The Evolving Online Consumer

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The Evolving Online Consumer

  1. 1. The Evolving Online Consumer Jonathan Sinton TNS Australia
  2. 2. About Digital Life 2011 The world’s largest study of internet attitudes & habits 2011: bigger than ever 60 markets 72,000 interviews Representing 93% of the internet population
  3. 3. 5 trends for 2012 1 THE EVOLUTION OF THE AUSTRALIAN CONSUMER 2 AUSTRALIANS ARE FINDING THEIR VOICE 3 CHANGING RETAIL MODELS 4 CONNECTING THE DOTS 5 HOW’S YOUR GAME?
  4. 4. Australians spending more and more time online Time spent online each week for leisure +9% 19.9 18.3 2010 2011
  5. 5. And the way we spend our time is changing 2010 Share of leisure time: 2011
  6. 6. Social Networking getting a greater share 2010 Share of leisure time: 2011 Social Networking +36%
  7. 7. Australians spending more time shopping online 2010 Share of leisure time: 2011 Shopping +16%
  8. 8. Personal email usage is in decline 2010 Share of leisure time: 2011 Email -9%
  9. 9. And the way we consume news is changing 2010 Share of leisure time: 2011 News, Sport & Weather sites -13%
  10. 10. The base of mobile web users is increasing rapidly Using Mobile Web in the past 4 weeks +85% 37 20 2010 2011
  11. 11. And our reliance on our mobiles is growing Average Time using Mobile Web each week +10% 4.4 4 2010 2011
  12. 12. Tablets are becoming more common Penetration of tablets in Household +188% 23 8 2010 2011
  13. 13. And tablets are creating new usage occasions Time spent online per week All Internet users 19.9Mobile Internet Users 25.8 Tablet Users 32.7
  14. 14. Our view of the digital worldTNS Digital Life http://2010.tnsdigitallife.com/an-intro-to-the-digital-lifestyles/
  15. 15. As behaviour changes, segments alter 26 20 19 19 10 6 2010
  16. 16. As behaviour changes, segments alter 27 25 16 16 8 8 2011
  17. 17. In essence, our daily lives are evolving 2 years ago
  18. 18. In essence, our daily lives are evolving 2011
  19. 19. The Constantly Connected Consumer Internet Connectivity PC users going online Mobile users going online Tablet users going onlineIn bed when Early Commuting Late Midday Early Late Early Late In bed During theI wake up in morning morning afternoon afternoon evening evening before I go nightthe morning to sleep
  20. 20. The 2 Speed Digital Community Increase in usage since 2010 +10% + 2 Hrs 49 mins +5% + 35 Mins Functionals Influencers Weekly hours online (2010) Growth in weekly hours - mobile (2011) Total growth in weekly hours (2011)
  21. 21. The 2 ends of the spectrum PC users going online Mobile users going online Tablet users going online In bed when In bed when Early Commuting Late Midday Early Late Early Late evening In bed In bed During the I wake up in I wake up in morning Early morning Late afternoon Early afternoon Late evening Early before I go before I go night During the the morning the morning morning Commuting morning Midday afternoon afternoon evening to sleep Late evening to sleep night
  22. 22. We are growing as a nation of InfluencersChanges in behaviour 2011 vs. 2010 Updating SN Commenting on Writing own status blogs/forums blog  8%  13%  3% Following on Sharing links Sharing photos microblog  15%  3%  8% Checking social Commenting Microblogging networks in SN  9%  10%  10%
  23. 23. The voice of the consumer is getting louder duringpurchase decision Proportion of buyers using User Generated Content in product/service decisions 74 56 50 AUS’11 USA’11 CHINA’11
  24. 24. And consumers are using User Generated Contentthroughout the cycle Consumer Touchpoints 66% 56% 48% New product Product/ Purchase Purchase awareness brand choice location 71% 70% Brand/Retail 77% Touchpoints Sources used during recent purchase (combined categories: credit cards, baby care, new cars, mobile phones, travel/holidays
  25. 25. And are increasingly talking about their experiencesafterwards Reasons for commenting online 10% To receive customer service Because I’m rewarded for doing so are talking online about their products To share cool stuff brands produce Share answers/opinions To criticise a brand To praise a brand Ask advice Offer advice Share opinions with communities http://www.youtube.com/user/juicystar07
  26. 26. We’re becoming far more open to connecting with brands Proportion of Social Networkers connected with brands +80% 54 30 Number of brands connected to +50% 9 6 2010 2011
  27. 27. Classic Brand Funnel Awareness Consideration Purchase Intent Recommendation PRE-PURCHASE POST-PURCHASE
  28. 28. Modern Brand Funnel Awareness Consideration Purchase Intent Comment Connect PRE-PURCHASE POST-PURCHASE
  29. 29. Modern Brand Funnel:Create products and experiences people want to talk about Awareness Consideration Purchase Intent Comment Connect PRE-PURCHASE POST-PURCHASE
  30. 30. We’ve all seen the headlines
  31. 31. Egypt Indonesia Philippines Nigeria Kenya Uganda South Africa Tanzania Estonia Finland Russia Mexico Sweden Brazil Denmark Norway Belgium India LUXEMBURG Portugal Japan Austria Canada France NetherlandsFrequency of Online Shopping Poland Spain Hong Kong Malaysia Australia is becoming an eCommerce leader Italy Israel Turkey Greece China USA UK Australia Singapore South Korea
  32. 32. Increasingly Fragmented Online Media Environment Brand / Manufacturer Site, 4.5% Online retailer, 5.6%Offline sales, 83.2 C2C site / Auction site, 3.1% Group buying / Daily Deals site, 1.6% Other online site, 2.0% Share Of Sales Across 34 categories
  33. 33. Group Buying & Daily Deal sites are gaining Momentum Clothes & Shoes 48 Computer peripherals 22 Cleaning/household products Cosmetics/facial care products Have used Have heard of Skin care products Use of Sites Mobile phones 32 28 Software 18 19 18 11 Alcoholic BeveragesTV (LCD, 3D, Plasma, LED etc) PC/Laptop/Tablet Use of Sites by segment Categories shopped
  34. 34. The Domination of eBay Clothes & Shoes Movies (DVDs) Computer peripherals 49 Music (CDs)Cosmetics/facial care products Skin care products 21 Software Hair care products Mobile gadget Camera (still & video) Check Daily Check Weekly Categories shopped People visiting eBay
  35. 35. 4 ways to respond Global Pricing Embrace Collaborate Add Value
  36. 36. Online and Offline being used equally duringpath to purchase Online 78% Touchpoints 70% 65% New product Product/ Purchase Purchase awareness brand choice location Offline 64% 68% 75% TouchpointsAverage number of touchpoints 6.0 5.1 4.1 Sources used during recent purchase (combined categories: credit cards, baby care, new cars, mobile phones, travel/holidays
  37. 37. Mobile is the glue to connect the dots When use mobile web Find out more Find product in Listening about product 68% store to radio advertised 58% 31% 42% Agree Reading While watching While shopping newspaper/ TV magazine in store “ With my mobile, I feel that I am always connected to 51% 23% 55% the Internet”
  38. 38. True online-offline integration http://www.youtube.com/watch?v=fGaVFRzTTP4
  39. 39. Online Social Gaming: The New Media Social Gamers: A new generation playing mobile and social network games Hardcore: Geeky Kids playing Warcraft Console Gamers: Playing: Xbox, PS3
  40. 40. The explosion of gaming in social networks 52 HardcoreOnline Gaming 24 27Online Console Gaming 5 Online Social Network Games Weekly usage of social gaming Daily Weekly
  41. 41. And its not just social network gaming – Mobile tooMobile Apps most commonly used (Australia) 71 53 54 41 43 44 31 Video General Weather Maps and Social Music Games /picture search i.e. navigation Networking Google
  42. 42. Engagement with gaming is high Attention IndexReading a book 83%Emailing (at home/work/school) 72%Using the Internet (at home/work/school) 71%Video Gaming 70%Reading a newspaper 67%Using the mobile internet 63%Using mobile apps 62%Watching TV 62%Listening to the radio 49% Source: 2010 TNS study into multi-tasking
  43. 43. $ ways to get into gaming Sponsorship Promotions Game Mechanics Custom/White Label
  44. 44. 2 speed digitalcommunity:Understand yourtarget’s needs andbehaviours
  45. 45. Ensureeverythingyou do isjoined up
  46. 46. Keep a constanteye on the futureas technologyand mediaconsumption arechanging rapidly
  47. 47. The Evolving Online Consumer Jonathan Sinton TNS Australia

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