The Evolving Online Consumer

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Jonathan Sinton's Perth DNA://12 Presentation: The Evolving Online Consumer

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The Evolving Online Consumer

  1. 1. PERTHThe 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 HOW WE INTERACT WITH GOVERNMENT 4 CONNECTING THE DOTS 5 CHANGING RETAIL MODELS
  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 2011
  18. 18. The 2 Speed Digital Community Increase in usage since 2010 +10% + 2 Hrs 49 mins +5% + 35 Mins Functionals Influencers Total growth in weekly hours (2011) Growth in weekly hours - mobile (2011) Weekly hours online (2010)
  19. 19. 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
  20. 20. 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%
  21. 21. And are increasingly talking about our ‘interaction’experiences afterwards Reasons for commenting online 10% To receive customer service Because I’m rewarded for doing so are talking online about their purchases To share cool stuff brands/ orgs produce Share answers/opinions To criticise a brand/ organisation To praise a brand/ organisation Ask advice Offer advice Share opinions with communities http://www.youtube.com/user/juicystar07 Sources used during recent purchase (combined categories: credit cards, baby care, new cars, mobile phones, travel/holidays)
  22. 22. Australians frequent users of government informationDenmark: UK & US: Canada: Australia: Korea: China: 13% 18% 19% 24% 38% 39% Weekly Access to Government Information (local, state, federal)
  23. 23. And we want to do more & more online 64% Agree “ It is more convenient to communicate with government online”
  24. 24. But of course, different channels are needed for differentaudiences 55 8 Functionals Influencers Have a twitter account
  25. 25. Plan your content & strategies around digital sophistication BASIC E-SERVICES ADVANCED E-SERVICES SOCIAL/ MOBILE Pay a fine Find or other “Friend” a Interact employment fees to a politician with gov’t -related info local or political on Twitter council group on Search for Access E- SN health info learning Pay a fine “Friend” a Interact Access or other charitable with gov’t local gov’t fees to group on on Info gov’t SN Facebook Universal usage Lead users
  26. 26. Content drives community stickiness
  27. 27. Engagement via content: Childline http://www.youtube.com/watch?v=mWChU3JxGvo
  28. 28. 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)
  29. 29. Mobile is the glue to connect the dots When use mobile web Find out more Find product Listening about product 68% info in 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”
  30. 30. True online-offline integration http://www.youtube.com/watch?v=fGaVFRzTTP4
  31. 31. We’ve all seen the headlines
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. The Domination of eBay Clothes & Shoes Movies (DVDs) Computer peripherals 21 Music (CDs)Cosmetics/facial care products Skin care products Software Hair care products Mobile gadget Camera (still & video) Check Daily Categories shopped People visiting eBay
  36. 36. 4 ways to respond Global Pricing Embrace Collaborate Add Value
  37. 37. 2 speed digitalcommunity:Understand yourtarget’s needs andbehaviours
  38. 38. Ensureeverythingyou do isjoined up
  39. 39. Keep a constanteye on the futureas technologyand mediaconsumption arechanging rapidly
  40. 40. PERTHThe Evolving Online Consumer Jonathan Sinton TNS Australia

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