MEASURING THE DIGITAL WORLD




             A Profile of 2.0 Finance site users


             September 2008
Table of Contents



  ■ comScore Overview
  ■ 2.0 Finance Site Overview
  ■ Demographics of Users
  ■ Online Behavioral P...
What We Do….

  ■ comScore measures the continuous online activity
    of 2 million people enabling us to measure their
  ...
Table of Contents



  ■ comScore Overview
  ■ 2.0 Finance Site Overview
  ■ Demographics of Users
  ■ Online Behavioral P...
2.0 Finance site visitors were compared to
General Finance and General 2.0 site visitors


                               ...
2.0 Finance site volume as a category are still
small compared to other categories




                                   ...
2.0 Finance sites have stronger growth, however




                                            YoY Growth of Unique Visit...
13% of online users claimed to have heard of at
 least one 2.0 Finance site

                                             ...
68% of survey respondents who heard of 2.0
 Finance sites have not used them, however

                                   ...
Those who hadn’t heard of a 2.0 Finance site were
 most interested in comparison shopping features

                      ...
Table of Contents



  ■ comScore Overview
  ■ 2.0 Finance Site Overview
  ■ Demographics of Users
  ■ Online Behavioral P...
The top 20% of visitors in terms of time spent in the
category are categorized as “Heavy” category users




             ...
Heavy users, defined as the top 20% of category
visitors , make up 51% to 76% of category visits


                       ...
Heavy Users of Finance 2.0 Sites are Nearly
Twice as Likely to Make $100,000 or More



                                 H...
Med/Light Finance 2.0 users also skew towards
higher income



                                                       Hous...
Heavy Users of Finance 2.0 Sites are
overwhelmingly male




                                                  Gender, Hea...
Med/Light 2.0 Finance site users are also more
likely to be male



                                    Gender, Medium/Lig...
Heavy Finance 2.0 site visitors tend to be more
likely to have a 4 yr + college degree



                    Education Le...
Medium/Light visitors to all categories studied are
even more likely to have a 4+ yr college degree




                  ...
Heavy 2.0 Finance site visitors skew towards an
older demographic



                                                     ...
Medium/Light 2.0 Finance and General Finance
visitors are more similar in age distribution



                            ...
Core demographic comparison

                                                               Finance 2.0                Gen...
Table of Contents



  ■ comScore Overview
  ■ 2.0 Finance Site Overview
  ■ Demographics of Users
  ■ Online Behavioral P...
Looking at total internet usage, 2.0 Finance site
visitors are among the heaviest internet users



                      ...
Medium/Light Finance 2.0 site visitors are relatively
similar to heavy site visitors in total internet usage



          ...
Significant differentiation exists when looking at
average time spent in category, however


                             ...
Nearly half of 2.0 Finance site visitors also
logged in to an account at a Top 10 Bank site


                            ...
Finance 2.0 site visitors are more engaged on the
BofA’s site and have nearly 3X deposits




              Avg Min/Visito...
Finance 2.0 site visitors average more online
relationships with Top 10 banks



                                         ...
Heavy users of Finance 2.0 sites also spend
significantly more time on Travel and Technology sites

                      ...
Within Business/Finance, heavy Finance 2.0 users
significantly over index in several key subcategories

              Busi...
Heavy Finance 2.0 users spend disproportionate time
researching cruises and related travel information

          Travel S...
Heavy Finance 2.0 users also spend a significantly
higher amount of time on technology related sites

                   T...
Heavy 2.0 Finance visitors over-index in duration in
the webmail, photos, and coupons subcategories

                   Se...
Heavy users of Finance 2.0 sites also spend
significantly more time on high end retail sites

                    Retail C...
Sample brands where Finance 2.0 heavy visitors
over index in duration in the Retail category




Proprietary and Confident...
Understanding where Finance 2.0 users spend less
time than the avg online users is insightful as well

                   ...
Table of Contents



  ■ comScore Overview
  ■ 2.0 Finance Site Overview
  ■ Demographics of Users
  ■ Online Behavioral P...
Summary – Heavy 2.0 Finance Visitors

■ Demographics
             – Male (69%)
             – High income (50% household i...
Questions?




               Brian Jurutka
               VP
               comScore, Inc.
               bjurutka@comsco...
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comScore_web_20_finance_20080912

  1. 1. MEASURING THE DIGITAL WORLD A Profile of 2.0 Finance site users September 2008
  2. 2. Table of Contents ■ comScore Overview ■ 2.0 Finance Site Overview ■ Demographics of Users ■ Online Behavioral Profiling ■ Summary Proprietary and Confidential Do not distribute without written permission from comScore 2
  3. 3. What We Do…. ■ comScore measures the continuous online activity of 2 million people enabling us to measure their online and offline consumer behavior ■ The consumer panel is a representative cross section of the US Population and worldwide regions and countries ■ Permission to survey panelists; Permission to match to 3rd party databases; Addition of other offline data through partnerships ■ Portfolio of products and services that include syndicated audience measurement, tracking studies, ad hoc analysis and custom panels Proprietary and Confidential Do not distribute without written permission from comScore 3
  4. 4. Table of Contents ■ comScore Overview ■ 2.0 Finance Site Overview ■ Demographics of Users ■ Online Behavioral Profiling ■ Summary Proprietary and Confidential Do not distribute without written permission from comScore 4
  5. 5. 2.0 Finance site visitors were compared to General Finance and General 2.0 site visitors Sample Sites General General Finance 2.0 Finance 2.0 5 Proprietary and Confidential Do not distribute without written permission from comScore
  6. 6. 2.0 Finance site volume as a category are still small compared to other categories Category Unique Visitors (MM), June 2008 118 74 1 General 2.0 General Finance Finance 2.0 Proprietary and Confidential Do not distribute without written permission from comScore 6
  7. 7. 2.0 Finance sites have stronger growth, however YoY Growth of Unique Visitors to Category (Q107 to Q108) 24% 13% 5% Finance 2.0 General 2.0 General Finance Proprietary and Confidential Do not distribute without written permission from comScore 7
  8. 8. 13% of online users claimed to have heard of at least one 2.0 Finance site 100% 13% Yes 87% No Have You Heard of the Site? Source: comScore survey, September 2008, n=2030 Proprietary and Confidential Do not distribute without written permission from comScore 8
  9. 9. 68% of survey respondents who heard of 2.0 Finance sites have not used them, however 100% 100% 13% Yes 68% No 87% No 19% Previous User 13% Current User Have You Heard of the Site? Have you used the site? Source: comScore survey, September 2008, n=2030 Proprietary and Confidential Do not distribute without written permission from comScore 9
  10. 10. Those who hadn’t heard of a 2.0 Finance site were most interested in comparison shopping features % Very Interested in 2.0 Finance site feature, September 2008 • Although Comparison Heard of a 2.0 Site 27.2% Shopping is not a feature Social Stock Predictions exclusive to 2.0 Finance 4.4% Not heard of a 2.0 Site sites, it resonated with 26.1% Financial Blogging those who had not heard 4.4% of 2.0 Finance sites 21.8% • Overall, however, interest Sharing Investment Info 5.0% in typical 2.0 Finance site 28.1% features among those Financial Data Aggregation 5.1% who have not heard of 2.0 Finance sites was Database of financial articles 28.3% 5.4% relatively low 26.2% • This indicates significant Peer-to-Peer Lending awareness and education 5.4% is needed to continue to 26.8% grow the category Tracking Money Owed 5.9% 26.8% Comparison Shopping 9.4% Source: comScore survey, September 2008, n=2030 Proprietary and Confidential Do not distribute without written permission from comScore 10
  11. 11. Table of Contents ■ comScore Overview ■ 2.0 Finance Site Overview ■ Demographics of Users ■ Online Behavioral Profiling ■ Summary Proprietary and Confidential Do not distribute without written permission from comScore 11
  12. 12. The top 20% of visitors in terms of time spent in the category are categorized as “Heavy” category users Heavy vs. Medium/Light Category Users Total Spent on Category Sites Top 20% = Heavy Users Bottom 80% = Medium/Light Users Finance 2.0 General 2.0 General Total Finance Internet Proprietary and Confidential Do not distribute without written permission from comScore 12
  13. 13. Heavy users, defined as the top 20% of category visitors , make up 51% to 76% of category visits Share of Visits by Online Usage Segment, June 2008 Heavy Users 59% 51% 62% 76% Medium/Light 49% 38% 41% Users 24% Finance 2.0 General 2.0 General Finance Total Internet Proprietary and Confidential Do not distribute without written permission from comScore 13
  14. 14. Heavy Users of Finance 2.0 Sites are Nearly Twice as Likely to Make $100,000 or More Household Income, Heavy Online Users, June 2008 40% General Finance 28% 28% 26% Finance 2.0 General 2.0 24% 23% 18% 16% 17% 13% 12% 11% 9% 9% 7% 6% 4% 3% 3% 2% 1% Less than $15,000 - $25,000 - $40,000 - $60,000 - $75,000 - $100,000 or $15,000 $24,999 $39,999 $59,999 $74,999 $99,999 more • 56% of heavy 2.0 Finance site users have a household income >$75K, compared to 46% of heavy General Finance users and 40% of General 2.0 sites Proprietary and Confidential Do not distribute without written permission from comScore 14
  15. 15. Med/Light Finance 2.0 users also skew towards higher income Household Income, Medium/Light Online Users, June 2008 33% General Finance 24% 27% 28% 24% Finance 2.0 General 2.0 22% 20% 18%19% 13% 13% 11% 9% 9% 9% 4% 6% 5% 3% 3% 2% Less than $15,000 - $25,000 - $40,000 - $60,000 - $75,000 - $100,000 or $15,000 $24,999 $39,999 $59,999 $74,999 $99,999 more Proprietary and Confidential Do not distribute without written permission from comScore 15
  16. 16. Heavy Users of Finance 2.0 Sites are overwhelmingly male Gender, Heavy Online Users, July 2008 31% 47% 51% Female 69% 53% 49% Male Finance 2.0 General 2.0 General Finance Proprietary and Confidential Do not distribute without written permission from comScore 16
  17. 17. Med/Light 2.0 Finance site users are also more likely to be male Gender, Medium/Light Online Users, July 2008 43% 50% 51% Female 57% 50% 49% Male Finance 2.0 General 2.0 General Finance • While the gender split for Finance 2.0 is closer to 50/50 for medium/light users, females are still less likely to visit Finance 2.0 sites than the other sites Proprietary and Confidential Do not distribute without written permission from comScore 17
  18. 18. Heavy Finance 2.0 site visitors tend to be more likely to have a 4 yr + college degree Education Level, Heavy Online Users, July 2008 33% Bachelors Degree 47% or Greater 59% 37% Some College or 33% Associates Degree 40% 30% High School 19% 1% Diploma or Less Finance 2.0 General 2.0 General Finance Proprietary and Confidential Do not distribute without written permission from comScore 18
  19. 19. Medium/Light visitors to all categories studied are even more likely to have a 4+ yr college degree Education Level, Medium/Light Online Users, June 2008 Bachelors Degree 47% 50% or Greater 85% Some College or 32% 30% Associates Degree 21% 20% High School 14% Diploma or Less 1% Finance 2.0 General 2.0 General Finance Proprietary and Confidential Do not distribute without written permission from comScore 19
  20. 20. Heavy 2.0 Finance site visitors skew towards an older demographic Age, Heavy Online Users, June 2008 41% General Finance Finance 2.0 General 2.0 24% 24% 24% 22% 22% 19%18% 19% 18% 16% 15% 14% 9% 8% 5% 1% 2% 12-24 25-34 35-44 45-54 55-64 65+ • General 2.0 sites are heavily skewed towards the 12-24 age group, providing a solid pool of 2.0 Finance site users as they mature Proprietary and Confidential Do not distribute without written permission from comScore 20
  21. 21. Medium/Light 2.0 Finance and General Finance visitors are more similar in age distribution Age, Medium/Light Online Users, June 2008 28% 23% 21% 21% 22% 21% 22% 20% 18% 19% 18% 18% General Finance 11% 12% 9% Finance 2.0 General 2.0 7% 5% 5% 12-24 25-34 35-44 45-54 55-64 65+ Proprietary and Confidential Do not distribute without written permission from comScore 21
  22. 22. Core demographic comparison Finance 2.0 General Finance Web 2.0 $100K + $100K+ $40-$59K Income (40%) (28%) (28%) Male Female Male Gender (63%) (53%) (53%) Bachelors+ Bachelors+ Associates Education (59%) (53%) (47%) 45-54 35-44 12-24 Age (24%) (24%) (41%) Proprietary and Confidential Do not distribute without written permission from comScore 22
  23. 23. Table of Contents ■ comScore Overview ■ 2.0 Finance Site Overview ■ Demographics of Users ■ Online Behavioral Profiling ■ Summary Proprietary and Confidential Do not distribute without written permission from comScore 23
  24. 24. Looking at total internet usage, 2.0 Finance site visitors are among the heaviest internet users Segment usage of Total Internet, June 2008 Hrs Online per Visitor Sessions per Visitor 68 35 28 44 24 37 Fin 2.0 Gen Fin Gen 2.0 Fin 2.0 Gen Fin Gen 2.0 Proprietary and Confidential Do not distribute without written permission from comScore 24
  25. 25. Medium/Light Finance 2.0 site visitors are relatively similar to heavy site visitors in total internet usage Segment usage of Total Internet by Heavy vs. Medium/Light Users, June 2008 Hrs Online per Visitor Sessions per Visitor 34 35 37 80 31 65 64 67 26 22 40 30 Heavy M/L Fin 2.0 Gen Fin Gen 2.0 Fin 2.0 Gen Fin Gen 2.0 Proprietary and Confidential Do not distribute without written permission from comScore 25
  26. 26. Significant differentiation exists when looking at average time spent in category, however Segment usage of Category Usage by Heavy vs. Medium/Light Users, June 2008 Minutes Spent in Sessions per Visitor category per Visitor 19 982 11 5 5 Heavy 1 3 107 14 M/L 73 1 72 Fin 2.0 Gen Fin Gen 2.0 Fin 2.0 Gen Fin Gen 2.0 Proprietary and Confidential Do not distribute without written permission from comScore 26
  27. 27. Nearly half of 2.0 Finance site visitors also logged in to an account at a Top 10 Bank site Percent of Internet Visitors that Log In to an Online Bank Account, June 2008 48% 27% Non-Finance 2.0 Finance 2.0 Proprietary and Confidential Do not distribute without written permission from comScore 27
  28. 28. Finance 2.0 site visitors are more engaged on the BofA’s site and have nearly 3X deposits Avg Min/Visitor, Bank of Avg Deposit Balance America, June 2008 (000s), Bank of America, June 2008 71 $9.1 41 $3.2 Non-Finance Finance Non-Finance Finance 2.0 2.0 2.0 2.0 Proprietary and Confidential Do not distribute without written permission from comScore 28
  29. 29. Finance 2.0 site visitors average more online relationships with Top 10 banks Avg # of Online Bank Relationships, Top 10 Banks, June 2008 1.7 1.4 Non-Finance 2.0 Finance 2.0 Proprietary and Confidential Do not distribute without written permission from comScore 29
  30. 30. Heavy users of Finance 2.0 sites also spend significantly more time on Travel and Technology sites Category Consumption duration index by heavy visitors to category indexed vs. Total Internet, June 2008 1,000 900 800 Finance 2.0 700 Index of 0 = spends as much time per visitor as avg internet user 600 500 400 300 General 2.0 200 General Finance 100 - (100) (200) Career Services and… Directories/Resources Business/Finance News/Information Regional/Local Technology Telecommunications Auctions Community Search/Navigation Health Hobbies/Lifestyle Automotive Real Estate Gambling Education All Other Total Internet Services Portals Entertainment Government Sports Business to Business Travel Corporate Presence Retail ISP Conversational Media Promotional Servers XXX Adult Games Proprietary and Confidential Do not distribute without written permission from comScore 30
  31. 31. Within Business/Finance, heavy Finance 2.0 users significantly over index in several key subcategories Business/Finance Subcategory Consumption duration index by heavy visitors to category indexed vs. Total Internet (June 2008) Finance 2.0 1,119 News/Research 79 General Finance (38) General 2.0 722 Personal Finance 175 (21) 531 Online Trading 16 (72) Financial 215 44 Information/Advice (38) 171 Banking 199 (9) (74) Taxes 24 (6) Sample brands that over-index for heavy Finance 2.0 visitors Proprietary and Confidential Do not distribute without written permission from comScore 31
  32. 32. Heavy Finance 2.0 users spend disproportionate time researching cruises and related travel information Travel Subcategory Consumption duration index by heavy visitors to category indexed vs. Total Internet (June 2008) 2,648 Ground/Cruise 60 (27) 353 Travel - Information 25 (22) 238 Finance 2.0 Transactions 61 General Finance (16) General 2.0 67 Hotels/Resorts 43 (24) 62 Online Travel Agents 32 (11) (64) Airlines 45 (22) (81) Car Rental 21 Sample brands that over-index for (14) heavy Finance 2.0 visitors Proprietary and Confidential Do not distribute without written permission from comScore 32
  33. 33. Heavy Finance 2.0 users also spend a significantly higher amount of time on technology related sites Technology Consumption duration index by heavy visitors to category indexed vs. Total Internet (June 2008) Finance 2.0 Technology 29 General Finance 14 General 2.0 Sample brands that over-index for heavy Finance 2.0 visitors Proprietary and Confidential Do not distribute without written permission from comScore 33
  34. 34. Heavy 2.0 Finance visitors over-index in duration in the webmail, photos, and coupons subcategories Services Subcategory Consumption duration index by heavy visitors to category indexed vs. Total Internet (June 2008) 229 e-mail 118 8 124 Photos 13 130 Coupons 28 Finance 2.0 (31) General Finance 32 General 2.0 Downloads (1) 18 15 Incentives 12 39 (16) Instant Messengers 41 74 (36) Discussion/Chat 63 16 (55) Web Hosting (20) 15 (82) Sample brands that over-index for e-cards (2) heavy Finance 2.0 visitors (32) Proprietary and Confidential Do not distribute without written permission from comScore 34
  35. 35. Heavy users of Finance 2.0 sites also spend significantly more time on high end retail sites Retail Category Consumption duration index by heavy visitors to category indexed vs. Total Internet, June 2008 400 Index of 0 = spends as much time 300 Finance 2.0 per visitor as avg internet user 200 General 100 Finance 0 General 2.0 -100 Proprietary and Confidential Do not distribute without written permission from comScore 35
  36. 36. Sample brands where Finance 2.0 heavy visitors over index in duration in the Retail category Proprietary and Confidential Do not distribute without written permission from comScore 36
  37. 37. Understanding where Finance 2.0 users spend less time than the avg online users is insightful as well Category Consumption duration index by heavy visitors to category indexed vs. Total Internet (June 2008) (66) Business to Business 38 (61) (38) Education 46 15 (34) Finance 2.0 Sports 43 19 General Finance (27) General 2.0 Games 21 19 (24) Gambling 32 (11) (17) Government 34 (25) (12) Real Estate 45 (15) (10) Entertainment 32 199 Proprietary and Confidential Do not distribute without written permission from comScore 37
  38. 38. Table of Contents ■ comScore Overview ■ 2.0 Finance Site Overview ■ Demographics of Users ■ Online Behavioral Profiling ■ Summary Proprietary and Confidential Do not distribute without written permission from comScore 38
  39. 39. Summary – Heavy 2.0 Finance Visitors ■ Demographics – Male (69%) – High income (50% household income >$75K) – Well Educated (59% Bachelor’s degree or higher) – Older (32% are 55+) ■ Very active online - 35 sessions/68 hrs online ■ Are more involved with financial services online overall - 48% login to a Top 10 bank online account - Login to 1.7 banks vs. 1.4 banks for avg Top 10 online banker - Spent 1.5 times as much time on Bank of America’s site as non-Finance 2.0 visitor with 3X deposit balance ■ Types of Sites Visited when not on Finance 2.0 site – Finance (News/Information, Personal Finance, Online Trading, Financial Advice) – Travel (Cruises, Travel Info, Transactions, Hotels/Resorts – Services (E-Mail, Photos, Coupons) – Retail (Luxury Items, Computer Hardware/Software) Proprietary and Confidential Do not distribute without written permission from comScore 39
  40. 40. Questions? Brian Jurutka VP comScore, Inc. bjurutka@comscore.com 703.438.2113 Proprietary and Confidential Do not distribute without written permission from comScore 40

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