A TNS perspective on how Social, Local, Mobile are working together to enable Commerce. Presentation used during Social Media Week 2012 Hong Kong panel discussion.

1. SoLoMoCo
A TNS perspective on “Social Local Mobile
Commerce” for
Social Media Week Hong Kong 2012
25 September 2012
The Space
210 Hollywood Road
Hong Kong
Marc de Lange
Digital Practice Lead
@marcdelange_hk
©TNS 2012

2. Social is the top online activity of consumers globally
Multi-
Social Email media
4.1 2.8 2.4
hrs/week hrs/week hrs/week
©TNS 2012

3. And their online conversations have a big impact on
how consumers perceive brands
50% agree
“I often change my mind
57% agree about brands based on what
“What other people write other people write about them
about brands can be trusted online”
more than what companies
say about their products”
©TNS 2012

4. But brands aren’t always invited to the party…
54%
“A place where I want
Social to learn about brands”
Networks
are. . . 53%
“A place where I don’t
want to be bothered
by brands”
©TNS 2012 4

5. …unless it is on the consumer’s own terms & agenda
What’s in Promotion / special offer 61
it for me?
Competitions/prizes 56
More information about the brand 56
Further Information about brand reputation/ethics 47
research
Access brand content 45
Connect with people behind the brand 41
Brand Passionate about the brand 51
interaction
Show that brand is important to me 44
5
©TNS 2012

6. Enter the mobile age...
The mobile phone quickly
became part of our lives –
even a part of our
emotional lives
©TNS 2012 6

7. Mobile is rapidly increasing engagement of consumers
with social media…
% using social media on mobile
phone on daily basis 49%
in Hong Kong
44%
20% in Singapore
8%
32%
in Korea
2011 2012
7
©TNS 2012

8. …and mobile brings social media into the path to
purchase
Don’t Use Mobile %
Know while
shopping
To compare prices 46
4
Don’t
use
30
To read product
reviews 37
To check others'
opinions on SN 20
66
8
©TNS 2012

9. Mobile, Social Media and LBS enhance convenience
for consumers
%
Location based activities – current usage
Find restaurants and entertainment venues nearby 29
Find out public transportation schedules 27
Find nearby points of interest 22
Find friends 12
To be alerted of deals and special offers 11
Automatically locate me when placing orders by
10
phone
©TNS 2012 9

10. SOcial Media are a powerful avenue
that influence consumer’s brand preferences
LOcation based and/or LOcal services
bring added benefit of convenience to social
media
MObile is a further amplifier of social
media impact – and brings social media into
the path to purchase
COmmerce opportunities are really
enabled by bringing mobile, social and
localization into the path to purchase
©TNS 2012 10

11. Thank you
Discuss how you can leverage market insights to
grow your business?
Contact us today:
Marc de Lange
+852 2328 1878
Marc.de.lange@tnsglobal.com
twitter @marcdelange_hk
©TNS 2012 11