There’s huge amount of buzz about fridges so smart that they can notify you when you run out of certain groceries or even order them for you. It’s a phenomenon that’s causing many people to pause for thought.
As EV sales continue to increase, car manufacturers are planning to launch hundreds of new models in the next 5 years. Here the big question arises: How to successfully launch your EV in an immature market?
Electrical vehicle (EV) sales worldwide grew by about 61% CAGR from 118,000 in 2012 to over 2 million in 2018. However, even though the global automotive landscape is gradually shifting towards electrification, there are still some countries with slow EV market growth.
Over the years, governments have taken various steps to support the shift towards electrification. Here are some policies which are currently being enforced to encourage adoption of electric vehicles:
Limitation on the availability of ICE vehicles license plates
Some regions enforced total or partial exemption for low-emission vehicles (incl. EV) from increment control measures restricting the availability of license plates in urban areas.
Interestingly in China, a license plate for ICE vehicles could cost more than the vehicle itself because of the lottery system the government implemented. In contrast, EV licenses are given through a queuing system, which makes it easier for people to get a license. No wonder they are the largest growth contributor to global EV sales.
Exempt from access restrictions to urban areas
These measures take the form of access allowances, which are granted only to vehicles that meet strict exhaust emission standards. Such measures have already been widely applied in European cities, along with exemptions from other road space rationing measures, such as alternate-day travel based on license plate numbers.
Exempt from usage fees for specific portions of the road
One of the most iconic measures of this nature has been announced by London. It consists of the Ultra-Low Emission Zone (ULEZ), set to come into force in 2019 or 2020 at the latest. The ULEZ is an area in central London within which all cars will need to meet exhaust emission standards (ULEZ standards) or pay a daily charge to travel.
Dedicated parking and access to charging infrastructure
Electric car support measures relative to dedicated parking and public access to charging infrastructure are generally best implemented either at the local or municipal level or via private actions.
Allowing access to bus or high-occupancy vehicle (HOV) lanes.
Measures favouring EV access to the road network over ICEs can have a sizeable impact not only on the increased short-term value of electric cars (imputable to greater usage opportunities) but also on the economics of electric cars over time.
Europe is characterised by huge cultural diversity – which is also reflected in how people live and the composition of households across the region.
Kids are now growing up as digital media natives, spending a significant amount of their day in front of a variety of screens.
It’s becoming the holy grail for advertisers targeting children – everyone’s convinced that kids’ media consumption is changing, but few have got the solid facts and data to support the big budget decisions. Do you stay true to TV, with its tried and tested measurement or switch significant budget online?
Most agree that TV still plays a big part in kids’ lives, but it’s undeniable that the older they get the more their online and second screen viewing behaviours are evolving and for some occasions even taking over.
Today’s children have not grown up with any kind of traditional idea of how to watch TV – for them there are simply favourite shows and programmes and you can get access to them from a variety of platforms and devices, all perfectly natural and intuitive, whenever you want. Or rather for the younger ones, whenever you’re allowed to.
In a recent study, we analysed children’s TV and online viewing behaviours in a variety of western European countries and in North America. What emerged was a surprising picture of how strong TV viewing remains – kids are still tuning in with an appointment to view mentality, switching through kids channels to follow the schedule and catch their favourite shows. In Europe watching TV is also a highly social activity involving friends and siblings, whereas North America reveals a much more solitary event. VOD, catch-up tv, kids channel sites and youtube certainly have a role in watching back favourite shows or looking for extra content, and the ability to navigate the smart TV, laptop or tablet are well engrained even amongst 5 and 6 year olds.
For many advertisers, this leaves a problem however – how can you invest most effectively in online TV to complement the more traditional broadcast TV? How can you determine when the extra bit of reach or additional frequency is really worth the added investment? And shouldn’t we be thinking in any case of the unique role and potential that online offers – for children directly, but also importantly for reaching or retargeting their parents – many of whom after all still hold the essential purse strings when it comes to purchase decisions.
Our approach is sympathetic to real family dynamics and behaviours and fully compliant with all guidelines to interview parents and their children on viewing and media consumption behaviours. If you’d like to understand more about the children you’re trying to engage, we’d love to discuss our approach and methodology with you.
To find out more about experience with researching children and their media habits, contact Rob.
Wegalaan 34, 2132 JC Hoofddorp
Tel: +31 (0)23 554 3530