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Online Video: Consumption Habits of the Power Mom Jessica Hogue The Nielsen Company
Online video usage is growing 144 million  U.S.  viewers and counting +45%  growth in time spent streaming Source: The Nielsen Company; January 2011
Mom’s time is precious 
 but she’s creating time for online video Source: The Nielsen Company
Understanding the situational + emotional triggers of video usage ,[object Object],[object Object],[object Object],[object Object],[object Object],Objective How We Did It  Insights What It Means
Blending audience measurement + digital ethnography for a 360⁰ view Objective How We Did It  Insights What It Means Demographic Breakdown ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: The Nielsen Company
‘ Prime time’ is all the time for Mom Objective How We Did It  Insights What It Means ,[object Object],Total Time Online Indexed to Total Female Audience Source: The Nielsen Company
Daily digital routines are structured Objective How We Did It  Insights What It Means ,[object Object],[object Object],[object Object],[object Object],Source: The Nielsen Company
Digital Routines Video
Digital (+video) diversions = the new coffee break Source: The Nielsen Company
What they’re watching 
  Objective How We Did It  Insights What It Means Source: The Nielsen Company; March 2011 ,[object Object],Top Online Video Brands by Unique Viewers Female 21+ w/ Kids 2-17. March 2011 Video Brand  Unique Viewers (000)  Total Streams (000) YouTube 20,846 1,091,970 Facebook 7,253 27,302 VEVO 7,152 60,730 Yahoo! 5,100 30,127 MSN/WindowsLive/Bing 2,945 32,245 Hulu 2,110 106,033 Fox Interactive Media 1,962 16,817 AOL Media Network 1,911 14,123 Disney Online 1,792 16,960 The CollegeHumor Network 1,620 3,508
What they told us 
 Objective How We Did It  Insights What It Means ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: The Nielsen Company
Videos shared through her social networks are embedded with trust Objective How We Did It  Insights What It Means Source: The Nielsen Company Moms account for  1/4 of all streams  occurring on social networks
Video fits into her structured digital life – a key benefit for Mom Objective How We Did It  Insights What It Means ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: The Nielsen Company
Emotional Triggers Video

  and meets emotional needs too Objective How We Did It  Insights What It Means ,[object Object],[object Object],[object Object],[object Object],“ After reading so many SEC filings in a day, it’s nice to have something fun 
 like Facebook or another online venue where you can just sort of enjoy it and not think too much about it in the end, and that’s what I do.” – Alisa G. Source: The Nielsen Company
Three Big Opportunities ,[object Object],[object Object],[object Object],[object Object],Objective How We Did It  Insights What It Means
Thanks! jessica.hogue@nielsen.com

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