As part of an ongoing series comparing Socialgraphics of audiences of major brands, TrueLens analyzed social behavioral data in 9 million public online expressions from the social audiences of Dunkin’ Donuts and Starbucks. We uncovered a range of Socialgraphic insights from media habits, to competitor affinities, to specific product and campaign mentions for the individual customers in those audiences. The Dunkin’ Donuts audience skewed toward mom and sports-focused media. Starbucks drinkers tend to be younger, early adopters whose affinity for music resonates through their brand affinities, TV shows they watch.
2. ANALYZED SOCIAL
9 !"##"$%
PUBLIC ONLINE EXPRESSIONS FROM
DUNKIN’
DONUTS STARBUCKS&
ONLINE AUDIENCES AND FOUND....
CRM INTELLIGENCE PROVIDER
BEHAVIORAL DATA IN
3. DUNKIN’
DONUTS Dr!"#$r% STARBUCKS Dr!"#$r%
TEND TO BE
S&'!() M&*%
Sp&r+% F("(+!'%
F(*!), Tr(v$)$r%
C&))$-$ A-$
M.%!' E"+/.%!(%+%
E(r), A0&p+$r
1p)&r$r%
TEND TO BE
8. ARE
THEY USE SOCIAL DRIVING NAVIGATION APP
STARBUCKS Dr!"#$r% E(r), A0&p+$r 1p)&r$r%
AS MUCH AS THE GENERAL POPULATION.
AS MUCH AS THE GENERAL POPULATION.
4&
3&
AND THEY USE LOCAL EXPLORING APP
12. DUNKIN DONUTS STARBUCKS CARIBOU COFFEE
MCDONALDS KEURIG KRISPY KREME
2.2%
7.2%
16.3%
0.6%
59.2%
14.4%
DUNKIN’
DONUTS Dr!"#$r% TALK ABOUT
STARBUCKS IS
very popular
AMONG DUNKIN
DRINKERS. THEY
DISCUSS IT ALMOST
60% OF THE TIME
THEY MENTION A
SPECIFIC COFFEE
BRAND.
WHAT
13. DUNKIN’ DONUTS STARBUCKS MCDONALDS
KEURIG KRISPY KREME
2.4%
87.9%
6.7%
1.3%
1.4%
STARBUCKS Dr!"#$r% TALK ABOUT
MEANWHILE,
STARBUCKS
DRINKERS ARE
obsessed WITH
THE STARBUCKS
BRAND.
WHAT
17. STARBUCKS RECENTLY ANNOUNCED IT
WILL SELL beer and wine AS PART OF A
CAMPAIGN.STARBUCKS Evenings
discuss alcohol brands MORE
THAN THE GENERAL POPULATION.
SPECIFICALLY, THEY
EXPRESS STRONG
AFFINITIES FOR
THESE BRANDS:
FITTING, BECAUSE STARBUCKS DRINKERS
2X
19. STARBUCKS SAW WHEN
PUSHING ITS BOTTLED
ICED COFFEE TO
IN SPRING 2013.
...WHICH MAY EXPLAIN THE
retail distributors
market opportunity
20. IS CONSTANTLY EVOLVING ITS breakfast menu.DUNKIN’
DONUTS
AND IT SHOWS. DUNKIN
DRINKERS DISCUSS
breakfast products
AS MUCH AS
STARBUCKS
DRINKERS.3&
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