Male Millennial Influencer Study

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Largest Publisher of Enthusiast Destinations for Men

Authentic Voices and Passionate Audiences

175 Editors and Category Experts (entertainment, gaming, sports, music, life & style)

More Owned and Operated Sites than any other male lifestyle publisher

Award-winning creative solutions at scale

360 Marketing Programs (mobile, video, social and offline events)

Extensive Event Coverage of 120+ events per year

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CraveOnline targets 18-34 year old men-the Millennial Male. We discovered that our enthusiast websites over-index for characteristics that comScore identifies as influencer traits.

Therefore in July 2013, we partnered with comScore to field a survey of 2,019 male panelists, aged 18-34. The purpose of our joint study was to learn more about millennial men and about a key segment of Millennials that seem to influence the purchasing behavior of the rest. We call them the "Influential Millennial Male."

Purpose and Methodology

Source: comScore Plan Metrix Key Measures; March, 2013

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Table of Contents

I. Who is the Influential Millennial Male?

II. Why Are Millennial Influencers Important?

III. Where Do You Find These Influencers?

IV. Once You Have Found Them, How Do You Engage/Connect With Them?

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Who Is The Influential Millennial Male?

Defining the Influential Millennial Male

• Frequently visit social media sites

• Frequently post to social media sites

• Typically the 1st among friends and family to own/buy a product or service

• Frequently advise others on products and services

• Have lots of friends

• Able to persuasively convey information to others

1 in 7 Millennial Men Self Identify as an Influencer

Common Characteristics of Influencers

Purchase Influencers- the focus of this study

Source: comScore Plan Metrix Key Measures July, 2013

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Study Focus: Valuable Purchase Influencers

Male Millennial Influencers

comScore Plan Metrix Key Measures March, 2013

comScore Survey Q1: On which of the following topics do you frequently give advice to others?

comScore Survey Q3: Which of the following categories are you typically the first among your friends and family to…

18-34 year old men who both frequently advise others on one or more of these topics and are 1st to own/buy one or more of these products or services

Automotive

Books

Clothes/Fashion

Computer Hardware/Software

Financial Information

Food & Beverages

Health/Dieting/Exercising

Home Decor/Interior Design

Home Improvement/Repair

Movies

Music

Online Shopping/E-commerce

Personal Electronics

Personal Grooming

Restaurants or Bars

Television Programs

Travel

Video Games

Website/Internet Content & Services

Parenting/Family

Politics/Current Events

Relationships/Dating

Religion/Spirituality

Sports

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Why Are Male Millennial Influencers Important?

Influencers Are Advocates

comScore Survey QSpending: HOW MUCH DO YOU SPEND IN EACH OF THE FOLLOWING CATEGORIES ON A MONTHLY BASIS?

comScore Survey QHHI: WHICH OF THE FOLLOWING BEST DESCRIBES YOUR TOTAL ANNUAL HOUSEHOLD INCOME BEFORE TAXES?

comScore Survey Q4: TO WHAT DEGREE DOES EACH OF THE FOLLOWING STATEMENTS APPLY TO YOU?

comScore Survey Q11: HOW DO YOU TYPICALLY SHARE CONTENT OR INFORMATION WITH OTHERS?

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They have more money, so they

spend more

They share

They are much more aware of

online advertising

They are early technology adopters

They socialize

They advise others on buying

They are your most important customers

because…

comScore Survey Q12: HOW OFTEN DO YOU TYPICALLY SHARE THE FOLLOWING TYPES OF CONTENT WITH OTHERS ON THE INTERNET?

comScore Survey Q15A: IN THE PAST 30 DAYS, WHAT CATEGORIES HAVE YOU SEEN ADVERTISED ONLINE?

comScore Survey Q1: ON WHICH OF THE FOLLOWING TOPICS DO YOU FREQUENTLY GIVE ADVICE TO OTHERS?

They Earn More Money, They Spend More Money

comScore Survey QSpending: HOW MUCH DO YOU SPEND IN EACH OF THE FOLLOWING CATEGORIES ON A MONTHLY BASIS?

comScore Survey Q6: TO WHAT DEGREE DOES EACH OF THE FOLLOWING STATEMENTS APPLY TO YOU?

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Influencers spend 2-5 times more than Non-Influencers in key categories

FOOD (OUTSIDE HOME)

TOILETRIES RETAIL

AUTOMOTIVE MOBILE PHONE ACC. BEVERAGES

2x MORE 5x MORE 3x MORE

3x MORE 2x MORE 2x MORE

Influencers are strong advocates of their favorite brands and are willing to pay more for its perceived quality

They Are Your Early Adopters

comScore Survey Q3: WHICH OF THE FOLLOWING CATEGORIES ARE YOU TYPICALLY THE FIRST AMOUNG YOUR FRIENDS OR FAMILY TO...

comScore Survey Q5: DO YOU CONSIDER YOURSELF...

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2.7x more likely to be self

proclaimed “tech-geek”

Typically first to buy/own

Movies

Music

Video Games

Personal Electronics

Food & Beverage

61%

56%

52%

52%

51%

They Share and Advise Others On Consumption

comScore Survey Q11: DO YOU TYPICALLY SHARE CONTENT OR INFORMATION WITH OTHERS?

comScore Survey Q1: ON WHICH OF THE FOLLOWING TOPICS DO YOU FREQUENTLY GIVE ADVICE TO OTHERS?

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2.7x more likely to share content

with others

Frequently advise others on..

Movies

Music

Video Games

61%

55%

54%

50%

52%

Personal Electronics

Food & Beverage

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Where Do You Find These Influencers?

Influencers Spend More Time Consuming Content Online Across Every Device

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Influencer Non-Influencer

53%

33%

25%

34%

15%

11%

1.5x

2.2x

2.3x

Online via PC/Laptop

Online via Smart-phone

Online via Tablet

Top Activities (14+ hours/week)

comScore Survey Q7: APPROXIMATELY HOW MANY HOURS PER WEEK DO YOU SPEND DOING EACH OF THE FOLLOWING ACTIVITIES?

First Movers and Advisors Are 3x More Likely to be on Enthusiast Sites

Than Non-Enthusiast Sites

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First to Own Advise Others % Composition Unique Visitors

Composition Index

% Composition Unique Visitors

Composition Index

Source: comScore Plan Metrix Key Measures March, 2013

Enthusiast Sites

Non-Enthusiast Sites

Defined as: Websites that focus on a single topic or passion point and often promote a community of like minded people that share an affinity for that topic. (e.g.: IGN.com, SuperHeroHype.com, NiceKicks.com, CarDomain.com)

Defined as: Websites that cover a variety of subjects or activities without focusing on any one topic in great detail. (e.g.: Yahoo.com, ESPN.com, Today.com, HuffingtonPost.com)

24.3% 270 30.9% 255

8.3% 95 10.9% 91

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Influencers Are Voracious Consumers of Content They Are Passionate About

Far more likely than Non-influencers to identify themselves with the content

they are passionate about

X’s More Likely

I am style/fashion conscious

I am environmentally conscious

I am health conscious

I am a technology geek

5.8x

2.6x

3.3x

2.7x

More Likely 5.5x

More Likely 5.0x

More Likely 5.3x

More Likely 5.4x

More Likely 3.5x

More Likely 5.0x

More Likely 4.3x

More Likely 4.6x

More Likely 4.9x

More Likely 4.7x

Influencers seek more information

online about events

Influencers are 3-5x more likely to access content about events that they are enthusiastic about

comScore Survey Q5: DO YOU CONSIDER YOURSELF…

comScore Survey QEvents: WHICH OF THE FOLLOWING EVENTS HAVE YOU EVER SEARCHED FOR OR ACCESSED ONLINE?

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Once You Have Found Them, How Do You Engage/ Connect With Them?

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Leverage That Millennial Influencers Are More Aware and Receptive to Online Advertising

89%

36%

% That Recall Online

Advertising

Influencer Non-Influencer

2x more likely to be influenced by online

advertisements

comScore Survey Q15A: IN THE PAST 30 DAYS, WHAT CATEGORIES HAVE YOU SEEN ADVERTISED ONLINE?

comScore Survey Q16: WHAT DEGREE DO ONLINE ADVERTISEMENTS INFLUENCE YOUR OPINIONS OR ACTIONS TOWARDS BRANDS/PRODUCTS?

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Run Your Campaigns On Contextually Relevant, Trusted Sites

When Are Online Ads Most Influential? When They Are…

30% On a Trusted Site

45% Relevant

comScore Survey Q17: WHAT ARE THE REASONS WHY ONLINE ADVERTISEMENTS HAVE INFLUENCED YOUR OPINIONS/ACTIONS TOWARDS BRANDS/PRODUCTS?

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Create Campaigns That Are Informative With Funny or Interactive Elements That Make it Memorable

When Are Online Ads Most Influential? When They Are…

22%

38%

44%

Interactive

Funny/Cool

Informative

Verbatims From Survey Respondents

“Funny is better”

“Bold letters and quick, fun punch

lines”

“They’re increasingly more animated and interactive”

“They were interactive and gave you a chance to learn more about a brand”

“The video ads are the most

memorable to me”

“Humor is a memorable force; I predominantly remember ads

that utilize humor”

comScore Survey Q17: WHAT ARE THE REASONS WHY ONLINE ADVERTISEMENTS HAVE INFLUENCED YOUR OPINIONS/ACTIONS TOWARDS BRANDS/PRODUCTS?

comScore Survey Q15B: WHAT DO YOU RECALL OR FIND MOST MEMORABLE ABOUT THE ONLINE ADVERTISEMENTS THAT YOU HAVE SEEN IN THE LAST 30 DAYS?

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Sponsor Content That Is Shareable

When Content Is Shared, Influencers Are Far More Likely To…

Seek more info on the product/service

Visit a brand’s/company’s site

Like, share or post a comment/link on Facebook

Purchase the product/service

Non-Influencer Influencer

46%

46%

41%

33%

12%

12%

13%

8%

Influencers are 3x more likely to complete a follow-up action vs. Non-Influencers

comScore Survey Q15: WHAT ACTIONS HAVE YOU TAKEN AS A RESULT OF CONTENT/INFORMATON BEING SHARED WITH YOU BY OTHERS?

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Reach Millennial Influencers Where They Are Highly Concentrated: On Enthusiast Websites

IGN.COM

COMINGSOON.NET

GAMEFRONT.COM

SLASHFILM.COM

SCREENJUNKIES.COM

KICKSONFIRE.COM

HIPHOPDX.COM

DESTRUCTOID.COM

CINEMABLEND.COM

CHESS.COM

XBOX360ACHIEVEMENTS.ORG

CARDOMAIN.COM

GAMERANT.COM

MYANIMELIST.NET

WRESTLEZONE.COM

SHERDOG.COM

SUPERHEROHYPE.COM

NICEKICKS.COM

TOTALPROSPORTS.COM

ANIMENEWSNETWORK.COM

COMICBOOKMOVIE.COM

FILMSNMOVIES.COM

SNEAKERNEWS.COM

MOVIEINSIDER.COM

AUDIOMACK.COM

GAMEREVOLUTION.COM

HOCKEYSFUTURE.COM

PITCHFORK.COM

DJBOOTH.NET

GAMERANX.COM

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Sponsor Content Around Key Enthusiast Events

Support What Influencers Are Passionate About

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Key Research Conclusions Influencers are the most valued advertiser targets, they are early adopters, they share content and they spend $$$

Millennial Influencers are passionate about content and specific events such as CES, Coachella and E3

Influencers are found in concentration on enthusiast websites

They consume content cross-platform with multiple devices

They value trusted sources of content

They respond to advertising, are brand advocates and take action

appendix

Methodology Custom Survey

Technique Email survey to comScore panelists and/or 3rd party panel providers

Criteria Males, 18 to 34 years of age Survey questions were used to segment Influencers vs. Non-Influencers

Weighting Data are weighted to match Media Metrix age demographics

Timing Fielded from July 10-29, 2013

Significance At a 95% confidence interval, a sample size of 2,019 is reliable within ±2.2 pts

appendix

Segment Definitions 18-34 year old males

Male Millennial Influencers (N=1,425)

In-Betweeners (N=277)

Non-Influencers (N=317)

Both frequently advise others on one or more of these topics and are 1st to own/buy/use one or more of these products or services Automotive Books Clothes/Fashion Computer Hardware/Software Financial Information Food & Beverages Health/Dieting/Exercising Home Decor/Interior Design Home Improvement/Repair Movies Music Online Shopping/E-commerce

Personal Electronics Personal Grooming Restaurants or Bars Television Programs Travel Video Games Website/Internet Content & Services Parenting/Family Politics/Current Events Relationships/Dating Religion/Spirituality Sports

1st among friends and family to own or frequently advise others but not both

Do none of the above