comScore_web_20_finance_20080912

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

Proprietary and Confidential Do not distribute without written permission from comScore


■ 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

Proprietary and Confidential Do not distribute without written permission from comScore 3

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








■ 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


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


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


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


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


87%

Have You Heard of the Site?

13%

19%

Have you used the site?

No

Current User

Previous User


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


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









■ 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


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


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


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


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


69%53% 49%


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


57% 50% 49%


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


1%

30%19%

40%

37%

33%

59%47%


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


1%21% 20%14%

32% 30%

85%

47% 50%


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


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


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%)


Education

Age

Bachelors+ (59%)

45-54 (24%)

Associates(53%)

12-24 (41%)

Bachelors+ (47%)

35-44 (24%)








■ 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


44 37

Fin 2.0 Gen Fin Gen 2.0

24

28 24


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


2622


64 67 65

40 30


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


5

11

1 35


73 107

982

1 14 72


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


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


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


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


(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



(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


(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


Finance 2.0


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




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

e-mail

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


(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


Finance 2.0


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


-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


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


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








■ 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


■ 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]


703.438.2113

Date post:	20-Jan-2015
Category:	Economy & Finance
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