While FMCG online advertising covers a wide variety of audiences, perhaps the backbone audience is mums. Through their management of the family and home they are responsible for a broad range of FMCG purchases.
In the UK, 95% of those surveyed used email, compared with 90% for landline calls, 88% for text messages, and 85% for mobile phone calls. Social networking, instant messenger, and VoIP calls have started to emerge as vital tools for maintaining an emotional bond with both nearby and more distant contacts through mums’ changing circumstances.
While this research is Europe focussed over the years this has become the broadly universal case with increasing bandwidth and emergence of converged and connected devices. The same would be true for the upper crust of the society at large in the BRIC economies as well.