View
26
Download
1
Category
Tags:
Preview:
DESCRIPTION
The Online News Audience. Michael Pond Media Analyst. Who IS the Audience?. How do you go about knowing your audience? What you need to know and why about who they are and how they “consume” online news? How do you serve and grow your audience?. How do you go about knowing your audience?. - PowerPoint PPT Presentation
Citation preview
The Online News Audience Michael PondMedia Analyst
Who IS the Audience?
• How do you go about knowing your audience?
• What you need to know and why about who they are and how they “consume” online news?
• How do you serve and grow your audience?
How do you go about knowing your audience?
• Tools• Techniques• Data Analysis• Other Strategies
Techniques
• Fielding– Panel
• Random Digit Dial (RDD)• Online
– Server– Random
• Collection– Meter– Survey
Tools
• Volumetric Measures• Market Research• Ad Planning• Qualitative Measures• Site Centric (Web) Analytics
Volumetric Measures
• Data Providers– Nielsen//NetRatings– Hitwise
• Complementary Service• Search!!• Data is purchased from ISPs
– ComScore• Direct competitor• Market Research• Most media clients use it for panel size and local
reporting
Why it is used…
• Ad Sales– The biggest number!!!
• Competitive Benchmarking– Less important
• Strategic Research– Least important
Market Research
• Custom– Forrester, etc
• Strategic– Everything is a tool, they just sit on top of it– Answers “The Big Questions”– Highest $$ per project
• Survey Research– Harris, Greenfield, FGI, SSI, Etc
• Models– DIY (client builds it then turns it over)– Consultative (spec, serve, analyze)
Ad Planning Tools• Syndicated Studies
– MRI (magazine)– @Plan (internet)– Scarborough (newspapers)
• Ad Tracking– AdRelevence (internet)
• Advertising Effectiveness– Ad Servers– View through/click through– Dynamic Logic Style– Test and control methodology– Normative Database
Qualitative Tools
• Focus Groups– Usability testing etc
• In person• Remote - Vivadence
Site Centric Analytics
• Server Side Measurement– “Tagging” or “Cookies”– Measurement
• Audience: # of browsers by way of cookie• Pages: # of requests
– Providers• Omniture• SiteCensus (N//NR)
Research Methods
• Regression– Why Things Happen
• Relationship between multiple independent variables and a dependent variable
• Segmentation– Who People Are
• Understanding the differences in the audience leads to better user experience
What you need to know and why, about who they are and how they “consume” online news?
• Who they are…• What they do…• How’s it changing…
Online Audience MeasurementTop-line Audience Metrics
Source: Nielsen//NetRatings NetView Service, August 2007
Current Events & Global NewsIndex Against Total Online Population
103
114
97
8489
70
120109 112
137
0
20
40
60
80
100
120
140
160
180
Men Women 18-34 25-54 55+
Unique AudiencePage Views
Source: Nielsen//NetRatings NetView Service, Combo, August 2007
Current Events & Global NewsIndex Against Total Online Population
97
116
103
8794
74
114 112117
175
0
20
40
60
80
100
120
140
160
180
Men Women 18-34 25-54 55+
Unique AudiencePage Views
Source: Nielsen//NetRatings NetView Service, Home, August 2007
Current Events & Global NewsIndex Against Total Online Population
99106
10190
96
72
101 99 98
111
0
20
40
60
80
100
120
140
160
180
Men Women 18-34 25-54 55+
Unique AudiencePage Views
Source: Nielsen//NetRatings NetView Service, Work, August 2007
Current Events & Global NewsUnique Audience (000) Trend
0
20,000
40,000
60,000
80,000
100,000
120,000
Sep-0
5
Oct-05
Nov-05
Dec-05
Jan-0
6
Feb-0
6
Mar-06
Apr-06
May-06
Jun-0
6Ju
l-06
Aug-0
6
Sep-0
6
Oct-06
Nov-06
Dec-06
Jan-0
7
Feb-0
7
Mar-07
Apr-07
May-07
Jun-0
7Ju
l-07
Aug-0
7
Source: Nielsen//NetRatings NetView Service
+13% from Sep05+7% from Aug06
Current Events & Global NewsPage Views (000) Trend
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
Sep-0
5
Oct-05
Nov-05
Dec-05
Jan-0
6
Feb-0
6
Mar-06
Apr-06
May-06
Jun-0
6Ju
l-06
Aug-0
6
Sep-0
6
Oct-
06
Nov
-06
Dec
-06
Jan-07
Feb
-07
Mar-0
7
Apr-0
7
May-0
7
Jun-07
Jul-0
7
Aug-0
7
Source: Nielsen//NetRatings NetView Service
+3% from Aug06
Current Events & Global NewsTime-per-person Trend
0:00:00
0:14:24
0:28:48
0:43:12
0:57:36
1:12:00
1:26:24
1:40:48
1:55:12
Sep-0
5
Oct-05
Nov-05
Dec-05
Jan-0
6
Feb-0
6
Mar-06
Apr-06
May-06
Jun-0
6Ju
l-06
Aug-0
6
Sep-0
6
Oct-
06
Nov
-06
Dec
-06
Jan-07
Feb
-07
Mar-0
7
Apr-0
7
May-0
7
Jun-07
Jul-0
7
Aug-0
7
Source: Nielsen//NetRatings NetView Service
Shift in EngagementLoyalty Matrix August 06
10
20
30
40
50
60
5 6 7 8 9 10 11
Visits
Min
utes
CNN Digital NetworkYahoo! NewsMSNC Digital NetworkAOL NewsGoogle News
Source: Nielsen//NetRatings NetView Service. Work, August 2006
Shift in EngagementLoyalty Matrix August 07
10
20
30
40
50
60
5 6 7 8 9 10 11
Visits
Min
utes
CNN Digital NetworkYahoo! NewsMSNC Digital NetworkAOL NewsGoogle News
Source: Nielsen//NetRatings NetView Service. Work, August 2007
Local Story ImpactAugust 07
0
5
10
15
20
25
30
1 2 3 4 5 6
Visits
Min
utes
NYTimes.comSFGate.com/ChronicleChicago TribuneLA TimesStar Tribune
Source: Nielsen//NetRatings NetView Service. Home, August 2007
Local Story ImpactAugust 07
0
5
10
15
20
25
30
1 2 3 4 5 6
Visits
Min
utes
NYTimes.comSFGate.com/ChronicleChicago TribuneLA TimesStar Tribune
Source: Nielsen//NetRatings NetView Service. Work, August 2007
Targeted/Lifestyle Behavior
• Online News Audience Profile – 59.5% Visited a General News Site– 34.5% Read Any News Online –Yesterday– 18.7% Primarily Read Newspaper Online– 16.3% No Newspaper Read Yesterday
Source: Nielsen//NetRatings @Plan Service, Fall 2007
Online News ConsumersActivities Yesterday
129
217
134
209
116
140 140
185
126
182
0
50
100
150
200
250
Dow nloaded Podcast Watched StreamingVideo
Internet Access viaPhone
Any RSS last 30 days Visit Blog Other thanOw n
Any General News SiteAny News Yesterday
Source: Nielsen//NetRatings @Plan Service, Fall 2007
Online News ConsumersFrequently Provide Advice On…
133143
117
131121
144
112
126118119
0
20
40
60
80
100
120
140
160
Politics /CurrentEvents
OnlineShopping
InternetContent &Services
FinancialInformation
Travel
Any General News SiteAny News -Yesterday
Source: Nielsen//NetRatings @Plan Service, Fall 2007
Growth in Video Content
Wall St. Journal – 10/07/06
Emergence of “My.Internet” or “Web2.0”
• “My.Internet” are websites that put the control of the content, either user generated or not, in the hands of the consumers. These sites allow consumers to define their own online experience through technology such as RSS or content genres such as blogs and social networking.
So Who Are These People?• Clicked on an online advertisement• Downloaded a full length video, such as a TV show or
movie• Downloaded a podcast• Downloaded a video clip• Listened to streaming audio• Made a podcast• Participated in an online community, such as
MySpace, Friendster, LinkedIn or Facebook• Posted a blog• Read a blog• Read an RSS feed• Watched streaming video
How Are They Consuming Media Online?
248
355
216200
471
402
199
137
97
160 166
50 64
171
15 13 12 13 021 10
Downloaded a fulllength video
Downloaded apodcast
Downloaded avideo clip
Listened tostreaming audio
Made a podcast Read an RSS feed Watchedstreaming video
My.InternetOld, New MediaI'll Do Nothing And Like It
Source: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300
Average
Metric: Index against overall respondent average
For The Most Part My.Internet Likes The Same Sites As Everyone Else
0%
0%0%
1%1%
1%
1%
1%
1%
1%
1%
1%
2%
5%
5%
6%
16%
16%
19%
24%
Excite
NYTimes
Other ISP
BBC News
Comcast
Drudge
WebMD
ABC News
Ask.com
CBS News
USA Today
WPNI
ESPN
AOL News
Google News
Fox News
CNN
Yahoo!
Other News
MSNBC
1%
2%
1%
0%
3%
1%
1%
4%
1%
1%
1%
0%
0%
3%
2%
6%
13%
14%
18%
30%
Excite
NYTimes
Other ISP
BBC News
Comcast
Drudge
WebMD
ABC News
Ask.com
CBS News
USA Today
WPNI
ESPN
AOL News
Google News
Fox News
CNN
Yahoo!
Other News
MSNBC
0%
1%1%
1%
2%
0%
1%
2%
1%
4%
2%
0%
0%
4%
3%
10%
10%
15%
22%
21%
Excite
NYTimes
Other ISP
BBC News
Comcast
Drudge
WebMD
ABC News
Ask.com
CBS News
USA Today
WPNI
ESPN
AOL News
Google News
Fox News
CNN
Yahoo!
Other News
MSNBC
My.Internet Old, New Media I'll Do Nothing And Like It
Source: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300
Q: What is your favorite news and information website? (Open ended)
Loyalty, However, Is Not Their Strong Suit
17.3
19.1
21.8
22.0
24.5
25.4
30.0
31.2
63.9
General News/Information Category
MySpace
Frappr!
Topix.net
YouTube
Digg.com
Flickr
Del.icio.us
Source: Nielsen//NetRatings Netview Service. Work, April 2006
Metric: Number of News and information sites visited by visitor to “Brand A”
Key Finding: Be Not Afraid• There is a new class of Internet users, but it turns out
that they are pretty much the same as the old ones.
• They…– Are younger and more internet media centric– Are more engaged– Less loyal than average– Seem to like the same sites as everyone else
• For Publishers: The winners will let them be in control of both content and their advertising experience.
The Effects Of RSS On News Sites
• What The Heck Is RSS Doing To My Site?
“I used RSS as a novelty at first, now find the data aggregation it provides time saving. I have a couple of sites I trust, but I’ve been expanding.”
RSS Users Aggressively Use Current Events and Global News Information
8
14
22
21
36
178
7
10
14
19
22
58
Multi-category News & Information
Research Tools
Weather
Directories/Local Guides
Special Interest News
Current Events & Global News
RSSControl
Metric: Minutes per month
RSS Users Tend To Visit 3 Times As Many News Sites As Non-Users
10.6
3.4
RSS Control
Metric: Average number of Current Events and Global News sites visited in a month
While They Still Read The Top Media Sites, RSS Users Expand Outside Of The Top 20
32
11
16
4
51%
36%
0
5
10
15
20
25
30
35
RSS Control0%
10%
20%
30%
40%
50%
60%Top 20 News/Information Sites
All Other News/Information Sites
"Other" as a percentage of "Top 20"
Metric: Visits per person per month
Most RSS Users Do Not Even Know They Are Using RSS
17%
83%
Aware RSS UserUnaware RSS User
Metric: Percent of behavioral RSS users who answer that they use RSS
RSS Awareness is Reflected in Length Of Online Tenure and Gender
78% Male48% Online before ’9446% College Grad+25% $100k +17% Uses Gecko Engine Web Browsers (FireFox, Netscape etc)17% 18 to 34 Years Old
54% Male36% Online before ’9453% College Grad+27% $100k +15% Uses Gecko Engine Web Browsers (FireFox, Netscape etc)25% 18 to 34 Years Old
46% Male34% Online before ’9443% College Grad+22% $100k +5% Uses Gecko Engine Web Browsers (FireFox, Netscape etc)16% 18 to 34 Years Old
Uses RSS
Aw
are
Of R
SS U
se
Yes
Yes
No
No
Unaware Users Frequently View RSS As Going to The Source Itself
4%
4%
6%
28%
17%
18%
24%
4%
5%
9%
0%
21%
30%
32%
3%
6%
9%
0%
16%
31%
35%The source itself
A site that brings together a number of news sources
A site that allows me to personalize the news sources I
seeA RSS reader either built into your
browser or as an application
A search engine
Email newsletters
Other
Aware RSS UserUnaware RSS User Not A RSS User
Q: When you read news online, which of the following sources do you use to read a news story most often? (please select one)
Even Those Who Are Unaware of Use Are Influencers
11%
28%
33%
38%
39%
34%
38%
59%
9%
17%
19%
24%
21%
28%
29%
41%
7%
14%
20%
16%
18%
20%
22%
34%
Aware RSS UserUnaware RSS User Not A RSS User
I am more comfortable with technology than most of the people I know
I frequently send links to new interesting websites to friends and family
I frequently send links to news stories to friends and family
I typically buy new technology before friends and family
I typically sign up for or download new Internet services before friends and family
I frequently send links to interesting new products to friends and family
People come to me to find out about new websites
I frequently access the Internet from devices other than a laptop or desktop computer
Q: To what degree do each of the following statements apply to you? Please rate each on a scale from 1 to 10 [Top 3 Box]
The Role Of Greater Awareness In The RSS User Experience
No Awareness Moderate Awareness Full Understanding
Leve
ls o
f Eng
agem
ent
Size Of Population
My Yahoo! Use
RSS Reader Use
Content Added Aggressively
Content Saturation
Reached
RSS Efficiency Awareness
Develops
Content Equilibrium
Reached
Take Aways…
• Relationship– RSS undeniably changes the ways consumers interact
with a media property. While some sites have seen great benefits from RSS functionality, others are clearly being hurt. Perhaps the greatest beneficiaries of RSS may be sites outside of the Top 20 properties, which should continue to see increased usage from RSS traffic.
• The Future– Current evidence suggests that near-term effects may not
last. As consumers become more comfortable with RSS they seem to be using it to streamline their online experience, rather than broadening it.
Questions?Michael Pond, Media Analystmichael.pond@netratings.com
Recommended