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The Evolving Online Consumer - Brisbane

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The Evolving Online Consumer - TNS

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The Evolving Online Consumer - Brisbane

  1. 1. The Evolving Online Consumer Jonathan Sinton TNS Australia
  2. 2. About Digital Life 2011 The world’s largest study of internet attitudes & habits 2011: bigger than ever 60 markets 72,000 interviews Representing 93% of the internet population
  3. 3. 5 trends for 2012 1 THE EVOLUTION OF THE AUSTRALIAN CONSUMER 2 AUSTRALIANS ARE FINDING THEIR VOICE 3 HOW WE INTERACT WITH GOVERNMENT 4 CONNECTING THE DOTS 5 HOW’S YOUR GAME?
  4. 4. Australians spending more and more time online Time spent online each week for leisure +9% 19.9 18.3 2010 2011
  5. 5. And the way we spend our time is changing 2010 Share of leisure time: 2011
  6. 6. Social Networking getting a greater share 2010 Share of leisure time: 2011 Social Networking +36%
  7. 7. Australians spending more time shopping online 2010 Share of leisure time: 2011 Shopping +16%
  8. 8. Personal email usage is in decline 2010 Share of leisure time: 2011 Email -9%
  9. 9. And the way we consume news is changing 2010 Share of leisure time: 2011 News, Sport & Weather sites -13%
  10. 10. The base of mobile web users is increasing rapidly Using Mobile Web in the past 4 weeks +85% 37 20 2010 2011
  11. 11. And our reliance on our mobiles is growing Average Time using Mobile Web each week +10% 4.4 4 2010 2011
  12. 12. Tablets are becoming more common Penetration of tablets in Household +188% 23 8 2010 2011
  13. 13. And tablets are creating new usage occasions Time spent online per week All Internet users 19.9Mobile Internet Users 25.8 Tablet Users 32.7
  14. 14. Our view of the digital worldTNS Digital Life http://2010.tnsdigitallife.com/an-intro-to-the-digital-lifestyles/
  15. 15. As behaviour changes, segments alter 26 20 19 19 10 6 2010
  16. 16. As behaviour changes, segments alter 27 25 16 16 8 8 2011
  17. 17. In essence, our daily lives are evolving 2011
  18. 18. The 2 Speed Digital Community Increase in usage since 2010 +10% + 2 Hrs 49 mins +5% + 35 Mins Functionals Influencers Weekly hours online (2010) Growth in weekly hours - mobile (2011) Total growth in weekly hours (2011)
  19. 19. The 2 ends of the spectrum PC users going online Mobile users going online Tablet users going online In bed when In bed when Early Commuting Late Midday Early Late Early Late evening In bed In bed During the I wake up in I wake up in morning Early morning Late afternoon Early afternoon Late evening Early before I go before I go night During the the morning the morning morning Commuting morning Midday afternoon afternoon evening to sleep Late evening to sleep night
  20. 20. We are growing as a nation of InfluencersChanges in behaviour 2011 vs. 2010 Updating SN Commenting on Writing own status blogs/forums blog  8%  13%  3% Following on Sharing links Sharing photos microblog  15%  3%  8% Checking social Commenting Microblogging networks in SN  9%  10%  10%
  21. 21. And are increasingly talking about their experiencesafterwards Reasons for commenting online 10% To receive customer service Because I’m rewarded for doing so are talking online about their products To share cool stuff brands produce Share answers/opinions To criticise a brand To praise a brand Ask advice Offer advice Share opinions with communities http://www.youtube.com/user/juicystar07
  22. 22. Australians frequent users of government informationDenmark: UK & US: Canada: Australia: Korea: China: 13% 18% 19% 24% 38% 39% Weekly Access to Government Information (local, state, federal)
  23. 23. And we want to do more & more online 64% Agree “ It is more convenient to communicate with government online”
  24. 24. But of course, different channels are needed for differentaudiences 55 8 Functionals Influencers Have a twitter account
  25. 25. Plan your content & strategies around digital sophistication Pay a fine Find or other “Friend” a Interact employment fees to a politician with gov’t -related info local or political on Twitter council group on Search for Access E- SN health info learning Pay a fine “Friend” a Interact Access or other charitable with gov’t local gov’t fees to group on on Info gov’t SN Facebook Universal usage Lead users
  26. 26. Content drives community stickiness
  27. 27. Engagement via content: Childline
  28. 28. Facebook Community: Israeli Blood Groups
  29. 29. Online and Offline being used equally duringpath to purchase Online 78% Touchpoints 70% 65% New product Product/ Purchase Purchase awareness brand choice location Offline 64% 68% 75% TouchpointsAverage number of touchpoints 6.0 5.1 4.1 Sources used during recent purchase (combined categories: credit cards, baby care, new cars, mobile phones, travel/holidays)
  30. 30. Mobile is the glue to connect the dots When use mobile web Find out more Find product Listening about product 68% info in store to radio advertised 58% 31% 42% Agree Reading While watching While shopping newspaper/ TV magazine in store “ With my mobile, I feel that I am always connected to 51% 23% 55% the Internet”
  31. 31. It’s easy to get it wrong http://www.youtube.com/watch?v=0NQYqVwo3VE&feature=player_embedded
  32. 32. True online-offline integration http://www.youtube.com/watch?v=fGaVFRzTTP4
  33. 33. Online Social Gaming: The New Media Social Gamers: A new generation playing mobile and social network games Hardcore: Geeky Kids playing Warcraft Console Gamers: Playing: Xbox, PS3
  34. 34. The explosion of gaming in social networks 52 HardcoreOnline Gaming 24 27Online Console Gaming 5 Online Social Network Games Weekly usage of social gaming Daily Weekly
  35. 35. And its not just social network gaming – Mobile tooMobile Apps most commonly used (Australia) 71 53 54 41 43 44 31 Video General Weather Maps and Social Music Games /picture search i.e. navigation Networking Google
  36. 36. Engagement with gaming is high Attention IndexReading a book 83%Emailing (at home/work/school) 72%Using the Internet (at home/work/school) 71%Video Gaming 70%Reading a newspaper 67%Using the mobile internet 63%Using mobile apps 62%Watching TV 62%Listening to the radio 49% Source: 2010 TNS study into multi-tasking
  37. 37. $ ways to get into gaming Sponsorship Promotions Game Mechanics Custom/White Label
  38. 38. 2 speed digitalcommunity:Understand yourtarget’s needs andbehaviours
  39. 39. Ensureeverythingyou do isjoined up
  40. 40. Keep a constanteye on the futureas technologyand mediaconsumption arechanging rapidly
  41. 41. The Evolving Online Consumer Jonathan Sinton TNS Australia

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