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Connected Life 2014
Connected Life 2014
© TNS 2014
Media fragmentation is often described
as the biggest brand challenge of the
digital age.digital age.
In reality, it’s the...
Decision-making in a connected world
As digital ecosystems grow, consumer
behaviours fragment, they may split their time
a...
11
Study Positioning
© TNS 2014
Connected Life 2014
Decision-making in a connected world
Informs decision-making
throughout the digital
activation process
And delivers a
gran...
Connected Life looks at the ‘regular internet users’ in 49 markets
around the world
© TNS 2014
Connected Life 2014
6
Connected Life at a glance
Connected Life delivers the market, category and user level data necessary to inform
better dec...
Sample profile of ‘regular internet users’, (defined as using at least weekly),
covering 49 markets around the world
Count...
Structure of insights
What’s the role of different digital media?
What granular opportunities exist to meet specific brand...
Grocery (food and drink)
Instant Savoury Snacks, Soups and Ready To
Eat Salads
Dairy (milk, cheese yoghurt)
Biscuits & Cak...
Decision-making in a connected world
Informs decision-making
throughout the digital
activation process
And delivers a
gran...
From strategy setting to tactical planning…
1. Identify 2. Activate 3. Optimise
Understand
the market
Assess the
category
...
The first two decisions to make –
To what extent should I focus on digital rather than other media channels?
And which spe...
Digital users segmentation: we plot the world’s digital users on a simple
framework based on their level of digital influe...
…in order to measure the profile and size of digital users in each market
Heavy reliance on digital & social
media
An Infl...
Decision-making in a connected world
Informs decision-making
throughout the digital
activation process
And delivers a
gran...
Uncovering opportunities…
To help you reach, engage and be more relevant to your audience
Re-enforce messaging
through mul...
1 Media consumption 5
Research/purchase
(online and offline)
2 6
The questionnaire covers eight question themes in additio...
Media consumption provides behavioural context
Frequency / part of the day / time spent in using online and offline media:...
Total time spent on media daily (hours)
Media consumption provides behavioural context
1 Media consumption
1,5
2,3
1,9
3,2...
Device infrastructure drives digital access
Current and likely future technology ownership:
Computers, tablets, mobile pho...
Device infrastructure drives digital access
2 Device ownership
Total time spent online daily (hours)
1,3 1,5 1,6 1,8 1,5
0...
Growing digital ecosystems enable access to a wider and wider range of
activities and services
Frequency engaging in vario...
Increased access to multiple devices drives specialization, each device has a
different footprint
3 Digital activities
22
...
Daypart usage provides a ‘day in the media life’ of a digital consumer
Media and devices used during the day:
Time spent p...
How traditional and online media are consumed throughout the day
4 Daypart usage
Total time spent daily
TV: 2.1 hours News...
Product research/purchase: level of research conducted online differs by
category
Path to purchase:
Online/offline researc...
Markets move through the development funnel by addressing key barriers
and drivers to eCommerce
5
Research/purchase
(onlin...
Respondents profiling to understand who they are, what they do, who shops
for what, etc…
Attitudes and behaviours:
Attitud...
Younger consumers more mobile-centric
6 Respondent profiles
Total time spent online daily (hours)
1,3 1,5 1,6 1,8 1,5 1,5 ...
7 Category Touch points
As a market becomes more digitally advanced, the number of
touchpoints grow
Steps used in purchase...
7 Category Touch points
What role do online channels play in the context of the path to purchase
27
27
25
Retailer website...
What are the emerging consumer trends: device driven services
Awareness, usage and interest in trends such as:
Quantified ...
What are the emerging consumer trends: device driven media and social
services
8 Future behaviour
Social servicesDevice dr...
Would you like to know more?
Gabriella Bergaglio
Digital Practice Lead
@: gabriella.bergaglio@tnsglobal.com
Mob. +39.334.6...
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Tns Italia - Connected Life 2014

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Helping brands make better digital decisions
TNS’s global study, Connected Life, reveals a deep understanding of the changing media landscape and the role different digital media have in consumers’ lives. This knowledge empowers brands to target with greater efciency and connect with consumers at the right moment on their path to purchase. Connected Life helps brands make better digital decisions. Get better connected.

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Tns Italia - Connected Life 2014

  1. 1. Connected Life 2014 Connected Life 2014 © TNS 2014
  2. 2. Media fragmentation is often described as the biggest brand challenge of the digital age.digital age. In reality, it’s the greatest opportunity. © TNS 2014 Connected Life 2014 2
  3. 3. Decision-making in a connected world As digital ecosystems grow, consumer behaviours fragment, they may split their time across multiple channels, multiple devices or make Understanding the role of different digital media therefore allows for granular, personalised targeting; of specific user groups, at specificacross multiple channels, multiple devices or make purchase decisions based on multiple touchpoints. This does not happen, however, without any pattern. Ultimately, owning a larger array of devices or having access to a wider choice of media channels drives specialization. Consumers select the device, channel or touchpoint that’s right for them based on the context they’re in and their specific need. targeting; of specific user groups, at specific moments, to meet specific needs, during specific stages in the path to purchase. Connected Life delivers this understanding © TNS 2014 Connected Life 2014 3
  4. 4. 11 Study Positioning © TNS 2014 Connected Life 2014
  5. 5. Decision-making in a connected world Informs decision-making throughout the digital activation process And delivers a granular view on new opportunities Connected Life offers breadth and depth of coverage © TNS 2014 Connected Life 2014 5
  6. 6. Connected Life looks at the ‘regular internet users’ in 49 markets around the world © TNS 2014 Connected Life 2014 6
  7. 7. Connected Life at a glance Connected Life delivers the market, category and user level data necessary to inform better decision-making throughout the digital activation process What WhoWho Regular internet users aged 16-65 Where 49 markets When Fieldwork launched April, reporting July 2014 Connected Life 2014 © TNS 2014
  8. 8. Sample profile of ‘regular internet users’, (defined as using at least weekly), covering 49 markets around the world Country Sample Methodology Argentina 1000 Offline CLT Australia 1000 Online Austria 1000 Online Belgium 1000 Online Brazil 1000 Offline Country Sample Methodology Mexico 1000 Offline Netherlands 1000 Online New Zealand 1000 Online Nigeria 1500 Offline Norway 1000 OnlineBrazil 1000 Offline Canada 1000 Online China 1800 Offline Colombia 500 Offline CLT Czech Republic 1000 Online Denmark 1000 Online Egypt 1000 Offline Finland 1000 Online France 1000 Online Germany 4000 Online Ghana 1000 Offline Greece 500 Offline Hong Kong 1000 Online Hungary 1000 Offline India 1800 Offline Indonesia 1000 Offline Israel 1000 Online Norway 1000 Online Philippines 1000 Offline Poland 1000 Online Portugal 500 Offline Russia 1000 Online Saudi Arabia 1000 Offline Singapore 1000 Online Slovakia 1000 Online South Africa 1000 Offline South Korea 1000 Online Spain 1000 Online Sweden 2000 Online Switzerland 1000 Online Taiwan 1000 Online Thailand 1000 Offline Turkey 1000 Offline Connected Life 2014 © TNS 2014 Israel 1000 Online Italy 1000 Online Japan 1000 Online Kenya 1000 Offline Malaysia 1000 Online Turkey 1000 Offline UAE 1000 Offline UK 1000 Online US 2000 Online Vietnam 1000 Offline Fieldwork period: March – April 2014 101
  9. 9. Structure of insights What’s the role of different digital media? What granular opportunities exist to meet specific brand objectives? 1 2 3 4 Role of digital in driving Brand activation To what extent is online research and purchase prevalent in my category? What are the barriers and Role of digital in increasing Brand awareness What do consumers use these devices for? What content or services do they access, why? What is the incremental reach Role of digital in the overall Media Landscape Research Questions What does the device infrastructure look like either locally or globally? What is the interaction Role of digital in Brand building How do digital consumer behaviours, attitudes, needs and motivations change across categories? How has the growing digital ecosystem impacted media habits? What is the reach of digital platforms and channels? How and why do consumers engage with brands? How digital is the Path to Purchase? Connected Life 2014 © TNS 2014 What are the barriers and drivers of eCommerce? What’s the share of voice for digital and social channels throughout the P2P? How do these paths change across segments? What is the incremental reach of different digital channels? What are the key market trends? Where is the market going and how quickly is the market changing? How does this compare across segments? What is the interaction between devices and media? What does a day in the life of a digital consumer look like across the world? What are the different types of digital segment that exist across markets? What channels or routes of engagement are used? What content needs exist across categories? How does this compare across targets, categories and markets? 17
  10. 10. Grocery (food and drink) Instant Savoury Snacks, Soups and Ready To Eat Salads Dairy (milk, cheese yoghurt) Biscuits & Cakes Sauces & Dressings Cooked Meats (Pre-packed & Unpackaged) Grocery (non-food cont.) Cosmetics / facial care products Skin care products Hair care products Personal hygiene products (Deodorant, Female hygiene) Oral Care e.g. toothpaste, mouthwash Reports and data are focused on owners / users of the following product categories Automotive Motorcycle New car Second hand car Babycare Cooked Meats (Pre-packed & Unpackaged) Spreads Bread Breakfast Cereals Ice Cream & Desserts Frozen Food Stocks & Oils Rice & Pasta Confectionery, snacks, treats Confectionery (chocolates and other sweets) Potato Crisps, Tortilla & Corn Snacks Teas & Coffees & other hot drinks Colas Fizzy, Soft or Energy Drinks Fruit Squashes and Cordials Oral Care e.g. toothpaste, mouthwash Cleaning/household products (bleach) Laundry Detergents (fabric care etc) Over-the-counter medicines (headache, indigestion, cough medicines) Prescription medicines/Drugs (prescribed by a medical professional) Pet Food Technology PC / Desktop / Laptop Tablet Mobile phone or smartphone Camera (still & video) TV (LCD, 3D, Plasma, LED etc.) Baby care products such as food or diapers Baby care products such as prams, mats or toys Financial services Banking products and Investment Credit cards Insurance Holiday, travel and other Clothes & shoes Holiday/travel (e.g., airfares, accommodation) Movies (DVDs or downloads) Music (CDs or downloads) © TNS 2014 Fruit Squashes and Cordials Ready-To-Drink Juices and Smoothies Bottled Mineral Water (non flavoured) Alcoholic Beverages* Mixers for Alcoholic Drinks* Tobacco/ cigarettes* e-Cigarettes* TV (LCD, 3D, Plasma, LED etc.) White goods and home appliances Software or apps (PC, Laptop, Tablet & Mobile) 10 Music (CDs or downloads) *Included based on local regulations
  11. 11. Decision-making in a connected world Informs decision-making throughout the digital activation process And delivers a granular view on new opportunities Connected Life offers breadth and depth of coverage © TNS 2014 11
  12. 12. From strategy setting to tactical planning… 1. Identify 2. Activate 3. Optimise Understand the market Assess the category Evaluate the target Launch activation Evaluation & optimisation Understand the market; review the landscape to identify growth opportunities Assess the category; which platforms and channels are used to engage, interact or research Evaluate the user; determine consumer needs to direct content & connection strategy Launch; develop digital activation framework, process & metrics for evaluation / KPIs Optimise; evaluate pilots, test and learn, review and refine metrics & KPIs © TNS 2014 Scope of Connected Life 12
  13. 13. The first two decisions to make – To what extent should I focus on digital rather than other media channels? And which specific digital channels should be the priority? The answer will differ across markets, categories and users, based on the level of digital influence and social engagement that exists. We use a simple framework to describe this dynamic Digital influence Low influence High Digitalinfluence © TNS 2014 High Social engagement Low Social engagement Social engagement Low Digitalinfluence 13
  14. 14. Digital users segmentation: we plot the world’s digital users on a simple framework based on their level of digital influence and their level of social engagement Digital influence driven by access to digital channels Low influence High Digitalinfluence Connected Life 2014 © TNS 2014 High Social engagement Low Social engagement Social engagement driven by user attitudes to digital channels Low Digitalinfluence 5
  15. 15. …in order to measure the profile and size of digital users in each market Heavy reliance on digital & social media An Influencer in social media Constantly connected through the day, across multiple devices in many Heavy reliance on digital media but not that involved in social media Usage digital through the day, across multiple devices in many Observers Leaders DigitallyEngaged Heavily digital skewed, highly socially influenced Socially influenced but low digital skew Low digital consumption and social influence Heavy digital skew but not socially influenced Heavy reliance on social media A consumer of social (rather than an influencer) Not a heavy user of digital outside of social day, across multiple devices in many markets Hard to reach via traditional means Greatest influence of digital & social in the decision path Low digital usage A virtual non-consumer of social content Still consuming large amounts of traditional media across multiple devices in many markets Use digital heavily in the decision path, but official not user content Followers Hunters © TNS 2014 15 Socially influenced social Still consuming traditional media Digital touchpoints not that prevalent in the decision path traditional media Digital not prevalent in the decision path
  16. 16. Decision-making in a connected world Informs decision-making throughout the digital activation process And delivers a granular view on new opportunities Connected Life offers breadth and depth of coverage © TNS 2014 16
  17. 17. Uncovering opportunities… To help you reach, engage and be more relevant to your audience Re-enforce messaging through multiple channels Be more efficient with an optimised media mix Be more effective with contextual targeting A consumer-centric approach to brand activation Personalise content and tailor messaging to each segment Take a consumer-centric approach to brand building © TNS 2014 17
  18. 18. 1 Media consumption 5 Research/purchase (online and offline) 2 6 The questionnaire covers eight question themes in addition to profiling and demographics 2 Device ownership 6 Respondent profiles 3 Digital activities 7 Category Touch points 4 Daypart usage 8 Future behaviour © TNS 2014
  19. 19. Media consumption provides behavioural context Frequency / part of the day / time spent in using online and offline media: Internet / TV / Radio / Print newspaper / magazine 1 Media consumption Internet / TV / Radio / Print newspaper / magazine The access to multiple channels changes TV watching habits High TV consumption India USA UK Spain Chile Hong Kong © TNS 2014 19 Heavy online, Light TV High online video Consumption South KoreaGhana Brazil Poland Heavy TV and online videoHeavy TV, Light online
  20. 20. Total time spent on media daily (hours) Media consumption provides behavioural context 1 Media consumption 1,5 2,3 1,9 3,2 4,1 5,3 5 10 TV Radio Newspaper Online Total time spent on media daily (hours) Hours/day © TNS 2014 1,3 1,5 1,6 1,8 1,5 0,3 0,3 0,3 0,4 0,3 1,0 1,2 1,3 1,5 1,2 0 Local Segment 1 Segment 2 Segment 3 Segment 4 20
  21. 21. Device infrastructure drives digital access Current and likely future technology ownership: Computers, tablets, mobile phones, smart TVs Mobile phone brand/OS and tablet brand 2 Device ownership Mobile phone brand/OS and tablet brand Internet usage 93 82 58 61 50 45 29 Local Feature phone Smartphone Tablet Laptop Desktop Cable internet WiFi at home © TNS 2014 21 93 82 58 61 50 45 29 Global Feature phone Smartphone Tablet Laptop Desktop Cable internet at home WiFi at home
  22. 22. Device infrastructure drives digital access 2 Device ownership Total time spent online daily (hours) 1,3 1,5 1,6 1,8 1,5 0,3 0,3 0,3 0,4 0,3 1,0 1,2 1,3 1,5 1,2 2 4 6 8 10 via Mobile via Tablet via PC/laptop Hours/day © TNS 2014 22 1,3 0 Local Segment 1 Segment 2 Segment 3 Segment 4 Average number of devices owned 3.8 2.7 2.7 2.7 2.7
  23. 23. Growing digital ecosystems enable access to a wider and wider range of activities and services Frequency engaging in various online activities: Sharing / consuming content / Social media (incl. networks used) / Brand interactions 3 Digital activities 68 81 65 45 37 35 Local % CommunicationSocialEntertainment Information seeking Shopping Productivity © TNS 2014 23 80 75 75 44 42 45Global Addressable media Influence media General activities
  24. 24. Increased access to multiple devices drives specialization, each device has a different footprint 3 Digital activities 22 20 25 15 7 11 How people are using different devices for different activities 22 20 15 7 11 22 20 15 7 11 © TNS 2014 24 25 Communication Social Entertainment Information seeking Shopping Productivity 2525 TabletMobile PC/ Laptop
  25. 25. Daypart usage provides a ‘day in the media life’ of a digital consumer Media and devices used during the day: Time spent per device/medium Daypart segment where each device/medium was used 4 Daypart usage Daypart segment where each device/medium was used Activities for medium/daypart combinations Weekday/weekend quotas 39 34 28 30 39 41 40 52 25 26 30 26 36 27 47 42 45 23 31 51 17 Addressable media: News or entertainment Influence media: Online shopping/ search Addressable and Influence media: Social networking, blogging or on forums © TNS 2014 25 17 22 10 22 20 25 26 29 13 12 33 22 39 34 30 28 30 25 33 25 When I wake up Early morning Morning commute Late morning During lunch Early afternoon Late afternoon Early evening Evening commute During dinner Late evening In bed before I go to sleep
  26. 26. How traditional and online media are consumed throughout the day 4 Daypart usage Total time spent daily TV: 2.1 hours Newspapers: 0.5 hours Reach % 0 25 50 75 100 TV Radio Newspaper/Magazine Online Online: 3.8 hoursRadio: 1.7 hours © TNS 2014 26 0 In bed when I wake up Early morning Morning commute Late morning During lunch Early afternoon Late afternoon Early evening Evening commute During dinner Late evening In bed before I go to sleep
  27. 27. Product research/purchase: level of research conducted online differs by category Path to purchase: Online/offline research / purchase by category 5 Research/purchase (online and offline) Online/offline research / purchase by category Drivers and barriers toward online purchase Technology Willing to engage with brands Not willing to engage with brands Cosmetics Financial services Research online © TNS 2014 27 with brandswith brands Cosmetics Personal Hygiene No online research
  28. 28. Markets move through the development funnel by addressing key barriers and drivers to eCommerce 5 Research/purchase (online and offline) Development funnelDevelopment funnel To develop a market’s eCommerce proposition, key barriers must be addressed Average level of eCommerce (%) Access Digital infrastructure / payment Trust Security concerns, lack of trust Price / choice Prefer offline Experience Developed © TNS 2014 28 Kenya Nigeria Ghana SaudiArabia Thailand Turkey Vietnam Taiwan Hungary Egypt Austria UAE Argentina Slovakia Malaysia Poland China HongKong Russia Mexico France SouthAfrica CzechRepublic Netherlands Portugal Greece Finland Israel Switzerland Denmark Norway Colombia Belgium Japan Germany Singapore Spain India UK Philippines Brazil NewZealand Indonesia Canada Australia Italy SouthKorea Sweden US
  29. 29. Respondents profiling to understand who they are, what they do, who shops for what, etc… Attitudes and behaviours: Attitudes to and usage of the internet / social media 6 Respondent profiles Entertainment, decision making, media consumption etc Who they are 59% 41% 48% 51% Age Gender What they do Average number of devices owned Time spent online daily (hours) 4.1 6.5 Followers Followers © TNS 2014 29 3,1 2,8 3,5 9,4 Mobile Tablet PC/Laptop Total online time 4.02,22,27,530 2025 20 516-24 years 25-34 years 35-44 years 45- 54 years 55-65 years % %
  30. 30. Younger consumers more mobile-centric 6 Respondent profiles Total time spent online daily (hours) 1,3 1,5 1,6 1,8 1,5 1,5 1,5 1,0 0,3 0,3 0,3 0,4 0,3 0,3 0,3 0,2 1,0 1,2 1,3 1,5 1,2 1,2 1,2 0,8 2 4 6 8 10 via Mobile via Tablet via PC/laptop Total time spent online daily (hours) Hours/day © TNS 2014 30 1,3 1,5 1,6 1,8 1,5 1,5 1,5 1,0 0 Local Male Female 16-24 years 25-34 years 35-44 years 45-54 years 55-65 years Average number of devices owned 3.8 2.7 2.7 2.7 2.7 2.7 2.7 2.7
  31. 31. 7 Category Touch points As a market becomes more digitally advanced, the number of touchpoints grow Steps used in purchase path for specific categories: Information sources / How sources helped When brand decision is made / Post-purchase behaviour Go to store Post-purchaseDiscovering PlanningWho Deciding 16-34 year old wants to buy cosmetics Italy Total no. of touchpoints used: 7 Went to brand website Went online to find more information Went to a brand website to narrow down selection Read user reviews online Buy online © TNS 2014 31 cosmetics Used a search engine to get ideas and inspiration
  32. 32. 7 Category Touch points What role do online channels play in the context of the path to purchase 27 27 25 Retailer website User reviews In-store Global Italy Discovering Purchase Planning Deciding % % % % % % 27Retailer website 27 27 25 Retailer website User reviews In-store 27Retailer website 27 27 25 Retailer website User reviews In-store 27Retailer website $ © TNS 2014 32 27 25 Retailer website User reviews In-store 27 25 User reviews In-store 27 25 User reviews In-store
  33. 33. What are the emerging consumer trends: device driven services Awareness, usage and interest in trends such as: Quantified self / Asset light lifestyle / Wearable tech / Connected homes and cars 8 Future behaviour Device driven services Online2offline Services Using a 3D printer The Quantified Self Monitoring personal data such as your exercise, sleep or calorie consumption via an app or using a wearable device Connected home Connecting your home to other devices or the internet so you can control, for example, temperature, lighting or play music on a sound system, via your mobile or PC Offline2online devices Using wearable technology (such as a Fitbit, smart watch or Google glasses) Connected car Connecting your car to other devices so you can download apps or access online services through your vehicle, or control features on your car from your phone % Global Italy The Quantified Self Device and services 82890 82 8 90 © TNS 2014 33 % The Quantified Self Connected Car 82 62 53 46 35 8 21 25 10 7 90 83 78 56 42 Offline2Online devices Online2Offline devices 82 62 54 46 38 8 21 15 10 4 90 83 69 56 42 Connected Home Usage Interest
  34. 34. What are the emerging consumer trends: device driven media and social services 8 Future behaviour Social servicesDevice driven media Level of adoption of new digital trends Asset-light lifestyle Using wearable technology (such as a Fitbit, smart watch or Google glasses) Multiscreening Using multiple devices at the same time, e.g. using your mobile whilst watching TV Sharing/P2P economy Buying or selling Bitcoins, participating in a peer-to- peer marketplace such as Airbnb, or Kickstarter, or lending to or borrowing from other individuals (rather than through a bank or building society) Connected home Connecting your home to other devices or the internet so you can control, for example, temperature, lighting or play music on a sound system, via your mobile or PC new digital trends indicates the how open digitally consumers are. This is important because it indicates the potential success of digital innovation as well as show where there are new opportunities to connect with consumers. % % Social services 9082890 Global Italy © TNS 2014 34 % %Sharing/P2P economy Social discovery 82 62 8 21 90 83 82 62 8 21 90 83 Asset-light lifestyle Multi-screening Device and media 82 62 8 21 90 83 82 62 8 21 90 83 Usage Interest
  35. 35. Would you like to know more? Gabriella Bergaglio Digital Practice Lead @: gabriella.bergaglio@tnsglobal.com Mob. +39.334.60.91.720 © TNS 2014 35 Walter Caccia Account Manager @: walter.caccia@tnsglobal.com Mob. +39.347.0066172

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