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Methodology............................................................ Page 4
Methodology
Methodology
About.coms Three Mindsets of Search research study was conducted in conjunction with Latitude with a national sample of 928 Americans, age 21-54/HHI $50,000+. This online
3. Inspire Me (28% of all searches) The fun browsy type of search, where people are looking for surprises, have open minds and want to be led.
89% of those surveyed include the wisdom of crowds; other experienced users in social or outside networks.
Peoples behaviors, needs and preferences in the offline world drive their behaviors and preferences online.
Understanding how human behavior affects patterns in search behaviors can help marketers understand and connect with the people that use their products
The right kind of advertising could be the expertise people are looking for
Answer Me
26%
46%
Educate Me
28%
Inspire Me
% of all searches
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Answer Me (46%)
Its 8:15 AM. Im in from out of town on a business trip. Wheres the closest Starbucks?
Mindset: Give me what I want, nothing more, nothing less.
o People in a answer me search want the right information in a setting that allows them to get to it as directly as possible no extra info needed!
Top Categories:
1. Entertainment
2. Fashion/Beauty/Style
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Educate Me (26%)
Does it still make sense for me to buy a home?
Mindset: Help me understand the things that matter most - dont spare any details.
o Educate me searches are about things that are important. People are looking for a 360o understanding.
Educate Me searches usually span longer periods of time and many different sites
o People in an educate me search will search until goal is achieved this may stretch over long periods of time and through related topics
Top Categories
1. 2. Health Finance
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Inspire Me (28%)
Where can I go on safari with my husband?
Mindset: Excite and inspire me about the things I love, but I have an open mind and am ready to be led
o People in a inspire me search want to be taken somewhere
Top Categories:
1. 2. Travel Home & Garden
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105 95 94
103
96
100
Men Women
Answer Me
Educate Me
Inspire Me
18
106 94
110 102 98 90
Age 21-34
Age 35-54
Answer Me
Educate Me
Inspire Me
19
174
97
105
102 97
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Answer Me
Educate Me
Inspire Me
20
96%
The Ally
Stephanie Gallagher
Guide to Cooking for Kids Mother of two and an award-winning food writer whose passion is cooking delicious, healthy foods that kids will enjoy.
89%
Social/ Wisdom of Crowds
87%
Credentialed Experts
22
Answer Me
Experts less important
Educate Me
Credentialed Experts, Some Allies
Inspire Me
Allies and social sources
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88%
The best ads are the ones that work with the information source to help you get what you need
86%
I notice and enjoy when brands stop trying to sell you something and focus on teaching something
77%
64%
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Rethinking Campaigns
A real opportunity for Marketers to think about campaigns in a whole new light
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Meredith Worsham
Manager of Communications, the About Group mworsham@about.com 212.204.2617 @AboutGroupPR
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Who we are
About The About Group The About Group comprises the Web sites About.com, ConsumerSearch.com and CalorieCount.com. About.com is a valuable platform for content that helps users solve the large and small needs of everyday life. ConsumerSearch.com analyzes expert and usergenerated consumer product reviews and recommends the best products to purchase based on the findings. CalorieCount.com is an online resource that helps users solve the everyday challenges of losing weight and living a healthy lifestyle.
About Latitude For nearly two decades, Latitude Research has helped leading media companies anticipate and take advantage of new technologies and associated shifts in audience behaviors to deliver new, engaging forms of content and advertising. With deep expertise in advertising effectiveness research, Latitude works regularly with clients such as ESPN, Food Network, MTV Networks, NBC Universal, Yahoo! and About.com to measure the impact of multiplatform (web, mobile, and TV) campaigns and guide future campaign development.
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