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DIY TECH CONSUMERS
July 8th, 2013
THOUGHT LEADERSHIP SERIES
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#1 in Home
#3 in Health
#2 in Personal Finance
#3 in Personal Finance (Mobile)
#5 in Lifestyle
#6 in Tech
OUR CONSUMERS HAVE MADE DEMAND MEDIA’s eHOW TOP 10 IN 11 CATEGORIES IN THE US
Source: comScore May 2013
EACH
MONTH
MORE THAN
70 M
ILLIO
N
AMERICA
NS
ENGAGE
WITH U
S
3
14 MILLION TECHENTHUSIASTS
… greater growth than any of the Top 5 Technology News destinations
• Brands reach more Tech consumers on eHow Tech than on About.com Technology Network, HowStuffWorks, Electronics Channel, and Answers.com Technology combined
Source: comScore Media Metrix (March 2012-March 2013)Source: comScore Mobile Metrix (September 2012-February 2013)
Since March, 2012, eHow Tech has outpaced the growth of general tech topics by 4x.
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At Demand Media, we are
TRANSFORMINGdata into actionable brand and
consumer insights.
1:3 AMERICANS turn to us for solutions to their everyday problems. We bring brands directly into the conversation.
Our sophisticated content creation process and dedication to making the most discoverable content
on the web has evolved to a deep data-driven understanding of how consumers like to read and
view content, seasonally, year over year, on which device, in what kinds of formats and by industry.
With our help, brand marketing messages are delivered within the right content, in the right format,
for the right device, and at the right time, so that consumers build positive brand associations
throughout their consumer journey.
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DIY TECH CONSUMERS
1. Who are they?2. What do they care about?3. How do they decide to buy?4. How can you connect?
DATA SOURCES:Demand Media Content Consumption, Page Views, Day of Week, Time of Day, Platform, Search Terms, Crowdtap direct polling of eHow Tech Audience, Hitwise and Hitwise AudienceView, comScore, eMarketer, Google Inights
WE ASKED…WE LOOKED AT…
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MULTIPLATFORM CONSUMERS ARE THIRSTY FOR CONTENT
• Search is used at beginning, middle and end of shopping process. 86% of shoppers use generic search terms for queries.
• 46% of US consumers use mobile exclusively when performing research online.
• Mobile search drives multi-channel conversions. 55% of conversions happen within an hr.
• Mobile, tablet adoption changing research and purchase behavior
• 63% of consumers researched consumer products online. 50% purchased online.
• Showrooming and price sensitivity are increasing. 59% of consumers used smartphone to find better price while shopping.
• Online sales of consumer electronics predicted to climb to $80b in 2016
• Consumers are more informed and better connected, They are less loyal to brands and want a dialogue with companies.
• Search-discovered content and retailer websites are critical to the purchase decision
Sources: eMarketer “Consumer Electronics, The Path to Purchase, Reinvented,” 2012; eMarketer “Adapting to a Showrooming World,” 2012; Google, “Mobile Search Moments, Understanding How Mobile Drives Conversions,” 2013.
KEY TRENDSINFORMEDCONSUMERS
NEW PATH TO PURCHASE
ENGAGEMENT IMPERATIVE
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WHAT D
O
THEY
CARE
ABOUT?
84.10.2013
INTEREST IN TECH CONSUMER CONTENT IS INCREASING
Consumers are turning to instructional content about Electronics more and more
Page views for “How-to” titles about Electronics have increased +36% from 2011-2012
Source: Demand Media Proprietary Insights
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NEW DEVICES ARE DRIVING AUDIENCE
INTEREST IN SMART PHONES HAS INCREASED BY 151% Buying a smartphone on a budget
How to download pictures from your smartphone to your computer
INTEREST IN TABLET DEVICES IS UP 316% How to use a tablet PC
How to install apps on an android tablet
INTEREST IN HDTVS IS UP 36% How to get the best quality picture out of your HDTV
How to connect a PC to an HDTV 2010 2011 2012
100
148
251
NEW TECHNOLOGY CONTENT
INTEREST INDEX
ON
Source: Demand Media Proprietary Insights
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INTEREST IN IPODS ON EHOW FELL 83% SINCE 2010 How to sync your iPod to iTunes How to make a playlist on your iPod How much does an iPod cost?
INTEREST IN FILM CAMERAS IS DOWN 40% Loading film in 35mm cameras 35mm film cameras vs. SLR
INTEREST IN BLACKBERRY IS DOWN 69% How to transfer address book to a Blackberry How to fix the trackball on a Blackberry curve Retrieving Blackberry message history
BUT SOME DEVICES ARE PLAYED OUTON
Source: Demand Media Proprietary Insights
% CHANGEFROM 2010 TO 2012
iPods-83%
Blackberry-69%
Film Cameras
-40%
Car Speakers
-39%
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CONTENT FORMAT MATTERS DIY TECH CONSUMERS GENERALLY PREFER VIDEO CONTENT FOR DEMONSTRATIONS
Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2013
Consumers are over 2x more interested in video content for TVs How to Connect a VCR or DVD Player to a Television How to Connect a PC to an HDTV
They are 73% more interested in video content for cell phones and accessories How to Find a Lost Smartphone Using GPS How to Use the iPhone Speakerphone
However, for telephones, consumers are 69% more interested in Articles How to Block Caller ID How to Use Call Forwarding on Your Home Phone
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WHAT
MAKES
THEM
BUY?
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DIY TECH PURCHASERSARE COMMITTED TO RESEARCH
I do more research than the average
person
I do the same amount as other
people
I do less research than the average person
I do not research tech purchases online at all
Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.”“When it comes to tech purchasing, how much online research do you do?”, n= 470
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SEARCH & INFORMATION SITESARE MOST IMPORTANT AFTER RETAIL
Social media (Facebook, Pinterest, Twitter, etc.)
Online professional reviews
Friends, family, or colleagues (outside of social media)
Informational websites (example: eHow, About.com, HowStuffWorks)
Search engine (search for info)
Retailer website or product website
Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.“Where do you go to research electronic products online before buying? (check all that apply)?”, n=470
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MOST PURCHASE RESEARCH TAKES PLACE AT HOME
On the Go (While not in the store)
On the Go (While in the store)
Work
Home
Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013. “Where do you normally perform online research for electronics purchases from? (check all that apply)”, n=470
16Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013. “Which device do you use most often to research electronic purchases?”, n=470
DESKTOP STILL MOST IMPORTANT FOR PURCHASE RESEARCH
Desktop or Laptop Computer
Smartphone
Tablet Device
17Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.“Keeping your most recent electronics purchase in mind, which of the following online activities have you performed after searching for information about your purchase online (Please mark all that apply)”, n=470
CONSUMER RESEARCH OFTEN TRIGGERS STORE VISIT OR PURCHASE
I did not take any action after researching the business or product
Share information on social media (e.g., Facebook, Twitter, etc.)
Place a phone call to the company or store
Make a purchase
Visit a store
Ask for advice from friends or family
Visited a retailer website or product website
Further research
Further research is the most common next step after initial research:
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MOST PEOPLE SHOP FOR THEMSELVES OR FAMILY
For my work
Gift for someone outside household
For my kids
For the family to share
Wife/husband/partner
Myself
Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.“Who do you buy electronics for? (Please mark all that apply)”, n=470
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ALMOST HALF PURCHASE WITHIN A DAY, MOST WITHIN A WEEK
Within 30 minutes
Within 1 hour
Within 1 dayWithin 1 week
Longer than a week
Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.“After searching for information related to your tech purchase, how long does it take before you take action?”, n=470
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HOW DO
YOU REA
CH
THEM
?
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AWARENESS/FAMILIARITY
ENGAGEMENT
CONSIDERATION
SHOPPING/COMPARING
PURCHASING
SHARING
- Robin Hutto, Google
THE SEARCH-DRIVEN ENGAGEMENT CYCLE OFFERS MORE TOUCHPOINTS FOR BRANDS
Search is used at the beginning, middle and end of the research process, by both wireless and portable PC shoppers.
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Integrate your brand with intenders closer to action
Complement content campaign with contextual, impactful media
Create a constant connection with your consumers on one of the largest personal finance sites
WE HELP BRANDS CONNECT WITH CONSUMERS IN 2 WAYS
BRING THEM TO YOUWITH INTENT-BASED BRAND CONTENT
GO WHERE THEY AREINTEGRATE AT THE RIGHT PLACE AND AT THE RIGHT TIME
Create content that you know users are seeking
Drive traffic via organic search and social distribution
Do it at a scale, with the maximum go-to-market efficiency
OW
NED
PAID
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IN A MULTIPLATFORM WORLD WE SEE EMERGING OPPORTUNITIES
Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2013
All Tech Content Cameras Personal Audio Home Audio TVs Tivo & DVR Telephones Cell Phones & Accessories
100
123114 113
103 98 9892
100
40
65 61
84 89
106
123
100 9689
131
145
196
8983
Electronics Content ENGAGEMENT by PlatformDesktop Smartphone Tablet
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Sunday Monday Tuesday Wednesday Thursday Friday Saturday 20%
30%
40%
50%
60%
70%
80%
90%
100%
EHOW PV BY PLATFORM – Q4 2012
Desktop Smartphone and Tablet Series3
On the weekends, when consumers are at home or on the go, MOBILE use is higher
Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2013
DESKTOP use peaks while consumers are at work
DESKTOP USE - HIGHER DURING THE WEEK MOBILE USE PEAKS ON WEEKENDS
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DESKTOP USE IS HIGHER DURING THE DAY SMARTPHONE AND TABLET AT NIGHT
TABLET use spikes at night, especially during prime time
Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2013
DESKTOP use peaks while consumers are at work
SMARTPHONE use steadily increases throughout the day, peaking at night
12:00 1:0
02:0
03:0
04:0
05:0
06:0
07:0
08:0
09:0
010
:0011
:0012
:0013
:0014
:0015
:0016
:0017
:0018
:0019
:0020
:0021
:0022
:0023
:001.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%EHow PV by Platform and Time of Day PST
Q4 2012
Desktop iPad Smartphone
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In Q2, consumers want to invest in upgrades to their car sound systems and electronic accessories. How to install an overhead DVD player How to find a DVD System with multiple
monitors for your SUV How to play an iPod through a car stereo
They are also interested in operation for devices that will help them find their way during upcoming trips. How to update GPS systems Types of navigation systems How does live traffic on GPS work
Q1 Q2 Q3 Q4100
110
120
130
Tech Interest Index2010-2012
Car DVD Players Other Car Audio International Cell Phones
Mobile GPS Handheld GPS
ON
TECH
CONSUMERS ARE INTERESTED IN ELECTRONICS THAT WILL ENHANCE CAR TRIPS AND OTHER TRAVEL IN Q2
Source: Demand Media Proprietary Insights
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OTHER TOP CATEGORIES VISITED BY EHOW TECH USERS
Source: Demand Media Proprietary Insights
Health Fashion & Style
Games & Toys Pets
Food & Drink Home & Garden
ON
Pets
Home & Garden
Fashion, Style & Personal Care
Food & Drink
Health
Hobbies, Games & Toys
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EXTEND YOUR CAMPAIGN TO THE TECH TRACKERS OF LIVESTRONG AND THE
ENTERTAINMENT JUNKIES ON CRACKED
THE LIMITLESS POTENTIAL OF YOU
21 MILLION UNIQUES WORLDWIDE
3 MILLION+REGISTERED MYPLATE USERS
COMEDY WITH A COLLEGE DEGREE
Source: comScore & Demand Media Proprietary Insights
TECH ONLINE SHOPPERS ARE 60% MORE LIKELY TO VISIT CRACKED FOR HUMOR CONTENT
92% OF LIVESTRONG’S VISITORS OWN OR BUY ELECTRONIC PRODUCTS
5 MILLION UNIQUES
35 MILLION MONTHLY VISITS
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THANK
YOU