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We know inherently that there's a difference between high-quality and low-quality content online, and when it comes to news, sports and finance reporting, this difference drives our behaviour. But what does "high quality" look like? And does it actually matter when building marketing plans? (um... actually, yes, and we can prove it!)
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1
HOW & WHY Consumers Find and Consume Content Online
Nick DrewHead of Research, Yahoo!
Canada
#YahooResearch@YahooAdBuzzCA
2
CANADIANS’ MEDIA HABITS
Sources: TVB 2011/12, 2006/7; NADbank top 19 markets,; comScore Feb ’07, Feb ‘12
TELEVISION
Watch 27.4hrs per week.
Increase of 3% since 2007.
NEWSPAPERS
12.2m weekly readers.
Readership up 3% since 2007.
INTERNET
65.7bn minutes a month spent on the internet.
14% increase since 2007.
*comScore
TECH NEWS
EDUCATIONPHOTO
SHARING
AUTOMOTIVE
TRAV
EL
SPORTS
FINANCE
NEWS
HEALTH
RETAIL
BANKING
SEARCH
SOCIAL NETWORKING
MAPS
LIFESTYLE
BLOGS
GAMESTV
BRAND
SITES
THE WHOLE WORLD ONLINE
BUT SOME CONSTANTS STILL REMAIN
*comScore
TECH NEWS
EDUCATIONPHOTO
SHARING
AUTOMOTIVE
TRAV
EL
SPORTS
FINANCE
NEWS
HEALTH
RETAIL
BANKING
SEARCH
SOCIAL NETWORKING
MAPS
LIFESTYLE
BLOGS
GAMESTV
BRAND
SITES More Canadians visit NEWS sites than use social networks each month
The top 7 publishers account for more than half the time spent on SPORTS sites each month
In the last 2 years, the share of time spent on the 10 biggest LIFESTYLE sites has grown by 60%
25% more Canadians use FINANCIAL NEWS sites now than did 3 years ago.
THE RESEARCH QUESTIONS
Is “quality content” still relevant to consumers who have the whole world at their fingertips?
And for online marketers, is quality of content still important, or do the tools available for efficient advertising make it redundant?
7
WHAT WE DID
Review of existing thinking.
In-depth discussions with experts.
Detailed qualitative work with Canadian consumers.
Quantitative study among 2,000 Canadian internet users.
CONSUMERS STILL HAVE TRADITIONAL NEEDS
THESE ARE INTERNET USERS66% ARE REGULAR ONLINE NEWS USERS
36% REGULARLY USE LIFESTYLE CONTENT ONLINE
22% ARE SPORTS FANS
IN TOTAL, ARE ENGAGED ONLINE WITH SPORTS, NEWS OR
LIFESTYLE
79%
ENGAGEMENT COMES IN SEVERAL FLAVOURS
GOING DEEPER Delve into a particular topic; read several articles for analysis, perspective or opinion. 20% of internet users go deep with news online every day.
CATCHING UPQuick check of headlines and what's happening.54% of internet users catch up on news online each day.
TAKING A BREAK Fill a little time, read an article or two, watch a couple of videos, check a handful of other sites.53% of sports fans take a break with sports online most days.
BOOKMARKSSHARING
FORUMSLINKS IN
APPS
TRADITIONAL NEEDS, NEW METHODS OF DISCOVERY
Browsing content sites
Direct toSPECIFIC PUBLISHERS
51%58%
CONTENT FOLLOWS PEOPLE ACROSS DEVICES
During the Olympics,
61% of the traffic to the (Canadian)
consortium’s digital properties came from
mobile devices(As reported 3rd August 2012) I really depend on
680 News and CP 24 News Alerts
during the day… on my work phone
m, 34
Usually before I go to bed, lying
in bed, I have my laptop on the
bed, I might read an article
m, 28
…AND THROUGH THEIR DAILY ROUTINES
THE NEWS FAN
THE SPORTS FAN
…AND THROUGH THEIR DAILY ROUTINES
THE LIFESTYLE FAN
…AND THROUGH THEIR DAILY ROUTINES
DISTINCTIONS EXIST BETWEEN SOURCES
HOW DO WE DEFINE THESE DISTINCTIONS?
“ Expertise: it’s quality if the consumer learned something by watching or reading it. ”
Jason Rapp, President, Maholo
“What’s most important is timeliness, constant updating, relevance to the audience; aggregating, your expert voice, and… getting contributors …engaged in the conversation”
Lewis Dvorkin, CPO Forbes
“Consumers will decide whether it’s useful to them; and editors will decide whether the contributions… meet their standards.”
Luke Beatty, TechStars
COMPARING SOURCES
BUT WHAT DOES ‘QUALITY’ MEAN?HOW DO USERS COMPARE SITES?
0
10
20
30
40
50
46
43 4240 39
3331 31 30
25
22 21
97
4
Perceived quality of website(% saying high quality)
BUT WHAT DOES ‘QUALITY’ MEAN?
LOW QUALITY SITES9.6
HIGH QUALITY
SITES34.5
Likelihood to read webpage(% saying they would)
Poorquality
TrustworthyInformative Biased
Insightful
Features leading
columnists/writers
For someone like me
Well-organised
Well-written
Worth sharing
WHAT MAKES IT WORTH READING?
Easy to read
Believable
Annoying
Entertaining
Easy to navigate
Has something
for everyone
SomethingI’m interested
in
Funny
Inspiring
Provides original
viewpoints
Sensationalistic
Provideslocal info
Visually Appealing
Popular
Worth payingfor
Has enough detail
Has a good reputation
Frequently updated
Inspiring
24%
11%
Inspiring
INSPIRING
24%
Easy to read
Easy to read
EASY TO READ
80%
35%
Informative
Informative
INFORMATIVE
77%
30%
EASY TO NAVIGATE
Well written
Well written
74%
33%
INSIGHTFUL
Insightful
Insightful
51%
21%
Entertaining
Entertaining
ENTERTAINING
42%
22%
Worth sharing
Worth sharing
SOMETHING I’M
INTERESTED IN
57%
23%
WORTH SHARING
Easy to navigate
Easy to navigate
42%
15%
COMPARING SOURCES
High quality sites Low quality sites
Category 1 Category 3 Category 20
10
20
30
40
50
60
70
80 Well organised
Well organised
BELIEVABLE
73%
22%
Visually Appealing
Visually Appealing
WELL-ORGANISED
69%
20%
Believable
Believable
WELL-
WRITTEN
65%
18%
AboutSomething
I’m interestedIn
AboutSomethingI’m interestedIn
VISUALLY APPEALING
65%
18%
Trustworthy
Trustworthy
TRUSTWORTHY
55%
13%
For someone
like me
For someone like me
FOR SOMEONE LIKE ME
48%
13%
COMPARING SOURCES High quality sites Low quality sites
WHAT DOES QUALITY MEAN FOR BRANDS?
REALLY?
49
30
ADS ARE MORE MEMORABLE
10 5
High quality sites Low quality sites
TRUSTWORTHY
25
31
High quality sites Low quality sites
POOR QUALITY
19
10
VISUALLY APPEALING
29
39
16
29
GOOD FIT WITH THE SITE
ENTERTAINING
11
17
…AND THEY’RE SEEN MORE FAVOURABLY
ULTIMATELY, ADS HAVE A GREATER IMPACT
6
4
9
6
High quality sites Low quality sites
BRINGING IT ALL TOGETHER
Consumers still have traditional needs for news, sports, financial news and lifestyle content.
Ways of discovering this content have changed, but how users determine what’s worth their time has not.
Websites that provide informative, well-written, believable and well-laid out content are seen as better sources.
Ads benefit from this source quality
…and perform significantly better on high-quality sites.
#YahooResearch@YahooAdBuzzCA
Nick DrewHead of Research, Yahoo! Canada
ndrew@yahoo-inc.com
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