Tag Archives: ComScore

ComScore: Women Use Interactive Local Media Differently

We know that certain Web phenomenon are women driven. Groupon and DailyCandy, for instance, are heavily dominated by women; Facebook to a lesser degree. Gilt Groupe, the high end “flash sales” fashion site, is more of a women’s thing (although a surprising number of men also use it). Local community news and school information is something else that has traditionally been dominated by women (especially mothers, who take a statistically greater interest than fathers.)

Now ComScore has done a comprehensive study of the differences between Women and Men on the Web. Among the key findings. Women far outpace men for the conversational features. Social Networking, Instant Messaging and email.Worldwide, the difference is 16.3% to 11.7% for social networking; 11.3% to 10.4% for Instant Messaging; and 7.7% to 6.8% for email. Men, however, slightly outpace women in their use of directories/resources: 2.4% to 2.2%.

All this plays out in the the different ways that the genders use Twitter, which I would have thought would be dominated by tech-oriented men since it is a “technology.” But ComScore points out that overall usage is about equal. What men and women do there, however, greatly differs. A higher percentage of Men (38%) tend to post tweets than Women (28%). Women tend to use Twitter to find deals and promotions. They also use it as more a conversation medium and to follow celebrities.

ComScore’s Top 10 Online Newspaper Companies (By Usage)

Newspapers aren’t doing well, but they still represent one of the leading ways to reach audiences, online as well as in print. New data from ComScore Media Metrix, apparently released to coincide with Editor and Publisher’s Interactive Media Conference taking place in Las Vegas, showed that 57 percent of Internet users in the U.S. looked at a newspaper site in May at home or at work.

The New York Times is the leading online brand, thanks in part to its national footprint. Also receiving significant national traffic is USA Today, which is #4 among the newspaper groups; The Washington Post, which is #5; and The Wall Street Journal, which is #10. More in the realm of local pure plays are Tribune (#2), Advance (#3), McClatchy (#6), MediaNews Group (#7), The New York Daily News (#8) and Hearst Newspapers (#9).

ComScore also notes that the average CPM on online newspaper sites was $7, which is nearly three times the average CPM rate, which is $2.52.

Outside of top knowledge worker markets such as New York and Washington, we aren’t sure that 57 of 100 Internet users would say “sure” if we asked whether they read the online version of a newspaper in the last month (Anyone want to do my “train station platform” test?) But the statistics have been consistent, and suggest a possible second life for the newspaper industry.

Milo.com, Retail Product Searcher, Adds SMB Shops

Milo.com, an online service which points consumers to stores that carry retail products and keeps track of their availability and inventory levels, has now expanded beyond its initial focus on big box stores such as Best Buy, Frys and Nordstroms, and will now also work with small retailers.

The service, which broadly competes with Krillion, launched this week with 100 small retailers, such as Black Diamond Sports, a skate shop in Palo Alto, as well as specialty dress shops, etc. CEO and co-founder Jack Abraham says the extension into small retailers is a natural one for the year-old 22 person company, which has raised $5 million from True Ventures and 25 angels, some of which have had relationships with ComScore. Abraham’s father is a founder of the research service

Abraham notes that the service has attracted one million monthly users with no advertising, and is ready to expand on a number of fronts, including aggressively courting content sites, shopping sites and general search services as media partners. Internet Yellow Pages, for instance, would make a good fit because they get a lot of product search, he says.

Retailers that work with Milo have a choice of selecting a subscription or performance based model. The challenge in working with small businesses is that they are hard to scale and get their data, notes Abraham. But they also make up a vital part of the retail fabric, especially in large cities such as San Francisco that have an emphasis on boutique clothing shops, etc.

TMP/ComScore: Local Search Patterns Vary Widely

One size doesn’t fit all in local search. And there is no reason to throw out traditional media such as Yellow Pages just to become dependent on Google. In fact, every media still has its purpose, and should be analyzed on the basis of how it is actually used, according to a new study by TMP Directional Marketing/15 Miles, using data and analysis from ComScore. The study was discussed during an Oct. 21 Webinar.

“The good news for marketers is that consumers are searching for business information, but the question is: ‘ How are they searching?’ asks the report, which is based on behavioral data from Q2 2009 and a July 2009 survey.

The report notes that Google has overtaken online business directories in both IYP/local searches, where it has a 26 percent share, and in local portal searches, where it has a 45 percent share. But that doesn’t mean that the Yellow Pages industry is on the ropes.

While Yellow Pages usage is down three percent and now comprises 28 percent of local search, Internet Yellow Pages have jumped from 19 percent in 2008 to 21 percent of all searches. In certain categories, such as home services, IYP account for nearly half of all searches.

“By adapting to the world of online search, the Yellow Pages are proving to be a competitive and effective cross-platform reference,” notes the report. But local search remains very low on the totem pole for certain categories.

Insurance, for instance, is dominated by national “general” search. Local search only represents eight percent of all look-ups, while IYP represents 32 percent. Results are even more extreme in Banking and Finance, where search results are 95 percent general, three percent local and two percent IYP.

Comscore: 10 Percent of Display Ads Are GeoTargeted

Geo-targeting is one of several criteria that advertisers base their buys on. But as the technology has become more accurate, it has become increasingly standard. According to a study of the online display ads in four cities by Comscore, roughly ten percent of all display ads are geo-targeted. The cities included in the study include Atlanta, Chicago, Washington D.C. and San Francisco.

Comscore VP Brian Jurutka says the rate for geo-targeting is a bit lower for the 100 largest publishers: nine percent. But that is weighted against regional and local publications, where 28 percent of display ads were found to be geo targeted.

Jurutka noted that certain buys, such as The New York Lottery, was 100 percent geo-targeted for the NY Tri-state area, while The Cleveland Clinic was 95 percent geo-targeted for the Cleveland area. Generally speaking, geo-targeting isn’t going to be very important for brand awareness, adds Jurutka. “But if you are looking for a direct respons play for specific targets, it is going to be number one or two in importance.”

MS & Yahoo

ms-and-yahoo.jpg Today’s big news is Microsoft’s unsolicited takeover bid for Yahoo! The $44.6 billion bid represents a 62 percent premium on Yahoo!’s closing stock price yesterday, which was impacted by Yahoo’s depressing earnings announcement, in which Yahoo! said it would layoff 1,000 workers to “re-accelerate” growth.

For 2007, Yahoo! reported a net profit of $660 million, down 12.1 percent as Yahoo boosted marketing and development spending by 25 percent in an effort to catch up with Google. Yahoo has a market capitalization of about $25 billion, compared with more than $300 billion for Microsoft.

Already, Yahoo!’s stock price is up 45 percent, which should be some solace for the execs –many departed –holding options, and who have been watching their value fall precipitously.

Microsoft’s bid, of course, did not come from out-of-the-blue. Earlier last year, Yahoo! broke off merger talks, so one assumes this new offer won’t be automatically accepted. Our guess is that other bidders will not enter the picture, unless Yahoo solicits a “white knight.”

One thing that we believe is that the “cultural” issues between Yahoo! and Microsoft are not as pronounced as they have been in the past. Yahoo!’s culture has changed enormously in recent years as it has struggled against Google, and it no longer seems to have such strong identity issues.

Going forward, the real question is who’s best positioned to compete with Google. According to comScore, Google’s share of the global web search business stands at 77 percent, followed by Yahoo at 16 percent and Microsoft at less than four percent.

Another question is who can get by the tough regulators at the EU (we don’t anticipate significant U.S. problems). Our view is that a Microsoft/Yahoo merger would strengthen the competitive picture against Google, so regulators would ideally be welcome it. Indeed, just a few weeks ago we stopped using the politically correct language “and Yahoo” when talking about local search. Google is that far ahead.

Microsoft’s Aggressive Steps

What’s clear is that Microsoft plans to take the steps necessary to match up with Google. It has been extremely aggressive as of late with both the AQuantive purchase and the $300 million investment in FaceBook. From a Microsoft point of view, Yahoo! is clearly its single best growth injection.

The focus here, of course, is on search. But search is just a piece of the puzzle. Yahoo! also brings to the table its instant message service, news access with audio and visual feeds, and personalized web pages. For business, it offers several services aimed at helping companies boost their presence on the Internet. It has stakes or owns several other companies, including online shopping with alibaba.com, Flickr for photo blogs and Kelkoo, which compares prices.

Generally, it is conceded in the industry that Yahoo! –including Yahoo! Local — has a first rate social platform. Yahoo! also has developed a relationship with hundreds of newspapers for its Hot Jobs recruitment service that has extended into display advertising and search. The newspaper consortium appears to be doing fairly well with Yahoo!, although it recently opted to go with Zillow for real estate.

A Closer Look at Integration Issues

An integration of Yahoo and Microsoft assets is so complex and daunting that we believe little would change quickly. Globally, integration will be hampered by the companies’ respective partnerships, which are intertwined and deep.

The complexity of retaining Yahoo consumer usage is another major concern. We view the integration of the ad platforms to be similarly complex, but perhaps not as daunting. We would note however that the merger would benefit from MSN Search’s long-time relationship with Overture, now known as Yahoo Search Marketing. AQuantive is still separate so bringing back office operations together will be less sticky and tricky.

The integration of HotMail with Yahoo! Mail is a bigger problem. We wouldn’t anticipate any near-term effort to integrate those two properties. Another area of overlap is in mapping. Yahoo! Maps has significantly greatly market share, but Microsoft has been pumping even more money into its Virtual Earth service and would likely become the merged company’s new standard. Another area of overlap is in mobile, where Yahoo! Mobile services have done well, but would run into Microsoft’s forced synergies on the WINce operating system.

(This Post was Co-Authored with my Kelsey Group Colleague Matthew Booth)