Ford Tops ChaCha Questions Among Teen and Young Adult
Frost & Sullivan Mines ChaCha Questions & Answers for Insights into Teen and Young Adult Brand Behavior and Preferences Ford Tops Questions in Auto Category INDIANAPOLIS (March 5, 2010) <http://www.chacha.com> ChaCha, the popular free service that has provided quick, accurate answers to hundreds of millions of questions, today released a study by Frost & Sullivan that analyzed millions of queries from the youth segment during a three month period to provide insights into the popularity, penetration and perception of different brands. ChaCha allows users to call 1-800-2-ChaChaT or text questions to ChaCha (242-242T) on mobile phones and receive answers within minutes. The company also provides online access to questions and answers at ChaCha.com, and via other social platforms including Facebook and Twitter. "ChaCha's vast data base of questions and answers is a powerful research tool that marketers can leverage to get a near real-time pulse on the thoughts and desires of teens and young adults," says Todd Day, Industry Analyst with Frost & Sullivan. "There is no single source that provides a more granular understanding of what's happening during the conversation-what users care about and what they think, particularly as it relates to specific brands and products. ChaCha is in a unique position to provide that data to the industry and potential advertisers. Capturing the consumer's 'intent' is always a priority for successful marketers, and ChaCha's extensive database of questions and associated information about the subscriber can be mined." Among the Frost & Sullivan findings of interest to automotive marketers targeting teens and young adults: Ford is leading in the hearts and minds of teens and young adults. They not only ask more questions about the company, but they ask questions about where to buy specific models and how much they are. The Mustang has the highest awareness and affinity among both girls and boys between the ages of 13-24. It's interesting to see that car preferences are being made long before a teenager is able to drive. Questions include: "What is the horsepower of a Ford Mustang?", "Is a Ford Mustang a muscle car?" and "What is a better car, a Ford Mustang or a Chevy Corvette?" ChaCha processed over 125,000 questions relating to the automotive industry. Nearly 16,000 questions involving one of the automotive brands of Ford, Chevy, Toyota, or GMC: FORD: 60.6% Ages 18-24 39.4% Ages 13-17 77% Male 23% Female CHEVY: 63.5% Ages 18-24 36.5% Ages 13-17 78% Male 22% Female TOYOTA: 62.3% Ages 18-24 37.7% Ages 13-17 70% Male 30% Female Average is 7% higher than competing brands for females GMC: 62.7% Ages 18-24 37.3% Ages 13-17 77% Male 23% Female Ford was the top searched automotive brand. However, within the Ford brand, individual models and demographics for each can also be gathered. FORD: 60.6% Ages 18-24 39.4% Ages 13-17 77% Male 23% Female MUSTANG: Made up 56% of questions relating to Ford automobiles 58.3% Ages 18-24 41.7% Ages 13-17 82.5% Male 17.5% Female F-150, Ranger, Focus, and Taurus made up 7% of the questions each Other models combined made up 16% of the questions submitted regarding Ford models "Teens rely on their mobile devices as their primary media and they ask ChaCha over a million questions each day providing insights on their brand attitudes and actions," says Scott Jones, CEO of ChaCha. "Along with the search query and answer string, ChaCha also has insights into other metrics related to the end user-including demographics, location, and device type. "An in-depth analysis of ChaCha's data can provide actionable insights into the consumers 'preferences' on a national or local level. For example, traffic patterns can be analyzed to determine the impact of a particular ad campaign, ascertain the popularity of different TV shows among the youth segment, and even to determine regional interest levels for a particular product," adds Mr. Jones. The complete ChaCha/Frost & Sullivan report can be downloaded here: <http://www.frost.com/prod/servlet/market-insight-top.pag?docid=188632147> http://www.frost.com/prod/servlet/market-insight-top.pag?docid=188632147 Frost & Sullivan ( <http://www.frost.com/> http://www.frost.com) the Growth Partnership Company, enables clients to accelerate growth and achieve best-in-class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best-practice models to drive the generation, evaluation, and implementation of powerful growth strategies. Frost & Sullivan leverages 49 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 40 offices on six continents. ChaCha ( <http://www.chacha.com> www.chacha.com) has emerged as the #1 way for advertisers and marketers to engage teens and young adults. Through its unique "smart friend" platform, ChaCha has answered over 400 million questions since launch from over 12 million unique users per month via SMS text (242-242T), online (http://www.chacha.com), Twitter (@chacha), Facebook app, iPhone app, and voice (1-800-2-ChaChaT). Working with major brands such as Paramount, AT&T, Palm, Johnson&Johnson, Coca-Cola, McDonald's, and Presidential political campaigns, ChaCha.com is one of the fastest growing mobile and online publishers according to Nielsen and Quantcast. ChaCha was founded by proven innovator and entrepreneur, Scott Jones, and is funded by Bezos Expeditions, Morton Meyerson, former President and Vice Chairman of EDS as well as Chairman and CEO of Perot Systems; Rod Canion, founding CEO of Compaq Computer; the Simon family; and Jack Gill, Silicon Valley venture capitalist. George Simpson George H. Simpson Communications 203.521.0352 george@georgesimpson.com www.georgesimpson.com