TNS Digital Life 2011- Worldwide study on online consumer behaviour

Digital Life 2011 © TNS 2011

The Digital Life PropositionDigital Life identifies opportunitiesto grow your business, through aprecise understanding of humanattitudes and behaviours online 2 Digital Life © TNS 2011

Based on in-depth conversations with 72,000in 60 countries, representing 93% of theglobal internet populationNorth America Europe Asia and Middle-East Covered in 2010 & 2011 (47)Canada Austria ChinaMexico Belgium Hong Kong New for 2011 (13)USA Czech Republic India Denmark IndonesiaSouth America Estonia IsraelArgentina Finland JapanBrazil France MalaysiaChile Germany PakistanColombia Greece PhilippinesPeru Hungary Saudi Arabia Ireland SingaporeAfrica Italy South KoreaEgypt Luxembourg TaiwanGhana Netherlands ThailandKenya Norway TurkeyMorocco Poland UAENigeria Portugal VietnamSouth Africa RomaniaTanzania Russia AustralasiaUganda Slovakia Australia Spain New Zealand Sweden Switzerland Ukraine UK 3 Digital Life © TNS 2011

With detail available across 34 categories Writing / Reading Research behaviour Purchase behaviour brand comments Confectionary, snacks, Skin care Motorcycle Computer peripherals treats Hair care Alcoholic Beverages Credit cards Mobile phones Personal hygiene Non Alcoholic beverages Insurance Mobile gadget Oral Care Pet Food Banking products Camera (still and video) Cleaning/household Tobacco/ cigarettes Music TV White goods and home Baby care Clothes & Shoes Movies appliances Over-the-counter Internet or Phone Holiday/travel PC / Laptop / Tablet medicines Services Cosmetics / facial care Prescription Medicines New car Food products Second hand car Software 4 Digital Life © TNS 2011

Addressing the key questions that informstrategic marketing investment Reach the Digital User, understand:Users What’s the reach, size, structure of the digital channel?“I am online” Can I get my message to users in new markets? How do I communicate with my target group? Engage with the Digital Consumer, understand:Consumers How are consumers interacting with brands online?“I engage withbrands online” Should I build friends and fans on social networks? What brand opinions are consumers forming through digital? Identify & cultivate the Digital Advocate, understand:Advocates What is the level and influence of buzz for my category?“I tell others onlineabout brands” Who is talking about my category and who is listening? What‘s the impact of negative conversation online?Customers Convert the Digital Customer, understand:“I use online What is the role of online and offline channels throughout the path-to-prior to and for purchase, for researching and buying products?purchase” How can I encourage my customers to purchase online? 5 Digital Life © TNS 2011

Some key insights….. Digital Life © TNS 2011

Digital presents four clear opportunitiesfor brands to access different consumerbehaviours Reach 1,938,059,098 people online in the 60 markets we covered Engage 1,627,969,642 people on social networks with 767,471,403 building relationships with brands Activate 846,931,826 write about brands whilst 1,391,526,432 read and are influenced by these comments Convert 1,577,580,106 people use Digital to research products and services they go on to purchase 7 Digital Life © TNS 2011

The size and nature of the opportunity willdiffer by audience, category, or market Global Netherlands Internet 30% 88% Penetration % of internet users % of internet users that: that: Go online daily Are brand fans on SN Write about brands online Research brands online 8 Digital Life © TNS 2011

Delivering a need to summarise theopportunity across these four areasinto a single indicator score - theDigital Growth Index Reach Frequency, behaviours, motivations Engage Strengthen brand connection Activate Amplify positive buzz Convert Influence decision-makingA single KPI The Digital Growth Index 9 Digital Life © TNS 2011

Markets are then mapped by looking at thesize of the online population (Internetpenetration) and the size of the opportunitywithin that population (Digital Growth Index) High Penetration, Low Index – High Internet High Penetration, High Index– Utilise large reach, engage Penetration Major opportunity, invest outliers heavily Netherlands South KoreaLow Growth High Growth Index Index China Ghana Low Internet Low Penetration, Low Index– Penetration Low Penetration, High Index – Tap into latent demand, Drive growth through engaged plan for future opportunity early adopters 10 Digital Life © TNS 2011

Internet penetration is very high in theNetherlands; however daily usage is lowcompared to similar markets Internet penetration (%) Using daily (%)Source [Internetworldstats; Digital Life] Base: Total Market Population; Min 500 11 Digital Life © TNS 2011

Young people and males spend the most timeonline in the Netherlands Mean hrs spent online per “I worry that I spend too much week for leisure purposes time on the Internet” (%) 15 15 14 13 16 16 15 16 12Question: S7, A2; Time spent online, Internet attitudes Base: All respondents, top 2 box; 1001,505,496,99,73,186,235,222,186 12 Digital Life © TNS 2011

Though Dutch involve themselves in manyactivities when online, primarilycommunication and entertainmentShare of time foronline activities Communicationin averageweek (hrs) Entertainment Information ManagementQuestion: B2; DL activity time spend Base: All respondents; 1001 13 Digital Life © TNS 2011

A high percentage of Dutch people use SocialNetworks daily, however they are less keenon befriending brands when online % using social daily Mean no. of brand ‘friends’Source [Internetworldstats; Digital Life] Base: Total Market Population; Min 500 14 Digital Life © TNS 2011

People across all age groups do not want to be bothered by brands on social networks Social Networks are a place where I don’t want to be bothered by companies/organisations (%) % AgreeQuestion: [B18]; [SNs are a place I don’t want to be bothered by companies/organisations] Base: [Social Network Users]; 798,389,409,94,69,164,183,160,128 15 Digital Life © TNS 2011

However, they do believe that opinionswhich they express online can have aninfluence on brands Posting comments online is an effective way to influence companies I expect companies to contact me if I write something about them (%) I find it a scary thought that companies would track what I write about them % AgreeQuestion: [I8a]; [Attitudes to comments & reviews] Base: [All Writers]; 214 16 Digital Life © TNS 2011 xx

Consumers are keen to read about brandsonline, however they are less likely toexpress their own opinion % reading about brands % writing about brandsSource [Internetworldstats; Digital Life] Base: Total Market Population; Min 500 17 Digital Life © TNS 2011

Advocacy can impact on some categoriesmore than others, depending on howinvolving the category is High impact, low quantity – Most read Most advocated – engage the influencers about Join the conversationLeast written Most written about about Low online chatter – Lots of noise, little interest – drive engagement through Least read Track & respond to key creative execution about messagesQuestion: [I5 (1 & 2)]; [Categories written/read about online] 18 Digital Life © TNS 2011

In the Netherlands, just over a quarter ofpeople say that reading a negative reviewonline will have an impact on their productchoice Even a single negative review can have an impact on products I buy (Top 2 Box Agree %)Question: [I11][Attitudes to comments/reviews] Base: [All Readers];562,302,260,51,38,102,138,130,103 19 Digital Life © TNS 2011

Our deliverables Global Report What are the strategic themes within digital that I have to be aware of?Also available Local Reports Website What are the major digital How can I interact with the data and opportunities available to me within share multimedia content online? my market? www.tnsdigitallife.com Bespoke Reports & Activation workshops Analysis How do I immerse myself in the What are the specific opportunities most relevant findings, and really open to me within my category, embed the insights within my region, or unique to my target group? business? Data tools Digital Lifestyles How can I best interrogate data to get How do I embed digital across the to precise solutions to my business planning cycle through the use of issues and target groups? digital typologies? 21 Digital Life © TNS 2011

Your contact for the studyClients remy.bleijendaal@tns-nipo.com 06-39570669 Find me @ LinkedIn TwitterPress martin.warmelink@tns-nipo.com 06-53720496 Digital Life © TNS 2011

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TNS Digital Life 2011- Worldwide study on online consumer behaviour

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