How Reach in Digital has Changed (From 2003 to 2009)
What’s popular always changes. Not just in content, but also in categories of content and services. At the Chairman’s reception at ad:tech in San Francisco, Charles Buchwalter, SVP, Research and Analytics, Nielsen Online provided some eye opening research about the “Short Tail” in digital, which is defined as those online subcategories that achieved a reach of 20% or more.
In 2003, these categories were used by at least 20% of all online users:
- General Interest Portals & Communities
- Classifieds/Auctions
- Search
- Software Manufacturers
- Mass Merchandiser
- Shopping Directories & Guides
- Internet Tools/Web Services
- Member Communities
Here’s how the “Short Tail” changed in 2009 (reach > 20%):
- General Interest Portals & Communities
- Member Communities
- Classifieds/Auctions
- Search
- Videos/Movies
- Software Manufacturers
- Mass Merchandiser
- Research Tools
- Weather
- Maps/Travel Info
- Apparel/Beauty
- Hardware Manufacturers
- Multi-category News & Information
Shopping Directories & Guides, plus Internet Tools/Web Services didn’t make it to 2009. And look at all the niche categories at the end of the 2009 list. We’ve definitely shifted our attention and our content consumption by great numbers online.
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