AMEX SBS Audience Report

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DATA VISUAL BRIEF
by Norris A. A. Rowley Jr. & Devin Asaro
1
TITLE CARD
Title: Valentine's Day
Subtitle: Online Dating Habits Before & After
Target Audience
People that are interested in online dating
Demo: Men & Women 30 -45
Story
Track and detail online dating habits around Valentine’s Day. Highlighting the days
leading up to Valentine’s Day, along with the days following. Also taking into account the
overall yearly traffic to dating websites
Visual
Minimalist, data-forward designs that I’m talking about.
•
Stay away from high-concepts, we don’t want to confuse the user since we’re already hitting them with a lot of data.
STYLE EXAMPLE
minimalism of this: http://api.ning.com/files/agwb8Ekw2FwRWyKWS5ATE*a8*C9ggkdjoUOqeTwYkkbWf8GwXn
Dk*S3LnCDPFqQYFA*PoVIQ8qpQVQRalBwCIMIYWeCwq0l/
Snow_White_texture1.jpg
graphic elements of this: http://media-cacheec3.pinterest.com/192/0d/70/f7/0d70f7f796e33a500e01bd0f8f
bb5387.jpg
two-color elements of this:
data-forward this is: http://www.marykay.com/en-
http://www.bitrebels.com/wp-content/uploads/2011/12/OldFashioned-Infographic-Designs-7.jpg
US/DontLookAway/PublishingImages/MK_InfoGraphic_D1.jp
g
INTRO COPY
Do dating sites see more traffic on Valentine’s day?
Well, not really.
[line graph showing volume from Wednesday 2/10 to Monday 2/15, emphasizing spike on Friday and flatness of sat and sun. Clearly emphasize valentines day.]
But they do see a big spike a few days before Valentine’s day. Though on the big day (and the
day before) they drop down to just above normal.
Why? People don’t set up first dates for Valentine’s day. It’s just way too much pressure.
The real increase in traffic comes a few days after Valentine’s day. That’s when singles get sick
enough of seeing their friends’ romantic photos, and get the dating bug.
[line graph of volume from Saturday 2/13 to Tuesday 2/22, emphasizing spike and then return to normal, and clearly showing Valentine’s day]
After a week of heightened volume, the February daters forget about their love lives again, and
online dating traffic drops right back to normal.
COPY
What do the numbers look like the rest of the year?
The numbers stay steady for most of the year. But, like gym memberships, online dating also
sees spikes in January as people make New Year’s Resolutions.
[no graph here. Perhaps just some sort of visual representation that shows people feeling determined and confident, and then, later, feeling lazy/depressed.]
On a week-to-week basis, traffic peaks on Sunday and falls off significantly on Wednesday.
Who uses online dating?
•
24% of dating site visitors are married.
•
There are 3% more African American people on dating sites than White People.
•
People age 60 – 64 see an 8 percent spike in online dating over people 55-59.
•
College graduates do more online dating than people without degrees.
INFOGRAPHIC MOCK-UP
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