Hitwise Heather Hopkins

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Silver Surfers v i-Generation Effective Targeting May 2007

Agenda: 

Agenda Changing Online Landscape Changing Demographics Online Effective Targeting: New Look versus TopShop

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About Hitwise Online competitive intelligence service Collect anonymised internet usage data on over  25 million people globally  8.43 million UK internet users Report on over 900,000 websites Provide daily delivery of information Founded in 1997. Profitable operations in the UK, US, Australia, New Zealand, Hong Kong and Singapore 1,200+ clients worldwide, 400+ in the UK Used for online customer acquisition:  Search marketing  Affiliate marketing  Online advertising

Changing Landscape - UK: 

Changing Landscape - UK In March percentage change in market share of UK internet visits: Search Engines +3% Net Communities & Chat + 61% News & Media +19% Adult -11% Music -10% Retail -1% Market Share of UK Internet Visits

Changing Landscape - US: 

Changing Landscape - US In March percentage change in market share of US internet visits: Search Engines +9% Net Communities & Chat + 64% Retail +2% Music +23% News & Media -4% Adult -17% Market Share of US Internet Visits

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Changing Demographics Online

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% of Visits by Age Group to All Categories Four weeks to 12th May 2007 Demographics of UK Internet Visitors 35-44 year olds largest age group online. 54% more visits from age group 55+ in 2007 than in 2005. 40% more than in 2006.

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Visits by MOSAICTM Group Year on Year Comparison Audience Comparison Comparing 2005 and 2007: Twilight Subsistence +29% Grey Perspectives +30% Rural Isolation +53% Blue Collar Enterprise -28%

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Online/Offline Audience Comparison: Internet Visits by Mosaic Group v Percentage of Households Offline Wealthy More Active Online Among most likely to earn £50,000 + Symbols of Success 22% over-represented. Urban Intelligence 31% overrepresented online. Among most likely to earn <£7,499 Twilight Subsistence 37% underrepresented. Municipal Dependency, 34% underrepresented.

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Categories Visited by Age Group

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Categories Visited by Age Group

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Categories Visited by Age Group

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Categories Visited by Age Group

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Know Your Customer Case Study New Look v TopShop

Online Audience Analysis New Look: 

Online Audience Analysis New Look Visits versus Index Representation versus Entertainment Magazine Readership

Online Audience New Look v TopShop: 

Online Audience New Look v TopShop Index Representation New Look versus TopShop versus Magazine Readership

Online Audience Analysis: 

Online Audience Analysis

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New Look v TopShop

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Weekly % Upstream UK Visits to TopShop.co.uk MySpace.com Yahoo! + MSN Search TopShop.co.uk Case Study

Summary: 

Summary Online behaviours and demographics are changing. Who is your ideal customer? Where is your ideal customer spending his or her time online? What customers are attracted to your competitor’s website, but not yours?

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Heather Hopkins E-mail: heather.hopkins@hitwise.com Internet: www.hitwise.co.uk Analyst Weblog: Weblogs.Hitwise.com