KonzeptioNerd

To the Niches

HORIZONT 29/2007 quotes Eprofessional / Fittkau & Maaß study 24. WWW-Benutzer-Analyse W3B.

Findings

• 40% of experienced web users spend 25%+ of their online-time on smaller, less well known, specialized sites.
• 30% of web newbies do the same.
• 52.7% of < 19-year-olds spend 25%+ of their online-time on smaller, less well known, specialized sites.
• 49.7% of 20-29-year-olds do the same.
• So do 41.7% of 30-39-year-olds.

Conclusion

If attention migrates to the niches, so should ad spendings. However, so far, there are no media planning mechanisms in place for this kind of targeting. Rule of thumb: Align your advertising with the topics or use cases of your vehicle.

Learnings

Here’s a learning for brands: Brands still shy at the expenses involved in starting up communities. They benchmark large and global social networks and worry rightly that they will be hard put to generate enough users to challenge e.g. Facebook’s 26.6 mio. But will that be necessary? Brand-communities come with a reason-why implanted, they benefit directly from the full reach the site generates and in most cases they will be measured by branding and marketing effect, so they won’t have to come up with monetarization-models of their own. Instead, they have full leverage to align their use cases with their branding needs.

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