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1
HOW & WHY
Consumers Find and
Consume Content Online
Nick Drew
Head of Research, Yahoo! Canada
#YahooResearch
@YahooAdBuz...
2
CANADIANS’ MEDIA HABITS
Sources: TVB 2011/12, 2006/7; NADbank top 19 markets,; comScore Feb ’07, Feb ‘12
TELEVISION
Watc...
*comScore
SPORTS
NEWS
THE WHOLE WORLD ONLINE
BUT SOME CONSTANTS STILL REMAIN
*comScore
SPORTS
NEWS
More Canadians visit NEWS
sites than use social networks
each month
...
THE RESEARCH QUESTIONS
 Is “quality content” still relevant to consumers who have the whole
world at their fingertips?
 ...
7
WHAT WE DID
 Review of existing thinking.
 In-depth discussions with
experts.
 Detailed qualitative work with
Canadia...
CONSUMERS STILL HAVE TRADITIONAL NEEDS
THESE ARE INTERNET USERS
66% ARE REGULAR ONLINE NEWS USERS
36% REGULARLY USE LIFEST...
ENGAGEMENT COMES IN SEVERAL FLAVOURS
GOING DEEPER
Delve into a particular topic; read
several articles for analysis, persp...
BOOKMARKSSHARING
FORUMS
LINKS IN
EMAIL
APPS
TRADITIONAL NEEDS, NEW METHODS OF DISCOVERY
Browsing
content
sites
Direct to
S...
CONTENT FOLLOWS PEOPLE ACROSS DEVICES
During the Olympics,
61% of the traffic to the
(Canadian) consortium’s
digital prope...
…AND THROUGH THEIR DAILY ROUTINES
THE NEWS FAN
THE SPORTS FAN
…AND THROUGH THEIR DAILY ROUTINES
THE LIFESTYLE FAN
…AND THROUGH THEIR DAILY ROUTINES
DISTINCTIONS EXIST BETWEEN SOURCES
HOW DO WE DEFINE THESE DISTINCTIONS?
“ Expertise: it’s quality if the
consumer learned something
by watching or reading it...
COMPARING SOURCES
BUT WHAT DOES ‘QUALITY’ MEAN?HOW DO USERS COMPARE SITES?
46
43
42
40
39
33
31 31
30
25
22
21
9
7
4
0
10
20
30
40
50
Percei...
BUT WHAT DOES ‘QUALITY’ MEAN?
LOW QUALITY
SITES
9.6
HIGH
QUALITY
SITES
34.5
Likelihood to read webpage
(% saying they woul...
Poor
quality
Trustworthy
Informative Biased
Insightful
Features
leading
columnists/
writers
For someone
like me
Well-
orga...
Inspiring
24%
11%
Inspiring
24%
Easy
to read80%
35%
Informative
77%
30%
Well written
Well written
74%
33%
Insightful
Insig...
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...
WHAT DOES QUALITY MEAN FOR BRANDS?
REALLY?
49
30
ADS ARE MORE MEMORABLE
10
5
High quality sites Low quality sites
TRUSTWORTHY
25
31
High quality sites Low quality sites
POOR QUALITY
19
10
VISUALLY APPEALING
29
39
16
29
GOOD FIT WITH
THE...
ULTIMATELY, ADS HAVE A GREATER IMPACT
6
4
9
6
High quality sites Low quality sites
BRINGING IT ALL TOGETHER
 Consumers still have traditional needs for news, sports, financial news
and lifestyle content.
...
#YahooResearch
@YahooAdBuzzCA
Nick Drew
Head of Research, Yahoo! Canada
ndrew@yahoo-inc.com
Yahoo Content Connections: What Premium Content Looks Like and Why It Matters
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Yahoo Content Connections: What Premium Content Looks Like and Why It Matters

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We know inherently that there's a difference between high-quality and low-quality content online, and when it comes to news, sports and finance reporting, this difference drives our behaviour.
But what does "high quality" look like? And does it actually matter when building marketing plans?
(um... actually, yes, and we can prove it!)

Published in: Marketing
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Yahoo Content Connections: What Premium Content Looks Like and Why It Matters

  1. 1. 1 HOW & WHY Consumers Find and Consume Content Online Nick Drew Head of Research, Yahoo! Canada #YahooResearch @YahooAdBuzzCA
  2. 2. 2 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.
  3. 3. *comScore SPORTS NEWS THE WHOLE WORLD ONLINE
  4. 4. BUT SOME CONSTANTS STILL REMAIN *comScore SPORTS NEWS 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.
  5. 5. THE RESEARCH QUESTIONS  Is “quality content” still relevant to consumers who have the whole world at their fingertips?  And for online marketers, is quality of content still important, or do the tools available for efficient advertising make it redundant?
  6. 6. 7 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.
  7. 7. CONSUMERS STILL HAVE TRADITIONAL NEEDS THESE ARE INTERNET USERS 66% ARE REGULAR ONLINE NEWS USERS 36% REGULARLY USE LIFESTYLE CONTENT ONLINE 22% ARE SPORTS FANS IN TOTAL, ARE ENGAGED ONLINE WITH SPORTS, NEWS OR LIFESTYLE 79%
  8. 8. ENGAGEMENT COMES IN SEVERAL FLAVOURS GOING DEEPER Delve 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 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%
  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
  11. 11. …AND THROUGH THEIR DAILY ROUTINES THE NEWS FAN
  12. 12. THE SPORTS FAN …AND THROUGH THEIR DAILY ROUTINES
  13. 13. THE LIFESTYLE FAN …AND THROUGH THEIR DAILY ROUTINES
  14. 14. DISTINCTIONS EXIST BETWEEN SOURCES
  15. 15. 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, relevance to 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
  16. 16. COMPARING SOURCES
  17. 17. BUT WHAT DOES ‘QUALITY’ MEAN?HOW DO USERS COMPARE SITES? 46 43 42 40 39 33 31 31 30 25 22 21 9 7 4 0 10 20 30 40 50 Perceived quality of website (% saying high quality)
  18. 18. BUT WHAT DOES ‘QUALITY’ MEAN? LOW QUALITY SITES 9.6 HIGH QUALITY SITES 34.5 Likelihood to read webpage (% saying they would)
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. WHAT DOES QUALITY MEAN FOR BRANDS?
  23. 23. REALLY?
  24. 24. 49 30 ADS ARE MORE MEMORABLE 10 5 High quality sites Low quality sites
  25. 25. 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
  26. 26. ULTIMATELY, ADS HAVE A GREATER IMPACT 6 4 9 6 High quality sites Low quality sites
  27. 27. 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.
  28. 28. #YahooResearch @YahooAdBuzzCA Nick Drew Head of Research, Yahoo! Canada ndrew@yahoo-inc.com

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