Barbeques and bunting may have flown off the shelves as Royal Wedding fever gripped the UK, but the event was a bit of damp squib for memorabilia manufacturers and brands, according to research from online market research specialist Tpoll.
The research found that just 13 percent of respondents canvassed on the day of the Royal Wedding had bought any commemorative memorabilia, while more than 95 percent failed to recall a single brand’s advertising around the day.
The research also found that 84 percent watched the wedding – despite the fact that only 60 percent had intended to do so before the event.
Of this, almost a third watched all day long, and more than a third dipped in and out. Just 18 percent only watched the main ceremony.
‘It’s interesting that just 13 percent bought memorabilia when you consider that 84 percent of the population were watching,’ said Mark Ursell, CEO at Tpoll. ‘Add to this that no single brand has managed any level of affiliation with the event, and it all points to a very old-fashioned “people coming together”, non-marketing event. ‘This is further underlined by the fact that only 16 percent did not watch at all – it was everywhere, and everyone got caught up in it – meaning the excitement and ubiquity on the day clearly pushed people who didn’t intend to watch into taking a peek.’
Research findings include:
• 92 percent of the population watched on TV;
• 13 percent kept up with events via the newspapers;
• 13 percent used online sites; • 11 percent talked to friends to keep up;
8.3 percent listened on the radio;
5 percent were tweeting and on Facebook;
• 3 percent were at a live event or street party;
• 2 percent watched it on Youtube.
‘It still seems to be about crowding around the box on occasions such as this,’ added Ursell. Meanwhile, of the minority that did buy memorabilia, flags (four percent), cups (four percent) and plates (2.7 percent) came out tops.
The Tpoll research canvassed the opinions of 1002 people in an online survey across the UK.
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