An introduction to Digital Life from TNS New Zealand (Tues 22 Nov 2011). Check out our YouTube channel (TNSNewZealand) for video of the session's speaker presentations. Digital Life provides opportunities to grow your business, through a precise understanding of human attitudes and behaviours online. Digital Life is the largest study of its kind - 72,000 interviews across 60 countries, covering 93% of the world's online population. Please check out our YouTube channel 'TNSNewZealand' for video content of this session.

1. Digital Life
Tuesday 22 November, 2011
© TNS 2011

2. Agenda
TNS New Zealand presents Digital Life
Jason Shoebridge – Managing Director, TNS New Zealand
The Good, the Bad and the Offal:
A simple recipe for social media success
Vaughn Davis – Owner & Creative Director, The Goat Farm
From little fish to fisherman:
Tourism New Zealand’s digital marketing evolution
Justin Watson – General Manager Marketing Communications, Tourism New Zealand
BackingBlack: Using digital channels to connect New
Zealanders with the All Blacks during RWC 2011
Caroline Booth – Sponsorship Manager, Telecom
Digital Life
© TNS 2011

3. Digital Life
What is Digital Life?
What does NZ’s digital landscape look like?
How does digital impact the classic brand funnel?
How is the NZ market segmented?
How can you access Digital Life insights?
Digital Life
© TNS 2011

4. What is Digital Life?
4
Digital Life
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5. What is Digital Life?
Digital Life
© TNS 2011

6. The most comprehensive view of consumer
attitudes and behaviour online
TNS spoke to
72,000
people across Including
60 1,000
countries, which represents New Zealanders
93%
of the world’s Internet population
Digital Life
© TNS 2011

7. Digital Life helps us to understand
participation in a range of online behaviours
Digital Life
© TNS 2011

8. Digital Life also explores the path to purchase
for a number of purchase categories
‘Short-cycle’ purchase categories ‘Long-cycle’ purchase categories
• Cosmetics & facial care • Baby care products
• Skin care products • Holiday / travel
• Hair care products • New car
• Personal hygiene products • Second hand car
• Oral care • Motorcycle
• Household products • Credit cards
• Over-the-counter medicines • Insurance
• Prescription medicines • Banking products
• Food • PC, laptop & tablet
• Confectionery & snacks • Computer peripherals
• Alcoholic beverages • Mobile phones
• Non-alcoholic beverages • Mobile gadgets
• Pet food • Camera
• Clothes & shoes • TV
• Music • White goods & home appliances
• Movies • ISP or (Mobile) Phone Services
• Software & apps
Digital Life
© TNS 2011

9. Digital Life captures a whole host of additional
information about the online population
When, from where and via what devices are we accessing the
Online Demographics
Internet?
How does consumption of the Internet compare to consumption of
Media Consumption
traditional / offline media?
What times of the day do we access the Internet and what other
Internet Usage Occasions
activities are we doing at the same time?
Which of the digital activities are consumers engaging in overall?
Behaviours & Activities
To what extent are consumers active or passive Internet users?
Which short-cycle and long-cycle categories are consumers
E-Commerce
researching and purchasing online?
What online and offline touch points are consumers using in the
Consumer Journey
purchase process, from awareness to post-purchase?
Attitudes & Behaviour What are the attitudes of consumers towards the role the Internet
Drivers plays in their lives?
Digital Life
© TNS 2011

10. What does NZ’s digital landscape look like?
10
Digital Life
© TNS 2011

11. Based on share of daily media consumption,
New Zealanders’ consumption of digital media
for leisure purposes rivals that of TV
Online work
(14%)
Radio
Online (18%)
leisure
(29%) TV
(29%) Newspapers Magazines
(7%) (3%)
Based on share of daily usage of Digital Life
these media types © TNS 2011

12. At the total market level, New Zealanders
spend most of their time online on
entertainment and social interaction
7% Communication
Social networking & connecting
Email
22% 34%
Entertainment
Multi-media & entertainment
Online gaming
Personal interest
Shopping
Information
Pre-purchase & browsing
Knowledge & education
News, sport & weather
Management
Personal admin
Planning & organising
39%
Share of weekly internet leisure Digital Life
hours across all access points © TNS 2011

13. We can expect growth in Internet usage from
mobiles and tablets given the extent to which
NZ is behind other nations
26%
7%
4%
2% 2%
Mobile Tablet TV set Games console Other
Global 36% 5% 3% 4% 2%
Australia 37% 10% 5% 11% 3%
Devices used to access the Internet in Digital Life
last four weeks © TNS 2011

14. There is a role for brands to play in driving this
growth given Internet usage from these
devices in NZ is relatively unsophisticated
3hrs Average weekly time NZ mobile users
spend accessing the Internet via mobile
35% Would like to access the Internet via their
mobile more often
66% Use Internet on their mobile when
waiting for someone or something
Twice As many Aussies use Internet on their
mobile for product information as NZers
Users accessing Internet from Digital Life
mobile © TNS 2011

15. How does digital impact the classic brand funnel?
15
Digital Life
© TNS 2011

16. Managing the recruitment and engagement of
customers via social media is a process that
must be carefully moderated
Competitions and win prizes 68%
Promotion or a special offer 67%
Connect with a brand I'm passionate about 48%
Get more information about the brand 46%
Access content supplied by the brand 36%
Give brands input 35%
Get customer service 35%
Don't want to be bothered by brands 54%
Selected reasons for connecting with Digital Life
brands online © TNS 2011

17. Brand owners also need to be conscious of the
role customers can play in influencing non-
customers via these same social networks
58% agree the comments of others help short-cut
the decisions they make about brands
57% agree user comments are more credible than
comments originating from the brand itself
50% often change their minds about products based
on the comments of others
48% say just one negative review can impact their
feelings about a brand
28% trust comments made by complete strangers
about brands and products online
Net agreement with statement Digital Life
© TNS 2011

18. The role of social networks means we need to
re-think classic brand funnel thinking
Traditionally viewed
as to face-to-face
word-of-mouth
communications
Awareness Consideration Intent Recommend
PRE-PURCHASE POST-PURCHASE
Digital Life
© TNS 2011

19. In a digital world, the post-purchase process is
extended as consumers use online channels to
comment on and connect with brands
Digital technology offers the
ability to easily communicate
about brands and products with
friends and strangers across time
and space
Awareness Consideration Intent Comment Connect
PRE-PURCHASE POST-PURCHASE
Digital Life
© TNS 2011

20. Hence it is ever more important to create
products and experiences people want to talk
positively about
Awareness Consideration Intent Comment Connect
PRE-PURCHASE POST-PURCHASE
Digital Life
© TNS 2011

21. How is the NZ market segmented?
21
Digital Life
© TNS 2011

22. Digital Life also uncovers segments that exist
along axes of consumption and involvement …
Internet is commoditised High Internet is pivotal
Makes my life more efficient consumption Is the centre of my life
Networkers Communicators Influencers
Low High
involvement involvement
Knowledge
Seekers
Functionals
Aspirers
Internet is irrelevant Low Internet is aspirational
Not a big part of my life consumption Helps me achieve my goals
Digital Life
© TNS 2011

23. … and thus there are differences that are
meaningful for marketers to understand and
target
Functionals Knowledge-Seekers
The Internet is a functional tool and I use the Internet to gain knowledge,
I’m not looking to express myself information and to educate myself
online about the world
Aspirers Communicators
I’m looking to create a personal space I love to express myself, be it face to
online. I’m desperate to do more of face, on a fixed line, on my mobile,
everything, especially from my mobile via a social networking site or on
email
Networkers Influencers
I have a busy life and use social The Internet is an integral part of my
networking to keep in touch. I’m a life – I love mobile Internet and I’m a
big home Internet user, and I’m very passionate social networker with tons
open to engaging directly with brands of friends
Digital Life
© TNS 2011

24. A quarter of us are Functionals – but combining
Influencers and Communicators, for a similar
proportion online self-expression is key
Functionals Knowledge- Influencers
(24%) Seekers (18%) (16%)
Networkers Aspirers Communicators
(20%) (13%) (9%)
Digital Life
© TNS 2011

25. So how do we differ? We know NZers spend
most of their online time connecting – but this
varies substantially by segment
22%
40%
Daily
77%
participation in
42%
social
networking
57%
81%
Digital Life
© TNS 2011

26. Tendency to purchase online is also
staggeringly different
4%
16%
10%
Daily
participation in
1% online shopping
3%
22%
Digital Life
© TNS 2011

27. And certain segments are more inclined to
offer others advice
22%
34%
I often give
34%
people advice
when I write
24% about products
/ brands online
21%
42%
Digital Life
© TNS 2011

28. How can you access Digital Life insights?
28
Digital Life
© TNS 2011

29. Access to Digital Life insights is possible in
three ways
• These reports and data tables are currently available
Standard local and for purchase, with local reporting available for each of
global reports the 60 markets included in Digital Life
• Discuss with your account team how TNS can draw
Customised out the Digital Life insights that are most relevant to
reporting answering questions directly stemming from the
business issues that your organisation is facing
• Talk to your account lead about replicating Digital Life
Incorporate Digital questions (for example, the segmentation golden
Life questions into questions) in monitoring and ad-hoc work to
surveys understand how your markets compared to NZ overall
Digital Life
© TNS 2011

30. For more information contact your
account lead or for general enquiries
please contact Emma Eichbaum
visit www.tnsdigitallife.com
Digital Life
© TNS 2011