Using insights to drive your Digital Strategy   Jonathan Sinton, TNS
Digital LifeTM                                                 46                                          2010           ...
Australia in Context
Australia in Context    Australia is a mature internet market    Our internet penetration is one of the highest in the wor...
7 Insight Driven Strategies                                Understand your audience                                       ...
Understand your   audience
TNS Digital LifeTM: Our view of the Digital World                                                                       In...
TNS Digital LifeTM: Our view of the Digital World
TNS Digital LifeTM: Our view of the Digital World          26%          6%          20%          19%           10%        ...
TNS Digital LifeTM: Our view of the Digital World          26%          6%          20%          19%           10%        ...
TNS Digital LifeTM: Our view of the Digital World          26%          6%          20%          19%           10%        ...
TNS Digital LifeTM: Our view of the Digital World          26%          6%          20%          19%           10%        ...
TNS Digital LifeTM: Our view of the Digital World          26%          6%          20%          19%           10%        ...
TNS Digital LifeTM: Our view of the Digital World          26%          6%          20%          19%           10%        ...
Australia is a mature diverse market                          The World vs Australia      Functionals   Aspirers   Network...
A basic profile                                 26%           20%           19%           19%                             ...
Interaction with Government Services                                       26%           20%           19%           19%  ...
Don’t reinventthe wheel
Behavior in Australia similar to Europe andNorth America                                                                On...
Australia is structured similarly to NorthAmerica and Europe                                                              ...
What motives Australians, motivates NorthAmericans and Europeans                                                          ...
Talk to the heart
Management and Entertain needs dominate,amplified in Australia                                                     Knowled...
Make sure you are planning to fulfill the differentneeds of consumersAn example of how service access needs vary  r: 0.04 ...
Don’t forget your    website
Traditional ‘Digital’ channels still key         Average of sources used in the decision making process across 29 differen...
Don’t devalue your own website            Uplift in scores as a result of exposure to ‘brand’ website                     ...
But you need to focus on improving the experience        “Government websites are too confusing and difficult to find     ...
Check who you are engaging
The Voyeuristic West  Individualist                                                                        US             ...
A simple framework for understanding UserGenerated Content                                     Tweet, Blog, Write         ...
Australians not major consumers of UGC  Average Score: More than one week    Generators                        37         ...
User Generated Content coming from1 Segment                                   26%               20%                19%    ...
Show me the  money
Australians not big community socialisers  HIGH                                                                           ...
Show me the money!                                                                                KEY                     ...
But the need for incentivising diminishes withsophistication of user Reasons for joining online community                 ...
Local successesOrganisation Attraction (+ incentives)                           Incentives (+ brand attraction)Rated as be...
Develop a   6 th   sense
The web is dead, long live the internet                            Used Mobile Web      Used Apps                         ...
But it’s no longer just for early adopters                                    26%         20%               19%           ...
Location is becoming increasingly of interest                               Interest in mobile based services            6...
Help guide them   Interest in Public transport       info       61                    43
Australians want information on the go   Interest in   Interactive      Gov’t  Information    On the go      74           ...
Australians want to help    Interest in reporting street  issues via app       73                           45
Keyout-takes
Invest time to understandyour audienceUse a digital lens to view themarket, understand the who,what , why and where.
Don’t succumb topeer pressureDon’t do somethingbecause its cool, do itbecause its right foryour target
Don’t reinvent thewheel, unless youhave toLook beyond ourshores for ideas thatcan be localised andimplemented
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Using insights to drive your Digital Strategy - Perth

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Using insights to drive your Digital Strategy - Perth

  1. 1. Using insights to drive your Digital Strategy Jonathan Sinton, TNS
  2. 2. Digital LifeTM 46 2010 Markets 2008/9 48,000+ interviews in total 7 Markets included: NL KE Markets 1000 interviews per market BR FR UK BE NO LU SE PL EE ES TR NG ZA TZ SA MA TH MY VN SG HK KR Markets included: US AR AT DK PT RU IL AE PH JP IN CN MY AU NZ KR SG CA MX DE FI IT GR UG EG IN CN ID AU
  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 Develop a sixth sense 7 3 Talk to the heart Show me the money 6 4 Don’t forget your website 5 Check who you are engaging
  6. 6. Understand your audience
  7. 7. TNS Digital LifeTM: Our view of the Digital World Influencers Communicators Knowledge- Seekers Networkers Aspirers Functionals
  8. 8. TNS Digital LifeTM: Our view of the Digital World
  9. 9. TNS Digital LifeTM: Our view of the Digital World 26% 6% 20% 19% 10% 19% Knowledge- Functionals Aspirers Networkers Communicators Influencers Seekers “ To me, the internet is a functional tool. I don’t want to express myself and I’m not interested in socialising online ”
  10. 10. TNS Digital LifeTM: Our view of the Digital World 26% 6% 20% 19% 10% 19% Knowledge- Functionals Aspirers Networkers Communicators Influencers Seekers “ 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 ”
  11. 11. TNS Digital LifeTM: Our view of the Digital World 26% 6% 20% 19% 10% 19% Knowledge- Functionals Aspirers Networkers Communicators Influencers Seekers “ 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. ”
  12. 12. TNS Digital LifeTM: Our view of the Digital World 26% 6% 20% 19% 10% 19% Knowledge- Functionals Aspirers Networkers Communicators Influencers Seekers “ 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. ”
  13. 13. TNS Digital LifeTM: Our view of the Digital World 26% 6% 20% 19% 10% 19% Knowledge- Functionals Aspirers Networkers Communicators Influencers Seekers “ 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. ”
  14. 14. TNS Digital LifeTM: Our view of the Digital World 26% 6% 20% 19% 10% 19% Knowledge- Functionals Aspirers Networkers Communicators Influencers Seekers “ 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. ”
  15. 15. Australia is a mature diverse market The World vs Australia Functionals Aspirers Networkers Knowledge- Communicators Influencers Seekers Australia Global Average Australia has 26% functionals – twice the global average
  16. 16. A basic profile 26% 20% 19% 19% Knowledge- Functionals Networkers Influencers Seekers Females 58 78 28 44 Under 35’s 16 50 48 79 Metro 52 57 56 76Australia Data
  17. 17. Interaction with Government Services 26% 20% 19% 19% Knowledge- Functionals Networkers Influencers Seekers Browsed Gov’t Info online 21 29 27 23 (past 12 months) Online Preferred Comms 27 30 36 43 channel with Gov’t Want to interact with Gov’t 6 16 18 32 Via FacebookAustralia Data
  18. 18. Don’t reinventthe wheel
  19. 19. Behavior in Australia similar to Europe andNorth America Online (PC & Mobile) Behaviour Latin America North & West Europe Sub Saharan Africa India Developed Asia North America South & East Europe Middle East & North Africa China Emerging Asia Different to Australia PL SA DE FR Similar to Australia GR HK TH TR MX LU BR PT IT SE TZ RU EG NG MA KE NL ES AT CA CN VN KR ID ZA EE UG NO MY PH AE SG US UK JP DK IN IL AR BE FI Behaviour Top 10 BE FR IT CA UK AR DE PT AT US
  20. 20. Australia is structured similarly to NorthAmerica and Europe Market Structure Latin America North & West Europe Sub Saharan Africa India Developed Asia North America South & East Europe Middle East & North Africa China Emerging Asia Different to Australia Similar to Australia SG LU ID ES IT UK EG MA VN AE TZ KR EE JP DK DE KE IN AR HK SA TH BR PH CN PT MX RU GR SE NL FR ZA UG MY TR IL PL FI BE CA AT NO US NG Behaviour Top 10 Market Structure Top 10 BE FR IT CA UK US UK DE FR CA AR DE PT AT US NO LU DK NL BE
  21. 21. What motives Australians, motivates NorthAmericans and Europeans Digital Motivations Latin America North & West Europe Sub Saharan Africa India Developed Asia North America South & East Europe Middle East & North Africa China Emerging Asia Different to Australia Similar to Australia SA FI LU BE TH ID CA TZ CN SE DK AE FR EG UG KE TR PL DE MY HK IL US MX VN RU ES AR MA PH EE IT ZA NG NL GR UK JP SG NO IN AT BR KR PT Behaviour Top 10 Market Structure Top 10 Digital Motivations Top 10 BE FR IT CA UK US UK DE FR CA PT TH CA US SG AR DE PT AT US NO LU DK NL BE KR BE DK IL JP
  22. 22. Talk to the heart
  23. 23. Management and Entertain needs dominate,amplified in Australia Knowledgeable, Informed, Under Management control, On top of things, Effective, Efficient Carefree, Uninhibited, A sense of freedom, Escape, Fun, Pleasure Entertainment Amused, Entertained Connection Reassurance Empowerment Stimulation Australia Global Global Data
  24. 24. Make sure you are planning to fulfill the differentneeds of consumersAn example of how service access needs vary r: 0.04 t Stim me n u latio rtain n Ente Adventurous, independant A sense of freedom Stimulated, inspired Empowerment Connection Sociable, friendly A sense of sharing, giving Community, part of things Belonging, togetherness Reassured, peace of mind Reas t sura men nc e Ma nage Australia Data Australian Influencers Australian Functionals When accessing service, Influencers seek Community, Functionals seek Entertainment
  25. 25. Don’t forget your website
  26. 26. Traditional ‘Digital’ channels still key Average of sources used in the decision making process across 29 different product and service categories Organisation Site Sites of related bodies Offline WOM Comparison sites In store / office Magazines, newspapers etc Professional Reviews User review (blog/forum) ASIA Other online sources Comments in a social network ASIA Australia North America Australia and North America Data
  27. 27. Don’t devalue your own website Uplift in scores as a result of exposure to ‘brand’ website +22-289% +11-21% +6-21% +4-22% Brand Salency Brand Opinion Consideration Purchase Intent Results from 4 brand experiment across Auto & TV categories 
  28. 28. But you need to focus on improving the experience “Government websites are too confusing and difficult to find what you are looking for” Strongly Disagree Neutral Agree Strongly Disagree Agree 47% agree
  29. 29. Check who you are engaging
  30. 30. The Voyeuristic West Individualist US AU UK NL CA DE BE Hoftstedt’s Cultural Dimension SE FR NO DE ZA FI LU PT ES AT IL EE IN JP AR MA RU AE BR SA TR GR PH MX PL MY Collectivist HK SG KE CN TH KR VN Low High % Who are regular content generators Australia one of the lowest creators of web content
  31. 31. A simple framework for understanding UserGenerated Content Tweet, Blog, Write Generators: More than weekly Comment, Retweet, Amplifiers: Forward More than weekly Read User Readers: Generated Content More than weekly
  32. 32. Australians not major consumers of UGC Average Score: More than one week Generators 37 22 Amplifiers 41 28 Readers 46 31 Global Australia
  33. 33. User Generated Content coming from1 Segment 26% 20% 19% 19% Knowledge- Functionals Networkers Influencers Seekers Generators Amplifiers ReadersAustralia Data 19% of the Australian market, Influencers, responsible for creating most of the UGC
  34. 34. Show me the money
  35. 35. Australians not big community socialisers HIGH MY RU TR Time spent consuming social media GR MA SI TH ZA AE CN BR HK UK SA EE NO KE CA PT IT AU PL SE US FR AT FI IL EG LU DE MX VN BE DK AR PH NL ES NG KR IN IN JP UG TZ Low Low % Linked to organisations High Global Data 30% of Australians connected to organisations in Social Networks
  36. 36. Show me the money! KEY Highest Country Australia Likelihood of encouraging participation in community (%) Lowest Country Organisation Copy Personal Attraction Cat Benefit (like the organisation) (follow friends) (incentivised) Global Data Australians most likely to respond to incentives
  37. 37. But the need for incentivising diminishes withsophistication of user Reasons for joining online community NETT: Personal Benefit NETT: Follow Friends NETT: Organisation Attraction ls rs rs rs na ce ke ke tio en or ee nc tw fl u -s Fu Ne In ge ed wl o Kn Australia Data 60% of Influencers connect to organisations they like
  38. 38. Local successesOrganisation Attraction (+ incentives) Incentives (+ brand attraction)Rated as being successful ANZ communities on www.famecount.com
  39. 39. Develop a 6 th sense
  40. 40. The web is dead, long live the internet Used Mobile Web Used Apps (Past 4 weeks) (Past 4 weeks) KEY Highest Country 4 Weekly Australia Usage Lowest Country Used Mobile Web Used Apps Australia Rank (Total) 28 27 Australian Rank 15 11 (Developed markets) Australia ranks #28 for mobile web usage (Among users)
  41. 41. But it’s no longer just for early adopters 26% 20% 19% 19% Knowledge- Functionals Networkers Influencers Seekers Mobile Internet usage 6 28 20 31 Every 4 Weeks Mobile App usage 13 27 40 49 Every 4 weeksAustralia Data 4 of 6 Segments becoming mobile
  42. 42. Location is becoming increasingly of interest Interest in mobile based services 62 61 58 47 39 37 22 7 Maps/ Public Mobile Bar SMS Sponsored Location Location Navigation Transport/ Coupons Code Sales Apps based based Travel Info Scanning Notice Social dating Networking Australia Data
  43. 43. Help guide them Interest in Public transport info 61 43
  44. 44. Australians want information on the go Interest in Interactive Gov’t Information On the go 74 44
  45. 45. Australians want to help Interest in reporting street issues via app 73 45
  46. 46. Keyout-takes
  47. 47. Invest time to understandyour audienceUse a digital lens to view themarket, understand the who,what , why and where.
  48. 48. Don’t succumb topeer pressureDon’t do somethingbecause its cool, do itbecause its right foryour target
  49. 49. Don’t reinvent thewheel, unless youhave toLook beyond ourshores for ideas thatcan be localised andimplemented

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