can digital discovery live up to its potential?
TRANSCRIPT
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Can Digital Discovery Live Up toits Potential?
David Card, VP Research
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Key questions
How are consumers finding entertainmentand content today?
Which types of media customers use digital
discovery? And how? How can media companies best use digital
and social discovery?
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Traditional discovery tools still dominate
Question asks: How do you find out about differententertainment options (e.g. movies, TV shows, music, funwebsites)? (Select all that apply)
% of online consumers
Source: GigaOM Pro U.S. consumer survey, 3/12 N = 1,165
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And 1:1 recommendations rule
% of online consumers
Source: GigaOM Pro U.S. consumer survey, 3/12 N = 1,165
Question asks: How do you make entertainment-relatedrecommendations to others? (Select all that apply)
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Media consumer segments
Source: GigaOM Pro U.S. consumer survey, 3/12 N = 1,165
TV FANS
35% of consumers 2/3 45+ years old Less likely to pay for
online video Least likely to have
smartphone, tablet,
eReader Most likely to haveDVR
PRINT FANS
25% of consumers
58% male Fairly average use of
other media Online local news More likely to pay for
downloads thanstreamed music
More likely to havesmartphone
RADIO FANS
14% of consumers 59% male, older Most likely to pay
for e-Books, yet onlyaverage e-Bookreader ownership
Most likely to haveiPad, overall earlyadopters
Use stores fordiscovery
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Fans use digital discovery a little more
Question asks: How do you find out about differententertainment options (e.g. movies, TV shows, music, funwebsites)? (Select all that apply)
% of segment
Source: GigaOM Pro U.S. consumer survey, 3/12 N = 1,165
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Radio, print fans convert to paid content
% of segment
Source: GigaOM Pro U.S. consumer survey, 3/12 N = 1,165
Question asks: Which of the following product categorieshave you purchased online in the last 3 months? (Chooseall that apply)
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The future: Introducing the Social Explorer
Source: GigaOM Pro U.S. consumer survey, 3/12 N = 1,165
Use social networks to findcontent
17% of all consumers
Young (40% are 18-34)
Skew slightly female Heavier users of all forms of
entertainment discovery andrecommendation
A third use 3 or more social
network sites 36% influence friends across a
variety of categories
THE SOCIAL
EXPLORER
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Social Explorers spread the word
% of segment
Source: GigaOM Pro U.S. consumer survey, 3/12 N = 1,165
Question asks: How do you make entertainment-relatedrecommendations to others? (Select all that apply)
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And they also help pay the bills
% of segment
Source: GigaOM Pro U.S. consumer survey, 3/12 N = 1,165
Question asks: Which of the following product categorieshave you purchased online in the last 3 months? (Chooseall that apply)
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A tale of 3 social readers: WaPo
All promotion but even related WaPolinks dont drive off-site
No advertising
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The Guardian
Leads with editorial curation Rich media ads Promotion of other Guardian Facebook
pages
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The Daily
Editorial and social curation options Enables writer following Ads and download the paid app
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Key takeaways
Traditional discovery means dominate dont betthe farm on digital discovery
Allcampaigns/promotions must be integrated
Radio and print fans more digitally adventurous,and more likely to convert
Identify and cultivate your Social Explorers Social strategies:
Use Facebook for free while you can
Exploit the startups Drive em home!