James fergusson tns digital life presentation january 2012

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  • 1. Understanding the World’s DigitalLife from an African perspective The role of mobile & digital and the rise and rise of Social Networking © TNS 2011
  • 2. Agenda- The Digital World- Role of Mobile- Rise & Rise of Social Networking- Harnessing Digital to drive Growth 2
  • 3. The Digital World © TNS 2011
  • 4. Device is key; mobile phones offer a gateway to digitalservices in sub-Saharan Africa Share of online hours/week PC: home PC: work/school PC: Internet café Global Kenya PC: elsewhere Mobile Tablet Other device Nigeria South AfricaSource: S7; Hours spent online weekly Base: All respondents: 73512,1000,1500,1000 Digital Life 4 © TNS 2011
  • 5. Among online users, digital is the primary dailymedia channel…% using at least once a day – Global 68 55 31 29 13 Internet for TV Radio Newspapers Magazines leisure 5
  • 6. Digital is the dominant media source in all butthe lowest penetration markets Daily users (%) Internet for leisure TV Radio Newspapers 69 Netherlands 51 36 22 91 South Korea 66 19 25 62 China 40 14 30 51 Ghana 75 65 15Question: M1; Media Usage Frequency Base: All respondents; 1001, 1010, 2361, 1008 6
  • 7. In sub-Saharan Africa digital is competing with television to bethe dominant media source for daily consumption Daily users (%) Internet for leisure TV Newspapers Magazines 68 Global 56 29 13 65 Kenya 80 43 15 63 Nigeria 61 23 11 59 South Africa 68 21 6Source: M1; Media Usage Frequency Base: All respondents; 73512,1000,1500,1000 Digital Life 7 © TNS 2011
  • 8. Role of Mobile © TNS 2011
  • 9. Regardless of legacy, mobile reigns supreme globally – it is the world‟s must have deviceLikely to buy Current ownership 9
  • 10. 0 1 2 3 4 5 6 7 9 8 10 Uganda Benin Tanzania Ghana Kenya Senegal Cameroon Nigeria Pakistan Vietnam India Philippines Indonesia Morocco China Thailand South Africa Guatemala & Costa Rica Brazil Mexico Malaysia Chile Argentina Number of technology devices owned Emerging Russia Saudi Arabia GDP Per capita New Zealand Italy Spain Korea Japan France Developed Taiwan gains increased relevance in emerging markets UK Germany UAE Sweden Canada Without alternative technology device options, mobile Australia Netherlands R Hong Kong USA Singapore10 Mobile ownership (%)= 0.85 0% 10% 20% 40% 60% 70% 80% 90% 30% 50% 100%
  • 11. But demand for existing and future activities is focused mainly around the mobile in Sub-Saharan Africa Preferred devices for activities Prefer PC Prefer Mobile Prefer tablet Source: Mobile Life N Emerg America Europe Dev Asia Lat Am China MENA Asia India SSADigital musicCalendarNavigationTransfer filesBluetoothGamesVideo callingIMInternet accessDownload contentDownload appsEmailBankingEdit images andvideosRead eBooksBrowse the InternetSocial networkingEdit documentsOnline shopping Source: Mobile Life 2011 Digital Life © TNS 2011
  • 12. China paves the way for the emerging market digital and mobile landscapes… China has the largest mobile & online population in the world Online behaviour differs significantly to Developed Markets China‟s Digital Landscape is differs from developed 513 million online markets with many relying solely on cell phones for internet access952 million mobile users China sets the benchmark for other rapid growth markets Much more than Desktop 355 million mobile 130,000 Cafés internet users 163 million users
  • 13. Globally mobile internet usage is exploding… alreadyhalf the population in China access the Internet viatheir mobile% using mobile Internet Global 31 China 50N America 45 Dev Asia 42 Europe 35 MENA 32 Lat Am 25 SSA 18 A quarter (25%) of the South AfricanEmerg Asia 16 population currently access the Internet via their mobile India 6 13
  • 14. There are six key factors contributing to the explosion of mobile Internet usageImproved The growth Unlimited Intuitive Increased Lack of user of “Now” data plans handsets accessibility alternate interface (low cost) Internet access 14
  • 15. Mobile drives usage of digital services everhigher across the worldHours spent online in average week(global %) PC users 18 Mobile users 25 Tablet users 31Question: S7; Hours spent online weekly Base: PC users, mobile users, tablet users: 70397, 25386, 3511 15
  • 16. Mobile provides continuous access to onlineservices, especially in the eveningsI feel I am „always connected‟ to the Internet 66% PC Mobile In bed Early Commuting Late Midday Early Late Early Late In bed During thewhen I morning morning afternoon afternoon evening evening before I go nightwake up to sleepQuestion: H2, H4; Occasion use; Mobility attitudes Base:PC/mobile/tablet users; 605,686 16
  • 17. With strong mobile reliance Africa is a key example ofwhere low-cost smartphones will be eagerly adopted 17
  • 18. Rise & Rise of Social Networking © TNS 2011
  • 19. The world has become smaller…
  • 20. Across devices, digital users are performing a huge variety ofactivities online; globally more time is spent Social Networking Social networking & connecting Share of hrs in an Communication average week Email online Multi-media & entertainment (global) Online gaming Total/week Personal interest Entertainment 18hrs Shopping Pre-purchase & browsing Information Knowledge & education News, sport & weather ManagementQuestion: S7; Time spent online Base: All respondents; 73152 For a full definition of the Digital Life activities, please consult the appendix 20
  • 21. Whilst African Internet users spend less time online each weekthan the global norm, their routines are angled heavily towardssocialShare of hrs in an Social mediaaverage week 4.8 and networking 5.6online Connecting and sharing Total/week Total/week with others online,(global) 11hrs 18hrs whether using a social 2.9 network like Twitter, or something like Twitter 2.1 Global Kenya Multi-media and entertainment 7.6 Watching video, 7.3 listening to music or Total/week radio streaming or Total/week 16hrs watching on-demand TV 13hrs programmes... 2.1 1.6 Nigeria South AfricaSource: B2; Hours spent on Digital Activities Base: All respondents: 73512,1000,1500,1000 21 Digital Life © TNS 2011
  • 22. Social networkers primary access is via their mobiles, butmulti-media services are yet to develop in these channels tothe same extent Social PC Mobile Daily users Multimedia Daily users Global 47 18 33 10 Kenya 32 53 11 16 Nigeria 23 56 5 10 South Africa 29 43 5 8Source: B2; Hours spent on Digital Activities Base: Device users 22 Digital Life © TNS 2011
  • 23. Social networking access via the mobile has exploded and the growth is exponential…% accessing social networking services via their mobile phone Global 12 19N America 18 32 MENA 13 29 China 16 26 Dev Asia 18 25 Europe 13 21 Lat Am 7 20 SSA 14 19Emerg Asia 5 12 2011 2010 India 2 3 Mobile Life 2011: B1: Service usage Base: All mobile users
  • 24. Social networks becoming primary way of communicatingonline, however brands are not yet capitalising on the potentialconversations Size of Size of current potential audience brand audience 84 40 Global % of people who Global % who friend are part of social brands on social networks networksQuestion: B1, I1, I5; Online Activities, No. brand Friends, Comment writers Base: All Respondents, Social Network Users, All Respondents:73512, 61508,73512 24
  • 25. This story is particularly strong in South Africa, wherethere is relatively little brand interaction online Size of Size of current potential audience brand audience 81 8 % of people who are % who friend brands on part of social networks social networksQuestion: B1, I1, I5; Online Activities, No. brand Friends, Comment writers Base: All Respondents, Social Network Users, All Respondents:73512, 61508,73512 25
  • 26. “SOCIAL MEDIA IS LIKE A PUPPY – Everyone wants tostart a community. What they forget is the 24/7/365 reality TV show. You have to provide the content,engage the community and focus on what’s important rather than just let it fall.”
  • 27. What used to be comparatively simple Digital Life 27 © TNS 2011
  • 28. Is now more complex Digital Life 28 © TNS 2011
  • 29. Tanzania Ghana India Uganda Kenya Pakistan South Africa Indonesia Egypt Thailand Nigeria Philippines Peru Vietnam Mexico Ukraine Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal Italy Chile Poland Malaysia Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong digital takes share of influence from TV UAE France Taiwan Israel Slovakia Austria© TNS 2011 Digital Life Estonia Singapore Belgium US Australia Japan Canada Germany % describing TV as an important source of information at any stage in the Consumer Journey Switzerland Source: P1a-P3; Touchpoint usage throughout Consumer Journey Base: Purchasers answering Section P; Varies by market (all >453) South Korea UK New Zealand As infrastructures develops and offer alternative sources, Luxembourg Finland Denmark Netherlands Sweden 29 Norway
  • 30. Online users are mutli-taskers; mobile devices are blurring the divide between online and offline Offline activities done whilst also online (Global % of device users) PC Mobile Global Kenya Nigeria South AfricaFind out more about 53 33 28 35a product (just seen advertised offline) 29 19 31 18 33 7 12 21 Watching TV 36 36 43 57 28 18 23 30 Listening to radio 26 43 44 53 Source: H3; Internet multi-tasking Base : Device users Digital Life 30 © TNS 2011
  • 31. Harnessing Digital to Drive Growth © TNS 2011
  • 32. What role can digital play for brands?Creating Brand Saliency Fostering Brand Engagement and Management Influencing thePath to Purchase Acting as a Game Changer 32 Digital Life © TNS 2011
  • 33. Implications ...1. Digital is the primary media channel throughout the world and is growing – as the mobile experience improves, digital is increasingly becoming mobile2. In emerging markets demand for comprehensive mobile offerings and advanced features is high due to limited infrastructure and low device ownership levels. In developed markets it is driven by greater consumer utility3. Limited smartphone penetration in emerging markets prevents ease of mobile internet access and restricts content uptake, however the introduction of low- cost smartphones will change the landscape dramatically – having brand content available will be key4. Harness the social explosion – social networking and social media have the ability to anchor digital strategies and provide a continual gateway to reach consumers5. Consumers are looking for experiences that match their needs and behaviours in the „now‟ society we live in – content that focuses on convenience and entertainment will hold strong potential to succeed 33
  • 34. “If you havent found it yet, keep looking. Dont settle” Steve Jobs 34 Digital Life © TNS 2011