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Dedicated to representing the highest standards in Internet publishing
www.online-publishers.org
Audience Affinity Study
October 2002
conducted in partnership with
www.online-publishers.org
The Premise
• Online media consumers have extraordinary control
over their media choices (highly competitive)
• Sites must create loyalty or lose audience
• This research investigates the following questions:
– Does site loyalty have a positive effect on consumers’
perception of advertising and brands?
– Is the high-affinity visitor more desirable to the
advertiser?
– Does affinity differ by type of site and/or category?
www.online-publishers.org
Methodology: Fielding and Analysis
• comScore Networks
– Utilized comScore’s panel of 1.5 million global Internet users
who have given comScore explicit permission to confidentially
capture their Web-wide browsing, buying and transaction
behavior (including offline purchasing), and who have agreed to
receive online surveys
– Through its patent-pending technology and strict privacy
safeguards, comScore passively captured the complete detail of
all communication to and from each individual’s computer – on a
site-specific and respondent-specific basis
• Millward Brown IntelliQuest
– Analyzed responses to develop “Affinity Index”
– Correlated “Affinity Index” to a visitor’s site attitudes, attitudes
toward advertising, and predisposition to buy branded products
www.online-publishers.org
Methodology: Sites surveyed
• Panelists were intercepted at the following content and portal sites:
SPECIAL INTEREST N/A
epicurious.com
foodtv.com
slate.com
cnet.com
discovery.com
Yahoo! Sports
SPORTS AOL Sports*
espn.com
sportingnews.com
Yahoo! Finance
FINANCIAL NEWS AOL Financial News*
bankrate.com
cbsmarketwatch.com
Forbes.com
wsj.com
Yahoo! News
GENERAL NEWS AOL News
msnbc.com
nytimes.com
usatoday.com
washingtonpost.com
weather.com
Approx. 30 local newspaper sites
Content Sites Category Portal Channels
*For the indicated channels, AOL.com users were intercepted and asked about the primary reason for their visit that day.
• A total of 4,980 surveys were completed
www.online-publishers.org
Methodology: Survey Details
The Survey
Question Categories Examples
Site attitudes and
loyalty measures
Attitudes toward
advertising on site
Predisposition to buy
branded products
- Visit frequently?
- Satisfaction?
- Favorite?
- Recommend?
- Bookmarked?
- etc.
- I notice the ads
- I read the ads
- Ads more relevant
- Higher quality products
- etc.
- Pay more for quality
- Pay more for brand name
- Brands are important
- etc.
www.online-publishers.org
• Site attitudes and loyalty measures were correlated
with positive responses to advertising questions
• The three measures which most strongly correlated
were:
– Likelihood to recommend (60% weight)
– Satisfaction with content (24% weight)
– Status among favorites (16% weight)
• These measures were weighted as indicated in
order to create an Affinity Index
Derivation of Affinity Index
www.online-publishers.org
Derivation of Affinity Index
• Each of the respondents was classified as having
either high, medium or low affinity to the site on
which they were surveyed
Low
(0-49)
Medium
(50-74)
High
(75-100)
Affinity Index
www.online-publishers.org
Site Affinity
• Just over half of the study participants* were classified as having
“High Affinity” to the site on which they were surveyed
High
51%
Medium
40%
Low
9%
* Content and Portal sites weighted equally.
www.online-publishers.org
Site affinity is higher among loyal
visitors
Low Medium High
% % %
A B C
Number of minutes on site
(Past 30 days)
1 to 5 minutes 44 BC 33 C 22
6 to 20 minutes 25 24 20
20 to 60 minutes 15 21 24 A
More than 60 minutes 16 21 34 AB
Weighted Base: Total (155) (1025) (1399)
Data represent actual minutes on site as measured by comScore; data are not self-reported by respondents.
www.online-publishers.org
Site affinity predicts positive site
ratings
ATTITUDES TOWARD SITE
52
58
56
35
44
39
22
14
20
16
44
90
91
87
83
85
74
72
53
53
45
29
98
97
96
96
96
93
95
86
71
63
20
Has unique content or features
Has experienced/credible editors
Site I can really trust
Content is timely
Value more
Quality/credible content
Variety of content
Has exactly what I’m looking for
Helps identify new products
Too cluttered
Valuable for purchase consideration
Low (%) Medium (%) High (%)
AFFINITY (Top two box agreement)
Q26. Below are statements that may or may not describe your opinion of (Site). Please indicate how much you agree or disagree with each
statement by checking the one box that most closely applies in each row.
www.online-publishers.org
Site affinity predicts positive
predisposition toward advertising
ATTITUDES TOWARD
ADVERTISING ON SITE
36
31
25
22
30
25
41
66
59
53
48
49
42
43
82
75
69
68
63
55
40
Read the ads
Brands are more relevant
More respected brands
Ads interfere less
High quality products/services
advertised
Notice the ads
More ads than other sites*
Low (%) Medium (%) High (%)
* The only statement without significant differences among the 3 cells.
Q29. Thinking about (Site) compared to other (category) Websites or Channels, please indicate whether you agree or disagree with the following
statements.
AFFINITY (Top two box agreement)
www.online-publishers.org
Higher affinity audiences are more
valuable to advertisers
Low Medium High
BRAND ATTITUDES % % %
A B C
I always prefer to buy a high quality product
or service, even if I have to pay a little
more
80 84 88 AB
I will spend more to buy a brand name I
know and trust 80 82 87 AB
Brands are all the same, I shop around for
the best price 56 55 C 49
It is important to me which brands I choose 71 74 81 AB
Brand names do not add anything, it is the
product or service that matters 68 73 C 67
I always like to try new and different brands 59 65 67 A
Q14. Please indicate your level of agreement with each of the following statements about your preferences when purchasing goods and
services generally.
A/B/C = Significantly different at the 95% confidence level.
www.online-publishers.org
There’s a greater percentage of high
affinity consumers on content sites
9
11
7
-3
Portal
Channels
%
Content Sites
%
Difference
%
Favorite Website In Category 24 21
Very Satisfied With Content 42 49
Would Definitely Recommend 36 47
High Affinity 47 56
www.online-publishers.org
The concentration of high affinity
visitors varies by type of site
9
1
9
10
18
% OF AUDIENCE WITH HIGH AFFINITY
Portal
Channels
%
Content Sites
%
Difference
%
Sports 43 53
Special Interest 47* 65
Financial News 49 58
General News 47 48
Total 47 56
* Special Interest compared to Portal channel total.
www.online-publishers.org
Implications
• High-affinity audiences are more valuable to
advertisers
• Content sites have greater concentration of highaffinity
audiences than do portal channels
• Advertisers will experience greater advertising
efficiency with high-affinity audiences
• Advertisers will have greater efficiency in reaching
high-affinity users by including content sites in their
media plan |
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