VALS™ Lens Applying VALS™ to current events June 2015
In this issue:
In Appearance: The Baron of Botox Dies
Fredric Brandt—physician, dermatologist, lecturer, radio host, and author noted for "his role in the [US Food and Drug Administration] approval of numerous fillers and botulinum toxins [Botox] for cosmetic use in the United States"—recently died in his Coconut Grove, Florida, home at age 65. He was almost wrinkle free. Superstar Madonna, actress Kelly Ripa, CNN anchor Laurin Sydney, and actress Tina Fey were among his many clients. Botox injections and filler treatments (which require periodic repeats) are a costly method to mitigate the look of aging. Although Experiencers are the most likely consumers to follow a strict skin-care routine or to consider plastic surgery, few are old enough to have a need for antiwrinkle treatments. According to fall 2015 VALS™/GfK MRI data fewer than half a percent of consumers have used Botox in the past 12 months. Of this very small number, Thinkers, and Innovators are the most likely to do so. Surprisingly, Believers are also above average for use of Botox; Believers may use Botox injections for other purposes, such as for bladder control, rather than for wrinkles. Generally, Believers are not overly concerned about their appearance, nor do they have disposable income to spend on vanity treatments.
In Westeros: Is Winter Coming?
Winter is not coming to Westeros anytime soon. In fact, each season, Game of Thrones heats up as word about the program spreads and more viewers tune in. HBO's blockbuster hit is based on a fantasy-book series by George R. R. Martin. The fifth-season premier was timed with the launch of HBO Now—a new streaming-video service—and watched "live" by roughly 8 million viewers, in comparison with 6.6 million viewers for the 2014 premier, according to Nielsen. This 2015 series will continue to amass viewers who record the program to view later, view on an app, buy the season on DVD and Blu-Ray disks, or download illegally. This 2015 premier episode saw a record-breaking 13 million downloads, according to Time Magazine (11 May 2015). Of the four premier cable channels—Cinemax, HBO, Showtime, and Starz—HBO has the highest percent of viewers in the past seven days; 20% of US adults viewed HBO, in comparison with 7% who watched Cinemax, 12% Showtime, and 11% Starz. Channel viewership varies somewhat. For example, Believers are more likely than average to watch Cinemax; Experiencers more likely than average to view HBO, Showtime, and Starz. HBO is the only channel that attracts an above-average proportion of Innovators. HBO, the pioneer channel for original programming, appeals to Innovators' and Experiencers' desire for the new and different; Game of Thrones also appeals to their interest in (well-executed) fantasy content.
In Condiments: My Mayonnaise
The New York Times (15 April 2015) reports that people are as particular about their mayonnaise as they are about their coffee. Brand loyalty runs high for today's handful of commercially available brands: In the early 1900s, as many as 600 brands of mayonnaise existed. The United States—the sandwich nation—spends about $1.9 billion on mayonnaise annually, reports Nielsen's research arm. One-half of that amount goes for the Hellmann's brand. A track of VALS™/GfK MRI data about real (not light or salad-dressing) mayonnaise reveals only two measurable brands with market-share changes between 2000 and 2014: Use of Kraft Real Mayonnaise in the past six months has declined from 15% in 2002 to 9% in 2014; Duke's share has doubled from 2% to 4%. Duke's growth is likely the result of wider product distribution. Because more US adults than previously are reducing their fat intake, one would not be surprised to learn that fewer use real mayonnaise. The data suggest that the case is not so. However, the proportions of VALS groups more likely than average to use mayonnaise have changed. For example, in 2000 all consumer groups except Innovators were more likely than average to use one of five brands. In 2014, only the lower-resource groups are more likely than average to use mayonnaise in the past six months. Strivers are above average for using Duke's.