FTSE100 Online Audience Research 2013

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In this presentation we share the main findings from Gaia Insight / The Group’s FTSE100 Online Audience Research 2013.
We delivered this presentation at a breakfast we held with a small group of FTSE100 corporate communicators on 17 May 2013.
We have found significant trends that changed direction in 2012, indicating that this is a truly dynamic and fascinating time to be measuring what users of large scale UK corporate web sites are doing.
Our aim is to spread awareness of the scale and power of corporate web sites and the depth, diversity and behaviour of their audiences, alongside the technology and social media that people use.

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FTSE100 Online Audience Research 2013

  1. 1. Breakfast seminarFTSE100 OnlineAudience Report 2013Andrew MorrisCathal Smyth17 May 2013
  2. 2. What’s on themenu?1. GAIA Insight &behavioural analytics2. Main researchfindings3. What does it meanin practice?4. Discussion#ftse100oarGroupFriends
  3. 3. We help organisationsto connect, inform,understand and influencethe people who matter tothemDelivering enhancedcorporate reputation andcompetitive advantage
  4. 4. 5year average1995first site199520032007200920042008200320092008200920112013 2001 200020102001201120122012 20122012
  5. 5. Specialist division providing webanalytics for corporate communicatorsAdvice and analyticsStrategic performance metricsBenchmarking
  6. 6. Web analytics issuesfor corporate communicatorsEcommerce metrics are unsuitableStrategy and measurement are not alignedNo-one knows what good looks likeInsight is a rare commodity
  7. 7. FTSE100 Online Audience reportFounded 2009, research into FTSE100corporate web sites to benchmarkperformance and KPIsCurrently 21 membersAberdeen AM Anglo American British LandBT Centrica Imperial TobaccoIHG J Sainsbury Johnson MattheyKingfisher Meggitt PetrofacRexam Rio Tinto RBSSABMiller Serco Standard CharteredTesco Tullow Oil Wolseley
  8. 8. 1. Growth – all key metrics2. Diversity – audiences, devices and content3. Change – new and different trends3 themes
  9. 9. Growth
  10. 10. A sense of scale62m visits(+17.2% on 2011)170mpage views(+ 13.2% on 2011)Index participants received in 2012
  11. 11. GrowthVisits in 2012 show growth acceleratedBased on data from FTSE100 sites monitored by Gaia Insight050100150200250300Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12FTSE100OnlineVisitsIndex
  12. 12. FTSE100 Online Visits IndexMarket capitalisation influences growthBased on data from FTSE100 sites monitored by Gaia Insight050100150200250300Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12FTSE100OnlineVisitsIndex01 - 50 by market capitalisation51 - 101 by market capitalisation
  13. 13. Tablets growth% of visits continue to accelerateBased on data from FTSE100 sites monitored by Gaia Insight0.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12%oftotalvisits
  14. 14. Diversity
  15. 15. 0200,000400,000600,000800,0001,000,0001,200,0000 50,000 100,000 150,000 200,000 250,000 300,000 350,000PageviewspermonthVisits per monthFTSE100 OnlineIndex averageFTSE100 sites come in all shapes and sizesMonthly page views versus visitsBased on data from FTSE100 sites monitored by Gaia Insight
  16. 16. Audiences are globalBased on data from FTSE100 sites monitored by Gaia InsightUnited Kingdom42%United States13%India5%France3%Germany2%South Africa2%United ArabEmirates2%Rest of the world31%Does your site deal with international visitors?
  17. 17. Visitor languageBased on data from FTSE100 sites monitored by Gaia InsightEnglish still dominantEnglish80.2%Chinese2.6%French2.5%German2.1%Spanish2.0%Others10.6%English (US)56.8%English (UK)38.5%English(South Africa)1.6%English(Australia)1.1% Others2.0%Language breakdown English breakdown
  18. 18. Technological diversity is growingBased on data from FTSE100 sites monitored by Gaia Insight0%10%20%30%40%50%60%70%80%90%100%Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12%oftotalvisits% of PC % of Mac % of mobile % of tabletsMobile and tablet visits taking share from desktops
  19. 19. Tablet visits breakdown0%10%20%30%40%50%60%70%80%90%100%Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12%oftabletvisitsiPad Android BlackBerry Linux OthersTablets dominated by iPads but Android growingBased on data from FTSE100 sites monitored by Gaia Insight
  20. 20. Change
  21. 21. The time of day matters for devicesBased on data from FTSE100 sites monitored by Gaia Insight0.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%8.0%00:00 02:00 04:00 06:00 08:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00%oftotalvisitsHour of day (Mon – Fri)Desktop visitsMobile phone visitsTablet visitsAre these new audiences or just new connections?
  22. 22. User behaviours showed positive movement% change from 2011-15%-10%-5%0%5%10%15%20%Dwell time Consumption Loyalty Curiosity Familiarity Engagement Kinship%changeBased on data from FTSE100 sites monitored by Gaia Insight
  23. 23. Has mobile phone access peaked?% of visits plateauingBased on data from FTSE100 sites monitored by Gaia Insight0.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%8.0%Jan-09 May-09 Sep-09 Jan-10 May-10 Sep-10 Jan-11 May-11 Sep-11 Jan-12 May-12 Sep-12%oftotalvisits
  24. 24. Dynamic mobile market is evident0%10%20%30%40%50%60%70%80%90%100%Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12%ofmobilevisitsiPhone Android BlackBerry Symbian Windows OthersMobile dominated by iPhones but Android growingBased on data from FTSE100 sites monitored by Gaia Insight
  25. 25. 15,099 followers (6,773 in 2011)Average numbers are rising fastAdjusted to remove outliers181,585 fans (72,850 in 2011)37,807 followers (14,392 in 2011)811,523 views (623,690 in 2011)
  26. 26. But no equivalent uplift in corporate site trafficLinkedIn the only area of growthBased on data from FTSE100 sites monitored by Gaia Insight0.0%0.5%1.0%1.5%2.0%2.5%3.0%3.5%4.0%Jan-09 May-09 Sep-09 Jan-10 May-10 Sep-10 Jan-11 May-11 Sep-11 Jan-12 May-12 Sep-12%oftotalvisitsOthersYouTubeBlogspotTwitterFacebookLinkedInWikipedia
  27. 27. 1. Growth in visits accelerated in 20122. International audiences remain significant3. Social media is not yet a major driver of traffic4. Tablet use has grown rapidly, while mobilegrowth stalled in 20125. Audience behaviour is maturingKey research findings
  28. 28. Anyone for coffee?
  29. 29. What does it meanin practice?
  30. 30. 1. Benchmark against peers and best in class to establish a plan2. Understand how diverse your audiences are. Do you providefor the many or the few?3. Learn what drives engagement and do more of it. Often it’sblogs and interaction4. Ensure your site works for your visitors. Corporate sites andapps should work for a range of devices and browsers5. Be social but be clever – large scale social media campaignsand monitoring aren’t appropriate for all companies6. Measure your performance against your strategy linked touser behaviours – think by audience not just by section or siteCheck list
  31. 31. Behaviour metricsConsider benchmarkingDwell timeCuriosityConsumptionEngagementLoyaltyFamiliarityKinshipClient AFTSE100 averageFTSE100 lowBest in class
  32. 32. Understand the impact of particular contentBlog visitors:1. View 11 morepages in their visitthan the average2. Spend 8 minslonger on the site3. Are 10% morelikely to returnBlogs can drive visitor interaction
  33. 33. Based on data from FTSE100 sites monitored by Gaia InsightAll users Mobile usersContent useContent use varies by device, what should you provide formobile users?Careers41%Investors18%About us13%Commercial12%Media6%CR2%Other8%Careers33%Investors18%About us16%Commercial14%Media6%CR5%Other8%
  34. 34. Based on data from FTSE100 sites monitored by Gaia InsightAll users Tablet usersContent useTablet users are more investor relations focussed how canthis be exploited?Careers33%Investors21%About us16%Commercial13%Media7%CR4%Other6%Careers33%Investors18%About us16%Commercial14%Media6%CR5%Other8%
  35. 35. Any questions?
  36. 36. QuestionsWhat do I do withthese stats?Is my site normal?What content is mostengaging?How do Imeasure Socialmedia?Who or what is myaudience?What should Imeasure?What doesgood look like?What impact aretablets and mobilehaving?How do I linkanalytics to mystrategy?What tools should I use?What is the rightfrequency of analyticsreportingCan ROI be measured?
  37. 37. Thank you…For further information visit:www.GaiaInsight.comOr call Andrew Morris on:+44(0)20 3167 2045

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