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Using insights to drive your Digital Strategy

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Digital Now Australia
Jonathan Sinton's Presentation

How well do you know your digital audience? Do you know what they're saying about your product or organisation online? Does your digital strategy hit the mark?

TNS will present extracts from a new, landmark study called Digital Life, the largest and most comprehensive review of the global digital consumer ever undertaken. Conducted in 46 countries around the world, the study offers vital insights into what your customers are doing online, why, and what will they do more of in the future.

Digital Life introduces a new framework for understanding the different types of consumer archetypes in Australia. TNS will discuss how each archetype behaves differently, what motivates them and how brands have been able to connect more deeply with them.

You will also come away with insight into how these digital archetypes align with major Australian and International brands and how you can profile these archetypes within your own category.

Published in: Technology, Travel, Business
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Using insights to drive your Digital Strategy

  1. 1. Using insights to drive your Digital Strategy Jonathan Sinton, TNS
  2. 2. Digital LifeTM 1000 interviews per market Markets included: 2008/9 7 Markets 48,000+ interviews in total Markets included: 2010 46 Markets IN CNMX AR BR MA EG SA AE TR PT GR PL RU IT ES EE KR AU JP HK SG ID VN PH TH MY NL SE NO FI DK FR BE AT UK DE LU CA US TZ ZA NG UG IL KE IN CN KRAU SGMY NZ
  3. 3. Australia in Context
  4. 4. Australia in Context  Australia is a mature internet market  Our internet penetration is one of the highest in the world, in excess of 80% of Australians  Subsequently our online audience is comparatively old  On Average, Australians spend 18 hours a week online – 12th highest  Well developed PC usage, lagging mobile usage  Strong usage of email & social media, below average usage of news & multimedia
  5. 5. 7 Insight Driven Strategies View the World through a digital lens 1 2 Don’t reinvent the wheel 3 Talk to the heart 4 Pick your timing 5 Check who you are crowd sourcing 6Show me the money 7Develop a sixth sense
  6. 6. Viewing the World through a digital lens
  7. 7. Illustrative Example Does your traditional segmentation work to target people digitally? Write a blog Log onto twitter Social Network Read direct mail Read a Newspaper Listen to the Radio Watch TV A to B Drivers Power hungry Space & Convenience Experience Seekers Traditional views of segments don’t discriminate on digital behaviour 1 Digital is highly fragmented, meaning audiences are small 2
  8. 8. Create a Digital Segment Gameboard Digital Segment 6 Digital Segment 5 Digital Segment 4 Digital Segment 3 Digital Segment 2 Digital Segment 1 Illustrative Example
  9. 9. TNS Digital LifeTM : Our view of the Digital World Functionals Aspirers Networkers Knowledge- Seekers Communicators Influencers
  10. 10. To me, the internet is a functional tool. I don’t want to express myself and I’m not interested in socialising online 26% Functionals 6% Aspirers 20% Networkers 19% Knowledge- Seekers 10% Communicators 19% Influencers “ ” TNS Digital LifeTM : Our view of the Digital World
  11. 11. I’m a basic user of the internet, but I aspire to improve my online capabilities. I can see the benefits of the internet but haven’t fully embraced it yet “ ” 26% Functionals 6% Aspirers 20% Networkers 19% Knowledge- Seekers 10% Communicators 19% Influencers TNS Digital LifeTM : Our view of the Digital World
  12. 12. For me, the internet enhances my relationships, enabling me to connect with people and brands– Facebook is my best friend. I’m highly social online. “ ” 26% Functionals 6% Aspirers 20% Networkers 19% Knowledge- Seekers 10% Communicators 19% Influencers TNS Digital LifeTM : Our view of the Digital World
  13. 13. I love the internet as it allows me to learn so much. I love researching new things online and the information I find helps me to feel empowered. “ ” 26% Functionals 6% Aspirers 20% Networkers 19% Knowledge- Seekers 10% Communicators 19% Influencers TNS Digital LifeTM : Our view of the Digital World
  14. 14. I just love talking and expressing myself. I’m highly social, but mainly just with my friends. I’m a big smartphone user and couldn’t live without the internet. “ ” 26% Functionals 6% Aspirers 20% Networkers 19% Knowledge- Seekers 10% Communicators 19% Influencers TNS Digital LifeTM : Our view of the Digital World
  15. 15. I love to voice my opinion and I want to be seen as a leader. I blog, tweet, socialise and try to get my opinion across whenever I can, even if via my phone. I spend most of my time connected. “ ” 26% Functionals 6% Aspirers 20% Networkers 19% Knowledge- Seekers 10% Communicators 19% Influencers TNS Digital LifeTM : Our view of the Digital World
  16. 16. A basic profile Females Under 35’s Metro 58 34 78 28 37 44 16 46 50 48 51 79 52 63 57 56 68 76 26% Functionals 6% Aspirers 20% Networkers 19% Knowledge- Seekers 10% Communicators 19% Influencers Australia Data
  17. 17. Australia is a mature diverse market Functionals Aspirers Networkers Knowledge- Seekers Communicators Influencers The World vs Australia Australia has 26% functionals – twice the global average Australia Global Average
  18. 18. Don’t reinvent the wheel
  19. 19. Behavior in Australia similar to Europe and North America Online (PC & Mobile) Behaviour CA MX MA TR PL IN CN KR AR ZA GR PT VN BR SA RU NL JP AE SE PH HK IL EE TH ES SGMYNO FI DK FR BE AT UK DE LU US KE IT ID TZ UG EG SimilartoAustralia DifferenttoAustralia NG Latin America North America North & West Europe South & East Europe Sub Saharan Africa Middle East & North Africa India China Developed Asia Emerging Asia Behaviour Top 10 CA AR PT FRBE AT UK DE US IT
  20. 20. Australia is structured similarly to North America and Europe CA MX MA TR PL IN CN KR AR ZA GR PT VN BRSA RU NL JP AE SE PH HK IL EE TH ES SG MY NO FI DK FR BE AT UK DE LU US KE ITID TZ UG EG NG Market Structure SimilartoAustralia DifferenttoAustralia Latin America North America North & West Europe South & East Europe Sub Saharan Africa Middle East & North Africa India China Developed Asia Emerging Asia Behaviour Top 10 CA AR PT FRBE AT UK DE US IT Market Structure Top 10 FR NO DK UKUS NL CA LU BE DE
  21. 21. What motives Australians, motivates North Americans and Europeans CA MX MA TR PL IN CN KR AR ZA GR PT VN BR SA RU NL JP AE SE PH HK IL EE TH ES SG MY NO FI DK FR BE AT UK DE LU USKE IT ID TZ UGEG NG Digital Motivations SimilartoAustralia DifferenttoAustralia Digital Motivations Top 10 Latin America North America North & West Europe South & East Europe Sub Saharan Africa Middle East & North Africa India China Developed Asia Emerging Asia Behaviour Top 10 CA AR PT FRBE AT UK DE US IT US KR DK THPT IL SG BE JP CA Market Structure Top 10 FR NO DK UKUS NL CA LU BE DE
  22. 22. Talk to the heart
  23. 23. “The internet is everywhere, but it is not everywhere in the same way”* ien ang
  24. 24. Management and Entertain needs dominate, amplified in Australia Australia Global Management Entertainment Connection Reassurance Empowerment Stimulation Knowledgeable, Informed, Under control, On top of things, Effective, Efficient Carefree, Uninhibited, A sense of freedom, Escape, Fun, Pleasure Amused, Entertained Global Data
  25. 25. Make sure you are planning to fulfill the different needs of consumers An example of how online shopping needs vary Australian Influencers Australian Functionals A sense of freedom Adventurous, independant Stimulated, inspired Reassured, peace of mind Belonging, togetherness Community, part of things A sense of sharing, giving Sociable, friendly Connection Entertainment Stimulation Empowerment ManagementReassurance When shopping online, Influencers seek Community, Functionals seek Entertainment r: 0.04 Australia Data
  26. 26. Pick your timing
  27. 27. Not every consumer wants to interact with brands in the same way Attitudes to brand presence in activities 26% Functionals 6% Aspirers 20% Networkers 19% Knowledge- Seekers 10% Communicators 19% Influencers Intrusive Tune out Open Australia Data
  28. 28. Traditional ‘Digital’ channels still key Australia North America Brand Site Retailer Site Offline WOM Price Comparison sites In store Magazines, newspapers etc Professional Reviews User review (blog/forum) Other online sources Comments in a social network Average of sources used in the decision making process across 29 different product and service categories Australia and North America Data
  29. 29. Brand Salency Brand Opinion Consideration Purchase Intent Don’t devalue your own website Uplift in scores as a result of exposure to ‘brand’ website Results from 4 brand experiment across Auto & TV categories +6-21% +11-21% +22-289% +4-22%
  30. 30. Find ways to close the loop 39 Interest in buying direct from brand Interest in buying via facebook store Computers Hardware Home appliances Clothes Mobile Phone (handset) Shoes Cleaning/household products Food Audio visual Cosmetics / facial care products Skin care products Alcoholic Beverages Hair care products Video games Fragrances/ perfume Mobile gadgets Tobacco/ cigarettes Baby care products
  31. 31. Check who you are crowd sourcing
  32. 32. The Voyeuristic West % Who are regular content generators Collectivist High Hoftstedt’sCulturalDimension Low CA MX MA TR PL IN CN KR AR ZA GR PT VN AU BR SA RU NL JP AE SE PH HK IL EE TH ES SG MY NO FI DE FR BE AT UK DE LU US KE Australia one of the lowest creators of web content Individualist
  33. 33. A simple framework for understanding User Generated Content Generators: Amplifiers: Readers: Tweet, Blog, Write More than weekly Comment, Retweet, Forward More than weekly Read User Generated Content More than weekly
  34. 34. Australians not major consumers of UGC Average Score: More than one week 37 41 46 22 28 31 Generators Amplifiers Readers Global Australia
  35. 35. User Generated Content coming from 1 Segment 26% Functionals 6% Aspirers 20% Networkers 19% Knowledge- Seekers 10% Communicators 19% Influencers 19% of the Australian market, Influencers, responsible for creating most of the UGC Australia Data Generators Amplifiers Readers
  36. 36. Show me the money
  37. 37. Australians not big brand socialisers % Linked to brands Timespentconsumingsocialmedia Low Low High HIGH CA MX MA TZ TR PT IN CN INKR AR EG ZA GR PL VN BR SA NG RU NL JP AE UG IT SE PH HK IL ES THSI MY NO FI DK FR BE AT UK DE LU US KE EE 30% of Australians connected to brands in Social Networks AU Global Data
  38. 38. Show me the money! Brand Attraction (like the brand) Copy Cat (follow friends) Personal Benefit (incentivised) Australia Lowest Country Highest Country KEY Likelihood of encouraging participation in community (%) Australians most likely to respond to incentives Global Data
  39. 39. The Branded Community Epiphany Percent Connected to brands #ofbrandsconnectedto Functional Aspirers Communicators Knowledge-Seekers Networkers Influencers HighLow Low High Australian segments Connections increase with segment sophistication Australia Data
  40. 40. And the need for incentivising diminishes with sophistication of userFunctionals Aspirers Networkers Knowledge-seekers Com m unicators Influencers NETT: Personal Benefit NETT: Follow Friends NETT: Brand Attraction 60% of Influencers connect to brands they like Australia Data Reasons for joining brand community
  41. 41. Local successes Brand Attraction (+ incentives) Incentives (+ brand attraction) Rated as being successful ANZ communities on www.famecount.com
  42. 42. Develop a 6th sense
  43. 43. The web is dead, long live the internet Used Mobile Web Used Apps Australia Rank (Total) 28 27 Australian Rank (Developed markets) 15 11 Used Mobile Web (Past 4 weeks) Used Apps (Past 4 weeks) Australia Australia ranks #28 for mobile web usage (Among users) Lowest Country Highest Country KEY 4 Weekly Usage
  44. 44. But it’s no longer just for early adopters Past 4 Weeks 6 10 28 20 3125 Mobile Internet usage Every 4 weeks 13 10 27 40 4930 Mobile App usage 26% Functionals 6% Aspirers 20% Networkers 19% Knowledge- Seekers 10% Communicators 19% Influencers Australia Data 4 of 6 Segments becoming mobile
  45. 45. But keep your options open Share today Share tomorrow iPhone Nokia Other iPhone Nokia Other 26% Functionals 6% Aspirers 20% Networkers 19% Knowledge- Seekers 10% Communicators 19% Influencers Australia Data Fragmentation of Handsets will continue
  46. 46. Develop a sixth sense Pattie Mae – TED2009 9 Currently use mobile reviews 33 Interest in accessing reviews (if available) Australian data
  47. 47. 3Key out-takes
  48. 48. Invest time to understand your audience Use a digital lens to view the market, understand the who, what , why and where.
  49. 49. Don’t succumb to peer pressure Don’t do something because its cool, do it because its right for your target
  50. 50. Don’t reinvent the wheel, unless you have to Look beyond our shores for ideas that can be localised and implemented
  51. 51. 51

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