1 4.10.2013 MEET THE CONNECTED
CONSUMER THOUGHT LEADERSHIP SERIES

2 THE CONNECTED CONSUMER DATA
SOURCES: Demand Media Content Consumption, Page Views, Day of Week, Time of Day, Platform, Search Terms, Crowdtap direct polling of eHow Audience, comScore, eMarketer, Business Intelligence WE LOOKED AT… Multiplatform Landscape Evolution Multiplatform Consumer Journey Why Demand Media Matters Content Relevance Across Platforms 1 2 34

3 KEY TAKEAWAYS  Multiplatform
adoption is changing research and purchase behavior  Mobile is an integral part of the consumer cycle  Each platform serves different but complementary usage occasions  Build your media strategy across platforms  Reach different consumer demographics across devices

4

5 2000 2001 2002 2003
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Number of Device Owners, US 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 137 MILLION 60 MILLION SMARTPHONE AND TABLET OWNERSHIP HAS EXPLODED OVER THE LAST 3 YEARS Source: ComScore 2013.

6 Total U.S. Internet Usage
in Hours (MM) by Platform: Desktop, Smartphone & Tablet SMARPHONES AND TABLETS HAVE DOUBLED THE TIME WE ARE ONLINE Feb-10 Feb-13 Desktop Smartphone Tablet Smartphone 14% 7.5 Hours 14.8 Hours Mobile = 48% of total online time Desktop 86% Desktop 52% Smartphone 34% Tablet 14% Source: comScore Media Metrix Multi-Platform, U.S., February 2013 Note: Feb-2010 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time +20% +389% N/A

7 Desktop 86% Desktop 52%
Smartphone 34% Tablet 14% 46% 40% 6% 6% 48% 54% Feb-13 Jun-13 Both PC and mobile devices Mobile devices only PC only Multiplatform = 54% of users Total U.S. US Internet Users by Platform Feb-June 2013 (% of total) Source: comScore, "Marketing to the Multi-Platform Majority," Oct 17, 2013 MULTI-PLATFORM USERS ARE NOW THE MAJORITY

8 Source: Demand Media Proprietary
Analysis of Mobile and Desktop Content consumption, May 2012 PEAKS AT NIGHT AND DURING THE WEEKENDSMOBILE USE DESKTOP USE PEAKS DURING THE DAY AND ON WEEKDAYS 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 12:00 Time of Day Content Access by Device Desktop use peaks during the day while consumers are at work Tablet use spikes at night, particularly during primetime Interestingly, smartphone use steadily increases throughout the day, peaking at night Monday Tuesday Wednesday Thursday Friday Saturday Sunday Day of Week Content Access by Device Desktop Smartphone and Tablet On the weekends, when consumers are at home or on the go, MOBILE use is higher

9

10 BROWSING RESEARCH CONSIDERATION SHOPPING/
COMPARING PURCHASING SHARING THE SEARCH-DRIVEN ENGAGEMENT CYCLE OFFERS MORE TOUCHPOINTS FOR BRANDS ACROSS ALL DEVICES - Robin Hutto, Google Search is used at the beginning, middle and end of the research process, by both wireless and portable PC shoppers.

11 53% 67% 71% At
workAt a storeOutside of my house, not at work or a store Outside of Home 71%72% 76% In the KitchenIn the BedroomIn the Living Room At Home IS KEY TO REACHING CONSUMERS WHEREVER THEY ARE MOBILE Question: If you have a smartphone device where have you used it to access information online in the past 6 months? Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013 BROWSING RESEARCH CONSIDERATION SHOPPING PURCHASING SHARING

12 Desktop or Laptop Computer
48% Smartphone 29% Tablet Device 23% Research Device ACROSS MULTIPLE DEVICES RESEARCH IS PERFORMED IN MULTIPLE LOCATIONS Question: From which of these locations do you normally perform online research for upcoming purchases? Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013 Question: Which devices do you use to research information about upcoming purchases Other 1% Work 16% On the Go (In+Out of store) 39% Home 44% Research location BROWSING RESEARCH CONSIDERATION SHOPPING PURCHASING SHARING

13 LIFE EVENTS AND PERSONAL
NEED CONSIDERATION AND SHOPPING ARE TRIGGERED BY Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013 BROWSING RESEARCH CONSIDERATION SHOPPING PURCHASING SHARING Life events trigger purchase for 55% of online researches 59% of users re-engage in additional research throughout the purchase journey Informational sites influences purchase decision for 1 out of every 4 Consumers

14 Desktop or Laptop Computer
50% Smartphone 28% Tablet Device 22% USE MOBILE FOR ONLINE PURCHASES ALMOST HALF OF CONNECTED CONSUMERS Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013. Source: BI Intelligence: As Mobile Commerce Explodes, Brands Embrace Mobile Coupons And Catalogs (May 2013) 2% 3% 3% 6% 6% 8% 9% 8% 9% 10% 11% Online purchase device Mobile = 50% % of Retail e-commerce dollars spent through mobile Question: In the past 6 months, have you made an online purchase using any of the following devices? BROWSING RESEARCH CONSIDERATION SHOPPING PURCHASING SHARING

15 AN IMMEDIATE PURCHASE CONNECTED
CONSUMERS MAKE Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013. Source: BI Intelligence: As Mobile Commerce Explodes, Brands Embrace Mobile Coupons And Catalogs (May 2013) BROWSING RESEARCH CONSIDERATION SHOPPING PURCHASING SHARING Longer than a week 7% Within 1 week 26% Within 1 day 18% Within 1 hour 12% Within 30 minutes 19% Within 15 minutes 18% Almost half of connected consumers purchase within 1 hour after research

16 SHARE PURCHASE DECISIONS &
MAKE RECOMMENDATIONS VIA MOBILE OVER 40% OF CONNECTED CONSUMERS Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013. Source: BI Intelligence: As Mobile Commerce Explodes, Brands Embrace Mobile Coupons And Catalogs (May 2013) BROWSING RESEARCH CONSIDERATION SHOPPING PURCHASING SHARING Desktop or Laptop Computer 35% Smartphone 25% Tablet Device 16% I talked to my friends/family personally without using the Internet 22% NA 2% Desktop or Laptop Computer 34% Smartphone 25% Tablet Device 18% I talked to my friends/family personally without using the Internet 22% NA 1% Sharing purchase decisions Making product recommendations Question: From which device do you typically share details with others about recently purchased products Question: From which device have you ever made a recommendation to others about products you have purchased

17

18 4.10.2013 Multiplatform Reach Research/
Planning Immediate/ Location Based Portable/ Visual EACH PLATFORM SERVES DIFFERENT BUT COMPLEMENTARY USAGE NEEDS Great User Experience Source: Demand Media Proprietary Analysis

19 137 130 129 129
122 120 112 100 Parenting Relationships & Family Electronics Health Sports & Fitness Cars Pets Base CATEGORY INTEREST BY DEVICE - SMARTPHONE Smartphones are utilized for immediate needs and location-based solutions Examples:  How to figure the tip on a bill  Getting permanent marker out of a sofa  How to ease wisdom tooth pain  How to recover deleted text messages  How to trim a goatee CATEGORY CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013

20 Tablets are utilized for
portable, visual solutions and to explore informative topics and tips Examples: • What interior paint colors go together • Cleaning a coffee maker • How to recover erased programs on my DVR • 8 grooming tips every guy should know • How much should I have in emergency savings CATEGORY CONTENT INTEREST CATEGORY INTEREST BY DEVICE - TABLET 152 140 135 130 129 127 122 115 105 100 Home & Garden Food & Drink Parties & Entertaining Pets Holidays & Celebrations Weddings Travel Arts & Entertainment Fashion, Style & PC Base Source: Demand Media Proprietary Analysis of Content consumption, August 2013

21 4.10.2013 CATEGORY INTEREST BY
DEVICE - DESKTOP Desktop are utilized for comprehensive research and planning Examples: • How to calculate how much money you need for retirement • How to prepare a room for painting • Organizing a small bedroom closet • How to recover an unreadable SD card for cameras • Saving face: skin care for men CATEGORY CONTENT INTEREST 168 148 148 147 127 125 120 115 114 100 Computers Business Education Internet Fashion, Style & PC Careers & Work Arts & Entertainment Culture & Society Holidays & Celebrations Base Source: Demand Media Proprietary Analysis of Content consumption, August 2013

22

23 4.10.2013
HOME & GARDEN

24 How to prepare a
room for painting? How to choose the correct paintbrush for your project? How to remove wet paint from carpet? What paint colors go with gray? RESEARCH AND PREPARATION VISUALS AND PORTABILITY IN STORE IMMEDIATE SOLUTIONS HOME & GARDEN CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY 1 2 3 4

25 4.10.2013 HOME & GARDEN
BY DEVICE - DESKTOP Desktop users focus on more complex tasks related to Building & Remodeling, and Home Repair & Maintenance Key Articles:  How to design a bathroom plan online  Before the hammer: assess all costs of your remodel  12 budget-friendly home building tips 141 123 111 108 102 101 100 Home Design & Decor Building & Remodeling Plants, Flowers & Herbs Home Repair & Maintenance Landscaping & Outdoor Building Furniture Home & Garden Base HOME & GARDEN CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013

26 HOME & GARDEN BY
DEVICE - SMARTPHONE 124 120 112 101 100 Home Safety Housekeeping Garden & Lawn Home Appliances Home & Garden Base Smartphone users are more likely to access quick solutions in Housekeeping, Home Safety and Garden & Lawn content Key Articles:  How to stop a smoke alarm from beeping  How to get kool-aid out of white carpet  How to remove hair glue from clothes HOME & GARDEN CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013

27 145 125 113 110
104 100 Home Design & Decor Landscaping & Outdoor Building Plants, Flowers & Herbs Furniture Building & Remodeling Home & Garden Base Tablets are utilized more for visual activities, particularly related to Home Design & Decor, Landscaping and Furniture Key Articles:  5 great outdoor bar options  Bathroom ideas for small bathrooms  Backyard landscaping tips HOME & GARDEN CONTENT INTEREST HOME & GARDEN BY DEVICE - TABLET Source: Demand Media Proprietary Analysis of Content consumption, August 2013

28 REACH YOUR AUDIENCE ACROSS
PLATFORMS HOME & GARDEN MULTIPLATFORM STRATEGY Building & Remodeling intenders are more likely to access content through desktop Housekeeping intenders leverage Smartphones to access content Home Décor & Design intenders are likely to access content through tablets Source: Demand Media Proprietary Analysis of Content consumption, August 2013

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30 MOBILE USERS FIRST DEMAND
MEDIA PUTS of mobile activity starts with search growth in our mobile audience, outpacing the industry by of our content is accessed via mobile 137% mobile growth on 118% mobile growth on 70% mobile growth on 57% mobile growth on Source: comScore Mobile Metrix, July 2013

31 ACROSS PLATFORMS DEMAND MEDIA
TOTAL DIGITAL POPULATION Total Digital Population = 74M Desktop Site consumption = 52M Stream consumption = 8M Mobile Site and App consumption = 27M Source: comScore Multi-Platform, US- Oct 2013 (Unduplicated Media Metrix, Video Metrix Mobile Metrix)

32 4.10.2013 DEMAND MEDIA INTENDERS
RESEARCH MORE THAN THEIR PEERS IN AN ARRAY OF TOPICS Source: Crowdtap Survey of eHow Crowdtap Community, July, 2013 18% 23% 23% 25% 27% 31% 32% 41% 45% 48% Business and Personal Finance Pets Career Education Automotive Fashion/Beauty Home Health Technology Food Do you do more online research than the average person for any of the topics below?

33 THROUGH DEMAND MEDIA REACH
DECISION MAKERS ON MOBILE Source: comScore Mobile Metrix, September 2013 Source: The Nielsen Company, "Nielsen Q1 Global Online Survey" as cited in "Women of Tomorrow: A Study of Women Around the World," June 2011 DM Mobile Female All Mobile Female 18% 15% DM Mobile Male All Mobile Male 25% 11% Mobile YoY UV growth 64% 48% 45% 44% 43% 31% 16% Health/beauty Childcare at home Clothes Managing childcare OOH Food Prescription/OTC drugs Social/activity memberships Female primarily 45% 37% 31% 26% 22% Car Home electronics Personal electronics Insurance Family finances Male primarily Purchase Decision-Maker

34 DEMAND MEDIA HAS 2X
THE REACH ON UNDUPLICATED TABLET AUDIENCE Source: comScore Media Metrix Multi-Platform and comScore Mobile Metrix, U.S., October 2012 87.6% 74.4% 12.4% 25.6% Total Internet Demand Media Smartphone Visitors Exclusive Tablet Visitors

35 4.10.2013 DEMAND MEDIA CAN
DRIVE YOUR BRAND TO… Source: Demand Media Proprietary Analysis REACH INFLUENCE IMPACT Behavior Opinion Consumer

37 HOUSEKEEPING CONTENT INTEREST BY
DEVICE 96 153 37 109 113 123 139 100 127 56 142 79 89 79 88 10099 47 164 94 87 77 58 100 Cleaning Appliances Furniture Care Home Organizing Homemaking House Cleaning Laundry Stain Removal Home & Garden Base Housekeeping Content Interest Index Smartphone Tablet Desktop In general, intenders prefer to access Housekeeping content through their smartphone, but interest differs by category. Key Articles:  How to Get Grease Stains out of Clothing  How to Clean Urine from a Mattress  Keeping Your Washing Machine Odor Free Source: Demand Media Proprietary Analysis of Content consumption, August 2013

38 4.10.2013
PERSONAL FINANCE

39 How to get a
credit card quickly? How to use excel for flexible money management? What happens if someone stole my credit card & used it? How to compare credit cards? IN STORE VISUALS AND PORTABILITY COMPREHENSIVE PLANNING IMMEDIATE SOLUTIONS FINANCE CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY 1 2 3 4

40 4.10.2013 PERSONAL FINANCE BY
DEVICE - DESKTOP Desktop users focus on more complex tasks content related to Insurance, Investing and Tax Information Key Articles:  How to get health insurance when unemployed  How to calculate daily compounding interest  Top 10 best things to invest in PERSONAL FINANCE CONTENT INTEREST 145 118 110 103 100 Insurance Investing Tax Information Real Estate Personal Finance Base Source: Demand Media Proprietary Analysis of Content consumption, August 2013

41 106 105 100 Retirement
Planning Money Managing Personal Finance Base PERSONAL FINANCE BY DEVICE - SMARTPHONE Smartphone users are more likely to access Retirement Planning and Money Management content Key Articles:  How to withdraw 401(k) money with no penalty  How to determine penalties for 401k early withdrawals  What happens if you pay your mortgage off early PERSONAL FINANCE CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013

42 Tablets are more likely
to be used to access Retirement Planning and Real Estate content Key Articles:  The best places to retire on the east coast  What is the average retirement income in the united states  5 things to know before buying a house PERSONAL FINANCE CONTENT INTEREST PERSONAL FINANCE BY DEVICE - TABLET 125 105 101 100 Retirement Planning Real Estate Money Managing Personal Finance Base Source: Demand Media Proprietary Analysis of Content consumption, August 2013

43 INVESTING CONTENT INTEREST BY
DEVICE 95 33 99 92 61 59 100 130 47 86 116 70 81 100103 177 102 107 145 147 100 401k Bonds Investing for Beginners Personal Investing Researching Investments Stock Market Finance Base Investing Content Interest Index Smartphone Tablet Desktop In general, intenders prefer to access Investing content through their desktop, but interest differs by category Key Articles:  Top 10 best things to invest in  How to withdraw 401k money with no penalty  How to buy stocks Source: Demand Media Proprietary Analysis of Content consumption, August 2013

44 MONEY MANAGING CONTENT INTEREST
BY DEVICE In general, intenders prefer to access Money Managing content through their smartphone, but interest differs by category Key Articles:  What happens if you pay your mortgage off early?  How to get a personal bank loan  10 ways to build up equity in your home 94 114 161 138 74 106 94 116 97 100 62 78 46 53 81 154 141 67 111 100 110 86 38 63 129 88 103 86 102 100 Banking Borrowing Money Consumer Rights Credit & Debt Management Credit Cards Financial Planning Frugal Living Personal Money Management Saving Money Finance Base Money Managing Content Interest Index Smartphone Tablet Desktop Source: Demand Media Proprietary Analysis of Content consumption, August 2013

45 INSURANCE CONTENT INTEREST BY
DEVICE 73 50 31 58 34 79 88 100 72 78 73 71 47 92 91 100 132 156 177 148 176 124 114 100 Auto Insurance Disability Insurance Health Insurance Homeowners Insurance Life Insurance Personal Insurance Renters Insurance Finance Base Insurance Content Interest Index Smartphone Tablet Desktop Insurance intenders strongly prefer to access content through their desktops Key Articles:  Top ten car & home insurance companies  The average cost of car insurance per month  The average cost of renters' insurance per month Source: Demand Media Proprietary Analysis of Content consumption, August 2013

46 REACH YOUR AUDIENCE ACROSS
PLATFORMS PERSONAL FINANCE MULTIPLATFORM STRATEGY Insurance intenders are more likely to access content through desktop Retirement Planning intenders are more likely to access content through tablets Money Managing intenders are more likely to access content through smartphones Source: Demand Media Proprietary Analysis of Content consumption, August 2013

47 4.10.2013
TECHNOLOGY

48 How to buy a
TV? How to connect stereo speakers to a television? How to troubleshoot a Plasma TV? How to choose between Plasma, LCD and LED HDTVs? RESEARCH AND PREPARATION VISUALS AND PORTABILITY IN STORE IMMEDIATE SOLUTIONS TECH CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY 1 2 3 4

49 4.10.2013 TECHNOLOGY BY DEVICE
- DESKTOP Desktop users focus on content related to Optics, GPS and Cameras Key Articles:  How to wire led lights  How to update GPS maps for free  How to download pictures from digital camera to PC TECHNOLOGY CONTENT INTEREST 233 202 199 189 155 154 136 117 117 116 100 Optics Global Positioning Systems Cameras Satellite Radio Home Audio Personal Audio DVD Players & Recorders Computer Programming TVs Computer Software Technology Base Source: Demand Media Proprietary Analysis of Content consumption, August 2013

50 166 137 110 108
107 106 105 100 Computer Networking Computer Troubleshooting Computer Hardware Tivo & DVR Operating Systems Car Audio & Electronics Cell Phones & Accessories Technology Base TECHNOLOGY BY DEVICE - SMARTPHONE Smartphones users are more likely to access Computer Networking & Troubleshooting content Key Articles:  How to fix a cable modem when the send light is blinking  How to connect a computer or laptop to the internet with an iPhone  How to fix a laptop with a black screen TECHNOLOGY CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013

51 Tablets are more likely
to be used to access Computer Hardware, Satellite Radio and TV recording content Key Articles:  How to play flash plugins on an iPad  How to copy and paste on iPad  How to recover accidentally deleted programs from a directv DVR TECHNOLOGY CONTENT INTEREST TECHNOLOGY BY DEVICE - TABLET 245 234 182 177 162 146 143 138 122 111 100 Computer Hardware Satellite Radio Tivo & DVR Home Audio TVs Cameras DVD Players & Recorders Optics Personal Audio Global Positioning Systems Technology Base Source: Demand Media Proprietary Analysis of Content consumption, August 2013

52 CELL PHONE & ACCESSORIES
CONTENT INTEREST BY DEVICE 107 101 116 138 97 95 101 108 69 103 100 93 75 66 20 105 67 85 93 96 112 100 86 101 70 25 106 114 100 84 169 93 100 iPhones Cell Phones Text Messaging Android Phones Cellular Accessories Smart Phones Cell Phone Providers Phone Apps Cell Phone SIM Cards Bluetooth Technology Base Cell Phone & Accessories Content Interest Index Smartphone Tablet Desktop In general, intenders prefer to access cell Phone content through their smartphone, but interest differs by category Key Articles:  How to recover lost contacts on an iPhone  Essential iPhone apps for busy moms  How to set up bluetooth on an iPhone Source: Demand Media Proprietary Analysis of Content consumption, August 2013

53 REACH YOUR AUDIENCE ACROSS
PLATFORMS TECHNOLOGY MULTIPLATFORM STRATEGY Computer Networking intenders are likely to access content through smartphones Computer Hardware intenders are more likely to access content through tablets Camera intenders are more likely to access content through desktop Source: Demand Media Proprietary Analysis of Content consumption, August 2013

54 4.10.2013
BEAUTY & FASHION

55 How to Dress for
a Cocktail Party? How to Accessorize a Black & White Dress How to Avoid (or Get Rid of) Static Cling in Clothes How to Wear a Bra With a Backless Dress RESEARCH AND PREPARATION VISUALS AND PORTABILITY IN STORE IMMEDIATE SOLUTIONS BEAUTY & FASHION CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY 1 2 3 4

56 4.10.2013 BEAUTY & FASHION
BY DEVICE - DESKTOP Desktop users focus on content related Beauty and Hair Care Key Articles:  10 beauty secrets every woman should know  Makeup madness: 16 tools and brushes explained  Two for one: unconventional tricks for your makeup 125 108 100 Beauty Hair Care Beauty & Fashion Base BEAUTY & FASHION CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013

57 208 168 156 138
121 100 Hair Removal Skin Care Men's Fashion Women's Fashion Spa & Salon Beauty & Fashion Base BEAUTY & FASHION BY DEVICE - SMARTPHONE Smartphones users are more likely to access Hair Removal, Skin Care and Fashion content Key Articles:  How to reduce hair growth naturally  How to use olive oil on the face  Best business casual looks for men BEAUTY & FASHION CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013

58 Tablets are more likely
to be used to access Women’s Fashion and Hair Care content Key Articles:  Wrap it up: 8 ways to style a scarf  Must-have fall jackets for every size  What is business formal attire BEAUTY & FASHION BY DEVICE - TABLET 121 110 100 Women's Fashion Hair Care Beauty & Fashion Base BEAUTY & FASHION CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013

59 REACH YOUR AUDIENCE ACROSS
PLATFORMS BEAUTY & FASHION MULTIPLATFORM STRATEGY Beauty intenders are more likely to access content through desktop Women’s Fashion intenders are more likely to access content through tablets Skin Care intenders are likely to access content through smartphone Source: Demand Media Proprietary Analysis of Content consumption, August 2013

60 4.10.2013
FOOD & DRINK

61 12 Days of Holiday
Desserts What Is a Shiraz Wine? How to open a bottle of wine without a corkscrew? How to Bake Sweet Potatoes Recipe RESEARCH AND PREPARATION VISUALS AND PORTABILITY IN STORE IMMEDIATE SOLUTIONS FOOD & DRINK CONTENT CONSUMPTION ACROSS DEVICES IS COMPLEMENTARY 1 2 3 4

62 4.10.2013 FOOD & DRINK
BY DEVICE - DESKTOP Desktop users also focus on content related to Holiday and Healthy Recipes Key Articles:  How to bake butternut squash  How to cook lentils  Low-calorie weight loss protein shake recipes 161 119 111 104 100 Holiday Recipes Healthy Recipes Grains & Potatoes Recipes Cooking & Baking Food & Drink Base BEAUTY & FASHION CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013

63 125 117 115 104
100 Wine Drinks & Cocktails Breads & Breakfasts Desserts Food & Drink Base FOOD & DRINK BY DEVICE - SMARTPHONE Smartphones users are more likely to access Wine & Spirits related content Key Articles:  Top ten sweet red wines  Does wine need to be refrigerated  How to open a bottle of wine without a corkscrew BEAUTY & FASHION CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013

64 Tablets are more likely
to be used to access Holiday and Healthy Recipes content Key Articles:  12 days of holiday desserts  Fun ways to prepare winter veggies  Get ahead: 10 holiday hostess secrets FOOD & DRINK BY DEVICE - TABLET 160 119 105 101 100 Holiday Recipes Healthy Recipes Cooking & Baking Main Dishes Food & Drink Base BEAUTY & FASHION CONTENT INTEREST Source: Demand Media Proprietary Analysis of Content consumption, August 2013

65 REACH YOUR AUDIENCE ACROSS
PLATFORMS FOOD & DRINK MULTIPLATFORM STRATEGY Gluten Free Recipe intenders are more likely to access content through desktop Christmas Recipe intenders are more likely to access content through tablets Wine intenders are likely to access content through smartphone Source: Demand Media Proprietary Analysis of Content consumption, August 2013