Презентация на тему MEET THE CONNECTED CONSUMER

Презентация на тему MEET THE CONNECTED CONSUMER, предмет презентации: Разное. Этот материал содержит 65 слайдов. Красочные слайды и илюстрации помогут Вам заинтересовать свою аудиторию. Для просмотра воспользуйтесь проигрывателем, если материал оказался полезным для Вас - поделитесь им с друзьями с помощью социальных кнопок и добавьте наш сайт презентаций ThePresentation.ru в закладки!

Слайды и текст этой презентации

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4.10.2013

MEET THE
CONNECTED CONSUMER


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THE CONNECTED CONSUMER

DATA SOURCES:
Demand Media Content Consumption, Page Views, Day of Week, Time of Day, Platform, Search Terms, Crowdtap direct polling of eHow Audience, comScore, eMarketer, Business Intelligence

WE LOOKED AT…

Multiplatform Landscape Evolution

Multiplatform Consumer Journey

Why Demand Media Matters

Content Relevance Across Platforms




1

2

3

4


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KEY
TAKEAWAYS

Multiplatform adoption is changing research and purchase behavior

Mobile is an integral part of the consumer cycle

Each platform serves different but complementary usage occasions

Build your media strategy across platforms

Reach different consumer demographics across devices





THE CONNECTED CONSUMER IS ALWAYS ON


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MULTIPLATFORM LANDSCAPE EVOLUTION


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Number of Device Owners, US

137 MILLION

60 MILLION

SMARTPHONE AND TABLET OWNERSHIP
HAS EXPLODED OVER THE LAST 3 YEARS

Source: ComScore 2013.


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Total U.S. Internet Usage in Hours (MM) by Platform:
Desktop, Smartphone & Tablet

SMARPHONES AND TABLETS HAVE DOUBLED THE TIME WE ARE ONLINE


Mobile = 48% of total online time

2X

Desktop 86%

Desktop 52%

Smartphone 34%

Tablet 14%

Source: comScore Media Metrix Multi-Platform, U.S., February 2013
Note: Feb-2010 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time


+20%

+389%

N/A


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Desktop 86%

Desktop 52%

Smartphone 34%

Tablet 14%


Multiplatform = 54% of users

Total U.S. US Internet Users by Platform
Feb-June 2013 (% of total)

Source: comScore, "Marketing to the Multi-Platform Majority," Oct 17, 2013

MULTI-PLATFORM USERS
ARE NOW THE MAJORITY


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Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2012

PEAKS AT NIGHT AND DURING THE WEEKENDS

MOBILE USE

DESKTOP USE

PEAKS DURING THE DAY AND ON WEEKDAYS

Desktop use peaks during the day while consumers are at work

Tablet use spikes at night, particularly during primetime

Interestingly, smartphone use steadily increases throughout the day, peaking at night

On the weekends, when consumers are at home or on the go, MOBILE use is higher



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MULTIPLATFORM CONSUMER JOURNEY


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THE SEARCH-DRIVEN ENGAGEMENT CYCLE OFFERS MORE TOUCHPOINTS FOR BRANDS
ACROSS ALL DEVICES


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IS KEY TO REACHING CONSUMERS

WHEREVER THEY ARE

MOBILE

Question: If you have a smartphone device where have you used it to access information online in the past 6 months?

Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013


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ACROSS MULTIPLE DEVICES

RESEARCH IS PERFORMED IN MULTIPLE LOCATIONS

Question: From which of these locations do you normally perform online research for upcoming purchases?

Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013

Question: Which devices do you use to research information about upcoming purchases


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LIFE EVENTS AND PERSONAL NEED

CONSIDERATION AND SHOPPING ARE TRIGGERED BY

Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013

Life events trigger purchase for 55% of online researches

59% of users re-engage in additional research throughout the purchase journey

Informational sites influences purchase decision for 1 out of every 4 Consumers




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USE MOBILE FOR ONLINE PURCHASES

ALMOST HALF OF CONNECTED CONSUMERS

Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013.
Source: BI Intelligence: As Mobile Commerce Explodes, Brands Embrace Mobile Coupons And Catalogs (May 2013)


Online purchase device

Mobile = 50%

% of Retail e-commerce dollars
spent through mobile

Question: In the past 6 months, have you made an online purchase using any of the following devices?

5x growth


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AN IMMEDIATE PURCHASE

CONNECTED CONSUMERS MAKE

Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013.
Source: BI Intelligence: As Mobile Commerce Explodes, Brands Embrace Mobile Coupons And Catalogs (May 2013)



Almost half of connected consumers
purchase within
1 hour
after research


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SHARE PURCHASE DECISIONS & MAKE RECOMMENDATIONS VIA MOBILE

OVER 40% OF CONNECTED CONSUMERS

Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013.
Source: BI Intelligence: As Mobile Commerce Explodes, Brands Embrace Mobile Coupons And Catalogs (May 2013)


BROWSING

RESEARCH

CONSIDERATION

SHOPPING

PURCHASING

SHARING

Sharing purchase decisions

Making product recommendations

Question: From which device do you typically share details with others about recently purchased products

Question: From which device have you ever made a recommendation to others about products you have purchased


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CONTENT RELEVENCE ACROSS DEVICES


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4.10.2013

Multiplatform
Reach
Research/
Planning
Immediate/
Location Based
Portable/
Visual

EACH PLATFORM SERVES
DIFFERENT BUT COMPLEMENTARY
USAGE NEEDS

Great
User Experience

Source: Demand Media Proprietary Analysis


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CATEGORY INTEREST
BY DEVICE

- SMARTPHONE

Smartphones are utilized for immediate needs and location-based solutions

Examples:

How to figure the tip on a bill
Getting permanent marker out of a sofa
How to ease wisdom tooth pain
How to recover deleted text messages
How to trim a goatee

CATEGORY CONTENT INTEREST

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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Tablets are utilized for portable, visual solutions and to explore informative topics and tips

Examples:

What interior paint colors go together
Cleaning a coffee maker
How to recover erased programs on my DVR
8 grooming tips every guy should know
How much should I have in emergency savings

CATEGORY CONTENT INTEREST

CATEGORY INTEREST
BY DEVICE

- TABLET

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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4.10.2013

CATEGORY INTEREST
BY DEVICE

- DESKTOP

Desktop are utilized for comprehensive research and planning

Examples:

How to calculate how much money you need for retirement
How to prepare a room for painting
Organizing a small bedroom closet
How to recover an unreadable SD card for cameras
Saving face: skin care for men

CATEGORY CONTENT INTEREST

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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CHANNEL SPECIFIC SECTION


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4.10.2013

HOME & GARDEN


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How to prepare a room for painting?

How to choose the correct paintbrush for your project?

How to remove wet paint from carpet?

What paint colors go with gray?

RESEARCH AND PREPARATION

VISUALS AND PORTABILITY

IN STORE

IMMEDIATE
SOLUTIONS

HOME & GARDEN CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY

1

2

3

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4.10.2013

HOME & GARDEN BY DEVICE

- DESKTOP

Desktop users focus on more complex tasks related to Building & Remodeling, and Home Repair & Maintenance

Key Articles:

How to design a bathroom plan online
Before the hammer: assess all costs of your remodel
12 budget-friendly home building tips


HOME & GARDEN CONTENT INTEREST

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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HOME & GARDEN
BY DEVICE

- SMARTPHONE

Smartphone users are more likely to access quick solutions in Housekeeping, Home Safety and Garden & Lawn content

Key Articles:

How to stop a smoke alarm from beeping
How to get kool-aid out of white carpet
How to remove hair glue from clothes

HOME & GARDEN CONTENT INTEREST

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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Tablets are utilized more for visual activities, particularly related to Home Design & Decor, Landscaping and Furniture

Key Articles:

5 great outdoor bar options
Bathroom ideas for small bathrooms
Backyard landscaping tips

HOME & GARDEN CONTENT INTEREST

HOME & GARDEN
BY DEVICE

- TABLET

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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REACH YOUR AUDIENCE
ACROSS PLATFORMS

HOME & GARDEN MULTIPLATFORM STRATEGY

Building & Remodeling intenders are more likely to access content through desktop

Housekeeping intenders leverage Smartphones to access content

Home Décor & Design intenders are likely to access content through tablets

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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WHY
DEMAND MEDIA
MATTERS?


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MOBILE USERS FIRST

DEMAND MEDIA PUTS

67% of mobile activity starts with search

26% growth in our mobile audience, outpacing the industry by 53%

57% of our content is accessed via mobile


137%
mobile growth
on

118% mobile growth
on

70% mobile growth
on

57% mobile growth
on

Source: comScore Mobile Metrix, July 2013


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ACROSS PLATFORMS

DEMAND MEDIA
TOTAL DIGITAL POPULATION

Total Digital Population = 74M
Desktop Site consumption = 52M

Stream consumption = 8M

Mobile Site and App consumption = 27M




Source: comScore Multi-Platform, US- Oct 2013 (Unduplicated Media Metrix, Video Metrix Mobile Metrix)


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4.10.2013

DEMAND MEDIA INTENDERS
RESEARCH MORE THAN THEIR PEERS
IN AN ARRAY OF TOPICS

Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013

Do you do more online research than the average person for any of the topics below?


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THROUGH DEMAND MEDIA

REACH DECISION MAKERS ON MOBILE

Source: comScore Mobile Metrix, September 2013
Source: The Nielsen Company, "Nielsen Q1 Global Online Survey" as cited in "Women of Tomorrow: A Study of Women Around the World," June 2011

DM
Mobile Female

All Mobile Female

18%

15%

DM Mobile Male

All Mobile Male

25%

11%

Mobile YoY UV growth

Purchase Decision-Maker


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DEMAND MEDIA HAS 2X THE REACH ON
UNDUPLICATED TABLET AUDIENCE

Source: comScore Media Metrix Multi-Platform and comScore Mobile Metrix, U.S., October 2012


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4.10.2013

DEMAND MEDIA CAN
DRIVE YOUR BRAND TO…

Source: Demand Media Proprietary Analysis

REACH

INFLUENCE

IMPACT

Behavior

Opinion

Consumer


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THANK YOU


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In general, intenders prefer to access Housekeeping content through their smartphone, but interest differs by category.

Key Articles:
How to Get Grease Stains out of Clothing
How to Clean Urine from a Mattress
Keeping Your Washing Machine Odor Free

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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4.10.2013

PERSONAL FINANCE


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How to get a credit card quickly?

How to use excel for flexible money management?

What happens if someone stole my credit card & used it?

How to compare credit cards?

IN STORE

VISUALS AND PORTABILITY

COMPREHENSIVE PLANNING

IMMEDIATE
SOLUTIONS

FINANCE CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY

1

2

3

4


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4.10.2013

PERSONAL FINANCE
BY DEVICE

- DESKTOP

Desktop users focus on more complex tasks content related to Insurance, Investing and Tax Information

Key Articles:

How to get health insurance when unemployed
How to calculate daily compounding interest
Top 10 best things to invest in

PERSONAL FINANCE CONTENT INTEREST

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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PERSONAL FINANCE
BY DEVICE

- SMARTPHONE

Smartphone users are more likely to access Retirement Planning and Money Management content

Key Articles:

How to withdraw 401(k) money with no penalty
How to determine penalties for 401k early withdrawals
What happens if you pay your mortgage off early

PERSONAL FINANCE CONTENT INTEREST

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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Tablets are more likely to be used to access Retirement Planning and Real Estate content

Key Articles:

The best places to retire on the east coast
What is the average retirement income in the united states
5 things to know before buying a house

PERSONAL FINANCE CONTENT INTEREST

PERSONAL FINANCE
BY DEVICE

- TABLET

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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In general, intenders prefer to access Investing content through their desktop, but interest differs by category

Key Articles:
Top 10 best things to invest in
How to withdraw 401k money with no penalty
How to buy stocks

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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In general, intenders prefer to access Money Managing content through their smartphone, but interest differs by category

Key Articles:
What happens if you pay your mortgage off early?
How to get a personal bank loan
10 ways to build up equity in your home

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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Insurance intenders strongly prefer to access content through their desktops

Key Articles:
Top ten car & home insurance companies
The average cost of car insurance per month
The average cost of renters' insurance per month

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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REACH YOUR AUDIENCE
ACROSS PLATFORMS

PERSONAL FINANCE MULTIPLATFORM STRATEGY

Insurance intenders
are more likely to access content through desktop

Retirement Planning intenders are more likely to access content through tablets

Money Managing intenders
are more likely to access content through smartphones

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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4.10.2013

TECHNOLOGY


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How to buy a TV?

How to connect stereo speakers to a television?

How to troubleshoot a Plasma TV?

How to choose between Plasma, LCD and LED HDTVs?

RESEARCH AND PREPARATION

VISUALS AND PORTABILITY

IN STORE

IMMEDIATE
SOLUTIONS

TECH CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY

1

2

3

4


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4.10.2013

TECHNOLOGY
BY DEVICE

- DESKTOP

Desktop users focus on content related to Optics, GPS and Cameras

Key Articles:

How to wire led lights
How to update GPS maps for free
How to download pictures from digital camera to PC

TECHNOLOGY CONTENT INTEREST

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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TECHNOLOGY
BY DEVICE

- SMARTPHONE

Smartphones users are more likely to access Computer Networking & Troubleshooting content

Key Articles:

How to fix a cable modem when the send light is blinking
How to connect a computer or laptop to the internet with an iPhone
How to fix a laptop with a black screen

TECHNOLOGY CONTENT INTEREST

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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Tablets are more likely to be used to access Computer Hardware, Satellite Radio and TV recording content

Key Articles:

How to play flash plugins on an iPad
How to copy and paste on iPad
How to recover accidentally deleted programs from a directv DVR

TECHNOLOGY CONTENT INTEREST

TECHNOLOGY
BY DEVICE

- TABLET

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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In general, intenders prefer to access cell Phone content through their smartphone, but interest differs by category

Key Articles:
How to recover lost contacts on an iPhone
Essential iPhone apps for busy moms
How to set up bluetooth on an iPhone

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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REACH YOUR AUDIENCE
ACROSS PLATFORMS

TECHNOLOGY MULTIPLATFORM STRATEGY

Computer Networking intenders
are likely to access content through smartphones

Computer Hardware intenders
are more likely to access content through tablets

Camera intenders
are more likely to access content through desktop

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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4.10.2013

BEAUTY & FASHION


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How to Dress for a Cocktail Party?

How to Accessorize a Black & White Dress

How to Avoid (or Get Rid of) Static Cling in Clothes

How to Wear a Bra With a Backless Dress

RESEARCH AND PREPARATION

VISUALS AND PORTABILITY

IN STORE

IMMEDIATE
SOLUTIONS

BEAUTY & FASHION CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY

1

2

3

4


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4.10.2013

BEAUTY & FASHION
BY DEVICE

- DESKTOP

Desktop users focus on content related Beauty and Hair Care

Key Articles:

10 beauty secrets every woman should know
Makeup madness: 16 tools and brushes explained
Two for one: unconventional tricks for your makeup

BEAUTY & FASHION CONTENT INTEREST

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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BEAUTY & FASHION
BY DEVICE

- SMARTPHONE

Smartphones users are more likely to access Hair Removal, Skin Care and Fashion content

Key Articles:

How to reduce hair growth naturally
How to use olive oil on the face
Best business casual looks for men

BEAUTY & FASHION CONTENT INTEREST

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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Tablets are more likely to be used to access Women’s Fashion and Hair Care content

Key Articles:

Wrap it up: 8 ways to style a scarf
Must-have fall jackets for every size
What is business formal attire

BEAUTY & FASHION
BY DEVICE

- TABLET

BEAUTY & FASHION CONTENT INTEREST

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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REACH YOUR AUDIENCE
ACROSS PLATFORMS

BEAUTY & FASHION MULTIPLATFORM STRATEGY

Beauty intenders
are more likely to access content through desktop

Women’s Fashion intenders
are more likely to access content through tablets

Skin Care intenders
are likely to access content through smartphone

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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4.10.2013

FOOD & DRINK


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12 Days of Holiday Desserts

What Is a Shiraz Wine?

How to open a bottle of wine without a corkscrew?

How to Bake Sweet Potatoes Recipe

RESEARCH AND PREPARATION

VISUALS AND PORTABILITY

IN STORE

IMMEDIATE
SOLUTIONS

FOOD & DRINK CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY

1

2

3

4


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4.10.2013

FOOD & DRINK
BY DEVICE

- DESKTOP

Desktop users also focus on content related to Holiday and Healthy Recipes

Key Articles:

How to bake butternut squash
How to cook lentils
Low-calorie weight loss protein shake recipes

BEAUTY & FASHION CONTENT INTEREST

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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FOOD & DRINK
BY DEVICE

- SMARTPHONE

Smartphones users are more likely to access Wine & Spirits related content

Key Articles:

Top ten sweet red wines
Does wine need to be refrigerated
How to open a bottle of wine without a corkscrew

BEAUTY & FASHION CONTENT INTEREST

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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Tablets are more likely to be used to access Holiday and Healthy Recipes content

Key Articles:

12 days of holiday desserts
Fun ways to prepare winter veggies
Get ahead: 10 holiday hostess secrets

FOOD & DRINK
BY DEVICE

- TABLET

BEAUTY & FASHION CONTENT INTEREST

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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REACH YOUR AUDIENCE
ACROSS PLATFORMS

FOOD & DRINK MULTIPLATFORM STRATEGY

Gluten Free Recipe intenders
are more likely to access content through desktop

Christmas Recipe intenders
are more likely to access content through tablets

Wine intenders
are likely to access content through smartphone

Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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