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12 03 audience and passionpoints final-1

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Microsoft Advertising defined the audiences for the Passion Points using an independent behavioural based segmentation that took the 20% most active users in these categories.

Microsoft Advertising defined the audiences for the Passion Points using an independent behavioural based segmentation that took the 20% most active users in these categories.

Published in: Sports, Business

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  • 1. Audiences and Passion Points
  • 2. How To Use These Slides?The best matching Mosaic groupsfor this audienceThe best matching demographic groups forthis audience. Male = Blue, Female = RedOur all-up reach of the audienceversus our competitorsThe highest indexingproperties we have thatmatches the audience. Rankedby index and not reachThe size of this audience onlineand how many we reachSome key stats around howthese use our services –such as reach, frequencyand dwell timeLifestyle and attitudinalstats that provide somecolour to the audienceIf you have any questions, please contact Jamie Nathan or Joni Roberts
  • 3. Click To Jump…EntertainmentPassion Points AudiencesCarsShoppingSportsTechnologyTravelWe defined the audiences for the Passion Points using an independent behavioural based segmentation that took the 20% most active users in these categoriesMale 15-24Male 25-34Male 35-4455+AffluentFemale 15-24Female 25-34Female 35-44MumsABC1
  • 4. Who are they?How do they interact with us?91% of people who intend to buy a car in the next 2 yearsvisit our properties each month35% of car enthusiasts visit us on any given day7.5m of our users are interested in motor racing20% of all Petrol Heads have Skype installedThey’re highly engaged, spending an average of 10 minutes on eachof their 22 visits to our properties each month. That’s almost 4 hoursWhere are they? (Composition index)2.7m62.556.751.2 48.743.931.524.921.2Petrol HeadsVideo PlayerTravelMoney122130137139155216222PEOPLE VISIT AUTOMOTIVEWEB SITES EACH MONTHPAY FOR THEIR MAIN CARUPFRONT OUT OF SAVINGS22m45%INTEND TO BUY A NEWVEHICLE IN THE NEXT 2 YEARS9.4mTech & GadgetsHim Sports4.3mAudience SizecomScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011MicrosoftMonthly Reach35-4415-24 55+ £C B DHow do we compare? (reach)
  • 5. Who are they?How do they interact with us?On a daily basis we reach 37% of this audience online.An average of 1.1 minutes per page on MSN - 57% morethan their average dwell time in the UK3.5m of them have Skype installedThey’re highly engaged, spending an average of 12minutes on each of their 24 visits to our properties eachmonth. That’s almost 5 hoursWhere are they? (Composition index)8.2mHow do we compare? (reach)10089.3 87.0 84.577.966.656.943.1Culture VulturesMusicGamesMovies147160182195198220221HAVE BOUGHTAN EBOOKHAVE VISITED THE CINEMAIN THE LAST MONTH2m6mHAVE VISITED THE THEATREIN THE LAST 3 MONTHS3mVideo PlayerCelebrity8.2mAudience SizecomScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 201125-34 15-24 25-3415-24 35-44 Mums £ABC1MicrosoftMonthly ReachK O N
  • 6. Who are they?How do they interact with us?On a daily basis we reach 41% of this audience online.94% of our users look for food and drink promotions51% access Hotmail each month, more than any other email serviceThey’re highly engaged, spending an average of 11 minutes oneach of their 27 visits to our properties each month. That’s 5 hours2.2m of them have Skype installedWhere are they? (Composition index)7.7m10086.4 82.8 81.773.964.250.235.0ShopaholicsCelebrityMusicLife & Style126196211224232251AVERAGE MONTHLY SPENDON THEIR CREDIT CARDLOOK FOR THE LOWESTPOSSIBLE PRICE WHEN SHOPPING£28955%ONLY BUYTRUSTED BRANDS40%TV Money7.7mAudience SizeMovies205comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011MicrosoftMonthly Reach35-44 15-24 25-34 35-44 Mums £ABC1C D MHow do we compare? (reach)
  • 7. Who are they?How do they interact with us?86% of those likely to volunteer at the Olympic games visit us eachmonthWe reach over 90% of people that watch football programmes at leastonce a weekOur users are 13% more likely to visit the Olympic games than the UKaverage9% of our audience spend more than 4 hours a week participating insportWhere are they? (Composition index)3.9m71.764.7 62.6 62.0 60.756.446.335.6Sports fansMoviesTravel182193196262264CONSIDER THEMSELVES TO HAVEA LARGE KNOWLEDGE OF SPORTSBOUGHT SPORTSEQUIPMENT ONLINE6m3mARE LIKELY TO FOLLOWTHE OLYMPICS ONLINE7mVideo Player Him5.5mAudience SizeSports188comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011MicrosoftMonthly Reach15-24 25-34 35-44 55+G A BHow do we compare? (reach)
  • 8. Who are they?How do they interact with us?On a daily basis we reach 40% of this audience online.An average of 1.1 minutes per page on MSN - 71% morethan their average dwell time in the UK2.9m use MSN each month - thats 68% reach50% of all tablet owners visit our sites each monthWhere are they? (Composition index)How do we compare? (reach)73.962.7 62.5 60.949.2 47.637.933.4Geek SquadGamesTVMoney101112127129132153185TravelPAY THEIR BILLSONLINEUSE PRICE COMPARISON WEBSITESTO FIND BETTER DEALS55%62%20hrs3.1m SPENT WATCHING ONLINEVIDEO EACH MONTH4.2mAudience SizecomScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011MicrosoftMonthly Reach25-34 15-24 25-3415-24O A H
  • 9. Who are they?How do they interact with us?On a daily basis we reach 37% of this audience online.They’re highly engaged, spending an average of 10 minutes oneach of their 23 visits to our properties each month. That’s 4 hoursAn average of 1.2 minutes per page on MSN - 89% more thantheir average dwell time in the UK1.7m of them have Skype installedWhere are they? (Composition index)4.8m87.677.371.5 68.862.947.037.729.2Globe TrottersLIKE TO GO BACK TO FAMILIARPLACES FOR HOLIDAYSPREFER HOLIDAYSOFF THE BEATEN TRACK35%27%HAVE BOUGHTA HOLIDAY ONLINE41%5.5mAudience SizeMoviesTravelCelebrity104106154155163204372TVMoneycomScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011MicrosoftMonthly Reach55+ Mums £ABC1A B OHow do we compare? (reach)
  • 10. Who are they?How do they interact with us?They’re highly engaged, spending an average of 10 minutes on eachvisit to our sitesOn a daily basis we reach 35% of all Male 15-24 year olds online.An average of 1.1 minutes per page on MSN - 71% more than theiraverage dwell time in the UK3m (or 78% of the audience) use MSN each monthThey game on Xbox for 11 hours a week on average68% VISIT THE INTERNETAT LEAST ONCE A DAY22% USE INTERNETENABLED TV75% LIKELY TO RECALLMOBILE ADVERTISING115118121136178197225Where are they? (Composition index)HIM SPORTAudience size 4m3.7mMicrosoftmonthly reachHow do we compare? (reach)96.7 96.389.067.562.444.8 39.227.5comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011Males (15-24)
  • 11. Who are they?How do they interact with us?On a daily basis we reach 32% of all Male 25-34 year olds online.An average of 1.3 minutes per page on MSN - 117% more thantheir average dwell time in the UK52% use Hotmail each month, spending more than 3 hours onaverage1.5m (40%) of them have Skype75% MORE LIKELY TO STREAM MUSIC/VIDEO/PHOTOS AROUND THE HOUSE2x MORE LIKELY TO SHOPON THEIR PHONE2x MORE TIME SPENT WATCHINGONLINE VIDEO THAN AVERAGE128135147151193236Where are they? (Composition index)HIMAudience size 4m3.7m97.4 94.984.069.461.434.9 31.8Males (25-34)MoviesVideo PlayerSport147MicrosoftMonthly reachcomScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011How do we compare? (reach)
  • 12. Who are they?How do they interact with us?On a daily basis we reach 30% of all Male 35-44 year olds onlineThey’re highly engaged, spending an average of 12 minutes oneach visit to our sitesAn average of 1.4 minutes per page on MSN – 2x longer thantheir average dwell time in the UKHotmail is their most used email service and they spend almost 4hours using it each monthINDIVIDUAL ONLINE VIDEOSWATCHED EACH MONTHFAST FORWARDTHROUGH TV ADVERTSMORE LIKELY TO PAY FOR ONLINEMAGAZINE/NEWSPAPER CONTENT115121134144152Where are they? (Composition index)HIMAudience size 4m3.4mMicrosoftMonthly reach95.9 93.477.071.462.031.624.7Males (35-44)Life & Style11832071%38%SportcomScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011How do we compare? (reach)
  • 13. Who are they?How do they interact with us?On a daily basis we reach 36% of all female 15-24 year oldsonlineThey’re highly engaged, spending an average of 11 minutes oneach visit to our sitesAn average of 1.1 minutes per page on MSN - 88% more thantheir average dwell time in the UK53% of them use Hotmail, with 400,000 doing so each daySPENT WATCHING ONLINEVIDEOS EACH MONTHUSE THE INTERNET FIRST WHENNEEDING TO FIND INFORMATIONMORE LIKELY TO SEND30 TEXTS PER DAYWhere are they? (Composition index)Audience size 3.5m3.3m95.8 95.288.960.755.937.032.6Females (15-24)Tech & Gadgets22hrs74%Music2x118123129131133152165Life & StyleCelebrity MusicMicrosoftMonthly reachcomScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011How do we compare? (reach)
  • 14. Who are they?How do they interact with us?On a daily basis we reach 32% of all female 25-34 year oldsonlineAn average of 1.4 minutes per page on MSN - 83% more thantheir average dwell time in the UK75% use Hotmail spending an average of 2.5 hours monthly1.3m of them have SkypeSPENT WATCHING ONLINEVIDEO EACH MONTHMORE LIKELY TO DOWNLOADHEALTH/DIET APPSMORE LIKELY TO LOOK FOR JOBOPPORTUNITIES ONLINEWhere are they? (Composition index)Audience size 3.8m3.5m95.1 94.585.062.155.239.527.6Females (25-34)115126135141150MusicTV117CelebrityTech & Gadgets54%30%20.6Life & Style24hrsMicrosoftMonthly reachcomScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011How do we compare? (reach)
  • 15. Who are they?How do they interact with us?On a daily basis we reach 30% of all female 35-44 year olds onlineAn average of 1.2 minutes per page on MSN - 84% more thantheir average dwell time in the UK73% visit MSN each monthThey’re highly engaged, spending an average of 12 minutes oneach visit to our sites1m of them have SkypeSPENT WATCHING ONLINEVIDEO EACH MONTHPAY THEIR BILLSONLINEUSE PRICE COMPARISON WEBSITESTO FIND BETTER DEALSWhere are they? (Composition index)Audience size 3.7m3.5m93.7 93.078.867.454.532.826.3Females (35-44)109124127133187TV114CelebrityLife & Style60%62%24.9Music News14hrsMicrosoftMonthly reachcomScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011How do we compare? (reach)
  • 16. Who are they?How do they interact with us?On a daily basis we reach 30% of all 55+ year olds onlineSpend 1.9 minutes per page on MSN - 158% more than theiraverage dwell time in the UK59% visit MSN each monthThey’re highly engaged, spending an average of 12 minutes oneach visit to our sites1.8m of them have SkypeMORE LIKELY TO RESEARCH FAMILYHISTORY/GENEOLOGY ONLINEMORE LIKELY TO CHECK SHARESAND INVESTMENTS ONLINEUSE PRICE COMPARISON WEBSITESTO FIND BETTER DEALSWhere are they? (Composition index)Audience size 8.3m7.4m89.3 88.365.448.329.4 25.855+122128130134Money126Sport News61%62%Video player Movies13075%MicrosoftMonthly reachcomScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011How do we compare? (reach)
  • 17. Who are they?How do they interact with us?On a daily basis we reach 31% of all Mums onlineSpend 1.3 minutes per page on MSN - 2x more than theiraverage dwell time in the UK82% visit MSN each monthThey’re highly engaged, spending an average of 11minutes on each visit to our sites1.8m of them have SkypeSPENT WATCHING ONLINEVIDEO EACH MONTHPAY THEIR BILLSONLINEUSE PRICE COMPARISON WEBSITESTO FIND BETTER DEALSWhere are they? (Composition index)Audience size 5.5m5.3m88.171.064.042.3MumsGamesCelebrityTV55%62%Money31.726.6101112127129132153185Travel97.5 96.620hrsMicrosoftMonthly reachcomScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011How do we compare? (reach)
  • 18. Who are they?How do they interact with us?On a daily basis we reach 28% of all affluent users onlineSpend 1.4 minutes per page on MSN – 120% more than theiraverage dwell time in the UK71% visit MSN each monthThey spend an average of 10 minutes on each of their 18 visits toour sites each month2.2m of them have SkypeSPENT WATCHING ONLINEVIDEO EACH MONTHMORE LIKELY TO USE CALENDAR/ TODO ON THEIR PHONEMORE LIKELY TO VIDEO CALLFRIENDS AND FAMILYWhere are they? (Composition index)Audience size 6.5m6m94.9 92.675.071.1 70.239.8Affluent (AB, HHI £50k>)MusicTravelCelebrity78%66%29.3109116123137144211Life & Style23hrsMicrosoftMonthly reachcomScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011How do we compare? (reach)
  • 19. Who are they?How do they interact with us?On a daily basis we reach 30% of all ABC1’s onlineSpend 1.5 minutes per page on MSN – 122% more than their averagedwell time in the UKHotmail is their most used email service and they spend over 3 hoursusing it each monthThey spend an average of 11 minutes on each of their 17 visits to oursites each month7.7m have SkypeSPENT WATCHING ONLINEVIDEO EACH MONTHPAY THEIR BILLSONLINEUSE PRICE COMPARISON WEBSITESTO FIND BETTER DEALSWhere are they? (Composition index)Audience size 25m22.2m76.166.460.837.9MoviesTravelCelebrity54%60%Money31.225.6TV93.6 90.3107109112115121107ABC130hrsMicrosoftMonthly reachcomScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012TGI GB NET Q4 2011How do we compare? (reach)