Wave 9 - Global

1. The meaning of moments

2. 2 BETTER SCIENCE. BETTER ART. BETTER OUTCOMES.

3. Welcome to Wave 9 3 from the emea research team • All surveys are self-completed. The data collected is purely quantitative • Active Internet Users are those who use the internet every day or every other day • They drive adoption of platforms and tools and they will determine which tools and platforms become dominant glen parker Head of Mediabrands Marketing Sciences EMEA liz haas Research Director EMEA hollie bishop Research Manager EMEA tom stanton Research Executive EMEA

4. The Wave 9 universe represents the world 4 Argentina Australia Austria Azerbaijan Bahrain Belgium Bosnia & Herzegovina Brazil Bulgaria Canada Chile China Colombia Costa Rica Cote d’Ivoire Croatia Czech Republic Denmark Dominican Republic Ecuador Egypt El Salvador Estonia Finland France Germany Greece Guatemala Honduras Hong Kong Hungary India Indonesia Ireland (ROI) Israel Italy Japan Kenya Kuwait Latvia Lebanon Lithuania Macedonia Malaysia Mexico Morocco Netherlands Nicaragua Nigeria Norway Pakistan Panama Paraguay Peru Poland Portugal Puerto Rico Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia S. Africa S. Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey Ukraine UAE UK USA Uruguay 52,326 respondents 78countries 1.5BN Active internet users worldwide representing

5. 199920002001200220032004200520062007

6. 2008

7. 2009

8. 2010

9. 2011

10. 2012

11. 11 20132014

12. 12 2015

13. 13 20162017

14. There is no doubt we live in the smart age 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Desktop Laptop/Convertible Touchscreen Full-size Tablet e.g. iPad Mini Tablet e.g. iPad Mini, Amazon Fire Smartphone Mobile phone Games Console Portable Games Console e.g. PS Vita Portable mp3/video player Smart TV/connected set-top box Wearable device e.g. iWatch, Fitbit Wave 6 Wave 7 Wave 8 Wave 9 14 Devices Owned

15. We are doing more with our smartphones than ever 15 Q: “Please select which devices you have used to do these activities” [Smartphone] Base: Global – Own a Smartphone 0% 10% 20% 30% 40% 50% 60% 70% Upload Video Watch Video Manage Social Network Profile Visit Official Company/Brand Site Visit Message Board/Forum Play Multiplayer Game Share Location Use Instant Messaging Upload Photo Share Temporary Photo Wave 7 Wave 8 Wave 9

16. Q: “Thinking about using the internet, which of the following activities have you ever done?” Base: Global We are actively managing our social networks more than ever 16 50% 55% 60% 65% 70% 75% 80% 85% 90% 1 2 3 4 5 6 7 %EverDone Manage a profile on a social network Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9

17. And it s a serious Business 17 Q: “How good are the following social platforms when you want to… [ Social Network e.g. Facebook ] ? Base: Global Fun and Entertainment promote yourself -40% +30% ‘

18. What each social platform stands for 18 Because they matter Q: Which of the following statements do you think describe each of the platforms below? Base: Global– use each platform at least once every 4 weeks 60% 45.5% Influences world opinion 45.5% Talked about within my circle of friends 60%

19. Fewer people are signing up to new platforms 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 1 2 3 4 5 6 7 8 9 Create a profile on a social network Manage a profile on a social network Q: “Thinking about using the internet, which of the following activities have you ever done?” BASE: Global 19 Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9

20. We are trying to manage our connections 20 30 40 50 60 70 80 Wave 4 2009 Wave 5 2010 Wave 6 2011 Wave 7 2013 Wave 8 Wave 9 Q: “How many people are you in contact with (Social media network)?” BASE: Global 20 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9

21. And the stress we feel is only going to get worse 53% 54% 55% 56% 57% 58% 59% 60% Think I'll Spend More Time Online Via Mobile Than PC In Future I Feel Stressed When I Don't Have Access To The Internet Wave 8 Wave 9 21 Q: “Below are a list of statements, please answer reflecting your opinion” BASE: Global

22. We find ourselves living in the moment

23. We live in the moment more than ever 23 Use instant messenging service Wave 8 Wave 9 Q: Which of the following have you ever done? Base: Global 85.3% 69.4% +22.9%

24. We constantly need To be "in the know" 24 Its important to seem active on social media 51% I worry about missing out about something on my social network 49%

25. In a moment means this moment right now 25 Source: Wave 9. Q: Use an online service that uses voice commands – Have ever done

26. Living in the moment is powering brands Q: “Which of the following activities are you likely to do in the next 6 months?” Base: Global 26 13.2% Book accommodation via Airbnb 29.6% Book a taxi via an app 37.7% Upload and store my content for instant access 24.7% Pay to subscribe to TV/Movie Streaming

27. It has raised our expectations 27 0% 5% 10% 15% 20% 25% 30% 35% Latest news about products Help Escape Something worth sharing Wave 8 Wave 9 What are the top three interactions you want from brands? Base: Global

28. 28

29. 29 “I feel overwhelmed by the volume of things available to me online” 47.5% Q: “Below are a list of statements, please answer reflecting your opinion” BASE: Global

30. moments

31. Some moments can be incredibly powerful 31Source: Google – ‘Top global searches, 2016’ 1. Powerball 2. Prince 3. Hurricane Matthew 4. Pokémon Go 5. Slither.io 6. Olympics 7. David Bowie 8. Trump 9. Election 10. Hillary Clinton 2016

32. 0% 10% 20% 30% 40% 50% 60% 70% 80% 1 2 3 4 5 6 7 8 9 %EverDone Upload my photos to a photo sharing site Create a video to upload online Upload a video clip to a video sharing site In fact, it’s increasingly important to be able to share those moments 32 Q: “Thinking about using the internet, which of the following activities have you ever done?” Base: Global Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9

33. how fleeting these moments can be 42% 44% 46% 48% 50% 52% 54% Shared photos via app that deletes once seen Wave 8 Wave 9 Q: Which of the following have you ever done? Base: Global 33 +14.7% 52.3% 45.6%

34. our challenge then is to find those moments 34

35. The Meaning of Moments

36. we started with behavioural data 36 60BN ONLINE INTERACTIONS / DAY 3,000 MOMENTS

37. wave: 120 key moments 37 FAMILY e.g. a family wedding FINANCE e.g. managing your bank account HOBBIES e.g. playing a console game TRAVEL e.g. planning a holiday LOOKING AFTER YOURSELF e.g. taking part in sports SOCIALISING e.g. attending a festival WORK e.g. attending a work- related event TECHNOLOGY e.g. wanting the latest device SHOPPING e.g. discovering a new product at the store

38. Wave makes moments more actionable 38 Which needs are they seeking to fulfil? Which feelings do they experience? Which social platforms, connected devices and content types best fulfil those needs? In the key moments in consumers’ lives… v

39. Anatomy of a Moment

40. All shopping is not the same 0% 5% 10% 15% 20% 25% 30% 35% 40% Intrigue Inspiration Optimism Anticipation Surprise Confusion Sadness Anxiety Joy Relaxed Boredom Sneaky Online Shopping at Work Researching Online for a New Product 40 Q: Which of the following moments have you experienced in the last 6 months? Which of the following best describes your feelings during this moment? Base: Global – all who experienced each moment

41. 9 Waves have taught us that consumer needs drive consumer behaviour 41 relationship diversion learning progression recognition Belong Share knowledge Stay in touch Escape Be creative Have fun Make money Build a career promote yourself Change opinions Express yourself Earn respect Seek opinion Explore Keep up-to-date Learn

42. Consumers are more receptive in some shopping moments 42 Q: Which of the following moments have you experienced in the last 6 months? : Which needs do you think are satisfied in these moments? Base: Global | Bubble size = % of people who experienced each moment in the last 6 months Needs satisfied when I experience [ name of moment ] are… 0% 5% 10% 15% 20% 25% 13% 15% 17% 19% 21% 23% 25% Sneaky online Shopping at work Researching a product online RELAX OR ESCAPE FUN OR ENTERTAINMENT Discovering a new product in-store Organizing a shopping list Weekly shopping Impulse Shopping Excitement over a new product you just got Christmas shopping

43. photo & video sites, twitter & social networks also fulfil the need for escapism Q: Which of these media channels is good when you want to…? Base: Global – all who use each platform 0% 10% 20% 30% 40% Blogs Microblogs e.g. Twitter Photo Sites Video Sites Social Networks Professional Networks Message Board/Forums Official Brand Sites Have fun or Be Entertained Relax & Escape 43 Social platforms which are good when I want to….

44. people want to share their emotions in moments both big and small Q: Which of the following moments have you experienced in the last 6 months? Q: Which needs do you think are satisfied in these moments? Base: Global – all who experienced each moment 0% 10% 20% 30% 40% Moments when I want to Express & Share Emotion 44

45. Social understanding At the heart of moments planning

46. MOMENTS THAT MATTER TO DRIVE MOMENTUM

47. For more information, please contact the wave team 47 glen parker Head of Mediabrands Marketing Sciences EMEA Glen.Parker@umww.com liz Haas Research Director EMEA Liz.Haas@umww.com hollie bishop Research Manager EMEA Hollie.Bishop@umww.com tom stanton Research Executive EMEA Thomas.Stanton@umww.com

Wave 9 - Global

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