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The Digital Age …: “Nu arbejder vi jo ikke i sandhedsbranchen som sådan. Vi arbejder i informationsbranchen.” Jeppe Nybroe, DR 8 Demystifying Consumers
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
…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
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
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
Once upon a time... Mass Media In-store Purchase Shopper 14 Demystifying Consumers
...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
...even within one of these touchpoints, consumers may befulfilling multiple needs 16 Demystifying Consumers
Multimedia integration is the next step forsocial network users Stream music / Download Upload video / video media music 17 Demystifying Consumers
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
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
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
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
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