Digital Moms’ Online BehaviorsPresented by: Tiffini Hiss | @tiffihissV.P. West Coast Sales
comScore’s Innovative Approach to DigitalMeasurement      2 Million Person Panel                      PERSON - Centric Pan...
Digital Moms are among us…
AgendaWho are digital moms?The online behavior andcontent consumption ofdigital moms Web :: Video :: MobileKey Takeaways
Who are “Digital Moms’?
WebsiteConsumption ofDigital Moms
Business/Finance and Technology Sites Index High for Digital Moms                                Top Site Categories Visit...
Digital Moms Are More Likely to VisitApparel, Beauty/Fashion & Community Categoriesof Sites    • Bullet point Site Categor...
Social Networking….Beyond Facebook10,000 8,000 6,000 4,000 2,000    -             TWITTER.COM                       LINKED...
How Digital Moms Measure Up:36% of people who say they use the internet 5 days a week/avg.34%     of people who send/recei...
Moms Over-index in Retail, Community –Family and Educational Specific SitesTop Sites Visited by                           ...
VideoConsumption ofDigital Moms
Video is the Fastest Growing Online Ad Format                                              Online Video Ad Spend per Year ...
23 MILLION DIGITAL MOMS                                         in the United States are                                  ...
Video Viewing Growth is SubstantiallyOutpacing Ad Spend Growth                              Ad Spending per Year (MM)     ...
Digital Moms are Spending More TimeWatching Online Video Versus a Year Ago                                                ...
Where are Digital Moms Watching Video?        Unique Viewers of Video Content1               30.5M        6               ...
Entertainment Sites Attracts Digital Momswho are Highly Engaged with Video                                          Videos...
MobileConsumption ofDigital Moms
How many moms have Smartphones?                             30,000                                                        ...
Digital Moms access both web browsercontent and apps on their mobile devicesSite/App Category            Browser Access   ...
What are Moms Doing on their Mobile Devices?                              Using   Texting    79%             Photo/Video  ...
Moms Index High on Entertainment &Lifestyle Mobile Sites                               Total Audience -                   ...
Key Takeaways & Findings• Digital Moms index really well in  Apparel, Entertainment, Coupons, Beauty/  Fashion & Family Si...
Thank you!  Tiffini Hiss         comScore Inc.   V.P., West Coast    11950 Democracy Drive, Ste. 600   650.244.5426       ...
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adtech San Francisco 2012: Digital Moms' Online Behaviors by Tiffini Hiss

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adtech San Francisco 2012: Digital Moms' Online Behaviors by Tiffini Hiss

  1. 1. Digital Moms’ Online BehaviorsPresented by: Tiffini Hiss | @tiffihissV.P. West Coast Sales
  2. 2. comScore’s Innovative Approach to DigitalMeasurement 2 Million Person Panel PERSON - Centric Panel with 360°View of Person Behavior SITE - Census Measurement Web Visiting & Search Online Behavior Online & Offline Advertising Buying Exposure PANEL CENSUS AdvertisingTransactions Effectiveness Media & Video Demographics, Consumption Lifestyles PANEL & Attitudes Unified Digital Measurement™ (UDM) Mobile Internet Usage & Behavior Patent-Pending Methodology Adopted by 90% of Top U.S. Media Properties V1011
  3. 3. Digital Moms are among us…
  4. 4. AgendaWho are digital moms?The online behavior andcontent consumption ofdigital moms Web :: Video :: MobileKey Takeaways
  5. 5. Who are “Digital Moms’?
  6. 6. WebsiteConsumption ofDigital Moms
  7. 7. Business/Finance and Technology Sites Index High for Digital Moms Top Site Categories Visited by Digital Moms43,000 12042,000 10041,00040,000 8039,000 6038,000 41,778 41,457 41,136 41,11237,000 40 39,22736,000 37,983 36,880 2035,00034,000 0 Total Audience Index of Moms Power (Index of Moms) • Source: comScore Media Metrix, January 2012, Target: F, 18-54, with kids
  8. 8. Digital Moms Are More Likely to VisitApparel, Beauty/Fashion & Community Categoriesof Sites • Bullet point Site Categories Visited by Digital Moms Top 40,000 160 35,000 – Sub Bullet 140 30,000 120 25,000 100 20,000 80 36,880 15,000 60 26,439 10,000 22,114 40 17,073 17,981 5,000 12,246 10,851 20 0 0 Target Audience Index of Moms Linear (Index of Moms) • Source: comScore Media Metrix, January 2012, Target: F, 18-54, with kids
  9. 9. Social Networking….Beyond Facebook10,000 8,000 6,000 4,000 2,000 - TWITTER.COM LINKEDIN.COM Myspace (w/ history) PINTEREST.COM TUMBLR.COM* Google Plus 33% 54% 69% 225% +4500% • Source: comScore Media Metrix, February 2012, Target: F, 18-54, with kids
  10. 10. How Digital Moms Measure Up:36% of people who say they use the internet 5 days a week/avg.34% of people who send/receive > 200 emails per day33% of people who used the Facebook App in the last 30 days • Source: comScore Plan Metrix, January 2012, Target: F, 18-54, with kids
  11. 11. Moms Over-index in Retail, Community –Family and Educational Specific SitesTop Sites Visited by Top Sites Moms Over-Index Moms 184%+ • Source: comScore Media Metrix, February 2012, Target: F, 18-54, with kids
  12. 12. VideoConsumption ofDigital Moms
  13. 13. Video is the Fastest Growing Online Ad Format Online Video Ad Spend per Year (MM)$6,000 2.5X$5,000$4,000$3,000$2,000$1,000 $0 2011 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2012 2013 2014 Source: comScore Video Metrix, August 2011 and eMarketer, January 2010
  14. 14. 23 MILLION DIGITAL MOMS in the United States are going to watch 255 MILLION VIDEOS TODAY • Source: comScore Video Metrix, January 2012, Target: F, 18-54, with kids
  15. 15. Video Viewing Growth is SubstantiallyOutpacing Ad Spend Growth Ad Spending per Year (MM) Videos per Year (MM)$6,000 500000 450000$5,000 400000 350000$4,000 300000$3,000 250000 200000$2,000 150000 100000$1,000 50000 $0 0 2011 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2012 2013 2014 Source: comScore Video Metrix, August 2011 and eMarketer, January 2010
  16. 16. Digital Moms are Spending More TimeWatching Online Video Versus a Year Ago +57.6% +25.6% +7.8% • Source: comScore Video Metrix, January 2012, Target: F, 18-54, with kids
  17. 17. Where are Digital Moms Watching Video? Unique Viewers of Video Content1 30.5M 6 8.4M2 13M 7 7.8M3 12.6M 8 5.1M4 10.4M 9 6.2M5 10.3M 10 5.3M Source: comScore Video Metrix, February 2012
  18. 18. Entertainment Sites Attracts Digital Momswho are Highly Engaged with Video Videos/Viewer Minutes/Viewer Entertainment Sites (mom) (mom) YOUTUBE.COM* 124.1 431.7 Sesame Media Group 56.2 25.5 Hulu 28.8 196.0 ABC Television 23.0 154.0 SPROUTONLINE.COM 21.6 38.0 Fox Broadcasting 20.8 60.2 Justin.TV 19.2 288.1 Disney Entertainment 16.4 25.4 VEVO 16.2 73.0 Viacom Digital 11.7 60.5 • Source: comScore Video Metrix, January 2012, Target: F, 18-54, with kids
  19. 19. MobileConsumption ofDigital Moms
  20. 20. How many moms have Smartphones? 30,000 65%Unique Visitors (millions) 25,000 20,000 15,000 10,000 5,000 0 Smartphone… * Source: MobileLens, Target: Mother, Smartphone [Platform]
  21. 21. Digital Moms access both web browsercontent and apps on their mobile devicesSite/App Category Browser Access App Usage Social Networking 21% 20% Facebook is the #1 application Weather 15% 19% and Google is the #1 site that moms use most! Searching 25% 9% Maps 11% 14% *Source: MobilLens, Target: Mother, January 2012 (3 Mo AVG)
  22. 22. What are Moms Doing on their Mobile Devices? Using Texting 79% Photo/Video 52% Services Taking Photos 63% Email 40%
  23. 23. Moms Index High on Entertainment &Lifestyle Mobile Sites Total Audience - Moms Mobile Brand Moms (000) Index Woman’s Day 550 239 Parents.com 512 216 Taste of Home 609 210 KRAFTrecipes.com 1,132 198 People 1,530 178 Good Housekeeping 852 172 Snapfish 389 172 BetterCrocker.com 1,316 172 *Source: MobileLens, Target: Mother, January 2012 (3 Mo AVG)
  24. 24. Key Takeaways & Findings• Digital Moms index really well in Apparel, Entertainment, Coupons, Beauty/ Fashion & Family Sites.• Digital Moms are spending more time watching video which is the fastest growing online ad format• Digital Moms are clearly leading the charge for smartphone adoption.
  25. 25. Thank you! Tiffini Hiss comScore Inc. V.P., West Coast 11950 Democracy Drive, Ste. 600 650.244.5426 Reston, VA 20190 thiss@comscore.com 703.438.2000 NASDAQ: SCOR

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