1. 11 Defining the BlogHer Network Audience

2. 2 Nielsen Online @Plan Helps us Define the BlogHer Audience 2 Who they are What they buy Where they go for leisure activities How they are geographically dispersed in the U.S. When they are making life stages changes

3. 3 Demographic Profile: They are young, well educated and affluent 3 Top Index Profile Points: Work in a high tech industry (160) Have Post Grad college degree (152) Age 25-39 (145) Have Children under age 2 (132) HH Income $150K+ (121) Professional (136) Source: Nielsen Online @Plan Spring 2010

4. 4 Computer-Electronics: They spend a lot of $$ on consumer electronics 4 Top Index Profile Points: Shopped online for video games (236) Purchased computer hardware for work (209) Purchased a smart phone anywhere (181) Source: Nielsen Online @Plan Spring 2010

5. 5 Car and Truck: They use the Internet to help with automotive decisions 5 Top Index Profile Points: Purchased auto loans online (200) Own a Saab (206) Purchased Auto Insurance online (177) Source: Nielsen Online @Plan Spring 2010

6. 6 Finance: They are savvy with money 6 Top Index Profile Points: Shopped online for a new credit card (199) Purchased Money Market Fund online (186) Purchased stocks online, last 6 months (163) Source: Nielsen Online @Plan Spring 2010

7. 7 Food and Beverage: BlogHer users are Foodies 7 Top Index Profile Points: Bought Jamba Juice, last 7 days (246) Heavy online spending for gourmet food (220) Purchased Heineken light beer last 7 days (216) Source: Nielsen Online @Plan Spring 2010

8. 8 Games and Hobbies: Eclectic and Diverse interests…Museums and College Football! 8 Top Index Profile Points: Shopped online for computer software games(228) Purchased College Football tickets online (264) Purchased Ballet/Dance tickets online (181) Source: Nielsen Online @Plan Spring 2010

9. 9 Geography: Dispersed across markets large and small 9 Top Index Profile Points: Colorado Springs(310) Austin (199) Kansas (159) Large Markets: San Francisco (146) Boston(137) Chicago (121) Source: Nielsen Online @Plan Spring 2010

10. 10 House and Real Estate 10 Top Index Profile Points: Heavy spending for Home Improvement online or offline (275) Purchased gardening tools online (180) Shopped for appliances online (188) Source: Nielsen Online @Plan Spring 2010

11. 11 Health and Family: Online purchases for the busy BlogHer user 11 Top Index Profile Points: Bought educational software online (216) Bought family Health Insurance online (233) Purchased toys online (234) Source: Nielsen Online @Plan Spring 2010

12. 12 Influencer-Advisor: BlogHer users provide frequent advice about everything 12 Top Index Profile Points: Posted or sought product review last 30 days (184) Provides frequent advice about websites and Internet(157) Provides frequent advice about online shopping(159) Source: Nielsen Online @Plan Spring 2010

13. 13 Internet Access and Activities: One of the most digitally savvy audiences online 13 Top Index Profile Points: Listened to live concert online (222) Published a blog last 30 days (220) Watched a “how-to” video online(208) Source: Nielsen Online @Plan Spring 2010

14. 14 Shop Products: BlogHer Users Shop ‘Til They Drop 14 Top Index Profile Points: Purchased videogames online (236) Shopped online for books on tape (260) Bought cosmetics online (229) Bought movie tickets online (224) Source: Nielsen Online @Plan Spring 2010

15. 15 Shop Stores: Clothes, Home and Electronics 15 Top Index Profile Points: Express (244) The Body Shop (231) Restoration Hardware (227) Source: Nielsen Online @Plan Spring 2010

16. 16 Telco: Smart Phones Rule for BlogHer Users 16 Top Index Profile Points: Watched video on the phone last 30 days (189) Shopped online from a cell phone last 30 days (185) Listened to MP3 music on cell phone (177) Source: Nielsen Online @Plan Spring 2010

17. 17 Travel 17 Top Index Profile Points: Stayed at Hyatt for business, last 3 months (208) Extended Stay America for business or vacation (236) Stayed at Radisson Hotel for business (209) Source: Nielsen Online @Plan Spring 2010

18. 18 Audio-Radio 18 Top Index Profile Points: World music genre (208) Children’s Music(206) Live concerts online last 30 days (222) Top Music Genre by % Comp: Classic Rock (30%) Country (23%) Soft Rock (22%) Source: Nielsen Online @Plan Spring 2010

19. 19 Video/TV/Movies: Calling all Movie Studios, BlogHer Users Buy Tickets Online 19 Top Index Profile Points: Purchased movie tickets online (214) Watched a TV program based on an online ad (228) Shopped online for DVD of TV shows (211) Source: Nielsen Online @Plan Spring 2010