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Defining the BlogHer Network Audience

Defining the BlogHer Network Audience. Nielsen Online @Plan Helps us Define the BlogHer Audience. Who they are What they buy Where they go for leisure activities How they are geographically dispersed in the U.S. When they are making life stages changes. 2.

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Defining the BlogHer Network Audience

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  1. Defining the BlogHer Network Audience

  2. Nielsen Online @Plan Helps usDefine the BlogHer Audience • Who they are • What they buy • Where they go for leisure activities • How they are geographically dispersed in the U.S. • When they are making life stages changes 2

  3. Demographic Profile: They are young, well educated and affluent • Top Index Profile Points: • Work in a high tech industry (160) • Have Post Grad college degree (152) • Age 25-39 (145) • Have Children under age 2 (132) • HH Income $150K+ (121) • Professional (136) 3 Source: Nielsen Online @Plan Spring 2010

  4. Computer-Electronics: They spend a lot of $$ on consumer electronics • Top Index Profile Points: • Shopped online for video games (236) • Purchased computer hardware for work (209) • Purchased a smart phone anywhere (181) 4 Source: Nielsen Online @Plan Spring 2010

  5. Car and Truck: They use the Internet to help with automotive decisions • Top Index Profile Points: • Purchased auto loans online (200) • Own a Saab (206) • Purchased Auto Insurance online (177) 5 Source: Nielsen Online @Plan Spring 2010

  6. Finance: They are savvy with money • Top Index Profile Points: • Shopped online for a new credit card (199) • Purchased Money Market Fund online (186) • Purchased stocks online, last 6 months (163) 6 Source: Nielsen Online @Plan Spring 2010

  7. Food and Beverage: BlogHer users are Foodies • Top Index Profile Points: • Bought Jamba Juice, last 7 days (246) • Heavy online spending for gourmet food (220) • Purchased Heineken light beer last 7 days (216) 7 Source: Nielsen Online @Plan Spring 2010

  8. Games and Hobbies: Eclectic and Diverse interests…Museums and College Football! • Top Index Profile Points: • Shopped online for computer software games(228) • Purchased College Football tickets online (264) • Purchased Ballet/Dance tickets online (181) 8 Source: Nielsen Online @Plan Spring 2010

  9. Geography: Dispersed across markets large and small • Top Index Profile Points: • Colorado Springs(310) • Austin (199) • Kansas (159) • Large Markets: • San Francisco (146) • Boston(137) • Chicago (121) 9 Source: Nielsen Online @Plan Spring 2010

  10. House and Real Estate • Top Index Profile Points: • Heavy spending for Home Improvement online or offline (275) • Purchased gardening tools online (180) • Shopped for appliances online (188) 10 Source: Nielsen Online @Plan Spring 2010

  11. Health and Family: Online purchases for the busy BlogHer user • Top Index Profile Points: • Bought educational software online (216) • Bought family Health Insurance online (233) • Purchased toys online (234) 11 Source: Nielsen Online @Plan Spring 2010

  12. Influencer-Advisor: BlogHer users provide frequent advice about everything • Top Index Profile Points: • Posted or sought product review last 30 days (184) • Provides frequent advice about websites and Internet(157) • Provides frequent advice about online shopping(159) 12 Source: Nielsen Online @Plan Spring 2010

  13. Internet Access and Activities: One of the most digitally savvy audiences online • Top Index Profile Points: • Listened to live concert online (222) • Published a blog last 30 days (220) • Watched a “how-to” video online(208) 13 Source: Nielsen Online @Plan Spring 2010

  14. Shop Products: BlogHer Users Shop ‘Til They Drop • Top Index Profile Points: • Purchased videogames online (236) • Shopped online for books on tape (260) • Bought cosmetics online (229) • Bought movie tickets online (224) 14 Source: Nielsen Online @Plan Spring 2010

  15. Shop Stores: Clothes, Home and Electronics • Top Index Profile Points: • Express (244) • The Body Shop (231) • Restoration Hardware (227) 15 Source: Nielsen Online @Plan Spring 2010

  16. Telco: Smart Phones Rule for BlogHer Users • Top Index Profile Points: • Watched video on the phone last 30 days (189) • Shopped online from a cell phone last 30 days (185) • Listened to MP3 music on cell phone (177) 16 Source: Nielsen Online @Plan Spring 2010

  17. Travel • Top Index Profile Points: • Stayed at Hyatt for business, last 3 months (208) • Extended Stay America for business or vacation (236) • Stayed at Radisson Hotel for business (209) 17 Source: Nielsen Online @Plan Spring 2010

  18. Audio-Radio • Top Index Profile Points: • World music genre (208) • Children’s Music(206) • Live concerts online last 30 days (222) • Top Music Genre by % Comp: • Classic Rock (30%) • Country (23%) • Soft Rock (22%) 18 Source: Nielsen Online @Plan Spring 2010

  19. Video/TV/Movies: Calling all Movie Studios, BlogHer Users Buy Tickets Online • Top Index Profile Points: • Purchased movie tickets online (214) • Watched a TV program based on an online ad (228) • Shopped online for DVD of TV shows (211) 19 Source: Nielsen Online @Plan Spring 2010

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