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MEASURING THE DIGITAL WORLD
A Profile of 2.0 Finance site users
September 2008
Table of ContentsTable of Contents
■ comScore Overview
■ 2.0 Finance Site Overview
■ Demographics of Users
■ Online Behavioral Profiling
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■ Online Behavioral Profiling
■ Summary
2
What We Do….What We Do….
■ comScore measures the continuous online activityof 2 million people enabling us to measure theironline and offline consumer behavior
■ The consumer panel is a representative cross sectionof the US Population and worldwide regions and countries
■ Permission to survey panelists; Permission to matchto 3rd party databases; Addition of other offline
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to 3rd party databases; Addition of other offlinedata through partnerships
■ Portfolio of products and services that includesyndicated audience measurement, tracking studies,ad hoc analysis and custom panels
Table of ContentsTable of Contents
■ comScore Overview
■ 2.0 Finance Site Overview
■ Demographics of Users
■ Online Behavioral Profiling
Proprietary and Confidential Do not distribute without written permission from comScore 4
■ Online Behavioral Profiling
■ Summary
2.0 Finance site visitors were compared to General Finance and General 2.0 site visitors2.0 Finance site visitors were compared to General Finance and General 2.0 site visitors
General Finance
General 2.0
Sample Sites
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5
Finance 2.0
2.0 Finance site volume as a category are still small compared to other categories 2.0 Finance site volume as a category are still small compared to other categories
118
Category Unique Visitors (MM), June 2008
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74
1
General 2.0 General Finance Finance 2.0
6
24%
YoY Growth of Unique Visitors to Category(Q107 to Q108)
2.0 Finance sites have stronger growth, however2.0 Finance sites have stronger growth, however
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13%
5%
Finance 2.0 General 2.0 General Finance
7
13% of online users claimed to have heard of at least one 2.0 Finance site 13% of online users claimed to have heard of at least one 2.0 Finance site
13%
100%
Yes
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87%
Have You Heard of the Site?
No
Source: comScore survey, September 2008, n=2030
68% of survey respondents who heard of 2.0 Finance sites have not used them, however68% of survey respondents who heard of 2.0 Finance sites have not used them, however
13%
68%
100% 100%
Yes
No
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87%
Have You Heard of the Site?
13%
19%
Have you used the site?
No
Current User
Previous User
Source: comScore survey, September 2008, n=2030
Those who hadn’t heard of a 2.0 Finance site were most interested in comparison shopping featuresThose who hadn’t heard of a 2.0 Finance site were most interested in comparison shopping features
• Although Comparison Shopping is not a feature exclusive to 2.0 Finance sites, it resonated with those who had not heard of 2.0 Finance sites
• Overall, however, interest in typical 2.0 Finance site 5.0%
4.4%
4.4%
21.8%
26.1%
27.2%
Sharing Investment Info
Financial Blogging
Social Stock Predictions
% Very Interested in 2.0 Finance site feature, September 2008
Not heard of a 2.0 SiteHeard of a 2.0 Site
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in typical 2.0 Finance site features among those who have not heard of 2.0 Finance sites was relatively low
• This indicates significant awareness and education is needed to continue to grow the category
9.4%
5.9%
5.4%
5.4%
5.1%
5.0%
26.8%
26.8%
26.2%
28.3%
28.1%
Comparison Shopping
Tracking Money Owed
Peer-to-Peer Lending
Database of financial articles
Financial Data Aggregation
Source: comScore survey, September 2008, n=2030
Table of ContentsTable of Contents
■ comScore Overview
■ 2.0 Finance Site Overview
■ Demographics of Users
■ Online Behavioral Profiling
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■ Online Behavioral Profiling
■ Summary
The top 20% of visitors in terms of time spent in the category are categorized as “Heavy” category usersThe top 20% of visitors in terms of time spent in the category are categorized as “Heavy” category users
Heavy vs. Medium/Light Category Users
Tota
l Sp
ent
on
Cat
ego
ry S
ites
Top 20% = Heavy Users
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Finance 2.0 General 2.0 GeneralFinance
TotalInternet
12
Tota
l Sp
ent
on
Cat
ego
ry S
ites
Bottom 80% = Medium/Light Users
Heavy users, defined as the top 20% of category visitors , make up 51% to 76% of category visitsHeavy users, defined as the top 20% of category visitors , make up 51% to 76% of category visits
62% 59% 51%
Share of Visits by Online Usage Segment, June 2008
Heavy Users
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38%24%
41% 49%
62%76%
59%
Finance 2.0 General 2.0 General Finance Total Internet
13
Medium/Light Users
Heavy Users of Finance 2.0 Sites are Nearly Twice as Likely to Make $100,000 or MoreHeavy Users of Finance 2.0 Sites are Nearly Twice as Likely to Make $100,000 or More
24%
40%
28%
17%
23%26%
18%
28%
Household Income, Heavy Online Users, June 2008
Fin
ance
2.0
Gen
eral
2.0
Gen
eral
Fin
ance
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1% 3%
9% 7%
16%
6%3%
11%13%
17%
4% 2%
9%12%
18%
Less than $15,000
$15,000 -$24,999
$25,000 -$39,999
$40,000 -$59,999
$60,000 -$74,999
$75,000 -$99,999
$100,000 or more
14
Fin
ance
2.0
Gen
eral
2.0
Gen
eral
Fin
ance
• 56% of heavy 2.0 Finance site users have a household income >$75K, compared to 46% of heavy General Finance users and 40% of General 2.0 sites
Med/Light Finance 2.0 users also skew towards higher incomeMed/Light Finance 2.0 users also skew towards higher income
22%20%
33%
24%
18%
27%24%
19%
28%
Household Income, Medium/Light Online Users, June 2008
Fin
ance
2.0
Gen
eral
2.0
Gen
eral
Fin
ance
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4%2%
11% 9%6%
3%
9%13%
18%
5%3%
9%13%
Less than $15,000
$15,000 -$24,999
$25,000 -$39,999
$40,000 -$59,999
$60,000 -$74,999
$75,000 -$99,999
$100,000 or more
15
Fin
ance
2.0
Gen
eral
2.0
Gen
eral
Fin
ance
Heavy Users of Finance 2.0 Sites are overwhelmingly maleHeavy Users of Finance 2.0 Sites are overwhelmingly male
31%47% 51%
Gender, Heavy Online Users, July 2008
Female
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69%53% 49%
Finance 2.0 General 2.0 General Finance
16
Male
Female
Med/Light 2.0 Finance site users are also more likely to be maleMed/Light 2.0 Finance site users are also more likely to be male
43% 50% 51%
Gender, Medium/Light Online Users, July 2008
Female
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57% 50% 49%
Finance 2.0 General 2.0 General Finance
17
• While the gender split for Finance 2.0 is closer to 50/50 for medium/light users, females are still less likely to visit Finance 2.0 sites than the other sites
Male
Heavy Finance 2.0 site visitors tend to be more likely to have a 4 yr + college degreeHeavy Finance 2.0 site visitors tend to be more likely to have a 4 yr + college degree
33%47%
Education Level, Heavy Online Users, July 2008
Bachelors Degree or Greater
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1%
30%19%
40%
37%
33%
59%47%
Finance 2.0 General 2.0 General Finance
18
or Greater
Some College or Associates Degree
High School Diploma or Less
47% 50%
Education Level, Medium/Light Online Users, June 2008
Bachelors Degree or Greater
Medium/Light visitors to all categories studied are even more likely to have a 4+ yr college degree Medium/Light visitors to all categories studied are even more likely to have a 4+ yr college degree
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1%21% 20%14%
32% 30%
85%
47% 50%
Finance 2.0 General 2.0 General Finance
19
or Greater
Some College or Associates Degree
High School Diploma or Less
Heavy 2.0 Finance site visitors skew towards an older demographicHeavy 2.0 Finance site visitors skew towards an older demographic
22% 22%24%
41%
19% 19%
24% 24%
Age, Heavy Online Users, June 2008
Fin
ance
2.0
Gen
eral
2.0
Gen
eral
Fin
ance
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1%
22% 22%18%
14%
19% 19%15%
5%2%
9%
18% 16%
8%
12-24 25-34 35-44 45-54 55-64 65+
20
Fin
ance
2.0
Gen
eral
2.0
Gen
eral
Fin
ance
• General 2.0 sites are heavily skewed towards the 12-24 age group, providing a solid pool of 2.0 Finance site users as they mature
Medium/Light 2.0 Finance and General Finance visitors are more similar in age distributionMedium/Light 2.0 Finance and General Finance visitors are more similar in age distribution
21% 21% 21%18%
28%
18%
22%19%18%
20%
23%22%
Age, Medium/Light Online Users, June 2008
Gen
eral
Fin
ance
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11%
7%9%
5%
12%
5%
12-24 25-34 35-44 45-54 55-64 65+
21
Fin
ance
2.0
Gen
eral
2.0
Gen
eral
Fin
ance
Core demographic comparisonCore demographic comparison
Income
Gender
$100K + (40%)
Finance 2.0
Male (63%)
$40-$59K (28%)
Web 2.0
Male (53%)
General Finance
$100K+ (28%)
Female (53%)
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Education
Age
Bachelors+ (59%)
45-54 (24%)
Associates(53%)
12-24 (41%)
Bachelors+ (47%)
35-44 (24%)
Table of ContentsTable of Contents
■ comScore Overview
■ 2.0 Finance Site Overview
■ Demographics of Users
■ Online Behavioral Profiling
Proprietary and Confidential Do not distribute without written permission from comScore 23
■ Online Behavioral Profiling
■ Summary
Looking at total internet usage, 2.0 Finance site visitors are among the heaviest internet usersLooking at total internet usage, 2.0 Finance site visitors are among the heaviest internet users
68
Hrs Online per Visitor35
28
Sessions per Visitor
Segment usage of Total Internet, June 2008
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44 37
Fin 2.0 Gen Fin Gen 2.0
24
28 24
Fin 2.0 Gen Fin Gen 2.0
Medium/Light Finance 2.0 site visitors are relatively similar to heavy site visitors in total internet usageMedium/Light Finance 2.0 site visitors are relatively similar to heavy site visitors in total internet usage
34 37 31
3526
22
Sessions per Visitor
80 64 67 65
Hrs Online per Visitor
Segment usage of Total Internet by Heavy vs. Medium/Light Users, June 2008
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2622
Fin 2.0 Gen Fin Gen 2.0
64 67 65
40 30
Fin 2.0 Gen Fin Gen 2.0
Hea
vy
M/L
Significant differentiation exists when looking at average time spent in category, howeverSignificant differentiation exists when looking at average time spent in category, however
19 Sessions per VisitorMinutes Spent in
category per Visitor
Segment usage of Category Usage by Heavy vs. Medium/Light Users, June 2008
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5
11
1 35
Fin 2.0 Gen Fin Gen 2.0
73 107
982
1 14 72
Fin 2.0 Gen Fin Gen 2.0
Hea
vy
M/L
Nearly half of 2.0 Finance site visitors also logged in to an account at a Top 10 Bank siteNearly half of 2.0 Finance site visitors also logged in to an account at a Top 10 Bank site
48%
Percent of Internet Visitors that Log In to an Online Bank Account, June 2008
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27%
Finance 2.0Non-Finance 2.0
Finance 2.0 site visitors are more engaged on the BofA’s site and have nearly 3X depositsFinance 2.0 site visitors are more engaged on the BofA’s site and have nearly 3X deposits
71
Avg Min/Visitor, Bank of America, June 2008
$9.1
Avg Deposit Balance (000s), Bank of America, June
2008
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41
28
Finance 2.0
Non-Finance 2.0
$3.2
Finance 2.0
Non-Finance 2.0
1.4
1.7
Avg # of Online Bank Relationships, Top 10 Banks, June 2008
Finance 2.0 site visitors average more online relationships with Top 10 banksFinance 2.0 site visitors average more online relationships with Top 10 banks
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1.4
29
Finance 2.0Non-Finance 2.0
Heavy users of Finance 2.0 sites also spend significantly more time on Travel and Technology sitesHeavy users of Finance 2.0 sites also spend significantly more time on Travel and Technology sites
300 400 500 600 700 800 900
1,000
Category Consumption duration index by heavy visitors to category indexed vs. Total Internet, June 2008
Finance 2.0
General 2.0
Index of 0 = spends as much time per visitor as avg internet user
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(200)(100)
-100 200 300
Bus
ines
s/F
inan
ceTr
avel
Tech
nolo
gyTo
tal I
nter
net
Ser
vice
sN
ews/
Info
rmat
ion
Cor
pora
te P
rese
nce
Por
tals
Ret
ail
ISP
All
Oth
erP
rom
otio
nal S
erve
rsS
earc
h/N
avig
atio
nTe
leco
mm
unic
atio
nsA
uctio
nsD
irect
orie
s/R
esou
rces
Com
mun
ityC
onve
rsat
iona
l Med
iaX
XX
Adu
ltR
egio
nal/L
ocal
Hea
lthH
obbi
es/L
ifest
yle
Car
eer
Ser
vice
s an
d …A
utom
otiv
eE
nter
tain
men
tR
eal E
stat
eG
over
nmen
tG
ambl
ing
Gam
esS
port
sE
duca
tion
Bus
ines
s to
Bus
ines
s
30
General 2.0General Finance
Business/Finance Subcategory Consumption duration index by heavy visitors to category indexed vs. Total Internet
(June 2008)
Within Business/Finance, heavy Finance 2.0 users significantly over index in several key subcategoriesWithin Business/Finance, heavy Finance 2.0 users significantly over index in several key subcategories
(21)
(38)
175
79
722
1,119
Personal Finance
News/Research
Finance 2.0
General 2.0General Finance
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(6)
(9)
(38)
(72)
(21)
24
199
44
16
175
(74)
171
215
531
Taxes
Banking
Financial Information/Advice
Online Trading
Personal Finance
31
Sample brands that over-index for heavy Finance 2.0 visitors
Travel Subcategory Consumption duration index by heavy visitors to category indexed vs. Total Internet
(June 2008)
Heavy Finance 2.0 users spend disproportionate time researching cruises and related travel informationHeavy Finance 2.0 users spend disproportionate time researching cruises and related travel information
(22)
(27)
25
60
353 Travel - Information
Ground/Cruise2,648
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(14)
(22)
(11)
(24)
(16)
(22)
21
45
32
43
61
(81)
(64)
62
67
238
Car Rental
Airlines
Online Travel Agents
Hotels/Resorts
Transactions
32
Sample brands that over-index for heavy Finance 2.0 visitors
Finance 2.0
General 2.0General Finance
Heavy Finance 2.0 users also spend a significantly higher amount of time on technology related sitesHeavy Finance 2.0 users also spend a significantly higher amount of time on technology related sites
Technology Consumption duration index by heavy visitors to category indexed vs. Total Internet
(June 2008)
14 29 Technology
Finance 2.0
General 2.0General Finance
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Sample brands that over-index for heavy Finance 2.0 visitors
Services Subcategory Consumption duration index by heavy visitors to category indexed vs. Total Internet
(June 2008)
(31)
130
8
28
13
118
124
229
Coupons
Photos
Finance 2.0General Finance
Heavy 2.0 Finance visitors over-index in duration in the webmail, photos, and coupons subcategoriesHeavy 2.0 Finance visitors over-index in duration in the webmail, photos, and coupons subcategories
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(32)
15
16
74
39
18
(31)
(2)
(20)
63
41
12
(1)
28
(82)
(55)
(36)
(16)
15
32
e-cards
Web Hosting
Discussion/Chat
Instant Messengers
Incentives
Downloads
Coupons
34
Sample brands that over-index for heavy Finance 2.0 visitors
Finance 2.0
General 2.0General Finance
Heavy users of Finance 2.0 sites also spend significantly more time on high end retail sitesHeavy users of Finance 2.0 sites also spend significantly more time on high end retail sites
200
300
400
Retail Category Consumption duration index by heavy visitors to category indexed vs. Total Internet, June 2008
Finance 2.0
General
Index of 0 = spends as much time per visitor as avg internet user
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-100
0
100
35
General 2.0
General Finance
Sample brands where Finance 2.0 heavy visitors over index in duration in the Retail categorySample brands where Finance 2.0 heavy visitors over index in duration in the Retail category
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Category Consumption duration index by heavy visitors to category indexed vs. Total Internet
(June 2008)
Understanding where Finance 2.0 users spend less time than the avg online users is insightful as wellUnderstanding where Finance 2.0 users spend less time than the avg online users is insightful as well
15
(61)
46
38
(34)
(38)
(66)
Education
Business to Business
Finance 2.0
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199
(15)
(25)
(11)
19
19
32
45
34
32
21
43
(10)
(12)
(17)
(24)
(27)
(34)
Entertainment
Real Estate
Government
Gambling
Games
Sports
37
Finance 2.0
General 2.0
General Finance
Table of ContentsTable of Contents
■ comScore Overview
■ 2.0 Finance Site Overview
■ Demographics of Users
■ Online Behavioral Profiling
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■ Online Behavioral Profiling
■ Summary
Summary – Heavy 2.0 Finance VisitorsSummary – Heavy 2.0 Finance Visitors
■ Demographics– Male (69%)
– High income (50% household income >$75K)
– Well Educated (59% Bachelor’s degree or higher)
– Older (32% are 55+)
■ Very active online - 35 sessions/68 hrs online
■ Are more involved with financial services online overall
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■ Are more involved with financial services online overall- 48% login to a Top 10 bank online account
- Login to 1.7 banks vs. 1.4 banks for avg Top 10 online banker
- Spent 1.5 times as much time on Bank of America’s site as non-Finance 2.0 visitor with 3X deposit balance
■ Types of Sites Visited when not on Finance 2.0 site– Finance (News/Information, Personal Finance, Online Trading, Financial Advice)
– Travel (Cruises, Travel Info, Transactions, Hotels/Resorts
– Services (E-Mail, Photos, Coupons)
– Retail (Luxury Items, Computer Hardware/Software)
39
Questions?Questions?
Brian JurutkaVPcomScore, [email protected]
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703.438.2113