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Largest Publisher of Enthusiast Destinations for Men
Authentic Voices and Passionate Audiences
175 Editors and Category Experts (entertainment, gaming, sports, music, life & style)
More Owned and Operated Sites than any other male lifestyle publisher
Award-winning creative solutions at scale
360 Marketing Programs (mobile, video, social and offline events)
Extensive Event Coverage of 120+ events per year
03
CraveOnline targets 18-34 year old men-the Millennial Male. We discovered that our enthusiast websites over-index for characteristics that comScore identifies as influencer traits.
Therefore in July 2013, we partnered with comScore to field a survey of 2,019 male panelists, aged 18-34. The purpose of our joint study was to learn more about millennial men and about a key segment of Millennials that seem to influence the purchasing behavior of the rest. We call them the "Influential Millennial Male."
Purpose and Methodology
Source: comScore Plan Metrix Key Measures; March, 2013
04
Table of Contents
I. Who is the Influential Millennial Male?
II. Why Are Millennial Influencers Important?
III. Where Do You Find These Influencers?
IV. Once You Have Found Them, How Do You Engage/Connect With Them?
Defining the Influential Millennial Male
• Frequently visit social media sites
• Frequently post to social media sites
• Typically the 1st among friends and family to own/buy a product or service
• Frequently advise others on products and services
• Have lots of friends
• Able to persuasively convey information to others
1 in 7 Millennial Men Self Identify as an Influencer
Common Characteristics of Influencers
Purchase Influencers- the focus of this study
Source: comScore Plan Metrix Key Measures July, 2013
06
Study Focus: Valuable Purchase Influencers
Male Millennial Influencers
comScore Plan Metrix Key Measures March, 2013
comScore Survey Q1: On which of the following topics do you frequently give advice to others?
comScore Survey Q3: Which of the following categories are you typically the first among your friends and family to…
18-34 year old men who both frequently advise others on one or more of these topics and are 1st to own/buy one or more of these products or services
Automotive
Books
Clothes/Fashion
Computer Hardware/Software
Financial Information
Food & Beverages
Health/Dieting/Exercising
Home Decor/Interior Design
Home Improvement/Repair
Movies
Music
Online Shopping/E-commerce
Personal Electronics
Personal Grooming
Restaurants or Bars
Television Programs
Travel
Video Games
Website/Internet Content & Services
Parenting/Family
Politics/Current Events
Relationships/Dating
Religion/Spirituality
Sports
07
Influencers Are Advocates
comScore Survey QSpending: HOW MUCH DO YOU SPEND IN EACH OF THE FOLLOWING CATEGORIES ON A MONTHLY BASIS?
comScore Survey QHHI: WHICH OF THE FOLLOWING BEST DESCRIBES YOUR TOTAL ANNUAL HOUSEHOLD INCOME BEFORE TAXES?
comScore Survey Q4: TO WHAT DEGREE DOES EACH OF THE FOLLOWING STATEMENTS APPLY TO YOU?
comScore Survey Q11: HOW DO YOU TYPICALLY SHARE CONTENT OR INFORMATION WITH OTHERS?
09
They have more money, so they
spend more
They share
They are much more aware of
online advertising
They are early technology adopters
They socialize
They advise others on buying
They are your most important customers
because…
comScore Survey Q12: HOW OFTEN DO YOU TYPICALLY SHARE THE FOLLOWING TYPES OF CONTENT WITH OTHERS ON THE INTERNET?
comScore Survey Q15A: IN THE PAST 30 DAYS, WHAT CATEGORIES HAVE YOU SEEN ADVERTISED ONLINE?
comScore Survey Q1: ON WHICH OF THE FOLLOWING TOPICS DO YOU FREQUENTLY GIVE ADVICE TO OTHERS?
They Earn More Money, They Spend More Money
comScore Survey QSpending: HOW MUCH DO YOU SPEND IN EACH OF THE FOLLOWING CATEGORIES ON A MONTHLY BASIS?
comScore Survey Q6: TO WHAT DEGREE DOES EACH OF THE FOLLOWING STATEMENTS APPLY TO YOU?
010
Influencers spend 2-5 times more than Non-Influencers in key categories
FOOD (OUTSIDE HOME)
TOILETRIES RETAIL
AUTOMOTIVE MOBILE PHONE ACC. BEVERAGES
2x MORE 5x MORE 3x MORE
3x MORE 2x MORE 2x MORE
Influencers are strong advocates of their favorite brands and are willing to pay more for its perceived quality
They Are Your Early Adopters
comScore Survey Q3: WHICH OF THE FOLLOWING CATEGORIES ARE YOU TYPICALLY THE FIRST AMOUNG YOUR FRIENDS OR FAMILY TO...
comScore Survey Q5: DO YOU CONSIDER YOURSELF...
11
2.7x more likely to be self
proclaimed “tech-geek”
Typically first to buy/own
Movies
Music
Video Games
Personal Electronics
Food & Beverage
61%
56%
52%
52%
51%
They Share and Advise Others On Consumption
comScore Survey Q11: DO YOU TYPICALLY SHARE CONTENT OR INFORMATION WITH OTHERS?
comScore Survey Q1: ON WHICH OF THE FOLLOWING TOPICS DO YOU FREQUENTLY GIVE ADVICE TO OTHERS?
12
2.7x more likely to share content
with others
Frequently advise others on..
Movies
Music
Video Games
61%
55%
54%
50%
52%
Personal Electronics
Food & Beverage
Influencers Spend More Time Consuming Content Online Across Every Device
14
Influencer Non-Influencer
53%
33%
25%
34%
15%
11%
1.5x
2.2x
2.3x
Online via PC/Laptop
Online via Smart-phone
Online via Tablet
Top Activities (14+ hours/week)
comScore Survey Q7: APPROXIMATELY HOW MANY HOURS PER WEEK DO YOU SPEND DOING EACH OF THE FOLLOWING ACTIVITIES?
First Movers and Advisors Are 3x More Likely to be on Enthusiast Sites
Than Non-Enthusiast Sites
15
First to Own Advise Others % Composition Unique Visitors
Composition Index
% Composition Unique Visitors
Composition Index
Source: comScore Plan Metrix Key Measures March, 2013
Enthusiast Sites
Non-Enthusiast Sites
Defined as: Websites that focus on a single topic or passion point and often promote a community of like minded people that share an affinity for that topic. (e.g.: IGN.com, SuperHeroHype.com, NiceKicks.com, CarDomain.com)
Defined as: Websites that cover a variety of subjects or activities without focusing on any one topic in great detail. (e.g.: Yahoo.com, ESPN.com, Today.com, HuffingtonPost.com)
24.3% 270 30.9% 255
8.3% 95 10.9% 91
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Influencers Are Voracious Consumers of Content They Are Passionate About
Far more likely than Non-influencers to identify themselves with the content
they are passionate about
X’s More Likely
I am style/fashion conscious
I am environmentally conscious
I am health conscious
I am a technology geek
5.8x
2.6x
3.3x
2.7x
More Likely 5.5x
More Likely 5.0x
More Likely 5.3x
More Likely 5.4x
More Likely 3.5x
More Likely 5.0x
More Likely 4.3x
More Likely 4.6x
More Likely 4.9x
More Likely 4.7x
Influencers seek more information
online about events
Influencers are 3-5x more likely to access content about events that they are enthusiastic about
comScore Survey Q5: DO YOU CONSIDER YOURSELF…
comScore Survey QEvents: WHICH OF THE FOLLOWING EVENTS HAVE YOU EVER SEARCHED FOR OR ACCESSED ONLINE?
18
Leverage That Millennial Influencers Are More Aware and Receptive to Online Advertising
89%
36%
% That Recall Online
Advertising
Influencer Non-Influencer
2x more likely to be influenced by online
advertisements
comScore Survey Q15A: IN THE PAST 30 DAYS, WHAT CATEGORIES HAVE YOU SEEN ADVERTISED ONLINE?
comScore Survey Q16: WHAT DEGREE DO ONLINE ADVERTISEMENTS INFLUENCE YOUR OPINIONS OR ACTIONS TOWARDS BRANDS/PRODUCTS?
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Run Your Campaigns On Contextually Relevant, Trusted Sites
When Are Online Ads Most Influential? When They Are…
30% On a Trusted Site
45% Relevant
comScore Survey Q17: WHAT ARE THE REASONS WHY ONLINE ADVERTISEMENTS HAVE INFLUENCED YOUR OPINIONS/ACTIONS TOWARDS BRANDS/PRODUCTS?
20
Create Campaigns That Are Informative With Funny or Interactive Elements That Make it Memorable
When Are Online Ads Most Influential? When They Are…
22%
38%
44%
Interactive
Funny/Cool
Informative
Verbatims From Survey Respondents
“Funny is better”
“Bold letters and quick, fun punch
lines”
“They’re increasingly more animated and interactive”
“They were interactive and gave you a chance to learn more about a brand”
“The video ads are the most
memorable to me”
“Humor is a memorable force; I predominantly remember ads
that utilize humor”
comScore Survey Q17: WHAT ARE THE REASONS WHY ONLINE ADVERTISEMENTS HAVE INFLUENCED YOUR OPINIONS/ACTIONS TOWARDS BRANDS/PRODUCTS?
comScore Survey Q15B: WHAT DO YOU RECALL OR FIND MOST MEMORABLE ABOUT THE ONLINE ADVERTISEMENTS THAT YOU HAVE SEEN IN THE LAST 30 DAYS?
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Sponsor Content That Is Shareable
When Content Is Shared, Influencers Are Far More Likely To…
Seek more info on the product/service
Visit a brand’s/company’s site
Like, share or post a comment/link on Facebook
Purchase the product/service
Non-Influencer Influencer
46%
46%
41%
33%
12%
12%
13%
8%
Influencers are 3x more likely to complete a follow-up action vs. Non-Influencers
comScore Survey Q15: WHAT ACTIONS HAVE YOU TAKEN AS A RESULT OF CONTENT/INFORMATON BEING SHARED WITH YOU BY OTHERS?
22
Reach Millennial Influencers Where They Are Highly Concentrated: On Enthusiast Websites
IGN.COM
COMINGSOON.NET
GAMEFRONT.COM
SLASHFILM.COM
SCREENJUNKIES.COM
KICKSONFIRE.COM
HIPHOPDX.COM
DESTRUCTOID.COM
CINEMABLEND.COM
CHESS.COM
XBOX360ACHIEVEMENTS.ORG
CARDOMAIN.COM
GAMERANT.COM
MYANIMELIST.NET
WRESTLEZONE.COM
SHERDOG.COM
SUPERHEROHYPE.COM
NICEKICKS.COM
TOTALPROSPORTS.COM
ANIMENEWSNETWORK.COM
COMICBOOKMOVIE.COM
FILMSNMOVIES.COM
SNEAKERNEWS.COM
MOVIEINSIDER.COM
AUDIOMACK.COM
GAMEREVOLUTION.COM
HOCKEYSFUTURE.COM
PITCHFORK.COM
DJBOOTH.NET
GAMERANX.COM
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Key Research Conclusions Influencers are the most valued advertiser targets, they are early adopters, they share content and they spend $$$
Millennial Influencers are passionate about content and specific events such as CES, Coachella and E3
Influencers are found in concentration on enthusiast websites
They consume content cross-platform with multiple devices
They value trusted sources of content
They respond to advertising, are brand advocates and take action
appendix
Methodology Custom Survey
Technique Email survey to comScore panelists and/or 3rd party panel providers
Criteria Males, 18 to 34 years of age Survey questions were used to segment Influencers vs. Non-Influencers
Weighting Data are weighted to match Media Metrix age demographics
Timing Fielded from July 10-29, 2013
Significance At a 95% confidence interval, a sample size of 2,019 is reliable within ±2.2 pts
appendix
Segment Definitions 18-34 year old males
Male Millennial Influencers (N=1,425)
In-Betweeners (N=277)
Non-Influencers (N=317)
Both frequently advise others on one or more of these topics and are 1st to own/buy/use one or more of these products or services Automotive Books Clothes/Fashion Computer Hardware/Software Financial Information Food & Beverages Health/Dieting/Exercising Home Decor/Interior Design Home Improvement/Repair Movies Music Online Shopping/E-commerce
Personal Electronics Personal Grooming Restaurants or Bars Television Programs Travel Video Games Website/Internet Content & Services Parenting/Family Politics/Current Events Relationships/Dating Religion/Spirituality Sports
1st among friends and family to own or frequently advise others but not both
Do none of the above