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2011 05-i moms-masterclassb-onlinevideo

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Online Video: Consumption Habits of the Power Mom Jessica Hogue The Nielsen Company
Online video usage is growing 144 million U.S. viewers and counting +45% growth in time spent streaming Source: The Nielsen Company; January 2011
Mom’s time is precious … but she’s creating time for online video Source: The Nielsen Company
Understanding the situational + emotional triggers of video usage ,[object Object],[object Object],[object Object],[object Object],[object Object],Objective How We Did It Insights What It Means
Blending audience measurement + digital ethnography for a 360⁰ view Objective How We Did It Insights What It Means Demographic Breakdown ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: The Nielsen Company
‘ Prime time’ is all the time for Mom Objective How We Did It Insights What It Means ,[object Object],Total Time Online Indexed to Total Female Audience Source: The Nielsen Company
Daily digital routines are structured Objective How We Did It Insights What It Means ,[object Object],[object Object],[object Object],[object Object],Source: The Nielsen Company
Digital Routines Video
Digital (+video) diversions = the new coffee break Source: The Nielsen Company
What they’re watching … Objective How We Did It Insights What It Means Source: The Nielsen Company; March 2011 ,[object Object],Top Online Video Brands by Unique Viewers Female 21+ w/ Kids 2-17. March 2011 Video Brand Unique Viewers (000) Total Streams (000) YouTube 20,846 1,091,970 Facebook 7,253 27,302 VEVO 7,152 60,730 Yahoo! 5,100 30,127 MSN/WindowsLive/Bing 2,945 32,245 Hulu 2,110 106,033 Fox Interactive Media 1,962 16,817 AOL Media Network 1,911 14,123 Disney Online 1,792 16,960 The CollegeHumor Network 1,620 3,508
What they told us … Objective How We Did It Insights What It Means ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: The Nielsen Company
Videos shared through her social networks are embedded with trust Objective How We Did It Insights What It Means Source: The Nielsen Company Moms account for 1/4 of all streams occurring on social networks
Video fits into her structured digital life – a key benefit for Mom Objective How We Did It Insights What It Means ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: The Nielsen Company
Emotional Triggers Video
… and meets emotional needs too Objective How We Did It Insights What It Means ,[object Object],[object Object],[object Object],[object Object],“ After reading so many SEC filings in a day, it’s nice to have something fun … like Facebook or another online venue where you can just sort of enjoy it and not think too much about it in the end, and that’s what I do.” – Alisa G. Source: The Nielsen Company
Three Big Opportunities ,[object Object],[object Object],[object Object],[object Object],Objective How We Did It Insights What It Means
Thanks! jessica.hogue@nielsen.com

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