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Online Video: Consumption Habits of the Power Mom

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.

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Online Video: Consumption Habits of the Power Mom

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  1. Online Video: Consumption Habits of the Power Mom Jessica Hogue The Nielsen Company

  2. Online video usage is growing 144 million U.S. viewers and counting +45% growth in time spent streaming Source: The Nielsen Company; January 2011

  3. Mom’s time is precious … but she’s creating time for online video Source: The Nielsen Company

  4. Understanding the situational + emotional triggers of video usage • What distinguishes Mom’s consumption habits? • When is she viewing? • What genres top of her list? • What daily life occurrences and needs prompt her digital and video usage? • What mindsets prevail when she is viewing? Vegging out, staying connected? Objective How We Did It Insights What It Means

  5. Blending audience measurement + digital ethnography for a 360⁰ view Objective How We Did It Insights What It Means • Passive streaming behavior via • Nielsen VideoCensus • 35 women from Nielsen MegaPanel • Medium-high TODAY.com streamers (visit 4x+ in 6 mos. period) • Kids and no kids • 23 states represented • Working and non-working • Respondents equipped • with video cameras spent • 10 days documenting their digital lives Demographic Breakdown Source: The Nielsen Company

  6. ‘Prime time’ is all the time for Mom Objective How We Did It Insights What It Means • Moms spend more time online compared to an all female audience. Total Time Online Indexed to Total Female Audience Source: The Nielsen Company

  7. Daily digital routines are structured Objective How We Did It Insights What It Means • Online activity occurs in spurts • Setting the table for the day with email, then social nets (typically ) ), weather, news & financial headlines • Streaming full shows is infrequent • Moms (and all women) scour for snippets Source: The Nielsen Company

  8. Digital Routines Video

  9. Digital (+video) diversions = the new coffee break Source: The Nielsen Company

  10. What they’re watching … Objective How We Did It Insights What It Means • Initially moms demonstrated a lot of co-viewing behavior but mainstream sites not consume most of their time Source: The Nielsen Company; March 2011

  11. What they told us … Objective How We Did It Insights What It Means • Hulu, Netflix and YouTube are popular with working and non working moms • Most ethnography respondents stream TV on Hulu due to: • Superior audio quality • Superior video quality • Low/Minimal buffering • Tolerance for commercial breaks is high! Advertising is deemed a small price to pay for convenient content Source: The Nielsen Company

  12. Videos shared through her social networks are embedded with trust Objective How We Did It Insights What It Means Moms account for 1/4 of all streams occurring on social networks Source: The Nielsen Company

  13. Video fits into her structured digital life – a key benefit for Mom Objective How We Did It Insights What It Means • Rich Experience: Videos go deeper and offer a more tangible connection given the personal nature of shared content or novelty of subject matter • Trust/Reliability: Moms favor videos that are sent to them owing to Trust/Reliability of sources while cutting through the clutter • Controlled Viewed (“When I want it”): Videos are filed for later viewing when “I need a break or I am feeling bored,” thus reiterating its role as a mental energizer OR • “Because I missed it”: I catch up on shows at work as I go to bed early…” • Low / No Cost Source: The Nielsen Company

  14. Emotional Triggers Video

  15. … and meets emotional needs too Objective How We Did It Insights What It Means • Social Currency: She needs to be in the know • Help, I’m bored. Please energize me!: Women look to viral videos, TV shows and movies as boosters; checking Facebook and email are “mini-breaks” • Loneliness: SAHMs crave connection • Time to Decompress, “Get Happy”: Escaping the stress of the workday by surfing before bed balances out the day, contributes to their overall well-being • “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

  16. Three Big Opportunities Mom will most value: • “Snack-sized” content that she can easily find and share (remember she’s got 7 minutes a day!) • “Extras” like behind-the-scenes interviews, outtakes and other extras • Content and creative that meets her need to “catch up,” “energize,” or “decompress,” and keep her from “feeling alone.” Objective How We Did It Insights What It Means

  17. Thanks! jessica.hogue@nielsen.com

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