Raymond James 2013 Internet Outlook Symposium
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Why is SurveyMonkey here? • Provide some interesting data and trends on the sectors and companies
that many folks in the audience here cover • Explain some innovative ways to collect custom data and trends to
augment your research • Showcase how Aaron and the Raymond James team have been using
SurveyMonkey to add proprietary data to their coverage
Introduction
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• The world's most trusted solution for creating, deploying and analyzing surveys
• Quick Facts:
• 99% of the Fortune 500 are customers • Over 12,000,000 registered users • Over 1,500,000 survey responses collected every day • Global reach supporting 15 languages, 29 currencies
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• SurveyMonkey’s new consumer insights platform • Over 3 million people available to take surveys • Target on 500+ attributes • Global respondent network to help find anyone, anywhere • Integrated survey creation, respondent selection & analysis • High quality, customized data in days, not weeks
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What types of companies use Audience?
• Advertising / Marketing / PR
• Business Services
• Consumer Packaged Goods (CPG) &
Restaurants
• Financial Services
• Media & Publishing
• Retail
• Technology Products & Services
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• Recently churned Netflix (NFLX) subscribers • Why are you canceling? Are the reasons changing over time?
• iPhone 4 and 4s owners (AAPL) • Are you more likely to buy an iPhone 5 or move to an Android device?
• Lululemon (LULU) shoppers • If Nordstrom offers similar products, will you still spend $100 on yoga pants?
• Keurig (GMCR) owners • How frequently do you purchase k-cups? • How has this changed over time since you purchased your Keurig machine?
• Social networking users (FB, GOOG) • How often do you post on Facebook, Twitter, Google+? • How likely are you to click on ads or make purchases on social networks?
Investment Research Example Topics
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• Augmenting coverage with proprietary survey data
Raymond James Research
Data & Insights
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• We use Audience data to showcase what investors can do, and how to structure questions
• We are not financial analysts and leave the analysis to the experts like Aaron &
Raymond James analysts and our investor and equity research clients • The data we will show is a sampling of topics we have seen to be of interest to
those covering companies and sectors, and much more detailed work can be done on our platform
• Our platform uses an Internet audience, so all respondents have Internet
access
Disclaimer
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Audience Monthly Tracking Study
* 1,297 respondents age 18+ used in January 2013 study. Additional participants age 13-18 were added for additional comparisons which may increase respondent count numbers in other slides. Data from past monthly studies is also included in various slides.
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• 8 months of trended data • Same question asked
every month, 5 point scale (top 2 summed in chart)
• Tight band (forward 3 month) between 5-10%
• Likely up and down with seasonality
• May help benchmark against expected seasonal churn trends
Netflix Subscription & Churn Trends
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• 8 months of trended data • Consistent reasons,
minimal variance m/m
• Usage & Content continue to be key cancellation drivers
• Often used by investors to target people who have cancelled within the past 1-3 months to catch any new trends
Netflix Cancellation Reasons
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• Question: In a typical week, which of the following online music services do you listen to?
• Pandora shows clear leadership
• Youtube considered a popular music source
• Large dropoff after leaders
• New entrants (Google, Songza, TuneIn) show up in open ended responses
Online Music
* Jan 2013 data: 1,361 respondents
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• Viewing gap between FB & Google+ is <4x • Posting gap between FB & Google+ is ~6x • Trends fairly consistent, seasonality evident as well
Social Networking Viewing & Posting Trends
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Social Networking Posting by Age
• 8 month data set (over 6,000 responses)
• FB much stronger posting activity w/ younger age groups
• G+ fairly consistent across age groups
* Nov 2012 - Jan 2013 data: 2,521 total respondents
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Daily Deal General Trends
• 3 months of trended data • Minimal variance m/m
• Overall, ~25% of consumers use a daily deal each month
• ~15% of buyers use multiple sites
• The "Other" category helps find new entrants (or potential M&A targets)
• "Deal" very popular, with "DealChicken" showing up frequently
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Daily Deal Preference by Age Groups
• 3 month data set • 30-45 year old age group
more likely to purchase daily deals
• Strongest Groupon loyalty among age groups
• Groupon brand has relative strength in younger age groups (18-29 and 30-45)
* Nov 2012 - Jan 2013 data: 2,521 total respondents
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• ~12% of consumers make restaurant reservations
• Opentable (OPEN) has a % 60% share of reservations made
• Further review of demographics (metro areas, age, income) would be needed for deeper analysis
Restaurant Reservations
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• Delta between Android and iPhone ownerships steeper in 18-29 group • 30-45 year olds more likely to own multiple devices (potentially related to
children)
Mobile Device Ownership by Age
Q&A
When You Need An Audience
Contact us: [email protected] Visit us: audience.surveymonkey.com Investors or Research Analysts, feel free to contact me directly: [email protected]
Appendix
Investment Research Use Cases
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OpenTable (OPEN)
Objectives: • Understand consumer
satisfaction around OpenTable • Track consumer usage of the
OpenTable mobile application Targeted Audience: • 1,000 respondents • Mix of males and females
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Yelp (YELP)
Objectives: • Gauge brand awareness of Yelp • Determine usage of Yelp Targeted Audience: • 1,000 respondents • Mix of males and females
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TripAdvisor (TRIP)
Objectives: • Learn more about how
consumers use TripAdvisor Targeted Audience: • 1,000 respondents • Mix of males and females
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Netflix (NFLX)
Objectives: • Understand likelihood to cancel
amongst Netflix subscribers Targeted Audience: • 1,000 respondents • Mix of males and females