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Hkd2 london demystifying consumers_tns_stephen yap

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Hkd2 london demystifying consumers_tns_stephen yap

  1. 1. Demystifying ConsumersStephen Yap, Group Director, TNS Yap Director 1 Demystifying Consumers
  2. 2. I don t think there don’t are threats – there are opportunities. opport nities The trouble with opportunities is, if is you don’t deal with them, they can become threats 2Demystifying Consumers
  3. 3. Agenda for today Describing the Digital World Uncovering Opportunities 3 Demystifying Consumers
  4. 4. Describing the Digital World 4Demystifying Consumers
  5. 5. 5 5Demystifying Consumers
  6. 6. 6 6Demystifying Consumers
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  9. 9. 9 9Demystifying Consumers
  10. 10. The “Twitter Revolutions” “In Tahrir Square I sat one morning next to a 60‐ year‐old surgeon cheerfully tweeting his involvement  year‐old surgeon cheerfully tweeting his involvement in the protest. The barricades today do not bristle  with bayonets and rifles, but with phones. with bayonets and rifles but with phones ” Peter Beaumont, The Guardian,  25th February 2011 10 Demystifying Consumers
  11. 11. Describing the world’s digital life… HIGH Internet is commoditised CONSUMPTION Internet is pivotal Makes my life more efficient y f ff Is the centre of my life s e ce e of y fe LOW HIGH INVOLVEMENT INVOLVEMENT Internet is functional Internet is aspirational LOW Helps me achieve my goals It helps me to be productive CONSUMPTION 11 Demystifying Consumers
  12. 12. …charting market development HIGH Internet is commoditised CONSUMPTION Internet is pivotal Makes my life more efficient y f ff Is the centre of my life s e ce e of y fe Developed Markets Emerging Markets LOW HIGH INVOLVEMENT INVOLVEMENT Internet Penetration  Internet Penetration  Netherlands: 89% India: 7% India: 7% Internet is functional Internet is aspirational LOW Helps me achieve my goals It helps me to be productive CONSUMPTION 12 Demystifying Consumers
  13. 13. …and understanding the implications for brands HIGH Internet is commoditised CONSUMPTION Internet is pivotal Makes my life more efficient y f ff Is the centre of my life s e ce e of y fe Developed Markets Emerging Markets LOW HIGH INVOLVEMENT INVOLVEMENT Internet Penetration  Internet Penetration  Netherlands: 89% India: 7% India: 7% Internet is functional Internet is aspirational LOW Helps me achieve my goals It helps me to be productive CONSUMPTION 13 Demystifying Consumers
  14. 14. Uncovering Opportunities 14Demystifying Consumers
  15. 15. 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 13 12 22 23 17% who find  29brands intrusive 15 Demystifying Consumers
  16. 16. Aligning to consumers’ path to purchase will reduce thechances of intrusive contact Attitudes to brand interaction within activities 46 49 % actively  35 39 37 29 29 33 29looking for  26 22 brands % who find  15 12 16 19 17 18 22 brands  22 23 26 28 intrusive 16 Demystifying Consumers
  17. 17. Once upon a time... Mass Media Mass Media In-store Purchase Shopper 17 Demystifying Consumers
  18. 18. ...then along came the internet Manufacturer Sites In-store sales Blogs people In-store PurchaseShopper Instore E tailers E-tailers Media M di Search sites Video Online Purchase Social Mass Networks Media Friends & Family 18 Demystifying Consumers
  19. 19. ...even within one of these touchpoints, consumers may befulfilling multiple needs % doing social activity daily 40 38 32 31 30 26 20 20 19 19 18 15 15 14 14 13 Check Online Message Stream Respond Check Respond Check Look at Download Share link Microblog Write own Download Upload Upload social chat on social music / on social blog / to blogs microblog photos media blog / App photos video / network network video network forum forum music 19 Demystifying Consumers
  20. 20. Multimedia integration is the next step forsocial network users % doing social activity daily % looking to increase usage of social media activity Stream music /  Download  Upload video /  video media music 40 38 32 31 30 26 20 20 19 19 18 15 15 14 14 13 Check Online Message Stream Respond Check Respond Check Look at Download Share link Microblog Write own Download Upload Upload social chat on social music / on social blog / to blogs microblog photos media blog / App photos video / network network video network forum forum music 20 Demystifying Consumers
  21. 21. Leverage rapidly-increasing social-video consumption… 21 Demystifying Consumers
  22. 22. …but ensure the experience is aligned across touchpoints 22 Demystifying Consumers
  23. 23. Consumer insight can help to identify touchpoints by mission % used touchpoint for researching automobiles % dt h i tf hi t bil Manufacturer / service  24 provider sites  Search engines  22 70% Review sites  20 Online  o online sources to research their  e sou ces to esea c t e touchpoints p purchase Retailer sites  19 Price comparison websites  16 User reviews  14 Comments on social networks  Comments on social networks 7 Word of mouth  18 Offline  37% Retail stores  15 touchpoints used offline sources to research  their purchase Offline media  14 23 Demystifying Consumers
  24. 24. To summarise... Opportunity for brands which can  ‘Digital’ is transforming lives 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 24
  25. 25. Demystifying ConsumersStephen YSt h Yap, Group Director, TNS G Di t 25 Demystifying Consumers

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