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© 2010 CONFIDENTIAL

myYearbook/Ketchum Teen Study

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Page 1: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL

Page 2: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 2

WhatismyYearbook?

• #1SiteforTeens–comScoreTeens•  MoreVisitsthanthenext5largestsitescombined

•  FastestgrowingsocialnetworkintheUS•  Visitsup79%andMinutesup78%OverLast6Months

• HighlyEngagedAudience•  Membersspend154minutespermonth

• High‐quality,OriginalContent•  PlaSormfororiginalsocialgames

Page 3: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 3

Rank Site Name Average Visits

21 COX.com 12.8 22 MySpace.com 12.7

23 myYearbook.com 12.4 24 Salesforce.com 12.3

25 Optimum.net 12.2

Stickiest Sites

Rank Site Name Total Pages Viewed (MM)

21 Plentyoffish.com 993

22 Apple.com 966

23 myYearbook.com 964

24 Twitter.com 945

25 Roblox.com 909

Most Trafficked Sites

Rank Site Name Total Visits (000)

1 myYearbook.com 55,302

2 Gaiaonline.com 16,581

3 Imvu.com 13,145

4 Meez.com 9,663

5 Zwinky.com 8,164

Top Teen Sites

Source: comScore, US, Apr 2010

Page 4: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 4

FastGrowing,EngagedAudience

95% growth for myYearbook total minutes from Nov 2009 to Mar 2010

84% growth for myYearbook pageviews from Nov 2009 to Mar 2010

Source: comScore, myYearbook.com and Twitter.com

500 550 600 650 700 750 800 850 900 950

1,000

Nov-09 Dec-09 Jan-10 Feb-10 Mar-10

Monthly Pageviews (mm)

Twitter

myYearbook

300 350 400 450 500 550 600 650 700 750 800

Nov-09 Dec-09 Jan-10 Feb-10 Mar-10

Monthly Minutes (mm)

Twitter

myYearbook

Page 5: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL

myYearbookKetchumTeenInfluencerStudy

Page 6: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 6

Precision Passion

Agency Integration

Audience insights

Ketchum Research

Trend Spotting

Brand Planning

Sports & Entertainment

Marketing

Ketchum Youth

Marketing

Social Media

Content

Memes & Media

Relations

Page 7: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 7

SocialMediaTeenInfluencerSurvey

•  10,000TeensSurveyed•  500,000+individualanswersto55quesVons•  Marginoferrorforthefindingsis+/‐2.3percentwithaconfidenceintervalof95percent

•  DefiniVonofaTeenInfluencer:•  Aged13–19•  Top15%MostAcVveandEngagedmyYearbookMembers

TheInternetisnotjustawayforteenstopassGme,ratheritshapestheirofflinesocializaGon,mediaconsumpGon,andpurchasinghabits

Page 8: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 8

WhyTheseTeensareSoImportant…

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Went to movie last weekend

Plan to buy mobile phone

Tune in TV based on online ads

Watch movies based on online

ads

Tell friends what products they use

Teens are active, online and share with friends…

Influencers

All Teens

Page 9: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL

ProfileofaTeenInfluencer

•  97%spendover2hoursperdayonsocialmediasites

•  95%updatetheirstatusatleastonceaday

•  91%havemorethan500friendsonsocialmediasites

•  88%sendmorethan3,000textspermonth

•  81%shareinformaVonwithfriendsoaenorveryoaen

Page 10: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 10

TeenswithOnlineFriendsareMoreSocialOffline

•  Socialmediapopularitytranslatedoffline

•  Ofallteenssurveyed,influencerswere38%morelikelytohaveacendedapartylastweekendthanteensasawhole

•  TheyweremuchmorelikelytoengageinothersocialacVviVes

•  Teenswhoaremoresocialonlinearethemostsocialoffline

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%

Go to concert Go to sports event

Go to party Go to mall Go to movie Go to friends house

Movie at home

Influencers: More Likely than Other Teens to...

Page 11: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 11

AgeMaNers–YoungerTeensDon’tLikeTheirParentsonTheirSocialNetwork

•  56%ofteenInfluencersaged13‐14“HateIt”,are“Nervous”or“Annoyed”ofparentsfriendingthemonsocialmediasites

•  However,only27%ofTeenInfluencersaged18‐19classifyinthesamecategories

Page 12: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 12

PurchasingPower:InfluencersBuyMoreofEverything

•  InfluencersleadthewayforproductpurchasesandmediaconsumpVon

36% Influencers are 36% more likely to have purchased Electronics (iPod, TV) in the last 6 months

Influencers are 21% more likely to have purchased Music, Movies or Books in the last 6 months

21%

28% Influencers are 28% more likely to own a smartphone.

(35% of Influencers and 27% of Teens overall)

(82% of Influencers and 68% of Teens overall) (67% of Influencers and 49% of Teens Overall)

Page 13: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 13

InfluencersDon’tJustBuy–TheyShare

•  Influencersnotonlypurchaseatahigherratethanteensingeneral,buttheyaremuchmorelikelytosharetheirpurchasedecisionsandwhatproductstheyareusingwithfriends

•  Influencerswere70%morelikelytosharepurchasingdecisionsvs.teensasawhole

Page 14: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 14

HowTeensConsumeMedia

•  ThemajorityofteensmulVtaskwhenwatchingtelevision

•  ButtherateatwhichInfluencersmulV‐taskisgreaterthanteensasawhole

65%

70%

75%

80%

85%

90%

Influencers Teens

Watch TV and Send Texts

55%

60%

65%

70%

75%

80%

85%

Influencers Teens

Watch TV and Be Online

Page 15: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 15

TeenInfluencersareMuchMoreLikelytoBeOnlinethanWatchingTelevision

•  TheInternetismorepopularthantelevisionforteens,andevenmoresoforInfluencers

Online

Online TV TV

0%

10%

20%

30%

40%

50%

60%

70%

Influencers Teens

% Spending More than 2 Hours Each Day

Page 16: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 16

BrandedOnlineContentBecomingIncreasinglyInfluenGalvs.TelevisionCommercials

•  BrandedcontentandvideotrailersaremorelikelytomaketeenstuneintoaTVshowthantelevisioncommercials

•  53%ofTeenInfluencerscitebrandedcontentandtrailersasareasontotuneinvs.50%ciVngtelevisioncommercials

•  Thegapwidenswhenteensareconsideringgoingtothemovies

•  64%ofInfluencerscitebrandedcontentandtrailersasakeyitemconvincingthemtoacendamovievs.57%ciVngtelevisioncommercials

Page 17: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 17

AdverGsingPreferences–InfluencersarealsoInfluenced

Television:

•  74%ofTeenInfluencersdecidetotuneinandwatchaTVshowonaparVculardaybasedontheirfriendsfeedback

•  Only64%ofteensingeneralwilldothesame

Movies:

•  Thesameappliestomovies.73%ofInfluencerswillgoseeamoviebasedontheirfriends’reviewsvs.66%ofteensingeneral

•  Influencersare11%morelikelytogo

•  Andbeinginfluencers–theywillrecommendittootherfriendsaaerwatchingit

Page 18: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 18

TeensLikeFanPages•  60%ofteenInfluencersand43%ofteensoverallareinfluencedbyamovie’sFanPage

•  67%ofInfluencershavealsocommentedonaFanPagetoextendtheirinfluence.Influencerswere82%morelikelytohavecommentedaFanPage

•  FanpagesasabrandingplaSormgivemoviesorgroupsanoutlettoreachtheirfansanddriveengagementandappearheretostay

DEAN IMAGE FAN PAGE

Page 19: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 19

TeensEmbraceBrandedContentbutExpectSomethinginReturn

•  TeensarerecepVvetobrandedcontentbutexpectsomethinginreturnfortheiracenVon

•  IncenVveworksonteens

30%

35%

40%

45%

50%

55%

60%

65%

70%

Ads to Earn Currency Ads that Unlock Features General Ads

How to Best Promote Your Brand to Teens

Page 20: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 20

LOLandOMG!–WhatResonateswithTeens

•  ContentthatisparVcularlyhumorousorshockingresonatesmostwithteens

•  Theyaremostlikelytosharecontentthatishumorous,shockingorincludesacelebrity

•  ThemajorityofteeninfluencerspreferinteracVonsfrombrandstobeclearandgettothepoint

•  Buttheyalsoappreciatewhenabrandcanbeedgy,funnyorshocking–aslongastheydoitwell!

“BrandshopingtokeepupshouldfinduniquewaystoparGcipateinthethingsteenagersalreadycareaboutinsteadofcompeGngwithwhat’salreadycapturingtheiraNenGon.”AdriannaGiuliani,VP,Ketchum

Page 21: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL 21

KeySurveyFindings

•  Teenswithonlinefriendspartymoreoffline

•  YoungerTeensdon’tliketheirparentsontheirsocialnetwork•  Teeninfluencersarealsomorelikelybeinfluencedbytheirfriends

•  SocialmediaInfluencersconsumemoremediaofalltypes:music,TV,books,newspapers,magazines,etc.

•  MajorityofTeensmulV‐taskwhilewatchingtelevision

•  Teensareonlinemorethantheywatchtelevision

•  Onlineadssurpasstelevisioncommercialsininfluencingteens

•  Teeninfluencersembracefanpages

•  TeensexpectsomethinginreturnfortheiracenVononBrands

•  ThemostsharablecontentforteensonlineisLOLorOMG

Page 22: myYearbook/Ketchum Teen Study

© 2010 CONFIDENTIAL