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Intelligence for Advertisers

Site Profile Study: Final Report

September 24, 2010


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Agenda Objectives & Research Design

Key Findings & Advertisers Roadmap

Site Visitation: Reasons & Frequency

Brand Consumption & Preferences

Soft Drinks

Beer

Fast Food Restaurants

Full Service Restaurants

Auto/Truck Insurance

Motorcycle Insurance

Client Enthusiast Segment Profiles


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Objectives & Research Design


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Objectives

Primary Objective: Understand who is visiting the clients site in order to create compelling

reasons for targeted advertisers to buy digital media on the site.

Specifically, uncover opportunities in each of the following categories for advertisers.

Soft drinks

Beer

Fast food restaurants

Full service restaurants

Auto/Truck insurance

Motorcycle insurance

Determine how brand usage/preference varies by

Enthusiast segment

Page visitation

Frequent site visitors


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Research Design

Visitors to the site were randomly invited to participate in a survey following departure from the

site domain.

Study participants were recruited from the following pages

http://www.site/

http://www.site/Section2



Participants completed a short 6 9 minute questionnaire.

1050 completed interviews were obtained from July 20 to August 2, 2010

Five Enthusiast segments were created based on the primary reason site is typically visited

Differences among groups, e.g. Enthusiast segments, were statistically tested @ 95% and 90%

confidence levels.


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Research Design: Recruitment

Homepage

62%

Section 1

20%

Section 27%

Section 3

5%

Section 4

5%

Client Site Recruitment Pages

Nearly 2/3 of study participants were recruited from the Homepage.


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Research Design: Enthusiast Segments

(defined by primary reason site is typically visited)

Segment 1, 15%

Segment 2, 34%

Segment 3, 8%

Segment 4, 22%

Other, 21%

Segment 2 Enthusiasts account for 1/3 of site visitors followed by Segment 1 (22%),Segment 2 (15%), and Segment 3 (8%).

Q2a What is the main reason that you typically visit site? N=1021


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Key Findings & Advertisers Roadmap


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Key Findings Clients site should appeal to category leaders, e.g. 61% drink Coke, 44% eat at McDonalds, and

58% shop Wal-Mart.

Enthusiasts standout as the most frequent targets, especially for

BeerBud/Bud Light and Busch

Fast Food RestaurantsMcDonalds, KFC, and Pizza Hut

Full Service RestaurantsApplebees and Cracker Barrel

Big Box StoresWal-Mart

Auto/Truck InsuranceState Farm

Niche segments include

Sprite Segment 1

SubwaySegment 2 (and is the preferred fast food restaurant overall by a 2:1 margin over McDonalds)

Progressive Segment 3

Page visitation creates several brand targeting opportunities especially for Beer.

Excepting Taco Bell, frequent visitation is not a brand differentiator.


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Key Findings: What are the Most Popular Brands?Category leaders should advertise on the site.

Soft Drinks Full Service RestaurantsFast FoodBeer

Client Users love Bud, McDonalds, and Applebees.

Enthusiasts preferSubway.


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Key Findings: What are the Most Popular Stores & Insurance

Companies?

Overall, Big Box and Insurance category leaders should advertise on site.

Stores Motorcycle InsuranceAuto/Truck Insurance

Client Site visitors prefer Wal-Martand State Farm.

Enthusiasts prefer Progressive


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Site Visitation: Reasons and Frequency


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Reasons for Visiting site

1%

4%

7%

7%

16%

28%

44%

54%

8

7

6

5

4

3

2

1

Many visit the site for multiple reasons, but Reason 1 and 2 are the primary

drivers.

18%

0%

1%

1%

0%

7%

15%

22%

35%

9

8

7

6

5

4

3

2

1

Why did you visit today? What is the main reason you typically visit?

Q2. Why are you visiting site today? N=1050Q2a. What is the main reason that you typically visit site? N=1021


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Site & Segment VisitationFrequency

All site

Visitors

Segment 1 Segment 2 Segment 3 Segment 4

Sample Size (1050) (152) (354) (87) (230)

A B C D E

First Time 6% 7% 3% 6% 4%

At Least Once a Day 37% bD 30% 41% BD 26% 47% ABD

2 3 Times/Week 30% 32% 31% 32% 31%

Once a Week 12% 17% 11% 10% 11%

2 3 Times/Month 7% E 7% E 8% E 12% E 2%

Once a Month 4% 3% 3% 8% 3%

Less Than Once a

Month

3% 3% 1% 6% d 2%

More than 1/3 visit at least once a day, with frequent visitation highest among

Segment 2 and Segment 4 Enthusiasts.

Q1 How often do you visit site?

CAPITAL LETTERS = significant @ 95% confidence level ; small letters = significant @ 90% confidence level


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While Coke is the clear favorite, nearly twice as many Segment 1 Enthusiasts prefer Mountain Dewthan average.

Dr. Pepper is more popular with segment 3 and 4 Enthusiasts. More Segment 2 Enthusiasts and Page visitors drink Sprite than average.

Soft Drinks

Soft Drink Consumption Preferred Brand

61%

43%

24%

20% 20% 19%16%

13%

Coke Pepsi Dr. Pepper A&W Root

Beer

Mountain

Dew

Sprite 7-Up Canada Dry

Segments 3/4

36%

Segment 2

25%

36%

21%

8% 8%

4% 4% 3% 3%

Coke Pepsi Dr. Pepper Mountain

Dew

A&W Root

Beer

Canada Dry Sprite 7-Up

Segment 115%

Q3a. Which of the following brands of soda or soft drinks have you purchased or drunk in the past month? N=660Q3b. Which brand do you like the best? N=618

= significant @ 95% confidence level = significant @ 90% confidence level


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Coors, and especially Bud and Busch, are for Segment 1.

Guinness should advertise on the Section 3 page.

Sam Adams should place ads on the Section 1 and Section 4 pages. Sierra Nevada should advertise on the Section 4 page.

Beer

Beer Consumption Preferred Brand

29%27%

20% 20%

17%

14%

11%

7%6%

5%

Bud/Bud

Light

Sam

Adams

Miller Corona Coors Guinness Sierra

Nevada

Michelob Amstel Busch

Segment 1

47%

Segment 231%

14%

11%

9%

7% 7% 7% 7%

2% 2% 2%

Bud/Bud

Light

Sam

Adams

Miller Guinness Sierra

Nevada

Corona Coors Busch Michelob Amstel

Segment 2

16%

Segment 2

30%

Q4a. Which of the following brands of beer have you purchased or drunk in the past month? N=440Q4b. Which brand do you like the best? N=335



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Segment 2s love fast food, especially McDonalds, KFC, and Pizza Hut.

Subway is the preferred fast food restaurant by 2:1, especially among Segment 4 Enthusiasts.

Taco Bell is attractive to frequent site visitors (High ROI). More Segment 3 Enthusiasts prefer Chick-Fil-A.

Fast Food Restaurants

Restaurant Visitation Preferred Restaurant

44%

36%

27% 26% 25%

17% 16%

12% 11%

5% 5% 4%

McDonald's Subway Wendy's Burger King Taco Bell KFC Arby's Pizza Hut Chick-Fil-A Carl's Jr. Dominos Long John

Silvers

Segment 2

55%

2-3X/wk

30%

Segment 2

28%

20%

11% 11%

6% 6% 6%

4%

2% 2% 1% 1% 1%

Subway McDonald's Wendy's Taco Bell Burger King Chick-Fil-A Arby's KFC Carl's Jr. Pizza Hut Long John

Silvers

Dominos

Section 2

Page 57%Section 2

Page

29%

Section 2

Page

24%

Segment 4

28%

Section 2

11%

Segment 2

17%

Segment 3

12%

Segment 2

6%

Q5. Which of the following fast food restaurants have you eaten at in the past month? N=1050Q5a. Which fast food restaurant is your favorite one? 796



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Segment 2s love to eat at full service restaurants as well, especially Applebees andCracker Barrel.

Chilis should advertise on the Section 4 page.

Full Service Restaurants

Restaurant Visitation Preferred Restaurant

17%

13%12%

10%9% 9%

8% 8%

6%5% 5%

4%

App le be e's C hi li 's O li ve Garde n O ut ba ck

Steakhouse

Red Lobster Cracker

Barrel

D en ny 's T .G.I . F ri da y's R ed R ob in P F C ha ng s H oo te rs L on gh orn

Segment 2

25%

Segment 2

18%

9%

8% 8%

7% 7%

6%

4%

3% 3% 3%

2% 2%

Red Lobster Applebee's Outback

Steakhouse

Cracker

Barrel

Ol ive Ga rd en C hi li 's P F C han gs H oo te rs Re d R ob in T .G .I . Fr id ay 's Lo ng hor n De nn y' s

Section 2

Page 28% Section 4

26% Section 2

21%

Segment 2

20%

Section 2

Page 21%

Segment 2

16%

Q6. Which of the following full service restaurants have you eaten at in the past month? N=1050Q6a. Which full service restaurant is your favorite one? N=509



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Wal-Mart in particular is favored by Segment 2 Enthusiasts.

Target should target advertising to Section 4 page visitors.

Home Depot should advertise on the Section 1 page.

Big Box Stores

Stores Shopped Preferred Store

58%

46%42%

39%

32%

19% 18%15%

12%

6%

Wal-Mart Home

Depot

Lowes Target Best Buy Staples Sears Office

Depot

K-Mart Offi ce

Max

Segment2

50%

18%

12%11%

8% 8%

2%1% 1% 1%

0%Wal-Mart Lowes Target Best Buy Home

Depot

Sears Staples K-Mart Office

Depot

Office Max

Segment 2

80%

Segment 2

21%

Section 2

Page

83%

Section 1

Page

53%

Section 4

Page

55%

Section 2

Page

36%

Segment 2

37%

Segment 2

14%

Q7. Which of the following stores have you shopped at in the past month? N=1050Q7a. Which store is your favorite place to shop? N=954



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Segment 2s clearly prefer State Farm, but AARP should place ads on the Section 2 page as well.

Progressive should target Segment 3 Enthusiasts.

Segment 1s prefer USAA.

Auto/Truck Insurance

Insurance Company Primary Insurance Company

19%

9% 9%8%

6%5%

4% 4%

2% 2% 2% 1%

State Farm Prgressive Allstate CEICO AAA USAA Nationwide Famers Liberty

Mutual

Travelers AARP Esurance

12%11%

10%

7%6% 6%

5%4% 4%

2%1%

Allstate GEICO Progressive USAA Famers Nationwide AAA Liberty

Mutual

Travelers AARP Esurance

Segment1

11%

Segment 3

22%

Segment 1

7%

Section 3 Page

21%

Section 1

Page

9%

Section 1

Page

13%

Section 2

10%

Segment 2

25%

Segment 2

38%

Q8. Please think about all the autos and/or trucks owned in your household? Which of the following companies do you have auto insurance with? N=1050Q8a. Which insurance company do you consider your primary auto and/or truck insurance carrier? N=662



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Progressive insures nearly 1 in 4, and is especially popular with Segment 3 Enthusiasts.

39% are insured with none of the 6 major insurance companies, suggesting many are not insured.

Motorcycle Insurance

Insurance Company

22%

14%

8%5%

3%2%

1%

39%

Prgressive State Farm GEICO Allstate Famers Nationwide AAA None of

these

Segment 335%

Q9b. Which company do you have your motorcycle insurance with? If you are insured with more than one company, please indicate your primary insurance carrier. N=252



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Site Visitor & Enthusiast Segment

Profiles


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Site & Segment Demographic Profile

All site

Visitors


Sample Size (1050) (152) (354) (87) (230)

A B C D E

Gender

Male 93% B 74% 98% AB 99% AB 96% B

Female 7% CDe 26% ACDE 2% 1% 4%

Age 52 c 57 ACDE 51 51 52

Income $81.7k B $66.1k $89.7k ABe $83.5k B $82.4k B

Married 62% 67% e 64% 66% 58%

Segment 1 Enthusiasts are older, lower income, with a far higher incidence of female visitors.

Segment 2 Enthusiasts are more affluent.



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Soft Drink & Beer Consumption

All site

Visitors


Sample Size (1050) (152) (354) (87) (230)

A B C D E

Soft Drinks

At Least Once a Day 40% 43% 38% 37% 37%

Less Than Once a Day 45% 45% 46% 49% 50%

Never 15% 12% 16% 14% 13%

Beer

At Least Once a Day 9% 9% 7% 14% c 11% c

Less Than Once a Day 63% B 48% 66% B 68% B 65% B

Never 28% D 43% ACDE 27% d 18% 24%

Q3. How often do you drink soda or soft drinks?Q4. How often do you drink beer?

40% drink sodas at least once a day with no differences by segment.

Segment 1 Enthusiasts are the lightest beer drinkers.



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Motorcycle Ownership

All site

Visitors


Sample Size (1050) (152) (354) (87) (230)

A B C D E

Own a Motorcycle 24% BCE 17% 17% 79% ABCE 15%

Among Owners

Own 1 49% 69% AcE 49% 35% 51%

Own More Than 1 51% B 31% 51% b 65% AB 49%

Not surprisingly, far more Segment 3 Enthusiasts own a motorcycle.

Q9 Do you own a motorcycle?Q9A How many motorcycles do you own?



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Enthusiast Segment Summary Segment 2 Enthusiasts are the largest (34%) and most affluent ($90k) segment; they are

Frequent visitors (41% once a day or more often; 31% 2 3 times per week), and

Attracted to Spriteand USAA.

Visitors to the Section 1 page also are more likely to drink Sam Adams and shop at Home Depot.

Segment 4 Enthusiasts account for 22% of visitors; they are

Frequent visitors (47% once a day or more often; 31% 2 3 times per week), and

Attracted to Subwayand USAA.

Visitors to the Section 3 page also are more likely to drink Sam Adams and Sierra Nevada, eat at Chilis, and shop at Target.

While Segment 2 Enthusiasts (15%) are the least attractive demographically older (57 years of age) and lowestincome ($66k)they may represent the most opportunities. More than site visitors as a whole, they

Prefer Mountain Dew,

Dink more Bud/Bud Light, Coors, and Busch,

Are fast food junkiesMcDonalds, KFCand Pizza Hut,

Like Applebees, Olive Garden, and Cracker Barrel,

Are the most active shoppersWal-Mart, Lowes, Home Depot,and K-Mart, and

Are State Farm loyalists.

Segment 3 Enthusiasts are the smallest segment (8%), and are

Less frequent visitors (26% once a day or more often; 32% 2 3 times per week), and

Attracted to Dr. Pepper, Chick-Fil-A,,and Progressive Insurance (both Auto and Bike)

Visitors to the Section 3 page are more likely to drink Guinness.

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