Demand Media Connected Consumer TLS Final

1 4.10.2013
MEET THE
CONNECTED CONSUMER
THOUGHT LEADERSHIP SERIES

2
THE CONNECTED CONSUMER
DATA SOURCES:
Demand Media Content Consumption, Page Views, Day of Week, Time of Day, Platform, Search
Terms, Crowdtap direct polling of eHow Audience, comScore, eMarketer, Business Intelligence
WE LOOKED AT…
Multiplatform
Landscape Evolution
Multiplatform
Consumer Journey
Why Demand Media
Matters
Content Relevance
Across Platforms
1 2
34

3
KEY
TAKEAWAYS
 Multiplatform adoption is
changing research and
purchase behavior
 Mobile is an integral part of the
consumer cycle
 Each platform serves different
but complementary usage
occasions
 Build your media strategy
across platforms
 Reach different consumer
demographics across devices

5
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Number of Device Owners, US
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
137 MILLION
60 MILLION
SMARTPHONE AND TABLET OWNERSHIP
HAS EXPLODED OVER THE LAST 3 YEARS
Source: ComScore 2013.

6
Total U.S. Internet Usage in Hours (MM) by Platform:
Desktop, Smartphone & Tablet
SMARPHONES AND TABLETS HAVE
DOUBLED THE TIME WE ARE ONLINE
Feb-10 Feb-13
Desktop
Smartphone
Tablet
Smartphone 14%
7.5 Hours
14.8 Hours
Mobile =
48%
of total
online time
Desktop 86% Desktop 52%
Smartphone 34%
Tablet 14%
Source: comScore Media Metrix Multi-Platform, U.S., February 2013
Note: Feb-2010 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time
+20%
+389%
N/A

7
Desktop 86% Desktop 52%
Smartphone 34%
Tablet 14%
46% 40%
6%
6%
48% 54%
Feb-13 Jun-13
Both PC and mobile devices Mobile devices only PC only
Multiplatform =
54% of users
Total U.S. US Internet Users by Platform
Feb-June 2013 (% of total)
Source: comScore, "Marketing to the Multi-Platform Majority," Oct 17, 2013
MULTI-PLATFORM USERS
ARE NOW THE MAJORITY

8 Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, May 2012
PEAKS AT NIGHT AND
DURING THE WEEKENDSMOBILE USE
DESKTOP USE PEAKS DURING THE DAY
AND ON WEEKDAYS
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
12:00
Time of Day Content Access by Device
Desktop use peaks
during the day while
consumers are at
work
Tablet use spikes at night,
particularly during primetime
Interestingly, smartphone use
steadily increases throughout
the day, peaking at night
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Day of Week Content Access by Device
Desktop Smartphone and Tablet
On the weekends, when consumers
are at home or on the go, MOBILE
use is higher

10
BROWSING
RESEARCH
CONSIDERATION
SHOPPING/
COMPARING
PURCHASING
SHARING
THE SEARCH-DRIVEN ENGAGEMENT CYCLE
OFFERS MORE TOUCHPOINTS FOR BRANDS
ACROSS ALL DEVICES
- Robin Hutto, Google
Search is used at the
beginning, middle and
end of the research
process, by both
wireless and portable
PC shoppers.

11
53%
67%
71%
At workAt a storeOutside of my
house, not at
work or a store
Outside of Home
71%72%
76%
In the KitchenIn the BedroomIn the Living
Room
At Home
IS KEY TO REACHING CONSUMERS
WHEREVER THEY ARE
MOBILE
Question: If you have a smartphone device where have you used it to access information online in the past 6 months?
Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013
BROWSING RESEARCH CONSIDERATION SHOPPING PURCHASING SHARING

12
Desktop or
Laptop
Computer
48%
Smartphone
29%
Tablet
Device
23%
Research Device
ACROSS MULTIPLE DEVICES
RESEARCH IS PERFORMED IN
MULTIPLE LOCATIONS
Question: From which of these locations do you normally perform
online research for upcoming purchases?
Question: Which devices do you use to research information about
upcoming purchases
Other
1%
Work
16%
On the Go
(In+Out of
store)
39%
Home
44%
Research location

13
LIFE EVENTS AND PERSONAL NEED
CONSIDERATION AND SHOPPING
ARE TRIGGERED BY
Life events trigger purchase for
55% of online researches
59% of users re-engage in additional
research throughout the purchase journey
Informational sites influences purchase
decision for 1 out of every 4 Consumers

14
Desktop or
Laptop
Computer
50%
Smartphone
28%
Tablet
Device
22%
USE MOBILE FOR
ONLINE PURCHASES
ALMOST HALF OF CONNECTED CONSUMERS
Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013.
Source: BI Intelligence: As Mobile Commerce Explodes, Brands Embrace Mobile Coupons And Catalogs (May 2013)
2%
3% 3%
6% 6%
8%
9%
8%
9%
10%
11%
Online purchase device
Mobile = 50%
% of Retail e-commerce dollars
spent through mobile
Question: In the past 6 months, have you made an online purchase using
any of the following devices?

15
AN IMMEDIATE PURCHASE
CONNECTED CONSUMERS MAKE
Longer than a
week
7%
Within 1 week
26%
Within 1 day
18%
Within 1 hour
12%
Within 30
minutes
19%
Within 15
minutes
18%
Almost
half of connected
consumers
purchase within
1 hour
after research

16
SHARE PURCHASE DECISIONS & MAKE
RECOMMENDATIONS VIA MOBILE
OVER 40% OF CONNECTED CONSUMERS
Desktop or
Laptop
Computer
35%
Smartphone
25%
Tablet Device
16%
I talked to my
friends/family
personally
without using
the Internet
22%
NA
2%
Desktop or
Laptop
Computer
34%
Smartphone
25%
Tablet Device
18%
I talked to my
friends/family
personally
without using
the Internet
22%
NA
1%
Sharing purchase decisions Making product recommendations
Question: From which device do you typically share details with
others about recently purchased products
Question: From which device have you ever made a recommendation
to others about products you have purchased

18 4.10.2013
Multiplatform
Reach
Research/
Planning
Immediate/
Location Based
Portable/
Visual
EACH PLATFORM SERVES
DIFFERENT BUT COMPLEMENTARY
USAGE NEEDS
Great
User Experience
Source: Demand Media Proprietary Analysis

19
137
130
129
129
122
120
112
100
Parenting
Relationships & Family
Electronics
Health
Sports & Fitness
Cars
Pets
Base
CATEGORY INTEREST
BY DEVICE
- SMARTPHONE
Smartphones are utilized for
immediate needs and location-based
solutions
Examples:
 How to figure the tip on a bill
 Getting permanent marker out of a sofa
 How to ease wisdom tooth pain
 How to recover deleted text messages
 How to trim a goatee
CATEGORY CONTENT INTEREST
Source: Demand Media Proprietary Analysis of Content consumption, August 2013

20
Tablets are utilized for portable,
visual solutions and to explore
informative topics and tips
Examples:
• What interior paint colors go together
• Cleaning a coffee maker
• How to recover erased programs on my DVR
• 8 grooming tips every guy should know
• How much should I have in emergency
savings
CATEGORY INTEREST
BY DEVICE
- TABLET
152
140
135
130
129
127
122
115
105
100
Home & Garden
Food & Drink
Parties & Entertaining
Pets
Holidays & Celebrations
Weddings
Travel
Arts & Entertainment
Fashion, Style & PC
Base

21 4.10.2013
CATEGORY INTEREST
BY DEVICE
- DESKTOP
Desktop are utilized for
comprehensive research and
planning
Examples:
• How to calculate how much money you need
for retirement
• How to prepare a room for painting
• Organizing a small bedroom closet
• How to recover an unreadable SD card for
cameras
• Saving face: skin care for men
168
148
148
147
127
125
120
115
114
100
Computers
Business
Education
Internet
Fashion, Style & PC
Careers & Work
Arts & Entertainment
Culture & Society
Holidays & Celebrations
Base

24
How to prepare
a room for
painting?
How to choose the
correct paintbrush
for your project?
How to remove wet
paint from carpet?
What paint colors
go with gray?
RESEARCH AND
PREPARATION
VISUALS AND
PORTABILITY
IN STORE IMMEDIATE
SOLUTIONS
HOME & GARDEN CONTENT CONSUMPTION
ACROSS DEVICES IS COMPLEMENTARY
1 2
3
4

25 4.10.2013
HOME & GARDEN
BY DEVICE
- DESKTOP
Desktop users focus on more
complex tasks related to Building &
Remodeling, and Home Repair &
Maintenance
Key Articles:
 How to design a bathroom plan online
 Before the hammer: assess all costs of your
remodel
 12 budget-friendly home building tips
141
123
111
108
102
101
100
Home Design & Decor
Building & Remodeling
Plants, Flowers & Herbs
Home Repair & Maintenance
Landscaping & Outdoor Building
Furniture
Home & Garden Base
HOME & GARDEN CONTENT INTEREST

26
HOME & GARDEN
BY DEVICE
- SMARTPHONE
124
120
112
101
100
Home Safety
Housekeeping
Garden & Lawn
Home Appliances
Home & Garden Base
Smartphone users are more likely to
access quick solutions in
Housekeeping, Home Safety and
Garden & Lawn content
Key Articles:
 How to stop a smoke alarm from beeping
 How to get kool-aid out of white carpet
 How to remove hair glue from clothes

27
145
125
113
110
104
100
Home Design & Decor
Landscaping & Outdoor Building
Plants, Flowers & Herbs
Furniture
Building & Remodeling
Home & Garden Base
Tablets are utilized more for visual
activities, particularly related to
Home Design & Decor, Landscaping
and Furniture
Key Articles:
 5 great outdoor bar options
 Bathroom ideas for small bathrooms
 Backyard landscaping tips
HOME & GARDEN
BY DEVICE
- TABLET

28
REACH YOUR AUDIENCE
ACROSS PLATFORMS
HOME & GARDEN MULTIPLATFORM STRATEGY
Building & Remodeling intenders
are more likely to access content
through desktop
Housekeeping intenders
leverage Smartphones to access content
Home Décor & Design intenders
are likely to access content
through tablets

30
MOBILE USERS FIRST
DEMAND MEDIA PUTS
of mobile activity
starts with search
growth in our mobile audience,
outpacing the industry by
of our content is
accessed via mobile
137%
mobile growth
on
118%
mobile growth
on
70%
mobile growth
on
57%
mobile growth
on
Source: comScore Mobile Metrix, July 2013

31
ACROSS PLATFORMS
DEMAND MEDIA
TOTAL DIGITAL POPULATION
Total Digital
Population
= 74M
Desktop Site
consumption =
52M
Stream
consumption =
8M
Mobile Site
and App
consumption =
27M
Source: comScore Multi-Platform, US- Oct 2013 (Unduplicated Media Metrix, Video Metrix Mobile Metrix)

32 4.10.2013
DEMAND MEDIA INTENDERS
RESEARCH MORE THAN THEIR PEERS
IN AN ARRAY OF TOPICS
18%
23%
23%
25%
27%
31%
32%
41%
45%
48%
Business and Personal Finance
Pets
Career
Education
Automotive
Fashion/Beauty
Home
Health
Technology
Food
Do you do more online research than the average
person for any of the topics below?

33
THROUGH DEMAND MEDIA
REACH DECISION MAKERS ON MOBILE
Source: comScore Mobile Metrix, September 2013
Source: The Nielsen Company, "Nielsen Q1 Global Online Survey" as cited in "Women of Tomorrow: A Study of Women Around the World," June 2011
DM
Mobile
Female
All Mobile
Female
18%
15%
DM
Mobile
Male All Mobile
Male
25%
11%
Mobile YoY UV growth
64%
48%
45%
44%
43%
31%
16%
Health/beauty
Childcare at home
Clothes
Managing childcare OOH
Food
Prescription/OTC drugs
Social/activity memberships
Female primarily
45%
37%
31%
26%
22%
Car
Home electronics
Personal electronics
Insurance
Family finances
Male primarily
Purchase Decision-Maker

34
DEMAND MEDIA HAS 2X THE REACH ON
UNDUPLICATED TABLET AUDIENCE
Source: comScore Media Metrix Multi-Platform and comScore Mobile Metrix, U.S., October 2012
87.6%
74.4%
12.4%
25.6%
Total Internet
Demand Media
Smartphone Visitors Exclusive Tablet Visitors

35 4.10.2013
DEMAND MEDIA CAN
DRIVE YOUR BRAND TO…
Source: Demand Media Proprietary Analysis
REACH
INFLUENCE
IMPACT Behavior
Opinion
Consumer

37
HOUSEKEEPING CONTENT INTEREST
BY DEVICE
96
153
37
109 113
123
139
100
127
56
142
79
89
79
88
10099
47
164
94
87
77
58
100
Cleaning
Appliances
Furniture Care Home Organizing Homemaking House Cleaning Laundry Stain Removal Home & Garden
Base
Housekeeping Content Interest Index
Smartphone Tablet Desktop
In general, intenders prefer to access
Housekeeping content through their
smartphone, but interest differs by category.
Key Articles:
 How to Get Grease Stains out of Clothing
 How to Clean Urine from a Mattress
 Keeping Your Washing Machine Odor Free

39
How to get a credit
card quickly?
How to use excel for flexible money management?
What happens if
someone stole my
credit card & used it?
How to compare
credit cards?
IN STORE VISUALS AND
PORTABILITY
COMPREHENSIVE PLANNING IMMEDIATE
SOLUTIONS
FINANCE CONTENT CONSUMPTION
1 2
3 4

40 4.10.2013
PERSONAL FINANCE
BY DEVICE
- DESKTOP
Desktop users focus on more
complex tasks content related to
Insurance, Investing and Tax
Information
Key Articles:
 How to get health insurance when unemployed
 How to calculate daily compounding interest
 Top 10 best things to invest in
PERSONAL FINANCE CONTENT INTEREST
145
118
110
103
100
Insurance
Investing
Tax Information
Real Estate
Personal Finance Base

41
106
105
100
Retirement Planning
Money Managing
PERSONAL FINANCE
BY DEVICE
- SMARTPHONE
Smartphone users are more likely to
access Retirement Planning and
Money Management content
Key Articles:
 How to withdraw 401(k) money with no penalty
 How to determine penalties for 401k early
withdrawals
 What happens if you pay your mortgage off
early

42
Tablets are more likely to be used to
access Retirement Planning and
Real Estate content
Key Articles:
 The best places to retire on the east coast
 What is the average retirement income in the
united states
 5 things to know before buying a house
PERSONAL FINANCE
BY DEVICE
- TABLET
125
105
101
100
Retirement Planning
Real Estate
Money Managing

43
INVESTING CONTENT INTEREST
BY DEVICE
95
33
99
92
61 59
100
130
47
86
116
70
81
100103
177
102 107
145 147
100
401k Bonds Investing for
Beginners
Personal Investing Researching
Investments
Stock Market Finance Base
Investing Content Interest Index
In general, intenders prefer to access
Investing content through their desktop, but
interest differs by category
Key Articles:
 Top 10 best things to invest in
 How to withdraw 401k money with no penalty
 How to buy stocks

44
MONEY MANAGING CONTENT INTEREST
BY DEVICE
In general, intenders prefer to access Money
Managing content through their smartphone,
but interest differs by category
Key Articles:
 What happens if you pay your mortgage off early?
 How to get a personal bank loan
 10 ways to build up equity in your home
94
114
161
138
74
106
94
116
97 100
62
78
46
53
81
154
141
67
111
100
110
86
38
63
129
88
103
86
102 100
Banking Borrowing
Money
Consumer
Rights
Credit & Debt
Management
Credit Cards Financial
Planning
Frugal Living Personal
Money
Management
Saving Money Finance Base
Money Managing Content Interest Index

45
INSURANCE CONTENT INTEREST
BY DEVICE
73
50
31
58
34
79
88
100
72
78
73 71
47
92 91
100
132
156
177
148
176
124
114
100
Auto Insurance Disability
Insurance
Health Insurance Homeowners
Insurance
Life Insurance Personal
Insurance
Renters
Insurance
Finance Base
Insurance Content Interest Index
Insurance intenders strongly prefer to
access content through their desktops
Key Articles:
 Top ten car & home insurance companies
 The average cost of car insurance per month
 The average cost of renters' insurance per month

46
REACH YOUR AUDIENCE
ACROSS PLATFORMS
PERSONAL FINANCE MULTIPLATFORM STRATEGY
Insurance intenders
through desktop
Retirement Planning intenders
through tablets
Money Managing intenders
through smartphones

48
How to buy a
TV?
How to connect
stereo speakers to a
television?
How to troubleshoot
a Plasma TV?
How to choose
between Plasma,
LCD and LED
HDTVs?
RESEARCH AND
PREPARATION
VISUALS AND PORTABILITY
IN STORE
IMMEDIATE
SOLUTIONS
TECH CONTENT CONSUMPTION ACROSS
DEVICES IS COMPLEMENTARY
1 2
3
4

49 4.10.2013
TECHNOLOGY
BY DEVICE
- DESKTOP
Desktop users focus on content
related to Optics, GPS and Cameras
Key Articles:
 How to wire led lights
 How to update GPS maps for free
 How to download pictures from digital camera
to PC
TECHNOLOGY CONTENT INTEREST
233
202
199
189
155
154
136
117
117
116
100
Optics
Global Positioning Systems
Cameras
Satellite Radio
Home Audio
Personal Audio
DVD Players & Recorders
Computer Programming
TVs
Computer Software
Technology Base

50
166
137
110
108
107
106
105
100
Computer Networking
Computer Troubleshooting
Computer Hardware
Tivo & DVR
Operating Systems
Car Audio & Electronics
Cell Phones & Accessories
Technology Base
TECHNOLOGY
BY DEVICE
- SMARTPHONE
Smartphones users are more likely
to access Computer Networking &
Troubleshooting content
Key Articles:
 How to fix a cable modem when the send light
is blinking
 How to connect a computer or laptop to the
internet with an iPhone
 How to fix a laptop with a black screen

51
access Computer Hardware, Satellite
Radio and TV recording content
Key Articles:
 How to play flash plugins on an iPad
 How to copy and paste on iPad
 How to recover accidentally deleted programs
from a directv DVR
TECHNOLOGY
BY DEVICE
- TABLET
245
234
182
177
162
146
143
138
122
111
100
Computer Hardware
Satellite Radio
Tivo & DVR
Home Audio
TVs
Cameras
DVD Players & Recorders
Optics
Personal Audio
Global Positioning Systems
Technology Base

52
CELL PHONE & ACCESSORIES
CONTENT INTEREST
BY DEVICE
107
101
116
138
97 95
101
108
69
103 100
93
75
66
20
105
67
85
93 96
112
100
86
101
70
25
106
114
100
84
169
93
100
iPhones Cell Phones Text
Messaging
Android
Phones
Cellular
Accessories
Smart
Phones
Cell Phone
Providers
Phone Apps Cell Phone
SIM Cards
Bluetooth Technology
Base
Cell Phone & Accessories Content Interest Index
In general, intenders prefer to access cell
Phone content through their smartphone, but
interest differs by category
Key Articles:
 How to recover lost contacts on an iPhone
 Essential iPhone apps for busy moms
 How to set up bluetooth on an iPhone

53
REACH YOUR AUDIENCE
ACROSS PLATFORMS
TECHNOLOGY MULTIPLATFORM STRATEGY
Computer Networking intenders
through smartphones
Computer Hardware intenders
through tablets
Camera intenders
through desktop

55
How to Dress
for a Cocktail
Party?
How to Accessorize
a Black & White
Dress
How to Avoid (or Get
Rid of) Static Cling in
Clothes
How to Wear a
Bra With a
Backless Dress
RESEARCH AND
PREPARATION
VISUALS AND
PORTABILITY
IN STORE IMMEDIATE
SOLUTIONS
BEAUTY & FASHION CONTENT CONSUMPTION
1 2
3
4

56 4.10.2013
BEAUTY & FASHION
BY DEVICE
- DESKTOP
Desktop users focus on content
related Beauty and Hair Care
Key Articles:
 10 beauty secrets every woman should know
 Makeup madness: 16 tools and brushes
explained
 Two for one: unconventional tricks for your
makeup
125
108
100
Beauty
Hair Care
Beauty & Fashion Base
BEAUTY & FASHION CONTENT INTEREST

57
208
168
156
138
121
100
Hair Removal
Skin Care
Men's Fashion
Women's Fashion
Spa & Salon
BEAUTY & FASHION
BY DEVICE
- SMARTPHONE
to access Hair Removal, Skin Care
and Fashion content
Key Articles:
 How to reduce hair growth naturally
 How to use olive oil on the face
 Best business casual looks for men

58
access Women’s Fashion and Hair
Care content
Key Articles:
 Wrap it up: 8 ways to style a scarf
 Must-have fall jackets for every size
 What is business formal attire
BEAUTY & FASHION
BY DEVICE
- TABLET
121
110
100
Women's Fashion
Hair Care

59
REACH YOUR AUDIENCE
ACROSS PLATFORMS
BEAUTY & FASHION MULTIPLATFORM STRATEGY
Beauty intenders
through desktop
Women’s Fashion intenders
through tablets
Skin Care intenders
through smartphone

61
12 Days of
Holiday
Desserts
What Is a Shiraz
Wine? How to open a bottle
of wine without a
corkscrew?
How to Bake
Sweet Potatoes
Recipe
RESEARCH AND
PREPARATION
VISUALS AND
PORTABILITY
IN STORE IMMEDIATE
SOLUTIONS
FOOD & DRINK CONTENT CONSUMPTION
1 2
3
4

62 4.10.2013
FOOD & DRINK
BY DEVICE
- DESKTOP
Desktop users also focus on content
related to Holiday and Healthy
Recipes
Key Articles:
 How to bake butternut squash
 How to cook lentils
 Low-calorie weight loss protein shake recipes
161
119
111
104
100
Holiday Recipes
Healthy Recipes
Grains & Potatoes Recipes
Cooking & Baking
Food & Drink Base

63
125
117
115
104
100
Wine
Drinks & Cocktails
Breads & Breakfasts
Desserts
Food & Drink Base
FOOD & DRINK
BY DEVICE
- SMARTPHONE
to access Wine & Spirits related
content
Key Articles:
 Top ten sweet red wines
 Does wine need to be refrigerated
 How to open a bottle of wine without a
corkscrew

64
access Holiday and Healthy Recipes
content
Key Articles:
 12 days of holiday desserts
 Fun ways to prepare winter veggies
 Get ahead: 10 holiday hostess secrets
FOOD & DRINK
BY DEVICE
- TABLET
160
119
105
101
100
Holiday Recipes
Healthy Recipes
Cooking & Baking
Main Dishes
Food & Drink Base

65
REACH YOUR AUDIENCE
ACROSS PLATFORMS
FOOD & DRINK MULTIPLATFORM STRATEGY
Gluten Free Recipe intenders
through desktop
Christmas Recipe intenders
through tablets
Wine intenders
through smartphone

Demand Media Connected Consumer TLS Final

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