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A TNS perspective on how Social, Local, Mobile are working together to enable Commerce. Presentation used during Social Media Week 2012 Hong Kong panel discussion.

Health & Medicine Business

SoLoMoCo

A TNS perspective on “Social Local Mobile
Commerce” for
Social Media Week Hong Kong 2012

25 September 2012
The Space
210 Hollywood Road
Hong Kong

Marc de Lange
Digital Practice Lead
@marcdelange_hk

©TNS 2012

Social is the top online activity of consumers globally

Multi-
Social Email media

4.1 2.8 2.4
hrs/week hrs/week hrs/week

©TNS 2012

And their online conversations have a big impact on
how consumers perceive brands

50% agree
“I often change my mind
57% agree about brands based on what
“What other people write other people write about them
about brands can be trusted online”
more than what companies
say about their products”

©TNS 2012

But brands aren’t always invited to the party…

54%
“A place where I want
Social to learn about brands”

Networks
are. . . 53%
“A place where I don’t
want to be bothered
by brands”

©TNS 2012 4

Enter the mobile age...

The mobile phone quickly
became part of our lives –
even a part of our
emotional lives

©TNS 2012 6

Mobile is rapidly increasing engagement of consumers
with social media…

% using social media on mobile
phone on daily basis 49%
in Hong Kong

44%
20% in Singapore

8%

32%
in Korea

2011 2012

7
©TNS 2012

…and mobile brings social media into the path to
purchase

Don’t Use Mobile %
Know while
shopping
To compare prices 46
4
Don’t
use
30
To read product
reviews 37

To check others'
opinions on SN 20
66

8
©TNS 2012

Mobile, Social Media and LBS enhance convenience
for consumers

%
Location based activities – current usage

Find restaurants and entertainment venues nearby 29

Find out public transportation schedules 27

Find nearby points of interest 22

Find friends 12

To be alerted of deals and special offers 11

Automatically locate me when placing orders by
10
phone

©TNS 2012 9

Thank you

Discuss how you can leverage market insights to
grow your business?

Contact us today:

Marc de Lange
+852 2328 1878
Marc.de.lange@tnsglobal.com
twitter @marcdelange_hk

©TNS 2012 11

Social Media has a strong influence on consumer behaviour and brand commitment. It is part of a new “word of mouth” culture where recommendations are not only given and received amongst family and friends - but amongst a much wider audience. New business models such as group buying, move far beyond a recommendation to an immediate call to action from friends. Consumers are now used to read other peoples’ comments and that influence their purchase decisions. There are also many consumers who write comments and want to influence companies in doing so. The consumer wants to be heard and enter into a dialog with companies as opposed to the former one-way communication. These trends show the importance of social media conversation and suggests that social media will gain even more importance in the future than it already does. TNS supports Clients in finiding new insights for Growth

The shopping experience, both online and offline, has been transformed by social media. The voice of the customer heard through online networks influences their purchase decisions, and new technologies are redesigning in-store shopping. But will social commerce really be a $30 billion global opportunity by 2015? With less than half of Canadian small- and medium-sized businesses online, and more than 90% of purchases still taking place in bricks-and-mortar stores, is it really necessary to leverage the social graph at this time? Are social networks like Facebook and Pinterest the next wave for e-commerce? Where should marketers and retailers focus their efforts? What role do startups play in the social commerce ecosystem?

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SoLoMoCo

1. SoLoMoCo A TNS perspective on “Social Local Mobile Commerce” for Social Media Week Hong Kong 2012 25 September 2012 The Space 210 Hollywood Road Hong Kong Marc de Lange Digital Practice Lead @marcdelange_hk ©TNS 2012

2. Social is the top online activity of consumers globally Multi- Social Email media 4.1 2.8 2.4 hrs/week hrs/week hrs/week ©TNS 2012

3. And their online conversations have a big impact on how consumers perceive brands 50% agree “I often change my mind 57% agree about brands based on what “What other people write other people write about them about brands can be trusted online” more than what companies say about their products” ©TNS 2012

4. But brands aren’t always invited to the party… 54% “A place where I want Social to learn about brands” Networks are. . . 53% “A place where I don’t want to be bothered by brands” ©TNS 2012 4

5. …unless it is on the consumer’s own terms & agenda What’s in Promotion / special offer 61 it for me? Competitions/prizes 56 More information about the brand 56 Further Information about brand reputation/ethics 47 research Access brand content 45 Connect with people behind the brand 41 Brand Passionate about the brand 51 interaction Show that brand is important to me 44 5 ©TNS 2012

6. Enter the mobile age... The mobile phone quickly became part of our lives – even a part of our emotional lives ©TNS 2012 6

7. Mobile is rapidly increasing engagement of consumers with social media… % using social media on mobile phone on daily basis 49% in Hong Kong 44% 20% in Singapore 8% 32% in Korea 2011 2012 7 ©TNS 2012

8. …and mobile brings social media into the path to purchase Don’t Use Mobile % Know while shopping To compare prices 46 4 Don’t use 30 To read product reviews 37 To check others' opinions on SN 20 66 8 ©TNS 2012

9. Mobile, Social Media and LBS enhance convenience for consumers % Location based activities – current usage Find restaurants and entertainment venues nearby 29 Find out public transportation schedules 27 Find nearby points of interest 22 Find friends 12 To be alerted of deals and special offers 11 Automatically locate me when placing orders by 10 phone ©TNS 2012 9

10. SOcial Media are a powerful avenue that influence consumer’s brand preferences LOcation based and/or LOcal services bring added benefit of convenience to social media MObile is a further amplifier of social media impact – and brings social media into the path to purchase COmmerce opportunities are really enabled by bringing mobile, social and localization into the path to purchase ©TNS 2012 10

11. Thank you Discuss how you can leverage market insights to grow your business? Contact us today: Marc de Lange +852 2328 1878 Marc.de.lange@tnsglobal.com twitter @marcdelange_hk ©TNS 2012 11

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