearer pattern emerges as certain usages drop off and they continue to more actively use their tablets for things like reading or checking email, watching TV or movies, reading e-books, magazines or newspapers, and using social networking sites. Brands who understand this timeline can market more effectively during different stages.
- Keep the spark alive. Those who have owned their tablets for seven months or longer are more likely to prefer using a computer for many of the activities that they have previously explored during the honeymoon period. The opportunity for marketers is to give consumers more reasons to fall in love with their tablets over and over again, and to find the right intersection points between the tablet, computer and even smartphone usage as behaviors shift over time.
- Timing is everything. Targeting customers on their tablets with the right message or experience at the right moment is critical for brands to sell more apps, products, services and accessories. Understanding how, where and why consumers are using their devices deepens the ‘can’t-live-without-you’ connection.
"Like in any relationship, the pressure is on to keep consumers engaged and happy with their tablets beyond that initial infatuation period," said Jay Lichtenstein, a Partner in Rosetta’s Consulting Practice. "The key is to deeply understand a user’s motivations and needs and then build the experiences to captivate them. At Rosetta, our expertise lies in uncovering insights for marketers about their consumers’ needs and motivations, then helping execute cross-device marketing programs that resonate at a deeper level. We are fascinated by who and where these consumers are, and helping brands capitalize on the moments that motivate them to buy – and buy more – online."
For additional information on the Tablet Trends Study, please visit: http://currents.rosetta.com/index.php/2012/02/rosetta-tablet-trends-study-qa-on-key-findings/
About Rosetta
Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Rosetta drives material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Their differentiated capabilities and structure have enabled them to become one of the market leaders, operating as an independent brand platform in the Publicis Groupe of global agencies. Rosetta is ranked by Ad Age among the top U.S. digital agencies and was named the #1 Agency to Watch in Ad Age’s 2011 Agency A-List.
Rosetta has deep industry expertise in Healthcare, Consumer Technology & Entertainment, Consumer Products & Retail, Financial Services and Business-to-Business (B2B). The combination of a patented approach to market segmentation; technological depth across platforms and devices; world class creative, design and user experience capability; scale and integrated structure; and deep vertical industry expertise have attracted many of the nation’s leading brands to Rosetta. The agency’s clients include Allergan, Blue Cross Blue Shield, Bristol Myers Squibb, Johnson & Johnson and Novartis in Healthcare; Microsoft, Rogers Communications and T-Mobile in Consumer Technology & Entertainment; Coach, Express, Jos. A. Bank, OfficeMax, Valvoline and United States Mint in the Consumer Products & Retail sector; Citizens and Nationwide in Financial Services; and MSC Direct, Wirtz Beverage Group and Lincoln Electric in B2B.
Rosetta is headquartered in Princeton, NJ, with additional offices in New York, Cleveland, Chicago, Toronto, San Jose, San Luis Obispo, Los Angeles and Orange County.
For more information, visit www.rosetta.com.
LEVEL Studios Announces New San Luis Obispo Office Design, Location
San Luis Obispo, CA – February 1, 2012 – LEVEL, a Rosetta company, announced its plans to expand its West Coast operations with the construction of a 46,000 sq. ft., LEED-certified office building at East Airport Commerce Park in San Luis Obispo. Serving as Rosetta’s West Coast headquarters, the new facility will be designed by garcia architecture + design, an award-winning firm in San Luis Obispo. The two-story building will house 180 team members with capacity for more than 300 in two years and is slated for completion in 2013.
Providing enough space for LEVEL to perform standard agency operations, the new office will also include several secure areas to produce confidential client work, a 3,500 sq. ft. Video and Motion Graphics studio and 11 conference rooms. The design incorporates indoor and outdoor eating areas as well as an integrated employee lounge for team members to eat, take a break, casually meet to collaborate on projects or work on initiatives in a non-workstation setting. Additionally, the building leverages onsite showers and a half court basketball facility to promote green commuting, bicycling to work and exercising during lunch or breaks.
“Since 1995, LEVEL has had the honor of serving global brands while being headquartered on the Central Coast. With all of the recent changes– first getting acquired by Rosetta and then getting purchased by the Publicis Groupe – the new building project underscores our parent company’s commitment to increasing our local footprint. It is a tangible part of the integrated agency’s plan for growth,” said Tom Adamski, LEVEL President | CEO. “Developing a building from the ground up empowers architecture to redefine how we work. It provides the opportunity to generate brand lift and revenue through the efficiencies inherent in an environment that facilitates creativity and encourages better ways to work together. We are excited about our new agency model, our new building and how they will foster new types of client relationships and resulting work.
The building’s architectural vernacular balances the urban vibe of the nearby airport with the agrarian feel of neighboring Edna Valley vineyards. The modern exterior and interior aesthetic blends organic and industrial materials into an overall cohesive structure, utilizing exposed concrete, corten steel panels, aluminum storefront systems, metal louvers, translucent linear channel glass systems and exposed structural steel. This distinct architectural vocabulary reinforces Rosetta as a consulting-centered interactive agency that blends a consulting heritage with modern digital capabilities.
“A strong, long-term collaborative relationship exists between LEVEL and our firm, as we both share a passion for design as well as a common business philosophy. Design always comes first, since good design amplifies function and always integrates sustainability at its core,” said George Garcia, AIA, President of garcia architecture + design. “The building’s hybrid design merges the organic and the machined to reflect the identity of the digital marketing conglomerate. This, combined with the surrounding natural beauty of the agency’s new home, will inspire ongoing innovative thinking and creativity.”
Other local partners in the project include J.W. Design & Construction, BMA Mechanical Engineering, MW Architects, Oasis Associates, Ashley & Vance Engineering and JMPE Electrical Engineering & Lighting Design. NKT Commercial owns the property, and the San Luis Obispo County Planning Commission unanimously approved the project on November 3, 2011 with the support of the San Luis Obispo County Business Assistance Team and the SLO Economic Vitality Corporation. The project breaks ground February 3, 2012.
As one of the largest employers in San Luis Obispo, LEVEL has been an integral part of the local business community, including an ongoing partnership with Cal Poly to hire student interns at the agency, many of whom become full-time employees, as well as hosting annual design competitions and supporting curriculum development. Cal Poly Careers Services recently honored LEVEL with their 2012 Outstanding Corporate Culture Award.
About Rosetta
Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Rosetta drives material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Their differentiated capabilities and structure have enabled them to become one of the market leaders, operating as an independent brand platform in the Publicis Groupe of global agencies. Rosetta is ranked by Ad Age among the top U.S. digital agencies and was named the #1 Agency to Watch in Ad Age’s 2011 Agency A-List.
Rosetta has deep industry expertise in Healthcare, Consumer Technology & Entertainment, Consumer Products & Retail, Financial Services and Business-to-Business (B2B). The combination of a patented approach to market segmentation; technological depth across platforms and devices; world class creative, design and user experience capability; scale and integrated structure; and deep vertical industry expertise have attracted many of the nation’s leading brands to Rosetta. The agency’s clients include Allergan, Blue Cross Blue Shield, Bristol Myers Squibb, Johnson & Johnson and Novartis in Healthcare; Microsoft, Rogers Communications and T-Mobile in Consumer Technology & Entertainment; Coach, Express, Jos. A. Bank, OfficeMax, Valvoline and United States Mint in the Consumer Products & Retail sector; Citizens and Nationwide in Financial Services; and MSC Direct, Wirtz Beverage Group and Lincoln Electric in B2B.
Rosetta is headquartered in Princeton, NJ, with additional offices in New York, Cleveland, Chicago, Toronto, San Jose, San Luis Obispo, Los Angeles and Orange County.
For more information, visit www.rosetta.com.
About LEVEL Studios
LEVEL delivers integrated marketing and product development for global brands. Through the interplay of branded content, technology platforms and connected devices, we design a total user experience that amplifies the relationship between brand and consumer. Our methodology is proven; our behavior is adaptive.
For more information, visit http://level-studios.com.
Rosetta Launches Global Web Platform for Xylem, Inc.
Nearly 40 Websites In 16 Languages Built in Five Months
Princeton, NJ, January 24, 2012 – Rosetta, which operates as an independent brand in the Publicis Groupe of global agencies and is one of the nation’s largest digital and direct interactive agencies, today announced the launch of a corporate website for Xylem Inc. (NYSE: XYL) and nearly 40 independent sites for its affiliated brands. Xylem is a $3.2 billion global water technology company that was recently spun off from ITT Corporation. It has more than 200 affiliated companies and brands across the globe that operate independently while serving under the Xylem corporate umbrella.
Racing against an October 31 hard deadline when Xylem’s stock would begin trading on the New York Stock Exchange, Xylem worked with Rosetta in June to develop a consolidated online corporate platform, built on Microsoft SharePoint Server 2010 for Internet Sites, that would clearly communicate Xylem’s global leadership in water technology and create an intuitive user experience for Xylem’s customers, prospects, investors and the media. Rosetta had only five months to complete the assignment from beginning to end.
Rosetta provided a broad range of services throughout the project, including: initial user research, information architecture, visual web design concepts, technology recommendations and execution, usability testing, copy writing, analytics and tagging strategy, among others.
Microsoft SharePoint was selected because of its enterprise readiness, content management capabilities and scalability to support Xylem’s future growth. Key content management capabilities met Xylem’s ambitious requirements for a platform that allowed users to quickly and easily find information in a streamlined user experience via Microsoft FAST Search Server 2010 for SharePoint, provided central taxonomy management using SharePoint managed metadata, and can be used for all future country- and brand-specific sites, among other reasons.
Search Engine Optimization strategy and implementation according to best practices also was an important part of the project. Rosetta’s SEO team performed detailed mapping of old web pages from a large variety of domains which had been grown or acquired throughout the years, resulting in high ranking in organic search results.
During platform development, many of Xylem’s affiliated companies and brands, which operate independently, approached Rosetta and asked them to develop or redesign their own individual online platforms. Each of these affiliates has its own unique set of product lines, branding, content and imagery. Nearly 40 sites in 16 languages went live in time for Xylem’s NYSE launch.
“Rosetta’s ability to deliver innovative marketing solutions built on Microsoft SharePoint Server 2010 drives real marketing value for our mutual clients,” said Kristina Kerr, Group Product Manager for SharePoint at Microsoft Corp.
About Rosetta
Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Rosetta drives material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Their differentiated capabilities and structure have enabled them to become one of the market leaders, operating as an independent brand platform in the Publicis Groupe of global agencies. Rosetta is ranked by Ad Age among the top U.S. digital agencies and was named the #1 Agency to Watch in Ad Age’s 2011 Agency A-List.
Rosetta has deep industry expertise in Healthcare, Consumer Technology & Entertainment, Consumer Products & Retail, Financial Services and Business-to-Business (B2B). The combination of a patented approach to market segmentation; technological depth across platforms and devices; world class creative, design and user experience capability; scale and integrated structure; and deep vertical industry expertise have attracted many of the nation’s leading brands to Rosetta. The agency’s clients include Allergan, Blue Cross Blue Shield, Bristol Myers Squibb, Johnson & Johnson and Novartis in Healthcare; Microsoft, Rogers Communications and T-Mobile in Consumer Technology & Entertainment; Coach, Express, Jos. A. Bank, OfficeMax, Valvoline and United States Mint in the Consumer Products & Retail sector; Citizens and Nationwide in Financial Services; and MSC Direct, Wirtz Beverage Group and Lincoln Electric in B2B.
Rosetta is headquartered in Princeton, NJ, with additional offices in New York, Cleveland, Chicago, Toronto, San Jose, San Luis Obispo, Los Angeles and Orange County.
For more information please contact:
Shade Vaughn
Robert Marston and Associates
212-836-4232
svaughn@marstonpr.com
