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Yahoo Canada Content Connections research

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The results of Yahoo Canada's 2012-13 research showing how quality of environment affects people's perceptions of online advertising

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Yahoo Canada Content Connections research

  1. 1. 1 HOW & WHY Consumers Find and Consume Content Online Nick Drew Research Manager, Yahoo! #YahooResearch @YahooAdBuzzCA
  2. 2. 2 We know that there are significant differences in how consumers use different online sources of news, sports and other content – this research set out to understand those differences in more detail, the reasons for them, and what they mean for brands.
  3. 3. 3 WHAT WE DID  Review of existing thinking.  In-depth discussions with experts.  Detailed qualitative work with Canadian consumers.  Quantitative study among 2,000 Canadian internet users.
  4. 4. 4 CANADIANS’ MEDIA HABITS Sources: TVB 2011/12, 2006/7; NADbank top 19 markets,; comScore Feb ’07, Feb ‘12 TELEVISION Watch 27.4hrs per week. Increase of 3% since 2007. NEWSPAPERS 12.2m weekly readers. Readership up 3% since 2007. INTERNET 65.7bn minutes a month spent on the internet. 14% increase since 2007. Canadians’ overall media consumption continues to evolve, but not necessarily in directions that we would expect – TV and print are still an important part of consumers’ lives.
  5. 5. *comScore SPORTS NEWS THE WHOLE WORLD ONLINE And online, we know that consumers’ behaviour is also evolving. Retail continues to grow; online banking is developing further; photo sharing is exploding.
  6. 6. BUT SOME CONSTANTS STILL REMAIN More Canadians visit NEWS sites than use social networks each month The top 7 publishers account for more than half the time spent on SPORTS sites each month In the last 2 years, the share of time spent on the 10 biggest LIFESTYLE sites has grown by 60% 25% more Canadians use FINANCIAL NEWS sites now than did 3 years ago. Despite this growing sophistication online, there are some constants in behaviour. There’s still a need for quality content online, and consumers are gravitating towards the big publishers in each genre for that content.
  7. 7. CONSUMERS STILL HAVE TRADITIONAL NEEDS 66% ARE REGULAR ONLINE NEWS USERS 22% ARE SPORTS FANS 36% REGULARLY USE LIFESTYLE CONTENT ONLINE In total, 8 out of 10 Canadian internet users are regular online consumers of news, sports or lifestyle content.
  8. 8. ENGAGEMENT COMES IN SEVERAL FLAVOURS GOING DEEPER Least frequent, delving into a particular topic; read several articles for analysis, perspective or opinion. 20% of internet users go deep with news online every day. CATCHING UP Most frequent and functional, quick check of headlines and what's happening. 54% of internet users catch up on news online each day. TAKING A BREAK Fill a little time, read an article or two, watch a couple of videos, check a handful of other sites. 53% of sports fans take a break with sports online most days.
  9. 9. BOOKMARKSSHARING FORUMS LINKS IN EMAIL APPS TRADITIONAL NEEDS, NEW METHODS OF DISCOVERY Browsing content sites Direct to SPECIFIC PUBLISHERS 51% 58% How people discover this content is changing. Social is growing in importance as a means of finding good content, but the majority of users still visit their preferred sites in each genre and browse around.
  10. 10. CONTENT FOLLOWS PEOPLE ACROSS DEVICES During the Olympics, 61% of the traffic to the (Canadian) consortium’s digital properties came from mobile devices (As reported 3rd August 2012) I really depend on 680 News and CP 24 News Alerts during the day… on my work phone m, 34 Usually before I go to bed, lying in bed, I have my laptop on the bed, I might read an article m, 28 And good content is now channel-agnostic – people can consume it wherever they are, whatever they’re doing, through whichever device they have to hand.
  11. 11. …AND THROUGH THEIR DAILY ROUTINES THE NEWS FAN The research showed that people tap into their particular genres of interest throughout their daily habits, through a range of outlets.
  12. 12. THE SPORTS FAN …AND THROUGH THEIR DAILY ROUTINES
  13. 13. DISTINCTIONS EXIST BETWEEN SOURCES Across genres, there were clear distinctions for consumers about the sites they use to discover content, and those they then go to to consume that content.
  14. 14. HOW DO WE DEFINE THESE DISTINCTIONS? “ Expertise: it’s quality if the consumer learned something by watching or reading it. ” Jason Rapp, President, Maholo “What’s most important is timeliness, constant updating, relevanceto the audience; aggregating, your expert voice, and… getting contributors …engaged in the conversation” Lewis Dvorkin, CPO Forbes “Consumers will decide whether it’s useful to them; and editors will decide whether the contributions… meet their standards.” Luke Beatty, TechStars The difficulty lies in explaining what makes those differences – why some sites are better than others for news, sports, finance or lifestyle content.
  15. 15. COMPARING SOURCES And so, through the research, we set out to understand that framework. We compared 15 different websites from news, sports and lifestyle.
  16. 16. BUT WHAT DOES ‘QUALITY’ MEAN?HOW DO USERS COMPARE SITES? 46 43 42 39 35 33 31 31 30 25 23 21 9 7 4 0 10 20 30 40 50 Perceived quality of website (% saying high quality) …and asked our respondents what they thought of the quality of each of them. There was a clear consensus of opinion. We then took the top 5 sites, and the 4 lowest-quality sites, and compared them further
  17. 17. BUT WHAT DOES ‘QUALITY’ MEAN? LOW QUALITY SITES 8.7 HIGH QUALITY SITES 32.7 Likelihood to read webpage (% saying they would) Firstly, respondents were asked about readability – how likely they would be to read each of these sites as a source of news, sports or lifestyle content.
  18. 18. Poor quality Trustworthy Informative Biased Insightful Features leading columnists/ writers For someone like me Well- organised Well-written Worth sharing WHAT MAKES IT WORTH READING? Easy to read Believable Annoying Entertaining Easy to navigate Has something for everyone Something I’m interested in Funny Inspiring Provides original viewpoints Sensationalistic Provides local info Visually Appealing Popular Worth paying for Has enough detail Has a good reputation Frequently updated The focus then shifted to describing these sites.
  19. 19. Inspiring 24% 11% Inspiring 24% Easy to read80% 35% Informative 77% 30% Well written Well written 74% 33% Insightful Insightful 51% 21% Entertaining Entertaining 42% 22% Worth sharing Worth sharing 57% 23% 42% 15% COMPARING SOURCES High quality sites Low quality sites 14 attributes were found to be the best indicators of site readability; unsurprisingly, the high-quality and low-quality sites performed very differently on these metrics
  20. 20. 0 10 20 30 40 50 60 70 80 Category 1 Category 3 Category 2 Visually Appealing 65% 18% About Something I’m interested In 65% 18% 55% 13% For someone like me48% 13% COMPARING SOURCES High quality sites Low quality sites …with differences of nearly 400% in the proportion of respondents saying the sites showed these attributes.
  21. 21. WHAT DOES QUALITY MEAN FOR BRANDS? Quality’s an important concept for brands as well. When consumers are presented with a product or brand they haven’t tried before, they use visual and other cues to assess whether to try this product. Environment and its quality plays an important part in this process.
  22. 22. REALLY? To test this concept in practice, the research placed a series of ads on the webpages shown to respondents. The results were then aggregated and compared.
  23. 23. 49 30 ADS ARE MORE MEMORABLE 10 5 High quality sites Low quality sites When ads were seen on the high-quality pages, ad cut-through and recall was 50% higher than when the same ads were seen on the low-quality pages.
  24. 24. TRUSTWORTHY 25 31 High quality sites Low quality sites POOR QUALITY 19 10 VISUALLY APPEALING 29 39 16 29 GOOD FIT WITH THE SITE ENTERTAINING 11 17 …AND THEY’RE SEEN MORE FAVOURABLY And respondents felt more positively about the ads as well when shown them in the high-quality environments.
  25. 25. ULTIMATELY, ADS HAVE A GREATER IMPACT 6 4 9 6 High quality sites Low quality sites Brand impact was 50% higher simply by placing the ads on higher-quality pages.
  26. 26. BRINGING IT ALL TOGETHER  Consumers still have traditional needs for news, sports, financial news and lifestyle content.  Ways of discovering this content have changed, but how users determine what’s worth their time has not.  Websites that provide informative, well-written, believable and well- laid out content are seen as better sources.  Ads benefit from this source quality  …and perform significantly better on high-quality sites.
  27. 27. BRINGING IT ALL TOGETHER Ultimately, the message is a familiar one. Consumers know what they want, and they know how and where to get it. While more and more people are getting their news and sports fixes online, the essential attributes of what makes it worth reading or watching remain the same regardless of medium: trustworthiness, how well written it is, how relevant it is. For marketers, the key is to understand these distinctions, and motivations; and ensure they are reflected in a brand’s messaging and marketing frameworks, to better engage with the audience wherever they are.
  28. 28. advertising.yahoo.ca @YahooAdBuzzCA Nick Drew Research Manager, Yahoo! ndrew@yahoo-inc.com

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