China AdReaction Report: Brands, Consumers, and Social media

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AdReaction2009 focuses on the social media realm:

1) Consumers relationship with social media in general and with brands who have a presence in social

2) Reactions to advertising on social media sites

3) Exploration into the types or segments of consumers who participate

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China AdReaction Report: Brands, Consumers, and Social media

  1. 1. Initial Findings in the Relationship between Title of Presentation Brands, Consumers and Social Media Prepared by: China Digital Team Online Panel provided by Lightspeed China Date 2009 1 1
  2. 2. About AdReaction 2009 China • A survey conducted by Millward Brown Dynamic Logic aimed to measure consumer opinions and perceptions of various types and formats of advertising • AdReaction 2009 focuses on the social media realm: • Consumers relationship with social media in general and with brands who have a presence in social • Reactions to advertising on social media sites • Exploration into the types or segments of consumers who participate • Methodology/Details > 2000 China Mainland respondents aged 10 and up who are members of nationally representative Lightspeed Research panel > Data gathered late September 2009 2
  3. 3. Key Findings •Chinese netizens’ media habits keep changing nowadays • Thanks to the fast development of Internet, people spend more time on online and less on traditional media • Power of TV is being diluted – even if people keep the TV on, they may browse online at the same time • Social media is growing fast with great potential, grabbing people’s leisure time from traditional media •Chinese netizens are more tolerant to digital ads, online or mobile • … despite the overall low acceptance towards traditional media ads. • Shocking/Unexpected and funny ads appear more memorable; relevance also counts. • Overall, people are open to most of the ad formats. But we need to avoid too intrusive ads, e.g. ads with personal information •Social Media provide opportunities for brands to get closer to consumers • Brands become more appealing, with closer connection to consumers via SNS • Exposure to branded ads increases search interest and likeability of brand engagement among SNS visitors • Local SNS sites dominate in China, while global players are facing the problems of localization and accessibility challenge 3
  4. 4. Title of Presentation General Findings: Date 2009 4 4
  5. 5. Chinese netizens are spending much more time on Internet than on TV, or any other traditional media •Media Habits (Time Spending Per Week) % % % % 3 3 2 12 30 17 26 12 15 26 Never less than 1 hour 32 16 38 1 to 4 hours 20 5 to 10 hours 11 to 20 hours 20 18 14 21-30 hours 42 More than 30 hours 11 9 10 5 5 7 4 2 2 Going Online Watching TV Reading Magazine/ Listening to Radio Newspaper Base (Total) (2000) 5 Q5. In a typical week, how many hours do you spend…
  6. 6. Multi-tasking is common – often watching TV and surfing Internet at the same time • Do netizens watch TV and use the Internet at the same time? % Watch TV and Everyday 28 Use Internet at the same time 89% Every week 21 Occasionally 40 Do NOT Watch Do NOT watch TV and use internet TV and Use at the same time 11 Internet at the same time 11% Base: Total (2000) 6 Q31. Do you watch TV and use the Internet at the same time?
  7. 7. Entertainment is more important to Chinese online users than their counterparts in other countries. Social networking is still young but it shows strong potential Actively participate Interested but never done it Not involved at all Emailing 87 94 95 95 Downloading music 86 11 3 55 50 Watching online videos 86 11 3 63 54 Reading news/current events 83 13 4 76 78 Listening to streaming radio/music/podcasts 78 16 6 50 44 Shopping online 71 24 5 74 70 Banking online 68 25 7 63 74 Participating in community chats/blogs 64 27 9 36 34 Playing games 61 21 18 70 56 Social networking 51 33 16 59 77 Base: (2000) (2000) (400) 7 Q6. Please indicate how involved you are in the following online activities.
  8. 8. Usage of SNS accelerated the shift from traditional media to online media consumption • Social Media Impact on Media Consumption Habits % Spend more time Spend the same time Spend less Going online 50 47 3 Reading magazine 12 65 24 Watching TV 11 60 29 Listening to Radio 7 46 46 Base (social networks visitors) (1930) 8 Q21. How has joining …(site visit most often) changed how often you do each of the following activities?
  9. 9. Title of Presentation Overall Attitudes towards Ads Date 2009 9 9
  10. 10. Chinese netizens are more tolerant (vs. US) to digital ads, online or mobile, despite the lower acceptance towards ads on many traditional media •Tolerance toward advertising on … Top 2 Box Score % (Very positive/Somewhat positive) Magazine 42 45 Outdoor 42 39 Newspaper 29 42 Cinema 24 37 Online Display Ads 23 24 Direct Mail 23 29 TV (Free) 22 47 Radio 21 35 Mobile 15 10 Telemarketing 10 6 Base (Total) (2000) (2000) 10 Q30. How would you characterize your attitude towards each of the following formats of general types of advertising?
  11. 11. Shocking/unexpected and funny ads are most remembered to consumers, regardless of media. Relevance is also important. •Most memorable advertising is … Celebrities Informative 28% Shocking or unexpected 63% 29% 45% 55% Funny Relevant to me Base: (Total) (2000) 11 Q29. Thinking about advertising in general, what types of ads do you remember?
  12. 12. Most of the SNS visitors (more than 70%) would tolerate more ads presence on SNS sites in order to keep it free •Ad Tolerance by Sites Visitors More Tolerant (Top 2 Box) 19 54 Willing to accept more Not willing but will tolerate Would stop using this site 24 Not willing to accept more 5 Less Tolerant Base (site visitors) (Top 2 Box) 12 Q42. Thinking about the site(s) that you visit, how willing would you be to accept more advertising on the site(s) in order to keep it free?
  13. 13. Overall Chinese consumers are open to most ad formats; but brands do need to be cautious with intrusive ads which incorporate personal information I like seeing this type of ad •Opinion towards Ad Format I don’t mind seeing this ad as long as it is relevant to what’s on the site I don’t mind seeing this ad as long as it is relevant to me and my interests I don’t mind seeing this ad if it lets me access the site for free I don’t enjoy seeing this ad, but it doesn’t particularly bother me I dislike seeing this ad % I’ve never seen this type of ad Branded gift sent to you by a friend 14 19 22 19 14 7 5 Branded pages or profiles 10 20 18 23 16 9 4 Sponsored section on SNS 10 20 18 23 16 9 4 Sponsored events 9 20 19 24 17 9 4 Branded game 9 19 18 23 16 11 4 Video ads 9 16 16 20 19 16 4 Sponsored applications 8 19 17 22 18 12 5 Branded items in games 8 18 17 22 18 11 5 Ads that incorporate my profile 8 13 15 15 15 23 12 Banner ads 7 19 19 22 18 11 4 Text links 7 19 17 23 18 11 3 Sponsored ads on the log-in page 7 18 17 23 19 12 4 Base: (Total) (2000) 13 Q35. Which best describes how you feel about these forms of advertising?
  14. 14. Title of Presentation Social Media Provide Opportunities for Brand to Get Closer to Consumers Date 2009 14 14
  15. 15. SNS users do follow brands on social networks, which provides the opportunity for brands to establish a closer relationship with their consumers. • Information or People Follow on Social Networks % Friends 87 Family 65 Co-workers 58 Television shows/Movies 56 Political figures 43 Celebrities 39 Newspapers/Magazine 39 Companies or brands 37 News organizations 34 Music bands or artists 22 Radio programs 19 Base (those who actively (1015) participate in Social Networking) 15 Q22. Who do you follow or keep up with on social networking sites?
  16. 16. Presence on SNS would make a brand more appealing to consumers •Do people feel a brand is more appealing if it has a presence in Social Media? Why? Much more appealing Increase familiarity / Can know more 34% 34% Brand image is good 19 % Ad effect/ strong impact of PR 9% 77% Due to site impact 9% Preference of the brand 7% Somewhat more appealing 43% Other people's comment 4% Others 6% No specific 8% Base (who fine it’s more appealing) (782) The same 21% 1% Because I could be Somewhat less appealing more familiar with 1% Much less appealing product That means more people become Base (those who actively participate (1015) familiar with the brand, and they can It makes the brand see others’ comments in social networking) much closer to life 16 Q26. How would your opinion of a brand change if it were to have a presence on a social network? My opinion of the brand would be…
  17. 17. Exposure to brand ads on social media increases search interest and likeability of brand engagement among visitors •Response Taken after Seeing Ads in Social Media? Search for more about the brand 55% Interact with the ad/brand 45% Help the brand go viral 26% Purchased the brand 14% Details Became a fan of the brand 9% Search for more about the brand: Search for the brand on the Internet/in the store; Visit the brand site; Search for more ads of the brand Visited a site for a similar brand 18% Interact with the ad/brand: Click on/interact with the ad; Look at the brand’s Take no action 25% profile; Send a message/comment to the brand Help the brand go viral: Base (those who actively participate in social networking) (1015) Posted on my blog/profile; Recommend/send to friend/family 17 Q41. Which of the following actions have you taken as a result of seeing an ad on a social networking site? (Check all that apply)
  18. 18. Title of Presentation What’s getting popular? Date 2009 18 18
  19. 19. Local social media sites are much more prominent than the global players in China. QQ Zone is the most popular one in China, while Kaixin 001 and Kaixin are rising stars. Site Tenure <6 Months 6 Month - 11 months 1+ years(s) 30% 58% 59% 7% 70% 72% 15% 14% 68% 19% 19% 38% 39% 23% 21% Base (1811) (1322) (1303) (1257) (1235) (site visitor) 19 Q10. How long have you been visiting the following site(s)? Q14. Which one of the following is the site that you visit most often currently?
  20. 20. QQ zone and Renren lead, fueled by established large member base; Kaixin 001 and Kaixin stand out with high popularity; inaccessibility obviously hurdles the global players (due to the Great Fire Wall ) •Brand Image Profiles Among Those Visit of Site Is innovative and forward thinking -6 1 3 -1 -1 3 -1 -1 Listens to member feedback -7 0 -2 -4 0 -1 3 1 I can trust this site with my personal information -5 -2 -1 -6 1 2 1 8 Has a lot of technical errors/is not always accessible -13 -3 -2 -2 0 7 3 4 Makes me feel connected with people 11 2 1 9 -3 -2 3 -3 Offers something different -9 1 0 -2 -1 1 0 -1 Gives me access to a wealth of information -2 -8 -5 3 3 -2 0 2 Is easy to use 10 -1 -1 1 1 -4 -3 0 Is cool -4 1 3 -4 0 5 0 0 Is a site for someone like me 7 1 -1 0 2 -4 -1 -1 Is becoming more popular 5 6 7 3 -3 -1 -3 -5 Has most of my friends as members 18 6 2 8 2 -4 -4 -4 Base (site visitors) (1811) (1257) (1235) (1322) (1303) (598) (786) (971) 20 Q19. For each of the following statements below, choose which site the statement best describes.
  21. 21. QQ zone & 51.com most often users skew to younger consumers with lower income, while Renren more caters for university students and newly graduates. As to Kaixin and Kaixin001, their loyal user are more mature and with higher incomes. Correspondent Axis X & Y (93%) 15 Senior high school 10 51.com QQ zone 5 Male Under Junior Below RMB 3000 35-44 Middle school Axis Y (35%) 17 and under 0 45+ Kaixin 18-24 25-34 RMB 3000-4999 Kaixin001 -5 Above RMB 5000 Female Renren.com College, University and -10 above -15 -20 -15 -10 -5 0 5 10 15 Axis X (58%) 21
  22. 22. 2/3 of China netizens are also using their mobile phone/PDA to social networking, mainly to communicate with contacts, add new contacts, read blogs, update status and share information. Access via computer Access via mobile % % Social Networking via… 100 67 Base: Social networking (1015) (1015) active participants Watching videos 96 19 Adding friends/contacts 95 48 Uploading content to share with friends 94 37 Updating my current status 94 35 Editing or updating profile information 94 23 Reading or commenting on blogs 93 41 Chat or send message on SNS 93 32 Uploading photos 92 25 Playing online games 86 18 Writing blogs 85 22 Comment on status 84 32 Communicating with family/friends online 82 70 Writing recommendations for friends or products 80 23 Uploading videos 79 11 Business networking 65 32 Average Number of Activities: 13.11 4.68 Base: (1013) (682) 22 Q6. Please indicate how involved you are in the following online activities?
  23. 23. Mobile SNS users visit Renren, Kaixin001, Kaixxin much more often, thanks to the mobile widget/WAP sites developed •Social Media Sites Visit Frequency Per Week among active participants Total Visitor Visitors Via Mobile 18.13 16.92 15.81 14.5 13.82 9.58 8.86 7.79 7.15 5.77 QQ zone Renren Kaixin001 51.com Kaixin Base (site visitor) (188) (961) (112) (790) (65) (799) (36*) (758) (41*) (777) *Caution: Low base 23 Q11. How often do you visit the following site(s)?

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