Hkd2 cph berit_puggard_tns_demystifying_consumers

675 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
675
On SlideShare
0
From Embeds
0
Number of Embeds
147
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Hkd2 cph berit_puggard_tns_demystifying_consumers

  1. 1. Demystifying ConsumersBerit Puggaard, Associate Director, TNS Gallup 1 Demystifying Consumers
  2. 2. Agenda for today Describing the Digital World Uncovering Opportunities 2 Demystifying Consumers
  3. 3. Describing the Digital World 3Demystifying Consumers
  4. 4. http://discoverdigitallife.com/ 4 4Demystifying Consumers
  5. 5. 5 5Demystifying Consumers
  6. 6. http://discoverdigitallife.com/ 6 6Demystifying Consumers
  7. 7. http://discoverdigitallife.com/ 7 7Demystifying Consumers
  8. 8. The Digital Age …: “Nu arbejder vi jo ikke i sandhedsbranchen som sådan. Vi arbejder i informationsbranchen.” Jeppe Nybroe, DR 8 Demystifying Consumers
  9. 9. Describing the world’s digital life… HIGH Internet is commoditised CONSUMPTION Internet is pivotal Makes my life more efficient Is the centre of my life LOW HIGH INVOLVEMENT INVOLVEMENT Internet is functional Internet is aspirational LOW Helps me achieve my goals It helps me to be productive CONSUMPTION 9 Demystifying Consumers
  10. 10. …charting market development HIGH Internet is commoditised CONSUMPTION Internet is pivotal Makes my life more efficient Is the centre of my life Developed Markets Emerging Markets LOW HIGH INVOLVEMENT INVOLVEMENT Internet Penetration Internet Penetration Netherlands: 89% India: 7% Internet is functional Internet is aspirational LOW Helps me achieve my goals It helps me to be productive CONSUMPTION 10 Demystifying Consumers
  11. 11. Uncovering Opportunities 11Demystifying Consumers
  12. 12. Are brand messages accepted on social media? Attitudes to brand interaction on social media across countries% actively 48 42looking for 29 33 31 23brands 14 9 9 13 12 22 23 17% who find 29 26brandsintrusive 12 Demystifying Consumers
  13. 13. Aligning to consumers’ path to purchase will reduce thechances of intrusive contact Attitudes to brand interaction within activities % activelylooking for brands % who find brands intrusive 13 Demystifying Consumers
  14. 14. Once upon a time... Mass Media In-store Purchase Shopper 14 Demystifying Consumers
  15. 15. ...then along came the internet Manufacturer Sites In-store sales Blogs people In-store PurchaseShopper Instore E-tailers Media Search sites Video Online Purchase Social Mass Networks Media Friends & Family 15 Demystifying Consumers
  16. 16. ...even within one of these touchpoints, consumers may befulfilling multiple needs 16 Demystifying Consumers
  17. 17. Multimedia integration is the next step forsocial network users Stream music / Download Upload video / video media music 17 Demystifying Consumers
  18. 18. Messaging are the key components of social media activity.Multimedia aspects are still only performed at very low levels. % doing social media activity dailyI5: Social media activitiesBases: All respondents 3012 18 Demystifying Consumers
  19. 19. Nearly a third (29%) of consumers have engaged with brands viacomments on social networking sites. Brand Activities on Social Media 16% Talking (Written positive or negative comments about brands) 21% Listening (Viewed user comments about brands) 71% Inactive (Does not read or write comments about brands)N14: Brand activities on social mediaBases: Social networkers 2355 19 Demystifying Consumers
  20. 20. Under 20‘s are the most active sub-group in discussions onbrands. % Brand Activities on Social Media Global Denmark Male Female 16-20 21-24 25-34 35-44 45-60N14: Brand activities on social mediaBases: Social networkers 40819 / 2355 / 1148 / 1207 / 88 / 188 20 Demystifying Consumers/ 557 / 664 / 858
  21. 21. Consumer insight can help to identify touchpoints by mission % used touchpoint for researching automobiles 70% Online online sources to research their touchpoints purchase Offline 37% touchpoints used offline sources to research their purchase 21 Demystifying Consumers
  22. 22. To summarise... Opportunity for brands which can ‘Digital’ is transforming lives provide consumer utility Reaching the digital consumer is Consumer receptiveness to brand not straightforward or easy communications depends on mission Proliferation of touchpoints Ensure they work together But many universal truths remain Understand your consumer and put the same them at the heart of what you do 22
  23. 23. Demystifying ConsumersBerit Puggaard, Associate Director, TNS Gallup 23 Demystifying Consumers

×