TNS New Zealand presents Digital Life


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An introduction to Digital Life from TNS New Zealand (Tues 22 Nov 2011). Check out our YouTube channel (TNSNewZealand) for video of the session's speaker presentations.

Digital Life provides opportunities to grow your business, through a precise understanding of human attitudes and behaviours online.

Digital Life is the largest study of its kind - 72,000 interviews across 60 countries, covering 93% of the world's online population.

Please check out our YouTube channel 'TNSNewZealand' for video content of this session.

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TNS New Zealand presents Digital Life

  1. 1. Digital LifeTuesday 22 November, 2011 © TNS 2011
  2. 2. Agenda TNS New Zealand presents Digital Life Jason Shoebridge – Managing Director, TNS New Zealand The Good, the Bad and the Offal: A simple recipe for social media success Vaughn Davis – Owner & Creative Director, The Goat Farm From little fish to fisherman: Tourism New Zealand’s digital marketing evolution Justin Watson – General Manager Marketing Communications, Tourism New Zealand BackingBlack: Using digital channels to connect New Zealanders with the All Blacks during RWC 2011 Caroline Booth – Sponsorship Manager, Telecom Digital Life © TNS 2011
  3. 3. Digital Life What is Digital Life? What does NZ’s digital landscape look like? How does digital impact the classic brand funnel? How is the NZ market segmented? How can you access Digital Life insights? Digital Life © TNS 2011
  4. 4. What is Digital Life? 4 Digital Life © TNS 2011
  5. 5. What is Digital Life? Digital Life © TNS 2011
  6. 6. The most comprehensive view of consumerattitudes and behaviour onlineTNS spoke to72,000people across Including60 1,000countries, which represents New Zealanders93%of the world’s Internet population Digital Life © TNS 2011
  7. 7. Digital Life helps us to understandparticipation in a range of online behaviours Digital Life © TNS 2011
  8. 8. Digital Life also explores the path to purchasefor a number of purchase categories ‘Short-cycle’ purchase categories ‘Long-cycle’ purchase categories • Cosmetics & facial care • Baby care products • Skin care products • Holiday / travel • Hair care products • New car • Personal hygiene products • Second hand car • Oral care • Motorcycle • Household products • Credit cards • Over-the-counter medicines • Insurance • Prescription medicines • Banking products • Food • PC, laptop & tablet • Confectionery & snacks • Computer peripherals • Alcoholic beverages • Mobile phones • Non-alcoholic beverages • Mobile gadgets • Pet food • Camera • Clothes & shoes • TV • Music • White goods & home appliances • Movies • ISP or (Mobile) Phone Services • Software & apps Digital Life © TNS 2011
  9. 9. Digital Life captures a whole host of additionalinformation about the online population When, from where and via what devices are we accessing the Online Demographics Internet? How does consumption of the Internet compare to consumption of Media Consumption traditional / offline media? What times of the day do we access the Internet and what other Internet Usage Occasions activities are we doing at the same time? Which of the digital activities are consumers engaging in overall? Behaviours & Activities To what extent are consumers active or passive Internet users? Which short-cycle and long-cycle categories are consumers E-Commerce researching and purchasing online? What online and offline touch points are consumers using in the Consumer Journey purchase process, from awareness to post-purchase? Attitudes & Behaviour What are the attitudes of consumers towards the role the Internet Drivers plays in their lives? Digital Life © TNS 2011
  10. 10. What does NZ’s digital landscape look like? 10 Digital Life © TNS 2011
  11. 11. Based on share of daily media consumption,New Zealanders’ consumption of digital mediafor leisure purposes rivals that of TV Online work (14%) Radio Online (18%) leisure (29%) TV (29%) Newspapers Magazines (7%) (3%) Based on share of daily usage of Digital Life these media types © TNS 2011
  12. 12. At the total market level, New Zealandersspend most of their time online onentertainment and social interaction 7% Communication Social networking & connecting Email 22% 34% Entertainment Multi-media & entertainment Online gaming Personal interest Shopping Information Pre-purchase & browsing Knowledge & education News, sport & weather Management Personal admin Planning & organising 39% Share of weekly internet leisure Digital Life hours across all access points © TNS 2011
  13. 13. We can expect growth in Internet usage frommobiles and tablets given the extent to whichNZ is behind other nations 26% 7% 4% 2% 2% Mobile Tablet TV set Games console OtherGlobal 36% 5% 3% 4% 2%Australia 37% 10% 5% 11% 3% Devices used to access the Internet in Digital Life last four weeks © TNS 2011
  14. 14. There is a role for brands to play in driving thisgrowth given Internet usage from thesedevices in NZ is relatively unsophisticated 3hrs Average weekly time NZ mobile users spend accessing the Internet via mobile 35% Would like to access the Internet via their mobile more often 66% Use Internet on their mobile when waiting for someone or something Twice As many Aussies use Internet on their mobile for product information as NZers Users accessing Internet from Digital Life mobile © TNS 2011
  15. 15. How does digital impact the classic brand funnel? 15 Digital Life © TNS 2011
  16. 16. Managing the recruitment and engagement ofcustomers via social media is a process thatmust be carefully moderated Competitions and win prizes 68% Promotion or a special offer 67% Connect with a brand Im passionate about 48% Get more information about the brand 46% Access content supplied by the brand 36% Give brands input 35% Get customer service 35% Dont want to be bothered by brands 54% Selected reasons for connecting with Digital Life brands online © TNS 2011
  17. 17. Brand owners also need to be conscious of therole customers can play in influencing non-customers via these same social networks 58% agree the comments of others help short-cut the decisions they make about brands 57% agree user comments are more credible than comments originating from the brand itself 50% often change their minds about products based on the comments of others 48% say just one negative review can impact their feelings about a brand 28% trust comments made by complete strangers about brands and products online Net agreement with statement Digital Life © TNS 2011
  18. 18. The role of social networks means we need tore-think classic brand funnel thinking Traditionally viewed as to face-to-face word-of-mouth communications Awareness Consideration Intent Recommend PRE-PURCHASE POST-PURCHASE Digital Life © TNS 2011
  19. 19. In a digital world, the post-purchase process isextended as consumers use online channels tocomment on and connect with brands Digital technology offers the ability to easily communicate about brands and products with friends and strangers across time and space Awareness Consideration Intent Comment Connect PRE-PURCHASE POST-PURCHASE Digital Life © TNS 2011
  20. 20. Hence it is ever more important to createproducts and experiences people want to talkpositively about Awareness Consideration Intent Comment Connect PRE-PURCHASE POST-PURCHASE Digital Life © TNS 2011
  21. 21. How is the NZ market segmented? 21 Digital Life © TNS 2011
  22. 22. Digital Life also uncovers segments that existalong axes of consumption and involvement …Internet is commoditised High Internet is pivotalMakes my life more efficient consumption Is the centre of my life Networkers Communicators InfluencersLow Highinvolvement involvement Knowledge Seekers Functionals AspirersInternet is irrelevant Low Internet is aspirationalNot a big part of my life consumption Helps me achieve my goals Digital Life © TNS 2011
  23. 23. … and thus there are differences that aremeaningful for marketers to understand andtarget Functionals Knowledge-Seekers The Internet is a functional tool and I use the Internet to gain knowledge, I’m not looking to express myself information and to educate myself online about the world Aspirers Communicators I’m looking to create a personal space I love to express myself, be it face to online. I’m desperate to do more of face, on a fixed line, on my mobile, everything, especially from my mobile via a social networking site or on email Networkers Influencers I have a busy life and use social The Internet is an integral part of my networking to keep in touch. I’m a life – I love mobile Internet and I’m a big home Internet user, and I’m very passionate social networker with tons open to engaging directly with brands of friends Digital Life © TNS 2011
  24. 24. A quarter of us are Functionals – but combiningInfluencers and Communicators, for a similarproportion online self-expression is key Functionals Knowledge- Influencers (24%) Seekers (18%) (16%) Networkers Aspirers Communicators (20%) (13%) (9%) Digital Life © TNS 2011
  25. 25. So how do we differ? We know NZers spendmost of their online time connecting – but thisvaries substantially by segment 22% 40% Daily 77% participation in 42% social networking 57% 81% Digital Life © TNS 2011
  26. 26. Tendency to purchase online is alsostaggeringly different 4% 16% 10% Daily participation in 1% online shopping 3% 22% Digital Life © TNS 2011
  27. 27. And certain segments are more inclined tooffer others advice 22% 34% I often give 34% people advice when I write 24% about products / brands online 21% 42% Digital Life © TNS 2011
  28. 28. How can you access Digital Life insights? 28 Digital Life © TNS 2011
  29. 29. Access to Digital Life insights is possible inthree ways • These reports and data tables are currently available Standard local and for purchase, with local reporting available for each of global reports the 60 markets included in Digital Life • Discuss with your account team how TNS can draw Customised out the Digital Life insights that are most relevant to reporting answering questions directly stemming from the business issues that your organisation is facing • Talk to your account lead about replicating Digital Life Incorporate Digital questions (for example, the segmentation golden Life questions into questions) in monitoring and ad-hoc work to surveys understand how your markets compared to NZ overall Digital Life © TNS 2011
  30. 30. For more information contact youraccount lead or for general enquiries please contact Emma Eichbaum visit Digital Life © TNS 2011