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Using insights to drive
your Digital Strategy
Jonathan Sinton, TNS
Digital LifeTM
1000 interviews per market
Markets included:
2008/9
7
Markets
48,000+ interviews in total
Markets inclu...
Australia in Context
Australia in Context
 Australia is a mature internet market
 Our internet penetration is one of the highest in the world...
7 Insight Driven Strategies
Understand your audience
1
2 Don’t reinvent the wheel
3 Talk to the heart
4 Don’t forget your ...
Understand your
audience
TNS Digital LifeTM: Our view of the Digital World
Functionals
Aspirers
Networkers
Knowledge-
Seekers
Communicators
Influen...
To me, the internet is a functional tool. I don’t want
to express myself and I’m not interested in
socialising online
26%
...
I’m a basic user of the internet, but I aspire to
improve my online capabilities. I can see the
benefits of the internet b...
For me, the internet enhances my relationships,
enabling me to connect with people and brands–
Facebook is my best friend....
I love the internet as it allows me to learn so much.
I love researching new things online and the
information I find help...
I just love talking and expressing myself. I’m highly
social, but mainly just with my friends. I’m a big
smartphone user a...
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 wh...
Australia is a mature diverse market
Functionals Aspirers Networkers Knowledge-
Seekers
Communicators Influencers
The Worl...
A basic profile
Females
Under 35’s
Metro
Australia Data
58
16
52
26%
Functionals
78
50
57
20%
Networkers
28
48
56
19%
Know...
Interaction with Government Services
Australia Data
21
27
6
26%
Functionals
29
30
16
20%
Networkers
27
36
18
19%
Knowledge...
Don’t reinvent
the wheel
Behavior in Australia similar to Europe and
North America
Online (PC & Mobile) Behaviour
CA
MX
MA
TR
PL
IN
CN KR
AR
ZA
GR
...
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
P...
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...
Talk to the heart
Management and Entertain needs dominate,
amplified in Australia
Australia Global
Management
Entertainment
Connection
Reass...
Make sure you are planning to fulfill the different
needs of consumers
An example of how service access needs vary
Austral...
Don’t forget your
website
Traditional ‘Digital’ channels still key
Australia North America
Organisation Site
Sites of related bodies
Offline WOM
Com...
Brand Salency Brand Opinion Consideration Purchase Intent
Don’t devalue your own website
Uplift in scores as a result of e...
But you need to focus on improving the experience
“Government websites are too confusing and difficult to find
what you ar...
Check who you
are engaging
The Voyeuristic West
% Who are regular content generators
Collectivist
High
Hoftstedt’sCulturalDimension
Low
CA
MX
MA
TR
P...
A simple framework for understanding User
Generated Content
Generators:
Amplifiers:
Readers:
Tweet, Blog, Write
More than ...
Australians not major consumers of UGC
Average Score: More than one week
37
41
46
22
28
31
Generators
Amplifiers
Readers
G...
User Generated Content coming from
1 Segment
19% of the Australian market, Influencers, responsible for creating most of t...
Show me the
money
Australians not big community socialisers
% Linked to organisations
Timespentconsumingsocialmedia
Low
Low
High
HIGH
CA
MX
...
Show me the money!
Organisation
Attraction
(like the organisation)
Copy
Cat
(follow friends)
Personal
Benefit
(incentivise...
But the need for incentivising diminishes with
sophistication of user
NETT: Personal
Benefit
NETT: Follow
Friends
NETT: Or...
Local successes
Organisation Attraction (+ incentives) Incentives (+ brand attraction)
Rated as being successful ANZ commu...
Develop a 6th
sense
The web is dead, long live the internet
Used Mobile Web Used Apps
Australia Rank (Total) 28 27
Australian Rank
(Developed ...
But it’s no longer just for early adopters
Every 4 Weeks
6 28 20 31Mobile Internet usage
Every 4 weeks
13 27 40 49Mobile A...
Location is becoming increasingly of interest
62 61
58
47
39 37
22
7
Maps/
Navigation
Public
Transport/
Travel Info
Mobile...
Help guide them
42
61
Interest in
Public transport
info
Australians want information on the go
43
74
Interest in
Interactive
Gov’t
Information
On the go
Australians want to help
44
73
Interest in
reporting street
issues via app
Key
out-takes
Invest time to understand
your audience
Use a digital lens to view the
market, understand the who,
what , why and where.
Don’t succumb to
peer pressure
Don’t do something
because its cool, do it
because its right for
your target
Don’t reinvent the
wheel, unless you
have to
Look beyond our
shores for ideas that
can be localised and
implemented
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Using insights to drive your Digital Strategy - Canberra

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Digital Now Australia 2010
Jonathan Sinton's Presentation from the DNA10 Canberra event

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 - Canberra

  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 Understand your audience 1 2 Don’t reinvent the wheel 3 Talk to the heart 4 Don’t forget your website 5 Check who you are engaging 6Show me the money 7Develop a sixth sense
  6. 6. Understand your audience
  7. 7. TNS Digital LifeTM: Our view of the Digital World Functionals Aspirers Networkers Knowledge- Seekers Communicators Influencers
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. A basic profile Females Under 35’s Metro Australia Data 58 16 52 26% Functionals 78 50 57 20% Networkers 28 48 56 19% Knowledge- Seekers 44 79 76 19% Influencers
  16. 16. Interaction with Government Services Australia Data 21 27 6 26% Functionals 29 30 16 20% Networkers 27 36 18 19% Knowledge- Seekers 23 43 32 19% Influencers Browsed Gov’t Info online (past 12 months) Online Preferred Comms channel with Gov’t Want to interact with Gov’t Via Facebook
  17. 17. Don’t reinvent the wheel
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. Talk to the heart
  22. 22. 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
  23. 23. Make sure you are planning to fulfill the different needs of consumers An example of how service access 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 Empowerment When accessing service, Influencers seek Community, Functionals seek Entertainment r: 0.04 Australia Data
  24. 24. Don’t forget your website
  25. 25. Traditional ‘Digital’ channels still key Australia North America Organisation Site Sites of related bodies Offline WOM Comparison sites In store / office 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 ASIA ASIA
  26. 26. 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%
  27. 27. But you need to focus on improving the experience “Government websites are too confusing and difficult to find what you are looking for” Strongly Agree AgreeNeutralDisagreeStrongly Disagree 47% agree
  28. 28. Check who you are engaging
  29. 29. 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
  30. 30. 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
  31. 31. Australians not major consumers of UGC Average Score: More than one week 37 41 46 22 28 31 Generators Amplifiers Readers Global Australia
  32. 32. User Generated Content coming from 1 Segment 19% of the Australian market, Influencers, responsible for creating most of the UGC Australia Data Generators Amplifiers Readers 26% Functionals 20% Networkers 19% Knowledge- Seekers 19% Influencers
  33. 33. Show me the money
  34. 34. Australians not big community socialisers % Linked to organisations 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 KEEE 30% of Australians connected to organisations in Social Networks AU Global Data
  35. 35. Show me the money! Organisation Attraction (like the organisation) 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
  36. 36. But the need for incentivising diminishes with sophistication of user NETT: Personal Benefit NETT: Follow Friends NETT: Organisation Attraction 60% of Influencers connect to organisations they like Australia Data Reasons for joining online community
  37. 37. Local successes Organisation Attraction (+ incentives) Incentives (+ brand attraction) Rated as being successful ANZ communities on www.famecount.com
  38. 38. Develop a 6th sense
  39. 39. 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
  40. 40. But it’s no longer just for early adopters Every 4 Weeks 6 28 20 31Mobile Internet usage Every 4 weeks 13 27 40 49Mobile App usage 26% Functionals 20% Networkers 19% Knowledge- Seekers 19% Influencers Australia Data 4 of 6 Segments becoming mobile
  41. 41. Location is becoming increasingly of interest 62 61 58 47 39 37 22 7 Maps/ Navigation Public Transport/ Travel Info Mobile Coupons Bar Code Scanning SMS Sales Notice Sponsored Apps Location based Social Networking Location based dating Australia Data Interest in mobile based services
  42. 42. Help guide them 42 61 Interest in Public transport info
  43. 43. Australians want information on the go 43 74 Interest in Interactive Gov’t Information On the go
  44. 44. Australians want to help 44 73 Interest in reporting street issues via app
  45. 45. Key out-takes
  46. 46. Invest time to understand your audience Use a digital lens to view the market, understand the who, what , why and where.
  47. 47. Don’t succumb to peer pressure Don’t do something because its cool, do it because its right for your target
  48. 48. Don’t reinvent the wheel, unless you have to Look beyond our shores for ideas that can be localised and implemented

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