This document summarizes an upcoming workshop on understanding digital trends and changes in media consumption. It will cover why businesses should leverage the internet, trends in how media is consumed, and how to measure effectiveness online. Attendees will learn about tools to improve search results and increase opportunities. Examples of evolving media like augmented reality and QR codes are provided. Statistics on technology adoption and internet usage are reviewed. The document outlines what consumers research and purchase online and popular advertising sources. Finally, it previews contents of the next workshop on maximizing digital efforts.

1. Presented by:Raul Vielma561-820-4277rvielma@pbpost.comUnderstanding Digital Trends & Changes in Media ConsumptionApril 1, 2011RealSolutions.PalmBeachPost.com

2. What you can expect to get out of this workshopUnderstand WHY the Internet should be leveraged to improve your overall market opportunities and enhance your return on investment.Learn trends and changes in the digital market placeThe evolution of media consumptionHow to leverage free tools for better measurement and effectivenessImprove your search results 22

3. Increase in media choices continues to evolveIn the beginning there was only one vehicle to reach consumersNow there are almost too many to count33

4. 2011 not stopping media expansion…Augmented Reality2011+AdvertisingSocial CouponsMass adoption of QR codes4Source: 1Nielsen State of Media 2010; 2The State Of Consumers and Technology: Benchmark 2010, US; 3ComScore, Dec. 2010

5. U.S. household technology adoptionDuring 201085.9 million (73%) of U.S. households have broadband.6.6 million consumers were forecasted to purchase e-readers. 8.3 million Netbooks and mini-PCs were purchased.Nearly 1/3 of U.S. households had DVRs – a 12.5% increase from 2009.55Source: The State Of Consumers and Technology: Benchmark 2010, US

6. Power of the InternetThe Internet has revolutionized how consumers search, research, compare and purchase goods and services.The Internet has increased from 10% reach (1986)1to over 74%2 in 2010.Users spend an average of almost 14 hours a week online2. 66Sources: 1OPA – A Day in the Life: An Ethnographic Study of Media Consumption – July 20062The State Of Consumers and Technology: Benchmark 2010, US

7. The New Shopping Paradigm80%of consumers have used the Web for researching information about products and services1yet only…8%of retail sales occur online277Sources: 1Forrester State of Retailing Online 2010; 2US Online Retail Forecast 2010 to 2015

8. Its not about going online, its about being online! Nearly 3 out of 4 market adults access the Internet monthly.

9. Market adults spent on average 10 hours per week online.

10. 70% have broadband connections (DSL or Cable).Do not accessAccess the Internet Monthly 74%88* DMA (Designated Market Area) is comprised of Palm Beach, Martin, St. Lucie, Okeechobee and Indian River Counties** Index is a percentage showing the relationship of a set of numbers to a standard base with a number greater than 100 being above average. Total Adults in the West Palm Beach-Ft. Pierce DMA : 1,500,000Source: 2010 Scarborough Multi-Market Report, Release 2, 2010 Scarborough, Release 2

11. Who’s online? 47% of online adults are between 18 and 44Nearly 2 out of 3 are college educatedNearly half (49%) have household incomes of $75,000 or more62% are employed99Total Adults in the West Palm Beach-Ft. Pierce, FL DMA: 1,500,000Source: 2010 Scarborough Report, Release 2

12. Lets look at who is online and what they do Are your customers online?What are they purchasing? What are they using to go online?10

13. 6 in 10 of local adults* are buying onlineWhat those 60% (895,200 adults) bought online (past 12 months)11*West Palm Beach-Ft. Pierce, FL DMA: 1,500,000Source: 2010 Scarborough Report, Release 2

14. Total local market adults advertising sourcesTypes of advertising usually read, listen to or view12West Palm Beach-Ft. Pierce, FL DMA: 1,500,000Source: 2010 Scarborough Report, Release 2

15. 13A day with technologyMorning on way to workMorning at homeEvening onthe way homeEveningat homeDuring lunch timeAt workCheck personal e-mail, Texts and places to eatGet traffic updates & dinner ideasSatellite radio,Local stationsSearch online,Visit newspaper site, online portal,Online shoppingCheck news,Traffic & weather Watch/read evening news, personal email,pay online bills,Online videos,shoppingYankelovich Marketing estimates that a city dweller is exposed to an average of 5,000 ad messages per day.

16. Evolution of media consumption – the new “primetime”PalmBeachPost.com Average Weekday Hourly Unique VisitorTraffic on the Internet is the heaviest Monday through Friday between the hours of 8 AM to 4 PM.

17. This has created the new “primetime” for reaching consumers when exposure to other types of media is at its lowest.1414Source: Omniture SiteCatalyst Average Weekday Hourly Unique Visitors, January – March 2011

18. 15The internet, a world wide phenomenon

19. 16What is your current status?Are you monitoring traffic and managing your website?

20. Are you using any free online tools (Compete, Google Analytics…)?

21. Do you leverage Search/Social media/Mobile?

22. Are you embracing new technologies ? QR codes Online marketing tools

23. PalmBeachPost.com always improving17The Post continuously monitors its website to make it more user friendly to visitors and advertisers.About 12 re-designs since its launch.

24. Understand how you measure up, monitor the traffic your site is generating1818

25. Maximize free toolsFree blogsSee how you compareFree web analyticsFree websites/blogs1919

26. Search 93% of online adults in our market searched on Google, Yahoo or ASK (past 30 days).PaidOrganic(free)Organic(free)Paid20202010 Scarborough Report, R2 & 2010 Palm Beach Post Custom Scarborough Study, R2

27. Ten places to claim your businessGoogle places: http://places.google.com/businessBing Local: http://ssl.bing.com/listings/Listingcenter.aspxYahoo! Local: http://Listings.local.yahoo.com/basic.phpYelp!: https://biz.yelp.com/claimingFourSquare: http://foursquare.com/business/Ask: http://www.ask.com/localCitySearch: http://national.citysearch.com/profile/add_business.YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedbackLocaleze: http://webapp.localeze.com/extranet/sign-up.aspxKudzu: https://register.kudzu.com/packageSelect.do21

28. Online marketing tools overview22searchSOCIALGoogle MapsOrganic = SEOmobileDisplay

29. QR codes (Quick Response)QR codes allows mobile phone with cameras to read the code and input a tag or take you to a specific site.23