the evolution of content discovery oct 09
TRANSCRIPT
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Confidential & Proprietary Copyright 2009 The Nielsen Company
Is Social Media The Next Portal?
Topic of Presentation Page 1
The Evolution of Content Discovery:
From Portals to Search to Social Media
Jon Gibs, Vice President, Media [email protected]
October 6, 2009
mailto:[email protected]:[email protected] -
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It all started so nicely
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At some point the competition heated up
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For the last decade or so, the Web hasbeen defined by Google's algorithmsrigorous and efficient equations thatparse practically every byte of onlineactivity to build a dispassionate atlas ofthe online world. Facebook CEOMarkZuckerbergenvisions a morepersonalized, humanized Web, whereour network of friends, colleagues, peers,and family is our primary source of
information, just as it is offline. InZuckerberg's vision, users will query this"social graph" to find a doctor, the bestcamera, or someone to hirerather thantapping the cold mathematics of aGoogle search. It is a complete rethinking
of how we navigate the online world, onethat places Facebook right at the center.In other words, right where Google isnow.
Source: Wired Magazine, 6/22/09
http://www.facebook.com/press/info.php?execbioshttp://www.facebook.com/press/info.php?execbioshttp://www.facebook.com/press/info.php?execbioshttp://www.facebook.com/press/info.php?execbios -
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An increasingly popular hypothesis:changing forms of navigation
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1996 2000 2006
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Key Question: Is any of this true?
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Is social media taking the place of portals andsearch as the hub of online navigation?
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Key Findings:
There is a segment that does appear to be using social mediaas a core navigation and information discovery tool.
This core group, is demographically similar to the general
internet population. However there are significant differencesin media consumption, attitudes and web behavior.
The core online functions for Socializers are communicationsand search. They have less interest in news consumption thanmost.
Socializers move to social media not as a form of navigationbut as a communication channel and as a information filter.
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About 18% of users see social media ascore to their navigation
4%
5%
9%
11%
34%
37%
FacebookorTwitter
Blogs
Wikipedia
Asitededicatedtothattypeof
information(i.e.Cnetfortechnology)
Aportal,likeYahooorMSN
Searchengines
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Q: When you are looking for new information online on what type of website do youstart your search?
Social media = 18%
Source: Nielsen Survey, n = 1,800 (8/09)
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Facebook referrals are growing relative to
their audience
247
341
050
100
150
200
250
300
350
400
A S O N D J F M A M J J A
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ReferralsPerPerson
Source: Nielsen Custom NetView Analysis (8/09)
Total Referrals FromFacebook/Facebook UA
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The bloggers seem to concur
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"Twitter, for example, already employs real-time search and it works wonderfully. I often find myselfusing Twitters search over Google, just for the real-time aspect."http://www.search-internetmarketing.com, 6/18/2009
People arent just searching on Google and the traditional search engines. Theyre searching on social
networks too. You know about Twitters real-time search, and Facebook recently rolled it out too.Facebook also acquired FriendFeed, which utilizes pretty much every other social network out there.http://www.electrovarock.com/shareability-very-important/, 8/26/2009
The power of Facebook (and Twitter, but thats another post) as a search engine is undeniable and islikely at the heart of how the company will find its way to the pot o gold at the end of the rainbow.
http://recruitmentcafe.com.au/facebook-search-will-matter/, 8/18/2009
"Too many people fail to see Twitters and Facebooks potential as the greatest human edited real-timesearch engine ever."http://www.thinkdave.com/twitter-isnt-dying-its-teething/, 8/14/2009
"Up to the minute conversations and real time search are clearly what users want, and Twitter at themoment is delivering that better than anyone. Google is not even close at the moment providing anythingthat resembles real time search. "http://socialmediaseo.net/2009/08/11/how-twitter-can-dominate-google-facebook/, 8/11/2009
Source: Nielsen BuzzMetrics Analysis (8/09)
http://www.search-internetmarketing.com/http://www.electrovarock.com/shareability-very-important/http://recruitmentcafe.com.au/facebook-search-will-matter/http://www.thinkdave.com/twitter-isnt-dying-its-teething/http://socialmediaseo.net/2009/08/11/how-twitter-can-dominate-google-facebook/http://socialmediaseo.net/2009/08/11/how-twitter-can-dominate-google-facebook/http://www.thinkdave.com/twitter-isnt-dying-its-teething/http://recruitmentcafe.com.au/facebook-search-will-matter/http://www.electrovarock.com/shareability-very-important/http://www.search-internetmarketing.com/ -
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So what is reallygoing on?
So what is reallygoing on
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Rather than guessing, lets do research
and find out
Nielsen online panel surveyOnline questionnaire n = 1,800Fielded August 2009Weighted for age, gender and incomeAppended behavioral data
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Some people are using social media as a
portal, but who?
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10%+ of time on aspecific portal (excludingemail, applications andsearch)
10%+ of timeor more onsocial media
10%+ of pageviews on any
search
engine
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The demographics are flat as well
Page 13Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)*18+ audience
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Media consumption starts showing somedifferences
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Socializers Portalists Searchers
Surf the internet on acomputer 20.7 15.7 16.2
Surf the internet on amobile device
1.2 1.2 1.1
Watch TV 21.1 19.4 20.3
Read a print magazine or
newspaper 3.1 3.4 3.5
Listen to the radio 7.1 6.4 7.5
Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
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Socializers are a small part of thepopulation, regardless of site
13% 10% 12% 10%
38% 45% 39% 45%
49% 45% 49% 46%
GoogleUser MSNUser YahooUser AOLUser
Socializers Portalists Searchers
Page 15Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
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Not surprisingly socializers like socialmedia
581.3
995.0
1,155.6
378.3
853.2
274.8
TotalPortalTime SocialMediaTime
Socializers Portalists Searchers
Page 16Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
Metric: Average minutes per segment per site in August 2009
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Search doesnt take a lot of time
115.2
54.9
155.8
99.3
360.7
279.5
221.3
314.1
200.7
145.5
425.9
217.3
Socializers Portalists Searchers
GoogleTime MSNTime Yahoo!Time AOLTime
Page 17Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
Metric: Average minutes per segment per site in August 2009
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Socializers differ from the rest in theirportal needs
0%
10%
20%
30%
40%
50%
60%
70%
Ica ncustomizemyexperience
Ithas al l oftheinformationIm
lookingforinoneplace
Ithas specificsearchtools forspecifictypesof
searches
Ithelps meseparatethemostimportant
information
Itlets melinkintoothersites,suchas
FacebookorYouTube
Socializers
Portalists
Searchers
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Q: When thinking about a web portal, how important are each of the following?
Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
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Socializers complement their TV viewingwith Internet
0%
10%20%
30%
40%
50%
60%
70%
Iamwatching
lessprogrammingon
TVandmore
online
Ifrequently
access
theinternetonmy
mobilephone
whileIwatchTV
Ifrequentlysurf
the
internet
onmycomputer
whileIm
watchingTV
TheTVisa
better
place
towatchvideothan
internet
SocializersPortalists
Searchers
Page 19Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
Q: How accurately do each of the following statements apply to you?
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Social media is becoming a core productresearch channel
0%
5%
10%
15%
20%
Blogs FacebookorTwitter
Message
boards
Wikipedia
Socializers
Portalists
Searchers
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Q: When researching a new purchase online, what tools do you trust most to help you findout the best information?
Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
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For other segments traditional means stillrule
0%10%
20%
30%
40%
50%
60%
70%
80%
Advertising Companywebsites Searchengines
Socializers
Portalists
Searchers
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Q: When researching a new purchase online, what tools do you trust most to help you findout the best information?
Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
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With product reviews, consumers gravitate totheir comfort.
0%
10%
20%
30%40%
50%
60%
70%80%
Productreviews
byotherpeople
Productreviews
onaretail
website
Productsreviews
byanewssource
Professional
productratings
Socializers
Portalists
Searchers
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Q: When researching a new purchase online, what tools do you trust most to help you findout the best information?
Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
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So what is reallygoing on?
Who are these people?
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Socializers tend to be influencers, even iftheyre not confident about it
37%
33%
51%
32%
37%
45%
29%
40%
48%
Ienjoybeingabletoinfluencethe
actionsofothers.
IthinkIhavemore
selfconfidence
thanmostpeople.
Iwouldprefertobe
aleaderrather
thanafollower.
Socializers Portalists Searchers
Page 24Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
Q: How accurately do each of the following statements apply to you?
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Socializers are optimistic, but not toohappy about it
70%
52%
33%
46%
69%
43%
41%
47%
75%
42%
39%
58%
Myfamilyisthesinglemostimportantthingtome.
Mygreatestachievementsareaheadofme.
Myjobisanimportantpartofmylife.
Overall,I'dsayI'mveryhappy.Socializers Portalists Searchers
Page 25Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
Q: How accurately do each of the following statements apply to you?
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Not surprisingly, they like to correspondwith friends
65%
57%
54%
56%
55%
58%
Iliketocorrespondwith
friendsIdontseeonaregularbasis.
Iwouldratherspendaquiet
eveningathomethangoouttoa
party.
Socializers Portalists Searchers
Page 26Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
Q: How accurately do each of the following statements apply to you?
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I just love these questions
20%
16%
18%
10%
25%
13%
Everythingischanging
too
fast
today.
Ibelievethat"industrialgrowth"shouldbelimited.
Socializers Portalists Searchers
Page 27Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
Q: How accurately do each of the following statements apply to you?
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So what is reallygoing on?This descriptive data is all well and good,but what is really driving these people?
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What is it about social media that drivesuse?
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So what is reallygoing on?Then lets give them something tocommunicate about.
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Everyone uses email. But Socialzers findother ways to communicate
Page 31Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
Q: In a previous question you mentioned that you surf the Internet and watch TV at the same time. What are some ofthe Internet activities that you do online while watching TV?
Socializers Portalists Searchers
Checksportsscores,newsorfinancialinformationunrelatedtotheprogramIm
watching57% 63% 57%
Emailorchatabouttheprogram 8% 27% 24%Emailorchataboutthingsunrelatedtothe
program 88% 73% 83%LookatthewebsitefortheprogramIam
watching30% 29% 31%
ResearchinformationIseeonTV 47% 56% 55%Usesocialnetworkingsitetodiscussthe
program 30% 16% 12%Usesocialnetworkingsitetodiscussthings
unrelatedto
the
program
65% 44% 40%Watchvideorelatedtotheprogram 8% 13% 9%
Watchvideounrelatedtotheprogram 27% 32% 29%
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Socializers are socializers on mobile too
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Socializers Portalists Searchers
Checksportsscores,newsorfinancialinformationunrelatedtotheprogramIm
watching29% 54% 57%
Emailorchatabouttheprogram 21% 28% 44%Emailorchataboutthingsunrelatedtothe
program 87% 65% 61%LookatthewebsitefortheprogramIam
watching 28% 38% 29%ResearchinformationIseeonTV 25% 43% 39%
Usesocialnetworkingsitetodiscusstheprogram 10% 18% 15%
Usesocialnetworkingsitetodiscussthingsunrelatedtotheprogram 68% 39% 42%
Watchvideorelatedtotheprogram 10% 11% 7%Watchvideounrelatedtotheprogram 6% 18% 5%
Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
Q: In a previous question you mentioned that you surf the Internet on your mobile phone and watch TV at the same
time. What are some of the activities that you do online while watching TV?
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There is one attitude point I didnt showyou
26%
18%
5%
Socializers Portalists Searchers
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Q: How accurately do each of the following statements apply to you? There Is Too MuchInformation Online.
Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
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New hypothesis: there is too much information
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Just one more note: this isnt exactly themost mature space online
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Conclusions
It is easy and tempting to say that social media is just a meansof communication. To some degree it is. However, it is alsodeveloping into an information filtration tool as well.
Increasingly influence is not just about what products you buy,but also what media you consume. Social media influencers inblogs, microblogs and social networks will increasingly drivethe page level consumption of websites in ways in which
search cannot. The future of portals will need to include algorithmic search,
professional content and also involuntary volunteers. Asubscriber based system that shapes search results.
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To answer the key question:Is Facebook the next portal?
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If we dont understand and address that increasingly peoplefeel alienated by the amount of information online and feelthat they need a human guide for discovery, yes, Facebookor something much like it will win.
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C fid ti l & P i t
Thank you.
About The Nielsen Company
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For more information, please visit www.nielsen.com. Also, visit us at blog.nielsen.com/nielsenwire/.
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