- V12 Identifies New Opportunities for Brands to Engage
Movers Across the Move Journey
- 90% of New Movers Willing to Try New Brands for Moving
Goods and Services
TAMPA,
Fla., Oct. 11, 2022 /PRNewswire/ -- V12, an
audience and marketing solutions provider and subsidiary
of Porch Group (NASDAQ: PRCH), today released a report
detailing 2022 new mover trends. The study explores the
state of today's movers and uncovers valuable opportunities for
brands to reach a lucrative audience of consumers who are actively
spending.
90% of new movers are likely to try new
brands or companies, which is a massive opportunity for customer
acquisition.
The 2022 New Mover Trends Report was conducted online by
The Harris Poll on behalf of V12. This study was conducted
between June 21 and July 1, 2022, and
surveyed 1,009 adults ages 18+ in the
United States who have moved over the past 12 months or are
planning to move in the next three months.
"Movers are a highly lucrative audience across numerous
categories," said Michelle Taves,
Group GM of Porch Marketing and General Manager of V12.
"Traditionally, mover marketing has focused on post-move data and
engaging movers after their move. It's time to modernize mover
marketing by targeting consumers with omnichannel and digital
programs much earlier in the move cycle when consumers make most of
their move-related purchase decisions. V12's
MoverTech suite of mover marketing audience and media
solutions are designed to do just that."
The report features an in-depth overview of today's
mover, revealing the profile of the modern mover and
how much they spend along with home improvement trends. Key
findings include:
- Half or more of new movers did/anticipate will do research for
moving services (51%) and home insurance (50%) before their most
recent move/before their next move.
- When it comes to the items and services new movers paid
for/anticipate they will pay for during the process of their move,
nearly three quarters (72%) say they did so prior to the move.
While 44% report they did so/anticipate they will do so after the
move.
- 90% of new movers stated they would likely try a new brand or
company for any items or services – specifically for internet
(35%), furniture/home décor (34%), cable/streaming service(s)
(30%), and appliances (29%).
- Around two-thirds of new movers (65%) report they would be
likely to make a purchase through an ad they saw while using a
search engine. Roughly three of every five new movers would also
likely be influenced to make a purchase based on an ad they saw
while using social media (62%) or using a search engine (61%).
Further, more than half (58%) would be likely to make a purchase
through an ad they saw while using social media.
- Additionally, more than half of new movers (56%) report they
have ever actually made a purchase through a social media ad.
- Home improvement projects rank high on the priority list for
new movers, with more than two-thirds of new movers (68%) saying
they are doing/planning to do/have already done home improvement
project(s) in their home – with painting (42%) topping the list. A
third (33%) also report doing/planning to do/have already done
landscaping, redecorating, bathroom remodeling, and/or updating
flooring.
Taves suggested, "Our study revealed that 90% of new movers are
likely to try new brands or companies for their products and
services. This highlights the massive opportunity in front of
brands to lead with their acquisition efforts to actively engage an
audience open to trying new brands. Equally as important,
this is when companies should focus on retention efforts to keep
consumers who may be in danger of defecting."
The report also showcases how brands can adjust their marketing
efforts based on the findings to better engage movers before,
during, and after their move, including:
- Why marketers should engage movers early in the move cycle when
consumers are researching and making purchase decisions for many
products and services for their new home,
- The importance of having a strong digital presence to engage
movers early in the research process,
- And how to successfully use different types of marketing data,
such as insights into life events and purchase intent, to reach
movers with personalized messaging.
For more information and to download the report findings, click
HERE.
About V12, A Porch
Company
V12 is an audience and marketing solutions provider that
delivers insight on movers and homeowners, with more context, and
greater precision than any provider in the market. Our solutions
deliver early access to 80+% of US homebuyers. V12 provides movers,
consumer, shopping intent, auto, and property insights to deliver
highly personalized, omnichannel, one-to-one marketing campaigns
and outcomes across multiple industries. To learn more, visit
v12data.com.
About Porch Group
Seattle-based Porch Group, the
vertical software platform for the home, provides software and
services to more than 28,500 home services companies, such as home
inspectors, moving companies, real estate agencies, utility
companies, and warranty companies. Through these relationships and
its multiple brands, Porch Group provides a moving concierge
service to homebuyers, helping them save time and make better
decisions on critical services, including insurance, moving,
security, TV/internet, home repair and improvement, and more. To
learn more about Porch Group,
visit porchgroup.com or porch.com.
About the Harris Poll The Harris Poll is a
global consulting and market research firm that strives to reveal
the authentic values of modern society to inspire leaders to create
a better tomorrow. It works with clients in three primary areas:
building twenty-first-century corporate reputation, crafting brand
strategy and performance tracking, and earning organic media
through public relations research. One of the longest-running
surveys in the U.S., The Harris Poll has tracked public opinion,
motivations and social sentiment since 1963, and is now part of
Stagwell, the challenger holding company built to transform
marketing.
Survey Methodology
The research was conducted online in the United
States by The Harris Poll on behalf of V12
Data among 1,009 adults who have moved in the last
12 months or will move in the next 3 months. The survey was
conducted June 21st to June 30th, 2022.
Data are weighted where necessary by age, gender,
race/ethnicity, region, education, marital status, household size,
household income to bring them in line with their actual
proportions in the population.
Respondents for this survey were selected from among those who
have agreed to participate in our surveys. The sampling
precision of Harris online polls is measured by using a Bayesian
credible interval. For this study, the sample data is
accurate to within ±3.8 percentage points using a 95% confidence
level. This credible interval will be wider among subsets of
the surveyed population of interest.
All sample surveys and polls, whether or not they use
probability sampling, are subject to other multiple sources of
error which are most often not possible to quantify or estimate,
including, but not limited to coverage error, error associated with
nonresponse, error associated with question wording and response
options, and post-survey weighting and adjustments.
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SOURCE V12, a Porch Group Company