DNA://11 Brisbane The Evolving Online Consumer - TNS

1. The Evolving Online Consumer
Jonathan Sinton
TNS Australia

2. About Digital Life 2011
 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 for 2012
1 THE EVOLUTION OF THE AUSTRALIAN CONSUMER
2 AUSTRALIANS ARE FINDING THEIR VOICE
3 HOW WE INTERACT WITH GOVERNMENT
4 CONNECTING THE DOTS
5 HOW’S YOUR GAME?

5. Australians spending more and more time online
Time spent online each week for leisure
+9%
19.9
18.3
2010 2011

6. And the way we spend our time is changing
2010 Share of leisure time: 2011

7. Social Networking getting a greater share
2010 Share of leisure time: 2011
Social Networking
+36%

8. Australians spending more time shopping online
2010 Share of leisure time: 2011
Shopping
+16%

9. Personal email usage is in decline
2010 Share of leisure time: 2011
Email
-9%

10. And the way we consume news is changing
2010 Share of leisure time: 2011
News, Sport & Weather sites
-13%

11. The base of mobile web users is increasing rapidly
Using Mobile Web in the past 4 weeks
+85%
37
20
2010 2011

12. And our reliance on our mobiles is growing
Average Time using Mobile Web each week
+10%
4.4
4
2010 2011

13. Tablets are becoming more common
Penetration of tablets in Household
+188%
23
8
2010 2011

14. And tablets are creating 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 of the 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, our daily lives are evolving
2011

20. The 2 Speed Digital Community
Increase in usage since 2010
+10%
+ 2 Hrs 49 mins
+5%
+ 35 Mins
Functionals Influencers
Weekly hours online (2010)
Growth in weekly hours - mobile (2011)
Total growth in weekly hours (2011)

21. The 2 ends of 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 growing as 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 increasingly talking about their experiences
afterwards
Reasons for commenting online
10% To receive customer service
Because I’m rewarded for doing so
are talking online about their products
To share cool stuff brands produce
Share answers/opinions
To criticise a brand
To praise a brand
Ask advice
Offer advice
Share opinions with communities
http://www.youtube.com/user/juicystar07

25. Australians frequent users of 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 want to 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
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 community stickiness

30. Engagement via content: Childline

31. Facebook Community: Israeli Blood Groups

33. Online and Offline being 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)

34. Mobile is the glue 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”

35. It’s easy to get it wrong
http://www.youtube.com/watch?v=0NQYqVwo3VE&feature=player_embedded

36. True online-offline integration
http://www.youtube.com/watch?v=fGaVFRzTTP4

38. Online Social Gaming: The New Media
Social Gamers:
A new generation playing mobile and
social network games
Hardcore:
Geeky Kids playing
Warcraft Console Gamers:
Playing: Xbox, PS3

39. The explosion of gaming in social networks
52
Hardcore
Online Gaming
24 27
Online Console
Gaming
5
Online Social
Network
Games
Weekly usage of social gaming
Daily Weekly

40. And its not just social network gaming – Mobile too
Mobile Apps most commonly used (Australia)
71
53 54
41 43 44
31
Video General Weather Maps and Social Music Games
/picture search i.e. navigation Networking
Google

41. Engagement with gaming is high
Attention Index
Reading a book 83%
Emailing (at home/work/school) 72%
Using the Internet (at home/work/school) 71%
Video Gaming 70%
Reading a newspaper 67%
Using the mobile internet 63%
Using mobile apps 62%
Watching TV 62%
Listening to the radio 49%
Source: 2010 TNS study into multi-tasking

42. $ ways to get into gaming
Sponsorship Promotions
Game Mechanics Custom/White Label

43. 2 speed digital
community:
Understand your
target’s needs and
behaviours

44. Ensure
everything
you do is
joined up

45. Keep a constant
eye on the future
as technology
and media
consumption are
changing rapidly

46. The Evolving Online Consumer
Jonathan Sinton
TNS Australia