PERSONAS SONY INTERNET TV                    NOAH SIMON + KATRINA YULO DIGITAL STRATEGIES
THE SOCIAL EXPLORER                VITAL STATSGender, AgeMALE, 25-34RaceCAUCASIANAnnual Income, Dependency Status$60,000+,...
THE SOCIAL EXPLORER                                           DIGITAL LIFEHIS ONLINE MOTIVATIONS                          ...
THE SOCIAL EXPLORER                     DIGITAL LIFERESEARCH/ FIND PRODUCTS TO BUY             RESEARCH ON HOW TO DO THING...
THE SOCIAL EXPLORER                    DIGITAL LIFESTAY UP TO DATE WITH THE NEWS             ENTERTAIN HIMSELF   52%     I...
THE SOCIAL EXPLORER                          DIGITAL LIFESTAY IN TOUCH WITH FRIENDS            Likes to share his experien...
THE SOCIAL EXPLORER                            THE INTERNET            35.8 HOURS             ARE SPENT ONLINE EACH MONTH ...
THE SOCIAL EXPLORER                              GADGETS AND MOBILE    95%                                                ...
THE SOCIAL EXPLORER                               SOCIAL SHARING                 83%                  USE SOCIAL NETWORKIN...
THE PRAGMATIC LEARNER              VITAL STATSGender, AgeMALE, 35-44RaceCAUCASIANAnnual Income, Dependency Status$60,000+,...
THE PRAGMATIC LEARNER                                                        DIGITAL LIFEHIS ONLINE MOTIVATIONS           ...
THE PRAGMATIC LEARNER                    DIGITAL LIFESTAY UP TO DATE WITH THE NEWS        RESEARCH ON HOW TO DO THINGS    ...
THE PRAGMATIC LEARNER                            DIGITAL LIFERESEARCH/ FIND PRODUCTS TO BUY               RESEARCH FOR WOR...
THE PRAGMATIC LEARNER                              DIGITAL LIFE EDUCATES HIMSELF           Is up to date and exhibits a so...
THE PRAGMATIC LEARNER                      INTERNET           57%            WATCHES ONLINE VIDEO                         ...
THE PRAGMATIC LEARNER             GADGETS AND MOBILE  92%             69%                                                6...
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Final target

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Transcript of "Final target"

  1. 1. PERSONAS SONY INTERNET TV NOAH SIMON + KATRINA YULO DIGITAL STRATEGIES
  2. 2. THE SOCIAL EXPLORER VITAL STATSGender, AgeMALE, 25-34RaceCAUCASIANAnnual Income, Dependency Status$60,000+, NO KIDSLIKES LEARNING NEW THINGSFEELS THAT HIS GADGETS CONNECT HIM TO THE WORLDLISTENS TO WHAT HIS PEERS HAVE TO SAY
  3. 3. THE SOCIAL EXPLORER DIGITAL LIFEHIS ONLINE MOTIVATIONS 54% 53% 52% 48% 46% BUY G S S TO THIN S RODU CT O DO E NEW HIMS ELF S IND P OW T H TH FRIEN D F HO NH TE WIT NTER TAIN IT H A RCH/ EARC TO DA E UCH W RESE RES STAY UP TO STAY IN *Global Web Index, Jan 2010. 25-35, Male, USA
  4. 4. THE SOCIAL EXPLORER DIGITAL LIFERESEARCH/ FIND PRODUCTS TO BUY RESEARCH ON HOW TO DO THINGS 54% Likes to find new products 53% Believes that technology on the internet makes his life easier Trusts and seeks Seeks a variety of information online, consumer opinion from health to finances Amazon.com Google.com Ebay.com Wikipedia.org Craigslist.com Bing.comWEBSITES Livingsocial.com WEBSITES Answers.com Overstock.com About.com Cnet.com Ask.com Mapquest.com *The Pew Internet Survey **Quantcast. 25-35, Male, USA, $60,000+, No Kids
  5. 5. THE SOCIAL EXPLORER DIGITAL LIFESTAY UP TO DATE WITH THE NEWS ENTERTAIN HIMSELF 52% Is eager for a varied and Is visually oriented and spends broad perspective 48% a lot of time watching video Cares about his online More likely to visit a website or and physical community watch a show if his friend told him about it Huffingtonpost.com Youtube.com Foxnews.com Comcast.comWEBSITES Cnn.com WEBSITES Hulu.com Drudgereport.com Bleacherreport.com NYtimes.com Tmz.com *Frank N. Magrid Flickr.com *The Pew Internet Survey *Quantcast. 25-35, Male, USA, $60,000+, No Kids
  6. 6. THE SOCIAL EXPLORER DIGITAL LIFESTAY IN TOUCH WITH FRIENDS Likes to share his experiences 46% with his friends online Thinks that technology brings his family and friends closer together Facebook.com Blogger.comWEBSITES Twitter.com Linkedin.com *The Pew Internet Survey *Quantcast. 25-35, Male, USA, $60,000+, No Kids
  7. 7. THE SOCIAL EXPLORER THE INTERNET 35.8 HOURS ARE SPENT ONLINE EACH MONTH 48% VISIT TV WEBSITES IN A TYPICAL WEEK 62% LIKE TO CONNECT TO THE INTERNET 74% WOULD LIKE TO ACCESS STREAMING OR WIRELESSLY VIA CELL PHONE OR DOWNLOADED CONTENT ON TV LAPTOPONLINE MULTI-TASKER 90% EMAIL 80% ONLINE VIDEO to 70% NEWS SHOPPING SEARCH to SOCIAL NETWORKS 60% 100% to IM 90% to 80% MUSIC 70% BANKING & TRAVEL Millennial Data from ComScore, Nielsen, Pew, and Deloitte
  8. 8. THE SOCIAL EXPLORER GADGETS AND MOBILE 95% 70% 63% 74% CELL PHONE iPOD OR MP3 PLAYER LAPTOP GAMING CONSOLE (XBOX, PS3)MOBILE DEPENDENT36.2% USE SMARTPHONES, 41% ARE CELL PHONE 8 OUT OF 10 PEOPLE 79% ARE APP USERSTHE HIGHEST OCCURENCE IN ONLY, NO LANDLINES SLEEP NEXT TO THEIRALL AGE GROUPS MOBILE PHONES Millennial and App data from Pew Internet Project and Comscore
  9. 9. THE SOCIAL EXPLORER SOCIAL SHARING 83% USE SOCIAL NETWORKING SITES 71% CONSUME PERSONAL CONTENT 29% VISIT THEIR PROFILES SEVERAL TIMES A DAY 58% CREATE PERSONAL CONTENT WEEKLYEXPRESSIVE YET RELIANT72% VISIT WEBSITES BASED 69% RELY ON CONSUMER WILL TELL AN AVERAGE OFON WORD OF MOUTH REVIEWS AND RATINGS 18 PEOPLE OF A POSITIVE FOR PURCHASE DECISIONS EXPERIENCE Millennial Data from Pew Internet Research and Neilsen
  10. 10. THE PRAGMATIC LEARNER VITAL STATSGender, AgeMALE, 35-44RaceCAUCASIANAnnual Income, Dependency Status$60,000+, NO KIDSMAKES IT A POINT TO EDUCATE HIMSELF ONLINEDRIVEN TO ADAPT TO NEW SITUATIONSSEEKS VALIDATION FROM ONLINE SOURCES
  11. 11. THE PRAGMATIC LEARNER DIGITAL LIFEHIS ONLINE MOTIVATIONS 50% 47% 46% 42% 36% THE NEWS THIN GS BUY H O DO S TO TE WIT OW T UCT WORK F TO DA CH ON H PROD H FOR HIMS EL STAY UP ESEA R / FIND ESEA RC TES R A RCH R E DUCA RESE *Global Web Index, Jan 2010. 35-44, Male, USA
  12. 12. THE PRAGMATIC LEARNER DIGITAL LIFESTAY UP TO DATE WITH THE NEWS RESEARCH ON HOW TO DO THINGS 50% Wants to know what is 47% Believes that technology current but exercises a makes his life easier healthy skepticism Considers himself self-reliant Google.com Wikipedia.org Huffingtonpost.com Bing.com Foxnews.com Answers.comWEBSITES Cnn.com WEBSITES About.com Drudgereport.com Ask.com Mapquest.com *The Pew Internet Survey **Quantcast. 35-44, Male, USA, $60,000+, No Kids
  13. 13. THE PRAGMATIC LEARNER DIGITAL LIFERESEARCH/ FIND PRODUCTS TO BUY RESEARCH FOR WORK 46% Is happy to contribute with the online shopping communities 42% Believes that the internet connects Believes in “people like me” vs him to like-minded individuals the experts Amazon.com Ebay.com Craigslist.com Twitter.comWEBSITES Livingsocial.com WEBSITES Linkedin.com Overstock.com Washingtonpost.com Cnet.com *Frank N. Magrid *The Pew Internet Survey *Quantcast. 25-35, Male, USA, $60,000+, No Kids
  14. 14. THE PRAGMATIC LEARNER DIGITAL LIFE EDUCATES HIMSELF Is up to date and exhibits a sophisticated 36% use of technology most likely to bank, shop and look for health information online Youtube.com Blogger.comWEBSITES Blogspot.com Nytimes.com *Report Linker 2011 *Quantcast. 25-35, Male, USA, $60,000+, No Kids
  15. 15. THE PRAGMATIC LEARNER INTERNET 57% WATCHES ONLINE VIDEO 75% GET THEIR NEWS ONLINE IN A TYPICAL DAY 84% RESEARCH PRODUCTS 71% WOULD LIKE TO ACCESS STREAMING OR DOWNLOADED CONTENT ON TVPRACTICAL BROWSER 90% EMAIL 80% SEARCH TRAVEL RESERVATIONS to 70% NEWS to HEALTH INFO 60% WATCH VIDEO 100% to GOV WEBSITE BUY A PRODUCT 90% to 80% 70% SOCIAL NETWORK SITES BANK ONLINE Millennial Data from ComScore, Nielsen, Pew, and Deloitte
  16. 16. THE PRAGMATIC LEARNER GADGETS AND MOBILE 92% 69% 63% 61% CELL PHONE DESKTOP COMPUTER LAPTOP GAMING CONSOLE (XBOX, PS3) Millennial and App data from Pew Internet Project and Comscore
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