Digital Life webcast presentation
•
4 gostaram•7,866 visualizações
View the presentation given at the launch webcast featuring some of the key findings from the Digital Life study.
Recomendados
Recomendados
Mais conteúdo relacionado
Semelhante a Digital Life webcast presentation
Semelhante a Digital Life webcast presentation (18)
Mais de TNS
Mais de TNS (20)
Último
Último (20)
Digital Life webcast presentation
- 1. Global Webcast © TNS 2011
- 2. What is Digital Life? Global Webcast 2 © TNS 2011
- 3. The most comprehensive view of consumer attitudes and behaviour online Global Webcast 3 © TNS 2011
- 4. Digital lives comprise many activities Share of hours in an average week online 18hrs/wk 9% 31% Communication Social networking & connecting Email 24% Entertainment Multi-media & entertainment Online gaming Personal interest Shopping Information Pre-purchase & browsing Knowledge & education News, sport & weather Management Personal admin 37% Global Webcast 4 © TNS 2011
- 5. Meeting many needs The Internet helps me to… % agree Have fun 55 Better express my feelings 42 Explore my personality 34 Improve my self-confidence 34 Pass on news / events to others 34 Connect closely to others 51 Expand my network 52 Keep in touch with others 61 Global Webcast 5 © TNS 2011
- 6. Throughout the day A constant companion from dawn to dusk… 61% of mobile and tablet users feel they are PC Mobile “always connected to the Internet” Tablet Early Late Early Early In bed before morning morning afternoon evening I go to sleep In bed when Commuting Midday Late Late During I wake up afternoon evening the night Access by day part and device (all consumers) Global Webcast 6 © TNS 2011
- 7. The internet is just one part of a complex reality Fragmented pathways between buyers, behaviours and brands Global Webcast 7 © TNS 2011
- 8. Tanzania Ghana India Uganda Kenya Pakistan South Africa Indonesia Egypt Thailand Nigeria Philippines © TNS 2011 Peru Global Webcast Vietnam Mexico Ukraine Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal Italy Chile Poland Malaysia Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Israel Slovakia Austria Estonia Singapore Belgium US Australia Taking share of influence from traditional sources Japan Canada Germany % describing TV as an important source of information at any stage in the consumer journey Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway 8
- 9. Tanzania Ghana India Uganda Kenya Pakistan South Africa Indonesia Egypt Thailand Nigeria Philippines © TNS 2011 Peru Global Webcast Vietnam Mexico Ukraine Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal Italy Chile Poland Malaysia Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Israel Slovakia Austria Estonia Singapore Belgium US Australia Taking share of influence from traditional sources Japan Canada Germany % describing TV as an important source of information at any stage in the consumer journey Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway 9
- 10. Tanzania Ghana India Tanzania Uganda Kenya Pakistan South Africa Indonesia Egypt Thailand Nigeria Philippines © TNS 2011 Peru Global Webcast Vietnam Mexico Ukraine Mexico Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal Italy Chile Poland Malaysia Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Hong Kong Israel Slovakia Austria Estonia Singapore Belgium US Australia Taking share of influence from traditional sources Japan Canada Germany % describing TV as an important source of information at any stage in the consumer journey Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway Norway 10
- 11. Business growth in a digitally-enabled world 1. Consumers: Content, connection, community 2. Brands: Relevance and utility 3. Paths to purchase: Integration across the marketing and business cycle Global Webcast 11 © TNS 2011
- 12. 1 Consumers: Content, connection, community Global Webcast 12 © TNS 2011
- 13. Digital enables self-expression The Internet helps me to… % agree Have fun 55 Better express my feelings 42 Explore my personality 34 Improve my self-confidence 34 Pass on news / events to others 34 Connect closely to others 51 Expand my network 52 Keep in touch with others 61 Global Webcast 13 © TNS 2011
- 14. Leading to an explosion in consumer content generation Every week I... Upload photos 32 Microblog 30 Upload videos 29 Write a blog 26 Global Webcast 14 © TNS 2011
- 15. With a very real audience Happy to consume content, wherever it comes from... % consuming a user-generated % consuming professionally-produced online video online video 70% 62% Global Webcast 15 © TNS 2011
- 16. Tanzania Ghana India Uganda Kenya Pakistan South Africa Indonesia Egypt Thailand Nigeria Philippines © TNS 2011 Peru Global Webcast Vietnam Mexico Ukraine Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal And there is an audience for it... Italy Chile Poland Malaysia % of total market population writing about brands online % of total market population reading about brands online Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Israel Slovakia Austria Estonia Singapore Belgium US Australia Brand content is firmly in the hands of the masses Japan Canada Germany Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway 16
- 17. Tanzania Ghana India Uganda Kenya Pakistan South Africa Indonesia Egypt Thailand Nigeria Philippines © TNS 2011 Peru Global Webcast Vietnam Mexico Ukraine Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal And there is an audience for it... Italy Chile Poland Malaysia % of total market population writing about brands online % of total market population reading about brands online Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Israel Slovakia Austria Estonia Singapore Belgium US Australia Brand content is firmly in the hands of the masses Japan Canada Germany Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway 17
- 18. Tanzania Ghana India Uganda Kenya Pakistan South Africa Uganda Indonesia Egypt Thailand Nigeria Philippines © TNS 2011 Peru Global Webcast Vietnam Mexico Ukraine Romania China Brazil Colombia Morocco Brazil Russia Saudi Arabia Turkey Argentina Greece Portugal And there is an audience for it... Italy Chile Poland Malaysia % of total market population writing about brands online % of total market population reading about brands online Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Israel Slovakia Taiwan Austria Estonia Singapore Belgium US Australia Brand content is firmly in the hands of the masses Japan Canada Germany Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway Norway 18
- 19. Enabling connection and community The Internet helps me to… % agree Have fun 55 Better express my feelings 42 Explore my personality 34 Improve my self-confidence 34 Pass on news / events to others 34 Connect closely to others 51 Expand my network 52 Keep in touch with others 61 Global Webcast 19 © TNS 2011
- 20. Building wide networks …with massive potential reach for opinions and ideas... China USA Brazil 94 246 481 38 118 303 Total number of friends on SN Friends interact with regularly Global Webcast 20 © TNS 2011
- 21. Building wide networks …but brand friends are not common here China USA Brazil 94 246 481 17 23 19 Total number of friends on SN Total number of brand friends Global Webcast 21 © TNS 2011
- 22. And this environment doesn‟t always welcome brands Consumers don‟t want to be bothered by brands... China USA Brazil 17 23 19 53 60 52 Total number of brand friends % who do not want to be bothered by companies or organisations in social networks Global Webcast 22 © TNS 2011
- 23. 2. Brands: Relevance and utility Global Webcast 23 © TNS 2011
- 24. Messages are not in the control of brands Even a stranger on the other side of the world is trusted more… Disagree Agree “What other people say about brands can be trusted more than what the brand says themselves” 13 57 “I trust the comments my friends write about brands” 11 54 “I trust the comments people I don‟t know write about brands” 21 41 Global Webcast 24 © TNS 2011
- 25. The consumer brand voice I write about brands to… % agreeing 64 64 61 60 56 53 51 46 40 Share Offer Praise Ask Share Criticise Share cool Customer Paid/ rewarded experiences advice a brand advice answers/ a brand stuff from service for doing so opinions brands Global Webcast 25 © TNS 2011
- 26. The “always on” Advocate Online more of the time and with more mobile devices PC Mobile Tablet Early Late Early Early In bed before morning morning afternoon evening I go to sleep In bed when Commuting Midday Late Late During I wake up afternoon evening the night Access by day part and device (Advocates) Global Webcast 26 © TNS 2011
- 27. Consumers can be positive and supportive I write about brands to… % agreeing 64 64 61 60 56 53 51 46 40 Share Offer Praise Ask Share Criticise Share cool Customer Paid/ rewarded experiences advice a brand advice answers/ a brand stuff from service for doing so opinions brands Global Webcast 27 © TNS 2011
- 28. But are also able to criticise I write about brands to… % agreeing 64 64 61 60 56 53 51 46 40 Share Offer Praise Ask Share Criticise Share cool Customer Paid/ rewarded experiences advice a brand advice answers/ a brand stuff from service for doing so opinions brands Global Webcast 28 © TNS 2011
- 29. So whilst brands might not lead the conversation Their audiences are still reading about their products and services... % reading about category on their social network 31 28 28 26 24 20 20 Confectionery Baby care Mobile Clothes New car Credit cards Travel phone & shoes Global Webcast 29 © TNS 2011
- 30. They need to know where and when it is happening Review sites are likely to be prioritised when actively searching... % reading about category on review sites 40 33 35 35 35 27 27 Confectionery Baby care Mobile Clothes New car Credit cards Travel phone & shoes Global Webcast 30 © TNS 2011
- 31. Negative comments resonate strongly And can be a very real threat to sales... % agreeing “Even a single negative review can have an effect on how I feel about a brand” Global 52 Brazil 43 USA 50 China 64 Global Webcast 31 © TNS 2011
- 32. Online research is critical to some categories But brands don‟t control what is discovered... % researching at all % researching online 87 88 87 90 83 77 65 67 67 58 59 52 50 28 29 24 Confectionery Alcohol Cleaning Credit TV New car Mobile Travel products cards phone Global Webcast 32 © TNS 2011
- 33. Organic conversation varies across categories and participatory campaigns fuel conversation... Highly Researched Credit Cards Mobile Low Levels of High Levels of Category WoM Category WoM Cosmetics Personal Hygiene Lightly Researched Global Webcast 33 © TNS 2011
- 34. Affinity comes at a price Consumers expect a benefit from their support on a social network... Promotion/ special offer 61 USA 65 Access content 45 Brazil 50 To show that a brand is important to me 44 China 77 Global Specific market Global Webcast 34 © TNS 2011
- 35. British Olympic Association: Our Greatest Team “Our challenge, as much to ourselves as to anybody else, is „900 athletes 60 million strong‟. A challenge taken on principally through the digital medium - to connect the entire nation to the 900 athletes that will represent the nation next year.” Hugh Chambers, Chief Commercial Officer, British Olympic Association Global Webcast © TNS 2011
- 36. Affinity comes at a price Apps represent a specific opportunity for connection... Promotion/ special offer 61 USA 65 Access content 45 Brazil 50 To show that a brand is important to me 44 China 77 To use specific apps or games provided by the brand 43 China 72 Global Specific market Global Webcast 36 © TNS 2011
- 37. „Lifestyle Management‟ as Utility: Extending the brand idea beyond the product with Special K “I think the brands that are doing really well are the ones where the product is not everything, the product is a component of what the brand represents.” Larry Bruck, Kellogg Company Global Webcast 37 © TNS 2011
- 38. 3. Paths to purchase: Integration across the marketing and business cycle Global Webcast 38 © TNS 2011
- 39. Actions speak louder than words when delivering the message that your brand meets consumer needs “When we launched online ordering just over a decade ago, it was a huge investment, but one that has continued to pay off, year on year.” Chris Moore, CEO, Domino‟s Pizza Global Webcast 39 © TNS 2011
- 40. The complex reality Global Webcast 40 © TNS 2011
- 41. Unpacking the path to purchase How do we decide what to buy Number of touchpoints used to research in the automotive category - USA 1. Become aware 2. Choose a product 3. Decide where to buy Global Webcast 41 © TNS 2011
- 42. Unpacking the path to purchase How do we decide what to buy Number of touchpoints used to research in the automotive category - USA 1. Become aware 2. Choose a product 3. Decide where to buy Data sources consulted… Online Consumer voice Offline Brand voice Global Webcast 42 © TNS 2011
- 43. Consumer and brand touchpoints are important sources… Touchpoint is important to me to… Consumer reviews (all categories) 33 28 20 1. Become aware 2. Choose a product 3. Decide where to buy 21 26 38 TV ads (all categories) Global Webcast 43 © TNS 2011
- 44. …as are on and offline touchpoints Touchpoint is important to me to… Manufacturer‟s website (all categories) 27 22 18 1. Become aware 2. Choose a product 3. Decide where to buy 24 21 26 Sales person in-store (all categories) Global Webcast 44 © TNS 2011
- 45. Integration of a multi-channel experience “If somebody goes to our website, sees a new game, they reserve on line, pick it up in store. The person in store sells them add-on digital content for their game which is delivered to them digitally to their „digital locker‟ which they have because they are a rewards member on our awards programme.” Mike Hogan, CMO and SVP Marketing & Corporate Strategy, GameStop Global Webcast 45 © TNS 2011
- 46. But the world isn't flat! Global Webcast 46 © TNS 2011
- 47. The Digital Growth Index The opportunity for brand growth through digital Access Reach, Motivations, Behaviours Engage Strengthen brand connection Advocate Amplify positive buzz Transact Influence decision-making A single KPI The Digital Growth Index Global Webcast 47 © TNS 2011
- 48. The Digital Growth Index A precise view by geography and category High Internet Penetration USA South Korea Netherlands UAE Singapore Malaysia Czech Low Growth High Growth Republic Index Index China Ukraine Thailand Pakistan India Indonesia Low Internet Penetration Global Webcast 48 © TNS 2011
- 49. Different consumers with differing needs Segmented by attitude, motivations and behaviours... Engage Advocate Transact % with brand % writing about % researching connections on SNS brands online purchases online Functional 27 24 88 Aspirer 29 37 57 Knowledge seeker 38 52 85 Networker 52 37 90 Communicator 44 62 90 Influencer 48 66 86 Global Webcast 49 © TNS 2011
- 50. Bringing it together Global Webcast 50 © TNS 2011
- 51. Marketing in a Digital Age Content is the currency of community, shaped and consumed by the masses Understand attitudes and motivations Within the “new noise”, quality, rather than share, of voice counts Brand as subject matter is alive and well, but brand voices lack trust Add value by facilitating content Add value by providing services to consumers beyond the core product Touchpoints along the path to purchase are varied and fragmented Build connections earlier in the customer journey to minimise the impact of negative buzz Understand the nuances of your geography and category to optimise the mix at each stage Global Webcast 51 © TNS 2011
- 52. From integrated marketing to integrated business planning From campaign integration to business integration: Working together with a common goal… Marketing and Consumer Insights teams Web, apps and software development teams CRM and Blogger Outreach teams Channel management and Retail teams Global Webcast 52 © TNS 2011
- 53. Explore more Digital Life findings at www.tnsdigitallife.com Join our conversation @tns_global #tnsdl Global Webcast 53 © TNS 2011
- 54. Global Webcast © TNS 2011