tech consumer insights
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DIY TECH CONSUMERS
July 8th, 2013THOUGHT LEADERSHIP SERIES
#1 in Home #3 in Health#2 in Personal Finance#3 in Personal Finance (Mobile)#5 in Lifestyle#6 in Tech
OUR CONSUMERS HAVE MADE DEMAND MEDIAs eHOW TOP 10 IN 11 CATEGORIES IN THE US
Source: comScore May 2013EACH MONTHMORE THAN 70 MILLION AMERICANS ENGAGE WITH US
14 MILLION TECHENTHUSIASTS greater growth than any of the Top 5 Technology News destinations
Brands reach more Tech consumers on eHow Tech than on About.com Technology Network, HowStuffWorks, Electronics Channel, and Answers.com Technology combined
Source: comScore Media Metrix (March 2012-March 2013)Source: comScore Mobile Metrix (September 2012-February 2013)
Since March, 2012, eHow Tech has outpaced the growth of general tech topics by 4x.
At Demand Media, we areTRANSFORMINGdata into actionable brand and consumer insights. 1:3 Americans turn to us for solutions to their everyday problems. We bring brands directly into the conversation.Our sophisticated content creation process and dedication to making the most discoverable content on the web has evolved to a deep data-driven understanding of how consumers like to read and view content, seasonally, year over year, on which device, in what kinds of formats and by industry.
With our help, brand marketing messages are delivered within the right content, in the right format, for the right device, and at the right time, so that consumers build positive brand associations throughout their consumer journey.
DIY TECH CONSUMERSWho are they?What do they care about?How do they decide to buy?How can you connect?
DATA SOURCES:Demand Media Content Consumption, Page Views, Day of Week, Time of Day, Platform, Search Terms, Crowdtap direct polling of eHow Tech Audience, Hitwise and Hitwise AudienceView, comScore, eMarketer, Google Inights
WE ASKEDWE LOOKED AT
MULTIPLATFORM CONSUMERS ARE THIRSTY FOR CONTENT
Search is used at beginning, middle and end of shopping process. 86% of shoppers use generic search terms for queries.
46% of US consumers use mobile exclusively when performing research online.
Mobile search drives multi-channel conversions. 55% of conversions happen within an hr.
Mobile, tablet adoption changing research and purchase behavior
63% of consumers researched consumer products online. 50% purchased online.
Showrooming and price sensitivity are increasing. 59% of consumers used smartphone to find better price while shopping.
Online sales of consumer electronics predicted to climb to $80b in 2016
Consumers are more informed and better connected, They are less loyal to brands and want a dialogue with companies.
Search-discovered content and retailer websites are critical to the purchase decision
Sources: eMarketer Consumer Electronics, The Path to Purchase, Reinvented, 2012; eMarketer Adapting to a Showrooming World, 2012; Google, Mobile Search Moments, Understanding How Mobile Drives Conversions, 2013. KEY TRENDSINFORMEDCONSUMERSNEW PATH TO PURCHASEENGAGEMENT IMPERATIVE
WHAT DO THEY CARE ABOUT?
4.10.2013INTEREST IN TECH CONSUMER CONTENT IS INCREASINGConsumers are turning to instructional content about Electronics more and more
Page views for How-to titles about Electronics have increased +36% from 2011-2012
Source: Demand Media Proprietary Insights
NEW DEVICES ARE DRIVING AUDIENCEINTEREST IN SMART PHONES HAS INCREASED BY 151%Buying a smartphone on a budgetHow to download pictures from your smartphone to your computerINTEREST IN TABLET DEVICES IS UP 316%How to use a tablet PCHow to install apps on an android tabletINTEREST IN HDTVS IS UP 36%How to get the best quality picture out of your HDTVHow to connect a PC to an HDTV
ONSource: Demand Media Proprietary Insights
INTEREST IN IPODS ON EHOW FELL 83% SINCE 2010 How to sync your iPod to iTunesHow to make a playlist on your iPodHow much does an iPod cost?
INTEREST IN FILM CAMERAS IS DOWN 40%Loading film in 35mm cameras35mm film cameras vs. SLR
INTEREST IN BLACKBERRY IS DOWN 69%How to transfer address book to a BlackberryHow to fix the trackball on a Blackberry curveRetrieving Blackberry message history
BUT SOME DEVICES ARE PLAYED OUT
ONSource: Demand Media Proprietary Insights
CONTENT FORMAT MATTERS DIY TECH CONSUMERS GENERALLY PREFER VIDEO CONTENT FOR DEMONSTRATIONS
Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2013Consumers are over 2x more interested in video content for TVs
How to Connect a VCR or DVD Player to a TelevisionHow to Connect a PC to an HDTV
They are 73% more interested in video content for cell phones and accessories
How to Find a Lost Smartphone Using GPSHow to Use the iPhone Speakerphone
However, for telephones, consumers are 69% more interested in Articles
How to Block Caller IDHow to Use Call Forwarding on Your Home Phone
WHAT MAKES THEM BUY?
DIY TECH PURCHASERSARE COMMITTED TO RESEARCH Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.When it comes to tech purchasing, how much online research do you do?, n= 470
SEARCH & INFORMATION SITESARE MOST IMPORTANT AFTER RETAIL
Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.Where do you go to research electronic products online before buying? (check all that apply)?, n=470
MOST PURCHASE RESEARCH TAKES PLACE AT HOMESource: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013. Where do you normally perform online research for electronics purchases from? (check all that apply), n=470
#Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013. Which device do you use most often to research electronic purchases?, n=470
DESKTOP STILL MOST IMPORTANT FOR PURCHASE RESEARCH
Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.Keeping your most recent electronics purchase in mind, which of the following online activities have you performed after searching for information about your purchase online (Please mark all that apply), n=470CONSUMER RESEARCH OFTEN TRIGGERS STORE VISIT OR PURCHASE
Further research is the most common next step after initial research:
MOST PEOPLE SHOP FOR THEMSELVES OR FAMILYSource: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.Who do you buy electronics for? (Please mark all that apply), n=470
ALMOST HALF PURCHASE WITHIN A DAY, MOST WITHIN A WEEKSource: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.After searching for information related to your tech purchase, how long does it take before you take action?, n=470
HOW DO YOU REACH THEM?
- Robin Hutto, GoogleTHE SEARCH-DRIVEN ENGAGEMENT CYCLE OFFERS MORE TOUCHPOINTS FOR BRANDSSearch is used at the beginning, middle and end of the research process, by both wireless and portable PC shoppers.
Integrate your brand with intenders closer to action
Complement content campaign with contextual, impactful media
Create a constant connection with your consumers on one of the largest personal finance sitesWE HELP BRANDS CONNECT WITH CONSUMERS IN 2 WAYS BRING THEM TO YOUWITH INTENT-BASED BRAND CONTENTGO WHERE THEY AREINTEGRATE AT THE RIGHT PLACE AND AT THE RIGHT TIMECreate content that you know users are seeking
Drive traffic via organic search and social distribution
Do it at a scale, with the maximum go-to-market efficiency
#OWNED + PAID DRIVE EARNEDcustomize22
IN A MULTIPLATFORM WORLD WE SEE EMERGING OPPORTUNITIESSource: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2013
On the weekends, when consumers are at home or on the go, MOBILE use is higher Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2013
DESKTOP use peaks while consumers are at workDESKTOP USE - HIGHER DURING THE WEEK MOBILE USE PEAKS ON WEEKENDS
DESKTOP USE IS HIGHER DURING THE DAY SMARTPHONE AND TABLET AT NIGHTTABLET use spikes at night, especially during prime time
Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2013
DESKTOP use peaks while consumers are at workSMARTPHONE use steadily increases throughout the day, peaking at night
#In Q2, consumers want to invest in upgrades to their car sound systems and electronic accessories.
How to install an overhead DVD playerHow to find a DVD System with multiple monitors for your SUVHow to play an iPod through a car stereo
They are also interested in operation for devices that will help them find their way during upcoming trips.
How to update GPS systemsTypes of navigation systemsHow does live traffic on GPS work
ONTECHCONSUMERS ARE INTERESTED IN ELECTRONICS THAT WILL ENHANCE CAR TRIPS AND OTHER TRAVEL IN Q2
Source: Demand Media Proprietary Insights
OTHER TOP CATEGORIES VISITED BY EHOW TECH USERS Source: Demand Media Proprietary Insights
#Hobbies, Games & Toys contains video and electronic game content27
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21 MILLION UNIQUES WORLDWIDE