11 defining the blogher network audience. 2 nielsen online @plan helps us define the blogher...
Post on 03-Jan-2016
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Nielsen Online @Plan Helps usDefine the BlogHer Audience
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• Who they are• What they buy• Where they go for leisure activities• How they are geographically dispersed in the U.S.• When they are making life stages changes
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Demographic Profile: They are young, well educated and affluent
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Top Index Profile Points:
•Work in a high tech industry (160)•Have Post Grad college degree (152)•Age 25-39 (145)•Have Children under age 2 (132)•HH Income $150K+ (121)• Professional (136)
Source: Nielsen Online @Plan Spring 2010
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Computer-Electronics: They spend a lot of $$ on consumer electronics
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Top Index Profile Points:
•Shopped online for video games (236)•Purchased computer hardware for work (209)•Purchased a smart phone anywhere (181)
Source: Nielsen Online @Plan Spring 2010
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Car and Truck: They use the Internet to help with automotive decisions
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Top Index Profile Points:
•Purchased auto loans online (200)•Own a Saab (206)•Purchased Auto Insurance online (177)
Source: Nielsen Online @Plan Spring 2010
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Finance: They are savvy with money
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Top Index Profile Points:
•Shopped online for a new credit card (199)•Purchased Money Market Fund online (186)•Purchased stocks online, last 6 months (163)
Source: Nielsen Online @Plan Spring 2010
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Food and Beverage: BlogHer users are Foodies
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Top Index Profile Points:
•Bought Jamba Juice, last 7 days (246)•Heavy online spending for gourmet food (220)•Purchased Heineken light beer last 7 days (216)
Source: Nielsen Online @Plan Spring 2010
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Games and Hobbies: Eclectic and Diverse interests…Museums and College Football!
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Top Index Profile Points:
•Shopped online for computer software games(228)•Purchased College Football tickets online (264)•Purchased Ballet/Dance tickets online (181)
Source: Nielsen Online @Plan Spring 2010
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Geography: Dispersed across markets large and small
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Top Index Profile Points:•Colorado Springs(310)•Austin (199)•Kansas (159)
Large Markets:•San Francisco (146)•Boston(137)•Chicago (121)
Source: Nielsen Online @Plan Spring 2010
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House and Real Estate
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Top Index Profile Points:
•Heavy spending for Home Improvement online or offline (275)•Purchased gardening tools online (180)•Shopped for appliances online (188)
Source: Nielsen Online @Plan Spring 2010
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Health and Family: Online purchases for the busy BlogHer user
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Top Index Profile Points:
•Bought educational software online (216)•Bought family Health Insurance online (233)•Purchased toys online (234)
Source: Nielsen Online @Plan Spring 2010
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Influencer-Advisor: BlogHer users provide frequent advice about everything
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Top Index Profile Points:
•Posted or sought product review last 30 days (184)•Provides frequent advice about websites and Internet(157)•Provides frequent advice about online shopping(159)
Source: Nielsen Online @Plan Spring 2010
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Internet Access and Activities: One of the most digitally savvy audiences online
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Top Index Profile Points:
•Listened to live concert online (222)•Published a blog last 30 days (220)•Watched a “how-to” video online(208)
Source: Nielsen Online @Plan Spring 2010
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Shop Products: BlogHer Users Shop ‘Til They Drop
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Top Index Profile Points:
•Purchased videogames online (236)•Shopped online for books on tape (260)•Bought cosmetics online (229)•Bought movie tickets online (224)
Source: Nielsen Online @Plan Spring 2010
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Shop Stores: Clothes, Home and Electronics
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Top Index Profile Points:
•Express (244)•The Body Shop (231)•Restoration Hardware (227)
Source: Nielsen Online @Plan Spring 2010
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Telco: Smart Phones Rule for BlogHer Users
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Top Index Profile Points:
•Watched video on the phone last 30 days (189)•Shopped online from a cell phone last 30 days (185)•Listened to MP3 music on cell phone (177)Source: Nielsen Online @Plan Spring 2010
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Travel
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Top Index Profile Points:
•Stayed at Hyatt for business, last 3 months (208)•Extended Stay America for business or vacation (236)•Stayed at Radisson Hotel for business (209)
Source: Nielsen Online @Plan Spring 2010
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Audio-Radio
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Top Index Profile Points:•World music genre (208)•Children’s Music(206)•Live concerts online last 30 days (222)
Top Music Genre by % Comp:•Classic Rock (30%)•Country (23%)•Soft Rock (22%)
Source: Nielsen Online @Plan Spring 2010
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