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Similaire à The impact of social media on purchase behaviour (20)
The impact of social media on purchase behaviour
- 2. • Half a century of developing • Actively managed and deeply
panel research profiled panels
• Unparalleled global reach • Experienced online
and scale sampling experts
• Commitment to data quality • Thought leader
in the industry
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 3. Proprietary Panels in 24 Countries
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- 4. The Global Web Index is a twice yearly web usage study to 32,000
consumers across 16 countries which quantifies global web trends
and the massive impact of social media
16 markets represent 70% of the global web pop (780m users)
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- 5. Global Web Index
The Global Web Index provides a global perspective on web
usage, particularly how it impacts:
◦ Consumer behavior
◦ Marketing communications
◦ Purchasing
◦ Attitudes and outlook
• The Global Web Index is
an attitudinal tool that
provides timely global
usage trends of online
social media
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- 7. How many people are on social web by country
292.7 million
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- 8. Consistent patterns across age groups
Behaviour online – last month. You will now see a list of items that represent different activities you can do online. Please read each one carefully
and then indicate whether you have done that in the past month, or whether you have done it longer ago.
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- 9. BRIC markets lead the trend for active social involvement
70% Blog focused Social Network focused Manage a social network profile Written your own blog
60%
% Have done in the last month
50%
40%
30%
20%
10%
0%
Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully
and then indicate whether you have done that in the past month, or whether you have done it longer ago.
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- 10. Germany and UK are most purchase orientated
Motivations for involvement: Very important Below are various reasons why you use the Internet. Please think about how important
these reasons are for you using the Internet.
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- 11. Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 12. Following the hype…
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- 13. For business is it all about …
?
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- 14. High awareness in the UK
Source: Global Web Index
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- 15. Source: Global Web Index
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- 16. Why so much hype?
Source: Global Web Index
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- 17. Social web is still bigger
Source: Global Web Index
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- 18. Reality is still task based
Global perspective: Motivations for
involvement: Very important
Below are various reasons why you use the Internet. Please think about how important
these reasons are for you using the Internet.
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- 19. Motivations are fundamentally different by market
Brazil China Russia UK USA
Research how to do Stay in touch with Stay up to date on Research / find Research / find
things friends news / events products to buy products to buy
Stay up to date on Stay up to date on Stay in touch with Stay in touch with Stay up to date on
news / events news / events friends friends news / events
Research how to do Stay in touch with
Research for work Research for work Research for work
things friends
Research / find Stay up to date on Research how to do
Education Entertainment
products to buy news / events things
Stay in touch with Research / find Research how to do
Entertainment Entertainment
friends products to buy things
Research / find
Fill up spare time Networking for work Research for work Research for work
products to buy
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- 21. Contributors shape your brand
Source: Global Web Index
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- 22. Where is the biggest impact on consumers?
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- 23. Social information affects us all
Source: Global Web Index
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- 24. People trust online consumers..
Source: Global Web Index
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- 25. Search motivations show purchase skew
You will now see a number of online activities that you currently take in. For each one, please can you
Motivations to use a search engine select the main reasons you partake in that activity online?
Source: Global Web Index
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- 26. AND We research everything online
% of buyers who researched prior to purchase (offline and online)
Source: Global Web Index
Source: Global Web Index
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- 27. So how can brand opinions be improved?
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
A face to face recommendation
Television advert
A recommendation online from a contact / friend
A website created by the brand
The results on a search engine
France
Newspaper or magazine story featuring the brand
Newspaper advert
Germany
A direct mail sent to your house
An email sent to you from a company or brand UK
Magazine advert
USA
Sponsorship of a major event e.g. sports or music concert
Film or television programme featuring the brand
Source: Global Web Index
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- 28. Your brand is in their hands…
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- 29. Even before they get to your site…
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- 30. Key points
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- 32. Growing appetite for brand relationship
Offer discounts
Provide me with new ideas and thinking
Provide free downloads to content that I like e.g. music / film
Provide relevant news and analysis
Create useful online applications that provide a benefit
Create competitions
Advertise in places that are relevant to you
Create an online community
Create live events e.g. music concerts
Create videos / TV shows
Sponsor my favourite sports team
Create live events where I can use the product
Create a real life community where I can meet similar people
Create a platform for you to interact with the company or staff directly e.g. blog /…
Associate with celebrities that I like
Sponsor my favourite website
UK Germany 0% 20% 40% 60% 80%
Europe: Role for brands Please think again about the same brand. Below are list of activities that the brand can implement. Which of
the following actions are most relevant to you as a person? Where 1 = not at all relevant and 5 = very relevant
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- 33. They want to be involved…
Source: Global Web Index
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- 34. What improves your opinion of a brand?
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- 35. Although not all sectors have same demand
Source: Global Web Index
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- 36. Needs to be part of the mix
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- 38. Track web habits of types of brand owners
Owners, web activity last month
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- 39. Assess how brands should engage owners online
Owners, relevant brand activity. Score 4/5 relevant to me 1-5 scale
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- 40. Assess how brands should engage owners online
Owners, relevant brand activity. Score 4/5 relevant to me 1-5 scale
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- 42. Talk on a one to one basis
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- 43. Promoting the human face
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- 44. Real time customer engagement
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- 45. Listen to what is said and take note
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- 47. Involve your customers
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- 48. Involve the most important people, your customers
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- 49. Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 50. Get your fans to work with you
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- 51. Use the feed back proactively
Example: Homebase “Ratings and Review” system
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- 52. Thank your customers
Social media has given the consumer a voice and the overlap in digital /
physical campaigns has provided a vehicle for brands to harness this voice.
Example: Wispa decided to thank their fans for all their support putting them at the heart of all their campaigns.
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- 54. Now: Digital networks are bigger than face to face
USA UK Russia
Face to
Brazil China
face
22.8 21.4 17.1
friends 24.1
24.4
Brazil Russia
USA UK
China
Social
31.2 38
Network 42.8 49.3
Friends 51.5
NETWORK SIZE: How many people you stay in touch with
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- 55. Networks of strangers: comfortable with the unknown
9%* 3%* 0.3%*
Facebook LinkedIn Twitter
*Percentage of people I would phone up for a beer
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- 56. That network will become Augmented Reality
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- 57. Social will inform everything and everywhere
• Immediate social group
• Connected group
• People like me
• Actions, behaviour and reviews will be
overlaid on our real life experience
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