Digital Life webcast presentation

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View the presentation given at the launch webcast featuring some of the key findings from the Digital Life study.

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Digital Life webcast presentation

  1. 1. Global Webcast© TNS 2011
  2. 2. What is Digital Life? Global Webcast 2 © TNS 2011
  3. 3. The most comprehensive view of consumer attitudesand behaviour online Global Webcast 3 © TNS 2011
  4. 4. Digital lives comprise many activitiesShare of hours in an average week online18hrs/wk 9% 31% Communication Social networking & connecting Email24% Entertainment Multi-media & entertainment Online gaming Personal interest Shopping Information Pre-purchase & browsing Knowledge & education News, sport & weather Management Personal admin 37% Global Webcast 4 © TNS 2011
  5. 5. Meeting many needsThe Internet helps me to…% agreeHave fun 55Better express my feelings 42Explore my personality 34Improve my self-confidence 34Pass on news / events to others 34Connect closely to others 51Expand my network 52Keep in touch with others 61 Global Webcast 5 © TNS 2011
  6. 6. Throughout the dayA constant companion from dawn to dusk…61% of mobile and tablet users feel they are PC Mobile“always connected to the Internet” Tablet Early Late Early Early In bed before morning morning afternoon evening I go to sleepIn bed when Commuting Midday Late Late DuringI wake up afternoon evening the nightAccess by day part and device (all consumers) Global Webcast 6 © TNS 2011
  7. 7. The internet is just one part of a complex realityFragmented pathways between buyers, behaviours and brands Global Webcast 7 © TNS 2011
  8. 8. Tanzania Ghana India Uganda Kenya Pakistan South Africa Indonesia Egypt Thailand Nigeria Philippines© TNS 2011 Peru Global Webcast Vietnam Mexico Ukraine Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal Italy Chile Poland Malaysia Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Israel Slovakia Austria Estonia Singapore Belgium US Australia Taking share of influence from traditional sources Japan Canada Germany % describing TV as an important source of information at any stage in the consumer journey Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway 8
  9. 9. Tanzania Ghana India Uganda Kenya Pakistan South Africa Indonesia Egypt Thailand Nigeria Philippines© TNS 2011 Peru Global Webcast Vietnam Mexico Ukraine Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal Italy Chile Poland Malaysia Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Israel Slovakia Austria Estonia Singapore Belgium US Australia Taking share of influence from traditional sources Japan Canada Germany % describing TV as an important source of information at any stage in the consumer journey Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway 9
  10. 10. Tanzania Ghana India Tanzania Uganda Kenya Pakistan South Africa Indonesia Egypt Thailand Nigeria Philippines© TNS 2011 Peru Global Webcast Vietnam Mexico Ukraine Mexico Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal Italy Chile Poland Malaysia Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Hong Kong Israel Slovakia Austria Estonia Singapore Belgium US Australia Taking share of influence from traditional sources Japan Canada Germany % describing TV as an important source of information at any stage in the consumer journey Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway Norway 10
  11. 11. Business growth in a digitally-enabled world1. Consumers: Content, connection, community2. Brands: Relevance and utility3. Paths to purchase: Integration across the marketing and business cycle Global Webcast 11 © TNS 2011
  12. 12. 1 Consumers: Content, connection, community Global Webcast 12 © TNS 2011
  13. 13. Digital enables self-expressionThe Internet helps me to…% agreeHave fun 55Better express my feelings 42Explore my personality 34Improve my self-confidence 34Pass on news / events to others 34Connect closely to others 51Expand my network 52Keep in touch with others 61 Global Webcast 13 © TNS 2011
  14. 14. Leading to an explosion in consumer content generationEvery week I...Upload photos 32Microblog 30Upload videos 29Write a blog 26 Global Webcast 14 © TNS 2011
  15. 15. With a very real audienceHappy to consume content, wherever it comes from...% consuming a user-generated % consuming professionally-producedonline video online video 70% 62% Global Webcast 15 © TNS 2011
  16. 16. Tanzania Ghana India Uganda Kenya Pakistan South Africa Indonesia Egypt Thailand Nigeria Philippines© TNS 2011 Peru Global Webcast Vietnam Mexico Ukraine Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal And there is an audience for it... Italy Chile Poland Malaysia % of total market population writing about brands online % of total market population reading about brands online Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Israel Slovakia Austria Estonia Singapore Belgium US Australia Brand content is firmly in the hands of the masses Japan Canada Germany Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway 16
  17. 17. Tanzania Ghana India Uganda Kenya Pakistan South Africa Indonesia Egypt Thailand Nigeria Philippines© TNS 2011 Peru Global Webcast Vietnam Mexico Ukraine Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal And there is an audience for it... Italy Chile Poland Malaysia % of total market population writing about brands online % of total market population reading about brands online Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Israel Slovakia Austria Estonia Singapore Belgium US Australia Brand content is firmly in the hands of the masses Japan Canada Germany Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway 17
  18. 18. Tanzania Ghana India Uganda Kenya Pakistan South Africa Uganda Indonesia Egypt Thailand Nigeria Philippines© TNS 2011 Peru Global Webcast Vietnam Mexico Ukraine Romania China Brazil Colombia Morocco Brazil Russia Saudi Arabia Turkey Argentina Greece Portugal And there is an audience for it... Italy Chile Poland Malaysia % of total market population writing about brands online % of total market population reading about brands online Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Israel Slovakia Taiwan Austria Estonia Singapore Belgium US Australia Brand content is firmly in the hands of the masses Japan Canada Germany Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway Norway 18
  19. 19. Enabling connection and communityThe Internet helps me to…% agreeHave fun 55Better express my feelings 42Explore my personality 34Improve my self-confidence 34Pass on news / events to others 34Connect closely to others 51Expand my network 52Keep in touch with others 61 Global Webcast 19 © TNS 2011
  20. 20. Building wide networks…with massive potential reach for opinions and ideas...China USA Brazil 94 246 481 38 118 303 Total number of friends on SN Friends interact with regularly Global Webcast 20 © TNS 2011
  21. 21. Building wide networks…but brand friends are not common hereChina USA Brazil 94 246 481 17 23 19 Total number of friends on SN Total number of brand friends Global Webcast 21 © TNS 2011
  22. 22. And this environment doesn‟t always welcome brandsConsumers don‟t want to be bothered by brands...China USA Brazil17 23 19 53 60 52 Total number of brand friends % who do not want to be bothered by companies or organisations in social networks Global Webcast 22 © TNS 2011
  23. 23. 2. Brands: Relevance and utility Global Webcast 23 © TNS 2011
  24. 24. Messages are not in the control of brandsEven a stranger on the other side of the world is trusted more… Disagree Agree“What other people say about brandscan be trusted more than what thebrand says themselves” 13 57“I trust the comments my friendswrite about brands” 11 54“I trust the comments peopleI don‟t know write about brands” 21 41 Global Webcast 24 © TNS 2011
  25. 25. The consumer brand voiceI write about brands to…% agreeing 64 64 61 60 56 53 51 46 40Share Offer Praise Ask Share Criticise Share cool Customer Paid/ rewardedexperiences advice a brand advice answers/ a brand stuff from service for doing so opinions brands Global Webcast 25 © TNS 2011
  26. 26. The “always on” AdvocateOnline more of the time and with more mobile devices PC Mobile Tablet Early Late Early Early In bed before morning morning afternoon evening I go to sleepIn bed when Commuting Midday Late Late DuringI wake up afternoon evening the nightAccess by day part and device (Advocates) Global Webcast 26 © TNS 2011
  27. 27. Consumers can be positive and supportiveI write about brands to…% agreeing 64 64 61 60 56 53 51 46 40Share Offer Praise Ask Share Criticise Share cool Customer Paid/ rewardedexperiences advice a brand advice answers/ a brand stuff from service for doing so opinions brands Global Webcast 27 © TNS 2011
  28. 28. But are also able to criticiseI write about brands to…% agreeing 64 64 61 60 56 53 51 46 40Share Offer Praise Ask Share Criticise Share cool Customer Paid/ rewardedexperiences advice a brand advice answers/ a brand stuff from service for doing so opinions brands Global Webcast 28 © TNS 2011
  29. 29. So whilst brands might not lead the conversationTheir audiences are still reading about their products and services...% reading about category on their social network 31 28 28 26 24 20 20 Confectionery Baby care Mobile Clothes New car Credit cards Travel phone & shoes Global Webcast 29 © TNS 2011
  30. 30. They need to know where and when it is happeningReview sites are likely to be prioritised when actively searching...% reading about category on review sites 40 33 35 35 35 27 27 Confectionery Baby care Mobile Clothes New car Credit cards Travel phone & shoes Global Webcast 30 © TNS 2011
  31. 31. Negative comments resonate stronglyAnd can be a very real threat to sales...% agreeing“Even a single negative review can have an effect on how I feel about a brand” Global 52 Brazil 43 USA 50 China 64 Global Webcast 31 © TNS 2011
  32. 32. Online research is critical to some categoriesBut brands don‟t control what is discovered... % researching at all % researching online 87 88 87 90 83 77 65 67 67 58 59 52 50 28 29 24Confectionery Alcohol Cleaning Credit TV New car Mobile Travel products cards phone Global Webcast 32 © TNS 2011
  33. 33. Organic conversation varies across categoriesand participatory campaigns fuel conversation... Highly Researched Credit Cards MobileLow Levels of High Levels ofCategory WoM Category WoM Cosmetics Personal Hygiene Lightly Researched Global Webcast 33 © TNS 2011
  34. 34. Affinity comes at a priceConsumers expect a benefit from their support on a social network...Promotion/special offer 61 USA 65Access content 45 Brazil 50To show thata brand isimportant to me 44 China 77 Global Specific market Global Webcast 34 © TNS 2011
  35. 35. British Olympic Association: Our Greatest Team“Our challenge, as much to ourselvesas to anybody else, is „900 athletes 60million strong‟. A challenge taken onprincipally through the digital medium- to connect the entire nation to the 900athletes that will represent the nationnext year.” Hugh Chambers, Chief Commercial Officer, British Olympic Association Global Webcast © TNS 2011
  36. 36. Affinity comes at a priceApps represent a specific opportunity for connection...Promotion/special offer 61 USA 65Access content 45 Brazil 50To show thata brand isimportant to me 44 China 77To use specific appsor games providedby the brand 43 China 72 Global Specific market Global Webcast 36 © TNS 2011
  37. 37. „Lifestyle Management‟ as Utility:Extending the brand idea beyond the productwith Special K“I think the brands that are doingreally well are the ones where theproduct is not everything, the productis a component of what the brandrepresents.” Larry Bruck, Kellogg Company Global Webcast 37 © TNS 2011
  38. 38. 3. Paths to purchase: Integration across themarketing and business cycle Global Webcast 38 © TNS 2011
  39. 39. Actions speak louder than words when deliveringthe message that your brand meets consumer needs“When we launched online orderingjust over a decade ago, it was a hugeinvestment, but one that has continuedto pay off, year on year.” Chris Moore, CEO, Domino‟s Pizza Global Webcast 39 © TNS 2011
  40. 40. The complex reality Global Webcast 40 © TNS 2011
  41. 41. Unpacking the path to purchaseHow do we decide what to buyNumber of touchpoints used to research in the automotive category - USA 1. Become aware 2. Choose a product 3. Decide where to buy Global Webcast 41 © TNS 2011
  42. 42. Unpacking the path to purchaseHow do we decide what to buyNumber of touchpoints used to research in the automotive category - USA 1. Become aware 2. Choose a product 3. Decide where to buyData sources consulted… Online Consumer voice Offline Brand voice Global Webcast 42 © TNS 2011
  43. 43. Consumer and brand touchpoints are important sources…Touchpoint is important to me to…Consumer reviews (all categories) 33 28 20 1. Become aware 2. Choose a product 3. Decide where to buy 21 26 38TV ads (all categories) Global Webcast 43 © TNS 2011
  44. 44. …as are on and offline touchpointsTouchpoint is important to me to…Manufacturer‟s website (all categories) 27 22 18 1. Become aware 2. Choose a product 3. Decide where to buy 24 21 26Sales person in-store (all categories) Global Webcast 44 © TNS 2011
  45. 45. Integration of a multi-channel experience“If somebody goes to our website, sees anew game, they reserve on line, pick it up instore. The person in store sells them add-ondigital content for their game which isdelivered to them digitally to their „digitallocker‟ which they have because they area rewards member on our awardsprogramme.” Mike Hogan, CMO and SVP Marketing & Corporate Strategy, GameStop Global Webcast 45 © TNS 2011
  46. 46. But the world isnt flat! Global Webcast 46 © TNS 2011
  47. 47. The Digital Growth IndexThe opportunity for brand growth through digital Access Reach, Motivations, Behaviours Engage Strengthen brand connection Advocate Amplify positive buzz Transact Influence decision-makingA single KPI The Digital Growth Index Global Webcast 47 © TNS 2011
  48. 48. The Digital Growth IndexA precise view by geography and category High Internet Penetration USA South Korea Netherlands UAE Singapore Malaysia CzechLow Growth High Growth RepublicIndex Index China Ukraine Thailand Pakistan India Indonesia Low Internet Penetration Global Webcast 48 © TNS 2011
  49. 49. Different consumers with differing needsSegmented by attitude, motivations and behaviours... Engage Advocate Transact % with brand % writing about % researching connections on SNS brands online purchases onlineFunctional 27 24 88Aspirer 29 37 57Knowledge seeker 38 52 85Networker 52 37 90Communicator 44 62 90Influencer 48 66 86 Global Webcast 49 © TNS 2011
  50. 50. Bringing it together Global Webcast 50 © TNS 2011
  51. 51. Marketing in a Digital AgeContent is the currency of community, shaped and consumed by the masses Understand attitudes and motivations Within the “new noise”, quality, rather than share, of voice countsBrand as subject matter is alive and well, but brand voices lack trust Add value by facilitating content Add value by providing services to consumers beyond the core productTouchpoints along the path to purchase are varied and fragmented Build connections earlier in the customer journey to minimise the impact of negative buzz Understand the nuances of your geography and category to optimise the mix at each stage Global Webcast 51 © TNS 2011
  52. 52. From integrated marketing to integrated business planningFrom campaign integration to business integration:Working together with a common goal… Marketing and Consumer Insights teams Web, apps and software development teams CRM and Blogger Outreach teams Channel management and Retail teams Global Webcast 52 © TNS 2011
  53. 53. Explore more Digital Life findings at www.tnsdigitallife.comJoin our conversation @tns_global #tnsdl Global Webcast 53 © TNS 2011
  54. 54. Global Webcast© TNS 2011

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