Consumer Technographics: новые инструменты анализа "цифрового поведения" потребителей Сергей Македонский, Региональный директор по России Forrester Research

1. © 2009 Forrester Research, Inc. Reproduction Prohibited
Consumer Technographics в России:
новые инструменты анализа "цифрового
поведения" потребителей
Сергей Македонский
Forrester Research
10 октября 2013 г.

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4. - "Цифровое поведение" современных потребителей
- Mobile и Social - ключевые тренды
- Сравнение "цифрового поведения" в России и за
рубежом
- Какие характеристики потребителей поддерживают
многоканальную стратегию продавца?
- Где и как продавец соприкасается с потребителем в
его "путешествии" за покупкой?
Содержание

5. Экспертная
поддержка
продукта
Продвинутые
возможности
самообслуживания
Систематический
«канальный»
опыт
Поддержка
по электронным
каналам
Сотрудники
знают мою
«историю»
Проактивная
поддержка и
уведомления
«Увеличенные»
часы
обслуживания
Сегодняшний
потребитель
Ожидания потребителя постоянно растут

6. © 2013 Forrester Research, Inc. Reproduction Prohibited 6
Consumer Technographics
DATA-DRIVEN INSIGHTS ACROSS A RANGE OF CONSUMER BEHAVIOR
Over 400,000 annually completed surveys across 21 countries on how
consumers:
› Shop, consume media, get services, learn, and bank
› Spend time, interact, communicate, and entertain themselves
› Are motivated by technology-driven attitudes and values
› Own and relate to over 1500 consumer brands and media
Device
Ownership
Technology
Behaviors
Technology
Attitudes
Brand
Ownership
Media
Consumption

7. © 2013 Forrester Research, Inc. Reproduction Prohibited 7
Countries:
Argentina
Australia
Brazil
Canada
China
France
Germany
India
Indonesia,
coming 2013
Italy
Japan
Mexico
The Netherlands
Poland
Russia
South Korea
Spain
Sweden
Turkey, coming 2013
United Kingdom
US and US Hispanic
Consumer Technographics
Global syndicated insights on the intersection of consumers
and technology — attitudes, behaviors, motivations
+ Longest-running digital
consumer study (since
1997)
+ 400,000+ completed
surveys
+ 1,500 brands
+ 300 attitudes captured
+ 7 proprietary profiles
______________________
= Deep, customizable,
trended consumer
insights
Coverage area

8. © 2013 Forrester Research, Inc. Reproduction Prohibited 8
Business questions answered
FORRESTER CONSUMER TECHNOGRAPHICS®
› How will disruptive technologies impact my strategy?
› Does my social media strategy align with my customer’s
expectations?
› What data insight can I use to help guide my mobile strategy?
› What consumers drivers and inhibitors support my
multichannel strategy?
› What are my customer’s touch points in their purchase
journey?
› What markets are best to prioritize in my globalization strategy?
› What are my customer segments attitudes towards advertising?
› How are my customers different from my competitors’ customers?

9. © 2013 Forrester Research, Inc. Reproduction Prohibited 9
Digital consumer
profiling
Understand new and
changing markets.
Customer analysis
Analyze your
customers, partners,
and competitors.
Consumer
segmentation
Target and profile the
right customers.
Product and service
innovation
Identify the right
product features.
Marketing and
advertising
Plan effective
marketing
campaigns.
Marketers turn to Technographics

10. © 2013 Forrester Research, Inc. Reproduction Prohibited 10
Consumer Technographics®

11. The Mobile Mind Shift Index
• The reason we have developed this
framework is because people are now
becoming more accustomed to
accomplishing tasks and finding
information instantly and now expect
immediate, always available
convenience from every company they
interact with.
• The Mobile Mind Shift Index (MMSI)
determines how far people have
shifted.
• Based on our research we have found
that companies whose customers have
above-average MMSIs and who have
more than 35% Adapters, Immersers,
and Perpetuals must move urgently to
deliver on their customers' mobile
expectations.

12. More Russian adults rely on financial advisors than
European adults in general
All European Adults*
All Russian Adults
16% 7% 9% 15%
18% 24%
54% 55%
Base: 26,925 European adults age 16+; 3,105 Russian adults age 16+
Financial Self-Directedness Segmentation

13. © 2013 Forrester Research, Inc. Reproduction Prohibited 13
Insights at your fingertips
DATA ENGAGEMENT MANAGER
› An extension of your team to help you get the most value from your
Data Insights relationship.
› Support data and insights needs
› Proactive engagement to connect you to the data, research, and
events related to your business needs
› Client engagement calendar to highlight value aligned with your
business needs throughout the year
› Organized on client verticals for increased content specialization
› Recommendations on how to use “Technographics Advisory”

14. © 2013 Forrester Research, Inc. Reproduction Prohibited 14
How we can help you
SAMPLE REQUEST
What data insights to help me understand the
shopping behavior of consumers under and over
30 in Russia as it relates to small appliances and
consumer electronics?
A deep dive into the Data to answer:
• How consumers research purchases by category
• How often do they research and buy online?
• What is their purchasing profile?
• What influences their purchases
• Media consumption and influence
• What online activities do they perform the most?
• What are their main attitudes toward technology,
career, family, and entertainment?

15. Emerging Markets Overview: Russia

16. 43%
7%
18%
31%
57%
63%
5%
8%
67%
43%
10%
36%
32%
63%
67%
2%
12%
33%
Other source
Radio
Newspapers
Magazines
TV
High street shops
The Internet on a mobile device
Email newsletters
The Internet on a computer
over 30
under 30
Age
16
Online
Sources
Offline
Sources
Please indicate the top 3 media sources you currently depend on the
most for obtaining information on Small domestic appliances
Base: 2283 urban Russian consumers age 16+ who used a media source for small domestic appliances
(consumers that responded none or did not answer the question were removed)
Source: European Technographics Benchmark Survey, Q3 2012
The top 3 research sources for small domestic appliances among
urban Russian age under 30 are the internet, shops and TV

17. 17
0%
6%
96%
1%
7%
95%
By post/phone/catalog
Via the Internet
In a shop
over 30
under 30
Age
Where did you buy it from in the past 3 months?
16% 18% under 30
over 30
Age
Did you buy small domestic appliances
(e.g. kettle) in the past 3 months?
The majority of urban Russian small domestic appliance buyers
used a store for purchase
Base: 275 urban Russian consumers age 16+ who bought small domestic
appliances in the past 3 months
Base: 2283 urban Russian consumers age 16+
Source: European Technographics Benchmark Survey, Q3 2012

18. Base: 164 urban Russian consumers age 16+ who bought consumer electronics most recently (out of a choice) - having first researched it
Source: European Technographics Benchmark Survey, Q3 2012
Thinking of this recently researched purchase (consumer electronics.e.g. hairdryer), please
indicate which of the following sources of information you used to research it?
0%
0%
0%
0%
1%
2%
2%
2%
3%
3%
5%
6%
6%
10%
12%
14%
14%
15%
16%
29%
39%
Promotional email
Social Networking site - interaction with someone I know
Social Networking site - interaction with a company or brand
Promotional text message
A retailer’s website (e.g. Tesco, Argos)
Other website
Blogs/newsgroups
A manufacturer’s website
Online professionally-written review
Online consumer-written review
An online ad
A comparison shopping website (e.g. Kelkoo)
A search engine (e.g. Google)
Radio
Promotion sent by mail
Newspaper
Outdoor advertising (e.g. posters)
Magazine
TV
Talking with friends or family
Went into a store
76%
researched
it offline
56%
researched
it online
Offline and online research sources are used for consumer
electronics purchases in urban Russia

19. Thinking of this recently researched purchase (consumer electronics e.g. hairdryer), please indicate
which of the following sources of information you used to research it?
Which one of these had the most influence on your final purchase decision?
Outdoor advertising (e.g.
posters)
Magazine
TV
Online consumer-written
review
An online ad
A comparison shopping
website (e.g. Kelkoo)
A search engine (e.g.
Google) Talking with friends or
family
Went into a store
0%
10%
20%
30%
40%
50%
60%
70%
0% 10% 20% 30% 40% 50% 60% 70%
Most
Influence
Used for research
The store is not only the research source used by most urban Russians
who purchased consumer electronics, but it also had the most influence
Base: 164 urban Russian consumers age 16+ who bought consumer electronics most recently (out of a choice) - having first researched it
Source: European Technographics Benchmark Survey, Q3 2012

20. Did you change your mind about what brand to buy as a result of researching this product?
7%
9%
21%
64%
I didn’t have a brand in mind in the first place
Don’t remember
Yes, I did change my mind
No, I didn’t change my mind
64% of urban Russian consumer electronics buyers had a brand
in mind already and didn’t change their mind
Base: 164 urban Russian consumers age 16+ who bought consumer electronics most recently (out of a choice) - having first researched it
Source: European Technographics Benchmark Survey, Q3 2012

21. How did you end up buying this product?
0% 0%
1%
16%
By mail order
On the internet using a cell phone/Smartphone
On the internet using a computer (e.g. desktop, netbook/laptop,
tablet)
Base: 164 urban Russian consumers age 16+ who bought consumer electronics most recently (out of a choice) - having first researched it
Source: European Technographics Benchmark Survey, Q3 2012
16% of urban Russian consumer electronics buyers bought it
online and 83% in store
Researched
Online
Bought
Online
Bought
Offline
Researched
Offline
Bought
Online
Bought
Offline
16% 39% 6% 70%

22. Media consumption across the globe
“In a typical week, how many hours do you spend doing each of the following?”
Base: Adults in Urban Russia, Europe, Urban China, and the US
*Urban areas
7.9
12.5
3.3
6.5
20.4
4
12.7
6.1
4
13.5
3.7
12
6.6
2.3
8.5
3.9
14.1
4.5
2.5
8.9
Printed press
TV
Radio
Video games
Internet
China*
US
EU-7
Russia*

23. PC, Internet and Broadband adoption in urban Russia
is lagging behind
“How many computers (PC/Mac/laptop/netbook/Tablet) are there in your household?”
“How often do you go online on a PC (including weekdays and weekends)?”
“What type of Internet connection do you usually use at home?”
90%
79%
68%
84%
79%
68%
78%
71%
61%
65%
57%
37%
PC at home
Online monthly
Broadband at home
China*
US
EU-7
Russia*
Cost of PC is the main
barrier to Internet and
PC adoption in Russia.
The cost of internet connection varies hugely across Russia: monthly subscription
in Moscow is around $6, while consumers in the Far East will have to pay almost 6
times as much
Base: Adults in Urban Russia, Europe, Urban China, and the US
*Urban areas

24. Younger Russians adopt Internet on par with Western
Europe
Base: Adults in Urban Russia, Europe
0%
20%
40%
60%
80%
100%
16 - 18
years
19 - 20
years
21 - 24
years
25 - 29
years
30 - 34
years
35 - 39
years
40 - 44
years
45 - 49
years
50 - 54
years
55 - 59
years
60 - 64
years
65 years
and over
PC at home - Urban Russia PC at home - EU-7
Online at least monthly- Urban Russia Online at least monthly - EU-7
“How many computers (PC/Mac/laptop/netbook/Tablet) are there in your household?”
“How often do you go online on a PC (including weekdays and weekends)?”

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› Data + Analyst WIM
› Visual and insightful
deliverables
› Dynamic dashboards
Insights and visualization

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Optimize strategy with forecasts
› Key market metrics for online, mobile, and emerging
technology markets.
› A unique methodology combines demand-side data
with company supply-side metrics to help with:
• Strategic planning
• Benchmarking
• Analyzing market drivers and the impact
of online and mobile on specific industries
• Understanding global markets

27. © 2009 Forrester Research, Inc. Reproduction Prohibited
Спасибо!
Сергей Македонский
www.forrester.com
smakedonski@forrester.com