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Content is theFuel of theSocial Web                 1
PRESENTERSRob Medich (moderator) is the      Kristin Kovner is a Senior     Jon Stewart is Researchmanaging editor of AdWe...
ABOUT THIS STUDY    In June 2010, Nielsen and AOL began studying the    factors that influence consumers’ choice of content...
PEOPLE SPEND MORE THAN HALFTHEIR TIME ONLINE WITH CONTENTAn additional 30% of time online is spent in places where content...
IS CONTENT    THE FUEL OF     THE SOCIAL           WEB?5
Source: NM Incite, GGM Type Comparison Report Date Range:1/17/2011-2/16/2011, Nielsen Netview Dec 2010
CONTENTSHARING                                              All messages               Industry-specificPERCENTAGESSKYROCKE...
SHARING INCREASES ACROSS ALL PLATFORMS Half of all industry-specific social media messages include content sharing.        ...
WHO SHARES CONTENT? EVERYONE.Sharing isn’t age or gender specific                                                          ...
WHERE DO PEOPLE SHARE? EVERYWHERE. Content sharing occurs on every social media platform.Source: Nielsen Online Custom Sur...
EMAIL ISTHE MOSTPOPULARWAYTO SHARECONTENTWhile users shareeverywhere, email isthe primary sharingchannel for most people. ...
EMAIL ANDSOCIALNETWORKSHARING ONTHE RISEPeople are sharing morethan they did 2-3 yearsago - especially women.   Q:   Compa...
SOCIAL NETWORK SHARERSSKEW FEMALE                                                                                         ...
AGE 25-34 OVERINDEX AS SHARERSSource: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282Q: On average, how freq...
WHO DO PEOPLE SHARE WITH?Overwhelmingly, people prefer to share content with friends and family.                          ...
TRUSTPeople are more likely to share content that is trustworthy and helpful.People want to share trusted information     ...
TRUSTPeople are more likely to share content that is trustworthy and helpful.And they do for every industry               ...
WITH ALLTHIS SHARING,WHERE IS THEMARKETINGOPPORTUNITY?                18
TWO KEY WAYS TO ENGAGE WITHCONTENT SHARING   Format of Shared Content                                                     ...
TWO KEY WAYS TO ENGAGE WITHCONTENT SHARINGTake advantage of each type of sharing. The Paths     Pass-Along Media          ...
INDUSTRY     OPPORTUNITIES21
AUTOMOTIVEHow do they share?                                                                                              ...
TECHNOLOGYHow do they share?                                                                                              ...
FINANCEHow do they share?                                                                                                 ...
ENTERTAINMENTHow do they share?                                                                                           ...
WHAT DOES THIS MEAN?Summary•  Content is the fuel of social interaction   and connection across the web –                 ...
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TRUSTPeople are more likely to Aol & Nielsen content sharing study

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TRUSTPeople are more likely to share content that is trustworthy and helpful.People want to share trusted information Information that Information that Information about someone I trust has will help others popular culture shared with me 32% Information about common interest Politics, arts & crafts, parenting, etc. 31% General information I found interesting while surfing the web 27% Information that is new or that few people know aboutSource: Nielsen Online Custom Survey, Dec 10 – Jan 11, Sample n=1,282Q: Thinking of the information you find online and share with others, which statements best describes the content you would like to share with others? 16

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