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DOWNTOWN ENTERTAINMENTDOWNTOWNENTERTAINMENT.COM
April 23, 2014
BACKGROUNDThere was a need for an online space for young professionals to connect with each other.
A place to share experiences and recommendations as well as what’s up and coming in Toronto.
The best restaurants, bars, events, festivals and everything in between.
This could be the place to go for endless sources of entertainment and information about what’s trending in Toronto.
April 23, 2014
PROBLEM DEFINITION
The problem was that young professionals in Toronto did not have a credible source of information that was relevant to them.
The information targeting them was scattered, making it difficult to access.
There was a disconnect between social platforms and the people who used them.
April 23, 2014
OBJECTIVES
The objectives for the marketing research were to determine if there was a real need and desire for an online based community.
• Who wanted this website running?
• What interests young professionals?
• What drives their online activity?
• Would this online space be inspiring enough to attract advertisers?
April 23, 2014
METHODOLOGY
Our qualitative research design was exploratory.
We used an online survey to determine if this website will be adopted by young professionals and used regularly.
It is a quick online survey designed to be easily completed, containing no more than 15 questions.
Link to online survey:
http://fluidsurveys.com/surveys/andiprakoso/website-research/?TEST_DATA=&_cb=yl3sweGKFW
April 23, 2014
SAMPLE
We are speaking to young, wealthy, confident, and social twenty something’s.
People who are tech-savvy and connected.
By having the survey available online, our reach has expanded. We sampled individuals, of both equal male and female users.
Using this methodology the results will be representative of the demographic that we are targeting.
April 23, 2014
COMPETITORSFacebook.com
BlogTO.com
Toronto.com
Notable.com
April 23, 2014
AGE FILTER
April 23, 2014
Q1. How old are you?n=1000
We posed this age question as a filter since we wanted to speak young, confident, and social twenty something’s.
31-35 27-30 18 or younger 19-22 23-26
Series1 100 100 200 300 300
25
75
125
175
225
275
325
Re
sp
on
de
nts
GENDER
We want the website to be gender neutral so we asked this question to make sure that we were talking to an equal proportion of each.
April 23, 2014
350
350
100MaleFemalePrefer not to answer
Q2. Please indicate your gender?n=800
SOCIAL MEDIA USAGE
We want to speak to tech savvy and connected young people and we want to understand what drives their online activity.
Q3. Do you use social media regularly? n = 800
April 23, 2014
700
100
YesNo
MOST VISITED WEBSITE
With this question we wanted to determine which of our competitors websites users were spending the most time visiting.
Q4.With 1 being the most important and 4 being the least
Important, how often do you visit the following websites?
n=800April 23, 2014
Facebook Notable Toronto.com Blog
Series1 400 200 100 100
25
125
225
325
425
Res
po
nd
ents
WHERE ONE GOES OUT
We posed this question to determine which activities would deserve more attention on the website.
Q5. On a scale from 1-7, where 1 is not enjoyable and 7 is
very enjoyable, please check the box to indicate how you feel
about the following outings? N= 800April 23, 2014
Movies Club Concert Restaurant Bar
Series1 4.75 4.94 5.19 5.56 5.79
0.5
1.5
2.5
3.5
4.5
5.5
6.5
Ratin
gs
HOW OFTEN ONE GOES OUT
We want to know how often they are going out and how social they are.
Q6. In a typical week, how often do you go to
restaurants or bars? n=800
April 23, 2014
0 7 1 to 2 5 to 6 3 to 4
Series1 50 50 150 150 400
25
125
225
325
425
Res
po
nd
ents
WHERE ONE GOES TO FIND THINGS OUT
With this question we wanted to find out where they are getting the information about their social activities.
Q7. Which of the following resources have you used to
get information for restaurants, concerts, bars or events?
n=800April 23, 2014
Magazine Other Friends Online/Website Social Media
Series1 50 50 100 200 400
25
75
125
175
225
275
325
375
425
Respon
dets
SMARTPHONE CHOICE
We wanted to make sure that the people we were speaking to had smartphone technology and capabilities.
Q8. Are you using a smartphone as your mobile
Device? n = 800
700
100
Yes
No
SMARTPHONE CHOICE
We want to find out which phone they are using to make sure that we align our mobile website with the most used operating system.
Q9. Which of the following smartphones are you
Currently using? n = 700
Iphone Samsung HTC Blackberry Other
Series1 300 250 50 50 50
25
75
125
175
225
275
325
Re
sp
on
de
nts
MOST DESIRABLE APP QUALITY
We want to know what qualities are most valued by our young professional targeted audience.
Q10. Using a scale of 1 being very desirable and 5 being least desirable, please rate the following mobile app qualities
based on their desirability to you? n = 700
April 23, 2014
Free to download Easy to use Personalized for each user
Ability to use offline
Series1 3500 2800 2100 1400
250
750
1250
1750
2250
2750
3250
3750
HIGHEST LEVEL OF EDUCATION
We want to be sure that we are targeting educated young professional.
Q11. What is your highest level of education? n=800
April 23, 2014
Bachelor Degree Some College but not degree
High School Other Graduate Degree
Series1 300 200 150 150 50
25
75
125
175
225
275
325
EMPLOYMENT STATUS
We want to be sure that we are talking to gainfully employed young professional.
Q12. Which of the following best describes your
employment status? n=800
April 23, 2014
350
250
50
150 Employed, working part timeEmployed, working full timeNot employedOther
ONE’S INCOME
We want to know that our targeted users have money to spend on social activities regularly.
Q13. Which of the following figures best represents your household income? n=800
April 23, 2014
50
300
150
100
200$0 to $15,000 $16,000 to
$30,000$31,000 to $45,000
$46,000 to $60,000
More than $61,000
SOCIAL WEBSITE NEEDS
We included this open-ended question to allow our target audience the opportunity to tell ask exactly what they want it on a social website.
Q14. What would you like to see included on a social
website to make your experience more enjoyable? n=800
April 23, 2014
400
200
200 Connected to Social MediaIncludes video contentOptimized for mobile
CONCLUSION
Our research speaks for itself. There is a need for Downtown Entertainment.
The graphs shown above are in comparison to what we mentioned in our background, problem definition, sample, and objectives.
Each graph and question goes to show that people will use a site like this and would love it.
April 23, 2014
RECOMMENDATIONS
We do have some competition with Facebook, Notable, and BlogTO, however we will take the responses from question 10 to improve our website to what the consumer wants and needs.
We will now open the floor for any questions or concerns.
THANK YOU!
April 23, 2014