adtech san francisco 2012: digital moms' online behaviors by tiffini hiss
TRANSCRIPT
Digital Moms’ Online Behaviors
Presented by: Tiffini Hiss | @tiffihiss
V.P. West Coast Sales
2 Million Person Panel 360°View of Person Behavior
CENSUSPANEL
PERSON - Centric Panel with SITE - Census Measurement
Web Visiting & Search Behavior Online
AdvertisingExposure
AdvertisingEffectiveness
Demographics,Lifestyles& Attitudes
Media & VideoConsumption
Transactions
Online& Offline
Buying
Mobile InternetUsage & Behavior
PANEL
V1011
Unified Digital Measurement™ (UDM)Patent-Pending Methodology
Adopted by 90% of Top U.S. Media Properties
comScore’s Innovative Approach to Digital Measurement
Digital Moms are among us…
Agenda
Who are digital moms?
The online behavior and content consumption of digital moms
Web :: Video :: Mobile
Key Takeaways
Who are “Digital Moms’?
Website Consumption of Digital Moms
Business/Finance and Technology Sites Index High for Digital Moms
• Source: comScore Media Metrix, January 2012, Target: F, 18-54, with kids
News/Informa-tion
Social Media Entertainment Services Business/Finance
Retail Technology34,000
35,000
36,000
37,000
38,000
39,000
40,000
41,000
42,000
43,000
0
20
40
60
80
100
120
41,778 41,457 41,136 41,112
39,22737,983
36,880
Top Site Categories Visited by Digital Moms
Total Audience Index of Moms Power (Index of Moms)
Digital Moms Are More Likely to Visit Apparel, Beauty/Fashion & Community Categories of Sites
• Bullet point– Sub Bullet
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
0
20
40
60
80
100
120
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17,07312,246 10,851
17,98122,114
26,439
36,880
Top Site Categories Visited by Digital Moms
Target Audience Index of Moms Linear (Index of Moms)
• Source: comScore Media Metrix, January 2012, Target: F, 18-54, with kids
Social Networking….Beyond Facebook
Feb-2011
Mar-2011
Apr-2011
May-2011
Jun-2011
Jul-2011 Aug-2011
Sep-2011
Oct-2011
Nov-2011
Dec-2011
Jan-2012
Feb-2012
-
2,000
4,000
6,000
8,000
10,000
TWITTER.COM LINKEDIN.COM Myspace (w/ history) PINTEREST.COM TUMBLR.COM* Google Plus
• Source: comScore Media Metrix, February 2012, Target: F, 18-54, with kids
225%+4500
%69%54%33
%
36% of people who say they use the internet 5 days a week/avg.
34% of people who send/receive >200 emails per day
33% of people who used the Facebook App in the last 30 days
How Digital Moms Measure Up:
• Source: comScore Plan Metrix, January 2012, Target: F, 18-54, with kids
Moms Over-index in Retail, Community – Family and Educational Specific Sites
Top Sites Moms Over-Index 184%+
Top Sites Visited by Moms
• Source: comScore Media Metrix, February 2012, Target: F, 18-54, with kids
Video Consumption of Digital Moms
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20
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20
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20
09
20
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20
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20
14
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
Online Video Ad Spend per Year (MM)
Video is the Fastest Growing Online Ad Format
2.5X
Source: comScore Video Metrix, August 2011 and eMarketer, January 2010
23 MILLION DIGITAL MOMSin the United States are
going to watch
255 MILLION VIDEOS
TODAY• Source: comScore Video Metrix, January 2012, Target: F, 18-54, with kids
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
500000
Ad Spending per Year (MM) Videos per Year (MM)
Video Viewing Growth is Substantially Outpacing Ad Spend Growth
Source: comScore Video Metrix, August 2011 and eMarketer, January 2010
Digital Moms are Spending More Time Watching Online Video Versus a Year Ago
• Source: comScore Video Metrix, January 2012, Target: F, 18-54, with kids
+57.6%
+25.6%
+7.8%
6 8.4M
7 7.8M
8 5.1M
9 6.2M
10 5.3M
1 30.5M
2 13M
3 12.6M
4 10.4M
5 10.3M
Where are Digital Moms Watching Video?
Source: comScore Video Metrix, February 2012
Unique Viewers of Video Content
Entertainment Sites Attracts Digital Moms who are Highly Engaged with Video
Entertainment Sites Videos/Viewer
(mom)Minutes/Viewer
(mom)
YOUTUBE.COM* 124.1 431.7
Sesame Media Group 56.2 25.5
Hulu 28.8 196.0
ABC Television 23.0 154.0
SPROUTONLINE.COM 21.6 38.0
Fox Broadcasting 20.8 60.2
Justin.TV 19.2 288.1
Disney Entertainment 16.4 25.4
VEVO 16.2 73.0
Viacom Digital 11.7 60.5
• Source: comScore Video Metrix, January 2012, Target: F, 18-54, with kids
Mobile Consumption of Digital Moms
How many moms have Smartphones?
Jan-2011
Feb-2011
Mar-2
011
Apr-2011
May-2
011
Jun-2011
Jul-2011
Aug-2011
Sep-2011
Oct-2
011
Nov-2011
Dec-2011
Jan-2012
0
5,000
10,000
15,000
20,000
25,000
30,000
Smartphone [...
* Source: MobileLens, Target: Mother, Smartphone [Platform]
65%
Un
iqu
e V
isit
ors
(m
illio
ns)
Digital Moms access both web browser content and apps on their mobile devices
Site/App Category Browser Access App Usage
Social Networking 21% 20%
Weather 15% 19%
Searching 25% 9%
Maps 11% 14%
Facebook is the #1 application and Google is the #1 site that
moms use most!
*Source: MobilLens, Target: Mother, January 2012 (3 Mo AVG)
What are Moms Doing on their Mobile Devices?
TextingUsing Photo/Video Services
Email Taking Photos
79%
63%
40%
52%
*MobileLens, Target: Mothers, January 2012 (3 Mo AVG)
Moms Index High on Entertainment & Lifestyle Mobile Sites
*Source: MobileLens, Target: Mother, January 2012 (3 Mo AVG)
Mobile BrandTotal Audience -
Moms (000)MomsIndex
Woman’s Day 550 239
Parents.com 512 216
Taste of Home 609 210
KRAFTrecipes.com 1,132 198
People 1,530 178
Good Housekeeping 852 172
Snapfish 389 172
BetterCrocker.com 1,316 172
Key Takeaways & Findings
• Digital Moms index really well in Apparel, Entertainment, Coupons, Beauty/Fashion & Family Sites.
• Digital Moms are spending more time watching video which is the fastest growing online ad format
• Digital Moms are clearly leading the
charge for smartphone adoption.
Thank you!
Tiffini Hiss
V.P., West Coast
650.244.5426
comScore Inc.11950 Democracy Drive, Ste. 600Reston, VA 20190703.438.2000NASDAQ: SCOR