The Digital Consumer- A PerspectiveMichael PayneDirector of Insights & One-to-One MarketingDepartment for Culture, Media a...
The Digital Consumer - A Perspective    1. Digital consumers are not one homogenous group    2. Blissful ignorance and bli...
For those under 30(ish) the world has always been    digital…    • Information on everything and anything is available at ...
Blissful ignorance and blind trust is prevalent    • There is poor understanding of      the mechanics that cross         ...
What people say and what people want online      may not be the same    • Expect kids protected     • … don’t want bodies ...
How people behave offline and online may    not be the same    • Online behaviour is dis-                                 ...
Online is driving higher expectations offline but    the relationship is asymmetrical    • Higher expectations:     - inst...
Simplicity is the ultimate sophistication    • Consumers are more adept      …and more impatient    • Expect it to work an...
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Virgin Media, The digital consumer - a persective

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Virgin Media, The digital consumer - a persective

  1. 1. The Digital Consumer- A PerspectiveMichael PayneDirector of Insights & One-to-One MarketingDepartment for Culture, Media and SportConsumer Perspective Seminar4th July 2012
  2. 2. The Digital Consumer - A Perspective 1. Digital consumers are not one homogenous group 2. Blissful ignorance and blind trust is prevalent 3. What people say and want online may not be the same thing 4. How people behave offline and online may not necessarily be the same 5. Simplicity is the ultimate sophistication2
  3. 3. For those under 30(ish) the world has always been digital… • Information on everything and anything is available at the touch of a button…. • … Wider circles of acquaintance, but smaller groups of close friends • Technology is used as a form of self expression Others know the net has good deals but worry about… • …Buying on line • …‘breaking the computer’ • …running up bills3
  4. 4. Blissful ignorance and blind trust is prevalent • There is poor understanding of the mechanics that cross ‘my friends son segment boundaries… helps me – he’s a - ‘Up to’ speeds computer whiz kid’ - Impact of concurrent usage - Web pages are data - Computer setting effect speed - Routers effect speed ‘… if I’ve actually - Virus settings spoken with other people on forums. I feel less • Help is valued from trusted sources … but the definition of vulnerable to a mistake trust is broad when I actually do buy’ Advice about the internet must be seen to be independent4
  5. 5. What people say and what people want online may not be the same • Expect kids protected • … don’t want bodies to from improper content… censor information… • Expect better results • … want to be able to access and products through everything personalisation… • Expect online prices to • … want to be able to touch be mirrored offline… and feel products beforehand • Expect protection from • …. are lax in attitudes to unscrupulous sellers… passwords and own security5
  6. 6. How people behave offline and online may not be the same • Online behaviour is dis- ‘……. I think you inhibited as people feel more have to give back remote from the actual event a little to the little people.” - Offline: expect rules, control and follow social norms in an offline world ’ and there is an expectation of collective or community responsibility - Online: expect less rules and ‘I can’t imagine controls; more freedom of expression paying for my and of behaviour. More focus on music’ individual responsibility.6
  7. 7. Online is driving higher expectations offline but the relationship is asymmetrical • Higher expectations: - instant access, 24 hours, immediate response - Price comparison behaviour the norm - Power of the consumer voice - Simplicity driving increased expectations that no help will be needed7
  8. 8. Simplicity is the ultimate sophistication • Consumers are more adept …and more impatient • Expect it to work and be simple • Expect it now • Devices expected to work together automatically Anything that makes life more complicated will ultimately fail8

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