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The digital lifestyles

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  • 1. The Digital LifestylesDiscover how the world lives online
  • 2. “It’s not information overloadit’s filter failure”Clay Shirky
  • 3. To understand what consumers do is not enough.‘Clicks’ are not the whole story.To get a true picture of the consumer, you need to understand their history,their needs and emotions.This will explain why they do what they do.The following profiles offer a glimpse into the evolving world of digital andlifestyles that have emerged, and are emerging.
  • 4. Introducing the digital lifestyles INFLUENCERS The internet is an integral part of my life. I’m young and a big mobile Internet user and generally access everywhere, all of the time. I’m a blogger, a passionate social networker with many social network friends. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice. COMMUNICATORS I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college. KNOWLEDGE-SEEKERS I use the internet to gain knowledge, information and to educate myself about the world. I’m not very interested in social networking but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing. NETWORKERS The internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the kind of person to voice my opinions online. ASPIRERS I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device. FUNCTIONALS The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really not interested in anything new (like social networking )and I am worried about data privacy and security. I am older and have been using the internet for a long time.
  • 5. Behaviour and attitude is not a linear relationship HIGH CONSUMPTIONLOW INVOLVEMENT HIGH INVOLVEMENT LOW CONSUMPTION
  • 6. Functionals: The internet is a practical tool FUNCTIONALSWHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTIONMALE FEMALE - I am concerned about data protection and privacy in the H internet.YOUNGER OLDER OPEN TO BRANDS L - Internet helps me connect with other like-minded individuals.EMPLOYED UNEMPLOYED - In the online world, I can better express my feelings. BRANDS ARE INTRUSIVE - The Internet improves the relationships I have with other people.FREQUENCY OF INTERNET ACCESS 5 TH HIGH LOW LEVEL OF ONLINE PURCHASING DIGITAL ENGAGEMENT (On a scale of 1-6) Digital Engagement Involvement ConsumptionNUMBER OF SOCIAL NETWORKING FRIENDS HIGH LOW L L L ABOVE AVERAGE TOUCHPOINTS DIGITAL ACTIVITITES ONLINE OFFLINEWHERE ARE THEY? Branded sites Offline media Retail shop Retail shop Price comparison Offline WOM SEEu Search engine DevA User review on blogNAm NWEu Review sites Social network comments
  • 7. Aspirers: I’m looking to create a personal space online ASPIRERSWHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTIONMALE FEMALE - The Internet improves the relationships I have with other H people.YOUNGER OLDER - In the online world, I can better express my feelings. OPEN TO BRANDSEMPLOYED UNEMPLOYED - Internet enables me to belong and be accepted by my friends. BRANDS ARE INTRUSIVE L - I can´t imagine a life without the internet anymore. - Life without the internet would be a lot less fun.FREQUENCY OF INTERNET ACCESS 6 TH HIGH LOW LEVEL OF ONLINE PURCHASING DIGITAL ENGAGEMENT (On a scale of 1-6) Digital Engagement Involvement ConsumptionNUMBER OF SOCIAL NETWORKING FRIENDS HIGH LOW L L H ABOVE AVERAGE TOUCHPOINTS DIGITAL ACTIVITITES ONLINE OFFLINEWHERE ARE THEY? Branded sites Offline media Retail shop Retail shop Price comparison Offline WOM Search engine User review on blog Review sites Social network comments MENA SSA Ind EmA
  • 8. Networkers : The internet is important for me to establish and maintain relationships NETWORKERSWHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTIONMALE FEMALE - The Internet improves the relationships I have with other H people.YOUNGER OLDER - I can´t imagine a life without the internet anymore. OPEN TO BRANDSEMPLOYED UNEMPLOYED - Internet helps me connect with other like-minded individuals. BRANDS ARE INTRUSIVE L - In the online world, I can better express my feelings. - Internet allows freedom of expression that I don´t have in the offline world.FREQUENCY OF INTERNET ACCESS 4 TH HIGH LOW LEVEL OF ONLINE PURCHASING DIGITAL ENGAGEMENT (On a scale of 1-6) Digital Engagement Involvement ConsumptionNUMBER OF SOCIAL NETWORKING FRIENDS HIGH LOW H L H ABOVE AVERAGE TOUCHPOINTS DIGITAL ACTIVITITES ONLINE OFFLINEWHERE ARE THEY? Branded sites Offline media Retail shop Retail shop Price comparison Offline WOM SEEu Search engine User review on blogNAm NWEu Review sites Social network comments
  • 9. Knowledge-Seekers: I use the internet to gain knowledge, information and to educate myself KNOWLEDGE-SEEKERSWHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTIONMALE FEMALE - I am concerned about data protection and privacy in the H internet.YOUNGER OLDER - Internet allows freedom of expression that I don´t have OPEN TO BRANDSEMPLOYED UNEMPLOYED in the offline world. BRANDS ARE INTRUSIVE L - Internet enables me to belong and be accepted by my friends. - In the online world, I can better express my feelings.FREQUENCY OF INTERNET ACCESS - I can´t imagine a life without the internet anymore. 3 RD HIGH LOW LEVEL OF ONLINE PURCHASING DIGITAL ENGAGEMENT (On a scale of 1-6) Digital Engagement Involvement ConsumptionNUMBER OF SOCIAL NETWORKING FRIENDS HIGH LOW M M L ABOVE AVERAGE TOUCHPOINTS ONLINE OFFLINEWHERE ARE THEY? DIGITAL ACTIVITITES Branded sites Offline media Retail shop Retail shop Price comparison Offline WOM SEEu Search engine User review on blog Review sites Social network comments LAm
  • 10. Communicators: I just love talking and expressing myself COMMUNICATORSWHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTIONMALE FEMALE - In the online world, I can better express my feelings. H - Life without the internet would be a lot less fun.YOUNGER OLDER - Internet allows freedom of expression that I don´t OPEN TO BRANDSEMPLOYED UNEMPLOYED have in the offline world. BRANDS ARE INTRUSIVE - Internet enables me to belong and be accepted by my friends.FREQUENCY OF INTERNET ACCESS 2 ND HIGH LOW LEVEL OF ONLINE PURCHASING DIGITAL ENGAGEMENT (On a scale of 1-6) Digital Engagement Involvement ConsumptionNUMBER OF SOCIAL NETWORKING FRIENDS HIGH LOW H H H ABOVE AVERAGE TOUCHPOINTS ONLINE OFFLINEWHERE ARE THEY? DIGITAL ACTIVITITES Branded sites Offline media Retail shop Retail shop Price comparison Offline WOM Search engine User review on blog Ch Review sites Social network comments EmA
  • 11. Influencers: The internet is an integral part of my life INFLUENCERSWHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTIONMALE FEMALE - Internet allows me to stand out and be different. H - Internet allows freedom of expression that I don´tYOUNGER OLDER have in the offline world. OPEN TO BRANDSEMPLOYED UNEMPLOYED - Internet enables me to belong and be accepted by my friends. BRANDS ARE INTRUSIVE - In the online world, I can better express my feelings. L - I am concerned about data protection and privacy in the internet.FREQUENCY OF INTERNET ACCESS 1 st HIGH LOW LEVEL OF ONLINE PURCHASING DIGITAL ENGAGEMENT (On a scale of 1-6) Digital Engagement Involvement ConsumptionNUMBER OF SOCIAL NETWORKING FRIENDS HIGH LOW H H H ABOVE AVERAGE TOUCHPOINTS ONLINE OFFLINEWHERE ARE THEY? DIGITAL ACTIVITITES Branded sites Offline media Retail shop Retail shop Price comparison Offline WOM SEEu Search engine DevA User review on blog Ch Review sites Social network comments MENA Ind
  • 12. Discover how the world lives online