myYearbook/Ketchum Teen Study

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  • 1. 2010 CONFIDENTIAL

2. WhatismyYearbook? #1SiteforTeenscomScoreTeens MoreVisitsthanthenext5largestsitescombined FastestgrowingsocialnetworkintheUS Visitsup79%andMinutesup78%OverLast6Months HighlyEngagedAudience Membersspend154minutespermonth Highquality,OriginalContent PlaSormfororiginalsocialgames 2010 CONFIDENTIAL2 3. Top Teen Sites Stickiest Sites RankSite NameTotal Visits (000)RankSite NameAverage Visits 1 myYearbook.com55,30221 COX.com 12.822 MySpace.com 12.72Gaiaonline.com16,5813Imvu.com13,14523 myYearbook.com 12.44Meez.com 9,663 24Salesforce.com 12.3 5Zwinky.com 8,164 25Optimum.net12.2Most Trafficked SitesRank Site Name Total Pages Viewed (MM) 21Plentyoffish.com 99322 Apple.com 966 23myYearbook.com96424Twitter.com94525Roblox.com 909 Source: comScore, US, Apr 2010 2010 CONFIDENTIAL 3 4. FastGrowing,EngagedAudience Monthly Pageviews (mm) Monthly Minutes (mm) 1,000 800 950 750 900 700 850 650 800 600 750 550 700 Twitter 500 650 450Twitter myYearbook 600 400myYearbook 550 350 500 300 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Nov-09 Dec-09 Jan-10 Feb-10Mar-10 84% growth 95% growthfor myYearbook for myYearbook totalpageviews from Nov minutes from Nov 2009 to2009 to Mar 2010 Mar 2010Source: comScore, myYearbook.com and Twitter.com 2010 CONFIDENTIAL4 5. myYearbookKetchum TeenInuencerStudy 2010 CONFIDENTIAL 6. Ketchum KetchumYouthResearch Marketing AudienceinsightsSports & EntertainmentMarketingPassion Precision TrendSpotting Social MediaBrand Planning Content Agency IntegrationMemes &Media Relations 2010 CONFIDENTIAL 6 7. SocialMediaTeenInuencerSurvey 10,000TeensSurveyed 500,000+individualanswersto55quesVons Marginoferrorforthendingsis+/2.3percentwithacondenceintervalof95percent DeniVonofaTeenInuencer: Aged1319 Top15%MostAcVveandEngagedmyYearbookMembers TheInternetisnotjustawayforteenstopassGme,ratheritshapestheir oinesocializaGon,mediaconsumpGon,andpurchasinghabits 2010 CONFIDENTIAL7 8. WhyTheseTeensareSoImportant Teens are active, online and share with friends 90%80%70%60%50%40%InfluencersAll Teens 30%20%10%0% Went to movie lastPlan to buy mobile Tune in TV based Watch movies Tell friends what weekend phoneon online adsbased on online products they useads 2010 CONFIDENTIAL8 9. ProleofaTeenInuencer 97%spendover2hoursperdayonsocialmediasites 95%updatetheirstatusatleastonceaday 91%havemorethan500friendsonsocialmediasites 88%sendmorethan3,000textspermonth 81%shareinformaVonwithfriendsoaenorveryoaen 2010 CONFIDENTIAL 10. TeenswithOnlineFriendsareMoreSocialOine Socialmediapopularitytranslatedoine Ofallteenssurveyed,inuencerswere38%morelikelytohaveacended apartylastweekendthanteensasawhole TheyweremuchmorelikelytoengageinothersocialacVviVes Teenswhoaremoresocialonlinearethemostsocialoine Influencers: More Likely than Other Teens to...90.0%80.0%70.0%60.0%50.0%40.0%30.0%20.0%10.0% 0.0%Go to concert Go to sports Go to partyGo to mall Go to movie Go to friends Movie at home eventhouse 2010 CONFIDENTIAL 10 11. AgeMaNersYoungerTeensDontLikeTheirParentson TheirSocialNetwork 56%ofteenInuencersaged1314HateIt,areNervousorAnnoyedofparentsfriendingthemonsocialmediasites However,only27%ofTeenInuencersaged1819classifyinthesamecategories 2010 CONFIDENTIAL 11 12. PurchasingPower:InuencersBuyMoreofEverything InuencersleadthewayforproductpurchasesandmediaconsumpVon Influencers are 21% more likely to Influencers are 36% more likely to 21%have purchased Music, Movies or36% have purchased Electronics (iPod,Books in the last 6 months TV) in the last 6 months (82% of Influencers and 68% of Teens overall) (67% of Influencers and 49% of Teens Overall) 28% Influencers are 28% more likely to own a smartphone.(35% of Influencers and 27% of Teens overall) 2010 CONFIDENTIAL 12 13. InuencersDontJustBuyTheyShare Inuencersnotonlypurchaseatahigherratethanteensingeneral,buttheyaremuchmorelikelytosharetheirpurchasedecisionsandwhatproductstheyareusingwithfriends Inuencerswere70%morelikelytosharepurchasingdecisionsvs.teensasawhole 2010 CONFIDENTIAL 13 14. HowTeensConsumeMedia ThemajorityofteensmulVtaskwhenwatchingtelevision ButtherateatwhichInuencersmulVtaskisgreaterthanteensasawholeWatch TV and Send TextsWatch TV and Be Online90% 85% 85% 80% 75%80%70%75%65%70% 60% 65% 55% Influencers Teens InfluencersTeens 2010 CONFIDENTIAL 14 15. TeenInuencersareMuchMoreLikelytoBeOnlinethanWatchingTelevision TheInternetismorepopularthantelevisionforteens,andevenmoresoforInuencers % Spending More than 2 Hours Each Day70% 60% 50% 40% 30%Online 20% Online TVTV10%0% Influencers Teens 2010 CONFIDENTIAL15 16. BrandedOnlineContentBecomingIncreasinglyInuenGalvs.TelevisionCommercials BrandedcontentandvideotrailersaremorelikelytomaketeenstuneintoaTVshowthantelevisioncommercials 53%ofTeenInuencerscitebrandedcontentandtrailersasareasontotuneinvs.50%ciVngtelevisioncommercials Thegapwidenswhenteensareconsideringgoingtothemovies 64%ofInuencerscitebrandedcontentandtrailersasakeyitemconvincingthemtoacendamovievs.57%ciVngtelevisioncommercials 2010 CONFIDENTIAL 16 17. AdverGsingPreferencesInuencersarealsoInuencedTelevision: 74%ofTeenInuencersdecidetotuneinandwatchaTVshowonaparVculardaybasedontheirfriendsfeedback Only64%ofteensingeneralwilldothesame Movies: Thesameappliestomovies.73%ofInuencerswillgoseeamoviebasedontheirfriendsreviewsvs.66%ofteensingeneral Inuencersare11%morelikelytogo Andbeinginuencerstheywillrecommendittootherfriendsaaerwatchingit 2010 CONFIDENTIAL 17 18. TeensLikeFanPages 60%ofteenInuencersand43%ofteensoverallareinuencedbyamoviesFanPage 67%ofInuencershavealsocommentedonaFanPagetoextendtheirinuence. DEAN IMAGE FAN PAGEInuencerswere82%morelikelytohavecommentedaFanPage FanpagesasabrandingplaSormgivemoviesorgroupsanoutlettoreachtheirfansanddriveengagementandappearheretostay 2010 CONFIDENTIAL18 19. TeensEmbraceBrandedContentbutExpectSomething inReturn TeensarerecepVvetobrandedcontentbutexpectsomethinginreturnfortheiracenVon IncenVveworksonteens How to Best Promote Your Brand to Teens70% 65% 60% 55% 50% 45% 40% 35% 30% Ads to Earn Currency Ads that Unlock Features General Ads 2010 CONFIDENTIAL19 20. LOLandOMG!WhatResonateswithTeens ContentthatisparVcularlyhumorousorshockingresonatesmostwithteens Theyaremostlikelytosharecontentthatishumorous,shockingorincludesacelebrity ThemajorityofteeninuencerspreferinteracVonsfrombrandstobeclearandgettothepoint Buttheyalsoappreciatewhenabrandcanbeedgy,funnyorshockingaslongastheydoitwell!BrandshopingtokeepupshouldnduniquewaystoparGcipateinthe thingsteenagersalreadycareaboutinsteadofcompeGngwithwhats alreadycapturingtheiraNenGon.AdriannaGiuliani,VP,Ketchum 2010 CONFIDENTIAL20 21. KeySurveyFindings Teenswithonlinefriendspartymoreoine YoungerTeensdontliketheirparentsontheirsocialnetwork Teeninuencersarealsomorelikelybeinuencedbytheirfriends SocialmediaInuencersconsumemoremediaofalltypes:music,TV,books,newspapers,magazines,etc. MajorityofTeensmulVtaskwhilewatchingtelevision Teensareonlinemorethantheywatchtelevision Onlineadssurpasstelevisioncommercialsininuencingteens Teeninuencersembracefanpages TeensexpectsomethinginreturnfortheiracenVononBrands ThemostsharablecontentforteensonlineisLOLorOMG 2010 CONFIDENTIAL 21 22. 2010 CONFIDENTIAL