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Similaire à Digital Life webcast presentation (18)
Digital Life webcast presentation
- 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
- 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
- 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
- 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
- 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
- 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