The Online News Audience
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![Page 1: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/1.jpg)
The Online News Audience Michael PondMedia Analyst
![Page 2: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/2.jpg)
Who IS the Audience?
• How do you go about knowing your audience?
• What you need to know and why about who they are and how they “consume” online news?
• How do you serve and grow your audience?
![Page 3: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/3.jpg)
How do you go about knowing your audience?
• Tools• Techniques• Data Analysis• Other Strategies
![Page 4: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/4.jpg)
Techniques
• Fielding– Panel
• Random Digit Dial (RDD)• Online
– Server– Random
• Collection– Meter– Survey
![Page 5: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/5.jpg)
Tools
• Volumetric Measures• Market Research• Ad Planning• Qualitative Measures• Site Centric (Web) Analytics
![Page 6: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/6.jpg)
Volumetric Measures
• Data Providers– Nielsen//NetRatings– Hitwise
• Complementary Service• Search!!• Data is purchased from ISPs
– ComScore• Direct competitor• Market Research• Most media clients use it for panel size and local
reporting
![Page 7: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/7.jpg)
Why it is used…
• Ad Sales– The biggest number!!!
• Competitive Benchmarking– Less important
• Strategic Research– Least important
![Page 8: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/8.jpg)
Market Research
• Custom– Forrester, etc
• Strategic– Everything is a tool, they just sit on top of it– Answers “The Big Questions”– Highest $$ per project
• Survey Research– Harris, Greenfield, FGI, SSI, Etc
• Models– DIY (client builds it then turns it over)– Consultative (spec, serve, analyze)
![Page 9: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/9.jpg)
Ad Planning Tools• Syndicated Studies
– MRI (magazine)– @Plan (internet)– Scarborough (newspapers)
• Ad Tracking– AdRelevence (internet)
• Advertising Effectiveness– Ad Servers– View through/click through– Dynamic Logic Style– Test and control methodology– Normative Database
![Page 10: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/10.jpg)
Qualitative Tools
• Focus Groups– Usability testing etc
• In person• Remote - Vivadence
![Page 11: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/11.jpg)
Site Centric Analytics
• Server Side Measurement– “Tagging” or “Cookies”– Measurement
• Audience: # of browsers by way of cookie• Pages: # of requests
– Providers• Omniture• SiteCensus (N//NR)
![Page 12: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/12.jpg)
Research Methods
• Regression– Why Things Happen
• Relationship between multiple independent variables and a dependent variable
• Segmentation– Who People Are
• Understanding the differences in the audience leads to better user experience
![Page 13: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/13.jpg)
What you need to know and why, about who they are and how they “consume” online news?
• Who they are…• What they do…• How’s it changing…
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Online Audience MeasurementTop-line Audience Metrics
Source: Nielsen//NetRatings NetView Service, August 2007
![Page 15: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/15.jpg)
Current Events & Global NewsIndex Against Total Online Population
103
114
97
8489
70
120109 112
137
0
20
40
60
80
100
120
140
160
180
Men Women 18-34 25-54 55+
Unique AudiencePage Views
Source: Nielsen//NetRatings NetView Service, Combo, August 2007
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Current Events & Global NewsIndex Against Total Online Population
97
116
103
8794
74
114 112117
175
0
20
40
60
80
100
120
140
160
180
Men Women 18-34 25-54 55+
Unique AudiencePage Views
Source: Nielsen//NetRatings NetView Service, Home, August 2007
![Page 17: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/17.jpg)
Current Events & Global NewsIndex Against Total Online Population
99106
10190
96
72
101 99 98
111
0
20
40
60
80
100
120
140
160
180
Men Women 18-34 25-54 55+
Unique AudiencePage Views
Source: Nielsen//NetRatings NetView Service, Work, August 2007
![Page 18: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/18.jpg)
Current Events & Global NewsUnique Audience (000) Trend
0
20,000
40,000
60,000
80,000
100,000
120,000
Sep-0
5
Oct-05
Nov-05
Dec-05
Jan-0
6
Feb-0
6
Mar-06
Apr-06
May-06
Jun-0
6Ju
l-06
Aug-0
6
Sep-0
6
Oct-06
Nov-06
Dec-06
Jan-0
7
Feb-0
7
Mar-07
Apr-07
May-07
Jun-0
7Ju
l-07
Aug-0
7
Source: Nielsen//NetRatings NetView Service
+13% from Sep05+7% from Aug06
![Page 19: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/19.jpg)
Current Events & Global NewsPage Views (000) Trend
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
Sep-0
5
Oct-05
Nov-05
Dec-05
Jan-0
6
Feb-0
6
Mar-06
Apr-06
May-06
Jun-0
6Ju
l-06
Aug-0
6
Sep-0
6
Oct-
06
Nov
-06
Dec
-06
Jan-07
Feb
-07
Mar-0
7
Apr-0
7
May-0
7
Jun-07
Jul-0
7
Aug-0
7
Source: Nielsen//NetRatings NetView Service
+3% from Aug06
![Page 20: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/20.jpg)
Current Events & Global NewsTime-per-person Trend
0:00:00
0:14:24
0:28:48
0:43:12
0:57:36
1:12:00
1:26:24
1:40:48
1:55:12
Sep-0
5
Oct-05
Nov-05
Dec-05
Jan-0
6
Feb-0
6
Mar-06
Apr-06
May-06
Jun-0
6Ju
l-06
Aug-0
6
Sep-0
6
Oct-
06
Nov
-06
Dec
-06
Jan-07
Feb
-07
Mar-0
7
Apr-0
7
May-0
7
Jun-07
Jul-0
7
Aug-0
7
Source: Nielsen//NetRatings NetView Service
![Page 21: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/21.jpg)
Shift in EngagementLoyalty Matrix August 06
10
20
30
40
50
60
5 6 7 8 9 10 11
Visits
Min
utes
CNN Digital NetworkYahoo! NewsMSNC Digital NetworkAOL NewsGoogle News
Source: Nielsen//NetRatings NetView Service. Work, August 2006
![Page 22: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/22.jpg)
Shift in EngagementLoyalty Matrix August 07
10
20
30
40
50
60
5 6 7 8 9 10 11
Visits
Min
utes
CNN Digital NetworkYahoo! NewsMSNC Digital NetworkAOL NewsGoogle News
Source: Nielsen//NetRatings NetView Service. Work, August 2007
![Page 23: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/23.jpg)
Local Story ImpactAugust 07
0
5
10
15
20
25
30
1 2 3 4 5 6
Visits
Min
utes
NYTimes.comSFGate.com/ChronicleChicago TribuneLA TimesStar Tribune
Source: Nielsen//NetRatings NetView Service. Home, August 2007
![Page 24: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/24.jpg)
Local Story ImpactAugust 07
0
5
10
15
20
25
30
1 2 3 4 5 6
Visits
Min
utes
NYTimes.comSFGate.com/ChronicleChicago TribuneLA TimesStar Tribune
Source: Nielsen//NetRatings NetView Service. Work, August 2007
![Page 25: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/25.jpg)
Targeted/Lifestyle Behavior
• Online News Audience Profile – 59.5% Visited a General News Site– 34.5% Read Any News Online –Yesterday– 18.7% Primarily Read Newspaper Online– 16.3% No Newspaper Read Yesterday
Source: Nielsen//NetRatings @Plan Service, Fall 2007
![Page 26: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/26.jpg)
Online News ConsumersActivities Yesterday
129
217
134
209
116
140 140
185
126
182
0
50
100
150
200
250
Dow nloaded Podcast Watched StreamingVideo
Internet Access viaPhone
Any RSS last 30 days Visit Blog Other thanOw n
Any General News SiteAny News Yesterday
Source: Nielsen//NetRatings @Plan Service, Fall 2007
![Page 27: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/27.jpg)
Online News ConsumersFrequently Provide Advice On…
133143
117
131121
144
112
126118119
0
20
40
60
80
100
120
140
160
Politics /CurrentEvents
OnlineShopping
InternetContent &Services
FinancialInformation
Travel
Any General News SiteAny News -Yesterday
Source: Nielsen//NetRatings @Plan Service, Fall 2007
![Page 28: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/28.jpg)
Growth in Video Content
Wall St. Journal – 10/07/06
![Page 29: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/29.jpg)
Emergence of “My.Internet” or “Web2.0”
• “My.Internet” are websites that put the control of the content, either user generated or not, in the hands of the consumers. These sites allow consumers to define their own online experience through technology such as RSS or content genres such as blogs and social networking.
![Page 30: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/30.jpg)
So Who Are These People?• Clicked on an online advertisement• Downloaded a full length video, such as a TV show or
movie• Downloaded a podcast• Downloaded a video clip• Listened to streaming audio• Made a podcast• Participated in an online community, such as
MySpace, Friendster, LinkedIn or Facebook• Posted a blog• Read a blog• Read an RSS feed• Watched streaming video
![Page 31: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/31.jpg)
How Are They Consuming Media Online?
248
355
216200
471
402
199
137
97
160 166
50 64
171
15 13 12 13 021 10
Downloaded a fulllength video
Downloaded apodcast
Downloaded avideo clip
Listened tostreaming audio
Made a podcast Read an RSS feed Watchedstreaming video
My.InternetOld, New MediaI'll Do Nothing And Like It
Source: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300
Average
Metric: Index against overall respondent average
![Page 32: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/32.jpg)
For The Most Part My.Internet Likes The Same Sites As Everyone Else
0%
0%0%
1%1%
1%
1%
1%
1%
1%
1%
1%
2%
5%
5%
6%
16%
16%
19%
24%
Excite
NYTimes
Other ISP
BBC News
Comcast
Drudge
WebMD
ABC News
Ask.com
CBS News
USA Today
WPNI
ESPN
AOL News
Google News
Fox News
CNN
Yahoo!
Other News
MSNBC
1%
2%
1%
0%
3%
1%
1%
4%
1%
1%
1%
0%
0%
3%
2%
6%
13%
14%
18%
30%
Excite
NYTimes
Other ISP
BBC News
Comcast
Drudge
WebMD
ABC News
Ask.com
CBS News
USA Today
WPNI
ESPN
AOL News
Google News
Fox News
CNN
Yahoo!
Other News
MSNBC
0%
1%1%
1%
2%
0%
1%
2%
1%
4%
2%
0%
0%
4%
3%
10%
10%
15%
22%
21%
Excite
NYTimes
Other ISP
BBC News
Comcast
Drudge
WebMD
ABC News
Ask.com
CBS News
USA Today
WPNI
ESPN
AOL News
Google News
Fox News
CNN
Yahoo!
Other News
MSNBC
My.Internet Old, New Media I'll Do Nothing And Like It
Source: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300
Q: What is your favorite news and information website? (Open ended)
![Page 33: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/33.jpg)
Loyalty, However, Is Not Their Strong Suit
17.3
19.1
21.8
22.0
24.5
25.4
30.0
31.2
63.9
General News/Information Category
MySpace
Frappr!
Topix.net
YouTube
Digg.com
Flickr
Del.icio.us
Source: Nielsen//NetRatings Netview Service. Work, April 2006
Metric: Number of News and information sites visited by visitor to “Brand A”
![Page 34: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/34.jpg)
Key Finding: Be Not Afraid• There is a new class of Internet users, but it turns out
that they are pretty much the same as the old ones.
• They…– Are younger and more internet media centric– Are more engaged– Less loyal than average– Seem to like the same sites as everyone else
• For Publishers: The winners will let them be in control of both content and their advertising experience.
![Page 35: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/35.jpg)
The Effects Of RSS On News Sites
• What The Heck Is RSS Doing To My Site?
“I used RSS as a novelty at first, now find the data aggregation it provides time saving. I have a couple of sites I trust, but I’ve been expanding.”
![Page 36: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/36.jpg)
RSS Users Aggressively Use Current Events and Global News Information
8
14
22
21
36
178
7
10
14
19
22
58
Multi-category News & Information
Research Tools
Weather
Directories/Local Guides
Special Interest News
Current Events & Global News
RSSControl
Metric: Minutes per month
![Page 37: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/37.jpg)
RSS Users Tend To Visit 3 Times As Many News Sites As Non-Users
10.6
3.4
RSS Control
Metric: Average number of Current Events and Global News sites visited in a month
![Page 38: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/38.jpg)
While They Still Read The Top Media Sites, RSS Users Expand Outside Of The Top 20
32
11
16
4
51%
36%
0
5
10
15
20
25
30
35
RSS Control0%
10%
20%
30%
40%
50%
60%Top 20 News/Information Sites
All Other News/Information Sites
"Other" as a percentage of "Top 20"
Metric: Visits per person per month
![Page 39: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/39.jpg)
Most RSS Users Do Not Even Know They Are Using RSS
17%
83%
Aware RSS UserUnaware RSS User
Metric: Percent of behavioral RSS users who answer that they use RSS
![Page 40: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/40.jpg)
RSS Awareness is Reflected in Length Of Online Tenure and Gender
78% Male48% Online before ’9446% College Grad+25% $100k +17% Uses Gecko Engine Web Browsers (FireFox, Netscape etc)17% 18 to 34 Years Old
54% Male36% Online before ’9453% College Grad+27% $100k +15% Uses Gecko Engine Web Browsers (FireFox, Netscape etc)25% 18 to 34 Years Old
46% Male34% Online before ’9443% College Grad+22% $100k +5% Uses Gecko Engine Web Browsers (FireFox, Netscape etc)16% 18 to 34 Years Old
Uses RSS
Aw
are
Of R
SS U
se
Yes
Yes
No
No
![Page 41: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/41.jpg)
Unaware Users Frequently View RSS As Going to The Source Itself
4%
4%
6%
28%
17%
18%
24%
4%
5%
9%
0%
21%
30%
32%
3%
6%
9%
0%
16%
31%
35%The source itself
A site that brings together a number of news sources
A site that allows me to personalize the news sources I
seeA RSS reader either built into your
browser or as an application
A search engine
Email newsletters
Other
Aware RSS UserUnaware RSS User Not A RSS User
Q: When you read news online, which of the following sources do you use to read a news story most often? (please select one)
![Page 42: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/42.jpg)
Even Those Who Are Unaware of Use Are Influencers
11%
28%
33%
38%
39%
34%
38%
59%
9%
17%
19%
24%
21%
28%
29%
41%
7%
14%
20%
16%
18%
20%
22%
34%
Aware RSS UserUnaware RSS User Not A RSS User
I am more comfortable with technology than most of the people I know
I frequently send links to new interesting websites to friends and family
I frequently send links to news stories to friends and family
I typically buy new technology before friends and family
I typically sign up for or download new Internet services before friends and family
I frequently send links to interesting new products to friends and family
People come to me to find out about new websites
I frequently access the Internet from devices other than a laptop or desktop computer
Q: To what degree do each of the following statements apply to you? Please rate each on a scale from 1 to 10 [Top 3 Box]
![Page 43: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/43.jpg)
The Role Of Greater Awareness In The RSS User Experience
No Awareness Moderate Awareness Full Understanding
Leve
ls o
f Eng
agem
ent
Size Of Population
My Yahoo! Use
RSS Reader Use
Content Added Aggressively
Content Saturation
Reached
RSS Efficiency Awareness
Develops
Content Equilibrium
Reached
![Page 44: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/44.jpg)
Take Aways…
• Relationship– RSS undeniably changes the ways consumers interact
with a media property. While some sites have seen great benefits from RSS functionality, others are clearly being hurt. Perhaps the greatest beneficiaries of RSS may be sites outside of the Top 20 properties, which should continue to see increased usage from RSS traffic.
• The Future– Current evidence suggests that near-term effects may not
last. As consumers become more comfortable with RSS they seem to be using it to streamline their online experience, rather than broadening it.
![Page 45: The Online News Audience](https://reader035.fdocuments.us/reader035/viewer/2022062815/56812aef550346895d8ed62f/html5/thumbnails/45.jpg)
Questions?Michael Pond, Media [email protected]