1 The Ello social media network: Identifying the Joiners, Aspirers, and Detractors November 2014 Insight Report using our DeepProfile capabilities
2 About this Insight Report Disclaimer: Ello did not participate in this research study in any way. This report was produced by CivicScience for informational purposes. This report highlights consumers intent regarding the new social media network, Ello, which has received significant buzz for its publicized commitment to not use members data for commercial purposes, such as ad targeting, re-selling to third parties, etc. By grouping respondents by their stated intent about joining Ello, the report also provides deeper insights into their personas. The data includes 39,729 respondents from October 1-November 1, CivicScience developed this report using our InsightStore solution an online research platform that mines real-time consumer opinions and custom research responses from over 28 million+ anonymous respondent profiles. An overview of our methodology is available at the end of this report. 11/11/2014 biz.civicscience.com 2
3 Topline Results
4 Our question: Have you received or requested an invitation to join Ello, the new anti-ad social media network competitor to Facebook? (Note: Unweighted results were nearly identical in response breakdowns.) 11/11/2014 biz.civicscience.com 4
5 We grouped the respondents into 3 segments: Joiners Joiners Detractors Aspirers Detractors Because Ello is still currently invitation only to join, we grouped those who answered Yes, and I plan to join soon in with those who have already joined, since their membership is likely imminent. Aspirers have not yet received an invitation, but are interested in joining. 11/11/2014 biz.civicscience.com 5
6 We used the CivicScience DeepProfile for this report. Goal: To surface meaningful insights by comparing 3 segments of people: Those who have joined or are about to join Ello ( joiners ) Those who want to join ( aspirers ) Those who don t want to join ( detractors ) and how they compare to the general U.S. population.
7 Summary of Findings: Personas Ello joiners overall are younger in age who are pre-college graduates, and therefore have lower incomes and are not yet parents. However, they also include a healthy mix of higher-income, well-educated adults. Joiners are more urban that aspirers and detractors. They rank extremely high in our indices for market mavens, social media engagement (although they under-index in Facebook usage), and TV viewing, but are also strong in money management. They rank higher than the other groups in their price sensitivity and discriminating shopping practices, but are least likely to be influenced by TV ads vs. Internet ads or social media. Ironically, they are far less concerned about data privacy issues than the other groups. Ello aspirers are slightly more male, generally college-educated, middle-class, suburban adults who peak among those aged Ranking behind the joiners, they still index higher than the general population in market maven and social media attributes. They are most addicted to their digital devices of the 3 groups. They are less price sensitive than the other groups and the general population, but they do tend to frequently price compare and showroom across websites. They rank highest in frequent Facebook use, but like YouTube too. Ello detractors tend to be over age 45, be either a parent or grandparent, and live in suburban or rural areas. They index below the other groups and the general population in market maven, social media, and tech savvy attributes. They are more influenced by ads on TV vs. Internet ads and social media. They are less price sensitive and less discriminating in their shopping.
9 Please indicate your gender Ello aspirers are somewhat more likely to be men than women. Joiners and detractors are fairly evenly split in gender distribution.
10 To what broad age group do you belong? Perhaps predictably, Ello joiners are more likely to be 34 years old under, while detractors are more likely to be in older age groups. Aspirers peak among those aged
11 What is your expected annual household income before taxes? Ello joiners are more likely to be on the lowest (age is a big factor here) and highest ends of the income spectrum. Aspirers peak among those making $25K-$50K per year, as do detractors.
12 What is the highest level of education you have attained? Consistent with the age and income demographic data, we see that Ello joiners are more likely than the other groups to have a high school education or advanced/graduate degrees.
13 What is your parental status? Also consistent with the age proxy, the majority (54%) of Ello joiners are not yet parents, while the majority of detractors are a parent and/or grandparent (61%).
14 What type of area do you live in? Ello joiners are more urban than the other two segments.
15 CivicScience DeepProfile Indices How these 39,729 respondents also answered hundreds of other CivicScience questions over time, compared to the general U.S. population.
16 DeepProfile Indices In the following slides, we examine how Ello joiners, Ello aspirers, and Ello detractors compare based on how the segments responded to a number of questions that contribute to CivicScience s DeepProfle indices. The visualizations on the following pages show relative differences to the general population. In this report, we look at 7 of our 12 indices: Market Maven, Social Media, Tech Savvy, TV Viewing, Money Manager, Price Sensitivity, and Discriminating Shopper. Ello joiners Ello aspirers Ello detractors vs. General Population
17 The Market Maven index aims to identify the extent to which population segments adopt new products and brands, and share their opinions with others. Those who ve already joined Ello rank remarkably high on our Market Maven index, particularly in seeing themselves as fashion leaders. Aspirers also rank higher than the general population. Aggregate: Market Maven Individual Attributes Visualization Joiners 185 Aspirers 118 General Population 100 Detractors 93
18 Market Maven Index (continued) Individual Attributes Attribute Joiners Aspirers Detractors Fashion leader 53% 12% 10% Follows fashion trends 64% 38% 35% Follows music trends 73% 39% 32% Tries new products before others 52% 36% 24% Tells others about new products 66% 62% 42% Tells others about favorite products 37% 64% 54% Writes positive product reviews 48% 66% 55% Writes negative product reviews 62% 58% 43% Ello joiners rank higher than the other groups in areas related to fashion and music trends, early adoption of new products, and sharing info about new products. They are also more likely to write negative product reviews. Those who aspire to join Ello rank higher than all other segments in talking and writing positively about products they like.
19 Social Media The Social Media index aims to identify the extent to which social platforms influence their preferences and behavior. It should be no surprise that Ello s early joiners rank twice as high as the general population on our Social Media index, but aspirers also stand well apart from the general population. Individual Attributes Visualization Aggregate: Uses social media while watching TV Social media influences purchases Joiners 207 Aspirers 127 General Population 100 Detractors 72
20 Social Media Index (continued) Individual Attributes Attribute Joiners Aspirers Detractors Social media influences purchases 60% 40% 24% Social media influences music taste 61% 34% 17% Social media influences TV, movie taste 50% 48% 27% Uses social media while watching TV 37% 17% 10% Ello joiners stand out from the other segments when it comes to how influenced they are by social media, as well as in their use of social media when watching TV.
21 The Tech Savvy index aims to identify the extent to which population segments use their digital devices and are informed and aware of the latest technology available. Ello joiners and those who aspire to join are neck-and-neck in their aggregate score on our Tech Savvy index. Meanwhile, detractors score far below the general population here. Aggregate: Tech Savvy Individual Attributes Visualization Aspirers 107 Joiners 107 General Population 100 Detractors 78
22 Tech Savvy Index (continued) Individual Attributes Attribute Joiners Aspirers Detractors 'Addicted' to digital devices 37% 58% 45% Owns a smartphone 71% 73% 58% Owns a tablet computer 51% 48% 42% Owns an ereader 51% 37% 27% Reads tech websites regularly 33% 45% 27% Regularly plays video games 43% 33% 21% This is an interesting index, with some surprising findings (we think). The Ello joiner segment has the fewest calling themselves addicted to their digital devices, and aspirers are the most likely to say they are addicted. Ello aspirers and joiners are fairly close in their ownership of smartphones and tablet computers, despite the age and income differences we saw in the demographic splits. Aspirers are the most attentive to tech news and trends. Ello joiners have the highest percentage of those who regularly play video games.
23 The TV Viewing index aims to identify the extent to which population segments watch various genres of TV and are influenced by what they see on TV. It s pretty clear: Ello joiners love their TV, scoring twice as high on our index than the general population. Aspirers and detractors look much more like the general population in the aggregate. TV Viewing Individual Attributes Visualization Aggregate: Joiners 201 Aspirers 108 Detractors 102 General Population 100
24 TV Viewing Index (continued) Individual Attributes Attribute Joiners Aspirers Detractors Drama fan 16% 14% 17% Sitcom fan 30% 14% 14% Reality fan 29% 11% 13% Documentary fan 35% 14% 8% Travel/home/cooking fan 26% 13% 12% Music/entertainment fan 47% 31% 26% Most influenced by ads on TV 29% 39% 56% Ello joiners overall are bigger fans of nearly every TV genre when compared to the other segments and to the general population particularly when it comes to documentaries and sitcoms. They are far less likely to say that TV ads influence them the most (compared to Internet ads and social media). Ello detractors are far more likely than the other segments to say they are most influenced by ads on TV this is a consistent characteristic that CivicScience sees in any segments we study with a sizable population of ages 45+.
25 Money Manager The Money Manager index aims to show the differences in how well personal finances are handled and the level of attention to economic trends. Ello joiners seem to do very well compared to the general population when it comes to savings and following economic news. Detractors rank a little higher than aspirers and the general population. Individual Attributes Visualization Aggregate: Joiners 135 Detractors 108 Aspirers 100 General Population 100
26 Money Manager Index (continued) Individual Attributes Attribute Joiners Aspirers Detractors Frequent online banker 49% 47% 44% Follows markets and economy 36% 19% 17% Diligent saver 62% 40% 45% Closely monitors retirement savings 33% 39% 44% Manages money 'very well' 18% 14% 20% Ello joiners, despite their overall younger age and lower incomes, rank higher than the other groups when it comes to online banking activity, saving their money, and following the markets and economy. But keep in mind, this segment also captured a sizable portion of those making over $150K per year in household income. Aspirers rank the lowest in self-characterizing that they manage their money very well. Detractors, which tend to be older in age, rank highest when it comes to closely monitoring their retirement savings.
27 The Price Sensitivity index aims to identify how price-conscious respondents are based on a mix of sentiment and behaviors. Perhaps due to their age and income, Ello joiners in aggregate also rate highest here. Ello aspirers and detractors are both less price sensitive than the general population. Price Sensitivity Individual Attributes Visualization Aggregate: Joiners 140 General Population 100 Detractors 93 Aspirers 83 11/11/2014 biz.civicscience.com 27
28 Price Sensitivity Index (continued) Individual Attributes Attribute Joiners Aspirers Detractors Uses coupons when shopping (non-grocery) 35% 14% 22% Uses coupons when shopping (grocery) 50% 16% 26% Price-conscious - General 53% 40% 40% Price-conscious - Electronics 46% 26% 22% Price conscious - Food 38% 34% 34% Price-conscious - Clothes 48% 52% 47% Ello joiners are more likely to be couponers than the other segments (particularly compared to aspirers). They are also more price conscious in general and in the category of electronics. Their attributes on this index are likely due to their aggregate younger age and lower income. Ello aspirers are more likely to be price conscious in the category of clothing than the other segments.
29 Discriminating Shopper The Discriminating Shopper index aims to identify the extent to which population segments do research before making purchases, and how easy or difficult they will be to win over. Ello joiners also rank the highest here, with detractors being the least discriminating on this index in aggregate. Individual Attributes Visualization Aggregate: Joiners 137 General Population 100 Aspirers 98 Detractors 88
30 Discriminating Shopper Index (continued) Individual Attributes Attribute Joiners Aspirers Detractors Always compares prices 41% 56% 45% Not loyal to favorite brands 39% 8% 12% Showrooms across websites 52% 71% 66% Always consults online reviews 38% 35% 25% Ello joiners are much more likely than the other segments to be disloyal to brands. They also tend to consult online reviews. Those who aspire to join Ello index higher in price-comparison behavior and showrooming across different websites.
31 Additional Insights
32 Ello and Data Privacy Sentiment Early joiners of Ello may be doing so less for the company s manifesto about handling of users data than for its new factor. Joiners overall are less concerned about privacy issues, which is consistent with sentiment we see in younger adults in the general population. (See our recent two-part report on Data Privacy sentiment.) Attribute Joiners Aspirers Detractors Very concerned about own privacy while using the Internet Not concerned at all about own privacy while using the Internet Strongly believe that companies should never sell the personal information from their customers to other companies Strongly believe that companies seeking personal information online should disclose ALL the ways the data is collected and used 35% 50% 50% 24% 6% 7% 45% 76% 84% 52% 90% 82% 11/11/2014 biz.civicscience.com 32
33 Ello and Use of Other Social Sites Ello joiners are less actively engaged in Facebook than aspirers, but much more engaged in Instagram and Pinterest. Ello joiners and aspirers are both more frequent users of YouTube compared to detractors. Attribute Joiners Aspirers Detractors Daily or weekly Facebook use 49% 67% 47% Daily or weekly Twitter use 21% 20% 14% Daily or weekly Instagram use 48% 17% 11% Daily or weekly Pinterest use 31% 14% 10% Daily or weekly YouTube use 67% 69% 50% 11/11/2014 biz.civicscience.com 33
34 Behavioral and Sentiment Insights Below lists an assortment of other behavioral and sentiment areas where Ello joiners index higher than the other two groups. Attribute Joiners Aspirers Detractors Shares celebrity gossip / news via social media every day. 22% 7% 3% Shares sports news via social media every day 21% 6% 3% Has used and loves SnapChat 32% 5% 6% Buys organic food at every chance 37% 12% 8% Self-reports they are more physically attractive than most people their age and gender Saves at least 20% of income each month on average, including for retirement savings 38% 10% 9% 41% 7% 11% 11/11/2014 biz.civicscience.com 34
35 Brand and Celebrity Fandom We also track many brands and celebrities to show how they rank among customized segments. Below you can see some who index higher among Ello joiners compared to the other two segments. Brand / Celebrity Joiners Aspirers Detractors Bruno Mars ( I love him ) 39% 9% 5% Instagram ( I love it ) 37% 20% 12% Seth Rogan ( I love him ) 34% 16% 7% Ross stores ( I love it ) 26% 6% 5% Gary Busy ( I love him ) 24% 6% 3% Subaru cars ( I love them ) 23% 8% 7% Mazda cars ( I love them ) 21% 5% 4% 11/11/2014 biz.civicscience.com 35
36 Appendix Slides biz.civicscience.com
37 The CivicScience DeepProfile Indices Charitable Giving- The Charitable Giving index aims to identify the extent to which population segments donate to different charity groups, and how much time they spend volunteering. Discriminating Shopper- The Discriminating Shopper index aims to identify the extent to which population segments do research before making purchases, and how easy or difficult they will be to win over. Environmental Consciousness- The Environmental Consciousness index aims to identify the extent to which population segments alter their lifestyle for the environment and shows overall concern about environmental issues. Health & Wellness- The Health & Wellness index aims to identify the extent to which population segments monitor and maintain their health and wellbeing. Market Maven- The Market Maven index aims to identify the extent to which population segments adopt new products and brands, and share their opinions with others. Money Manager The Money Manager index aims to identify the extent to which population segments manage their personal finances including retail, online, and mobile banking practices; retirement and savings; and keeping up with financial news. Political Engagement- The Political Engagement index aims to identify the extent to which population segments are involved in all levels of politics. Price Sensitivity- The Price Sensitivity index aims to identify the extent to which population segments are price-conscious when shopping, both as a whole and across specific categories. Social Media- The Social Media index aims to identify which social media platforms population segments use, and the extent to which they influence their preferences and behavior. Sports Fan- The Sports Fan index aims to identify the extent to which population segments are interested in different types of sports. Tech Savvy- The Tech Savvy index aims to identify the extent to which population segments use their digital devices and are informed and aware of the latest technology available. TV Viewing- The TV Viewing index aims to identify the extent to which population segments watch various genres of TV and are influenced by what they see on TV.
39 About the CivicScience Methodology: CivicScience collects real-time consumer research data via polling applications that run on hundreds of U.S. publisher websites, cycling through thousands of active questions on any given day. Respondents answer just for fun, are 100% voluntary opt-ins, and are kept anonymous, allowing for greatly reduced bias and higher levels of engagement. Using technology, CivicScience builds deep psychographic profiles of these anonymous respondents over time, providing valuable consumer sentiment data to the decision makers who care. Automated data science technology allows clients to rapidly gain robust consumer insight and trending reports. The CivicScience methodology has been scientifically validated by a team of academic leaders and by independent consulting firms. Responses may be weighted for U.S. census representativeness for gender and age. CivicScience currently has more than 28 million anonymous consumer profiles and 600 million responses stored, growing daily. 11/11/2014 biz.civicscience.com 39
40 CivicScience DeepProfile - How it Works For the segments we re interested in, we look at how those people responded to thousands of other questions in our database, building a contingency table for each pair of questions. We automatically mine thousands of questions related to our 12 DeepProfile indices, plus demographic and behavioral attributes such as: Lifestyle Media consumption Entertainment Technology usage Health and wellness Politics and ideology Other general attributes We calculate each table s Pearson s chi-squared statistic, and then employ the Benjamini-Hochberg false detection rate procedure to screen out likely false positives (i.e., statistically-significant associations that may be due to random chance). The tables that pass through our screening process are then ranked by their Tschuprow s T coefficient, which measures strength of association.
41 The CivicScience InsightStore The leading intelligent polling and real-time consumer insights platform. Runs on the largest proprietary, syndicated, and independent consumer survey database. Supports a variety of consumer research solutions, including our DeepProfile. Dynamic Question Library Publisher Audience Network Correlation Discovery Engine Real-Time Insights Solutions biz.civicscience.com
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