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Netpop | Response: Full Report

Product Type: Market Research Report
Published by: Media-Screen LLC
Published: December 2006
Product Code: R3532-3
Description
We developed Netpop | Response to investigate the relationship between smaller sites and online advertising. From over one hundred special interest categories, the 1,356 broadband users who participated in this study generated over 17,000 site “mentions,” spanning over 4,000 unique web domains. Each site mention was rated to understand how users react to the brands and products advertised on those sites

In addition to special interests and size of site, Netpop | Response examines the impact of type of site (e.g., shopping or search engine), demographics, and psychographics on response to advertising among broadband consumers.
Table of Contents
Netpop | Play: Full Report

1. Broadband Play

a. New Media Landscape

b. Amount of Spare Time Spent Online

c. Online versus Analog Media Habits

d. Time Online Allocated to Leisure and Entertainment

e. Frequency of Access

f. Access Devices

g. Mobile Play

2. Pull-Based Marketing

a. Online versus Offline Sources

b. Response to Online Advertising

c. Entertainment on "Long Tail" Sites

d. Analysis of Sites Visited Regularly

e. Primary Role of Entertainment Sites

f. Impact on Overall Enjoyment

3. Content Creation

a. Community-Based Activities

b. Influence of User-Generated Sources

c. Fan-Related Activities

d. Communitainment

e. Emergence of Home-Grown Content

4. Content Creation: User Profiles

a. Online Insiders

b. Social Clickers

c. Content Kings
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