Uploaded byDigital Next Australia
The Evolving Online Consumer
This document discusses trends in online consumer behavior in Australia based on a large study of internet usage. It finds that Australians are spending more time online, especially on mobile devices and tablets. More time is being spent shopping and using social media online, while personal email usage is declining. Government websites are frequently accessed for information. Australians are increasingly interacting with brands and commenting online about purchases. The document advocates for governments to provide both basic and advanced online services tailored to different audience levels of digital sophistication.
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The Evolving Online Consumer
- 1. PERTH The Evolving OnlineConsumer Jonathan Sinton TNS Australia
- 2. About Digital Life2011 The world’s largest study of internet attitudes & habits 2011: bigger than ever 60 markets 72,000 interviews Representing 93% of the internet population
- 3. 5 trends for2012 1 THE EVOLUTION OF THE AUSTRALIAN CONSUMER 2 AUSTRALIANS ARE FINDING THEIR VOICE 3 HOW WE INTERACT WITH GOVERNMENT 4 CONNECTING THE DOTS 5 CHANGING RETAIL MODELS
- 5. Australians spending moreand more time online Time spent online each week for leisure +9% 19.9 18.3 2010 2011
- 6. And the waywe spend our time is changing 2010 Share of leisure time: 2011
- 7. Social Networking gettinga greater share 2010 Share of leisure time: 2011 Social Networking +36%
- 8. Australians spending moretime shopping online 2010 Share of leisure time: 2011 Shopping +16%
- 9. Personal email usageis in decline 2010 Share of leisure time: 2011 Email -9%
- 10. And the waywe consume news is changing 2010 Share of leisure time: 2011 News, Sport & Weather sites -13%
- 11. The base ofmobile web users is increasing rapidly Using Mobile Web in the past 4 weeks +85% 37 20 2010 2011
- 12. And our relianceon our mobiles is growing Average Time using Mobile Web each week +10% 4.4 4 2010 2011
- 13. Tablets are becomingmore common Penetration of tablets in Household +188% 23 8 2010 2011
- 14. And tablets arecreating new usage occasions Time spent online per week All Internet users 19.9 Mobile Internet Users 25.8 Tablet Users 32.7
- 16. Our view ofthe digital world TNS Digital Life http://2010.tnsdigitallife.com/an-intro-to-the-digital-lifestyles/
- 17. As behaviour changes,segments alter 26 20 19 19 10 6 2010
- 18. As behaviour changes,segments alter 27 25 16 16 8 8 2011
- 19. In essence, ourdaily lives are evolving 2011
- 20. The 2 SpeedDigital Community Increase in usage since 2010 +10% + 2 Hrs 49 mins +5% + 35 Mins Functionals Influencers Total growth in weekly hours (2011) Growth in weekly hours - mobile (2011) Weekly hours online (2010)
- 21. The 2 endsof the spectrum PC users going online Mobile users going online Tablet users going online In bed when In bed when Early Commuting Late Midday Early Late Early Late evening In bed In bed During the I wake up in I wake up in morning Early morning Late afternoon Early afternoon Late evening Early before I go before I go night During the the morning the morning morning Commuting morning Midday afternoon afternoon evening to sleep Late evening to sleep night
- 22. We are growingas a nation of Influencers Changes in behaviour 2011 vs. 2010 Updating SN Commenting on Writing own status blogs/forums blog 8% 13% 3% Following on Sharing links Sharing photos microblog 15% 3% 8% Checking social Commenting Microblogging networks in SN 9% 10% 10%
- 23. And are increasinglytalking about our ‘interaction’ experiences afterwards Reasons for commenting online 10% To receive customer service Because I’m rewarded for doing so are talking online about their purchases To share cool stuff brands/ orgs produce Share answers/opinions To criticise a brand/ organisation To praise a brand/ organisation Ask advice Offer advice Share opinions with communities http://www.youtube.com/user/juicystar07 Sources used during recent purchase (combined categories: credit cards, baby care, new cars, mobile phones, travel/holidays)
- 25. Australians frequent usersof government information Denmark: UK & US: Canada: Australia: Korea: China: 13% 18% 19% 24% 38% 39% Weekly Access to Government Information (local, state, federal)
- 26. And we wantto do more & more online 64% Agree “ It is more convenient to communicate with government online”
- 27. But of course,different channels are needed for different audiences 55 8 Functionals Influencers Have a twitter account
- 28. Plan your content& strategies around digital sophistication BASIC E-SERVICES ADVANCED E-SERVICES SOCIAL/ MOBILE Pay a fine Find or other “Friend” a Interact employment fees to a politician with gov’t -related info local or political on Twitter council group on Search for Access E- SN health info learning Pay a fine “Friend” a Interact Access or other charitable with gov’t local gov’t fees to group on on Info gov’t SN Facebook Universal usage Lead users
- 29. Content drives communitystickiness
- 30. Engagement via content:Childline http://www.youtube.com/watch?v=mWChU3JxGvo
- 32. Online and Offlinebeing used equally during path to purchase Online 78% Touchpoints 70% 65% New product Product/ Purchase Purchase awareness brand choice location Offline 64% 68% 75% Touchpoints Average number of touchpoints 6.0 5.1 4.1 Sources used during recent purchase (combined categories: credit cards, baby care, new cars, mobile phones, travel/holidays)
- 33. Mobile is theglue to connect the dots When use mobile web Find out more Find product Listening about product 68% info in store to radio advertised 58% 31% 42% Agree Reading While watching While shopping newspaper/ TV magazine in store “ With my mobile, I feel that I am 'always connected' to 51% 23% 55% the Internet”
- 34. True online-offline integration http://www.youtube.com/watch?v=fGaVFRzTTP4
- 36. We’ve all seenthe headlines
- 37. Egypt Indonesia Philippines Nigeria Kenya Uganda South Africa Tanzania Estonia Finland Russia Mexico Sweden Brazil Denmark Norway Belgium India LUXEMBURG Portugal Japan Austria Canada France Netherlands Frequency of Online Shopping Poland Spain Hong Kong Malaysia Australia is becoming an eCommerce leader Italy Israel Turkey Greece China USA UK Australia Singapore South Korea
- 38. Increasingly Fragmented OnlineMedia Environment Brand / Manufacturer Site, 4.5% Online retailer, 5.6% Offline sales, 83.2 C2C site / Auction site, 3.1% Group buying / Daily Deals site, 1.6% Other online site, 2.0% Share Of Sales Across 34 categories
- 39. Group Buying &Daily Deal sites are gaining Momentum Clothes & Shoes 48 Computer peripherals 22 Cleaning/household products Cosmetics/facial care products Have used Have heard of Skin care products Use of Sites Mobile phones 32 28 Software 18 19 18 11 Alcoholic Beverages TV (LCD, 3D, Plasma, LED etc) PC/Laptop/Tablet Use of Sites by segment Categories shopped
- 40. The Domination ofeBay Clothes & Shoes Movies (DVDs) Computer peripherals 21 Music (CDs) Cosmetics/facial care products Skin care products Software Hair care products Mobile gadget Camera (still & video) Check Daily Categories shopped People visiting eBay
- 41. 4 ways torespond Global Pricing Embrace Collaborate Add Value
- 42. 2 speed digital community: Understandyour target’s needs and behaviours
- 43.
- 44. Keep a constant eyeon the future as technology and media consumption are changing rapidly
- 45. PERTH The Evolving OnlineConsumer Jonathan Sinton TNS Australia