The Evolution of Content Discovery Oct 09

The Evolution of Content Discovery: From Portals to Search to Social Media
Is Social Media The Next Portal?

October 6, 2009 Jon Gibs, Vice President, Media Analytics jon.gibs@nielsen.com
Topic of Presentation
Confidential & Proprietary Copyright 2009 The Nielsen Company
Page 1
It all started so nicely
Page 2
At some point the competition heated up

For the last decade or so, the Web has been defined by Google's algorithms rigorous and efficient equations that parse practically every byte of online activity to build a dispassionate atlas of the online world. Facebook CEO Mark Zuckerberg envisions a more personalized, humanized Web, where our network of friends, colleagues, peers, and family is our primary source of information, just as it is offline. In Zuckerberg's vision, users will query this "social graph" to find a doctor, the best camera, or someone to hirerather than tapping the cold mathematics of a Google search. It is a complete rethinking of how we navigate the online world, one that places Facebook right at the center. In other words, right where Google is now.
Source: Wired Magazine, 6/22/09
Page 3
An increasingly popular hypothesis: changing forms of navigation
1996
2000
2006
Page 4
Key Question: Is any of this true?
Is social media taking the place of portals and search as the hub of online navigation?
Page 5
Key Findings:
There is a segment that does appear to be using social media as a core navigation and information discovery tool. This core group, is demographically similar to the general internet population. However there are significant differences in media consumption, attitudes and web behavior. The core online functions for Socializers are communications and search. They have less interest in news consumption than most. Socializers move to social media not as a form of navigation but as a communication channel and as a information filter.
Page 6
About 18% of users see social media as core to their navigation

Q: When you are looking for new information online on what type of website do you start your search?
Searchengines Aportal,likeYahooorMSN Asitededicatedtothattypeof information(i.e.Cnetfortechnology) Wikipedia Blogs FacebookorTwitter 5% 4% 11% 9%
37% 34%
Social media = 18%
Source: Nielsen Survey, n = 1,800 (8/09)
Page 7
Facebook referrals are growing relative to their audience

Total Referrals From Facebook/Facebook UA
400
Referrals Per Person
350 300 250 200 150 100 50 0 A S O N D J F M A M J J 247
341
Source: Nielsen Custom NetView Analysis (8/09)
Page 8
The bloggers seem to concur

"Twitter, for example, already employs real-time search and it works wonderfully. I often find myself using Twitters search over Google, just for the real-time aspect." http://www.search-internetmarketing.com, 6/18/2009 People arent just searching on Google and the traditional search engines. Theyre searching on social networks too. You know about Twitters real-time search, and Facebook recently rolled it out too. Facebook also acquired FriendFeed, which utilizes pretty much every other social network out there. http://www.electrovarock.com/shareability-very-important/, 8/26/2009 The power of Facebook (and Twitter, but thats another post) as a search engine is undeniable and is likely at the heart of how the company will find its way to the pot o gold at the end of the rainbow. http://recruitmentcafe.com.au/facebook-search-will-matter/, 8/18/2009 "Too many people fail to see Twitters and Facebooks potential as the greatest human edited real-time search engine ever." http://www.thinkdave.com/twitter-isnt-dying-its-teething/, 8/14/2009 "Up to the minute conversations and real time search are clearly what users want, and Twitter at the moment is delivering that better than anyone. Google is not even close at the moment providing anything that resembles real time search. " http://socialmediaseo.net/2009/08/11/how-twitter-can-dominate-google-facebook/, 8/11/2009
Source: Nielsen BuzzMetrics Analysis (8/09)
Page 9
So what is really going on?

So what is really going on
Page 10
Rather than guessing, lets do research and find out

Nielsen online panel survey
Online questionnaire n = 1,800 Fielded August 2009 Weighted for age, gender and income Appended behavioral data
Page 11
Some people are using social media as a portal, but who?

10%+ of time on a specific portal (excluding email, applications and search)
10%+ of page views on any search engine
10%+ of time or more on social media
Page 12
The demographics are flat as well
Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09) *18+ audience
Page 13
Media consumption starts showing some differences

Socializers Surf the internet on a computer Surf the internet on a mobile device Watch TV Read a print magazine or newspaper Listen to the radio 20.7 Portalists 15.7 Searchers 16.2
1.2 21.1 3.1 7.1
1.2 19.4 3.4 6.4
1.1 20.3 3.5 7.5
Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)
Page 14
Socializers are a small part of the population, regardless of site

Socializers Portalists Searchers
49%
45%
49%
46%
38% 13% GoogleUser
45%
39% 12% YahooUser
45% 10% AOLUser
10% MSNUser
Page 15
Not surprisingly socializers like social media

Metric: Average minutes per segment per site in August 2009
Socializers
1,155.6
Portalists
Searchers
995.0 853.2 581.3 378.3 274.8
TotalPortalTime
SocialMediaTime
Page 16
Search doesnt take a lot of time

Metric: Average minutes per segment per site in August 2009
GoogleTime
MSNTime
Yahoo!Time
425.9
AOLTime
360.7 314.1 279.5 221.3 145.5 115.2 99.3 54.9 155.8 200.7 217.3
Socializers
Portalists
Searchers
Page 17
Socializers differ from the rest in their portal needs

Q: When thinking about a web portal, how important are each of the following?
70% 60% 50% 40% 30% 20% 10% 0%

Icancustomizemy experience Ithasallofthe informationIm lookingforinone place Ithasspecific searchtoolsfor specifictypesof searches Ithelpsmeseparate Itletsmelinkinto themostimportant othersites,suchas information FacebookorYouTube
Page 18
Socializers complement their TV viewing with Internet

Q: How accurately do each of the following statements apply to you?
70% 60% 50% 40% 30% 20% 10% 0%

TheTVisa Ifrequentlysurf Ifrequently Iamwatching theinterneton betterplaceto accessthe less mycomputer watchvideothan programmingon internetonmy internet whileIm mobilephone TVandmore whileIwatchTV watchingTV online
Page 19
Social media is becoming a core product research channel

Q: When researching a new purchase online, what tools do you trust most to help you find out the best information?
20% 15% 10% 5% 0% Blogs Facebookor Twitter Message boards Wikipedia Socializers Portalists Searchers
Page 20
For other segments traditional means still rule

80% 70% 60% 50% 40% 30% 20% 10% 0% Advertising Companywebsites Searchengines
Page 21
With product reviews, consumers gravitate to their comfort.

80% 70% 60% 50% 40% 30% 20% 10% 0%

Productreviews Productreviews Productsreviews Professional byotherpeople onaretail byanewssource productratings website
Page 22

Who are these people?
Page 23
Socializers tend to be influencers, even if theyre not confident about it

Socializers Iwouldprefertobe aleaderrather thanafollower. IthinkIhavemore selfconfidence thanmostpeople. Ienjoybeingable toinfluencethe actionsofothers.
Portalists
Searchers 48% 45% 51% 40% 37% 33% 29% 32% 37%
Page 24
Socializers are optimistic, but not too happy about it

Socializers
Portalists
Searchers 47% 46% 39% 41% 33% 42% 43% 58%
Overall,I'dsayI'mveryhappy.
Myjobisanimportantpartofmylife. Mygreatestachievementsareaheadof me. Myfamilyisthesinglemostimportant thingtome.
52% 75% 69% 70%
Page 25
Not surprisingly, they like to correspond with friends

Socializers Iwouldrather spendaquiet eveningathome thangoouttoa party. Iliketo correspondwith friendsIdontsee onaregularbasis.
Portalists
Searchers 58% 56% 57%
55% 54% 65%
Page 26
I just love these questions

Socializers Ibelievethat "industrialgrowth" shouldbelimited.
Portalists 13% 10%
Searchers
16% 25% 18% 20%
Everythingis changingtoofast today.
Page 27

This descriptive data is all well and good, but what is really driving these people?
Page 28
What is it about social media that drives use?
Page 29

Then lets give them something to communicate about.
Page 30
Everyone uses email. But Socialzers find other ways to communicate

Q: In a previous question you mentioned that you surf the Internet and watch TV at the same time. What are some of the Internet activities that you do online while watching TV?
Socializers Checksportsscores,newsorfinancial informationunrelatedtotheprogramIm 57% watching Emailorchatabouttheprogram 8% Emailorchataboutthingsunrelatedtothe 88% program LookatthewebsitefortheprogramIam 30% watching ResearchinformationIseeonTV 47% Usesocialnetworkingsitetodiscussthe 30% program Usesocialnetworkingsitetodiscussthings 65% unrelatedtotheprogram Watchvideorelatedtotheprogram 8% Watchvideounrelatedtotheprogram 27% 63% 27% 73% 29% 56% 16% 44% 13% 32%
Portalists 57% 24% 83% 31% 55% 12% 40% 9% 29%
Searchers
Page 31
Socializers are socializers on mobile too

Q: In a previous question you mentioned that you surf the Internet on your mobile phone and watch TV at the same time. What are some of the activities that you do online while watching TV?
Socializers Checksportsscores,newsorfinancial informationunrelatedtotheprogramIm watching Emailorchatabouttheprogram Emailorchataboutthingsunrelatedtothe program LookatthewebsitefortheprogramIam watching ResearchinformationIseeonTV Usesocialnetworkingsitetodiscussthe program Usesocialnetworkingsitetodiscussthings unrelatedtotheprogram Watchvideorelatedtotheprogram Watchvideounrelatedtotheprogram 29% 21% 87% 28% 25% 10% 68% 10% 6%
Portalists 54% 28% 65% 38% 43% 18% 39% 11% 18%
Searchers 57% 44% 61% 29% 39% 15% 42% 7% 5%
Page 32
There is one attitude point I didnt show you

Q: How accurately do each of the following statements apply to you? There Is Too Much Information Online.
26%
18%
5%
Socializers
Portalists
Searchers
Page 33
New hypothesis: there is too much information
Page 34
Just one more note: this isnt exactly the most mature space online
Page 35
Conclusions
It is easy and tempting to say that social media is just a means of communication. To some degree it is. However, it is also developing into an information filtration tool as well. Increasingly influence is not just about what products you buy, but also what media you consume. Social media influencers in blogs, microblogs and social networks will increasingly drive the page level consumption of websites in ways in which search cannot. The future of portals will need to include algorithmic search, professional content and also involuntary volunteers. A subscriber based system that shapes search results.
Page 36
To answer the key question: Is Facebook the next portal?

If we dont understand and address that increasingly people feel alienated by the amount of information online and feel that they need a human guide for discovery, yes, Facebook or something much like it will win.
Page 37
Thank you.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, and Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. The Nielsen Company's online and mobile solutions deliver comprehensive, independent measurement and analysis of digital audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior. Nielsen enables clients to make informed business decisions about their digital and mobile strategies. For more information, please visit www.nielsen.com. Also, visit us at blog.nielsen.com/nielsenwire/.

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The Evolution of Content Discovery: From Portals to Search to Social Media

Is Social Media The Next Portal?

Confidential & Proprietary Copyright 2009 The Nielsen Company

It all started so nicely

Confidential & Proprietary Copyright 2009 The Nielsen Company

At some point the competition heated up

Confidential & Proprietary Copyright 2009 The Nielsen Company

An increasingly popular hypothesis: changing forms of navigation

Confidential & Proprietary Copyright 2009 The Nielsen Company

Key Question: Is any of this true?

Confidential & Proprietary Copyright 2009 The Nielsen Company

Confidential & Proprietary Copyright 2009 The Nielsen Company

About 18% of users see social media as core to their navigation

Searchengines Aportal,likeYahooorMSN Asitededicatedtothattypeof information(i.e.Cnetfortechnology) Wikipedia Blogs FacebookorTwitter 5% 4% 11% 9%

Social media = 18%

Source: Nielsen Survey, n = 1,800 (8/09)

Confidential & Proprietary Copyright 2009 The Nielsen Company

Facebook referrals are growing relative to their audience

350 300 250 200 150 100 50 0 A S O N D J F M A M J J 247

Source: Nielsen Custom NetView Analysis (8/09)

Confidential & Proprietary Copyright 2009 The Nielsen Company

The bloggers seem to concur

Source: Nielsen BuzzMetrics Analysis (8/09)

Confidential & Proprietary Copyright 2009 The Nielsen Company

So what is really going on?

Rather than guessing, lets do research and find out

Confidential & Proprietary Copyright 2009 The Nielsen Company

Some people are using social media as a portal, but who?

10%+ of page views on any search engine

10%+ of time or more on social media

Confidential & Proprietary Copyright 2009 The Nielsen Company

The demographics are flat as well

Confidential & Proprietary Copyright 2009 The Nielsen Company

Media consumption starts showing some differences

1.2 21.1 3.1 7.1

1.2 19.4 3.4 6.4

1.1 20.3 3.5 7.5

Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)

Confidential & Proprietary Copyright 2009 The Nielsen Company

Socializers are a small part of the population, regardless of site

38% 13% GoogleUser

39% 12% YahooUser

45% 10% AOLUser

Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)

Confidential & Proprietary Copyright 2009 The Nielsen Company

Not surprisingly socializers like social media

995.0 853.2 581.3 378.3 274.8

Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)

Confidential & Proprietary Copyright 2009 The Nielsen Company

Search doesnt take a lot of time

Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)

Confidential & Proprietary Copyright 2009 The Nielsen Company

Socializers differ from the rest in their portal needs

70% 60% 50% 40% 30% 20% 10% 0%

Socializers Portalists Searchers

Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)

Confidential & Proprietary Copyright 2009 The Nielsen Company

Socializers complement their TV viewing with Internet

70% 60% 50% 40% 30% 20% 10% 0%

Socializers Portalists Searchers

Source: Nielsen Online Survey and Appended behavior, n = 1,800 (8/09)

Confidential & Proprietary Copyright 2009 The Nielsen Company

Social media is becoming a core product research channel