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Defining blog her audience with atplan
 

Defining blog her audience with atplan

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    Defining blog her audience with atplan Defining blog her audience with atplan Presentation Transcript

    • Defining the BlogHer Audience with @Plan Jane Collins Director of Market Research October 2010
    • Nielsen @Plan Helps Us Understand the BlogHer Network Audience
      • Who they are
      • What they buy
      • Where they go for leisure activities
      • How they are geographically dispersed in the U.S.
      • When they are making life stage changes
    • Demo Profile: Young, Well Educated and Affluent
      • Top Index Profile Points:
      • Professional/Executive/Manager(122)
      • Self Employed/Small Business Owner (136)
      • Have Post Grad college degree (151)
      • Age 25-39 (141)
      • Have Children under age 2 (137)
      • HH Income $100K+ (117)
      Source: Nielsen Online @Plan Release 2, 2010
    • They spend a lot of $$ on consumer electronics Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • Shopped online for video games (230)
      • Purchased computer hardware for home (210)
      • Purchased a smart phone last 12 months (157)
    • They use the Internet to help with automotive decisions Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • Shopped for auto loans online (201)
      • Own a Saturn (145)
      • Purchased Auto Insurance online (174)
      • 91% more likely to have 3-4 car rentals for business last 30 days
    • They are savvy with money Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • Shopped online for a student loan (221)
      • Purchased a home equity loan online, last 6 months (193)
      • Purchased a credit report online, last 6 months (183)
    • BlogHer’s users are Foodies Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • Shopped online for a gourmet gift basket last 30 days(211)
      • Heavy online spending for gourmet food (170)
      • 19% more likely than the online average to be Vegetarian or Vegan
    • BlogHer’s Audience Has Diverse Interests in Hobbies and Leisure Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • 22% attended a movie opening weekend last 30 days (26% above the online average)
      • Purchased NFL Football tickets online (257)
      • Purchased Ballet/Dance tickets online (232)
    • BlogHer Appeals in Markets Large and Small Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • Highest % Comp State: California, 13%
      • Highest % Comp Market: NY, 7%
      • Highest % Comp Census Region: South, 33%
      • Large Markets:
      • Salt Lake City (162)
      • San Diego (144)
      • Chicago (137)
    • DIY Comes Naturally for the BlogHer Network User Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • Heavy spending for Home Improvement online or offline (223)
      • Shopped online for home insurance, last 30 days (207)
      • Purchased home equity loan online, last 6 months (193)
      • Shopped for appliances online (188)
    • Health and Family Online Purchases Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • Shopped for prescription drugs online, last 6 months (218)
      • Bought family Health Insurance online (203)
      • Purchased student loans online, last 30 days (230)
    • BlogHer users provide frequent advice about everything Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • Posted or sought product review last 30 days (176)
      • Provides frequent advice about clothes and fashion (160)
      • Provides frequent advice about online shopping (172)
      • Provides frequent advice about beauty and cosmetics (151)
    • BlogHer Has One of the Most Digitally Savvy Audiences Online Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • Watched an online video about technology news yesterday (221)
      • Watched an online video of breaking news, last 30 days (200)
      • Used a computer to watch a movie clip online (197)
      • Publish a blog on blogging and social networking sites (194)
    • BlogHer Users Shop ‘Til They Drop Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • Shopped for small business loans online, last 6 months (292)
      • Heavy spending for flowers online last 6 months (197)
      • Shopped online for skin care products last 30 days (197)
      • Bought cosmetics online (190)
      • Bought movie tickets online (192)
    • Shopping in Stores Offline is a BlogHer Audience Passion Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • The Limited (251)
      • The Body Shop (250)
      • REI Sporting Goods (209)
      • Victoria’s Secret (215)
    • Smart Phones Rule for BlogHer Users Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • Video call/chat on smart phone, last 30 days (181)
      • Shopped online with cell phone (175)
      • Listened to MP3 on phone, last 30 days (163)
      • Used GPS on phone, last 30 days (162)
    • BlogHer Users and Travel: They’re Ready to Go! Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • Any Asian International business travel, last 2 years (217)
      • Vacation in a resort/spa location, last 2 years (196)
      • Shopped online for car rental, last 30 days (187)
    • Music is a Must for BlogHer Users Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • Music e-Newsletter, last 30 days (210)
      • Business news from online radio, last 30 days (193)
      • Purchased digital music, online or offline (191)
      • Top Music Genre Purchases by Index:
      • Reggae (169)
      • Rap/Hip Hop (163)
      • Dance/Club (163)
    • BlogHer Users are Entertainment Fanatics Source: Nielsen Online @Plan Release 2, 2010
      • Top Index Profile Points:
      • Shopped online for movie tickets online (208)
      • Concurrent use of TV and the Internet (same genre) yesterday (196)
      • Shopped online for movie DVD’s last 30 days (177)