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DIY TECH CONSUMERS
July 8th, 2013
THOUGHT LEADERSHIP SERIES

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#1 in Home
#3 in Health
#2 in Personal Finance
#3 in Personal Finance (Mobile)
#5 in Lifestyle
#6 in Tech
OUR CONSUMERS HAVE MADE
DEMAND MEDIA’s eHOW TOP 10
IN 11 CATEGORIES IN THE US
Source: comScore May 2013

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14 MILLION TECH
ENTHUSIASTS
… greater growth than any of the Top 5 Technology News destinations
• Brands reach more Tech consumers on eHow Tech than on About.com
Technology Network, HowStuffWorks, Electronics Channel, and Answers.com
Technology combined
Source: comScore Media Metrix (March 2012-March 2013)
Source: comScore Mobile Metrix (September 2012-February 2013)
Since March, 2012, eHow Tech has outpaced the growth of general
tech topics by 4x.

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At Demand Media, we are
TRANSFORMING
data into actionable brand and
consumer insights.
1:3 AMERICANS
turn to us for solutions to
their everyday problems.
We bring brands directly
into the conversation.
Our sophisticated content creation process and
dedication to making the most discoverable content
on the web has evolved to a deep data-driven
understanding of how consumers like to read and
view content, seasonally, year over year, on which
device, in what kinds of formats and by industry.
With our help, brand marketing messages are
delivered within the right content, in the right format,
for the right device, and at the right time, so that
consumers build positive brand associations
throughout their consumer journey.

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DIY TECH CONSUMERS
1. Who are they?
2. What do they care about?
3. How do they decide to buy?
4. How can you connect?
DATA SOURCES:
Demand Media Content Consumption, Page Views,
Day of Week, Time of Day, Platform, Search Terms,
Crowdtap direct polling of eHow Tech Audience,
Hitwise and Hitwise AudienceView, comScore,
eMarketer, Google Inights
WE ASKED…
WE LOOKED AT…

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MULTIPLATFORM CONSUMERS
ARE THIRSTY FOR CONTENT
• Search is used at beginning,
middle and end of shopping
process. 86% of shoppers use
generic search terms for queries.
• 46% of US consumers use mobile
exclusively when performing
research online.
• Mobile search drives multi-
channel conversions. 55% of
conversions happen within an hr.
• Mobile, tablet adoption changing
research and purchase behavior
• 63% of consumers researched
consumer products online. 50%
purchased online.
• Showrooming and price
sensitivity are increasing. 59% of
consumers used smartphone to
find better price while shopping.
• Online sales of consumer
electronics predicted to climb to
$80b in 2016
• Consumers are more informed
and better connected, They are
less loyal to brands and want a
dialogue with companies.
• Search-discovered content and
retailer websites are critical to the
purchase decision
Sources: eMarketer “Consumer Electronics, The Path to Purchase, Reinvented,” 2012; eMarketer “Adapting to a Showrooming World,” 2012; Google, “Mobile Search Moments,
Understanding How Mobile Drives Conversions,” 2013.
KEY TRENDS
INFORMED
CONSUMERS
NEW PATH TO
PURCHASE
ENGAGEMENT
IMPERATIVE

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4.10.2013
INTEREST IN
TECH
CONSUMER
CONTENT IS
INCREASING
Consumers are turning to
instructional content
about Electronics more
and more
Page views for “How-to”
titles about Electronics
have increased +36%
from 2011-2012
Source: Demand Media Proprietary Insights

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NEW DEVICES ARE DRIVING AUDIENCE
INTEREST IN SMART PHONES HAS
INCREASED BY 151%
 Buying a smartphone on a budget
 How to download pictures from your smartphone to your
computer
INTEREST IN TABLET DEVICES IS UP
316%
 How to use a tablet PC
 How to install apps on an android tablet
INTEREST IN HDTVS IS UP 36%
 How to get the best quality picture out of your HDTV
 How to connect a PC to an HDTV
100
148
251
2010 2011 2012
NEW TECHNOLOGY
CONTENT
INTEREST INDEX
ON
Source: Demand Media Proprietary Insights

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INTEREST IN IPODS ON EHOW FELL
83% SINCE 2010
 How to sync your iPod to iTunes
 How to make a playlist on your iPod
 How much does an iPod cost?
INTEREST IN FILM CAMERAS
IS DOWN 40%
 Loading film in 35mm cameras
 35mm film cameras vs. SLR
INTEREST IN BLACKBERRY
IS DOWN 69%
 How to transfer address book to a Blackberry
 How to fix the trackball on a Blackberry curve
 Retrieving Blackberry message history
BUT SOME DEVICES ARE PLAYED OUT
ON
Source: Demand Media Proprietary Insights
iPods
-83%
Blackberry
-69%
Film
Cameras
-40%
Car
Speakers
-39%
% CHANGE
FROM 2010 TO 2012

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CONTENT FORMAT MATTERS
DIY TECH CONSUMERS GENERALLY PREFER
VIDEO CONTENT FOR DEMONSTRATIONS
Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2013
Consumers are over 2x more interested
in video content for TVs
 How to Connect a VCR or DVD Player to a Television
 How to Connect a PC to an HDTV
They are 73% more interested in video
content for cell phones and accessories
 How to Find a Lost Smartphone Using GPS
 How to Use the iPhone Speakerphone
However, for telephones, consumers are
69% more interested in Articles
 How to Block Caller ID
 How to Use Call Forwarding on Your Home Phone

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DIY TECH PURCHASERS
ARE COMMITTED TO RESEARCH
I do more
research than
the average
person
I do the same
amount as other
people
I do less research
than the average
person
I do not research
tech purchases
online at all
Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.”
“When it comes to tech purchasing, how much online research do you do?”, n= 470

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SEARCH & INFORMATION SITES
ARE MOST IMPORTANT AFTER RETAIL
Social media (Facebook, Pinterest,
Twitter, etc.)
Online professional reviews
Friends, family, or colleagues
(outside of social media)
Informational websites (example:
eHow, About.com, HowStuffWorks)
Search engine (search for info)
Retailer website or product website
Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.
“Where do you go to research electronic products online before buying? (check all that apply)?”, n=470

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MOST PURCHASE RESEARCH
TAKES PLACE AT HOME
On the Go (While not in the store)
On the Go (While in the store)
Work
Home
Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.
“Where do you normally perform online research for electronics purchases from? (check all that apply)”, n=470

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Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.
“Which device do you use most often to research electronic purchases?”, n=470
DESKTOP STILL MOST IMPORTANT
FOR PURCHASE RESEARCH
Desktop or
Laptop Computer
Smartphone
Tablet
Device

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Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.
“Keeping your most recent electronics purchase in mind, which of the following online activities have you performed after searching for information about your purchase online
(Please mark all that apply)”, n=470
CONSUMER RESEARCH OFTEN
TRIGGERS STORE VISIT OR PURCHASE
I did not take any action after researching the business or
product
Share information on social media (e.g., Facebook,
Twitter, etc.)
Place a phone call to the company or store
Make a purchase
Visit a store
Ask for advice from friends or family
Visited a retailer website or product website
Further research
Further research is the most common next step after initial research:

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MOST PEOPLE SHOP
FOR THEMSELVES OR FAMILY
For my work
Gift for someone outside household
For my kids
For the family to share
Wife/husband/partner
Myself
Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.
“Who do you buy electronics for? (Please mark all that apply)”, n=470

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ALMOST HALF PURCHASE WITHIN
A DAY, MOST WITHIN A WEEK
Within 30
minutes
Within 1 hour
Within 1 dayWithin 1 week
Longer than a
week
Source: Crowdtap Survey of eHow Tech and Crowdtap Consumers, June, 2013.
“After searching for information related to your tech purchase, how long does it take before you take action?”, n=470

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AWARENESS/
FAMILIARITY
ENGAGEMENT
CONSIDERATION
SHOPPING/
COMPARING
PURCHASING
SHARING
- Robin Hutto, Google
THE SEARCH-DRIVEN
ENGAGEMENT CYCLE OFFERS
MORE TOUCHPOINTS FOR
BRANDS
Search is used at the
beginning, middle and
end of the research
process, by both
wireless and portable
PC shoppers.

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Integrate your brand with intenders
closer to action
Complement content campaign with
contextual, impactful media
Create a constant connection with
your consumers on one of the largest
personal finance sites
WE HELP BRANDS CONNECT WITH
CONSUMERS IN 2 WAYS
BRING THEM TO YOU
WITH INTENT-BASED BRAND CONTENT
GO WHERE THEY ARE
INTEGRATE AT THE RIGHT PLACE AND AT THE RIGHT TIME
Create content that you know users
are seeking
Drive traffic via organic search and
social distribution
Do it at a scale, with the maximum
go-to-market efficiency
OWNED
PAID

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IN A MULTIPLATFORM WORLD
WE SEE EMERGING OPPORTUNITIES
Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2013
100
123
114 113
103
98 98
92
100
40
65 61
84
89
106
123
100 96
89
131
145
196
89
83
All Tech Content Cameras Personal Audio Home Audio TVs Tivo & DVR Telephones Cell Phones &
Accessories
ELECTRONICS CONTENT ENGAGEMENT BY PLATFORM
Desktop Smartphone Tablet

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20%
30%
40%
50%
60%
70%
80%
90%
100%
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
EHOW PV BY PLATFORM – Q4 2012
Desktop Smartphone and Tablet
On the weekends, when
consumers are at home or on
the go, MOBILE use is higher
Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2013
DESKTOP use peaks
while consumers are
at work
DESKTOP USE - HIGHER DURING THE WEEK
MOBILE USE PEAKS ON WEEKENDS

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DESKTOP USE IS HIGHER DURING THE DAY
SMARTPHONE AND TABLET AT NIGHT
TABLET use spikes at
night, especially during
prime time
Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2013
DESKTOP use peaks
while consumers are
at work
SMARTPHONE use steadily
increases throughout the
day, peaking at night
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
EHOW PV BY PLATFORM AND TIME OF DAY PST
Q4 2012
Desktop iPad Smartphone

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In Q2, consumers want to invest in
upgrades to their car sound
systems and electronic accessories.
 How to install an overhead DVD player
 How to find a DVD System with multiple
monitors for your SUV
 How to play an iPod through a car stereo
They are also interested in operation
for devices that will
help them find their way during
upcoming trips.
 How to update GPS systems
 Types of navigation systems
 How does live traffic on GPS work
100
110
120
130
Q1 Q2 Q3 Q4
TECH INTEREST INDEX
2010-2012
Car DVD Players Other Car Audio
International Cell Phones Mobile GPS
Handheld GPS
ON
TECH
CONSUMERS ARE INTERESTED IN
ELECTRONICS THAT WILL ENHANCE
CAR TRIPS AND OTHER TRAVEL IN Q2
Source: Demand Media Proprietary Insights

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OTHER TOP CATEGORIES VISITED
BY EHOW TECH USERS
Source: Demand Media Proprietary Insights
Health Fashion & Style
Games & Toys Pets
Food & Drink Home & Garden
ON
Pets
Home & Garden
Fashion, Style &
Personal Care
Food & Drink
Health
Hobbies, Games & Toys

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EXTEND YOUR CAMPAIGN TO THE TECH
TRACKERS OF LIVESTRONG AND THE
ENTERTAINMENT JUNKIES ON CRACKED
THE LIMITLESS POTENTIAL OF YOU
21 MILLION UNIQUES
WORLDWIDE
3 MILLION+
REGISTERED MYPLATE USERS
COMEDY WITH A COLLEGE DEGREE
Source: comScore & Demand Media Proprietary Insights
TECH ONLINE SHOPPERS ARE
60% MORE LIKELY
TO VISIT CRACKED
FOR HUMOR CONTENT
92% OF LIVESTRONG’S
VISITORS
OWN OR BUY ELECTRONIC
PRODUCTS
5 MILLION UNIQUES
35 MILLION
MONTHLY VISITS

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