FTSE100 Online Audience Research 2013

Breakfast seminar FTSE100 Online Audience Report 2013

Andrew Morris

Cathal Smyth

17 May 2013

What’s on the menu?

1. GAIA Insight &

behavioural analytics

2. Main research

findings

3. What does it mean

in practice?

4. Discussion

#ftse100oar

GroupFriends

We help organisations

to connect, inform,

understand and influence

the people who matter to

them

Delivering enhanced

corporate reputation and

competitive advantage

5 year average

1995 first site

1995 2003

2007

2009

2004 2008

2003

2009

2008

2009

2011

2013 2001 2000

2010

2001

2011

2012

2012 2012

2012

Specialist division providing web analytics for corporate communicators

Advice and analytics

Strategic performance metrics

Benchmarking

Web analytics issues for corporate communicators Ecommerce metrics are unsuitable

Strategy and measurement are not aligned

No-one knows what good looks like

Insight is a rare commodity

FTSE100 Online Audience report Founded 2009, research into FTSE100

corporate web sites to benchmark

performance and KPIs

Currently 21 members

Aberdeen AM Anglo American British Land

BT Centrica Imperial Tobacco

IHG J Sainsbury Johnson Matthey

Kingfisher Meggitt Petrofac

Rexam Rio Tinto RBS

SABMiller Serco Standard Chartered

Tesco Tullow Oil Wolseley

1. Growth – all key metrics

2. Diversity – audiences, devices and content

3. Change – new and different trends

3 themes

Growth

A sense of scale

62m visits

(+17.2% on 2011)

170m page views

(+ 13.2% on 2011)

Index participants received in 2012

Growth

Visits in 2012 show growth accelerated

Based on data from FTSE100 sites monitored by Gaia Insight

0

50

100

150

200

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300

Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12

FT

SE

100

On

line V

isits I

nde

x

FTSE100 Online Visits Index

Market capitalisation influences growth

Based on data from FTSE100 sites monitored by Gaia Insight

0

50

100

150

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Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12

FT

SE

100

On

line V

isits I

nde

x

01 - 50 by market capitalisation

51 - 101 by market capitalisation

Tablets growth

% of visits continue to accelerate

Based on data from FTSE100 sites monitored by Gaia Insight

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12

% o

f to

tal vis

its

Diversity

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

0 50,000 100,000 150,000 200,000 250,000 300,000 350,000

Pa

ge

vie

ws p

er

mo

nth

Visits per month

FTSE100 Online

Index average

FTSE100 sites come in all shapes and sizes

Monthly page views versus visits

Based on data from FTSE100 sites monitored by Gaia Insight

Audiences are global

Based on data from FTSE100 sites monitored by Gaia Insight

United Kingdom 42%

United States 13%

India 5%

France 3%

Germany 2%

South Africa 2%

United Arab Emirates

2%

Rest of the world 31%

Does your site deal with international visitors?

Visitor language

Based on data from FTSE100 sites monitored by Gaia Insight

English still dominant

English 80.2%

Chinese 2.6%

French 2.5%

German 2.1%

Spanish 2.0%

Others 10.6%

English (US) 56.8%

English (UK) 38.5%

English (South Africa)

1.6%

English (Australia)

1.1% Others 2.0%

Language breakdown English breakdown

Technological diversity is growing

Based on data from FTSE100 sites monitored by Gaia Insight

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12

% o

f to

tal vis

its

% of PC % of Mac % of mobile % of tablets

Mobile and tablet visits taking share from desktops

Tablet visits breakdown

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12

% o

f ta

ble

t vis

its

iPad Android BlackBerry Linux Others

Tablets dominated by iPads but Android growing

Based on data from FTSE100 sites monitored by Gaia Insight

Change

The time of day matters for devices

Based on data from FTSE100 sites monitored by Gaia Insight

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

00:00 02:00 04:00 06:00 08:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00

% o

f to

tal vis

its

Hour of day (Mon – Fri)

Desktop visits

Mobile phone visits

Tablet visits

Are these new audiences or just new connections?

User behaviours showed positive movement

% change from 2011

-15%

-10%

-5%

0%

5%

10%

15%

20%

Dwell time Consumption Loyalty Curiosity Familiarity Engagement Kinship

% c

han

ge

Based on data from FTSE100 sites monitored by Gaia Insight

Has mobile phone access peaked?

% of visits plateauing

Based on data from FTSE100 sites monitored by Gaia Insight

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

Jan-09 May-09 Sep-09 Jan-10 May-10 Sep-10 Jan-11 May-11 Sep-11 Jan-12 May-12 Sep-12

% o

f to

tal vis

its

Dynamic mobile market is evident

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12

% o

f m

obile

vis

its

iPhone Android BlackBerry Symbian Windows Others

Mobile dominated by iPhones but Android growing

Based on data from FTSE100 sites monitored by Gaia Insight

15,099 followers (6,773 in 2011)

Average numbers are rising fast

Adjusted to remove outliers

181,585 fans (72,850 in 2011)

37,807 followers (14,392 in 2011)

811,523 views (623,690 in 2011)

But no equivalent uplift in corporate site traffic

LinkedIn the only area of growth

Based on data from FTSE100 sites monitored by Gaia Insight

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

Jan-09 May-09 Sep-09 Jan-10 May-10 Sep-10 Jan-11 May-11 Sep-11 Jan-12 May-12 Sep-12

% o

f to

tal vis

its

Others

YouTube

Blogspot

Twitter

Facebook

LinkedIn

Wikipedia

1. Growth in visits accelerated in 2012

2. International audiences remain significant

3. Social media is not yet a major driver of traffic

4. Tablet use has grown rapidly, while mobile

growth stalled in 2012

5. Audience behaviour is maturing

Key research findings

Anyone for coffee?

What does it mean

in practice?

1. Benchmark against peers and best in class to establish a plan

2. Understand how diverse your audiences are. Do you provide

for the many or the few?

3. Learn what drives engagement and do more of it. Often it’s

blogs and interaction

4. Ensure your site works for your visitors. Corporate sites and

apps should work for a range of devices and browsers

5. Be social but be clever – large scale social media campaigns

and monitoring aren’t appropriate for all companies

6. Measure your performance against your strategy linked to

user behaviours – think by audience not just by section or site

Check list

Behaviour metrics

Consider benchmarking

Dwell time

Curiosity

Consumption

Engagement Loyalty

Familiarity

Kinship

Client A

FTSE100 average

FTSE100 low

Best in class

Understand the impact of particular content

Blog visitors:

1. View 11 more

pages in their visit

than the average

2. Spend 8 mins

longer on the site

3. Are 10% more

likely to return

Blogs can drive visitor interaction

Based on data from FTSE100 sites monitored by Gaia Insight

All users Mobile users

Content use

Content use varies by device, what should you provide for

mobile users?

Careers 41%

Investors 18%

About us 13%

Commercial 12%

Media 6%

CR 2%

Other 8%

Careers 33%

Investors 18%

About us 16%

Commercial 14%

Media 6%

CR 5%

Other 8%

Based on data from FTSE100 sites monitored by Gaia Insight

All users Tablet users

Content use

Tablet users are more investor relations focussed how can

this be exploited?

Careers 33%

Investors 21%

About us 16%

Commercial 13%

Media 7%

CR 4%

Other 6%

Careers 33%

Investors 18%

About us 16%

Commercial 14%

Media 6%

CR 5%

Other 8%

Any questions?

Questions

What do I do with

these stats?

Is my site normal?

What content is most

engaging?

How do I

measure Social

media?

Who or what is my

audience?

What should I

measure?

What does

good look like?

What impact are

tablets and mobile

having?

How do I link

analytics to my

strategy?

What tools should I use?

What is the right

frequency of analytics

reporting Can ROI be measured?

Thank you… For further information visit: www.GaiaInsight.com

Or call Andrew Morris on:

+44(0)20 3167 2045