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1 
BBC GLOBAL AUDIENCE 
SEGMENTATION 
SEGMENTATION 
BBC NEWS
2 
WHAT WE’VE DONE AND WHY 
INTRODUCTION
Using Global Web Index (GWI) data from 30 markets supplemented with BBC questions and in depth interviews we divided the g...
THE SEGMENTS AT A GLANCE 
4 
WORLDLY 
ACHIEVERS 
Educated, they're moving up in 
the world and are career 
orientated. Mot...
THE SEGMENTS DIFFERENTIATED BY THEIR WORLD VIEW & MEDIA RELATIONSHIP 
5 
Illustrative example. Source: GlobalWebIndex Q3 2...
THE SEGMENTS GLOBAL PRESCENCE 
6 
WORLDLY ACHIEVERS are bigger in emerging markets… as are CONNECTED ENTHUSIASTS 
CULTURAL...
SEGMENT REGIONAL PRESENCE 
7 
•WORLDLY ACHIEVERS are proportionally higher in emerging markets as are CONNECTED ENTHUSIAST...
THE SEGMENTS BBC.COM AND WORLD NEWS 
8
9 
AFFLUENT 
43% in top 25% income bracket v’s 30% average for all segments 
84% value reporting that shows the global imp...
10 
Educated, affluent and career orientated, Worldly Achievers are engaged with everything around them. Motivated and wit...
11 
THEIR ATTITUDES 
•76% say they tend to buy the premium version of products 
•80% agree they are very brand conscious 
...
12 
THEIR ATTITUDES 
•98% say they are interested in other countries and cultures 
•69% would rather spend money on a uniq...
13 
WORLDLY ACHIEVERS 
CULTURALLY CURIOUS 
WORLDLY ACHIEVERS OVER INDEX ON; 
CULTURALLY CURIOUS OVER INDEX ON; 
WHERE TO F...
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Bbc global audience segmentation

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Bbc global audience segmentation

  1. 1. 1 BBC GLOBAL AUDIENCE SEGMENTATION SEGMENTATION BBC NEWS
  2. 2. 2 WHAT WE’VE DONE AND WHY INTRODUCTION
  3. 3. Using Global Web Index (GWI) data from 30 markets supplemented with BBC questions and in depth interviews we divided the global online audience into; 6 types of consumer Based upon their attitudes, relationship to the world around them and their media consumption. The segment groupings and names have been defined by the BBC. UNDERSTANDING OUR AUDIENCES SEGMENTATION 3
  4. 4. THE SEGMENTS AT A GLANCE 4 WORLDLY ACHIEVERS Educated, they're moving up in the world and are career orientated. Motivated with a global outlook, they want to be informed and reputation counts. CULTURALLY CURIOUS Established, thoughtful and outward-looking, they want to know more about the world and – when possible – see more of it. ASPIRATIONAL PROVIDERS It’s all about hard work, doing the best for their families and improving their lot in life. CONNECTED ENTHUSIASTS With their smartphones always close at hand, they’re in constant touch with their friends and social media is second nature to them. ACTIVE OPTIMISTS Ambitious, young and fearless, they're tech-savvy. What interests them most from the wider world, is what will touch their own lives COMFORTABLE MAINSTREAMERS They have every reason to feel happy at home and within their circle of friends and family. A better life is a more comfortable life.
  5. 5. THE SEGMENTS DIFFERENTIATED BY THEIR WORLD VIEW & MEDIA RELATIONSHIP 5 Illustrative example. Source: GlobalWebIndex Q3 2013 Global vs Personal / Digital Natives More digital Less digital More Global Less Global
  6. 6. THE SEGMENTS GLOBAL PRESCENCE 6 WORLDLY ACHIEVERS are bigger in emerging markets… as are CONNECTED ENTHUSIASTS CULTURALLY CURIOUS are most likely to be present in developed markets ASPIRATIONAL PROVIDERS are strong in Latin America and South Africa, Less regional fluctuation in ACTIVE OPTIMISTS and COMFORTABLE MAINSTREAMERS WORLDLY ACHIEVERS 28% CULTURALLY CURIOUS 11% ACTIVE OPTIMISTS 15% CONNECTED ENTHUSIASTS 16% ASPIRATIONAL PROVIDERS 14% COMFORTABLE MAINSTREAMERS 18%
  7. 7. SEGMENT REGIONAL PRESENCE 7 •WORLDLY ACHIEVERS are proportionally higher in emerging markets as are CONNECTED ENTHUSIASTS •CULTURALLY CURIOUS are a developed market phenomenon •ASPIRATIONAL PROVIDERS are strong in LatAm and S. Africa, Spain/Italy and some parts of less developed Asia •Less regional fluctuation in ACTIVE OPTIMISTS and COMFORTABLE MAINSTREAMERS Base: GWI Segmentation – regional averages are un-weighted . So not reflective of market size. High Asia = higher internet penetration and gdp – Low Asia the opposite Australia Asia WA CC AO CE AP CM LOW 20% 6% 19% 19% 18% 18% HIGH 20% 8% 14% 17% 8% 33% INDIA 29% 5% 15% 18% 14% 20% CHINA 46% 4% 10% 16% 6% 18% WA 15% CC 25% AO 11% CE 16% AP 13% CM 20% Middle East & S Africa WA 23% 13% CC 5% 13% AO 17% 21% CE 23% 18% AP 18% 24% CM 15% 11% WA 18% 28% CC 21% 18% AO 20% 15% CE 13% 16% AP 13% 14% CM 15% 19% Europe & Russia Latin America WA 24% CC 10% AO 11% CE 12% AP 33% CM 11% WORLDLY ACHIEVERS 16% CULTURALLY CURIOUS 20% ACTIVE OPTIMISTS 17% CONNECTED ENTHUSIASTS 14% ASPIRATIONAL PROVIDERS 15% COMFORTABLE MAINSTREAMERS 19% North America
  8. 8. THE SEGMENTS BBC.COM AND WORLD NEWS 8
  9. 9. 9 AFFLUENT 43% in top 25% income bracket v’s 30% average for all segments 84% value reporting that shows the global impact of events v’s 67% for all segments. 64% University educated v’s 51% for all segments. 73.3% rate the BBC 8/10 or higher versus 45.9% for all segments. CULTURALLY CURIOUS AND WORLDLY ACHIEVERS WHO WATCH/VIEW THE BBC MONTHLY V’S GLOBAL AVERAGE FOR ALL SEGMENTS Source data. WORLDLY ACHIEVERS CULTURALLY CURIOUS TWO CORE BBC SEGMENTS SHARING KEY ATTRIBUTES 60% watch/view the BBC monthly v’s52% for all segments. WORLDLY EDUCATED HIGH AFFINITY WITH THE BBC 84The segmentation identified 6 global personas all of whom are present across the BBC (over half the global online population watch/view the BBC monthly). However 2 segments, Worldly Achievers and Culturally Curious particularly over indexed for their affinity with the BBC, their familiarity with the BBC and their use of the BBC. It is these core segments made up of two distinct groups that form the greatest sales opportunity for bbc.com and World News. HIGH USE OF THE BBC
  10. 10. 10 Educated, affluent and career orientated, Worldly Achievers are engaged with everything around them. Motivated and with a global outlook, they are prolific consumers, always the first with new technology and very brand conscious. They enjoy being informed and being able to share their insight with their personal and professional circles. Trusting the BBC more than any other segment they are the most frequent viewers across all platforms. WORLDLY ACHIEVERS CULTURALLY CURIOUS BRAND CONSCIOUS, PROLIFIC CONSUMERS WORLDLY, EXPERIENCE SEEKERS Educated, older and outward looking the Culturally Curious segment are more than twice as likely than any other segment to say they are interested in other countries and cultures. Driven by a desire to develop new skills and a willingness to pay for experiences, they favour travel and exploration and have a strong interest in arts and culture. They are the segment most likely to be aware of the BBC and have the most favourable overall brand impression. BUT WITH DISTINCTLY DIFFERENT OUTLOOKS AND VALUES Biggest segment by volume globally (28%) and the primary segment found on the BBC. Smallest segment globally (11%) found in disproportionately high numbers on the BBC.
  11. 11. 11 THEIR ATTITUDES •76% say they tend to buy the premium version of products •80% agree they are very brand conscious •76% agree having the latest technological products is very important •65% say they are proactive about investing money •59% tend to buy brands they see advertised •78% regularly inform family and friends about new products and services They are also keen to share their opinions, with 78% regularly informing friends and family on new products and services. SIZE 28% WORLDLY ACHIEVERS •WILLING TO PAY FOR QUALITY •BRAND CONSCIOUS •TECH SAVVY •INVESTORS •INFLUENCED BY ADVERTISING •OPINION LEADERS MALE 59% (vs. 56% avg) (vs. 51% avg) 60% 25-44 THE CONTENT THEY ARE INTERESTED IN AND THEIR ATTITUDES TO MEDIA Worldly Achievers over indexed for interests in the following areas; This group is less reliant on ‘old’ media, instead favouring mobile and tablet devices for their consumption, they are happy to share content via social media., TV still plays a role in their life with many watching it for inspiration. News and current affairs. Sport. Cars and motoring Travel. Business and finance Science and technology
  12. 12. 12 THEIR ATTITUDES •98% say they are interested in other countries and cultures •69% would rather spend money on a unique experience •2 x as likely to have purchased a holiday abroad online •31% purchased travel products in the past month •85% Would like to explore the world •70% rate the BBC as 8/10 or higher V’S 58.7% for CNN •Over index for purchases of e-readers and tablets They are also keen to share their opinions, with 78% regularly informing friends and family on new products and services. •AVID TRAVELLERS •WILLING TO PAY FOR EXPERIENCES •TECH COMPETENT •RATE THE BBC CONSIDERABLY MORE HIGHLY THAN CNN THE CONTENT THEY ARE INTERESTED IN AND THEIR ATTITUDES TO MEDIA Culturally Curious over indexed for interests in the following areas; News and current affairs. Travel Culture and arts Wildlife and nature Documentaries and factual History SIZE 11% CULTURALLY CURIOUS FEMALE 55% (vs. 44% avg) (vs. 21% avg) 32% 45-64 This group is less interested in new technology and tend to be selective in the type of content they view online. Their digital access is predominantly through desktop.
  13. 13. 13 WORLDLY ACHIEVERS CULTURALLY CURIOUS WORLDLY ACHIEVERS OVER INDEX ON; CULTURALLY CURIOUS OVER INDEX ON; WHERE TO FIND THEM These two segments over index across the BBC in general but based upon their stated interests and data from the BOSS online survey it is possible to see specific areas of bbc.com where the individual segments particularly over index e.g. Worldly Achievers on Sport. This starts to build a rich audience picture for advertisers and is the pre-curser for more detailed targeting based upon the segments.

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