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MEET THE CONNECTED CONSUMER

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4.10.2013 MEET THE CONNECTED CONSUMER


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THE CONNECTED CONSUMER DATA SOURCES: Demand Media Content Consumption, Page Views, Day of Week, Time of Day, Platform, Search Terms, Crowdtap direct polling of eHow Audience, comScore, eMarketer, Business Intelligence WE LOOKED AT… Multiplatform Landscape Evolution Multiplatform Consumer Journey Why Demand Media Matters Content Relevance Across Platforms 1 2 3 4


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KEY TAKEAWAYS Multiplatform adoption is changing research and purchase behavior Mobile is an integral part of the consumer cycle Each platform serves different but complementary usage occasions Build your media strategy across platforms Reach different consumer demographics across devices THE CONNECTED CONSUMER IS ALWAYS ON


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MULTIPLATFORM LANDSCAPE EVOLUTION


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Number of Device Owners, US 137 Million 60 Million SMARTPHONE AND TABLET OWNERSHIP HAS EXPLODED OVER THE LAST 3 YEARS Source: ComScore 2013.


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Total U.S. Internet Usage in Hours (MM) by Platform: Desktop, Smartphone & Tablet SMARPHONES AND TABLETS HAVE DOUBLED THE TIME WE ARE ONLINE Mobile = 48% of total online time 2X Desktop 86% Desktop 52% Smartphone 34% Tablet 14% Source: comScore Media Metrix Multi-Platform, U.S., February 2013 Note: Feb-2010 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time +20% +389% N/A


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Desktop 86% Desktop 52% Smartphone 34% Tablet 14% Multiplatform = 54% of users Total U.S. US Internet Users by Platform Feb-June 2013 (% of total) Source: comScore, "Marketing to the Multi-Platform Majority," Oct 17, 2013 MULTI-PLATFORM USERS ARE NOW THE MAJORITY


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Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2012 PEAKS AT NIGHT AND DURING THE WEEKENDS MOBILE USE DESKTOP USE PEAKS DURING THE DAY AND ON WEEKDAYS Desktop use peaks during the day while consumers are at work Tablet use spikes at night, particularly during primetime Interestingly, smartphone use steadily increases throughout the day, peaking at night On the weekends, when consumers are at home or on the go, MOBILE use is higher


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MULTIPLATFORM CONSUMER JOURNEY


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THE SEARCH-DRIVEN ENGAGEMENT CYCLE OFFERS MORE TOUCHPOINTS FOR BRANDS ACROSS ALL DEVICES


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IS KEY TO REACHING CONSUMERS WHEREVER THEY ARE MOBILE Question: If you have a smartphone device where have you used it to access information online in the past 6 months? Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013


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ACROSS MULTIPLE DEVICES RESEARCH IS PERFORMED IN MULTIPLE LOCATIONS Question: From which of these locations do you normally perform online research for upcoming purchases? Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013 Question: Which devices do you use to research information about upcoming purchases


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LIFE EVENTS AND PERSONAL NEED CONSIDERATION AND SHOPPING ARE TRIGGERED BY Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013 Life events trigger purchase for 55% of online researches 59% of users re-engage in additional research throughout the purchase journey Informational sites influences purchase decision for 1 out of every 4 Consumers


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USE MOBILE FOR ONLINE PURCHASES ALMOST HALF OF CONNECTED CONSUMERS Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013. Source: BI Intelligence: As Mobile Commerce Explodes, Brands Embrace Mobile Coupons And Catalogs (May 2013) Online purchase device Mobile = 50% % of Retail e-commerce dollars spent through mobile Question: In the past 6 months, have you made an online purchase using any of the following devices? 5x growth


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AN IMMEDIATE PURCHASE CONNECTED CONSUMERS MAKE Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013. Source: BI Intelligence: As Mobile Commerce Explodes, Brands Embrace Mobile Coupons And Catalogs (May 2013) Almost half of connected consumers purchase within 1 hour after research


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SHARE PURCHASE DECISIONS & MAKE RECOMMENDATIONS VIA MOBILE OVER 40% OF CONNECTED CONSUMERS Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013. Source: BI Intelligence: As Mobile Commerce Explodes, Brands Embrace Mobile Coupons And Catalogs (May 2013) Sharing purchase decisions Making product recommendations Question: From which device do you typically share details with others about recently purchased products Question: From which device have you ever made a recommendation to others about products you have purchased


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CONTENT RELEVENCE ACROSS DEVICES


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4.10.2013 EACH PLATFORM SERVES DIFFERENT BUT COMPLEMENTARY USAGE NEEDS Great User Experience Source: Demand Media Proprietary Analysis


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CATEGORY INTEREST BY DEVICE - SMARTPHONE Smartphones are utilized for immediate needs and location-based solutions Examples: How to figure the tip on a bill Getting permanent marker out of a sofa How to ease wisdom tooth pain How to recover deleted text messages How to trim a goatee CATEGORY CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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Tablets are utilized for portable, visual solutions and to explore informative topics and tips Examples: What interior paint colors go together Cleaning a coffee maker How to recover erased programs on my DVR 8 grooming tips every guy should know How much should I have in emergency savings CATEGORY CONTENT INTEREST CATEGORY INTEREST BY DEVICE - TABLET Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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4.10.2013 CATEGORY INTEREST BY DEVICE - DESKTOP Desktop are utilized for comprehensive research and planning Examples: How to calculate how much money you need for retirement How to prepare a room for painting Organizing a small bedroom closet How to recover an unreadable SD card for cameras Saving face: skin care for men CATEGORY CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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CHANNEL SPECIFIC SECTION


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4.10.2013 HOME & GARDEN


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How to prepare a room for painting? How to choose the correct paintbrush for your project? How to remove wet paint from carpet? What paint colors go with gray? RESEARCH AND PREPARATION VISUALS AND PORTABILITY IN STORE IMMEDIATE SOLUTIONS HOME & GARDEN CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY 1 2 3 4


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4.10.2013 HOME & GARDEN BY DEVICE - DESKTOP Desktop users focus on more complex tasks related to Building & Remodeling, and Home Repair & Maintenance Key Articles: How to design a bathroom plan online Before the hammer: assess all costs of your remodel 12 budget-friendly home building tips HOME & GARDEN CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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HOME & GARDEN BY DEVICE - SMARTPHONE Smartphone users are more likely to access quick solutions in Housekeeping, Home Safety and Garden & Lawn content Key Articles: How to stop a smoke alarm from beeping How to get kool-aid out of white carpet How to remove hair glue from clothes HOME & GARDEN CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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Tablets are utilized more for visual activities, particularly related to Home Design & Decor, Landscaping and Furniture Key Articles: 5 great outdoor bar options Bathroom ideas for small bathrooms Backyard landscaping tips HOME & GARDEN CONTENT INTEREST HOME & GARDEN BY DEVICE - TABLET Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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REACH YOUR AUDIENCE ACROSS PLATFORMS HOME & GARDEN MULTIPLATFORM STRATEGY Building & Remodeling intenders are more likely to access content through desktop Housekeeping intenders leverage Smartphones to access content Home Decor & Design intenders are likely to access content through tablets Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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WHY DEMAND MEDIA MATTERS?


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MOBILE USERS FIRST DEMAND MEDIA PUTS 67% of mobile activity starts with search 26% growth in our mobile audience, outpacing the industry by 53% 57% of our content is accessed via mobile 137% mobile growth on 118% mobile growth on 70% mobile growth on 57% mobile growth on Source: comScore Mobile Metrix, July 2013


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ACROSS PLATFORMS DEMAND MEDIA TOTAL DIGITAL POPULATION Source: comScore Multi-Platform, US- Oct 2013 (Unduplicated Media Metrix, Video Metrix Mobile Metrix)


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4.10.2013 DEMAND MEDIA INTENDERS RESEARCH MORE THAN THEIR PEERS IN AN ARRAY OF TOPICS Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013 Do you do more online research than the average person for any of the topics below?


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THROUGH DEMAND MEDIA REACH DECISION MAKERS ON MOBILE Source: comScore Mobile Metrix, September 2013 Source: The Nielsen Company, "Nielsen Q1 Global Online Survey" as cited in "Women of Tomorrow: A Study of Women Around the World," June 2011 DM Mobile Female All Mobile Female 18% 15% DM Mobile Male All Mobile Male 25% 11% Mobile YoY UV growth Purchase Decision-Maker


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DEMAND MEDIA HAS 2X THE REACH ON UNDUPLICATED TABLET AUDIENCE Source: comScore Media Metrix Multi-Platform and comScore Mobile Metrix, U.S., October 2012


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4.10.2013 DEMAND MEDIA CAN DRIVE YOUR BRAND TO… Source: Demand Media Proprietary Analysis REACH INFLUENCE IMPACT Behavior Opinion Consumer


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THANK YOU


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In general, intenders prefer to access Housekeeping content through their smartphone, but interest differs by category. Key Articles: How to Get Grease Stains out of Clothing How to Clean Urine from a Mattress Keeping Your Washing Machine Odor Free Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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4.10.2013 PERSONAL FINANCE


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How to get a credit card quickly? How to use excel for flexible money management? What happens if someone stole my credit card & used it? How to compare credit cards? IN STORE VISUALS AND PORTABILITY COMPREHENSIVE PLANNING IMMEDIATE SOLUTIONS FINANCE CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY 1 2 3 4


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4.10.2013 PERSONAL FINANCE BY DEVICE - DESKTOP Desktop users focus on more complex tasks content related to Insurance, Investing and Tax Information Key Articles: How to get health insurance when unemployed How to calculate daily compounding interest Top 10 best things to invest in PERSONAL FINANCE CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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PERSONAL FINANCE BY DEVICE - SMARTPHONE Smartphone users are more likely to access Retirement Planning and Money Management content Key Articles: How to withdraw 401(k) money with no penalty How to determine penalties for 401k early withdrawals What happens if you pay your mortgage off early PERSONAL FINANCE CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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Tablets are more likely to be used to access Retirement Planning and Real Estate content Key Articles: The best places to retire on the east coast What is the average retirement income in the united states 5 things to know before buying a house PERSONAL FINANCE CONTENT INTEREST PERSONAL FINANCE BY DEVICE - TABLET Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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In general, intenders prefer to access Investing content through their desktop, but interest differs by category Key Articles: Top 10 best things to invest in How to withdraw 401k money with no penalty How to buy stocks Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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In general, intenders prefer to access Money Managing content through their smartphone, but interest differs by category Key Articles: What happens if you pay your mortgage off early? How to get a personal bank loan 10 ways to build up equity in your home Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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Insurance intenders strongly prefer to access content through their desktops Key Articles: Top ten car & home insurance companies The average cost of car insurance per month The average cost of renters' insurance per month Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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REACH YOUR AUDIENCE ACROSS PLATFORMS PERSONAL FINANCE MULTIPLATFORM STRATEGY Insurance intenders are more likely to access content through desktop Retirement Planning intenders are more likely to access content through tablets Money Managing intenders are more likely to access content through smartphones Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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4.10.2013 TECHNOLOGY


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How to buy a TV? How to connect stereo speakers to a television? How to troubleshoot a Plasma TV? How to choose between Plasma, LCD and LED HDTVs? RESEARCH AND PREPARATION VISUALS AND PORTABILITY IN STORE IMMEDIATE SOLUTIONS TECH CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY 1 2 3 4


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4.10.2013 TECHNOLOGY BY DEVICE - DESKTOP Desktop users focus on content related to Optics, GPS and Cameras Key Articles: How to wire led lights How to update GPS maps for free How to download pictures from digital camera to PC TECHNOLOGY CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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TECHNOLOGY BY DEVICE - SMARTPHONE Smartphones users are more likely to access Computer Networking & Troubleshooting content Key Articles: How to fix a cable modem when the send light is blinking How to connect a computer or laptop to the internet with an iPhone How to fix a laptop with a black screen TECHNOLOGY CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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Tablets are more likely to be used to access Computer Hardware, Satellite Radio and TV recording content Key Articles: How to play flash plugins on an iPad How to copy and paste on iPad How to recover accidentally deleted programs from a directv DVR TECHNOLOGY CONTENT INTEREST TECHNOLOGY BY DEVICE - TABLET Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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In general, intenders prefer to access cell Phone content through their smartphone, but interest differs by category Key Articles: How to recover lost contacts on an iPhone Essential iPhone apps for busy moms How to set up bluetooth on an iPhone Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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REACH YOUR AUDIENCE ACROSS PLATFORMS TECHNOLOGY MULTIPLATFORM STRATEGY Computer Networking intenders are likely to access content through smartphones Computer Hardware intenders are more likely to access content through tablets Camera intenders are more likely to access content through desktop Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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4.10.2013 BEAUTY & FASHION


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How to Dress for a Cocktail Party? How to Accessorize a Black & White Dress How to Avoid (or Get Rid of) Static Cling in Clothes How to Wear a Bra With a Backless Dress RESEARCH AND PREPARATION VISUALS AND PORTABILITY IN STORE IMMEDIATE SOLUTIONS BEAUTY & FASHION CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY 1 2 3 4


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4.10.2013 BEAUTY & FASHION BY DEVICE - DESKTOP Desktop users focus on content related Beauty and Hair Care Key Articles: 10 beauty secrets every woman should know Makeup madness: 16 tools and brushes explained Two for one: unconventional tricks for your makeup BEAUTY & FASHION CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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BEAUTY & FASHION BY DEVICE - SMARTPHONE Smartphones users are more likely to access Hair Removal, Skin Care and Fashion content Key Articles: How to reduce hair growth naturally How to use olive oil on the face Best business casual looks for men BEAUTY & FASHION CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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Tablets are more likely to be used to access Women’s Fashion and Hair Care content Key Articles: Wrap it up: 8 ways to style a scarf Must-have fall jackets for every size What is business formal attire BEAUTY & FASHION BY DEVICE - TABLET BEAUTY & FASHION CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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REACH YOUR AUDIENCE ACROSS PLATFORMS BEAUTY & FASHION MULTIPLATFORM STRATEGY Beauty intenders are more likely to access content through desktop Women’s Fashion intenders are more likely to access content through tablets Skin Care intenders are likely to access content through smartphone Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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4.10.2013 FOOD & DRINK


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12 Days of Holiday Desserts What Is a Shiraz Wine? How to open a bottle of wine without a corkscrew? How to Bake Sweet Potatoes Recipe RESEARCH AND PREPARATION VISUALS AND PORTABILITY IN STORE IMMEDIATE SOLUTIONS FOOD & DRINK CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY 1 2 3 4


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4.10.2013 FOOD & DRINK BY DEVICE - DESKTOP Desktop users also focus on content related to Holiday and Healthy Recipes Key Articles: How to bake butternut squash How to cook lentils Low-calorie weight loss protein shake recipes BEAUTY & FASHION CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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FOOD & DRINK BY DEVICE - SMARTPHONE Smartphones users are more likely to access Wine & Spirits related content Key Articles: Top ten sweet red wines Does wine need to be refrigerated How to open a bottle of wine without a corkscrew BEAUTY & FASHION CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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Tablets are more likely to be used to access Holiday and Healthy Recipes content Key Articles: 12 days of holiday desserts Fun ways to prepare winter veggies Get ahead: 10 holiday hostess secrets FOOD & DRINK BY DEVICE - TABLET BEAUTY & FASHION CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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REACH YOUR AUDIENCE ACROSS PLATFORMS FOOD & DRINK MULTIPLATFORM STRATEGY Gluten Free Recipe intenders are more likely to access content through desktop Christmas Recipe intenders are more likely to access content through tablets Wine intenders are likely to access content through smartphone Source: Demand Media Proprietary Analysis of Content consumption, August 2013


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