identifying opportunity: defining the driving forces behind content consumption

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Copyright © 2010 The Nielsen Company. Confidential and proprietary. Driving Forces Behind Content Consumptio Identifying Opportunity: Defining the Driving Forces Behind Content Consumption September 2010

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Nielsen identified the factors that influence consumers’ choice of content. They approached this by using Behavioral and Attitudinal analysis. In August 2010, it surveyed more than 2,000 Nielsen Online panel members about their attitudes towards content. By comparing these attitudes with actual behaviors, Nielsen identified the set of factors most likely to drive users choice of content.

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Page 1: Identifying Opportunity: Defining the Driving Forces Behind Content Consumption

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Driving Forces Behind Content Consumption

Identifying Opportunity: Defining the Driving Forces Behind Content Consumption September 2010

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Driving Forces Behind Content Consumption

In June 2010, AOL commissioned Nielsen to identify the factors that influence consumers’ choice of content.

Nielsen approached this by using Behavioral and Attitudinal analysis. In August 2010, it surveyed more than 2,000 Nielsen Online panel members about their attitudes towards content. By comparing these attitudes with actual behaviors, Nielsen identified the set of factors most likely to drive users choice of content.

This document presents the findings from this joint AOL/Nielsen study.

About this study

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

An integrated view of the online consumer—capturing online behavior and attitudes

Panelists grouped by responses or behaviors

Panelists recruited, Meters installed

Driving Forces Behind Content Consumption

Questionnaire

Q20: Which of the following best describes your attitude toward new technology?

a. Generally I’m not very interested…b. I am not usually one of the first…c. I am always one of the first …d. I am always one of the first…

Web Surfing

Surveys

Meter records internet usage, ad exposure, and panelists

voluntarily take surveys

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Driving Forces Behind Content Consumption

Driving Forces Of Content Consumption

REACHHow do consumers find these sites?(survey responses)

TRIALWhat drives consumers to try these sites?(survey + behavioral analysis)

STICKWhat drives consumers to include these site in their media mix?(survey + behavioral analysis)

CORE SITES

VISITED SITES

NEW SITES

SITES ON WHICH CONSUMERS SPEND 80% OF THEIR TIME SITES CONSUMERS

VISIT REGULARLY

SITES CONSUMERS DON’T VISIT REGULARLY

Analysis Framework

Page 5: Identifying Opportunity: Defining the Driving Forces Behind Content Consumption

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Nielsen analyzed the amount and types of content consumers use online to determine two key factors: whether consumers have a finite media mix and whether there is an opportunity for content creators to change their existing patterns.

Understanding Consumers’ Online Media Mix

Driving Forces Behind Content Consumption

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Consumers have a multitude of content choices that increase regularly

Driving Forces Behind Content Consumption

* As indexed by typing “a” into Google** Web users in the US in from January to August 2010 (Nielsen)

An Illustration of Consumer Choice

18.9BWeb pages* 65.8

Web Pages/Person

218.4MPeople (US only)**

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Seven in ten consumers have fewer than 20 sites in their Core Mix

Driving Forces Behind Content Consumption

*Media Mix: All sites (‘domain.com’) visited by an individual during a typical monthSource: Nielsen Online Custom Survey, Behavioral Data July 09 – June 10, Sample n=1,558

44% of the Web audience limits their core media mix to 10 sites or fewer

Size of the Average Media Mix*

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

The Core Mix still dominates content consumption

Driving Forces Behind Content Consumption

Core Mix: Top sites ( ‘domain.com’) where visitors spend 80% of their total Internet time during a typical month.Trial: Any site visited during the trial period that had not been previously visited during base period.Base Period: First four months of the measurement period.Trial Period: Subsequent eight months of the measurement period.Source: Nielsen Online Custom Survey, Behavioral Data July 09 – June 10, Sample n=1,558

On average, consumers spend only 16% of their time trialing new sites

6%84%

Percent of media mix spent on trial (as share of total online time spent)

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

New sites are regularly incorporated into the Core Mix

Driving Forces Behind Content Consumption

Source: Nielsen Online Custom Survey, Behavioral Data July 09 – June 10, Sample n=1,558

sites tried are added to the mix, representing 39% of overall Trial time spent

1 in 20

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

The Core Mix is ever-changing

Driving Forces Behind Content Consumption

Source: Nielsen Online Custom Survey, Behavioral Data July 09 – June 10, Sample n=1,558

Core sites fall in and out of favor, but are rarely abandoned completely

74%22%DilutedSite that was originally in the core mix, and continued to visit, but not as one of core mix.

Core MixTop sites (‘domain.com’) where visitors spend 80% of their total Internet time during a typical month.

4%AbandonedSite that was originally in the core mix, but eventually was not visited anymore.

High opportunity for entryHigh risk of falling out

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Nielsen looked at the most important factors in driving consumers’ content choices, with a focus on helping content providers understand how to build brands and audiences.

Driving forces which retain consumers and build brands

Driving Forces Behind Content Consumption

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Understanding consumers’ content consumption decisions can be an enigma for a brand

Driving Forces Behind Content Consumption

Source: Nielsen Online Custom Survey, July 2010, Sample n=1,558

There are many content drivers, with varying levels of importance

Key Drivers of Content Consumption

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Content choice is significantly more complicated on the Internet

Driving Forces Behind Content Consumption

CONTEXT

BRAND

DISCOVERY

TV, RADIO

INTERNET

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

The content engagement process is familiar

Driving Forces Behind Content Consumption

Content Engagement Process

Percentage of all active persons who visit the content

Initial visit to the content

After visitation, continued visitation to the content

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

But decision drivers evolve during the process, from Discovery to Context to Content & Brand

Driving Forces Behind Content Consumption

Content Engagement Drivers

• Accessibility• Narrative• Personalization• Timeliness

• Brand / Author• Narrative• Timeliness

• Accessibility• Discovery

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Reach revolves around access, speed and self-guided discovery

Driving Forces Behind Content Consumption

* See Appendix for explanation of trial scoreSource: Nielsen Online Custom Survey + Behavioral, July 09 – June 10; Sample n=1,558

During discovery, removing barriers to access is highly important

Self-guided discovery is still more prevalent than socially guided discoveryD

ISC

OVE

RY

I DON’T HAVE TO PAY TO WATCH IT 74%FAST PAGE LOADS 67CONVENIENCE OF CONTENT 61

45%FIND CONTENT BY USING A SEARCH ENGINE

40DISCOVER CONTENT MYSELF

35FIND CONTENT ON SPECIFIC WEBSITES

22SHARED CONTENT WITHIN A SITE

21A FRIEND RECOMMENDS CONTENT TO ME

19CONTENT EMAILED TO ME

10FIND CONTENT BY RECEIVING TWEETS ABOUT IT

AC

CES

SIB

ILIT

Y

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Context weighs heavily in Trial and content also becomes a factor

Driving Forces Behind Content Consumption

* See Appendix for explanation of trial scoreSource: Nielsen Online Custom Survey + Behavioral, July 09 – June 10; Sample n=1,558

Top Drivers Of Trial

Content that I find useful

Tells me what I need to know

quickly

1.14

Convenience of content

0.61 I don’t see ads to view content

1.12 Content that I find useful

1.12

Content is updated

frequently

1.14I can select

only content I want

0.92

Helps me be up-to-

date

0.52

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

In order to drive Stick, a content creator must focus on brand and content

Driving Forces Behind Content Consumption

* See Appendix for explanation of trial scoreSource: Nielsen Online Custom Survey + Behavioral, July 09 – June 10; Sample n=1,558

Content that I find useful

It is a site that I trust

1.26

Articles are in-depth

0.78

Content that I find useful

1.12I can select to

see only content I want

0.92Allows me to view

content from different sites in

one place

0.72

Contains articles written by authors

that I trust

0.62

Contains articles written by authors

that I follow

0.44

Content is updated frequently

1.14Top Drivers Of Stick

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Understanding Your Target Audience

Driving Forces Behind Content Consumption

Publishers will also need to understand the nuances of their current and targeted audiences along with their unique characteristics in order to make a conversion from Trial to Stick.

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Four distinct categories help define your audience

Driving Forces Behind Content Consumption

Guided Tourists

TRIAL

STICK

TRIAL

STICK

TRIAL

TRIAL

STICK

Tried-and-True

TRIAL

STICK

TRIAL

STICK

Utilitarians

Stick

Content Junkies

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Guided Tourists: Rarely trial new content, but when they do, they tend to stick

Driving Forces Behind Content Consumption

Index = (Pct of Guided Tourists with this attribute/(Pct of all respondents with this attribute)* 100

GUIDED TOURISTSKey Drivers

INCOME:<$25,000

AGE:55+

SEARCH

SOCIAL

Helps me figure out where to go and what to do

Allows me to view a wide variety of content in one place

Helpful in finding other content

Recommends content that is useful to me

Is attached to my homepage

GT CJTT U

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Content Junkies: Trial often, stick often and are won over by content and author related attributes

Driving Forces Behind Content Consumption

Content that I find useful

CONTENT JUNKIESKey Drivers

GENDER:MALE

INCOME:$75,000+

SEARCH

SOCIAL

Lets me download multimedia (audio, video, etc.)

Content is updated frequently

Tells me what I need to know quickly

Content that I find useful

Contains articles written by author(s) that I trust

Contains articles written by author(s) that I follow

Personalizes content based on my previous visits

GT CJTT U

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Tried-and-True: Heavy social media users, and have static visitation patterns compared to other groups

Driving Forces Behind Content Consumption

Content that I find useful

TRIED-AND-TRUEKey Drivers

AGE:25-34

SEARCH

SOCIAL

Maps content

Special offers and deals in my local community

I don’t have to see ads in order to view the content

I've been using this site for a long time and don't want to change

Discover content myself

Little or no advertising

Find content on specific websites

GT CJTT U

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Utilitarians: Heavy trial, low stick explorers who tend towards quickly accessible and pertinent content

Driving Forces Behind Content Consumption

* See Appendix for explanation of trial score

UTILITARIANSKey Drivers

AGE:25-34

GENDER:FEMALE

SEARCH

SOCIAL

Content includes news updates

Content includes weather

Little or no advertising

Tells me what I need to know quickly

Weather and travel content

Enables easy sharing (Facebook, etc.)

Contains Video/Audio clips

=

GT CJTT U

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Conclusion

Driving Forces Behind Content Consumption

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

There is ample opportunity to become part of the Core Mix

Driving Forces Behind Content Consumption

• Calling all publishers: Consumers spend 84% of their time on a Core Mix of sites– The remainder of time is spent trialing new sites – Being a part of the core mix proves to be extremely valuable

• Beware, there is risk: This Core Mix is constantly changing, with nearly a 75% substitution rate– One out of every 20 sites tried becomes a part of the Core Mix – There is an opportunity for new brands to become part of the

Core Mix and a risk for the existing ones

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Drive consumers’ path from discovery to stickiness by delivering a valued experience

Driving Forces Behind Content Consumption

• Context rules trial: Accessibility and timely content is a major concern when consumers begin to engage or Trial the content itself. (According to research, aspects of these two factors represented 5 of the 7 most significant behavioral drivers behind Trial).

• Discovery by Search: Search is used a discovery mechanism for new content, whereas social media seems to be an island. For example, Tried-and-True users are the most heavily social but the lightest in terms of Trial and Stick, indicating that social activity may be separated (at this time) from content selection.

• Trust drives stickiness: As consumers become loyal, their behaviors are driven much more by the trustworthiness of a site and by the quality of its content (represents eight out of all eight drivers behind Loyalty).

• Brand matters: From respondents, it is clear that trustworthiness of a Website is highly correlated with the quality of its content. This is highly subjective but involves frequency of content updates, usefulness of content, depth and breadth of content availability and authors—all of which contribute the trustworthiness of a website.

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Unique identities. Understanding the nuances of current and targeted audiences helps discern where and when publishers can begin to foster allegiance

Driving Forces Behind Content Consumption

• Guided Tourists: rarely try new content but when they do, they tend to stick– They rely on incumbent core sites to guide their navigation, thus making it

challenging to reach them– They use Search as a form of navigation, rather than a source of discovery

• Content Junkies: try new content brands often, stick often and are won over by content- and author-related attributes

– They use Search as a mechanism for actively finding new content that will expand their Core Mix

• Tried-and-True: tend to skew towards a younger demographic and are heavy social media users who find content through sites they already know

– They search for content that is immediately relevant and applicable to their everyday lives, like maps and special offers

• Utilitarians: are heavy trial, low stick explorers who tend towards easily accessible and germane content

– Because they want accessible and germane content that happens to be more locally-oriented, they use the internet to help make local choices (where to go, how to get there, what to do, what to wear).

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

What Does This All Mean?

Consumers are willing to change their content consumption patterns, pointing to an opportunity for emerging publishers. Great content with the right contextual elements creates a winning formula for becoming part of consumers’ Core Mix of content consumption.