Consumer Data PointsUsing the New SurveyMonkey Audience

Product to derive insights

Stifel Technology, Internet & Media

Conference 2015

• Scott Devitt, Stifel

• Brent Chudoba, SurveyMonkey

Topics/Companies reviewed:

AMZN, NFLX, TWTR, Travel (EXPE, OWW,

GOOG)

We asked >400 people questions on several topics

Topics/Companies included:

• Amazon Prime

• Netflix

• Twitter

• Travel planning

Key questions were largely open-ended (free text response).

The survey was launched on Wed, Feb 4, 2015 and completed on Thu, Feb 5,

2015. 416 consumers completed the survey. The survey was fielded using

SurveyMonkey’s proprietary “SurveyMonkey Audience” panel which provides

access to over 5 million consumers. Simple age and gender balancing was used

to achieve a sample composition reflective of the U.S. Population.

Amazon

Almost 70% of people purchase from Amazon

Have you made a purchase from Amazon in the past 90 days?

N=41

6

Purchasing by Age Bracket

Have you made a purchase from Amazon in the past 90 days?

N=41

6

Of all Amazon purchasers, 43% pay for Prime

Are you a paying Amazon Prime subscriber?

N=28

6

The top reason they joined Prime was ‘free shipping’

What was the top reason you chose to join Amazon Prime?

N=12

2

The top reason they joined Prime was ‘free shipping’

Please score the following Prime benefits in order of importance to you:

Netflix

Roughly half of consumers surveyed pay for Netflix

Do you currently pay for a subscription to Netflix?

N=41

6

Subscriptions by Age Bracket

Do you currently pay for a subscription to Netflix?

N=41

6

Most people have had a Netflix subscription 2 yrs+

How long have you been a Netflix subscriber?

N=20

1

~3 out 4 people haven’t considered canceling recently

Have you considered canceling your Netflix subscription in the past 6 mos?

N=18

2

Value, library, product strength keeps people happy

What makes Netflix a product/service that you would not consider canceling?

N=13

9

“I would pay more if all the latest movies were on Netflix…”

“It provides a large range of movies and shows and is affordable”

“It contains entire seasons of shows I want to watch”

“10,000 hours of entertainment is better than platinum cable”

“Low price point, no ads, lots of videos”

“Library/selection, maturity of product (good apps and reliable streaming), cost”

But more content would keep people even happier

Why did you consider canceling?

N=43

“Content doesn't rotate enough or provide high enough quality”

“Doesn’t stream a lot of movies that are available through their mail service”

“Nothing left to watch, House of Cards and Orange is the New Black ended”

“Old movies. They need new stuff”

“I don’t watch enough, so a waste of money to keep paying”

Twitter

~60% of people never view Twitter

How frequently do you view posts on Twitter?

N=41

6

Engaging more users comes with challenges

What would make you use Twitter more?

N=18

2

“Less ads and fake accounts”

“Nothing”

“Less irrelevant ads”

“Nothing really. I’ve got Facebook and that’s enough for me”

“If I understood it more”

“Make filters or a way to filter content into categories”

Travel

Expedia is a top “first stop” destination

If you were looking to book a flight, what is the first website you would visit?

N=41

6

Travel planning starts from a wide variety of sources

If you wanted to plan a big vacation to a new destination, what is the first thing you

would do?

N=41

6

“Go to Trip Advisor”

“NYTimes travel section”

“Call AAA of New England”

“Google it”

“Check out Carnival Cruises”

“Research online and using Lonely Planet guides”

“Contact a travel agent”

Questions?

Thank you.

Full survey results: surveymonkey.com/results/SM-GHVV5MV7

Learn more about SurveyMonkey Audience: audience.surveymonkey.com