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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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ABOUT THIS STUDY In June Aol & Nielsen content sharing study

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ABOUT THIS STUDY In June 2010, Nielsen and AOL began studying the factors that influence consumers’ choice of content. Among their findings, Nielsen and AOL determined that users spend over half their time online consuming content. Social media and email were the next largest categories of consumption. This prompted the question: How much of a user’s communications also involve content? In December 2010, Nielsen applied its Social Media Monitoring tools, Online Behavioral Panel and Attitudinal analysis to this question. All told, Nielsen tracked more than 10,000 social media messages and surveyed 1,000+ of its online panel members to determine the relationship between a user’s choice of content and the use of social media to share it.3

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