1. Demystifying Consumers
Stephen Yap, Group Director, TNS
Yap Director
1
Demystifying Consumers

2. I don t think there
don’t
are threats – there
are opportunities.
opport nities
The trouble with
opportunities is, if
is
you don’t deal
with them, they
can become
threats
2
Demystifying Consumers

3. Agenda for today
Describing the Digital World
Uncovering Opportunities
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Demystifying Consumers

4. Describing the Digital World
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Demystifying Consumers

5. 5
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Demystifying Consumers

6. 6
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Demystifying Consumers

7. 7
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Demystifying Consumers

8. 8
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Demystifying Consumers

9. 9
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Demystifying Consumers

10. The “Twitter Revolutions”
“In Tahrir Square I sat one morning next to a 60‐
year‐old surgeon cheerfully tweeting his involvement
year‐old surgeon cheerfully tweeting his involvement
in the protest. The barricades today do not bristle
with bayonets and rifles, but with phones.
with bayonets and rifles but with phones ”
Peter Beaumont, The Guardian,
25th February 2011
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Demystifying Consumers

11. Describing the world’s digital life…
HIGH
Internet is commoditised CONSUMPTION Internet is pivotal
Makes my life more efficient
y f ff Is the centre of my life
s e ce e of y fe
LOW HIGH
INVOLVEMENT INVOLVEMENT
Internet is functional Internet is aspirational
LOW Helps me achieve my goals
It helps me to be productive
CONSUMPTION
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Demystifying Consumers

12. …charting market development
HIGH
Internet is commoditised CONSUMPTION Internet is pivotal
Makes my life more efficient
y f ff Is the centre of my life
s e ce e of y fe
Developed Markets Emerging Markets
LOW HIGH
INVOLVEMENT INVOLVEMENT
Internet Penetration Internet Penetration
Netherlands: 89% India: 7%
India: 7%
Internet is functional Internet is aspirational
LOW Helps me achieve my goals
It helps me to be productive
CONSUMPTION
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Demystifying Consumers

13. …and understanding the implications for brands
HIGH
Internet is commoditised CONSUMPTION Internet is pivotal
Makes my life more efficient
y f ff Is the centre of my life
s e ce e of y fe
Developed Markets Emerging Markets
LOW HIGH
INVOLVEMENT INVOLVEMENT
Internet Penetration Internet Penetration
Netherlands: 89% India: 7%
India: 7%
Internet is functional Internet is aspirational
LOW Helps me achieve my goals
It helps me to be productive
CONSUMPTION
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Demystifying Consumers

14. Uncovering Opportunities
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Demystifying Consumers

15. Are brand messages accepted on social media?
Attitudes to brand interaction on social media across countries
% actively 48 42
looking for 29 33 31
23
brands 14
9 13 12
22 23 17
% who find 29
brands
intrusive
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Demystifying Consumers

16. Aligning to consumers’ path to purchase will reduce the
chances of intrusive contact
Attitudes to brand interaction within activities
46 49
% actively 35 39 37
29 29 33 29
looking for 26 22
brands
% who find 15 12 16
19 17 18 22
brands 22 23 26
28
intrusive
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Demystifying Consumers

17. Once upon a time...
Mass Media
Mass Media
In-store
Purchase
Shopper
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Demystifying Consumers

18. ...then along came the internet
Manufacturer Sites
In-store sales
Blogs
people In-store
Purchase
Shopper
Instore
E tailers
E-tailers Media
M di
Search sites Video Online
Purchase
Social Mass
Networks Media
Friends &
Family
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Demystifying Consumers

19. ...even within one of these touchpoints, consumers may be
fulfilling multiple needs
% doing social activity daily
40
38
32 31 30
26
20 20 19 19 18
15 15 14 14 13
Check Online Message Stream Respond Check Respond Check Look at Download Share link Microblog Write own Download Upload Upload
social chat on social music / on social blog / to blogs microblog photos media blog / App photos video /
network network video network forum forum music
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Demystifying Consumers

20. Multimedia integration is the next step for
social network users
% doing social activity daily % looking to increase usage of social media activity
Stream music / Download Upload video /
video media music
40
38
32 31 30
26
20 20 19 19 18
15 15 14 14 13
Check Online Message Stream Respond Check Respond Check Look at Download Share link Microblog Write own Download Upload Upload
social chat on social music / on social blog / to blogs microblog photos media blog / App photos video /
network network video network forum forum music
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Demystifying Consumers

21. Leverage rapidly-increasing social-video consumption…
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Demystifying Consumers

22. …but ensure the experience is aligned across touchpoints
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Demystifying Consumers

23. Consumer insight can help to identify touchpoints by mission
% used touchpoint for researching automobiles
% dt h i tf hi t bil
Manufacturer / service
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provider sites
Search engines 22
70% Review sites 20
Online
o
online sources to research their
e sou ces to esea c t e touchpoints
p
purchase Retailer sites 19
Price comparison websites 16
User reviews 14
Comments on social networks
Comments on social networks 7
Word of mouth 18 Offline
37% Retail stores 15
touchpoints
used offline sources to research
their purchase Offline media 14
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Demystifying Consumers

24. To summarise...
Opportunity for brands which can
‘Digital’ is transforming lives
Digital is transforming lives
provide consumer utility
Reaching the digital consumer is Consumer receptiveness to brand
not straightforward or easy communications depends on mission
Proliferation of touchpoints Ensure they work together
But many universal truths remain Understand your consumer and put
the same them at the heart of what you do
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25. Demystifying Consumers
Stephen Y
St h Yap, Group Director, TNS
G Di t
25
Demystifying Consumers