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MEET THE CONNECTED CONSUMER презентация
Содержание
- 1. MEET THE CONNECTED CONSUMER
- 2. THE CONNECTED CONSUMER DATA SOURCES: Demand
- 3. KEY TAKEAWAYS Multiplatform adoption is changing research
- 4. MULTIPLATFORM LANDSCAPE EVOLUTION
- 5. Number of Device Owners, US 137
- 6. Total U.S. Internet Usage in Hours
- 7. Desktop 86% Desktop 52% Smartphone 34%
- 8. Source: Demand Media Proprietary Analysis of
- 9. MULTIPLATFORM CONSUMER JOURNEY
- 10. THE SEARCH-DRIVEN ENGAGEMENT CYCLE OFFERS MORE TOUCHPOINTS
- 11. IS KEY TO REACHING CONSUMERS
- 12. ACROSS MULTIPLE DEVICES RESEARCH
- 13. LIFE EVENTS AND PERSONAL NEED CONSIDERATION
- 14. USE MOBILE FOR ONLINE
- 15. AN IMMEDIATE PURCHASE CONNECTED CONSUMERS
- 16. SHARE PURCHASE DECISIONS &
- 17. CONTENT RELEVENCE ACROSS DEVICES
- 18. 4.10.2013 Multiplatform Reach Research/ Planning Immediate/
- 19. CATEGORY INTEREST BY DEVICE
- 20. Tablets are utilized for portable, visual
- 21. 4.10.2013 CATEGORY INTEREST BY DEVICE
- 22. CHANNEL SPECIFIC SECTION
- 23. 4.10.2013 HOME & GARDEN
- 24. How to prepare a room for painting?
- 25. 4.10.2013 HOME & GARDEN BY DEVICE
- 26. HOME & GARDEN BY DEVICE
- 27. Tablets are utilized more for visual
- 28. REACH YOUR AUDIENCE
- 29. WHY DEMAND MEDIA MATTERS?
- 30. MOBILE USERS FIRST DEMAND MEDIA PUTS
- 31. ACROSS PLATFORMS DEMAND MEDIA
- 32. 4.10.2013 DEMAND MEDIA INTENDERS RESEARCH MORE
- 33. THROUGH DEMAND MEDIA REACH DECISION MAKERS
- 34. DEMAND MEDIA HAS 2X THE REACH
- 35. 4.10.2013 DEMAND MEDIA CAN
- 36. THANK YOU
- 37. In general, intenders prefer to
- 38. 4.10.2013 PERSONAL FINANCE
- 39. How to get a credit card quickly?
- 40. 4.10.2013 PERSONAL FINANCE BY DEVICE
- 41. PERSONAL FINANCE BY DEVICE -
- 42. Tablets are more likely to be
- 43. In general, intenders prefer to
- 44. In general, intenders prefer to
- 45. Insurance intenders strongly prefer to
- 46. REACH YOUR AUDIENCE
- 47. 4.10.2013 TECHNOLOGY
- 48. How to buy a TV? How to
- 49. 4.10.2013 TECHNOLOGY BY DEVICE -
- 50. TECHNOLOGY BY DEVICE - SMARTPHONE
- 51. Tablets are more likely to be
- 52. In general, intenders prefer to
- 53. REACH YOUR AUDIENCE
- 54. 4.10.2013 BEAUTY & FASHION
- 55. How to Dress for a Cocktail Party?
- 56. 4.10.2013 BEAUTY & FASHION BY DEVICE
- 57. BEAUTY & FASHION BY DEVICE
- 58. Tablets are more likely to be
- 59. REACH YOUR AUDIENCE
- 60. 4.10.2013 FOOD & DRINK
- 61. 12 Days of Holiday Desserts What Is
- 62. 4.10.2013 FOOD & DRINK BY DEVICE
- 63. FOOD & DRINK BY DEVICE
- 64. Tablets are more likely to be
- 65. REACH YOUR AUDIENCE
Слайд 2
THE CONNECTED CONSUMER
DATA SOURCES:
Demand Media Content Consumption, Page Views, Day of
WE LOOKED AT…
Multiplatform Landscape Evolution
Multiplatform Consumer Journey
Why Demand Media Matters
Content Relevance Across Platforms
1
2
3
4
Слайд 3KEY
TAKEAWAYS
Multiplatform adoption is changing research and purchase behavior
Mobile is an integral
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
Слайд 5
Number of Device Owners, US
137 MILLION
60 MILLION
SMARTPHONE AND TABLET OWNERSHIP
HAS EXPLODED
Source: ComScore 2013.
Слайд 6
Total U.S. Internet Usage in Hours (MM) by Platform:
Desktop, Smartphone
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
Слайд 7
Desktop 86%
Desktop 52%
Smartphone 34%
Tablet 14%
Multiplatform = 54% of users
Total U.S.
Feb-June 2013 (% of total)
Source: comScore, "Marketing to the Multi-Platform Majority," Oct 17, 2013
MULTI-PLATFORM USERS
ARE NOW THE MAJORITY
Слайд 8
Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption,
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
Слайд 11
IS KEY TO REACHING CONSUMERS
WHEREVER THEY ARE
MOBILE
Question: If you
Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013
Слайд 12
ACROSS MULTIPLE DEVICES
RESEARCH IS PERFORMED IN MULTIPLE LOCATIONS
Question: From which of
Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013
Question: Which devices do you use to research information about upcoming purchases
Слайд 13
LIFE EVENTS AND PERSONAL NEED
CONSIDERATION AND SHOPPING ARE TRIGGERED BY
Source: Crowdtap
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
Слайд 14
USE MOBILE FOR ONLINE PURCHASES
ALMOST HALF OF CONNECTED CONSUMERS
Source: Crowdtap Survey
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
Слайд 15
AN IMMEDIATE PURCHASE
CONNECTED CONSUMERS MAKE
Source: Crowdtap Survey of eHow
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
Слайд 16
SHARE PURCHASE DECISIONS & MAKE RECOMMENDATIONS VIA MOBILE
OVER 40% OF CONNECTED
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
Слайд 18
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
Слайд 19
CATEGORY INTEREST
BY DEVICE
- SMARTPHONE
Smartphones are utilized for immediate needs and
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
Слайд 20
Tablets are utilized for portable, visual solutions and to explore informative
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
Слайд 21
4.10.2013
CATEGORY INTEREST
BY DEVICE
- DESKTOP
Desktop are utilized for comprehensive research and planning
Examples:
How
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
Слайд 24How to prepare a room for painting?
How to choose the correct
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
4
Слайд 25
4.10.2013
HOME & GARDEN BY DEVICE
- DESKTOP
Desktop users focus on more complex
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
Слайд 26
HOME & GARDEN
BY DEVICE
- SMARTPHONE
Smartphone users are more likely to
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
Слайд 27
Tablets are utilized more for visual activities, particularly related to Home
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
Слайд 28
REACH YOUR AUDIENCE
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
Слайд 30
MOBILE USERS FIRST
DEMAND MEDIA PUTS
67% of mobile activity starts with search
26%
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
Слайд 31
ACROSS PLATFORMS
DEMAND MEDIA
TOTAL DIGITAL POPULATION
Total Digital
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)
Слайд 32
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?
Слайд 33
THROUGH DEMAND MEDIA
REACH DECISION MAKERS ON MOBILE
Source: comScore Mobile Metrix,
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
Слайд 34
DEMAND MEDIA HAS 2X THE REACH ON
UNDUPLICATED TABLET AUDIENCE
Source: comScore Media Metrix Multi-Platform and comScore Mobile Metrix, U.S., October 2012
Слайд 35
4.10.2013
DEMAND MEDIA CAN
DRIVE YOUR BRAND TO…
Source: Demand Media Proprietary Analysis
REACH
INFLUENCE
IMPACT
Behavior
Opinion
Consumer
Слайд 37
In general, intenders prefer to access Housekeeping content through their smartphone,
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
Слайд 39How to get a credit card quickly?
How to use excel for
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
Слайд 40
4.10.2013
PERSONAL FINANCE
BY DEVICE
- DESKTOP
Desktop users focus on more complex tasks content
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
Слайд 41
PERSONAL FINANCE
BY DEVICE
- SMARTPHONE
Smartphone users are more likely to access Retirement
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
Слайд 42
Tablets are more likely to be used to access Retirement Planning
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
Слайд 43
In general, intenders prefer to access Investing content through their desktop,
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
Слайд 44
In general, intenders prefer to access Money Managing content through their
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
Слайд 45
Insurance intenders strongly prefer to access content through their desktops
Key Articles:
Top
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
Слайд 46
REACH YOUR AUDIENCE
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
Слайд 48How to buy a TV?
How to connect stereo speakers to a
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
Слайд 49
4.10.2013
TECHNOLOGY
BY DEVICE
- DESKTOP
Desktop users focus on content related to Optics, GPS
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
Слайд 50
TECHNOLOGY
BY DEVICE
- SMARTPHONE
Smartphones users are more likely to access Computer Networking
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
Слайд 51
Tablets are more likely to be used to access Computer Hardware,
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
Слайд 52
In general, intenders prefer to access cell Phone content through their
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
Слайд 53
REACH YOUR AUDIENCE
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
Слайд 55How to Dress for a Cocktail Party?
How to Accessorize a Black
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
Слайд 56
4.10.2013
BEAUTY & FASHION
BY DEVICE
- DESKTOP
Desktop users focus on content related Beauty
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
Слайд 57
BEAUTY & FASHION
BY DEVICE
- SMARTPHONE
Smartphones users are more likely to access
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
Слайд 58
Tablets are more likely to be used to access Women’s Fashion
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
Слайд 59
REACH YOUR AUDIENCE
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
Слайд 6112 Days of Holiday Desserts
What Is a Shiraz Wine?
How to open
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
Слайд 62
4.10.2013
FOOD & DRINK
BY DEVICE
- DESKTOP
Desktop users also focus on content related
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
Слайд 63
FOOD & DRINK
BY DEVICE
- SMARTPHONE
Smartphones users are more likely to access
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
Слайд 64
Tablets are more likely to be used to access Holiday and
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
Слайд 65
REACH YOUR AUDIENCE
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
