I spent a few moments visiting with a woman and her college-age daughter while in line to pay for lunch today. The mother welcomed me to town, then recognizing her daughter had no idea who I was, said, “He does the weather on Channel 3.
“Oh.” said the daughter.
Sensing an opportunity, I said, “She probably gets her weather from her phone. Is that right?”
“Yes.” said the daughter.
“What kind of phone do you have, iPhone?” I asked.
“Yes.” replied the daughter.
“You just use the native app on the phone? You’ve not downloaded any other weather apps, right?” I asked.
“Right.” said the daughter.
After another few moments of polite conversation with the mother, the daughter, now clearly feeling more confident about talking to this strange man in line, confidently gave me the money quote:
“I look at the weather a lot.”
This is a graphic from Dennis Mersereau’s excellent survey on The Vane.
Understanding that the readers of The Vane are digital savvy and more weather aware than the average person, this graphic should make your head explode. The idea that 76% of respondents get their weather from a non-local source is staggering. (Take a look at the logo on the bottom left of the first graphic.)
Business School 101. Look for an underserved market and serve it.
Time to serve that college student the next time she is in line waiting to pay for lunch.