Online Climate Data Source Market Evaluation Study

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Respondents look for climate data from an assortment of media other ... Other nearby news destinations and neighborhood TV Web locales outflanked The Weather Channel ...

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Online Weather Information Source Market Assessment Study February 13, 2008

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Table of Contents Accessing Weather Information Awareness Usage Attribute Importance and Performance Summary and Recommendations Demographics

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Accessing Weather Information

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Accessing Weather Information – Source keeping in mind the end goal to take an interest in this concentrate, all respondents more likely than not showed that they get to climate data through the Internet. About 75% of potential respondents fulfilled this measure. Respondents look for climate data from an assortment of media other than the Internet, prevalently nearby TV stations (74% of respondents). n=516

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Accessing Weather Information – Location most by far of respondents (92%) get to the Internet from home when social occasion climate data, and around 33% of respondents (29%) get to the Internet from work while doing as such. All respondents have either link or DSL Internet access at home. There were no reliable demographic contrasts in this information. Areas Internet Accessed Type of Internet Service at Home n=516

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Accessing Weather Information – Frequency keeping in mind the end goal to take an interest in this concentrate, all respondents more likely than not got to climate data by means of the Internet in any event once in the seven days before taking the review. A dominant part of respondents (57%) had gotten to climate data by means of the Internet one to five times in the past seven days. n=516

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Heavy Users versus Light Users For the motivations behind examination, respondents who had gotten to online climate data 1–5 times in the earlier week are viewed as "light clients" and the individuals who had gotten to online climate data more than 5 times are viewed as "overwhelming clients." Younger respondents and female respondents will probably be light clients. There were no other key demographic contrasts between light clients and substantial clients.

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Awareness

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Unaided Awareness Unaided consciousness of The Weather Channel was altogether higher among respondents ages 18–24 (87%), and it diminished as age expanded, dropping to 36% among those 65 and more established. Unaided familiarity with neighborhood TV Web destinations was altogether higher among respondents ages 45–54 (64%) than among most other age bunches. n=516

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Total Awareness Heavy clients were essentially more probable than light clients to know about WeatherBug, AccuWeather, NBC Weather Plus, Intellicast, and Weather Underground. Attention to Google was essentially higher among respondents ages 18–24 (76%) than most other age bunches. Consciousness of NOAA was fundamentally higher among respondents ages 55–64 (47%) than most other age bunches. n=516

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Usage

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Overall Usage As may be normal, The Weather Channel drove all Web locales regarding general utilization, as 67% of respondents had already utilized this webpage. Predictable with mindfulness information, substantial clients were fundamentally more probable than light clients to have utilized WeatherBug, AccuWeather, NOAA, NBC Weather Plus, Weather Underground, and Intellicast. Respondents 18–24 were altogether more probable than most other age gatherings to have utilized Google (40%). n=516

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Primary Usage Just more than seventy five percent of respondents (77%) demonstrated that they have maybe a couple online climate data sources that they like to all others; the staying 23% said that every single climate webpage are fundamentally the same to them. Among respondents who utilize more than one source, 32% utilize The Weather Channel generally often. Rates of essential use for The Weather Channel had a tendency to be higher among more youthful respondents (43% among ages 18–34), and rates of essential use for neighborhood TV Web locales had a tendency to be higher among more seasoned respondents (18% among ages 55 and more established). n=397

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Primary Usage – Heavy Users versus Light Users Light clients were altogether more inclined to utilize The Weather Channel and neighborhood TV Web destinations as their essential wellspring of online climate data, while overwhelming clients were fundamentally more inclined to utilize WeatherBug as their essential source.

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Reasons for Using Primary Source Overall, respondents refered to various purposes behind utilizing a specific online climate data source more than others. n=504

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Reasons for Using Primary Source Classified into two more extensive classifications of 1) ascribes identified with brand or URL, (for example, a simple to recall Web website) and 2) credits identified with webpage components, (for example, radar, maps, and representation), this information recommends that brand/URL is a more vital driver of utilizing a specific online climate data source. Mark/URL-related properties were refered to by 57% of respondents as purposes behind utilizing their essential online climate data source; highlight related qualities were refered to by just 35% of respondents. n=504

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Reasons for Using Primary Source The Web destinations utilized regularly are separated as a part of terms of why respondents utilize them more frequently than different wellsprings of online climate data. Visit clients of MSN and Yahoo utilize these locales more frequently than others since they are set as a landing page or email page. As may be normal, visit clients of nearby TV and different news destinations most generally refer to neighborhood climate data as the explanation behind utilizing those locales more than others. Clients of WeatherBug note its nearness on their desktop as the essential explanation behind utilizing it more than different sources.

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Usage Characteristics Respondents most ordinarily get to online climate data hotspots for serious climate or tempest data (77%), arranging fitting clothing for the climate conditions (61%), and driving or activity data (47%). Substantial clients for the most part specified a larger number of purposes behind getting to data than light clients and will probably refer to a large portion of the reasons recorded underneath, including extreme climate or tempest data, arranging suitable clothing, and appreciating taking after the climate. n=516

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Usage Characteristics Respondents did not have all the earmarks of being fundamentally drawn in with the online climate data sources that they utilize; generally speaking, just 19% as of now have a no-expense membership and under 5% pay a membership charge or have contributed content. Essential clients of WeatherBug were by a wide margin the no doubt gathering to show that they at present have a no-charge membership, as 54% did as such. Overwhelming clients were fundamentally more probable than light clients to have a current no-expense membership (29% contrasted with 11%) and to pay a charge to get to improved administrations (6% contrasted with 1%).

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Attribute Importance and Performance

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Attribute Importance Overall, respondents evaluated Trustworthy , Provides precise gauges , Is anything but difficult to utilize , and Understands climate where I live as the most essential qualities while selecting an online climate data source. Overwhelming clients tended to give higher appraisals of significance on most characteristics and had a fundamentally higher mean rating for Relevant to my way of life , Interactive maps and radar , Educational climate content , and Environmental and atmosphere content . Is anything but difficult to utilize , Understands climate where I live , Relevant to my way of life , and URL/deliver that is anything but difficult to recollect were fundamentally more imperative to females. n=516 Not at immensely critical (1) Extremely vital (10)

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Attribute Importance Responses to an open-finished question asking about the most imperative figure choosing which online climate data source to utilize are reliable with the characteristics that were distinguished in the appraisals addresses similar to the most essential: exactness, convenience, and nearby climate data were among the most vital components. There were no noteworthy contrasts between overwhelming clients and light clients. n=516

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Differences in Attribute Importance Is anything but difficult to utilize was more vital to essential clients of Google than to essential clients of different locales. Alarms me of serious climate was moderately more imperative to essential clients of WeatherBug and AccuWeather. Intuitive maps and radar was generally more essential to essential clients of AccuWeather and NOAA. URL/deliver that is anything but difficult to recall was moderately more imperative to essential clients of Google and The Weather Channel. Fun and fascinating was moderately more critical to essential clients of AccuWeather. Climate photograph sharing was generally more essential to essential clients of AccuWeather. Climate online journals and discussions was generally more essential to essential clients of AccuWeather, WeatherBug, and Yahoo.

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Attribute Performance Overall, The Weather Channel was the top Web website as far as property execution. It got the best or second-best evaluating on 8 of the 15 properties and on 3 of the 4 most imperative traits. Likewise performing admirably on the most essential qualities were neighborhood TV Web destinations, which got the best or second-best evaluating on the majority of the five most imperative properties. AccuWeather and other nearby news destinations were the top entertainers on a hefty portion of the ascribes less vital to respondents, by and large ones identified with upgraded content or practical capacities. The most reduced performing destinations by and large were WeatherBug, NOAA, and Intellicast.

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Attribute Performance Matrix – Total Sample The table underneath presentations the relative execution of every contender on every quality, positioned from 1 to 10, for the aggregate specimen. The qualities are recorded in slipping request from most imperative to slightest critical. The contenders are recorded left to right from best general execution to most exceedingly terrible general execution over all characteristics (in view of a composite score weighted to represent the relative significance of every quality). The best and most exceedingly bad scores for every property are highlighted in green and pink, separately.

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Attribute Performance Matrix – Heavy Users The table underneath presentations the relative perf

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