the evolution of content discovery oct 09

8/4/2019 The Evolution of Content Discovery Oct 09

1/38

Confidential & Proprietary Copyright 2009 The Nielsen Company

Is Social Media The Next Portal?

Topic of Presentation Page 1

The Evolution of Content Discovery:

From Portals to Search to Social Media

Jon Gibs, Vice President, Media [email protected]

October 6, 2009
mailto:[email protected]:[email protected]


2/38

Confidential & ProprietaryCopyright 2009 The Nielsen Company

It all started so nicely

Page 2


3/38


At some point the competition heated up

Page 3

For the last decade or so, the Web hasbeen defined by Google's algorithmsrigorous and efficient equations thatparse practically every byte of onlineactivity to build a dispassionate atlas ofthe online world. Facebook CEOMarkZuckerbergenvisions a morepersonalized, humanized Web, whereour network of friends, colleagues, peers,and family is our primary source of

information, just as it is offline. InZuckerberg's vision, users will query this"social graph" to find a doctor, the bestcamera, or someone to hirerather thantapping the cold mathematics of aGoogle search. It is a complete rethinking

of how we navigate the online world, onethat places Facebook right at the center.In other words, right where Google isnow.

Source: Wired Magazine, 6/22/09
http://www.facebook.com/press/info.php?execbioshttp://www.facebook.com/press/info.php?execbioshttp://www.facebook.com/press/info.php?execbioshttp://www.facebook.com/press/info.php?execbios


4/38


An increasingly popular hypothesis:changing forms of navigation

Page 4

1996 2000 2006


5/38


Key Question: Is any of this true?

Page 5

Is social media taking the place of portals andsearch as the hub of online navigation?


6/38


Key Findings:

There is a segment that does appear to be using social mediaas a core navigation and information discovery tool.

This core group, is demographically similar to the general

internet population. However there are significant differencesin media consumption, attitudes and web behavior.

The core online functions for Socializers are communicationsand search. They have less interest in news consumption thanmost.

Socializers move to social media not as a form of navigationbut as a communication channel and as a information filter.

Page 6


7/38


About 18% of users see social media ascore to their navigation

4%

5%

9%

11%

34%

37%

FacebookorTwitter

Blogs

Wikipedia

Asitededicatedtothattypeof

information(i.e.Cnetfortechnology)

Aportal,likeYahooorMSN

Searchengines

Page 7

Q: When you are looking for new information online on what type of website do youstart your search?

Social media = 18%

Source: Nielsen Survey, n = 1,800 (8/09)


8/38


Facebook referrals are growing relative to

their audience

247

341

050

100

150

200

250

300

350

400

A S O N D J F M A M J J A

Page 8

ReferralsPerPerson

Source: Nielsen Custom NetView Analysis (8/09)

Total Referrals FromFacebook/Facebook UA


9/38


The bloggers seem to concur

Page 9

"Twitter, for example, already employs real-time search and it works wonderfully. I often find myselfusing Twitters search over Google, just for the real-time aspect."http://www.search-internetmarketing.com, 6/18/2009

People arent just searching on Google and the traditional search engines. Theyre searching on social

networks too. You know about Twitters real-time search, and Facebook recently rolled it out too.Facebook also acquired FriendFeed, which utilizes pretty much every other social network out there.http://www.electrovarock.com/shareability-very-important/, 8/26/2009

The power of Facebook (and Twitter, but thats another post) as a search engine is undeniable and islikely at the heart of how the company will find its way to the pot o gold at the end of the rainbow.

http://recruitmentcafe.com.au/facebook-search-will-matter/, 8/18/2009

"Too many people fail to see Twitters and Facebooks potential as the greatest human edited real-timesearch engine ever."http://www.thinkdave.com/twitter-isnt-dying-its-teething/, 8/14/2009

"Up to the minute conversations and real time search are clearly what users want, and Twitter at themoment is delivering that better than anyone. Google is not even close at the moment providing anythingthat resembles real time search. "http://socialmediaseo.net/2009/08/11/how-twitter-can-dominate-google-facebook/, 8/11/2009

Source: Nielsen BuzzMetrics Analysis (8/09)
http://www.search-internetmarketing.com/http://www.electrovarock.com/shareability-very-important/http://recruitmentcafe.com.au/facebook-search-will-matter/http://www.thinkdave.com/twitter-isnt-dying-its-teething/http://socialmediaseo.net/2009/08/11/how-twitter-can-dominate-google-facebook/http://socialmediaseo.net/2009/08/11/how-twitter-can-dominate-google-facebook/http://www.thinkdave.com/twitter-isnt-dying-its-teething/http://recruitmentcafe.com.au/facebook-search-will-matter/http://www.electrovarock.com/shareability-very-important/http://www.search-internetmarketing.com/


10/38

Page 10

So what is reallygoing on?

So what is reallygoing on


11/38


Rather than guessing, lets do research

and find out

Nielsen online panel surveyOnline questionnaire n = 1,800Fielded August 2009Weighted for age, gender and incomeAppended behavioral data

Page 11


12/38


Some people are using social media as a

portal, but who?

Page 12

10%+ of time on aspecific portal (excludingemail, applications andsearch)

10%+ of timeor more onsocial media

10%+ of pageviews on any

search

engine


13/38


The demographics are flat as well

Page 13Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)*18+ audience


14/38


Media consumption starts showing somedifferences

Page 14

Socializers Portalists Searchers

Surf the internet on acomputer 20.7 15.7 16.2

Surf the internet on amobile device

1.2 1.2 1.1

Watch TV 21.1 19.4 20.3

Read a print magazine or

newspaper 3.1 3.4 3.5

Listen to the radio 7.1 6.4 7.5

Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)


15/38


Socializers are a small part of thepopulation, regardless of site

13% 10% 12% 10%

38% 45% 39% 45%

49% 45% 49% 46%

GoogleUser MSNUser YahooUser AOLUser


Page 15Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)


16/38


Not surprisingly socializers like socialmedia

581.3

995.0

1,155.6

378.3

853.2

274.8

TotalPortalTime SocialMediaTime



Metric: Average minutes per segment per site in August 2009


17/38


Search doesnt take a lot of time

115.2

54.9

155.8

99.3

360.7

279.5

221.3

314.1

200.7

145.5

425.9

217.3


GoogleTime MSNTime Yahoo!Time AOLTime


Metric: Average minutes per segment per site in August 2009


18/38


Socializers differ from the rest in theirportal needs

0%

10%

20%

30%

40%

50%

60%

70%

Ica ncustomizemyexperience

Ithas al l oftheinformationIm

lookingforinoneplace

Ithas specificsearchtools forspecifictypesof

searches

Ithelps meseparatethemostimportant

information

Itlets melinkintoothersites,suchas

FacebookorYouTube

Socializers

Portalists

Searchers

Page 18

Q: When thinking about a web portal, how important are each of the following?



19/38


Socializers complement their TV viewingwith Internet

0%

10%20%

30%

40%

50%

60%

70%

Iamwatching

lessprogrammingon

TVandmore

online

Ifrequently

access

theinternetonmy

mobilephone

whileIwatchTV

Ifrequentlysurf

the

internet

onmycomputer

whileIm

watchingTV

TheTVisa

better

place

towatchvideothan

internet

SocializersPortalists

Searchers


Q: How accurately do each of the following statements apply to you?


20/38


Social media is becoming a core productresearch channel

0%

5%

10%

15%

20%

Blogs FacebookorTwitter

Message

boards

Wikipedia

Socializers

Portalists

Searchers

Page 20

Q: When researching a new purchase online, what tools do you trust most to help you findout the best information?



21/38


For other segments traditional means stillrule

0%10%

20%

30%

40%

50%

60%

70%

80%

Advertising Companywebsites Searchengines

Socializers

Portalists

Searchers

Page 21




22/38


With product reviews, consumers gravitate totheir comfort.

0%

10%

20%

30%40%

50%

60%

70%80%

Productreviews

byotherpeople

Productreviews

onaretail

website

Productsreviews

byanewssource

Professional

productratings

Socializers

Portalists

Searchers

Page 22




23/38

Page 23

So what is reallygoing on?

Who are these people?


24/38


Socializers tend to be influencers, even iftheyre not confident about it

37%

33%

51%

32%

37%

45%

29%

40%

48%

Ienjoybeingabletoinfluencethe

actionsofothers.

IthinkIhavemore

selfconfidence

thanmostpeople.

Iwouldprefertobe

aleaderrather

thanafollower.





25/38


Socializers are optimistic, but not toohappy about it

70%

52%

33%

46%

69%

43%

41%

47%

75%

42%

39%

58%

Myfamilyisthesinglemostimportantthingtome.

Mygreatestachievementsareaheadofme.

Myjobisanimportantpartofmylife.

Overall,I'dsayI'mveryhappy.Socializers Portalists Searchers




26/38


Not surprisingly, they like to correspondwith friends

65%

57%

54%

56%

55%

58%

Iliketocorrespondwith

friendsIdontseeonaregularbasis.

Iwouldratherspendaquiet

eveningathomethangoouttoa

party.





27/38


I just love these questions

20%

16%

18%

10%

25%

13%

Everythingischanging

too

fast

today.

Ibelievethat"industrialgrowth"shouldbelimited.





28/38


Page 28

So what is reallygoing on?This descriptive data is all well and good,but what is really driving these people?


29/38


What is it about social media that drivesuse?

Page 29


30/38


Page 30

So what is reallygoing on?Then lets give them something tocommunicate about.


31/38


Everyone uses email. But Socialzers findother ways to communicate


Q: In a previous question you mentioned that you surf the Internet and watch TV at the same time. What are some ofthe Internet activities that you do online while watching TV?


Checksportsscores,newsorfinancialinformationunrelatedtotheprogramIm

watching57% 63% 57%

Emailorchatabouttheprogram 8% 27% 24%Emailorchataboutthingsunrelatedtothe

program 88% 73% 83%LookatthewebsitefortheprogramIam

watching30% 29% 31%

ResearchinformationIseeonTV 47% 56% 55%Usesocialnetworkingsitetodiscussthe

program 30% 16% 12%Usesocialnetworkingsitetodiscussthings

unrelatedto

the

program

65% 44% 40%Watchvideorelatedtotheprogram 8% 13% 9%

Watchvideounrelatedtotheprogram 27% 32% 29%


32/38


Socializers are socializers on mobile too

Page 32


Checksportsscores,newsorfinancialinformationunrelatedtotheprogramIm

watching29% 54% 57%

Emailorchatabouttheprogram 21% 28% 44%Emailorchataboutthingsunrelatedtothe

program 87% 65% 61%LookatthewebsitefortheprogramIam

watching 28% 38% 29%ResearchinformationIseeonTV 25% 43% 39%

Usesocialnetworkingsitetodiscusstheprogram 10% 18% 15%

Usesocialnetworkingsitetodiscussthingsunrelatedtotheprogram 68% 39% 42%

Watchvideorelatedtotheprogram 10% 11% 7%Watchvideounrelatedtotheprogram 6% 18% 5%


Q: In a previous question you mentioned that you surf the Internet on your mobile phone and watch TV at the same

time. What are some of the activities that you do online while watching TV?


33/38


There is one attitude point I didnt showyou

26%

18%

5%


Page 33

Q: How accurately do each of the following statements apply to you? There Is Too MuchInformation Online.



34/38


New hypothesis: there is too much information

Page 34


35/38


Just one more note: this isnt exactly themost mature space online

Page 35


36/38


Conclusions

It is easy and tempting to say that social media is just a meansof communication. To some degree it is. However, it is alsodeveloping into an information filtration tool as well.

Increasingly influence is not just about what products you buy,but also what media you consume. Social media influencers inblogs, microblogs and social networks will increasingly drivethe page level consumption of websites in ways in which

search cannot. The future of portals will need to include algorithmic search,

professional content and also involuntary volunteers. Asubscriber based system that shapes search results.

Page 36


37/38


To answer the key question:Is Facebook the next portal?

Page 37

If we dont understand and address that increasingly peoplefeel alienated by the amount of information online and feelthat they need a human guide for discovery, yes, Facebookor something much like it will win.


38/38

C fid ti l & P i t

Thank you.

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions in marketing andconsumer information, television and other media measurement, online intelligence, mobile measurement, tradeshows and business publications (Billboard, The Hollywood Reporter, and Adweek). The privately held company isactive in more than 100 countries, with headquarters in New York, USA. The Nielsen Company's online andmobile solutions deliver comprehensive, independent measurement and analysis of digital audiences, advertising,video, consumer-generated media, word of mouth, commerce and consumer behavior. Nielsen enables clients tomake informed business decisions about their digital and mobile strategies.

For more information, please visit www.nielsen.com. Also, visit us at blog.nielsen.com/nielsenwire/.
http://www.nielsen.com/http://www.nielsen.com/

the evolution of content discovery oct 09

Documents