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CONTENT MARKETING EIGHT WAYS CONSUMERS ARE ENGAGING WITH DIGITAL CONTENT TODAY AND WHAT IT MEANS FOR MARKETERS

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MARKETING

CONTENT

EIGHT WAYS CONSUMERS ARE ENGAGING

WITH DIGITAL CONTENT TODAY AND

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THERE ARE EIGHT WAYS

CONSUMERS ENGAGE WITH

CONTENT ONLINE

Content marketing is most effective when

campaigns are aligned with consumer motivations.

CONTENT EXPERIENCES ARE

DEFINED BY FOUR DIMENSIONS

When engaging with content, the consumer experience covers topics, motivations, emotions and outcomes.

THERE’S A RELATIONSHIP

BETWEEN CONTENT AND

CONTENT MOMENTS

Selecting the right combinations of topics, formats and audience groups will drive more relevant content experiences.

CONTENT EXPERIENCES IN

NON-ENDEMIC ENVIRONMENTS

CAN DRIVE EFFECTIVE RESULTS

Marketers can break through the digital clutter by engaging with consumers in spaces that are less crowded and less expensive.

KEY

FINDINGS:

Marketers have always been storytellers, leveraging television commercials, magazine advertisements or a range of other formats to push out their messages. While the combination of powerful copy and clever design has reigned since the golden days of Madison Avenue, there are now more ways than ever before to engage

consumers through richer, more relevant and deeply engaging content. As defined by the Content Marketing Institute, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience—and, ultimately to drive profitable customer action.

But consumer behavior—especially as it relates to digital content consumption—has disrupted traditional content marketing approaches. The democratization of content creation, largely driven by technology, has empowered consumers to make decisions on their own terms. Content discovery is organic, and consumers choose whether to engage through a tap, click or swipe, often within a split second and frequently on-the-go.

INTRODUCTION

EFFECTIVE CONTENT MARKETING PROGRAMS WILL NOT

ONLY CONSIDER WHAT TYPE OF PERSON CONSUMES

CONTENT, BUT ALSO WHAT DRIVES A PERSON TO

ENGAGE WITH DIFFERENT TYPES OF CONTENT.

Content Marketing: Eight Ways Consumers are Engaging with Content Today and What It Means for Marketers reveals the critical moments where consumers engage with digital content in order to shed light on a new approach to content marketing. Marketers will gain a robust understanding of the motivations that drive a person to engage with different types of content. We refer to these opportunities for engagement as “content moments.” From social to native, branded video to gaming, content marketing done well has the power to transform the conversation between brands and consumers. The most successful content marketing programs are those that engage with the consumer in their moment. This report shows you how to get there.

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Consumers are spending more time than ever with their digital devices. In the United States, total digital media consumption across all devices has increased by 157% from 2010 to 2014.1 And what are they doing on

their devices? The average person spends 11 hours and 5 minutes of each day engaging with media.2

Marketers are capitalizing on the opportunity to engage with consumers through content. In fact, 76% of marketers use content marketing today, and a majority of all U.S. marketers planned to increase their content marketing investments in the past year.3 Yet, only 37%

of marketers describe their content marketing strategies as “sophisticated” or “mature,” and 38% of marketers claim their content marketing is “effective.”3

Major challenges persist for content marketers, and they are multiplied by increasing digital complexity. Over half of marketers (56%) cite “Producing Engaging Content” as the top challenge for content marketing, followed closely by “Measuring Content Effectiveness” and “Measuring ROI.”3 Creating content can also be an expensive and

time-consuming endeavor. And with nearly 76% of marketers producing content, competition is fierce. As a result, marketers are looking for ways to break through the clutter with content that is relevant to consumers in the right ways, at the right time.

CONTENT MARKETING:

TODAY’S CHALLENGES

METHODOLOGY:

AOL Insights analyzed 7,300 “content moments,” defined as an occasion when a person engages with a specific form of content, such as an article, video or blog post. Data revealed eight content segments that drive all consumer moments with digital content in the United States. Each piece of content fits into one type of content segment, and the segments are mutually exclusive and exhaustive. For more information on the methodology, see Appendix.

OF MARKETERS

USE CONTENT

MARKETING

TODAY

76%

Each of the eight content segments revealed in the research comprises four aspects—or dimensions—that represent how the consumer engages with digital content.

BEFORE

The consumer comes across the content because of a specific motivation or topic interest. For example, for a

consumer waiting for the bus, the motivation of boredom is prompting him to read an article on his mobile phone.

DURING

While engaging, consumers experience

emotions driven by the content.

AFTER

After consumption, they leave the moment feeling a particular way (outcome), whether it’s “primed for

action” after reading an inspiring listicle, or “replenished” after watching an entertaining video.

WHAT MAKES

UP A CONTENT

MOMENT

[ TOPIC AND MOTIVATIONS ]

[ EMOTIONS ]

[ OUTCOMES ]

ONLY 37% OF MARKETERS

DESCRIBE THEIR CONTENT

MARKETING STRATEGIES AS

“SOPHISTICATED” OR

“MATURE,” AND 38% CLAIM

THEY ARE “EFFECTIVE.”

In order to succeed, a strong understanding of why consumers use and engage with content is necessary. However, there’s surprisingly little data that can guide marketers in the pre-campaign process before they invest in designing, creating and launching campaigns. Only 49% of brands use data to select topics that better appeal to their audience before producing the content.4

Source: Content Marketing Institute, 2015

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EIGHT CONTENT SEGMENTS

INSPIRE

BE IN

THE KNOW

FIND

COMFORT

CONNECT

FEEL GOOD

ENTERTAIN

UPDATE

SOCIALLY

15%

10%

16%

7%

5%

12%

18%

17%

Topics: What content topics (such as sports or health) fall within this particular content segment?

Motivations: What made the consumer want to engage with this content? What was he looking to get out of the experience? Emotions: How did the consumer feel while engaging with the content?

Outcomes: What did the consumer do after engaging with the content?

OF ALL ONLINE CONTENT MOMENTS OF ALL ONLINE CONTENT MOMENTS OF ALL ONLINE CONTENT MOMENTS OF ALL ONLINE CONTENT MOMENTS OF ALL ONLINE CONTENT MOMENTS OF ALL ONLINE CONTENT MOMENTS OF ALL ONLINE CONTENT MOMENTS OF ALL ONLINE CONTENT MOMENTS

C O N T E N T S E G M E N T K E Y

Seeking fresh ideas, ready to try something new or think about something from a different angle

Seeking visual, buzzy content that aids in the learning of something new or getting ideas, feel part of a community Seeking a heartwarming moment that can improve mood and instill a sense of relaxation

Seeking an amusing escape to relax, take a mental break and a mood improvement

Seeking relaxing info that will keep them updated on what’s going on, allow them to relax, or take a mental break Seeking relevant ideas, staying updated

Seeking support and insight

M O T I V A T I O N S

Seeking answers, looking to research something specific, learn something new, get new ideas and get support/advice Food, home, fashion, technology, travel Comedy, technology, drama, movies, food Music, sports, movies, kids, animals Comedy, animals, music, television drama Sports, celebrity, current events, movies Weather, current events, politics, social issues, finance, business news Health and wellness, technology, personal finance, home, food

Educational and documentary, family and parenting, personal finance, medical, social issues

T O P I C S

Relaxed and inspired Have an energizing lift, happy and excited Feel an emotional lift or makes them feel happy Feel great, relaxed and happy Have a fun release Tense, frustrated and anxious

E M O T I O N S

Conflicted, frustrated and focused On track, focused and motivated Primed for further action

Ready to share the content that entertained, made them feel happy, or improved their mood Leave feeling cheered, inspired and happy

Feel replenished, feel entertained

Exit moment with a mental and emotional reset Feeling a better sense of understanding

O U T C O M E S

Armed with information, feeling in the know

Ready to act, armed with practical information

A consumer is in-market for a new smartphone. Her go-to tech blog provides a comparison of the most popular devices. She uses that information to make a decision.

A consumer moves into a new apartment and is looking for interior design ideas to decorate. A photo gallery with beautiful home decorations makes him feel inspired, and he’s ready to get started.

A college student is nearing graduation and looking for a job. As he searches for blog posts on interview tips, he feels tense and frustrated, but when he comes across an article illustrating other new grads feeling the same way, he ultimately feels more at ease.

A new bill is in review at the state’s highest courts. A concerned citizen reads about the latest developments on her mobile phone while

commuting to work. Although conflicted, she has a better understanding of the bill’s implications.

A consumer overhears his friends talking about a political figure’s latest gaffe, which has now gone viral. He watches the video to join in on the conversation.

A consumer is feeling stressed and is looking for something to cheer her up. She watches videos on baby animals for an emotional lift.

After a grueling day at the office, a consumer goes online to watch the latest episode of his favorite web series, making him feel better and serving as a distraction until the next work day.

In between meetings, a consumer takes a break to scroll through her social feeds and see what those in her social network are up to. Feeling refreshed, she’s able to get back to work.

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F O R M A T S V A R Y B Y C O N T E N T S E G M E N T

Format also plays a critical role within the eight segments. Marketers should not only select the right topic, but package the content in a way that resonates in accordance with consumer motivations.

As we can see in the data above, consumers are more likely to engage with an article or blog post when they are motivated by a need to be IN THE KNOW. Whether catching the latest news story or a recap of last night’s football game, consumers seek out these formats to get the information they need. Fairly intuitive, yes, and our data confirms many common assumptions. However, marketers should also note which formats don’t perform well for particular topics. Photo galleries or slideshows don’t index as highly when the consumer wants to BE IN THE KNOW. These moments are primarily motivated by “seeking information” or “looking for updates,” and rarely will a photo gallery fulfill that need. Photo galleries resonate exceptionally well in the INSPIRE segment (15.4%), however. Within BE IN THE KNOW moments, photo galleries make up a paltry 4.1%, suggesting that a slideshow on daily current events may not be the best

investment of resources.

H O W C A N M A R K E T E R S U T I L I Z E T H E C O N T E N T S E G M E N T S ?

T O P I C S S P A N C O N T E N T S E G M E N T S

Content topics resonate more within specific segments. Consumers may engage with a particular topic while looking for inspiration; however, many will connect with the same piece of content to be comforted or entertained.

Let’s take the topic of travel. With a quick internet search, consumers will find a variety of travel-related content. A listicle on the “10 best places to travel when you’re retired” will more likely fall within the INSPIRE segment, in which pieces of travel-related content take up 38%—the highest across the eight segments. A blog post on “how to best take advantage of airline miles/points” will fall under FIND, which accounts for 18% of travel content. This topic almost never falls under the segment of BE IN THE KNOW—an indication to marketers that creating travel content in the frame of BE IN THE KNOW may be a fruitless effort.

These nuances are key to creating content that aligns with consumer needs. Brands can produce content and adjust their message to provide the consumer with what they’re seeking.

SEEING THE DATA IN ACTION

TOPICS & CONTENT SEGMENTS

44.2% FASHION & STYLE 42.1% FOOD 40.9% HOME 23.6% COMEDY 17.4% TECHNOLOGY 15.6% FOOD 25.4% FAMILY & PARENTING 18.3% DATING & RELATIONSHIPS 16.9% SPORTS 48% CURRENT EVENTS 41.5% WEATHER 27.7% FINANCE & BUSINESS NEWS 47.4% COMEDY 25.4% FAMILY & PARENTING 16.2% PUBLIC FIGURES & CELEBRITIES 40.7% MAPS & DIRECTIONS 39.1% MEDICAL 38.8% AUTOS & OTHER VEHICLES 36.9% PUBLIC FIGURES & CELEBRITIES 28.1% SPORTS 17.6% CURRENT EVENTS 29.8% DATING & RELATIONSHIPS 28.7% MEDICAL 28.4% DOCUMENTARY & EDUCATIONAL

FORMATS & CONTENT SEGMENTS

L E A D I N G R E S O N A T I N G T O P I C S W I T H I N E A C H C O N T E N T S E G M E N T

READ AN ONLINE ARTICLE OR BLOG POST

VIEWED AN ONLINE PHOTO

GALLERY OR SLIDESHOW BROWSED A PRODUCT OR SERVICE CATEGORY OR GATHERED PRODUCT INFORMATION ONLINE

WATCHED A LONG

ONLINE VIDEO WATCHED A SHORTONLINE VIDEO

GOT INFORMATION ONLINE

READ AN ONLINE ARTICLE IN THE FORM OF A LIST

LOOKED AT WHAT WAS BEING POSTED ON YOUR

SOCIAL NETWORKS 26.8% BE IN THE KNOW 16% COMFORT 14.9% UPDATE SOCIALLY 18.8% CONNECT 16.8% FEEL GOOD 15.4% INSPIRE 28.1% FIND 26.1% INSPIRE 16.1% COMFORT 25.6% ENTERTAIN 17.7% CONNECT 12.1% FEEL GOOD 40.5% BE IN THE KNOW 21.2% FIND 11.5% INSPIRE 27% ENTERTAIN 17.7% CONNECT 14% FEEL GOOD 34% UPDATE SOCIALLY 17.8% FEEL GOOD 11% ENTERTAIN 16.7% CONNECT 15.1% COMFORT 14.9% INSPIRE INSPIRE CONNECT BE IN THE KNOW FEEL GOOD FIND ENTERTAIN COMFORT UPDATE SOCIALLY L E A D I N G R E S O N A T I N G S E G M E N T S F O R E A C H C O N T E N T F O R M A T

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When we compare COMFORT moments against demographics, we see that millennials, dads and Hispanics are much more likely to consume content aligned with this moment. Marketers can tailor this content to these audience groups to maximize investments.

If a marketer is looking to reach millennials, INSPIRE content is more likely to drive engagement compared to BE IN THE KNOW content, which indexes much lower than the rest of the segments.

C O N T E N T S E G M E N T S V A R Y B Y A U D I E N C E G R O U P , T O O

Another factor to consider is the target audience. Clear patterns illustrate that specific audience groups are more likely to consume content in specific moments.

16.6% MILLENNIALS 16.4% HISPANIC / LATINO 15.9% MOM 12.7% DAD 9.2% AFRICAN AMERICAN 8.9% MILLENNIALS 16.1% DAD 15.1% MOM 14.6% AFRICAN AMERICAN 14.9% BOOMERS 10.8% GEN X 10% ALL (13-64) 25.1% TEENS 18.1% FEMALES 18% ALL (13-64) 22.5% BOOMERS 16.8% MOMS 16.4% AFRICAN AMERICAN 20.5% TEENS 17% ALL (13-64) 16.9% BOOMERS 14.9% HISPANIC / LATINO 12.6% DADS 11.7% MILLENNIALS INSPIRE CONNECT BE IN THE KNOW FEEL GOOD FIND ENTERTAIN COMFORT UPDATE SOCIALLY

AUDIENCE GROUPS & CONTENT SEGMENTS

SELECTING THE RIGHT

COMBINATIONS OF TOPICS,

FORMATS AND AUDIENCE GROUPS

WILL DRIVE MORE RELEVANT

CONTENT EXPERIENCES.

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We recommend that marketers build a diversified content portfolio, varying the content they produce using content segments as a pre-campaign guide. They now have the ability to select the right combinations of moments, formats and topics that drive relevant content experiences in both endemic and non-endemic environments. As a result, consumers can be reached in more ways, including in spaces that are less crowded and less expensive. Marketers also gain a

data-driven framework that precedes the actual production and investment of content. The creative team is subsequently empowered to develop engaging, impactful campaigns across topics that are relevant to consumers in the right moment All four of these types of moments resonate with millennials as well. (Refer to Chart 3 in Appendix.)

The brand can produce content that resonates with consumers in four segments, not just one. In doing so, the brand becomes relevant in a total of 82% of all content moments for technology. Within these four content segments, the following formats resonate.

THE PORTFOLIO

APPROACH

CONTENT THAT

ENGAGES WITH

CONSUMERS ONLY

IN A FIND MOMENT

30%

FIND

22%

INSPIRE

17%

CONNECT

13%

COMFORT

30%

FIND

CONTENT THAT ENGAGES

WITH CONSUMERS IN

FIND, INSPIRE, CONNECT

AND COMFORT MOMENTS

28.1% PRODUCT PAGE 21.2% WEBSITE 14.4% LISTICLE FIND 26.1% PRODUCT PAGE 15.4% PHOTO GALLERY 14.9% LISTICLE INSPIRE 18.8% PHOTO GALLERY 17.7% VIDEO 16.7% LISTICLE CONNECT 16% ARTICLE OR BLOG POST 15.1% LISTICLE 16.1% PRODUCT PAGE COMFORT

W E H A V E T A P P E D I N T O F I V E

I M P O R T A N T I N S I G H T S O F

C O N T E N T M A R K E T I N G :

1

2

3

4

5

A marketer can use any of these five insights individually to build a stronger campaign. But truly effective content marketing programs come together when marketers leverage all five to create a diverse content marketing portfolio. We call this a portfolio approach.

Here’s an example.

A telecommunications company wants to diversify its content marketing portfolio. They select technology as a topic and millennials as an audience. The figure on the next page shows the share of all online content moments depending on the segment(s) selected. In the second instance, marketers can produce four different creative

THE TOP FOUR CONTENT SEGMENTS FOR THE TECHNOLOGY

TOPIC ARE FIND, INSPIRE, COMFORT AND CONNECT

A P O R T F O L I O A P P R O A C H P R O V I D E S M O R E O P P O R T U N I T I E S T O E N G A G E W I T H C O N S U M E R S I N M O R E M O M E N T S A N D M I N D S E T S W I T H I N T H E T E C H N O L O G Y T O P I C

THE RIGHT FORMATS IN EACH CONTENT SEGMENT

WILL ALIGN WITH CONSUMER NEEDS

Eight types of content moments drive consumer engagement

Four dimensions define each moment representing the consumer’s content experience, often within a matter of seconds

Demographics are key to finding the right combination of topics, formats and content segments

Topics can resonate more strongly in specific content moments

Formats vary in their relevance depending on the content moment

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These insights help address many pre-campaign challenges that can reduce the effectiveness of content marketing. Brands should use this data to complement the creative process—not replace it—by setting up the canvas for creatives to do what they do best. As a result, copywriters and art directors create art from insight. Here’s an example.

U S E C A S E : B U I L D I N G A C O N T E N T P O R T F O L I O F O R C O S M E T I C S

A cosmetics brand’s digital content marketing strategy relies heavily on “beauty” and “fashion or style” topics. INSPIRE content resonates strongly with consumers for these topics, clearly outperforming other content segments. Within the INSPIRED moment, consumers most often engage with listicle and photo gallery formats.

But imagine the amount of content competing in this moment with these formats. The brand has an opportunity to break through the clutter by also placing relevant content in environments that may be less crowded within the beauty category. Beauty topics align most closely with INSPIRE, FIND, COMFORT and FEEL GOOD moments. Let’s consider the most relevant topics with each of these content segments, which include dating and relationships, career and social issues. The cosmetics brand uses this insight to produce content for each of these topics. For example, a photo slideshow highlights a skin regimen that will increase confidence in meetings despite a lack of sleep for new moms. Or, how women around the world are embracing their diversity with hairstyles that move away from traditional western looks. Rather than creating a content strategy that is too narrow in distribution or too vague in focus, the brand is leveraging insight to produce a variety of content that people want to consume. The result is a holistic, fully-formed content marketing strategy with a higher probability of success.

UNLOCKING CONSUMER

ENGAGEMENT

Developing an effective content marketing campaign is no easy task. AOL adds certainty to the process by integrating data and analytics into a marketer’s content efforts from start to finish.

Partner Studio by AOL empowers brands to produce content infused with human insights to reach their relevant audiences in relevant formats. Delivery and placement of that content is driven by AOL’s programmatic capabilities, solving for the often cited issues of scale and distribution. This end-to-end engagement continuum fuses the emotion of content with

The new era of advertising is one that requires a deep collaboration between creatives and data scientists. It’s possible to bridge that divide in a complementary manner—one that does not reduce the strengths of either discipline. The key is to understand the ways consumers engage with digital content.

THE PORTFOLIO APPROACH: 4 STEPS TO TAKE BEFORE YOUR NEXT CONTENT MARKETING CAMPAIGN

Align consumer occasions to brand attributes: It’s imperative that we bring the story to the consumer,

rather than expect the consumer to come to the brand. By selecting the moments that best fit the brand and understanding the motivations behind those moments, marketers can create more relevant content

experiences that drive engagement.

Vary the brand’s content: To avoid pigeonholing themselves, marketers should explore different

combinations of topics, formats and content moments to tell their story. A varied content portfolio ensures that they don’t over invest in one area and under invest in another, which helps brands engage with consumers when they are in multiple need-states. It can also empower marketers to break through the clutter by targeting consumers in less crowded digital environments.

Anticipate each outcome: After engaging with digital content, consumers leave the experience in a certain

mindset, such as “primed for action” or “feeling relaxed.” Marketers should ensure that they connect the content to action through a simple, streamlined way to buy, get more information or get in touch—all in accordance with the outcomes outlined in each content moment.

Embrace the blending of data and creativity: Use this insight-driven approach to inspire the artistry

behind the content marketing campaign. The eight content moments can help create content marketing campaigns that align with consumer motivations, giving creatives a head start on effective art and design.

CONCLUSION

1

2

3

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APPENDIX

A N O T E A B O U T T H E M E T H O D O L O G Y

Advertisers have traditionally relied on audience-based segmentation to better understand their consumers. These classifications, however, have little to do with the constantly changing wants, needs and motivations of an

individual at a given time. A moments-based segmentation approach considers the fact that a particular piece of content can serve a range of consumer needs. Segmenting based on behavior, not just characteristics, brings brands closer to understanding purchase propensity. And with a growing amount of available data and marketing automation technology, marketers can truly understand the relationship between content and consumers.

S O U R C E S :

1 “2015 U.S. Digital Future in Focus” ComScore, March 2015.

2 Michael Wolf, “Think Again: Tech and Media Outlook 2016” WSJD Live Conference. Laguna Beach, CA.

October 2015. Presentation.

3 “B2C Content Marketing 2016: Benchmarks, Budgets, and Trends – North America” Content Marketing Institute,

September 2015.

4 “Omnibus Survey” AOL & Advertiser Perceptions, July 2015.

F U L L D A T A S E T S :

The segment that captures the largest share of online content moments is highlighted in blue.

Read an online article or blog post

Watched a long online video

Got information online Watched a short online video

Read an online article in the form of a list

Viewed an online photo gallery or slideshow

Browsed a product or service category or gathered product information online

FORMATS & CONTENT SEGMENTS

INSPIRE BE IN THE KNOW FIND COMFORT CONNECT FEEL GOOD ENTERTAIN UPDATE SOCIALLY 8.0% 7.9% 8.1% 14.9% 15.4% 26.1% 11.5% 26.8% 3.5% 3.1% 9.4% 4.1% 3.9% 40.5% 12.6% 7.0% 6.3% 14.4% 6.6% 28.1% 21.2% 16.0% 11.0% 11.1% 15.1% 12.1% 16.1% 11.1% 13.1% 17.7% 17.7% 16.7% 18.8% 7.7% 7.7% 10.7% 12.1% 14.0% 10.4% 16.8% 9.7% 8.4% 4.1% 25.6% 27.0% 10.0% 13.1% 4.3% 4.8% 14.9% 8.6% 10.9% 10.2% 10.7% 3.7% 7.0% All (13-64) Teens (13-17) Millennials (18-35) Gen X (36-50) Boomers (51-64) Male Female Dad Mom

AUDIENCE GROUPS & CONTENT SEGMENTS

INSPIRE BE IN THE KNOW FIND COMFORT CONNECT FEEL GOOD ENTERTAIN UPDATE SOCIALLY 15% 14.5% 16.6% 15.1% 12.3% 14.0% 15.8% 13.7% 15.9% 10% 5.5% 5.8% 10.8% 14.9% 9.6% 9.5% 6.4% 8.8% 16% 10.2% 12.7% 14.9% 22.5% 15.4% 15.7% 13.3% 16.8% 7% 7.5% 11.7% 7.3% 4.6% 8.5% 8.0% 12.6% 9.5% 5% 5.6% 8.9% 4.6% 2.2% 8.0% 3.5% 12.7% 4.2% 12% 11.1% 13.7% 13.9% 11.5% 12.7% 13.2% 16.1% 15.1% 18% 25.1% 16.4% 17.6% 15.2% 16.1% 18.1% 12.0% 14.7% 17% 20.5% 14.1% 15.9% 16.9% 15.8% 16.0% 13.2% 15.2% Public Figure & Celebrities

Autos & Other Vehicles Finance & Business News Beauty Fashion & Style Technology Food Travel Home Medical Sports Health & Wellness Dating & Relationships Career Personal Finance Maps & Directions Family & Parenting Social Issues Weather Current Events Documentary & Educational Comedy

TOPICS & CONTENT SEGMENTS

INSPIRE BE IN THE KNOW FIND COMFORT CONNECT FEEL GOOD ENTERTAIN UPDATE SOCIALLY 8.6% 13.1% 0.0% 36.1% 44.2% 21.8% 42.1% 38.2% 40.9% 12.2% 11.6% 17.1% 12.5% 22.4% 2.4% 14.0% 3.5% 0.8% 7.2% 0.3% 12.7% 4.5% 11.3% 1.3% 27.7% 0.4% 0.0% 3.2% 0.0% 0.0% 0.0% 0.0% 7.5% 0.0% 1.9% 3.5% 16.8% 4.7% 2.0% 27.0% 41.5% 48.0% 4.9% 0.4% 6.3% 38.8% 30.3% 20.3% 5.8% 29.9% 20.9% 18.0% 31.2% 39.1% 7.3% 44.6% 4.8% 23.5% 37.6% 40.7% 9.5% 13.1% 19.4% 6.3% 15.7% 0.9% 6.8% 13.8% 25.2% 10.1% 11.6% 13.0% 10.3% 11.0% 10.0% 28.7% 7.7% 17.4% 29.8% 25.9% 24.0% 18.6% 19.9% 18.5% 8.6% 10.5% 28.4% 11.1% 5.4% 8.8% 6.7% 8.8% 9.1% 17.4% 15.6% 13.2% 8.6% 5.2% 11.2% 3.7% 6.7% 3.5% 8.8% 4.7% 9.5% 12.0% 5.4% 6.5% 13.7% 23.6% 8.6% 10.0% 3.4% 14.5% 16.5% 5.9% 5.8% 10.5% 5.2% 8.7% 16.9% 12.1% 18.3% 12.9% 2.4% 11.6% 25.4% 10.8% 6.8% 8.8% 11.3% 5.9% 16.2% 5.6% 1.7% 6.6% 6.2% 1.0% 4.5% 6.1% 2.6% 3.5% 9.7% 2.3% 11.5% 3.5% 0.0% 2.3% 25.4% 3.5% 3.0% 2.0% 4.9% 47.4% 36.9% 8.8% 5.0% 3.1% 6.6% 7.8% 0.8% 3.1% 1.5% 2.6% 28.1% 2.7% 14.4% 4.7% 8.0% 3.5% 5.0% 14.3% 8.0% 17.6% 8.3% 6.3%

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