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BA 355: Principles of Marketing-Pray.com (Conlin)

This guide has resources that will help you with your assignment.

Information categories to research

  • Demographics and attitudes of Generation Z (statistics, articles and books)
  • Marketing, advertising and branding to Christians (articles dissertations)
  • Religious/spiritual attitudes of Generation Z and Millennials (articles, dissertations and statistical data)
  • Data and analysis of the mobile apps industry

Mintel

Example: I need reports that cover marketing to Generation Z.

  • Access the report titled "Marketing to Gen Z - US - 2022"
  • Go to the Consumer category and select the sections "Prioritizing self-care" and "Priority Changes Since the COVID-19 Pandemic"
  • The Databook will have demographic breakdowns of all survey questions
  • This report will help with Social Trends

Example: I need information on the top social media platforms for Gen Z.

  • Access the report titled, "Social Media Trends - US - May 2021"
  • Go to the Databook and go to Q1 by Demographics

Example: I need a report on attitudes toward apps.

  • Access the report "Digital Trends - Spring: Incl Impact of COVID-19 - US - April 2020" go to Consumer and then select "Attitudes toward Apps"

Example: I want a report that discusses influencers and Generation Z.

  • Access the report "Social Media Influencers - US - 2022" and select the Excel databook for breakdowns of Generation Z.

Industry reports

Example: I need an industry report on apps.

  • Type apps into the first box
  • Type United States into the second box
  • Type marketline into the third box
  • Click search
  • Select the report "Smartphone App Developers MarketLine Industry Profile: Mobile Apps in United States"
    • The Porter's Five Forces analysis in the report will help with your competitive analysis. Please note that this discussion will cover competition in general terms for apps and there will not be a list of Pray.com's competitors.

Example: I need a report that discusses regulations and technological trends.

  • Access the report "Smartphone App Developers"

Example: I want a report on apps and monetization.

  • Type apps into the box and click search
  • Click the ink for Content Type on the left-hand side and click the box for Report
  • Select the report Mobile App Users and Monetization 2022 Which Apps Are Winning, and What Does It Mean for Marketers?

Example: You are considering Instagram as an advertising platform and want more information about use among Generation Z.

  • Type instagram into the search box and click search
  • Select the first record for forecasts
  • Filter by generation for more information about Generation Z
  • Other platforms will also be available

Example: I'm looking for the demographics of religious people in the U.S.

  • Type religio* age (the asterisk gives variations of the root word) into the box and click search
  • Also try searching age with other terms like Bible or Church

Simmons Insights

Example: I want data on the religious preferences of individuals 18-24

  • Click Catalyst at the top of the screen and select Brand Catalyst
  • Type 18-24 into the box and select "18 - 24 LIFESTYLE (DEMOGRAPHICS) > DEMOGRAPHICS (PERSONAL INFORMATION) > AGE"
  • Click "Explore"
  • After consulting the basic profile, click the link on the left for Reporter for more detailed information
    • Click Lifestyles (Demographics)>Demographics (Personal Information)>Religious preference

Example: I want data on the likelihood of 18-24 years to pay over $10 for a cell phone app.

  • Click Catalyst at the top of the screen and select Brand Catalyst
  • Type apps paid into the search box and select $10.00 MORE CELL/SMARTPHONES/TABLETS > APPS FOR CELL PHONES/SMARTPHONES/TABLETS > APPS FOR CELLPHONE/SMARTPHONE-AMT PAID?
  • Click Explore
  • Scroll down to Age and click the section for Age for further age breakdowns

Example: I want to explore the attitudes of 18-24 year olds (Social Trends)

  • Click Catalyst at the top of the screen and select Brand Catalyst
  • Type 18-24 into the box and select "18 - 24 LIFESTYLE (DEMOGRAPHICS) > DEMOGRAPHICS (PERSONAL INFORMATION) > AGE"
  • Click "Explore"
  • Click the link on the left for "Reporter"
  • Click Lifestyle statements>Attitudes/Opinions General>ATTITUDES (GENERAL) - AGREE A LOT

Background on generation Z

Economic data

Example: I need information on forecasted consumer confidence in the U.S.

  • Type consumer confidence USA into the box
  • Select Consumer Confidence in USA under the heading "ECONOMIES AND CONSUMERS MONTHLY DATA"
  • Select 2023 with the pull down menu for forecasted data and click Apply

Example: I need per capita disposable income in the US

  • Type disposable income us into the box
  • Select Disposable Income in USA
  • Click Convert Data and select per capita
  • Use the pull down menu for the dates to obtain forecasted data and click Apply

Example: I need forecasted inflation data.

  • Type inflation USA into the box
  • Select Inflation in USA  under the heading "ECONOMIES AND CONSUMERS ANNUAL DATA"
  • Use the pull down menu for the dates to obtain forecasted data and click Apply

Company Specific Information

Example #1: Search for News articles on Pray.com

  • Click the button for "News"
  • Type Pray.com into the "Search in all News for" box
  • Click Search

Example #2: Example of a SWOT analysis of an app company.

  • Click the link for "A Publication"
  • Type facebook swot analysis into the "Search for something specific" box
  • Type globaldata into the Publication box and select GlobaData Company Profile

American Values Atlas

Articles or Dissertations

Example: I want articles that discuss religious apps.

  • Click the box for "Select All" and then click Continue
  • Type apps or mobile applications into the first box
  • Type prayer into the second box
  • Type Christian into the third box 
  • Click search

Example: I need articles about the spirituality and religion of Generation Z.

  • Click the box for "Select All" and then click Continue
  • Type generation z into the first box and change Select a Field to SU Subject field with the pull-down menu
  • Type religi* or spiritual* or Christian or church into the second box and change Select a Field to SU Subject field with the pull-down menu
  • Click search
  • On the left-hand side, click the link for Scholarly (Peer Reviewed) Journals
  • On the left-hand side, go to Publication date and set the range from 2017-2022

Example: I'm looking for articles on issues related to mental health and stress among Generation Z.

  • Type "generation z" into the first box
  • Type stress or mental health or wellbeing or anxiety or emotions into the second box
  • Click search
  • On the left-hand side, click the link for Scholarly (Peer Reviewed) Journals

Example: I need dissertations that explore millennials/generation z and their religious beliefs.