Post on 07-Apr-2018
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Intelligence for Advertisers
Site Profile Study: Final Report
September 24, 2010
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Agenda Objectives & Research Design
Key Findings & Advertisers Roadmap
Site Visitation: Reasons & Frequency
Brand Consumption & Preferences
Soft Drinks
Beer
Fast Food Restaurants
Full Service Restaurants
Auto/Truck Insurance
Motorcycle Insurance
Client Enthusiast Segment Profiles
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Objectives & Research Design
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Objectives
Primary Objective: Understand who is visiting the clients site in order to create compelling
reasons for targeted advertisers to buy digital media on the site.
Specifically, uncover opportunities in each of the following categories for advertisers.
Soft drinks
Beer
Fast food restaurants
Full service restaurants
Auto/Truck insurance
Motorcycle insurance
Determine how brand usage/preference varies by
Enthusiast segment
Page visitation
Frequent site visitors
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Research Design
Visitors to the site were randomly invited to participate in a survey following departure from the
site domain.
Study participants were recruited from the following pages
http://www.site/
http://www.site/Section2
http://www.site/Section3
http://www.site/Section4
Participants completed a short 6 9 minute questionnaire.
1050 completed interviews were obtained from July 20 to August 2, 2010
Five Enthusiast segments were created based on the primary reason site is typically visited
Differences among groups, e.g. Enthusiast segments, were statistically tested @ 95% and 90%
confidence levels.
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Research Design: Recruitment
Homepage
62%
Section 1
20%
Section 27%
Section 3
5%
Section 4
5%
Client Site Recruitment Pages
Nearly 2/3 of study participants were recruited from the Homepage.
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Research Design: Enthusiast Segments
(defined by primary reason site is typically visited)
Segment 1, 15%
Segment 2, 34%
Segment 3, 8%
Segment 4, 22%
Other, 21%
Segment 2 Enthusiasts account for 1/3 of site visitors followed by Segment 1 (22%),Segment 2 (15%), and Segment 3 (8%).
Q2a What is the main reason that you typically visit site? N=1021
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Key Findings & Advertisers Roadmap
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Key Findings Clients site should appeal to category leaders, e.g. 61% drink Coke, 44% eat at McDonalds, and
58% shop Wal-Mart.
Enthusiasts standout as the most frequent targets, especially for
BeerBud/Bud Light and Busch
Fast Food RestaurantsMcDonalds, KFC, and Pizza Hut
Full Service RestaurantsApplebees and Cracker Barrel
Big Box StoresWal-Mart
Auto/Truck InsuranceState Farm
Niche segments include
Sprite Segment 1
SubwaySegment 2 (and is the preferred fast food restaurant overall by a 2:1 margin over McDonalds)
Progressive Segment 3
Page visitation creates several brand targeting opportunities especially for Beer.
Excepting Taco Bell, frequent visitation is not a brand differentiator.
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Key Findings: What are the Most Popular Brands?Category leaders should advertise on the site.
Soft Drinks Full Service RestaurantsFast FoodBeer
Client Users love Bud, McDonalds, and Applebees.
Enthusiasts preferSubway.
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Key Findings: What are the Most Popular Stores & Insurance
Companies?
Overall, Big Box and Insurance category leaders should advertise on site.
Stores Motorcycle InsuranceAuto/Truck Insurance
Client Site visitors prefer Wal-Martand State Farm.
Enthusiasts prefer Progressive
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Site Visitation: Reasons and Frequency
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Reasons for Visiting site
1%
4%
7%
7%
16%
28%
44%
54%
8
7
6
5
4
3
2
1
Many visit the site for multiple reasons, but Reason 1 and 2 are the primary
drivers.
18%
0%
1%
1%
0%
7%
15%
22%
35%
9
8
7
6
5
4
3
2
1
Why did you visit today? What is the main reason you typically visit?
Q2. Why are you visiting site today? N=1050Q2a. What is the main reason that you typically visit site? N=1021
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Site & Segment VisitationFrequency
All site
Visitors
Segment 1 Segment 2 Segment 3 Segment 4
Sample Size (1050) (152) (354) (87) (230)
A B C D E
First Time 6% 7% 3% 6% 4%
At Least Once a Day 37% bD 30% 41% BD 26% 47% ABD
2 3 Times/Week 30% 32% 31% 32% 31%
Once a Week 12% 17% 11% 10% 11%
2 3 Times/Month 7% E 7% E 8% E 12% E 2%
Once a Month 4% 3% 3% 8% 3%
Less Than Once a
Month
3% 3% 1% 6% d 2%
More than 1/3 visit at least once a day, with frequent visitation highest among
Segment 2 and Segment 4 Enthusiasts.
Q1 How often do you visit site?
CAPITAL LETTERS = significant @ 95% confidence level ; small letters = significant @ 90% confidence level
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While Coke is the clear favorite, nearly twice as many Segment 1 Enthusiasts prefer Mountain Dewthan average.
Dr. Pepper is more popular with segment 3 and 4 Enthusiasts. More Segment 2 Enthusiasts and Page visitors drink Sprite than average.
Soft Drinks
Soft Drink Consumption Preferred Brand
61%
43%
24%
20% 20% 19%16%
13%
Coke Pepsi Dr. Pepper A&W Root
Beer
Mountain
Dew
Sprite 7-Up Canada Dry
Segments 3/4
36%
Segment 2
25%
36%
21%
8% 8%
4% 4% 3% 3%
Coke Pepsi Dr. Pepper Mountain
Dew
A&W Root
Beer
Canada Dry Sprite 7-Up
Segment 115%
Q3a. Which of the following brands of soda or soft drinks have you purchased or drunk in the past month? N=660Q3b. Which brand do you like the best? N=618
= significant @ 95% confidence level = significant @ 90% confidence level
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Coors, and especially Bud and Busch, are for Segment 1.
Guinness should advertise on the Section 3 page.
Sam Adams should place ads on the Section 1 and Section 4 pages. Sierra Nevada should advertise on the Section 4 page.
Beer
Beer Consumption Preferred Brand
29%27%
20% 20%
17%
14%
11%
7%6%
5%
Bud/Bud
Light
Sam
Adams
Miller Corona Coors Guinness Sierra
Nevada
Michelob Amstel Busch
Segment 1
47%
Segment 231%
14%
11%
9%
7% 7% 7% 7%
2% 2% 2%
Bud/Bud
Light
Sam
Adams
Miller Guinness Sierra
Nevada
Corona Coors Busch Michelob Amstel
Segment 2
16%
Segment 2
30%
Q4a. Which of the following brands of beer have you purchased or drunk in the past month? N=440Q4b. Which brand do you like the best? N=335
= significant @ 95% confidence level = significant @ 90% confidence level
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Segment 2s love fast food, especially McDonalds, KFC, and Pizza Hut.
Subway is the preferred fast food restaurant by 2:1, especially among Segment 4 Enthusiasts.
Taco Bell is attractive to frequent site visitors (High ROI). More Segment 3 Enthusiasts prefer Chick-Fil-A.
Fast Food Restaurants
Restaurant Visitation Preferred Restaurant
44%
36%
27% 26% 25%
17% 16%
12% 11%
5% 5% 4%
McDonald's Subway Wendy's Burger King Taco Bell KFC Arby's Pizza Hut Chick-Fil-A Carl's Jr. Dominos Long John
Silvers
Segment 2
55%
2-3X/wk
30%
Segment 2
28%
20%
11% 11%
6% 6% 6%
4%
2% 2% 1% 1% 1%
Subway McDonald's Wendy's Taco Bell Burger King Chick-Fil-A Arby's KFC Carl's Jr. Pizza Hut Long John
Silvers
Dominos
Section 2
Page 57%Section 2
Page
29%
Section 2
Page
24%
Segment 4
28%
Section 2
11%
Segment 2
17%
Segment 3
12%
Segment 2
6%
Q5. Which of the following fast food restaurants have you eaten at in the past month? N=1050Q5a. Which fast food restaurant is your favorite one? 796
= significant @ 95% confidence level = significant @ 90% confidence level
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Segment 2s love to eat at full service restaurants as well, especially Applebees andCracker Barrel.
Chilis should advertise on the Section 4 page.
Full Service Restaurants
Restaurant Visitation Preferred Restaurant
17%
13%12%
10%9% 9%
8% 8%
6%5% 5%
4%
App le be e's C hi li 's O li ve Garde n O ut ba ck
Steakhouse
Red Lobster Cracker
Barrel
D en ny 's T .G.I . F ri da y's R ed R ob in P F C ha ng s H oo te rs L on gh orn
Segment 2
25%
Segment 2
18%
9%
8% 8%
7% 7%
6%
4%
3% 3% 3%
2% 2%
Red Lobster Applebee's Outback
Steakhouse
Cracker
Barrel
Ol ive Ga rd en C hi li 's P F C han gs H oo te rs Re d R ob in T .G .I . Fr id ay 's Lo ng hor n De nn y' s
Section 2
Page 28% Section 4
26% Section 2
21%
Segment 2
20%
Section 2
Page 21%
Segment 2
16%
Q6. Which of the following full service restaurants have you eaten at in the past month? N=1050Q6a. Which full service restaurant is your favorite one? N=509
= significant @ 95% confidence level = significant @ 90% confidence level
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Wal-Mart in particular is favored by Segment 2 Enthusiasts.
Target should target advertising to Section 4 page visitors.
Home Depot should advertise on the Section 1 page.
Big Box Stores
Stores Shopped Preferred Store
58%
46%42%
39%
32%
19% 18%15%
12%
6%
Wal-Mart Home
Depot
Lowes Target Best Buy Staples Sears Office
Depot
K-Mart Offi ce
Max
Segment2
50%
18%
12%11%
8% 8%
2%1% 1% 1%
0%Wal-Mart Lowes Target Best Buy Home
Depot
Sears Staples K-Mart Office
Depot
Office Max
Segment 2
80%
Segment 2
21%
Section 2
Page
83%
Section 1
Page
53%
Section 4
Page
55%
Section 2
Page
36%
Segment 2
37%
Segment 2
14%
Q7. Which of the following stores have you shopped at in the past month? N=1050Q7a. Which store is your favorite place to shop? N=954
= significant @ 95% confidence level = significant @ 90% confidence level
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Segment 2s clearly prefer State Farm, but AARP should place ads on the Section 2 page as well.
Progressive should target Segment 3 Enthusiasts.
Segment 1s prefer USAA.
Auto/Truck Insurance
Insurance Company Primary Insurance Company
19%
9% 9%8%
6%5%
4% 4%
2% 2% 2% 1%
State Farm Prgressive Allstate CEICO AAA USAA Nationwide Famers Liberty
Mutual
Travelers AARP Esurance
12%11%
10%
7%6% 6%
5%4% 4%
2%1%
Allstate GEICO Progressive USAA Famers Nationwide AAA Liberty
Mutual
Travelers AARP Esurance
Segment1
11%
Segment 3
22%
Segment 1
7%
Section 3 Page
21%
Section 1
Page
9%
Section 1
Page
13%
Section 2
10%
Segment 2
25%
Segment 2
38%
Q8. Please think about all the autos and/or trucks owned in your household? Which of the following companies do you have auto insurance with? N=1050Q8a. Which insurance company do you consider your primary auto and/or truck insurance carrier? N=662
= significant @ 95% confidence level = significant @ 90% confidence level
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Progressive insures nearly 1 in 4, and is especially popular with Segment 3 Enthusiasts.
39% are insured with none of the 6 major insurance companies, suggesting many are not insured.
Motorcycle Insurance
Insurance Company
22%
14%
8%5%
3%2%
1%
39%
Prgressive State Farm GEICO Allstate Famers Nationwide AAA None of
these
Segment 335%
Q9b. Which company do you have your motorcycle insurance with? If you are insured with more than one company, please indicate your primary insurance carrier. N=252
= significant @ 95% confidence level = significant @ 90% confidence level
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Site Visitor & Enthusiast Segment
Profiles
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Site & Segment Demographic Profile
All site
Visitors
Segment 1 Segment 2 Segment 3 Segment 4
Sample Size (1050) (152) (354) (87) (230)
A B C D E
Gender
Male 93% B 74% 98% AB 99% AB 96% B
Female 7% CDe 26% ACDE 2% 1% 4%
Age 52 c 57 ACDE 51 51 52
Income $81.7k B $66.1k $89.7k ABe $83.5k B $82.4k B
Married 62% 67% e 64% 66% 58%
Segment 1 Enthusiasts are older, lower income, with a far higher incidence of female visitors.
Segment 2 Enthusiasts are more affluent.
CAPITAL LETTERS = significant @ 95% confidence level ; small letters = significant @ 90% confidence level
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Soft Drink & Beer Consumption
All site
Visitors
Segment 1 Segment 2 Segment 3 Segment 4
Sample Size (1050) (152) (354) (87) (230)
A B C D E
Soft Drinks
At Least Once a Day 40% 43% 38% 37% 37%
Less Than Once a Day 45% 45% 46% 49% 50%
Never 15% 12% 16% 14% 13%
Beer
At Least Once a Day 9% 9% 7% 14% c 11% c
Less Than Once a Day 63% B 48% 66% B 68% B 65% B
Never 28% D 43% ACDE 27% d 18% 24%
Q3. How often do you drink soda or soft drinks?Q4. How often do you drink beer?
40% drink sodas at least once a day with no differences by segment.
Segment 1 Enthusiasts are the lightest beer drinkers.
CAPITAL LETTERS = significant @ 95% confidence level ; small letters = significant @ 90% confidence level
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Motorcycle Ownership
All site
Visitors
Segment 1 Segment 2 Segment 3 Segment 4
Sample Size (1050) (152) (354) (87) (230)
A B C D E
Own a Motorcycle 24% BCE 17% 17% 79% ABCE 15%
Among Owners
Own 1 49% 69% AcE 49% 35% 51%
Own More Than 1 51% B 31% 51% b 65% AB 49%
Not surprisingly, far more Segment 3 Enthusiasts own a motorcycle.
Q9 Do you own a motorcycle?Q9A How many motorcycles do you own?
CAPITAL LETTERS = significant @ 95% confidence level ; small letters = significant @ 90% confidence level
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Enthusiast Segment Summary Segment 2 Enthusiasts are the largest (34%) and most affluent ($90k) segment; they are
Frequent visitors (41% once a day or more often; 31% 2 3 times per week), and
Attracted to Spriteand USAA.
Visitors to the Section 1 page also are more likely to drink Sam Adams and shop at Home Depot.
Segment 4 Enthusiasts account for 22% of visitors; they are
Frequent visitors (47% once a day or more often; 31% 2 3 times per week), and
Attracted to Subwayand USAA.
Visitors to the Section 3 page also are more likely to drink Sam Adams and Sierra Nevada, eat at Chilis, and shop at Target.
While Segment 2 Enthusiasts (15%) are the least attractive demographically older (57 years of age) and lowestincome ($66k)they may represent the most opportunities. More than site visitors as a whole, they
Prefer Mountain Dew,
Dink more Bud/Bud Light, Coors, and Busch,
Are fast food junkiesMcDonalds, KFCand Pizza Hut,
Like Applebees, Olive Garden, and Cracker Barrel,
Are the most active shoppersWal-Mart, Lowes, Home Depot,and K-Mart, and
Are State Farm loyalists.
Segment 3 Enthusiasts are the smallest segment (8%), and are
Less frequent visitors (26% once a day or more often; 32% 2 3 times per week), and
Attracted to Dr. Pepper, Chick-Fil-A,,and Progressive Insurance (both Auto and Bike)
Visitors to the Section 3 page are more likely to drink Guinness.