12 03 audience and passionpoints final-1

Audiences and Passion Points

How To Use These Slides ?

The best matching Mosaic groups for this audience

The best matching demographic groups for this audience. Male = Blue, Female = Red

Our all-up reach of the audience versus our competitors

The highest indexing properties we have that

matches the audience. Ranked by index and not reach

The size of this audience online and how many we reach

Some key stats around how these use our services – such as reach, frequency

and dwell time

Lifestyle and attitudinal stats that provide some colour to the audience

If you have any questions, please contact Jamie Nathan or Joni Roberts

Click To Jump…

Entertainment

Passion Points Audiences

Cars

Shopping

Sports

Technology

Travel

We defined the audiences for the Passion Points using an independent behavioural based segmentation that took the 20% most active users in these categories

Male 15-24

Male 25-34

Male 35-44

55+

Affluent

Female 15-24

Female 25-34

Female 35-44

Mums

ABC1

Who are they?

How do they interact with us?

91% of people who intend to buy a car in the next 2 years

visit our properties each month

35% of car enthusiasts visit us on any given day

7.5m of our users are interested in motor racing

20% of all Petrol Heads have Skype installed

They’re highly engaged, spending an average of 10 minutes on each

of their 22 visits to our properties each month. That’s almost 4 hours

Where are they? (Composition index)

2.7m

62.5 56.7

51.2 48.7 43.9

31.5 24.9

21.2

Petrol Heads

Video Player

Travel

Money

122 130 137 139 155 216 222

PEOPLE VISIT AUTOMOTIVE

WEB SITES EACH MONTH

PAY FOR THEIR MAIN CAR

UPFRONT OUT OF SAVINGS

22m

45%

INTEND TO BUY A NEW

VEHICLE IN THE NEXT 2 YEARS 9.4m

Tech & Gadgets Him Sports

4.3m Audience Size

comScore Media Metrix January 2012, Segment Metrix December 2011; Video Metrix January 2012; GSMA MMM January 2012

TGI GB NET Q4 2011

Microsoft

Monthly Reach

35-44 15-24 55+ £ C B D

How do we compare? (reach)

Who are they?


On a daily basis we reach 37% of this audience online.

An average of 1.1 minutes per page on MSN - 57% more

than their average dwell time in the UK

3.5m of them have Skype installed

They’re highly engaged, spending an average of 12

minutes on each of their 24 visits to our properties each

month. That’s almost 5 hours


8.2m


100

89.3 87.0 84.5 77.9

66.6 56.9

43.1

Culture Vultures

Music Games

Movies

147 160 182 195 198 220 221

HAVE BOUGHT

AN EBOOK

HAVE VISITED THE CINEMA

IN THE LAST MONTH

2m

6m

HAVE VISITED THE THEATRE

IN THE LAST 3 MONTHS 3m

Video Player Celebrity

8.2m Audience Size


TGI GB NET Q4 2011

25-34 15-24 25-34 15-24 35-44 Mums £ ABC

1

Microsoft

Monthly Reach

K O N

Who are they?



94% of our users look for food and drink promotions

51% access Hotmail each month, more than any other email service

They’re highly engaged, spending an average of 11 minutes on

each of their 27 visits to our properties each month. That’s 5 hours



7.7m

100

86.4 82.8 81.7

73.9

64.2

50.2

35.0

Shopaholics

Celebrity Music

Life & Style

126 196 211 224 232 251

AVERAGE MONTHLY SPEND

ON THEIR CREDIT CARD

LOOK FOR THE LOWEST

POSSIBLE PRICE WHEN SHOPPING

£289

55%

ONLY BUY

TRUSTED BRANDS 40%

TV Money

7.7m Audience Size

Movies

205


TGI GB NET Q4 2011

Microsoft

Monthly Reach

35-44 15-24 25-34 35-44 Mums £ ABC

1 C D M


Who are they?


86% of those likely to volunteer at the Olympic games visit us each

month

We reach over 90% of people that watch football programmes at least

once a week

Our users are 13% more likely to visit the Olympic games than the UK

average

9% of our audience spend more than 4 hours a week participating in

sport


3.9m

71.7 64.7 62.6 62.0 60.7

56.4

46.3

35.6

Sports fans

Movies Travel

182 193 196 262 264

CONSIDER THEMSELVES TO HAVE

A LARGE KNOWLEDGE OF SPORTS

BOUGHT SPORTS

EQUIPMENT ONLINE

6m

3m

ARE LIKELY TO FOLLOW

THE OLYMPICS ONLINE 7m

Video Player Him

5.5m Audience Size

Sports

188


TGI GB NET Q4 2011

Microsoft

Monthly Reach

15-24 25-34 35-44 55+ G A B


Who are they?



An average of 1.1 minutes per page on MSN - 71% more

than their average dwell time in the UK

2.9m use MSN each month - that's 68% reach

50% of all tablet owners visit our sites each month



73.9

62.7 62.5 60.9

49.2 47.6

37.9 33.4

Geek Squad

Games

TV

Money

101 112 127 129 132 153

185 Travel

PAY THEIR BILLS

ONLINE

USE PRICE COMPARISON WEBSITES

TO FIND BETTER DEALS

55%

62%

20hrs 3.1m SPENT WATCHING ONLINE

VIDEO EACH MONTH

4.2m Audience Size


TGI GB NET Q4 2011

Microsoft

Monthly Reach

25-34 15-24 25-34 15-24 O A H

Who are they?




each of their 23 visits to our properties each month. That’s 4 hours

An average of 1.2 minutes per page on MSN - 89% more than

their average dwell time in the UK



4.8m

87.6

77.3 71.5 68.8

62.9

47.0

37.7 29.2

Globe Trotters

LIKE TO GO BACK TO FAMILIAR

PLACES FOR HOLIDAYS

PREFER HOLIDAYS

OFF THE BEATEN TRACK

35%

27%

HAVE BOUGHT

A HOLIDAY ONLINE 41% 5.5m

Audience Size

Movies

Travel

Celebrity

104 106 154 155 163

204 372

TV

Money


TGI GB NET Q4 2011

Microsoft

Monthly Reach

55+ Mums £ ABC

1 A B O


Who are they?


They’re highly engaged, spending an average of 10 minutes on each

visit to our sites

On a daily basis we reach 35% of all Male 15-24 year olds online.

An average of 1.1 minutes per page on MSN - 71% more than their

average dwell time in the UK

3m (or 78% of the audience) use MSN each month

They game on Xbox for 11 hours a week on average

68% VISIT THE INTERNET

AT LEAST ONCE A DAY

22% USE INTERNET

ENABLED TV

75% LIKELY TO RECALL

MOBILE ADVERTISING 115 118 121 136

178 197 225


HIM SPORT

Audience size 4m 3.7m

Microsoft

monthly reach


96.7 96.3 89.0

67.5 62.4

44.8 39.2

27.5


TGI GB NET Q4 2011

Males (15-24)

Who are they?


On a daily basis we reach 32% of all Male 25-34 year olds online.



52% use Hotmail each month, spending more than 3 hours on

average

1.5m (40%) of them have Skype

75% MORE LIKELY TO STREAM MUSIC/

VIDEO/PHOTOS AROUND THE HOUSE

2x MORE LIKELY TO SHOP

ON THEIR PHONE

2x MORE TIME SPENT WATCHING

ONLINE VIDEO THAN AVERAGE 128 135 147 151

193 236


HIM


97.4 94.9

84.0

69.4 61.4

34.9 31.8

Males (25-34)

Movies

Video Player Sport

147

Microsoft

Monthly reach


TGI GB NET Q4 2011


Who are they?


On a daily basis we reach 30% of all Male 35-44 year olds online


each visit to our sites

An average of 1.4 minutes per page on MSN – 2x longer than


Hotmail is their most used email service and they spend almost 4

hours using it each month

INDIVIDUAL ONLINE VIDEOS

WATCHED EACH MONTH

FAST FORWARD

THROUGH TV ADVERTS

MORE LIKELY TO PAY FOR ONLINE

MAGAZINE/NEWSPAPER CONTENT

115 121 134 144 152


HIM


Microsoft

Monthly reach

95.9 93.4

77.0 71.4

62.0

31.6 24.7

Males (35-44)

Life & Style

118

320

71%

38%

Sport


TGI GB NET Q4 2011


Who are they?


On a daily basis we reach 36% of all female 15-24 year olds

online





53% of them use Hotmail, with 400,000 doing so each day

SPENT WATCHING ONLINE

VIDEOS EACH MONTH

USE THE INTERNET FIRST WHEN

NEEDING TO FIND INFORMATION

MORE LIKELY TO SEND

30 TEXTS PER DAY


Audience size 3.5m

3.3m

95.8 95.2 88.9

60.7 55.9

37.0 32.6

Females (15-24)

Tech & Gadgets

22hrs

74% Music

2x 118 123 129 131 133 152 165

Life & Style Celebrity Music

Microsoft

Monthly reach


TGI GB NET Q4 2011


Who are they?


On a daily basis we reach 32% of all female 25-34 year olds

online



75% use Hotmail spending an average of 2.5 hours monthly

1.3m of them have Skype


VIDEO EACH MONTH

MORE LIKELY TO DOWNLOAD

HEALTH/DIET APPS

MORE LIKELY TO LOOK FOR JOB

OPPORTUNITIES ONLINE


Audience size 3.8m

3.5m

95.1 94.5 85.0

62.1 55.2

39.5

27.6

Females (25-34)

115 126 135 141 150

Music

TV

117

Celebrity Tech & Gadgets

54%

30%

20.6

Life & Style

24hrs Microsoft

Monthly reach


TGI GB NET Q4 2011


Who are they?


On a daily basis we reach 30% of all female 35-44 year olds online



73% visit MSN each month



1m of them have Skype


VIDEO EACH MONTH

PAY THEIR BILLS

ONLINE




Audience size 3.7m

3.5m

93.7 93.0

78.8

67.4

54.5

32.8 26.3

Females (35-44)

109 124 127 133 187

TV

114

Celebrity

Life & Style 60%

62%

24.9

Music News

14hrs Microsoft

Monthly reach


TGI GB NET Q4 2011


Who are they?


On a daily basis we reach 30% of all 55+ year olds online

Spend 1.9 minutes per page on MSN - 158% more than their






MORE LIKELY TO RESEARCH FAMILY

HISTORY/GENEOLOGY ONLINE

MORE LIKELY TO CHECK SHARES

AND INVESTMENTS ONLINE




Audience size 8.3m

7.4m

89.3 88.3

65.4

48.3

29.4 25.8

55+

122 128 130 134

Money

126

Sport News 61%

62%

Video player Movies

130

75% Microsoft

Monthly reach


TGI GB NET Q4 2011


Who are they?


On a daily basis we reach 31% of all Mums online

Spend 1.3 minutes per page on MSN - 2x more than their



They’re highly engaged, spending an average of 11

minutes on each visit to our sites



VIDEO EACH MONTH

PAY THEIR BILLS

ONLINE




Audience size 5.5m

5.3m

88.1

71.0 64.0

42.3

Mums

Games

Celebrity

TV

55%

62%

Money

31.7 26.6

101 112 127 129 132 153

185 Travel

97.5 96.6

20hrs Microsoft

Monthly reach


TGI GB NET Q4 2011


Who are they?


On a daily basis we reach 28% of all affluent users online

Spend 1.4 minutes per page on MSN – 120% more than their



They spend an average of 10 minutes on each of their 18 visits to

our sites each month



VIDEO EACH MONTH

MORE LIKELY TO USE CALENDAR

/ TODO ON THEIR PHONE

MORE LIKELY TO VIDEO CALL

FRIENDS AND FAMILY


Audience size 6.5m

6m

94.9 92.6

75.0 71.1 70.2

39.8

Affluent (AB, HHI £50k>)

Music

Travel

Celebrity 78%

66%

29.3

109 116 123 137 144 211

Life & Style

23hrs Microsoft

Monthly reach


TGI GB NET Q4 2011


Who are they?


On a daily basis we reach 30% of all ABC1’s online

Spend 1.5 minutes per page on MSN – 122% more than their average

dwell time in the UK

Hotmail is their most used email service and they spend over 3 hours

using it each month

They spend an average of 11 minutes on each of their 17 visits to our

sites each month

7.7m have Skype


VIDEO EACH MONTH

PAY THEIR BILLS

ONLINE




Audience size 25m

22.2m

76.1

66.4 60.8

37.9

Movies

Travel Celebrity 54%

60%

Money

31.2 25.6

TV

93.6 90.3

107 109 112 115 121 107

ABC1

30hrs Microsoft

Monthly reach


TGI GB NET Q4 2011


12 03 audience and passionpoints final-1

Sports

video metrix

gsma mmm

tgi gb net q4

segment metrixdecember

average dwell time

audience onlineand

month thats

microsoftmonthly reach35