Digital consumer 数字消费者

数字世界
The Digital World
Steve Hasker
媒体研究总裁
President, Media Products
The Nielsen Company

Title of Presentation

数字世界引领着媒体市场前所未有的变化
The Digital World is Driving Unprecedented Shifts in Media

1. 逐渐碎片化的
消费者行为
Consumer behavior
fragmenting

2. 新兴平台的涌现 Unprecedented 3. 持续的内容变化
New platforms Content changing
emerging
shifts in media
forever

4. 商业模式和
广告形式的转移
Business models and
ad formats shifting

2

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

1. 逐渐碎片化的消费者行为
Consumer Behavior is Fragmenting 他们使用什么、何时以及如
不同媒体的花费时间Time across media 何消费媒体？
What, when, and how
美国人每天平均花费分钟 they consume
Average minutes per day in the US
*
* 每位iPhone用户拥有
* 手机 *
* * * 37个应用程序
新兴媒体游戏 *
* 37 apps
Emerging * 网络 * per iPhone user
书籍 *
其他 * 在全球领域…
音乐 * 70% 观看网络视频
传统媒体 11% 观看手机视频
平面媒体 Globally…
Traditional
70% watch online video
11% watch mobile video
广播 *
超过60%电视观众
收看时同时进行
其他活动
* 60%+ TV
电视 viewers multitask
*

* *

3

Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation

2. 崭新平台正以前所未有的速度急速发展
New Platforms Are Emerging Faster Than Ever Before

触达全球5亿用户所需年份
Years to reach
1925 1950 1970 2000 2005 06 07 08 09 2010
500M global users
OTA Cable Satellite Digital cable, IPTV, OTT
电视 DVR, VOD
TV *

网络 Short clips Streaming vid,
User-generated
Social, lifecast

Online
*

手机 Mobile
video
Smartphones,
media apps
2x
Mobile
phones
4
可携式媒体 Portable media players Tablets
Portable
media
10x

4


3. 社交网络与用户制作视频彻底改变了内容的普及程度
Availability of Content is Forever Changed by Social Networks and User
Generated Video
参与制作內容的网民百分比
% of Internet users that have created content
社交轮廓上传照片上传视频撰写博客 • 在2010年10月，占据了整体
Social profile Uploaded Uploaded Written 视频流的55%；其中，70%的
photos videos blog 内容来自美国以外的市场
Accounted for 55% of total
streams Oct ’10, 70% of which
were from outside U.S.
* * * * • 过去60天上传的视频数量比
过去30年美国三大电视网络
制作的视频节目还要多
More video uploads in 60 days
than all 3 major US networks
created in 30 years!
* * * *

• 每周有35亿的內容在
* * * facebook上与他人分享
• 3.5 billion pieces of content
are shared every week

数据来源：Nielsen VideoCensus

5


4. 结果：商业模式和广告形式起了根本性的变化
Result: Fundamental Shifts in Business Models and Advertising Formats
美国市场DVD销售额 US DVD Sales 全球广告花费转移
实际销量（百万） Physical unit sales (mn) Shifts in global ad spend
995 $4380亿美元 $*B $4230亿美元 $*B
892 808
19%
网络与手机 *
*
户外广告 *
销售额目录广告
sales *
* * * 广播 *
杂志 *

数字内容订购量（百万）
digital subscriptions (mn) 61% 报纸
* *
* 13%
DVD租量 6
*
DVD
rental
6
7 电视 * *
视频流 9 254%
+DVD 6
3
Stream * *
+ DVD * * *
6


7


中国的数字消费者
The Chinese Digital Consumer

费乐山
Shan Phillips
The Nielsen Company

8


她为什么拥有那么多面条？
Why Does She Have So Many Noodles?

9


中国只有百分之三十二的人使用互联网
Internet Only Reaches 32% of China’s Citizens

非互联网用户
Non-users: 901M

互联网用户
Internet Users: 420M

一个方格=1000万人
1 square = 10 million People

数据来源: 26th CNNIC中国互联网研究报告
10
Source: 26th CNNIC China Internet Study Report

大量的非互联网用户说明市场潜力巨大
Non Users Represent a Huge Opportunity

非互联网用户
Non-users: 901M

互联网用户
Internet Users: 420M


11

中国的互联网用户可分为三类
China’s Internet Users Can Be Divided Into Thee Groups

非互联网用户
Non-users: 901M

移动互联网用户
Mobile Internet: 49M

固定互联网用户
Fixed Internet 143M

固定与移动互联网用户
Fixed and Mobile Internet: 228M


12

中国有4900万“仅用移动互联网”用户
China has 49 Million “Mobile Only” Users
非互联网用户
Non-users: 901M


Fixed Internet 143M



13

两亿七千多万移动互联网用户
277 Million Users of the Mobile Internet

非互联网用户
Non-users: 901M


Fixed Internet 143M



14

中国的四亿两千万互联网用户是谁，他们在网上做什么？
Who Are the 420 Million Netizens and What Do They Do on the Net?

非互联网用户
Non-users: 901M


Fixed Internet 143M



15

中国的互联网用户日益年长
China’ Internet Users Are Getting Older
互联网用户的平均年龄在提高——现在41% 的互联网用户超
过30岁。 Average age of Internet Users going up- now
41% are over 30 years of age.

16

用户上网时间越来越长
People are Spending More Time On The Internet
平均每个互联网用户每周花费近20个小时上网。
Average Internet user spends almost 20 hours on line a week

17

大多数的中国用户网龄并不长
Most Chinese are Just Discovering the Internet
大约2/3的中国网民网龄低于3年，而有一半的网民网龄低于
2年。 About two-thirds of Chinese have been online for
three years or less, and half for less than two

18

农村互联网渗透率仍较低
Rural Internet Penetration is Low
大约一半的中国城镇人口使用互联网，1/7的农村人口使用
互联网。 About half of China’s urban population uses the
internet, one in every seven rural residents uses the
internet.

19

信息消费与通信趋于成熟，而产品消费刚刚起步
Information Consumption and Communication Mature, Product
Consumption Just Starting
[Unit: %] 互联网应用 Internet Usage
100
Digital Entertainment
82.5 Traditional Internet Applications
76.3 78.5
80 72.4
70.5 Internet Media
63.2 E-Business
60 56.5 55.1
50.1

40 31.5 33.8
30.5

20 15.0
8.6

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20

三大主流消费趋势
Exploring Three Major Consumption Trends
• 对真人真事的关注超过名人
Preferring genuine issues and people to celebrities

• 虚拟货币和虚拟商品成为网络体验的一部分
Virtual Currency and Goods a Key Part of the Online
Experience

• 网购和团购威力正现
On line shopping and group buying are gaining power

21


中国数字媒体消费者对真人真事的关注超过名人
China’s Digital Consumers Prefer Genuine
Issues and People to Celebrities

Li Yuchun (李宇春) won the
2005 nationwide singing
contest “Super Girl” in
2005. It popularized Mobile
SMS based fan voting and
created a heated debate
around what was a Chinese
Women

22



Xi Li Ge (犀利哥), which
roughly means “brother
sharp” is a Homeless Man
with Good Fashion Sense
became an internet
sensation- dubbed the
“prince of beggars”-
China’s Human Meat
Search Engine (人肉搜索)
validated he was a real
person, not a creation of
the digital world

23


Yao Chen (姚晨), is the
Microbloger in China with
the most fans (粉丝)- More
than 4 million- she is not
considered a great beauty
but rather an honest
person who shares her life
openly on her blog

24


Ma Nuo (马诺) , a model from
Beijing, became the center of
controversy recently when she
appeared on the popular
dating program "If You're the
One" on Jiangsu Satellite TV.
When Ma was asked by a male
contestant if she would go for
a ride on his bicycle she
responded “"I'd rather cry in a
BMW than laugh on the
backseat of a bicycle"
Netezens dubbed her “Gold
Digging Girl (拜金女)

25


虚拟货币和虚拟商品成为网络体验的重要部分
Virtual Currency and Goods a Key Part of the
Online Experience
• 许多中国网民相比装饰自己的房间更喜欢装
饰自己的虚拟房间 Many of China’s Internet
Users prefer decorating their virtual rooms to
decorating a physical room
• 大约80% 的腾讯收入来自于互联网增值服务
，不到7%来自广告Almost 80% of Tencent’s
Revenues come from “Internet Value Added
Services”- less than 7% from Advertising

• 中国的监管当局“关注”虚拟货币的发展
Virtual Currency is a Concern for China’s
Regulators

26


网购和团购市场巨大而且发展迅猛
On Line Shopping And Group Buying Are Large
and Getting Bigger
• 中国网购市场规模达到390亿美元，成为世界第二大网
购市场，紧随美国1560亿美元之后 On Line Shopping
in China is worth $39 billion. That makes it the world’s
second-biggest, after the U.S. ($156 billion).
• 并且，网购可以越来越大——只有1/3的中国网民在线
购物，而美国则有2/3网民在线购物And it could get
much, much bigger — only a third of China’s internet
users currently shop online, compared with two-thirds
in the U.S.
• 甚至在那些迄今为止从不用网购的人中，他们仍在作出
购买决策前在网络上搜索信息 Even among the majority
who have so far spurned e-commerce, their use of the
internet to research purchasing decisions is
nonetheless extensive.
数据来源:/Source: McKinsey
Insights China, Nielsen Analysis 27

Copyright © 2010 The Nielsen Company. Confidential and proprietary. Source: Frost & Sullivan April 2010

网购和团购市场巨大而且发展迅猛
On Line Shopping And Group Buying Are Large
and Getting Bigger
• 团购在中国迅猛增长，有大约200家”GroupOn”的克隆网站
Group buying now emerging with almost 200 “GroupOn”
clones

• 中国早就有团购 Group buying pre-
dates the GroupOn craze

数据来源:/Source: McKinsey
Insights China, Nielsen Analysis 28

Copyright © 2010 The Nielsen Company. Confidential and proprietary. Source: Frost & Sullivan April 2010

互联网营销制胜之道
Winning the Digital Consumer

• 了解互联网上的热门话题
Understand the key issues driving online sentiment
• 在互联网上创建“真实的”消费者互动
Create an “authentic” online interaction with consumers
• 鼓励消费者讲出亲身经历的故事
Look for ways to let consumers tell your story for you
• 使虚拟产品或虚拟货币成为互联网营销的一部分
Integrate virtual goods and currency into your online marketing
• 了解您的产品品类的网络销售动态，并制定合适的产品网络销售策略
Understand online buying for your products and have an online
sales strategy

29


30


数字电视的震撼力
The Power of Digital Television
马正德 Jed Meyer
尼尔森大中华区媒体研究董事长
Managing Director, Media Services
Nielsen Greater China

31


32


33


34


数字化改变了一切
Digital is changing everything

35


中国正转向数字化
China’s moving to digital

地方化国家联播网
Decentralized National Network

模拟数字
Analog Digital

播送互动
Broadcasting Interactive

观看电视使用电视
Watching TV Using TV

36


这正是为什么我们创立了尼尔森网联
That’s why we created Nielsen CCData

全球营销研究业界领
导者
Global leader in
Research industry

媒体研究的本地专家
Local specialist in
media study

37


尼尔森网联：中国数字电视市场的先锋
Nielsen CCData: Pioneer in China’s DTV market

38


全方位的测量服务
Holistic Measurement Services

用户如何观看电视？
How do users watch
TV?
使用者如何使用
新服务？How
do users use 定性测量
new services? “Qualitative
measurement”

39


创新的受众测评
Innovative Audience Measurement

更具粒度
的分析

40


综合的测量方案
Comprehensive Toolbox

单向有线电视网
1-way cable TV
network

双向有线电视网
2-way cable TV
network

其他复杂的
有线电视网
Other complex
cable TV network

41


尖端的技术方案
Cutting Edge Technology

42


了解用户的收看、态度与习惯
Understand User’s Tuning, Attitudes and Habits

测量受众轮廓
Measure Audience
Profile

态度
Attitudes

43


增值业务普查测量
Census Level Measurement of Value Added Services

44


媒体主与内容提供商
Media Owners
Content Providers

有线电视运营商
Cable 广告代理商
Operators Advertisers
Agencies

45


华数个案研究
Wasu Case Study
如何为我的广
我的ARPU为
告定价？该怎
何？可以增长
么销售呢？
吗？怎么做商业议题 How to set the
呢？ Business Questions pricing for my
What’s my
advertising
ARPU? Can it
and how to
be increased
sell it?
& how?

运营支撑广告销售支持
Operation issues Advertising
support sales support

46


杭州文广集团个案研究
Hangzhou Media Group Case Study

有多少人观看观众是谁？他
我的节目？们喜欢我的节
How many 商业议题目吗？
people have Business Questions Who are they
watched my & do they
programs? enjoy the
programs ?

调查支持受众的结构以及
庞大的样本他们对节目的态度
收视数据支持 Survey support
Massive sample structure of audience and
tuning data support their attitude to programs

47


肯德基个案研究
Yum! Case Study
观看过我的电视
我在数字电视广告的观众能记
播的广告GRP 住的层次以及反
是多少？应如何？
What’s the 商业议题 What’s the
Business Questions recall level &
GRP of my
campaign on action of
audience from
DTV?
my TVC?

调查支持进行广告活动
广告数据支持 Survey support
Ad data Conduct Ad campaign
support

48


尼尔森协助您驾驭并且制胜
于中国的数字时代
Nielsen helps you navigate and
win in China’s Digital era

数字化步伐
Pace of Digitalization

49


50


51


我们都生活在公众当中：
社交媒体、消费者与广告主
We Live In Public: Social Media,
the Consumer, and the Advertiser

Jesse Goranson
The Nielsen Company

52


社交网络的普及化标志着在全球范围的行为变化
Social Networking Represents a Global Change in
Behavior
86%
0.1% 79%
76% 77% 77% 76% Sep‐10
2.2% 75% 74%
2.2%
0.0% 2.6% 1.7% 0.1%
72% Sep‐09
4.6% 1.9%
63%
2.4% 58%
2.7%

85.9%
73.4% 77.1% 76.7% 74.1% 74.6% 74.4%
70.1% 70.0%
60.3%
55.7%
活跃网民登录会员社区的百分比
% Active Online Audience that visits a Member Community

全球平均巴西西班牙意大利美国 US 日本法国英国澳大利亚德过瑞士
Global Brazil* Spain Italy Japan** France UK Australia Germany* Swizerland*

** Japan data is from August 2010 as September 2010 was not yet available

53


社交媒体正改变着我们如何使用手机
Social is Changing How We Use Mobile Phones
308%

2008年8月至2010年8月美国全国使用手机访问各类上网服务人数增长率
Mobile Internet Audience Growth by Service Type, US: 2008- 2010
August 2008 – August 2010, National

200%

144%
122% 119% 118% 114% 114%
105% 103% 102% 102% 99% 98%

社交网络搜索购物银行服务餐饮娱乐视频健康音音乐新闻旅游游戏门户网站电子邮件
Social Searching Shopping Banking Dining Entertainment Videos Health Music News Travel Games Portals E-Mail
Networking

54


. . . 社交媒体也将改变我们如何观看电视
…And Social Will Change How We Watch TV
同时使用电脑电视的百分比同时使用电脑电视的份额
Percentage of Simultaneous Share of Simultaneous
PC TV Usage PC TV Usage

4.1%的电视花费时间（分钟）
4.1% of TV minutes

• 每周至少使用一次
At least once a week:
• 25%的体育类节目
25% of sports programs
• 20%的新闻类节目
20% of news programs
Source: Nielsen Cross-Platform Panel- Single Source
Base: Homes with Internet Access

55


Facebook案例分析：“社交图"
Facebook Case Study: “The Social Graph"

56


Facebook案例分析：“产品策略"
Facebook Case Study: Product Strategy

1 2 3

社交图讨论流平台
The Graph The Stream Platform

57


Facebook案例分析：“广告创新"
Facebook Case Study: Ad Innovations

58


Facebook案例分析：“广告创新"
Facebook Case Study: Ad Innovations

Meg Griffing Sloan, Ryan Ali与他们
的6位朋友是美国维珍航空的粉丝

59


社交媒体对广告主产生什么启发作用？
What Does Social Mean for Advertisers?
上网分享正面的产品使用经验的可能性
Likeliness of sharing a positive product experience online

消费者乐于倡议，也同样愿意进行批评。三分之二的消费者认同正面经验的分享
Consumers are willing advocates - as well as critics. Two thirds of
consumers believe in sharing positive experiences

60


在社交媒体上致胜的关键之处
Winning in Social Media
制定您的策略：保持积极主动性
Design your strategy: be proactive
注重沟通平台、信息和资源
Platforms, messages, resources

但牢记：这是彼此的对话
But remember, it’s a conversation
聆听并回应，要具有创意
Listen and respond, be creative
真实性：避免防御性
Authenticity: don’t be defensive

注重需要传达的信息与媒介的合适配合
Strive to make the message match the medium

与其推销产品，不如让受众参与社区服务工作、开发新功能等
Rather than advertising products, engage the audience in community service
efforts, new feature development, etc.

61


62


社交媒体在中国的发展趋势
Social Media Trends in China

李昕 Steven Li
尼尔森在线研究总经理
Managing Director, on-line research
The Nielsen Company, China

63


最受网民喜爱的互联网应用
Most Favored Internet Applications
快速发展的社交网络媒体
Fastest Growing Social Media Category

400
分类流量 --2010 周平均
Category Traffic- 2010 Weekly Average
300 独立访问者(百万)
Unique Browser (Million)
200

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数据来源: 尼尔森华瑞网标

64


中国的社交媒体发展现状
China’s Social Media Landscape

65


中国社交媒体的发展趋势
China Social Media Trends of Interest
• 本土公司主导市场
Again, the local players are dominating
the market
• 盈利模式相对滞后
The market is still under-monetized…
• BBS很受欢迎，集中了80%以上的内容
BBS is the most popular social behavior,
over 80% of social media content are in
BBS
• 新用户喜欢游戏，老用户喜欢读帖、转帖
Games are main traffic driver among
beginners, while posts
forwarding/reading is more popular
among experienced
• 草根英雄更吸引眼球
“Grass roots” celebrity tracking dominates
online conversations in China.
• 中国网民更喜欢分享负面评论
Most likely sharing negative reviews than
positive

66


利用社交媒体行销的窍门
Tips for Effective Brand Marketing on Social Media
用户体验很重要，鼓励你的用户参与其中…
User Experience Comes First…
Brand/product survey increases social
media interaction and consistently
performs above ROI expectations
Virtual product placement within SNS
games boosts awareness and reach. It Advertisers buys virtual currency
is becoming one of the most profitable
80% of people on Chinese SNS inputs their real implement promotion. Creating
to
methods of revenue for SNS. profile when giving comments. This virtual user loyalty programs
name and
makes SNS the most trusted source for consumers.
E-Commerce + SNS platform
generates direct sales from SNS
Social media games is becoming a quick
platform
stimulus method to boost interaction and
new members.

67


用他们的语言来沟通，利用他们的名人做推广
Be Relevant – Speak Their Language, Leverage Their Celebrities…

“Grass Roots” catch 中文原意在社交媒体中的意思Social
words In Chinese Original Meaning media Meaning

小黑 Little black ThinkPad Notebook
网络用语
烤土豆 Toasted potato Intel Duo Core II chip

Social Media Celebrities vs. Real World Celebrities

80.00% 57.88%
草根名人的影响力超过了 60.00%
现实生活中的名人 40.00% 22.33%
13.31%
20.00% 3.24% 3.24%
0.00%
Grass roots celebrities
outperform real life celebrity Han Han Zhang Ziyi Brother YaoMing Yuan
in popularity… Sharp Tengfei

68


一切始于聆听…
Starts with listening…

听什么？怎么听？在哪儿听？
How do you listen today? What method of Listening？ What are the most
valuable information to listen? Open
Communication

Survey Brand Image

Customer
Experience
Focus
Groups

Product
Launch Improvement
Areas
Online BBS,
Blogs, SNS,
Microblog…

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Digital consumer 数字消费者

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