1. Understanding Digital Trends & Changes in Media Consumption
Presented by:
Raul Vielma
561-820-4277
rvielma@pbpost.com
April 1, 2011
RealSolutions.PalmBeachPost.com
2. What you can expect to get out of this workshop
Understand WHY the Internet should be leveraged to improve your
overall market opportunities and enhance your return on investment.
▀ Learn trends and changes in the digital market place
▀ The evolution of media consumption
▀ How to leverage free tools for better measurement and
effectiveness
▀ Improve your search results
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3. Increase in media choices continues to evolve
In the beginning there was only Now there are almost too many to count
one vehicle to reach consumers
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4. 2011 not stopping media expansion…
Mass adoption of
smart phones in the
U.S.
70.4 million in
20101 Mobile as an
Increase in social
use and time spent ad platform Augmented Reality
Nearly 154 million
UVs on Facebook
Dec. 20103 Widgets and Apps
Average number of
apps downloaded to
a smart phone 271
Social Coupons
Tweeter and
social media Boom in tablet
as ad vehicles market
15.5 million units sold
forecasted in 20112
Mass adoption of QR codes
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Source: 1Nielsen State of Media 2010; 2The State Of Consumers and
Technology: Benchmark 2010, US; 3 ComScore, Dec. 2010
5. U.S. household technology adoption
During 2010
85.9 million (73%) of U.S.
households have broadband.
6.6 million consumers were
forecasted to purchase e-readers.
8.3 million Netbooks and mini-PCs
were purchased.
Nearly 1/3 of U.S. households had
DVRs – a 12.5% increase from
2009.
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Source: The State Of Consumers and Technology: Benchmark 2010, US
6. Power of the Internet
▀ The Internet has revolutionized how consumers
search, research, compare and purchase goods
and services.
▀ The Internet has increased from 10% reach
(1986)1 to over 74%2 in 2010.
▀ Users spend an average of almost 14 hours a
week online2.
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Sources: 1OPA – A Day in the Life: An Ethnographic Study of Media Consumption – July 2006
2The State Of Consumers and Technology: Benchmark 2010, US
7. The New Shopping Paradigm
80%
of consumers have used the Web for
researching information about products
and services1
yet only…
8% of retail sales occur online2
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Sources: 1Forrester State of Retailing Online 2010; 2US Online Retail Forecast 2010 to 2015
8. Its not about going online, its about being online!
Nearly 3 out of 4 market
adults access the Internet
monthly.
Do not access Market adults spent on
average 10 hours per week
online.
Access the Internet
Monthly 74% 70% have broadband
connections (DSL or Cable).
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* DMA (Designated Market Area) is comprised of Palm Beach, Martin, St. Lucie, Okeechobee and Indian River Counties
** Index is a percentage showing the relationship of a set of numbers to a standard base with a number greater than 100 being above average.
Total Adults in the West Palm Beach-Ft. Pierce DMA : 1,500,000
Source: 2010 Scarborough Multi-Market Report, Release 2, 2010 Scarborough, Release 2
9. Who’s online?
47% of online adults are between 18 and 44
Nearly 2 out of 3 are college educated
Nearly half (49%) have household
incomes of $75,000 or more
62% are employed
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Total Adults in the West Palm Beach-Ft. Pierce, FL DMA: 1,500,000
Source: 2010 Scarborough Report, Release 2
10. Lets look at who is online and what they do
▀ Are your customers online?
▀ What are they purchasing?
▀ What are they using to go online?
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11. 6 in 10 of local adults* are buying online
What those 60% (895,200 adults) bought online (past 12 months)
Purchased online Percentage
Airline tickets 52%
Clothing or accessories 42%
Books 38%
Other travel reservations (hotels, auto 30%
rental, etc.)
Computer hardware/software 18%
Health and beauty items 14%
Office supplies 13%
Movie tickets 13%
Flowers 12%
Music files (iTunes, Napster, etc.) 12%
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*West Palm Beach-Ft. Pierce, FL DMA: 1,500,000
Source: 2010 Scarborough Report, Release 2
12. Total local market adults advertising sources
Types of advertising usually Most useful media source when
read, listen to or view looking for product/service info
Media Source Percentage Media Source Percentage
Television 62% Newspapers 36%
Newspapers 54% Internet 23%
Mail 37% Television 8%
Internet/online 36% Weekly/shoppers 8%
Magazines 34% Mail 2%
Weekly/shoppers 34% Magazines 1%
Radio 30% Radio 1%
Yellow Pages 11% Outdoor billboards 0%
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West Palm Beach-Ft. Pierce, FL DMA: 1,500,000
Source: 2010 Scarborough Report, Release 2
13. A day with technology
Morning Morning on During Evening on Evening
at home way to work At work lunch time the way home at home
Check news, Satellite radio, Search online, Check personal Get traffic
Traffic & weather Local stations Visit newspaper e-mail, Texts updates & Watch/read
site, online portal, and places to dinner ideas evening news,
Online shopping eat personal email,
pay online bills,
Online videos,
shopping
Yankelovich Marketing estimates that a city dweller is
exposed to an average of 5,000 ad messages per day.
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14. Evolution of media consumption – the new “primetime”
PalmBeachPost.com Average Weekday Hourly Unique Visitor
14,000
Traffic on the 13,000
Internet is the 12,000
heaviest Monday 11,000
through Friday 10,000
between the 9,000
hours of 8 AM to 8,000
4 PM. 7,000
6,000
This has created 5,000
the new 4,000
“primetime” for 3,000
reaching 2,000
consumers when 1,000
exposure to other 0
types of media is
12 PM
11 PM
10 PM
1 AM
2 AM
3 AM
4 AM
5 AM
6 AM
8 AM
9 AM
7 AM
12 AM
11 AM
10 AM
2 PM
3 PM
5 PM
6 PM
8 PM
9 PM
1 PM
4 PM
7 PM
at its lowest.
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Source: Omniture SiteCatalyst Average Weekday Hourly Unique Visitors, January – March 2011
16. What is your current status?
Are you monitoring traffic and managing your website?
Are you using any free online tools (Compete, Google Analytics…)?
Do you leverage Search/Social media/Mobile?
Are you embracing new technologies ?
QR codes
Online marketing tools
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17. PalmBeachPost.com always improving
The Post continuously monitors its
website to make it more user friendly
to visitors and advertisers.
About 12 re-designs since its launch.
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18. Understand how you measure up, monitor the traffic your site is generating
Page Views: The number of times a web page
is requested from a server.
Unique Visitors: The number of users who have
accessed a website within a given period of time.
Visit: Number of times someone interacted with
your website.
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23. QR codes (Quick Response)
QR codes allows mobile phone with
cameras to read the code and input a
tag or take you to a specific site.
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24. Mobile Barcodes/QR codes
QR code: “quick response code”
A two-dimensional barcode that holds alphanumeric characters, i.e.
URLs, contact info, calendar data
Accessible on all major smartphones Bit.ly QR code
Explosive growth: mobile barcode grew 1600% in 2010
Sometimes proprietary, sometimes open/free
Sources: ScanLife Mobile Bardcode Trend Report, Jan. 2011
DataMatrix
barcode
Microsoft Tag
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25. Download Complete
▀ Media has become a very crowded place & the adoption of
technology has rapidly increased
▀ Evolution of media consumption: people have many choices
▀ Measure your website! Know online terminology
▀ Improve your results by leveraging your online tools
▀ Online Advertising – display, behavioral targeting and search
mobile and more…
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26. Homework
▀ Look at your website and determine what you like and dislike
▀ Search for your product/service online – where do they show up in Google,
Yahoo, Bing and Ask?
▀ Look at your site’s metrics (page views, unique visitors)
▀ Look at your competitors’ websites metrics with Compete.com
▀ Sign up for news and information about your line of business with Google Alerts
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28. Next Time - Friday, April 8
Maximize, Measure and Make Digital Work for You
▀ More on Google analytics and Compete.com
▀ Dig into Search Scan to download
▀ Key web analytics you need to know
▀ Website analytics and best practices
▀ Online advertising and best practices
QUESTIONS?
To download presentation go to: bit.ly/DDseries1
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29. What’s next from The Palm Beach Post
Understand and capitalize on consumer buying habits
SAVE THE DATE
Date: Tuesday, May 17th
Time: 8:30am – 12 pm
Venue: Palm Beach Photographic Centre
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