Findings show that new movers are cutting the cord on telephone and television services prior to moving homes
DALLAS, TX – January 29, 2016 – Epsilon, the global leader in creating connections between people and brands, today released the 2016 New Mover Report. Using Epsilon’s proprietary consumer panel, the report surveyed 740 households across the United States to gain insight into move-related purchases and services, sources of information influencing these purchases and services and the timing of these decisions.
The report states that marketers have a finite window (within 3 months prior to a move) to influence new movers regarding a change or cancellation of utilities, specifically telephone and television services. The study shows that 58% of new movers solely have a mobile phone, with 34% of this group owning a landline prior to moving. A majority of this group (63%) made the decision to eliminate their landline within three months before the move. Similarly, new movers use a variety of television services (Cable TV – 51%, Netflix – 31%, Satellite TV – 24%), but of the 18% who do not have cable, satellite or wired TV, 46% did have one of these services prior to moving. Nearly half decided to cancel their service within one month before the move.
Additional findings from the report include:
- New movers’ top three sources of information about companies and services are personal contact with the vendor (driving around the neighborhood or visiting companies), friend and family referrals and internet searches.
- Nearly three-quarters of respondents (71%) made major move-related purchases as part of a household move. Furniture topped the list (51%), followed closely by appliances (48%) then electronics (29%).
- 56% of major move-related purchases were made in the two months after moving.
- The majority (69%) of new movers strongly agreed or agreed that they enjoy checking the mailbox for postal mail and 41% pay more attention to information received by postal mail than if it was received by email.
- The majority (72%) of new movers felt that they receive too many emails in one day and even more (75%) receive many emails that they don’t open.
- Nearly half (44%) of new movers felt that move-related information received by email was the most convenient to read vs. nearly a third (31%) who felt that move-related information received by mail was the most convenient to read.
- Those under 50 are more likely to use online sources such as internet searches, websites and online reviews when making move-related purchase decisions. However, more respondents under 50 (than over 50) agreed with the sentiment ‘Move related information received by mail was more trustworthy than information online.’
“In today’s omnichannel environment, new movers, who made up 12% of the American population this year, use many different sources for information gathering and decision-making and their preferences vary greatly,” shared Warren Storey, Senior Vice President of Research and Insights at Epsilon. “To engage this audience and capture their share of move-related spending, marketers need to leverage data and insights to enable personalized, one-to-one connections with movers across the optimal channels in the moments that matter.”
For more information about the behaviors of new movers, or to learn more about Epsilon’s data and analytic solutions specifically designed to help marketers anticipate and respond to move-related buying behavior, download the 2016 New Mover Report here.
Epsilon is the global leader in creating connections between people and brands. An all-encompassing global marketing company, we harness the power of rich data, groundbreaking technologies, engaging creative and transformative ideas to get the results our clients require. Recognized by Ad Age as the #1 World CRM/Direct Marketing Network, #1 U.S. Digital-Agency Network and #1 U.S. Agency from All Disciplines, Epsilon employs over 7,000 associates in 70 offices worldwide. Epsilon is an Alliance Data company. For more information, visit www.epsilon.com, follow us on Twitter @EpsilonMktg or call 1.800.309.0505.