Can Digital Discovery Live Up to its Potential?

7/31/2019 Can Digital Discovery Live Up to its Potential?

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Can Digital Discovery Live Up toits Potential?

David Card, VP Research


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Key questions

How are consumers finding entertainmentand content today?

Which types of media customers use digital

discovery? And how? How can media companies best use digital

and social discovery?


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Traditional discovery tools still dominate

Question asks: How do you find out about differententertainment options (e.g. movies, TV shows, music, funwebsites)? (Select all that apply)

% of online consumers

Source: GigaOM Pro U.S. consumer survey, 3/12 N = 1,165


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And 1:1 recommendations rule

% of online consumers


Question asks: How do you make entertainment-relatedrecommendations to others? (Select all that apply)


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Media consumer segments


TV FANS

35% of consumers 2/3 45+ years old Less likely to pay for

online video Least likely to have

smartphone, tablet,

eReader Most likely to haveDVR

PRINT FANS

25% of consumers

58% male Fairly average use of

other media Online local news More likely to pay for

downloads thanstreamed music

More likely to havesmartphone

RADIO FANS

14% of consumers 59% male, older Most likely to pay

for e-Books, yet onlyaverage e-Bookreader ownership

Most likely to haveiPad, overall earlyadopters

Use stores fordiscovery


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Fans use digital discovery a little more

Question asks: How do you find out about differententertainment options (e.g. movies, TV shows, music, funwebsites)? (Select all that apply)

% of segment



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Radio, print fans convert to paid content

% of segment


Question asks: Which of the following product categorieshave you purchased online in the last 3 months? (Chooseall that apply)


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The future: Introducing the Social Explorer


Use social networks to findcontent

17% of all consumers

Young (40% are 18-34)

Skew slightly female Heavier users of all forms of

entertainment discovery andrecommendation

A third use 3 or more social

network sites 36% influence friends across a

variety of categories

THE SOCIAL

EXPLORER


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Social Explorers spread the word

% of segment


Question asks: How do you make entertainment-relatedrecommendations to others? (Select all that apply)


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And they also help pay the bills

% of segment


Question asks: Which of the following product categorieshave you purchased online in the last 3 months? (Chooseall that apply)


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A tale of 3 social readers: WaPo

All promotion but even related WaPolinks dont drive off-site

No advertising


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The Guardian

Leads with editorial curation Rich media ads Promotion of other Guardian Facebook

pages


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The Daily

Editorial and social curation options Enables writer following Ads and download the paid app


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Key takeaways

Traditional discovery means dominate dont betthe farm on digital discovery

Allcampaigns/promotions must be integrated

Radio and print fans more digitally adventurous,and more likely to convert

Identify and cultivate your Social Explorers Social strategies:

Use Facebook for free while you can

Exploit the startups Drive em home!

Can Digital Discovery Live Up to its Potential?

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