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Demand Media Shares New Insights About Tech Consumers

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Demand Media shares proprietary information about how consumers think about tech on eHow.

Demand Media shares proprietary information about how consumers think about tech on eHow.

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  • OWNED + PAID DRIVE EARNEDcustomize
  • Hobbies, Games & Toys contains video and electronic game content
  • Transcript

    • 1. 1 DIY TECH CONSUMERS July 8th, 2013 THOUGHT LEADERSHIP SERIES
    • 2. 2 #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
    • 3. 3 14 MILLION TECH ENTHUSIASTS … 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.
    • 4. 4 At Demand Media, we are TRANSFORMING data 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.
    • 5. 5 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…
    • 6. 6 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 TRENDS INFORMED CONSUMERS NEW PATH TO PURCHASE ENGAGEMENT IMPERATIVE
    • 7. 7
    • 8. 8 4.10.2013 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
    • 9. 9 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 100 148 251 2010 2011 2012 NEW TECHNOLOGY CONTENT INTEREST INDEX ON Source: Demand Media Proprietary Insights
    • 10. 10 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 OUT ON Source: Demand Media Proprietary Insights iPods -83% Blackberry -69% Film Cameras -40% Car Speakers -39% % CHANGE FROM 2010 TO 2012
    • 11. 11 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
    • 12. 12
    • 13. 13 DIY TECH PURCHASERS ARE 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
    • 14. 14 SEARCH & INFORMATION SITES ARE 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
    • 15. 15 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
    • 16. 16 Source: 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
    • 17. 17 Source: 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:
    • 18. 18 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
    • 19. 19 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
    • 20. 20
    • 21. 21 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.
    • 22. 22 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 YOU WITH INTENT-BASED BRAND CONTENT GO WHERE THEY ARE INTEGRATE 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 OWNED PAID
    • 23. 23 IN A MULTIPLATFORM WORLD WE SEE EMERGING OPPORTUNITIES Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2013 100 123 114 113 103 98 98 92 100 40 65 61 84 89 106 123 100 96 89 131 145 196 89 83 All Tech Content Cameras Personal Audio Home Audio TVs Tivo & DVR Telephones Cell Phones & Accessories ELECTRONICS CONTENT ENGAGEMENT BY PLATFORM Desktop Smartphone Tablet
    • 24. 24 20% 30% 40% 50% 60% 70% 80% 90% 100% Sunday Monday Tuesday Wednesday Thursday Friday Saturday EHOW PV BY PLATFORM – Q4 2012 Desktop Smartphone and Tablet 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
    • 25. 25 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 1.0% 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
    • 26. 26 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 100 110 120 130 Q1 Q2 Q3 Q4 TECH INTEREST INDEX 2010-2012 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
    • 27. 27 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
    • 28. 28 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
    • 29. 29

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