Defining the BlogHer Network Audience

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Defining the BlogHer Network Audience

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Nielsen Online @Plan Helps usDefine the BlogHer Audience

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• 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

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Demographic Profile: They are young, well educated and affluent

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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)

Source: Nielsen Online @Plan Spring 2010

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Computer-Electronics: They spend a lot of $$ on consumer electronics

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•Shopped online for video games (236)•Purchased computer hardware for work (209)•Purchased a smart phone anywhere (181)


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Car and Truck: They use the Internet to help with automotive decisions

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•Purchased auto loans online (200)•Own a Saab (206)•Purchased Auto Insurance online (177)


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Finance: They are savvy with money

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•Shopped online for a new credit card (199)•Purchased Money Market Fund online (186)•Purchased stocks online, last 6 months (163)


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Food and Beverage: BlogHer users are Foodies

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•Bought Jamba Juice, last 7 days (246)•Heavy online spending for gourmet food (220)•Purchased Heineken light beer last 7 days (216)


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Games and Hobbies: Eclectic and Diverse interests…Museums and College Football!

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•Shopped online for computer software games(228)•Purchased College Football tickets online (264)•Purchased Ballet/Dance tickets online (181)


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Geography: Dispersed across markets large and small

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Top Index Profile Points:•Colorado Springs(310)•Austin (199)•Kansas (159)

Large Markets:•San Francisco (146)•Boston(137)•Chicago (121)


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House and Real Estate

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•Heavy spending for Home Improvement online or offline (275)•Purchased gardening tools online (180)•Shopped for appliances online (188)


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Health and Family: Online purchases for the busy BlogHer user

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•Bought educational software online (216)•Bought family Health Insurance online (233)•Purchased toys online (234)


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Influencer-Advisor: BlogHer users provide frequent advice about everything

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•Posted or sought product review last 30 days (184)•Provides frequent advice about websites and Internet(157)•Provides frequent advice about online shopping(159)


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Internet Access and Activities: One of the most digitally savvy audiences online

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•Listened to live concert online (222)•Published a blog last 30 days (220)•Watched a “how-to” video online(208)


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Shop Products: BlogHer Users Shop ‘Til They Drop

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•Purchased videogames online (236)•Shopped online for books on tape (260)•Bought cosmetics online (229)•Bought movie tickets online (224)


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Shop Stores: Clothes, Home and Electronics

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•Express (244)•The Body Shop (231)•Restoration Hardware (227)


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Telco: Smart Phones Rule for BlogHer Users

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•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)Source: Nielsen Online @Plan Spring 2010

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Travel

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•Stayed at Hyatt for business, last 3 months (208)•Extended Stay America for business or vacation (236)•Stayed at Radisson Hotel for business (209)


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Audio-Radio

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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%)


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Video/TV/Movies: Calling all Movie Studios, BlogHer Users Buy Tickets Online

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•Purchased movie tickets online (214)•Watched a TV program based on an online ad (228)•Shopped online for DVD of TV shows (211)Source: Nielsen Online @Plan Spring 2010

Documents

Defining the BlogHer Network Audience